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Leading the Way in Electricity. SM
Making Strategic Use of Web and Social Media
Matthew Rodriguez
Southern California Edison
June 23, 2011
Leading the Way in Electricity. SM
Trivia Question
What is the difference between the Internet and the Web (World Wide Web)?
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Leading the Way in Electricity. SM
A bit of history …
1969 – ARPANet goes online
1972 – Email invented
1983 – TCP/IP adopted
1989 – Berners-Lee proposes HTML
1993 – Mosaic by Netscape
2000 – E-commerce boom
2002 – End of e-commerce boom
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Leading the Way in Electricity. SM
Lots of cheap infrastructure
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Leading the Way in Electricity. SM
Internet Rush
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Leading the Way in Electricity. SM
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Leading the Way in Electricity. SM
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Leading the Way in Electricity. SM
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Leading the Way in Electricity. SM
Circa 1997
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Leading the Way in Electricity. SM
What do strategic
websites consider?
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Leading the Way in Electricity. SM
Strategic Ties to company goals Articulates the brand Speaks to a clearly defined
audience Provides a path to discovery
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Leading the Way in Electricity. SM
What we see today …
• I need this up yesterday!• Can I get a safety website up by
Friday?• Can you add all this legal text?• Can I share a video of my cat with
my fellow employees?
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Leading the Way in Electricity. SM
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Leading the Way in Electricity. SM
What are the right questions?
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Leading the Way in Electricity. SM
• Who is my audience?• What do I want them to do differently than they
do today?• What is my end goal(s)• How will I prove I’ve accomplished what I set out
to do?
---then we can begin channel selection.
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Leading the Way in Electricity. SM
Audience Definition
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Leading the Way in Electricity. SM
WEB Social Media
Audience identification Audience identification
Goal alignment Policy
Logistics (IT, entry, planning, execution)
Business case development
Content strategy Channel selection
Metadata strategy Content strategy
Analytics strategy Users & access control
User experience Employee engagement
Monitoring
SLAs
Analytics strategy
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Battle Plan
Leading the Way in Electricity. SM
Analytics Strategy
Forget Look for
Pageviews Bounce Rate
Visits Return Visitors
Unique visits Exit Pages
Most popular pages Average Time on Site
Clicks Campaigns
Conversion Funnels
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Quantity vs. Quality
Leading the Way in Electricity. SM
Resources
• Jeremiah Owyang (Web Strategy)site: www.web-strategist.com
• Brian Solis (Social Media Strategy)site: www.briansolis.com
• Charlene Li/Josh Bernoff (Social Media)book: Groundswell
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Leading the Way in Electricity. SM
Questions?
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