Social Media Strategy Education

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Brief overview of social media tools followed by application: community building, social media policy development, and PR/Crisis management. All from the perspective of schools and education.

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Social Media Strategy Education

  1. 1. Social Media Strategy Education 11/16/2009 www.kaleidico.com 1
  2. 2. Kaleidico • Local Michigan start-up • Internet lead generation & new media intelligence • Specializing in social media strategy & policy development • Some of our notable experience & clients: 11/16/2009 www.kaleidico.com 2
  3. 3. Agenda • Social Media Tools • PR/Crisis Management • Social Media Policy • Engagement/Community Building • (Questions?) 11/16/2009 www.kaleidico.com 3
  4. 4. A brief introduction to the… Web 2.0 Learning Environment 11/16/2009 www.kaleidico.com 4
  5. 5. Take out your cell phones Text billrice to 50500 11/16/2009 www.kaleidico.com 5
  6. 6. Twitter backchannel #cranbrook 11/16/2009 www.kaleidico.com 6
  7. 7. References & More Information http://delicious.com/wmriceusa/edu cation+socialmedia 11/16/2009 www.kaleidico.com 7
  8. 8. Copy of the Slides http://www.slideshare.net/wmrice/s ocial-media-strategy-education 11/16/2009 www.kaleidico.com 8
  9. 9. What is it? 11/16/2009 www.kaleidico.com 9
  10. 10. “Revolution doesn’t happen when society adopts new technology, it happens when society adapts new behavior.” -Clay Shirky, Here Comes Everybody 11/16/2009 www.kaleidico.com 10
  11. 11. Selecting Appropriate Venues TOOLBOX http://www.flickr.com/photos/29802022@N07/2971774302/ 11/16/2009 www.kaleidico.com 11
  12. 12. Facebook Personal Professional 11/16/2009 www.kaleidico.com 12
  13. 13. Blogging Wall Street Journal Huffington Post 11/16/2009 www.kaleidico.com 13
  14. 14. Microblogging/Twitter Twitter Real-time Search 11/16/2009 www.kaleidico.com 14
  15. 15. Photo Sharing Flickr Google Images 11/16/2009 www.kaleidico.com 15
  16. 16. Linkedin Resume Resume 11/16/2009 www.kaleidico.com 16
  17. 17. Collaboration Wiki Google Wave 11/16/2009 www.kaleidico.com 17
  18. 18. Are we prepared? PR/Crisis Management 11/16/2009 www.kaleidico.com 18
  19. 19. Significant Part of Internet 11/16/2009 www.kaleidico.com 19
  20. 20. By the numbers • Social media is significant – Twitter grew 1,382% y-o-y in February 2009 (registered 7 million US users) – 65.7 mm unique visitors on Facebook February 2009 (update: 125 mm in September) – Source: Nielsen Online • Social media is a “professional” demographic – Facebook’s largest group of users are 35-54 – Facebook users aged 55 and over has grown from 950,000 to 5.9 million in 6 months – Source: iStrategy Labs 11/16/2009 www.kaleidico.com 20
  21. 21. We’re already having problems • More than 1 in 5 companies have disciplined an employee for violating blog or message board policies in the last year – Of these companies, half have terminated an employee for such a violation. – (Source: Proofpoint) • Over 20% have investigated the exposure of confidential, sensitive, or private information via a blog or message board posting. – (Source: Proofpoint) • 1 in 3 employees surveyed never consider what their boss or customer might think before posting material online. – (Source: Deloitte Ethics & Workplace Survey) 11/16/2009 www.kaleidico.com 21
  22. 22. Risks 11/16/2009 www.kaleidico.com 22
  23. 23. Cyber Bullying • 13 year old commits suicide • “Rival” parent creates fake MySpace identity • Numerous red flags to indicate probable fake/hoax 11/16/2009 www.kaleidico.com 23
  24. 24. School/Teacher Reputation • High school student • Uses Facebook to “bully” English teacher • Disciplined with removal from AP class and suspended • Student sues school 11/16/2009 www.kaleidico.com 24
  25. 25. Sexting • 20% of teens admit to participating in “sexting” in nationwide survey • Teens are being charged with felony counts of trafficking child pornography and placed on the sex offender registry 11/16/2009 www.kaleidico.com 25
  26. 26. Our students are changing • 78% of the incoming class of 2009 will have had Internet access their entire K-12 career* • 98% of the incoming class of 2012 will have had Internet access their entire K-12 career* *Institute of Education Studies, National Center for Education Statistics 11/16/2009 www.kaleidico.com 26
  27. 27. 15% Percentile change in 10% importance of task type in U.S. economy 5% 0% -5% -10% 1960 1970 1980 1990 2002 Autor, D., Levy, F., & Murnane, R. J. (2003). The skill content of recent technological change: 11/16/2009 www.kaleidico.com 27 An empirical exploration. Quarterly Journal of Economics 188, 4. [updated, D. Autor, 2008]
  28. 28. Growth of the creative class 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 Agriculture Working Service Creative 11/16/2009 www.kaleidico.com Florida, R. (2002). The rise of the creative class (p. 332). New York, NY: Basic Books. 28
  29. 29. Everyone must be prepared to operate in this space 11/16/2009 www.kaleidico.com 29
  30. 30. #amazonfail 11/16/2009 www.kaleidico.com 30
  31. 31. #amazonfail: Starts small 11/16/2009 www.kaleidico.com 31
  32. 32. #amazonfail: PR crisis • Probst’s blog post April 12, 2009 (Sunday at 2:08 am) within 24 hours – #AmazonFail is #1 trending topic on Twitter – Over 5,000 blog posts – Facebook group with over 1200 members – Online petition collects 9000 signatures – Blogger campaign takes #1 spot on Google (still) – 335 mainstream media articles (WSJ, Wired, NPR) • No response from Amazon.com 11/16/2009 www.kaleidico.com 32
  33. 33. #amazonfail Meanwhile, customers take control… 11/16/2009 www.kaleidico.com 33
  34. 34. …of the website, and… 11/16/2009 www.kaleidico.com 34
  35. 35. …their reputation 11/16/2009 www.kaleidico.com 35
  36. 36. Social Media Policy Participate in a Respectful and Relevant Way 11/16/2009 www.kaleidico.com 36
  37. 37. Transparency • Use your real name • Identify who you work for • Be clear about your role • If you have a vested interest, disclose it 11/16/2009 www.kaleidico.com 37
  38. 38. Authenticity • Avoid false or misleading statements • Claims should be substantiated • Facts should be verifiable • Hyperbole should be avoided • Speak only within the bounds of your expertise or knowledge 11/16/2009 www.kaleidico.com 38
  39. 39. Value • Contribute to the community • Be helpful • Point to other resources • Post meaningful, respectful comments • Always add value first 11/16/2009 www.kaleidico.com 39
  40. 40. Common Sense • Use good judgment • Use common courtesy • Ask permission when in doubt • Always properly attribute works • Protect privacy and confidential information 11/16/2009 www.kaleidico.com 40
  41. 41. Expertise • Stick in your area of expertise • Try to add… – Unique – Individual – Non-confidential – Specific – Examples 11/16/2009 www.kaleidico.com 41
  42. 42. Appropriate • You will disagree • You should disagree • Be… – Respectful – Polite – Empathetic • Politely excuse yourself from antagonism 11/16/2009 www.kaleidico.com 42
  43. 43. Diplomatic • Strive for clarity • Double check facts • Avoid legal matters • Get advice from PR professionals • Avoid engaging in crisis situations • Protect your privacy • Protect employer’s confidentiality 11/16/2009 www.kaleidico.com 43
  44. 44. Now What? 11/16/2009 www.kaleidico.com 44
  45. 45. Observe First http://www.flickr.com/photos/old_dog_photo/3215839106 / 11/16/2009 www.kaleidico.com 45
  46. 46. Building Social Media Assets • Listening • Educating Learn • Using • Studying Strategy • Objectives • Governance • Definition Engagement • Capabilities • Listen • Engage • Measure • Iterate 11/16/2009 www.kaleidico.com 46
  47. 47. Focus on the Audience http://www.flickr.com/photos/danieluis/3248113821/ 11/16/2009 www.kaleidico.com 47
  48. 48. Starting in the Right Place Objective Measure & Adjust People Strategy Technology 11/16/2009 www.kaleidico.com 48
  49. 49. Avoiding Fragmentation http://www.flickr.com/photos/36561151@N03/3905853456/ 11/16/2009 www.kaleidico.com 49
  50. 50. Funneling in Attention 11/16/2009 www.kaleidico.com 50
  51. 51. Mechanics of Community Building Community Connection Context Conversion Content 11/16/2009 www.kaleidico.com 51
  52. 52. Context • Map your audience(s) • Consider their objectives • Position your strategy to be… – Appropriate – Differentiated – Valuable 11/16/2009 www.kaleidico.com 52
  53. 53. Listen 11/16/2009 www.kaleidico.com 53
  54. 54. Recruitment 11/16/2009 www.kaleidico.com 54
  55. 55. Alumni 11/16/2009 www.kaleidico.com 55
  56. 56. Public Relations 11/16/2009 www.kaleidico.com 56
  57. 57. Content Comments Editorial Videos Articles Consistency Images 11/16/2009 www.kaleidico.com 57
  58. 58. Social Media Policy 11/16/2009 www.kaleidico.com 58
  59. 59. Teach 11/16/2009 www.kaleidico.com 59
  60. 60. Conversion • Have an objective • Measure it in some way – Test – Did it convert? – Iterate • Focus on small projects 11/16/2009 www.kaleidico.com 60
  61. 61. Practice 11/16/2009 www.kaleidico.com 61
  62. 62. Connection • Main objective! • Followers, traffic, users are not connections • Energize with the unexpected – Handwritten notes – Offline meet-ups • Get people face-to-face 11/16/2009 www.kaleidico.com 62
  63. 63. Engage 11/16/2009 www.kaleidico.com 63
  64. 64. Get “Real” http://www.flickr.com/photos/29802022@N07/2971774302/ http://www.flickr.com/photos/tojosan/2287599364 / 11/16/2009 www.kaleidico.com 64
  65. 65. Community • Leverage what is already there • Energize them • Keep them informed • Ask them questions • Get them doing something! 11/16/2009 www.kaleidico.com 65
  66. 66. Questions Bill Rice 734.775.4487 bill.rice@kaleidico.com www.kaleidico.com @billrice 11/16/2009 www.kaleidico.com 66

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