FLYTE SCHOOL




 How to Use Social Media to Build Your
 Organization or Certification Network


Rich Brooks
flyte new med...
WARM UP QUESTIONS




  • Who here is comfortable that they are
    currently reaching 100% of their
    prospective certi...
WARM UP QUESTIONS




 • My attitude on social media is...
   • a) it’s essential to our future success
   • b) it’s impor...
WARM UP QUESTIONS




 • On measuring social media...
   • a) if you can’t measure it, it’s not working
   • b) it’s diffi...
WARM UP QUESTIONS



 • How many people here...
   • are on LinkedIn?
   • are on Facebook?
   • are on Twitter?
   • have...
TODAY’S GOALS




 • To understand social media and...
   • why it’s important
   • how to integrate it into your process
...
WHY IS THIS IMPORTANT?


 • Twitter has 10+ million users
 • LinkedIn has 50+ million users
 • Facebook has 350+ million u...
HOLISTIC WEB MARKETING




 • Attraction
 • Retention
 • Conversion
 • Measurement


         http://www.flickr.com/photos/...
SOCIAL MEDIA




 • The Business Case for Social Media
   • Conversations
   • Customers
   • Competitors
   • Cost
EFFECTIVE SOCIAL MEDIA



 • Requires a 5 step process:
   • What are your goals for 2010?
   • What strategies will get y...
SOCIAL MEDIA STRATEGY




   “You cannot have a social media
   strategy without a content strategy.”

                   ...
WHAT IS A CONTENT STRATEGY?




  • Must be outcome driven
  • Must have goals
  • Must address prospects’ pain points
WHAT IS A CONTENT STRATEGY?




• Develop content (podcasts, blog, video, etc)
• Repurpose what you already have
• Reach o...
SOCIAL MEDIA SERVICES
WHERE DO YOU START?




 • Your Blog
   • Most established tool
   • Your social media hub
WHY BLOG?



 • The Business Case for Blogs
   • SEO
   • Establish your expertise
   • Lead generation
   • Home for your...
THREE FACES OF BLOGS
SOCIAL MEDIA “BIG THREE”




 • Twitter
 • Facebook
 • LinkedIn
THE IMPORTANCE OF VIDEO
TIME MANAGEMENT




  • Ping.fm
  • TubeMogul
  • TweetDeck
  • RSS
HOW TO BUILD AN AUDIENCE




• Complete your profile
• Upload your contacts
• Build organically
• Provide value


        ...
SEARCH.TWITTER.COM
SOCIAL MEDIA ROI




 • What can we measure?
ROI: REFERRERS
ROI: REGISTRATIONS
CASE STUDY: FLYTE NEW MEDIA




 • Goals:
   • Increase business
   • Build personal brand
FLYTE NEW MEDIA



 • Strategies
   • Uncover pain points
   • Create compelling, keyword-rich content
   • Increase onlin...
FLYTE NEW MEDIA




 • Tactics
   • Create content at blog, YouTube
   • Participate at LI, FB
   • Engage through Twitter
FLYTE NEW MEDIA




 • ROI
  • Web site traffic up 23%
  • Conversions up 27%
  • Gross profits down (but...)
CASE STUDY: GOODWILL NNE
GOODWILL NNE



 • Goals
   • Store Awareness
   • Donor Acknowledgement
   • eBay Traffic
   • more...
GOODWILL NNE

 • Strategies & Tactics
   • Drive traffic to FB fan pages through
     geo-targeted ads
GOODWILL NNE




 • Outcomes
  • Ellsworth opening biggest ever; thousands
    attended
  • South Burlington had over 300;...
GOODWILL NNE




 • Other Activities & Monitoring
   • Use Twitter search for “goodwill”
   • Track links w/bit.ly
   • Re...
GOODWILL NNE
CASE STUDY: COMPTIA
COMPTIA ED. FOUNDATION




 • Background:
   • Offers IT certification exams
   • Demographics: across the board, returnin...
COMPTIA ED. FOUNDATION




 • Strategies:
   • Engage prospects
   • Retain certified clients (alumni giving)
   • Increas...
COMPTIA ED. FOUNDATION


 • Tactics:
   • Where are prospects already active?
   • Listen and participate
   • Strengthen ...
COMPTIA ED. FOUNDATION



 • ROI:
   • Mostly anecdotal
   • Donations and online applications spike
     after posts to F...
COMPTIA ED. FOUNDATION



 • Lessons Learned:
   • Go where your audience is
   • Don’t reinvent the wheel
   • People are...
COMPTIA ED. FOUNDATION



 • Next Steps
   • Adding a blog/podcast
   • Listening and providing service
   • Measure basic...
SOCIAL MEDIA TAKE AWAY



 • Social Media:
   • Must be part of a bigger strategy
   • Must be purposeful
   • Must provid...
FINAL QUESTIONS




 • What resonated with you today?
 • What will keep you from using social
   media moving forward?
 • ...
SPECIAL THANKS




 • Calvin Gilbert of Goodwill NNE
   (@goodwillnne, @calvingilbert)
 • CompTIA (@CompTIAEF, @comptia,
 ...
THANK YOU




Rich Brooks
flyte new media
136 Commercial St., Ste 201
Portland, ME 04101

http://www.flyte.biz
http://www.fly...
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How to Use Social Media to Build Your Organization or Certification Network

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This was a presentation I put on for CNG: The Certification Network Group. Although the lens is through the eyes of a certification network, there's good content in there anyone interested in created ROI from their social media activity.

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How to Use Social Media to Build Your Organization or Certification Network

  1. 1. FLYTE SCHOOL How to Use Social Media to Build Your Organization or Certification Network Rich Brooks flyte new media http://www.flyte.biz http://www.flyteblog.com http://twitter.com/therichbrooks
  2. 2. WARM UP QUESTIONS • Who here is comfortable that they are currently reaching 100% of their prospective certificants?
  3. 3. WARM UP QUESTIONS • My attitude on social media is... • a) it’s essential to our future success • b) it’s important, but there are better ways to market ourselves • c) this too, will pass
  4. 4. WARM UP QUESTIONS • On measuring social media... • a) if you can’t measure it, it’s not working • b) it’s difficult, because it’s so new • c) Facebook gives me a warm feeling inside...
  5. 5. WARM UP QUESTIONS • How many people here... • are on LinkedIn? • are on Facebook? • are on Twitter? • have a blog? • use AOL as their primary business email?
  6. 6. TODAY’S GOALS • To understand social media and... • why it’s important • how to integrate it into your process • how to measure your ROI • look at some real world examples
  7. 7. WHY IS THIS IMPORTANT? • Twitter has 10+ million users • LinkedIn has 50+ million users • Facebook has 350+ million users • US has 304 million people • YouTube shows 1.2 billion videos/day • All these stats are out of date!
  8. 8. HOLISTIC WEB MARKETING • Attraction • Retention • Conversion • Measurement http://www.flickr.com/photos/myklroventine/
  9. 9. SOCIAL MEDIA • The Business Case for Social Media • Conversations • Customers • Competitors • Cost
  10. 10. EFFECTIVE SOCIAL MEDIA • Requires a 5 step process: • What are your goals for 2010? • What strategies will get you there? • What tactics will you need to use? • How are you going to execute? • How are you going to measure?
  11. 11. SOCIAL MEDIA STRATEGY “You cannot have a social media strategy without a content strategy.” --Susan Cato CompTIA
  12. 12. WHAT IS A CONTENT STRATEGY? • Must be outcome driven • Must have goals • Must address prospects’ pain points
  13. 13. WHAT IS A CONTENT STRATEGY? • Develop content (podcasts, blog, video, etc) • Repurpose what you already have • Reach out to members, bloggers, influencers • Inspire the audience to connect w/you
  14. 14. SOCIAL MEDIA SERVICES
  15. 15. WHERE DO YOU START? • Your Blog • Most established tool • Your social media hub
  16. 16. WHY BLOG? • The Business Case for Blogs • SEO • Establish your expertise • Lead generation • Home for your Intellectual Property • Broader Reach
  17. 17. THREE FACES OF BLOGS
  18. 18. SOCIAL MEDIA “BIG THREE” • Twitter • Facebook • LinkedIn
  19. 19. THE IMPORTANCE OF VIDEO
  20. 20. TIME MANAGEMENT • Ping.fm • TubeMogul • TweetDeck • RSS
  21. 21. HOW TO BUILD AN AUDIENCE • Complete your profile • Upload your contacts • Build organically • Provide value http://www.flickr.com/photos/sharif/
  22. 22. SEARCH.TWITTER.COM
  23. 23. SOCIAL MEDIA ROI • What can we measure?
  24. 24. ROI: REFERRERS
  25. 25. ROI: REGISTRATIONS
  26. 26. CASE STUDY: FLYTE NEW MEDIA • Goals: • Increase business • Build personal brand
  27. 27. FLYTE NEW MEDIA • Strategies • Uncover pain points • Create compelling, keyword-rich content • Increase online visibility • Drive more traffic to site
  28. 28. FLYTE NEW MEDIA • Tactics • Create content at blog, YouTube • Participate at LI, FB • Engage through Twitter
  29. 29. FLYTE NEW MEDIA • ROI • Web site traffic up 23% • Conversions up 27% • Gross profits down (but...)
  30. 30. CASE STUDY: GOODWILL NNE
  31. 31. GOODWILL NNE • Goals • Store Awareness • Donor Acknowledgement • eBay Traffic • more...
  32. 32. GOODWILL NNE • Strategies & Tactics • Drive traffic to FB fan pages through geo-targeted ads
  33. 33. GOODWILL NNE • Outcomes • Ellsworth opening biggest ever; thousands attended • South Burlington had over 300; had no support staff there to promote it
  34. 34. GOODWILL NNE • Other Activities & Monitoring • Use Twitter search for “goodwill” • Track links w/bit.ly • Review Facebook Insights
  35. 35. GOODWILL NNE
  36. 36. CASE STUDY: COMPTIA
  37. 37. COMPTIA ED. FOUNDATION • Background: • Offers IT certification exams • Demographics: across the board, returning military, recently unemployed • Raise money through donations
  38. 38. COMPTIA ED. FOUNDATION • Strategies: • Engage prospects • Retain certified clients (alumni giving) • Increase donations to foundation
  39. 39. COMPTIA ED. FOUNDATION • Tactics: • Where are prospects already active? • Listen and participate • Strengthen CompTIA’s presence • Started w/LI and FB, then added “messaging” with Tw • Launching blog/podcast
  40. 40. COMPTIA ED. FOUNDATION • ROI: • Mostly anecdotal • Donations and online applications spike after posts to FB, LI, Tw • LI is great for lead gen, then comparing to previous lists • FB fan page activity is up
  41. 41. COMPTIA ED. FOUNDATION • Lessons Learned: • Go where your audience is • Don’t reinvent the wheel • People are self-organizing • Must be integrated into general communications
  42. 42. COMPTIA ED. FOUNDATION • Next Steps • Adding a blog/podcast • Listening and providing service • Measure basic referrals through Google Analytics, later conversions • Creating dashboards for mentions of brand, employees, keywords, sentiment
  43. 43. SOCIAL MEDIA TAKE AWAY • Social Media: • Must be part of a bigger strategy • Must be purposeful • Must provide value • Must be measured
  44. 44. FINAL QUESTIONS • What resonated with you today? • What will keep you from using social media moving forward? • How do we keep the conversation going within CNG on social media?
  45. 45. SPECIAL THANKS • Calvin Gilbert of Goodwill NNE (@goodwillnne, @calvingilbert) • CompTIA (@CompTIAEF, @comptia, @scato) • Mike Lewis (@bostonmike)
  46. 46. THANK YOU Rich Brooks flyte new media 136 Commercial St., Ste 201 Portland, ME 04101 http://www.flyte.biz http://www.flyteblog.com http://twitter.com/therichbrooks

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