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Technodyne University

Social Media RoadmapJane Klausen, Sam Takeda, Genevieve TremblayUW Social Media Technology & ImplementationJune 7th, 2011

+Background and Differentiation

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

TDU

+Social Media Challenges

Identify audience and influencers Move from engaged to engaging Prioritize social media channels

TDU

Turn the bullhorn around…

+Social Media Goals

Increase enrollment and revenues

Expand social media engagement via appropriate channels

Improve TD and TDU brand image and recognition

Broaden appeal to private sector, especially financial institutions

TDU

+Integrated Marketing Strategy

First: Marketing Strategy Develop concise positioning statement and supporting messages Create audience profile: appeal across executive, management and staff

levels. Utilize existing “knowledge assets” (white papers, blog posts, books,

certifications, course offerings)

Second: Branding and Website Strategy Enhance TD and TDU brands Differentiate course offerings from competitors Shift the tone of TDU site, celebrate the “geekyness” Promote cross-pollination between TD and TDU sites, improve navigation

Third: Social Media Strategy Narrow focus of SM Channel Selection Create dynamic engagement strategy via content and delivery methods

TDU

+Social Media Strategy/Tactics

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

TDU

+Primary Engagement StrategyLinkedIN Groups

Focus on existing professional communities Ignite interest in and knowledge of TD/TDU via groups Cultivate alumni community and clients as

evangelists

TDU

+Primary Engagement StrategyEngage Key Industry Associations

Create presence and thought leadership in key, professional groups such as ISACA and ISC2

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+Secondary Engagement StrategiesBlog, YouTube and Twitter

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

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Measurement and AnalysisGoogle Analytics and Hootsuite

+Social Media Strategy

TDU

+Social Media Channel Selection

TDU

TDU

+Keys to Success:

Content & Consistent Engagement

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”

TDU

+Summary

Listen, learn, then engage… (and, listen some more) Identify your target audience and build relationships

via appropriate media channels Leverage your content Be authentic and adapt your ‘voice’ and ‘tone’ to

each channel Plan for success, execute on schedule, measure

relentlessly

TDU