Social media is anchored in the Gift Economy. Learn how to maximize its use as part of an effective education and outreach campaign by first understand what Education and Outreach is and what to consider when designing such a campaign.
10. Communications that Outside the business
relate to the partners process but with which
inside your business you believe it is
process important to
communicate
Customers
Allied Industries
Employees
Policy Makers
Vendors
Potential Advocates
Education Outreach
12. The value that a company creates should be
measured not just in terms of short-term
profits or paychecks but also in terms of
how it sustains the conditions that allow it to
flourish over time. These corporate leaders
deliver more than just financial returns; they
also build enduring institutions.
13. Value Added
•Companies that use •Purified sulfuric acid
sulfuric acid end up and resold it. As they
•Took back the spent
with hazardous waste prefected the process
sulfuric acid from
it became cheaper
customers as a way to
than manufacture.
differentiate itself in
the market.
Polluting the Reduced Ops
Environment Expenses
15. 1. Positioning – stand out from your competition.
Benefit: Differentiation
2. Loyalty – enhances the customer experience
resulting in increased loyalty and ultimately
patronage as a form of repayment.
Benefit: Retention
3. Reciprocity – to create goodwill (inequality). That
inequality is repaid by positive word of mouth or
word of mouse.
Benefit: Referrals
18. …we use the tools of the new
millennium to market, promote, and
produce the mythologies of a new
generation.
19. …we use the tools of the new
millennium
to market, promote, and
produce the mythologies
of a new generation.
20. Economic Development – Active in policy
development and advocacy for business
in general and the entertainment
industry in particular in AZ
Workforce Development – Create a
creative and educated workforce skilled
in cutting edge technologies
Audience Development – Educating today
and tomorrow’s audience to be media
literate critical consumers
21. Education Outreach
Communications that Outside the business
relate to the process but with
partners inside which you believe it
your business is important to
process communicate
I Gotta do What?!!!! SER Nonprofit
Book and Incubator
Pop Goes the
Workshops
Classroom
Myndsparc Acting
Arizona
for Television and
Commission on the
Stage Community
Arts
Ed Classes
22. Social Media Common General Uses Education and
Brands Outreach Uses
Social Facebook Connect with Fan Pages
Friends and Personal Accounts
Networking Linked In Tweetchat
Google Plus Business
Sites Colleagues
Twitter
Blogging Livejournal Inform debates Pop Goes the
Classroom Blog
Wordpress
Blogger Provide insight
USAToday Education
Etribes Lend credibility
Teacher’s Blog
President’s Blog/Vlog
Video and Youtube Brand Awareness Youtube channel
Vimeo Sticky Content
Audio Establish Vimeo
Streaming Metacafe
Expertise
Blog Talk Radio Build following
itunes
Other Tumblr Specific to the Production AZ Daily
form of media Kindle subscription
Pinterest for blogs
Paper.li Pinterest graphic
Foursquare organizer
23.
24. •Founded in 2010
•Arizona Based Business
•Flip US properties to Canadian Buyers
•They recently began to offer financing to
specific types of Canadian Investors.
25.
26.
27. Education Outreach
Which Stakeholders Which stakeholders
should receive content should receive content
that is educational in that is informational in
nature? nature?
What type of education What type of
would you provide to information would you
this market? provide to this market?
How can social media
How can social media be harnessed to
be harnessed to effectively engage this
effectively engage this group?
group?
It’s targeted content marketing designed to education and inform constituencies
Companies that use sulfuric acid end up with a hazardous waste. Instead of distancing itself from the hazardous waste generated by its customers, DuPont saw this problem as an opportunity to differentiate its offering in one of the most basic of commodities. The company took back the spent sulfuric acid, purified it, and resold it. This was good business because once DuPont got good at it, recycling turned out to be cheaper than creating from scratch. It also gained the company market share and margins in what had become to others a low-profit, uninteresting commodity. In this case, DuPont does well by doing good, thus winning both the exchange and gift paradigms.
DuPont learned that sustainable business sometimes happens when you offer something for nothing.
Why? Because it is
If we are using the tools of the new millenium we need a workforce that is trained in cutting edge technologies. If the company wants to stay in Arizona we have to be involved in growing the industry. This means policy, advocacy, education the whole package.This is about not only fostering a competent workforce but one that is creative enough to invent new mythologies. If we are developing these products we need an audience in the new generation so part of what we should be doing is audience development.