Social Media 101 CIC Media Conference 2011

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Sean Carton's presentation from the CIC Media Conference 2011.

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  • Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.\n
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  • Social Media 101 CIC Media Conference 2011

    1. 1. Social Media 101 1Clothing the Emperor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    2. 2. 2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    3. 3. 3 Source: Alterian’s Eighth Annual Survey, 2011 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    4. 4. 4Influence Source:
Hobsons
Annual
Report
on
College
Search
2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 05/17/11
    5. 5. 5 Noel‐Levitz
“E‐ExpectaBons
2010”225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 05/17/11
    6. 6. 6Contact Continuum Source: Cappex.com: “6 Trends in Digital and Mobile Communications for College Admissions in 2011” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 05/17/11
    7. 7. 7Marshal 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
    8. 8. 8 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    9. 9. 9 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    10. 10. 9 “mass media” Receiver rd ata ati on o in form 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
    11. 11. 10 social: the interaction of humans with other humansmedia: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    12. 12. 11 social media Participant or data ma tion r 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
    13. 13. 12Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    14. 14. 13Social Media:technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    15. 15. 14 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003postal servicePersia, 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
    16. 16. 15 What are you trying to accomplish? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    17. 17. 16Social Media Matters:50% of Forbes collegerankings based on socialmedia sources. the staff at CCAP gathered data from a variety of sources. They based 25% of the rankings on 4 million student evaluations of courses and instructors, as recorded on the Web site RateMyProfessors.com. Another 25% is based on post-graduate success, equally determined by enrollment-adjusted entries in Whos Who in America, and by a new metric, the average salaries of graduates reported by Payscale.com. source: Roger Casey, President, McDaniel College 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    18. 18. 17 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    19. 19. 17 Leads? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    20. 20. 17 Leads? Conversions? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    21. 21. 17 Leads? Conversions? Awareness? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    22. 22. 18 Success Metric ÷ Money Spent 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    23. 23. 19 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    24. 24. 19$5,000 spent =$5/click1,000 clicks 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    25. 25. 19$5,000 spent =$5/click1,000 clicks1,000 clicks =10% conversion to leads =$50/lead100 emails 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    26. 26. 19$5,000 spent =$5/click1,000 clicks1,000 clicks =10% conversion to leads =$50/lead100 emails 100 emails =5% conversion to sales =$1,000/5 enrollments enrollment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    27. 27. 19$5,000 spent =$5/click1,000 clicks1,000 clicks =10% conversion to leads =$50/lead100 emails 100 emails =5% conversion to sales =$1,000/5 enrollments enrollment $1,000/enrollment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    28. 28. 20 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    29. 29. 20 Hope is not a strategy. Rick Page 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    30. 30. 21 Why Social Media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    31. 31. 22Why? ๏ Where’s your audience? ๏ Do you want to build stronger relationships? ๏ Do you just want to be on the bandwagon? ๏ Do we fill a niche that’s not filled anywhere else? ๏ Do you do something better? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    32. 32. 23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    33. 33. 23 Engagement 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    34. 34. 24 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    35. 35. 25 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    36. 36. 26 Source: Mobile Shopping Framework: The role of mobile devices in the shopping process Yahoo! January 2011 Source: OTX “Teen Topix” Study, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    37. 37. 27HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    38. 38. 28Ages of Mobile Social Media Users13-17 : 7%18-24 : 16%25-34 : 34%35-54 : 36%55-64 : 5%65+ :Nielsen, December 2009source: 2%Facebook: It’s not “the kids”•400 Million Active Users•50% over 35•26.8 under 24•Older users stay longersource: New York Times, March 2010 Twitter: still figuring it out •24 and younger fastest growing segment •70% over 25 •57% income $60,000+ •52% college or graduate degree source: Quantcast, February 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    39. 39. 29 What kind of social media will best help you achieve your goals? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    40. 40. 30Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising ๏ Virtual Worlds Awareness Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    41. 41. Are you prepared to give up control of your 31 brand...even a little bit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    42. 42. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    43. 43. 33 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    44. 44. 33 Institution brand Audiences 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    45. 45. 34 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    46. 46. 34 Brands are collaborations. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    47. 47. 35There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    48. 48. 35There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    49. 49. 35There’s nowhere to hide ๏ Memes travel...or not ๏ Honesty will out 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    50. 50. 35There’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
    51. 51. 35There’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
    52. 52. 35There’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
    53. 53. 35There’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
    54. 54. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    55. 55. 37 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    56. 56. How do you plan to get people to visit?38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    57. 57. 39 Not very likely 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    58. 58. 40 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    59. 59. 41Who is going to be responsible formaintaining your social media presence? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    60. 60. 42 Roadkill painting syndrome 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    61. 61. 43Tips on staffing ๏ Make it part of the job description ๏ Provide clear evaluation criteria ๏ Expect autonomy ๏ Recognize the new workload ๏ Integrate with communications: it’s not a technical position 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    62. 62. 44 Do you have the resources? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    63. 63. 45Costs ๏ Content creation on a regular basis ๏ Setting up site ๏ Monitoring ๏ Reporting ๏ Opportunity cost ๏ Production 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    64. 64. How does social media fit into a larger46 marketing/communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    65. 65. 47 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    66. 66. others Influencers self advertising direct (email, print, phone, etc.) influencers search influencers social media/peers web site Enrollmen Attention Interest Refinement Application Acceptance t“getting on the radar”“making it on the list” “making the cut” “taking the plunge” “decision time!”• experience • cost • financial aid availability • financial aid availability • financial aid offer• reputation • geography • campus visit • cost • other acceptances• awareness • majors • personal experience • brand experience • ongoing personal contact• 3rd party ratings • academics • academics • personal contact • peers• peers • campus characteristics• campus characteristics • family influence• family/influencers • peers • peers objective Decision Factors individual 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 48
    67. 67. 49 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
    68. 68. 50 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    69. 69. What constitutes success?51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    70. 70. 52Success Metrics ๏ Traffic ๏ Leads ๏ Enrollments ๏ Retention ๏ Engagement ๏ Awareness ๏ Being cool 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    71. 71. 53 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    72. 72. 54 What are you going to do less of if you commit resources to social media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    73. 73. 55 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    74. 74. 56Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    75. 75. 57Social Media:technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    76. 76. 58Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    77. 77. 58Managing the Conversation ๏ Scan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    78. 78. 58Managing the Conversation ๏ Scan ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    79. 79. 58Managing the Conversation ๏ Scan ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    80. 80. 58Managing the Conversation ๏ Scan ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    81. 81. 58Managing the Conversation ๏ Scan ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    82. 82. 58Managing the Conversation ๏ Scan ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    83. 83. 59 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    84. 84. 60 it’s not about the technology! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    85. 85. 61The 5 big questions 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    86. 86. 61The 5 big questions1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    87. 87. 61The 5 big questions1.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
    88. 88. 61The 5 big questions1.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
    89. 89. 61The 5 big questions1.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
    90. 90. 61The 5 big questions1.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
    91. 91. 62Contact Continuum Source: Cappex.com: “6 Trends in Digital and Mobile Communications for College Admissions in 2011” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 05/17/11
    92. 92. g •blogging 63 responsiveness Intimacy and Media (Based on Reis & Shaver’s interpersonal process model of intimacy, 1988) more •locaBon‐based
mktg. •telemarkeBng •video
chat •twiPer •spam •texBng •Facebook •virtual
tour •email •web
site •CPL
adverBsing self
disclosure less more •blogging ) sk d 
ri an y
( ac Bm in •mass
media less •memoir 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 05/17/11
    93. 93. 64...but “practical” matters Noel‐Levitz
“E‐ExpectaBons
2010” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 05/17/11
    94. 94. You are not your target market 65225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 05/17/11
    95. 95. 66 Ali-G’s Law: 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    96. 96. 67 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    97. 97. 68Let’s talk!sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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