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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Clothing the Emperor10 Questions to Ask When Developing A Social Media Strategy
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Source: Alterian’s Eighth Annual Survey, 2011
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Marshal McLuhan
Media: a technology that affects society not
by its content but by its characteristics.
“The medium is the message.”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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no “content”...
...but has social effect
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Sender Receiverinformation or data
“media”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Sender Receiverinformation or data
Receiver
Receiver
information or data
information or data
“mass media”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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media: technology used to store and deliver information or data
social: the interaction of humans with other humans
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Participant Participant
Participant
Participant
social media
information or data
information or data
information or data
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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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
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Social Media:
technologies that facilitate conversations
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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postal service
Persia, 550BC
telegraph
France, 1792
radio
1891
telephone
~1890
ARPANET
1969
pneumatic post
1865
1966 BBS
1978
USENET
1979
MUD1
1978
CompuServe
1969
The WELL
1985
IRC
1988
The Palace
1994
Third Voice
1999
Friendster
2002
Napster
1999
Blogger
1999
2003
YouTube
2005
flickr
2004
SecondLife
2003
2006
Wikipedia
2001
epinions
1999
MySpace
2003
del.icio.us
2003
digg
2004
A (somewhat incomplete) Timeline of Social Medianot to scale
MoveOn
1998
listserv
1986
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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What are
you trying to
accomplish?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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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
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Leads?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Leads?
Conversions?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Leads?
Conversions?
Awareness?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Success Metric ÷
Money Spent
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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$5,000 spent1,000 clicks
=$5/click
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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$5,000 spent1,000 clicks
=$5/click
1,000 clicks=10% conversion to leads
100 emails=$50/lead
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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$5,000 spent1,000 clicks
=$5/click
1,000 clicks=10% conversion to leads
100 emails=$50/lead
100 emails5 enrollments
=5% conversion to sales =$1,000/
enrollment
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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$5,000 spent1,000 clicks
=$5/click
1,000 clicks=10% conversion to leads
100 emails=$50/lead
100 emails5 enrollments
=5% conversion to sales =$1,000/
enrollment
$1,000/enrollment
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Hope is not a strategy.Rick Page
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17 Why Social Media?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Why?
๏ Where’s your audience?
๏ Do you want to build stronger relationships?
๏ Do you just want to be on the bandwagon?
๏ Do we fill a niche that’s not filled anywhere else?
๏ Do you do something better?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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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
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HOWEVER...
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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13-17 : 7%18-24 : 16%25-34 : 34%35-54 : 36%55-64 : 5%65+ : 2%
Ages of Mobile Social Media Users
source: Nielsen, December 2009
Facebook: It’s not “the kids”
•400 Million Active Users•50% over 35•26.8 under 24•Older users stay longersource: 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 degreesource: Quantcast, February 2010
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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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
Uses of Social Media
26
๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/
Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating
“Buzz”Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising
AwarenessRaising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
27Are you prepared to give up control of your
brand...even a little bit?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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brand
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Company Customersbrand
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Brands are collaborations.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
There’s nowhere to hide
31
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
There’s nowhere to hide
31
๏ Memes travel...or not
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
There’s nowhere to hide
31
๏ Memes travel...or not
๏ Honesty will out
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
There’s nowhere to hide
31
๏ 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
There’s nowhere to hide
31
๏ 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
There’s nowhere to hide
31
๏ 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
There’s nowhere to hide
31
๏ Memes travel...or not
๏ Honesty will out
๏ Your brand is your experience....like it or not
๏ Forget about “crafting” anything
๏ Embrace your detractors
๏ BE HONEST
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Reputation = Brand
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Engage.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35How do you plan to get people to visit?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Not very likely
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
38 Who is going to be responsible for
maintaining your social media presence?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Roadkill painting syndrome
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Tips on staffing
๏ Make it part of the job description
๏ Provide clear evaluation criteria
๏ Expect autonomy
๏ Recognize the new workload
๏ Integrate with communications: it’s not a technical position
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Do you have the resources?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Costs
๏ Content creation on a regular basis
๏ Setting up site
๏ Monitoring
๏ Reporting
๏ Opportunity cost
๏ Production
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43How does social media fit into a larger
marketing/communications strategy?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com 45
influencers
Influencersothers self
Decision Factors individualobjective
advertising
search
web site
influencers
social media/peers
direct (email, print, phone, etc.)
• experience
• reputation
• awareness
• 3rd party ratings
• peers
• family/influencers
• cost
• geography
• majors
• academics
• campus characteristics
• peers
• financial aid availability
• campus visit
• personal experience
• academics
• campus characteristics
• peers
• financial aid availability
• cost
• brand experience
• personal contact
• financial aid offer
• other acceptances
• ongoing personal contact
• peers
• family influence
Attention Interest Refinement Application AcceptanceEnrollmen
t
“getting on the radar”“making it on the list” “making the cut” “taking the plunge” “decision time!”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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What Works Best Online is What Can Only Work Online
Carton’s Law:
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Technology Changes Quickly, People Change Slowly
Carton’s Law 2:
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48What constitutes success?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Success Metrics
๏ Traffic
๏ Leads
๏ Enrollments
๏ Retention
๏ Engagement
๏ Awareness
๏ Being cool
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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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
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Dealing With It
53
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Managing the Conversation
54
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Managing the Conversation
๏ Plan
54
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Managing the Conversation
๏ Plan
๏ Monitor
54
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Managing the Conversation
๏ Plan
๏ Monitor
๏ Evaluate
54
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Managing the Conversation
๏ Plan
๏ Monitor
๏ Evaluate
๏ Engage
54
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Managing the Conversation
๏ Plan
๏ Monitor
๏ Evaluate
๏ Engage
54
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
The 5 big questions
56
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
The 5 big questions
1.Why are we doing this?
56
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
The 5 big questions
1.Why are we doing this?
2.How does it fit into our institutional mission and
strategic plans?
56
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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?
56
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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?
56
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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?
56
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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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
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Lessons of Generation TXT
59
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Lessons of Generation TXT
๏Things have changed. Drastically.
59
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Lessons of Generation TXT
๏Things have changed. Drastically.
๏New technology, new mindset.
59
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Lessons of Generation TXT
๏Things have changed. Drastically.
๏New technology, new mindset.
๏Show, don’t tell.
59
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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.
59
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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.
59
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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.
59
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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.
59
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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
59
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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