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PRSA Teleseminar 10/07/2009

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Presentation for PRSA teleseminar by Sean Carton

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PRSA Teleseminar 10/07/2009

  1. 1. 1 PRSA Teleseminar October 7, 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 PRSA Teleseminar October 7, 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 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
  5. 5. 4 The 6 big trends that are changing everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  6. 6. 4 The 6 big trends that are changing everything ๏ The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  7. 7. 4 The 6 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
  8. 8. 4 The 6 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
  9. 9. 4 The 6 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
  10. 10. 4 The 6 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
  11. 11. 4 The 6 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
  12. 12. 5 “Mommy, why can’t I pause the TV?” 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. 7 Social Media & Recruitment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  15. 15. 8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  16. 16. 9 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  17. 17. 10 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
  18. 18. 11 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  19. 19. study of social studentPOLL media and college choice  Joint study with studentPOLL and CollegeBoard.  Online survey administered to senior registrants for the SAT  Email invitation in third week of October to a random sample sample of about 34,000 registrants  960 surveys completed  Findings weighted to represent socioeconomic, racial, income of registrant population 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  20. 20. Demographics of sample Gender  Male 44.5%  Female 55.5 Race  Asian/Indian 10.2%  African American 12.3%  Hispanic/Latino 15.2%  Caucasian/Middle Eastern 55.7%  Other/No Answer 6.5% Income  < $50,000 19.8%  50,000 - < 100,000 22.5%  >= 100,000 21.3%  DK/NA/REF 36.3% 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  21. 21. Use of SNS nearly universal  Nine out of every ten college-bound students visits social networking sites  African Americans are more likely (97%) than Hispanics (86%) or Whites (88%) to visit SNS  84 percent have a personal page or profile on a social networking site  African Americans are more likely (93%) than whites (84%) to have SNS profile page  Lack of time (46 percent) and parental veto (28 percent) chief obstacle to those without profiles on sites 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  22. 22. Facebook and MySpace dominate SNS world  Facebook and MySpace are by far the most used sites.  79 percent have profile on Facebook, 69 percent on MySpace  Profiles lower than 10 percent on all other sites  Asians (87%), Whites (86%) and African Americans (73%) are more likely to have a Facebook page than are Hispanics (55%). Hispanics (88%) are more likely than Asians (60%) or Whites (65%) to have a MySpace page.  Facebook the most often visited site (60 percent) with MySpace far behind (38 percent)  Asians (69%) and Whites (also 69%) were more likely than African Americans (46%) and Hispanics (31%) to visit Facebook. Hispanics (68%) and African Americans (52%) are more likely than Asians (24%) or Whites (29%) to visit MySpace. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  23. 23. Figure 1: Percent attending one of the following they first heard about on a social networkin An event sponsored by a college you're interested in 7% An event related to college admission 9% A political event 13% A study group or study session 18% A sporting event 31% A concert/musical event 40% A party or other social gathering 56% 0% 9% 19% 28% 37% 47% 56% 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  24. 24. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  25. 25. 18 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  26. 26. 19 Example: UMBC Prospects 2008 sample: 4,970 prospect email addresses 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  27. 27. 20 UMBC Prospects: Demographics 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  28. 28. 21 Teens and social networking 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  29. 29. 22 Teens and Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  30. 30. 23 But... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  31. 31. 24 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
  32. 32. 24 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
  33. 33. 25 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  34. 34. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  35. 35. 27 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  36. 36. 28 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  37. 37. 29 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  38. 38. 29 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  39. 39. 29 Video “University of Arizona Pool Party” “Cornell Drunk” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  40. 40. 30 Comments 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  41. 41. 31 Ratings 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  42. 42. Flickr 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  43. 43. 33 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  44. 44. 33 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
  45. 45. 33 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
  46. 46. 33 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
  47. 47. 33 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
  48. 48. 33 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
  49. 49. 34 How trends get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  50. 50. 35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  51. 51. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  52. 52. 37 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
  53. 53. 38 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  54. 54. 39 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  55. 55. 40 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  56. 56. 41 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  57. 57. 42 “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
  58. 58. 43 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
  59. 59. 44 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  60. 60. 44 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  61. 61. 45 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  62. 62. 46 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  63. 63. 47 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  64. 64. 47 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  65. 65. 48 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  66. 66. 49 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  67. 67. 50 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  68. 68. 51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  69. 69. 52 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  70. 70. 53 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  71. 71. 54 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  72. 72. 55 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  73. 73. 55 There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  74. 74. 55 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
  75. 75. 55 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
  76. 76. 55 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
  77. 77. 55 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
  78. 78. 55 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
  79. 79. 56 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  80. 80. 57 The brand doesn’t make the institution, the institution makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  81. 81. 58 “Brand” is a collaboration 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  82. 82. 59 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  83. 83. 60 Lessons of Generation TXT 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  84. 84. 60 Lessons of Generation TXT ๏ Things have changed. Drastically. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  85. 85. 60 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  86. 86. 60 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  87. 87. 60 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  88. 88. 60 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  89. 89. 60 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think ๏ Accountability is a must. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  90. 90. 60 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think ๏ Accountability is a must. ๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  91. 91. 60 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think ๏ Accountability is a must. ๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore. ๏ It’s about the experience. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  92. 92. 60 Lessons of Generation TXT ๏ Things have changed. Drastically. ๏ New technology, new mindset. ๏ Show, don’t tell. ๏ More information is better...they’re going to find it out anyway. ๏ Print still matters...for different reasons than you think ๏ Accountability is a must. ๏ Authenticity is a given. “Three Under a Tree” ain’t gonna work anymore. ๏ It’s about the experience. ๏ Think individuals, not audiences 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  93. 93. 61 10 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  94. 94. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  95. 95. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 2. Why social media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  96. 96. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 2. Why social media? 3. What kind of social media will help you accomplish your goals? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  97. 97. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 2. Why social media? 3. What kind of social media will help you accomplish your goals? 4. Are you prepared to give up control? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  98. 98. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 2. Why social media? 3. What kind of social media will help you accomplish your goals? 4. Are you prepared to give up control? 5. How do you plan to get people to visit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  99. 99. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 2. Why social media? 3. What kind of social media will help you accomplish your goals? 4. Are you prepared to give up control? 5. How do you plan to get people to visit? 6. Who is going to maintain your social media presence? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  100. 100. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 2. Why social media? 3. What kind of social media will help you accomplish your goals? 4. Are you prepared to give up control? 5. How do you plan to get people to visit? 6. Who is going to maintain your social media presence? 7. Do you have the resources to sustain your social media program? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  101. 101. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 2. Why social media? 3. What kind of social media will help you accomplish your goals? 4. Are you prepared to give up control? 5. How do you plan to get people to visit? 6. Who is going to maintain your social media presence? 7. Do you have the resources to sustain your social media program? 8. How will it fit into your larger marketing/communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  102. 102. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 2. Why social media? 3. What kind of social media will help you accomplish your goals? 4. Are you prepared to give up control? 5. How do you plan to get people to visit? 6. Who is going to maintain your social media presence? 7. Do you have the resources to sustain your social media program? 8. How will it fit into your larger marketing/communications strategy? 9. What constitutes “success?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  103. 103. 61 10 Questions to Ask When Developing A Social Media Strategy 1. What are you trying to accomplish? 2. Why social media? 3. What kind of social media will help you accomplish your goals? 4. Are you prepared to give up control? 5. How do you plan to get people to visit? 6. Who is going to maintain your social media presence? 7. Do you have the resources to sustain your social media program? 8. How will it fit into your larger marketing/communications strategy? 9. What constitutes “success?” 10.What are you going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  104. 104. 62 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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