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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

Using Web 2.0 to Interact with Target Audiences

Greg Silva, RIHEAA

CariAnne Behr, Mapping Your Future®

web 2 0
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.”


  • 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.
Facebook, statistics

  • 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
serve as a resource
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.
facebook ads
Facebook Ads

Target a specific geographic audience:

  • Example: 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)
  • 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
  • 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
customer service
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.

  • 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
perfect tweet
Perfect Tweet
  • Short
  • Personal
  • Uses abbreviations
key tools
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”
  • Create by prefixing a hashtag # or *Example #MappingYourFuture
  • Searching or following this tag produces all messages that include it
  • – to view some of the more popular discussions.
build a following
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.
url shorteners
URL Shorteners

Converts a long URL to a short one and redirects

users to original page. Some tools also measure


  • Built into several monitoring applications
  • TinyURL
  • SnipURL

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.


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".
  • Create a channel and reach out to similar channels to build audience (like Twitter and Facebook)
  • Post videos you want your audience to viewExample: has our two commercials as well as our video contest finalists on the page
  • Post training videos
  • Post VodCasts (video podcasts)
  • Brand the homepage
    • Colors
    • Logo
mgslp s success
MGSLP’s Success

Began October/November 2008

*Statistics as of April 30, 2009

measuring social media54
Measuring Social Media

Mapping Your Future measures:

  • Number of fans on Facebook
  • Number of friends on MySpace
  • Number of followers on Twitter
  • Number of re-tweets we receive
  • Blog views on MySpace
  • Number of clicks on
mapping your future s success
Mapping Your Future’s Success
  • MySpage – 1,002 friends
  • Facebook – 789 fans
  • Twitter – 57 followers
  • Blog views on MySpace – 3,576 total
contact information
Contact Information
  • Greg Silva

Rhode Island Higher Education Assistance Authority

(401) 736-1169

  • Sherry Hildebrand

Mapping Your Future

(512) 635-3315