Social Media Strategy Education

Social Media Strategy

Education

11/16/2009 1www.kaleidico.com

Kaleidico

• Local Michigan start-up

• Internet lead generation & new media intelligence

• Specializing in social media strategy & policy development

• Some of our notable experience & clients:

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

Take out your cell phones

Text billrice to 50500

Twitter backchannel

#cranbrook

References & More Information

http://delicious.com/wmriceusa/education+socialmedia

Copy of the Slides

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

What is it?

“Revolution doesn’t happen when society adopts new technology, it happens when society adapts new

behavior.”

-Clay Shirky, Here Comes Everybody

TOOLBOXSelecting Appropriate Venues

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

Facebook

Personal Professional

Blogging

Wall Street Journal Huffington Post

Microblogging/Twitter

Twitter Real-time Search

Photo Sharing

Flickr Google Images

Resume Resume

Collaboration

Wiki Google Wave

Are we prepared?

PR/Crisis Management

Significant Part of Internet

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

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)

Cyber Bullying

• 13 year old commits suicide

• “Rival” parent creates fake MySpace identity

• Numerous red flags to indicate probable fake/hoax

School/Teacher Reputation

• High school student

• Uses Facebook to “bully” English teacher

• Disciplined with removal from AP class and suspended

• Student sues school

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

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

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]

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

Everyone must be prepared to operate in this space

#amazonfail

#amazonfail: Starts small

#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

#amazonfail

Meanwhile, customers take control…

…of the website, and…

…their reputation

Social Media Policy

Participate in a Respectful and Relevant Way

Transparency

• Use your real name

• Identify who you work for

• Be clear about your role

• If you have a vested interest, disclose it

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

• Contribute to the community

• Be helpful

• Point to other resources

• Post meaningful, respectful comments

• Always add value first

Common Sense

• Use good judgment

• Use common courtesy

• Ask permission when in doubt

• Always properly attribute works

• Protect privacy and confidential information

Expertise

• Stick in your area of expertise

• Try to add…

– Unique

– Individual

– Non-confidential

– Specific

– Examples

Appropriate

• You will disagree

• You should disagree

• Be…

– Respectful

– Polite

– Empathetic

• Politely excuse yourself from antagonism

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

Now What?

Observe First

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

Building Social Media Assets

Engagement

• Listen

• Engage

• Measure

• Iterate

Strategy

• Objectives

• Governance

• Definition

• Capabilities

• Listening

• Educating

• Using

• Studying

Focus on the Audience

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

Starting in the Right Place

People

Objective

Strategy

Technology

Measure & Adjust

Avoiding Fragmentation

Funneling in Attention

Mechanics of Community Building

Community

Context

ContentConversion

Connection

Context

• Map your audience(s)

• Consider their objectives

• Position your strategy to be…

– Appropriate

– Differentiated

– Valuable

Listen

Recruitment

Alumni

Public Relations

Content

Editorial Consistency

Comments

Articles

Images

Videos

Social Media Policy

Conversion

• Have an objective

• Measure it in some way

– Test

– Did it convert?

– Iterate

• Focus on small projects

Practice

Connection

• Main objective!

• Followers, traffic, users are not connections

• Energize with the unexpected

– Handwritten notes

– Offline meet-ups

• Get people face-to-face

Engage

Get “Real”

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

Community

• Leverage what is already there

• Energize them

• Keep them informed

• Ask them questions

• Get them doing something!

Questions

Bill Rice

734.775.4487

bill.rice@kaleidico.com

www.kaleidico.com

@billrice

Social Media Strategy Education

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