Social Media Strategy
Education
11/16/2009 www.kaleidico.com 1

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

Agenda
• Social Media Tools
• PR/Crisis Management
• Social Media Policy
• Engagement/Community Building
• (Questions?)
11/16/2009 www.kaleidico.com 3

A brief introduction to the…
Web 2.0 Learning Environment
11/16/2009 www.kaleidico.com 4

Take out your cell phones
Text billrice to 50500
11/16/2009 www.kaleidico.com 5

Twitter backchannel
#cranbrook
11/16/2009 www.kaleidico.com 6

References & More Information
http://delicious.com/wmriceusa/edu
cation+socialmedia
11/16/2009 www.kaleidico.com 7

Copy of the Slides
http://www.slideshare.net/wmrice/s
ocial-media-strategy-education
11/16/2009 www.kaleidico.com 8

What is it?
11/16/2009 www.kaleidico.com 9

“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

Selecting Appropriate Venues
TOOLBOX
http://www.flickr.com/photos/29802022@N07/2971774302/
11/16/2009 www.kaleidico.com 11

Facebook
Personal Professional
11/16/2009 www.kaleidico.com 12

Blogging
Wall Street Journal Huffington Post
11/16/2009 www.kaleidico.com 13

Microblogging/Twitter
Twitter Real-time Search
11/16/2009 www.kaleidico.com 14

Photo Sharing
Flickr Google Images
11/16/2009 www.kaleidico.com 15

Linkedin
Resume Resume
11/16/2009 www.kaleidico.com 16

Collaboration
Wiki Google Wave
11/16/2009 www.kaleidico.com 17

Are we prepared?
PR/Crisis Management
11/16/2009 www.kaleidico.com 18

Significant Part of Internet
11/16/2009 www.kaleidico.com 19

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

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

Risks
11/16/2009 www.kaleidico.com 22

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

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

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

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

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]

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

Everyone must be prepared to
operate in this space
11/16/2009 www.kaleidico.com 29

#amazonfail
11/16/2009 www.kaleidico.com 30

#amazonfail: Starts small
11/16/2009 www.kaleidico.com 31

#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

#amazonfail
Meanwhile, customers take control…
11/16/2009 www.kaleidico.com 33

…of the website, and…
11/16/2009 www.kaleidico.com 34

…their reputation
11/16/2009 www.kaleidico.com 35

Social Media Policy
Participate in a Respectful and
Relevant Way
11/16/2009 www.kaleidico.com 36

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

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

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

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

Expertise
• Stick in your area of expertise
• Try to add…
– Unique
– Individual
– Non-confidential
– Specific
– Examples
11/16/2009 www.kaleidico.com 41

Appropriate
• You will disagree
• You should disagree
• Be…
– Respectful
– Polite
– Empathetic
• Politely excuse yourself from antagonism
11/16/2009 www.kaleidico.com 42

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

Now What?
11/16/2009 www.kaleidico.com 44

Observe First
http://www.flickr.com/photos/old_dog_photo/3215839106
/
11/16/2009 www.kaleidico.com 45

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

Focus on the Audience
http://www.flickr.com/photos/danieluis/3248113821/
11/16/2009 www.kaleidico.com 47

Starting in the Right Place
Objective
Measure &
Adjust People Strategy
Technology
11/16/2009 www.kaleidico.com 48

Avoiding Fragmentation
http://www.flickr.com/photos/36561151@N03/3905853456/
11/16/2009 www.kaleidico.com 49

Funneling in Attention
11/16/2009 www.kaleidico.com 50

Mechanics of Community Building
Community
Connection Context
Conversion Content
11/16/2009 www.kaleidico.com 51

Context
• Map your audience(s)
• Consider their objectives
• Position your strategy to be…
– Appropriate
– Differentiated
– Valuable
11/16/2009 www.kaleidico.com 52

Listen
11/16/2009 www.kaleidico.com 53

Recruitment
11/16/2009 www.kaleidico.com 54

Alumni
11/16/2009 www.kaleidico.com 55

Public Relations
11/16/2009 www.kaleidico.com 56

Content
Comments
Editorial
Videos Articles
Consistency
Images
11/16/2009 www.kaleidico.com 57

Social Media Policy
11/16/2009 www.kaleidico.com 58

Teach
11/16/2009 www.kaleidico.com 59

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

Practice
11/16/2009 www.kaleidico.com 61

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

Engage
11/16/2009 www.kaleidico.com 63

Get “Real”
http://www.flickr.com/photos/29802022@N07/2971774302/
http://www.flickr.com/photos/tojosan/2287599364
/
11/16/2009 www.kaleidico.com 64

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

Questions
Bill Rice
734.775.4487
bill.rice@kaleidico.com
www.kaleidico.com
@billrice
11/16/2009 www.kaleidico.com 66