Todd's Presentation to the Association of College Unions International

1. Todd Van Hoosear
Principal, Fresh Ground Communications
@vanhoosear #acuir1

2. Todd Van Hoosear
Principal, Fresh Ground Communications
@vanhoosear #acuir1

3. Todd Van Hoosear
Principal, Fresh Ground Communications
@vanhoosear #acuir1
That’s Better!

4. Good Morning!

5. I need to ask some questions
You should too

7. Who is this guy?
Why should you pay attention to him?
PR Professional with 16 years experience
Social media early adopter
Nerd who takes offense to being called a geek

11. Not so seriously that you’re afraid of it…
But seriously enough that you change more
than just how you market

12. What?
Why?
How?

14. Publishing
Blogs and splogs
Photo, video and audio-sharing sites
Podcasts and videocasts
News and RSS feeds
Mashups and widgets
Community
Social networks
Forums
Blog, video and audio commenting
Collaboration
Wikis
Google Docs
Event management platforms
Aggregation
RSS readers
Social bookmarking
Social tagging and folksonomies
Presence
Microblogs
Live journals
IM/SMS
Mobile location-based services
Optimization
Search engine optimization
Press release optimization
News room optimization

15. Blogs are changing how media companies do
business, and some of them are going out of business
Podcasts and online video are disrupting traditional
advertising models
Social media news releases and news rooms are
changing how press releases are distributed
Social networks are connecting customers with
companies, and empowering those customers
Wikis are taking collaboration to the next level
Blogs and microblogs are creating new opportunities
to join the conversation

16. The “Command and Control” PR model is dead
Honesty and transparency are key
Timing is nothing, announcement-wise
Event communities form way before events start
Criticism is good, failure is acceptable
Everyone’s a channel, and everyone is a critic
Measurement is becoming easier
The “Berlin wall” of information is falling
Big brands are devolving, personal brands are evolving
Everything is a commodity, except attention and trust

17. Thanks to iCrossing for this quote
Social media is a force that cannot be ignored

18. Source: NASPA 2008 Profile of the American College Student

22. The New Rules of Marketing & PR

23. The New Rules of Marketing & PR

24. The New Rules of Marketing & PR

25. The New Rules of Marketing & PR

26. The New Rules of Marketing & PR

27. The New Rules of Marketing & PR

28. The New Rules of Marketing & PR

29. The New Rules of Marketing & PR

30. The New Rules of Marketing & PR

31. (Nearly) everything’s real-time
(Nearly) everything’s online
(Nearly) everyone’s a marketer
(Nearly) everything’s outsourced
(Nearly) everyone’s a freelancer
(Nearly) everything’s measurable
(Nearly) everything’s cheap or free

32. List
Lurk
Listen
Learn
Lead
Leverage

33. Content
CommunityConversation

35. 1. I suffer from information overload already.
2. So much of what's discussed online is meaningless. These forms of
communication are shallow and make us dumber. We have real work
to do!
3. I don't have the time to contribute and moderate, it looks like it
takes a lot of time and energy.
4. Our customers don't use this stuff, the learning curve limits its
usefulness to geeks.
5. Communicators [bloggers, tweeters] are so fickle, better to stay
unengaged than risk random brand damage. We don't want hostile
comments left about us on any forum we've legitimized.
Source: Marshall Kirkpatrick’s “ReadWriteWeb”

36. 6. Traditional media and audiences are still bigger, we'll do new stuff
when they do.
7. Upper management won't support it/dedicate resources for it.
8. These startups can't offer meaningful security, they may not even be
around in a year - I'll wait until Google or our enterprise software
vendor starts offering this kind of functionality.
9. There are so many tools that are similar, I can't tell where to invest
my time so I don't use any of it at all.
10. That stuff's fine for sexy brands, but we sell [insert boring B2B brand]
and are known for stability more than chasing the flavor-of-the-
month. We're doing just fine with the tools we've got, thanks.
Source: Marshall Kirkpatrick’s “ReadWriteWeb”

37. You Can Do to Get Started…

39. Get your news “Dugg” to spread the word

40. +
= More
relevant,
findable,
engaging
news
releases

41. Create and
Cultivate
a Network
Spread the
Word
Get Instant
Feedback

42. Brand Yourself and Converse with Peers/Customers

43. Create Content
Place Your Clients
in Front of a New
Audience

45. MSM and New Media Feed Each Other

47. Todd Van Hoosear
vanhoosear@gmail.com
@vanhoosear #acuir1