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Social Media Plan for CityU of Seattle

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General overview of the proposed social media plan for CityU of Seattle. What we need to do, what we can expect, and where we are already.

General overview of the proposed social media plan for CityU of Seattle. What we need to do, what we can expect, and where we are already.

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Social Media Plan for CityU of Seattle Social Media Plan for CityU of Seattle Presentation Transcript

  • Blogs, Twitter, and Social Networking Social Media and CityU of Seattle May 2009 June 9, 2009 Dan Morrill
  • What is Social Media?
    • Social Media is a collection of systems that allow users to interact with content creators
    • All social media systems allow complex interaction between people across many different types of platforms and conversational styles
    • Few create, some participate, many simply read passively, but this is changing – people want to talk and be heard
    June 9, 2009 Dan Morrill
  • Social Media is Globalization 3.0 in action
    • People to People conversations become more important than the official communication from the company
    • The company, group, organization no longer controls the message, the people within and outside the organization control and produce the message, the company can only monitor what is being said about their brand and engage when appropriate or desired
    • The barriers to entry are nonexistent, anyone can join in or leave at any time
    June 9, 2009 Dan Morrill
  • Social Media is a collection of systems
    • High Order Systems – Aggregation and Collation
    • Friend Feed ( http://friendfeed.com/cityuofseattle )
    • Social Median
    • Stumbleupon/Digg/Reddit and Bookmarking sites
    • Mid Level Systems – Notification and Conversation Systems
    • Twitter ( http://twitter.com/cityu )
    • RSS Readers (Really Simple Syndication)
    June 9, 2009 Dan Morrill
  • Social Media is a Collection of Systems
    • Low Level Systems – Where original content can be posted
    • Blogs (proposed http://blogs.cityu.edu )
    • Web Sites ( http://cityu.edu )
    • Blip.TV/YouTube (Video) ( http://cityuwebcast.blip.tv/ )
    • Podcasting Servers ( http://technology.cityu.edu/loudblog/ )
    • Some mid and high level systems can also be used for original content in the form of comments
    • FriendFeed, Social Median, and Twitter are examples of this process
    June 9, 2009 Dan Morrill
  • Why Social?
    • All the Social Networking systems currently in use rely on person to person interaction with each other. No People No Conversation
    • All the Social Networking systems start with an idea posted anywhere on the internet, then shared, reshared, commented, and eventually a consensus is achieved, or the issue is dropped
    • All the Social Networking Systems rely on reaching a “catalyst state” in that there are enough people for discourse (not necessarily intelligent)
    June 9, 2009 Dan Morrill
  • Why would we want to use Social Media?
    • Get to know our audience better, start a conversation with them, find out what they want then deliver it
    • Better brand name recognition raise our brand awareness and exposure on an international stage
    • Reach our customers and constituents where they are (LinkedIn, Facebook, Twitter, FriendFeed, et. al.) and how they choose to consume data/information
    • Demonstrate quality – what we provide is a quality product, more people should talk about it, if we don’t start who else will?
    June 9, 2009 Dan Morrill
  • There are some real benefits to doing this June 9, 2009 Dan Morrill
  • What are the Rules?
    • Measure everything
    • Make a commitment to success
    • Allow people not to participate
    • Allow for failure
    • Learn from the comments
    • Adopt and promote change within and outside the organization
    • Communicate, participate, engage
    June 9, 2009 Dan Morrill
  • What do we need to do?
    • Build out the rest of the support systems
    • blogs.cityu.edu
    • Figure out who will blog
    • Program Directors? Department Heads? Alumni Affairs? SIFE? Teachers?
    • Start writing content
    • First one to 100 posts wins a prize, will Dan win?
    • Tie them into higher level systems
    • Twitter, FriendFeed, Social Median, and others
    June 9, 2009 Dan Morrill
  • Measure Everything
    • Who is coming?
    • Where are they coming from?
    • How long are they staying?
    • Are they starting a conversation or passive readers?
    • Where are they engaging at, on the site, on another system?
    • Where are we talking to them?
    • What does our content look like, is it quality or forced?
    • Where else are folks talking about us?
    June 9, 2009 Dan Morrill
  • Make a commitment to success
    • Presidential Staff
    • Deans
    • Program Directors
    • Senior Staff
    • Special Groups
    • All need to be participating in the program
    • All need to be behind what we are doing
    June 9, 2009 Dan Morrill
  • Allow people not to participate
    • It is OK not to want to blog
    • It is OK not to want to twitter
    • It is OK not to want to be on Facebook
    • It is OK not to want to be on LinkedIn
    • The people who do participate are the ones who want to be there
    • We only want willing participants
    June 9, 2009 Dan Morrill
  • Allow for failure
    • At some point, there is going to be a major failure somewhere:
    • Personal
    • Informational
    • Scorched Earth approach to quitting
    • Trolls and other forms of life
    • How we handle the controversy is more important than how we handle the day to day
    • Plan on failure – know what you are going to do before there is a firestorm on the network
    June 9, 2009 Dan Morrill
  • Learn from the comments
    • People are going to tell you things:
    • Things you want to hear
    • Things you do not want to hear
    • Opinions on what works and what does not work
    • Love and Hate Mail
    • No matter what they say
    • No matter how they say it
    • Does it provide value to what we are doing? If yes, use it.
    June 9, 2009 Dan Morrill
  • Adopt and promote change within and outside the organization
    • Social Networking is not easy
    • Change is not easy
    • Social Networking can be downright scary
    • Promote change – but do not force it on people who do not want it.
    • Social Networking can be fun, we just have to show that it can be fun
    June 9, 2009 Dan Morrill
  • Communicate, participate, engage
    • Communicate – use the systems we connect to, to get the word out
    • Participate – continually make great content and comment on others content
    • Engage – Engage across the spectrum of social systems we participate in
    June 9, 2009 Dan Morrill
  • Similar systems with big differences
    • Twitter is a “micro blogging” site, you have 140 characters or less to express yourself
    • FriendFeed is an aggregation point with conversation, people can use it just like twitter and feed other data into it
    June 9, 2009 Dan Morrill
  • Aggregation and Collection Systems
    • Aggregation and Collection systems collect original content either automatically or based on user submissions, people then vote and comment on the entry
    • Yes even Google does this with Google news and other content
    June 9, 2009 Dan Morrill
  • Blogs and Content Systems
    • There are many kinds of content creation and delivery systems
    • The one you choose to use are the ones you will be the most familiar with and could end up a permanent decision
    June 9, 2009 Dan Morrill
  • Facebook
    • Facebook is a person aggregation site, people hang out there to meet up with old friends and make new ones, share information, start conversations, take quizzes, look at bad advertising, and otherwise interact with people who are geographically dispersed around the world
    • There are some 200 million people on Facebook
    June 9, 2009 Dan Morrill
  • But there are other social networking sites
    • There are a lot of social networking sites
    • You need to find time to participate in them, and finding the time is not easy in our hyper connected ADD world
    • There are hundreds that are not on this slide
    June 9, 2009 Dan Morrill
  • Information Overload
    • As people build trusted communities, information overload becomes meaningless, we self filter
    • How much you are trusted is your social capital
    • Spend it wisely, it is all you have online
    June 9, 2009 Dan Morrill
  • Theories on why we do what we do
    • Much like Maslow's Hierarchy of Needs, social networking has a similar break down in how we address those things we need, as we need them, when we need them.
    • This chart works across many social systems
    June 9, 2009 Dan Morrill
  • But it all boils down to people June 9, 2009 Dan Morrill
  • So why do we want to do this?
    • Start the conversation – if we don’t start it, no one else will
    • Participate in the greater educational communities – bring more visibility by participating in and sharing data with some of the other educational blogging systems out there, as well as other social systems
    • Set the tone – how we engage, when we engage, how we participate shows how cool CityU of Seattle can be
    June 9, 2009 Dan Morrill