SIUE Spring Library Colloquium: The Art & Science of Searching, 3-26-10
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The document discusses how consumer behavior and expectations have changed on the web, requiring organizations to adopt new approaches to reputation management, public relations, and marketing. It emphasizes the importance of social media integration, engaging audiences through conversations rather than one-way broadcasts, and focusing on building trust and demonstrating value through transparency and authentic experiences online. Further, it outlines how millennials' technology behaviors have shaped expectations for personalized and interactive digital presences.
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SIUE Spring Library Colloquium: The Art & Science of Searching, 3-26-10
- 1. The Rules Have Changed Consumer Behavior on the Web, and How We Can Earn Their Trust
- 8. Reputation Management Reliable, Predictable Experience Unreliable, Unpredictable Experience When the experience doesn’t match the promise, reputation declines Reputation Index Source: Standing Partnership
- 11. The Mass Media Model Edited and controlled content broadcast to mass audiences Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links PR Print Website Advertising Email
- 12. The Social Media Model Ideas shared, adapted, changed and shared again, and again, and … Source: Mike Arauz, Thoughts on New Media and Assorted Links
- 13. Social Media Continuum of Tools Publish Connect Syndicate, Search, Aggregate Collaborate Rank, Tag, Comment, Bookmark Measure
- 16. Engagement Scores of Top 100 Global Brands Source: www.ENGAGEMENTdb.com
- 19. What Now?
- 26. Web Content Integral to Reputation
- 28. The Net Generation, The Millennials, Generation Y Source: ClassesandCareers.com
- 31. Change in Computer Ownership, 2006-2009 Source: Educause Center for Applied Research
- 32. Student Preference for Use of IT in Classes Source: Educause Center for Applied Research
- 33. Benefits from Using IT in the Classroom Source: Educause Center for Applied Research
- 38. What Now?
- 39. Marketing Shift
- 44. The online relationship begins the second a potential customer hits your homepage. Show customers a reflection of them self. Organize your site with content for each of your distinct buyer personas. — David Meerman Scott The New Rules of Marketing & PR Segmenting Your Audiences
- 47. Approach to Web Content Text for Bots: Search engines “crawl” your pages looking to establish what they are about so that they can display YOUR pages to searchers.
Editor's Notes
- Brand = The DNA of an organization A foundation for telling your organization’s story Reputation = Current perceptions of an organization A variable based on experiences, news, events, actions
- We talked at people; the conversation was limited to a one-way dialogue
- Today, this is how communications is happening. It’s a dialogue between and among individuals who form communities A decentralized sharing of thoughts and ideas The ultimate in word-of-mouth marketing It’s an opportunity to engage in an authentic way with your prospective students, donors, faculty and others It’s a way to listen…and respond
- CONNECT Linkedin is a business and professional networking site, where members can connect with colleagues and share opportunities and information. Facebook is a general social networking site where members can connect and share photo, messages, and comments. flickr is a photo sharing and photography related networking site. Members can view and comment on photos. COLLABORATE Wikipedia is an online public encyclopedia where content is submitted by the internet community. wetpaint is a social network and wiki hosting service. Yammer is a social networking and micro blogging service for office colleagues used both privately and internally within organizations. PUBLISH Wordpress is an open source blog platform where users can design and maintain blogs. TypePad is a paid blog hosting service geared toward non-technical users. YouTube is a video sharing service where users can share and comment on videos. Odeo is an RSS directory and search service where users can create and share podcasts. twitter is a social networking and micro-blogging service where each “Tweet” is a maximum of 140 characters long. SYNDICATE, SEARCH, AGGREGATE RSS (Really Simple Syndication) is a method of distributing and updating frequently changing content such as blogs, twitter feeds, and news headlines. Technorati is a search engine used for searching blogs. Bloglines is a web based application used for reading RSS news and blog feeds. RANK, TAG, COMMENT, BOOKMARK Digg is a social network type news service where users can vote up or down on relevance, known as “digging” and “burying.” Delicious is a social bookmarking site where users can share web bookmarks. MEASURE Google Analytics is a service that provides statistics on visitors to specific web pages. Alexa is a toolbar that compiles data on web browsing behaviors, also ranks web sites by traffic.
- RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE
- RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE
- RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE
- Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend! Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend! Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend! Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend! Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend! Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend! Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- Bots: Meta tags/data – title, keyword and description tags Content with keyword density for search terms relevant to the page Human readability Hyperlinks to relevant content within your site (a/k/a “cross links”) Hyperlinks from outside websites linking in to your site with specific keywords “ Fresh” and updated content Content for Humans WIFM – Rule #1 Personalization – which means you give them their choice of info People they can connect with – images, video, audio Stories of other students who have done it before and succeeded Real answers to their actual questions Future job outlook and opportunities Data to substantiate your information Social proof (we’ll get to that later) Messaging: Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write… It is your promise to the students and parents It is the logic-based value you can provide It is the emotions are you creating to “connect” with your prospective students It is your opportunity to tell stories and share ideas rather than talk AT your future students Your willingness to listen is important; invite participation where appropriate
- Content for Humans WIFM – Rule #1 Personalization – which means you give them their choice of info People they can connect with – images, video, audio Stories of other students who have done it before and succeeded Real answers to their actual questions Future job outlook and opportunities Data to substantiate your information Social proof (we’ll get to that later)
- Messaging: Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write… It is your promise to the students and parents It is the logic-based value you can provide It is the emotions are you creating to “connect” with your prospective students It is your opportunity to tell stories and share ideas rather than talk AT your future students Your willingness to listen is important; invite participation where appropriate