+ Technodyne University Social Media Roadmap Jane Klausen, Sam Takeda, Genevieve Tremblay UW Social Media Technology & Implementation June 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 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 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 TDU Measurement and Analysis Google Analytics and Hootsuite

+ Social Media Strategy TDU

+ Social Media Channel Selection 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