Page 2 Mark Greenfield
Higher ed web professional, consultant, keynote speaker, futurist, uwebd overlord,
lacrosse coach, tennis player, music lover, dog rescuer
markgr.com
twitter.com/markgr
delicious.com/markgrwww.linkedin.com/in/markgr
Page 4 The lens through which you view the world
Paradigms
Page 5 two important paradigm shifts
Page 6 Dialogue, not Monologue
Page 7 Defining Social Media
Page 8 Social Media
spaces on the internet where people came to exchange content
Page 9 digital is a strategic asset, not a cost center
Page 10 mark a. greenfield
Herding Catsdigital governance in higher education
Page 11 Most colleges address web quality by redesigning their site or investing in infrastructure when the real problem
lies in the management practices.
Page 12 colleges and universities as “organized anarchies”
Page 16 the two things that get the attention of senior management
Page 22 To safeguard brand reputation, protect information and intellectual property, and mitigate legal actions, organizations need to be more proactive about managing social media risk.
Page 23 Operations
Evaluation
Strategy
the .edu lifecycle
Page 25 Habit One:
Be Proactive
Page 26 be a social media evangelist
Page 31 Habit Two:
Begin With the End in Mind
Page 32 if you don’t know where you’re goingyou might not like where you end up
Page 33 if you don’t know where you are goingyou might not like where you end up
Page 34 know what problem you are trying to solve
Page 35 focus on the relationshipsnot the technology
Page 36 • People• Objectives• Strategy• Technology
P.O.S.T.
Page 37 Four Keys to Social Media Success
Page 38 Four Keys to Social Media Success
1. Authenticity
Page 41 Four Keys to Social Media Success
1. Authenticity
2. Transparency
Page 43 being transparent does not mean
sharing everything
Page 44 Four Keys to Social Media Success
1. Authenticity
2. Transparency
3. Cede control
Page 47 Four Keys to Social Media Success
1. Authenticity
2. Transparency
3. Cede control
4. Integrity
Page 49 Habit Three:
Put First Things First
Page 50 Time Management Matrix
I
No
t Im
po
rta
nt
Im
po
rtan
t
Urgent Not Urgent
II
III IV
• Crisis• Pressing problems• Deadline-driven projects,
meetings, preparations
• Preparation• Prevention• Planning• Values clarification• Relationship building
• Needless interruptions• Unnecessary reports• Unimportant phone calls,
meetings, mail• Many popular activities
• Trivia, busywork• Time wasters• Some phone calls, mail• “Escape activities”
Page 51 Time Management Matrix
I
No
t Im
po
rta
nt
Im
po
rtan
t II
III IV
25 - 30% 15%
50 - 60% 2 - 3%
Urgent Not Urgent
Page 52 Time Management Matrix
I
No
t Im
po
rta
nt
Im
po
rtan
t II
III IV
20 - 25%
25 – 30%
65 - 80%
15%
15%
50 – 60%
Less than 1%
2 – 3%
Urgent Not Urgent
Page 53 how do you measure social media success?
Page 55 Habit Four:
Think Win/Win
Page 56 Six Paradigms of Human Interaction
Win-Win Lose-Lose
Win-Lose Win
Lose – Win Win – No deal
Page 57 whenever there is a loserthe battle isn’t over
Page 59 think contribute, not control
Page 60 Social Media Research
Page 61 All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
2012 E-Expectations Social Media
Percentage
Facebook 79%
Google+ 19%
Pinterest 6%
“Check In” 35%
Page 62 All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
E-Expectations Survey Twitter Usage
Percentage
2009 .3%
2010 8%
2011 9%
2012* 25%
Page 63 All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
80% are looking for both official and unofficial content
E-Expectations Survey
Page 64 Habit Five:
Seek First to UnderstandThen to be Understood
Page 69 Habit Six:
Synergize
Page 71 how should large universities organize their
social media efforts to achieve synergy?
Page 72 Management and Governance
Page 80 Journey Maps
Think about the student lifecycle
Page 81 policies and guidelines
Page 83 Dooced
"getting fired for something you've written on your website"
Page 84 My advice to you is BE YE NOT SO STUPID
Page 85 Common sense is not so common
- Voltaire
Page 86 if you delete a Facebook wall post
have you violated someone’s 1st amendment rights?
Page 88 3 Types of Policies/Guidelines
1. Social Media Policies (legal)
2. Social Media Guidelines (best practices)
3. Community Policies
Page 89 beware of the creepy treehouse
Page 91 All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
67% say it is ok for an admissions counselor they’ve been working with to connect with them through social media
2010 E-Expectations Survey
Page 92 Habit Seven:
Sharpen the Saw
Page 93 If I had 8 hours to chop down a tree, I’d spend 6 hours sharpening my axe.
- Abraham Lincoln
Page 102 Moore’s Law
transistor density on integrated circuits doubles about every two
years
Page 116 Concluding Thoughts
Page 117 The Emotional Bank Account
Page 118 Community
Communication
Collaboration
Cooperation
Coordination
Page 120 social media needs to become part of the
organizational DNA
Page 122 Thank You
mark a greenfield
markgr.comtwitter.com/markgr
delicious.com/markgrwww.linkedin.com/in/markgr