1




    FPRA                                                                          October 29, 2009


           225 ...
1




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




    FPRA                   ...
2




    August 15, 1971


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


The 7 big trends that are
changing everything




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


The 7 big trends that are
changing everything
๏ The consumer is in control




                      225 e. redwood st...
3


The 7 big trends that are
changing everything
๏ The consumer is in control
๏ The move from atoms to bits




         ...
3


The 7 big trends that are
changing everything
๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving from...
3


The 7 big trends that are
changing everything
๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving from...
3


The 7 big trends that are
changing everything
๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving from...
3


The 7 big trends that are
changing everything
๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving from...
3


The 7 big trends that are
changing everything
๏ The consumer is in control
๏ The move from atoms to bits
๏ Moving from...
4




“Mommy, why can’t I pause the TV?”

          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
6




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


Broadcast
  Media

                                                             Telemarketing
                 ...
8




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




    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
11




Social Media Explosion



        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
12                 A (somewhat incomplete) Timeline of Social Media
                                                      ...
13




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
14




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




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




                 22...
16




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17




                                                        source: Annenberg School Digital Futures Report 2007

     ...
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19




How trends get made



       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
20




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21




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




Memes
 ๏ units of cultural information
 ๏ cultural evolution or cultural diffusion
                                ...
23

Viral Transmission

                                                                                   Virus




     ...
24
TB Transmission




                  225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
25

High School Dating




                     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
26

 Graph of The Internet




                   225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
27




“The Tipping Point”

 ๏ “Hubs”                                                                                 Malc...
28




One-to-one

                                                                                          Duncan Watts
...
29




                                    vs.




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.c...
29




                                    vs.




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.c...
30




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



         225 e. redwood street baltimore, md 21202...
31




It’s not just Facebook/Myspace




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
33




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35




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




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
37




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
Critics




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39




Out of control




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39




Out of control

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




                    225 e. redwood street balti...
39




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
39




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
39




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
39




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
40




Online Brand Management



       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41




                                 brand




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41




       Company                   brand              Constituents




     225 e. redwood street baltimore, md 21202...
42



fries!




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43




Doing it right




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




     (but recent research indicates only 15% of
              “viral” media passed on)
        225 e. redwood stree...
45




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




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47




Doing it wrong...




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48




...then again...




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49




There’s nowhere to hide




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49




There’s nowhere to hide

 ๏ Memes travel...or not




                  225 e. redwood street baltimore, md 21202 4...
49




There’s nowhere to hide

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




                  225 e. redwood street b...
49




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
49




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
49




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
49




There’s nowhere to hide

 ๏ Memes travel...or not
 ๏ Honesty will out
 ๏ Your brand is your experience....like it o...
50




     Reputation = Brand




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
51




Dealing With It



         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
52
“there are inherent limits to our understanding and
  predicting the future at all levels of complexity”
              ...
53




Brand Management




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




Brand Management


 ๏ Plan




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




Brand Management


 ๏ Plan
 ๏ Monitor




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




Brand Management


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate




              225 e. redwood street baltimore, md 21202 410.8...
53




Brand Management


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimore, md 21...
53




Brand Management


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimore, md 21...
54




Planning

 ๏   What’s our policy on engagement?

 ๏   Who is going to speak?

 ๏   What’s worthy of response? What’...
55




Reputation Tracking Resources
 ๏   www.trackur.com

 ๏   www.whostalkin.com

 ๏   search.twitter.com

 ๏   www.blog...
56




                   www.trackur.com

     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
57




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
59




The
Truth
is
Out
There
        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
60




Engage?




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61


5 Questions to Ask When Developing
A Social Media Strategy




          225 e. redwood street baltimore, md 21202 41...
61


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




             225 e. redwood s...
61


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our overall...
61


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our overall...
61


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our overall...
61


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our overall...
62




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




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
63




Let’s Talk!
sean.carton@idfive.com




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

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Brand and reputation management in the age of social media.

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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.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  • FPRA: Cheap, Fast, and Out of Control

    1. 1. 1 FPRA October 29, 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 FPRA October 29, 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 7 big trends that are changing everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    5. 5. 3 The 7 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 7 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 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    8. 8. 3 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    9. 9. 3 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    10. 10. 3 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 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    11. 11. 3 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. 4 “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    13. 13. 5 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    14. 14. 6 225 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. 8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    17. 17. 9 225 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. 11 Social Media Explosion 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    20. 20. 12 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
    21. 21. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    22. 22. 14 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    23. 23. 15 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
    24. 24. 16 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    25. 25. 17 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    26. 26. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    27. 27. 19 How trends get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    28. 28. 20 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    29. 29. 21 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    30. 30. 22 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
    31. 31. 23 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    32. 32. 24 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    33. 33. 25 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    34. 34. 26 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    35. 35. 27 “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
    36. 36. 28 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
    37. 37. 29 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    38. 38. 29 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    39. 39. 30 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    40. 40. 31 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    41. 41. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    42. 42. 33 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    43. 43. 34 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    44. 44. 35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    45. 45. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    46. 46. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    47. 47. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    48. 48. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    49. 49. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    50. 50. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    51. 51. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    52. 52. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    53. 53. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    54. 54. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    55. 55. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    56. 56. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    57. 57. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    58. 58. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    59. 59. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    60. 60. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    61. 61. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    62. 62. 37 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    63. 63. Critics 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    64. 64. 39 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    65. 65. 39 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
    66. 66. 39 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
    67. 67. 39 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
    68. 68. 39 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
    69. 69. 39 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
    70. 70. 40 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    71. 71. 41 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    72. 72. 41 Company brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    73. 73. 42 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    74. 74. 43 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    75. 75. 44 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    76. 76. 45 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    77. 77. 46 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    78. 78. 47 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    79. 79. 48 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    80. 80. 49 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    81. 81. 49 There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    82. 82. 49 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
    83. 83. 49 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
    84. 84. 49 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
    85. 85. 49 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
    86. 86. 49 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
    87. 87. 50 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    88. 88. 51 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    89. 89. 52 “there are inherent limits to our understanding and predicting the future at all levels of complexity” Ziauddin Sardar Chaos: A Graphic Guide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    90. 90. 53 Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    91. 91. 53 Brand Management ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    92. 92. 53 Brand Management ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    93. 93. 53 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    94. 94. 53 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    95. 95. 53 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    96. 96. 54 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
    97. 97. 55 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
    98. 98. 56 www.trackur.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    99. 99. 57 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    100. 100. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    101. 101. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    102. 102. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    103. 103. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    104. 104. 59 The Truth is Out There 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    105. 105. 60 Engage? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    106. 106. 61 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    107. 107. 61 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
    108. 108. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our overall marketing communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    109. 109. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our overall marketing communications strategy? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    110. 110. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our overall marketing communications strategy? 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
    111. 111. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our overall marketing communications strategy? 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
    112. 112. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    113. 113. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    114. 114. 63 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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