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Using Web 2.0 to Interact with Target Audiences

Using Web 2.0 to Interact with Target Audiences. Greg Silva, RIHEAA CariAnne Behr, Mapping Your Future ®. Web 2.0.

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Using Web 2.0 to Interact with Target Audiences

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  1. Using Web 2.0 to Interact with Target Audiences Greg Silva, RIHEAA CariAnne Behr, Mapping Your Future®

  2. Web 2.0 "Web 2.0" refers to a perceived second generation of web development and design, that facilitates communication, secure information sharing, interoperability, and collaboration on the World Wide Web.” Source: Wikipedia.com

  3. Tactics

  4. Methodology

  5. Importance • Social media networks are not going away and cannot be ignored. • Over the past year, major brands ignored activity resulting in damaging their brand’s reputation. • This is where our target audiences are and how they prefer to receive information.

  6. Facebook Facebook.com, statistics

  7. Usage • Facebook Fanpage • People link up as a “like page” • Provide updates, messages, and resources directly to customers • Real time • Teaser message with link from your homepage

  8. Serve as a Resource • Don’t just promote your own institution, but provide links to other resources that might benefit your audience. • The majority of people receive their news and information from social networking sites.

  9. Facebook Ads Target a specific geographic audience: • Example: WTGRI.org had video contest; winner from East Greenwich High School • Targeted all people on Facebook from EGHS and put our ad on their homepage • Cost is under $1,000, and you get thousands (if not millions) of impressions (views)

  10. Twitter

  11. Twitter • Micro-blogging • Send and read others’ updates (“tweets”) • Becoming just as large as Facebook and MySpace • Base age of users: 25-40 year old professionals

  12. Flexibility • Breaking news • Broadcast news and information • Conduct research • Crisis communications • Live tweeting/reporting • Find and solve customer service issues • Point to other interesting resources • Organize meetings • Share images

  13. Customer Service Example: Dunkin Donuts gets notified every time their name is mentioned in a tweet and will respond to them, if needed. A customer complained her coffee was cold twice when purchased at the DD near her house. DD responded to her personally with an apology.

  14. Tweets • Up to 140-character messages • Sent to followers • Viewers: • Followers • Anyone who searches keywords included in tweet • Anyone following #hashtag (if one is included) • Anyone who searches your name, views all your tweets

  15. Perfect Tweet • Short • Personal • Uses abbreviations

  16. Key Tools • @ symbol • Precedes name you want to reference in your tweet “@sshilebrand is giving a presentation today” • Can indicate a reply • Direct messages • Letter D space and then name “D sshildebrand” • Only able to send to someone following you • Re-tweetTo re-send interesting message from other person, cut and paste message, preface with capital “RT”

  17. Hashtags • Create by prefixing a hashtag # or *Example #MappingYourFuture • Searching or following this tag produces all messages that include it • Hashtags.org – to view some of the more popular discussions.

  18. Build a Following • Be social. • Target a specific audience by following them. • Look at who their following and who is following them. • Tweet relevant information. • Re-tweet other people’s relevant information.

  19. Monitor

  20. URL Shorteners Converts a long URL to a short one and redirects users to original page. Some tools also measure clicks. • Built into several monitoring applications • Bit.ly • TinyURL • SnipURL

  21. Communities Build communities of individuals interested in same topic. Example - Journchat –Weekly conversation between journalists, bloggers, and PR practitioners every Monday 8 to 11 p.m. Eastern. Participate by following hashtag #journchat.

  22. YouTube Video sharing website where users can upload, view and share video clips. • Unregistered users can watch the videos • Registered users are permitted to upload an unlimited number of videos. Accounts of registered users are called "channels".

  23. YouTube • Create a channel and reach out to similar channels to build audience (like Twitter and Facebook) • Post videos you want your audience to viewExample: WaytogoRI.org has our two commercials as well as our video contest finalists on the page • Post training videos

  24. YouTube • Post VodCasts (video podcasts) • Brand the homepage • Colors • Logo

  25. MySpace

  26. Searching

  27. Refine the Search

  28. MGSLP’s Success Began October/November 2008 *Statistics as of April 30, 2009

  29. LinkedIn

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