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Educating schools on the use of social media; offensive and defensive strategies. Learnings from the business world.

Educating schools on the use of social media; offensive and defensive strategies. Learnings from the business world.

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  • 1.  
  • 2. Agenda <ul><li>1. Social media background </li></ul><ul><li>2. Social media blockers </li></ul><ul><li>3. What we can learn from the business world’s experience </li></ul><ul><li>4. Schools and social media </li></ul>
  • 3.  
  • 4. How to look really clever at your next dinner party – new media trivia <ul><li>Pick the logo </li></ul><ul><li>What does PDF stand for? </li></ul><ul><ul><li>portable document format </li></ul></ul><ul><li>How old is Youtube? </li></ul><ul><li>What was the first item ever sold on? ? </li></ul>
  • 5. Context - Parents <ul><li>Let’s think post 2009 </li></ul><ul><li>It’s all changed </li></ul><ul><li>Let’s think about how your parents prefer to digest their information today </li></ul>
  • 6.  
  • 7. ABS stats
  • 8. Social Media – 2009 ‘the’ year <ul><li>Facebook </li></ul><ul><ul><ul><li>3million to 9million </li></ul></ul></ul><ul><ul><ul><li>70%+ mums </li></ul></ul></ul><ul><ul><ul><li>50+ yo fastest growing sector </li></ul></ul></ul><ul><li>Australia highest user of social media – 7hrs/mth/person </li></ul>
  • 9. Digital doesn’t equal young <ul><li>55+ online shoppers </li></ul><ul><li>50+ facebook growth </li></ul><ul><li>Ave age of facebook user – 39 </li></ul><ul><li>Median age primary Mum - 40 </li></ul>
  • 10. The immigrants have learned to speak English
  • 11. A social media definition <ul><li>Connecting, sharing, collaborating online </li></ul>
  • 12.  
  • 13.  
  • 14. Stand by there’s another one!
  • 15.  
  • 16. It’s not all about facebook Although – 29% of all time on the internet is on ……
  • 17. Social media definitions <ul><li>Buzz words </li></ul><ul><li>Building online communities </li></ul><ul><li>Tapping into conversations that are already being had </li></ul><ul><li>Being part of the conversation </li></ul>
  • 18. It’s now about pushing out content
  • 19. And sharing
  • 20.  
  • 21.  
  • 22.  
  • 23. www.bit.ly <ul><li>http://www.theage.com.au/business/big-profits-from-mining-boom-to-pay-for-boost-in-retirement-savings-20100502-u0z5.html </li></ul>http://bit.ly/diAm1f
  • 24. Social Technographic Profiles <ul><li>Not all social media players are the same </li></ul>
  • 25. Creators Critics Collectors Joiners Spectators Inactives
  • 26. http://www.forrester.com/Groundswell/profile_tool.html
  • 27.  
  • 28. Imagine a world without the internet
  • 29. 2. Social media blockers Why schools are spooked by social media
  • 30. The benefits are unknown
  • 31.  
  • 32. We live in an era of transparency <ul><li>Institutions struggle with the concept </li></ul>
  • 33. The 2 finga ninja
  • 34. The leader doesn’t play in the space
  • 35. Business was spooked too deconstruct control Corporate Social
  • 36. Bad facebook press
  • 37. 2 finga ninja parents
  • 38. What does the law say?
  • 39.  
  • 40.  
  • 41. In breach of Facebook’s terms
  • 42. 3. What we can learn from the business world about social media
  • 43. <ul><li>Case Study 1: How you can repair your damage </li></ul><ul><li>Platform: Public forums you can’t control </li></ul>
  • 44. <ul><li>Journalism professor and blogger Jeff Jarvis had pc issue with Dell….. Not the kind of guy you’d want to upset </li></ul>
  • 45. <ul><li>June 21, 2005 </li></ul><ul><li>Dell lies Dell sucks </li></ul><ul><li>“ I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. It's a lemon.” </li></ul>
  • 46. <ul><li>Reluctantly sent his PC away and 3 days later it returned – not working </li></ul><ul><li>“ Is anybody out there listening? …go here and here and read the comments and see how much your customers hate you.” </li></ul>
  • 47. <ul><li>Dell in financial trouble </li></ul><ul><li>Outsourced customer service </li></ul><ul><li>The the ‘Flaming Notebook’ of Osaka </li></ul>
  • 48. <ul><li>Meanwhile… no response from Dell </li></ul><ul><li>But they’re monitoring the blogs – very bad blogs </li></ul><ul><li>(1) LISTEN FIRST THEN ACT </li></ul>
  • 49. <ul><li>Dell put a team together to find the bad blogs and deal directly with the issue </li></ul><ul><li>Affected customers very happy, but …….. </li></ul><ul><li>Dell Hell lives on – communications were one-on-one </li></ul>
  • 50. <ul><li>Dell host blog </li></ul><ul><li>First title ‘Flaming Notebook’ </li></ul><ul><ul><li>“ Beyond what you’ve seen in the blogosphere there is no update on the infamous ‘flaming notebook’ from Osaka…..” </li></ul></ul><ul><li>(2) AUTHENTICITY IS CRUCIAL </li></ul>
  • 51. <ul><li>Jeff Stenski – The Predator </li></ul><ul><ul><li>Bloggers solve problems </li></ul></ul><ul><ul><li>473,000 minutes </li></ul></ul><ul><ul><li>Read 250,000 messages </li></ul></ul><ul><ul><li>Posted 20,000 times </li></ul></ul><ul><ul><li>Viewed over 2 million people </li></ul></ul><ul><ul><li>Save Dell $1million pa </li></ul></ul>(3) THE COMMUNITY SOLVES PROBLEMS
  • 52. <ul><li>Case study 2: An opportunity for myth busting. </li></ul><ul><li>Platform: facebook fan page </li></ul>
  • 53. (1) ALLOW PEOPLE TO PLAY AROUND YOUR BRAND
  • 54. Corporate intervention – just a little (2) ADD SOME BRAND VALUE
  • 55. It’s not always pretty
  • 56.  
  • 57. (4) WHEN MYTHS EMERGE, USE DIPLOMACY
  • 58. <ul><li>Case study 3: Total corporate commitment to social media (981,000 mentions) </li></ul><ul><li>Platform: everything; internal/external blogs, wiki’s, twitter, video </li></ul>
  • 59. Telstra BigPond took this approach after receiving a beating from the blogosphere when it launched its Twitter site last month. The telco, which was the first to launch a customer service site on Twitter in Australia, was criticised for its “robotic” and “anonymous” interactions and for redirecting consumers with problems to an online request form. However, Telstra took the negative feedback on board and changed tack, becoming more “human” and even asking consumers what they want Telstra to Twitter about. Nov 2008 – B&T
  • 60. Telstra suffered a PR upset last month when one of its employees, emerging technology specialist Leslie Nassar, outed himself as the author of a popular Twitter feed called &quot;Fake Stephen Conroy&quot;. His posts anonymously lampooned the federal Communications Minister, who supervises Telstra's sector March 2009
  • 61.  
  • 62.  
  • 63. http://exchange.telstra.com.au/training/flip.html
  • 64. <ul><li>Case study 4: Crowd sourcing </li></ul><ul><li>Dunkin Donuts </li></ul>
  • 65. <ul><li>Case study 4: Crowd sourcing </li></ul>
  • 66. Summary <ul><li>Scenarios </li></ul><ul><li>Repairing damage </li></ul><ul><li>Myth busting </li></ul><ul><li>Crowd sourcing </li></ul><ul><li>Building community </li></ul><ul><li>Management </li></ul><ul><li>Listen/monitor </li></ul><ul><li>Speak authentically and with humility </li></ul><ul><li>You are a bit player as part of the conversation </li></ul>
  • 67. Talk about being part of the conversation
  • 68. 4. Schools and social media
  • 69. Offensive strategy
  • 70.  
  • 71.  
  • 72. <ul><li>facebook alumni group </li></ul>
  • 73. Why consider social media for your school’s communication? <ul><li>You have something to say and you’d like people to hear it </li></ul><ul><li>You want to write more spontaneously and economicaly </li></ul><ul><li>You understand the way people consume content has changed </li></ul><ul><li>You would like to build community engagement </li></ul><ul><li>You want to show digital leadership </li></ul>
  • 74. But you’re concerned about…… <ul><li>spending extra time publishing to social media </li></ul><ul><li>and, internet security </li></ul>
  • 75. Write once, publish to many Blogs
  • 76. Tick the box
  • 77. Free blogs <ul><ul><ul><li>www.wordpress.com </li></ul></ul></ul><ul><ul><ul><li>www.blogger.com </li></ul></ul></ul>
  • 78. Access to Parents www.fhc.wordpress.com Blog
  • 79. Communications & Publishing flow Blog subscribers
  • 80. Drive back to the website for the full story
  • 81. Social Media Security <ul><li>Protection from the 2 finga ninja </li></ul>
  • 82. Blog security options <ul><li>Anyone can comment </li></ul><ul><li>or </li></ul><ul><li>Only registered users can comment – no alias – no ninja </li></ul><ul><li>Every comment can be moderated prior to release </li></ul>
  • 83.  
  • 84. Social media monitoring <ul><li>Defensive strategy </li></ul>
  • 85. Know what people saying about you?
  • 86. Social media monitoring tools www.socialmention.com
  • 87.  
  • 88.  
  • 89. Response <ul><li>Dear 2 finga ninja, I was very disappointed to read your comments about our end of year production. We do realise it’s a long affair but there are a number of children that need to have their moment on stage. </li></ul><ul><li>Perhaps we do need to review the time and the method by which we showcase our children’s talents. If you would like to be part of our review process………. </li></ul>
  • 90. Response <ul><li>Dear 2 finga ninja, I was very disappointed to read your comments about our end of year production. We do realise it’s a long affair but there are a number of children that need to have their moment on stage . </li></ul><ul><li>Perhaps we do need to review the time and the method by which we showcase our children’s talents. If you would like to be part of our review process………. </li></ul>
  • 91. Response <ul><li>Dear 2 finga ninja, I was very disappointed to read your comments about our end of year production. We do realise it’s a long affair but there are a number of children that need to have their moment on stage . </li></ul><ul><li>Perhaps we do need to review the time and the method by which we showcase our children’s talents. If you would like to be part of our review process………. </li></ul><ul><li>Myth busting </li></ul>
  • 92. Google alerts <ul><li>www.google.com/alerts </li></ul>
  • 93. Social media monitoring <ul><li>Schools should as a minimum monitor their social media activity for; </li></ul><ul><li>The school </li></ul><ul><li>The principal </li></ul><ul><li>??????? </li></ul>
  • 94. From nut to a movement Go on, be bold
  • 95. <ul><li>Denis Masseni </li></ul><ul><li>Director sponsor-ed </li></ul><ul><li>1300 755 010 </li></ul><ul><li>[email_address] </li></ul><ul><li>sponsor-ed.com.au </li></ul>

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