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Use Of New Media In Advocacy and Association Management
 

Use Of New Media In Advocacy and Association Management

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Presentation at NAICUSE Summer Workshop, July 27, 2009

Presentation at NAICUSE Summer Workshop, July 27, 2009

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  • New York Student Aid Alliance Facebook site launched first week of December, 2008 73 Fans by December 10, 2008. Advertisement Campaign 1 launched on 12/08/08 Target: New York State High School and College Students + College Graduates Campaign Budget: $500 By 12/17/08 – 324 Fans or 254 New Fans. Page was seen 2217 times. Advertisement received 3,834,696 impressions (Advertisement appeared on viewer’s page). Advertisement Campaign ended on December 20 th . Benefits: New Fans Use of Facebook data in GAT meetings Increased advocacy avenues Use of Facebook in 2009 Student Lobby Day Advertisement Campaign 2 03/09/2009 – 03/16/2009 – Target: New York State High School and College Students + Graduates; Campaign Themes: Grad TAP, TAP, NYHELPs, C-STEP. Campaign Budget: 598.30 Page was seen 1,236 times. 3,834,696 Impressions. Total Fans: 867 Benefits: New Fans Advocacy: 30,000 emails to legislators Student advocates Fans stayed informed of developments through Facebook notes
  • I don’t plan to add any screen shots here. I envision Terri, Jon, Greg and Roland at a table at the front of the room and me at the lectern moderating a general 20 minute discussion of how associations and colleges can put the new tools to better use.

Use Of New Media In Advocacy and Association Management Use Of New Media In Advocacy and Association Management Presentation Transcript

  • Use of New Media in Advocacy and Association Management Session One NAICUSE Summer Workshop July 27, 2009 Jonathan Brown, Association of Independent California Colleges and Universities Dan Forbush, Skidmore College Roland King, National Association of Independent Colleges and Universities Greg Scheiderer, Independent Colleges of Washington Terri Standish-Kuon, Commission on Independent Colleges and Universities in New York
  •  
  • Evolution of Computer-Assisted Communications
    • 1970s IBM Memory Typewriter
    • Early 1980s Desktop Publishing
    • Mid 1980s CompuServe
    • Late1980s Email / Listservs
    • Mid 1990s Static Web
    • Late 1990s Dynamic Web
    • Mid 2000s Social Web
    • Late 2000s Mobile Web
    • Mid 2020s Neural Web
    We’re Here
  • The Social Web Defined
    • ‘The social web can be described as people interlinked and interacting with engaging content in a conversational and participatory manner via the Internet.’
    • -- Wikipedia
  • Why Are the ‘Tools’ of the Social Web So Powerful?
    • They enable us to manage extended networks of acquaintances more efficiently
    • They provide information about others that serves as a ‘social lubricant,’ making it easy to interact
    • They give us new ways to connect with one another over shared interests, problems, or experiences, and to mobilize coordinated actions – which is why they’re so important in advocacy
  • You Have the Potential to:
    • connect with each other as you never have before
    • manage your respective staffs as you never have before
    • engage stakeholders at your member institutions as you never have before
  • Here Are Your Tools
  • Goals of This Session
    • Acquaint you with the most important social tools for use in advocacy
    • Show you how several associations are currently using them
    • Begin a serious discussion of how NAICUSE members can create more effective and influential communities online in partnership with each other and with their member institutions
  • How We’ll Proceed
    • Part I: Introducing Facebook, YouTube and Twitter
    • Part II: How several associations are using these and other social tools
    • Part III : New strategies: Where do we go from here?
    • Part IV: New media in internal communications
    • Part V: Live Web Demos / Questions
  • Part I: Introducing Facebook, YouTube and Twitter
  • Facebook: ‘Helps you connect and share with the people in your life’
  • Facebook is Important to Associations Because …
    • Nielsen says it’s the #1 social networking site with 87 million unique visitors in June
    • Virtually all colleges and universities are using it strategically to connect with students and alumni
    • And…
  • … It’s Really ‘Sticky’ Visitors spent an average of four hours and 33 minutes in FB in June -- an increase of 240 percent in one year.
  • We Created an ‘Event Page’ for This Session in Facebook …
  • Other Key Facebook Functions Include:
  • ‘ Friending’
  • Content-Sharing I’m a ‘friend’ of Greg. That enables him to send messages to my ‘news feed.’ I’m a ‘fan’ of The New York Times . That enables them to send messages to my ‘news feed.’
  • ‘ Public Profiles’ When I ‘become a fan’ of this page, that enables CICU to send ‘updates’ to my news feed – just like The New York Times .
  • ‘ Updates’ on ‘Public Profiles’ ‘ Updates’ like this are pushed to my ‘news feed’
  • Facebook ‘Groups’ Work A Lot Like ‘Public Profiles’
    • Key Differences:
    • No ‘institutional’ posts
    • No tracking of traffic
    • No ‘news feed’ access
    • But ‘groups’ have a
    • more ‘grass roots’ feel
  • ‘ Favorite Pages’ Can Be Networked ‘ Add to My Page’s Favorites’
  • CICU’s Page is Now Featured on Skidmore’s Page as a ‘Favorite’
  • Possible Facebook Strategies …
  • All NAICUSE members could create Facebook pages. NAICU could ‘favorite’ them and they could ‘favorite’ NAICU in return.
  • Any NAICUSE member could create a Facebook ‘public profile’ and ‘favorite’ the ‘public profiles’ of all of members, and all members could ‘favorite’ its ‘public profile’ in return.
  • NAICUSE could create a ‘secret’ Facebook group and invite all members. You could have extended online discussions using Facebook’s ‘discussion topics’ feature.
  • Facebook and the ‘Ladder of Engagement’ Personal Create a profile, post a comment, make a donation, sign up for email, ‘friend’ a classmate Social Post pictures or videos, write a blog post, join a discussion or group, post a class note Advocate Recruit others to donate, host an event, create a group
  • YouTube: ‘Broadcast Yourself’
  • YouTube is Important to Associations Because …
    • It attracts more than 100 million users per month
    • It’s a networked video platform you can place on your Web site and Facebook page
  • AIKCU’s YouTube Channel
  • Twitter: ‘A service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?’
  • Twitter is Important to Associations Because …
    • It has gone from one million to 21 million users in a year – a growth rate of 1,989%
    • It’s a form of texting and ‘micro-blogging’ that speaks particularly to young people with mobile devices
    • Colleges and universities are rapidly moving into it
    • It’s an easy way to transmit links of note
  • Here’s NAICU’S Twitter Page
  • Part II: How Associations Are Using Social Media
  • Commission on Independent Colleges and Universities Terri Standish-Kuon
  • CICU Web Site
  • New York Student Aid Alliance Web Site
  • New York Student Aid Alliance Banner ads
  • New York Student Aid Alliance Collateral
  • New York Student Aid Alliance Facebook Page
  • Using “Insights” to Track
  • cIcu’s Twitter feed Twitter Page
  • LinkedIn
  • LinkedIn Subgroups
  • Independent Colleges of Washington Greg Scheiderer
  • Independent Colleges of Washington Facebook Page
  • Twitter
    • Twitter is the modern-day, electronic equivalent of cutting an article out of the newspaper and sharing it with a friend.
    • We share:
      • Blog posts
      • News items
      • “ Retweets” of items others have shared
  • Twitter
    • Follow breaking news
    • Audience-building
      • Blog feed
      • Advocacy center
      • E-newsletter list
      • Facebook page
  • Twitter Tools such as TweetDeck help organize posts into categories for selective viewing.
  • Association of Independent California Colleges and Universities Jonathan Brown
  • Students Against Cal Grant Budget Cuts Facebook Group Links
  • Students Against Cal Grant Budget Cuts Twitter Page
  • Students Against Cal Grant Budget Cuts YouTube Channel
  • Students Against Cal Grant Budget Cuts Blog
  • NAICU Roland King
  • NAICU’s Twitter Feed
  • Part III New Strategies: Where Do We Go From Here?
  • Part IV New Media in Internal Communications
  • Wimba
  • Basecamp: ‘The Better Way to Get Projects Done’
  • Global View of All Projects
  • Key Project Management Functions
  • Milestones
  • Writeboards
  • Messages
  • Messages (continued) I can reply via a Web comment box …
  • Messages (continued) … or I can reply by email
  • Discussion? Please join our Facebook event page for direct links to most Web pages referenced in this discussion and other new-media resources. You’ll find this presentation at www.slideshare.com/dforbush For a behind-the-scenes look at Basecamp, drop a note to [email_address] .