Walter McKenzie Director, Constituent Services Connecting Online to Engage Offline: Social Networking to Find Your Audience #L2L10

Walter McKenzie

Director, Constituent Services

Connecting Online to Engage Offline: Social Networking to Find Your Audience

#L2L10

Your Web Presence

#L2L10

HOW DO YOU FIND YOUR AUDIENCE?

Your Web Presence

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HOW DOES YOUR AUDIENCE FIND YOU?

Your Web Presence

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#L2L10

Your Web Presence

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Your Web Presence

http://www.youtube.com/watch?v=ypmfs3z8esI

Personal Learning Network

Do you have one?

A group of people who can guide your learning, point you to learning opportunities, answer your questions, and give you the benefit of their own knowledge and experience.

Who is in yours?

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YEP 2.0RELATIONSHIPS

CONNECTIVIST

CONSTRUCIVISTIN THE MOMENT

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New information is continually being acquired.

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The ability to draw distinctions between important and unimportant information is vital.

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While there is a right answer now, it may change tomorrow due to changes in information.

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Learning is no longer an individualistic, internal activity.

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Learning is about making connections and asking the right questions.

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Nurturing and maintaining connections is needed to facilitate continual learning.

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Learning and knowledge rest in a diversity of opinions.

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The pipe is more important than the content within the pipe.

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Using information on the fly is the ideal.

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YEP 2.0S EXPECT US

TO FIT INTO THEIR

PLNS

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Making Connections:

• within organizations

• through member relationships, and

• working with partners & outside experts

Social Networking to Connect

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Make connections using:

• Web 2.0 communications

• slide sharing

• digital video

• RSS feeds

• Podcasts

• blogs

• wikis


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Successful companies tightly integrate Web 2.0 technologies with their work flows.

McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431


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Companies that make greater use of these technologies report the greatest benefits.



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They are highly visible on the social media landscape of members and partners through the use of Web 2.0 tools.



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Companies report:

• greater ability to share ideas

• improved access to knowledge experts

• reduced costs of communications, travel, and operations

• decreased time needed to market for products



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Companies report:

• increased customer awareness and consideration of companies’ products

• improved customer satisfaction

• improved collaboration and innovation skills

• measurable increases in revenues



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WHEN IS YOURTWITTER TIME?

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SO…

Be seen on the social landscape!

• Be low key


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• Feed information to build credibility


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• Mix in plenty of others’ information


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• Make tagging and bookmarking easy


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• Turn on RSS for your site


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• Promote new content


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• Don’t direct sell


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Respondents reporting measurable benefits say their companies, on average, have Web 2.0 interactions with 35 percent of their customers.



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These companies forged similar social media ties to 48 percent of their partners and outside experts.



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This more porous organizational structure makes companies more resilient and adaptive.



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To be successful, your organization must:

• integrate these tools into your work flow



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• create incentives built on a reputation for making meaningful contributions



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• use informal incentives such as ratings by peers and online recognition of status



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• model active Web use by executives



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Creating Value

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http://www.youtube.com/watch?v=lKfBUUhFueI

Creating Value

What does it mean to be a member of your affiliate?

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Creating Value

How do your member benefits support the kinds of members you want to have?

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Creating Value

How will you be seen on the social landscape?

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Utilize ASCD Edge

Creating Value

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http://edge.ascd.org/user/displayUserLoginPage.kickAction?as=127586

Add useful widgets to web site

Creating Value

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http://www.widgetbox.com/

Have a presence on Facebook

Creating Value

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http://www.facebook.com/profile.php?id=100001230263486

Be visible on LinkedIn

Creating Value

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http://www.linkedin.com/in/wmckenzie

Use Twitter on a daily basis

Creating Value

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http://twitter.com/walterASCD

Use SlideShare to promote content

Creating Value

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http://www.slideshare.net/walterASCD

Use YouTube to share content

Creating Value

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http://www.youtube.com/user/walterASCD

Use YooNo for 1-stop networking

Creating Value

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http://www.yoono.com/

Use Posterous for email messaging

Creating Value

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http://posterous.com/

Walter [email protected] Network: walterASCD

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ASCD Edge

• Fill out your profile

• Connect to ASCD staff

• Create an affiliate group

• Join pertinent ASCD groups

• Recommend others

• Post daily, include Twitter and Facebook

Creating Value

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Widgets

• Identify high-interest widgets

• Have webmaster test widgets

• Not all widgets will work on your site

• Flash is preferred, if not, JavaScript

• Place widgets strategically

• Make Widgets visible

Creating Value

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Facebook

• Create a separate professional account

• Be thorough in your profile

• Invite professional friends

• Join professional groups

• Keep it in the first person

• Share others’ content

• Post daily

Creating Value

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LinkedIn

• Create a personal account


• Connect with professionals

• Join professional groups

• Keep it in the first person

• Share others’ content

• Post daily

Creating Value

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Twitter

• Create a separate professional account


• Follow colleagues

• Tweet daily

• Keep it personal

• Retweet content from ASCD

• Retweet content from Facebook

Creating Value

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SlideShare

• Create a professional account


• Follow colleagues

• Publicize your events

• View & download presentations & documents

• Embed in blogs, wikis & websites

• Share on Facebook and Twitter

Creating Value

#L2L10

YouTube

• Create a professional account


• Customize your channel

• Favorite others’ videos

• Post videos of original content

• Embed in blogs, wikis & websites

• Share on Facebook and Twitter

Creating Value

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YooNo

• Install desktop client and browser plugin

• Complete your profile

• Add each of your social networks

• Receive notifications

• Watch posts

• Post once to all your social networks

Creating Value

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Posterous

• Choose email account you want to use

• Email message to [email protected]

• Get reply from Posterous.com

• Customize your Posterous page

• Put your new Posterous link on web

• Send a message to [email protected]

every time you want to post

Creating Value

#L2L10

Documents

Walter McKenzie Director, Constituent Services Connecting Online to Engage Offline: Social Networking to Find Your Audience #L2L10