SlideShare a Scribd company logo
The Hero Project:
An engagement experiment
       serenacarpenter.com
            @drcarp
Engagement

•    “…as having both a behavioral component,
    termed participation, and an emotional
    component, termed identification” (Finn & Voelkl, 1993; p. 249).

• “Civic engagement is any activity where people
  come together in their role as citizens” (Diller, 2001, p. 22)
Liberal arts education

• Cultivation of critical thinkers
• Free one from prejudices
• Encourage civic participation
• Understand how to continue learning
• Use theory to predict behavior
• Respect for others
• Solve problems
Meg Pickard – The Guardian
Mobilizing Information

• Locational

• Contact

• How to Act
Relationships
Social Plugins

• Users coming to NHL.com from Facebook
  • spend 85% more time,
  • read 90% more articles
  • and watch 85% more videos than a non-connected
    user.

• Outdoor sporting goods retailer Giantnerd.com
  saw a 100% increase in revenue from Facebook
  within two weeks of adding the Like button.

• Tweets, FB Likes & +1s affect search results
Teaching engagement
Teaching engagement
Tumblr blog
Platform assignment

• Tumblr, Twitter, Facebook, G+, Pinterest, Quora,
  Flickr, Delicious, and blog comments
Promotional multimedia
Personal interpretations
Social media search

• http://digital-media.alltop.com/
• https://twitter.com/#!/search-advanced
   • Search people Tweeting from location-based accounts
   • Type in keywords to identify sources and ideas
   • See how people are interacting with a Twitter user

• http://m.topsy.com/
   • Top tweets (100-5000) (Set preferences)
   • Type in any keyword to see how people are tweeting about it

• Technorati, Google blog search, Tweetscan, Local Tweeps
  (zip), Nearby Tweets, Listorious, Google Alerts, social
  bookmarking sites, boardreader, Storify, group/as
Engage beyond the FB Page
The Faces of Kamikaze
        Pilots
Storify
Byline - Readers
NYC Bike Share Interactive
        Mapping
Adopt-a-Hydrant
Pinterest business pitch
        contest
Build Social into your Project

• Create content based on interactions with public

• Link to social media identity

• Share information in relevant spaces

• Encourage interaction with content

• Produce “share-worthy” content
Teaching engagement
Lessons learned
•   “Engaging Communities”
    • Discuss philosophical logic and design engagement assignments around
      those goals

•   Assign a social media/community/engagement editor to team projects

•   Require research of a social media channel

•   Assign a crowdsourced assignment

•   Embrace personal expression and interpretation

•   Talk about impact
    • Require mobilizing information
    • ROI
Resources

• Engagement Commons
  • The Knight Foundation announces Engagement
    Commons, a comprehensive catalogue of civic
    engagement software.

• Steve Buttry
  • Director of Community Engagement & Social Media,
    Digital First Media

• Howard Rheingold
  • YouTube channel                 serenacarpenter.com
                                    @drcarp

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Teaching engagement

  • 1. The Hero Project: An engagement experiment serenacarpenter.com @drcarp
  • 2. Engagement • “…as having both a behavioral component, termed participation, and an emotional component, termed identification” (Finn & Voelkl, 1993; p. 249). • “Civic engagement is any activity where people come together in their role as citizens” (Diller, 2001, p. 22)
  • 3. Liberal arts education • Cultivation of critical thinkers • Free one from prejudices • Encourage civic participation • Understand how to continue learning • Use theory to predict behavior • Respect for others • Solve problems
  • 4. Meg Pickard – The Guardian
  • 7. Social Plugins • Users coming to NHL.com from Facebook • spend 85% more time, • read 90% more articles • and watch 85% more videos than a non-connected user. • Outdoor sporting goods retailer Giantnerd.com saw a 100% increase in revenue from Facebook within two weeks of adding the Like button. • Tweets, FB Likes & +1s affect search results
  • 11. Platform assignment • Tumblr, Twitter, Facebook, G+, Pinterest, Quora, Flickr, Delicious, and blog comments
  • 14. Social media search • http://digital-media.alltop.com/ • https://twitter.com/#!/search-advanced • Search people Tweeting from location-based accounts • Type in keywords to identify sources and ideas • See how people are interacting with a Twitter user • http://m.topsy.com/ • Top tweets (100-5000) (Set preferences) • Type in any keyword to see how people are tweeting about it • Technorati, Google blog search, Tweetscan, Local Tweeps (zip), Nearby Tweets, Listorious, Google Alerts, social bookmarking sites, boardreader, Storify, group/as
  • 15. Engage beyond the FB Page
  • 16. The Faces of Kamikaze Pilots
  • 19. NYC Bike Share Interactive Mapping
  • 22. Build Social into your Project • Create content based on interactions with public • Link to social media identity • Share information in relevant spaces • Encourage interaction with content • Produce “share-worthy” content
  • 24. Lessons learned • “Engaging Communities” • Discuss philosophical logic and design engagement assignments around those goals • Assign a social media/community/engagement editor to team projects • Require research of a social media channel • Assign a crowdsourced assignment • Embrace personal expression and interpretation • Talk about impact • Require mobilizing information • ROI
  • 25. Resources • Engagement Commons • The Knight Foundation announces Engagement Commons, a comprehensive catalogue of civic engagement software. • Steve Buttry • Director of Community Engagement & Social Media, Digital First Media • Howard Rheingold • YouTube channel serenacarpenter.com @drcarp

Editor's Notes

  1. And what is engagement? Student, employee and civicIdentity, participation and community. What kind of world should we are making? Should be making? Can we making? Self-efficacy, motivation, and aspirations.Loyalty to the org, the site or a person and positive feelings toward a person or companyTypically research measures observable actions or performance, such as participation in extracurricular activities
  2. Includes skills…. Affective – civically engaged cognitive – learning of dif cultures skills as we. Does not equate to depth
  3. How can/should content creatorsstay involved with the content following publication? What's their responsibility or opportunity for tending the fire they started? USERS:Before publication, how can/should users be involved? How can their interests, insight and expertise shape what we do? How can they contribute to conversations, and to stories?
  4. The splintering of news and rise in the use of social media has led us to engagement. But we need to think critical whether content is having such an effect. mobilizing information as any information that allows people to act on attitudes they already possess.By publicizing opportunities to act, the new media is cueing people that they have the power to create change. Research has found that citizen participation increases when the public is made aware of the need for their support
  5. The line between public relations and journalism is blurring. PR is better suited to cultivate relationships. And in journalism schools, its all about the content. But we need to rethink what is quality content? Several organizational leaders are encouraging their reporters to connect their social media identities to stories, post requests for story ideas on social media channels and meet with online community members in an F2F environment. However, but I still feel we have a long way to go in teaching digitally literacy. In J-schools, it is the people who are digitallly literate that have to teach social media, coding, scripting, multimedia storytelling, SEO, design…
  6. In Online Media, I teach social media, visual communication and coding… and time constraints would not allow the full experiment to take place. Time constraints are a common problem for educators who are digitally literate. In this post, I will discuss how I envisioned the assignment, what actually happened, and what how I would like to expand upon this experiment in the future.
  7. The class final project theme centered on heroes. I specifically wanted students dissect the construct of hero. The group discussed and focused on nine sub-themes: 1) the philosophical dissection of the construct, 2) why we needs heroes, 3) superheroes, 4) video games, 5) children’s definition of heroes, 6) how other cultures define heroes, 7) musicians, 8) celebrities and 9) villains.
  8. We discussed the creation of a promotional video related to the project. I showed examples of videos in class for inspiration: Jacob’s Story, Will it blend?, Free Hugs and Bad Project. Based on Jacob’s story, the students thought it would be engaging to bring a white board to the streets asking people who their hero was and why. Two students did shoot the slideshow, however it was created at the end of the semester.
  9. We don’t often get the chance to express ourselves personally in journalism classes, and I enjoyed being able to tell my own story for a change. This is one assignment that for once in my life I absolutely don’t care what grade I receive because it is so personal. I was able to say something to a family member that I couldn’t say in person and the response from him was all I needed.http://vimeo.com/39705140 Teach them to write within the confines of social norms of what is a storyWhen I taught at Bloomsburg University in PA, I noticed that students would grow creatively and intellectually when given the opportunity to express themselves. Several academic studies show that the desire to be creative is a top reason why many journalism students choose the major of journalism. This fall semester, I am assigning every student to visually summarize their interpretation of the team’s topic with multimedia. The multimedia piece could be a montage of feet or it could be them expressing their thoughts to the camera about the niche topic. The more creative projects will receive higher grades. They will embed the SEOed video on the team’s Tumblr blog.
  10. to find people in your community who are tweeting about a news incidentwant to find out what people in your local community are tweeting. You can refine your search by using Twitter’s advanced search page, which lets you search by location. By typing in your location and a key word, you can find related tweets anywhere between 1 mile and 1,000 miles of that location. (There’s an option for choosing the radius.). Topsy, for instance, lets you search for tweets from as far back as three years ago. To do this, go to Topsy’s advanced search page and where it says “Search a specific type,” click on “tweets.”Type in information related to story idea…. Type in information related to Twitter goal…. Tweetscan - There are some tricks -- like today, searching for "tornado" was far more useful than "Colorado," "CO," or "Fort Collins.”TwitterlocaTwitterLocal AIR Client allows you to watch as many location-based Twitter feeds as you wantDuring the first week students, students will search social media channels for story idea inspiration around an assigned theme. Students will pitch their ideas on a G+ class circle. They them will vote (+1) and comment critically on the ideas. They will be required to create observe and create content for niche communities throughout the semester. Team members will also be required to create crowdsourced stories, experiment with storytelling and engage in niche communities throughout the semester.
  11. Identify FB groups, join and participateManaging Editor – Digital at the Daily Breeze, Press-Telegram and Daily News in Southern California, shared a great example of Facebook engagement:One commenter posted a link to “Life in Wilmington,” a FB page we weren’t aware of and weren’t following. The page had nearly 5,000 active fans. I asked a couple of reporters to start monitoring that page for news tips and engagement opportunities.Identify Facebook pages in your community that you should be following.Use Facebook to ask questions about your community (and be sure you pay attention to the answers).Post comments to other FB fanpagesHe posted the comment to the LIW FB wall, hoping to allay the fears. That night, he picked up more than 100 new fans on his own FB page. Traffic to our site spiked that evening after the posts, doubling our page views over the same day the week before, up about 120,000 page views. And traffic coming in from Facebook accounted for nearly 10 percent of our total traffic, also about double of normal.http://stevebuttry.wordpress.com/2012/01/25/engage-on-community-facebook-pages-not-just-your-page/
  12. 1. Event Marketing: Capture the experience and excitement of an event by aggregating key comments from Twitter, video uploads on YouTube, or photos posted to Flickr. Furthermore, this creates an engaging archive of your event beyond the program guide. Check out my first Storify overview (below) of the MTO Summit that recently took place in Chicago. And I was a virtual attendee to boot.2. Press Room: Leverage Storify to organize industry surveys, stats, research and infographics into one location. Organized chronologically, you can leverage this as a resource for analysts, reporters and bloggers in your space. From a sales and marketing perspective, your sales team can leverage the information for existing customers or prospects.3. Thought Leadership: Curate thought leadership content to highlight your company and/or executives. This includes slideshare presentations, video interviews, tweets on Twitter or interviews in the media. Going a step further, create different stories for each executive for speaker proposals.4. Product Launch:  Create an archive around a product launch, such as product reviews, online comments, analyst briefs, product photos, and other materials. This becomes a valuable resource for customer support, sales training, or new sales prospects.5. Real-Time News Collaboration: Highlighted on the Storify blog, Bo Hee Kim summarizes how a reporter is using Storify to ”curate resources and liveblog the situation.” While an extreme example, consider how you or your company can provide similar collaboration around a news story or trend in your industry.
  13. http://www.guardian.co.uk/profile/guardian-readers
  14. To help figure out where the bikeshare stations might be located, the city’s Dept of Transportation partnered with OpenPlans to provide an interactive map where anyone could suggest a location and provide a reason why they thought it was a good spot. If someone has already picked your favorite spot on the map, you can select that marker and click a “♥ Support Station!” button to register your approval. Create a Google map by asking for input
  15. During the winter, storms often hide fire hydrants under piles of snow making them impossible to find quickly. Once they are found, fire fighters must spend precious minutes shoveling out hydrants before they can starting putting out the fire. With thousands of fire hydrants, most cities simply don't have the resources to shovel them all out. Hence, crowd-sourcing. In Boston
  16. 43 entries student entrepreneurs and “boot strappers. the state’s culture of fostering entrepreneurship. http://pinterest.com/martinomalley/maryland-pinterest-business-pitch-contest/According to research, more hours are now spent on Pinterest than Twitter. Pinterest is a great opportunity for photos to go viral. Using Pinterest to share society photos is a good opportunity for local interaction.Maryland. Gov. Martin O’Malley recently announced winners of a first-of-its-kind contest that challenged entrepreneurs to make a case for their existing business or idea via the visually oriented, bulletin board-style site.The 13-year-old offered a well developed pitch for his business featuring custom-made duct tape wallets.First place in the boot strapper category went to the local developer of the BeerGivr app, which partners with local watering holes to allow friends who have to miss the party an easy way to buy a drink for the guest of honor.
  17. Times constraints, lack of multimedia and digital literacy
  18. Engagement Commons is a dynamic wiki, an editable catalogue of applications that foster civic engagement. The catalogue will include comprehensive information regarding the purpose, features and uses of each application; reviews of each app; technical requirements and options for deploying the app; as well as listings of locations each app is being used in."