Making Strategic Use of Web and Social Media<br />Matthew Rodriguez<br />Southern California Edison<br />June 23, 2011<br />
Trivia Question<br />What is the difference between the Internet and the Web (World Wide Web)?<br />2<br />
A bit of history …<br />1969 – ARPANet goes online<br />1972 – Email invented<br />1983 – TCP/IP adopted<br />1989 – Berne...
Lots of cheap infrastructure<br />4<br />
Internet Rush<br />5<br />
6<br />
7<br />
8<br />
Circa 1997<br />9<br />
What do strategic <br />websites consider?<br />10<br />
<ul><li>Strategic
Ties to company goals
Articulates the brand
Speaks to a clearly defined audience
Provides a path to discovery</li></ul>11<br />
What we see today … <br />I need this up yesterday!<br />Can I get a safety website up by Friday?<br />Can you add all thi...
13<br />
What are the right questions?<br />14<br />
Who is my audience?<br />What do I want them to do differently than they do today?<br />What is my end goal(s)<br />How wi...
Audience Definition<br />16<br />
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Matthew rodriguez making strategic use of web and social media

  1. 1. Making Strategic Use of Web and Social Media<br />Matthew Rodriguez<br />Southern California Edison<br />June 23, 2011<br />
  2. 2. Trivia Question<br />What is the difference between the Internet and the Web (World Wide Web)?<br />2<br />
  3. 3. A bit of history …<br />1969 – ARPANet goes online<br />1972 – Email invented<br />1983 – TCP/IP adopted<br />1989 – Berners-Lee proposes HTML<br />1993 – Mosaic by Netscape<br />2000 – E-commerce boom<br />2002 – End of e-commerce boom<br />3<br />
  4. 4. Lots of cheap infrastructure<br />4<br />
  5. 5. Internet Rush<br />5<br />
  6. 6. 6<br />
  7. 7. 7<br />
  8. 8. 8<br />
  9. 9. Circa 1997<br />9<br />
  10. 10. What do strategic <br />websites consider?<br />10<br />
  11. 11. <ul><li>Strategic
  12. 12. Ties to company goals
  13. 13. Articulates the brand
  14. 14. Speaks to a clearly defined audience
  15. 15. Provides a path to discovery</li></ul>11<br />
  16. 16. What we see today … <br />I need this up yesterday!<br />Can I get a safety website up by Friday?<br />Can you add all this legal text?<br />Can I share a video of my cat withmy fellow employees?<br />12<br />
  17. 17. 13<br />
  18. 18. What are the right questions?<br />14<br />
  19. 19. Who is my audience?<br />What do I want them to do differently than they do today?<br />What is my end goal(s)<br />How will I prove I’ve accomplished what I set out to do?<br />---then we can begin channel selection.<br />15<br />
  20. 20. Audience Definition<br />16<br />
  21. 21. 17<br />Battle Plan<br />
  22. 22. Analytics Strategy <br />18<br />Quantity vs. Quality<br />
  23. 23. Resources<br />Jeremiah Owyang (Web Strategy)site: www.web-strategist.com<br />Brian Solis (Social Media Strategy)site: www.briansolis.com<br />Charlene Li/Josh Bernoff(Social Media)book: Groundswell<br />19<br />
  24. 24. Questions?<br />20<br />

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