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TexT dyejo To 50500

john dye801.631.4736johnd@fluid-studio.net www.fluid-studio.net

twitter @dyejo

Free service provided byhttp://contxts.com

ConTACT Me

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There is no silver bulleT

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We All hAve A CirCle oF inFluenCe.PeoPle Are inFluenCed by Those They TrusT.

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Circle of Influence

Circle of Concern What youcare about.

What you cando something

about.

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* Enquiro: “Business to Business Survey 2007.”

PeoPle do noT WAnT To be sold To. They WAnT To inTerACT And be heArd.

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you CAnnoT ConTrol The ConversATion,buT you CAn PArTiCiPATe in iT.

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4 P’s

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ProduCT4 P’s

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ProduCT, PriCe4 P’s

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ProduCT, PriCePlACe4 P’s

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ProduCT, PriCePlACe, ProMoTion4 P’s

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3 r’s

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relevAnT3 r’s

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relevAnT, reAl3 r’s

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relevAnT, reAlresPonsive3 r’s

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relevAnT, reAlresPonsive4 r’s

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relevAnT, reAlresPonsive, relATionshiP4 r’s

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helPing AluMni Find jobs: linkedin And TWiTTer

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

1.

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CollAborATion And ConneCTing WiTh sTudenTsAnd TWiTTer

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

2.

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FundrAising: FroM e-MAils To TWeeTs

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

3.

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TrAining AluMni To use soCiAl MediA

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

4.

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MeeTing AluMni Where They’re AT

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

5.

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Providing Tools To sPreAd inForMATion (WidgeT use) http://www.clearspring.com/widgets/49c013d526cf9aa0/49c3e0b356abf390

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

6.

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AluMni-generATed ConTenT

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

7.

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ProMoTing AluMni neTWorks

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

8.

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Mobile reunions

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

9.

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ConneCTing The doTs: google MAPs

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

10.

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gAThering And shAring inForMATion

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

1.

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shoWCAsing sTudenT And FACulTy Work

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

2.

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Providing A PlATForM To broAdCAsT evenTs

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

3.

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eMergenCy noTiFiCATion

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

4.

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ConneCTing PeoPle

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

5.

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ProduCing, noT jusT ProMoTing

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

6.

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CreATing A diAlogue And CoMMuniCATing To sTudenTs

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

7.

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FACebook oFFiCe hours

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

8.

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CoAChing For The sPoTlighT

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

9.

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geTTing Wired viA Mobile

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

10.

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youTube Colleges ChAnnel

iTunes u

iTunes u, part of the iTunes store, is possibly the world’s greatest collection of free educational media available to students, teachers, and lifelong learners. With over 200,000 educational audio and video files available, iTunes u has quickly become the engine for the mobile learning movement. it puts the power of the iTunes store in the hands of qualifying universities so they can distribute their educational media to their students and the world.

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hoW A universiTy eMbrACed soCiAl MediA And sCored Millions in youTube vieWs

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loCATion: PiTTsburgh, PA

indusTry: higher eduCATion

nuMber oF eMPloyees: 4,000

CArnegie Mellon universiTy

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CArnegie Mellon CoMPleTed A Web 2.0-FoCused Web siTe redesign

goAl

The campaign’s goal was to increase the visibility of Carnegie Mellon online and increase brand awareness among students and alumni.

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CArnegie Mellon CoMPleTed A Web 2.0-FoCused Web siTe redesign

TACTiCs

• securing 10,000 video views for each of the three main robou vids

• getting 500 subscribers to the school’s youTube channel within a year of the campaign’s launch

• garnering 1,000 Facebook fans (followers of the school on Facebook) within a year of the campaign’s launch

• engendering viral forwarding of the campaign’s videos and having them picked up by large blog sites

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CArnegie Mellon CoMPleTed A Web 2.0-FoCused Web siTe redesign

TACTiCs

The university intended to highlight its professors, alumni, students, and curriculum by launching a series of online videos. it also hoped to connect on a deeper and viral level with its 70,000+ alumni to help build the university’s presence and outreach, offline and online.

“We recognized that we needed to engage with our intended audience on their terms,” said Marilyn Kail, assistant VP for marketing communications. “Prospective students are cynical about typical hard-sell marketing. They trust their peers. They appreciate entertainment. This is why social media marketing worked so well.”

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CArnegie Mellon CoMPleTed A Web 2.0-FoCused Web siTe redesign

TACTiCs

The school created a youTube channel and a Facebook presence as well as released a series of videos on youTube, yahoo video, Aol video, and Carnegie Mellon’s site, among others.

Carnegie Mellon also released a series of lectures from professors as part of its youTube channel’s playlist.

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CArnegie Mellon CoMPleTed A Web 2.0-FoCused Web siTe redesign

The resulTs

The Web 2.0 initiatives by CMu continue to increase awareness about the school and its offerings.

Within a year of launch, Carnegie Mellon’s initial goal of 500 youTube channel subscribers has been surpassed.

Carnegie Mellon students continue to “blog forward” the school’s online initiatives, and word of the videos has spread virally to more than 290 technology and news blogs, (including gizmodo, which averages 50 million+ page views a month).

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CArnegie Mellon CoMPleTed A Web 2.0-FoCused Web siTe redesign

The resulTs

The initial goal for the three main robou vids was 10,000 youTube video views each. (youTube views are counted if a video is played in its entirety.) All three videos have surpassed that goal.

Carnegie Mellon also released a series of lectures from professors as part of its youTube channel’s playlist, titled “lectures.” one of those videos, “really Achieving your Childhood dreams” has had more than 2.2 million views on Carnegie’s youTube channel. The 1 hour, 16 minute lecture was given by dr. randy Pausch. it was tagged and forward-ed as “The last lecture,” which shares the title of Pausch’s book, released in April 2008.

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CArnegie Mellon CoMPleTed A Web 2.0-FoCused Web siTe redesign

lessons leArned

• in social media, keep your initial goals modest, because there is no guarantee that an online video, for example, will go viral. That said, make sure you understand what social media measurement tools are available and apply them.

• enabling collaboration among your organization’s stakeholders can result in powerful outcomes. encourage communication and forwarding of content to extend the reach of your message.

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CArnegie Mellon CoMPleTed A Web 2.0-FoCused Web siTe redesign

lessons leArned

• Messaging needs to be authentic and engaging; it cannot be ad- speak or otherwise be contrived.

• hope for the unexpected. There was no way to tell that dr. Pausch’s video would become the viral success it became. if that does happen, take full advantage; for example, Carnegie Mellon sub-sequently adjusted its youTube channel homepage by placing the successful video front and center.