Building the Movement: Social Media Tools for Certificate Success
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Transcript of Building the Movement: Social Media Tools for Certificate Success
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Building the Movement: Social Media Tools for Certificate SuccessNick Westergaard / nickwestergaard.com
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INTRODUCTION
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Brand-Driven Insights at
NickWestergaard.com@NickWestergaard
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USED TO WORK HERE ...
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NOW ...
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CONGRATULATIONS!!!
Now what?
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ISSUE: AWARENESS
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ISSUE: AWARENESSEMPLOYERDEMAND
INDIVIDUALSUPPLY
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CHALLENGING
DYNAMIC
TARGETBOTH
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BUDGETS = MORE CHALLENGING
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3-PART SOLUTION
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BRANDING
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SOCIAL MEDIA
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TRADITIONAL MEDIA
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BRAND
ADVOCACY
THE RESULT
ISSUE
BRANDDRIVENCOMMUNITY
NEW MEDIA
TRADITIONAL MEDIA
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EXAMPLES
PLUS CONFERENCE ATTENDEES AND MORE!
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photo via alexanderdrachman / Flickr
#wf2011
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BRANDING
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WHAT IS YOUR BRAND?
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BRAND DNA
- Who you are
- What you say
- What you stand for
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ELEMENTS OF A BRAND’S CODE
- Creation Story- Creed- Icons- Rituals- Pagans- Sacred Words- Leader
Source: Primal Branding by Patrick Hanlon
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CASE STUDY
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CREATION STORY
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CREED
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ICONS
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RITUALS
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PAGANS
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SACRED WORDS
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LEADER
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NEED THESE ELEMENTS PACKAGED UP
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HOW TO CREATE THE MESSAGE?
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A I D AAttention | Interest | Desire | Action
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A I S AAttention | Issue | Solution | Advocacy
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ATTENTION
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ATTENTION = STORIES
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ISSUE
DIAGNOSETHE PAIN
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SOLUTION = DEMONSTRATE GAIN
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ADVOCACY =
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ACTION!
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HOW WE DELIVER THE MESSAGE?
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SOCIAL MEDIA
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AUDIENCE POLL
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How much do you use social media in your personal life?
0
3
5
8
10
A lot Some A little None
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At work, does your organization use social media?
0
3
6
8
11
Yes Somewhat No
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THE LOW-HANGING FRUIT
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TIP!ADD A BLOG TO YOUR WEBSITE
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POLICY LEADERSHIP
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NEED A BLUEPRINT
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WHO? WHAT?
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STRATEGY > EXECUTE > MEASURE
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SOCIAL PLAN
ADVOCACY/SUPPORTER RETENTION- Share news stories- Invite to events- Share YouTube content
NEWS & MEDIA RELATIONS- Breaking news; real-time conversations- Live coverage of campaign media events- Share YouTube content
BRANDING & POSITIONING- Building the brand- Aggregating news, data, & results
BRANDING & NEWS- Interviews with key personnel- Video coverage of news events
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600+ MILLION USERS Fastest growing demographic is women over 55
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‘LIKE’ STUFF AS YOUR PAGE
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photo via andercismo / Flickr
FIND relevant content
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photo via furiousgeorge81 / Flickr
SHARE
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Sharing News
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FUN WITH AVATARS
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FUN WITH AVATARS
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NEXT STEPS- Create a Page on Facebook
- Like stuff
- Share stuff
- Converse/repeat
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200 MILLION USERS... and growing!
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AUDIENCE POLL
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WHAT ARE PEOPLE TWEETING?
4%4%6%
9%
38%
40%
Pointless BabbleConversationalPass-Along ValueSelf-PromotionNewsSpam
Source: Pear Analytics
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#HireFriday
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#wf2011
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ABOUT CONNECTING
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DON’T BROADCAST
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12:1photo via bengrey / Flickr
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THIS IS SOCIAL
MANNERS MATTER
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NEXT STEPS- Create a Twitter account
- Follow a lot of people & orgs
- Tweet & share often (12:1)
- Think of it as PR
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2 BILLION+ VIDEOS/DAYSecond most popular search engine in the world!
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PERSONAL TOUCH
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GO VIRAL
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GO VIRAL
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NEXT STEPS- Create a YouTube channel
- Create video content
- Make your brand personal
- Embed content on website
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TRADITIONAL MEDIA
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ANOTHER SCREEN — WANT TO BE ON ALL
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BEGBORROW
STEAL
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TRADITIONAL MEDIA > NEW MEDIA > YOU
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TIPS!- Local News Stations- Targeted Cable- PSA
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IN CLOSING
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TRADITIONAL MEDIA
SOCIAL MEDIA
Your brand is the bread!
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WITHOUT IT ... YOU HAVE A MESSY SANDWICH
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photo via vistamommy / Flickr
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photo via alexanderdrachman / Flickr
#wf2011
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Brand-Driven Insights at
NickWestergaard.com@NickWestergaard
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