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                                                                           September 23, 2010


    225 e. redwood s...
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Cheap, Fast, and
Out of Control
Social Media, Memes, and the Joys of Giving Up Control of Brands




               ...
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    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 Trends Changing Everything



        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5                                                            The consumer is in control




    225 e. redwood street balt...
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                                                                           Atoms to Bits




    225 e. redwood street ...
7 Real-time to My time




“Mommy, why can’t I pause the TV?”

                    225 e. redwood street baltimore, md 212...
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                                                                   The end of centralization




    225 e. redwood stre...
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                                                                    The future is always on




    225 e. redwood stre...
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                                                                            The end of the desktop
     225 e. redw...
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                                                                       Welcom
                                     ...
Prospect


Broadcast
  Media

                                                             Telemarketing
                 ...
13




     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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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 ...
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 no “content”...




                                                                                    ...but has s...
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     “media”




     Sender             information or data                                           Receiver




 ...
19



 “mass media”
                                                                                       Receiver



   ...
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     social: the interaction of humans with other humans

media: technology used to store and deliver information o...
21


     social media
                                                                                           Particip...
22



Social Media:

     technologies that facilitate
     interactions between humans
     using information or data.


...
23



Social Media:


technologies that facilitate conversations




           225 e. redwood street baltimore, md 21202 ...
24                 A (somewhat incomplete) Timeline of Social Media
                                                      ...
25




Social Media & Communication



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




                 22...
30




                                                        source: Annenberg School Digital Futures Report 2007

     ...
31




The point:


 ๏ They’re connected all the time
 ๏ They like to talk
 ๏ News spreads faster than ever
 ๏ They consum...
31




The point:


 ๏ They’re connected all the time
 ๏ They like to talk
 ๏ News spreads faster than ever
 ๏ They consum...
32




Multi-channel communicators




                                                                   Source: Paul Ada...
33




HOWEVER...
     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Ages of Mobile Social Media Users
13-17 : 7%
18-24 : 16%
25-34 : 34%
35-54 : 36%
55-64 : 5%
65+ : 2%
source: Nielsen, ...
35




How memes get made



       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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     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
                                ...
39

Viral Transmission

                                                                                   Virus




     ...
40
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
42

 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...
44




One-to-one

                                                                                          Duncan Watts
...
45




                                                                    Source: Paul Adams http://www.slideshare.net/pa...
46




                                                                    Source: Paul Adams http://www.slideshare.net/pa...
47




                                    vs.




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




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




Out of control




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




Out of control

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




                    225 e. redwood street balti...
48




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
48




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
48




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
48




Out of control

 ๏ You can’t control this. Period. Get over it.
 ๏ It’s about what you say about yourself and what ...
49                         8,750,033 views




Doing it right




         225 e. redwood street baltimore, md 21202 410.8...
50




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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     (but recent research indicates only 15% of
              “viral” media passed on)
        225 e. redwood stree...
53   http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Social...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
53     http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content




Rules for Great Soci...
54




Online Brand Management



       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
55



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
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     Institution                 brand            Constituents




     225 e. redwood street baltimore, md 21202 4...
57




     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 company,
        the company makes the brand.




             225 e. redwood stree...
59




The Communications Ecosystem



       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
60




                                  Carton’s Law:

 What Works Best Online is What Can Only Work Online




         ...
61




     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




 ...
64




                                                                 Source: Paul Adams http://www.slideshare.net/padda...
65




                           Carton’s Law 3:


        Brands are collaborations




     225 e. redwood street balti...
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                                 Carton’s Law 4:


     People Don’t Interact With “Technology”,
           People ...
67




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
68




Managing the Conversation


 ๏ Plan




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive....
68




Managing the Conversation


 ๏ Plan
 ๏ Monitor




             225 e. redwood street baltimore, md 21202 410.837.5...
68




Managing the Conversation


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate




              225 e. redwood street baltimore, md 21...
68




Managing the Conversation


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimo...
68




Managing the Conversation


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimo...
69




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70


5 Questions to Ask When Developing
A Social Media Strategy




          225 e. redwood street baltimore, md 21202 41...
70


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




             225 e. redwood s...
70


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institu...
70


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institu...
70


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institu...
70


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institu...
71




Reputation Tracking Resources
 ๏ www.trackur.com
 ๏ www.whostalkin.com
 ๏ search.twitter.com
 ๏ www.blogsearchengin...
72




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
73




Let’s Talk!
sean.carton@idfive.com




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

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Cheap, Fast, and Out of Control

  1. 1. 1 September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  2. 2. 1 Cheap, Fast, and Out of Control Social Media, Memes, and the Joys of Giving Up Control of Brands September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  3. 3. 2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  4. 4. 3 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  5. 5. 4 The 7 Trends Changing Everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  6. 6. 5 The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  7. 7. 6 Atoms to Bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  8. 8. 7 Real-time to My time “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  9. 9. 8 The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  10. 10. 9 The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  11. 11. 10 The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  12. 12. 11 Welcom e to the global convers ation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  13. 13. 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
  14. 14. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  15. 15. 14 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  16. 16. connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  17. 17. 16 What is “social media” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  18. 18. 17 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
  19. 19. 18 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  20. 20. 19 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  21. 21. 19 “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
  22. 22. 20 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
  23. 23. 21 social media Participant or data n rm atio info 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
  24. 24. 22 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
  25. 25. 23 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  26. 26. 24 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
  27. 27. 25 Social Media & Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  28. 28. 26 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  29. 29. 27 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  30. 30. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  31. 31. 29 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
  32. 32. 30 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  33. 33. 31 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
  34. 34. 31 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
  35. 35. 32 Multi-channel communicators Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  36. 36. 33 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  37. 37. 34 Ages of Mobile Social Media Users 13-17 : 7% 18-24 : 16% 25-34 : 34% 35-54 : 36% 55-64 : 5% 65+ : 2% source: Nielsen, December 2009 Facebook: It’s not “the kids” •400 Million Active Users •50% over 35 •26.8 under 24 •Older users stay longer source: New York Times, March 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  38. 38. 35 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  39. 39. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  40. 40. 37 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  41. 41. 38 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
  42. 42. 39 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  43. 43. 40 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  44. 44. 41 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  45. 45. 42 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  46. 46. 43 “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
  47. 47. 44 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
  48. 48. 45 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  49. 49. 46 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  50. 50. 47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  51. 51. 47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  52. 52. 48 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  53. 53. 48 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
  54. 54. 48 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
  55. 55. 48 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
  56. 56. 48 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
  57. 57. 48 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
  58. 58. 49 8,750,033 views Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  59. 59. 50 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  60. 60. 51 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  61. 61. 52 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  62. 62. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  63. 63. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  64. 64. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  65. 65. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  66. 66. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  67. 67. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  68. 68. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  69. 69. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  70. 70. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  71. 71. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” ๏ Spectacle 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  72. 72. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” ๏ Spectacle ๏ Kindness 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  73. 73. 54 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  74. 74. 55 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  75. 75. 56 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  76. 76. 56 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  77. 77. 57 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  78. 78. 58 The brand doesn’t make the company, the company makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  79. 79. 59 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  80. 80. 60 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
  81. 81. 61 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  82. 82. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  83. 83. 63 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  84. 84. 64 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  85. 85. 65 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  86. 86. 66 Carton’s Law 4: People Don’t Interact With “Technology”, People Interact With People 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  87. 87. 67 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  88. 88. 68 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  89. 89. 68 Managing the Conversation ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  90. 90. 68 Managing the Conversation ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  91. 91. 68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  92. 92. 68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  93. 93. 68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  94. 94. 69 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  95. 95. 70 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  96. 96. 70 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
  97. 97. 70 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
  98. 98. 70 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
  99. 99. 70 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
  100. 100. 70 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
  101. 101. 71 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
  102. 102. 72 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  103. 103. 73 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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