Education and Outreach Strategies for Creative Industries
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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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Education and Outreach Strategies for Creative Industries
- 1. Presented at PodcampAZ University of Advancing Technology November 2011
- 4. WAIT!!!!!!
- 6. What do you know about education and outreach? What do you want to know about education and outreach?
- 8. Communications that relate to the partners inside your business process Customers Employees Vendors Education
- 10. Communications that Outside the business relate to the partners process but with which inside your business you believe it is process important to communicate Customers Allied Industries Employees Policy Makers Vendors Potential Advocates Education Outreach
- 11. Bonin Bough – Pepsi Co
- 12. 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.
- 13. Value Added •Companies that use •Purified sulfuric acid sulfuric acid end up and resold it. As they •Took back the spent with hazardous waste prefected the process sulfuric acid from it became cheaper customers as a way to than manufacture. differentiate itself in the market. Polluting the Reduced Ops Environment Expenses
- 14. Gift Economy Sustainable Business Enduring Institution
- 15. 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
- 16. THE GIFT ECONOMY REPUTATION IS CURRENCY
- 18. …we use the tools of the new millennium to market, promote, and produce the mythologies of a new generation.
- 19. …we use the tools of the new millennium to market, promote, and produce the mythologies of a new generation.
- 20. 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
- 21. Education Outreach Communications that Outside the business relate to the process but with partners inside which you believe it your business is important to process communicate I Gotta do What?!!!! SER Nonprofit Book and Incubator Pop Goes the Workshops Classroom Myndsparc Acting Arizona for Television and Commission on the Stage Community Arts Ed Classes
- 22. Social Media Common General Uses Education and Brands Outreach Uses Social Facebook Connect with Fan Pages Friends and Personal Accounts Networking Linked In Tweetchat Google Plus Business Sites Colleagues Twitter Blogging Livejournal Inform debates Pop Goes the Classroom Blog Wordpress Blogger Provide insight USAToday Education Etribes Lend credibility Teacher’s Blog President’s Blog/Vlog Video and Youtube Brand Awareness Youtube channel Vimeo Sticky Content Audio Establish Vimeo Streaming Metacafe Expertise Blog Talk Radio Build following itunes Other Tumblr Specific to the Production AZ Daily form of media Kindle subscription Pinterest for blogs Paper.li Pinterest graphic Foursquare organizer
- 24. •Founded in 2010 •Arizona Based Business •Flip US properties to Canadian Buyers •They recently began to offer financing to specific types of Canadian Investors.
- 27. Education Outreach Which Stakeholders Which stakeholders should receive content should receive content that is educational in that is informational in nature? nature? What type of education What type of would you provide to information would you this market? provide to this market? How can social media How can social media be harnessed to be harnessed to effectively engage this effectively engage this group? group?
- 28. Roddenberry Family of Businesses
Editor's Notes
- It’s targeted content marketing designed to education and inform constituencies
- Companies that use sulfuric acid end up with a hazardous waste. Instead of distancing itself from the hazardous waste generated by its customers, DuPont saw this problem as an opportunity to differentiate its offering in one of the most basic of commodities. The company took back the spent sulfuric acid, purified it, and resold it. This was good business because once DuPont got good at it, recycling turned out to be cheaper than creating from scratch. It also gained the company market share and margins in what had become to others a low-profit, uninteresting commodity. In this case, DuPont does well by doing good, thus winning both the exchange and gift paradigms.
- DuPont learned that sustainable business sometimes happens when you offer something for nothing.
- Why? Because it is
- If we are using the tools of the new millenium we need a workforce that is trained in cutting edge technologies. If the company wants to stay in Arizona we have to be involved in growing the industry. This means policy, advocacy, education the whole package.This is about not only fostering a competent workforce but one that is creative enough to invent new mythologies. If we are developing these products we need an audience in the new generation so part of what we should be doing is audience development.