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Cheap, Fast, and Out of Control

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How does social media fit into higher education recruitment efforts? How can institutions manage their reputations online in a space where anyone can say anything about them...and does!

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1 eduWeb Chicago July 21, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
1 Cheap, Fast, and Out of Control Social Media, Recruitment, and Reputation Management eduWeb Chicago July 21, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
2 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3 The 6 big trends that are changing everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3 The 6 big trends that are changing everything ๏ The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits ๏ Moving from real time to MY time 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits ๏ Moving from real time to MY time ๏ The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits ๏ Moving from real time to MY time ๏ The end of centralization ๏ The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits ๏ Moving from real time to MY time ๏ The end of centralization ๏ The future is always on ๏ The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
4 “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Prospect Broadcast Media Telemarketing Mobile Web Social Media Email Direct Print Mail 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
6 Social Media & Recruitment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
7 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
9 source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/ 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
10 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
study of social studentPOLL media and college choice  Joint study with studentPOLL and CollegeBoard.  Online survey administered to senior registrants for the SAT  Email invitation in third week of October to a random sample sample of about 34,000 registrants  960 surveys completed  Findings weighted to represent socioeconomic, racial, income of registrant population 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Demographics of sample Gender  Male 44.5%  Female 55.5 Race  Asian/Indian 10.2%  African American 12.3%  Hispanic/Latino 15.2%  Caucasian/Middle Eastern 55.7%  Other/No Answer 6.5% Income  < $50,000 19.8%  50,000 - < 100,000 22.5%  >= 100,000 21.3%  DK/NA/REF 36.3% 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Use of SNS nearly universal  Nine out of every ten college-bound students visits social networking sites  African Americans are more likely (97%) than Hispanics (86%) or Whites (88%) to visit SNS  84 percent have a personal page or profile on a social networking site  African Americans are more likely (93%) than whites (84%) to have SNS profile page  Lack of time (46 percent) and parental veto (28 percent) chief obstacle to those without profiles on sites 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Facebook and MySpace dominate SNS world  Facebook and MySpace are by far the most used sites.  79 percent have profile on Facebook, 69 percent on MySpace  Profiles lower than 10 percent on all other sites  Asians (87%), Whites (86%) and African Americans (73%) are more likely to have a Facebook page than are Hispanics (55%). Hispanics (88%) are more likely than Asians (60%) or Whites (65%) to have a MySpace page.  Facebook the most often visited site (60 percent) with MySpace far behind (38 percent)  Asians (69%) and Whites (also 69%) were more likely than African Americans (46%) and Hispanics (31%) to visit Facebook. Hispanics (68%) and African Americans (52%) are more likely than Asians (24%) or Whites (29%) to visit MySpace. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Figure 1: Percent attending one of the following they first heard about on a social networkin An event sponsored by a college you're interested in 7% An event related to college admission 9% A political event 13% A study group or study session 18% A sporting event 31% A concert/musical event 40% A party or other social gathering 56% 0% 9% 19% 28% 37% 47% 56% 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
18 Example: UMBC Prospects 2008 sample: 4,970 prospect email addresses 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19 UMBC Prospects: Demographics 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
20 Teens and social networking 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21 Teens and Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22 The point: ๏ They’re connected all the time ๏ They like to talk ๏ News spreads faster than ever ๏ They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22 The point: ๏ They’re connected all the time ๏ They like to talk ๏ News spreads faster than ever ๏ They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
24 Twitter Demographics Source: Ignite Social Network Analysis Report, 2008 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
26 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
27 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
28 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
28 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
28 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
29 Comments 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
30 Ratings 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Flickr 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32 Out of control ๏ You can’t control this. Period. Get over it. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. ๏ Cognitive Dissonance is bad...unless you’re doing it on purpose. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. ๏ Cognitive Dissonance is bad...unless you’re doing it on purpose. ๏ The good news/bad news: more media = less attention 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. ๏ Cognitive Dissonance is bad...unless you’re doing it on purpose. ๏ The good news/bad news: more media = less attention ๏ Don’t think “campaign,” think “play” (or, if you have to talk to your boss, call it “testing” or “experimenting”) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
33 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
36 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
40 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
42 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43 There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not ๏ Forget about “crafting” anything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not ๏ Forget about “crafting” anything ๏ Embrace your detractors 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not ๏ Forget about “crafting” anything ๏ Embrace your detractors ๏ BE HONEST 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
44 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
45 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
46 The brand doesn’t make the institution, the institution makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
50 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
52 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
54 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
55 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
56 The New Paradigm: Become part of the media stream 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
57 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 Carton’s Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
59 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
60 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
62 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
63 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
64 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65 Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65 Brand Management ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65 Brand Management ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
66 Planning ๏ What’s our policy on engagement? ๏ Who is going to speak? ๏ What’s worthy of response? What’s not? ๏ Is it worth it to assign resources to this? ๏ Who makes the final decision? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
67 Reputation Tracking Resources ๏ www.trackur.com ๏ www.whostalkin.com ๏ search.twitter.com ๏ www.blogsearchengine.com ๏ www.rapleaf.com ๏ www.blogpulse.com ๏ blogsearch.google.com ๏ www.monitter.com ๏ www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68 www.trackur.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
69 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
71 The Truth is Out There 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
72 Engage? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT ๏ Things have changed. Drastically. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think ๏ Accountability is a must. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think ๏ Accountability is a must. ๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think ๏ Accountability is a must. ๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore. ๏ It’s about the experience. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think ๏ Accountability is a must. ๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore. ๏ It’s about the experience. ๏ Think individuals, not audiences 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
74 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
74 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
75 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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Cheap, Fast, and Out of Control

  • 1. 1 eduWeb Chicago July 21, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 2. 1 Cheap, Fast, and Out of Control Social Media, Recruitment, and Reputation Management eduWeb Chicago July 21, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 3. 2 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 4. 3 The 6 big trends that are changing everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 5. 3 The 6 big trends that are changing everything ๏ The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 6. 3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 7. 3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits ๏ Moving from real time to MY time 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 8. 3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits ๏ Moving from real time to MY time ๏ The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 9. 3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits ๏ Moving from real time to MY time ๏ The end of centralization ๏ The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 10. 3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits ๏ Moving from real time to MY time ๏ The end of centralization ๏ The future is always on ๏ The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 11. 4 “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 12. Prospect Broadcast Media Telemarketing Mobile Web Social Media Email Direct Print Mail 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 13. 6 Social Media & Recruitment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 14. 7 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 15. 8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 16. 9 source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/ 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 17. 10 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 18. study of social studentPOLL media and college choice  Joint study with studentPOLL and CollegeBoard.  Online survey administered to senior registrants for the SAT  Email invitation in third week of October to a random sample sample of about 34,000 registrants  960 surveys completed  Findings weighted to represent socioeconomic, racial, income of registrant population 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 19. Demographics of sample Gender  Male 44.5%  Female 55.5 Race  Asian/Indian 10.2%  African American 12.3%  Hispanic/Latino 15.2%  Caucasian/Middle Eastern 55.7%  Other/No Answer 6.5% Income  < $50,000 19.8%  50,000 - < 100,000 22.5%  >= 100,000 21.3%  DK/NA/REF 36.3% 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 20. Use of SNS nearly universal  Nine out of every ten college-bound students visits social networking sites  African Americans are more likely (97%) than Hispanics (86%) or Whites (88%) to visit SNS  84 percent have a personal page or profile on a social networking site  African Americans are more likely (93%) than whites (84%) to have SNS profile page  Lack of time (46 percent) and parental veto (28 percent) chief obstacle to those without profiles on sites 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 21. Facebook and MySpace dominate SNS world  Facebook and MySpace are by far the most used sites.  79 percent have profile on Facebook, 69 percent on MySpace  Profiles lower than 10 percent on all other sites  Asians (87%), Whites (86%) and African Americans (73%) are more likely to have a Facebook page than are Hispanics (55%). Hispanics (88%) are more likely than Asians (60%) or Whites (65%) to have a MySpace page.  Facebook the most often visited site (60 percent) with MySpace far behind (38 percent)  Asians (69%) and Whites (also 69%) were more likely than African Americans (46%) and Hispanics (31%) to visit Facebook. Hispanics (68%) and African Americans (52%) are more likely than Asians (24%) or Whites (29%) to visit MySpace. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 22. Figure 1: Percent attending one of the following they first heard about on a social networkin An event sponsored by a college you're interested in 7% An event related to college admission 9% A political event 13% A study group or study session 18% A sporting event 31% A concert/musical event 40% A party or other social gathering 56% 0% 9% 19% 28% 37% 47% 56% 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 23. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 24. 17 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 25. 18 Example: UMBC Prospects 2008 sample: 4,970 prospect email addresses 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 26. 19 UMBC Prospects: Demographics 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 27. 20 Teens and social networking 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 28. 21 Teens and Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 29. 22 The point: ๏ They’re connected all the time ๏ They like to talk ๏ News spreads faster than ever ๏ They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 30. 22 The point: ๏ They’re connected all the time ๏ They like to talk ๏ News spreads faster than ever ๏ They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 31. 23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 32. 24 Twitter Demographics Source: Ignite Social Network Analysis Report, 2008 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 33. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 34. 26 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 35. 27 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 36. 28 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 37. 28 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 38. 28 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 39. 29 Comments 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 40. 30 Ratings 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 41. Flickr 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 42. 32 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 43. 32 Out of control ๏ You can’t control this. Period. Get over it. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 44. 32 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 45. 32 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. ๏ Cognitive Dissonance is bad...unless you’re doing it on purpose. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 46. 32 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. ๏ Cognitive Dissonance is bad...unless you’re doing it on purpose. ๏ The good news/bad news: more media = less attention 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 47. 32 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. ๏ Cognitive Dissonance is bad...unless you’re doing it on purpose. ๏ The good news/bad news: more media = less attention ๏ Don’t think “campaign,” think “play” (or, if you have to talk to your boss, call it “testing” or “experimenting”) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 48. 33 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 49. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 50. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 51. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 52. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 53. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 54. 35 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 55. 36 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 56. 37 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 57. 37 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 58. 38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 59. 39 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 60. 40 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 61. 41 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 62. 42 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 63. 43 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 64. 43 There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 65. 43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 66. 43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 67. 43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not ๏ Forget about “crafting” anything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 68. 43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not ๏ Forget about “crafting” anything ๏ Embrace your detractors 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 69. 43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not ๏ Forget about “crafting” anything ๏ Embrace your detractors ๏ BE HONEST 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 70. 44 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 71. 45 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 72. 46 The brand doesn’t make the institution, the institution makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 73. 47 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 74. 48 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 75. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 76. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 77. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 78. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 79. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 80. 50 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 81. 51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 82. 52 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 83. 53 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 84. 54 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 85. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 86. 55 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 87. 56 The New Paradigm: Become part of the media stream 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 88. 57 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 89. 58 Carton’s Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 90. 59 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 91. 60 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 92. 61 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 93. 62 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 94. 63 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 95. 64 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 96. 65 Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 97. 65 Brand Management ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 98. 65 Brand Management ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 99. 65 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 100. 65 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 101. 65 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 102. 66 Planning ๏ What’s our policy on engagement? ๏ Who is going to speak? ๏ What’s worthy of response? What’s not? ๏ Is it worth it to assign resources to this? ๏ Who makes the final decision? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 103. 67 Reputation Tracking Resources ๏ www.trackur.com ๏ www.whostalkin.com ๏ search.twitter.com ๏ www.blogsearchengine.com ๏ www.rapleaf.com ๏ www.blogpulse.com ๏ blogsearch.google.com ๏ www.monitter.com ๏ www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 104. 68 www.trackur.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 105. 69 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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