social media strategy education
DESCRIPTION
Brief overview of social media tools followed by application: community building, social media policy development, and PR/Crisis management. All from the perspective of schools and education.TRANSCRIPT
Social Media Strategy
Education
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Kaleidico
• Local Michigan start-up
• Internet lead generation & new media intelligence
• Specializing in social media strategy & policy development
• Some of our notable experience & clients:
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Agenda
• Social Media Tools
• PR/Crisis Management
• Social Media Policy
• Engagement/Community Building
• (Questions?)
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A brief introduction to the…
Web 2.0 Learning Environment
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Take out your cell phones
Text billrice to 50500
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Twitter backchannel
#cranbrook
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References & More Information
http://delicious.com/wmriceusa/education+socialmedia
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Copy of the Slides
http://www.slideshare.net/wmrice/social-media-strategy-education
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What is it?
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“Revolution doesn’t happen when society adopts new technology, it happens when society adapts new
behavior.”
-Clay Shirky, Here Comes Everybody
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TOOLBOXSelecting Appropriate Venues
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http://www.flickr.com/photos/29802022@N07/2971774302/
Personal Professional
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Blogging
Wall Street Journal Huffington Post
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Microblogging/Twitter
Twitter Real-time Search
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Photo Sharing
Flickr Google Images
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Resume Resume
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Collaboration
Wiki Google Wave
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Are we prepared?
PR/Crisis Management
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Significant Part of Internet
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By the numbers
• Social media is significant– Twitter grew 1,382% y-o-y in February 2009
(registered 7 million US users)– 65.7 mm unique visitors on Facebook February 2009
(update: 125 mm in September)– Source: Nielsen Online
• Social media is a “professional” demographic– Facebook’s largest group of users are 35-54– Facebook users aged 55 and over has grown from
950,000 to 5.9 million in 6 months– Source: iStrategy Labs
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We’re already having problems
• More than 1 in 5 companies have disciplined an employee for violating blog or message board policies in the last year– Of these companies, half have terminated an employee for such
a violation. – (Source: Proofpoint)
• Over 20% have investigated the exposure of confidential, sensitive, or private information via a blog or message board posting. – (Source: Proofpoint)
• 1 in 3 employees surveyed never consider what their boss or customer might think before posting material online.– (Source: Deloitte Ethics & Workplace Survey)
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Risks
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Cyber Bullying
• 13 year old commits suicide
• “Rival” parent creates fake MySpace identity
• Numerous red flags to indicate probable fake/hoax
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School/Teacher Reputation
• High school student
• Uses Facebook to “bully” English teacher
• Disciplined with removal from AP class and suspended
• Student sues school
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Sexting
• 20% of teens admit to participating in “sexting” in nationwide survey
• Teens are being charged with felony counts of trafficking child pornography and placed on the sex offender registry
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Our students are changing
• 78% of the incoming class of 2009 will have had Internet access their entire K-12 career*
• 98% of the incoming class of 2012 will have had Internet access their entire K-12 career*
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*Institute of Education Studies, National Center for Education Statistics
-10%
-5%
0%
5%
10%
15%
1960 1970 1980 1990 2002
Percentile change in
importance of task type
in U.S. economy
Autor, D., Levy, F., & Murnane, R. J. (2003). The skill content of recent technological change: An empirical exploration. Quarterly Journal of Economics 188, 4. [updated, D. Autor, 2008]
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
Agriculture Working Service Creative
Growth of the creative class
Florida, R. (2002). The rise of the creative class (p. 332). New York, NY: Basic Books.11/16/2009 www.kaleidico.com 28
Everyone must be prepared to operate in this space
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#amazonfail
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#amazonfail: Starts small
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#amazonfail: PR crisis
• Probst’s blog post April 12, 2009 (Sunday at 2:08 am) within 24 hours– #AmazonFail is #1 trending topic on Twitter
– Over 5,000 blog posts
– Facebook group with over 1200 members
– Online petition collects 9000 signatures
– Blogger campaign takes #1 spot on Google (still)
– 335 mainstream media articles (WSJ, Wired, NPR)
• No response from Amazon.com
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#amazonfail
Meanwhile, customers take control…
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…of the website, and…
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…their reputation
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Social Media Policy
Participate in a Respectful and Relevant Way
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Transparency
• Use your real name
• Identify who you work for
• Be clear about your role
• If you have a vested interest, disclose it
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Authenticity
• Avoid false or misleading statements
• Claims should be substantiated
• Facts should be verifiable
• Hyperbole should be avoided
• Speak only within the bounds of your expertise or knowledge
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Value
• Contribute to the community
• Be helpful
• Point to other resources
• Post meaningful, respectful comments
• Always add value first
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Common Sense
• Use good judgment
• Use common courtesy
• Ask permission when in doubt
• Always properly attribute works
• Protect privacy and confidential information
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Expertise
• Stick in your area of expertise
• Try to add…
– Unique
– Individual
– Non-confidential
– Specific
– Examples
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Appropriate
• You will disagree
• You should disagree
• Be…
– Respectful
– Polite
– Empathetic
• Politely excuse yourself from antagonism
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Diplomatic
• Strive for clarity
• Double check facts
• Avoid legal matters
• Get advice from PR professionals
• Avoid engaging in crisis situations
• Protect your privacy
• Protect employer’s confidentiality
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Now What?
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Observe First
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http://www.flickr.com/photos/old_dog_photo/3215839106/
Building Social Media Assets
Engagement
• Listen
• Engage
• Measure
• Iterate
Strategy
• Objectives
• Governance
• Definition
• Capabilities
Learn
• Listening
• Educating
• Using
• Studying
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Focus on the Audience
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http://www.flickr.com/photos/danieluis/3248113821/
Starting in the Right Place
People
Objective
Strategy
Technology
Measure & Adjust
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Avoiding Fragmentation
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http://www.flickr.com/photos/36561151@N03/3905853456/
Funneling in Attention
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Mechanics of Community Building
Community
Context
ContentConversion
Connection
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Context
• Map your audience(s)
• Consider their objectives
• Position your strategy to be…
– Appropriate
– Differentiated
– Valuable
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Listen
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Recruitment
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Alumni
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Public Relations
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Content
Editorial Consistency
Comments
Articles
Images
Videos
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Social Media Policy
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Teach
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Conversion
• Have an objective
• Measure it in some way
– Test
– Did it convert?
– Iterate
• Focus on small projects
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Practice
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Connection
• Main objective!
• Followers, traffic, users are not connections
• Energize with the unexpected
– Handwritten notes
– Offline meet-ups
• Get people face-to-face
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Engage
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Get “Real”
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http://www.flickr.com/photos/29802022@N07/2971774302/
http://www.flickr.com/photos/tojosan/2287599364/
Community
• Leverage what is already there
• Energize them
• Keep them informed
• Ask them questions
• Get them doing something!
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Questions
Bill Rice
734.775.4487
www.kaleidico.com
@billrice
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