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New Media Promotion Using Facebook, Youtube and Blogs


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Presentation by Dan Forbush and Andrew Careaga at 22nd Annual How Colleges Can Obtain National and Regional Publicity, June 16, 2008, Baltimore, Md.

Published in: Business, Technology

New Media Promotion Using Facebook, Youtube and Blogs

  1. 1. New Media Promotion: Facebook, YouTube & Blogs Dan Forbush & Andrew Careaga June 16, 2008
  2. 2. Key Question <ul><li>How do we use technology </li></ul><ul><li>to create community? </li></ul>
  3. 3. And … <ul><li>How do we connect with alumni when they won’t answer our calls or read our emails anymore? </li></ul>
  4. 4. And … <ul><li>Can class notes in our alumni magazines compete with the interactivity of Facebook? </li></ul>
  5. 5. <ul><li>“ The ethos of the Net is fundamentally respectful of and invested in the idea of collective wisdom.” </li></ul><ul><li>James Surowiecki </li></ul><ul><li>The Wisdom of Crowds </li></ul>We Need a New Mindset
  6. 6. Look at the Obama Campaign
  7. 7. His Site is a Social Network
  8. 8. Clinton’s Isn’t
  9. 9. Colleges Are Moving Into Web 2.0 Social Networks
  10. 10. Alumni Organizations In LinkedIn
  11. 11. MIT Network in YouTube
  12. 12. Dartmouth’s Photostream in flickr
  13. 13. Missouri SandT’s Twitter Feed
  14. 14. Stanford’s Page in Facebook
  15. 15. <ul><ul><ul><li>iModules </li></ul></ul></ul><ul><ul><ul><li>Affinity Circles </li></ul></ul></ul><ul><ul><ul><li>Harris Connect </li></ul></ul></ul><ul><ul><ul><li>Convio </li></ul></ul></ul><ul><ul><ul><li>Elgg </li></ul></ul></ul><ul><ul><ul><li>PCI </li></ul></ul></ul><ul><ul><ul><li>Sungard </li></ul></ul></ul><ul><ul><ul><li>Kintera </li></ul></ul></ul>Colleges Also Are Creating Their Own Vendor-Supplied Social Networks
  16. 16. What’s Your Strategy in Social Networking? It’s Time to Ask:
  17. 17. Three Levels of Technology to Integrate
  18. 18. Main Web Site Your Own Vendor-Supplied Social Network Web 2.0 Social Networks Facebook YouTube LinkedIn Flickr MySpace Twitter
  19. 19. A New Facebook Group to Share Information About All This
  20. 20. What We’re Doing at Skidmore <ul><li>Our Own Web Site </li></ul><ul><li>Our Own Social Network </li></ul><ul><li>Commercial Social Networks </li></ul>
  21. 21. Our Own Web Site <ul><li>Skidmore Interactive </li></ul><ul><li>a new ‘brand’ for social media </li></ul><ul><li>a gateway to Skidmore communities in commercial social networks </li></ul>
  22. 22. Skidmore Interactive
  23. 23. Toward Our Own Social Network <ul><li>Complete high-level RFP </li></ul><ul><li>Conduct first round of vendor interviews </li></ul><ul><li>Complete detailed RFP </li></ul><ul><li>Conduct second round of vendor interviews </li></ul><ul><li>Make selection </li></ul><ul><li>Implement </li></ul>
  24. 24. Commercial Social Networks Focus on Facebook
  25. 25. Surveyed Alumni in Facebook <ul><li>244 responses </li></ul><ul><li>79 percent said the college should take an active role in developing communities in Facebook </li></ul><ul><li>50 to 60 percent said they want notices of alumni and college events, news about alumni, and notices about alumni musicians and artists whose works are available on Web </li></ul><ul><li>40 to 50 percent said they want to see news about Skidmore faculty and students and to participate in surveys on timely topics </li></ul>
  26. 26. Created Skidmore Page
  27. 27. Created Groups: Skidmore Alumni Skidmore Global Sustainable Skidmore Digital Media Group Skidmore Book Store
  28. 28. Created Graphic Identity
  29. 29. Started Cultivating Class of ‘12
  30. 30. Started ‘Secret’ Group to Plan Communications
  31. 31. One More Thing … <ul><li>We’re developing a special issue of alumni magazine </li></ul><ul><li>focused on ‘Digital Skidmore’ </li></ul><ul><li>It will include: </li></ul><ul><li>a ‘guide to new media at Skidmore’ </li></ul><ul><li>a readers’ survey focused on print versus electronic news delivery </li></ul>
  32. 32. Other Institutions and Facebook Applications
  33. 33. Middlebury College Bookstore
  34. 34. Selling through ‘Collective Wisdom’ <ul><li>&quot;Our Facebook Fans Page represents a paradigm shift in how we do business. Instead of having customers we have fans and friends. Instead of traditional advertising and publicity alone, we focus on creating events and groups. We network; we listen; we respond; we have conversations with those we want to engage; we seriously consider the ideas and concerns of our fans and friends.” </li></ul><ul><li>Robert Jansen </li></ul><ul><li>Director, Middlebury College Bookstore </li></ul>
  35. 35. Stanford Event Map
  36. 36. Boston College Football Fans
  37. 37. Link to Harris Connect
  38. 38. Manhattanville Resume Uploader
  39. 39. SkoolPool
  40. 43. What happens when old and new collide?
  41. 44. ‘ Don’t tase me, bro!’
  42. 45. ‘ Don’t tase me, bro!’
  43. 47. Disintermediation Eliminating the middleman
  44. 48. ‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( )
  45. 49. Blogs as news sources <ul><li>October 2006 – 12 blogs in top 100 </li></ul><ul><li>December 2006 – 22 blogs in top 100 </li></ul>Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( )
  46. 50. Blogs as news sources Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( / )
  47. 51. Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( )
  48. 52. From the wire … to the blogs …
  49. 53. … to the comments ...
  50. 54. … to talk radio ‘ We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome ?’
  51. 55. ‘Sudden jihad syndrome’ ‘ Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show
  52. 63. For a Copy of These Slides <ul><li>Go to: </li></ul><ul><li> </li></ul>