WEB  AND  SOCIAL  MEDIA  STRATEGY  Why  and  How…  to  be  Awesome!  

Max  Spiegel  

WEB  AND  SOCIAL  MEDIA  STRATEGY  

WEB  AND  SOCIAL  MEDIA  STRATEGY  

Max  Spiegel  

WHY  THE  WEB?  

Premature  ques>on.  

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?    

WHAT  IS  OUR  PURPOSE?  

THE  WEB  AND  SOCIAL  MEDIA  ARE  ONLY    DELIVERY  MECHANISMS  

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.  

Strategic  IniAaAves  •  Entrepreneurship  •  Pest  Predic>on  and  

Response  •  Water  •  Energy  •  Food,  Diet  and  Health  

 

Goals  •  Increase  Student  

Enrollment,  Enhance  Student  Success  

•  Enhance  Knowledge  Discovery  and  Transla>on  

•  Strengthen  Communica>on  with  and  Educa>on  of  Stakeholders  

 Strategic  Challenges/Advantages  

•  Iden>fy  Priori>es  •  Enhance  Collabora>on  

Within  and  Outside  the  College  

•  Network  Development  •  Public  Educa>on  

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.    

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…  

15%  bump  

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  

1. Public  Rela>ons  2. Marke>ng  3. Customer  Service  4. Research  

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  

SOCIAL MEDIA = WEB 2.0

• What is it… really? • What do you use it for? • How does it work?

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

Web 2.0 Toolsets

Sharing  

oas-­‐ram  4/22/2008  

1. Facebook  2. ???  3. Profit  

hfp://www.youtube.com/watch?v=3SuNx0UrnEo  

QUESTIONS?  

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?  

 

SETTING  YOUR  GOALS  To  inform?  To  build  a  community?  To  gain  valuable  market  research?  To  reduce  customer  service  costs?  To  reach  a  broad  audience  with  a  message?  To  increase  student  enrollment?  To  conduct  e-­‐commerce?  To  increase  brand  awareness?    

To  brand  your  company?  To  afract  afen>on?  To  build  trust?  To  reduce  paperwork?  To  reduce  prin>ng  and  mailing  costs?  To  pre-­‐qualify  leads?  To  recruit  new  employees?  To  decrease  call  volume?  

ONLY  3  TRUE  BUSINESS  GOALS  

Source: Social Media Metrics, Jim Sterne

Raise Revenue

Lower Costs Increase

Customer Satisfaction

WHO  IS  YOUR  AUDIENCE?  •  Prospec>ve  students  •  Prospec>ve  faculty  •  Current  students  •  Alumni  &  friends  •  Legisla>ve  contacts  •  Industry  partners  •  General  public  

•  Traffic  Metrics  •  Google  Analy>cs  

•  Transac>on  Metrics  •  Conversion  Tracking  

•  Organiza>onal  Metrics  •  The  Books  

HOW  WILL  YOU  MEASURE  YOUR  PERFORMANCE?    

REPUTATION  MANAGEMENT  

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  

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?

Star>ng  a  Blog  

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  

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.  

Measuring Blogs

¨  RSS click-throughs ¨  # of subscribers ¨  # of comments

Use Feedburner for RSS – integrates automatically with Google Analytics.

Feedburner Stats

oas-­‐ram  4/22/2008  

All  together  now.  

•  Web  •  Blog  •  Facebook  •  Twifer  •  YouTube  •  Sharing  •  Peer  Pressure  •  RSS  Feed  •  Email  

hfp://agsci.psu.edu/thinkagain/blog/2010/cellar-­‐market  

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  

•  Traffic  Metrics  •  Google  Analy>cs  

•  Transac>on  Metrics  •  Conversion  Tracking  

•  Organiza>onal  Metrics  •  The  Books  

HOW  WILL  YOU  MEASURE  YOUR  PERFORMANCE?    

•  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?  

TRAFFIC  METRICS  

Pageviews  From  Social  Media  

MANY  WAYS  TO  MEASURE  SOCIAL  MEDIA  

¨  Fans ¨  Followers ¨  Friends ¨ Growth rate ¨  Rate of virality ¨  Change of virality rates over time ¨  Embeds/installs ¨ Downloads ¨ Uploads ¨ User-initiated views (videos) ¨  Ratio of embeds to views ¨  Likes/favorites ¨  Comments

¨  Ratings ¨  Social bookmarks ¨  Subscriptions ¨  Pageviews ¨ % of videos viewed ¨  Polls taken/votes received ¨  Brand association ¨  Exposures of virtual gifts given ¨  Relative popularity of content ¨  Tags added ¨  Content shared ¨  # of user-generated submissions

Source: Social Media Metrics, Jim Sterne

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.

MANY  WAYS  TO  MEASURE  SOCIAL  MEDIA  

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

Monitoring - Sentiment

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.      

ORGANIZATIONAL  METRICS  

•  Increase  in  prospects  •  Increase  in  average  consumer  sa>sfac>on  •  Decreased  support  calls  •  More  enrollment  •  Increased  newslefer  subscrip>ons  or  completed  

surveys  

MAX  SPIEGEL      

MaxSpiegel@psu.edu  hfp://agsci.psu.edu/directory/mds118  Twifer.com/MaxSpiegel  LinkedIn.com/in/MaxSpiegel  Facebook.com/MaxSpiegel    

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/