About Me: • President &
CEO of Blue Sky Factory, Inc • 10 + years of online marketing experience. • email marketer, blogger, podcaster. • Social media evangelist (ﬁnd me online) • Current podcast ROI Radio (www.roiradio.com) • Frequently lecture for ClickZ & Podcast Academy • Author, “The Podcasting Business Book”(Focal Press / Elsevier)
Assumptions & Goals: • You
know your target audience is online. • To acknowledge and understand the rapidly shifting media landscape thats taking place around us. • Your open to thinking outside the box, exploring & understanding how people are using the social web, and communicating in unconventional ways. • Walk away with a handful of tactical ideas to execute and participate in marketing within the social web.
What this session is not.
• Not slide after slide of case studies and real world edu social marketing. (there isn’t much out there) • Not deﬁnitive, but deﬁnitely practical. • Not set in stone. This is experimental for me as well.
Online is where you need
to be.. The Internet is now the number one daytime medium and the number two medium in the home for those between 18-50. Online Publisher’s Association & Ball State Center for Media and Design, June 2006.
The Evolving Media Landscape: A
Changing Face of Online Communication • Shifting media landscape. • There is more of everything. More choices than ever. • Media is no longer one way. There is now dialogue. • As content continues to grow, so does the demand for a personalized media experience.
The Evolving Media Landscape: Two
Way Media Individualized Media Experience Audio Video RSS Blogs Wiki’s Social Networks Compounding Online IM Mobile Communications: Moving Towards Relevance Web Email Print / Radio / TV One Way Media
The Shift to the Social
Web How are people interacting online today? • Blogging (publishing & consuming) • Podcasting (A/V - publishing & consuming) • Video (publishing & consuming) • Photo Sharing / Link Sharing / Tagging • Social Networking (engaging, connecting) • Instant Messaging & SMS / Text Messaging • Email - the “digital glue” of it all.
What makes the web social?
7 Building Blocks of the Social Web Identity - a way of uniquely identifying people in the system Presence - a way of knowing who is online, available or otherwise nearby Relationships - a way of describing how two users in the system are related (e.g. in Flickr, people can be contacts, friends of family) Conversations - a way of talking to other people through the system Groups - a way of forming communities of interest Reputation - a way of knowing the status of other people in the system (who's a good citizen? who can be trusted?) Sharing - a way of sharing things that are meaningful to participants (like photos or videos) Source: nForm User Experience
The Drivers of the Social
Web: What are people doing online anyway? • Content is king. • UGC (User Generated Content) • Text, images, audio, video, etc.. • Podcasts, blog posts, photos, link sharing, mobile, etc
The Drivers of the Social
Web: Why is an email guy talking about social media? • Email is the ONLY commonality in Web 2.0 • The Email Address is the Currency of Accounts • Email DRIVES the conversation - one to one. • Spreads the message, and continues to connect everyone.
Social Marketing: Participating in the
Conversation Awareness & Your Online Dialogue Content Channels • Publish. • Promote. • Let go.You don’t have control (new mindset) • Monitor, Engage, Enroll.
What is the Advantage to
all this: Give your institution a face and a voice... • People, more than ever, want to know who they are dealing with. Who are you? Tell the world. • Lead the way, be different. Pioneer new trends in edu marketing. Tell a story. Be a story. • From corporate to college, messaging is changing. • Brand yourself as an aware & conscious institution.
Tactical Marketing 2.0: Strategies to
put into action... • Blog. (President, Admissions, Departments, etc) • Publish all content via RSS feeds. (CMS) • Share as much content (links, tags, interactivity) • Repurpose all relevant existing audio / video content into podcast format. (iTunes) • Develop a presence in the networks. • Create your own network where appropriate. • Participate in the conversation and build dialogue.
Let’s Be Smart About This:
No one wants to be foolish... • Above all else, be genuine. Don’t fake it. • The social web rewards original thinking and being open and honest. Risk / Reward. • Listen, react, engage, be present. Sometimes thats makes all of the difference.
What am I measuring? This
isn’t cookie cutter... • R.O.E. (Return on Engagement) • You place the value on your results. • Monitor the conversation. • Measure your inquiries.
The Roadblock: Stopping progress dead
in its tracks... • Fear of change and that which we do not understand. • New ideas stamped out by older / traditional thinking. • Loss of control of the message (its an illusion) • “The genie is out of the bottle, too far to go back in.” (Bob Johnson Keynote 07)
Key Lessons & Takeaways •
The social web is here to stay. It will only grow. • Publishing is marketing (more than ever). • Think differently about content, and how you communicate to the world. • Experiment, evaluate, adapt. • This is only the beginning.
Thank You! Lets Chat! Greg
Cangialosi Blue Sky Factory, Inc firstname.lastname@example.org 410.230.0061 x 104 www.blueskyfactory.com - web www.roiradio.com - podcast www.thetrendjunkie.com - blog