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Social Media Strategy

                   Education




11/16/2009          www.kaleidico.com   1
Kaleidico
•   Local Michigan start-up
•   Internet lead generation & new media intelligence
•   Specializing in social media strategy & policy development
•   Some of our notable experience & clients:




11/16/2009                  www.kaleidico.com                    2
Agenda
•   Social Media Tools
•   PR/Crisis Management
•   Social Media Policy
•   Engagement/Community Building
•   (Questions?)




11/16/2009          www.kaleidico.com   3
A brief introduction to the…

               Web 2.0 Learning Environment




11/16/2009               www.kaleidico.com    4
Take out your cell phones

                  Text billrice to 50500




11/16/2009               www.kaleidico.com   5
Twitter backchannel

                  #cranbrook




11/16/2009          www.kaleidico.com   6
References & More Information

             http://delicious.com/wmriceusa/edu
                      cation+socialmedia



11/16/2009                www.kaleidico.com       7
Copy of the Slides

             http://www.slideshare.net/wmrice/s
                ocial-media-strategy-education



11/16/2009                www.kaleidico.com       8
What is it?




11/16/2009     www.kaleidico.com   9
“Revolution doesn’t happen when
      society adopts new technology, it
      happens when society adapts new
                  behavior.”
             -Clay Shirky, Here Comes Everybody



11/16/2009                www.kaleidico.com       10
Selecting Appropriate Venues

   TOOLBOX
                                                      http://www.flickr.com/photos/29802022@N07/2971774302/




11/16/2009                        www.kaleidico.com                                                           11
Facebook
Personal                Professional




11/16/2009    www.kaleidico.com        12
Blogging
Wall Street Journal              Huffington Post




11/16/2009             www.kaleidico.com           13
Microblogging/Twitter
Twitter                        Real-time Search




11/16/2009           www.kaleidico.com            14
Photo Sharing
Flickr                     Google Images




11/16/2009       www.kaleidico.com         15
Linkedin
Resume                  Resume




11/16/2009    www.kaleidico.com   16
Collaboration
Wiki                      Google Wave




11/16/2009      www.kaleidico.com       17
Are we prepared?

             PR/Crisis Management




11/16/2009         www.kaleidico.com   18
Significant Part of Internet




11/16/2009              www.kaleidico.com   19
By the numbers
• Social media is significant
      – Twitter grew 1,382% y-o-y in February 2009
        (registered 7 million US users)
      – 65.7 mm unique visitors on Facebook February 2009
        (update: 125 mm in September)
      – Source: Nielsen Online
• Social media is a “professional” demographic
      – Facebook’s largest group of users are 35-54
      – Facebook users aged 55 and over has grown from
        950,000 to 5.9 million in 6 months
      – Source: iStrategy Labs

11/16/2009                www.kaleidico.com                 20
We’re already having problems
• More than 1 in 5 companies have disciplined an employee
  for violating blog or message board policies in the last year
      – Of these companies, half have terminated an employee for such
        a violation.
      – (Source: Proofpoint)
• Over 20% have investigated the exposure of confidential,
  sensitive, or private information via a blog or message
  board posting.
      – (Source: Proofpoint)
• 1 in 3 employees surveyed never consider what their boss
  or customer might think before posting material online.
      – (Source: Deloitte Ethics & Workplace Survey)



11/16/2009                     www.kaleidico.com                    21
Risks




11/16/2009   www.kaleidico.com   22
Cyber Bullying
• 13 year old commits suicide
• “Rival” parent creates fake MySpace
identity
• Numerous red flags to indicate
probable fake/hoax




11/16/2009                              www.kaleidico.com   23
School/Teacher
Reputation
• High school student
• Uses Facebook to “bully” English
teacher
• Disciplined with removal from AP
class and suspended
• Student sues school




11/16/2009                           www.kaleidico.com   24
Sexting
 • 20% of teens admit to participating in
 “sexting” in nationwide survey
 • Teens are being charged with felony
 counts of trafficking child pornography
 and placed on the sex offender registry




11/16/2009                                  www.kaleidico.com   25
Our students are changing
• 78% of the incoming class of 2009 will have
  had Internet access their entire K-12 career*
• 98% of the incoming class of 2012 will have
  had Internet access their entire K-12 career*




*Institute of Education Studies, National Center for Education Statistics

11/16/2009                            www.kaleidico.com                     26
15%
                 Percentile change in
10%
                importance of task type
                   in U.S. economy
 5%



 0%



-5%



-10%
                 1960                       1970                       1980                       1990    2002

        Autor, D., Levy, F., & Murnane, R. J. (2003). The skill content of recent technological change:
   11/16/2009                                               www.kaleidico.com                                    27
        An empirical exploration. Quarterly Journal of Economics 188, 4. [updated, D. Autor, 2008]
Growth of the creative class
  50%

  45%

  40%

  35%

  30%

  25%

  20%

  15%

  10%

   5%

   0%
            1900       1910       1920      1930       1940       1950       1960       1970      1980    1990   2000

                              Agriculture             Working              Service             Creative
11/16/2009                                               www.kaleidico.com
        Florida, R. (2002). The rise of the creative class (p. 332). New York, NY: Basic Books.                         28
Everyone must be prepared to
           operate in this space




11/16/2009        www.kaleidico.com   29
#amazonfail




11/16/2009      www.kaleidico.com   30
#amazonfail: Starts small




11/16/2009            www.kaleidico.com   31
#amazonfail: PR crisis
• Probst’s blog post April 12, 2009 (Sunday at
  2:08 am) within 24 hours
      – #AmazonFail is #1 trending topic on Twitter
      – Over 5,000 blog posts
      – Facebook group with over 1200 members
      – Online petition collects 9000 signatures
      – Blogger campaign takes #1 spot on Google (still)
      – 335 mainstream media articles (WSJ, Wired, NPR)
• No response from Amazon.com

11/16/2009               www.kaleidico.com             32
#amazonfail

             Meanwhile, customers take control…




11/16/2009                www.kaleidico.com       33
…of the website, and…




11/16/2009           www.kaleidico.com   34
…their reputation




11/16/2009        www.kaleidico.com   35
Social Media Policy

             Participate in a Respectful and
                      Relevant Way



11/16/2009              www.kaleidico.com      36
Transparency
•   Use your real name
•   Identify who you work for
•   Be clear about your role
•   If you have a vested interest, disclose it




11/16/2009              www.kaleidico.com        37
Authenticity
•   Avoid false or misleading statements
•   Claims should be substantiated
•   Facts should be verifiable
•   Hyperbole should be avoided
•   Speak only within the bounds of your
    expertise or knowledge



11/16/2009            www.kaleidico.com    38
Value
•   Contribute to the community
•   Be helpful
•   Point to other resources
•   Post meaningful, respectful comments
•   Always add value first




11/16/2009           www.kaleidico.com     39
Common Sense
•   Use good judgment
•   Use common courtesy
•   Ask permission when in doubt
•   Always properly attribute works
•   Protect privacy and confidential information




11/16/2009            www.kaleidico.com            40
Expertise
• Stick in your area of expertise
• Try to add…
      – Unique
      – Individual
      – Non-confidential
      – Specific
      – Examples


11/16/2009                 www.kaleidico.com   41
Appropriate
• You will disagree
• You should disagree
• Be…
      – Respectful
      – Polite
      – Empathetic
• Politely excuse yourself from antagonism


11/16/2009              www.kaleidico.com    42
Diplomatic
•   Strive for clarity
•   Double check facts
•   Avoid legal matters
•   Get advice from PR professionals
•   Avoid engaging in crisis situations
•   Protect your privacy
•   Protect employer’s confidentiality

11/16/2009             www.kaleidico.com   43
Now What?




11/16/2009     www.kaleidico.com   44
Observe First




                              http://www.flickr.com/photos/old_dog_photo/3215839106
                              /



11/16/2009      www.kaleidico.com                                                     45
Building Social Media Assets

                                                           • Listening
                                                           • Educating
                                               Learn       • Using
                                                           • Studying




                                  Strategy

                 • Objectives
                 • Governance
                 • Definition
                                                       Engagement
                 • Capabilities

                                         • Listen
                                         • Engage
                                         • Measure
                                         • Iterate



11/16/2009                             www.kaleidico.com                 46
Focus on the Audience




                                         http://www.flickr.com/photos/danieluis/3248113821/




11/16/2009           www.kaleidico.com                                                        47
Starting in the Right Place

                               Objective




                Measure &
                 Adjust      People             Strategy




                               Technology




11/16/2009                  www.kaleidico.com              48
Avoiding Fragmentation




                                         http://www.flickr.com/photos/36561151@N03/3905853456/



11/16/2009           www.kaleidico.com                                                           49
Funneling in Attention




11/16/2009           www.kaleidico.com   50
Mechanics of Community Building

                          Community


             Connection                        Context




                 Conversion               Content

11/16/2009                 www.kaleidico.com             51
Context
• Map your audience(s)
• Consider their objectives
• Position your strategy to be…
      – Appropriate
      – Differentiated
      – Valuable




11/16/2009                www.kaleidico.com   52
Listen




11/16/2009   www.kaleidico.com   53
Recruitment




11/16/2009      www.kaleidico.com   54
Alumni




11/16/2009   www.kaleidico.com   55
Public Relations




11/16/2009        www.kaleidico.com   56
Content

                          Comments




                          Editorial
             Videos                        Articles
                         Consistency




                            Images




11/16/2009             www.kaleidico.com              57
Social Media Policy




11/16/2009         www.kaleidico.com   58
Teach




11/16/2009   www.kaleidico.com   59
Conversion
• Have an objective
• Measure it in some way
      – Test
      – Did it convert?
      – Iterate
• Focus on small projects



11/16/2009                www.kaleidico.com   60
Practice




11/16/2009    www.kaleidico.com   61
Connection
• Main objective!
• Followers, traffic, users are not connections
• Energize with the unexpected
      – Handwritten notes
      – Offline meet-ups
• Get people face-to-face



11/16/2009              www.kaleidico.com         62
Engage




11/16/2009   www.kaleidico.com   63
Get “Real”




http://www.flickr.com/photos/29802022@N07/2971774302/




                                                                              http://www.flickr.com/photos/tojosan/2287599364
                                                                              /


11/16/2009                                                www.kaleidico.com                                              64
Community
•   Leverage what is already there
•   Energize them
•   Keep them informed
•   Ask them questions
•   Get them doing something!




11/16/2009            www.kaleidico.com   65
Questions
                      Bill Rice
                    734.775.4487
             bill.rice@kaleidico.com
               www.kaleidico.com
                      @billrice




11/16/2009          www.kaleidico.com   66

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Social Media Strategy Education

  • 1. Social Media Strategy Education 11/16/2009 www.kaleidico.com 1
  • 2. Kaleidico • Local Michigan start-up • Internet lead generation & new media intelligence • Specializing in social media strategy & policy development • Some of our notable experience & clients: 11/16/2009 www.kaleidico.com 2
  • 3. Agenda • Social Media Tools • PR/Crisis Management • Social Media Policy • Engagement/Community Building • (Questions?) 11/16/2009 www.kaleidico.com 3
  • 4. A brief introduction to the… Web 2.0 Learning Environment 11/16/2009 www.kaleidico.com 4
  • 5. Take out your cell phones Text billrice to 50500 11/16/2009 www.kaleidico.com 5
  • 6. Twitter backchannel #cranbrook 11/16/2009 www.kaleidico.com 6
  • 7. References & More Information http://delicious.com/wmriceusa/edu cation+socialmedia 11/16/2009 www.kaleidico.com 7
  • 8. Copy of the Slides http://www.slideshare.net/wmrice/s ocial-media-strategy-education 11/16/2009 www.kaleidico.com 8
  • 9. What is it? 11/16/2009 www.kaleidico.com 9
  • 10. “Revolution doesn’t happen when society adopts new technology, it happens when society adapts new behavior.” -Clay Shirky, Here Comes Everybody 11/16/2009 www.kaleidico.com 10
  • 11. Selecting Appropriate Venues TOOLBOX http://www.flickr.com/photos/29802022@N07/2971774302/ 11/16/2009 www.kaleidico.com 11
  • 12. Facebook Personal Professional 11/16/2009 www.kaleidico.com 12
  • 13. Blogging Wall Street Journal Huffington Post 11/16/2009 www.kaleidico.com 13
  • 14. Microblogging/Twitter Twitter Real-time Search 11/16/2009 www.kaleidico.com 14
  • 15. Photo Sharing Flickr Google Images 11/16/2009 www.kaleidico.com 15
  • 16. Linkedin Resume Resume 11/16/2009 www.kaleidico.com 16
  • 17. Collaboration Wiki Google Wave 11/16/2009 www.kaleidico.com 17
  • 18. Are we prepared? PR/Crisis Management 11/16/2009 www.kaleidico.com 18
  • 19. Significant Part of Internet 11/16/2009 www.kaleidico.com 19
  • 20. By the numbers • Social media is significant – Twitter grew 1,382% y-o-y in February 2009 (registered 7 million US users) – 65.7 mm unique visitors on Facebook February 2009 (update: 125 mm in September) – Source: Nielsen Online • Social media is a “professional” demographic – Facebook’s largest group of users are 35-54 – Facebook users aged 55 and over has grown from 950,000 to 5.9 million in 6 months – Source: iStrategy Labs 11/16/2009 www.kaleidico.com 20
  • 21. We’re already having problems • More than 1 in 5 companies have disciplined an employee for violating blog or message board policies in the last year – Of these companies, half have terminated an employee for such a violation. – (Source: Proofpoint) • Over 20% have investigated the exposure of confidential, sensitive, or private information via a blog or message board posting. – (Source: Proofpoint) • 1 in 3 employees surveyed never consider what their boss or customer might think before posting material online. – (Source: Deloitte Ethics & Workplace Survey) 11/16/2009 www.kaleidico.com 21
  • 22. Risks 11/16/2009 www.kaleidico.com 22
  • 23. Cyber Bullying • 13 year old commits suicide • “Rival” parent creates fake MySpace identity • Numerous red flags to indicate probable fake/hoax 11/16/2009 www.kaleidico.com 23
  • 24. School/Teacher Reputation • High school student • Uses Facebook to “bully” English teacher • Disciplined with removal from AP class and suspended • Student sues school 11/16/2009 www.kaleidico.com 24
  • 25. Sexting • 20% of teens admit to participating in “sexting” in nationwide survey • Teens are being charged with felony counts of trafficking child pornography and placed on the sex offender registry 11/16/2009 www.kaleidico.com 25
  • 26. Our students are changing • 78% of the incoming class of 2009 will have had Internet access their entire K-12 career* • 98% of the incoming class of 2012 will have had Internet access their entire K-12 career* *Institute of Education Studies, National Center for Education Statistics 11/16/2009 www.kaleidico.com 26
  • 27. 15% Percentile change in 10% importance of task type in U.S. economy 5% 0% -5% -10% 1960 1970 1980 1990 2002 Autor, D., Levy, F., & Murnane, R. J. (2003). The skill content of recent technological change: 11/16/2009 www.kaleidico.com 27 An empirical exploration. Quarterly Journal of Economics 188, 4. [updated, D. Autor, 2008]
  • 28. Growth of the creative class 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 Agriculture Working Service Creative 11/16/2009 www.kaleidico.com Florida, R. (2002). The rise of the creative class (p. 332). New York, NY: Basic Books. 28
  • 29. Everyone must be prepared to operate in this space 11/16/2009 www.kaleidico.com 29
  • 30. #amazonfail 11/16/2009 www.kaleidico.com 30
  • 31. #amazonfail: Starts small 11/16/2009 www.kaleidico.com 31
  • 32. #amazonfail: PR crisis • Probst’s blog post April 12, 2009 (Sunday at 2:08 am) within 24 hours – #AmazonFail is #1 trending topic on Twitter – Over 5,000 blog posts – Facebook group with over 1200 members – Online petition collects 9000 signatures – Blogger campaign takes #1 spot on Google (still) – 335 mainstream media articles (WSJ, Wired, NPR) • No response from Amazon.com 11/16/2009 www.kaleidico.com 32
  • 33. #amazonfail Meanwhile, customers take control… 11/16/2009 www.kaleidico.com 33
  • 34. …of the website, and… 11/16/2009 www.kaleidico.com 34
  • 35. …their reputation 11/16/2009 www.kaleidico.com 35
  • 36. Social Media Policy Participate in a Respectful and Relevant Way 11/16/2009 www.kaleidico.com 36
  • 37. Transparency • Use your real name • Identify who you work for • Be clear about your role • If you have a vested interest, disclose it 11/16/2009 www.kaleidico.com 37
  • 38. Authenticity • Avoid false or misleading statements • Claims should be substantiated • Facts should be verifiable • Hyperbole should be avoided • Speak only within the bounds of your expertise or knowledge 11/16/2009 www.kaleidico.com 38
  • 39. Value • Contribute to the community • Be helpful • Point to other resources • Post meaningful, respectful comments • Always add value first 11/16/2009 www.kaleidico.com 39
  • 40. Common Sense • Use good judgment • Use common courtesy • Ask permission when in doubt • Always properly attribute works • Protect privacy and confidential information 11/16/2009 www.kaleidico.com 40
  • 41. Expertise • Stick in your area of expertise • Try to add… – Unique – Individual – Non-confidential – Specific – Examples 11/16/2009 www.kaleidico.com 41
  • 42. Appropriate • You will disagree • You should disagree • Be… – Respectful – Polite – Empathetic • Politely excuse yourself from antagonism 11/16/2009 www.kaleidico.com 42
  • 43. Diplomatic • Strive for clarity • Double check facts • Avoid legal matters • Get advice from PR professionals • Avoid engaging in crisis situations • Protect your privacy • Protect employer’s confidentiality 11/16/2009 www.kaleidico.com 43
  • 44. Now What? 11/16/2009 www.kaleidico.com 44
  • 45. Observe First http://www.flickr.com/photos/old_dog_photo/3215839106 / 11/16/2009 www.kaleidico.com 45
  • 46. Building Social Media Assets • Listening • Educating Learn • Using • Studying Strategy • Objectives • Governance • Definition Engagement • Capabilities • Listen • Engage • Measure • Iterate 11/16/2009 www.kaleidico.com 46
  • 47. Focus on the Audience http://www.flickr.com/photos/danieluis/3248113821/ 11/16/2009 www.kaleidico.com 47
  • 48. Starting in the Right Place Objective Measure & Adjust People Strategy Technology 11/16/2009 www.kaleidico.com 48
  • 49. Avoiding Fragmentation http://www.flickr.com/photos/36561151@N03/3905853456/ 11/16/2009 www.kaleidico.com 49
  • 50. Funneling in Attention 11/16/2009 www.kaleidico.com 50
  • 51. Mechanics of Community Building Community Connection Context Conversion Content 11/16/2009 www.kaleidico.com 51
  • 52. Context • Map your audience(s) • Consider their objectives • Position your strategy to be… – Appropriate – Differentiated – Valuable 11/16/2009 www.kaleidico.com 52
  • 53. Listen 11/16/2009 www.kaleidico.com 53
  • 54. Recruitment 11/16/2009 www.kaleidico.com 54
  • 55. Alumni 11/16/2009 www.kaleidico.com 55
  • 56. Public Relations 11/16/2009 www.kaleidico.com 56
  • 57. Content Comments Editorial Videos Articles Consistency Images 11/16/2009 www.kaleidico.com 57
  • 58. Social Media Policy 11/16/2009 www.kaleidico.com 58
  • 59. Teach 11/16/2009 www.kaleidico.com 59
  • 60. Conversion • Have an objective • Measure it in some way – Test – Did it convert? – Iterate • Focus on small projects 11/16/2009 www.kaleidico.com 60
  • 61. Practice 11/16/2009 www.kaleidico.com 61
  • 62. Connection • Main objective! • Followers, traffic, users are not connections • Energize with the unexpected – Handwritten notes – Offline meet-ups • Get people face-to-face 11/16/2009 www.kaleidico.com 62
  • 63. Engage 11/16/2009 www.kaleidico.com 63
  • 64. Get “Real” http://www.flickr.com/photos/29802022@N07/2971774302/ http://www.flickr.com/photos/tojosan/2287599364 / 11/16/2009 www.kaleidico.com 64
  • 65. Community • Leverage what is already there • Energize them • Keep them informed • Ask them questions • Get them doing something! 11/16/2009 www.kaleidico.com 65
  • 66. Questions Bill Rice 734.775.4487 bill.rice@kaleidico.com www.kaleidico.com @billrice 11/16/2009 www.kaleidico.com 66