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Oerview of Social Media for Heartland 411


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This is an introduction to social media applications presented at the Four-States Youth Summit

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Oerview of Social Media for Heartland 411

  1. 1. Sandra Hastings Sandra Hastings Associates Sandra Hastings 1
  2. 2. knowledge + action = learning Sandra Hastings 2
  3. 3. Learn how to harness technology – Social Media – to improve workforce outcomes and your own career 2 Sandra Hastings 3
  4. 4. Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Source: Wikipedia, 2009. Sandra Hastings 4
  5. 5. Media Shifts Sandra Hastings 5
  6. 6. Web 2.0 tools are interactive social media tools used to build Internet relationships Web 3.0 tools are interactive social media tools used to build relationships using all mobile devices In both cases, the focus is ―relationship building and creating trust!‖ Sandra Hastings 6
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  8. 8. 1. Understand how social media changes workforce strategies 2. Learn the uses for the most popular tools 3. Obtain suggestions for workforce application 4. Develop a resource list Sandra Hastings 8
  9. 9. 1. Social media is no longer a trend, it’s a critical strategic business mandate 2. Our customers are online…we must respond to remain competitive 3. President Obama’s administration is using social media to promote transparency 4. Our competitors are using sophisticated social media strategies 5. It expands our service delivery options in a tough fiscal environment Sandra Hastings 9
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  13. 13.  More than 4 in 5 US online adults use social media at least once a month  Half of these users participate in social networks Forrester Research, Inc. August 2009  Social media use by business grew from 27% in 2007 to 80% in 2009 UMass Dartmouth Center for Marketing November 17, 2009 Sandra Hastings 13
  14. 14.  While Q3 2009 data showed e-mail on top for content-sharing, February 2010 information from social optimization platform Gigya points to Facebook as the Web’s top social sharing hub.  Almost one-half of article links, videos, photos and other content shared via Gigya’s widgets are posted to Facebook, with another 29% broadcast through tweets. Sandra Hastings 14
  15. 15. Small Business Use of Social Media Sandra Hastings 15
  16. 16. Small Business Use of Social Media Sandra Hastings 16
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  18. 18. If your customers are talking about you – do you know what they are saying? Brand or be branded…it’s your only choice! Sandra Hastings 18
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  22. 22. 1. More tools for building online services – especially for reemployment customers and businesses 2. More online resources for businesses and job seekers to access 3. Better resources for reaching and maintaining relationships with customers 4. Tracking tools to analyze customer traffic and social media marketing patterns 5. 24/7 access to learning opportunities to keep staff skills current Sandra Hastings 22
  23. 23. 1. Do you have your own Web site? 2. Do you have an eNewsletter? 3. Do you use videos? 4. Do you have a LinkedIn profile? 5. Do you have a Facebook profile and fan page? 6. Do you have a Twitter account? 7. Do you have a mobile device strategy? 8. Do you use a Wiki to communicate internally and externally? 9. Do you have a blog? Sandra Hastings 23
  24. 24. Top 5 Most Visited Websites in the United States:  Facebook is #3  YouTube is #4  MySpace is #5  (Twitter is #14) Source: /countries/US Sandra Hastings 24
  25. 25. 1. How can your customers engage? 2. Can they add content/leave their opinions/suggestions? 3. Can they donate or volunteer? Provide multiple call to action opportunities! Sandra Hastings 25
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  28. 28. Watch the Google Analytics video Sandra Hastings 28
  29. 29. Messages need to:  Communicate the purpose  Offer an easy ―unsubscribe‖ option  Provide a way to change address  Have an RSS Feed link  Link to your homepage  State a privacy policy  Have contact information including street address, phone number, website, and fax number for your organization Sandra Hastings 29
  30. 30.  Segmentation breaks your audience into manageable parts  If the goal is building relationships, it helps to know your audience  Segmenting your list will lead to more targeted messages  If you don’t segment, you are not building relationships with individuals Sandra Hastings 30
  31. 31. Get customizable templates, advice, survey/polls, metrics, and other personal services from ESPs Sandra Hastings 31
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  33. 33.  78.6% of total U.S. Internet audience viewed an online video in 2009  Average video viewer watched 385 minutes of video, or 6.4 hours  107.1 million viewers watched 6.8 billion videos on (63.5 videos per viewer)  The duration of the average online video was 3.5 minutes  April 2009 Data comScore Video Metrix Service Sandra Hastings 33
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  35. 35.  Provides a strong avenue for broadcasting testimonials that describe how you are serving the community  Allows you to attract more traffic to your website  Can easily post videos on website or as a link within an eBlast or eNewsletter  Is FREE service to increase your visibility  Is growing in popularity and becoming more accepted as a method for reaching constituents Sandra Hastings 35
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  37. 37. LinkedIn is a business-oriented social networking site for professionals to develop and maintain a list of contact details of people they know and trust in business – their ―connections.‖ LinkedIn can then be used to find jobs, people and business opportunities recommended by someone in one's contact network. Employers can list jobs and search for potential candidates. Job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them. LinkedIn also allows users to research companies where they may want to work Sandra Hastings 37
  38. 38. • Create a personal profile • List organizations you are affiliated with • Create and join Groups – Create a group for your workforce system! • Grow your list of connections through the ―people you may know‖ suggestions • Recommend other people/organizations and have others recommend you! • Can supply link to your workforce website!!!!!! Sandra Hastings 38
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  40. 40. A free, online social networking site that connects people through online communities 1/3 of global audience is 35-39 years of age 1/4 of global audience is over 50 years of age Sandra Hastings 40
  41. 41. 1. Connect with supporters and other organizations 2. Brand Image - build trust through exposure 3. Share your story with pictures, stories, testimonials etc. 4. Fundraise 5. Promote events 6. Find supporters/donors Sandra Hastings 41
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  43. 43. You can gather people with like interests! TIP: Ask supporters to start groups related to your organization – job clubs etc. Sandra Hastings 43
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  45. 45. A service for friends, family, and co–workers to communicate and stay Connected through the exchange of quick, frequent answers to one Simple question: ―What are you doing?‖ Also called a ―micro-blog‖ (140 characters or less) and entries are called ―Tweets‖ 2.5 million people visit each month compared to 41 million visitors on Facebook Sandra Hastings 45
  46. 46. A service that is QUICKLY gaining momentum – especially with the younger generations! Use Twitter to attract and stay connected to youth and younger adult populations (e.g., promote workshops) Use Twitter to connect to start-up and high technology companies Post ―in-demand‖ and ―hot jobs‖ on Twitter to increase the number of potential job applicants Connect with tech-savvy unemployed and underemployed to offer skill upgrades and other employment and training services Sandra Hastings 46
  47. 47.  Don’t get overwhelmed—there is a lot of information to sift through in the beginning as you learn how to use it effectively  Don’t be afraid to try it and start connecting with similar organizations—you’ll be surprised how fast your followers grow  ―Tweet‖ regularly —assign someone this responsibility each week  Use Twitter to reach out to your constituents to get information to people—about your organization, to promote training or job information, or to celebrate successes Sandra Hastings 47
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  51. 51. email (html) • Mobile readers are more likely to scan your email rather than reading • Include compelling ―call to action‖ in the first 15-25 characters of your subject line • Avoid ―top heavy‖ images in the design • In addition to testing email browsers, test messages in handheld devices Sandra Hastings 51
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  53. 53.  Flickr - Photo Sharing Application  Podcasts—Short recordings about a variety of topics that can be purchased, downloaded for free, or posted on web page  Message Boards - A segment of a website that hosts an open discussion amongst users  Blogs - A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followers  Personal Blogs = Online ―Diary‖  Organizational blogs = Information sharing/news updates Sandra Hastings 53
  54. 54. Most marketers say they are at least ―prepared enough‖ to take advantage of new techniques in digital and social media, but more than one-third felt minimally prepared. Staff education and training was a substantial concern. The largest group of respondents said some of their marketing staff had the skills to implement new customer engagement strategies, but that knowledge was generally restricted to personnel in digital roles. Only 17% said most or all of their staff was prepared, although 37% planned further investments in the area. ―Engaging with customers is becoming paramount and the yardstick by which we measure those brands that survive and those that don’t,‖ said David Eldridge, CEO of Alterian, in a statement. ―Marketers now need to appeal to the individual and engage with customers on a one-to-one basis.‖ The eMarketer Daily Consumers Demand Engagement JANUARY 29, 2010 From campaign- to consumer-centric Sandra Hastings 54
  55. 55. Experts say you must log 10,000 hours of learning to become a Social Media expert and maintain that status Sandra Hastings 55
  56. 56. 1. Review staff capacity and create capacity building opportunities 2. Integrate Social Media strategies throughout your workforce system 3. Develop toolbox of new tools & strategies 4. Action plan to improve your own workforce system’s brand Sandra Hastings 56
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  58. 58. Getting Started with Facebook Social Media Marketing (Dale Evans) Beth Kanter Blog – How Nonprofits Can Use Social Media Jay Love Blog – CEO eTapestry -- Jay Love Twitter Page Getting Started with Google Analytics LotusJump – Website Marketing Made Easy Flickr Blogger Twitter Linked In Sandra Hastings 58
  59. 59. Sources for White Papers Silverpop Adobe Abeerdeen Research Coremetrics StrongMail Advisor Sandra Hastings 59
  60. 60. Sandi Hastings Sandra Hastings Associates Contact Information: Phone: 860-643-0624 Don’t miss the next three social media webinars – with detailed service delivery strategies. Follow my blog Become one of my LinkedIn connections and introduce me to your friends - Sandra Hastings 60