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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 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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Transcript

  • 1. Cheap, Fast, and Out of Control
    • Social Media, Recruitment, and Reputation Management
    PRSA CHE Summit 2009 April 16, 2009
  • 2. August 15, 1971
  • 3. 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. “ Mommy, why can’t I pause the TV?”
  • 5. Broadcast Media Web Mobile Email Social Media Prospect Direct Mail Telemarketing Print
  • 6. Social Media & Recruitment
  • 7.  
  • 8.  
  • 9. source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/
  • 10.  
  • 11. student POLL 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. 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. 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. 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.  
  • 16.  
  • 17. source: Annenberg School Digital Futures Report 2007
  • 18. Example: UMBC Prospects 2008 sample: 4,970 prospect email addresses
  • 19. UMBC Prospects: Demographics
  • 20. Teens and social networking
  • 21. Teens and Communication
  • 22. But...
  • 23. The point:
    • They’re connected all the time
    • They like to talk
    • News spreads faster than ever
    • They consume and create
  • 24.  
  • 25.  
  • 26. Where are they talking about you? (and what are they saying?)
  • 27. It’s not just Facebook/Myspace
  • 28. Video “ Cornell Drunk” “ University of Arizona Pool Party”
  • 29. Comments
  • 30. Ratings
  • 31. Flickr
  • 32. 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. + =
  • 34. How trends get made
  • 35.  
  • 36.  
  • 37. 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 Dawkins The Selfish Gene 1976
  • 38. Virus Host Virus Virus Virus Virus Viral Transmission
  • 39. TB Transmission
  • 40. High School Dating
  • 41. Graph of The Internet
  • 42. “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. 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. vs.
  • 45. Online Brand Management
  • 46. fries!
  • 47. brand Institution Constituents
  • 48.  
  • 49. Doing it right
  • 50. Viral Media
  • 51. (but recent research indicates only 15% of “viral” media passed on)
  • 52.  
  • 53.  
  • 54.  
  • 55. Doing it wrong...
  • 56. ...then again...
  • 57. 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.  
  • 59. Reputation = Brand
  • 60. The brand doesn’t make the institution, the institution makes the brand.
  • 61. “ Brand” is a collaboration
  • 62. Dealing With It
  • 63. 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.  
  • 65. Let’s Talk!
    • [email_address]