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

18.
BRANDING

19.
WHAT IS YOUR BRAND?

20.
BRAND DNA
- Who you are
- What you say
- What you stand for

21.
ELEMENTS OF
A BRAND’S CODE
- Creation Story
- Creed
- Icons
- Rituals
- Pagans
- Sacred Words
- Leader
Source: Primal Branding by Patrick Hanlon

22.
CASE STUDY

23.
CREATION STORY

24.
CREED

25.
ICONS

26.
RITUALS

27.
PAGANS

28.
SACRED WORDS

29.
LEADER

30.
NEED THESE ELEMENTS
PACKAGED UP

31.
HOW TO CREATE
THE MESSAGE?

32.
AIDA
Attention | Interest | Desire | Action

33.
AISA
Attention | Issue | Solution | Advocacy

34.
ATTENTION

35.
ATTENTION = STORIES

36.
ISSUE
DIAGNOSE
THE PAIN

37.
SOLUTION =
DEMONSTRATE GAIN

38.
ADVOCACY =

39.
ACTION!

40.
HOW WE DELIVER THE MESSAGE?

41.
SOCIAL MEDIA

42.
AUDIENCE POLL

43.
How much do you use social media
in your personal life?
10
8
5
3
0
A lot Some A little None

44.
At work, does your organization
use social media?
11
8
6
3
0
Yes Somewhat No

45.
THE LOW-HANGING
FRUIT

46.
TIP!
ADD A BLOG TO
YOUR WEBSITE

47.
POLICY LEADERSHIP

48.
NEED A BLUEPRINT

49.
WHO? WHAT?

50.
STRATEGY > EXECUTE > MEASURE

51.
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

52.
600+ MILLION USERS
Fastest growing demographic is women over 55

53.
‘LIKE’ STUFF
AS YOUR PAGE

54.
FIND
relevant
content
photo via andercismo / Flickr

55.
SHARE
photo via furiousgeorge81 / Flickr

56.
Sharing
News

57.
FUN WITH AVATARS

58.
FUN WITH AVATARS

59.
NEXT STEPS
- Create a Page on Facebook
- Like stuff
- Share stuff
- Converse/repeat

60.
200 MILLION USERS
... and growing!

61.
AUDIENCE POLL

62.
WHAT ARE PEOPLE TWEETING?
Pointless Babble
Conversational
Pass-Along Value
Self-Promotion 4% 4%
News 6%
Spam
9%
40%
38%
Source: Pear Analytics

63.
#HireFriday

64.
#wf2011

65.
ABOUT CONNECTING

66.
DON’T BROADCAST

67.
12:1
photo via bengrey / Flickr

68.
THIS IS SOCIAL
MANNERS
MATTER

69.
NEXT STEPS
- Create a Twitter account
- Follow a lot of people & orgs
- Tweet & share often (12:1)
- Think of it as PR

70.
2 BILLION+ VIDEOS/DAY
Second most popular search engine in the world!

71.
PERSONAL TOUCH

72.
GO VIRAL

73.
GO VIRAL

74.
NEXT STEPS
- Create a YouTube channel
- Create video content
- Make your brand personal
- Embed content on website

75.
TRADITIONAL MEDIA

76.
ANOTHER SCREEN —
WANT TO BE ON ALL

77.
BEG
BORROW
STEAL

78.
TRADITIONAL MEDIA > NEW MEDIA > YOU

79.
TIPS!
- Local News Stations
- Targeted Cable
- PSA

80.
IN CLOSING

81.
SOCIAL TRADITIONAL
MEDIA MEDIA
Your brand is the bread!

82.
WITHOUT IT ...
YOU HAVE A
MESSY SANDWICH

83.
photo via vistamommy / Flickr

84.
#wf2011
photo via alexanderdrachman / Flickr

85.
Brand-Driven Insights at
NickWestergaard.com
@NickWestergaard