PR Strategy in the  Age of Networks Dan Forbush Skidmore College CASE District II Annual Meeting March 23, 2009
Evolution of Computers in Marketing Communications <ul><li>1970s  IBM Memory Typewriter  </li></ul><ul><li>Early 1980s   D...
2009: Our Expanding Digital World   <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li...
Why Our Use of Social  Networks is Exploding* <ul><li>They enable us to manage large extended networks more effectively </...
Facebook is Really a  News Organization  <ul><li>Zuckerberg has created a “marketplace, …for data in high demand on a very...
Social Networks Are Transforming PR, Marketing and Alumni Relations Because: <ul><li>They’re interactive, engaging and ‘vi...
Inauguration Day
<ul><li>What’s Your  </li></ul><ul><li>Social Networking  </li></ul><ul><li>Strategy? </li></ul>
At Skidmore <ul><li>We see the introduction of a Skidmore-hosted social network as our best hope for strengthening our con...
Why Do We Need to?   <ul><li>Caller ID Screening:  Annual fund callers now must make  16 calls  for every live connection ...
‘ Laddering’ Support through  Tiers of Engagement* *Edelman Personal  Create a profile, post a comment, make a donation, s...
New Capabilities the New ‘Skidmore Network’ Must Offer <ul><li>Enable alumni to easily network by professional groups (fin...
Alumni must be able to access the  new Skidmore Network using their Facebook user name and password
Why Facebook?
By Surveying Our Alumni,  We Learned: <ul><li>Twice as many Skidmore alumni use Facebook  </li></ul><ul><li>as MySpace </l...
Here’s What They’re Telling Us   <ul><li>‘ W h y reinvent the wheel? Facebook and Linkedin are sophisticated sites with lo...
What Makes Facebook So ‘Sticky’ ?
‘ Friending’
Content-Sharing
Content-Sharing
Content-Sharing
Content-Sharing
News Feed
Interactions Galore   (50,000 Applications)
Facebook  Pages  (‘Public Profiles’) <ul><li>Institutional voice  </li></ul><ul><li>Visible to all – no login needed </li>...
Measurement <ul><li>Facebook’s ‘Insight’ tool enables you to analyze traffic to your Page by any of the following: </li></...
Page Views
Fans
And…a Key New Feature <ul><li>You may designate any Facebook tab to be your default landing page for non-fans.  </li></ul>...
 
At Skidmore …
 
 
 
 
<ul><li>If you really put your mind to it, here’s how distinctive the ‘Boxes’ tab can be… </li></ul>
 
 
 
Big News: Pages Are  Now Part of News Feed
You’ll Be Given Options to Add
Another Key New Feature: Facebook Connect <ul><li>‘ We believe the next evolution of data portability is about much more t...
Mark Zuckerberg’s Goal <ul><li>“… to turn Facebook into the planet's standardized communication (and marketing) platform, ...
How Facebook Connect Works   <ul><li>Developers may add Facebook’s ‘rich social context’ to their own websites </li></ul><...
 
Facebook Connect with  iModules’ ‘Encompass’* <ul><li>Connects member identity and content in their Ithaca College alumni ...
Single Sign-on <ul><ul><li>Visitors to the alumni community with a Facebook account can associate their identity with a me...
 
Single Sign-on <ul><li>Login page includes the “Connect with Facebook” button </li></ul>
Single Sign-on <ul><li>Clicking on the Facebook button invokes this login dialog box </li></ul>
Single Sign-on Page allowing member to “link” the two accounts
Single Sign-on <ul><li>Successfully logged in, pulling picture and name from Facebook </li></ul>
Big News   Sungard has entered exclusive partnership with iModules Facebook will give iModules access to 60 data fields – ...
Other Networks, Sites,  and Smart Approaches
Twitter.com
Twitter   feed
 
To Send ‘Tweets’ to Facebook
Tinyurl.com
 
Basecamp
Google Maps ‘Mashup’ at Colgate
Box.net
 
Slideshare
To see these slides again: <ul><li>http://www.slideshare.com/dforbush </li></ul>
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CASE District II Presentation

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CASE District II Presentation

  1. 1. PR Strategy in the Age of Networks Dan Forbush Skidmore College CASE District II Annual Meeting March 23, 2009
  2. 2. Evolution of Computers in Marketing Communications <ul><li>1970s IBM Memory Typewriter </li></ul><ul><li>Early 1980s Desktop Publishing </li></ul><ul><li>Mid 1980s CompuServe </li></ul><ul><li>Late1980s Email / Listservs </li></ul><ul><li>Mid 1990s Static Web </li></ul><ul><li>Late 1990s Dynamic Web </li></ul><ul><li>Mid 2000s Social Web </li></ul><ul><li>Late 2000s Mobile Web </li></ul><ul><li>Mid 2020s Neural Web </li></ul>We’re Here
  3. 3. 2009: Our Expanding Digital World <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul><ul><li>Basecamp </li></ul><ul><li>Box.net </li></ul><ul><li>Slideshare </li></ul><ul><li>MySpace </li></ul><ul><li>ITunes </li></ul><ul><li>Flickr </li></ul><ul><li>iGoogle </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Wikis </li></ul>
  4. 4. Why Our Use of Social Networks is Exploding* <ul><li>They enable us to manage large extended networks more effectively </li></ul><ul><li>They provide information about others that serves as a ‘social lubricant,’ making it easy to interact </li></ul><ul><li>They give us new ways to connect with one another over shared interests, problems, or experiences, and to mobilize coordinated actions </li></ul>* Nicole Ellison, Michigan State University ECAR Study of Undergraduate Students and Information Technology, 2008
  5. 5. Facebook is Really a News Organization <ul><li>Zuckerberg has created a “marketplace, …for data in high demand on a very local level: relationships, memberships, likes, dislikes, birthdays. His site transformed that information into news.’ </li></ul><ul><li>Zachary Seward </li></ul><ul><li>Nieman Journalism Lab </li></ul><ul><li>Feb 4, 2009 </li></ul>
  6. 6. Social Networks Are Transforming PR, Marketing and Alumni Relations Because: <ul><li>They’re interactive, engaging and ‘viral’ </li></ul><ul><li>They powerfully support ‘word of mouth’ </li></ul><ul><li>They’re merging with conventional Web sites </li></ul><ul><li>They’re the future </li></ul>
  7. 7. Inauguration Day
  8. 8. <ul><li>What’s Your </li></ul><ul><li>Social Networking </li></ul><ul><li>Strategy? </li></ul>
  9. 9. At Skidmore <ul><li>We see the introduction of a Skidmore-hosted social network as our best hope for strengthening our connections with young alumni – but our strategy is really a Facebook strategy. </li></ul>
  10. 10. Why Do We Need to? <ul><li>Caller ID Screening: Annual fund callers now must make 16 calls for every live connection </li></ul><ul><li>Revenues from Calls are Declining: From $260,000 in 2005 to $110,000 in 2008 </li></ul><ul><li>Renewed Focus on Volunteers: Personal contacts by peers are key </li></ul>
  11. 11. ‘ Laddering’ Support through Tiers of Engagement* *Edelman Personal Create a profile, post a comment, make a donation, sign up for email, ‘friend’ a classmate Social Post pictures or videos, write a blog post, join a discussion or group, post a class note Advocate Recruit others to donate, host an event, create a group
  12. 12. New Capabilities the New ‘Skidmore Network’ Must Offer <ul><li>Enable alumni to easily network by professional groups (financial industry, artists, journalists, etc.) </li></ul><ul><li>Enable alumni to easily network by college affinity groups (class year, sports teams, student organizations, dorms, etc.) </li></ul><ul><li>Enable alumni to post electronic class notes </li></ul><ul><li>And… </li></ul>
  13. 13. Alumni must be able to access the new Skidmore Network using their Facebook user name and password
  14. 14. Why Facebook?
  15. 15. By Surveying Our Alumni, We Learned: <ul><li>Twice as many Skidmore alumni use Facebook </li></ul><ul><li>as MySpace </li></ul><ul><li>79 percent of alumni who use Facebook say </li></ul><ul><li>they use it daily </li></ul><ul><li>The more experienced with Facebook a Skidmore </li></ul><ul><li>alumnus/a is, the less likely he or she is to join </li></ul><ul><li>a Skidmore-managed network </li></ul>
  16. 16. Here’s What They’re Telling Us <ul><li>‘ W h y reinvent the wheel? Facebook and Linkedin are sophisticated sites with lots of resources. Skidmore won't be able to duplicate their service.’ </li></ul><ul><li>‘ Who needs to remember another password?’ </li></ul><ul><li>‘ Yo u need to go where people are, not expect them to come to you.’ </li></ul>
  17. 17. What Makes Facebook So ‘Sticky’ ?
  18. 18. ‘ Friending’
  19. 19. Content-Sharing
  20. 20. Content-Sharing
  21. 21. Content-Sharing
  22. 22. Content-Sharing
  23. 23. News Feed
  24. 24. Interactions Galore (50,000 Applications)
  25. 25. Facebook Pages (‘Public Profiles’) <ul><li>Institutional voice </li></ul><ul><li>Visible to all – no login needed </li></ul><ul><li>Link Event pages to it </li></ul><ul><li>Listserv function </li></ul><ul><li>- Blog function </li></ul><ul><li>- Discussion topics </li></ul><ul><li>- Share photos and videos </li></ul><ul><li>Pull in videos from YouTube </li></ul><ul><li>- Outstanding measurement tools </li></ul>Ideal for creating niche communities
  26. 26. Measurement <ul><li>Facebook’s ‘Insight’ tool enables you to analyze traffic to your Page by any of the following: </li></ul>Wall Posts Video Plays New Fans Audio Plays Fans Photo Views Unique Views Discussion Topics Page Views
  27. 27. Page Views
  28. 28. Fans
  29. 29. And…a Key New Feature <ul><li>You may designate any Facebook tab to be your default landing page for non-fans. </li></ul><ul><li>Consider ‘Boxes’. You can make your page graphically distinctive. ‘Boxes’ also affords greatest latitude in customizing content: RSS feeds, YouTube videos, photos, Flickr, etc. </li></ul>
  30. 31. At Skidmore …
  31. 36. <ul><li>If you really put your mind to it, here’s how distinctive the ‘Boxes’ tab can be… </li></ul>
  32. 40. Big News: Pages Are Now Part of News Feed
  33. 41. You’ll Be Given Options to Add
  34. 42. Another Key New Feature: Facebook Connect <ul><li>‘ We believe the next evolution of data portability is about much more than data. It's about giving users the ability to take their identity and friends with them around the Web, while being able to trust that their information is always up to date and always protected by their privacy settings.’ </li></ul><ul><li>Facebook </li></ul><ul><li>May 9, 2008 </li></ul>
  35. 43. Mark Zuckerberg’s Goal <ul><li>“… to turn Facebook into the planet's standardized communication (and marketing) platform, as ubiquitous and intuitive as the telephone but far more interactive, multidimensional - and indispensable. Your Facebook ID quite simply will be your gateway to the digital world, Zuckerberg predicts.” </li></ul><ul><li>Fortune </li></ul><ul><li>March 11, 2009 </li></ul>
  36. 44. How Facebook Connect Works <ul><li>Developers may add Facebook’s ‘rich social context’ to their own websites </li></ul><ul><li>Users may connect their Facebook account to any partner website for ‘single sign-on’ </li></ul><ul><li>Users may take their profile information with them wherever they go on the Web </li></ul><ul><li>Users may take their friends with them wherever they go on the Web </li></ul>
  37. 46. Facebook Connect with iModules’ ‘Encompass’* <ul><li>Connects member identity and content in their Ithaca College alumni community directly to Facebook. </li></ul><ul><li>Event registrations, class notes, and online donations can be published on a member’s Facebook News Feed. </li></ul>*Thanks to Ithaca’s Julie Doherty for the screenshots that follow
  38. 47. Single Sign-on <ul><ul><li>Visitors to the alumni community with a Facebook account can associate their identity with a member record in the alumni site. </li></ul></ul><ul><ul><li>Once successful, the accounts are “connected” and the member can choose to login with either their community or Facebook username and password in the future. </li></ul></ul>
  39. 49. Single Sign-on <ul><li>Login page includes the “Connect with Facebook” button </li></ul>
  40. 50. Single Sign-on <ul><li>Clicking on the Facebook button invokes this login dialog box </li></ul>
  41. 51. Single Sign-on Page allowing member to “link” the two accounts
  42. 52. Single Sign-on <ul><li>Successfully logged in, pulling picture and name from Facebook </li></ul>
  43. 53. Big News Sungard has entered exclusive partnership with iModules Facebook will give iModules access to 60 data fields – everything but the alum’s email address
  44. 54. Other Networks, Sites, and Smart Approaches
  45. 55. Twitter.com
  46. 56. Twitter feed
  47. 58. To Send ‘Tweets’ to Facebook
  48. 59. Tinyurl.com
  49. 61. Basecamp
  50. 62. Google Maps ‘Mashup’ at Colgate
  51. 63. Box.net
  52. 65. Slideshare
  53. 66. To see these slides again: <ul><li>http://www.slideshare.com/dforbush </li></ul>
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