ASTD Leadership Presentation

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Presentation given at ASTD Leadership Conference in Washington DC Nov.2008

Presentation given at ASTD Leadership Conference in Washington DC Nov.2008

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Transcript

  • 1.
    • Harnessing Web 2.0 Strategies for Chapter Growth
  • 2. This is not an Introduction
  • 3. Technology Problem
    • Proprietary non-scalable website
    • Little to no process automation
    • Not content or user focused
    • Data and processes were siloed
    • Committees and SIGS setting up independent Yahoo groups
    • No reporting
    • Each chapter process has a different technology
  • 4. Technology Timeline
      • November 2006 – RFP for new site website
      • February 2007 - start website migration
      • July 2007 - launched website
      • September 2007 – annual conference
      • December 2007 – new navigational structure
      • January 2008 - implement Google analytics
      • February 2008 - implement Google apps
      • March 2008 – launched facebook, linkedin, twitter
      • April 2008 – general meeting session on social networking
  • 5. Session Goals
    • Demographics and trends that make technology critical
    • How to leverage technology for member engagement and growth
    • Strategies for implementing new technology
    • How to optimize website for increased traffic
  • 6. Session Goals
    • Demographics and trends that make technology critical
    • How to leverage technology for member engagement and growth
    • Strategies for implementing new technology
    • How to optimize website for increased traffic
  • 7. Why do YOU think this is important?
    • Let’s go to the chat room
      • A chat room is a place where conversations occur online in real time among a small group of participants
      • Take a minute to reflect on the demographic information presented and share your thoughts on what it means for your chapter
      • Then select a chat room chief and report out to the main group ( newest laptop )
        • 6 minutes
    Format this 'timeshape' box as desired
  • 8. Social Network Unique Visitors http://www.futuremajority.com/node/79 http://tomuse.com/2008/05/24/social-networking-demographics-who-has-smartest-and-wealthiest-users/ Demographic Profile of Visitors to Select Social Networking Sites Percent Composition of Total Unique Visitors Age MySpace FaceBook Friendster Xanga 12-17 11.9% 14% 10.6% 20.3% 18-24 18.1% 34% 15.6% 15.5% 25-34 16.7% 8.6% 28.2% 11% 35-54 40.6% 33.5% 34.5% 35.6% 54+ 11.0% 7.6% 8.1% 7.3%
  • 9. Social Network Usage Rapleaf’s figure: percentage of social network users across all ages My Space Facebook LinkedIn Flickr 18 30 40 50
  • 10. Session Goals
    • Demographics and trends that make technology critical
    • How to leverage technology for member engagement and growth
    • Strategies for implementing new technology
    • How to optimize website for increased traffic
  • 11. Web 2.0 musings
    • How often do you go to your chapter website?
    • How often do your members go there?
    • How often do you send email communication to members?
    • How often do they read them?
    • How do you market your events?
    • How effective is your marketing?
    • What is the most effective way to spread a message?
  • 12. Member Engagement and Growth
    • Engagement
      • Volunteering
      • Social media – Web 2.0 technologies
    • Growth
      • Attracting and recruiting new members
      • Infrastructure to support ongoing chapter functions
  • 13. Member Engagement and Growth
  • 14. Web 2.0
    • Organization-centric  Visitor-centric
    • Genuine member of communities
    • It’s about letting the visitor choose
    • Web 2.0 = conversations that engage people
    http://leverwealth.blogspot.com/2008/05/statistics-that-say-you-must-take.html
  • 15. Online Behavior is Changing…
    • Web accounts for >30% of media time (1)
    • Online is becoming the medium of choice
      • #1 medium among under 30 (2)
      • 15 million seniors online (growing fast)
    • 50% of online time = “communitainment”
      • Community, Interaction, Entertainment
      • Enabled by Social Media
    • (1) Credit Suisse, 2006
    • (2) Forrester 2006
  • 16. ASTD Houston Networking Vision
    • All members can participate and actively network in a community that is supportive of their professional development and growth
    • Members can network in the way that is most suited to their preferred style
    • Members can gain value regardless of the amount of time they have to devote to networking activities
    • Chapter resources will be devoted to educating members on the most efficient way for them to participate
  • 17. Social Media
    • Blog (changing, written by anyone, verified or non-verified content, green, participative, collaborative, not controlled, free, mixed media)
    • User-generated video (professionally produced or amateur)
    • Streaming video, mobile devices
    • Streamed on the Web (amateur or professionally created)
    • Digital photos on the Web
    • e-Zine, electronic newsletters, e-mail
    • Wikipedia
    • Tagging, social bookmarking
    • Online people/business search
    • Text message, chat, microblog
    • Podcast
    Brandon Hall
  • 18. Learning Communities
    • “ Learning communities ,” on the other hand, refer to groups of people who aim to mutually assist each other in learning a subject.
    ASTD Lunch and Learns CPLP Study Group
  • 19. Social Networking
    • The term “social networking” refers to a technology and requires an “architecture of participation,” that is, an infrastructure that supports and gives life to online communications and collaboration.
    • Social networking applies to five types of technologies :
    • Source: Brandon Hall
    • Communication (IM, e-mail, SMS, Twitter)
    • Collaboration (Google Apps, Thinkature, Slideshare etc.)
    • Experience Sharing (blogs, photo albums, shared link libraries such as del.icio.us , etc.)
    • Relationship Management (LinkedIn, Ning, Facebook etc.)
    • Metaverses and Virtual Worlds (Second Life and others that allow immersive experiences in real time and 3D)
  • 20. Create your personal learning environment - PLE
    • Your personal learning environment is what you use to manage your professional and personal development.
    • We use professional examples, but this applies to personal interests as well (religious, hobbies, politics)
    • Information overload is a fact of life (TV, Email, Blackberry, Text Messaging, Phone) therefore, it makes sense to use technology to filter what’s important to YOU.
    • The funnel is a good analogy
  • 21. Strategy The things we plan to do and sometimes, more importantly, not do to achieve a specific goal
  • 22. Social Networks http://www.touchgraph.com “ Begin with the end in mind”
  • 23. Russell (1995)
  • 24. ASTD Houston Social Strategy
    • Leverage socially oriented website (Tendenci)
      • Profile management
      • Member connections
      • Photo sharing
      • Widget sharing
      • Podcasting
      • Blogs and articles
      • Links to associated networks
      • Comments and ratings
      • RSS Feeds
  • 25. Strategy Continued
    • LinkedIn
      • Groups
      • Discussion
      • Post Articles
      • Ask Questions
    • Twitter
      • Broadcast news interactively
      • Hold real time conversations
      • Real time blogging of events
    • Facebook
      • Post events
      • Discussion
      • Articles
      • Sharing photos
  • 26. Why swim up the stream?
  • 27. ASTD National Social Network Strategy http://www.youtube.com/watch?v=6a_KF7TYKVc
  • 28. Member Engagement and Growth
    • Engagement
      • Volunteering
      • Social media – Web 2.0 technologies
    • Growth
      • Attracting and recruiting new members
      • Infrastructure to support ongoing chapter functions
  • 29. How do YOU think social media can attract new audiences?
    • Let’s go to the chat room
      • Then select a chat room chief and report out to the main group ( newest cell phone )
        • 6 minutes
  • 30. Social Network Tactics
  • 31. facebook
    • Value to ASTD Houston
      • Reach members who might not visit our website
      • Promote events to those members
      • Provide a forum for those members to share experiences
    • Functionality Used
      • List expertise, needs, interests
      • Moderate discussions
      • Groups and events
      • Work Light provides secure Facebook sharing for corporate and non profit organizations
  • 32. Why facebook groups?
    • More than 100 million active users
    • Facebook is the 4th most-trafficked website in the world (comScore)
    • Facebook is the most-trafficked social media site in the world (comScore)
    • Over 55,000 regional, work-related, collegiate, and high school networks
    • More than half of Facebook users are outside of college
    • The fastest growing demographic is those 25 years old and older
    • Maintain 85 percent market share of 4-year U.S. universities
    • No. 1 photo sharing application on the Web (comScore)
    • More than 24 million photos uploaded daily
    • More than 6 million active user groups on the site
    • Over 24,000 applications have been built on Facebook Platform
    Facebook & comScore August 2008
  • 33. facebook
  • 34. LinkedIn
    • Value to ASTD Houston
      • Reach members who might not visit our website
      • Allow members to connect more easily with colleagues
      • Promote discussion and knowledge sharing among members
    • Functionality Used
      • Groups
      • Discussion
      • News Posts
  • 35. Why LinkedIn groups?
    • Personal
      • Maintain network connections
      • Expose unknown connections 3 levels down
      • Leverage network based on industry vertical and horizontal bands
      • Q&A access to experts across all areas of expertise
    • Organizational
      • Groups to associate people based on interest and membership
      • Discussion forums to access opinions and expertise sharing
  • 36. Current Statistics
    • In 2008 LinkedIn grew more than 20 percent month-over-month to 9.5M unique hits. Year-over-year, that represents 77% growth for Facebook, and 187% for LinkedIn, respectively.
    Nielson July 2008
  • 37. LinkedIn
  • 38. Twitter
    • Personal
      • Share information in 140 characters or less
      • Become a guru in a topic of your choice
      • Create opportunities by paying it forward
    • Organizational
      • Add value by distributing information to followers
      • Event reminders
      • Seek candid feedback from members
  • 39. Twitter Follow us at http://twitter.com/ASTDHouston
  • 40. Marketing Widgets http://sproutbuilder.com/
  • 41. Cool trick – Update all sites at once http://mashable.com/2008/09/23/minggl/
  • 42. Member Engagement and Growth
    • Engagement
      • Volunteering
      • Social media – Web 2.0 technologies
    • Growth
      • Attracting and recruiting new members
      • Infrastructure to support ongoing chapter functions
  • 43. What are some of the functions YOU would like to automate for your chapter?
    • Let’s go to the chat room
      • Select a chat room chief and report out to the main group ( tag cloud )
        • 6 minutes
  • 44. Chapter Functions: Membership Module Corporate Memberships Directories Jobs Press Releases Event module Photo Albums Newsletters Committees Sponsor donations Merchandise store Personal Profiles SN Identity Links Forums Surveys Ballots Course module Ratings and comments Extensive Reporting
  • 45. Site Map
  • 46. Article Submission
  • 47. Newsletter Generator
  • 48. Content Tracking
  • 49. RSS Feeds
  • 50. Session Goals
    • Demographics and trends that make technology critical
    • How to leverage technology for member engagement and growth
    • Strategies for implementing new technology
    • How to optimize website for increased traffic
  • 51. Optimizing the sites for increased traffic SEO Optimization
  • 52. Site Keywords
  • 53. Are you blacklisted? http://tool.motoricerca.info/spam-detector/
  • 54. What Does the Spider See? http://www.webconfs.com/search-engine-spider-simulator.php
  • 55. Google Analytics
  • 56. What challenges could YOU face in implementing technology in Your chapter?
    • Let’s go to the chat room
      • Select a chat room chief and report out to the main group ( RSS )
        • 6 minutes
  • 57. Challenges
    • Culture compatibility
    • Gaining audience critical mass
    • Maintaining attention momentum
    • Keeping content fresh
    • Integrating into processes
    • Ongoing value assessment
    http://davefleet.com/2008/10/social-media-outreach-wont-work-for-everyone/
  • 58. Recap: Takeaway Tips
    • Assess needs/preferences of your audiences; organization temperature
    • Experiment yourself and learn
    • Work within organizations limitations
    • Accept transition (it’s messy)
    • Align efforts with organizational goals
    • Use the right tools for the job
    • Champion effective communications first; social media tools, second
  • 59.
    • Social media is not the holy grail or a panacea for all ills…
    • … but it is a powerful force that WILL impact your organization
    • Take a pragmatic approach that incorporates:
      • Strategy
      • Analytical rigor
      • Creativity
      • Common sense
    In Closing…