Navigating Web 2.0 for the Workplace Sarah Evans Director of Communications sevans@elgin.edu Twitter: PRsarahevans Skype: Prsarahelizabeth AIM: Prsarahelizabeth LinkedIn: http://www.linkedin.com/in/prsarahevans

The Explosion YouTube - More than 100M video uploads, daily Facebook -200M active users Twitter -3 million + posts per day Blogs - 133M indexed by Technorati since 2002 News bookmarking sites -“regular” people shaping news THEY deem important (e.g. Digg, Delicious)

YouTube - More than 100M video uploads, daily

Facebook -200M active users

Twitter -3 million + posts per day

Blogs - 133M indexed by Technorati since 2002

News bookmarking sites -“regular” people shaping news THEY deem important (e.g. Digg, Delicious)

Hashtag: #nav20 Go to: http://search.twitter.com Type in: #nav20

Customer support forums IDEASTORM (grew out of negative response) Blogs Community driven ratings and reviews

Customer support forums

IDEASTORM (grew out of negative response)

Blogs

Community driven ratings and reviews

@ScottMonty Drilled down to where their audience is Easily “shareable”

@ScottMonty

Drilled down to where their audience is

Easily “shareable”

CDC – Swine Flu #SwineFlu Message Engage Monitor Promote

#SwineFlu

Message

Engage

Monitor

Promote

Social media enhances communication and serves as ANOTHER way to engage.

A few of the “terms” and why they matter Instantaneous Conversation Community Transparency Listen Participatory Monitor Respond Want it now Let’s chat I’m a part of something You’re not hiding Someone heard me Join in/have fun Find the talkers Follow up

Instantaneous

Conversation

Community

Transparency

Listen

Participatory

Monitor

Respond

Want it now

Let’s chat

I’m a part of something

You’re not hiding

Someone heard me

Join in/have fun

Find the talkers

Follow up

Your plan starts here. Who are you? Connector: knows lots of people Maven: trusted expert who seeks to pass knowledge along Salesman: charismatic people skills with powerful negotiation skills Who do you want to communicate with? Clients, like-minded people, friends What are you looking to gain? Increased brand visibility, build a large network

Who are you?

Connector: knows lots of people

Maven: trusted expert who seeks to pass knowledge along

Salesman: charismatic people skills with powerful negotiation skills

Who do you want to communicate with?

Clients, like-minded people, friends

What are you looking to gain?

Increased brand visibility, build a large network

Who is going to be “your” face? What is going to be “your” voice? Do you have a beloved leader or employee already identified with your brand? Online name and imagery Sustainable If this person(s) went away tomorrow would your online presence remain? Likeable and rationale “ Gets” social media Communications/PR background (if appropriate)

Do you have a beloved leader or employee already identified with your brand?

Online name and imagery

Sustainable

If this person(s) went away tomorrow would your online presence remain?

Likeable and rationale

“ Gets” social media

Communications/PR background (if appropriate)

Identity: Colonel Tribune “Humanization of the Tribune and engaging bloggers/readers in their territory on their terms.” Twitter Facebook Tribune.com flickr

Time? Mobile applications Scheduled time Syndication Shared responsibility

Mobile applications

Scheduled time

Syndication

Shared responsibility

So, what’s the ROI?

“ The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.” – Jason Falls, director of social media for Doe-Anderson

You CAN, however, think about NEW metrics!

What are your CONVERSATION goals? Incoming traffic from links Number of people subscribed to RSS Track backs or linked conversations Comments Increase in anything Survey Think ROE – Return on Engagement

Incoming traffic from links

Number of people subscribed to RSS

Track backs or linked conversations

Comments

Increase in anything

Survey

Free monitoring

Public Service Announcement: Secure your brand! Disclaimer: I’m a partner on the site.

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