This document summarizes a presentation given by Dr. Clarke Caywood to students at the Ayers College of Management and Integrated Marketing Communications program at Northwestern University. The presentation focused on helping students learn strategic communication skills to find summer internships and jobs. Dr. Caywood discussed using social media and other online tools to build students' personal brands and market themselves. He also provided over 20 tips for securing internships, such as using contacts, customizing resumes for each opportunity, and treating all staff with respect. Students were assigned a "take-home exam" to analyze audiences and customer interactions of potential employers.

1. What (We Hope) Ayers “Business” Students Are Learning Today … and Tomorrow And how to translate it into a better summer job Clarke Caywood, Ph.D. Northwestern University Medill IMC Program

2. Agenda: Food and our ideas Who is Caywood and what is IMC? Are you strategic?“He/she is strategic, too, but he/she knows how to get things done” Talk about a show-and-tell – you know more than you think Take some spot quizzes – do your job homework Q&A Applause

3. Who, what, when, where? Northwestern University (Evanston, IL) Medill School, Journalism, Media, Integrated Marketing Communications Graduate program Began in 1992, 5 quarters (September-December) 96 students from 15 countries Distinct from a Marketing MBA with a new undergrad program Clarke Caywood, Ph.D.(Wisconsin-Madison, Business and Communications) Former department chair, IMC Founder Group The Handbook of Strategic Public Relations and Integrated Communications IMC “the profitable integration of organizations new and continuing relationships with stakeholders including customers by managing all communication contacts with the organization that create and protect the brand and reputation…” (Caywood 1997-2011 xi).

4. Pop Quiz #1 — Talk to your Ayers’ Neighbor How often are you on a social network related to professional goals? What was the last new communications skill you taught yourself? What was the last thing you decided to stop doing? How much of what you do will be replaced by software in 10 years? 25 points each total 100 points.

5. Audience Survey: Summer and School Year Jobs Who has a summer job or internship this quarter or next? How did you get it? How many of these tools did you use:

6. Social Media Tools and more LinkedIn (use my site with over 2000 direct contacts) Facebook with search and resume and experience Tweet about your goals for a specific internship Your blog to tell your story, work goals and more What are your Klout, Peer Index, Tweet Topic Explorer, VMSInfo, Biz360, Vocus, PublicRelay, etc. scores? A video interview on YouTube, Yahoo video or Flickr Thumb drive with a letter, resume, work samples MS Word readability analysis of letter, work and resume. Analysis of your resume to the job position content More than one resume Contacts family, friends, neighbors, professors, Ayers

7. Can you use Klout for job?

8. Apply PeerIndex for job? You can learn!

9. Twenty plus One Stronger Job Ideas First, I don't believe in in "free" internships and it is not too late. Any company or agency can afford to pay some amount to at least cover your expenses or minimum wage. 1. Contact the human resources department or internship program directors, but personal contacts with professionals in the field are critical. 2. Use LinkedIn, professional association memberships, class speakers, family and other contacts. 3. Write finely honed resumes, create LinkedIn, Twitter and Facebook listings of client-based projects from courses, summer internships and previous work experience. From Culpwrit.com blog career coach 2011 (second most success)

10. Twenty plus One Internship Ideas 4. Rely on experienced university staff who can manage the critical details that professors seem to lose track about. 5. Link your letter and resume to your school and department website 6. Produce a video interview of you speaking on YouTube, Yahoo video or Flickr as a link.Tweet it and link. 7. Redesign your Facebook site (or new one) for the search 8. Practice interview skill training for internship in group of students with faculty observing and commenting Practice your 60 second “elevator speech” – on an elevator. 9. Securing academic credit can be helpful if the professor is involved for a syllabus of expected work to evaluate the internship and intern. 10. For ten weeks you should expect to work like any other employee without special requests for summer time off, weddings, etc.

11. Twenty plus One Internship Ideas 11. Having a job description prepared by the faculty or company will allow you to get to work more quickly. 12. Treat all staff including administrative assistants with great respect - they can facilitate your productive time. 13. Work early and work late to show your willingness and passion to solve the organization's problems. 14. Seek out mentoring and learn about the organization over cups of coffee, on a break or modest lunches. 15. Be prepared to do more than the assigned work when they find out you are not the typical intern even if you think you might not want to work there later. 16. Plan the end of the internship carefully so that you don't leave any work undone.

12. Twenty plus One Internship Ideas 17. After you return to school send contacts an occasional article or reading from your courses that might interest them and keep them aware of your pending graduation date 18.Write a course paper on your experience and also use of course knowledge for publication in a trade journal 19. Offer to test their social and traditional media with Google metrics, Alterian, Biz360, Crimson Hexagon. Cymphony, Klout, PeerIndex, Public Relay, Radian 6, Revisit, Tweet Topic Explorer, VMS Info, Vocus, WiseWindow and other free and fee systems 20. Learn to use the door frame technique to ask questions and get answers. 21. When you have established your career reciprocate with internships for the next generation!

13. Why and what we’re teaching Goal is to use communications for personal and strategic advantage at NU - The Challenge Principles endure and context changes every nanosecond Audience insight from soc. psych. anthro. CB Message development -Message segmentation Message delivery via web and more rapidly evolving Audience interaction — the Wild West Creating better business people Finance 2. Management 3. Leadership 4. Team orientation 5. Business statistics

14. What we’re (no longer) teaching but you know U.S. Centric Many things we were good at 20 years ago Consumer only orientation - stakeholders Web tactics that change every day on the job Still, tactical implementation is how you make money! Be a doer Understand where what you’re doing fits Measuring of outcomes are useful tactics Continuous evolution of the tactical mix

15. Our student challenges this summer What should our $3 billion web sitedo about mobile? How can our highly successful legacy positioning appeal the a new generation of decision makers? Can we get a 360° understanding of customer experiences? How can we better integrate digital technologies into our (successful) analog company? FedEx, Johnson Controls, Cricket, Coca-Cola, Chrysler, Mercedes Benz, Potbellies, others

16. New Audience Understanding Metric Tools Do an analysis of Ayers and your workplace Alterian Biz360 Crimson Hexagon Cymphony Klout PeerIndex Public Relay Radian 6 Revisit Tweet Topic Explorer VMS Info Vocus WiseWindow

17. Klout

18. Google Trends

19. Crimson Hexagon

20. Tweet Topic Explorer

21. Revisit

22. PeerIndex (JCI)

23. PeerIndex (JJC)

24. VMS Info

25. Public Relay

26. Your Personal Job Brand Contact Points You Your speaking and writing Your appearance Your business card Your portfolio of resume, work sample Your references Your message on your phone Your contacts Your web site and LinkedIn, Ladders sites Your blog, Twitter, Facebook http://www.spreadingscience.com/2008/05/20/social-media-sites-for-scientists/ Your key message Your reputation Your manners Your follow-up Your family support More and more

27. Summer Take-Home Exam Ask to do “contact point map” of your audience and customer interactions Attend a meeting with the sales or fundraising team Ask to look at audience feedback Show them how to use on-lineaudience feedback tracking Find out who their 100 biggest accounts are and analyze their web sites and more. Figure out from on-line searches who their 50 top strategic influencers are (experts, media). 100 points

28. What Haven’t IMade Clear?Clarke Caywoodc-caywood@northwestern.edu(847) 372-0462http://www.linkedin.com/in/ccaywood

29. 50 minutes Pizza & Snacks Monday 7 pm Ayers Improving or even still getting a summer job with new ideas & skills: What bosses want Clarke L. Caywood, Ph.D. Professor Integrated Marketing Communications Department, Northwestern University Commentator on ABC-TV Chicago

30. What IMC’ers Learn