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Building the Movement:
Social Media Tools for Certificate Success
Nick Westergaard / nickwestergaard.com
INTRODUCTION
Brand-Driven Insights at




NickWestergaard.com
         @NickWestergaard
USED TO WORK HERE ...
NOW ...
CONGRATULATIONS!!!




     Now what?
ISSUE: AWARENESS
ISSUE:
EMPLOYER        AWARENESS
DEMAND




                            INDIVIDUAL
                            SUPPLY
CHALLENGING
DYNAMIC




              TARGET
              BOTH
BUDGETS =
MORE CHALLENGING
3-PART SOLUTION
BRANDING
SOCIAL MEDIA
TRADITIONAL MEDIA
THE RESULT                 BRAND
                           DRIVEN
                           COMMUNITY
              BRAND




     NEW                TRADITIONAL
     MEDIA   ISSUE         MEDIA




             ADVOCACY
EXAMPLES




PLUS CONFERENCE ATTENDEES AND MORE!
#wf2011




photo via alexanderdrachman / Flickr
BRANDING
WHAT IS YOUR BRAND?
BRAND DNA

- Who you are
- What you say
- What you stand for
ELEMENTS OF
A BRAND’S CODE
- Creation Story
- Creed
- Icons
- Rituals
- Pagans
- Sacred Words
- Leader
                   Source: Primal Branding by Patrick Hanlon
CASE STUDY
CREATION STORY
CREED
ICONS
RITUALS
PAGANS
SACRED WORDS
LEADER
NEED THESE ELEMENTS
 PACKAGED UP
HOW TO CREATE
THE MESSAGE?
AIDA
Attention | Interest | Desire | Action
AISA
Attention | Issue | Solution | Advocacy
ATTENTION
ATTENTION   = STORIES
ISSUE




        DIAGNOSE
        THE PAIN
SOLUTION =
DEMONSTRATE GAIN
ADVOCACY =
ACTION!
HOW WE DELIVER THE MESSAGE?
SOCIAL MEDIA
AUDIENCE POLL
How much do you use social media
          in your personal life?

10


 8


 5


 3


 0
       A lot   Some     A little   None
At work, does your organization
           use social media?

11


8


6


3


0
       Yes        Somewhat       No
THE LOW-HANGING
FRUIT
TIP!
ADD A BLOG TO
YOUR WEBSITE
POLICY LEADERSHIP
NEED A BLUEPRINT
WHO? WHAT?
STRATEGY > EXECUTE > MEASURE
SOCIAL PLAN
BRANDING & POSITIONING
- Building the brand
- Aggregating news, data, & results

ADVOCACY/SUPPORTER RETENTION
- Share news stories
- Invite to events
- Share YouTube content

BRANDING & NEWS
- Interviews with key personnel
- Video coverage of news events

NEWS & MEDIA RELATIONS
- Breaking news; real-time conversations
- Live coverage of campaign media events
- Share YouTube content
600+ MILLION USERS
Fastest growing demographic is women over 55
‘LIKE’ STUFF
AS YOUR PAGE
FIND
                                relevant
                                content




photo via andercismo / Flickr
SHARE




        photo via furiousgeorge81 / Flickr
Sharing
 News
FUN WITH AVATARS
FUN WITH AVATARS
NEXT STEPS
- Create a Page on Facebook
- Like stuff
- Share stuff
- Converse/repeat
200 MILLION USERS
     ... and growing!
AUDIENCE POLL
WHAT ARE PEOPLE TWEETING?
Pointless Babble
Conversational
Pass-Along Value
Self-Promotion               4% 4%
News                    6%
Spam
                   9%
                                     40%




                        38%




                                           Source: Pear Analytics
#HireFriday
#wf2011
ABOUT CONNECTING
DON’T BROADCAST
12:1
photo via bengrey / Flickr
THIS IS SOCIAL




MANNERS
MATTER
NEXT STEPS
- Create a Twitter account
- Follow a lot of people & orgs
- Tweet & share often (12:1)
- Think of it as PR
2 BILLION+ VIDEOS/DAY
Second most popular search engine in the world!
PERSONAL TOUCH
GO VIRAL
GO VIRAL
NEXT STEPS
- Create a YouTube channel
- Create video content
- Make your brand personal
- Embed content on website
TRADITIONAL MEDIA
ANOTHER SCREEN —
WANT TO BE ON ALL
BEG
BORROW
 STEAL
TRADITIONAL MEDIA > NEW MEDIA > YOU
TIPS!
- Local News Stations
- Targeted Cable
- PSA
IN CLOSING
SOCIAL            TRADITIONAL
MEDIA                MEDIA




   Your brand is the bread!
WITHOUT IT ...
YOU HAVE A
MESSY SANDWICH
photo via vistamommy / Flickr
#wf2011




photo via alexanderdrachman / Flickr
Brand-Driven Insights at




NickWestergaard.com
         @NickWestergaard
Building the Movement: Social Media Tools for Certificate Success

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