Oerview of Social Media for Heartland 411

Sandra Hastings [email protected] 1Sandra Hastings [email protected] 1

Sandra Hastings

Sandra Hastings Associates


knowledge + action = learning


Learn how to harness technology – Social Media

– to improve workforce outcomes and your own

career

2

.


Social media is online content created by people using highly accessible and scalable publishing technologies.

Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers intopublishers.

Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.

Source: Wikipedia, 2009.

Sandra Hastings [email protected] 5

Media Shifts



Web 2.0 tools are interactive social media tools used to build Internet relationships

Web 3.0 tools are interactive social media tools used to build relationships using all mobile devices

In both cases, the focus is

―relationship building and creating trust!‖


1. Understand how social media changes workforce strategies

2. Learn the uses for the most popular tools

3. Obtain suggestions for workforce application

4. Develop a resource list


1. Social media is no longer a trend, it’s a critical strategic business mandate

2. Our customers are online…we must respond to remain competitive

3. President Obama’s administration is using social media topromote transparency

4. Our competitors are using sophisticated social media strategies

5. It expands our service delivery options in a tough fiscal environment


More than 4 in 5 US online adults use social media at least once a month

Half of these users participate in social networksForrester Research, Inc. August 2009

Social media use by business grew from 27% in 2007 to 80% in 2009

UMass Dartmouth Center for Marketing

November 17, 2009


While Q3 2009 data showed e-mail on top for content-sharing, February 2010 information from social optimization platform Gigya points to Facebook as the Web’s top social sharing hub.

Almost one-half of article links, videos, photos and other content shared via Gigya’s widgets are posted to Facebook, with another 29% broadcast through tweets.

http://www.emarketer.com/Article.aspx?R=1007434





http://www.gigya.com/


Small Business Use of Social Media


If your customers are talking about you – do

you know what they are saying?

Brand or be branded…it’s your only choice!


1. More tools for building online services – especially

for reemployment customers and businesses

2. More online resources for businesses and job

seekers to access

3. Better resources for reaching and maintaining

relationships with customers

4. Tracking tools to analyze customer traffic and social

media marketing patterns

5. 24/7 access to learning opportunities to keep staff

skills current


1. Do you have your own Web site?

2. Do you have an eNewsletter?

3. Do you use videos?

4. Do you have a LinkedIn profile?

5. Do you have a Facebook profile and fan page?

6. Do you have a Twitter account?

7. Do you have a mobile device strategy?

8. Do you use a Wiki to communicate internally and

externally?

9. Do you have a blog?


Top 5 Most Visited Websites

in the United States:

Facebook is #3

YouTube is #4

MySpace is #5

(Twitter is #14)

Source:

http://www.alexa.com/topsites

/countries/US

http://www.alexa.com/topsites/countries/US

http://www.alexa.com/topsites/countries/US


1. How can your customers engage?

2. Can they add content/leave their opinions/suggestions?

3. Can they donate or volunteer?

Provide multiple call to action opportunities!


Watch the Google Analytics video


Messages need to:

Communicate the purpose

Offer an easy ―unsubscribe‖ option

Provide a way to change address

Have an RSS Feed link

Link to your homepage

State a privacy policy

Have contact information including street address, phone

number, website, and fax number for your organization


Segmentation breaks your

audience into manageable

parts

If the goal is building

relationships, it helps

to know your audience

Segmenting your list will lead

to more targeted messages

If you don’t segment, you are not building relationships with

individuals


Get customizable templates, advice, survey/polls, metrics, and other personal services from ESPs


78.6% of total U.S. Internet audience viewed an

online video in 2009

Average video viewer watched 385 minutes of

video, or 6.4 hours

107.1 million viewers watched 6.8 billion videos on

YouTube.com (63.5 videos per viewer)

The duration of the average online video was 3.5

minutes April 2009 Data comScore Video Metrix Service


Provides a strong avenue for broadcasting testimonials that

describe how you are serving the community

Allows you to attract more traffic to your website

Can easily post videos on website or as a link within an eBlast

or eNewsletter

Is FREE service to increase your visibility

Is growing in popularity and becoming more accepted as a

method for reaching constituents


http://www.youtube.com/watch?v=nB4sdjIJIG0

http://www.youtube.com/watch?v=nC3bDAPEOPI&NR=1

http://www.youtube.com/watch?v=nB4sdjIJIG0

http://www.youtube.com/watch?v=nC3bDAPEOPI&NR=1


LinkedIn is a business-oriented social networking site for professionals

to develop and maintain a list of contact details of people they know and

trust in business – their ―connections.‖

LinkedIn can then be used to find jobs, people and business

opportunities recommended by someone in one's contact network.

Employers can list jobs and search for potential candidates.

Job seekers can review the profile of hiring managers and discover

which of their existing contacts can introduce them.

LinkedIn also allows users to research companies where they

may want to work


• Create a personal profile

• List organizations you are

affiliated with

• Create and join Groups –

Create a group for your

workforce system!

• Grow your list of

connections through the

―people you may know‖

suggestions

• Recommend other

people/organizations and

have others recommend

you!

• Can supply link to your

workforce website!!!!!!


A free, online social networking site that connects people through online communities

1/3 of global audience is 35-39 years of age

1/4 of global audience is over 50 years of age


1. Connect with supporters and other organizations

2. Brand Image - build trust through exposure

3. Share your story with pictures, stories,

testimonials etc.

4. Fundraise

5. Promote events

6. Find supporters/donors


You can gather people with like interests!

TIP:

Ask supporters to start groups related to your organization – job clubs etc.


A service for friends, family, and co–workers to communicate and stay

Connected through the exchange of quick, frequent answers to one

Simple question: ―What are you doing?‖

Also called a ―micro-blog‖ (140 characters or less) and entries are called ―Tweets‖

2.5 million people visit Twitter.com each monthcompared to 41 million visitors on Facebook


A service that is QUICKLY gaining momentum – especially with the younger generations!

Use Twitter to attract and stay connected to youth and younger adult populations (e.g., promote workshops)

Use Twitter to connect to start-up and high technology companies

Post ―in-demand‖ and ―hot jobs‖ on Twitter to increase the number of potential job applicants

Connect with tech-savvy unemployed and underemployedto offer skill upgrades and other employment and training services


Don’t get overwhelmed—there is a lot of information

to sift through in the beginning as you learn how to

use it effectively

Don’t be afraid to try it and start connecting with

similar organizations—you’ll be surprised how fast

your followers grow

―Tweet‖ regularly —assign someone this

responsibility each week

Use Twitter to reach out to your constituents to get

information to people—about your organization, to

promote training or job information, or to celebrate

successes


• Mobile readers are more likely to scan

your email rather than reading

• Include compelling ―call to action‖ in

the first 15-25 characters of your

subject line

• Avoid ―top heavy‖ images in the design

• In addition to testing email browsers,

test messages in handheld devices

email (html)


Flickr - Photo Sharing Application

Podcasts—Short recordings about a variety of topics

that can be purchased, downloaded for free, or posted

on web page

Message Boards - A segment of a website that hosts

an open discussion amongst users

Blogs - A portion of a website (or a separate entity

altogether like Twitter) in which an author posts

discussion topics or information to be shared with

followers

Personal Blogs = Online ―Diary‖

Organizational blogs = Information sharing/news updates


Most marketers say they are at least ―prepared enough‖ to take advantage of

new techniques in digital and social media, but more than one-third felt

minimally prepared.

Staff education and training was a substantial concern.

The largest group of respondents said some of their marketing staff had the

skills to implement new customer engagement strategies, but that knowledge

was generally restricted to personnel in digital roles. Only 17% said most or

all of their staff was prepared, although 37% planned further investments in

the area.

―Engaging with customers is becoming paramount and the yardstick by

which we measure those brands that survive and those that don’t,‖ said David

Eldridge, CEO of Alterian, in a statement. ―Marketers now need to appeal to

the individual and engage with customers on a one-to-one basis.‖

The eMarketer Daily Consumers Demand Engagement

JANUARY 29, 2010

From campaign- to consumer-centric


Experts say you must log 10,000 hours of learning to become a Social Media expert and maintain that status


1. Review staff capacity and create capacity building

opportunities

2. Integrate Social Media strategies throughout your workforce

system

3. Develop toolbox of new tools & strategies

4. Action plan to improve your own workforce system’s brand


Getting Started with Facebook

Social Media Marketing (Dale Evans)

Beth Kanter Blog – How Nonprofits Can Use Social Media

Jay Love Blog – CEO eTapestry -- Jay Love Twitter Page

Getting Started with Google Analytics

LotusJump – Website Marketing Made Easy

Flickr http://www.flickr.com

Blogger https://www.blogger.com/start

Podcast.com http://podcast.com

Twitter http://twitter.com

Linked In http://www.linkedin.com

Weebly.com

Godaddy.com

Slideshare.com

http://www.facebook.com/help/new_user_guide.php?guide_section=set_up_profile

http://beth.typepad.com/







http://forums.blackbaud.com/blogs/jaylove/default.aspx





http://twitter.com/jaybarclaylove

http://www.google.com/analytics/

http://www.lotusjump.com/





http://www.flickr.com/

https://www.blogger.com/start

http://podcast.com/

http://twitter.com/

http://www.linkedin.com/


Sources for White Papers

Silverpop

Adobe

Abeerdeen Research

Coremetrics

StrongMail Advisor


Sandi Hastings

Sandra Hastings Associates

Contact Information:

Phone: 860-643-0624

www.sandrahastingsassociates.com

[email protected]

Follow my blog http://sandrahastings.wordpress.com/

Become one of my LinkedIn connections and introduce me to your

friends - http://www.linkedin.com/in/sandrahastings

Don’t miss the next three social media webinars –

with detailed service delivery strategies.

http://www.sandrahastingsassociates.com/

mailto:[email protected]

http://sandrahastings.wordpress.com/

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Oerview of Social Media for Heartland 411

Education

Transcript of Oerview of Social Media for Heartland 411