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Technodyne UniversitySocial 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 Enhance TD and TDU brand images and recognition Improve brand image and recognition via social media 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. Inventory of “knowledge assets” (white papers, blog posts, books, certifications, course offerings)

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

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 Strategy:LinkedIN 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 Strategy:Engage Key Industry Associations

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

TDU

+Secondary Engagement Strategies:Blog, YouTube, Twitter, Google Analytics, Hootsuite

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

TDU

+Social Media StrategyTDU

+SM Channel SelectionTDU

TDU

+Keys to Success:Content and 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) Be authentic Identify your target audience and build relationships

via appropriate media channels Leverage your content Adapt your ‘voice’ and ‘tone’ to each channel Plan for success, execute on schedule, measure

relentlessly

TDU