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

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

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