Technology 2.0

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Technology 2.0
Ramona MillerBoard Development ManagerNorth
Carolina School Boards Association
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Technology Quiz

• Give yourself points if you can answer yes to the
  following questions.

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Do you have your own web page?

• 1 point

4
Have you made a web page for someone else?

• 2 points

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Do you IM your friends?

• 1 point

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Do you text your friends?

• 2 points

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Do you watch videos on YouTube?

• 1 point

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Do you remix video files from the Internet?

• 2 points

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Have you paid for and downloaded music from the
Internet?

• 1 point

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Do you know where to download free (illegal)
music from the Internet?

• 2 points

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Do you blog for professional reasons?

• 1 point

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Do you blog as a way to keep an online diary?

• 2 points

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Have you visited MySpace at least five times?

• 1 point

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Do you communicate with friends on Facebook?

• 2 points

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Do you use email to communicate with your
parents/children?

• 1 point

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Do you text to communicate with your
parents/children?

• 2 points

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Do you take photos with your cell phone?

• 1 point

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Do you share your photos from your cell phone
with your friends?

• 2 points

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• 0-1 point Traditionalist
• 2-6 points Baby Boomer
• 6- 12 points Generation X
• 12 or over Generation Y

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Communication Styles

• Traditionalists, Born 1922-1945
• Communicate formally
• Communicate face-to-face
• Communicate with computer technology with caution
• Baby Boomers, Born 1946-1964
• Communicate using face-to-face method or phone
  call
• Communicate more verbally than electronically

• Gen X, Born 1965-1976
• Communicate informally
• Gen Y, Born 1977 2002
• Communicate using full range of technology
• Share information using instant messaging,
  Internet, DVDs, MP3 players

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What If?
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The difference
You have a website. Isnt that enough?
Social networking has revolutionized the way we
communicate and share information with one
another in today's society.
Websites are one-way, social networks are two-way.
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What is social networking?

• Connects people online by similar interests or
  other individuals.
• Fosters two way communication, collaboration, and
  sharing among users.
• Used to expand the number of ones business
  and/or social contacts by making connections
  through others.
• Used as a communications portal for everyday
  lives.

There is a huge learning curve with social
networking dont try to start from scratch!
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The share of adult internet users who have a
profile on an online social network site has more
than quadrupled in the past four years -- from 8
in 2005 to 35 at the end of 2008
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Who are these people?

• 75 of college kids have at least one profile
• 55 of teens have a profile
• Median age on MySpace is 32
• Fastest growing segment on Facebook is 35-54
• 84 send comments
• 82 use the messaging feature
• 39 create content
• The rest are browsers photos, videos, profiles

coolness factor
Ordinary people can be film makers, reporters,
movie stars, artists, musicians, and storytellers.
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You need to know how to communicate WITH this
crowd.

• Social networks fill basic human needs
• To be seen and heard
• To belong to / be a part of something
• To connect to others
• To have hope
• To help
• To have ownership
• To participate

Café Volterra, Italy
They need to be motivated - one way is by social
recognition!
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This presents a HUGE opportunity.

• Social networks are all about self expression,
  social recognition, and user feedback.
• People rely on networks to influence them on
  decision making.
• Users are impressionable and are looking for
  opinions, feedback, and validation.
• This is the perfect opportunity to participate in
  and engage others in word of mouth marketing.
• WOM is the most powerful and trusted method of
  marketing.

This is why people ask friends to comment on
their photos or hold conversations on walls.
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Why we got involved

• Have a successful website and email program
• Have great content just needs to be repurposed
• Tap all possible venues to get our supporters
  involved
• Take advantage of the viral nature of social
  networks
• Reach a hard-to-reach demographic
• Reach out to people we may not otherwise
• Other orgs already in the space
• More and more people prefer to communicate online
• Were already being talked about in this space
• Staff members who were already familiar
• Web 2.0 / UGC is dominating search engine results
• Low cost / high impact

Weve accepted the fact that the way people
communicate is changing and we must adapt.
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Where We Are

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Facebook

http//www.facebook.com/pages/North-Carolina-Schoo
l-Boards-Association/87899339384

• Whats on our Facebook
• News Feed
• Posted Items Notes
• Photos
• Discussion Board
• RSS Feed soon to come

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My name is Ramona, and Im a social networking
addict.
How do we know how to talk to these people? We
are these people!
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Twitter

http//www.twitter.com/NCSBA
Whats a tweet? A tweet is a post or status
update on Twitter, a microblogging service.
Because Twitter only allows messages of 140
characters or less, "tweet" is as much a play on
the size of the message as it is on the audible
similarity to Twitter.
Encourage event participants to upload and tag
their photos from events.
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Additional Networking Sites
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YouTube is a video sharing website on which users
can upload and share video clips, and view them
in the MPEG-4 format. Three former PayPal
employees created YouTube in February 2005.
YouTube is the 7 largest site in the US with 10
hrs of video uploaded every minute..
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MySpace is a social networking website with an
interactive, user-submitted network of friends,
personal profiles, blogs, groups, photos, music,
and videos for teenagers and adults
internationally.
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What People Are Doing

UGC campaigns are great because its free content
and provides supporter engagement
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humanesociety.org/lolseals
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myspace.com/sunnytheharpseal
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How To Go Viral
Be memorable Become forward-worthy Go viral

• Tactics
• Storytelling
• Participation
• Shock value
• Videos and photos
• Humor!!!
• Cuteness
• Celebrities
• Current events
• Pop culture
• Personalities

Think about emails you forward. Be funny or
shocking. Period.
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What Does And Doesnt Work

• Decide where you want to be and why, and how it
  fits in to your goals
• DO NOT just be everywhere because everyone else
  is.
• Keep the tone conversational
• DO NOT just repost press releases and web stories
  provide links
• Keep content fresh stale info is annoying and
  discourages people from coming back
• When you have new content, alert people passively
  (change your profile pic)
• DO NOT over-use messaging features only when
  you want people to do something
• Use visual content
• DO NOT make your profile text heavy use photos,
  videos, graphics
• Take the time to build your friend list and
  customize your profile
• DO NOT just create a nice profile and walk away
  from it
• Respond to every message / comment back
• DO NOT ignore messages youll be missing the
  point of social network