NADDA 2011 Web Strategy (PDF)


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Web and Social Media Strategies: The Why and How... To Be Awesome (PDF version) 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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NADDA 2011 Web Strategy (PDF)

  1. 1. WEB  AND  SOCIAL  MEDIA  STRATEGY   Why  and  How…  to  be  Awesome!   Max  Spiegel  
  3. 3. WEB  AND  SOCIAL  MEDIA  STRATEGY   Max  Spiegel  
  4. 4. WHY  THE  WEB?   Premature  ques>on.  
  5. 5. Who  are  we  and  why  are  we  here?  What  is  our  organiza>onal  structure?  What  is  our  goal?  What  is  our  communica>on  strategy?  Who  is  our  audience?  What  is  our  message?    
  6. 6. WHAT  IS  OUR  PURPOSE?  
  8. 8. Mission  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  na>on,  and  the  world.  
  9. 9. Strategic  IniAaAves   •  Strengthen   •  Entrepreneurship   Communica>on  with  and   Educa>on  of  Stakeholders   •  Pest  Predic>on  and   Response     •  Water   Strategic  Challenges/Advantages   •  Energy   •  Iden>fy  Priori>es   •  Food,  Diet  and  Health   •  Enhance  Collabora>on     Within  and  Outside  the  Goals   College   •  Increase  Student   •  Network  Development   Enrollment,  Enhance   •  Public  Educa>on   Student  Success   •  Enhance  Knowledge   Discovery  and  Transla>on  
  10. 10. WHY  THE  WEB?   •  Primary  discovery  plaSorm   •  The  Web  is  the  first  "campus"  viewed  (43%)   •  Cost  effec>ve  delivery  compared  to  tradi>onal  methods   •  Instant  feedback   •  Two  way  street       The  Web  should  be  integral  to  any  communica>ons  strategy.    
  11. 11. WHY  SOCIAL  MEDIA?  •  Primary  discovery  plaSorm  •  Facebook  Page  is  the  first  "campus"  viewed    (Growing  Fast)  •  Cost  effec>ve  delivery  compared  to  tradi>onal  methods  •  Instant  feedback  •  Two  way  street  •  A  person  is  more  likely  to  trust  the  word  of  a  complete  stranger   than  the  company  selling  the  product.  •  and…  
  12. 12. 15%  bump  
  13. 13. What  can  the  Web  do  for  you?   •  Push  your  content  (ac>ve,  not  passive)   •  Capture  your  audience   •  Increase  enrollment   •  Engage  your  Alumni   •  Promote  Ag  Awareness   •  Communicate  to  your  stakeholders   •  Promote  your  research   •  Highlight  your  faculty  
  14. 14. 1. Public  Rela>ons  2. Marke>ng  3. Customer  Service  4. Research  
  15. 15. If  You  Build  It  Will  They  Come?  •  Do  we  place  a  yellow  page  ad  then  ask  what  we   can  do  to  get  people  to  look  at  it?     –  People  Must  Be  Looking  For  It.   –  Search  Engine  Op>miza>on  (SEO)   –  Pay  Per  Click  Adver>sement  (Google)   –  Internal  Ads  (Facebook,  LinkedIn)   –  Diligence  &  Pa>ence  
  16. 16. SOCIAL MEDIA = WEB 2.0 • What is it… really? • What do you use it for? • How does it work?
  17. 17. Web 1.0 vs. Web 2.0¨ Web 1.0 ¤ Web as Information n Billboard or Postcard¨ Web 2.0 ¤ Web as Participation n Communication n Information Sharing n Collaboration n Networking
  18. 18. Web 2.0 Toolsets
  19. 19. Sharing  
  20. 20. oas-­‐ram  4/22/2008  
  21. 21. 1. Facebook  2. ???  3. Profit  
  22. 22. hfp://  
  23. 23. QUESTIONS?  
  24. 24. WHAT  IS  YOUR  VALUE?    What  sets  you  apart?    What  do  others  say  about  you?    What  are  your  successes?    How  have  you  helped  customers?    What  do  you  do  best?    
  25. 25. SETTING  YOUR  GOALS  To  inform?   To  brand  your  company?  To  build  a  community?   To  afract  afen>on?  To  gain  valuable  market  research?   To  build  trust?  To  reduce  customer  service  costs?   To  reduce  paperwork?  To  reach  a  broad  audience  with  a   To  reduce  prin>ng  and  mailing  message?   costs?  To  increase  student  enrollment?   To  pre-­‐qualify  leads?  To  conduct  e-­‐commerce?   To  recruit  new  employees?  To  increase  brand  awareness?   To  decrease  call  volume?    
  26. 26. ONLY  3  TRUE  BUSINESS  GOALS   Raise Revenue Increase Lower Costs Customer Satisfaction Source: Social Media Metrics, Jim Sterne
  27. 27. WHO  IS  YOUR  AUDIENCE?   •  Prospec>ve  students   •  Prospec>ve  faculty   •  Current  students   •  Alumni  &  friends   •  Legisla>ve  contacts   •  Industry  partners   •  General  public  
  28. 28. HOW  WILL  YOU  MEASURE  YOUR  PERFORMANCE?     •  Traffic  Metrics   •  Google  Analy>cs   •  Transac>on  Metrics   •  Conversion  Tracking   •  Organiza>onal  Metrics   •  The  Books  
  30. 30. How  to  Behave  •  Old  rules  s>ll  apply.    •  Know  the  room  •  Look  Appropriate  •  Sound  Smart  •  Observe  and  Adjust  •  Make  a  Connec>on  •  Brag  Modestly  •  Be  Interes>ng  
  31. 31. Twitter Good Practices¤  Follow those who you want to follow you¤  Cross link your efforts n  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 ne 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 – has all the answers. What hashtag do aerospace engineers use?
  32. 32. Star>ng  a  Blog  
  33. 33. Wri>ng  a  Blog   –  Make  your  opinion  known   –  Link  like  crazy   –  Write  less   –  250  Words  is  enough   –  Make  headlines  snappy   –  Write  with  passion   –  Include  bullet  point  lists   –  Edit  your  post   –  Make  your  posts  easy  to  scan   –  Be  consistent  with  your  style   –  Lifer  the  post  with  keywords  
  34. 34. Managing  a  Blog  •  Bloggers  Code  of  Conduct   –  Take  responsibility  not  just  for  your  own  words,  but  for   the  comments  you  allow  on  your  blog.   –  Label  your  tolerance  level  for  abusive  comments.   –  Consider  elimina>ng  anonymous  comments.   –  Ignore  the  trolls.   –  Take  the  conversa>on  offline,  and  talk  directly,  or  find  an   intermediary  who  can  do  so.   –  If  you  know  someone  who  is  behaving  badly,  tell  them  so.   –  Dont  say  anything  online  that  you  wouldnt  say  in  person.  
  35. 35. Measuring Blogs ¨  RSS click-throughs ¨  # of subscribers ¨  # of commentsUse Feedburner for RSS – integratesautomatically with Google Analytics.
  36. 36. Feedburner Stats
  37. 37. oas-­‐ram  4/22/2008  
  38. 38. All  together  now.   •  Web   •  Blog   •  Facebook   •  Twifer   •  YouTube   •  Sharing   •  Peer  Pressure   •  RSS  Feed   •  Email   hfp://­‐market  
  39. 39. If  You  Build  It  Will  They  Come?  •  Do  we  place  a  yellow  page  ad  then  ask  what  we   can  do  to  get  people  to  look  at  it?     –  People  Must  Be  Looking  For  It.   –  Cross  promo>on  (don’t  be  afraid  to  take  it  offline)   –  Search  Engine  Op>miza>on  (SEO)   –  Pay  Per  Click  Adver>sement  (Google)   –  Internal  Ads  (Facebook,  YouTube)   –  Diligence  &  Pa>ence  
  40. 40. HOW  WILL  YOU  MEASURE  YOUR  PERFORMANCE?     •  Traffic  Metrics   •  Google  Analy>cs   •  Transac>on  Metrics   •  Conversion  Tracking   •  Organiza>onal  Metrics   •  The  Books  
  41. 41. TRAFFIC  METRICS   •  How  many  people  are  visi>ng  your  site?     •  Where  are  they  coming  from?     •  What  sites  are  linking  and  bringing  traffic  to  your   website?     •  What  keywords  do  visitors  use  in  the  search   engines  to  find  your  site?     •  How  long  are  they  staying  in  your  site?  
  42. 42. Pageviews  From  Social  Media  
  43. 43. MANY  WAYS  TO  MEASURE  SOCIAL  MEDIA  ¨  Fans ¨  Ratings¨  Followers ¨  Social bookmarks¨  Friends ¨  Subscriptions¨  Growth rate ¨  Pageviews¨  Rate of virality ¨  % of videos viewed¨  Change of virality rates over time ¨  Polls taken/votes received¨  Embeds/installs ¨  Brand association¨  Downloads ¨  Exposures of virtual gifts given¨  Uploads ¨  Relative popularity of content¨  User-initiated views (videos) ¨  Tags added¨  Ratio of embeds to views ¨  Content shared¨  Likes/favorites ¨  # of user-generated submissions¨  Comments Source: Social Media Metrics, Jim Sterne
  44. 44. A  silver  bullet  doesnt  exist.  There is no one metric, one tool, oneawesome, ridiculous app that we can use.It doesnt exist.Most social media analytics is manual.
  46. 46. Social Media Performance Indicators 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
  47. 47. Monitoring - Sentiment
  48. 48. TRANSACTION  METRICS   Online  Food  Safety  Class  Google  Ad   •  1,508  clicks  on  168,581  views  for  a  cost-­‐per-­‐click   of  $0.27  and  a  total  expense  of  $398.28.     •  The  ads  directly  caused  a  668%  increase  in  web   visits   •  79%  of  the  Web  traffic  was  from  the  ads.     •  44  people  clicked  the  "Register  Now"  bufon   •  400%  increase  in  enrollment.      
  49. 49. ORGANIZATIONAL  METRICS   •  Increase  in  prospects   •  Increase  in  average  consumer  sa>sfac>on   •  Decreased  support  calls   •  More  enrollment   •  Increased  newslefer  subscrip>ons  or  completed   surveys  
  50. 50. MAX  SPIEGEL   hfp://    
  51. 51. Helpful  Resources   Penn  State  Ag  Sciences  Web  Best  Prac>ces  and  Web  Strategy   hfp://>ons/web/best-­‐prac>ces     hfp://>ons/web/strategy     Wri>ng  for  the  Web   hfp://>ng/     Quickstart  Guide  to  Social  Media   hfp://­‐quickstart-­‐guide-­‐to-­‐social-­‐media-­‐ for-­‐business/     Web  and  Social  Media  Industry  News  and  Tips   hfp://