social media and delivering the online experience
DESCRIPTION
Adrienne Bartlett's presentation slides for the 2008 Boston WorkshopTRANSCRIPT
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Social Media: Delivering the
Online Experience
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How did we get here?Understanding the “Groundswell”
Social forces and technologyWhat are the risks?
Part I
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Web 2.0... a recap
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Web 2.0 is...more interactive
more user-controlledmore modular (mashups)
Anyone can publish.Anyone can communicate.
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2004 2005 2006
2007
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Talk the Web 2.0 Talk...create
animateshareprofile
tagcomment
voteratings
photo galleryupload videos
frequent releases mashups
betapublish
wiki
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Think this way:1.0 = passive2.0 = active
(making the web more like a conversation than a library)
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The Participation AgeListen and Observe
Be Transparent
Give up Some Control
Participate Yourself
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1996 - Websites1998 - Display2000 - Search
2002 - Contextual2004 - Exchanges
2005 - Lead Generation2006 - Behavioral
2008 - SOCIAL
Evolution of Online Advertising
Source: Seth Goldstein, CEO, socialmedia
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MediaAdvertisingNetworkingMarketing
SOCIAL
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Depends on interactionBuilt around discussion and participation
Uses technology as a conduit
How does it differ from traditional media?
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"Right now, your customers are writing about your products on blogs and recutting your
commercials on YouTube.
They're defining you on Wikipedia and ganging up on you in social networking sites like Facebook.
These are all elements of a social phenomenon -- thegroundswell -- that has created a permanent, long-
lasting shift in the way the world works.
Most companies see it as a threat. You can see it as an opportunity."
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Quote
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“Word of Mouse”
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“In the era of social media, people use technologies to get what they need from each other, not
traditional institutions.”
Groundswell: Winning in a World Transformed by Social Technologies ,2008, Harvard UPCharlene Li & Josh Bernoff
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What are you doing to facilitate that process?
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Quote
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“The funnel has outlived its usefulness as a metaphor” (because people learn
from each other now). -Groundswell
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Quote
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“The funnel” assumes that colleges and universities control the information
students use to make decisions
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Quote
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“Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences,
perspectives and media themselves.”
From Wikipedia, the free encyclopedia
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Spoiler Alert:Social Media is not about
technology.
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User-generated contentProducer-consumer
The power of wikinomics
The Social Media Revolution
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Not about streaming video and corporate blogsNot about specific technologies
The Social Media Revolution
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It’s about people’s desire to connect with each other.
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Major brands are using social media components like custom applications to both engage and entertain.
They are not banner adsThey are used to connect and drive interest
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FedEx “Launch a Package”
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100,000 installs in 72 hours200,00 installs in 6 days
50% of users returned more than 10 times after initial installLess than 10% uninstalled after initial visit
Global audience in more than 200 countries
So what happened?
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What are the risks?
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May 2007 Millersville U student denied Education degree because of
photos on MySpace promoting underage drinking
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“Among those was a picture of her pointing a stick toward her daughter and a Hispanic man.
The caption underneath the picture reads that Eshbach had to ‘beat off the Mexicans with a stick’ because they were constantly flirting with my daughter."
The president has issued a statement noting that she’s taken down her profile.”
Source: CampusProgress.org, October 2007
Dr. Janet Dudley-EschbachPresident of Salisbury University in Maryland
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A recent survey found that 47% of college grad job seekers who use social networking sites such as MySpace and Facebook
have either already changed or plan to change the content of their pages
as a result of their job search.
CollegeGrad.com, 2006
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A Tale of Two “Facebooks”
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“It's a pretty safe bet that all marketers now know engaging in social media can be a gamble.
But the question is whether opting out is really a choice.”
Social Marketing Do’s and Don’ts, ADWEEK, October 8, 2007
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Can’t we just ignore it?
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Maybe.
But at a cost.For now.
Trends show skyrocketing use.
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Social media campaigns can be targeted:
AgeGender
Political ViewsReligious Affiliation
ActivitiesLocation
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Consider what happens when your competitors harness the
power of social media(while you cling to “traditional” methods)
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76% of US college marketers say they plan to use SM strategies like
viral campaigns and video contests
Source: Academica Group, 2008
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Target your audienceProvide a unique value
Think viralMeasure success with analytics
Message and notify (email)
A Successful Strategy
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Not your mamma’s marketing and PR;)
Don’t obsess about being “on message”Don’t break the bank
Don’t force itDon’t be afraid to try
DO tell your story authenticallyDO make it easy to share with friends, family, colleagues, etc.
Source: Adrienne Bartlett, 2008 ;)
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Getting started“Tapping In”
Determine your objectivePutting it all together
Part II
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So how do you start?
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Social media can start a firestorm of criticism.
Cautiously.
If you have enthusiastic supporters, they will rally to your defense.
Better to have your message reflected, than be silent (in most cases).
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ListeningSpeaking
What’s your objective?
EnergizingSupportingEmbracing
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Prospects, applicants, current students and alumni are already talking about you online.
Pay attention -- there’s no excuse!Free feedback -- close the loop
Are you listening?
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Google Alerts
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Technorati (blog search)
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del.icio.us search
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YouTube search
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Facebook “Lexicon”
(A tool that allows you to see the buzz surrounding different words and phrases on Facebook)
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Ready to speak?
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“With and for, NOT at or to.”
Seth Godin
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The Social Web is About Life Experiences
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BlogsSocial Networks
Private CommunitiesAudio/Video
Podcasts
Ways to speak
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Use social technologies to energize, support and embrace
the Groundswell
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Blogs & DiariesEntries should be short
More than just text - add pictures!
The best bloggers have interesting things to tell
Set expectations - don’t censor
Encourage interaction through comment posts
Offer RSS feed option
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“message from ben and matt”
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Social NetworksSingle location for sharing, connecting
and meeting online.
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Quote
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Quote
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What people do today on social networks
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“Hanging out on the web”
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Facebook users by country
Source: O’Reilly Media, 2008
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Facebook users by region
Source: O’Reilly Media, 2008
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Other Facebook Demographics
Source: O’Reilly Media, 2008
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Academica Group, 2008
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Where your prospects want you Establish a Facebook Page
Join Facebook groups Comment on blog postings
Register on SkoolPool Post official videos on YouTube
Link to your website, recruitment microsite or other social network
Be where they want you.
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Support with effective, targeted email campaigns.
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The next level
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PodcastsiTunesUYouTube
Your own websiteProvide feeds (RSS)
Stream Audio/Video
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Eduventures, 2007
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The “YouTube” RevolutionVideo “FAQ”
Welcome from President/DirectorContests
VIRALITY
Provide as much video content as possible
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http://www.realviewtv.com/online/agnesscott/index.html100
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Will it Blend?
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What can we learn?4,925,289 views as of 7/8/08
Demonstrates key points“Cult-ivate” a following
Entertaining and memorable Huge awareness for virtually no cost
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PodcastingDo other things well first
Consider time to record, produce and host
Determine frequency you can commit to
Make it real (um’s and ah’s are ok)
Promote it on iTunes
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Quote
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What are Universities Doing?Still in “testing” mode
Effectiveness is still unknown
Interviews/Roundtable DiscussionsWhat’s Happening
Sports, Music, Department “Talkshows”Events & Presentations
Keynote Addresses
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RSS“Really Simple Syndication”
Syndicate Content in Various Forms
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Benefits to RSSReader controls when, how & where they read your content
Reader is notified when new content is available Content is delivered (as opposed to email spam filters)
Reader can filter, aggregate or ignore it if they wantContent is typically in an easy-to-read format
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Helps conquer the clutter issue
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What to look for...
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“Feeds” for affinity groups, such as, students, parents, customers, etc. are especially effective for pushing out content for specific audiences,
much like that which is published in newsletters.”
The Lawlor Group “Focus” June 2007
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Some Great Ideas:
Feed to release emergency information
Feed to relay updates to policies, programs or events
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Your Website:Where it all comes together.
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Quote
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Quote
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http://www.ius.edu/liveoncampus/
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Why Social Marketing?More visitorsMore engaged
More time spent on your siteMore viral components
More returnersMore loyalty
More likely to enroll?131
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Find some blogs that interest you Comment on some postsBuild a Facebook profile
Watch most-watched YouTube videos Share pics with Flickr or PhotoBucket
Tag with Del.icio.us
How can you keep up?
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1. Listen. 2. Offer opportunities to share/comment/interact/upload3. Invite participation -- give visitors a voice!4. Include viral components (keep them coming back)5. Answer the “what’s in it for me?” question6. Give up some control
6 Ways to embrace social media:
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A final word about authenticity...
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Adrienne’s Bookshelf
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