Flannery edu web2010

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Opening Keynote Speaker - Dr. Terry Flannery - of American University - her presentation, "Brand ArchiTECHture: Building Your Brand on the Web and Managing to Make it Thrive" at the 2010 eduWeb Conference, July 26-28, Chicago, Doubletree Hotel Magnificent Mile

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  • What is a brand? Sum total of experiences with an institution or organization--characteristics and values that come to mind Can be positive or negative Every organization has a brand; it is just a matter of whether it is well managed or not. Simple, authentic, relevant and distinctive
  • Great mpg. Cool tech. Fun to drive. value
  • Freedom to fly America. Fun loving, good service, good value. Live the Southwest Way by displaying the Warrior Spirit, acting with a Servant’s Heart, and embracing a Fun-LUVing Attitude. We will try to do our best to ensure that this site displays those qualities,
  • 8 hours to respond effectively, left critical comments up
  • Emerging Media Team to represent an even more diverse cross-section of Southwest. A central tenet of my remarks today: To Succeed, marketing folks have to become more tech savvy, and tech folks need to become more marketing savvy. We’re seeing new employees with a blend of skills and preparation that make them not one or the other. They’ve integrated both.
  • American University was founded in 1893, charted by Congress as a national university that would educate public servants and build the nation. It is a college centered research university with a nearly equal balance of undergraduates and grads, about 5,000 of each. It is located in Northwest Washington, at the top of Embassy Row, in a beautiful residential area of the nation’s capital. A strong brand asset is WAMU, the NPR station in Washington (#3 among all NPR stations, #2 among all Washington radio, and home to the nationally syndicated Diane Rehm show.) It enrolls a class of 1500 freshman in a very selective admission process. It’s retention rate is 91%. It graduates 76 percent of its students in six years. NSSE data consistently show that it is one of the most engaging and involving student experiences (top 10%), especially for internships, community service, study abroad. A rock star president in his fourth year, a new strategic plan, a stellar mid-term accreditation report and a very healthy financial position during the economic recession have boosted our institutional momentum. It suffers from a lack of accurate awareness among many important audiences. It existing brand associations are positive but limited. It needs to maintain enrollment, build alumni engagement, and support growth of the research and scholarship agenda.
  • Our website was developed prior to development and implementation of our new brand strategy. Hadn’t been substantially redone in almost 10 years. Discovery process in design stage did a great job of capturing and distilling the existing brand associations. Disciplined development of use cases to establish architecture and navigation. Content includes 5 of 6 schools and colleges and all divisions. User generated content and multi-media were baseline assumptions to allow users to replicate the excitement of the AU student experience. AUpedia. Current and prospective students were the primary audiences. Alumni and internal community, as well as other external audiences were secondary in initial design. Integration of look and feel across all levels with CMS tools and templates. Distributed publishing system, training for web writing, and editorial tool kit allow more than 50 web publishers to contribute content. Launched in March 2009 and won last year’s edustyle website of the year (judges and people’s choice) in the education sector, following the likes of Disney and National Geographic. Added media modules, social media widgets and interactions, and blogs in year 2. 1000 FB fans at launch, 5000 by July 2009, and nearly 10,000 by July 2010. Notion of page ring. 95% of content to be migrated from old site complete. Next phases will look at mobile and augmented reality.
  • Challenges: word is unknown to younger audiences, limited and narrow to older audiences. We’re introducing the concept and creative strategy to our internal audiences, as we begin to define the word and establish its current more flexible use and relevance to AU. Grassroots, social media, viral strategies. Working to update the definition in online resources that accept edits. SEO strategy. Trademark applications and urls established. Working to develop enough internal adoption to roll it out more visibly. Stay tuned.
  • Over 2000 media hits. Trending topic on twitter. gave those who follow us the hashtag #obamaatau Alumni and students, largely away from campus, participated via Facebook to live stream. Communicated via portal to admitted students enrolling in Fall 2010. Ramped up impact via our own coverage. Pride, recognition, awareness, new media relationships, more friends, more participation.
  • Flannery edu web2010

    1. 1. <ul><li>Building Your Brand on the Web </li></ul><ul><li>and Managing to Make it Thrive </li></ul><ul><li>or </li></ul><ul><li>Memo to Don Draper: The Rules Have Changed </li></ul><ul><li>Terry Flannery, Ph.D. </li></ul><ul><li>Executive Director, University Communications and Marketing </li></ul><ul><li>American University </li></ul>Brand ArchiTECHture
    2. 2. Let’s come to an understanding . <ul><li>What is a brand? </li></ul><ul><li>What makes a good brand? </li></ul><ul><li>What is branding? </li></ul><ul><li>“ This is the greatest advertising opportunity since the invention of cereal. We have six identical companies making six identical products. We can say anything we want.” </li></ul><ul><li>--Don Draper, Mad Men, Season Three </li></ul>
    3. 3. Well managed brands in the digital age <ul><li>They are: </li></ul><ul><ul><li>Distinctive </li></ul></ul><ul><ul><li>Authentic </li></ul></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Simple </li></ul></ul><ul><li>Integrated and consistent. </li></ul><ul><li>Satisfying both online and in person. </li></ul><ul><li>They are transparent and embrace customer engagement. </li></ul><ul><li>Boundaries (digital, actual) are seamless. </li></ul>“ Every woman wants choices, but in the end, none wants to be one of a hundred in a box. She's unique.” --Don Draper, Season Three
    4. 4. Well-Managed Brands in a 2.0 World <ul><li>Ford Fiesta </li></ul>
    5. 5. “ I care more about what my neighbor thinks than what Google thinks.” -- Erik Qualman, socialnomics socialnomics Ford Fiesta, Brand Management
    6. 6. “ Change is neither good nor bad, it simply is. It can be greeted with terror or joy, a tantrum that says &quot;I want it the way it was,&quot; or a dance that says, Look, something new! &quot; -- Draper, Season Two Draper, Season Two Draper, Season Two Ford Fiesta, Brand Management
    7. 7. Well-Managed Brands in a 2.0 World <ul><li>Southwest Airlines </li></ul>
    8. 8. What happens in Vegas stays on Youtube. --Erik Qualman, socialnomics socialnomics <ul><li>The Kevin Smith Episode </li></ul><ul><li>Preventive behavior </li></ul><ul><li>Transparency </li></ul><ul><li>The end of social schizophrenia </li></ul>Southwest Brand Management
    9. 9. Who is responsible for delivering these brands on the Web? <ul><li>Marketing and PR units with social media and technical expertise embedded. </li></ul><ul><li>The brand strategy is led and managed by CMO. </li></ul><ul><li>Digital natives, early adopters from diverse cross-sections of the companies help shape the strategy for existing and emerging platforms. </li></ul><ul><li>Customers own the brand more than ever. They are encouraged to contribute content that defines and shares the brand. </li></ul><ul><li>Monitoring and response are crucial functions of brand management in this configuration. </li></ul><ul><li>There’s no apparent tug of war between marketing and IT units. </li></ul>
    10. 10. A Peek Under Our Hood
    11. 11. www.american.edu
    12. 12. Teaser: Our new brand concept. <ul><li>Concept fits like a glove. </li></ul><ul><li>Campaign represented by one word that is simple, authentic, relevant and distinctive. </li></ul><ul><li>Tests well: delivers brand values, engages and motivates, creates pride and desire to affiliate. </li></ul><ul><li>Key obstacle to be overcome. </li></ul>A community of smart, engaged, focused experts who are passionate about creating meaningful change.
    13. 13. Leveraging Big Moments http://www.american.edu/media/president_obama_visit.cfm Text
    14. 14. Biggest Challenges <ul><li>Fear of loss of control </li></ul><ul><li>Staffing </li></ul><ul><li>Governance structure and span of control </li></ul><ul><li>On-going training needs </li></ul><ul><li>Morphing the AU web presence to incorporate the brand strategy. </li></ul><ul><li>Keeping up with the next big ideas </li></ul>
    15. 15. Would Draper have embraced the web as a tool for his clients’ brands? <ul><li>I don’t know, but how’d they get anything done back then? </li></ul>

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