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Presentation given at ASTD Leadership Conference in Washington DC Nov.2008
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Harnessing Web 2.0 Strategies for Chapter Growth
This is not an IntroductionThis is not an Introduction
Technology ProblemTechnology Problem Proprietary non-scalable website Little to no process automation Not content or user focused Data and processes were siloed Committees and SIGS setting up
independent Yahoo groups No reporting Each chapter process has a different
technology
Technology TimelineTechnology Timeline November 2006 – RFP for new site website February 2007 - start website migration July 2007 - launched website September 2007 – annual conference December 2007 – new navigational structure January 2008 - implement Google analytics February 2008 - implement Google apps March 2008 – launched facebook, linkedin,
twitter April 2008 – general meeting session on
social networking
Session GoalsSession Goals
Demographics and trends that make technology critical
How to leverage technology for member engagement and growth
Strategies for implementing new technology
How to optimize website for increased traffic
Session GoalsSession Goals
Demographics and trends that make technology critical
How to leverage technology for member engagement and growth
Strategies for implementing new technology
How to optimize website for increased traffic
Why do YOU think this is Why do YOU think this is important?important? Let’s go to the chat room
A chat room is a place where conversations occur online in real time among a small group of participants
Take a minute to reflect on the demographic information presented and share your thoughts on what it means for your chapter
Then select a chat room chief and report out to the main group (newest laptop)
6 minutesFormat this 'timeshape' box as desired
Social Network Unique Social Network Unique VisitorsVisitors
Age MySpace FaceBook Friendster Xanga
12-17 11.9% 14% 10.6% 20.3%
18-24 18.1% 34% 15.6% 15.5%
25-34 16.7% 8.6% 28.2% 11%
35-54 40.6% 33.5% 34.5% 35.6%
54+ 11.0% 7.6% 8.1% 7.3%
http://www.futuremajority.com/node/79
http://tomuse.com/2008/05/24/social-networking-demographics-who-has-smartest-and-wealthiest-users/
Demographic Profile of Visitors to Select Social Networking Sites Percent Composition of Total Unique Visitors
Social Network Usage Social Network Usage
Rapleaf’s figure: percentage of social network users across all ages
My Space
Flickr
18 30 40 50
Session GoalsSession Goals
Demographics and trends that make technology critical
How to leverage technology for member engagement and growth
Strategies for implementing new technology
How to optimize website for increased traffic
Web 2.0 musingsWeb 2.0 musings How often do you go to your chapter
website? How often do your members go there? How often do you send email
communication to members? How often do they read them? How do you market your events? How effective is your marketing? What is the most effective way to
spread a message?
Member Engagement and Member Engagement and GrowthGrowth Engagement
Volunteering Social media – Web 2.0 technologies
Growth Attracting and recruiting new members Infrastructure to support ongoing
chapter functions
Member Engagement and Member Engagement and GrowthGrowth
Web 2.0Web 2.0
Organization-centric Visitor-centric
Genuine member of communities
It’s about letting the visitor choose
Web 2.0 = conversations that engage people
http://leverwealth.blogspot.com/2008/05/statistics-that-say-you-must-take.html
Online Behavior is Changing…Online Behavior is Changing… Web accounts for >30% of media time (1)
Online is becoming the medium of choice
#1 medium among under 30 (2)
15 million seniors online (growing fast)
50% of online time = “communitainment”
Community, Interaction, Entertainment
Enabled by Social Media (1) Credit Suisse, 2006
(2) Forrester 2006
ASTD Houston Networking ASTD Houston Networking VisionVision All members can participate
and actively network in a community that is supportive of their professional development and growth
Members can network in the way that is most suited to their preferred style
Members can gain value regardless of the amount of time they have to devote to networking activities
Chapter resources will be devoted to educating members on the most efficient way for them to participate
Social MediaSocial Media
•Blog (changing, written by anyone, verified or non-verified content, green, participative, collaborative, not controlled, free, mixed media)
•User-generated video (professionally produced or amateur)
•Streaming video, mobile devices
•Streamed on the Web (amateur or professionally created)
•Digital photos on the Web
e-Zine, electronic newsletters, e-mail
Wikipedia Tagging, social
bookmarking Online people/business
search Text message, chat,
microblog Podcast
Brandon Hall
Learning CommunitiesLearning Communities
“Learning communities,” on the other hand, refer to groups of people who aim to mutually assist each other in learning a subject.
ASTD Lunch and Learns
CPLP Study Group
Social NetworkingSocial NetworkingThe term “social networking” refers to a technology and requires an “architecture of participation,” that is, an infrastructure that supports and gives life to online communications and collaboration.
Social networking applies to five types of technologies: Source: Brandon Hall
1.Communication (IM, e-mail, SMS, Twitter)
2.Collaboration (Google Apps, Thinkature, Slideshare etc.)
3.Experience Sharing (blogs, photo albums, shared link libraries such as del.icio.us, etc.)
4.Relationship Management (LinkedIn, Ning, Facebook etc.)
5.Metaverses and Virtual Worlds (Second Life and others that allow immersive experiences in real time and 3D)
Create your personal learning Create your personal learning environment - PLEenvironment - PLE Your personal learning
environment is what you use to manage your professional and personal development.
We use professional examples, but this applies to personal interests as well (religious, hobbies, politics)
Information overload is a fact of life (TV, Email, Blackberry, Text Messaging, Phone) therefore, it makes sense to use technology to filter what’s important to YOU.
The funnel is a good analogy
StrategyStrategyThe things we plan to do and sometimes, more importantly, not do to achieve a specific goal
Social NetworksSocial Networks
http://www.touchgraph.com
“Begin with the end in mind”
Russell (1995)
ASTD Houston Social ASTD Houston Social StrategyStrategy Leverage socially oriented website
(Tendenci) Profile management Member connections Photo sharing Widget sharing Podcasting Blogs and articles Links to associated networks Comments and ratings RSS Feeds
Strategy ContinuedStrategy Continued LinkedIn
Groups Discussion Post Articles Ask Questions
Twitter Broadcast news interactively Hold real time conversations Real time blogging of events
Facebook Post events Discussion Articles Sharing photos
Why swim up the stream?Why swim up the stream?
ASTD National Social Network ASTD National Social Network StrategyStrategy
http://www.youtube.com/watch?v=6a_KF7TYKVc
Member Engagement and Member Engagement and GrowthGrowth Engagement
Volunteering Social media – Web 2.0 technologies
Growth Attracting and recruiting new members Infrastructure to support ongoing
chapter functions
How do YOU think social How do YOU think social media can attract new media can attract new audiences?audiences? Let’s go to the chat room
Then select a chat room chief and report out to the main group (newest cell phone)
6 minutes
Social Network TacticsSocial Network Tactics
facebookfacebook Value to ASTD Houston
Reach members who might not visit our website
Promote events to those members Provide a forum for those members to share
experiences Functionality Used
List expertise, needs, interests Moderate discussions Groups and events Work Light provides secure Facebook sharing
for corporate and non profit organizations
Why facebook groups?Why facebook groups? More than 100 million active users
Facebook is the 4th most-trafficked website in the world (comScore)
Facebook is the most-trafficked social media site in the world (comScore)
Over 55,000 regional, work-related, collegiate, and high school networks
More than half of Facebook users are outside of college
The fastest growing demographic is those 25 years old and older
Maintain 85 percent market share of 4-year U.S. universities
No. 1 photo sharing application on the Web (comScore)
More than 24 million photos uploaded daily
More than 6 million active user groups on the site
Over 24,000 applications have been built on Facebook Platform
Facebook & comScore August 2008
facebookfacebook
LinkedInLinkedIn Value to ASTD Houston
Reach members who might not visit our website
Allow members to connect more easily with colleagues
Promote discussion and knowledge sharing among members
Functionality Used Groups Discussion News Posts
Why LinkedIn groups?Why LinkedIn groups? Personal
Maintain network connections Expose unknown connections 3 levels down Leverage network based on industry
vertical and horizontal bands Q&A access to experts across all areas of
expertise Organizational
Groups to associate people based on interest and membership
Discussion forums to access opinions and expertise sharing
Current StatisticsCurrent Statistics
In 2008 LinkedIn grew more than 20 percent month-over-month to 9.5M unique hits. Year-over-year, that represents 77% growth for Facebook, and 187% for LinkedIn, respectively.
Nielson July 2008
LinkedInLinkedIn
TwitterTwitter Personal
Share information in 140 characters or less
Become a guru in a topic of your choice Create opportunities by paying it
forward Organizational
Add value by distributing information to followers
Event reminders Seek candid feedback from members
TwitterTwitter
Follow us at http://twitter.com/ASTDHouston
Marketing WidgetsMarketing Widgets
http://sproutbuilder.com/
Cool trick – Update all sites at Cool trick – Update all sites at onceonce
http://mashable.com/2008/09/23/minggl/
Member Engagement and Member Engagement and GrowthGrowth Engagement
Volunteering Social media – Web 2.0 technologies
Growth Attracting and recruiting new members Infrastructure to support ongoing
chapter functions
What are some of the functions What are some of the functions YOU would like to automate for YOU would like to automate for your chapter?your chapter? Let’s go to the chat room
Select a chat room chief and report out to the main group (tag cloud)
6 minutes
Chapter Chapter Functions:Functions:Membership Membership ModuleModuleCorporate Corporate MembershipsMembershipsDirectoriesDirectoriesJobsJobsPress ReleasesPress ReleasesEvent moduleEvent modulePhoto AlbumsPhoto AlbumsNewslettersNewslettersCommitteesCommitteesSponsor Sponsor donationsdonationsMerchandise Merchandise storestorePersonal ProfilesPersonal ProfilesSN Identity LinksSN Identity LinksForumsForumsSurveysSurveysBallotsBallotsCourse moduleCourse moduleRatings and Ratings and commentscommentsExtensive Extensive ReportingReporting
Site MapSite Map
Article Article SubmissionSubmission
NewsletterNewsletterGeneratorGenerator
Content TrackingContent Tracking
RSS FeedsRSS Feeds
Session GoalsSession Goals
Demographics and trends that make technology critical
How to leverage technology for member engagement and growth
Strategies for implementing new technology
How to optimize website for increased traffic
Optimizing the sites for increased Optimizing the sites for increased traffic traffic
SEO Optimization
Site KeywordsSite Keywords
Are you blacklisted?Are you blacklisted?
http://tool.motoricerca.info/spam-detector/
What Does the Spider See?What Does the Spider See?
http://www.webconfs.com/search-engine-spider-simulator.php
Google AnalyticsGoogle Analytics
What challenges could YOU What challenges could YOU face in implementing technology face in implementing technology in Your chapter?in Your chapter? Let’s go to the chat room
Select a chat room chief and report out to the main group (RSS)
6 minutes
ChallengesChallenges
Culture compatibility Gaining audience critical mass Maintaining attention momentum Keeping content fresh Integrating into processes Ongoing value assessment
http://davefleet.com/2008/10/social-media-outreach-wont-work-for-everyone/
Recap: Takeaway TipsRecap: Takeaway Tips Assess needs/preferences of your
audiences; organization temperature Experiment yourself and learn Work within organizations limitations Accept transition (it’s messy) Align efforts with organizational goals Use the right tools for the job Champion effective communications
first; social media tools, second
•Social media is not the holy grail or a panacea for all ills……but it is a powerful force that WILL impact your organization •Take a pragmatic approach that incorporates:
•Strategy
•Analytical rigor
•Creativity
•Common sense
In Closing…