New Media Promotion: Facebook, YouTube & Blogs Dan Forbush & Andrew Careaga June 16, 2008

Key Question How do we use technology to create community?

How do we use technology

to create community?

And … How do we connect with alumni when they won’t answer our calls or read our emails anymore?

How do we connect with alumni when they won’t answer our calls or read our emails anymore?

And … Can class notes in our alumni magazines compete with the interactivity of Facebook?

Can class notes in our alumni magazines compete with the interactivity of Facebook?

“ The ethos of the Net is fundamentally respectful of and invested in the idea of collective wisdom.” James Surowiecki The Wisdom of Crowds We Need a New Mindset

“ The ethos of the Net is fundamentally respectful of and invested in the idea of collective wisdom.”

James Surowiecki

The Wisdom of Crowds

Look at the Obama Campaign

His Site is a Social Network

Clinton’s Isn’t

Colleges Are Moving Into Web 2.0 Social Networks

Alumni Organizations In LinkedIn

MIT Network in YouTube

Dartmouth’s Photostream in flickr

Missouri SandT’s Twitter Feed

Stanford’s Page in Facebook

iModules Affinity Circles Harris Connect Convio Elgg PCI Sungard Kintera Colleges Also Are Creating Their Own Vendor-Supplied Social Networks

iModules

Affinity Circles

Harris Connect

Convio

Elgg

PCI

Sungard

Kintera

What’s Your Strategy in Social Networking? It’s Time to Ask:

Three Levels of Technology to Integrate

Main Web Site Your Own Vendor-Supplied Social Network Web 2.0 Social Networks Facebook YouTube LinkedIn Flickr MySpace Twitter

A New Facebook Group to Share Information About All This

What We’re Doing at Skidmore Our Own Web Site Our Own Social Network Commercial Social Networks

Our Own Web Site

Our Own Social Network

Commercial Social Networks

Our Own Web Site Skidmore Interactive a new ‘brand’ for social media a gateway to Skidmore communities in commercial social networks

Skidmore Interactive

a new ‘brand’ for social media

a gateway to Skidmore communities in commercial social networks

Skidmore Interactive

Toward Our Own Social Network Complete high-level RFP Conduct first round of vendor interviews Complete detailed RFP Conduct second round of vendor interviews Make selection Implement

Complete high-level RFP

Conduct first round of vendor interviews

Complete detailed RFP

Conduct second round of vendor interviews

Make selection

Implement

Commercial Social Networks Focus on Facebook

Surveyed Alumni in Facebook 244 responses 79 percent said the college should take an active role in developing communities in Facebook 50 to 60 percent said they want notices of alumni and college events, news about alumni, and notices about alumni musicians and artists whose works are available on Web 40 to 50 percent said they want to see news about Skidmore faculty and students and to participate in surveys on timely topics

244 responses

79 percent said the college should take an active role in developing communities in Facebook

50 to 60 percent said they want notices of alumni and college events, news about alumni, and notices about alumni musicians and artists whose works are available on Web

40 to 50 percent said they want to see news about Skidmore faculty and students and to participate in surveys on timely topics

Created Skidmore Page

Created Groups: Skidmore Alumni Skidmore Global Sustainable Skidmore Digital Media Group Skidmore Book Store

Created Graphic Identity

Started Cultivating Class of ‘12

Started ‘Secret’ Group to Plan Communications

One More Thing … We’re developing a special issue of alumni magazine focused on ‘Digital Skidmore’ It will include: a ‘guide to new media at Skidmore’ a readers’ survey focused on print versus electronic news delivery

We’re developing a special issue of alumni magazine

focused on ‘Digital Skidmore’

It will include:

a ‘guide to new media at Skidmore’

a readers’ survey focused on print versus electronic news delivery

Other Institutions and Facebook Applications

Middlebury College Bookstore

Selling through ‘Collective Wisdom’ "Our Facebook Fans Page represents a paradigm shift in how we do business. Instead of having customers we have fans and friends. Instead of traditional advertising and publicity alone, we focus on creating events and groups. We network; we listen; we respond; we have conversations with those we want to engage; we seriously consider the ideas and concerns of our fans and friends.” Robert Jansen Director, Middlebury College Bookstore

"Our Facebook Fans Page represents a paradigm shift in how we do business. Instead of having customers we have fans and friends. Instead of traditional advertising and publicity alone, we focus on creating events and groups. We network; we listen; we respond; we have conversations with those we want to engage; we seriously consider the ideas and concerns of our fans and friends.”

Robert Jansen

Director, Middlebury College Bookstore

Stanford Event Map

Boston College Football Fans

Link to Harris Connect

Manhattanville Resume Uploader

SkoolPool

What happens when old and new collide?

‘ Don’t tase me, bro!’

‘ Don’t tase me, bro!’

Disintermediation Eliminating the middleman

‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( www.cluetrain.com )

Blogs as news sources October 2006 – 12 blogs in top 100 December 2006 – 22 blogs in top 100 Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )

October 2006 – 12 blogs in top 100

December 2006 – 22 blogs in top 100

Blogs as news sources Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb / )

Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )

From the wire … to the blogs …

… to the comments ...

… to talk radio ‘ We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome ?’

‘Sudden jihad syndrome’ ‘ Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show

For a Copy of These Slides Go to: http://www.slideshare.net/dforbush

Go to:

http://www.slideshare.net/dforbush