brand 2.0
new mediums. new opportunities to
showcase your brand.
EDUCATIONAL MARKETING GROUP, INC.

web 2.0: what does it really mean?
Describes the use of World Wide Web technology
and Web design to enhance creativity,
communications, secure information
sharing, collaboration, and functionality of
the Web.

what’s
different?

new media is viral
it spreads geometrically and mutates as it
spreads

old way

new way

what’s
the same?

marketing strategies
Know who you are
well-differentiated position
campus-wide brand promise
Be honest
personality based on campus
experience
don’t try too hard
Be consistent

identity brand platform
promise
forward focused thinking. real
world results.

identity

identity

identity

identity

mediums

blogs
• Update from anywhere
• Point of view
Diary

Advocacy

Group

Aggregator

• Authentic
• Invite feedback

social networks
• Relational and participatory
• Personal not institutional
• Builds equity not awareness
• Push and pull required

sharing
• Videos
• Pictures
• Knowledge & Ideas
• Opinions

experimental
• Mashups
• Unique portals
• Special interests
• Viral sites

5 rules of new media
three things

know thyself
• Kitchen sinks are out
• Focused disciplined
messaging is key
• Differentiation is critical!

be contagious
• It can be risky –
limited ability to
control
• Enables (requires)
audience ownership

share
• The Web loves \"Participatory Brands\"
• User engagement and ownership is paramount
• Everything you do and say supports the brand