Presented at "Workforce 2011" ACT's National Workforce Development Conference in Chicago, IL April 18–21.

1. Building the Movement:
Social Media Tools for Certificate Success
Nick Westergaard / nickwestergaard.com

2. INTRODUCTION

3. Brand-Driven Insights at
NickWestergaard.com
@NickWestergaard

4. USED TO WORK HERE ...

5. NOW ...

6. CONGRATULATIONS!!!
Now what?

7. ISSUE: AWARENESS

8. ISSUE:
EMPLOYER AWARENESS
DEMAND
INDIVIDUAL
SUPPLY

9. CHALLENGING
DYNAMIC
TARGET
BOTH

10. BUDGETS =
MORE CHALLENGING

11. 3-PART SOLUTION

12. BRANDING

13. SOCIAL MEDIA

14. TRADITIONAL MEDIA

15. THE RESULT BRAND
DRIVEN
COMMUNITY
BRAND
NEW TRADITIONAL
MEDIA ISSUE MEDIA
ADVOCACY

16. EXAMPLES
PLUS CONFERENCE ATTENDEES AND MORE!

17. #wf2011
photo via alexanderdrachman / Flickr

19. BRANDING

20. WHAT IS YOUR BRAND?

21. BRAND DNA
- Who you are
- What you say
- What you stand for

22. ELEMENTS OF
A BRAND’S CODE
- Creation Story
- Creed
- Icons
- Rituals
- Pagans
- Sacred Words
- Leader
Source: Primal Branding by Patrick Hanlon

23. CASE STUDY

24. CREATION STORY

25. CREED

26. ICONS

27. RITUALS

28. PAGANS

29. SACRED WORDS

30. LEADER

31. NEED THESE ELEMENTS
PACKAGED UP

32. HOW TO CREATE
THE MESSAGE?

33. AIDA
Attention | Interest | Desire | Action

34. AISA
Attention | Issue | Solution | Advocacy

35. ATTENTION

36. ATTENTION = STORIES

37. ISSUE
DIAGNOSE
THE PAIN

39. SOLUTION =
DEMONSTRATE GAIN

41. ADVOCACY =

42. ACTION!

43. HOW WE DELIVER THE MESSAGE?

44. SOCIAL MEDIA

45. AUDIENCE POLL

46. How much do you use social media
in your personal life?
10
8
5
3
0
A lot Some A little None

47. At work, does your organization
use social media?
11
8
6
3
0
Yes Somewhat No

49. THE LOW-HANGING
FRUIT

54. TIP!
ADD A BLOG TO
YOUR WEBSITE

55. POLICY LEADERSHIP

56. NEED A BLUEPRINT

57. WHO? WHAT?

58. STRATEGY > EXECUTE > MEASURE

59. SOCIAL PLAN
BRANDING & POSITIONING
- Building the brand
- Aggregating news, data, & results
ADVOCACY/SUPPORTER RETENTION
- Share news stories
- Invite to events
- Share YouTube content
BRANDING & NEWS
- Interviews with key personnel
- Video coverage of news events
NEWS & MEDIA RELATIONS
- Breaking news; real-time conversations
- Live coverage of campaign media events
- Share YouTube content

60. 600+ MILLION USERS
Fastest growing demographic is women over 55

64. ‘LIKE’ STUFF
AS YOUR PAGE

65. FIND
relevant
content
photo via andercismo / Flickr

66. SHARE
photo via furiousgeorge81 / Flickr

67. Sharing
News

72. FUN WITH AVATARS

73. FUN WITH AVATARS

74. NEXT STEPS
- Create a Page on Facebook
- Like stuff
- Share stuff
- Converse/repeat

75. 200 MILLION USERS
... and growing!

76. AUDIENCE POLL

77. WHAT ARE PEOPLE TWEETING?
Pointless Babble
Conversational
Pass-Along Value
Self-Promotion 4% 4%
News 6%
Spam
9%
40%
38%
Source: Pear Analytics

84. #HireFriday

85. #wf2011

86. ABOUT CONNECTING

87. DON’T BROADCAST

88. 12:1
photo via bengrey / Flickr

89. THIS IS SOCIAL
MANNERS
MATTER

92. NEXT STEPS
- Create a Twitter account
- Follow a lot of people & orgs
- Tweet & share often (12:1)
- Think of it as PR

93. 2 BILLION+ VIDEOS/DAY
Second most popular search engine in the world!

94. PERSONAL TOUCH

96. GO VIRAL

97. GO VIRAL

101. NEXT STEPS
- Create a YouTube channel
- Create video content
- Make your brand personal
- Embed content on website

103. TRADITIONAL MEDIA

104. ANOTHER SCREEN —
WANT TO BE ON ALL

106. BEG
BORROW
STEAL

107. TRADITIONAL MEDIA > NEW MEDIA > YOU

109. TIPS!
- Local News Stations
- Targeted Cable
- PSA

110. IN CLOSING

111. SOCIAL TRADITIONAL
MEDIA MEDIA
Your brand is the bread!

112. WITHOUT IT ...
YOU HAVE A
MESSY SANDWICH

113. photo via vistamommy / Flickr

114. #wf2011
photo via alexanderdrachman / Flickr

115. Brand-Driven Insights at
NickWestergaard.com
@NickWestergaard