Workforce Academy Training October 2014
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The document discusses the state of modern media and how organizations can use owned and earned media like websites, blogs, and social media to connect with audiences. It notes that newspapers, magazines, and traditional media staff are declining as the modern news cycle has accelerated. Now organizations can directly publish on websites and social platforms to share their stories and messages. The document then discusses how to use specific social media sites like LinkedIn, Facebook, Snapchat to engage with students, donors, and other audiences.
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Workforce Academy Training October 2014
- 2. “To connect to people at the deepest level, you need stories.” -Robert McKee
- 3. STATE OF THE MEDIA Earned Newspapers | Magazines | TV | Radio | Bloggers Owned Web Site | Company Blog / News Site | Marketing Collateral | Publications Social Facebook | Google+ | Twitter | You Tube | LinkedIn | Pinterest….and many more.
- 4. State of EARNED Media
- 7. Yesterday’s News Staff Reporters. Photographers. Editors. Producers. AND MORE!
- 8. Today’s Media Too busy to leave desk for lunch? Laid off? Coffee powered! On the phone Rumpled jacket 2 screens
- 9. Rumpled hair…what’s left of it Stressed out posture! s t a c k s Files! Files and more files Today’s Media
- 11. Today’s News Staff Note the reporter notebook & camera.
- 12. Today’s News Cycle News Event Publish brief on web site Teaser on social media Blog post Attend event / go to scene Post video and images File story for broadcast that evening or morning edition Return to office and update web site, social media and Take photos, get notes, interview Blog post Update social media
- 13. So how do you reach people?
- 14. Pulling It Together SOURCE: http://www.previewnetworks.com/blog/tag/earned-media/
- 15. Amazon Purchases Washington Post -Facebook status update.
- 16. State of OWNED Media Web. Social. More. It used to be that organizations had to go through media to reach the public with their news. But now…
- 17. Web Site
- 18. Blog
- 19. S O C I A L
- 20. SOCIAL MEDIA
- 22. The Basics
- 23. The Basics People living in cities spend the most time on Social Media, at 70% of the population. And women, on average, spend 9% more time on social networking sites than men. –Pew Research Center How many Internet users? WORLD: 2.4 Billion. With a B. –Internet World Stats US: 274 Million.
- 24. Why Care About Social?
- 25. ThWe Bhya sCicasre About Social?
- 26. Why Care About Social?
- 28. Why Care About LinkedIn? aka Facebook for professionals.
- 29. Why Care About SnapChat? 100 Million Monthly Active Users 70% Women 71% Under 25-years-old
- 30. Why Care About Social?
- 31. -RECAP- • How social media fits into broader media picture. • Who uses the various social media channels.
- 32. -WAY AHEAD- • How does social media fit into YOUR media picture? EDUCATE STUDENTS | REACH DONORS | MARKET BROADEN EXPOSURE FOR PROGRAM
- 33. -STUDENT JOB SEARCHES-Employers and recruiters are using social media more while using job boards less, a trend that began before 2008. LinkedIn is the powerhouse, but Facebook and Google+ and Twitter used to generate leads.
- 34. -CANDIDATE RESEARCH-Social media is used in a number of ways by recruiters, giving them an idea of who the applicants are and how they might fit into a corporate culture…if at all. • Communications Skills (spelling, punctuation, grammar & ability to clearly communicate ideas) • Work history and education • Industry knowledge • Use of alcohol & illegal substances • Use of profanity • How you spend non-work time
- 35. -ONLINE RESUME-Encourage students to pay attention to… • Look beyond LinkedIn. • Profile picture. This matters! • Seriously…no keg stand photos here! • Where were you last night? • Photos from last year. Yes. Those are still there. • Who, what and where you spend your time. • When are you posting online? Middle of the day? • Who do you talk about? • Who has tagged you…and why? • First impression!
- 37. -REACH DONORS-Remember that Washington Post example?
- 38. -WAY AHEAD- • Which social media channels will help you reach your goals, your various target audiences? EDUCATE STUDENTS | REACH DONORS | MARKET BROADEN EXPOSURE FOR PROGRAM
- 39. -BRAINSTORM-
Editor's Notes
- Start with a plan and a system. Know this first…the content is there…even if you don’t see it. Health related? Health recipes? Fitness? The GOAL is to get and keep people engaged so that when you have an event or a specific KEY message, they are already part of your community and seeing your content.
- Courtesy of Natalie Miller Moore of Moore Than Words.
- Courtesy of Natalie Miller Moore of Moore Than Words.
- This is not a BUILD IT AND THEY WILL COME. Think about the evolution of how we shared information. It used to be around the water cooler. It’s a conversation. It’s just another mechanism in the entire conversation you have with your stakeholder, customers, client, etc.
- Facebook, Twitter, Instagram, LinkedIn, Pinterest, Vine, GooglePlus & You Tube. So many platforms, in fact, that there is a book written about the Obama campaign in 2008 and how many social media channels he was on to reach the widest possible audience. -MARKETING THE CANDIDATE.
- Think about who you are trying to communicate with and then look at the audience the social media platforms attracts and the resources you have at your disposal. It’s a fluid conversation. You may find that some social media platforms don’t work for you. Peace Frogs – Facebook and Pinterest work well. Twitter does not. We’re launching into Instagram.
- Think about who you are trying to communicate with and then look at the audience the social media platforms attracts and the resources you have at your disposal. It’s a fluid conversation. You may find that some social media platforms don’t work for you. Peace Frogs – Facebook and Pinterest work well. Twitter does not. We’re launching into Instagram.
- Internet users in an urban environment are more likely to use social media. City dwellers top Twitter and Instagram users.
- Facebook does not track race. Trying to reach a young African-American population in a city – Instagram and Twitter are likely your targets. Trying to reach a white female – Pinterest.
- On average, LinkedIn users are older, higher education and more income. Often compared to Facebook because you can share status, photos, links and create company pages.
- If you are watching a video online, you’re probably linked to or on You Tube. That goes for everyone. Instagram and Facebook have video capabilities. Vine is linked to Twitter.