Cheap, Fast, and Out of Control
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The explosion of social media has drastically changed the way that prospective undergraduates and their parents (as well as the rest of the world) see your school. While you think you're controlling the message through your "official" communications, people are out there uploading not-so-flattering videos, commenting on "gossip boards," and swapping stories on sites like Facebook and MySpace. It's easy to feel that your school's brand is out of your control. What do you do? How do you manage your institution's brand and reputation when you can't control the conversation? This presentation examines where prospects are going to find out about your institution, what they're saying, and how memes get made and spread. Along the way you'll get some practical advice and case studies about what others are doing to join in the conversation and leverage social media for recruitment and retention.
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Cheap, Fast, and Out of Control
- 1. 1 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Cheap, Fast, and Out of Control Social Media, Recruitment, and Reputation Management PRSA CHE Summit 2009 April 16, 2009
- 2. 2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com August 15, 1971
- 3. 3 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com The 6 big trends that are changing everything ŕš The consumer is in control ŕš The move from atoms to bits ŕš Moving from real time to MY time ŕš The end of centralization ŕš The future is always on ŕš The end of the desktop
- 4. 4 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com âMommy, why canât I pause the TV?â
- 5. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Broadcast Media Web Mobile Email Social Media Prospect Direct Mail Telemarketing Print
- 6. 6 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Social Media & Recruitment
- 7. 7 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 8. 8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 9. 9 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/
- 10. 10 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 11. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com studentPOLL study of social media and college choice ď˝Joint study with studentPOLL and CollegeBoard. ď˝Online survey administered to senior registrants for the SAT ď˝Email invitation in third week of October to a random sample sample of about 34,000 registrants ď˝960 surveys completed ď˝Findings weighted to represent socioeconomic, racial, income of registrant population
- 12. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Demographics of sample Gender ď˝ Male 44.5% ď˝ Female 55.5 Race ď˝ Asian/Indian 10.2% ď˝ African American 12.3% ď˝ Hispanic/Latino 15.2% ď˝ Caucasian/Middle Eastern 55.7% ď˝ Other/No Answer 6.5% Income ď˝ < $50,000 19.8% ď˝ 50,000 - < 100,000 22.5% ď˝ >= 100,000 21.3% ď˝ DK/NA/REF 36.3%
- 13. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Use of SNS nearly universal ď˝Nine out of every ten college-bound students visits social networking sites ď§ African Americans are more likely (97%) than Hispanics (86%) or Whites (88%) to visit SNS ď˝84 percent have a personal page or profile on a social networking site ď§ African Americans are more likely (93%) than whites (84%) to have SNS profile page ď˝Lack of time (46 percent) and parental veto (28 percent) chief obstacle to those without profiles on sites
- 14. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Facebook and MySpace dominate SNS world ď˝Facebook and MySpace are by far the most used sites. ď§ 79 percent have profile on Facebook, 69 percent on MySpace ď§ Profiles lower than 10 percent on all other sites ď§ 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. ď˝Facebook the most often visited site (60 percent) with MySpace far behind (38 percent) ď§ 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.
- 15. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 16. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 17. 17 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com source: Annenberg School Digital Futures Report 2007
- 18. 18 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Example: UMBC Prospects 2008 sample: 4,970 prospect email addresses
- 19. 19 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com UMBC Prospects: Demographics
- 20. 20 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Teens and social networking
- 21. 21 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Teens and Communication
- 22. 22 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com But...
- 23. 23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com The point: ŕš Theyâre connected all the time ŕš They like to talk ŕš News spreads faster than ever ŕš They consume and create
- 24. 24 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 25. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 26. 26 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Where are they talking about you? (and what are they saying?)
- 27. 27 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Itâs not just Facebook/Myspace
- 28. 28 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com QuickTime⢠and a decompressor are needed to see this picture. Video QuickTime⢠and a decompressor are needed to see this picture. âCornell Drunkâ âUniversity of Arizona Pool Partyâ
- 29. 29 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Comments
- 30. 30 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Ratings
- 31. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Flickr
- 32. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Out of control ŕš You canât control this. Period. Get over it. ŕš Itâs about what you say about yourself and what they say about you. ŕš Cognitive Dissonance is bad...unless youâre doing it on purpose. ŕš The good news/bad news: more media = less attention ŕš Donât think âcampaign,â think âplayâ (or, if you have to talk to your boss, call it âtestingâ or âexperimentingâ)
- 33. 33 225 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 How trends get made
- 35. 35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 36. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 37. 37 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Memes ŕš units of cultural information ŕš cultural evolution or cultural diffusion ŕš subject to natural selection ŕš variation ŕš competition ŕš mutation ŕš itâs not survival of the fittest, itâs survival of fastest (those best able to spread) Richard Dawki The Selfish Gene 1976
- 38. 38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Virus Host Virus Virus Virus Viral Transmission
- 39. 39 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com TB Transmission
- 40. 40 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com High School Dating
- 41. 41 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Graph of The Internet
- 42. 42 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com âThe Tipping Pointâ ŕš âHubsâ ŕš âSuperconnectorsâ ŕš âInfluentialsâ ŕš Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. Malcolm Gladwell
- 43. 43 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com One-to-one ŕš Memes take hold because culture is ready ŕš Six degrees of separation true, but connectors not important ŕš People influence others around them ŕš Anybody is just as likely to launch a trend as anyone else Duncan Watts
- 44. 44 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com vs.
- 45. 45 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Online Brand Management
- 46. 46 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com fries!
- 47. 47 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Institution Constituentsbrand
- 48. 48 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 49. 49 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Doing it right QuickTime⢠and a decompressor are needed to see this picture.
- 50. 50 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Viral Media QuickTime⢠and a decompressor are needed to see this picture.
- 51. 51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com (but recent research indicates only 15% of âviralâ media passed on)
- 52. 52 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 53. 53 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com QuickTime⢠and a Apple Pixlet Video decompressor are needed to see this picture.
- 54. 54 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 55. 55 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Doing it wrong... QuickTime⢠and a decompressor are needed to see this picture.
- 56. 56 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com ...then again...
- 57. 57 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Thereâs nowhere to hide ŕš Memes travel...or not ŕš Honesty will out ŕš Your brand is your experience....like it or not ŕš Forget about âcraftingâ anything ŕš Embrace your detractors ŕš BE HONEST
- 58. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
- 59. 59 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Reputation = Brand
- 60. 60 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com The brand doesnât make the institution, the institution makes the brand.
- 61. 61 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com âBrandâ is a collaboration
- 62. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Dealing With It
- 63. 63 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Lessons of Generation TXT ŕš Things have changed. Drastically. ŕš New technology, new mindset. ŕš Show, donât tell. ŕš More information is better...theyâre going to find it out anyway. ŕš Print still matters...for different reasons than you think ŕš Accountability is a must. ŕš Authenticity is a given. âThree Under a Treeâ ainât gonna work anymore. ŕš Itâs about the experience. ŕš Think individuals, not audiences
- 64. 64 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com QuickTime⢠and a decompressor are needed to see this picture.
- 65. 65 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com Letâs Talk! sean.carton@idfive.com
Hinweis der Redaktion
- This is the day that the US went off the Gold Standard. Itâs essentially the day that the world became an information economy, an economy based on data rather than stuff. All of a sudden money went from representing a physical-world commodity to representing what we said (and/or agreed) it represented. Everything thatâs happening right now-- from the economy to the internet-- is a direct line on the vector of this change.