The document provides guidance on developing an effective web and social media strategy. It discusses why the web and social media are important delivery mechanisms and how they can help achieve organizational goals like increasing enrollment and engagement. It recommends determining your value proposition, audience, and goals before selecting appropriate web and social media tools. It also emphasizes the importance of reputation management and providing valuable, measurable content.

1. WEB
AND
SOCIAL
MEDIA
STRATEGY
Why
and
How…
to
be
Awesome!
Max
Spiegel

2. WEB
AND
SOCIAL
MEDIA
STRATEGY

3. WEB
AND
SOCIAL
MEDIA
STRATEGY
Max
Spiegel

5. WHY
THE
WEB?
Premature
ques>on.

6. Who
are
we
and
why
are
we
here?
What
is
our
organiza>onal
structure?
What
is
our
goal?
What
is
our
communica>on
strategy?
Who
is
our
audience?
What
is
our
message?

7. WHAT
IS
OUR
PURPOSE?

8. THE
WEB
AND
SOCIAL
MEDIA
ARE
ONLY
DELIVERY
MECHANISMS

10. Mission
The
mission
of
Penn
State’s
College
of
Agricultural
Sciences
is
to
discover,
integrate,
translate,
and
disseminate
knowledge
to
enhance
the
food
and
agricultural
system,
natural
resources
and
environmental
stewardship,
and
economic
and
social
well-­‐being,
thereby
improving
the
lives
of
people
in
Pennsylvania,
the
na>on,
and
the
world.

11. Strategic
IniAaAves
• Strengthen
• Entrepreneurship
Communica>on
with
and
Educa>on
of
Stakeholders
• Pest
Predic>on
and
Response
• Water
Strategic
Challenges/Advantages
• Energy
• Iden>fy
Priori>es
• Food,
Diet
and
Health
• Enhance
Collabora>on
Within
and
Outside
the
Goals
College
• Increase
Student
• Network
Development
Enrollment,
Enhance
• Public
Educa>on
Student
Success
• Enhance
Knowledge
Discovery
and
Transla>on

13. WHY
THE
WEB?
• Primary
discovery
plaSorm
• The
Web
is
the
first
"campus"
viewed
(43%)
• Cost
effec>ve
delivery
compared
to
tradi>onal
methods
• Instant
feedback
• Two
way
street
The
Web
should
be
integral
to
any
communica>ons
strategy.

14. WHY
SOCIAL
MEDIA?
• Primary
discovery
plaSorm
• Facebook
Page
is
the
first
"campus"
viewed
(Growing
Fast)
• Cost
effec>ve
delivery
compared
to
tradi>onal
methods
• Instant
feedback
• Two
way
street
• A
person
is
more
likely
to
trust
the
word
of
a
complete
stranger
than
the
company
selling
the
product.
• and…

16. 15%
bump

17. What
can
the
Web
do
for
you?
• Push
your
content
(ac>ve,
not
passive)
• Capture
your
audience
• Increase
enrollment
• Engage
your
Alumni
• Promote
Ag
Awareness
• Communicate
to
your
stakeholders
• Promote
your
research
• Highlight
your
faculty

18. 1. Public
Rela>ons
2. Marke>ng
3. Customer
Service
4. Research

20. If
You
Build
It
Will
They
Come?
• Do
we
place
a
yellow
page
ad
then
ask
what
we
can
do
to
get
people
to
look
at
it?
– People
Must
Be
Looking
For
It.
– Search
Engine
Op>miza>on
(SEO)
– Pay
Per
Click
Adver>sement
(Google)
– Internal
Ads
(Facebook,
LinkedIn)
– Diligence
&
Pa>ence

21. SOCIAL MEDIA = WEB 2.0
• What is it… really?
• What do you use it for?
• How does it work?

22. Web 1.0 vs. Web 2.0
¨ Web 1.0
¤ Web as Information
n Billboard or Postcard
¨ Web 2.0
¤ Web as Participation
n Communication
n Information Sharing
n Collaboration
n Networking

24. Web 2.0 Toolsets

27. Sharing

28. oas-­‐ram
4/22/2008

29. 1. Facebook
2. ???
3. Profit

33. hfp://www.youtube.com/watch?v=3SuNx0UrnEo

34. QUESTIONS?

35. WHAT
IS
YOUR
VALUE?
What
sets
you
apart?
What
do
others
say
about
you?
What
are
your
successes?
How
have
you
helped
customers?
What
do
you
do
best?

36. SETTING
YOUR
GOALS
To
inform?
To
brand
your
company?
To
build
a
community?
To
afract
afen>on?
To
gain
valuable
market
research?
To
build
trust?
To
reduce
customer
service
costs?
To
reduce
paperwork?
To
reach
a
broad
audience
with
a
To
reduce
prin>ng
and
mailing
message?
costs?
To
increase
student
enrollment?
To
pre-­‐qualify
leads?
To
conduct
e-­‐commerce?
To
recruit
new
employees?
To
increase
brand
awareness?
To
decrease
call
volume?

37. ONLY
3
TRUE
BUSINESS
GOALS
Raise
Revenue
Increase
Lower Costs Customer
Satisfaction
Source: Social Media Metrics, Jim Sterne

38. WHO
IS
YOUR
AUDIENCE?
• Prospec>ve
students
• Prospec>ve
faculty
• Current
students
• Alumni
&
friends
• Legisla>ve
contacts
• Industry
partners
• General
public

39. HOW
WILL
YOU
MEASURE
YOUR
PERFORMANCE?
• Traffic
Metrics
• Google
Analy>cs
• Transac>on
Metrics
• Conversion
Tracking
• Organiza>onal
Metrics
• The
Books

41. REPUTATION
MANAGEMENT

43. How
to
Behave
• Old
rules
s>ll
apply.
• Know
the
room
• Look
Appropriate
• Sound
Smart
• Observe
and
Adjust
• Make
a
Connec>on
• Brag
Modestly
• Be
Interes>ng

45. Twitter Good Practices
¤ Follow those who you want to follow you
¤ Cross link your efforts
n Tweet about a YouTube video you uploaded or the Blog you posted
¤ Be welcoming & friendly - say hello to your new followers or folks that you
would like to get to know.
¤ Engage people - ask questions and respond to queries that interest you.
¤ Be humorous - funny Tweets really help to break up the timeline.
¤ Inform - provide useful information and news items.
¤ Monitor self-promotion - it is ne to promote your projects and work, but
nobody likes to be spammed all day
¤ Promote others - “retweet” liberally and highlight good work.
¤ Listen - there’s no need to dominate the conversation all the time, so spend
some time just reading what others are saying/Tweeting.
¤ Be human - not always obvious but most important, being a real person
is probably the most important trait of any effective Twitter user.
¤ Search – search.twitter.com has all the answers. What hashtag do aerospace
engineers use?

47. Star>ng
a
Blog

48. Wri>ng
a
Blog
– Make
your
opinion
known
– Link
like
crazy
– Write
less
– 250
Words
is
enough
– Make
headlines
snappy
– Write
with
passion
– Include
bullet
point
lists
– Edit
your
post
– Make
your
posts
easy
to
scan
– Be
consistent
with
your
style
– Lifer
the
post
with
keywords

49. Managing
a
Blog
• Bloggers
Code
of
Conduct
– Take
responsibility
not
just
for
your
own
words,
but
for
the
comments
you
allow
on
your
blog.
– Label
your
tolerance
level
for
abusive
comments.
– Consider
elimina>ng
anonymous
comments.
– Ignore
the
trolls.
– Take
the
conversa>on
offline,
and
talk
directly,
or
find
an
intermediary
who
can
do
so.
– If
you
know
someone
who
is
behaving
badly,
tell
them
so.
– Don't
say
anything
online
that
you
wouldn't
say
in
person.

50. Measuring Blogs
¨ RSS click-throughs
¨ # of subscribers
¨ # of comments
Use Feedburner for RSS – integrates
automatically with Google Analytics.

51. Feedburner Stats

52. oas-­‐ram
4/22/2008

53. All
together
now.
• Web
• Blog
• Facebook
• Twifer
• YouTube
• Sharing
• Peer
Pressure
• RSS
Feed
• Email
hfp://agsci.psu.edu/thinkagain/blog/2010/cellar-­‐market

54. If
You
Build
It
Will
They
Come?
• Do
we
place
a
yellow
page
ad
then
ask
what
we
can
do
to
get
people
to
look
at
it?
– People
Must
Be
Looking
For
It.
– Cross
promo>on
(don’t
be
afraid
to
take
it
offline)
– Search
Engine
Op>miza>on
(SEO)
– Pay
Per
Click
Adver>sement
(Google)
– Internal
Ads
(Facebook,
YouTube)
– Diligence
&
Pa>ence

58. HOW
WILL
YOU
MEASURE
YOUR
PERFORMANCE?
• Traffic
Metrics
• Google
Analy>cs
• Transac>on
Metrics
• Conversion
Tracking
• Organiza>onal
Metrics
• The
Books

59. TRAFFIC
METRICS
• How
many
people
are
visi>ng
your
site?
• Where
are
they
coming
from?
• What
sites
are
linking
and
bringing
traffic
to
your
website?
• What
keywords
do
visitors
use
in
the
search
engines
to
find
your
site?
• How
long
are
they
staying
in
your
site?

60. Pageviews
From
Social
Media

61. MANY
WAYS
TO
MEASURE
SOCIAL
MEDIA
¨ Fans ¨ Ratings
¨ Followers ¨ Social bookmarks
¨ Friends ¨ Subscriptions
¨ Growth rate ¨ Pageviews
¨ Rate of virality ¨ % of videos viewed
¨ Change of virality rates over time ¨ Polls taken/votes received
¨ Embeds/installs ¨ Brand association
¨ Downloads ¨ Exposures of virtual gifts given
¨ Uploads ¨ Relative popularity of content
¨ User-initiated views (videos) ¨ Tags added
¨ Ratio of embeds to views ¨ Content shared
¨ Likes/favorites ¨ # of user-generated submissions
¨ Comments
Source: Social Media Metrics, Jim Sterne

62. A
silver
bullet
doesn't
exist.
There is no one metric, one tool, one
awesome, ridiculous app that we can use.
It doesn't exist.
Most social media analytics is manual.

63. MANY
WAYS
TO
MEASURE
SOCIAL
MEDIA

65. Social Media Performance Indicators
Increase brand awareness:
¨ # of brand mentions (# of positive brand mentions)
¨ # of “likes” of school/unit Facebook page/new followers
¨ # of new traffic to website from social media sources
Increase student enrollment
¨ New click-throughs from social media sources
¨ % conversions from social media referrers
¨ % increase in student enrollment
Decrease helpdesk call volume
¨ # subscribers
¨ % volume decrease
¨ % tickets resolved using social media

66. Monitoring - Sentiment

67. TRANSACTION
METRICS
Online
Food
Safety
Class
Google
Ad
• 1,508
clicks
on
168,581
views
for
a
cost-­‐per-­‐click
of
$0.27
and
a
total
expense
of
$398.28.
• The
ads
directly
caused
a
668%
increase
in
web
visits
• 79%
of
the
Web
traffic
was
from
the
ads.
• 44
people
clicked
the
"Register
Now"
bufon
• 400%
increase
in
enrollment.

68. ORGANIZATIONAL
METRICS
• Increase
in
prospects
• Increase
in
average
consumer
sa>sfac>on
• Decreased
support
calls
• More
enrollment
• Increased
newslefer
subscrip>ons
or
completed
surveys

69. MAX
SPIEGEL
MaxSpiegel@psu.edu
hfp://agsci.psu.edu/directory/mds118
Twifer.com/MaxSpiegel
LinkedIn.com/in/MaxSpiegel
Facebook.com/MaxSpiegel

70. Helpful
Resources
Penn
State
Ag
Sciences
Web
Best
Prac>ces
and
Web
Strategy
hfp://agsci.psu.edu/communica>ons/web/best-­‐prac>ces
hfp://agsci.psu.edu/communica>ons/web/strategy
Wri>ng
for
the
Web
hfp://www.useit.com/papers/webwri>ng/
Quickstart
Guide
to
Social
Media
hfp://www.b2bento.com/infographic-­‐quickstart-­‐guide-­‐to-­‐social-­‐media-­‐
for-­‐business/
Web
and
Social
Media
Industry
News
and
Tips
hfp://mashable.com/