Educational Marketing Group, Inc. - The New Influentials - March 2011 Brand Bounce eNewsletter

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This presentation is being used for EMG’s March 2011 Brand Bounce eNewsletter. Get the full story by signing up for Brand Bounce at http://talk.emgonline.com/Brand-Bounce . …

This presentation is being used for EMG’s March 2011 Brand Bounce eNewsletter. Get the full story by signing up for Brand Bounce at http://talk.emgonline.com/Brand-Bounce .

© 2011 Educational Marketing Group, Inc.
All rights reserved. This document contains protected intellectual property. The information and materials contained herein may not be duplicated, reproduced, or distributed in any manner whatsoever without the prior written consent of Educational Marketing Group, Inc.

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  • Now it is my great pleasure to introduce the faculty members for the seminar.  Bob Brock is president of Educational Marketing Group.  Bob has more than 35 years’ experience in higher education, and he speaks frequently on branding and brand strategy to professional organizations throughout the world.
  • Marlene Brock is executive vice president and co-founder of Educational Marketing Group.  She has provided executive positioning and brand counsel and consulting services to institutions throughout North America.  Under her guidance, EMG has provided a variety of marketing services to more than 150 educational organizations and institutions worldwide. And now I am honored to present our distinguished faculty presenters, Bob Brock and Marlene Brock…   
  • First, I would like to thank all of you that provided questions or comments via basecamp, personal e-mails, and phone calls. Many of your questions were on the brand platform itself, so we’ve added a brief brand platform overview and example to the beginning of the presentation. I’ll walk you through the brand platform, then I’ll turn it over to Bob to discuss brand architecture How we got here and the challenges we face A proven solution the brand architecture categories how to implement the architectureWe’ll have some time in between sections for Q&A, and we’ll also have some time at the end
  • At least 62 leaders of nations Twitter – Obama has someone tweet for him, but a number of leaders tweet on their own.
  • Several hundred college and university presidents are on twitter…including these presidents.Probably the most famous in online circles is John Maeda…take a look at his followers.
  • Here is Gordon Gee’s twitter feed…
  • October - 2007Janet Dudley-Eshbach, president of Salisbury University, had a photo on her profile showing her pointing a stick toward her daughter and a Hispanic man with a caption saying she had to "beat off Mexicans because they were constantly flirting with my daughter."A caption accompanying a photo of a tapir referred to the large size of the piglike animal's genitalia.Dudley-Eshbach removed her profile from the social networking Web site hours after reporters asked her about the captions "I never thought there was any problems with them nor did I know they were in the public domain. I do apologize," she said."Many of us are learning about the positives and negatives of public networking sites such as Facebook. I regret that some of these family vacation photos, with captions that were only intended to be humorous, were included on Facebook."
  • The perpetrator? The faux-Yudof site is registered to Kenneth Ehrlich, a visiting lecturer in art on the university’s Riverside campus. He maintains a blog, UCR Mobilize, that criticizes Mr. Yudof and provides links to information about student organizing.Mr. Ehrlich said in an e-mail message that “a glitch in the system” made it appear that he was connected to the forged letter. The perpetrator? The faux-Yudof site is registered to Kenneth Ehrlich, a visiting lecturer in art on the university’s Riverside campus. He maintains a blog, UCR Mobilize, that criticizes Mr. Yudof and provides links to information about student organizing.Mr. Ehrlich said in an e-mail message that “a glitch in the system” made it appear that he was connected to the forged letter. “Appearances are tricky things,” he wrote, “… as is clear to those who might have, even for a moment, thought that Mark Yudof had indeed resigned today.”Mr. Yudof joins the ranks of Scarlett Johansson, John McCain, and countless other famous people who have fallen victim to “cybersquatting” or “name jacking,” in which a familiar domain name is used for somebody else’s benefit.
  • Is your industry receiving a lot of criticism? Face your critics and put your top leaders on Twitter. That's what the Chicago Tribune did when it debuted its new mastheadMarch 19. While it seems like the newspaper's publisher and top editors are still adjusting to the Twitter phenomenon, their actions show a willingness to put themselves out in the public eye. Clients, users, and readers all have questions -- and ideas -- to help your business. What better way to listen and to interact with them then by addressing them directly in a medium they're already actively using? Edward Liddy, take note.

Transcript

  • 1. CASE I Conference Boston
    January, 2011
    Influentials
    The New
    Why We Have to Dive into Social Media Now
  • 2. Bob Brock, President
    Educational Marketing Group, Inc.
    brand analyst and consultant. blogger. twitter. linkedin.
    POV  tempered by 35 years in marketing and branding.
    believer in family, hard work, ideas, honesty, and single malts.
    @EMGonline
  • 3. Benjamin Ola Akande, Dean
    George Herbert Walker School of Business and Technology
    Webster University
    Twitter
    Twitter
    father. advisor. professor.
    ceo of one of world’s largest b-schools. change agent. globe trotter. user of Benjamin’s Blend.author. pundit. thought provocateur.
    @benjamin_akande
  • 4. session profile
    why now?
    who’s doing it? why?
    how to get admin involved
  • 5. What are we talking about?
    Blog
    Twitter
    Facebook
    LinkedIn
    YouTube
  • 6. why join now?
    • U.S. Twitter population up 44% to 26 million
    • 7. Globally, 100 million new accounts in 2010
    • 8. Facebook > 500 million users
    • 9. Average FB user spends 55 minutes per day
    -- eMarketer
  • 10. benefits
    • it’s how the digital society relates
    • 11. connect with students
    • 12. influence vips and donors
    • 13. personal & brand positioning:
    • 14. influential vs irrelevant
    • 15. forward thinking vs old-fashioned
  • Twitter as an event
    Dorsey effect
    Twitter co-founder Jack Dorsey @Webster became a global media tweet-up event by integrating:
    • Tweet-up announcements
    • 16. use of special hashtag#
    • 17. Twitter and YouTube tie-ins
    • 18. blogging tie-ins
    • 19. media pitches to tech writers
  • dean Akande on twitter
  • 20. dean Akande’s goals
    • convey sense of constructive impatience
    • 21. expand reach and influence
    • 22. expand the global brand of Webster
    • 23. gain new fresh insights
    • 24. lead from where I am
  • tweeter-in-chief?
    At least 62 heads of state tweet, including…
    • Latvia –PM Valdis Dombrovskis @Vdombrovskis. (1,700 followers)
    • 25. Israel – PM Benjamin Netanyahu @netanyahu. (2,800 followers)
    • 26. Norway – PM Jens Stoltenberg @JensStoltenberg. (25,000 followers)
    • 27. Chile – Pres. Sebastian Piñera @sebastianpinera. (74,000 followers)
    • 28. Australia – PM Kevin Rudd @KevinRuddPM. (918,000 followers)
    • 29. Jordan – Queen Rania Al Abdullah @QueenRania. (1.2 million followers)
    • 30. U.K. – PM Gordon Brown @downingstreet. (1.7 million followers)
    • 31. U.S. – Pres Barack Obama @barackobama. (3.4 million followers)
  • who else is on twitter?
    more than 200 college CEOs tweet, including. . .
  • 32. tweets: #case1ceo
    gee-tweets
  • 33. CEOson facebook
  • 34. top 12 on Twitter
    recognize these top-klout-scoring, tech-savvy colleges?
    klout.com
    Megan Berry, 1.17.11
    http://klout.com/blog/2011/01/the-most-influential-colleges-on-twitter/
  • 35. the downside – oops!
    In October 2007, Salisbury University’s president was forced to apologize and remove her Facebook profile after the media found embarrassing photos.
    "I did not know it was in the public domain. I do apologize. Many of us are learning about the positives and negatives of public networking sites such as Facebook. I regret that these family vacation photos, with captions that were intended to be humorous, were included on Facebook.”
  • 36. the downside – fake!
    @mark_yudof
    Imposter website claims I have resigned. Complete nonsense. Reports of my resignation have been greatly exaggerated.
    Retweeted by thedailyclog and 6 others
  • 37. upside: feedback forum
    Gerould Kern, Editor
    Chicago Tribune
    @gerrykern
    When the Chicago Tribune debuted its new masthead in March, Kern faced plenty of input and criticism.
    Response: Put the publisher and top editors on Twitter.
    What better way to listen and interact with audiencesthan by addressing them directly in a medium they already use?
  • 38. don’t look back
    convincing your ceo
    • it’s easy to learn
    • 39. it advances their important initiatives
    • 40. positions them as forward-thinking
    • 41. puts them among very good company
    • 42. sets an important standard for faculty/staff
  • 5 rules of the social road
    • use your own personal voice
    • 43. follow, react, and respond to others
    • 44. have something meaningful to say
    • 45. join a conversation
    • 46. remember everything is public
  • CASE I Conference Boston
    January, 2011
    tweet!