social media strategy education
DESCRIPTION
Brief overview of social media tools followed by application: community building, social media policy development, and PR/Crisis management. All from the perspective of schools and education.TRANSCRIPT
![Page 1: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/1.jpg)
Social Media Strategy
Education
11/16/2009 1www.kaleidico.com
![Page 2: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/2.jpg)
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 2www.kaleidico.com
![Page 3: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/3.jpg)
Agenda
• Social Media Tools
• PR/Crisis Management
• Social Media Policy
• Engagement/Community Building
• (Questions?)
11/16/2009 www.kaleidico.com 3
![Page 4: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/4.jpg)
A brief introduction to the…
Web 2.0 Learning Environment
11/16/2009 4www.kaleidico.com
![Page 5: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/5.jpg)
Take out your cell phones
Text billrice to 50500
11/16/2009 5www.kaleidico.com
![Page 6: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/6.jpg)
Twitter backchannel
#cranbrook
11/16/2009 6www.kaleidico.com
![Page 7: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/7.jpg)
References & More Information
http://delicious.com/wmriceusa/education+socialmedia
11/16/2009 7www.kaleidico.com
![Page 8: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/8.jpg)
Copy of the Slides
http://www.slideshare.net/wmrice/social-media-strategy-education
11/16/2009 8www.kaleidico.com
![Page 9: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/9.jpg)
What is it?
11/16/2009 www.kaleidico.com 9
![Page 10: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/10.jpg)
“Revolution doesn’t happen when society adopts new technology, it happens when society adapts new
behavior.”
-Clay Shirky, Here Comes Everybody
11/16/2009 10www.kaleidico.com
![Page 11: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/11.jpg)
TOOLBOXSelecting Appropriate Venues
11/16/2009 www.kaleidico.com 11
http://www.flickr.com/photos/29802022@N07/2971774302/
![Page 12: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/12.jpg)
Personal Professional
11/16/2009 www.kaleidico.com 12
![Page 13: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/13.jpg)
Blogging
Wall Street Journal Huffington Post
11/16/2009 www.kaleidico.com 13
![Page 14: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/14.jpg)
Microblogging/Twitter
Twitter Real-time Search
11/16/2009 www.kaleidico.com 14
![Page 15: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/15.jpg)
Photo Sharing
Flickr Google Images
11/16/2009 www.kaleidico.com 15
![Page 16: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/16.jpg)
Resume Resume
11/16/2009 www.kaleidico.com 16
![Page 17: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/17.jpg)
Collaboration
Wiki Google Wave
11/16/2009 www.kaleidico.com 17
![Page 18: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/18.jpg)
Are we prepared?
PR/Crisis Management
11/16/2009 18www.kaleidico.com
![Page 19: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/19.jpg)
Significant Part of Internet
11/16/2009 www.kaleidico.com 19
![Page 20: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/20.jpg)
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
![Page 21: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/21.jpg)
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
![Page 22: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/22.jpg)
Risks
11/16/2009 www.kaleidico.com 22
![Page 23: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/23.jpg)
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
![Page 24: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/24.jpg)
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
![Page 25: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/25.jpg)
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
![Page 26: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/26.jpg)
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*
11/16/2009 www.kaleidico.com 26
*Institute of Education Studies, National Center for Education Statistics
![Page 27: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/27.jpg)
-10%
-5%
0%
5%
10%
15%
1960 1970 1980 1990 2002
Percentile change in
importance of task type
in U.S. economy
Autor, D., Levy, F., & Murnane, R. J. (2003). The skill content of recent technological change: An empirical exploration. Quarterly Journal of Economics 188, 4. [updated, D. Autor, 2008]
11/16/2009 www.kaleidico.com 27
![Page 28: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/28.jpg)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
Agriculture Working Service Creative
Growth of the creative class
Florida, R. (2002). The rise of the creative class (p. 332). New York, NY: Basic Books.11/16/2009 www.kaleidico.com 28
![Page 29: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/29.jpg)
Everyone must be prepared to operate in this space
11/16/2009 www.kaleidico.com 29
![Page 30: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/30.jpg)
#amazonfail
11/16/2009 30www.kaleidico.com
![Page 31: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/31.jpg)
#amazonfail: Starts small
11/16/2009 www.kaleidico.com 31
![Page 32: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/32.jpg)
#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
![Page 33: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/33.jpg)
#amazonfail
Meanwhile, customers take control…
11/16/2009 33www.kaleidico.com
![Page 34: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/34.jpg)
…of the website, and…
11/16/2009 www.kaleidico.com 34
![Page 35: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/35.jpg)
…their reputation
11/16/2009 www.kaleidico.com 35
![Page 36: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/36.jpg)
Social Media Policy
Participate in a Respectful and Relevant Way
11/16/2009 36www.kaleidico.com
![Page 37: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/37.jpg)
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
![Page 38: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/38.jpg)
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
![Page 39: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/39.jpg)
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
![Page 40: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/40.jpg)
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
![Page 41: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/41.jpg)
Expertise
• Stick in your area of expertise
• Try to add…
– Unique
– Individual
– Non-confidential
– Specific
– Examples
11/16/2009 www.kaleidico.com 41
![Page 42: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/42.jpg)
Appropriate
• You will disagree
• You should disagree
• Be…
– Respectful
– Polite
– Empathetic
• Politely excuse yourself from antagonism
11/16/2009 www.kaleidico.com 42
![Page 43: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/43.jpg)
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
![Page 44: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/44.jpg)
Now What?
11/16/2009 www.kaleidico.com 44
![Page 45: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/45.jpg)
Observe First
11/16/2009 www.kaleidico.com 45
http://www.flickr.com/photos/old_dog_photo/3215839106/
![Page 46: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/46.jpg)
Building Social Media Assets
Engagement
• Listen
• Engage
• Measure
• Iterate
Strategy
• Objectives
• Governance
• Definition
• Capabilities
Learn
• Listening
• Educating
• Using
• Studying
11/16/2009 46www.kaleidico.com
![Page 47: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/47.jpg)
Focus on the Audience
11/16/2009 www.kaleidico.com 47
http://www.flickr.com/photos/danieluis/3248113821/
![Page 48: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/48.jpg)
Starting in the Right Place
People
Objective
Strategy
Technology
Measure & Adjust
11/16/2009 www.kaleidico.com 48
![Page 49: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/49.jpg)
Avoiding Fragmentation
11/16/2009 www.kaleidico.com 49
http://www.flickr.com/photos/36561151@N03/3905853456/
![Page 50: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/50.jpg)
Funneling in Attention
11/16/2009 www.kaleidico.com 50
![Page 51: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/51.jpg)
Mechanics of Community Building
Community
Context
ContentConversion
Connection
11/16/2009 www.kaleidico.com 51
![Page 52: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/52.jpg)
Context
• Map your audience(s)
• Consider their objectives
• Position your strategy to be…
– Appropriate
– Differentiated
– Valuable
11/16/2009 www.kaleidico.com 52
![Page 53: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/53.jpg)
Listen
11/16/2009 www.kaleidico.com 53
![Page 54: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/54.jpg)
Recruitment
11/16/2009 www.kaleidico.com 54
![Page 55: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/55.jpg)
Alumni
11/16/2009 www.kaleidico.com 55
![Page 56: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/56.jpg)
Public Relations
11/16/2009 www.kaleidico.com 56
![Page 57: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/57.jpg)
Content
Editorial Consistency
Comments
Articles
Images
Videos
11/16/2009 www.kaleidico.com 57
![Page 58: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/58.jpg)
Social Media Policy
11/16/2009 www.kaleidico.com 58
![Page 59: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/59.jpg)
Teach
11/16/2009 www.kaleidico.com 59
![Page 60: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/60.jpg)
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
![Page 61: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/61.jpg)
Practice
11/16/2009 www.kaleidico.com 61
![Page 62: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/62.jpg)
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
![Page 63: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/63.jpg)
Engage
11/16/2009 www.kaleidico.com 63
![Page 64: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/64.jpg)
Get “Real”
11/16/2009 www.kaleidico.com 64
http://www.flickr.com/photos/29802022@N07/2971774302/
http://www.flickr.com/photos/tojosan/2287599364/
![Page 65: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/65.jpg)
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
![Page 66: Social Media Strategy Education](https://reader033.vdocuments.us/reader033/viewer/2022052618/554ee2acb4c905d1158b4e2b/html5/thumbnails/66.jpg)
Questions
Bill Rice
734.775.4487
www.kaleidico.com
@billrice
11/16/2009 www.kaleidico.com 66