astd leadership presentation

Harnessing Web 2.0 Strategies for Chapter Growth

This is not an IntroductionThis is not an Introduction

Technology ProblemTechnology Problem Proprietary non-scalable website Little to no process automation Not content or user focused Data and processes were siloed Committees and SIGS setting up

independent Yahoo groups No reporting Each chapter process has a different

technology

Technology TimelineTechnology Timeline November 2006 – RFP for new site website February 2007 - start website migration July 2007 - launched website September 2007 – annual conference December 2007 – new navigational structure January 2008 - implement Google analytics February 2008 - implement Google apps March 2008 – launched facebook, linkedin,

twitter April 2008 – general meeting session on

social networking

Session GoalsSession Goals

Demographics and trends that make technology critical

How to leverage technology for member engagement and growth

Strategies for implementing new technology

How to optimize website for increased traffic

Why do YOU think this is Why do YOU think this is important?important? Let’s go to the chat room

A chat room is a place where conversations occur online in real time among a small group of participants

Take a minute to reflect on the demographic information presented and share your thoughts on what it means for your chapter

Then select a chat room chief and report out to the main group (newest laptop)

6 minutesFormat this 'timeshape' box as desired

Social Network Unique Social Network Unique VisitorsVisitors

Age MySpace FaceBook Friendster Xanga

12-17 11.9% 14% 10.6% 20.3%

18-24 18.1% 34% 15.6% 15.5%

25-34 16.7% 8.6% 28.2% 11%

35-54 40.6% 33.5% 34.5% 35.6%

54+ 11.0% 7.6% 8.1% 7.3%

http://www.futuremajority.com/node/79

http://tomuse.com/2008/05/24/social-networking-demographics-who-has-smartest-and-wealthiest-users/

Demographic Profile of Visitors to Select Social Networking Sites Percent Composition of Total Unique Visitors

Social Network Usage Social Network Usage

Rapleaf’s figure: percentage of social network users across all ages

My Space

Facebook

LinkedIn

Flickr

18 30 40 50

Web 2.0 musingsWeb 2.0 musings How often do you go to your chapter

website? How often do your members go there? How often do you send email

communication to members? How often do they read them? How do you market your events? How effective is your marketing? What is the most effective way to

spread a message?

Member Engagement and Member Engagement and GrowthGrowth Engagement

Volunteering Social media – Web 2.0 technologies

Growth Attracting and recruiting new members Infrastructure to support ongoing

chapter functions

Member Engagement and Member Engagement and GrowthGrowth

Web 2.0Web 2.0

Organization-centric Visitor-centric

Genuine member of communities

It’s about letting the visitor choose

Web 2.0 = conversations that engage people

http://leverwealth.blogspot.com/2008/05/statistics-that-say-you-must-take.html

Online Behavior is Changing…Online Behavior is Changing… Web accounts for >30% of media time (1)

Online is becoming the medium of choice

#1 medium among under 30 (2)

15 million seniors online (growing fast)

50% of online time = “communitainment”

Community, Interaction, Entertainment

Enabled by Social Media (1) Credit Suisse, 2006

(2) Forrester 2006

ASTD Houston Networking ASTD Houston Networking VisionVision All members can participate

and actively network in a community that is supportive of their professional development and growth

Members can network in the way that is most suited to their preferred style

Members can gain value regardless of the amount of time they have to devote to networking activities

Chapter resources will be devoted to educating members on the most efficient way for them to participate

Social MediaSocial Media

•Blog (changing, written by anyone, verified or non-verified content, green, participative, collaborative, not controlled, free, mixed media)

•User-generated video (professionally produced or amateur)

•Streaming video, mobile devices

•Streamed on the Web (amateur or professionally created)

•Digital photos on the Web

e-Zine, electronic newsletters, e-mail

Wikipedia Tagging, social

bookmarking Online people/business

search Text message, chat,

microblog Podcast

Brandon Hall

Learning CommunitiesLearning Communities

“Learning communities,” on the other hand, refer to groups of people who aim to mutually assist each other in learning a subject.

ASTD Lunch and Learns

CPLP Study Group

Social NetworkingSocial NetworkingThe term “social networking” refers to a technology and requires an “architecture of participation,” that is, an infrastructure that supports and gives life to online communications and collaboration.

Social networking applies to five types of technologies: Source: Brandon Hall

1.Communication (IM, e-mail, SMS, Twitter)

2.Collaboration (Google Apps, Thinkature, Slideshare etc.)

3.Experience Sharing (blogs, photo albums, shared link libraries such as del.icio.us, etc.)

4.Relationship Management (LinkedIn, Ning, Facebook etc.)

5.Metaverses and Virtual Worlds (Second Life and others that allow immersive experiences in real time and 3D)

http://del.icio.us/

Create your personal learning Create your personal learning environment - PLEenvironment - PLE Your personal learning

environment is what you use to manage your professional and personal development.

We use professional examples, but this applies to personal interests as well (religious, hobbies, politics)

Information overload is a fact of life (TV, Email, Blackberry, Text Messaging, Phone) therefore, it makes sense to use technology to filter what’s important to YOU.

The funnel is a good analogy

StrategyStrategyThe things we plan to do and sometimes, more importantly, not do to achieve a specific goal

Social NetworksSocial Networks

http://www.touchgraph.com

“Begin with the end in mind”

Russell (1995)

ASTD Houston Social ASTD Houston Social StrategyStrategy Leverage socially oriented website

(Tendenci) Profile management Member connections Photo sharing Widget sharing Podcasting Blogs and articles Links to associated networks Comments and ratings RSS Feeds

Strategy ContinuedStrategy Continued LinkedIn

Groups Discussion Post Articles Ask Questions

Twitter Broadcast news interactively Hold real time conversations Real time blogging of events

Facebook Post events Discussion Articles Sharing photos

Why swim up the stream?Why swim up the stream?

ASTD National Social Network ASTD National Social Network StrategyStrategy

http://www.youtube.com/watch?v=6a_KF7TYKVc




chapter functions

How do YOU think social How do YOU think social media can attract new media can attract new audiences?audiences? Let’s go to the chat room

Then select a chat room chief and report out to the main group (newest cell phone)

6 minutes

Social Network TacticsSocial Network Tactics

facebookfacebook Value to ASTD Houston

Reach members who might not visit our website

Promote events to those members Provide a forum for those members to share

experiences Functionality Used

List expertise, needs, interests Moderate discussions Groups and events Work Light provides secure Facebook sharing

for corporate and non profit organizations

Why facebook groups?Why facebook groups? More than 100 million active users

Facebook is the 4th most-trafficked website in the world (comScore)

Facebook is the most-trafficked social media site in the world (comScore)

Over 55,000 regional, work-related, collegiate, and high school networks

More than half of Facebook users are outside of college

The fastest growing demographic is those 25 years old and older

Maintain 85 percent market share of 4-year U.S. universities

No. 1 photo sharing application on the Web (comScore)

More than 24 million photos uploaded daily

More than 6 million active user groups on the site

Over 24,000 applications have been built on Facebook Platform

Facebook & comScore August 2008

facebookfacebook

LinkedInLinkedIn Value to ASTD Houston

Reach members who might not visit our website

Allow members to connect more easily with colleagues

Promote discussion and knowledge sharing among members

Functionality Used Groups Discussion News Posts

Why LinkedIn groups?Why LinkedIn groups? Personal

Maintain network connections Expose unknown connections 3 levels down Leverage network based on industry

vertical and horizontal bands Q&A access to experts across all areas of

expertise Organizational

Groups to associate people based on interest and membership

Discussion forums to access opinions and expertise sharing

Current StatisticsCurrent Statistics

In 2008 LinkedIn grew more than 20 percent month-over-month to 9.5M unique hits. Year-over-year, that represents 77% growth for Facebook, and 187% for LinkedIn, respectively.

Nielson July 2008

LinkedInLinkedIn

TwitterTwitter Personal

Share information in 140 characters or less

Become a guru in a topic of your choice Create opportunities by paying it

forward Organizational

Add value by distributing information to followers

Event reminders Seek candid feedback from members

TwitterTwitter

Follow us at http://twitter.com/ASTDHouston

Marketing WidgetsMarketing Widgets

http://sproutbuilder.com/

Cool trick – Update all sites at Cool trick – Update all sites at onceonce

http://mashable.com/2008/09/23/minggl/




chapter functions

What are some of the functions What are some of the functions YOU would like to automate for YOU would like to automate for your chapter?your chapter? Let’s go to the chat room

Select a chat room chief and report out to the main group (tag cloud)

6 minutes

Chapter Chapter Functions:Functions:Membership Membership ModuleModuleCorporate Corporate MembershipsMembershipsDirectoriesDirectoriesJobsJobsPress ReleasesPress ReleasesEvent moduleEvent modulePhoto AlbumsPhoto AlbumsNewslettersNewslettersCommitteesCommitteesSponsor Sponsor donationsdonationsMerchandise Merchandise storestorePersonal ProfilesPersonal ProfilesSN Identity LinksSN Identity LinksForumsForumsSurveysSurveysBallotsBallotsCourse moduleCourse moduleRatings and Ratings and commentscommentsExtensive Extensive ReportingReporting

Site MapSite Map

Article Article SubmissionSubmission

NewsletterNewsletterGeneratorGenerator

Content TrackingContent Tracking

RSS FeedsRSS Feeds

Optimizing the sites for increased Optimizing the sites for increased traffic traffic

SEO Optimization

Site KeywordsSite Keywords

Are you blacklisted?Are you blacklisted?

http://tool.motoricerca.info/spam-detector/

What Does the Spider See?What Does the Spider See?

http://www.webconfs.com/search-engine-spider-simulator.php

Google AnalyticsGoogle Analytics

What challenges could YOU What challenges could YOU face in implementing technology face in implementing technology in Your chapter?in Your chapter? Let’s go to the chat room

Select a chat room chief and report out to the main group (RSS)

6 minutes

ChallengesChallenges

Culture compatibility Gaining audience critical mass Maintaining attention momentum Keeping content fresh Integrating into processes Ongoing value assessment

http://davefleet.com/2008/10/social-media-outreach-wont-work-for-everyone/

Recap: Takeaway TipsRecap: Takeaway Tips Assess needs/preferences of your

audiences; organization temperature Experiment yourself and learn Work within organizations limitations Accept transition (it’s messy) Align efforts with organizational goals Use the right tools for the job Champion effective communications

first; social media tools, second

•Social media is not the holy grail or a panacea for all ills……but it is a powerful force that WILL impact your organization •Take a pragmatic approach that incorporates:

•Strategy

•Analytical rigor

•Creativity

•Common sense

In Closing…