Building the Movement: Social Media Tools for Certificate SuccessNick Westergaard / nickwestergaard.com

INTRODUCTION

Brand-Driven Insights at

NickWestergaard.com@NickWestergaard

USED TO WORK HERE ...

NOW ...

CONGRATULATIONS!!!

Now what?

ISSUE: AWARENESS

ISSUE: AWARENESSEMPLOYERDEMAND

INDIVIDUALSUPPLY

CHALLENGING

DYNAMIC

TARGETBOTH

BUDGETS = MORE CHALLENGING

3-PART SOLUTION

BRANDING

SOCIAL MEDIA

TRADITIONAL MEDIA

BRAND

ADVOCACY

THE RESULT

ISSUE

BRANDDRIVENCOMMUNITY

NEW MEDIA

TRADITIONAL MEDIA

EXAMPLES

PLUS CONFERENCE ATTENDEES AND MORE!

photo via alexanderdrachman / Flickr

#wf2011

BRANDING

WHAT IS YOUR BRAND?

BRAND DNA

- Who you are

- What you say

- What you stand for

ELEMENTS OF A BRAND’S CODE

- Creation Story- Creed- Icons- Rituals- Pagans- Sacred Words- Leader

Source: Primal Branding by Patrick Hanlon

CASE STUDY

CREATION STORY

CREED

ICONS

RITUALS

PAGANS

SACRED WORDS

LEADER

NEED THESE ELEMENTS PACKAGED UP

HOW TO CREATE THE MESSAGE?

A I D AAttention | Interest | Desire | Action

A I S AAttention | Issue | Solution | Advocacy

ATTENTION

ATTENTION = STORIES

ISSUE

DIAGNOSETHE PAIN

SOLUTION = DEMONSTRATE GAIN

ADVOCACY =

ACTION!

HOW WE DELIVER THE MESSAGE?

SOCIAL MEDIA

AUDIENCE POLL

How much do you use social media in your personal life?

0

3

5

8

10

A lot Some A little None

At work, does your organization use social media?

0

3

6

8

11

Yes Somewhat No

THE LOW-HANGING FRUIT

TIP!ADD A BLOG TO YOUR WEBSITE

POLICY LEADERSHIP

NEED A BLUEPRINT

WHO? WHAT?

STRATEGY > EXECUTE > MEASURE

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

600+ MILLION USERS Fastest growing demographic is women over 55

‘LIKE’ STUFF AS YOUR PAGE

photo via andercismo / Flickr

FIND relevant content

photo via furiousgeorge81 / Flickr

SHARE

Sharing News

FUN WITH AVATARS

FUN WITH AVATARS

NEXT STEPS- Create a Page on Facebook

- Like stuff

- Share stuff

- Converse/repeat

200 MILLION USERS... and growing!

AUDIENCE POLL

WHAT ARE PEOPLE TWEETING?

4%4%6%

9%

38%

40%

Pointless BabbleConversationalPass-Along ValueSelf-PromotionNewsSpam

Source: Pear Analytics

#HireFriday

#wf2011

ABOUT CONNECTING

DON’T BROADCAST

12:1photo via bengrey / Flickr

THIS IS SOCIAL

MANNERS MATTER

NEXT STEPS- Create a Twitter account

- Follow a lot of people & orgs

- Tweet & share often (12:1)

- Think of it as PR

2 BILLION+ VIDEOS/DAYSecond most popular search engine in the world!

PERSONAL TOUCH

GO VIRAL

GO VIRAL

NEXT STEPS- Create a YouTube channel

- Create video content

- Make your brand personal

- Embed content on website

TRADITIONAL MEDIA

ANOTHER SCREEN — WANT TO BE ON ALL

BEGBORROW

STEAL

TRADITIONAL MEDIA > NEW MEDIA > YOU

TIPS!- Local News Stations- Targeted Cable- PSA

IN CLOSING

TRADITIONAL MEDIA

SOCIAL MEDIA

Your brand is the bread!

WITHOUT IT ... YOU HAVE A MESSY SANDWICH

photo via vistamommy / Flickr

photo via alexanderdrachman / Flickr

#wf2011

Brand-Driven Insights at

NickWestergaard.com@NickWestergaard