Tips about social media

1. FLYTE SCHOOL
How to Use Social Media to Build Your
Organization or Certification Network
Rich Brooks
flyte new media
http://www.flyte.biz
http://www.flyteblog.com
http://twitter.com/therichbrooks

2. WARM UP QUESTIONS
• Who here is comfortable that they are
currently reaching 100% of their
prospective certificants?

3. WARM UP QUESTIONS
• My attitude on social media is...
• a) it’s essential to our future success
• b) it’s important, but there are better
ways to market ourselves
• c) this too, will pass

4. WARM UP QUESTIONS
• On measuring social media...
• a) if you can’t measure it, it’s not working
• b) it’s difficult, because it’s so new
• c) Facebook gives me a warm feeling
inside...

5. WARM UP QUESTIONS
• How many people here...
• are on LinkedIn?
• are on Facebook?
• are on Twitter?
• have a blog?
• use AOL as their primary business email?

6. TODAY’S GOALS
• To understand social media and...
• why it’s important
• how to integrate it into your process
• how to measure your ROI
• look at some real world examples

7. WHY IS THIS IMPORTANT?
• Twitter has 10+ million users
• LinkedIn has 50+ million users
• Facebook has 350+ million users
• US has 304 million people
• YouTube shows 1.2 billion videos/day
• All these stats are out of date!

8. HOLISTIC WEB MARKETING
• Attraction
• Retention
• Conversion
• Measurement
http://www.flickr.com/photos/myklroventine/

9. SOCIAL MEDIA
• The Business Case for Social Media
• Conversations
• Customers
• Competitors
• Cost

10. EFFECTIVE SOCIAL MEDIA
• Requires a 5 step process:
• What are your goals for 2010?
• What strategies will get you there?
• What tactics will you need to use?
• How are you going to execute?
• How are you going to measure?

11. SOCIAL MEDIA STRATEGY
“You cannot have a social media
strategy without a content strategy.”
--Susan Cato
CompTIA

12. WHAT IS A CONTENT STRATEGY?
• Must be outcome driven
• Must have goals
• Must address prospects’ pain points

13. WHAT IS A CONTENT STRATEGY?
• Develop content (podcasts, blog, video, etc)
• Repurpose what you already have
• Reach out to members, bloggers, influencers
• Inspire the audience to connect w/you

14. SOCIAL MEDIA SERVICES

15. WHERE DO YOU START?
• Your Blog
• Most established tool
• Your social media hub

16. WHY BLOG?
• The Business Case for Blogs
• SEO
• Establish your expertise
• Lead generation
• Home for your Intellectual Property
• Broader Reach

17. THREE FACES OF BLOGS

18. SOCIAL MEDIA “BIG THREE”
• Twitter
• Facebook
• LinkedIn

19. THE IMPORTANCE OF VIDEO

20. TIME MANAGEMENT
• Ping.fm
• TubeMogul
• TweetDeck
• RSS

21. HOW TO BUILD AN AUDIENCE
• Complete your profile
• Upload your contacts
• Build organically
• Provide value
http://www.flickr.com/photos/sharif/

22. SEARCH.TWITTER.COM

23. SOCIAL MEDIA ROI
• What can we measure?

24. ROI: REFERRERS

25. ROI: REGISTRATIONS

26. CASE STUDY: FLYTE NEW MEDIA
• Goals:
• Increase business
• Build personal brand

27. FLYTE NEW MEDIA
• Strategies
• Uncover pain points
• Create compelling, keyword-rich content
• Increase online visibility
• Drive more traffic to site

28. FLYTE NEW MEDIA
• Tactics
• Create content at blog, YouTube
• Participate at LI, FB
• Engage through Twitter

29. FLYTE NEW MEDIA
• ROI
• Web site traffic up 23%
• Conversions up 27%
• Gross profits down (but...)

30. CASE STUDY: GOODWILL NNE

31. GOODWILL NNE
• Goals
• Store Awareness
• Donor Acknowledgement
• eBay Traffic
• more...

32. GOODWILL NNE
• Strategies & Tactics
• Drive traffic to FB fan pages through
geo-targeted ads

33. GOODWILL NNE
• Outcomes
• Ellsworth opening biggest ever; thousands
attended
• South Burlington had over 300; had no
support staff there to promote it

34. GOODWILL NNE
• Other Activities & Monitoring
• Use Twitter search for “goodwill”
• Track links w/bit.ly
• Review Facebook Insights

35. GOODWILL NNE

36. CASE STUDY: COMPTIA

37. COMPTIA ED. FOUNDATION
• Background:
• Offers IT certification exams
• Demographics: across the board, returning
military, recently unemployed
• Raise money through donations

38. COMPTIA ED. FOUNDATION
• Strategies:
• Engage prospects
• Retain certified clients (alumni giving)
• Increase donations to foundation

39. COMPTIA ED. FOUNDATION
• Tactics:
• Where are prospects already active?
• Listen and participate
• Strengthen CompTIA’s presence
• Started w/LI and FB, then added
“messaging” with Tw
• Launching blog/podcast

40. COMPTIA ED. FOUNDATION
• ROI:
• Mostly anecdotal
• Donations and online applications spike
after posts to FB, LI, Tw
• LI is great for lead gen, then comparing to
previous lists
• FB fan page activity is up

41. COMPTIA ED. FOUNDATION
• Lessons Learned:
• Go where your audience is
• Don’t reinvent the wheel
• People are self-organizing
• Must be integrated into general
communications

42. COMPTIA ED. FOUNDATION
• Next Steps
• Adding a blog/podcast
• Listening and providing service
• Measure basic referrals through Google
Analytics, later conversions
• Creating dashboards for mentions of brand,
employees, keywords, sentiment

43. SOCIAL MEDIA TAKE AWAY
• Social Media:
• Must be part of a bigger strategy
• Must be purposeful
• Must provide value
• Must be measured

44. FINAL QUESTIONS
• What resonated with you today?
• What will keep you from using social
media moving forward?
• How do we keep the conversation
going within CNG on social media?

45. SPECIAL THANKS
• Calvin Gilbert of Goodwill NNE
(@goodwillnne, @calvingilbert)
• CompTIA (@CompTIAEF, @comptia,
@scato)
• Mike Lewis (@bostonmike)

46. THANK YOU
Rich Brooks
flyte new media
136 Commercial St., Ste 201
Portland, ME 04101
http://www.flyte.biz
http://www.flyteblog.com
http://twitter.com/therichbrooks