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From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix
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From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing Mix

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A presentation I have at this years edu Web Conference on July 24, 2007. The talk is given to an academic crowd but is highly relevant to marketing in general.

A presentation I have at this years edu Web Conference on July 24, 2007. The talk is given to an academic crowd but is highly relevant to marketing in general.

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  • 1. From Inbox to iPod: Meshing Today’s Social Media Elements into the Marketing Strategy edu Web Conference July 24, 2007 Greg Cangialosi Blue Sky Factory, Inc
  • 2. Agenda • Introduction & Overview • Overview of the social web. • A snapshot of the social universe. • Marketing 2.0 Tactics that work. • Q&A
  • 3. About Me: • President & CEO of Blue Sky Factory, Inc • 10 + years of online marketing experience. • email marketer, blogger, podcaster. • Social media evangelist (find me online) • Current podcast ROI Radio (www.roiradio.com) • Frequently lecture for ClickZ & Podcast Academy • Author, “The Podcasting Business Book”(Focal Press / Elsevier)
  • 4. Assumptions & Goals: • You know your target audience is online. • To acknowledge and understand the rapidly shifting media landscape thats taking place around us. • Your open to thinking outside the box, exploring & understanding how people are using the social web, and communicating in unconventional ways. • Walk away with a handful of tactical ideas to execute and participate in marketing within the social web.
  • 5. What this session is not. • Not slide after slide of case studies and real world edu social marketing. (there isn’t much out there) • Not definitive, but definitely practical. • Not set in stone. This is experimental for me as well.
  • 6. Online is where you need to be.. The Internet is now the number one daytime medium and the number two medium in the home for those between 18-50. Online Publisher’s Association & Ball State Center for Media and Design, June 2006.
  • 7. The Evolving Media Landscape: A Changing Face of Online Communication • Shifting media landscape. • There is more of everything. More choices than ever. • Media is no longer one way. There is now dialogue. • As content continues to grow, so does the demand for a personalized media experience.
  • 8. The Evolving Media Landscape: Two Way Media Individualized Media Experience Audio Video RSS Blogs Wiki’s Social Networks Compounding Online IM Mobile Communications: Moving Towards Relevance Web Email Print / Radio / TV One Way Media
  • 9. The Shift to the Social Web How are people interacting online today? • Blogging (publishing & consuming) • Podcasting (A/V - publishing & consuming) • Video (publishing & consuming) • Photo Sharing / Link Sharing / Tagging • Social Networking (engaging, connecting) • Instant Messaging & SMS / Text Messaging • Email - the “digital glue” of it all.
  • 10. What makes the web social? 7 Building Blocks of the Social Web Identity - a way of uniquely identifying people in the system Presence - a way of knowing who is online, available or otherwise nearby Relationships - a way of describing how two users in the system are related (e.g. in Flickr, people can be contacts, friends of family) Conversations - a way of talking to other people through the system Groups - a way of forming communities of interest Reputation - a way of knowing the status of other people in the system (who's a good citizen? who can be trusted?) Sharing - a way of sharing things that are meaningful to participants (like photos or videos) Source: nForm User Experience
  • 11. Where are the eyes and ears? A sample ecosystem of the social web The Social Web
  • 12. A Sample Social Universe: Lets take a look.....
  • 13. Receptiveness to Marketing:
  • 14. The Drivers of the Social Web: What are people doing online anyway? • Content is king. • UGC (User Generated Content) • Text, images, audio, video, etc.. • Podcasts, blog posts, photos, link sharing, mobile, etc
  • 15. The Drivers of the Social Web: Why is an email guy talking about social media? • Email is the ONLY commonality in Web 2.0 • The Email Address is the Currency of Accounts • Email DRIVES the conversation - one to one. • Spreads the message, and continues to connect everyone.
  • 16. The Catch All: Participating in the Conversation Publishing is Marketing 2.0
  • 17. Social Marketing: Participating in the Conversation Awareness & Your Online Dialogue Content Channels • Publish. • Promote. • Let go.You don’t have control (new mindset) • Monitor, Engage, Enroll.
  • 18. What is the Advantage to all this: Give your institution a face and a voice... • People, more than ever, want to know who they are dealing with. Who are you? Tell the world. • Lead the way, be different. Pioneer new trends in edu marketing. Tell a story. Be a story. • From corporate to college, messaging is changing. • Brand yourself as an aware & conscious institution.
  • 19. Tactical Marketing 2.0: Strategies to put into action... • Blog. (President, Admissions, Departments, etc) • Publish all content via RSS feeds. (CMS) • Share as much content (links, tags, interactivity) • Repurpose all relevant existing audio / video content into podcast format. (iTunes) • Develop a presence in the networks. • Create your own network where appropriate. • Participate in the conversation and build dialogue.
  • 20. Real World Examples: Strategies at work.... Lets check out the edu’s....
  • 21. Let’s Be Smart About This: No one wants to be foolish... • Above all else, be genuine. Don’t fake it. • The social web rewards original thinking and being open and honest. Risk / Reward. • Listen, react, engage, be present. Sometimes thats makes all of the difference.
  • 22. What am I measuring? This isn’t cookie cutter... • R.O.E. (Return on Engagement) • You place the value on your results. • Monitor the conversation. • Measure your inquiries.
  • 23. The Roadblock: Stopping progress dead in its tracks... • Fear of change and that which we do not understand. • New ideas stamped out by older / traditional thinking. • Loss of control of the message (its an illusion) • “The genie is out of the bottle, too far to go back in.” (Bob Johnson Keynote 07)
  • 24. Tactical Implementations: Social Marketing Key Uses • Outreach / Education • Branding • Public Relations / Media Relations • Advertising / Marketing / Sponsorship • Internal Communications • Training
  • 25. Key Lessons & Takeaways • The social web is here to stay. It will only grow. • Publishing is marketing (more than ever). • Think differently about content, and how you communicate to the world. • Experiment, evaluate, adapt. • This is only the beginning.
  • 26. Thank You! Lets Chat! Greg Cangialosi Blue Sky Factory, Inc greg@blueskyfactory.com 410.230.0061 x 104 www.blueskyfactory.com - web www.roiradio.com - podcast www.thetrendjunkie.com - blog

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