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Social media is anchored in the Gift Economy. Learn how to maximize its use as part of an effective education and outreach campaign by first understand what Education and Outreach is and what to consider when designing such a campaign.
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Effective Education and Outreach Initiatives Using Social Media
Presented at PodcampAZUniversity of Advancing Technology
November 2011
WHEN IS SOCIAL MEDIA MOST EFFECTIVELY USED FOR EDUCATION AND OUTREACH?
When it supports the societal purpose of
your business
WAIT!!!!!!
REWIND
Getting on the Same Page
What do you know about education and outreach?
What do you want to know about education and outreach?
What is Education and Outreach?
Education
Communications that relate to the partners inside your business process
CustomersEmployees
Vendors
www.rainmakerlawyer.com
Education Outreach
Communications that relate to the partners inside your business process
CustomersEmployees
Vendors
Outside the business process but with which you believe it is important to communicate
Allied IndustriesPolicy Makers
Potential Advocates
Bonin Bough – Pepsi Co
The value that a company creates should be measured not just in terms of short-term profits or paychecks but also in terms of how it sustains the conditions that allow it to flourish over time. These corporate leaders deliver more than just financial returns; they also build enduring institutions.
Harvard Business ReviewNovember 2011
• Companies that use sulfuric acid end up with hazardous waste
Polluting the Environment
• Took back the spent sulfuric acid from customers as a way to differentiate itself in the market.
Value Added • Purified sulfuric acid and resold it. As they prefected the process it became cheaper than manufacture.
Reduced Ops Expenses
Enduring Institution
Sustainable Business
Gift Economy
Benefits? 1. Positioning – stand out from your competition.
Benefit: Differentiation
2. Loyalty – enhances the customer experience resulting in increased loyalty and ultimately patronage as a form of repayment.
Benefit: Retention
3. Reciprocity – to create goodwill (inequality). That inequality is repaid by positive word of mouth or word of mouse.
Benefit: Referrals
THE GIFT ECONOMY
REPUTATION IS
CURRENCY
Social Media is anchored in the Gift Economy
…we use the tools of the new millennium to market, promote, and produce the mythologies of a new generation.
…we use the tools of the new millennium to market, promote, and produce the mythologies of a new generation.
Economic Development – Active in policy development and advocacy for business in general and the entertainment industry in particular in AZ
Workforce Development – Create a creative and educated workforce skilled in cutting edge technologies
Audience Development – Educating today and tomorrow’s audience to be media literate critical consumers
Education Outreach
Communications that relate to the partners inside your business process
I Gotta do What?!!!!Book and Workshops
Myndsparc Acting for Television and Stage Community Ed Classes
Outside the business process but with which you believe it is important to communicate
SER Nonprofit Incubator
Pop Goes the Classroom
Arizona Commission on the Arts
Social Media Common Brands
General Uses
Education and
Outreach Uses
Social Networking Sites
FacebookLinked InGoogle PlusTwitter
Connect with Friends and Business Colleagues
Fan PagesPersonal AccountsTweetchat
Blogging LivejournalWordpressBloggerEtribes
Inform debates
Provide insight
Lend credibility
Pop Goes the Classroom Blog
USAToday Education Teacher’s Blog
President’s Blog/Vlog
Video and Audio Streaming
YoutubeVimeoMetacafeBlog Talk Radioitunes
Brand AwarenessSticky ContentEstablish ExpertiseBuild following
Youtube channel
Vimeo
Other TumblrPinterestPaper.liFoursquare
Specific to the form of media
Production AZ DailyKindle subscription for blogsPinterest graphic organizer
•Founded in 2010•Arizona Based Business•Flip US properties to Canadian Buyers•They recently began to offer financing to specific types of Canadian Investors.
What environment and other conditions need to exist for this company to to thrive?
Who are the stakeholders that affect these
conditions?
Education Outreach
Which Stakeholders should receive content that is educational in nature?
What type of education would you provide to this market?
How can social media be harnessed to effectively engage this group?
Which stakeholders should receive content that is informational in nature?
What type of information would you provide to this market?
How can social media be harnessed to effectively engage this group?
Roddenberry Family of Businesses
