Social Media and Financial Aid - Where are the millenials?

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Drew Keller's Keynote presentation to the 2011 WFAA annual conference. Discussion centered around an examination of "Millennials", the generation who have come of age after the turn of the century. Social Media policies and organizational management approaches are explored. Reference materials include Pew’s “Millennials: A Portrait of Generation Next” and Cisco’s “2011 Connected World Technology Report”.

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  • Learning media production can be really overwhelmingThis is a craftAs such like learning plumbing in a dayRequires practiceWe don’t teach the specific technology, but help you to leverage global concepts that you can leverage on today’s technology, and technology going forwardWhether you are creating or leading this will help you create much better contentAlso cause you, in all likelihood to look at media differently… for the rest of your life
  • Holding back technology to preserve broken business models is like allowing blacksmiths to veto the internal combustion engine in order to protect their horseshoes.
  • Growing up I was defined by the dominant technologies of the day. That means that who I am was defined by television, which was an emerging technology, and pop music on the radio. Pop music had a direct influence on who I was, and how I related to my peers. It stands to reason then, that contemporary technology is going to have a similar impact on today's youth. What I find particularly interesting in this data set is technology that was prevalent even 10 years ago has fallen by the wayside with this millennial generation.  You'll notice on this list two things missing that we take for granted as primary means of communication. The phone and email. The millennial generation has a low incidence of cellphone use for conversation, nor do they engage in e-mail.  Anecdotally, with my group of millennials, I find I have to send a text message asking him to read the e-mail I sent. Otherwise it never gets read. More often than not my reply is, why didn't you send it on Facebook?  So if we were shaped by the contemporary technology of the day television and radio then it stands to reason that the millennial's are equally being shaped by their technology. It is going to have a direct impact on how and what they communicate. If you're looking to send a long piece of email and get a response... Forget it. Their engagement is limited by the size of the screen. At least for now.
  • Millennials are on course to become the most educated generation in American history, a trend driven largely by the demands of a modern knowledge-based economy, but most likely accelerated in recent years by the millions of 20-somethings enrolling in graduate schools, colleges or community colleges in part because they can't find a job. Among 18 to 24 year olds a record share -- 39.6% -- was enrolled in college as of 2008, according to census data.
  • The way you can understand all of the social media is as the creation of a new kind of public space.DANAH BOYDSOCIAL MEDIA RESEARCHERMICROSOFT
  • People want organizations to open sopeople can really see them
  • Bring the best of your authentic self to every opportunity.JOHN JANTSCHAUTHOR OF DUCT TAPE MARKETING
  • For many businesses, the fear behind their social media reluctance isn’t just fear of failure but of blame and accountability—both individual and collective.JAY BAER & AMBER NASLUNDAUTHORS OF THE NOW REVOLUTION!
  • reveal the inner workings of a project or company to a prospective new partner.drop all the pretense and speak openly, clearly and honestly, and expect others to do the same. No agendas, no pre-conceived notions, no indirect analogies
  • Focus onthe core problem your business solves & put out lots of content & enthusiasm, & ideas about how to solve that problem.LAURA FITTONFOUNDER, ONEFORTY.COM
  • It’s not unusual for every department at a university to have its own Facebook Page. At Syracuse University, this happened without any coordination from the marketing team. Department pages now work together with the main page in an approach that Morrow calls “Decentralized Federation.”“When it comes down to it, you want to make sure that all of the constituents are getting the most relevant information for them, and in our opinion that can’t come from one place. There are just so many goals that a university has, you can’t really do it through one channel.” explains Kate Brodock, the executive director of digital and social media at Syracuse University.The university also has separate pages for different geographic regions. “What’s nice is that each can have its own specialized content, but there’s also a strong sharing component between the Facebook Pages — a nice sharing of content with one another, so they can kind of do some cross-pollination with different audiences,” Morrow says
  • There are no magic wands, no hidden tricks, and no secret handshakes that can bring you immediate success, but with time, energy, and determination you can get there.DARREN ROWSEFOUNDER, PROBLOGGER
  • Social Media and Financial Aid - Where are the millenials?

    1. 1. Where are the Millennials?Financial Aid in the Era of Social Media DREW KELLER
    2. 2. Holding back technology to preserve brokenbusiness models is like allowing blacksmithsto veto the internal combustion engine inorder to protect their horseshoes.
    3. 3.  A Millennial Snapshot Social Media and Organizations Policy and Starting Points
    4. 4.  A Millennial Snapshot Social Media and Organizations Policy and Starting Points 10
    5. 5. The Millennial generationrefers to those born after1980 – the first generationto come of age in the newcentury
    6. 6. 20
    7. 7. Four behaviors of Social Media Participants
    8. 8.  A Millennial Snapshot Social Media and Organizations Policy and Starting Points
    9. 9. 30
    10. 10. The way you can understandall of the social mediais as the creation ofa new kind of public space. DANAH BOYD SOCIAL MEDIA RESEARCHER MICROSOFT
    11. 11. “Thanks to the web, markets arebecoming better informed,smarter, and more demanding ofqualities missing from mostbusiness organizations.”
    12. 12. Bring the best ofyour authenticself to everyopportunity.JOHN JANTSCHAUTHOR OF DUCT TAPE MARKETING
    13. 13. Authenticity means be yourself• Listen and respond using all channels• Authentic and transparent communications• Conversational• Use social media to connect with students
    14. 14. WHAT DOES YOUR SOCIAL MEDIAORGANIZATION LOOK LIKE?
    15. 15. For many organizations, the fear behind their social media reluctance isn’t just fear of failure, but of blame and accountability — both individual and collective.JAY BAER & AMBER NASLUNDAUTHORS OF THE NOW REVOLUTION!
    16. 16. 50
    17. 17. Flat organizationAccessibilityListen and act
    18. 18. Focus on the coreproblem you solveand put out lots ofcontent, enthusiasm,and ideas abouthow to solve thatproblem.LAURA FITTONFOUNDER, ONEFORTY.COM
    19. 19.  A Millennial Snapshot Social Media and Organizations Policy and Starting Points
    20. 20. Create relevant content by identifying spokespersons
    21. 21. Corporate Versus Personal Profiles School profiles are more one-way focused; less  Personal, conversational conversational  Content shared is more about the person’s role Managed by more than one person in the organization Usually a relationship with PR | Community  Personal brand Communications  80/20 rule Branded with logo, colors  Links to personal blog or LinkedIn account Some profiles are specific to organization  Employee “owned” (i.e. admissions, football) or task (i.e. financial aid) Links to organization home page, blog
    22. 22. The conversation is not: o controlled o organized o ―on message‖The conversation is: o organic o complex o speaks in a human voiceSocial media is not a strategy or a tactic – it’s simply a channel.
    23. 23. Resources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value
    24. 24. Rules • Really there are none • More like Guidelines • Common practices proven to be effective 60
    25. 25. o Avoid puffery (people will ignore it)o Avoid evasion and lying (people won’t ignore it)o Companies have watched their biggest screw-ups rise to the top 10 of a Google searcho Admit your mistakes right away
    26. 26. o Don’t be afraid to share. Colleges, like people, need to share information to get the value out of social mediao Make your content easy to shareo Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
    27. 27. o Dont shout. Dont broadcast. Don’t brag.o Speak like yourself – not a corporate marketing shill or press secretaryo Personify your brand – give people something they can relate to.
    28. 28. o Don’t try to delete or remove criticism (it will just make it worse)o Listen to your detractorso Admit your shortcomingso Work openly towards an explanation and legitimate solution
    29. 29. Cisco Social MediaPolicy, Guidelines &FAQshttp://www.slideshare.net/CiscoSystems/cisco-social-media-guidelines-may-2011General PolicyDiscussionshttp://www.inqbation.com/government-policy-on-the-use-of-social-media/DePaul Universityhttp://brandresources.depaul.edu/vendor_guidelines/g_socialmedia.aspx
    30. 30. o You need buy in from everyone in the organizationo Convince your BOSS that social media is relevant to your organizationo Shape a POLICY you can live witho Get your communications team together, discuss the options, then divide and conquer with your team
    31. 31. There are no magic wands, no hiddentricks, and no secret handshakes thatcan bring you immediate success, butwith time, energy, and determinationyou can get there. DARREN ROWSE FOUNDER, PROBLOGGER
    32. 32. Thank Youdrewkeller@storyguide.net drewke@uw.edu www.storyguide.net

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