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Ag ITChatter 6-21-11

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Ag ITChatter 6-21-11

  1. 1. social media Strategy<br />Max Spiegel<br />
  2. 2.
  3. 3. Who are we and why are we here?<br />What is our organizational structure?<br />What is our goal?<br />What is our communication strategy?<br />Who is our audience?<br />What is our message?<br />
  4. 4. What is our purpose?<br />
  5. 5. social media is only A delivery mechanism<br />
  6. 6.
  7. 7. Mission<br />The mission of Penn State’s College of Agricultural Sciences is to discover, integrate, translate, and disseminate knowledge to enhance the food and agricultural system, natural resources and environmental stewardship, and economic and social well-being, thereby improving the lives of people in Pennsylvania, the nation, and the world.<br />
  8. 8. Strategic Initiatives<br /><ul><li>Entrepreneurship
  9. 9. Pest Prediction and Response
  10. 10. Water
  11. 11. Energy
  12. 12. Food, Diet and Health</li></ul>Goals<br /><ul><li>Increase Student Enrollment, Enhance Student Success
  13. 13. Enhance Knowledge Discovery and Translation
  14. 14. Strengthen Communication with and Education of Stakeholders</li></ul>Strategic Challenges/Advantages<br /><ul><li>Identify Priorities
  15. 15. Enhance Collaboration Within and Outside the College
  16. 16. Network Development
  17. 17. Public Education</li></li></ul><li>Land Grant Mission<br /><ul><li>Helping to build a sustainable biobased economy by studying and improving the technologies and practices necessary to convert agricultural crops, by-products, and other biomass into renewable and alternative energy sources
  18. 18. Promoting the conservation of energy and reduction of greenhouse gas footprints
  19. 19. Utilizing a systems-thinking approach to issues of water quality and quantity and their connections to land use; food and energy policies; and economic, social, and political interactions
  20. 20. Helping to create new businesses by teaching students the value of becoming job creators, and providing resources to ensure the success of entrepreneurs
  21. 21. Supporting food systems that improve the quality of life by addressing issues of childhood obesity, food safety, and nutrition and by educating the public about healthier foods and better diet
  22. 22. Providing proactive, innovative, and cost-saving approaches to dealing with pests, pathogens, and infectious diseases
  23. 23. Promoting a better understanding of the relationship between agriculture, forestry, and the environment
  24. 24. Programming to positively influence 170,000 Pennsylvania children annually through Penn State’s 4-H youth development programs</li></li></ul><li>
  25. 25. What is your value?<br /> What sets you apart?<br /> What do others say about you?<br /> What are your successes?<br /> How have you helped customers?<br /> What do you do best?<br />
  26. 26. Setting your goals<br />To inform?<br />To build a community?<br />To gain valuable market research?<br />To reduce customer service costs?<br />To reach a broad audience with a message?<br />To increase student enrollment?<br />To conduct e-commerce?<br />To increase brand awareness?<br />To brand your company?<br />To attract attention?<br />To build trust?<br />To reduce paperwork?<br />To reduce printing and mailing costs?<br />To pre-qualify leads?<br />To recruit new employees?<br />To decrease call volume?<br />
  27. 27. Only 3 True Business Goals<br />Raise Revenue<br />Increase <br />Customer <br />Satisfaction<br />Lower Costs<br />Source: Social Media Metrics, Jim Sterne<br />
  28. 28. Who is your Audience?<br /><ul><li>Prospective students
  29. 29. Prospective faculty
  30. 30. Current students
  31. 31. Alumni & friends
  32. 32. Legislative contacts
  33. 33. Industry partners
  34. 34. General public</li></li></ul><li>Why Social Media?<br /><ul><li>Primary discovery platform
  35. 35. Facebook Page is the first "campus" viewed (Growing Fast)
  36. 36. Cost effective delivery compared to traditional methods
  37. 37. Instant feedback
  38. 38. Two way street
  39. 39. A person is more likely to trust the word of a complete stranger than the company selling the product.
  40. 40. and…</li></li></ul><li>600<br />
  41. 41. 15% bump<br />
  42. 42. What can the Web do for you?<br /><ul><li>Push your content (active, not passive)
  43. 43. Capture your audience
  44. 44. Increase enrollment
  45. 45. Engage your Alumni
  46. 46. Promote Ag Awareness
  47. 47. Communicate to your stakeholders
  48. 48. Promote your research
  49. 49. Highlight your faculty</li></li></ul><li>Public Relations<br />Marketing<br />Customer Service<br />Research<br />
  50. 50.
  51. 51. If You Build It Will They Come?<br />Do we place a yellow page ad then ask what we can do to get people to look at it?<br />People Must Be Looking For It.<br />Search Engine Optimization (SEO)<br />Pay Per Click Advertisement (Google)<br />Internal Ads (Facebook, LinkedIn)<br />Diligence & Patience<br />
  52. 52.
  53. 53.
  54. 54.
  55. 55. Social Media = Web 2.0<br /><ul><li>What is it… really?
  56. 56. What do you use it for?
  57. 57. How does it work?</li></li></ul><li>Web 1.0 vs. Web 2.0<br /><ul><li>Web 1.0
  58. 58. Web as Information
  59. 59. Billboard or Postcard
  60. 60. Web 2.0
  61. 61. Web as Participation
  62. 62. Communication
  63. 63. Information Sharing
  64. 64. Collaboration
  65. 65. Networking</li></li></ul><li>
  66. 66. Web 2.0 Toolsets<br />
  67. 67.
  68. 68.
  69. 69. Sharing<br />
  70. 70. oas-ram 4/22/2008<br />
  71. 71. Facebook<br />???<br />Profit<br />
  72. 72.
  73. 73. 600<br />
  74. 74.
  75. 75. http://www.youtube.com/watch?v=3SuNx0UrnEo<br />
  76. 76.
  77. 77. Reputation Management<br />
  78. 78.
  79. 79. How to Behave<br /><ul><li>Old rules still apply.
  80. 80. Know the room
  81. 81. Look Appropriate
  82. 82. Sound Smart
  83. 83. Observe and Adjust
  84. 84. Make a Connection
  85. 85. Brag Modestly
  86. 86. Be Interesting</li></li></ul><li>
  87. 87. Twitter Good Practices<br /><ul><li>Follow those who you want to follow you
  88. 88. Cross link your efforts
  89. 89. Tweet about a YouTube video you uploaded or the Blog you posted
  90. 90. Be welcoming & friendly - say hello to your new followers or folks that you would like to get to know.
  91. 91. Engage people - ask questions and respond to queries that interest you.
  92. 92. Be humorous - funny Tweets really help to break up the timeline.
  93. 93. Inform - provide useful information and news items.
  94. 94. Monitor self-promotion - it is fine to promote your projects and work, but nobody likes to be spammed all day
  95. 95. Promote others - “retweet”liberally and highlight good work.
  96. 96. Listen - there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.
  97. 97. Be human - not always obvious but most important, being a “real” person is probably the most important trait of any effective Twitter user.
  98. 98. Search – search.twitter.com has all the answers. What hashtagdo aerospace engineers use? </li></li></ul><li>
  99. 99. Starting a Blog<br />
  100. 100. Writing a Blog<br />Make your opinion known<br />Link like crazy<br />Write less<br />250 Words is enough<br />Make headlines snappy<br />Write with passion<br />Include bullet point lists<br />Edit your post<br />Make your posts easy to scan<br />Be consistent with your style<br />Litter the post with keywords<br />
  101. 101. Managing a Blog<br />Bloggers Code of Conduct<br />Take responsibility not just for your own words, but for the comments you allow on your blog.<br />Label your tolerance level for abusive comments.<br />Consider eliminating anonymous comments.<br />Ignore the trolls.<br />Take the conversation offline, and talk directly, or find an intermediary who can do so.<br />If you know someone who is behaving badly, tell them so.<br />Don't say anything online that you wouldn't say in person.<br />
  102. 102. All together now.<br /><ul><li>Web
  103. 103. Blog
  104. 104. Facebook
  105. 105. Twitter
  106. 106. YouTube
  107. 107. Sharing
  108. 108. Peer Pressure
  109. 109. RSS Feed
  110. 110. Email</li></ul>http://agsci.psu.edu/thinkagain/blog/2010/cellar-market<br />
  111. 111. oas-ram 4/22/2008<br />
  112. 112. Max Spiegel<br />MaxSpiegel@psu.edu<br />http://agsci.psu.edu/directory/mds118<br />Twitter.com/MaxSpiegel<br />LinkedIn.com/in/MaxSpiegel<br />Facebook.com/MaxSpiegel<br />
  113. 113. Helpful Resources<br />Penn State Ag Sciences Web Best Practices and Web Strategy<br />http://agsci.psu.edu/communications/web/best-practices<br />http://agsci.psu.edu/communications/web/strategy<br />Writing for the Web<br />http://www.useit.com/papers/webwriting/<br />Quickstart Guide to Social Media<br />http://www.b2bento.com/infographic-quickstart-guide-to-social-media-for-business/<br />Web and Social Media Industry News and Tips<br />http://mashable.com/<br />

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