mark a. greenfield

Mark Greenfield

Higher ed web professional, consultant, keynote speaker, futurist, uwebd overlord,

lacrosse coach, tennis player, music lover, dog rescuer

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The lens through which you view the world

Paradigms

two important paradigm shifts

Dialogue, not Monologue

Defining Social Media

Social Media

spaces on the internet where people came to exchange content

digital is a strategic asset, not a cost center

mark a. greenfield

Herding Catsdigital governance in higher education

Most colleges address web quality by redesigning their site or investing in infrastructure when the real problem

lies in the management practices.

colleges and universities as “organized anarchies”

the two things that get the attention of senior management

To safeguard brand reputation, protect information and intellectual property, and mitigate legal actions, organizations need to be more proactive about managing social media risk.

Operations

Evaluation

Strategy

the .edu lifecycle

Habit One:

Be Proactive

be a social media evangelist

crisis planning

Habit Two:

Begin With the End in Mind

if you don’t know where you’re goingyou might not like where you end up

if you don’t know where you are goingyou might not like where you end up

know what problem you are trying to solve

focus on the relationshipsnot the technology

• People• Objectives• Strategy• Technology

P.O.S.T.

Four Keys to Social Media Success

Four Keys to Social Media Success

1. Authenticity

Four Keys to Social Media Success

1. Authenticity

2. Transparency

being transparent does not mean

sharing everything

Four Keys to Social Media Success

1. Authenticity

2. Transparency

3. Cede control

Four Keys to Social Media Success

1. Authenticity

2. Transparency

3. Cede control

4. Integrity

Habit Three:

Put First Things First

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”

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

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

how do you measure social media success?

Habit Four:

Think Win/Win

Six Paradigms of Human Interaction

Win-Win Lose-Lose

Win-Lose Win

Lose – Win Win – No deal

whenever there is a loserthe battle isn’t over

think contribute, not control

Social Media Research

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%

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%

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

Habit Five:

Seek First to UnderstandThen to be Understood

Habit Six:

Synergize

how should large universities organize their

social media efforts to achieve synergy?

Management and Governance

Journey Maps

Think about the student lifecycle

policies and guidelines

Dooced

"getting fired for something you've written on your website"

My advice to you is BE YE NOT SO STUPID

Common sense is not so common

- Voltaire

if you delete a Facebook wall post

have you violated someone’s 1st amendment rights?

3 Types of Policies/Guidelines

1. Social Media Policies (legal)

2. Social Media Guidelines (best practices)

3. Community Policies

beware of the creepy treehouse

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

Habit Seven:

Sharpen the Saw

If I had 8 hours to chop down a tree, I’d spend 6 hours sharpening my axe.

- Abraham Lincoln

Mobile

Moore’s Law

transistor density on integrated circuits doubles about every two

years

Concluding Thoughts

The Emotional Bank Account

Community

Communication

Collaboration

Cooperation

Coordination

social media needs to become part of the

organizational DNA

Thank You

mark a greenfield

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