A presentation I have at this years edu Web Conference on July 24, 2007. The talk is given to an academic crowd but is highly relevant to marketing in general.

1. From Inbox to iPod:
Meshing Today’s Social Media Elements
into the Marketing Strategy
edu Web Conference
July 24, 2007
Greg Cangialosi
Blue Sky Factory, Inc

2. Agenda
• Introduction & Overview
• Overview of the social web.
• A snapshot of the social universe.
• Marketing 2.0 Tactics that work.
• Q&A

3. About Me:
• President & CEO of Blue Sky Factory, Inc
• 10 + years of online marketing experience.
• email marketer, blogger, podcaster.
• Social media evangelist (find me online)
• Current podcast ROI Radio (www.roiradio.com)
• Frequently lecture for ClickZ & Podcast Academy
• Author, “The Podcasting Business Book”(Focal Press / Elsevier)

4. Assumptions & Goals:
• You know your target audience is online.
• To acknowledge and understand the rapidly shifting
media landscape thats taking place around us.
• Your open to thinking outside the box, exploring &
understanding how people are using the social web,
and communicating in unconventional ways.
• Walk away with a handful of tactical ideas to
execute and participate in marketing within the
social web.

5. What this session is not.
• Not slide after slide of case studies and real world
edu social marketing. (there isn’t much out there)
• Not definitive, but definitely practical.
• Not set in stone. This is experimental for me as
well.

6. Online is where you need to be..
The Internet is now the number one
daytime medium and the number two
medium in the home for those between
18-50.
Online Publisher’s Association & Ball State
Center for Media and Design, June 2006.

7. The Evolving Media Landscape:
A Changing Face of Online Communication
• Shifting media landscape.
• There is more of everything. More choices than
ever.
• Media is no longer one way. There is now dialogue.
• As content continues to grow, so does the demand
for a personalized media experience.

8. The Evolving Media Landscape:
Two Way Media
Individualized Media Experience
Audio Video
RSS Blogs
Wiki’s Social Networks
Compounding
Online
IM Mobile
Communications:
Moving Towards Relevance
Web Email
Print / Radio / TV
One Way Media

9. The Shift to the Social Web
How are people interacting online today?
• Blogging (publishing & consuming)
• Podcasting (A/V - publishing & consuming)
• Video (publishing & consuming)
• Photo Sharing / Link Sharing / Tagging
• Social Networking (engaging, connecting)
• Instant Messaging & SMS / Text Messaging
• Email - the “digital glue” of it all.

10. What makes the web social?
7 Building Blocks of the Social Web
Identity - a way of uniquely identifying people in the
system
Presence - a way of knowing who is online, available or
otherwise nearby
Relationships - a way of describing how two users in the
system are related (e.g. in Flickr, people can be contacts,
friends of family)
Conversations - a way of talking to other people through
the system
Groups - a way of forming communities of interest
Reputation - a way of knowing the status of other people
in the system (who's a good citizen? who can be
trusted?)
Sharing - a way of sharing things that are meaningful to
participants (like photos or videos)
Source: nForm User Experience

11. Where are the eyes and ears?
A sample ecosystem of the social web
The
Social
Web

12. A Sample Social Universe:
Lets take a look.....

13. Receptiveness to Marketing:

14. The Drivers of the Social Web:
What are people doing online anyway?
• Content is king.
• UGC (User Generated Content)
• Text, images, audio, video, etc..
• Podcasts, blog posts, photos, link sharing, mobile, etc

15. The Drivers of the Social Web:
Why is an email guy talking about social media?
• Email is the ONLY commonality in Web 2.0
• The Email Address is the Currency of Accounts
• Email DRIVES the conversation - one to one.
• Spreads the message, and continues to connect
everyone.

16. The Catch All:
Participating in the Conversation
Publishing is
Marketing 2.0

17. Social Marketing:
Participating in the Conversation
Awareness &
Your Online
Dialogue
Content Channels
• Publish.
• Promote.
• Let go.You don’t have control (new mindset)
• Monitor, Engage, Enroll.

18. What is the Advantage to all this:
Give your institution a face and a voice...
• People, more than ever, want to know who they
are dealing with. Who are you? Tell the world.
• Lead the way, be different. Pioneer new trends in
edu marketing. Tell a story. Be a story.
• From corporate to college, messaging is changing.
• Brand yourself as an aware & conscious institution.

19. Tactical Marketing 2.0:
Strategies to put into action...
• Blog. (President, Admissions, Departments, etc)
• Publish all content via RSS feeds. (CMS)
• Share as much content (links, tags, interactivity)
• Repurpose all relevant existing audio / video
content into podcast format. (iTunes)
• Develop a presence in the networks.
• Create your own network where appropriate.
• Participate in the conversation and build dialogue.

20. Real World Examples:
Strategies at work....
Lets check out the edu’s....

21. Let’s Be Smart About This:
No one wants to be foolish...
• Above all else, be genuine. Don’t fake it.
• The social web rewards original thinking and being
open and honest. Risk / Reward.
• Listen, react, engage, be present. Sometimes thats
makes all of the difference.

22. What am I measuring?
This isn’t cookie cutter...
• R.O.E. (Return on Engagement)
• You place the value on your results.
• Monitor the conversation.
• Measure your inquiries.

23. The Roadblock:
Stopping progress dead in its tracks...
• Fear of change and that which we do not
understand.
• New ideas stamped out by older / traditional
thinking.
• Loss of control of the message (its an illusion)
• “The genie is out of the bottle, too far to go back
in.” (Bob Johnson Keynote 07)

24. Tactical Implementations:
Social Marketing Key Uses
• Outreach / Education
• Branding
• Public Relations / Media Relations
• Advertising / Marketing / Sponsorship
• Internal Communications
• Training

25. Key Lessons & Takeaways
• The social web is here to stay. It will only grow.
• Publishing is marketing (more than ever).
• Think differently about content, and how you
communicate to the world.
• Experiment, evaluate, adapt.
• This is only the beginning.

26. Thank You!
Lets Chat!
Greg Cangialosi
Blue Sky Factory, Inc
greg@blueskyfactory.com
410.230.0061 x 104
www.blueskyfactory.com - web
www.roiradio.com - podcast
www.thetrendjunkie.com - blog