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Sean Carton's presentation to the 2010 NASCUMC conference: "Cheap, Fast, and Out of Control."

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1 July 26, 2010 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 July 26, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
2 “Monkey Business Illusion” video removed due to copyright restrictions To view the video, go to http://www.youtube.com/watch?v=IGQmdoK_ZfY 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 big trends that are changing everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
4 The 7 big trends that are changing everything ๏ The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
4 The 7 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
4 The 7 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
4 The 7 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
4 The 7 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
4 The 7 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 The 7 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 ๏ Welcome to the global conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
6 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
7 “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
9 225 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
connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
12 What is “social media” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
13 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
14 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
15 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
15 “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
16 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
17 social media Participant or data n atio in form 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
18 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
19 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
20 Social Media, Recruitment, & Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21 Social Media Matters: 50% of Forbes college rankings based on social media sources. the staff at CCAP gathered data from a variety of sources. They based 25% of the rankings on 4 million student evaluations of courses and instructors, as recorded on the Web site RateMyProfessors.com. Another 25% is based on post-graduate success, equally determined by enrollment-adjusted entries in Who's Who in America, and by a new metric, the average salaries of graduates reported by Payscale.com. source: Roger Casey, Provost Rollins College 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22 Secret Shoppers ๏ application first contact: 25% of private colleges, 34.5% of public colleges ๏ 76% college bound seniors use facebook ๏ 81% use social media for “official” and unofficial info on colleges ๏ 24% took a school “off the list” because of web site Source: Noel-Levitz “2010 E-Recruiting Practice and Trends” 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
24 225 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 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
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% source: studentPOLL/College Board Survey 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
source: studentPOLL/College Board Survey 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
29 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
30 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 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 Multi-channel communicators Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
33 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
34 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 225 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 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
38 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
40 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
42 “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
43 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
44 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
45 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
45 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
46 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48 it ain’t silly...it matters (and it has an impact) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
50 Comments 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
51 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
53 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 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
53 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
53 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
53 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
53 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
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 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
59 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
60 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61 There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61 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
61 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
61 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
61 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
61 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
62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
63 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
64 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
65 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
66 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
67 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
68 225 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 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
71 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
72 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
74 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
75 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
76 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
76 Managing the Conversation ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
76 Managing the Conversation ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
76 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
76 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
76 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
77 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
78 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
78 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
78 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
78 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
78 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
78 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
79 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
80 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
81 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
81 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
81 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
81 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
82 Lessons of Generation TXT 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
82 Lessons of Generation TXT ๏ Things have changed. Drastically. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
82 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
82 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
82 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
82 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. ๏ Accountability is a must. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
82 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. ๏ 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
82 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. ๏ 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
82 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. ๏ 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
83 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
83 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
84 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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Nascumc 072610

  • 1. 1 July 26, 2010 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 July 26, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 3. 2 “Monkey Business Illusion” video removed due to copyright restrictions To view the video, go to http://www.youtube.com/watch?v=IGQmdoK_ZfY 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 big trends that are changing everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 6. 4 The 7 big trends that are changing everything ๏ The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 7. 4 The 7 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
  • 8. 4 The 7 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
  • 9. 4 The 7 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
  • 10. 4 The 7 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
  • 11. 4 The 7 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
  • 12. 4 The 7 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 ๏ Welcome to the global conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 13. 5 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 14. 6 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 15. 7 “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 16. 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
  • 17. 9 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 18. 10 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 19. connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 20. 12 What is “social media” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 21. 13 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
  • 22. 14 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 23. 15 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 24. 15 “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
  • 25. 16 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
  • 26. 17 social media Participant or data n atio in form 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
  • 27. 18 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
  • 28. 19 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 29. 20 Social Media, Recruitment, & Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 30. 21 Social Media Matters: 50% of Forbes college rankings based on social media sources. the staff at CCAP gathered data from a variety of sources. They based 25% of the rankings on 4 million student evaluations of courses and instructors, as recorded on the Web site RateMyProfessors.com. Another 25% is based on post-graduate success, equally determined by enrollment-adjusted entries in Who's Who in America, and by a new metric, the average salaries of graduates reported by Payscale.com. source: Roger Casey, Provost Rollins College 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 31. 22 Secret Shoppers ๏ application first contact: 25% of private colleges, 34.5% of public colleges ๏ 76% college bound seniors use facebook ๏ 81% use social media for “official” and unofficial info on colleges ๏ 24% took a school “off the list” because of web site Source: Noel-Levitz “2010 E-Recruiting Practice and Trends” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 32. 23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 33. 24 225 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. 26 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
  • 36. 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% source: studentPOLL/College Board Survey 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 37. source: studentPOLL/College Board Survey 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 38. 29 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 39. 30 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
  • 40. 30 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
  • 41. 31 Multi-channel communicators Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 42. 32 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 43. 33 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
  • 44. 34 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 45. 35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 46. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 47. 37 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
  • 48. 38 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 49. 39 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 50. 40 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 51. 41 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 52. 42 “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
  • 53. 43 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
  • 54. 44 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 55. 45 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 56. 45 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 57. 46 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 58. 47 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 59. 48 it ain’t silly...it matters (and it has an impact) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 60. 49 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 61. 49 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 62. 49 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 63. 50 Comments 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 64. 51 Ratings 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 65. Flickr 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 66. 53 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 67. 53 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
  • 68. 53 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
  • 69. 53 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
  • 70. 53 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
  • 71. 53 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
  • 72. 54 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 73. 55 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 74. 56 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 75. 56 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 76. 57 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 77. 58 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 78. 59 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 79. 60 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 80. 61 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 81. 61 There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 82. 61 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
  • 83. 61 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
  • 84. 61 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
  • 85. 61 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
  • 86. 61 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
  • 87. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 88. 63 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 89. 64 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
  • 90. 65 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 91. 66 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 92. 67 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
  • 93. 68 225 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 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 96. 71 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
  • 97. 72 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 98. 73 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 99. 74 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
  • 100. 75 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 101. 76 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 102. 76 Managing the Conversation ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 103. 76 Managing the Conversation ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 104. 76 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 105. 76 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 106. 76 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 107. 77 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 108. 78 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 109. 78 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
  • 110. 78 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
  • 111. 78 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
  • 112. 78 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
  • 113. 78 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
  • 114. 79 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
  • 115. 80 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 116. 81 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 117. 81 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 118. 81 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 119. 81 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 120. 82 Lessons of Generation TXT 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 121. 82 Lessons of Generation TXT ๏ Things have changed. Drastically. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 122. 82 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
  • 123. 82 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
  • 124. 82 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
  • 125. 82 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. ๏ Accountability is a must. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 126. 82 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. ๏ 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
  • 127. 82 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. ๏ 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
  • 128. 82 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. ๏ 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
  • 129. 83 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 130. 83 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 131. 84 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.