NADDA 2011 Web Strategy (PDF)
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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.
NADDA 2011 Web Strategy (PDF)
- 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
- 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
- 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
- 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
- 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/