walter mckenzie director, constituent services connecting online to engage offline: social...
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Walter McKenzie
Director, Constituent Services
Connecting Online to Engage Offline: Social Networking to Find Your Audience
#L2L10
Your Web Presence
#L2L10
HOW DO YOU FIND YOUR AUDIENCE?
Your Web Presence
#L2L10
HOW DOES YOUR AUDIENCE FIND YOU?
Your Web Presence
#L2L10
#L2L10
Your Web Presence
Personal Learning Network
Do you have one?
A group of people who can guide your learning, point you to learning opportunities, answer your questions, and give you the benefit of their own knowledge and experience.
Who is in yours?
#L2L10
Personal Learning Network
#L2L10
YEP 2.0RELATIONSHIPS
CONNECTIVIST
CONSTRUCIVISTIN THE MOMENT
#L2L10
Personal Learning Network
New information is continually being acquired.
#L2L10
Personal Learning Network
The ability to draw distinctions between important and unimportant information is vital.
#L2L10
Personal Learning Network
While there is a right answer now, it may change tomorrow due to changes in information.
#L2L10
Personal Learning Network
Learning is no longer an individualistic, internal activity.
#L2L10
Personal Learning Network
Learning is about making connections and asking the right questions.
#L2L10
Personal Learning Network
Nurturing and maintaining connections is needed to facilitate continual learning.
#L2L10
Personal Learning Network
Learning and knowledge rest in a diversity of opinions.
#L2L10
Personal Learning Network
The pipe is more important than the content within the pipe.
#L2L10
Personal Learning Network
Using information on the fly is the ideal.
#L2L10
Personal Learning Network
YEP 2.0S EXPECT US
TO FIT INTO THEIR
PLNS
#L2L10
Personal Learning Network
Making Connections:
• within organizations
• through member relationships, and
• working with partners & outside experts
Social Networking to Connect
#L2L10
Make connections using:
• Web 2.0 communications
• slide sharing
• digital video
• RSS feeds
• Podcasts
• blogs
• wikis
Social Networking to Connect
#L2L10
Successful companies tightly integrate Web 2.0 technologies with their work flows.
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
Companies that make greater use of these technologies report the greatest benefits.
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
They are highly visible on the social media landscape of members and partners through the use of Web 2.0 tools.
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
Companies report:
• greater ability to share ideas
• improved access to knowledge experts
• reduced costs of communications, travel, and operations
• decreased time needed to market for products
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
Companies report:
• increased customer awareness and consideration of companies’ products
• improved customer satisfaction
• improved collaboration and innovation skills
• measurable increases in revenues
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
Social Networking to Connect
WHEN IS YOURTWITTER TIME?
#L2L10
SO…
Be seen on the social landscape!
• Be low key
Social Networking to Connect
#L2L10
Be seen on the social landscape!
• Feed information to build credibility
Social Networking to Connect
#L2L10
Be seen on the social landscape!
• Mix in plenty of others’ information
Social Networking to Connect
#L2L10
Be seen on the social landscape!
• Make tagging and bookmarking easy
Social Networking to Connect
#L2L10
Be seen on the social landscape!
• Turn on RSS for your site
Social Networking to Connect
#L2L10
Be seen on the social landscape!
• Promote new content
Social Networking to Connect
#L2L10
Be seen on the social landscape!
• Don’t direct sell
Social Networking to Connect
#L2L10
Respondents reporting measurable benefits say their companies, on average, have Web 2.0 interactions with 35 percent of their customers.
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
These companies forged similar social media ties to 48 percent of their partners and outside experts.
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
This more porous organizational structure makes companies more resilient and adaptive.
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
To be successful, your organization must:
• integrate these tools into your work flow
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
To be successful, your organization must:
• create incentives built on a reputation for making meaningful contributions
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
To be successful, your organization must:
• use informal incentives such as ratings by peers and online recognition of status
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
To be successful, your organization must:
• model active Web use by executives
McKinsey Quarterly June 2009: 1,695 responses from executives across industries, regions, and functional specialties. Accessed online July 6, 2010 at https://www.mckinseyquarterly.com/ Business_and_Web_20_An_interactive_feature_2431
Social Networking to Connect
#L2L10
Creating Value
What does it mean to be a member of your affiliate?
#L2L10
Creating Value
How do your member benefits support the kinds of members you want to have?
#L2L10
Creating Value
How will you be seen on the social landscape?
#L2L10
Utilize ASCD Edge
Creating Value
#L2L10
Have a presence on Facebook
Creating Value
#L2L10
Walter McKenziewmckenzie@ascd.orgSocial Network: walterASCD
#L2L10
ASCD Edge
• Fill out your profile
• Connect to ASCD staff
• Create an affiliate group
• Join pertinent ASCD groups
• Recommend others
• Post daily, include Twitter and Facebook
Creating Value
#L2L10
Widgets
• Identify high-interest widgets
• Have webmaster test widgets
• Not all widgets will work on your site
• Flash is preferred, if not, JavaScript
• Place widgets strategically
• Make Widgets visible
Creating Value
#L2L10
• Create a separate professional account
• Be thorough in your profile
• Invite professional friends
• Join professional groups
• Keep it in the first person
• Share others’ content
• Post daily
Creating Value
#L2L10
• Create a personal account
• Be thorough in your profile
• Connect with professionals
• Join professional groups
• Keep it in the first person
• Share others’ content
• Post daily
Creating Value
#L2L10
• Create a separate professional account
• Be thorough in your profile
• Follow colleagues
• Tweet daily
• Keep it personal
• Retweet content from ASCD
• Retweet content from Facebook
Creating Value
#L2L10
SlideShare
• Create a professional account
• Be thorough in your profile
• Follow colleagues
• Publicize your events
• View & download presentations & documents
• Embed in blogs, wikis & websites
• Share on Facebook and Twitter
Creating Value
#L2L10
YouTube
• Create a professional account
• Be thorough in your profile
• Customize your channel
• Favorite others’ videos
• Post videos of original content
• Embed in blogs, wikis & websites
• Share on Facebook and Twitter
Creating Value
#L2L10
YooNo
• Install desktop client and browser plugin
• Complete your profile
• Add each of your social networks
• Receive notifications
• Watch posts
• Post once to all your social networks
Creating Value
#L2L10
Posterous
• Choose email account you want to use
• Email message to post@posterous.com
• Get reply from Posterous.com
• Customize your Posterous page
• Put your new Posterous link on web
• Send a message to post@posterous.com
every time you want to post
Creating Value
#L2L10
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