Post on 28-Oct-2014
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Web and Social Media Strategies
Chris More – Associate DirectorMax Spiegel – Web and Social Media Strategist
October 2010
Agenda• Web Strategy• Social Media Strategy• Team Collaboration• Questions
Web Vision
“A unified college Web presence that provides useful and rich content to our audiences while ensuring high quality-control standards.”
We are… Penn StateWe are… Cooperative Extension
Plone Content Management System (CMS)• Open-source (free to use)• Always improving from world-wide network• Most popular CMS at Penn State• Central University group of Plone experts• Easy to use interface• Minimal training• Search engine and people friendly content• No software needed to manage website• Coming to your county in the near future!
Plone Features• Blogging features• Aggregate external blogs and RSS feeds• Photo galleries• Pages / folders• Variety of homepage layouts• Social media integration
You can do all of this without ever seeing code or knowing how to build websites!
Before and After – Food Science
Before and After - Entomology
Before and After – Turf Grass
Why be on single system?• Efficiency• Authentication• Evolution of features• Share content• Disaster recovery• Easy to focus on content• Consistent branding
General Web Behaviors• 60-70% of visitors come from search engines• Visitors scan text for keywords• Visitors view on average 2-3 pages per visit• Visitors quickly develop impressions• Visitors are looking for answers to their questions
Point: Whatever you do on the web, you do not have much time to capture the audience. First impressions matter.
Best Practices for Web Success• Understand your audience and their needs• Generate fresh and rich content• Focus on content instead of design elements• Perfect is the enemy of good• Define ownership• Never stop improving!
Social Media
The Why & How(To Be Awesome)
Web 1.0 vs. Web 2.0• Web 1.0• Web as information• Billboard or postcard
• Web 2.0• Web as participation• Communication• Information sharing• Collaboration• Networking
Web 2.0 Toolsets
Web 2.0 Toolsets Categories
How to Behave• Old rules still apply!• Know the room• Look appropriate• Sound smart• Observe and adjust• Make a connection• Brag modestly
Twitter Good Practices• Follow those who you want to follow you• Cross link your efforts
• Tweet about a YouTube video you uploaded• Be welcoming & friendly - say hello to your new followers or folks that
you would like to get to know.• Engage people - ask questions and respond to queries that interest you.• Be humorous - funny Tweets really help to break up the timeline.• Inform - provide useful information and news items.• Monitor self-promotion - it is fine to promote your projects and work,
but nobody likes to be spammed all day• Promote others - “retweet” liberally and highlight good work.• Listen - there’s no need to dominate the conversation all the time, so
spend some time just reading what others are saying/Tweeting.• Be human - not always obvious but most important, being a “real”
person is probably the most important trait of any effective Twitter user.
If you build it, will they come?• Do we place a yellow page ad, and then ask what
we can do to get people to look at it?
• People must be looking for it• Search engine optimization techniques• Pay per click/impression advertisements (Google,
Facebook, YouTube)
• Diligence & patience
What’s the point?
Demographics
Market Share• Would you start a business at the end of an empty
dead-end road?
• Go where the party is at!• Facebook• Twitter• Youtube
Practice• Facilitating• What’s already going on?• Searching• Listening• Linking
• Think about them, not us• What can we add to their social network?• Steal this content!• Share on social networks• “Like” or “Recommend” buttons
Share and Connect
What’s RSS?
“Push” your content
“Distribute” your content
Impact on Facebook• Geographic and
demographic information• Number of
comments, interactions, “post quality” and more.
Impact on Twitter
Impact on YouTube• Demographics• How are people
watching?• “Hot spots”
Feedburner Stats
Google Analytics and Campaigns
Social Media Recap• Talk about others• Go where the party is at• Allow your content to be shared• Be interesting!
Team Collaboration with Teambox• Communication and collaboration tool for teams and
projects.• Move the conversation from inbox to a real collaborative
environment.• Available to anyone with a Penn State or friends of Penn
State account. Anyone can create a project!• Similar to Facebook groups and Twitter, but on an
internal and secure server.• Get started: Visit http://agsci.psu.edu and search for
“teambox”
Questions?
Chris More cmore@psu.edu (@chrismore)Max Spiegel mds118@psu.edu (@maxspiegel)