FLYTE SCHOOL WARM UP QUESTIONS. How to Use Social Media to Build Your Organization or Certification Network WARM UP QUESTIONS WARM UP QUESTIONS

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1 FLYTE SCHOOL WARM UP QUESTIONS How to Use Social Media to Build Your Organization or Certification Network Who here is comfortable that they are currently reaching 100% of their prospective certificants? Rich Brooks flyte new media WARM UP QUESTIONS 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 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...

2 WARM UP QUESTIONS TODAY S GOALS How many people here... are on LinkedIn? are on Facebook? are on Twitter? have a blog? use AOL as their primary business ? 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 WHY IS THIS IMPORTANT? HOLISTIC WEB MARKETING 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Facebook has 350+ million users US has 304 million people YouTube shows 1.2 billion videos/day All these stats are out of date! Attraction Retention Conversion Measurement

3 SOCIAL MEDIA EFFECTIVE SOCIAL MEDIA The Business Case for Social Media Conversations Customers Competitors Cost 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? SOCIAL MEDIA STRATEGY WHAT IS A CONTENT STRATEGY? You cannot have a social media strategy without a content strategy. --Susan Cato CompTIA Must be outcome driven Must have goals Must address prospects pain points

4 WHAT IS A CONTENT STRATEGY? SOCIAL MEDIA SERVICES Develop content (podcasts, blog, video, etc) Repurpose what you already have Reach out to members, bloggers, influencers Inspire the audience to connect w/you WHERE DO YOU START? WHY BLOG? Your Blog Most established tool Your social media hub The Business Case for Blogs SEO Establish your expertise Lead generation Home for your Intellectual Property Broader Reach

5 THREE FACES OF BLOGS SOCIAL MEDIA BIG THREE Twitter Facebook LinkedIn THE IMPORTANCE OF VIDEO TIME MANAGEMENT Ping.fm TubeMogul TweetDeck RSS

6 HOW TO BUILD AN AUDIENCE SEARCH.TWITTER.COM Complete your profile Upload your contacts Build organically Provide value SOCIAL MEDIA ROI What can we measure? ROI: REFERRERS

7 ROI: REGISTRATIONS CASE STUDY: FLYTE NEW MEDIA Goals: Increase business Build personal brand FLYTE NEW MEDIA FLYTE NEW MEDIA Strategies Uncover pain points Create compelling, keyword-rich content Increase online visibility Drive more traffic to site Tactics Create content at blog, YouTube Participate at LI, FB Engage through Twitter

8 FLYTE NEW MEDIA CASE STUDY: GOODWILL NNE ROI Web site traffic up 23% Conversions up 27% Gross profits down (but...) GOODWILL NNE GOODWILL NNE Goals Store Awareness Donor Acknowledgement ebay Traffic more... Strategies & Tactics Drive traffic to FB fan pages through geo-targeted ads

9 GOODWILL NNE GOODWILL NNE Outcomes Ellsworth opening biggest ever; thousands attended South Burlington had over 300; had no support staff there to promote it Other Activities & Monitoring Use Twitter search for goodwill Track links w/bit.ly Review Facebook Insights GOODWILL NNE CASE STUDY: COMPTIA

10 COMPTIA ED. FOUNDATION COMPTIA ED. FOUNDATION Background: Offers IT certification exams Demographics: across the board, returning military, recently unemployed Raise money through donations Strategies: Engage prospects Retain certified clients (alumni giving) Increase donations to foundation COMPTIA ED. FOUNDATION 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 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

11 COMPTIA ED. FOUNDATION 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 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 SOCIAL MEDIA TAKE AWAY FINAL QUESTIONS Social Media: Must be part of a bigger strategy Must be purposeful Must provide value Must be measured 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?

12 SPECIAL THANKS THANK YOU Calvin Gilbert of Goodwill CompTIA Mike Lewis Rich Brooks flyte new media 136 Commercial St., Ste 201 Portland, ME