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This is a presentation I gave in 2007 for an Education2.0 conference in Sydney. It has a good case study featuring my RMIT social media work in early 2007.

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  1. 1. Education 2.0 Tamir Berkman FRANk:
  2. 2. Language is changing. things no longer mean the same What is a “community”? “ Page”? “Window”? “Search”?
  3. 3. From : Shift happens:
  4. 4. From : Shift happens:
  5. 5. From : Shift happens:
  6. 6. From : Shift happens:
  7. 9. Online universities
  8. 15. Online education applications
  9. 27. Virtual worlds
  10. 30. RMIT Ormond island in Second Life is being used by architecture students
  11. 32. Why virtual worlds? <ul><li>Cheap </li></ul><ul><li>Environmental </li></ul><ul><li>Experiential </li></ul>
  12. 33. Implementing 2.0 strategies in a large organisation Image of a large organisation
  13. 34. Implementing 2.0 strategies in a large organisation is hard Image of a large organisation
  14. 35. DIGITAL STRATEGY in 7 not that hard steps Image of steps
  15. 36. 1. Your brand <ul><li>What is your online profile? </li></ul><ul><li>Put yourself in the shoes of a user. </li></ul><ul><li>Look for “engagement” moments. </li></ul><ul><li>Seth Godin “The big red fez” </li></ul>
  16. 37. 2. Your competitors <ul><li>What are your competitors doing online? </li></ul><ul><li>Can you see common practices? </li></ul><ul><li>You’ll need to come up with something different </li></ul>
  17. 38. 3. Your industry/community <ul><li>What are the trends in your industry? </li></ul><ul><li>Learn from the bigger picture </li></ul><ul><li>Look for the gap </li></ul>
  18. 39. 4. Your audience <ul><li>Who are you talking to? </li></ul><ul><li>Who are the people who love you? </li></ul><ul><li>What will they enjoy? </li></ul>
  19. 40. 5. The creative concept <ul><li>What will get your users talking about you? </li></ul><ul><li>Give something to your users </li></ul><ul><li>Users want to listen to other users </li></ul><ul><li>“ How many people will I tell about this?” </li></ul>
  20. 41. 6. Marketing <ul><li>How can you spread the word? </li></ul><ul><li>It’s great to create a website but the </li></ul><ul><li>real question is how will people find it </li></ul><ul><li>and what will they do when they’re </li></ul><ul><li>there </li></ul>
  21. 42. 7. Maintenance <ul><li>Don’t forget about maintenance </li></ul>
  22. 43. When it fails go to Google analytics
  23. 44. RMIT case study 1. RMIT 2.0 2. RMIT video challenge 3. RMIT Union promotion
  24. 45. RMIT is experimenting with flickr, youtube, myspace, twitter, second life
  25. 46. RMIT video challenge <ul><li>120 years for RMIT </li></ul><ul><li>User generated content </li></ul><ul><li>You tube competition: make a 120 seconds or less film about RMIT in 120 years. </li></ul><ul><li>8 categories to be won </li></ul>
  26. 47. Submissions on youtube:
  27. 48. With 4875 views this one was the clear favorite:
  28. 49. <ul><li>RMIT Union </li></ul><ul><li>fun activities in RMIT – sports, arts, trips, clubs etc. </li></ul><ul><li>Goals: </li></ul><ul><li>Create brand awareness </li></ul><ul><li>Get users going back to the site on regular basis </li></ul>
  29. 50. One day, 80 pink flamingos appeared on campus…
  30. 51. Yes, we made them ourselves… (three people from the communication dept. cut, painted & mounted).
  31. 52. We needed to capture attention, letting students know something is happening.
  32. 53. The Flamingos did the job…
  33. 54. Missing: Three Red Flamingos We posted signs to complete the picture and explain the treasure hunt rules. Yes, we hid three red flamingos in campus and online
  34. 55. And sent students to this site to get daily clues. The hunt for the red flamingo has began.
  35. 56. We got three sponsors for prizes worth $1500.
  36. 57. New clues adding daily, making sure students return to site
  37. 58. Used online social networks to promote, explain and talk with our students.
  38. 59. Got a titter account and twittered about it
  39. 60. Results <ul><li>Video challenge – 16 entries (we’d hope for 20), 13,144 views on all videos </li></ul><ul><li>Red Flamingo – three flamingos found </li></ul><ul><li>125 friends on myspace </li></ul><ul><li>Twitter presence established as early adopters. </li></ul>
  40. 61. What hasn’t work? <ul><li>Only 16 entries to video challenge </li></ul><ul><li>Third Red Flamingo hiding in second life was hard to find </li></ul><ul><li>Only 125 friends on mysapce </li></ul>
  41. 62. Does it matter? <ul><li>125 friends are better than 0. </li></ul><ul><li>Return on engagement </li></ul><ul><li>Budget: Web2.0 = $0, Video challenge = $2500, Flamingo = $550 </li></ul>
  42. 63. Users are in control. They’re not here because of us. We are here because of them.
  43. 64. Our future users More savvy than us.
  44. 65. email is getting old… We need to learn and adopt to new technologies
  45. 66. Social apps are the new email New tools.
  46. 67. 7 year olds communicate in virtual worlds New language.
  47. 68. Learning by playing, experimenting and failing You cant really “get it” by being a by passer.
  48. 69. Please. Please. Please watch this.
  49. 70. It’s time to embrace change so start looking for your opportunity now. Find your red flamingo. (Or purple cow) <ul><li>Email: </li></ul><ul><li>Skype: Tamir.berkman </li></ul>