1. 1
CIC Institute for Chief Academic Officers November 10, 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
CIC Institute for Chief Academic Officers November 10, 2009
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
4. 3
Let’s talk about Louise...
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5. 4
09-28-2009, 12:35 PM #47
Northstarmom Got a quick reply from the provost that although Rollins' health center isn't open on weekends, the students' health
Senior Member insurance covers visits to the Urgent Care Clinic that's right outside the campus. Also learned that the
administration has posted flyers around campus including under students' doors telling students what to do if they
Join Date: Aug 2004 have H1N1 symptoms.
Posts: 14,940
Will be following up about this with S, who for various reasons -- including mentoring freshmen and having
roommates who have been peer counselors-- should be well aware of the options for handing illnesses. I guess
even the most mature and thoughtful students can lack knowledge/sense when it comes to being sick.
Reply
www.collegeconfidential.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
6. 4
09-28-2009, 12:35 PM #47
Northstarmom Got a quick reply from the provost that although Rollins' health center isn't open on weekends, the students' health
Senior Member insurance covers visits to the Urgent Care Clinic that's right outside the campus. Also learned that the
administration has posted flyers around campus including under students' doors telling students what to do if they
Join Date: Aug 2004 have H1N1 symptoms.
Posts: 14,940
Will be following up about this with S, who for various reasons -- including mentoring freshmen and having
roommates who have been peer counselors-- should be well aware of the options for handing illnesses. I guess
even the most mature and thoughtful students can lack knowledge/sense when it comes to being sick.
Reply
www.collegeconfidential.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
7. 5
Cat patrols Facebook...
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
8. 6
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
9. 7
Sean Carton, idfive
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
10. 8
August 15, 1971
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
11. 9
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. 10
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
13. 11
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
14. 12
“Mommy, why can’t I pause the TV?”
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. 14
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17. 15
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. 17
Welcome to the Now World Order
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
20. 18
What is “social media”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21. 19
Marshal McLuhan
“The medium is the message.”
Media: a technology that affects society not
by its content but by its characteristics.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22. 20
no “content”...
...but has social effect
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
23. 21
“media”
Sender information or data Receiver
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
24. 21
“mass media”
Receiver
or data
tion
rma
info
Sender information or data Receiver
info
rma
tion
or d
ata
Receiver
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
25. 22
social: the interaction of humans with other humans
media: technology used to store and deliver information or data
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
26. 23
social media
Participant
or data
n
atio
in form
Participant information or data Participant
infor
mati
on o
r dat
a
Participant
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
27. 24
Social Media:
technologies that facilitate
interactions between humans
using information or data.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
30. 27 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
31. 28
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32. 29
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. 31
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
35. 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
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
36. 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%
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37. 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
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
38. 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
39. 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
40. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41. 38
source: Annenberg School Digital Futures Report 2007
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
42. 39
Teens and social networking
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
44. 41
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
45. 41
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
46. 42
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47. 43
How memes get made
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48. 44
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49. 45
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
50. 46
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
51. 47
Viral Transmission
Virus
Virus Host Virus
Virus
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
52. 48
TB Transmission
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53. 49
High School Dating
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
54. 50
Graph of The Internet
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
55. 51
“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
56. 52
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
57. 53
vs.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58. 53
vs.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
59. 54
Where are they talking about you?
(and what are they saying?)
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
60. 55
It’s not just Facebook/Myspace
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61. 56
it ain’t silly...it matters
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
62. Forbes magazine explaining the scientific
methodology for their college rankings survey:
the staff at CCAP gathered data from a variety of sources. They
based 25% of the rankings on 4 million student evaluations of
courses and instructors, as recorded on the Web site
RateMyProfessors.com. Another 25% is based on post-
graduate success, equally determined by enrollment-adjusted
entries in Who's Who in America, and by a new metric, the
average salaries of graduates reported by Payscale.com.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
63. 58
Video
“University of Arizona Pool Party”
“Cornell Drunk”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
64. 58
Video
“University of Arizona Pool Party”
“Cornell Drunk”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
65. 58
Video
“University of Arizona Pool Party”
“Cornell Drunk”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
66. 59
Comments
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67. 60
Ratings
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68. Flickr
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
69. 62
Out of control
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
70. 62
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
71. 62
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
72. 62
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
73. 62
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
74. 62
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
๏ Stop thinking linearly: 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
76. 64
fries!
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
77. 65
brand
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
78. 65
Institution brand Constituents
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
79. 66
Doing it right
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
80. 67
(but recent research indicates only 15% of
“viral” media passed on)
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
81. 68
Doing it wrong...
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
82. 69
...then again...
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
83. 70
There’s nowhere to hide
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
84. 70
There’s nowhere to hide
๏ Memes travel...or not
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
85. 70
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
86. 70
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
87. 70
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
88. 70
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
89. 70
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
90. 71
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
91. 72
Reputation = Brand
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
92. 73
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
94. 75
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
95. 76
Carton’s Law:
What Works Best Online is What Can Only Work Online
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
96. 77
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
97. 78
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
98. 79
Carton’s Law 2:
Technology Changes Quickly, People Change Slowly
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
99. 80 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
100. 81
Carton’s Law 3:
Brands are collaborations
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
101. 82
Dealing With It
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
104. 83
Managing the Conversation
๏ Plan
๏ Monitor
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
105. 83
Managing the Conversation
๏ Plan
๏ Monitor
๏ Evaluate
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
106. 83
Managing the Conversation
๏ Plan
๏ Monitor
๏ Evaluate
๏ Engage
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
107. 83
Managing the Conversation
๏ Plan
๏ Monitor
๏ Evaluate
๏ Engage
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
108. 84
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
109. 85
5 Questions to Ask When Developing
A Social Media Strategy
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
110. 85
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
111. 85
5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institutional mission and
strategic plans?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
112. 85
5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institutional mission and
strategic plans?
3.Who is going to maintain it?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
113. 85
5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institutional mission and
strategic plans?
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
114. 85
5 Questions to Ask When Developing
A Social Media Strategy
1.Why are we doing this?
2.How does it fit into our institutional mission and
strategic plans?
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
121. 89
Engage?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
122. 90
Lessons of Generation TXT
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
123. 90
Lessons of Generation TXT
๏ Things have changed. Drastically.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
124. 90
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
125. 90
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
126. 90
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
127. 90
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.
๏ Accountability is a must.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
128. 90
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.
๏ 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
129. 90
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.
๏ 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
130. 90
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.
๏ 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
131. 91
The Now Generation
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
132. 92
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
133. 92
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
This is the day that the US went off the Gold Standard. It&#x2019;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&#x2019;s happening right now-- from the economy to the internet-- is a direct line on the vector of this change.