CASE District II Presentation

PR Strategy in the Age of Networks Dan Forbush Skidmore College CASE District II Annual Meeting March 23, 2009

Evolution of Computers in Marketing Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We’re Here

2009: Our Expanding Digital World ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why Our Use of Social Networks is Exploding* ,[object Object],[object Object],[object Object],* Nicole Ellison, Michigan State University ECAR Study of Undergraduate Students and Information Technology, 2008

Facebook is Really a News Organization ,[object Object],[object Object],[object Object],[object Object]

Social Networks Are Transforming PR, Marketing and Alumni Relations Because: ,[object Object],[object Object],[object Object],[object Object]

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Why Do We Need to? ,[object Object],[object Object],[object Object]

‘ Laddering’ Support through Tiers of Engagement* *Edelman Personal Create a profile, post a comment, make a donation, sign up for email, ‘friend’ a classmate Social Post pictures or videos, write a blog post, join a discussion or group, post a class note Advocate Recruit others to donate, host an event, create a group

New Capabilities the New ‘Skidmore Network’ Must Offer ,[object Object],[object Object],[object Object],[object Object]

Alumni must be able to access the new Skidmore Network using their Facebook user name and password

By Surveying Our Alumni, We Learned: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Here’s What They’re Telling Us ,[object Object],[object Object],[object Object]

What Makes Facebook So ‘Sticky’ ?

Interactions Galore (50,000 Applications)

Facebook Pages (‘Public Profiles’) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ideal for creating niche communities

Measurement ,[object Object],Wall Posts Video Plays New Fans Audio Plays Fans Photo Views Unique Views Discussion Topics Page Views

And…a Key New Feature ,[object Object],[object Object]

Big News: Pages Are Now Part of News Feed

You’ll Be Given Options to Add

Another Key New Feature: Facebook Connect ,[object Object],[object Object],[object Object]

Mark Zuckerberg’s Goal ,[object Object],[object Object],[object Object]

How Facebook Connect Works ,[object Object],[object Object],[object Object],[object Object]

Facebook Connect with iModules’ ‘Encompass’* ,[object Object],[object Object],*Thanks to Ithaca’s Julie Doherty for the screenshots that follow

Single Sign-on ,[object Object],[object Object]

Single Sign-on ,[object Object]

Single Sign-on Page allowing member to “link” the two accounts

Big News Sungard has entered exclusive partnership with iModules Facebook will give iModules access to 60 data fields – everything but the alum’s email address

Other Networks, Sites, and Smart Approaches

To Send ‘Tweets’ to Facebook

Google Maps ‘Mashup’ at Colgate

To see these slides again: ,[object Object]

CASE District II Presentation

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CASE District II Presentation