sponsor-ed: social media pd

Agenda

1. Social media background

2. Social media blockers

3. What we can learn from the business world’s experience

4. Schools and social media

How to look really clever at your next dinner party – new media triviaPick the logo

What does PDF stand for?• portable document format

How old is Youtube?

What was the first item ever sold on? ?

Context - Parents

Let’s think post 2009It’s all changedLet’s think about how your parents prefer to digest their

information today

ABS stats

Social Media – 2009 ‘the’ year

Facebook

• 3million to 9million• 70%+ mums• 50+ yo fastest growing sector

Australia highest user of social media – 7hrs/mth/person

Digital doesn’t equal young

55+ online shoppers50+ facebook growthAve age of facebook user – 39Median age primary Mum - 40

The immigrants have learned to speak English

A social media definition

Connecting, sharing, collaborating online

Stand by there’s another one!

It’s not all about facebook

Although – 29% of all time on the internet is on ……

Social media definitions

Buzz words

Building online communities

Tapping into conversations that are already being had

Being part of the conversation

It’s now about pushing out content

And sharing

www.bit.lyhttp://www.theage.com.au/business/big-profits-from-mining-boom-

to-pay-for-boost-in-retirement-savings-20100502-u0z5.html

http://bit.ly/diAm1f

Social Technographic Profiles

Not all social media players are the same

Creators

Critics

Collectors

Joiners

Spectators

Inactives

http://www.forrester.com/Groundswell/profile_tool.html

Imagine a world without the internet

2. Social media blockers

Why schools are spooked by social media

The benefits are unknown

We live in an era of transparency

Institutions struggle with the concept

The 2 finga ninja

The leader doesn’t play in the space

Business was spooked too

Corporate

Socialdeconstruct

control

Bad facebook press

2 finga ninja parents

What does the law say?

In breach of Facebook’s terms

3. What we can learn from the business world about social media

Case Study 1: How you can repair your damage

Platform: Public forums you can’t control

Journalism professor and blogger Jeff Jarvis had pc issue with Dell….. Not the kind of guy you’d want to upset

June 21, 2005Dell lies Dell sucks “I just got a new Dell laptop and paid a fortune for the

four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. It's a lemon.”

Reluctantly sent his PC away and 3 days later it returned – not working

“Is anybody out there listening? …go here and here and read the comments and see how much your customers hate you.”

Dell in financial troubleOutsourced customer service

The the ‘Flaming Notebook’ of Osaka

Meanwhile… no response from Dell

But they’re monitoring the blogs – very bad blogs

(1) LISTEN FIRST THEN ACT

Dell put a team together to find the bad blogs and deal directly with the issue

Affected customers very happy, but ……..

Dell Hell lives on – communications were one-on-one

Dell host blogFirst title ‘Flaming Notebook’

• “Beyond what you’ve seen in the blogosphere there is no update on the infamous ‘flaming notebook’ from Osaka…..”

(2) AUTHENTICITY IS CRUCIAL

Jeff Stenski – The Predator• Bloggers solve problems• 473,000 minutes• Read 250,000 messages• Posted 20,000 times• Viewed over 2 million people• Save Dell $1million pa

(3) THE COMMUNITY SOLVES PROBLEMS

Case study 2: An opportunity for myth busting.

Platform: facebook fan page

(1) ALLOW PEOPLE TO PLAY AROUND YOUR BRAND

Corporate intervention – just a little

(2) ADD SOME BRAND VALUE

It’s not always pretty

(4) WHEN MYTHS EMERGE, USE DIPLOMACY

Case study 3: Total corporate commitment to social media (981,000 mentions)

Platform: everything; internal/external blogs, wiki’s, twitter, video

Telstra BigPond took this approach after receiving a beating from the blogosphere when it launched its Twitter site last month.

The telco, which was the first to launch a customer service site on Twitter in Australia, was criticised for its “robotic” and “anonymous” interactions and for redirecting consumers with problems to an online request form.

However, Telstra took the negative feedback on board and changed tack, becoming more “human” and even asking consumers what they want Telstra to Twitter about.

Nov 2008 – B&T

Telstra suffered a PR upset last month when one of its employees, emerging technology specialist Leslie Nassar, outed himself as the author of a popular Twitter feed called "Fake Stephen Conroy".

His posts anonymously lampooned the federal Communications Minister, who supervises Telstra's sector

March 2009

http://exchange.telstra.com.au/training/flip.html

Case study 4: Crowd sourcing

Dunkin Donuts

Case study 4: Crowd sourcing

Summary

Scenarios• Repairing damage• Myth busting• Crowd sourcing• Building community

Management• Listen/monitor• Speak authentically and with humility• You are a bit player as part of the conversation

Talk about being part of the conversation

4. Schools and social media

Offensive strategy

facebook alumni group

Why consider social media for your school’s communication?

You have something to say and you’d like people to hear it

You want to write more spontaneously and economicaly

You understand the way people consume content has changed

You would like to build community engagement

You want to show digital leadership

But you’re concerned about……

spending extra time publishing to social media

and, internet security

Write once, publish to many

Blogs

Tick the box

Free blogs

• www.wordpress.com• www.blogger.com

Access to Parents

Blog

www.fhc.wordpress.com

Communications & Publishing flow

Blogsubscribers

Drive back to the website for the full story

Social Media Security

Protection from the 2 finga ninja

Blog security options

Anyone can comment

or

Only registered users can comment – no alias – no ninja

Every comment can be moderated prior to release

Social media monitoring

Defensive strategy

Know what people saying about you?

Social media monitoring tools

www.socialmention.com

Response

Dear 2 finga ninja, I was very disappointed to read your comments about our end of year production. We do realise it’s a long affair but there are a number of children that need to have their moment on stage.

Perhaps we do need to review the time and the method by which we showcase our children’s talents. If you would like to be part of our review process……….

Response

Dear 2 finga ninja, I was very disappointed to read your comments about our end of year production. We do realise it’s a long affair but there are a number of children that need to have their moment on stage.

Perhaps we do need to review the time and the method by which we showcase our children’s talents. If you would like to be part of our review process……….

ResponseDear 2 finga ninja, I was very disappointed to read your comments about our end of year production. We do realise it’s a long affair but there are a number of children that need to have their moment on stage.

Perhaps we do need to review the time and the method by which we showcase our children’s talents. If you would like to be part of our review process……….

Myth busting

Google alerts

www.google.com/alerts

Social media monitoring

Schools should as a minimum monitor their social media activity for;

• The school• The principal• ???????

From nut to a movement Go on, be bold

Denis Masseni

Director sponsor-ed

1300 755 010denis.m@sponsor-ed.com.ausponsor-ed.com.au