4. How Did We Get Here?
1970’s “Application and Catalog”
1980’s Marketing and Direct Mail
1990’s Branding and more Direct Mail
2000’s Authenticity and Social Media
5. Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
6. Think this way:
1.0 = passive
2.0 = active
(making the web more like a
conversation than a library)
10. Talk the Web 2.0 Talk...
create
animate
share
profile
tag
comment
vote
ratings
photo gallery
upload videos
frequent releases
mashups
beta
publish
wiki
11.
12. quot;Right now, your customers are writing about your
products on blogs and recutting your
commercials on YouTube.
They're defining you on Wikipedia and ganging up on
you in social networking sites like Facebook.
These are all elements of a social phenomenon -- the
groundswell -- that has created a permanent, long-
lasting shift in the way the world works.
Most companies see it as a threat.
You can see it as an opportunity.quot;
17. How does it differ?
Depends upon interaction
It’s about them
Built around discussion and participation
Uses technology as a conduit
18. “Social media describes the online
technologies and practices that people use to
share content, opinions, insights, experiences,
perspectives and media themselves.”
From Wikipedia, the free encyclopedia
19. 76% of US college marketers say they
plan to use SM strategies like social networks,
viral campaigns and video contests
Source: Academica Group, 2008
28. In a world increasingly filled with
deliberately and sensationally
staged experiences --
an increasingly unreal world --
“America has
consumers choose to buy or not
buy based on how real they
toxic levels of
perceive an offering to be.
inauthenticity.” all
Business today, therefore, is
about being real.
Original. Genuine. Sincere.
Authentic.”
Source: “Authenticity: What Consumers Really Want,” Pine and Gilmore, Harvard University Press
32. Tell Better Stories
Stories not Stats. People not Programs.
Must be real, unique and recent.
Let “them” tell the story!
Can’t be authentic & have editorial control
33. False Real
Advertising Real
What
You
Say
Others Missed
Opportunity
Who You Are
37. “In the era of social media, people use technologies
to get what they need from each other, not
traditional institutions.”
Groundswell: Winning in a World Transformed by Social Technologies ,2008, Harvard UP
Charlene Li & Josh Bernoff
45. Maybe.
For now.
But at a cost.
Trends show skyrocketing use.
46. Social media campaigns can be targeted:
Age
Gender
Political Views
Religious Affiliation
Activities
Location
47. Consider what happens when
your competitors harness the
power of social media
(while you cling to “traditional” methods)
48. Let go.
Remember, you’re not in control.
Remember, they don’t trust marketers.
Remember, they are talking about you anyways.
Remember, they want to figure out the truth.
Remember, their parents are talking about you too.
49. “It's a pretty safe bet that all marketers now know
engaging in social media can be a gamble.
But the question is whether opting out is really a
choice.”
Social Marketing Do’s and Don’ts, ADWEEK, October 8, 2007
51. Cautiously.
Social media can start a firestorm of criticism.
If you have enthusiastic supporters,
they will rally to your defense.
Better to have your message reflected,
than be silent (in most cases).
52. Are you listening?
Prospects, applicants, current students and alumni
are already talking about you online.
Pay attention -- there’s no excuse!
Free feedback -- close the loop
62. A Few Ways to speak
Blogs
Social Networks
Private Communities
Audio/Video
Podcasts
(RSS)
63. Blogs & Diaries
Entries should be short
More than just text - add pictures!
The best bloggers have interesting things to tell
Set expectations - don’t censor
Encourage interaction through comment posts
Offer RSS feed option
87. What can we learn?
4,925,289 views as of 7/8/08
Demonstrates key points
“Cult-ivate” a following
Entertaining and memorable
Huge awareness for virtually no cost
91. Podcasting
Do other things well first
Consider time to record, produce and host
Determine frequency you can commit to
Make it real (um’s and ah’s are ok)
Promote it on iTunes
94. What are Universities Doing?
Still in “testing” mode
Effectiveness is still unknown
Interviews/Roundtable Discussions
What’s Happening
Sports, Music, Department “Talkshows”
Events & Presentations
Keynote Addresses
95. RSS
“Really Simple Syndication”
Syndicate Content in Various Forms
Enables sharing
Helps cut through the clutter
99. “Feeds” for affinity groups, such as,
students, parents, prospects, etc.
are especially effective for pushing
out content for specific audiences,
much like that which is published in
newsletters.”
The Lawlor Group “Focus” June 2007
100. Some Ideas:
Feed to release emergency information
Feed to relay updates to policies,
programs or events
107. 7 Ways to Embrace Authenticity and
Social Media:
1. Tell (real) stories
2. Listen
3. Offer opportunities to share/comment/interact/upload
4. Invite participation -- give visitors a voice!
5. Include viral components (keep them coming back)
6. Provide value -- “what’s in it for me?”
7. Give up some control
108. Not your mamma’s marketing and PR;)
Don’t obsess about being “on message”
Don’t break the bank
Don’t force it
Don’t be afraid to try
DO tell your story authentically
DO make it easy to share with friends, family, colleagues, etc.
Source: Adrienne Bartlett, 2008 ;)
109. Why Social Marketing?
More visitors
More engaged
More time spent on your site
More viral components
More returners
More loyalty
More likely to enroll