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Social Media 101 CIC Media Conference 2011

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The document provides an overview of social media, including its history and how it facilitates interactions between users through sharing information. Key points discussed include: - Social media technologies allow for conversations by letting users share and engage with each other's information. - Examples of early social media systems from the 1970s through 2000s are described that paved the way for modern platforms. - Social media matters for areas like education, with some college rankings now partly based on social media data about students, courses, salaries, etc. - For organizations, social media can be measured based on goals like leads, conversions, awareness, and balancing those successes against money spent.

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Social Media 101 1 Clothing the Emperor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3 Source: Alterians Eighth Annual Survey, 2011 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
4 In鍖uence Source:HobsonsAnnualReportonCollegeSearch2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
5 NoelLevitzEExpectaBons2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
6 Contact Continuum Source: Cappex.com: 6 Trends in Digital and Mobile Communications for College Admissions in 2011 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
7 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
8 no content... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
9 media Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
9 mass media Receiver rd ata ati on o in form 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
10 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
11 social media Participant or data ma tion r info 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
12 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
13 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
14 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
15 What are you trying to accomplish? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
16 Social Media Matters: 50% of Forbes college rankings based on social media sources. 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. source: Roger Casey, President, McDaniel College 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17 Leads? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17 Leads? Conversions? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17 Leads? Conversions? Awareness? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
18 Success Metric 歎 Money Spent 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19 $5,000 spent =$5/click 1,000 clicks 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/ 5 enrollments enrollment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/ 5 enrollments enrollment $1,000/enrollment 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
20 Hope is not a strategy. Rick Page 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21 Why Social Media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22 Why? 犢 Wheres your audience? 犢 Do you want to build stronger relationships? 犢 Do you just want to be on the bandwagon? 犢 Do we fill a niche thats not filled anywhere else? 犢 Do you do something better? 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
23 Engagement 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
24 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
25 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
26 Source: Mobile Shopping Framework: The role of mobile devices in the shopping process Yahoo! January 2011 Source: OTX Teen Topix Study, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
27 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
28 Ages of Mobile Social Media Users 13-17 : 7% 18-24 : 16% 25-34 : 34% 35-54 : 36% 55-64 : 5% 65+ :Nielsen, December 2009 source: 2% Facebook: Its not the kids 400 Million Active Users 50% over 35 26.8 under 24 Older users stay longer source: New York Times, March 2010 Twitter: still figuring it out 24 and younger fastest growing segment 70% over 25 57% income $60,000+ 52% college or graduate degree source: Quantcast, February 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
29 What kind of social media will best help you achieve your goals? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
30 Uses of Social Media Person-to-Person Relationships 犢 Networking Organizing 犢 Publishing Sharing Experiences Discussions 犢 News Gathering & Distributing Information 犢 Collaboration Creating Buzz Communicating Experience 犢 Media Sharing Collaborating on Projects 犢 Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests 犢 Organizing Raising 犢 Virtual Worlds Awareness Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Are you prepared to give up control of your 31 brand...even a little bit? 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 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
33 Institution brand Audiences 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
34 Brands are collaborations. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 Theres nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 Theres nowhere to hide 犢 Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 犢 Your brand is your experience....like it or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 犢 Your brand is your experience....like it or not 犢 Forget about crafting anything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 犢 Your brand is your experience....like it or not 犢 Forget about crafting anything 犢 Embrace your detractors 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 犢 Your brand is your experience....like it or not 犢 Forget about crafting anything 犢 Embrace your detractors 犢 BE HONEST 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 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
How do you plan to get people to visit? 38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39 Not very likely 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
41Who is going to be responsible for maintaining your social media presence? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
42 Roadkill painting syndrome 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43 Tips on staffing 犢 Make it part of the job description 犢 Provide clear evaluation criteria 犢 Expect autonomy 犢 Recognize the new workload 犢 Integrate with communications: its not a technical position 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
44 Do you have the resources? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
45 Costs 犢 Content creation on a regular basis 犢 Setting up site 犢 Monitoring 犢 Reporting 犢 Opportunity cost 犢 Production 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
How does social media fit into a larger 46 marketing/communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
others Influencers self advertising direct (email, print, phone, etc.) influencers search influencers social media/peers web site Enrollmen Attention Interest Refinement Application Acceptance t getting on the radarmaking it on the list making the cut taking the plunge decision time! experience cost financial aid availability financial aid availability financial aid offer reputation geography campus visit cost other acceptances awareness majors personal experience brand experience ongoing personal contact 3rd party ratings academics academics personal contact peers peers campus characteristics campus characteristics family influence family/influencers peers peers objective Decision Factors individual 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 48
49 Cartons Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
50 Cartons Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
What constitutes success? 51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
52 Success Metrics 犢 Traffic 犢 Leads 犢 Enrollments 犢 Retention 犢 Engagement 犢 Awareness 犢 Being cool 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
53 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
54 What are you going to do less of if you commit resources to social media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
55 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
56 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
57 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 Managing the Conversation 犢 Scan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 Managing the Conversation 犢 Scan 犢 Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 Managing the Conversation 犢 Scan 犢 Plan 犢 Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 Managing the Conversation 犢 Scan 犢 Plan 犢 Monitor 犢 Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 Managing the Conversation 犢 Scan 犢 Plan 犢 Monitor 犢 Evaluate 犢 Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
58 Managing the Conversation 犢 Scan 犢 Plan 犢 Monitor 犢 Evaluate 犢 Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
59 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
60 its not about the technology! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61 The 5 big questions 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61 The 5 big questions 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
61 The 5 big questions 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
61 The 5 big questions 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
61 The 5 big questions 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
61 The 5 big questions 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
62 Contact Continuum Source: Cappex.com: 6 Trends in Digital and Mobile Communications for College Admissions in 2011 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
g blogging 63 responsiveness Intimacy and Media (Based on Reis & Shavers interpersonal process model of intimacy, 1988) more locaBonbasedmktg. telemarkeBng videochat twiPer spam texBng Facebook virtualtour email website CPLadverBsing selfdisclosure less more blogging ) sk d ri an y( ac Bm in massmedia less memoir 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
64 ...but practical matters NoelLevitzEExpectaBons2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
You are not your target market 65 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
66 Ali-Gs Law: 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
67 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68 Lets talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

More Related Content

Social Media 101 CIC Media Conference 2011

  • 1. Social Media 101 1 Clothing the Emperor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 2. 2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 3. 3 Source: Alterians Eighth Annual Survey, 2011 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 4. 4 In鍖uence Source:HobsonsAnnualReportonCollegeSearch2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
  • 5. 5 NoelLevitzEExpectaBons2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
  • 6. 6 Contact Continuum Source: Cappex.com: 6 Trends in Digital and Mobile Communications for College Admissions in 2011 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
  • 7. 7 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
  • 8. 8 no content... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 9. 9 media Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 10. 9 mass media Receiver rd ata ati on o in form 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
  • 11. 10 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
  • 12. 11 social media Participant or data ma tion r info 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
  • 13. 12 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
  • 14. 13 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 15. 14 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
  • 16. 15 What are you trying to accomplish? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 17. 16 Social Media Matters: 50% of Forbes college rankings based on social media sources. 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. source: Roger Casey, President, McDaniel College 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 18. 17 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 19. 17 Leads? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 20. 17 Leads? Conversions? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 21. 17 Leads? Conversions? Awareness? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 22. 18 Success Metric 歎 Money Spent 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 23. 19 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 24. 19 $5,000 spent =$5/click 1,000 clicks 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 25. 19 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 26. 19 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/ 5 enrollments enrollment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 27. 19 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/ 5 enrollments enrollment $1,000/enrollment 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. 20 Hope is not a strategy. Rick Page 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 30. 21 Why Social Media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 31. 22 Why? 犢 Wheres your audience? 犢 Do you want to build stronger relationships? 犢 Do you just want to be on the bandwagon? 犢 Do we fill a niche thats not filled anywhere else? 犢 Do you do something better? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 32. 23 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 33. 23 Engagement 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 34. 24 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 35. 25 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 36. 26 Source: Mobile Shopping Framework: The role of mobile devices in the shopping process Yahoo! January 2011 Source: OTX Teen Topix Study, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 37. 27 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 38. 28 Ages of Mobile Social Media Users 13-17 : 7% 18-24 : 16% 25-34 : 34% 35-54 : 36% 55-64 : 5% 65+ :Nielsen, December 2009 source: 2% Facebook: Its not the kids 400 Million Active Users 50% over 35 26.8 under 24 Older users stay longer source: New York Times, March 2010 Twitter: still figuring it out 24 and younger fastest growing segment 70% over 25 57% income $60,000+ 52% college or graduate degree source: Quantcast, February 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 39. 29 What kind of social media will best help you achieve your goals? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 40. 30 Uses of Social Media Person-to-Person Relationships 犢 Networking Organizing 犢 Publishing Sharing Experiences Discussions 犢 News Gathering & Distributing Information 犢 Collaboration Creating Buzz Communicating Experience 犢 Media Sharing Collaborating on Projects 犢 Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests 犢 Organizing Raising 犢 Virtual Worlds Awareness Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 41. Are you prepared to give up control of your 31 brand...even a little bit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 42. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 43. 33 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 44. 33 Institution brand Audiences 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 45. 34 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 46. 34 Brands are collaborations. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 47. 35 Theres nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 48. 35 Theres nowhere to hide 犢 Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 49. 35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 50. 35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 犢 Your brand is your experience....like it or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 51. 35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 犢 Your brand is your experience....like it or not 犢 Forget about crafting anything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 52. 35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 犢 Your brand is your experience....like it or not 犢 Forget about crafting anything 犢 Embrace your detractors 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 53. 35 Theres nowhere to hide 犢 Memes travel...or not 犢 Honesty will out 犢 Your brand is your experience....like it or not 犢 Forget about crafting anything 犢 Embrace your detractors 犢 BE HONEST 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 54. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 55. 37 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 56. How do you plan to get people to visit? 38 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 57. 39 Not very likely 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 58. 40 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 59. 41Who is going to be responsible for maintaining your social media presence? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 60. 42 Roadkill painting syndrome 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 61. 43 Tips on staffing 犢 Make it part of the job description 犢 Provide clear evaluation criteria 犢 Expect autonomy 犢 Recognize the new workload 犢 Integrate with communications: its not a technical position 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 62. 44 Do you have the resources? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 63. 45 Costs 犢 Content creation on a regular basis 犢 Setting up site 犢 Monitoring 犢 Reporting 犢 Opportunity cost 犢 Production 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 64. How does social media fit into a larger 46 marketing/communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 65. 47 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 66. others Influencers self advertising direct (email, print, phone, etc.) influencers search influencers social media/peers web site Enrollmen Attention Interest Refinement Application Acceptance t getting on the radarmaking it on the list making the cut taking the plunge decision time! experience cost financial aid availability financial aid availability financial aid offer reputation geography campus visit cost other acceptances awareness majors personal experience brand experience ongoing personal contact 3rd party ratings academics academics personal contact peers peers campus characteristics campus characteristics family influence family/influencers peers peers objective Decision Factors individual 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 48
  • 67. 49 Cartons Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 68. 50 Cartons Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 69. What constitutes success? 51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 70. 52 Success Metrics 犢 Traffic 犢 Leads 犢 Enrollments 犢 Retention 犢 Engagement 犢 Awareness 犢 Being cool 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 71. 53 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 72. 54 What are you going to do less of if you commit resources to social media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 73. 55 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 74. 56 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 75. 57 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 76. 58 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 77. 58 Managing the Conversation 犢 Scan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 78. 58 Managing the Conversation 犢 Scan 犢 Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 79. 58 Managing the Conversation 犢 Scan 犢 Plan 犢 Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 80. 58 Managing the Conversation 犢 Scan 犢 Plan 犢 Monitor 犢 Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 81. 58 Managing the Conversation 犢 Scan 犢 Plan 犢 Monitor 犢 Evaluate 犢 Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 82. 58 Managing the Conversation 犢 Scan 犢 Plan 犢 Monitor 犢 Evaluate 犢 Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 83. 59 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 84. 60 its not about the technology! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 85. 61 The 5 big questions 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 86. 61 The 5 big questions 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 87. 61 The 5 big questions 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
  • 88. 61 The 5 big questions 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
  • 89. 61 The 5 big questions 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
  • 90. 61 The 5 big questions 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
  • 91. 62 Contact Continuum Source: Cappex.com: 6 Trends in Digital and Mobile Communications for College Admissions in 2011 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
  • 92. g blogging 63 responsiveness Intimacy and Media (Based on Reis & Shavers interpersonal process model of intimacy, 1988) more locaBonbasedmktg. telemarkeBng videochat twiPer spam texBng Facebook virtualtour email website CPLadverBsing selfdisclosure less more blogging ) sk d ri an y( ac Bm in massmedia less memoir 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
  • 93. 64 ...but practical matters NoelLevitzEExpectaBons2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
  • 94. You are not your target market 65 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com 05/17/11
  • 95. 66 Ali-Gs Law: 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 96. 67 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 97. 68 Lets talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

Editor's Notes