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mark a. greenfield
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Mark Greenfield
Higher ed web professional, consultant, keynote speaker, futurist, uwebd overlord,
lacrosse coach, tennis player, music lover, dog rescuer
markgr.com
twitter.com/markgr
delicious.com/markgrwww.linkedin.com/in/markgr
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The lens through which you view the world
Paradigms
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two important paradigm shifts
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Dialogue, not Monologue
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Defining Social Media
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Social Media
spaces on the internet where people came to exchange content
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digital is a strategic asset, not a cost center
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mark a. greenfield
Herding Catsdigital governance in higher education
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Most colleges address web quality by redesigning their site or investing in infrastructure when the real problem
lies in the management practices.
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colleges and universities as “organized anarchies”
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the two things that get the attention of senior management
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To safeguard brand reputation, protect information and intellectual property, and mitigate legal actions, organizations need to be more proactive about managing social media risk.
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Operations
Evaluation
Strategy
the .edu lifecycle
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Habit One:
Be Proactive
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be a social media evangelist
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Habit Two:
Begin With the End in Mind
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if you don’t know where you’re goingyou might not like where you end up
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if you don’t know where you are goingyou might not like where you end up
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know what problem you are trying to solve
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focus on the relationshipsnot the technology
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• People• Objectives• Strategy• Technology
P.O.S.T.
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Four Keys to Social Media Success
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Four Keys to Social Media Success
1. Authenticity
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Four Keys to Social Media Success
1. Authenticity
2. Transparency
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being transparent does not mean
sharing everything
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Four Keys to Social Media Success
1. Authenticity
2. Transparency
3. Cede control
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Four Keys to Social Media Success
1. Authenticity
2. Transparency
3. Cede control
4. Integrity
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Habit Three:
Put First Things First
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Time Management Matrix
I
No
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Urgent Not Urgent
II
III IV
• Crisis• Pressing problems• Deadline-driven projects,
meetings, preparations
• Preparation• Prevention• Planning• Values clarification• Relationship building
• Needless interruptions• Unnecessary reports• Unimportant phone calls,
meetings, mail• Many popular activities
• Trivia, busywork• Time wasters• Some phone calls, mail• “Escape activities”
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Time Management Matrix
I
No
t Im
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III IV
25 - 30% 15%
50 - 60% 2 - 3%
Urgent Not Urgent
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Time Management Matrix
I
No
t Im
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rta
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Im
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III IV
20 - 25%
25 – 30%
65 - 80%
15%
15%
50 – 60%
Less than 1%
2 – 3%
Urgent Not Urgent
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how do you measure social media success?
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Habit Four:
Think Win/Win
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Six Paradigms of Human Interaction
Win-Win Lose-Lose
Win-Lose Win
Lose – Win Win – No deal
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whenever there is a loserthe battle isn’t over
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think contribute, not control
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Social Media Research
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All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
2012 E-Expectations Social Media
Percentage
Facebook 79%
Google+ 19%
Pinterest 6%
“Check In” 35%
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All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
E-Expectations Survey Twitter Usage
Percentage
2009 .3%
2010 8%
2011 9%
2012* 25%
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All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
80% are looking for both official and unofficial content
E-Expectations Survey
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Habit Five:
Seek First to UnderstandThen to be Understood
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Habit Six:
Synergize
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how should large universities organize their
social media efforts to achieve synergy?
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Management and Governance
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Journey Maps
Think about the student lifecycle
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policies and guidelines
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Dooced
"getting fired for something you've written on your website"
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My advice to you is BE YE NOT SO STUPID
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Common sense is not so common
- Voltaire
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if you delete a Facebook wall post
have you violated someone’s 1st amendment rights?
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3 Types of Policies/Guidelines
1. Social Media Policies (legal)
2. Social Media Guidelines (best practices)
3. Community Policies
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beware of the creepy treehouse
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All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
67% say it is ok for an admissions counselor they’ve been working with to connect with them through social media
2010 E-Expectations Survey
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Habit Seven:
Sharpen the Saw
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If I had 8 hours to chop down a tree, I’d spend 6 hours sharpening my axe.
- Abraham Lincoln
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Moore’s Law
transistor density on integrated circuits doubles about every two
years
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Concluding Thoughts
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The Emotional Bank Account
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Community
Communication
Collaboration
Cooperation
Coordination
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social media needs to become part of the
organizational DNA
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Thank You
mark a greenfield
markgr.comtwitter.com/markgr
delicious.com/markgrwww.linkedin.com/in/markgr