NAADA 2011 Web Strategy 2x2 (PDF)

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Web and Social Media Strategies: The Why and How... To Be Awesome (4 slides per page PDF) presented at the NAADA 2011 Annual Conference in Lubbock, TX in June 2011. Thanks to Shelby Thayer for a few slides on metrics.

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NAADA 2011 Web Strategy 2x2 (PDF)

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  11. 11. Web 1.0 vs. Web 2.0  Web 1.0SOCIAL MEDIA = WEB 2.0  Web as Information  Billboard or Postcard • What is it… really?  Web 2.0  Web as Participation • What do you use it for?  Communication  Information Sharing • How does it work?  Collaboration  Networking Web 2.0 Toolsets
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  20. 20. Twitter Good Practices   Follow those who you want to follow you   Cross link your efforts   Tweet about a YouTube video you uploaded or the Blog you posted   Be welcoming friendly - say hello to your new followers or folks that you would like to get to know.   Engage people - ask questions and respond to queries that interest you.   Be humorous - funny Tweets really help to break up the timeline.   Inform - provide useful information and news items.   Monitor self-promotion - it is fine to promote your projects and work, but nobody likes to be spammed all day   Promote others - “retweet” liberally and highlight good work.   Listen - there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.   Be human - not always obvious but most important, being a real person is probably the most important trait of any effective Twitter user.   Search – search.twitter.com has all the answers. What hashtag do aerospace engineers use?/-1) * -$1) * –  8*4- *+$)$*) )*6) – 
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  29. 29. )#.( -##* )%6* 0)*4  Fans   Ratings  Followers   Social bookmarks  Friends   Subscriptions There is no one metric, one tool, one  Growth rate   Pageviews awesome, ridiculous app that we can use.  Rate of virality   % of videos viewed  Change of virality rates over time   Polls taken/votes received  Embeds/installs   Brand association It doesnt exist.  Downloads   Exposures of virtual gifts given  Uploads   Relative popularity of content  User-initiated views (videos)   Tags added  Ratio of embeds to views Most social media analytics is manual.   Content shared  Likes/favorites   # of user-generated submissions  Comments Source: Social Media Metrics, Jim Sterne
  30. 30. Social Media Performance Indicators Monitoring - Sentiment Increase brand awareness:   # of brand mentions (# of positive brand mentions)   # of “likes” of school/unit Facebook page/new followers   # of new traffic to website from social media sources Increase student enrollment   New click-throughs from social media sources   % conversions from social media referrers   % increase in student enrollment Decrease helpdesk call volume   # subscribers   % volume decrease   % tickets resolved using social media
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