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Building the Movement: Social Media Tools for Certificate Success

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Presented at "Workforce 2011" ACT's National Workforce Development Conference in Chicago, IL April 18–21.

Presented at "Workforce 2011" ACT's National Workforce Development Conference in Chicago, IL April 18–21.

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  • 1. Building the Movement:Social Media Tools for Certificate SuccessNick Westergaard / nickwestergaard.com
  • 2. INTRODUCTION
  • 3. Brand-Driven Insights atNickWestergaard.com @NickWestergaard
  • 4. USED TO WORK HERE ...
  • 5. NOW ...
  • 6. CONGRATULATIONS!!! Now what?
  • 7. ISSUE: AWARENESS
  • 8. ISSUE:EMPLOYER AWARENESSDEMAND INDIVIDUAL SUPPLY
  • 9. CHALLENGINGDYNAMIC TARGET BOTH
  • 10. BUDGETS =MORE CHALLENGING
  • 11. 3-PART SOLUTION
  • 12. BRANDING
  • 13. SOCIAL MEDIA
  • 14. TRADITIONAL MEDIA
  • 15. THE RESULT BRAND DRIVEN COMMUNITY BRAND NEW TRADITIONAL MEDIA ISSUE MEDIA ADVOCACY
  • 16. EXAMPLESPLUS CONFERENCE ATTENDEES AND MORE!
  • 17. #wf2011photo via alexanderdrachman / Flickr
  • 18. BRANDING
  • 19. WHAT IS YOUR BRAND?
  • 20. BRAND DNA- Who you are- What you say- What you stand for
  • 21. ELEMENTS OFA BRAND’S CODE- Creation Story- Creed- Icons- Rituals- Pagans- Sacred Words- Leader Source: Primal Branding by Patrick Hanlon
  • 22. CASE STUDY
  • 23. CREATION STORY
  • 24. CREED
  • 25. ICONS
  • 26. RITUALS
  • 27. PAGANS
  • 28. SACRED WORDS
  • 29. LEADER
  • 30. NEED THESE ELEMENTS PACKAGED UP
  • 31. HOW TO CREATETHE MESSAGE?
  • 32. AIDAAttention | Interest | Desire | Action
  • 33. AISAAttention | Issue | Solution | Advocacy
  • 34. ATTENTION
  • 35. ATTENTION = STORIES
  • 36. ISSUE DIAGNOSE THE PAIN
  • 37. SOLUTION =DEMONSTRATE GAIN
  • 38. ADVOCACY =
  • 39. ACTION!
  • 40. HOW WE DELIVER THE MESSAGE?
  • 41. SOCIAL MEDIA
  • 42. AUDIENCE POLL
  • 43. How much do you use social media in your personal life?10 8 5 3 0 A lot Some A little None
  • 44. At work, does your organization use social media?118630 Yes Somewhat No
  • 45. THE LOW-HANGINGFRUIT
  • 46. TIP!ADD A BLOG TOYOUR WEBSITE
  • 47. POLICY LEADERSHIP
  • 48. NEED A BLUEPRINT
  • 49. WHO? WHAT?
  • 50. STRATEGY > EXECUTE > MEASURE
  • 51. SOCIAL PLANBRANDING & POSITIONING- Building the brand- Aggregating news, data, & resultsADVOCACY/SUPPORTER RETENTION- Share news stories- Invite to events- Share YouTube contentBRANDING & NEWS- Interviews with key personnel- Video coverage of news eventsNEWS & MEDIA RELATIONS- Breaking news; real-time conversations- Live coverage of campaign media events- Share YouTube content
  • 52. 600+ MILLION USERSFastest growing demographic is women over 55
  • 53. ‘LIKE’ STUFFAS YOUR PAGE
  • 54. FIND relevant contentphoto via andercismo / Flickr
  • 55. SHARE photo via furiousgeorge81 / Flickr
  • 56. Sharing News
  • 57. FUN WITH AVATARS
  • 58. FUN WITH AVATARS
  • 59. NEXT STEPS- Create a Page on Facebook- Like stuff- Share stuff- Converse/repeat
  • 60. 200 MILLION USERS ... and growing!
  • 61. AUDIENCE POLL
  • 62. WHAT ARE PEOPLE TWEETING?Pointless BabbleConversationalPass-Along ValueSelf-Promotion 4% 4%News 6%Spam 9% 40% 38% Source: Pear Analytics
  • 63. #HireFriday
  • 64. #wf2011
  • 65. ABOUT CONNECTING
  • 66. DON’T BROADCAST
  • 67. 12:1photo via bengrey / Flickr
  • 68. THIS IS SOCIALMANNERSMATTER
  • 69. NEXT STEPS- Create a Twitter account- Follow a lot of people & orgs- Tweet & share often (12:1)- Think of it as PR
  • 70. 2 BILLION+ VIDEOS/DAYSecond most popular search engine in the world!
  • 71. PERSONAL TOUCH
  • 72. GO VIRAL
  • 73. GO VIRAL
  • 74. NEXT STEPS- Create a YouTube channel- Create video content- Make your brand personal- Embed content on website
  • 75. TRADITIONAL MEDIA
  • 76. ANOTHER SCREEN —WANT TO BE ON ALL
  • 77. BEGBORROW STEAL
  • 78. TRADITIONAL MEDIA > NEW MEDIA > YOU
  • 79. TIPS!- Local News Stations- Targeted Cable- PSA
  • 80. IN CLOSING
  • 81. SOCIAL TRADITIONALMEDIA MEDIA Your brand is the bread!
  • 82. WITHOUT IT ...YOU HAVE AMESSY SANDWICH
  • 83. photo via vistamommy / Flickr
  • 84. #wf2011photo via alexanderdrachman / Flickr
  • 85. Brand-Driven Insights atNickWestergaard.com @NickWestergaard

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