SlideShare a Scribd company logo
1 of 46
Download to read offline
FLYTE SCHOOL

How to Use Social Media to Build Your
Organization or Certification Network

Rich Brooks
flyte new media
http://www.flyte.biz
http://www.flyteblog.com
http://twitter.com/therichbrooks
WARM UP QUESTIONS

• Who here is comfortable that they are
currently reaching 100% of their
prospective certificants?
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
WARM UP QUESTIONS

• 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...
WARM UP QUESTIONS

• How many people here...
• are on LinkedIn?
• are on Facebook?
• are on Twitter?
• have a blog?
• use AOL as their primary business email?
TODAY’S GOALS

• 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?

• 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• All these stats are out of date!
HOLISTIC WEB MARKETING

• Attraction
• Retention
• Conversion
• Measurement

http://www.flickr.com/photos/myklroventine/
SOCIAL MEDIA

• The Business Case for Social Media
• Conversations
• Customers
• Competitors
• Cost
EFFECTIVE SOCIAL MEDIA

• 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

“You cannot have a social media
strategy without a content strategy.”
--Susan Cato
CompTIA
WHAT IS A CONTENT STRATEGY?

• Must be outcome driven
• Must have goals
• Must address prospects’ pain points
WHAT IS A CONTENT STRATEGY?

• Develop content (podcasts, blog, video, etc)
• Repurpose what you already have
• Reach out to members, bloggers, influencers
• Inspire the audience to connect w/you
SOCIAL MEDIA SERVICES
WHERE DO YOU START?

• Your Blog
• Most established tool
• Your social media hub
WHY BLOG?

• The Business Case for Blogs
• SEO
• Establish your expertise
• Lead generation
• Home for your Intellectual Property
• Broader Reach
THREE FACES OF BLOGS
SOCIAL MEDIA “BIG THREE”

• Twitter
• Facebook
• LinkedIn
THE IMPORTANCE OF VIDEO
TIME MANAGEMENT

• Ping.fm
• TubeMogul
• TweetDeck
• RSS
HOW TO BUILD AN AUDIENCE

• Complete your profile
• Upload your contacts
• Build organically
• Provide value

http://www.flickr.com/photos/sharif/
SEARCH.TWITTER.COM
SOCIAL MEDIA ROI

• What can we measure?
ROI: REFERRERS
ROI: REGISTRATIONS
CASE STUDY: FLYTE NEW MEDIA

• Goals:
• Increase business
• Build personal brand
FLYTE NEW MEDIA

• Strategies
• Uncover pain points
• Create compelling, keyword-rich content
• Increase online visibility
• Drive more traffic to site
FLYTE NEW MEDIA

• Tactics
• Create content at blog, YouTube
• Participate at LI, FB
• Engage through Twitter
FLYTE NEW MEDIA

• ROI
• Web site traffic up 23%
• Conversions up 27%
• Gross profits down (but...)
CASE STUDY: GOODWILL NNE
GOODWILL NNE

• Goals
• Store Awareness
• Donor Acknowledgement
• eBay Traffic
• more...
GOODWILL NNE
• Strategies & Tactics
• Drive traffic to FB fan pages through
geo-targeted ads
GOODWILL NNE

• Outcomes
• Ellsworth opening biggest ever; thousands
attended
• South Burlington had over 300; had no
support staff there to promote it
GOODWILL NNE

• Other Activities & Monitoring
• Use Twitter search for “goodwill”
• Track links w/bit.ly
• Review Facebook Insights
GOODWILL NNE
CASE STUDY: COMPTIA
COMPTIA ED. FOUNDATION

• Background:
• Offers IT certification exams
• Demographics: across the board, returning
military, recently unemployed
• Raise money through donations
COMPTIA ED. FOUNDATION

• Strategies:
• Engage prospects
• Retain certified clients (alumni giving)
• Increase donations to 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
COMPTIA ED. FOUNDATION

• 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
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
COMPTIA ED. FOUNDATION

• 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

• Social Media:
• Must be part of a bigger strategy
• Must be purposeful
• Must provide value
• Must be measured
FINAL QUESTIONS

• 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?
SPECIAL THANKS

• Calvin Gilbert of Goodwill NNE
(@goodwillnne, @calvingilbert)
• CompTIA (@CompTIAEF, @comptia,
@scato)
• Mike Lewis (@bostonmike)
THANK YOU

Rich Brooks
flyte new media
136 Commercial St., Ste 201
Portland, ME 04101
http://www.flyte.biz
http://www.flyteblog.com
http://twitter.com/therichbrooks

More Related Content

What's hot

New Orleans CVB Tourism U March 2012
New Orleans CVB Tourism U March 2012New Orleans CVB Tourism U March 2012
New Orleans CVB Tourism U March 2012FSC Interactive
 
Social Media for the Jobseeker
Social Media for the JobseekerSocial Media for the Jobseeker
Social Media for the JobseekerRichie Escovedo
 
Content is the Fire, Social Media is the Gasoline
Content is the Fire, Social Media is the GasolineContent is the Fire, Social Media is the Gasoline
Content is the Fire, Social Media is the GasolineSarah Zink
 
Principles of Social Media Fundraising
Principles of Social Media FundraisingPrinciples of Social Media Fundraising
Principles of Social Media FundraisingDebra Askanase
 
Social Media for Associations
Social Media for AssociationsSocial Media for Associations
Social Media for Associationsguestfea04e
 
Go social with your business
Go social with your businessGo social with your business
Go social with your businessMarilyn Kay
 
Leveraging Google+ for Search, Sales and Success
Leveraging Google+ for Search, Sales and SuccessLeveraging Google+ for Search, Sales and Success
Leveraging Google+ for Search, Sales and SuccessFSC Interactive
 
WordPower for Social Media - FIC
WordPower for Social Media - FICWordPower for Social Media - FIC
WordPower for Social Media - FICRichie Escovedo
 
Miami Dade Chamber of Commerce Social Media Success Workshop presentation 201...
Miami Dade Chamber of Commerce Social Media Success Workshop presentation 201...Miami Dade Chamber of Commerce Social Media Success Workshop presentation 201...
Miami Dade Chamber of Commerce Social Media Success Workshop presentation 201...Esotech
 
Where's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROEWhere's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROEDebra Askanase
 
Sales & Marketing Presentation
Sales & Marketing PresentationSales & Marketing Presentation
Sales & Marketing Presentationgreeneel
 
Social Media Strategy Presentation Template
Social Media Strategy Presentation TemplateSocial Media Strategy Presentation Template
Social Media Strategy Presentation TemplateHJ Higgins
 
Beyond the Basics: Putting Social Media to Work for School PR
Beyond the Basics: Putting Social Media to Work for School PRBeyond the Basics: Putting Social Media to Work for School PR
Beyond the Basics: Putting Social Media to Work for School PRRichie Escovedo
 
What is your personal and business social media strategy? Maximizing Social M...
What is your personal and business social media strategy? Maximizing Social M...What is your personal and business social media strategy? Maximizing Social M...
What is your personal and business social media strategy? Maximizing Social M...Career Communications Group
 
Turbo Charge Your Career Social Media
Turbo Charge Your Career Social MediaTurbo Charge Your Career Social Media
Turbo Charge Your Career Social MediaBernie Borges
 
Social-Media-for-Local-Businesses-Update
Social-Media-for-Local-Businesses-UpdateSocial-Media-for-Local-Businesses-Update
Social-Media-for-Local-Businesses-UpdateRobert Hart
 
SEO And Social Media
SEO And Social MediaSEO And Social Media
SEO And Social MediaRich Brooks
 

What's hot (20)

New Orleans CVB Tourism U March 2012
New Orleans CVB Tourism U March 2012New Orleans CVB Tourism U March 2012
New Orleans CVB Tourism U March 2012
 
Social Media for the Jobseeker
Social Media for the JobseekerSocial Media for the Jobseeker
Social Media for the Jobseeker
 
Content is the Fire, Social Media is the Gasoline
Content is the Fire, Social Media is the GasolineContent is the Fire, Social Media is the Gasoline
Content is the Fire, Social Media is the Gasoline
 
Linked in one hour tuition
Linked in one hour tuitionLinked in one hour tuition
Linked in one hour tuition
 
Principles of Social Media Fundraising
Principles of Social Media FundraisingPrinciples of Social Media Fundraising
Principles of Social Media Fundraising
 
Social Media for Associations
Social Media for AssociationsSocial Media for Associations
Social Media for Associations
 
Go social with your business
Go social with your businessGo social with your business
Go social with your business
 
Leveraging Google+ for Search, Sales and Success
Leveraging Google+ for Search, Sales and SuccessLeveraging Google+ for Search, Sales and Success
Leveraging Google+ for Search, Sales and Success
 
Seedco october 12 2011
Seedco october 12 2011Seedco october 12 2011
Seedco october 12 2011
 
WordPower for Social Media - FIC
WordPower for Social Media - FICWordPower for Social Media - FIC
WordPower for Social Media - FIC
 
Miami Dade Chamber of Commerce Social Media Success Workshop presentation 201...
Miami Dade Chamber of Commerce Social Media Success Workshop presentation 201...Miami Dade Chamber of Commerce Social Media Success Workshop presentation 201...
Miami Dade Chamber of Commerce Social Media Success Workshop presentation 201...
 
Where's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROEWhere's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROE
 
Sales & Marketing Presentation
Sales & Marketing PresentationSales & Marketing Presentation
Sales & Marketing Presentation
 
Social Media Strategy Presentation Template
Social Media Strategy Presentation TemplateSocial Media Strategy Presentation Template
Social Media Strategy Presentation Template
 
Beyond the Basics: Putting Social Media to Work for School PR
Beyond the Basics: Putting Social Media to Work for School PRBeyond the Basics: Putting Social Media to Work for School PR
Beyond the Basics: Putting Social Media to Work for School PR
 
What is your personal and business social media strategy? Maximizing Social M...
What is your personal and business social media strategy? Maximizing Social M...What is your personal and business social media strategy? Maximizing Social M...
What is your personal and business social media strategy? Maximizing Social M...
 
Social Media 101 - Michelle Smalls
Social Media 101 - Michelle SmallsSocial Media 101 - Michelle Smalls
Social Media 101 - Michelle Smalls
 
Turbo Charge Your Career Social Media
Turbo Charge Your Career Social MediaTurbo Charge Your Career Social Media
Turbo Charge Your Career Social Media
 
Social-Media-for-Local-Businesses-Update
Social-Media-for-Local-Businesses-UpdateSocial-Media-for-Local-Businesses-Update
Social-Media-for-Local-Businesses-Update
 
SEO And Social Media
SEO And Social MediaSEO And Social Media
SEO And Social Media
 

Similar to social media

How to Use Social Media to Build Your Organization or Certification Network
How to Use Social Media to Build Your Organization or Certification NetworkHow to Use Social Media to Build Your Organization or Certification Network
How to Use Social Media to Build Your Organization or Certification NetworkRich Brooks
 
Social searchhawaiilife
Social searchhawaiilifeSocial searchhawaiilife
Social searchhawaiilifeJulie Ziemelis
 
Social Media and Higher Education
Social Media and Higher EducationSocial Media and Higher Education
Social Media and Higher EducationKoibot Creative
 
Getting Beyond Awareness To Generate B2B Leads
Getting Beyond Awareness To Generate B2B LeadsGetting Beyond Awareness To Generate B2B Leads
Getting Beyond Awareness To Generate B2B LeadsMarx Communications
 
Understanding Social Media: Workshop1
Understanding Social Media: Workshop1Understanding Social Media: Workshop1
Understanding Social Media: Workshop1LeRoy Hill
 
Introduction to Social Media (half day)
Introduction to Social Media (half day)Introduction to Social Media (half day)
Introduction to Social Media (half day)Cosmic
 
Social Media 101 for Business, EDM, October 13
Social Media 101 for Business, EDM, October 13Social Media 101 for Business, EDM, October 13
Social Media 101 for Business, EDM, October 13Alexandra Kulas
 
Social media presentation
Social media presentationSocial media presentation
Social media presentationAsad Saleem
 
Socialmedia children
Socialmedia childrenSocialmedia children
Socialmedia childrenLeRoy Hill
 
Stirling Social Media Presentation 12-14-12
Stirling Social Media Presentation 12-14-12Stirling Social Media Presentation 12-14-12
Stirling Social Media Presentation 12-14-12FSC Interactive
 
Northern Lights PR - Social media masterclass - York University June 2013
Northern Lights PR - Social media masterclass - York University June 2013 Northern Lights PR - Social media masterclass - York University June 2013
Northern Lights PR - Social media masterclass - York University June 2013 Jonny Ross
 
Digital Media Now for Yogis- Personal Branding on Social Media
Digital Media Now for Yogis- Personal Branding on Social MediaDigital Media Now for Yogis- Personal Branding on Social Media
Digital Media Now for Yogis- Personal Branding on Social MediaMelodie Tao
 
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 'Social media pr...
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 'Social media pr...Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 'Social media pr...
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 'Social media pr...JISC RSC Eastern
 
Building your online professional profile
Building your online professional profileBuilding your online professional profile
Building your online professional profileLisa Harris
 
EE Social Media Advanced Presentation
EE Social Media Advanced PresentationEE Social Media Advanced Presentation
EE Social Media Advanced PresentationSandy Ratliff
 
Social Media Training for Business Success
Social Media Training for Business SuccessSocial Media Training for Business Success
Social Media Training for Business SuccessWahiduzzaman Khan
 

Similar to social media (20)

How to Use Social Media to Build Your Organization or Certification Network
How to Use Social Media to Build Your Organization or Certification NetworkHow to Use Social Media to Build Your Organization or Certification Network
How to Use Social Media to Build Your Organization or Certification Network
 
Social searchhawaiilife
Social searchhawaiilifeSocial searchhawaiilife
Social searchhawaiilife
 
Social Media and Higher Education
Social Media and Higher EducationSocial Media and Higher Education
Social Media and Higher Education
 
Getting Beyond Awareness To Generate B2B Leads
Getting Beyond Awareness To Generate B2B LeadsGetting Beyond Awareness To Generate B2B Leads
Getting Beyond Awareness To Generate B2B Leads
 
Social Media Marketing
Social Media Marketing Social Media Marketing
Social Media Marketing
 
Understanding Social Media: Workshop1
Understanding Social Media: Workshop1Understanding Social Media: Workshop1
Understanding Social Media: Workshop1
 
Introduction to Social Media (half day)
Introduction to Social Media (half day)Introduction to Social Media (half day)
Introduction to Social Media (half day)
 
Social Media 101 for Business, EDM, October 13
Social Media 101 for Business, EDM, October 13Social Media 101 for Business, EDM, October 13
Social Media 101 for Business, EDM, October 13
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
 
NC Philanthropy Conference Presentation
NC Philanthropy Conference PresentationNC Philanthropy Conference Presentation
NC Philanthropy Conference Presentation
 
2014 Digital Marketing Fundamentals
2014 Digital Marketing Fundamentals2014 Digital Marketing Fundamentals
2014 Digital Marketing Fundamentals
 
Socialmedia children
Socialmedia childrenSocialmedia children
Socialmedia children
 
Stirling Social Media Presentation 12-14-12
Stirling Social Media Presentation 12-14-12Stirling Social Media Presentation 12-14-12
Stirling Social Media Presentation 12-14-12
 
Social Media 101: Platforms, Tools and Tips
Social Media 101: Platforms, Tools and TipsSocial Media 101: Platforms, Tools and Tips
Social Media 101: Platforms, Tools and Tips
 
Northern Lights PR - Social media masterclass - York University June 2013
Northern Lights PR - Social media masterclass - York University June 2013 Northern Lights PR - Social media masterclass - York University June 2013
Northern Lights PR - Social media masterclass - York University June 2013
 
Digital Media Now for Yogis- Personal Branding on Social Media
Digital Media Now for Yogis- Personal Branding on Social MediaDigital Media Now for Yogis- Personal Branding on Social Media
Digital Media Now for Yogis- Personal Branding on Social Media
 
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 'Social media pr...
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 'Social media pr...Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 'Social media pr...
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 'Social media pr...
 
Building your online professional profile
Building your online professional profileBuilding your online professional profile
Building your online professional profile
 
EE Social Media Advanced Presentation
EE Social Media Advanced PresentationEE Social Media Advanced Presentation
EE Social Media Advanced Presentation
 
Social Media Training for Business Success
Social Media Training for Business SuccessSocial Media Training for Business Success
Social Media Training for Business Success
 

Recently uploaded

THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...Riches General marchandise
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.lindseyjanelladuran
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealSocioCosmos
 
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịUreka Media Vietnam CO., LTD
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial managementHazel Johnson
 
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"SocioCosmos
 

Recently uploaded (6)

THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
 
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial management
 
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
 

social media

  • 1. FLYTE SCHOOL How to Use Social Media to Build Your Organization or Certification Network Rich Brooks flyte new media http://www.flyte.biz http://www.flyteblog.com http://twitter.com/therichbrooks
  • 2. WARM UP QUESTIONS • Who here is comfortable that they are currently reaching 100% of their prospective certificants?
  • 3. 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
  • 4. WARM UP QUESTIONS • 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...
  • 5. WARM UP QUESTIONS • How many people here... • are on LinkedIn? • are on Facebook? • are on Twitter? • have a blog? • use AOL as their primary business email?
  • 6. TODAY’S GOALS • 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
  • 7. WHY IS THIS IMPORTANT? • 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!
  • 8. HOLISTIC WEB MARKETING • Attraction • Retention • Conversion • Measurement http://www.flickr.com/photos/myklroventine/
  • 9. SOCIAL MEDIA • The Business Case for Social Media • Conversations • Customers • Competitors • Cost
  • 10. EFFECTIVE SOCIAL MEDIA • 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?
  • 11. SOCIAL MEDIA STRATEGY “You cannot have a social media strategy without a content strategy.” --Susan Cato CompTIA
  • 12. WHAT IS A CONTENT STRATEGY? • Must be outcome driven • Must have goals • Must address prospects’ pain points
  • 13. WHAT IS A CONTENT STRATEGY? • Develop content (podcasts, blog, video, etc) • Repurpose what you already have • Reach out to members, bloggers, influencers • Inspire the audience to connect w/you
  • 15. WHERE DO YOU START? • Your Blog • Most established tool • Your social media hub
  • 16. WHY BLOG? • The Business Case for Blogs • SEO • Establish your expertise • Lead generation • Home for your Intellectual Property • Broader Reach
  • 17. THREE FACES OF BLOGS
  • 18. SOCIAL MEDIA “BIG THREE” • Twitter • Facebook • LinkedIn
  • 20. TIME MANAGEMENT • Ping.fm • TubeMogul • TweetDeck • RSS
  • 21. HOW TO BUILD AN AUDIENCE • Complete your profile • Upload your contacts • Build organically • Provide value http://www.flickr.com/photos/sharif/
  • 23. SOCIAL MEDIA ROI • What can we measure?
  • 26. CASE STUDY: FLYTE NEW MEDIA • Goals: • Increase business • Build personal brand
  • 27. FLYTE NEW MEDIA • Strategies • Uncover pain points • Create compelling, keyword-rich content • Increase online visibility • Drive more traffic to site
  • 28. FLYTE NEW MEDIA • Tactics • Create content at blog, YouTube • Participate at LI, FB • Engage through Twitter
  • 29. FLYTE NEW MEDIA • ROI • Web site traffic up 23% • Conversions up 27% • Gross profits down (but...)
  • 31. GOODWILL NNE • Goals • Store Awareness • Donor Acknowledgement • eBay Traffic • more...
  • 32. GOODWILL NNE • Strategies & Tactics • Drive traffic to FB fan pages through geo-targeted ads
  • 33. GOODWILL NNE • Outcomes • Ellsworth opening biggest ever; thousands attended • South Burlington had over 300; had no support staff there to promote it
  • 34. GOODWILL NNE • Other Activities & Monitoring • Use Twitter search for “goodwill” • Track links w/bit.ly • Review Facebook Insights
  • 37. COMPTIA ED. FOUNDATION • Background: • Offers IT certification exams • Demographics: across the board, returning military, recently unemployed • Raise money through donations
  • 38. COMPTIA ED. FOUNDATION • Strategies: • Engage prospects • Retain certified clients (alumni giving) • Increase donations to foundation
  • 39. 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
  • 40. COMPTIA ED. FOUNDATION • 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
  • 41. 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
  • 42. COMPTIA ED. FOUNDATION • 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
  • 43. SOCIAL MEDIA TAKE AWAY • Social Media: • Must be part of a bigger strategy • Must be purposeful • Must provide value • Must be measured
  • 44. FINAL QUESTIONS • 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?
  • 45. SPECIAL THANKS • Calvin Gilbert of Goodwill NNE (@goodwillnne, @calvingilbert) • CompTIA (@CompTIAEF, @comptia, @scato) • Mike Lewis (@bostonmike)
  • 46. THANK YOU Rich Brooks flyte new media 136 Commercial St., Ste 201 Portland, ME 04101 http://www.flyte.biz http://www.flyteblog.com http://twitter.com/therichbrooks