sponsor-ed: Social media pd
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Educating schools on the use of social media; offensive and defensive strategies. Learnings from the business world.
Transcript of sponsor-ed: Social media pd
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
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? ?
Context - Parents
Let’s think post 2009It’s all changedLet’s think about how your parents prefer to digest their
information today
ABS stats
Social Media – 2009 ‘the’ year
• 3million to 9million• 70%+ mums• 50+ yo fastest growing sector
Australia highest user of social media – 7hrs/mth/person
Digital doesn’t equal young
55+ online shoppers50+ facebook growthAve age of facebook user – 39Median age primary Mum - 40
The immigrants have learned to speak English
A social media definition
Connecting, sharing, collaborating online
Stand by there’s another one!
It’s not all about facebook
Although – 29% of all time on the internet is on ……
Social media definitions
Buzz words
Building online communities
Tapping into conversations that are already being had
Being part of the conversation
It’s now about pushing out content
And sharing
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
Social Technographic Profiles
Not all social media players are the same
Creators
Critics
Collectors
Joiners
Spectators
Inactives
http://www.forrester.com/Groundswell/profile_tool.html
Imagine a world without the internet
2. Social media blockers
Why schools are spooked by social media
The benefits are unknown
We live in an era of transparency
Institutions struggle with the concept
The 2 finga ninja
The leader doesn’t play in the space
Business was spooked too
Corporate
Socialdeconstruct
control
Bad facebook press
2 finga ninja parents
What does the law say?
In breach of Facebook’s terms
3. What we can learn from the business world about social media
Case Study 1: How you can repair your damage
Platform: Public forums you can’t control
Journalism professor and blogger Jeff Jarvis had pc issue with Dell….. Not the kind of guy you’d want to upset
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.”
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.”
Dell in financial troubleOutsourced customer service
The the ‘Flaming Notebook’ of Osaka
Meanwhile… no response from Dell
But they’re monitoring the blogs – very bad blogs
(1) LISTEN FIRST THEN ACT
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
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
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
Case study 2: An opportunity for myth busting.
Platform: facebook fan page
(1) ALLOW PEOPLE TO PLAY AROUND YOUR BRAND
Corporate intervention – just a little
(2) ADD SOME BRAND VALUE
It’s not always pretty
(4) WHEN MYTHS EMERGE, USE DIPLOMACY
Case study 3: Total corporate commitment to social media (981,000 mentions)
Platform: everything; internal/external blogs, wiki’s, twitter, video
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
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
http://exchange.telstra.com.au/training/flip.html
Case study 4: Crowd sourcing
Dunkin Donuts
Case study 4: Crowd sourcing
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
Talk about being part of the conversation
4. Schools and social media
Offensive strategy
facebook alumni group
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
But you’re concerned about……
spending extra time publishing to social media
and, internet security
Write once, publish to many
Blogs
Tick the box
Free blogs
• www.wordpress.com• www.blogger.com
Access to Parents
Blog
www.fhc.wordpress.com
Communications & Publishing flow
Blogsubscribers
Drive back to the website for the full story
Social Media Security
Protection from the 2 finga ninja
Blog security options
Anyone can comment
or
Only registered users can comment – no alias – no ninja
Every comment can be moderated prior to release
Social media monitoring
Defensive strategy
Know what people saying about you?
Social media monitoring tools
www.socialmention.com
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……….
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……….
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
Google alerts
www.google.com/alerts
Social media monitoring
Schools should as a minimum monitor their social media activity for;
• The school• The principal• ???????
From nut to a movement Go on, be bold
