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Technodyne University

Technodyne University. Social Media Roadmap Jane Klausen, Sam Takeda, Genevieve Tremblay UW Social Media Technology & Implementation June 7th, 2011. Background and Differentiation. TDU. Technodyne LLC (TD) IT consulting Security/risk consulting Enterprise solution consulting

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Technodyne University

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  1. Technodyne University Social Media Roadmap Jane Klausen, Sam Takeda, Genevieve Tremblay UW Social Media Technology & Implementation June 7th, 2011

  2. Background and Differentiation TDU • 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

  3. Social Media Challenges TDU • Identify audience and influencers • Move from engaged to engaging • Prioritize social media channels Turn the bullhorn around…

  4. Social Media Goals TDU • Increase enrollment and revenues • Enhance TD and TDU brand images and recognition • Improve brand image and recognition via social media • Broaden appeal to private sector, especially financial institutions

  5. Integrated Marketing Strategy TDU • First: Marketing Strategy • Develop concise positioning statement and supporting messages • Create audience profile • Appeal across executive, management and staff levels. • Inventory of “knowledge assets” (white papers, blog posts, books, certifications, course offerings) • Second: Branding and Website Strategy • Enhance TD and TDU brand • Differentiate course offerings from competitors • Shift the tone of TDU site, celebrate the “geekyness” • Promote cross-pollination between TD and TDU sites • Third: Social Media Strategy • Narrow focus of SM Channel Selection • Create dynamic engagement strategy via content and delivery methods

  6. Social Media Strategy/Tactics TDU • 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

  7. Primary Engagement Strategy:LinkedIN Groups TDU • Focus on existing professional communities • Ignite interest in and knowledge of TD/TDU via groups • Cultivate alumni community and clients as evangelists

  8. Primary Engagement Strategy:Engage Key Industry Associations TDU • Create presence and thought leadership in key, professional groups such as ISACA and ISC2

  9. Secondary Engagement Strategies:Blog, YouTube, Twitter, Google Analytics, Hootsuite TDU • 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

  10. Social Media Strategy TDU

  11. SM Channel Selection TDU TDU

  12. Keys to Success:Content and Consistent Engagement TDU • 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”

  13. Summary TDU • Listen, learn, then engage… (and, listen some more) • Be authentic • Identify your target audience and build relationships via appropriate media channels • Leverage your content • Adapt your ‘voice’ and ‘tone’ to each channel • Plan for success, execute on schedule, measure relentlessly

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