1




CIC Institute for Chief Academic Officers                                                                          No...
1




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




CIC Institute for Chief Aca...
2




Joining the Conversation



        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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    Let’s talk about Louise...




       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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    09-28-2009, 12:35 PM                                                                                            ...
4




    09-28-2009, 12:35 PM                                                                                            ...
5




    Cat patrols Facebook...




     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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                   Sean Carton, idfive




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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    August 15, 1971


      225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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The 7 big trends that are
changing everything
๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving from...
10




     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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“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
                 ...
14




     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
connections




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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 Welcome to the Now World Order




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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What is “social media”



        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Marshal McLuhan
          “The medium is the message.”




                   Media: a technology that affects society ...
20


 no “content”...




                                                                                    ...but has s...
21


     “media”




     Sender             information or data                                           Receiver




 ...
21



 “mass media”
                                                                                       Receiver



   ...
22




     social: the interaction of humans with other humans

media: technology used to store and deliver information o...
23


     social media
                                                                                           Particip...
24



Social Media:

     technologies that facilitate
     interactions between humans
     using information or data.


...
25



Social Media:


technologies that facilitate conversations




           225 e. redwood street baltimore, md 21202 ...
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Social Media, Recruitment, &
Communication



        225 e. redwood street baltimore, md 21202 410.837.5555 www.id...
27                 A (somewhat incomplete) Timeline of Social Media
                                                      ...
28




     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
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
31




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




                 22...
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
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                                                        source: Annenberg School Digital Futures Report 2007

     ...
39




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
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The point:


 ๏ They’re connected all the time
 ๏ They like to talk
 ๏ News spreads faster than ever
 ๏ They consum...
41




The point:


 ๏ They’re connected all the time
 ๏ They like to talk
 ๏ News spreads faster than ever
 ๏ They consum...
42




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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How memes get made



       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
44




     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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Memes
 ๏ units of cultural information
 ๏ cultural evolution or cultural diffusion
                                ...
47

Viral Transmission

                                                                                   Virus




     ...
48
TB Transmission




                  225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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High School Dating




                     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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 Graph of The Internet




                   225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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“The Tipping Point”

 ๏ “Hubs”                                                                                 Malc...
52




One-to-one

                                                                                          Duncan Watts
...
53




                                    vs.




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




                                    vs.




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.c...
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Where are they talking about you?
(and what are they saying?)



         225 e. redwood street baltimore, md 21202...
55




It’s not just Facebook/Myspace




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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     it ain’t silly...it matters




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Forbes magazine explaining the scientific
methodology for their college rankings survey:


the staff at CCAP gathered data ...
58




Video

                                                       “University of Arizona Pool Party”




     “Cornell ...
58




Video

                                                       “University of Arizona Pool Party”




     “Cornell ...
58




Video

                                                       “University of Arizona Pool Party”




     “Cornell ...
59




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
62




Out of control




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
62




Out of control

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




                    225 e. redwood street balti...
62




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
62




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
62




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
62




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
63




Online Brand Management



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




     Institution                 brand            Constituents




     225 e. redwood street baltimore, md 21202 4...
66




Doing it right




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
67




     (but recent research indicates only 15% of
              “viral” media passed on)
        225 e. redwood stree...
68




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...
70




There’s nowhere to hide

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




                  225 e. redwood street b...
70




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
70




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
70




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
70




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
71




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




              225 e. redw...
74




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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                                  Carton’s Law:

 What Works Best Online is What Can Only Work Online




         ...
77




     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




 ...
80                 A (somewhat incomplete) Timeline of Social Media
                                                      ...
81




                           Carton’s Law 3:


        Brands are collaborations




     225 e. redwood street balti...
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Dealing With It



         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Managing the Conversation




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
83




Managing the Conversation


 ๏ Plan




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive....
83




Managing the Conversation


 ๏ Plan
 ๏ Monitor




             225 e. redwood street baltimore, md 21202 410.837.5...
83




Managing the Conversation


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate




              225 e. redwood street baltimore, md 21...
83




Managing the Conversation


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimo...
83




Managing the Conversation


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimo...
84




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
85


5 Questions to Ask When Developing
A Social Media Strategy




          225 e. redwood street baltimore, md 21202 41...
85


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?




             225 e. redwood s...
85


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institu...
85


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institu...
85


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institu...
85


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institu...
86




Reputation Tracking Resources
 ๏   www.trackur.com

 ๏   www.whostalkin.com

 ๏   search.twitter.com

 ๏   www.blog...
87




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
87




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
87




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
87




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
88




The
Truth
is
Out
There
        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
89




Engage?




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
90




Lessons of Generation TXT




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
90




Lessons of Generation TXT
๏ Things have changed. Drastically.




                       225 e. redwood street balt...
90




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




                  ...
90




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


...
90




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
90




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
90




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
90




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
90




Lessons of Generation TXT
๏ Things have changed. Drastically.
๏ New technology, new mindset.
๏ Show, don’t tell.
๏ ...
91




                                                     The Now Generation




     225 e. redwood street baltimore, m...
92




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
92




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
93




Let’s Talk!
sean.carton@idfive.com

rcasey@rollins.edu




                     225 e. redwood street baltimore, md ...
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CIC CAO Conference Presentation

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Sean Carton (idfive) and Roger Casey's (Rollins College) presentation from the 2009 Chief Academic Officer's Institute.

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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.
  • CIC CAO Conference Presentation

    1. 1. 1 CIC Institute for Chief Academic Officers November 10, 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 CIC Institute for Chief Academic Officers November 10, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    3. 3. 2 Joining the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    4. 4. 3 Let’s talk about Louise... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    5. 5. 4 09-28-2009, 12:35 PM #47 Northstarmom Got a quick reply from the provost that although Rollins' health center isn't open on weekends, the students' health Senior Member insurance covers visits to the Urgent Care Clinic that's right outside the campus. Also learned that the administration has posted flyers around campus including under students' doors telling students what to do if they Join Date: Aug 2004 have H1N1 symptoms. Posts: 14,940 Will be following up about this with S, who for various reasons -- including mentoring freshmen and having roommates who have been peer counselors-- should be well aware of the options for handing illnesses. I guess even the most mature and thoughtful students can lack knowledge/sense when it comes to being sick. Reply www.collegeconfidential.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    6. 6. 4 09-28-2009, 12:35 PM #47 Northstarmom Got a quick reply from the provost that although Rollins' health center isn't open on weekends, the students' health Senior Member insurance covers visits to the Urgent Care Clinic that's right outside the campus. Also learned that the administration has posted flyers around campus including under students' doors telling students what to do if they Join Date: Aug 2004 have H1N1 symptoms. Posts: 14,940 Will be following up about this with S, who for various reasons -- including mentoring freshmen and having roommates who have been peer counselors-- should be well aware of the options for handing illnesses. I guess even the most mature and thoughtful students can lack knowledge/sense when it comes to being sick. Reply www.collegeconfidential.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    7. 7. 5 Cat patrols Facebook... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    8. 8. 6 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    9. 9. 7 Sean Carton, idfive 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    10. 10. 8 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    11. 11. 9 The 7 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 ๏ Welcome to the global conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    12. 12. 10 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    13. 13. 11 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    14. 14. 12 “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    15. 15. 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
    16. 16. 14 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    17. 17. 15 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    18. 18. connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    19. 19. 17 Welcome to the Now World Order 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    20. 20. 18 What is “social media” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    21. 21. 19 Marshal McLuhan “The medium is the message.” Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    22. 22. 20 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    23. 23. 21 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    24. 24. 21 “mass media” Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    25. 25. 22 social: the interaction of humans with other humans media: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    26. 26. 23 social media Participant or data n atio in form Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    27. 27. 24 Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    28. 28. 25 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    29. 29. 26 Social Media, Recruitment, & Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    30. 30. 27 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
    31. 31. 28 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    32. 32. 29 225 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. 31 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
    35. 35. 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
    36. 36. 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
    37. 37. 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
    38. 38. 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
    39. 39. 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
    40. 40. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    41. 41. 38 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    42. 42. 39 Teens and social networking 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    43. 43. 40 Teens and Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    44. 44. 41 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
    45. 45. 41 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
    46. 46. 42 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    47. 47. 43 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    48. 48. 44 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    49. 49. 45 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    50. 50. 46 Memes ๏ units of cultural information ๏ cultural evolution or cultural diffusion ins wk e ๏ subject to natural selection Da en ard sh G R ich elfi ๏ variation Th e S 1976 ๏ competition ๏ mutation ๏ it’s not survival of the fittest, it’s survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    51. 51. 47 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    52. 52. 48 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    53. 53. 49 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    54. 54. 50 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    55. 55. 51 “The Tipping Point” ๏ “Hubs” Malcolm Gladwell ๏ “Superconnectors” ๏ “Influentials” ๏ Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    56. 56. 52 One-to-one Duncan Watts ๏ 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    57. 57. 53 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    58. 58. 53 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    59. 59. 54 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    60. 60. 55 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    61. 61. 56 it ain’t silly...it matters 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    62. 62. Forbes magazine explaining the scientific methodology for their college rankings survey: the staff at CCAP gathered data from a variety of sources. They based 25% of the rankings on 4 million student evaluations of courses and instructors, as recorded on the Web site RateMyProfessors.com. Another 25% is based on post- graduate success, equally determined by enrollment-adjusted entries in Who's Who in America, and by a new metric, the average salaries of graduates reported by Payscale.com. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    63. 63. 58 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    64. 64. 58 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    65. 65. 58 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    66. 66. 59 Comments 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    67. 67. 60 Ratings 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    68. 68. Flickr 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    69. 69. 62 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    70. 70. 62 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
    71. 71. 62 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
    72. 72. 62 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
    73. 73. 62 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
    74. 74. 62 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 ๏ Stop thinking linearly: 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
    75. 75. 63 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    76. 76. 64 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    77. 77. 65 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    78. 78. 65 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    79. 79. 66 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    80. 80. 67 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    81. 81. 68 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    82. 82. 69 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    83. 83. 70 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    84. 84. 70 There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    85. 85. 70 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
    86. 86. 70 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
    87. 87. 70 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
    88. 88. 70 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
    89. 89. 70 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
    90. 90. 71 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    91. 91. 72 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    92. 92. 73 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
    93. 93. 74 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    94. 94. 75 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    95. 95. 76 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
    96. 96. 77 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    97. 97. 78 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    98. 98. 79 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    99. 99. 80 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
    100. 100. 81 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    101. 101. 82 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    102. 102. 83 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    103. 103. 83 Managing the Conversation ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    104. 104. 83 Managing the Conversation ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    105. 105. 83 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    106. 106. 83 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    107. 107. 83 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    108. 108. 84 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    109. 109. 85 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    110. 110. 85 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    111. 111. 85 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    112. 112. 85 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    113. 113. 85 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    114. 114. 85 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 5.What are we going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    115. 115. 86 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
    116. 116. 87 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    117. 117. 87 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    118. 118. 87 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    119. 119. 87 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    120. 120. 88 The Truth is Out There 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    121. 121. 89 Engage? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    122. 122. 90 Lessons of Generation TXT 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    123. 123. 90 Lessons of Generation TXT ๏ Things have changed. Drastically. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    124. 124. 90 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
    125. 125. 90 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
    126. 126. 90 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
    127. 127. 90 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. ๏ Accountability is a must. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    128. 128. 90 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. ๏ 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
    129. 129. 90 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. ๏ 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
    130. 130. 90 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. ๏ 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
    131. 131. 91 The Now Generation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    132. 132. 92 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    133. 133. 92 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    134. 134. 93 Let’s Talk! sean.carton@idfive.com rcasey@rollins.edu 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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