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Social Media that Works (+ the History of Media from Sumeria through Today in a few slides)
 

Social Media that Works (+ the History of Media from Sumeria through Today in a few slides)

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This deck supported the final session (June 7, 2013) of our Virtual Learning Series with the US Department of Labor, Employment and Training Administration and 13 State Grantee Teams working on ...

This deck supported the final session (June 7, 2013) of our Virtual Learning Series with the US Department of Labor, Employment and Training Administration and 13 State Grantee Teams working on Expanding Business Engagement.

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    Social Media that Works (+ the History of Media from Sumeria through Today in a few slides) Social Media that Works (+ the History of Media from Sumeria through Today in a few slides) Presentation Transcript

    • 1  May  3,  2013  Expanding  Business  Engagement  Ini2a2ve  US  DOL  Employment  &  Training  Administra2on  Expanding  Business  Engagement  Ini2a2ve  US  DOL  Employment  &  Training  Administra2on  Social  Media  That  Works  Virtual  Learning  Series  Session  3    June  7,  2013  Social  Policy    Research  Associates  &  BootsRoad  Group  
    • 2  2  DOLETA  Team    Gina  Wells    Megan  Lizik    Jonathan  Payne  U.S.  Department  of  Labor,  ETA    This project has been funded, either wholly or in part, with Federal funds from the U.S. Department of Labor, Employment and TrainingAdministration under Contract Number: DOLU121A21890. The contents of this publication do not necessarily reflect the views or policies of theDepartment of Labor, nor does mention of trade names, commercial products, or organizations imply endorsement of same by the U.S.Government.
    • 3  3  Social  Policy  Research  Associates  (SPR)      Ahmad  Mansur  EBE  Project  Manager    Kris@n  Wolff    Training  &  Technical  Assistance    Sam  McCoy  Training  &  Technical  Assistance    
    • 4  4  SubmiLng  Ques2ons  §  To  submit  a  ques2on  or  comment,  type  the  ques2on  in  the  text  box  §  Click  the  send  buRon.  §  Your  name,  the  text  and  your  ques2on  will  appear  on  your  screen,  indica2ng  successful  submission.  §  If  you’d  like,  you  may  choose  who  you  want  to  submit  the  ques2on  to  by  selec2ng  their  name  from  the  drop-­‐down  menu  in  the  “Start  Chat  with”  field  (default  is  “Everyone”)  Chat  Room  Send    BuRon  Text  Box  Drop-­‐Down    Menu  
    • 5  5  It’s  geLng  HOT  in  here…  Avoiding  the  fire  drill:  •  Phone  muted  at  all  2mes  unless  speaking  •  Deac2vate  microphones  on  all  devices    •  Avoid  using  3rd  party  applica2ons.  Just  use  your  phone.  5
    • 6  6  Agenda  ü  Overview:  Day  3:    Virtual  Learning  Series!  ü  Spencer  Critchley:  Social  Media  that  Works  ü  Break  and  Team  Exercise  ü  Examples  of  Engaging  Business  through  Social  Media  ü  Q  &  A  ü  Closing  Remarks  
    • 7  7  Overview:  Virtual  Learning  Series  &  Final  Session  Day   Theme  Day  1:  June  5th   Transforma2on  Stories  Day  2:  June  6th  Mini-­‐Profile  &  MassachuseRs  on  Metrics  Day  3:  June  7th  Social  Media  That  Works  &    EBE  Case  Studies  Final  Session:    June  21,  2013  Review  of  progress  &  EBE  tools,  website  
    • 8  8  Spencer  Critchley  Managing  Partner  Boots  Road  Group,  LLC  Communica2on  &  Engagement  Collabora2on  
    • 9  9  Overview  1. How influential communication works2. How social media works3. How social media strategy works— Break —4. How to engage
    • 10  10  1. How influence works
    • 11  11  Compare...Informa2on  vs.  Influence  
    • 12  12  ACompare  
    • 13  13  BCompare  
    • 14  14  ACompare  
    • 15  15  BCompare  
    • 16  16  ACompare  
    • 17  17  BCompare  
    • 18  18  What’sthedifference?A BCompare  
    • 19  19  What’sthedifference?Information EmotionCompare  
    • 20  20  Compare...
    • 21  21  “Don’t litter.It’s ugly and bad for the environment.”ACompare  
    • 22  22  BCompare  http://youtu.be/hYp1gc5joQg
    • 23  23  Why is emotion so dominant?
    • 24  24  Survival
    • 25  25  It’s how wedecide whatTo do.
    • 26  26  The world runson emotion.Image: WikimediaCommons
    • 27  27  Influencers don’tsupply information.They satisfydesire.
    • 28  28  Influencers don’tsupply information.EntertainersAdvertisersPoliticiansThe pressThey satisfydesire.
    • 29  29  InfluentialCommunicationEmotionalTargetedSimpleRepeatedImage: Wikimedia Commons
    • 30  30  
    • 31  31  ExamplesEmotional, Targeted, Simple, Repeated
    • 32  32  Examples from your own workEmotional, Targeted, Simple, Repeated
    • 33  33  2. How social media works(in 2 mental shifts)
    • 34  34  Media: the first 5,000 years
    • 35  35  One-to-many Image: Wikimedia Commons3,000  BCE:  Sumer  
    • 36  36  Image: Wikimedia CommonsOne-to-very-many1455:  Gutenberg  
    • 37  37  Mental shift #1
    • 38  38  Many-to-manyNow:  social  media  
    • 39  39  It used to be easy.
    • 40  40  Advertising, or...Tradi2onal  media  
    • 41  41  PublicRelationsTradi2onal  media  
    • 42  42  Tradi2onal  media  
    • 43  43  But what do you do with this?
    • 44  44  kittensTumblrTwitterXXXYouTubeHalo 3eBayESPNrecipesSpotifyPinterestInstagramFacebookHello?Social  media  
    • 45  45  Power used to belongto the publisher
    • 46  46  Mental shift #2
    • 47  47  Now, power isin the network
    • 48  48  Image: Wikimedia CommonsNow, power isin the network
    • 49  49  
    • 50  50  What that means to you…
    • 51  51  Your Facebook pageis not a page.Image: WikimediaCommons
    • 52  52  Image: WikimediaCommons
    • 53  53  What should you share?What they desire
    • 54  54  Influencers don’tsupply information.They satisfydesire.
    • 55  55  Image: WikimediaCommons1. Be generous2. Build your networkAct like you’re new in town.
    • 56  56  ExamplesBe generous, build your network
    • 57  57  Be  generous,  build  your  network  
    • 58  58  3. How social media strategy works
    • 59  59  Tradi2onal  marke2ng  YouTargetmarketWhat do youhave?What dothey want?< Marketing >
    • 60  60  Social  media  marke2ng  YouTargetcommunityYournetworkTheirnetworkInfluencers
    • 61  61  Social  media  strategy  1.  Define your value offering2.  Identify your target audience3.  Find their influencers4.  Engage with their influencers
    • 62  62  Questions?
    • 63  63  Homework:Define your core offeringID your target audienceID some influencers
    • 64  64  Overview  1. How influential communication works2. How social media works3. How social media strategy works— Break —4. How to engage
    • 65  65  Homework  How did it go?Define your value offeringID your target audienceID some influencers
    • 66  66  How to engage
    • 67  67  Social  media  strategy  1.  Define your value offering2.  Identify your target audience3.  Find their influencers4.  Engage with their influencers
    • 68  68  Target  audience  1. Your value offering:Qualified employeesTrainingEtc.
    • 69  69  Target  audience  2. Target audience:“Workforce development”
    • 70  70  Target  audience  So far so good…
    • 71  71  Target  audience  3. Influencers:How to find them?
    • 72  72  Find  influencers:  manually  
    • 73  73  Find  influencers:  manually  
    • 74  74  Find  influencers:  with  tools  
    • 75  75  Find  influencers  
    • 76  76  Find  influencers  
    • 77  77  Find  influencers  
    • 78  78  Find  influencers  
    • 79  79  Find  influencers  
    • 80  80  Let’s remind ourselveswhere we are…
    • 81  81  Social  media  strategy  1.  Define your value offering2.  Identify your target audience3.  Find their influencers4.  Engage with their influencers✓  ✓  ✓  
    • 82  82  How to engage?
    • 83  83  Not by makingannouncementsImage: WikimediaCommons
    • 84  84  How to engage:•  Build your network•  Be generous
    • 85  85  Engage  Techniques•  Follow•  Share/Retweet•  Favorite•  @ mention•  Learn what they like•  Give them what they want
    • 86  86  Engage  
    • 87  87  Engage  BTW
    • 88  88  Engage  
    • 89  89  Engage  
    • 90  90  Engage  
    • 91  91  Engage  
    • 92  92  Engage  
    • 93  93  Engage  
    • 94  94  Engage  
    • 95  95  Engage  Through June 2 #  Total Job Seeker registrantsNew registrants week ending 6/2Total employer user accountsNew employer accounts week ending 6/2Total Job Listings within 60 Days in NJOutside NJ, within 50 miles of State border213,3341,8996,44610885,858159,901Jobs4Jersey.comSource: New Jersey DOL
    • 96  96  
    • 97  97  Engage  You’re building your network& being generous.•  Follow•  Share/Retweet•  Favorite•  @ mention•  Learn what they like•  Give them what they want
    • 98  98  Engage  Aggregation and curation
    • 99  99  
    • 100  100  Engage  
    • 101  101  Engage  
    • 102  102  
    • 103  103  Measurement
    • 104  104  Measure  YouTargetcommunityYournetworkTheirnetworkInfluencers
    • 105  105  Measure  
    • 106  106  Measure  
    • 107  107  Measure  
    • 108  108  Measure  
    • 109  109  YouTargetcommunityYournetworkTheirnetworkInfluencers
    • 110  110  Remember…
    • 111  111  Influencers don’tsupply information.They satisfydesire.
    • 112  112  Many-to-many
    • 113  113  Power isin the network
    • 114  114  YouTargetcommunityYournetworkTheirnetworkInfluencers
    • 115  115  Questions?
    • 116  116  Activity (20 Minutes):Define your core offeringID your target audienceID some influencersBREAK  &  ACTIVITY  
    • 117  117  Thank  You  Everyone!  
    • 118  118  What’s  Next?    •  Note  taking  or  something  
    • 119  119  DOLETA  Team    Gina  Wells    Megan  Lizik    Jonathan  Payne  U.S.  Department  of  Labor,  ETA