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

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

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

‘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

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

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

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

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…

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

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

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

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 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

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] .