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eduWeb Chicago                                                                          July 21, 2009


            ...
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Cheap, Fast, and
Out of Control
Social Media, Recruitment, and Reputation Management




eduWeb Chicago             ...
2




    August 15, 1971


      225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3


The 6 big trends that are
changing everything




         225 e. redwood street baltimore, md 21202 410.837.5555 www....
3


The 6 big trends that are
changing everything

๏ The consumer is in control




                      225 e. redwood s...
3


The 6 big trends that are
changing everything

๏ The consumer is in control
๏ The move from atoms to bits




        ...
3


The 6 big trends that are
changing everything

๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving fro...
3


The 6 big trends that are
changing everything

๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving fro...
3


The 6 big trends that are
changing everything

๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving fro...
3


The 6 big trends that are
changing everything

๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving fro...
4




“Mommy, why can’t I pause the TV?”

          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Prospect


Broadcast
  Media

                                                             Telemarketing
                 ...
6




Social Media & Recruitment



        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
7




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
8




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
9




    source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/




                225 e...
10




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
study of social
studentPOLL
media and college choice

 Joint study with studentPOLL and CollegeBoard.

 Online survey ad...
Demographics of sample
  Gender
   Male           44.5%
   Female         55.5


  Race
   Asian/Indian               1...
Use of SNS nearly universal
 Nine out of every ten college-bound students visits social networking
  sites
  African Ame...
Facebook and MySpace
dominate SNS world
 Facebook and MySpace are by far the most used sites.
  79 percent have profile o...
Figure 1: Percent attending one of the following they first heard about on a social networkin

An event sponsored by a col...
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17




                                                        source: Annenberg School Digital Futures Report 2007

     ...
18




Example: UMBC Prospects 2008




 sample: 4,970 prospect email addresses


                     225 e. redwood stre...
19




UMBC Prospects: Demographics




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Teens and social networking




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Teens and Communication




       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22




The point:


 ๏ They’re connected all the time
 ๏ They like to talk
 ๏ News spreads faster than ever
 ๏ They consum...
22




The point:


 ๏ They’re connected all the time
 ๏ They like to talk
 ๏ News spreads faster than ever
 ๏ They consum...
23




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
24




Twitter Demographics




                                                               Source: Ignite Social Netwo...
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
26




Where are they talking about you?
(and what are they saying?)



         225 e. redwood street baltimore, md 21202...
27




It’s not just Facebook/Myspace




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Video

                                                       “University of Arizona Pool Party”




     “Cornell ...
28




Video

                                                       “University of Arizona Pool Party”




     “Cornell ...
28




Video

                                                       “University of Arizona Pool Party”




     “Cornell ...
29




Comments




      225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Ratings




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Flickr




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Out of control




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Out of control

 ๏ You can’t control this. Period. Get over it.




                    225 e. redwood street balti...
32




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
32




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
32




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
32




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
33




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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        +                                                   =




     225 e. redwood street baltimore, md 21202 41...
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        +                                                   =




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        +                                                   =




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        +                                                   =




     225 e. redwood street baltimore, md 21202 41...
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        +                                                   =




     225 e. redwood street baltimore, md 21202 41...
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Online Brand Management



       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
36



fries!




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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                                 brand




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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       Institution               brand              Constituents




     225 e. redwood street baltimore, md 21202...
38




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Doing it right




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
40




     (but recent research indicates only 15% of
              “viral” media passed on)
        225 e. redwood stree...
41




Doing it wrong...




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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...then again...




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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There’s nowhere to hide




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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There’s nowhere to hide

 ๏ Memes travel...or not




                  225 e. redwood street baltimore, md 21202 4...
43




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out




                  225 e. redwood street b...
43




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
43




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
43




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
43




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
44




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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     Reputation = Brand




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
46




     The brand doesn’t make the institution,
        the institution makes the brand.




              225 e. redw...
47




The Communications Ecosystem



       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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        +                                                   =




     225 e. redwood street baltimore, md 21202 41...
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        +                                                   =




     225 e. redwood street baltimore, md 21202 41...
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        +                                                   =




     225 e. redwood street baltimore, md 21202 41...
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        +                                                   =




     225 e. redwood street baltimore, md 21202 41...
49




        +                                                   =




     225 e. redwood street baltimore, md 21202 41...
50




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
52




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
54




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
55




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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The New Paradigm: Become part of the media stream




             225 e. redwood street baltimore, md 21202 410.83...
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     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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                                  Carton’s Law:

 What Works Best Online is What Can Only Work Online




         ...
59




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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                                       Carton’s Law 2:

     Technology Changes Quickly, People Change Slowly




 ...
62                 A (somewhat incomplete) Timeline of Social Media
                                                      ...
63




                           Carton’s Law 3:


        Brands are collaborations




     225 e. redwood street balti...
64




Dealing With It



         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65




Brand Management




       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65




Brand Management


 ๏ Plan




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65




Brand Management


 ๏ Plan
 ๏ Monitor




             225 e. redwood street baltimore, md 21202 410.837.5555 www.i...
65




Brand Management


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate




              225 e. redwood street baltimore, md 21202 410.8...
65




Brand Management


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimore, md 21...
65




Brand Management


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimore, md 21...
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Planning

 ๏ What’s our policy on engagement?
 ๏ Who is going to speak?
 ๏ What’s worthy of response? What’s not?
 ...
67




Reputation Tracking Resources
 ๏ www.trackur.com
 ๏ www.whostalkin.com
 ๏ search.twitter.com
 ๏ www.blogsearchengin...
68




                   www.trackur.com

     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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The
Truth
is
Out
There
        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Engage?




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73




Lessons of Generation TXT




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73




Lessons of Generation TXT
๏ Things have changed. Drastically.




                       225 e. redwood street balt...
73




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.




                  ...
73




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.


...
73




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
73




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
73




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
73




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
73




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
73




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
74




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
74




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
75




Let’s Talk!
sean.carton@idfive.com




                225 e. redwood street baltimore, md 21202 410.837.5555 www.id...
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Cheap, Fast, and Out of Control

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How does social media fit into higher education recruitment efforts? How can institutions manage their reputations online in a space where anyone can say anything about them...and does!

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Cheap, Fast, and Out of Control

  1. 1. 1 eduWeb Chicago July 21, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  2. 2. 1 Cheap, Fast, and Out of Control Social Media, Recruitment, and Reputation Management eduWeb Chicago July 21, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  3. 3. 2 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  4. 4. 3 The 6 big trends that are changing everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  5. 5. 3 The 6 big trends that are changing everything ๏ The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  6. 6. 3 The 6 big trends that are changing everything ๏ The consumer is in control ๏ The move from atoms to bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  7. 7. 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  8. 8. 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  9. 9. 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  10. 10. 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  11. 11. 4 “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  12. 12. Prospect Broadcast Media Telemarketing Mobile Web Social Media Email Direct Print Mail 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  13. 13. 6 Social Media & Recruitment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  14. 14. 7 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  15. 15. 8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  16. 16. 9 source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/ 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  17. 17. 10 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  18. 18. study of social studentPOLL 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  19. 19. 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% 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  20. 20. 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  21. 21. 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. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  22. 22. Figure 1: Percent attending one of the following they first heard about on a social networkin An event sponsored by a college you're interested in 7% An event related to college admission 9% A political event 13% A study group or study session 18% A sporting event 31% A concert/musical event 40% A party or other social gathering 56% 0% 9% 19% 28% 37% 47% 56% 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  23. 23. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  24. 24. 17 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  25. 25. 18 Example: UMBC Prospects 2008 sample: 4,970 prospect email addresses 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  26. 26. 19 UMBC Prospects: Demographics 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  27. 27. 20 Teens and social networking 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  28. 28. 21 Teens and Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  29. 29. 22 The point: ๏ They’re connected all the time ๏ They like to talk ๏ News spreads faster than ever ๏ They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  30. 30. 22 The point: ๏ They’re connected all the time ๏ They like to talk ๏ News spreads faster than ever ๏ They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  31. 31. 23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  32. 32. 24 Twitter Demographics Source: Ignite Social Network Analysis Report, 2008 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  33. 33. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  34. 34. 26 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  35. 35. 27 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  36. 36. 28 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  37. 37. 28 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  38. 38. 28 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  39. 39. 29 Comments 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  40. 40. 30 Ratings 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  41. 41. Flickr 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  42. 42. 32 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  43. 43. 32 Out of control ๏ You can’t control this. Period. Get over it. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  44. 44. 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. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  45. 45. 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. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  46. 46. 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  47. 47. 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”) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  48. 48. 33 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  49. 49. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  50. 50. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  51. 51. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  52. 52. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  53. 53. 34 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  54. 54. 35 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  55. 55. 36 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  56. 56. 37 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  57. 57. 37 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  58. 58. 38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  59. 59. 39 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  60. 60. 40 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  61. 61. 41 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  62. 62. 42 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  63. 63. 43 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  64. 64. 43 There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  65. 65. 43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  66. 66. 43 There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out ๏ Your brand is your experience....like it or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  67. 67. 43 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  68. 68. 43 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  69. 69. 43 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  70. 70. 44 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  71. 71. 45 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  72. 72. 46 The brand doesn’t make the institution, the institution makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  73. 73. 47 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  74. 74. 48 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  75. 75. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  76. 76. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  77. 77. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  78. 78. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  79. 79. 49 + = 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  80. 80. 50 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  81. 81. 51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  82. 82. 52 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  83. 83. 53 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  84. 84. 54 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  85. 85. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  86. 86. 55 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  87. 87. 56 The New Paradigm: Become part of the media stream 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  88. 88. 57 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  89. 89. 58 Carton’s Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  90. 90. 59 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  91. 91. 60 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  92. 92. 61 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  93. 93. 62 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  94. 94. 63 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  95. 95. 64 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  96. 96. 65 Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  97. 97. 65 Brand Management ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  98. 98. 65 Brand Management ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  99. 99. 65 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  100. 100. 65 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  101. 101. 65 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  102. 102. 66 Planning ๏ What’s our policy on engagement? ๏ Who is going to speak? ๏ What’s worthy of response? What’s not? ๏ Is it worth it to assign resources to this? ๏ Who makes the final decision? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  103. 103. 67 Reputation Tracking Resources ๏ www.trackur.com ๏ www.whostalkin.com ๏ search.twitter.com ๏ www.blogsearchengine.com ๏ www.rapleaf.com ๏ www.blogpulse.com ๏ blogsearch.google.com ๏ www.monitter.com ๏ www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  104. 104. 68 www.trackur.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  105. 105. 69 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  106. 106. 70 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  107. 107. 70 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  108. 108. 70 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  109. 109. 70 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  110. 110. 71 The Truth is Out There 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  111. 111. 72 Engage? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  112. 112. 73 Lessons of Generation TXT 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  113. 113. 73 Lessons of Generation TXT ๏ Things have changed. Drastically. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  114. 114. 73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  115. 115. 73 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  116. 116. 73 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. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  117. 117. 73 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  118. 118. 73 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. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  119. 119. 73 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. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  120. 120. 73 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. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  121. 121. 73 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  122. 122. 74 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  123. 123. 74 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  124. 124. 75 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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