New Media Promotion: New Media Promotion: Facebook, YouTube & BlogsFacebook, YouTube & Blogs

Dan Forbush & Andrew CareagaDan Forbush & Andrew CareagaJune 16, 2008June 16, 2008

Key QuestionKey Question

How do we use technology How do we use technology

to create community?to create community?

And … And …

How do we connect with alumni How do we connect with alumni when they won’t answer our when they won’t answer our calls or read our emails calls or read our emails anymore? anymore?

And …And …

Can class notes in our alumni Can class notes in our alumni magazines compete with the magazines compete with the interactivity of Facebook? interactivity of Facebook?

““The ethos of the Net is fundamentally respectful The ethos of the Net is fundamentally respectful

of and invested in the idea of collective wisdom.”of and invested in the idea of collective wisdom.”

James SurowieckiJames Surowiecki

The Wisdom of CrowdsThe Wisdom of Crowds

We Need a New MindsetWe Need a New Mindset

Look at the Obama Look at the Obama CampaignCampaign

His Site is a Social NetworkHis Site is a Social Network

Clinton’s Isn’t

Colleges Are Moving Into Colleges Are Moving Into Web 2.0 Social NetworksWeb 2.0 Social Networks

Alumni Organizations Alumni Organizations In LinkedInIn LinkedIn

MIT Network in YouTube

Dartmouth’s Photostream in Dartmouth’s Photostream in flickrflickr

Missouri SandT’s Twitter Missouri SandT’s Twitter FeedFeed

Stanford’s Page in Stanford’s Page in FacebookFacebook

iModulesiModules

Affinity Circles Affinity Circles

Harris ConnectHarris Connect

ConvioConvio

Elgg Elgg

PCIPCI

SungardSungard

Kintera Kintera

Colleges Also Are Creating Their Own Vendor-Supplied Social Networks

What’s Your Strategy in What’s Your Strategy in Social Networking?Social Networking?

It’s Time to Ask:

Three Levels of Three Levels of Technology to IntegrateTechnology to Integrate

Main Web Site

Your Own Vendor-Supplied Social Network

Web 2.0 Social Networks

Facebook YouTube

LinkedIn Flickr

MySpace Twitter

A New Facebook Group to Share A New Facebook Group to Share Information About All ThisInformation About All This

What We’re Doing at SkidmoreWhat We’re Doing at Skidmore

• Our Own Web Site

• Our Own Social Network

• Commercial Social Networks

Our Own Web SiteOur Own Web Site

Skidmore InteractiveSkidmore Interactive

a new ‘brand’ for social mediaa new ‘brand’ for social media

a gateway to Skidmore communities in a gateway to Skidmore communities in commercial social networkscommercial social networks

Skidmore Interactive

Toward Our Own Social NetworkToward Our Own Social Network

Complete high-level RFPComplete high-level RFP

Conduct first round of vendor interviewsConduct first round of vendor interviews

Complete detailed RFPComplete detailed RFP

Conduct second round of vendor interviewsConduct second round of vendor interviews

Make selection Make selection

Implement Implement

Commercial Social NetworksCommercial Social Networks

Focus on FacebookFocus on Facebook

Surveyed Alumni in FacebookSurveyed Alumni in Facebook

244 responses244 responses

79 percent said the college should take an active 79 percent said the college should take an active role in developing communities in Facebook role in developing communities in Facebook

50 to 60 percent said they want notices of alumni 50 to 60 percent said they want notices of alumni and college events, news about alumni, and and college events, news about alumni, and notices about alumni musicians and artists whose notices about alumni musicians and artists whose works are available on Web works are available on Web

40 to 50 percent said they want to see news 40 to 50 percent said they want to see news about Skidmore faculty and students and to about Skidmore faculty and students and to participate in surveys on timely topics participate in surveys on timely topics

Created SkidmorePage

Created Groups:

Skidmore AlumniSkidmore GlobalSustainable SkidmoreDigital Media GroupSkidmore Book Store

Created Created Graphic Graphic IdentityIdentity

Started CultivatingClass of ‘12

Started ‘Secret’Group to PlanCommunications

One More Thing …One More Thing …

We’re developing a special issue of alumni magazine We’re developing a special issue of alumni magazine

focused on ‘Digital Skidmore’focused on ‘Digital Skidmore’

It will include:It will include:

a ‘guide to new media at Skidmore’ a ‘guide to new media at Skidmore’

a readers’ survey focused on print versus a readers’ survey focused on print versus

electronic news deliveryelectronic news delivery

Other Institutions and Other Institutions and Facebook ApplicationsFacebook Applications

Middlebury College Middlebury College BookstoreBookstore

Selling through Selling through

‘Collective Wisdom’ ‘Collective Wisdom’

"Our Facebook Fans Page represents a paradigm "Our Facebook Fans Page represents a paradigm shift in how we do business. Instead of having shift in how we do business. Instead of having customers we have fans and friends. Instead of customers we have fans and friends. Instead of traditional advertising and publicity alone, we traditional advertising and publicity alone, we focus on creating events and groups. We network; focus on creating events and groups. We network; we listen; we respond; we have conversations with we listen; we respond; we have conversations with those we want to engage; we seriously consider those we want to engage; we seriously consider the ideas and concerns of our fans and friends.”the ideas and concerns of our fans and friends.”

Robert JansenRobert Jansen

Director, Middlebury College BookstoreDirector, Middlebury College Bookstore

Stanford Event Map Stanford Event Map

Boston College Football Boston College Football FansFans

Link to Harris ConnectLink to Harris Connect

Manhattanville Resume Manhattanville Resume UploaderUploader

SkoolPoolSkoolPool

What happens What happens when old and when old and new collide?new collide?

‘‘Don’t tase me, bro!’Don’t tase me, bro!’

‘‘Don’t tase me, bro!’Don’t tase me, bro!’

DisintermediationDisintermediation

Eliminatingthe middleman

‘‘Markets are Markets are conversationconversation

s.’s.’

Christopher Locke, Rick Christopher Locke, Rick Levine,Levine,

Doc Searls, David Doc Searls, David Weinberger Weinberger

The Cluetrain ManifestoThe Cluetrain Manifesto

((www.cluetrain.comwww.cluetrain.com))

Blogs as news sourcesBlogs as news sources

October 2006 – 12 blogs in top 100October 2006 – 12 blogs in top 100

December 2006 – 22 blogs in top December 2006 – 22 blogs in top 100100

Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)

Blogs as news sourcesBlogs as news sources

Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)

Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 (www.sifry.com/stateoftheliveweb/)

From the wire … to the From the wire … to the blogs …blogs …

… … to the comments ...to the comments ...

… … to talk radioto talk radio

‘We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’

‘‘Sudden jihad syndrome’Sudden jihad syndrome’

‘Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’

Portion of transcript from Rush Limbaugh Show

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