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1	  May	  3,	  2013	  Expanding	  Business	  Engagement	  Ini2a2ve	  US	  DOL	  Employment	  &	  Training	  Administra2on	...
2	  2	  DOLETA	  Team	  	  Gina	  Wells	  	  Megan	  Lizik	  	  Jonathan	  Payne	  U.S.	  Department	  of	  Labor,	  ETA	 ...
3	  3	  Social	  Policy	  Research	  Associates	  (SPR)	  	  	  Ahmad	  Mansur	  EBE	  Project	  Manager	  	  Kris@n	  Wol...
4	  4	  SubmiLng	  Ques2ons	  §  To	  submit	  a	  ques2on	  or	  comment,	  type	  the	  ques2on	  in	  the	  text	  box...
5	  5	  It’s	  geLng	  HOT	  in	  here…	  Avoiding	  the	  fire	  drill:	  •  Phone	  muted	  at	  all	  2mes	  unless	  sp...
6	  6	  Agenda	  ü  Overview:	  Day	  3:	  	  Virtual	  Learning	  Series!	  ü  Spencer	  Critchley:	  Social	  Media	  ...
7	  7	  Overview:	  Virtual	  Learning	  Series	  &	  Final	  Session	  Day	   Theme	  Day	  1:	  June	  5th	   Transforma...
8	  8	  Spencer	  Critchley	  Managing	  Partner	  Boots	  Road	  Group,	  LLC	  Communica2on	  &	  Engagement	  Collabora...
9	  9	  Overview	  1. How influential communication works2. How social media works3. How social media strategy works— Brea...
10	  10	  1. How influence works
11	  11	  Compare...Informa2on	  vs.	  Influence	  
12	  12	  ACompare	  
13	  13	  BCompare	  
14	  14	  ACompare	  
15	  15	  BCompare	  
16	  16	  ACompare	  
17	  17	  BCompare	  
18	  18	  What’sthedifference?A BCompare	  
19	  19	  What’sthedifference?Information EmotionCompare	  
20	  20	  Compare...
21	  21	  “Don’t litter.It’s ugly and bad for the environment.”ACompare	  
22	  22	  BCompare	  http://youtu.be/hYp1gc5joQg
23	  23	  Why is emotion so dominant?
24	  24	  Survival
25	  25	  It’s how wedecide whatTo do.
26	  26	  The world runson emotion.Image: WikimediaCommons
27	  27	  Influencers don’tsupply information.They satisfydesire.
28	  28	  Influencers don’tsupply information.EntertainersAdvertisersPoliticiansThe pressThey satisfydesire.
29	  29	  InfluentialCommunicationEmotionalTargetedSimpleRepeatedImage: Wikimedia Commons
30	  30	  
31	  31	  ExamplesEmotional, Targeted, Simple, Repeated
32	  32	  Examples from your own workEmotional, Targeted, Simple, Repeated
33	  33	  2. How social media works(in 2 mental shifts)
34	  34	  Media: the first 5,000 years
35	  35	  One-to-many Image: Wikimedia Commons3,000	  BCE:	  Sumer	  
36	  36	  Image: Wikimedia CommonsOne-to-very-many1455:	  Gutenberg	  
37	  37	  Mental shift #1
38	  38	  Many-to-manyNow:	  social	  media	  
39	  39	  It used to be easy.
40	  40	  Advertising, or...Tradi2onal	  media	  
41	  41	  PublicRelationsTradi2onal	  media	  
42	  42	  Tradi2onal	  media	  
43	  43	  But what do you do with this?
44	  44	  kittensTumblrTwitterXXXYouTubeHalo 3eBayESPNrecipesSpotifyPinterestInstagramFacebookHello?Social	  media	  
45	  45	  Power used to belongto the publisher
46	  46	  Mental shift #2
47	  47	  Now, power isin the network
48	  48	  Image: Wikimedia CommonsNow, power isin the network
49	  49	  
50	  50	  What that means to you…
51	  51	  Your Facebook pageis not a page.Image: WikimediaCommons
52	  52	  Image: WikimediaCommons
53	  53	  What should you share?What they desire
54	  54	  Influencers don’tsupply information.They satisfydesire.
55	  55	  Image: WikimediaCommons1. Be generous2. Build your networkAct like you’re new in town.
56	  56	  ExamplesBe generous, build your network
57	  57	  Be	  generous,	  build	  your	  network	  
58	  58	  3. How social media strategy works
59	  59	  Tradi2onal	  marke2ng	  YouTargetmarketWhat do youhave?What dothey want?< Marketing >
60	  60	  Social	  media	  marke2ng	  YouTargetcommunityYournetworkTheirnetworkInfluencers
61	  61	  Social	  media	  strategy	  1.  Define your value offering2.  Identify your target audience3.  Find their influe...
62	  62	  Questions?
63	  63	  Homework:Define your core offeringID your target audienceID some influencers
64	  64	  Overview	  1. How influential communication works2. How social media works3. How social media strategy works— Br...
65	  65	  Homework	  How did it go?Define your value offeringID your target audienceID some influencers
66	  66	  How to engage
67	  67	  Social	  media	  strategy	  1.  Define your value offering2.  Identify your target audience3.  Find their influe...
68	  68	  Target	  audience	  1. Your value offering:Qualified employeesTrainingEtc.
69	  69	  Target	  audience	  2. Target audience:“Workforce development”
70	  70	  Target	  audience	  So far so good…
71	  71	  Target	  audience	  3. Influencers:How to find them?
72	  72	  Find	  influencers:	  manually	  
73	  73	  Find	  influencers:	  manually	  
74	  74	  Find	  influencers:	  with	  tools	  
75	  75	  Find	  influencers	  
76	  76	  Find	  influencers	  
77	  77	  Find	  influencers	  
78	  78	  Find	  influencers	  
79	  79	  Find	  influencers	  
80	  80	  Let’s remind ourselveswhere we are…
81	  81	  Social	  media	  strategy	  1.  Define your value offering2.  Identify your target audience3.  Find their influe...
82	  82	  How to engage?
83	  83	  Not by makingannouncementsImage: WikimediaCommons
84	  84	  How to engage:•  Build your network•  Be generous
85	  85	  Engage	  Techniques•  Follow•  Share/Retweet•  Favorite•  @ mention•  Learn what they like•  Give them what they...
86	  86	  Engage	  
87	  87	  Engage	  BTW
88	  88	  Engage	  
89	  89	  Engage	  
90	  90	  Engage	  
91	  91	  Engage	  
92	  92	  Engage	  
93	  93	  Engage	  
94	  94	  Engage	  
95	  95	  Engage	  Through June 2 #	  Total Job Seeker registrantsNew registrants week ending 6/2Total employer user accou...
96	  96	  
97	  97	  Engage	  You’re building your network& being generous.•  Follow•  Share/Retweet•  Favorite•  @ mention•  Learn w...
98	  98	  Engage	  Aggregation and curation
99	  99	  
100	  100	  Engage	  
101	  101	  Engage	  
102	  102	  
103	  103	  Measurement
104	  104	  Measure	  YouTargetcommunityYournetworkTheirnetworkInfluencers
105	  105	  Measure	  
106	  106	  Measure	  
107	  107	  Measure	  
108	  108	  Measure	  
109	  109	  YouTargetcommunityYournetworkTheirnetworkInfluencers
110	  110	  Remember…
111	  111	  Influencers don’tsupply information.They satisfydesire.
112	  112	  Many-to-many
113	  113	  Power isin the network
114	  114	  YouTargetcommunityYournetworkTheirnetworkInfluencers
115	  115	  Questions?
116	  116	  Activity (20 Minutes):Define your core offeringID your target audienceID some influencersBREAK	  &	  ACTIVITY	  
117	  117	  Thank	  You	  Everyone!	  
118	  118	  What’s	  Next?	  	  •  Note	  taking	  or	  something	  
119	  119	  DOLETA	  Team	  	  Gina	  Wells	  	  Megan	  Lizik	  	  Jonathan	  Payne	  U.S.	  Department	  of	  Labor,	  E...
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Social Media that Works (+ the History of Media from Sumeria through Today in a few slides)

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This deck supported the final session (June 7, 2013) of our Virtual Learning Series with the US Department of Labor, Employment and Training Administration and 13 State Grantee Teams working on Expanding Business Engagement.

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Social Media that Works (+ the History of Media from Sumeria through Today in a few slides)

  1. 1. 1  May  3,  2013  Expanding  Business  Engagement  Ini2a2ve  US  DOL  Employment  &  Training  Administra2on  Expanding  Business  Engagement  Ini2a2ve  US  DOL  Employment  &  Training  Administra2on  Social  Media  That  Works  Virtual  Learning  Series  Session  3    June  7,  2013  Social  Policy    Research  Associates  &  BootsRoad  Group  
  2. 2. 2  2  DOLETA  Team    Gina  Wells    Megan  Lizik    Jonathan  Payne  U.S.  Department  of  Labor,  ETA    This project has been funded, either wholly or in part, with Federal funds from the U.S. Department of Labor, Employment and TrainingAdministration under Contract Number: DOLU121A21890. The contents of this publication do not necessarily reflect the views or policies of theDepartment of Labor, nor does mention of trade names, commercial products, or organizations imply endorsement of same by the U.S.Government.
  3. 3. 3  3  Social  Policy  Research  Associates  (SPR)      Ahmad  Mansur  EBE  Project  Manager    Kris@n  Wolff    Training  &  Technical  Assistance    Sam  McCoy  Training  &  Technical  Assistance    
  4. 4. 4  4  SubmiLng  Ques2ons  §  To  submit  a  ques2on  or  comment,  type  the  ques2on  in  the  text  box  §  Click  the  send  buRon.  §  Your  name,  the  text  and  your  ques2on  will  appear  on  your  screen,  indica2ng  successful  submission.  §  If  you’d  like,  you  may  choose  who  you  want  to  submit  the  ques2on  to  by  selec2ng  their  name  from  the  drop-­‐down  menu  in  the  “Start  Chat  with”  field  (default  is  “Everyone”)  Chat  Room  Send    BuRon  Text  Box  Drop-­‐Down    Menu  
  5. 5. 5  5  It’s  geLng  HOT  in  here…  Avoiding  the  fire  drill:  •  Phone  muted  at  all  2mes  unless  speaking  •  Deac2vate  microphones  on  all  devices    •  Avoid  using  3rd  party  applica2ons.  Just  use  your  phone.  5
  6. 6. 6  6  Agenda  ü  Overview:  Day  3:    Virtual  Learning  Series!  ü  Spencer  Critchley:  Social  Media  that  Works  ü  Break  and  Team  Exercise  ü  Examples  of  Engaging  Business  through  Social  Media  ü  Q  &  A  ü  Closing  Remarks  
  7. 7. 7  7  Overview:  Virtual  Learning  Series  &  Final  Session  Day   Theme  Day  1:  June  5th   Transforma2on  Stories  Day  2:  June  6th  Mini-­‐Profile  &  MassachuseRs  on  Metrics  Day  3:  June  7th  Social  Media  That  Works  &    EBE  Case  Studies  Final  Session:    June  21,  2013  Review  of  progress  &  EBE  tools,  website  
  8. 8. 8  8  Spencer  Critchley  Managing  Partner  Boots  Road  Group,  LLC  Communica2on  &  Engagement  Collabora2on  
  9. 9. 9  9  Overview  1. How influential communication works2. How social media works3. How social media strategy works— Break —4. How to engage
  10. 10. 10  10  1. How influence works
  11. 11. 11  11  Compare...Informa2on  vs.  Influence  
  12. 12. 12  12  ACompare  
  13. 13. 13  13  BCompare  
  14. 14. 14  14  ACompare  
  15. 15. 15  15  BCompare  
  16. 16. 16  16  ACompare  
  17. 17. 17  17  BCompare  
  18. 18. 18  18  What’sthedifference?A BCompare  
  19. 19. 19  19  What’sthedifference?Information EmotionCompare  
  20. 20. 20  20  Compare...
  21. 21. 21  21  “Don’t litter.It’s ugly and bad for the environment.”ACompare  
  22. 22. 22  22  BCompare  http://youtu.be/hYp1gc5joQg
  23. 23. 23  23  Why is emotion so dominant?
  24. 24. 24  24  Survival
  25. 25. 25  25  It’s how wedecide whatTo do.
  26. 26. 26  26  The world runson emotion.Image: WikimediaCommons
  27. 27. 27  27  Influencers don’tsupply information.They satisfydesire.
  28. 28. 28  28  Influencers don’tsupply information.EntertainersAdvertisersPoliticiansThe pressThey satisfydesire.
  29. 29. 29  29  InfluentialCommunicationEmotionalTargetedSimpleRepeatedImage: Wikimedia Commons
  30. 30. 30  30  
  31. 31. 31  31  ExamplesEmotional, Targeted, Simple, Repeated
  32. 32. 32  32  Examples from your own workEmotional, Targeted, Simple, Repeated
  33. 33. 33  33  2. How social media works(in 2 mental shifts)
  34. 34. 34  34  Media: the first 5,000 years
  35. 35. 35  35  One-to-many Image: Wikimedia Commons3,000  BCE:  Sumer  
  36. 36. 36  36  Image: Wikimedia CommonsOne-to-very-many1455:  Gutenberg  
  37. 37. 37  37  Mental shift #1
  38. 38. 38  38  Many-to-manyNow:  social  media  
  39. 39. 39  39  It used to be easy.
  40. 40. 40  40  Advertising, or...Tradi2onal  media  
  41. 41. 41  41  PublicRelationsTradi2onal  media  
  42. 42. 42  42  Tradi2onal  media  
  43. 43. 43  43  But what do you do with this?
  44. 44. 44  44  kittensTumblrTwitterXXXYouTubeHalo 3eBayESPNrecipesSpotifyPinterestInstagramFacebookHello?Social  media  
  45. 45. 45  45  Power used to belongto the publisher
  46. 46. 46  46  Mental shift #2
  47. 47. 47  47  Now, power isin the network
  48. 48. 48  48  Image: Wikimedia CommonsNow, power isin the network
  49. 49. 49  49  
  50. 50. 50  50  What that means to you…
  51. 51. 51  51  Your Facebook pageis not a page.Image: WikimediaCommons
  52. 52. 52  52  Image: WikimediaCommons
  53. 53. 53  53  What should you share?What they desire
  54. 54. 54  54  Influencers don’tsupply information.They satisfydesire.
  55. 55. 55  55  Image: WikimediaCommons1. Be generous2. Build your networkAct like you’re new in town.
  56. 56. 56  56  ExamplesBe generous, build your network
  57. 57. 57  57  Be  generous,  build  your  network  
  58. 58. 58  58  3. How social media strategy works
  59. 59. 59  59  Tradi2onal  marke2ng  YouTargetmarketWhat do youhave?What dothey want?< Marketing >
  60. 60. 60  60  Social  media  marke2ng  YouTargetcommunityYournetworkTheirnetworkInfluencers
  61. 61. 61  61  Social  media  strategy  1.  Define your value offering2.  Identify your target audience3.  Find their influencers4.  Engage with their influencers
  62. 62. 62  62  Questions?
  63. 63. 63  63  Homework:Define your core offeringID your target audienceID some influencers
  64. 64. 64  64  Overview  1. How influential communication works2. How social media works3. How social media strategy works— Break —4. How to engage
  65. 65. 65  65  Homework  How did it go?Define your value offeringID your target audienceID some influencers
  66. 66. 66  66  How to engage
  67. 67. 67  67  Social  media  strategy  1.  Define your value offering2.  Identify your target audience3.  Find their influencers4.  Engage with their influencers
  68. 68. 68  68  Target  audience  1. Your value offering:Qualified employeesTrainingEtc.
  69. 69. 69  69  Target  audience  2. Target audience:“Workforce development”
  70. 70. 70  70  Target  audience  So far so good…
  71. 71. 71  71  Target  audience  3. Influencers:How to find them?
  72. 72. 72  72  Find  influencers:  manually  
  73. 73. 73  73  Find  influencers:  manually  
  74. 74. 74  74  Find  influencers:  with  tools  
  75. 75. 75  75  Find  influencers  
  76. 76. 76  76  Find  influencers  
  77. 77. 77  77  Find  influencers  
  78. 78. 78  78  Find  influencers  
  79. 79. 79  79  Find  influencers  
  80. 80. 80  80  Let’s remind ourselveswhere we are…
  81. 81. 81  81  Social  media  strategy  1.  Define your value offering2.  Identify your target audience3.  Find their influencers4.  Engage with their influencers✓  ✓  ✓  
  82. 82. 82  82  How to engage?
  83. 83. 83  83  Not by makingannouncementsImage: WikimediaCommons
  84. 84. 84  84  How to engage:•  Build your network•  Be generous
  85. 85. 85  85  Engage  Techniques•  Follow•  Share/Retweet•  Favorite•  @ mention•  Learn what they like•  Give them what they want
  86. 86. 86  86  Engage  
  87. 87. 87  87  Engage  BTW
  88. 88. 88  88  Engage  
  89. 89. 89  89  Engage  
  90. 90. 90  90  Engage  
  91. 91. 91  91  Engage  
  92. 92. 92  92  Engage  
  93. 93. 93  93  Engage  
  94. 94. 94  94  Engage  
  95. 95. 95  95  Engage  Through June 2 #  Total Job Seeker registrantsNew registrants week ending 6/2Total employer user accountsNew employer accounts week ending 6/2Total Job Listings within 60 Days in NJOutside NJ, within 50 miles of State border213,3341,8996,44610885,858159,901Jobs4Jersey.comSource: New Jersey DOL
  96. 96. 96  96  
  97. 97. 97  97  Engage  You’re building your network& being generous.•  Follow•  Share/Retweet•  Favorite•  @ mention•  Learn what they like•  Give them what they want
  98. 98. 98  98  Engage  Aggregation and curation
  99. 99. 99  99  
  100. 100. 100  100  Engage  
  101. 101. 101  101  Engage  
  102. 102. 102  102  
  103. 103. 103  103  Measurement
  104. 104. 104  104  Measure  YouTargetcommunityYournetworkTheirnetworkInfluencers
  105. 105. 105  105  Measure  
  106. 106. 106  106  Measure  
  107. 107. 107  107  Measure  
  108. 108. 108  108  Measure  
  109. 109. 109  109  YouTargetcommunityYournetworkTheirnetworkInfluencers
  110. 110. 110  110  Remember…
  111. 111. 111  111  Influencers don’tsupply information.They satisfydesire.
  112. 112. 112  112  Many-to-many
  113. 113. 113  113  Power isin the network
  114. 114. 114  114  YouTargetcommunityYournetworkTheirnetworkInfluencers
  115. 115. 115  115  Questions?
  116. 116. 116  116  Activity (20 Minutes):Define your core offeringID your target audienceID some influencersBREAK  &  ACTIVITY  
  117. 117. 117  117  Thank  You  Everyone!  
  118. 118. 118  118  What’s  Next?    •  Note  taking  or  something  
  119. 119. 119  119  DOLETA  Team    Gina  Wells    Megan  Lizik    Jonathan  Payne  U.S.  Department  of  Labor,  ETA    

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