Building the Movement:Social Media Tools for Certificate SuccessNick Westergaard / nickwestergaard.com
INTRODUCTION
Brand-Driven Insights atNickWestergaard.com         @NickWestergaard
USED TO WORK HERE ...
NOW ...
CONGRATULATIONS!!!     Now what?
ISSUE: AWARENESS
ISSUE:EMPLOYER        AWARENESSDEMAND                            INDIVIDUAL                            SUPPLY
CHALLENGINGDYNAMIC              TARGET              BOTH
BUDGETS =MORE CHALLENGING
3-PART SOLUTION
BRANDING
SOCIAL MEDIA
TRADITIONAL MEDIA
THE RESULT                 BRAND                           DRIVEN                           COMMUNITY              BRAND  ...
EXAMPLESPLUS CONFERENCE ATTENDEES AND MORE!
#wf2011photo via alexanderdrachman / Flickr
BRANDING
WHAT IS YOUR BRAND?
BRAND DNA- Who you are- What you say- What you stand for
ELEMENTS OFA BRAND’S CODE- Creation Story- Creed- Icons- Rituals- Pagans- Sacred Words- Leader                   Source: P...
CASE STUDY
CREATION STORY
CREED
ICONS
RITUALS
PAGANS
SACRED WORDS
LEADER
NEED THESE ELEMENTS PACKAGED UP
HOW TO CREATETHE MESSAGE?
AIDAAttention | Interest | Desire | Action
AISAAttention | Issue | Solution | Advocacy
ATTENTION
ATTENTION   = STORIES
ISSUE        DIAGNOSE        THE PAIN
SOLUTION =DEMONSTRATE GAIN
ADVOCACY =
ACTION!
HOW WE DELIVER THE MESSAGE?
SOCIAL MEDIA
AUDIENCE POLL
How much do you use social media          in your personal life?10 8 5 3 0       A lot   Some     A little   None
At work, does your organization           use social media?118630       Yes        Somewhat       No
THE LOW-HANGINGFRUIT
TIP!ADD A BLOG TOYOUR WEBSITE
POLICY LEADERSHIP
NEED A BLUEPRINT
WHO? WHAT?
STRATEGY > EXECUTE > MEASURE
SOCIAL PLANBRANDING & POSITIONING- Building the brand- Aggregating news, data, & resultsADVOCACY/SUPPORTER RETENTION- Shar...
600+ MILLION USERSFastest growing demographic is women over 55
‘LIKE’ STUFFAS YOUR PAGE
FIND                                relevant                                contentphoto via andercismo / Flickr
SHARE        photo via furiousgeorge81 / Flickr
Sharing News
FUN WITH AVATARS
FUN WITH AVATARS
NEXT STEPS- Create a Page on Facebook- Like stuff- Share stuff- Converse/repeat
200 MILLION USERS     ... and growing!
AUDIENCE POLL
WHAT ARE PEOPLE TWEETING?Pointless BabbleConversationalPass-Along ValueSelf-Promotion               4% 4%News             ...
#HireFriday
#wf2011
ABOUT CONNECTING
DON’T BROADCAST
12:1photo via bengrey / Flickr
THIS IS SOCIALMANNERSMATTER
NEXT STEPS- Create a Twitter account- Follow a lot of people & orgs- Tweet & share often (12:1)- Think of it as PR
2 BILLION+ VIDEOS/DAYSecond most popular search engine in the world!
PERSONAL TOUCH
GO VIRAL
GO VIRAL
NEXT STEPS- Create a YouTube channel- Create video content- Make your brand personal- Embed content on website
TRADITIONAL MEDIA
ANOTHER SCREEN —WANT TO BE ON ALL
BEGBORROW STEAL
TRADITIONAL MEDIA > NEW MEDIA > YOU
TIPS!- Local News Stations- Targeted Cable- PSA
IN CLOSING
SOCIAL            TRADITIONALMEDIA                MEDIA   Your brand is the bread!
WITHOUT IT ...YOU HAVE AMESSY SANDWICH
photo via vistamommy / Flickr
#wf2011photo via alexanderdrachman / Flickr
Brand-Driven Insights atNickWestergaard.com         @NickWestergaard
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
Building the Movement: Social Media Tools for Certificate Success
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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.

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Building the Movement: Social Media Tools for Certificate Success

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