Blogging for a Change


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Blogging for a Change

  1. 1. Blogging for a change<br />@andrewcareaga<br />#hewebar<br />July 22, 2011<br />
  2. 2. Who am I and why am I here?<br />
  4. 4. … AND TODAY<br />
  5. 5. ‘Those who cannot remember the past are condemned to repeat it.’<br />George Santayana<br />
  6. 6. Remember 2006?<br />
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  14. 14. In 2006 there was no…<br />Twitter (but there was twttr)<br />Heweb backchannel<br />.eduGuru<br />“Open” Facebook<br />
  15. 15. Judge’s choice: MySpace<br /> “ We see MySpace as the new MTV, with one crucial difference: the users are the stars. With a MySpace page, anyone can be a celebrity, creating an online image that’s sometimes an alter-ego to their true personality.”<br />Source:<br />
  16. 16. Hot for 2007: Bebo, Vox,<br />Facebook, Facebox<br /> “… [W]e think Bebo is the most ‘exciting’ social network right now. ... [W]e’re a little less optimistic about Facebook than we were at the start of the year: now that acquisition talks with Yahoo are off the cards, they may need to go it alone.”<br />Source:<br />
  17. 17. October 9, 2006<br />Photo by sea turtle (<br />
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  20. 20. John F. Carney III<br />Missouri S&T Chancellor<br />Name Change Instigator<br />
  21. 21. WHY A NAME CHANGE?<br />Differentiation<br />
  22. 22. WHY A NAME CHANGE?<br />Differentiation<br />University of Missouri-Columbia (MU)<br />University of Missouri-Kansas City (UMKC)<br />University of Missouri-Rolla (UMR)<br />University of Missouri-St. Louis (UMSL)<br />
  23. 23. WHY A NAME CHANGE?<br />Mission<br />Cubicle Cartoon #22:<br />“Mission Statement Impossible” (<br />
  24. 24. WHY A NAME CHANGE?<br />Mission<br />U.S. technological research universities<br /><ul><li>California Institute of Technology
  25. 25. Clarkson University
  26. 26. Colorado School of Mines
  27. 27. Florida Institute of Technology
  28. 28. Georgia Institute of Technology
  29. 29. Illinois Institute of Technology
  30. 30. Massachusetts Institute of Technology
  31. 31. Michigan Technological University
  32. 32. New Jersey Institute of Technology
  33. 33. New Mexico Institute of Mining & Technology
  34. 34. Rensselaer Polytechnic Institute
  35. 35. South Dakota School of Mines & Technology
  36. 36. Stevens Institute of Technology
  37. 37. University of Alabama in Huntsville
  38. 38. University of Missouri-Rolla (Missouri S&T)
  39. 39. Worcester Polytechnic Institute </li></li></ul><li>
  40. 40. WHY A NAME CHANGE?<br />Market share: prospective students<br />
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  42. 42. WHY A NAME CHANGE?<br />Reputation<br />“While UMR is known in the Midwest and in specialized circles for its academic excellence, it is less well known on a national and international scale. Beyond the Midwest, prospective students often view UMR as a branch campus. …”<br />John F. Carney III<br />“The Case for a Name Change”<br /><br />
  43. 43. WHY A NAME CHANGE?<br />Reputation<br />“… A more distinctive, mission-based name would more easily achieve national visibility for both our recruiting efforts and our research programs.”<br />John F. Carney III<br />“The Case for a Name Change”<br /><br />
  44. 44. MAKING THE CASE<br />The communications plan<br />
  45. 45. MAKING THE CASE<br />“Let’s do a blog!”<br />Me<br />
  46. 46. “Authenticity is the core value that makes blogging such a new and different way for businesses to communicate. If authenticity is the defining feature of blogging, then credibility is its benefit.”<br />Robert Scoble and Shel Israel<br />Naked Conversations<br />
  47. 47. MAKING THE CASE<br />The communications plan, revised<br />
  48. 48. WHY A BLOG?<br />Transparency<br />A forum for discussion<br />Updates in one place<br />A place to vent<br />Widespread access (Facebook was still unfamiliar to all but college students)<br />
  49. 49. WHY A BLOG?<br />To facilitate<br />change<br />
  50. 50. ‘The central issue is never strategy, structure, culture, or systems. The core of the matter is always about changing the behavior of people.’<br />John Kotter<br />Source: David Pohl, "Change or Die," Fast Company, May 2005<br />(<br />
  51. 51. The only person who likes change is a wet baby.<br />Attributed to Mark Twain<br />
  52. 52. Change is inevitable – except from a vending machine.<br />Author unknown<br />
  53. 53. January 30, 2007<br />
  54. 54. January 30, 2007<br />
  55. 55. January 30, 2007<br /><ul><li>Useful info
  56. 56. Discussion
  57. 57. The latest scoop</li></ul><br />
  58. 58. Inaugural post: comment love<br /> I feel that any name recognition that we currently enjoy will be lost once the name changes to anything else. The Missouri Technological University? Does that not sound like some third rate school in the state?<br /> … As an alumni [sic], if this name change is pushed through despite all of the protests, I promise that I will be first in line in sending my children to another university that does not believe in arbitrarily changing its name versus actually attempting to perform real recruiting at high schools around the nation.<br />First of 28 comments on the inaugural post<br />
  59. 59. More comment love<br /> We have spent years trying to shed the “tech school” image to broaden our course offerings and become more like a “real” university. Changing the name to a tech name moves us backwards in this regard.<br /> Maybe we could just go with Missouri University of science and engineering. Then technically we coulde be abbr. with MOUSE! then we could sing the mickey mouse song with pride.<br />
  60. 60. More comment love<br /> Don’t change the name. Improve the branding. “Rolla” is known where it counts. “Missouri School of Mines” is the only option if it must be changed. <br /> If you change the name to anything - go back to Missouri School of Mines. <br />
  61. 61. Not book-jacket blurb material<br />“… one of the worst ideas since eliminating the schools and the deans.” – Feb. 3, 2007<br /> “Pitiful.” – March 23, 2007<br /> “I’m against any name change for any reason.” – March 23, 2007<br />
  62. 62. On the positive side…<br /> “I like the name change idea. It seems appropriate and could have some real long term international benefits. “ – Feb. 24, 2007<br /> “I also favor a name change, getting away from being a ‘branch.’” - Feb, 27, 2011<br /> “It would make me happy to have an alma mater with a name that sounds like a real school rather than an extension campus, so I am in favor of a name change.” – March 23, 2011<br />
  63. 63. The first 33 days<br />13 posts – 102 comments*<br />* Excluding spam<br />
  64. 64. Off-topic topics<br />Questioning the methodology behind our definition of a technological research university<br />Questioning the methodology of the alumni survey<br />Questioning the way we reported the survey results<br />Recommending we invest more heavily in marketing, recruitment and/or public relations activities<br />Clarifications or rebuttals (including 16 by me)<br />
  65. 65. Milestones – Phase 1<br />Survey results – Feb. 21, 2007<br />25 comments<br />Media advisory on press conference to announce proposed new name – March 22, 2007 <br />37 comments<br />‘Missouri S&T’ proposed as new name – March 23, 2007<br />44 comments<br />Name change approved – April 6, 2007<br />29 comments<br />
  66. 66. Milestones – Phase 2<br />New directions for this blog – April 9, 2007<br />12 comments<br />Brand identity team formed – April 13, 2007 <br />5 comments<br />Logo design concepts - July 24, 2007<br />10 comments<br />The logo unveiled – Sept. 17, 2007<br />27 comments<br />
  67. 67. Milestones – Phase 2<br />Alumni association name change – Oct. 27, 2007<br />2 comments<br />‘Hello’ campaign announced – Oct. 31, 2007<br />0 comments<br />S&T website goes live – Dec. 29, 2007<br />4 comments<br />It’s official: We are Missouri S&T – Jan. 1, 2008<br />0 comments<br />
  68. 68. From Jan. 30-Dec. 31<br />90 posts<br />512 comments<br />5.69 comments/post<br />5.3 comments/post (minus my 35)<br />
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  71. 71. Identity matters<br />Photo: Tron identity disc, by davecobb,<br />
  72. 72. Blogging and change management<br />Urgency is important<br />So is constant, consistent communication<br />Communicate for understanding and buy-in<br />When you screw up, ‘fess up and fix it – fast <br />
  73. 73. Blogging and change management<br />Empower (give voice) to your community<br />Produce short-term wins – and show or talk about them<br />Don’t let up<br />Use other forms of communication<br />Realize that acceptance takes time<br />h/t: John Kotter, Harvard change management guru<br />
  74. 74. Produce short-term wins<br />
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  77. 77. One more history lesson…<br />‘Hell, I saved the school!’<br />George E. Ladd<br />Director of MSM<br />1897-1907<br />
  78. 78. ‘Ladd always took great pride in transforming an institution that “was stalled” in what he called “the bog of country academyism” into … a school of mining and metallurgy that had “reached the highest standards of excellence of any school of its character in the United States.”’<br />Larry Gragg, Curators’ Professor & Chair of History, Missouri S&T<br />‘Hell, I Saved The School!’: George E. Ladd and the Missouri School of Mines and Metallurgy, 1897-1907<br />
  79. 79. ‘That Missouri, or for that matter any state, can benefit from having a dedicated Technology School would seem obvious. … Even though I am a graduate of Missouri School of Mines and Metallurgy, I must concede that Missouri University of Science and Technology is a more appropriate description of what the school is and should be all about in this day and age.’<br />Richard W. Ladd, 1951 MSM graduate and grandson of George E. Ladd<br />Letter to Missouri S&T Chancellor John F. Carney III<br />June 23, 2011<br />
  80. 80. ‘It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.’<br />Charles Darwin<br />
  81. 81. Andrew Careaga<br />@andrewcareaga<br /><br />This presentation will be available online at<br />Thanks!<br />
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