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How to Use Social Media to Build Your Organization or Certification Network
The document outlines how to effectively use social media to enhance organizational growth and certification networks, emphasizing the importance of a structured strategy including goal setting, content creation, and measurement of ROI. It provides case studies of successful implementations and stresses that social media must be integrated into a broader marketing strategy for it to be effective. Key platforms discussed include Twitter, LinkedIn, and Facebook, highlighting their vast user bases and potential in reaching target audiences.
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How to Use Social Media to Build Your Organization or Certification Network
- 1. FLYTE SCHOOL Howto 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 THISIMPORTANT? • 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has 350+ million users • US has 304 million people • YouTube shows 1.2 billion videos/day • All these stats are out of date!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 ACONTENT STRATEGY? • Must be outcome driven • Must have goals • Must address prospects’ pain points
- 13. WHAT IS ACONTENT 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
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- 15. WHERE DO YOUSTART? • 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 OFBLOGS
- 18. SOCIAL MEDIA “BIGTHREE” • Twitter • Facebook • LinkedIn
- 19. THE IMPORTANCE OFVIDEO
- 20. TIME MANAGEMENT • Ping.fm • TubeMogul • TweetDeck • RSS
- 21. HOW TO BUILDAN AUDIENCE • Complete your profile • Upload your contacts • Build organically • Provide value http://www.flickr.com/photos/sharif/
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- 23. SOCIAL MEDIA ROI • What can we measure?
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- 26. CASE STUDY: FLYTENEW 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...)
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- 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
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- 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 TAKEAWAY • 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 flytenew media 136 Commercial St., Ste 201 Portland, ME 04101 http://www.flyte.biz http://www.flyteblog.com http://twitter.com/therichbrooks