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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
WARM UP QUESTIONS




  • Who here is comfortable that they are
    currently reaching 100% of their
    prospective certificants?
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
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...
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?
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
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 • All these stats are out of date!
HOLISTIC WEB MARKETING




 • Attraction
 • Retention
 • Conversion
 • Measurement


         http://www.flickr.com/photos/myklroventine/
SOCIAL MEDIA




 • The Business Case for Social Media
   • Conversations
   • Customers
   • Competitors
   • Cost
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?
SOCIAL MEDIA STRATEGY




   “You cannot have a social media
   strategy without a content strategy.”

                             --Susan Cato
                                 CompTIA
WHAT IS A CONTENT STRATEGY?




  • Must be outcome driven
  • Must have goals
  • Must address prospects’ pain points
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
SOCIAL MEDIA SERVICES
WHERE DO YOU START?




 • Your Blog
   • Most established tool
   • Your social media hub
WHY BLOG?



 • The Business Case for Blogs
   • SEO
   • Establish your expertise
   • Lead generation
   • Home for your Intellectual Property
   • Broader Reach
THREE FACES OF BLOGS
SOCIAL MEDIA “BIG THREE”




 • Twitter
 • Facebook
 • LinkedIn
THE IMPORTANCE OF VIDEO
TIME MANAGEMENT




  • Ping.fm
  • TubeMogul
  • TweetDeck
  • RSS
HOW TO BUILD AN AUDIENCE




• Complete your profile
• Upload your contacts
• Build organically
• Provide value


           http://www.flickr.com/photos/sharif/
SEARCH.TWITTER.COM
SOCIAL MEDIA ROI




 • What can we measure?
ROI: REFERRERS
ROI: REGISTRATIONS
CASE STUDY: FLYTE NEW MEDIA




 • Goals:
   • Increase business
   • Build personal brand
FLYTE NEW MEDIA



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




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




 • ROI
  • Web site traffic up 23%
  • Conversions up 27%
  • Gross profits down (but...)
CASE STUDY: GOODWILL NNE
GOODWILL NNE



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

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




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




 • Other Activities & Monitoring
   • Use Twitter search for “goodwill”
   • Track links w/bit.ly
   • Review Facebook Insights
GOODWILL NNE
CASE STUDY: COMPTIA
COMPTIA ED. FOUNDATION




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




 • Strategies:
   • Engage prospects
   • Retain certified clients (alumni giving)
   • Increase donations to foundation
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
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
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
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
SOCIAL MEDIA TAKE AWAY



 • Social Media:
   • Must be part of a bigger strategy
   • Must be purposeful
   • Must provide value
   • Must be measured
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?
SPECIAL THANKS




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

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How to Use Social Media to Build Your Organization or Certification Network

  • 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
  • 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
  • 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/
  • 23. SOCIAL MEDIA ROI • What can we measure?
  • 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...)
  • 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
  • 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