Presentation delivered at the Stark County Ohio Educational Service Center Administrative Conference held in Massillon, Ohio.

1. THE LIFE & TIMES OF SOCIAL MEDIA IN EDUCATION

2. Great Heights is an integrated marketing communications company helping organizations elevate their marketing efforts through the science of strategy, the art of creativity and the engagement of experiential. Strategic Marketing & Public Relations Social Media Design (Packaging, Trade Show, Logo, Collateral) Branding Experiential Marketing Event Planning & Management Sponsorship Management

3. Our Plan For Today: What Is Social? Why Does It Matter? The Good & The Bad Myths Vs. Facts Case Studies Implementation Next Steps TODAY’S TWITTER HASHTAG: #StarkCoESC

4. WHAT IS SOCIAL MEDIA?

6. Social media changes the way we communicate from one-way and top-down to two-way, bottom-up

8. “Social media means that consumers have been given a larger seat at the table, and they are never going back.”-@bobinmotion, random guy on Twitter

11. IMPORTANT STAT According to a 2010 Ipsos North America Poll: 57% of parents go to Facebook/Twitter 26% of parents go to the district website

12. MYTHS VS. FACTS

13. Myths vs. Facts MYTH: It is dangerous & uncontrollable FACT: It is controllable with safety features and controls for privacy, moderation

14. Myths vs. Facts MYTH: It is a fad & only for teenagers FACT: It has grown at astounding rates, it’s part of people’s lifestyles & those 35 and up are the biggest users

15. Myths vs. Facts MYTH: It wastes time of employees FACT: Research from MIT shows that 40% of employee productivity is explained through online interaction

16. Myths vs. Facts MYTH: It is a distraction FACT: In a study, 51% of Gen Y believe it is important to pay attention in meetings/class

17. Myths vs. Facts MYTH: It is narcissistic FACT: People use it to listen to customers, stay connected to friends & family, to sell products & services and to learn!

18. THE GOOD & THE BAD

19. Headlines: The Bad The Story: 42 students at Eden Prairie High School in Minnesota were questioned and more than a dozen faced disciplinary action because of pictures posted with what appeared to be alcoholic beverages. Said the school, “While school officials don’t go looking at student sites for wrongdoing, they do take action when there is legitimate information about violations of high school rules.”

20. Headlines: The Bad The Story: 2 students were expelled & 1 more suspended for insulting their principal on Facebook. Nine others were pardoned after leaving comments to the post. One of the students stated “I commented on Facebook but I did not think it was anything offensive. I thought we were chatting amongst ourselves as peers.”

21. Headlines: The Bad The Story: Tyler Clementi’s last words posted on Facebook, “Jumping off the gw bridge sorry” after being secretly videotaped and streamed online. His roommate and another student used Twitter to promote the streaming and now both face police charges.

22. Headlines: The Bad The Story: Postings made by the school supervisor were discovered by parents and caused such a furor that she was forced to resign. She called residents of the town “arrogant and snobby.” She made $92,000/year and thought she had set her Facebook settings on private.

23. Headlines: The Bad The Story: Due to continued negative and inappropriate comments on their district Facebook page, Mansfield ISD in Texas decided to shut down the page.

24. Headlines: The Good

25. Headlines: The Good

26. Headlines: The Good

27. Headlines: The Good

28. Headlines: The Good

29. CASE STUDIES

30. Collaboration

31. Collaboration OHPTALKINGPOINTS.COM

32. Protecting Your Brand

33. Protecting Your Brand

34. Conversations & Relationships

35. Protecting Your Brand

36. Protecting Your Brand

37. Engaging Constituents

38. Creating Community

40. WHAT ARE THE PLATFORMS?

41. FACEBOOK 101 With over 700 million users, Facebook is the world’s largest social network. It’s the ultimate connecter allowing users to connect online through updates, blogs, photos, games and much more. Advantages -Access to a huge and diverse audience – Facebook’s largest user base is 35-54 -Ability to share multiple types of content including photos, video and text -Users spend more time on Facebook than any other website on the web – so why not be there? Tips Content is King – interesting content is very important Integrate photos and video whenever possible

42. FACEBOOK 101 THREE WAYS TO USE FACEBOOK: USE PHOTOS & VIDEOS EVENTS & NOTES FACEBOOK QUESTIONS

43. YOUTUBE 101 With over 1 billion views per day, YouTube is by far the largest video sharing site on the web. In addition, it’s the second most popular search engine ahead of both Yahoo and Bing. Advantages If you’re trying to engage a younger audience, this is the place Interesting video can increase engagement of almost any tactic YouTube videos can be used on Facebook, a blog, Twitter, TV, etc. Tips Don’t create a goal of “let’s go viral.” It almost never works that way.

44. YOUTUBE 101 FIVE WAYS TO USE YOUTUBE: SHOWCASE PROGRAMS CRISIS COMMUNICATIONS CUSTOMER SERVICE PROMOTIONS & CONTESTS Q & A’s

45. TWITTER 101 The world’s fastest growing social network that allows you to send short messages, called “tweets,” to your friends or “followers.” You can follow others and receive their tweets in real time. Advantages Very mobile and fast Ability to easily expand your network by connecting with both locals and influential's Tips Be a resource - success on Twitter is achieved through valuable and interesting content Listen – before saying anything, follow others in your community to gauge what the conversation is like

46. FIVE WAYS TO USE TWITTER: MARKET RESEARCH REWARD LOYALTY SHARE EXPERTISE RUN DEALS & PROMOTIONS RECEIVE CUSTOMER COMPLAINTS

47. BLOGGING 101 Over the last ten years blogging has gone from “what the heck is a blog?” to “do you have a blog?” Advantages When Twitter or Facebook is too limiting, a blog give you the chance to expand on a topic A good blog encourages conversation and if successful, can really improve overall engagement Tips Think long-term – It typically takes a long time to achieve blog success Try to add personality to your writing

48. FIVE WAYS TO USE BLOGS: SHOWCASE STAFF KNOWLEDGE AS A SOUNDING BOARD DOCUMENT VOLUNTEERISM SHOWCASE STUDENTS DOCUMENT CONSTITUENTS’ CONCERNS

49. HOW TO IMPLEMENT SOCIAL

50. STEP #1DEVELOP A STRATEGY & A PLAN

51. STEP #2DEVELOP SOCIAL MEDIA POLICIES & GUIDELINES

53. STEP #3TRAIN YOUR INTERNAL TEAMS

54. STEP #4DEVELOP A CONTENT STRATEGY & PLAN

55. CONTENT INCLUDES:*Video*Photos*Questions*Blog Posts*Contests

56. STEP #5MANAGE YOUR CONTENT CONSISTENTLY

57. MANAGEMENT:Who owns your content?Who manages your content?Who tells your story?

58. NEXT STEPS

59. >Decide what works for you>Know your audience>Be proactive>Train & educate>Measure success/failure CONTACT ME: shane@greatheightspr.com Twitter.com/shanehaggerty

60. Download this presentation at:http://www.slideshare.net/shaggertyohp