1. Making Strategic Use of Web and Social Media Matthew Rodriguez Southern California Edison June 23, 2011

2. Trivia Question What is the difference between the Internet and the Web (World Wide Web)? 2

3. A bit of history … 1969 – ARPANet goes online 1972 – Email invented 1983 – TCP/IP adopted 1989 – Berners-Lee proposes HTML 1993 – Mosaic by Netscape 2000 – E-commerce boom 2002 – End of e-commerce boom 3

4. Lots of cheap infrastructure 4

5. Internet Rush 5

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9. Circa 1997 9

10. What do strategic websites consider? 10

12. Ties to company goals

13. Articulates the brand

14. Speaks to a clearly defined audience

15. Provides a path to discovery11

16. What we see today … I need this up yesterday! Can I get a safety website up by Friday? Can you add all this legal text? Can I share a video of my cat withmy fellow employees? 12

17. 13

18. What are the right questions? 14

19. Who is my audience? What do I want them to do differently than they do today? What is my end goal(s) How will I prove I’ve accomplished what I set out to do? ---then we can begin channel selection. 15

20. Audience Definition 16

21. 17 Battle Plan

22. Analytics Strategy 18 Quantity vs. Quality

23. Resources Jeremiah Owyang (Web Strategy)site: www.web-strategist.com Brian Solis (Social Media Strategy)site: www.briansolis.com Charlene Li/Josh Bernoff(Social Media)book: Groundswell 19

24. Questions? 20