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Navigating Web 2.0 Ppt

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  • 1. 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
  • 2. 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)
  • 3. Hashtag: #nav20 Go to: http://search.twitter.com Type in: #nav20
  • 4.
    • Customer support forums
    • IDEASTORM (grew out of negative response)
    • Blogs
    • Community driven ratings and reviews
  • 5.
    • @ScottMonty
    • Drilled down to where their audience is
    • Easily “shareable”
  • 6. CDC – Swine Flu
    • #SwineFlu
    • Message
    • Engage
    • Monitor
    • Promote
  • 7. Social media enhances communication and serves as ANOTHER way to engage.
  • 8. 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
  • 9. 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
  • 10. 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)
  • 11. Identity: Colonel Tribune “Humanization of the Tribune and engaging bloggers/readers in their territory on their terms.” Twitter Facebook Tribune.com flickr
  • 12. Time?
    • Mobile applications
    • Scheduled time
    • Syndication
    • Shared responsibility
  • 13. So, what’s the ROI?
  • 14. “ 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
  • 15. You CAN, however, think about NEW metrics!
  • 16. 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
  • 17. Free monitoring
  • 18. Public Service Announcement: Secure your brand! Disclaimer: I’m a partner on the site.
  • 19. This presentation is available on slideshare. http://www.slideshare.net

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