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Scott Henderson (@scottyhendo) presented this exploration of Self-Organized Swarms to the 2009 Indiana CASE meeting on 4/17. He outlined his thoughts for how higher education institutions can benefit from better understanding and using online media for recruitment, alumni outreach, and fundraising.
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Honey,Not Stings
Using Self-Organized Swarms to Your Advantage
A little about the guy in front of you.
Take Away #1Media lives.
Media = Community.Buy it. Earn it. Build it.
15,000 - 10,000 BC
For 400+ years, printed materials were the cutting edge of marketing technology, and virtually the only way to reach a
“mass” audience.
1877
The Roundhay Garden Scene by the Louis Le Prince. 1888
You may have heard that new technologies came along
38Years it took newer marketing tools to reach an audience of
50 million
13Years it took newer marketing tools to reach an audience of
50 million
4 INTERNET
Years it took newer marketing tools to reach an audience of 50 million
Years it took newer marketing tools to reach an audience of 50 million
3
Years it took newer marketing tools to reach an audience of 50 million
2
We believe in all this technology stuff.
We believe technology alone isnʼt what matters.
Technology is only as good as the peopleit connects.
Take Away #2Welcome to the Interconnected Age
We are in unprecedented times...
Take Away #3Great ideas and powerful stories are the answer.
Where budgets are falling...
Everyone is overwhelmed with brands, messages, and options.(You will see more than 4,000 ads today.)
Story anchors facts.
Story evokes emotions.
Story inspires action.
Take Away #4You donʼt own or control the message.
Your brand lives in the minds of others.
charity:waterFebruary 12202 cities.All volunteers. 1 video. $250,000.1st well on April 11-14
Best practices.• Be real
• Be realistic
• Be passionate
• Be transparent
• Be creative
• Be connected
How about a few examples?
A grateful family gives back to Riley Hospital.
Move beyond a coupon to engage an audience.
More culture.Less shock.
More culture.Less shock.
560,000 meals in a week. $28,000 raised.
Best practices.• Be real
• Be realistic
• Be passionate
• Be transparent
• Be creative
• Be connected
Questions?
Technology adoption rates statistics found via
The New York Times“You Are What You Spend” Cox, Alm. February 10, 2008.
