How does social media fit into higher education recruitment efforts? How can institutions manage their reputations online in a space where anyone can say anything about them...and does!
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Cheap, Fast, and Out of Control
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eduWeb Chicago July 21, 2009
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Cheap, Fast, and
Out of Control
Social Media, Recruitment, and Reputation Management
eduWeb Chicago July 21, 2009
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August 15, 1971
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The 6 big trends that are
changing everything
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5. 3
The 6 big trends that are
changing everything
๏ The consumer is in control
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6. 3
The 6 big trends that are
changing everything
๏ The consumer is in control
๏ The move from atoms to bits
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7. 3
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
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8. 3
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
9. 3
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
10. 3
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
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11. 4
“Mommy, why can’t I pause the TV?”
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12. Prospect
Broadcast
Media
Telemarketing
Mobile
Web
Social Media
Email
Direct
Print
Mail
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Social Media & Recruitment
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source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/
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18. 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
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19. 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%
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20. 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
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21. 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
22. 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
23. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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source: Annenberg School Digital Futures Report 2007
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Example: UMBC Prospects 2008
sample: 4,970 prospect email addresses
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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
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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
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Twitter Demographics
Source: Ignite Social Network Analysis Report, 2008
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33. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Where are they talking about you?
(and what are they saying?)
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It’s not just Facebook/Myspace
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Video
“University of Arizona Pool Party”
“Cornell Drunk”
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Video
“University of Arizona Pool Party”
“Cornell Drunk”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Video
“University of Arizona Pool Party”
“Cornell Drunk”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Comments
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Ratings
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41. Flickr
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Out of control
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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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
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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
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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
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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
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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
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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+ =
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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fries!
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brand
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Institution brand Constituents
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Doing it right
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(but recent research indicates only 15% of
“viral” media passed on)
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Doing it wrong...
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...then again...
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There’s nowhere to hide
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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There’s nowhere to hide
๏ Memes travel...or not
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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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
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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
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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
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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
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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
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Reputation = Brand
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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
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+ =
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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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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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The New Paradigm: Become part of the media stream
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Carton’s Law:
What Works Best Online is What Can Only Work Online
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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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Carton’s Law 2:
Technology Changes Quickly, People Change Slowly
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93. 62 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
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Carton’s Law 3:
Brands are collaborations
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Dealing With It
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Brand Management
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Brand Management
๏ Plan
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Brand Management
๏ Plan
๏ Monitor
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Brand Management
๏ Plan
๏ Monitor
๏ Evaluate
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100. 65
Brand Management
๏ Plan
๏ Monitor
๏ Evaluate
๏ Engage
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Brand Management
๏ Plan
๏ Monitor
๏ Evaluate
๏ Engage
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
102. 66
Planning
๏ What’s our policy on engagement?
๏ Who is going to speak?
๏ What’s worthy of response? What’s not?
๏ Is it worth it to assign resources to this?
๏ Who makes the final decision?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Engage?
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Lessons of Generation TXT
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
113. 73
Lessons of Generation TXT
๏ Things have changed. Drastically.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
114. 73
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
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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
116. 73
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
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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
118. 73
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
119. 73
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
120. 73
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
121. 73
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
122. 74
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
123. 74
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