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Cheap, Fast, and Out of Control

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idfive

Social media, memes, branding, and communication.

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1 September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
1 Cheap, Fast, and Out of Control Social Media, Memes, and the Joys of Giving Up Control of Brands September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
4 The 7 Trends Changing Everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5 The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
6 Atoms to Bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
7 Real-time to My time “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
8 The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
9 The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
10 The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
11 Welcom e to the global convers ation 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
13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
14 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
16 What is “social media” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17 Marshal McLuhan “The medium is the message.” Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
18 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19 “mass media” Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
20 social: the interaction of humans with other humans media: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21 social media Participant or data n rm atio info Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22 Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
23 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
24 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
25 Social Media & Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
26 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
27 225 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
29 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
30 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
31 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 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
32 Multi-channel communicators Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
33 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34 Ages of Mobile Social Media Users 13-17 : 7% 18-24 : 16% 25-34 : 34% 35-54 : 36% 55-64 : 5% 65+ : 2% source: Nielsen, December 2009 Facebook: It’s not “the kids” •400 Million Active Users •50% over 35 •26.8 under 24 •Older users stay longer source: New York Times, March 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
38 Memes ๏ units of cultural information ๏ cultural evolution or cultural diffusion ins wk e ๏ subject to natural selection Da en ard sh G R ich elfi ๏ variation Th e S 1976 ๏ competition ๏ mutation ๏ it’s not survival of the fittest, it’s survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
40 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
42 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43 “The Tipping Point” ๏ “Hubs” Malcolm Gladwell ๏ “Superconnectors” ๏ “Influentials” ๏ Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
44 One-to-one Duncan Watts ๏ Memes take hold because culture is ready ๏ Six degrees of separation true, but connectors not important ๏ People influence others around them ๏ Anybody is just as likely to launch a trend as anyone else 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
45 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
46 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48 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
48 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
48 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
48 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
48 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 ๏ Stop thinking linearly: 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
49 8,750,033 views Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
50 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
51 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
52 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” ๏ Spectacle 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” ๏ Spectacle ๏ Kindness 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
54 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
55 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
56 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
56 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
57 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 The brand doesn’t make the company, the company makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
59 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
60 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
61 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
63 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
64 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
66 Carton’s Law 4: People Don’t Interact With “Technology”, People Interact With People 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
67 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68 Managing the Conversation ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68 Managing the Conversation ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 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 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 5.What are we going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
71 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
72 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 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 September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 2. 1 Cheap, Fast, and Out of Control Social Media, Memes, and the Joys of Giving Up Control of Brands September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 3. 2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 4. 3 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 5. 4 The 7 Trends Changing Everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 6. 5 The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 7. 6 Atoms to Bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 8. 7 Real-time to My time “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 9. 8 The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 10. 9 The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 11. 10 The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 12. 11 Welcom e to the global convers ation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 13. 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
  • 14. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 15. 14 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 16. connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 17. 16 What is “social media” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 18. 17 Marshal McLuhan “The medium is the message.” Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 19. 18 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 20. 19 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 21. 19 “mass media” Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 22. 20 social: the interaction of humans with other humans media: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 23. 21 social media Participant or data n rm atio info Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 24. 22 Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 25. 23 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 26. 24 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
  • 27. 25 Social Media & Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 28. 26 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 29. 27 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 30. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 31. 29 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
  • 32. 30 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 33. 31 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
  • 34. 31 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
  • 35. 32 Multi-channel communicators Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 36. 33 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 37. 34 Ages of Mobile Social Media Users 13-17 : 7% 18-24 : 16% 25-34 : 34% 35-54 : 36% 55-64 : 5% 65+ : 2% source: Nielsen, December 2009 Facebook: It’s not “the kids” •400 Million Active Users •50% over 35 •26.8 under 24 •Older users stay longer source: New York Times, March 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 38. 35 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 39. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 40. 37 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 41. 38 Memes ๏ units of cultural information ๏ cultural evolution or cultural diffusion ins wk e ๏ subject to natural selection Da en ard sh G R ich elfi ๏ variation Th e S 1976 ๏ competition ๏ mutation ๏ it’s not survival of the fittest, it’s survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 42. 39 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 43. 40 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 44. 41 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 45. 42 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 46. 43 “The Tipping Point” ๏ “Hubs” Malcolm Gladwell ๏ “Superconnectors” ๏ “Influentials” ๏ Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 47. 44 One-to-one Duncan Watts ๏ Memes take hold because culture is ready ๏ Six degrees of separation true, but connectors not important ๏ People influence others around them ๏ Anybody is just as likely to launch a trend as anyone else 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 48. 45 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 49. 46 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 50. 47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 51. 47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 52. 48 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 53. 48 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
  • 54. 48 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
  • 55. 48 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
  • 56. 48 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
  • 57. 48 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 ๏ Stop thinking linearly: 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
  • 58. 49 8,750,033 views Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 59. 50 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 60. 51 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 61. 52 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 62. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 63. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 64. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 65. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 66. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 67. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 68. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 69. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 70. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 71. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” ๏ Spectacle 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 72. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” ๏ Spectacle ๏ Kindness 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 73. 54 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 74. 55 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 75. 56 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 76. 56 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 77. 57 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 78. 58 The brand doesn’t make the company, the company makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 79. 59 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 80. 60 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
  • 81. 61 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 82. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 83. 63 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 84. 64 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 85. 65 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 86. 66 Carton’s Law 4: People Don’t Interact With “Technology”, People Interact With People 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 87. 67 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 88. 68 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 89. 68 Managing the Conversation ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 90. 68 Managing the Conversation ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 91. 68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 92. 68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 93. 68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 94. 69 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 95. 70 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 96. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 97. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 98. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 99. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 100. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 5.What are we going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 101. 71 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
  • 102. 72 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 103. 73 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

Notas del editor

  4. This is the day that the US went off the Gold Standard. It’s essentially the day that the world became an information economy, an economy based on data rather than stuff. All of a sudden money went from representing a physical-world commodity to representing what we said (and/or agreed) it represented. Everything that’s happening right now-- from the economy to the internet-- is a direct line on the vector of this change.