NAADA 2011 Web Strategy (PPT)
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NAADA 2011 Web Strategy (PPT)

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Web and Social Media Strategies: The Why and How... To Be Awesome (Powerpoint version) presented at the NAADA 2011 Annual Conference in Lubbock, TX in June 2011. Thanks to Shelby Thayer for a few......

Web and Social Media Strategies: The Why and How... To Be Awesome (Powerpoint version) presented at the NAADA 2011 Annual Conference in Lubbock, TX in June 2011. Thanks to Shelby Thayer for a few slides on metrics.

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  • Introduction. Learned in college in the early 1990s studying Philosophy. HYPERTEXT.
  • Tweet Explorer
  • 150 million in US, 41% visit every day.
  • I contend that the investment in Social Media is a cost cutting measure.
  • 5% of our Web traffic is NOT broadband.
  • Marketshare
  • Start here. *note YouTube closed caption moral and legal obligations in higher education, and the fact that half your viewers split after 1 minute. And editing is time consuming.
  • It doesn’t start out there. It starts at home.
  • Fully Integrated. 4 things going on here. Sharing, Liking, Delivery Mechanisms, and Peer Pressure (friends like it, why don’t you?)
  • A whole lot of sensationalism out there. Lets take a look at what’s really going on.
  • A whole lot of sensationalism out there. Lets take a look at what’s really going on.
  • 600 million FB users. 150 million in US, Texas 11.8 mil -- 5.8m in PA – 3mil Indiana – 2.5 million in Minnesota 41% visit every day.
  • 43 million in US, Slightly older, more well educated crowd. 67% Brand Followers purchase that brand. 52% COME EVERYDAY. Only 7% in high-school so undergraduate education is ambivalent. …and U Ed usually drives rules, and can afford playing it safe more than CE.
  • 104 Million users per month. All ages.
  • Google Analytics
  • It’s happening whether you are there or not. This was on a page started by the students themselves.
  • It’s happening whether you are there or not. This was on a page started by the students themselves.
  • Only 2 of 7 posts are from me.
  • Tweet links to other content, use a human face instead of a logo. Pretty girls work best, however veterinarians like boys (know your audience), follow other units, departments and colleges at your institution, fail fast, fail forward and learn.
  • These sites succeed by you using them. They go out of their way to make them easy and to teach you how to use them.
  • 1. Make your opinion knownPeople like blogs, they like blogs because they are written by people and not corporations. People want to know what people think, crazy as it sounds they want to know what you think. Tell them exactly what you think using the least amount of words possible.2. Link like crazy.Support your post with links to other web pages that are contextual to your post.3. Write LessGive the maximum amount of information with the least amount of words. Time is finite and people are infinitely busy. Blast your knowledge into the reader at the speed of sound.4. 250 is enoughA long post is easier to forget and harder to get into. A short post is the opposite.5. Make Headlines snappyContain your whole argument in your headline. Check out National newspapers to see how they do it.6. Include bullet point listsWe all love lists, it structures the info in an easily digestible format.7. Make your posts easy to scanEvery few paragraphs insert a sub heading. Make sentences and headlines short and to the point.8. Be consistent with your stylePeople like to know what to expect, once you have settled on a style for your audience stick to it.9. Litter the post with Keywords.Think about what keywords people would use to search for your post and include them in the body text and headers. make sure the keyword placement is natural and does not seem out of place.10. Edit your postGood writing is in the editing. Before you hit the submit button, re-read your post and cut out the stuff that you don’t need.
  • YouTube for embedding purposes. Notice the faces, those are my friends, I think “if they like it…” peer pressure marketing.
  • Market outside of web and social media realms.
  • Tradeshow type promotions.
  • Random social media signs at businesses.
  • Google Analytics
  • Natural Gas Conference Web Site. 30% of hits from Social Media. Google Analytics.


  • 1. Why and How… to be Awesome!
    Web and social media Strategy
    Max Spiegel
  • 2. Web and social media Strategy
  • 3. Web and social media Strategy
    Max Spiegel
  • 4.
  • 5. Why the web?
    Premature question.
  • 6. Who are we and why are we here?
    What is our organizational structure?
    What is our goal?
    What is our communication strategy?
    Who is our audience?
    What is our message?
  • 7. What is our purpose?
  • 8. The Web and social media are only delivery mechanisms
  • 9.
  • 10. Mission
    The mission of Penn State’s College of Agricultural Sciences is to discover, integrate, translate, and disseminate knowledge to enhance the food and agricultural system, natural resources and environmental stewardship, and economic and social well-being, thereby improving the lives of people in Pennsylvania, the nation, and the world.
  • 11. Strategic Initiatives
    • Increase Student Enrollment, Enhance Student Success
    • 16. Enhance Knowledge Discovery and Translation
    • 17. Strengthen Communication with and Education of Stakeholders
    Strategic Challenges/Advantages
    • Identify Priorities
    • 18. Enhance Collaboration Within and Outside the College
    • 19. Network Development
    • 20. Public Education
  • 21. Why the web?
    • Primary discovery platform
    • 22. The Web is the first "campus" viewed (43%)
    • 23. Cost effective delivery compared to traditional methods
    • 24. Instant feedback
    • 25. Two way street
    The Web should be integral to any communications strategy.
  • 26. Why Social Media?
    • Primary discovery platform
    • 27. Facebook Page is the first "campus" viewed (Growing Fast)
    • 28. Cost effective delivery compared to traditional methods
    • 29. Instant feedback
    • 30. Two way street
    • 31. A person is more likely to trust the word of a complete stranger than the company selling the product.
    • 32. and…
  • 600
  • 33. 15% bump
  • 34. What can the Web do for you?
    • Push your content (active, not passive)
    • 35. Capture your audience
    • 36. Increase enrollment
    • 37. Engage your Alumni
    • 38. Promote Ag Awareness
    • 39. Communicate to your stakeholders
    • 40. Promote your research
    • 41. Highlight your faculty
  • Public Relations
    Customer Service
  • 42.
  • 43. If You Build It Will They Come?
    Do we place a yellow page ad then ask what we can do to get people to look at it?
    People Must Be Looking For It.
    Search Engine Optimization (SEO)
    Pay Per Click Advertisement (Google)
    Internal Ads (Facebook, LinkedIn)
    Diligence & Patience
  • 44. Social Media = Web 2.0
    • What is it… really?
    • 45. What do you use it for?
    • 46. How does it work?
  • Web 1.0 vs. Web 2.0
  • 55. Web 2.0 Toolsets
  • 56.
  • 57.
  • 58. Sharing
  • 59. oas-ram 4/22/2008
  • 60. Facebook
  • 61.
  • 62. 600
  • 63.
  • 64.
  • 65. Questions?
  • 66. What is your value?
    What sets you apart?
    What do others say about you?
    What are your successes?
    How have you helped customers?
    What do you do best?
  • 67. Setting your goals
    To inform?
    To build a community?
    To gain valuable market research?
    To reduce customer service costs?
    To reach a broad audience with a message?
    To increase student enrollment?
    To conduct e-commerce?
    To increase brand awareness?
    To brand your company?
    To attract attention?
    To build trust?
    To reduce paperwork?
    To reduce printing and mailing costs?
    To pre-qualify leads?
    To recruit new employees?
    To decrease call volume?
  • 68. Only 3 True Business Goals
    Raise Revenue
    Lower Costs
    Source: Social Media Metrics, Jim Sterne
  • 69. Who is your Audience?
    • Prospective students
    • 70. Prospective faculty
    • 71. Current students
    • 72. Alumni & friends
    • 73. Legislative contacts
    • 74. Industry partners
    • 75. General public
  • How will you measure your performance?
    • Traffic Metrics
    • 76. Google Analytics
    • 77. Transaction Metrics
    • 78. Conversion Tracking
    • 79. Organizational Metrics
    • 80. The Books
  • 81. Reputation Management
  • 82.
  • 83. How to Behave
  • 91. Twitter Good Practices
    • Follow those who you want to follow you
    • 92. Cross link your efforts
    • 93. Tweet about a YouTube video you uploaded or the Blog you posted
    • 94. Be welcoming & friendly - say hello to your new followers or folks that you would like to get to know.
    • 95. Engage people - ask questions and respond to queries that interest you.
    • 96. Be humorous - funny Tweets really help to break up the timeline.
    • 97. Inform - provide useful information and news items.
    • 98. Monitor self-promotion - it is fine to promote your projects and work, but nobody likes to be spammed all day
    • 99. Promote others - “retweet”liberally and highlight good work.
    • 100. Listen - there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.
    • 101. Be human - not always obvious but most important, being a “real” person is probably the most important trait of any effective Twitter user.
    • 102. Search – has all the answers. What hashtagdo aerospace engineers use?
  • 103. Starting a Blog
  • 104. Writing a Blog
    Make your opinion known
    Link like crazy
    Write less
    250 Words is enough
    Make headlines snappy
    Write with passion
    Include bullet point lists
    Edit your post
    Make your posts easy to scan
    Be consistent with your style
    Litter the post with keywords
  • 105. Managing a Blog
    Bloggers Code of Conduct
    Take responsibility not just for your own words, but for the comments you allow on your blog.
    Label your tolerance level for abusive comments.
    Consider eliminating anonymous comments.
    Ignore the trolls.
    Take the conversation offline, and talk directly, or find an intermediary who can do so.
    If you know someone who is behaving badly, tell them so.
    Don't say anything online that you wouldn't say in person.
  • 106. Measuring Blogs
    • RSS click-throughs
    • 107. # of subscribers
    • 108. # of comments
    Use Feedburner for RSS – integrates automatically with Google Analytics.
  • 109. Feedburner Stats
  • 110. oas-ram 4/22/2008
  • 111. All together now.
  • 120. If You Build It Will They Come?
    Do we place a yellow page ad then ask what we can do to get people to look at it?
    People Must Be Looking For It.
    Cross promotion (don’t be afraid to take it offline)
    Search Engine Optimization (SEO)
    Pay Per Click Advertisement (Google)
    Internal Ads (Facebook, YouTube)
    Diligence & Patience
  • 121.
  • 122.
  • 123.
  • 124. How will you measure your performance?
  • Traffic Metrics
    • How many people are visiting your site?
    • 130. Where are they coming from?
    • 131. What sites are linking and bringing traffic to your website?
    • 132. What keywords do visitors use in the search engines to find your site?
    • 133. How long are they staying in your site?
  • PageviewsFrom Social Media
  • 134. Many ways to measure social media
    Source: Social Media Metrics, Jim Sterne
  • 159. A silver bullet doesn't exist.
    There is no one metric, one tool, one awesome, ridiculous app that we can use.
    It doesn't exist.
    Most social media analytics is manual.
  • 160. Many ways to measure social media
  • 161.
  • 162. Social Media Performance Indicators
    Increase brand awareness:
    • # of brand mentions (# of positive brand mentions)
    • 163. # of “likes” of school/unit Facebook page/new followers
    • 164. # of new traffic to website from social media sources
    Increase student enrollment
    • New click-throughs from social media sources
    • 165. % conversions from social media referrers
    • 166. % increase in student enrollment
    Decrease helpdesk call volume
    • # subscribers
    • 167. % volume decrease
    • 168. % tickets resolved using social media
  • Monitoring - Sentiment
  • 169. Transaction Metrics
    Online Food Safety Class Google Ad
    • 1,508 clicks on 168,581 views for a cost-per-click of $0.27 and a total expense of $398.28. 
    • 170. The ads directly caused a 668% increase in web visits
    • 171. 79% of the Web traffic was from the ads.
    • 172. 44 people clicked the "Register Now" button
    • 173. 400% increase in enrollment. 
  • Organizational metrics
    • Increase in prospects
    • 174. Increase in average consumer satisfaction
    • 175. Decreased support calls
    • 176. More enrollment
    • 177. Increased newsletter subscriptions or completed surveys
  • Max Spiegel
  • 178. Helpful Resources
    Penn State Ag Sciences Web Best Practices and Web Strategy
    Writing for the Web
    Quickstart Guide to Social Media
    Web and Social Media Industry News and Tips