sponsor-ed: social media pd
DESCRIPTION
Educating schools on the use of social media; offensive and defensive strategies. Learnings from the business world.TRANSCRIPT
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Agenda
1. Social media background
2. Social media blockers
3. What we can learn from the business world’s experience
4. Schools and social media
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How to look really clever at your next dinner party – new media triviaPick the logo
What does PDF stand for?• portable document format
How old is Youtube?
What was the first item ever sold on? ?
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Context - Parents
Let’s think post 2009It’s all changedLet’s think about how your parents prefer to digest their
information today
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ABS stats
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Social Media – 2009 ‘the’ year
• 3million to 9million• 70%+ mums• 50+ yo fastest growing sector
Australia highest user of social media – 7hrs/mth/person
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Digital doesn’t equal young
55+ online shoppers50+ facebook growthAve age of facebook user – 39Median age primary Mum - 40
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The immigrants have learned to speak English
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A social media definition
Connecting, sharing, collaborating online
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Stand by there’s another one!
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It’s not all about facebook
Although – 29% of all time on the internet is on ……
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Social media definitions
Buzz words
Building online communities
Tapping into conversations that are already being had
Being part of the conversation
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It’s now about pushing out content
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And sharing
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www.bit.lyhttp://www.theage.com.au/business/big-profits-from-mining-boom-
to-pay-for-boost-in-retirement-savings-20100502-u0z5.html
http://bit.ly/diAm1f
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Social Technographic Profiles
Not all social media players are the same
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Creators
Critics
Collectors
Joiners
Spectators
Inactives
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http://www.forrester.com/Groundswell/profile_tool.html
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Imagine a world without the internet
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2. Social media blockers
Why schools are spooked by social media
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The benefits are unknown
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We live in an era of transparency
Institutions struggle with the concept
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The 2 finga ninja
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The leader doesn’t play in the space
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Business was spooked too
Corporate
Socialdeconstruct
control
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Bad facebook press
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2 finga ninja parents
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What does the law say?
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In breach of Facebook’s terms
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3. What we can learn from the business world about social media
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Case Study 1: How you can repair your damage
Platform: Public forums you can’t control
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Journalism professor and blogger Jeff Jarvis had pc issue with Dell….. Not the kind of guy you’d want to upset
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June 21, 2005Dell lies Dell sucks “I just got a new Dell laptop and paid a fortune for the
four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. It's a lemon.”
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Reluctantly sent his PC away and 3 days later it returned – not working
“Is anybody out there listening? …go here and here and read the comments and see how much your customers hate you.”
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Dell in financial troubleOutsourced customer service
The the ‘Flaming Notebook’ of Osaka
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Meanwhile… no response from Dell
But they’re monitoring the blogs – very bad blogs
(1) LISTEN FIRST THEN ACT
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Dell put a team together to find the bad blogs and deal directly with the issue
Affected customers very happy, but ……..
Dell Hell lives on – communications were one-on-one
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Dell host blogFirst title ‘Flaming Notebook’
• “Beyond what you’ve seen in the blogosphere there is no update on the infamous ‘flaming notebook’ from Osaka…..”
(2) AUTHENTICITY IS CRUCIAL
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Jeff Stenski – The Predator• Bloggers solve problems• 473,000 minutes• Read 250,000 messages• Posted 20,000 times• Viewed over 2 million people• Save Dell $1million pa
(3) THE COMMUNITY SOLVES PROBLEMS
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Case study 2: An opportunity for myth busting.
Platform: facebook fan page
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(1) ALLOW PEOPLE TO PLAY AROUND YOUR BRAND
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Corporate intervention – just a little
(2) ADD SOME BRAND VALUE
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It’s not always pretty
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(4) WHEN MYTHS EMERGE, USE DIPLOMACY
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Case study 3: Total corporate commitment to social media (981,000 mentions)
Platform: everything; internal/external blogs, wiki’s, twitter, video
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Telstra BigPond took this approach after receiving a beating from the blogosphere when it launched its Twitter site last month.
The telco, which was the first to launch a customer service site on Twitter in Australia, was criticised for its “robotic” and “anonymous” interactions and for redirecting consumers with problems to an online request form.
However, Telstra took the negative feedback on board and changed tack, becoming more “human” and even asking consumers what they want Telstra to Twitter about.
Nov 2008 – B&T
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Telstra suffered a PR upset last month when one of its employees, emerging technology specialist Leslie Nassar, outed himself as the author of a popular Twitter feed called "Fake Stephen Conroy".
His posts anonymously lampooned the federal Communications Minister, who supervises Telstra's sector
March 2009
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http://exchange.telstra.com.au/training/flip.html
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Case study 4: Crowd sourcing
Dunkin Donuts
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Case study 4: Crowd sourcing
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Summary
Scenarios• Repairing damage• Myth busting• Crowd sourcing• Building community
Management• Listen/monitor• Speak authentically and with humility• You are a bit player as part of the conversation
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Talk about being part of the conversation
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4. Schools and social media
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Offensive strategy
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facebook alumni group
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Why consider social media for your school’s communication?
You have something to say and you’d like people to hear it
You want to write more spontaneously and economicaly
You understand the way people consume content has changed
You would like to build community engagement
You want to show digital leadership
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But you’re concerned about……
spending extra time publishing to social media
and, internet security
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Write once, publish to many
Blogs
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Tick the box
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Free blogs
• www.wordpress.com• www.blogger.com
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Access to Parents
Blog
www.fhc.wordpress.com
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Communications & Publishing flow
Blogsubscribers
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Drive back to the website for the full story
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Social Media Security
Protection from the 2 finga ninja
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Blog security options
Anyone can comment
or
Only registered users can comment – no alias – no ninja
Every comment can be moderated prior to release
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Social media monitoring
Defensive strategy
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Know what people saying about you?
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Social media monitoring tools
www.socialmention.com
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Response
Dear 2 finga ninja, I was very disappointed to read your comments about our end of year production. We do realise it’s a long affair but there are a number of children that need to have their moment on stage.
Perhaps we do need to review the time and the method by which we showcase our children’s talents. If you would like to be part of our review process……….
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Response
Dear 2 finga ninja, I was very disappointed to read your comments about our end of year production. We do realise it’s a long affair but there are a number of children that need to have their moment on stage.
Perhaps we do need to review the time and the method by which we showcase our children’s talents. If you would like to be part of our review process……….
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ResponseDear 2 finga ninja, I was very disappointed to read your comments about our end of year production. We do realise it’s a long affair but there are a number of children that need to have their moment on stage.
Perhaps we do need to review the time and the method by which we showcase our children’s talents. If you would like to be part of our review process……….
Myth busting
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Google alerts
www.google.com/alerts
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Social media monitoring
Schools should as a minimum monitor their social media activity for;
• The school• The principal• ???????
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From nut to a movement Go on, be bold