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Technodyne University
Social Media RoadmapJane Klausen, Sam Takeda, Genevieve TremblayUW Social Media Technology & ImplementationJune 7th, 2011
+Background and Differentiation
Technodyne LLC (TD) IT consulting
Security/risk consulting Enterprise solution consulting
Data center, cloud computing and networking
TechnoDyne University (TDU) Education and certification in CARGOS
Controls, audit, risk, governance, operations, security Enterprise and networking
TDU
+Social Media Challenges
Identify audience and influencers Move from engaged to engaging Prioritize social media channels
TDU
Turn the bullhorn around…
+Social Media Goals
Increase enrollment and revenues
Expand social media engagement via appropriate channels
Improve TD and TDU brand image and recognition
Broaden appeal to private sector, especially financial institutions
TDU
+Integrated Marketing Strategy
First: Marketing Strategy Develop concise positioning statement and supporting messages Create audience profile: appeal across executive, management and staff
levels. Utilize existing “knowledge assets” (white papers, blog posts, books,
certifications, course offerings)
Second: Branding and Website Strategy Enhance TD and TDU brands Differentiate course offerings from competitors Shift the tone of TDU site, celebrate the “geekyness” Promote cross-pollination between TD and TDU sites, improve navigation
Third: Social Media Strategy Narrow focus of SM Channel Selection Create dynamic engagement strategy via content and delivery methods
TDU
+Social Media Strategy/Tactics
LinkedIN Develop “sticky” knowledge communities and deepen relationships via discussions/groups
Blog Create TD/TDU blog as a joint thought leadership platform, highlight certification benefits, feature expertise and alumni, new security issues, updates on legislation
Twitter Broadcast expertise, news, research, events YouTube Create channel for “compelling”
webinars/virtual brown bags, user-generated videos Google Analytics Use for benchmarking and
measurement Hootsuite Collaborate, manage, schedule and
analyze social media impact
TDU
+Primary Engagement StrategyLinkedIN Groups
Focus on existing professional communities Ignite interest in and knowledge of TD/TDU via groups Cultivate alumni community and clients as
evangelists
TDU
+Primary Engagement StrategyEngage Key Industry Associations
Create presence and thought leadership in key, professional groups such as ISACA and ISC2
TDU
+Secondary Engagement StrategiesBlog, YouTube and Twitter
Use of guest bloggers / explore guest blogging on industry association blogs/sites Crowd-source videos from alumni, extend webinars, virtual brown bags to YouTube Expand social media reach via Twitter
Benchmark and measure with Google Analytics Collaborate and manage social media engagement via Hootsuite
TDU
Measurement and AnalysisGoogle Analytics and Hootsuite
+Social Media Strategy
TDU
+Social Media Channel Selection
TDU
TDU
+Keys to Success:
Content & Consistent Engagement
Provide staff with best practices for engagement Determine what content works best for each channel Divide and conquer – who does what, where and
when Develop a social media policy Engage in conversations rather than “selling”
TDU
+Summary
Listen, learn, then engage… (and, listen some more) Identify your target audience and build relationships
via appropriate media channels Leverage your content Be authentic and adapt your ‘voice’ and ‘tone’ to
each channel Plan for success, execute on schedule, measure
relentlessly
TDU
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