Cheap, Fast, and Out of Control

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The explosion of social media has drastically changed the way that prospective undergraduates and their parents (as well as the rest of the world) see your school. While you think you're controlling the message through your "official" communications, people are out there uploading not-so-flattering videos, commenting on "gossip boards," and swapping stories on sites like Facebook and MySpace. It's easy to feel that your school's brand is out of your control.

What do you do? How do you manage your institution's brand and reputation when you can't control the conversation? This presentation examines where prospects are going to find out about your institution, what they're saying, and how memes get made and spread. Along the way you'll get some practical advice and case studies about what others are doing to join in the conversation and leverage social media for recruitment and retention.

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  • 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.
  • Cheap, Fast, and Out of Control

    1. 1. 1 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Cheap, Fast, and Out of Control Social Media, Recruitment, and Reputation Management PRSA CHE Summit 2009 April 16, 2009
    2. 2. 2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com August 15, 1971
    3. 3. 3 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com The 6 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
    4. 4. 4 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com “Mommy, why can’t I pause the TV?”
    5. 5. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Broadcast Media Web Mobile Email Social Media Prospect Direct Mail Telemarketing Print
    6. 6. 6 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Social Media & Recruitment
    7. 7. 7 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    8. 8. 8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    9. 9. 9 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/
    10. 10. 10 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    11. 11. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com studentPOLL study of social media and college choice Joint study with studentPOLL and CollegeBoard. Online survey administered to senior registrants for the SAT Email invitation in third week of October to a random sample sample of about 34,000 registrants 960 surveys completed Findings weighted to represent socioeconomic, racial, income of registrant population
    12. 12. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Demographics of sample Gender  Male 44.5%  Female 55.5 Race  Asian/Indian 10.2%  African American 12.3%  Hispanic/Latino 15.2%  Caucasian/Middle Eastern 55.7%  Other/No Answer 6.5% Income  < $50,000 19.8%  50,000 - < 100,000 22.5%  >= 100,000 21.3%  DK/NA/REF 36.3%
    13. 13. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Use of SNS nearly universal Nine out of every ten college-bound students visits social networking sites  African Americans are more likely (97%) than Hispanics (86%) or Whites (88%) to visit SNS 84 percent have a personal page or profile on a social networking site  African Americans are more likely (93%) than whites (84%) to have SNS profile page Lack of time (46 percent) and parental veto (28 percent) chief obstacle to those without profiles on sites
    14. 14. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Facebook and MySpace dominate SNS world Facebook and MySpace are by far the most used sites.  79 percent have profile on Facebook, 69 percent on MySpace  Profiles lower than 10 percent on all other sites  Asians (87%), Whites (86%) and African Americans (73%) are more likely to have a Facebook page than are Hispanics (55%). Hispanics (88%) are more likely than Asians (60%) or Whites (65%) to have a MySpace page. Facebook the most often visited site (60 percent) with MySpace far behind (38 percent)  Asians (69%) and Whites (also 69%) were more likely than African Americans (46%) and Hispanics (31%) to visit Facebook. Hispanics (68%) and African Americans (52%) are more likely than Asians (24%) or Whites (29%) to visit MySpace.
    15. 15. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    16. 16. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    17. 17. 17 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com source: Annenberg School Digital Futures Report 2007
    18. 18. 18 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Example: UMBC Prospects 2008 sample: 4,970 prospect email addresses
    19. 19. 19 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com UMBC Prospects: Demographics
    20. 20. 20 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Teens and social networking
    21. 21. 21 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Teens and Communication
    22. 22. 22 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com But...
    23. 23. 23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com The point: ๏ They’re connected all the time ๏ They like to talk ๏ News spreads faster than ever ๏ They consume and create
    24. 24. 24 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    25. 25. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    26. 26. 26 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Where are they talking about you? (and what are they saying?)
    27. 27. 27 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com It’s not just Facebook/Myspace
    28. 28. 28 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com QuickTime™ and a decompressor are needed to see this picture. Video QuickTime™ and a decompressor are needed to see this picture. “Cornell Drunk” “University of Arizona Pool Party”
    29. 29. 29 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Comments
    30. 30. 30 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Ratings
    31. 31. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Flickr
    32. 32. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 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 ๏ Don’t think “campaign,” think “play” (or, if you have to talk to your boss, call it “testing” or “experimenting”)
    33. 33. 33 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com + =
    34. 34. 34 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com How trends get made
    35. 35. 35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    36. 36. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    37. 37. 37 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Memes ๏ units of cultural information ๏ cultural evolution or cultural diffusion ๏ subject to natural selection ๏ variation ๏ competition ๏ mutation ๏ it’s not survival of the fittest, it’s survival of fastest (those best able to spread) Richard Dawki The Selfish Gene 1976
    38. 38. 38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Virus Host Virus Virus Virus Viral Transmission
    39. 39. 39 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com TB Transmission
    40. 40. 40 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com High School Dating
    41. 41. 41 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Graph of The Internet
    42. 42. 42 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com “The Tipping Point” ๏ “Hubs” ๏ “Superconnectors” ๏ “Influentials” ๏ Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. Malcolm Gladwell
    43. 43. 43 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com One-to-one ๏ 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 Duncan Watts
    44. 44. 44 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com vs.
    45. 45. 45 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Online Brand Management
    46. 46. 46 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com fries!
    47. 47. 47 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Institution Constituentsbrand
    48. 48. 48 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    49. 49. 49 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Doing it right QuickTime™ and a decompressor are needed to see this picture.
    50. 50. 50 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Viral Media QuickTime™ and a decompressor are needed to see this picture.
    51. 51. 51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com (but recent research indicates only 15% of “viral” media passed on)
    52. 52. 52 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    53. 53. 53 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com QuickTime™ and a Apple Pixlet Video decompressor are needed to see this picture.
    54. 54. 54 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    55. 55. 55 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Doing it wrong... QuickTime™ and a decompressor are needed to see this picture.
    56. 56. 56 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com ...then again...
    57. 57. 57 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 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
    58. 58. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    59. 59. 59 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Reputation = Brand
    60. 60. 60 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com The brand doesn’t make the institution, the institution makes the brand.
    61. 61. 61 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com “Brand” is a collaboration
    62. 62. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Dealing With It
    63. 63. 63 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 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. ๏ Print still matters...for different reasons than you think ๏ 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
    64. 64. 64 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com QuickTime™ and a decompressor are needed to see this picture.
    65. 65. 65 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Let’s Talk! sean.carton@idfive.com

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