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    FPRA                                                                          October 29, 2009


           225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
1




Cheap, Fast, and
Out of Control
Social Media, Recruitment, and Reputation Management




    FPRA                                                                                October 29, 2009


                 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
2




    August 15, 1971


      225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3


The 7 big trends that are
changing everything




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3


The 7 big trends that are
changing everything
๏ The consumer is in control




                      225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3


The 7 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
3


The 7 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
3


The 7 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
3


The 7 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
3


The 7 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
3


The 7 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
๏ Welcome to the global conversation


                       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
4




“Mommy, why can’t I pause the TV?”

          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
6




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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
8




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
9




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
connections




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
11




Social Media Explosion



        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
12                 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
13




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
14




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
15




     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
16




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17




                                                        source: Annenberg School Digital Futures Report 2007

     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19




How trends get made



       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
20




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22




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
23

Viral Transmission

                                                                                   Virus




     Virus                           Host                                          Virus




                                                                                   Virus



                     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
24
TB Transmission




                  225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
25

High School Dating




                     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
26

 Graph of The Internet




                   225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
27




“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
28




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
29




                                    vs.




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
29




                                    vs.




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
30




Where are they talking about you?
(and what are they saying?)



         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
31




It’s not just Facebook/Myspace




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
33




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
36




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37




Uses 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 Awareness
 ๏ Virtual Worlds                                        Raising Money
                    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Critics




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39




Out of control




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39




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
39




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
39




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
39




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
39




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
40




Online Brand Management



       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41




                                 brand




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41




       Company                   brand              Constituents




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
42



fries!




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43




Doing it right




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
44




     (but recent research indicates only 15% of
              “viral” media passed on)
        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
45




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
46




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47




Doing it wrong...




         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48




...then again...




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49




There’s nowhere to hide




        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49




There’s nowhere to hide

 ๏ Memes travel...or not




                  225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49




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
49




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
49




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
49




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
49




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
50




     Reputation = Brand




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
51




Dealing With It



         225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
52
“there are inherent limits to our understanding and
  predicting the future at all levels of complexity”
                                Ziauddin Sardar Chaos: A Graphic Guide




                     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53




Brand Management




       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53




Brand Management


 ๏ Plan




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53




Brand Management


 ๏ Plan
 ๏ Monitor




             225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53




Brand Management


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate




              225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53




Brand Management


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53




Brand Management


 ๏ Plan
 ๏ Monitor
 ๏ Evaluate
 ๏ Engage



              225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
54




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
55




Reputation Tracking Resources
 ๏   www.trackur.com

 ๏   www.whostalkin.com

 ๏   search.twitter.com

 ๏   www.blogsearchengine.com

 ๏   www.rapleaf.com

 ๏   www.blogpulse.com

 ๏   blogsearch.google.com

 ๏   www.monitter.com

 ๏   www.boardreader.com
                       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
56




                   www.trackur.com

     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
57




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
59




The
Truth
is
Out
There
        225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
60




Engage?




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61


5 Questions to Ask When Developing
A Social Media Strategy




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?




             225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our overall marketing
 communications strategy?




              225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our overall marketing
 communications strategy?
3.Who is going to maintain it?




              225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our overall marketing
 communications strategy?
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
61


5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our overall marketing
 communications strategy?
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
62




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
62




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
63




Let’s Talk!
sean.carton@idfive.com




                225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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FPRA: Cheap, Fast, and Out of Control

  • 1. 1 FPRA October 29, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 2. 1 Cheap, Fast, and Out of Control Social Media, Recruitment, and Reputation Management FPRA October 29, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 3. 2 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 4. 3 The 7 big trends that are changing everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 5. 3 The 7 big trends that are changing everything ๏ The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 6. 3 The 7 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
  • 7. 3 The 7 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
  • 8. 3 The 7 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 7 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 7 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
  • 11. 3 The 7 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 ๏ Welcome to the global conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 12. 4 “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 13. 5 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 14. 6 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 15. 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
  • 16. 8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 17. 9 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 18. connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 19. 11 Social Media Explosion 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 20. 12 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
  • 21. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 22. 14 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 23. 15 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
  • 24. 16 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 25. 17 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 26. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 27. 19 How trends get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 28. 20 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 29. 21 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 30. 22 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
  • 31. 23 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 32. 24 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 33. 25 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 34. 26 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 35. 27 “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
  • 36. 28 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
  • 37. 29 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 38. 29 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 39. 30 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 40. 31 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 41. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 42. 33 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 43. 34 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 44. 35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 45. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 46. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 47. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 48. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 49. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 50. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 51. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 52. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 53. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 54. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 55. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 56. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 57. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 58. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 59. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 60. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 61. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 62. 37 Uses 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 Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 63. Critics 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 64. 39 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 65. 39 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
  • 66. 39 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
  • 67. 39 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
  • 68. 39 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
  • 69. 39 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
  • 70. 40 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 71. 41 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 72. 41 Company brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 73. 42 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 74. 43 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 75. 44 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 76. 45 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 77. 46 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 78. 47 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 79. 48 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 80. 49 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 81. 49 There’s nowhere to hide ๏ Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 82. 49 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
  • 83. 49 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
  • 84. 49 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
  • 85. 49 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
  • 86. 49 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
  • 87. 50 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 88. 51 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 89. 52 “there are inherent limits to our understanding and predicting the future at all levels of complexity” Ziauddin Sardar Chaos: A Graphic Guide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 90. 53 Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 91. 53 Brand Management ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 92. 53 Brand Management ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 93. 53 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 94. 53 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 95. 53 Brand Management ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 96. 54 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
  • 97. 55 Reputation Tracking Resources ๏ www.trackur.com ๏ www.whostalkin.com ๏ search.twitter.com ๏ www.blogsearchengine.com ๏ www.rapleaf.com ๏ www.blogpulse.com ๏ blogsearch.google.com ๏ www.monitter.com ๏ www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 98. 56 www.trackur.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 99. 57 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 100. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 101. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 102. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 103. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 104. 59 The Truth is Out There 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 105. 60 Engage? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 106. 61 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 107. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 108. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our overall marketing communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 109. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our overall marketing communications strategy? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 110. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our overall marketing communications strategy? 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
  • 111. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our overall marketing communications strategy? 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
  • 112. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 113. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 114. 63 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

Hinweis der Redaktion

  1. This is the day that the US went off the Gold Standard. It’s 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 that’s happening right now-- from the economy to the internet-- is a direct line on the vector of this change.
  2. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  3. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  4. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  5. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  6. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  7. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  8. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  9. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  10. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  11. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  12. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  13. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  14. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  15. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  16. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  17. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.