Building community from inside out
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This document discusses the social graph and KnowledgeWorks' expanding digital footprint across multiple online channels including Facebook, Twitter, LinkedIn, blogs and YouTube. It highlights the variety of voices and perspectives shared on these platforms regarding education reform topics. It also outlines KnowledgeWorks' efforts to aggregate content from these channels and leverage social media advertising and analytics to steadily grow awareness and engagement over time.
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Building community from inside out
- 1. THE SOCIAL GRAPH The KnowledgeWorks Digital Footprint
- 3. VARIETY OF VOICES Forecasting the future Boots-on-the-ground work Lessons learned Advocacy central Selling the models Social justice
- 4. billionaire boys club Value Added education nation Diane Ravitch #Edreform Chancellor Black Waiting for Superman #RttT Evidence Based Model Tenure Due Process Singapore PISA Rankings Finland Charters drop-out factories
- 5. AGGREGATING Creating the blog, Twitter and comment aggregator Offering automatic links to Facebook and Twitter Remaining purposefully neutral
- 6. RAPID CHANGE WoL blog is flexible enough to easily accommodate shifting focal points The WP format gives us the “webpreneur” advantage within the site
- 7. “LIKE” IN LIKELY PLACES The Facebook “like” button will become as ubiquitous as the “Tweet This” button Now on NYT, HuffPo, YouTube, Amazon Tomorrow it could be LinkedIn
- 8. MULTIPLE VOICES WE ARE ONLY JUST BEGINNING TO CAPTURE THE POTENTIAL
- 9. TRIAL ADS October: designed and deployed a trial ad on Facebook to improve brand awareness November: added another ad featuring the TEDxCincy video Relatively inexpensive, the ads have exposed the KW brand to 2,381,846 Facebook users
- 12. STEADY GROWTH KnowledgeWorks FaceBook Fans 2010 800 600 400 200 0 Jan-Feb-Mar Apr-May-Jun Jul-Aug-Sep Oct-Nov-Dec
- 13. COMMUNITY BEGINS AT HOME Encourage participation by modeling how it is done Significant wins encourage collaboration Commitment to digital is developing across subsidiaries, building momentum Encouraging leaders to make their voices heard
- 14. CONTINUING EVOLUTION Digital newsletter will launch in January Exact Target roll-out will further amplify the multi- channel digital marketing footprint More refined analytics will be in place to measure impact of each channel
- 15. YOUTUBE
- 16. YOUTUBE
- 17. LINKEDIN
- 18. LINKEDIN
- 19. TWITTER
Editor's Notes
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- The social graph (or social network) is simply the representation of our relationships across multiple channels. And where an individual would have a social graph that included college friends, relatives, people from work,...\n\n
- Organizations can have multiple voices and each voice, or digital persona, in our case, had its own audience. The strategy was and is to manage the different voices - honoring the communities each voice has built - while funneling them all to an agreeable point or overall persona which is KnowledgeWorks. \n
- The education space also has multiple voices: evangelists, influencers, detractors - many of whom would like to pigeonhole other participants as “for” or “against” one aspect or another. We needed to be a voice - but a voice of appreciative inquiry - open and engaged without being judged as pro one faction over another.\n
- Our social media page accomplishes this - it offers something for everyone on that list without demanding fealty or commitment to any single course of action. It establishes us as thought leaders in the digital space - capable of non-partisan conversation and a deep level of discourse. Most posts are factual, observational, conversational.\n
- On a professional website you would never duplicate a Share This button AND a Facebook “Like” button - but you can do it on a blog very easily and change it an hour later if it doesn’t work. (We are also in the process of adding the Facebook “Like” button to our news room.)\n
- The Facebook “Like” button gives individuals the chance to connect with others in their social sphere on sites like the NYT, HuffPo and Amazon. That presents a small problem for digital personas representing companies and organizations that are not personally connected to networks... “they” can not participate directly in the conversation off site except through their human handlers.\n
- The KW FaceBook page is not a mini-site. It is less formal - and features a mix of blog posts, observations, news articles, interesting videos - and even posts from friends outside of KW. Keeping the network open requires constant checking for spam. I also try to add updates only a few times a week in keeping with best practices - we don’t want to alienate any of our friends and daily posts can quickly become an annoyance. Facebook is constantly changing, too. Here you can see that I added the blog feeds, our Twitter feed and our YouTube page to the top navigation tabs.\n
- Targeting\nwho live in the United States\nbetween the ages of 30 and 64 inclusive\nwho like education coordinator, education specialist, educational consultant or principals office\nwho are not already connected to KnowledgeWorks Foundation\nIMPRESSIONS\nStrive has also started to use the ads and I have suggested them to Krista Clark for New Tech as well.\n
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- Jeff’s TEDxCincy video has the most views on the TEDxCincy website - by alot\n
- a 70 percent increase - on target to grow to well over 1,000 in 2011\n
- what had been a highly segmented space is transitioning to a single purpose in keeping with the mission of the organization. Collaborative efforts result in cross-platform and cross-persona wins - e.g. viewers of TEDxCincy will find New Tech and EdWorks via the KW digital presence and vice versa.\n
- With ET we can maximize email marketing - but also have a neat tool for mobile marketing - for example, if Andy wanted to build a list of advocates who would contact their representative at a crucial point in the legislative process - we can do that using mobile technology through Exact Target.\n
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