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Advocating for Change, Cara Keithley

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Heinz College Alumni Reunion 2009 kicked off with an alumni panel titled, “Social media for change: A conversation about its impact on business, policy and culture.” The panel was moderated by Assistant Professor Laura Dabbish, CS (MS-HCI) 2005, CS (Ph.D.-HCI) 2006, and featured presentations by five alumni who are using social networking technology to advance business, government and society. In the spirit of networking, the event received live coverage from exponentialweb.com, a blog founded by two Heinz College students, as well as from Brad Stephenson (MAM 2005), our very own Heinz College social media manager.

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Advocating for Change, Cara Keithley

  1. 2. <ul><li>Both Government and Higher Education need leaders and innovators to help them adapt </li></ul><ul><li>If you see the need, it is ok to lead the change </li></ul><ul><li>Don’t assume others in the room know more than you—inform yourself and share your opinions </li></ul><ul><li>Focus on strategic goals—improving external relations, public engagement and transparency </li></ul>Introduction: The Framework
  2. 3. <ul><li>Federal Movement to Gov 2.0 </li></ul><ul><li>Success Stories </li></ul><ul><li>Opportunities and Challenges </li></ul><ul><li>Recommendations for Building a Better Government </li></ul><ul><li>Strategies and Goals </li></ul>Build Your Case: Example for Gov 2.0
  3. 4. <ul><li>Gap Between Academics and External Relations </li></ul><ul><li>Success Stories </li></ul><ul><li>Opportunities and Challenges </li></ul><ul><li>Recommendations for Building a Better University </li></ul><ul><li>Measuring Return on Investment </li></ul>Build Your Case: Example for Higher Ed 2.0
  4. 5. <ul><li>“ People are also using the Net to get involved in governance. It's a way for government leaders to hear from constituents directly, unfiltered by layers of staff. This helps engage citizens in both the electoral process and the day-to-day governance of the state and our country. And it helps public servants keep the pulse of the people they serve.” </li></ul><ul><li>Craig Newmark </li></ul><ul><li>Founder, Craigslist </li></ul>Find Outside Evangelists
  5. 6. <ul><li>“ States that ignore the social media revolution will do so at their own peril. Without using these tools, State Governments may find themselves the last participants in the live 24 hour conversation that is now ongoing, and may well find they have literally become the last to know.” </li></ul><ul><li>Alan Silberberg </li></ul><ul><li>CEO, You2Gov </li></ul>
  6. 7. <ul><li>Citizen Engagement </li></ul><ul><ul><li>Encourage dialogue and maintain relevance. </li></ul></ul><ul><ul><li>Serve citizens more efficiently, while building positive relationships. </li></ul></ul><ul><li>Employee Engagement </li></ul><ul><ul><li>Engage employees in their work and connect them with the mission of their Agency and the Administration. </li></ul></ul><ul><ul><li>Encourage employees to be word-of-mouth marketers for state initiatives. </li></ul></ul>Identify Opportunities and Challenges: Examples
  7. 8. <ul><li>Communications/IT Partnership </li></ul><ul><ul><li>Questions for further exploration include privacy, security, public records, stewardship, process, and usage </li></ul></ul><ul><li>Additional Buy-in </li></ul><ul><ul><li>In addition to Communications, Marketing and IT, build bridges with legal and program/academic areas </li></ul></ul>Identify Opportunities and Challenges: Examples
  8. 9. <ul><li>Yesterday’s email is today’s Twitter is tomorrow’s… </li></ul><ul><ul><li>In the end, we are talking about tools to better serve and engage our citizens and potential students </li></ul></ul><ul><ul><li>Tools will change, what is important is the strategy and the goals </li></ul></ul><ul><ul><li>There are already innovators within organizations using these tools—they need guidance on how to use them to best benefit the organization </li></ul></ul>Building a Better Government, a Better University
  9. 10. <ul><li>Measurement is a beast of its own </li></ul><ul><ul><li>Decide on goals, both qualitative and quantitative </li></ul></ul><ul><ul><li>It is great to increase buzz, followers, tweets, etc </li></ul></ul><ul><ul><li>But remember, at the end of the day profits do matter </li></ul></ul><ul><li>For assistance with measuring real Return on Investment (R.O.I.) </li></ul><ul><ul><li>Visit http://smroi.net </li></ul></ul><ul><li>For assistance with qualitative measures, like Word-of-Mouth Marketing and engagement </li></ul><ul><ul><li>Visit www.womma.org </li></ul></ul><ul><ul><li>Visit www.brainsonfire.com </li></ul></ul>A Word on Measurement and R.O.I.
  10. 11. Cara Keithley www.CaraKeithley.com @CaraKeithley

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