AMA Symposium 2008


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Authentic Uses for Social Media and the New Web for Higher Education Marketing

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AMA Symposium 2008

  1. 1. Authentic Uses of Social Media and the “New” Web Adrienne Bartlett, Director of Marketing 2008 AMA Symposium
  2. 2. Access these slides by visiting: (Click on “Groups” and look for AMA)
  3. 3. Let’s Set Expectations The “Groundswell” Authenticity Listening Participating Examples
  4. 4. How Did We Get Here? 1970’s “Application and Catalog” 1980’s Marketing and Direct Mail 1990’s Branding and more Direct Mail 2000’s Authenticity and Social Media
  5. 5. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  6. 6. Think this way: 1.0 = passive 2.0 = active (making the web more like a conversation than a library)
  7. 7. Prosumer Producers & Consumer Content Creators Social Advertising
  8. 8. Talk the Web 2.0 Talk... create animate share profile tag comment vote ratings photo gallery upload videos frequent releases mashups beta publish wiki
  9. 9. quot;Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They're defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon -- the groundswell -- that has created a permanent, long- lasting shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity.quot;
  10. 10. Media Advertising SOCIAL Networking Marketing
  11. 11. Evolution of Online Advertising 1996 - Websites 1998 - Display 2000 - Search 2002 - Contextual 2004 - Exchanges 2005 - Lead Generation 2006 - Behavioral 2008 - SOCIAL Source: Seth Goldstein, CEO, socialmedia
  12. 12. Spoiler Alert: Social Media is not about technology.
  13. 13. It’s about people’s desire to connect with each other.
  14. 14. How does it differ? Depends upon interaction It’s about them Built around discussion and participation Uses technology as a conduit
  15. 15. “Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves.” From Wikipedia, the free encyclopedia
  16. 16. 76% of US college marketers say they plan to use SM strategies like social networks, viral campaigns and video contests Source: Academica Group, 2008
  17. 17. Competition has changed.
  18. 18. Source: “Knocking at the College Door,” Western Interstate Commission for Higher Education, March 2008
  19. 19. Availability Cost Quality Authenticity
  20. 20. Quality. No Longer Differentiates Difficult to Define
  21. 21. Marketing Immunity 3000-5000 Daily Messages Neurological Blockades
  22. 22. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  23. 23. Building brand recognition has never been harder.
  24. 24. Authenticity: The New Consumer Demand
  25. 25. In a world increasingly filled with deliberately and sensationally staged experiences -- an increasingly unreal world -- “America has consumers choose to buy or not buy based on how real they toxic levels of perceive an offering to be. inauthenticity.” all Business today, therefore, is about being real. Original. Genuine. Sincere. Authentic.” Source: “Authenticity: What Consumers Really Want,” Pine and Gilmore, Harvard University Press
  26. 26. When everything is perfect, we all look the same.
  27. 27. Demographics
  28. 28. Tell Better Stories Stories not Stats. People not Programs. Must be real, unique and recent. Let “them” tell the story! Can’t be authentic & have editorial control
  29. 29. False Real Advertising Real What You Say Others Missed Opportunity Who You Are
  30. 30. Transparency Differentiation Connections Stories Profiles
  31. 31. What Kind of Car? How would your students answer this?
  32. 32. Your tag line. Is it Real/Real?
  33. 33. “In the era of social media, people use technologies to get what they need from each other, not traditional institutions.” Groundswell: Winning in a World Transformed by Social Technologies ,2008, Harvard UP Charlene Li & Josh Bernoff
  34. 34. What are you doing to facilitate that process?
  35. 35. Today the most important conversation is not the marketing monologue but the dialogue between your audience.
  36. 36. “Word of Mouse”
  37. 37. Can’t we just ignore it?
  38. 38. Maybe. For now. But at a cost. Trends show skyrocketing use.
  39. 39. Social media campaigns can be targeted: Age Gender Political Views Religious Affiliation Activities Location
  40. 40. Consider what happens when your competitors harness the power of social media (while you cling to “traditional” methods)
  41. 41. Let go. Remember, you’re not in control. Remember, they don’t trust marketers. Remember, they are talking about you anyways. Remember, they want to figure out the truth. Remember, their parents are talking about you too.
  42. 42. “It's a pretty safe bet that all marketers now know engaging in social media can be a gamble. But the question is whether opting out is really a choice.” Social Marketing Do’s and Don’ts, ADWEEK, October 8, 2007
  43. 43. So how do you start?
  44. 44. Cautiously. Social media can start a firestorm of criticism. If you have enthusiastic supporters, they will rally to your defense. Better to have your message reflected, than be silent (in most cases).
  45. 45. Are you listening? Prospects, applicants, current students and alumni are already talking about you online. Pay attention -- there’s no excuse! Free feedback -- close the loop
  46. 46. Google Alerts
  47. 47. Technorati (blog search)
  48. 48. search
  49. 49. YouTube search
  50. 50. Facebook “Lexicon” (A tool that allows you to see the buzz surrounding different words and phrases on Facebook)
  51. 51. Demographics
  52. 52. Ready to speak?
  53. 53. “With and for, NOT at or to.” Seth Godin
  54. 54. Use social technologies to energize, support and embrace the Groundswell
  55. 55. A Few Ways to speak Blogs Social Networks Private Communities Audio/Video Podcasts (RSS)
  56. 56. Blogs & Diaries Entries should be short More than just text - add pictures! The best bloggers have interesting things to tell Set expectations - don’t censor Encourage interaction through comment posts Offer RSS feed option
  57. 57. “message from ben and matt”
  58. 58. Social Networks Single location for sharing, connecting and meeting online.
  59. 59. 96% Teens Using Social Networking Tools National School Boards Association, 2007
  60. 60. 9 Hrs Spent on Social Networking Sites/Week (compared to 10 hours watching TV) National School Boards Association, 2007
  61. 61. “Hanging out on the web”
  62. 62. Forrester Research, Inc. 2007 — Groundswell
  63. 63. Forrester Research, Inc. 2007 — Groundswell
  64. 64. Warning: Private Space Very protected It’s not about you Enter at your own risk! Be sure to provide value
  65. 65. A Tale of Two “Facebooks”
  66. 66. Private Communities Social Networking [on your turf]
  67. 67.
  68. 68.
  69. 69.
  70. 70. Taking “Student Blogs” to the Next Level...
  71. 71. Video “The YouTube Revolution”
  72. 72. Will it Blend?
  73. 73. What can we learn? 4,925,289 views as of 7/8/08 Demonstrates key points “Cult-ivate” a following Entertaining and memorable Huge awareness for virtually no cost
  74. 74. Demographics
  75. 75. Podcasting Do other things well first Consider time to record, produce and host Determine frequency you can commit to Make it real (um’s and ah’s are ok) Promote it on iTunes
  76. 76. Demographics
  77. 77. What are Universities Doing? Still in “testing” mode Effectiveness is still unknown Interviews/Roundtable Discussions What’s Happening Sports, Music, Department “Talkshows” Events & Presentations Keynote Addresses
  78. 78. RSS “Really Simple Syndication” Syndicate Content in Various Forms Enables sharing Helps cut through the clutter
  79. 79. What to look for...
  80. 80. “Feeds” for affinity groups, such as, students, parents, prospects, etc. are especially effective for pushing out content for specific audiences, much like that which is published in newsletters.” The Lawlor Group “Focus” June 2007
  81. 81. Some Ideas: Feed to release emergency information Feed to relay updates to policies, programs or events
  82. 82. Great social media campaigns are supported by great email campaigns
  83. 83. The next level
  84. 84. Demographics
  85. 85. 7 Ways to Embrace Authenticity and Social Media: 1. Tell (real) stories 2. Listen 3. Offer opportunities to share/comment/interact/upload 4. Invite participation -- give visitors a voice! 5. Include viral components (keep them coming back) 6. Provide value -- “what’s in it for me?” 7. Give up some control
  86. 86. Not your mamma’s marketing and PR;) Don’t obsess about being “on message” Don’t break the bank Don’t force it Don’t be afraid to try DO tell your story authentically DO make it easy to share with friends, family, colleagues, etc. Source: Adrienne Bartlett, 2008 ;)
  87. 87. Why Social Marketing? More visitors More engaged More time spent on your site More viral components More returners More loyalty More likely to enroll
  88. 88. Your Bookshelf
  89. 89. Thank You! facebook: Adrienne Bartlett AIM: TargetXConcierge