Cheap, Fast, and Out of Control

1

225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

Cheap, Fast, and Out of ControlSocial Media, Recruitment, and Reputation Management

PRSA CHE Summit 2009 April 16, 2009

2


August 15, 1971

3


The 6 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

4


“Mommy, why can’t I pause the TV?”


Broadcast Media

Web

Mobile

Email

Social Media

Prospect

DirectMail

Telemarketing

Print

6


Social Media & Recruitment

7


8


9


source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/

10



studentPOLL study of social 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


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 - < 100,00022.5%

>= 100,000 21.3%

DK/NA/REF 36.3%


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


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.



17


source: Annenberg School Digital Futures Report 2007

18


Example: UMBC Prospects 2008

sample: 4,970 prospect email addresses

19


UMBC Prospects: Demographics

20


Teens and social networking

21


Teens and Communication

22


But...

23


The point:

๏ They’re connected all the time

๏ They like to talk

๏ News spreads faster than ever

๏ They consume and create

24



26


Where are they talking about you? (and what are they saying?)

27


It’s not just Facebook/Myspace

28


QuickTime™ and a decompressor

are needed to see this picture.

Video



“Cornell Drunk”

“University of Arizona Pool Party”

29


Comments

30


Ratings


Flickr

32


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

๏ Don’t think “campaign,” think “play” (or, if you have to talk to your boss, call it “testing” or “experimenting”)

33


+ =

34


How trends get made

35


36


37


Memes๏ units of cultural information

๏ cultural evolution or cultural diffusion

๏ subject to natural selection

๏ variation

๏ competition

๏ mutation

๏ it’s not survival of the fittest, it’s survival of fastest (those best able to spread)

Richard Dawkins

The Selfish Gene

1976

38


Virus

Host

Virus

Virus

Virus

Virus

Viral Transmission

39


TB Transmission

40


High School Dating

41


Graph of The Internet

42


“The Tipping Point”

๏ “Hubs”

๏ “Superconnectors”

๏ “Influentials”

๏ Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea.

Malcolm Gladwell

43


One-to-one

๏ 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

Duncan Watts

44


vs.

45


Online Brand Management

46


fries!

47


Institution Constituentsbrand

48


49


Doing it right

50


Viral Media



51


(but recent research indicates only 15% of “viral” media passed on)

52


53


QuickTime™ and aApple Pixlet Video decompressorare needed to see this picture.

54


55


Doing it wrong...



56


...then again...

57


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

58


59


Reputation=Brand

60


The brand doesn’t make the institution,the institution makes the brand.

61


“Brand” is a collaboration

62


Dealing With It

63


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.

๏ Print still matters...for different reasons than you think

๏ 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

64




65


Let’s [email protected]

Education

Cheap, Fast, and Out of Control