Edwardsville-Glen Carbon Chamber Presentation, 4-27-10

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  • FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile  UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend!   PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile  UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend!   PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile  UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend!   PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile  UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend!   PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile  UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend!   PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile  UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend!   PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • Bots:Meta tags/data – title, keyword and description tagsContent with keyword density for search terms relevant to the pageHuman readabilityHyperlinks to relevant content within your site (a/k/a “cross links”)Hyperlinks from outside websites linking in to your site with specific keywords“Fresh” and updated contentContent for HumansWIFM – Rule #1Personalization – which means you give them their choice of infoPeople they can connect with – images, video, audioStories of other students who have done it before and succeededReal answers to their actual questionsFuture job outlook and opportunitiesData to substantiate your informationSocial proof (we’ll get to that later)Messaging:Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write…It is your promise to the students and parentsIt is the logic-based value you can provideIt is the emotions are you creating to “connect” with your prospective studentsIt is your opportunity to tell stories and share ideas rather than talk AT your future studentsYour willingness to listen is important; invite participation where appropriate
  • Content for HumansWIFM – Rule #1Personalization – which means you give them their choice of infoPeople they can connect with – images, video, audioStories of other students who have done it before and succeededReal answers to their actual questionsFuture job outlook and opportunitiesData to substantiate your informationSocial proof (we’ll get to that later)
  • Messaging:Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write…It is your promise to the students and parentsIt is the logic-based value you can provideIt is the emotions are you creating to “connect” with your prospective studentsIt is your opportunity to tell stories and share ideas rather than talk AT your future studentsYour willingness to listen is important; invite participation where appropriate
  • Edwardsville-Glen Carbon Chamber Presentation, 4-27-10

    1. 1. Reputation ManagementEarning and Protecting the Trust Between You and Your Publics<br />
    2. 2. Reputation Management is…<br />Building authentictrust between your organization and the people that matter most to you.<br />
    3. 3. Value of Reputation<br />
    4. 4. Today’s Relationship Drivers<br />Satisfaction with experiences<br />Consistency<br />Trust<br />Commitment (personal)<br />Transparency (honesty)<br />Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business<br /> David Armano, darmano.typepad.com<br />
    5. 5. The New Rules of Marketing & PR<br />PR is for more than just mainstream media audiences<br />PR is not just about seeing your organization on TV; it’s about seeing you on the Web<br />It’s about helping people move through the decision-making process with great online content<br />It’s authenticity, not spin<br />It’s participation, not propaganda<br />It’s direct communication at the moment and in the way your audience prefers, not one-way interruption <br />— Adapted from The New Rules of Marketing & PR<br />
    6. 6. The Link Between Brand and Reputation<br />Brand Promise<br />Defines the experience your customers should have with you<br />Aligns your business operations with the customer’s experience<br />Defines and protects your reputation<br />Reputation = Current perceptions of an organization<br />A variable based on experiences, news, events, actions<br />
    7. 7. Reputation Management<br />Reliable, Predictable Experience<br />When the experience doesn’t match the promise, reputation declines<br />Reputation<br />Index<br />Unreliable, Unpredictable Experience<br />Source: Standing Partnership<br />
    8. 8.
    9. 9. Communicating in the 21st Century<br />Considerations:<br />A competitive, global marketplace<br />24/7 media environment<br />Consumer-centric<br />Expectation of governance/responsibility<br />Challenges:<br />Providing context, perspective<br />Demonstrating our competitive advantage<br />Consistent message and experience<br />
    10. 10. The Mass Media Model<br />Edited and controlled content broadcast to mass audiences <br />Email<br />PR<br />Website<br />Advertising<br />Print <br />Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links<br />
    11. 11. The Social Media Model<br />Ideas shared, adapted, changed and shared again, and again, and …<br />Source: Mike Arauz, Thoughts on New Media and Assorted Links<br />
    12. 12. Social Media Continuum of Tools<br />Syndicate, Search, Aggregate<br />Publish<br />Connect<br />Collaborate<br />Rank, Tag, Comment, Bookmark<br />Measure<br />
    13. 13. Amazon.com as a social networking site? But it’s just shopping…<br />Thriving communities<br /><ul><li>Customer reviews
    14. 14. Author profiles
    15. 15. User conversations
    16. 16. Example
    17. 17. First review written in 2007 on publication day
    18. 18. User profile and review read by 100,000+
    19. 19. Now 215 reviews
    20. 20. Fellow users can rate reviews higher
    21. 21. Link to profile and read other reviews
    22. 22. Not bad for the reviewer’s personal brand!</li></ul>Source: David Meerman Scott, www.WebInkNow.com<br />
    23. 23. Social Media Marketing: Simplified<br />You can buy attention (advertising)<br />You can beg for attention from the media (PR)<br />You can bug people one at a time to get attention (sales)<br />Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.<br />Source: David Meerman Scott, www.WebInkNow.com<br />
    24. 24. Engagement Scores of Top 100 Global Brands<br />Source: www.ENGAGEMENTdb.com<br />
    25. 25. Demographics<br /><ul><li>5% of users accounted for 75% of all activity</li></li></ul><li>Demographics<br /><ul><li>2009: nearly 72 million users in US
    26. 26. 5% of users accounted for 75% of all activity
    27. 27. 28.2% of users: 35 – 54 year olds
    28. 28. 25.2%: 25 – 34 year olds
    29. 29. 25.1%: 18 – 24 year olds
    30. 30. 55 and over has grown from 950,000 to 5.9 million in six months</li></ul>Sources:<br />
    31. 31. What Now?<br />
    32. 32. Using Social Media to Build Reputation <br />Internal collaboration<br />Direct conversations<br />Relationship building <br />Thought leadership<br />Instant feedback<br />Community<br />SEO (search engine optimization)<br />
    33. 33. Engagement Best Practices<br /><ul><li>Deputize people throughout the organization
    34. 34. MyStarbucksIdea.com
    35. 35. Department representatives
    36. 36. Engaging with people would come naturally</li></ul>Source: www.ENGAGEMENTdb.com<br />
    37. 37.
    38. 38. Web Content Fuels Traditional Media Relations<br />More than eight of 10 journalists (84 percent) say they have used or would use blogs as primary or secondary sources for articles.<br />— 2007 Arketi Web Watch Survey <br />Eighty percent of journalists say they spend more than 20 hours per week online.<br />— 2009 Arketi Web Watch Survey <br />
    39. 39. Web Content Integral to Reputation<br />The Internet has made public relations PUBLIC again, after years of almost exclusive focus on media. Blogs, online news releases and other forms of Web content let organizations communicate directly with consumers.<br />— David Meerman Scott<br />The New Rules of Marketing & PR<br />
    40. 40. Web Content Integral to Reputation<br />
    41. 41. Reputation Management<br />Trust equity – a reputational insurance policy that creates economic value for your organization<br />Turning relationships into results<br />Customer loyalty<br />Recruiting/retention<br />Increased funding/donations<br />Potential premium pricing<br />Protection against crisis<br />Empowering brand ambassadors<br />
    42. 42. Marketing Shift<br />
    43. 43. Communication with an Impact<br />Your website is not just a static brochure but rather an interactive “conversation” with your users consisting of three key elements:<br /><ul><li>Findability
    44. 44. Usability
    45. 45. Personality</li></li></ul><li>Findability<br />Search engines<br /><ul><li>Google
    46. 46. Yahoo, MSN
    47. 47. Ask, Alta Vista, etc..</li></ul>Social Media<br /><ul><li>FaceBook
    48. 48. MySpace
    49. 49. Flickr</li></ul>Other interactive outlets<br /><ul><li>Media
    50. 50. Blogs
    51. 51. Mobile</li></li></ul><li>Usability<br />Focus the user<br /><ul><li>Plain language, short sentences and bullets
    52. 52. Give the user choices, have a conversation
    53. 53. Let the user decide what’s important on your site</li></ul>Facilitate a positive user experience<br /><ul><li>Clear, consistent navigation
    54. 54. Distinct value proposition
    55. 55. Utilize images and video to tell the story
    56. 56. Include multiple media types for various learning styles</li></ul>Make it easy to take the next step<br /><ul><li>Talk with us or schedule a visit
    57. 57. Sign up for E-newsletter
    58. 58. Connect with us on social media
    59. 59. Tell-a-friend!</li></li></ul><li>Personality<br />Communicate the spirit of your company<br /><ul><li>What would you tell a visitor?
    60. 60. Create feelings which become thoughts/actions
    61. 61. Engage and inspire</li></ul>Represent the people<br /><ul><li>Employees
    62. 62. Guests, visitors
    63. 63. Suggest related items you offer and link to them</li></ul>Appeal to multiple audiences<br /><ul><li>Depict various demographics in images
    64. 64. Showcase a variety of activities</li></li></ul><li>Segmenting Your Audiences<br />The online relationship begins the second a potential customer hits your homepage. Show customers a reflection of them self. Organize your site with content for each of your distinct buyer personas. <br />— David Meerman Scott<br />The New Rules of Marketing & PR<br />
    65. 65. Example:<br /><ul><li> 50.6 million items in collections
    66. 66. 89 locations
    67. 67. 3,200 staff members</li></ul>Web site must serve a wide variety of on and offline visitors <br /><ul><li>Academic researchers from around the globe
    68. 68. Bronx residents who speak Spanish as a first language
    69. 69. NYC tourists who want to tour the Fifth Ave building
    70. 70. Film industry who want to use the famous setting
    71. 71. Potential supporters with donations</li></li></ul><li>
    72. 72. Approach to Web Content<br />Text for Bots: Search engines “crawl” your pages looking to establish what they are about so that they can display YOUR pages to searchers. <br />
    73. 73. Approach to Web Content<br />Content for Humans: Your future guests and visitors read your pages to find out more about your services and facilities, why they should visit and how they can connect with you. What are they looking for?<br /><ul><li>WII-FM
    74. 74. Personalization
    75. 75. People
    76. 76. Stories
    77. 77. Real answers
    78. 78. Data to substantiate
    79. 79. Social proof</li></li></ul><li>Approach to Web Content<br />Messaging: What is your promise to your guests and visitors?<br /><ul><li>Emotions
    80. 80. Connections
    81. 81. Stories
    82. 82. Share ideas
    83. 83. Listening is important
    84. 84. Invite participation</li></li></ul><li>Questions?<br />Elizabeth Keserauskis<br />ekesera@siue.edu<br />linkedin.com/in/bethkeserauskis<br />@bethkeserauskis<br />SlideShare.net/bethkeserauskis<br />

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