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Building the Movement: Social Media Tools for Certificate Success

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Building the Movement: Social Media Tools for Certificate Success

  1. 1. Building the Movement: Social Media Tools for Certificate Success Nick Westergaard / nickwestergaard.com
  2. 2. INTRODUCTION
  3. 3. Brand-Driven Insights at NickWestergaard.com @NickWestergaard
  4. 4. USED TO WORK HERE ...
  5. 5. NOW ...
  6. 6. CONGRATULATIONS!!! Now what?
  7. 7. ISSUE: AWARENESS
  8. 8. ISSUE: EMPLOYER AWARENESS DEMAND INDIVIDUAL SUPPLY
  9. 9. CHALLENGING DYNAMIC TARGET BOTH
  10. 10. BUDGETS = MORE CHALLENGING
  11. 11. 3-PART SOLUTION
  12. 12. BRANDING
  13. 13. SOCIAL MEDIA
  14. 14. TRADITIONAL MEDIA
  15. 15. THE RESULT BRAND DRIVEN COMMUNITY BRAND NEW TRADITIONAL MEDIA ISSUE MEDIA ADVOCACY
  16. 16. EXAMPLES PLUS CONFERENCE ATTENDEES AND MORE!
  17. 17. #wf2011 photo via alexanderdrachman / Flickr
  18. 18. BRANDING
  19. 19. WHAT IS YOUR BRAND?
  20. 20. BRAND DNA - Who you are - What you say - What you stand for
  21. 21. ELEMENTS OF A BRAND’S CODE - Creation Story - Creed - Icons - Rituals - Pagans - Sacred Words - Leader Source: Primal Branding by Patrick Hanlon
  22. 22. CASE STUDY
  23. 23. CREATION STORY
  24. 24. CREED
  25. 25. ICONS
  26. 26. RITUALS
  27. 27. PAGANS
  28. 28. SACRED WORDS
  29. 29. LEADER
  30. 30. NEED THESE ELEMENTS PACKAGED UP
  31. 31. HOW TO CREATE THE MESSAGE?
  32. 32. AIDA Attention | Interest | Desire | Action
  33. 33. AISA Attention | Issue | Solution | Advocacy
  34. 34. ATTENTION
  35. 35. ATTENTION = STORIES
  36. 36. ISSUE DIAGNOSE THE PAIN
  37. 37. SOLUTION = DEMONSTRATE GAIN
  38. 38. ADVOCACY =
  39. 39. ACTION!
  40. 40. HOW WE DELIVER THE MESSAGE?
  41. 41. SOCIAL MEDIA
  42. 42. AUDIENCE POLL
  43. 43. How much do you use social media in your personal life? 10 8 5 3 0 A lot Some A little None
  44. 44. At work, does your organization use social media? 11 8 6 3 0 Yes Somewhat No
  45. 45. THE LOW-HANGING FRUIT
  46. 46. TIP! ADD A BLOG TO YOUR WEBSITE
  47. 47. POLICY LEADERSHIP
  48. 48. NEED A BLUEPRINT
  49. 49. WHO? WHAT?
  50. 50. STRATEGY > EXECUTE > MEASURE
  51. 51. SOCIAL PLAN BRANDING & POSITIONING - Building the brand - Aggregating news, data, & results ADVOCACY/SUPPORTER RETENTION - Share news stories - Invite to events - Share YouTube content BRANDING & NEWS - Interviews with key personnel - Video coverage of news events NEWS & MEDIA RELATIONS - Breaking news; real-time conversations - Live coverage of campaign media events - Share YouTube content
  52. 52. 600+ MILLION USERS Fastest growing demographic is women over 55
  53. 53. ‘LIKE’ STUFF AS YOUR PAGE
  54. 54. FIND relevant content photo via andercismo / Flickr
  55. 55. SHARE photo via furiousgeorge81 / Flickr
  56. 56. Sharing News
  57. 57. FUN WITH AVATARS
  58. 58. FUN WITH AVATARS
  59. 59. NEXT STEPS - Create a Page on Facebook - Like stuff - Share stuff - Converse/repeat
  60. 60. 200 MILLION USERS ... and growing!
  61. 61. AUDIENCE POLL
  62. 62. WHAT ARE PEOPLE TWEETING? Pointless Babble Conversational Pass-Along Value Self-Promotion 4% 4% News 6% Spam 9% 40% 38% Source: Pear Analytics
  63. 63. #HireFriday
  64. 64. #wf2011
  65. 65. ABOUT CONNECTING
  66. 66. DON’T BROADCAST
  67. 67. 12:1 photo via bengrey / Flickr
  68. 68. THIS IS SOCIAL MANNERS MATTER
  69. 69. NEXT STEPS - Create a Twitter account - Follow a lot of people & orgs - Tweet & share often (12:1) - Think of it as PR
  70. 70. 2 BILLION+ VIDEOS/DAY Second most popular search engine in the world!
  71. 71. PERSONAL TOUCH
  72. 72. GO VIRAL
  73. 73. GO VIRAL
  74. 74. NEXT STEPS - Create a YouTube channel - Create video content - Make your brand personal - Embed content on website
  75. 75. TRADITIONAL MEDIA
  76. 76. ANOTHER SCREEN — WANT TO BE ON ALL
  77. 77. BEG BORROW STEAL
  78. 78. TRADITIONAL MEDIA > NEW MEDIA > YOU
  79. 79. TIPS! - Local News Stations - Targeted Cable - PSA
  80. 80. IN CLOSING
  81. 81. SOCIAL TRADITIONAL MEDIA MEDIA Your brand is the bread!
  82. 82. WITHOUT IT ... YOU HAVE A MESSY SANDWICH
  83. 83. photo via vistamommy / Flickr
  84. 84. #wf2011 photo via alexanderdrachman / Flickr
  85. 85. Brand-Driven Insights at NickWestergaard.com @NickWestergaard

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