Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)

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A high level presentation given in November to CHESPRA walking through marketing your k-12 school district, web user expectations and creating a social media strategy.

A high level presentation given in November to CHESPRA walking through marketing your k-12 school district, web user expectations and creating a social media strategy.

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  • 1. CREATING CONVERSATION THE IMAGE GROUP / HOLLAND MI LAYNE FULLER - ACCOUNT MANAGER PAUL HART - WEB CREATIVE DIRECTOR MATT SCHLIENTZ - PARTNER
  • 2. INTRODUCTIONS
  • 3. MATT SCHLIENTZ mattschlientz.com @mattschlientz facebook.com/mattschlientz
  • 4. PAUL HART (screenshot) (screenshot) @pablohart flickr.com/hartville delicious.com/pablohart
  • 5. LAYNE FULLER @laynefuller linkedin.com/laynefuller tumblr.com/laynefuller
  • 6. THE IMAGE GROUP www.imagegroup.com @imagegroup (screenshot) (screenshot) imagegroup.com/blog flickr.com/imagegroup vimeo.com/imagegroup
  • 7. AGENDA 1. Marketing and branding 2. Understanding your audience 3. Social media for marketing and branding 4. Creating a social media strategy
  • 8. BHAGs
  • 9. K-12 EDU MARKETPLACE Advanced Placement Charter Schools Dual Enrollment Home Schooling Inter-district Schools of Choice Magnet Programs No Child Left Behind
  • 10. K-12 EDU MARKETPLACE Private Scholarships Private Schools Tuition Tax Credit Virtual Learning Voucher Programs Teachers Tax Dollars
  • 11. CLUTTER & NOISE
  • 12. 1,000,000 MARKETING MESSAGES/YEAR
  • 13. 3,000 MARKETING MESSAGES/DAY
  • 14. 10,000 MARKETING MESSAGES AT THE SUPERMARKET
  • 15. 20,000 TV COMMERCIALS PER YEAR
  • 16. 100+ NEWSPAPER ADS PER ISSUE
  • 17. EXPLOSION OF CHOICES Consumers are now overloaded with options. 1970 Today Magazines 300 800 New Book Titles 40,000 80,000 T.V. Channels 3 118.6* Radio Stations 7,000 16,000 New Movies 260 450 Different Types of Running 5 285 Shoes 1 billion internet users Internet Users and Websites 0 162 million websites
  • 18. .............................................. .............................................. .............................................. .............................................. ............................................. .............................................. .............................................. ............................................. is here your ad .............................................. ............................................. .............................................. .............................................. .............................................. .............................................. .............................................. .............................................. .............................................. .............................................. 3,000 PER DAY .............................................. ..............................................
  • 19. your ad is here 3,000 PER DAY
  • 20. CLUTTER & NOISE Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency
  • 21. 62% IDEAS ACCEPTED AFTER 6X
  • 22. 25% FORGET AFTER A DAY
  • 23. 97% FORGET AFTER 7 DAYS
  • 24. POWER OF REPETITION Max Sutherland & Alice K. Sylvester, Advertising and the Mind of the Consumer, (Allen & Unwin, 2000) pages 6-9
  • 25. SOUP SOFT DRINK CANNED FRUIT 1926 BRAND BRAND LEADERS FILM LEADERS 2008 APPLIANCES TIRES CRACKERS CHEWING GUM www.secondwindonline.com Source: Anthony P. Mikes and Second Wind Ltd.
  • 26. SOUP SOFT DRINK CANNED FRUIT 2008 BRAND BRAND LEADERS FILM LEADERS 2008 APPLIANCES TIRES CRACKERS CHEWING GUM www.secondwindonline.com Source: Anthony P. Mikes and Second Wind Ltd.
  • 27. NEW JOB TITLE • Senior Vice President of Marketing • Brand Manager • Cultural Anthropologist • Customer Advocate • Change Agent • Director of Listening • Conversation Facilitation Officer
  • 28. SURVIVAL
  • 29. SURVIVAL • How are you going to be heard? • How are you going to get noticed? • How are you going to stay ahead of your competition? • How are you going to grow in mindshare and market share?
  • 30. SURVIVAL • Prepare a plan • Listen to your customers • Respond in calculated and progressive ways • Show up and go on offense with your game plan • Enjoy the journey
  • 31. 1 Conduct Business Review MARKETING BACKGROUND 2 Identify Challenges & Opportunities 3 Establish Objectives 4 Determine Target Markets & Marketing Objectives 5 Set Plan Strategies – Positioning & Marketing MARKETING PLAN 6 Analyze Communication Goals 7 Define Tactical Marketing Mix Tools 8 Create Marketing Plan Budget & Calendar MARKETING EXECUTION 9 Execute MARKETING EVALUATION 10 Evaluate 10-STEP MARKETING PLAN Roman G. Hiebing JR, Scott W. Cooper,The One-Day Marketing Plan, (NTC Business Books, 1992)
  • 32. “THINK BIG, STAY FOCUSED, NEVER, NEVER QUIT”
  • 33. MARKETING DEFINITION
  • 34. AGENDA 1. Marketing and branding 2. Understanding your audience 3. Social media for marketing and branding 4. Creating a social media strategy
  • 35. THE GEN-X PARENT
  • 36. “OVER THE PAST DECADE, GEN-XERS HAVE BEEN TAKING OVER FROM BOOMERS AS THE MAJORITY OF K-12 PARENTS. GEN-X PARENTS AND BOOMER PARENTS BELONG TO TWO NEIGHBORING GENERATIONS, EACH POSSESSING THEIR OWN LOCATION IN HISTORY AND THEIR OWN PEER PERSONALITY. — NEIL HOWE & WILLIAM STRAUSS Millennials & K-12 Schools: Educational Strategies for a New Generation
  • 37. THEY’RE NOT BOOMERS • Personally attached, protective and directive of their children. • Oriented toward their kids when voting and volunteering. • Less trusting of educators and less idealistic about education. • Sensitive to prices and more insistent on choice. • Less patient and respectful as problem solvers. Millennials & K-12 Schools: Educational Strategies for a New Generation
  • 38. HELICOPTER MOM ABC News, 20/20, August 2009 http://www.youtube.com/watch?v=n-hz9juzdTM
  • 39. ACTION STEPS 1. Assume no trust. 2. Stress accountability and contribution. 3. Offer data, standards, transparency, and ROI. 4. Offer real-time service. 5. Enable parent choice. 6. Prepare for the modular “opt-out” consumer. Millennials & K-12 Schools: Educational Strategies for a New Generation
  • 40. “IN THIS ERA OF ACCOUNTABILITY, K-12 LEADERS NEED TO FACE UP TO THE RISING TIDE OF GEN-X PARENTS. SCHOOLS THAT FIGURE IT OUT, COLLECT THE RIGHT DATA, AND MARKET THEMSELVES INTELLIGENTLY TO THIS NEW GENERATION OF PARENTS WILL BE ABLE TO BRAND THEMSELVES FOR SUCCESS IN THE DECADES AHEAD.” — NEIL HOWE & WILLIAM STRAUSS Millennials & K-12 Schools: Educational Strategies for a New Generation
  • 41. GEN-Y “Millennials”
  • 42. GEN-Y
  • 43. HONOR THY AUDIENCE IT’S NOT ABOUT YOU.
  • 44. COMMUNICATION CYCLE B Pass It On Visit Online A Friend
  • 45. DON’T ASK HOW YOU CAN GET MORE TRAFFIC WORRY ABOUT HOW TO MAKE THE USER EXPERIENCE GOOD. —KATHY SIERRA GAME DEVELOPER AND AUTHOR
  • 46. “Delightful!” You User Provider Consumer
  • 47. What are you serving up?
  • 48. “Delightful!” GO Attract Inform Invoke
  • 49. WEB 1.0 Brochure “Brochure-ware”
  • 50. Page Title http://www.sitename.com/ Google News Home | News | Employment | Contact Us Logo About Us | Academics | Admissions | Schools | Athletics I Want To... Lorem Ipsum Dolor Sit Apply Lorem ipsum dolor sit amet, Visit a school consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Explore academics laoreet dolore magna aliquam. Learn about scholarships Read More > Find a teacher Sign up for classes Registration Day August 20, 2009 Image Image Image Lorem ipsum dolor sit, consectetuer adipiscing Lorem Ipsum > Dolor Sit Amet > Consectetuer Elit > elit, sed diam nonummy Lorem ipsum sit amet, Lorem ipsum sit amet, Lorem ipsum sit amet, nibh euismod tincidunt ut Image consectetuer adipiscing elit, sed consectetuer adipiscing elit consectetuer adipiscing elit, laoreet dolore magna diam nonummy. adipiscing elit, sed diam sed diam consectetuer aliquam erat volutpat. Read More > nonummy. adipiscing elit nonummy. Read More > Read More > Read More > Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More > © School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us
  • 51. WEB 2.0 Page Title http://www.sitename.com/ Google News Home | News | Employment | Contact Us Logo About Us | Academics | Admissions | Schools | Athletics I Want To... Lorem Ipsum Dolor Sit Apply Lorem ipsum dolor sit amet, Visit a school consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Explore academics laoreet dolore magna aliquam. Learn about scholarships Read More > Find a teacher Sign up for classes Registration Day August 20, 2009 Image Image Image Lorem ipsum dolor sit, consectetuer adipiscing Lorem Ipsum > Dolor Sit Amet > Consectetuer Elit > elit, sed diam nonummy Lorem ipsum sit amet, Lorem ipsum sit amet, Lorem ipsum sit amet, nibh euismod tincidunt ut Image consectetuer adipiscing elit, sed consectetuer adipiscing elit consectetuer adipiscing elit, laoreet dolore magna diam nonummy. adipiscing elit, sed diam sed diam consectetuer aliquam erat volutpat. Read More > nonummy. adipiscing elit nonummy. Read More > Read More > Read More > Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More > © School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us
  • 52. BREAK
  • 53. AGENDA 1. Marketing and branding 2. Understanding your audience 3. Social media for marketing and branding 4. Creating a social media strategy
  • 54. LET’S TALK SOCIAL MEDIA Your experiences with social media Why you should care about social media Tools and best practices
  • 55. and the survey says... SURVEY RESULTS
  • 56. CHESPRA SOCIAL MEDIA EXPERIENCE 15 11 8 4 0 Ning Blog Twitter Flickr YouTube LinkedIn Facebook Never I think I've signed up Monthly Use it weekly Use it daily CHESPRA Survey, ©TheImageGroup, November 2009
  • 57. 47% USE FACEBOOK DAILY CHESPRA Survey, ©TheImageGroup, November 2009
  • 58. 53% NEVER USE TWITTER CHESPRA Survey, ©TheImageGroup, November 2009
  • 59. 93% NEVER USE NING CHESPRA Survey, ©TheImageGroup, November 2009
  • 60. 67% NEVER USE A BLOG CHESPRA Survey, ©TheImageGroup, November 2009
  • 61. TIME SPENT ON SOCIAL MEDIA 13% 7% 60% 20% None A few hours a month 2-5 hours a week At least an hour a day I never log off! CHESPRA Survey, ©TheImageGroup, November 2009
  • 62. SOCIAL MEDIA CONCERNS
  • 63. EXPERIENCE: THAT MOST BRUTAL OF TEACHERS. BUT YOU LEARN, MY GOD DO YOU LEARN. —C.S. LEWIS
  • 64. Wikis Podcasting Blogging Crowd-sourcing Niche Networks Video Social Networking Lifestreams Music Pictures Social Bookmarks Events Conversation Prism, Solis 2008
  • 65. 5 WORST EXCUSES SUCCESS I don’t have anything to say. I can’t say anything meaningful in 140 characters. I don’t have time. I’m not interested in hearing about what people are eating for breakfast. It’s a waste of time. http://twittown.com/
  • 66. THE SOCIAL REVOLUTION
  • 67. THE BOTTOM LINE It is not a fad. (and it is not new either.)
  • 68. “I HAVE RETURNED HERE SAFE, 173 WILL WRITE YOU TOMORROW. TED WALKED WITH ME TO FLINT THIS MORNING, HE IS STAYING HOME ANOTHER WEEK. I SUPPOSE YOU GOT P.C. THIS MORN.” —WILL ADDRESSED TO: MISS ROBERTS, THE GARDENS, EXETER HALL, PRESTON, LANCS http://www.mmu.ac.uk/news/news-items/news-detail.php?id=1119
  • 69. WHY CARE? People are already talking about you. Are you listening?
  • 70. 31 THE AVERAGE AGE OF A TWITTER USER Pew Internet & American Life Project, December 2008
  • 71. 50+ FACEBOOK’S FASTEST GROWING POPULATION. Pew Internet & American Life Project, December 2008
  • 72. 26-35 AGE RANGE OF THOSE “MOST INFLUENCED” BY SOCIAL MEDIA. New Media, New Influencers and Implications for Public Relations; © 2008 Society for New Communications Research
  • 73. 50-90k INCOME RANGE OF THOSE “MOST INFLUENCED” BY SOCIAL MEDIA. New Media, New Influencers and Implications for Public Relations; © 2008 Society for New Communications Research
  • 74. 41% ADULTS WITH ‘SOME COLLEGE’ EDUCATION. Pew Internet & American Life Project, December 2008
  • 75. 12-32 AGES OF THOSE MOST LIKELY TO READ AND WRITE BLOGS Pew Internet & American Life Project, Generations Online January, 2008
  • 76. 47% TEENS WHO TALK VIA SOCIAL NETWORKS WITH FRIENDS Pew Internet & American Life Project, Teens and Technology, January, 2007
  • 77. GEN Y WILL CONTINUE TO TURN TRADITIONAL SALES AND MARKETING UPSIDE DOWN. GenBuy, 2009
  • 78. TOOLS TWITTER NING FACEBOOK RSS FLICKR
  • 79. FACEBOOK
  • 80. BAYLOR SCHOOL Chattanooga, TN
  • 81. BAYLOR SCHOOL • 1,247 fans • 40% females ages 35-44 • 10-20 minutes/day mStoner Blog, October 28, 2009
  • 82. “I’M A 25-YEAR PR VETERAN AND I KNEW I HAD TO ADJUST TO THESE CHANGES MYSELF. AND I KNOW OUR AUDIENCES EXPECT US TO COMMUNICATE THIS WAY.” —BARBARA KENNEDY ASSOCIATE VP FOR EXTERNAL AFFAIRS mStoner Blog, October 28, 2009
  • 83. Medical School
  • 84. THE PROBLEM Wanted to create community of first year students before the fall semester. THE SOLUTION Created Facebook groups for new students. THE RESULTS 100% participation
  • 85. TWITTER
  • 86. BEAVER COUNTRY DAY SCHOOL Brookline, MA
  • 87. “THE [SOCIAL MEDIA] PURPOSE IS TWO-FOLD: TO PROMOTE CONNECTIONS WITH AND AMONG MEMBERS OF THE COMMUNITY (HOPEFULLY RESULTING IN INCREASE FINANCIAL SUPPORT AND SCHOOLS SPIRIT) AND TO ENHANCE OUR BRAND IMAGE.” —JAN DEVEREUX BCDS DIRECTOR OF COMMUNICATIONS mStoner Blog, October 28, 2009
  • 88. @BCDSCHOOL • 283 followers • Posts ✓ Events ✓ Interesting general education info ✓ Student work
  • 89. The Boston Globe, 5 November 2009 http://www.boston.com/ae/books/blog/2009/11/school_lures_au.html
  • 90. “PEOPLE HAVE BEEN RESPECTFUL AND HAVEN’T [MADE SNIDE WALL POSTS OR NEGATIVE BLOG COMMENTS]” —MATT CLOBRIDGE, BCDS COMMUNICATIONS AND TWITTER/FACEBOOK MANAGER mStoner Blog, October 28, 2009
  • 91. NORTH VANCOUVER SCHOOL DISTRICT North Vancouver, BC
  • 92. @NVSD44 • 174 followers • Using lists to show approved NVSD people on Twitter
  • 93. UNIVERSITY OF MINNESOTA Carlson MBA program
  • 94. THE PROBLEM Needed to make direct contact with potential students THE SOLUTION Twitter account @carlsonMBA to answer questions and engage with potential students in real-time. THE RESULTS Increase in Applications
  • 95. NING
  • 96. SUNY New Paltz campus
  • 97. THE PROBLEM Wanted to increase the academic quality of incoming class. THE SOLUTION Created private online community: Cafe New Paltz. THE RESULTS Increased “highest selectivity” deposits from 30% to 37%
  • 98. NORTHFIELD MOUNT HERMON Mount Hermon, MA
  • 99. NMHPHOTOS • 674,470 views • 2,500 views daily • Posts ✓ Events ✓ Athletics ✓ Student work ✓ Classroom/campus Etc... www.flickr.com/photos/nmhphotos/
  • 100. “I CAN’T IMAGE US BEING ABLE TO PULL THIS OFF IF WE HADN’T STARTED WITH A DYNAMIC TEAM OF PEOPLE WHO WERE (AND STILL ARE) ALREADY INTERESTED IN SOCIAL MEDIA. INVEST IN THINKING AND TEAMWORK UP FRONT ABOUT WHAT YOU ARE GOING TO DO.” —HEATHER SULLIVAN DIRECTOR OF COMMUNICATIONS AND MARKETING mStoner Blog, October 28, 2009
  • 101. POUDRE SCHOOL DISTRICT • 302 photos • Student work
  • 102. LANSING SCHOOL DISTRICT • 2,653 photos • Categories: ✓ Class ✓ Activities ✓ Athletics
  • 103. EVERGREEN SCHOOL DISTRICT San Jose, CA
  • 104. YOUTUBE CHANNEL • 306 views • Started: Feb 09 • Videos ✓ Student work ✓ Events ✓ Principal profiles
  • 105. Oil City, PA
  • 106. YOUTUBE CHANNEL • 7,975 views • Videos ✓ Homecoming ✓ Student filmmakers ✓ Band/theatre Etc...
  • 107. VIMEO
  • 108. FRESNO UNIFIED SCHOOL DISTRICT • 3 videos • July, 2009 • Videos ✓ Events ✓ Press conferences http://vimeo.com/channels/ten
  • 109. TIMBERLANE REGIONAL SCHOOL DISTRICT • July, 2009 • 41 videos • Videos ✓ Meetings ✓ Mentoring highlights http://vimeo.com/channels/53923
  • 110. BLOGGING
  • 111. WORCESTER ACADEMY Worcester, MA
  • 112. WORCHESTER ACADEMY • Writing class blog • 2,000 visits/month • Engagement ✓ Students ✓ Staff ✓ Parents ✓ Alumni mStoner Blog, October 28, 2009
  • 113. “I’VE HAD PARENTS SAY THEY ARE AMAZED THAT THEIR STUDENT IS SO FUNNY AND ARTICULATE” —ANTONIO VIVA, ASSOCIATE HEAD OF SCHOOL AT WORCESTER ACADEMY mStoner Blog, October 28, 2009
  • 114. GROUP BRAINSTORM West Ottawa Public Schools
  • 115. GROUP BRAINSTORM THE PROBLEM WOPS has perception issues resulting from inconsistent messaging among schools within district. THE SOLUTION Create a strong academic impression among new parents by promoting the new IB program.
  • 116. GROUP BRAINSTORM • Using your assigned social media tool, create a campaign for WOPS • 8 minutes to brainstorm • Choose a spokesperson
  • 117. BREAK
  • 118. AGENDA 1. Marketing and branding 2. Understanding your audience 3. Social media for marketing and branding 4. Creating a social media strategy
  • 119. SOCIAL MEDIA STEPS 1. LISTEN TO WHAT PEOPLE ARE SAYING 2. LEARN ABOUT YOUR AUDIENCE 3. DEFINE OBJECTIVES 4. CREATE A PLAN 5. ENGAGE IN CONVERSATIONS 6. REPEAT
  • 120. SOCIAL NETWORKING STRATEGY SOCIAL MEDIA STRATEGY SOCIAL NETWORKING CONTENT, TOOLS & AUTHORS TOPIC DESCRIPTION AUTHOR GOAL NEWS ATHLETICS ADMISSIONS/FIN AID STUDENT LIFE CAREERS/INTERNSHIPS TIPS ALUMNI HAPPENINGS “OVERHEARD” EVENTS AT WMU ADMISSIONS ON-THE-ROAD THE 7 COLLEGES Topics Authors Goals Tools © 2009 TheImageG
  • 121. SOCIAL MEDIA TEAM Producer Writer Designer Acquirer
  • 122. CREATE RULES • Guidelines • Standards • Parent permission
  • 123. GUIDELINES • How to post • How to respond • Course use of social networking • Behavior (personal and professional) • Privacy and public information • Review and privileges
  • 124. SAMPLE GUIDELINES http://www.intel.com/sites/sitewide/en_US/social-media.htm http://brandresources.depaul.edu/vendor_guidelines/g_socialmedia.aspx http://www.gvsu.edu/socialmediaguidelines.htm http://socialmediaguidelines.pbworks.com/ http://mashable.com/2009/06/02/social-media-policy-musts/
  • 125. ENGAGE Writing for the Web Creating Conversation Tips Thoughts on Control
  • 126. WRITE FOR THE WEB
  • 127. 2-Way SOCIAL IS A CONVERSATION
  • 128. INSTEAD OF ASKING WHAT ARE WE TRYING TO COMMUNICATE? WHICH IMPLIES A ONE-WAY CONVERSATION... ASK HOW CAN WE FACILITATE? —DAVID ARMANO
  • 129. 60% BELIEVE A ‘PERSON LIKE THEMSELVES” Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit
  • 130. CREATE CONVERSATION • Be transparent • Be accurate • Be respectful • Be coordinated • Be thoughtful • Be of value • Link, link, link...
  • 131. BEFORE YOU WRITE • Is this post helpful? • Does it get my audience involved? • Does it encourage a response? • Does this post help to humanize my district? • Is this post worth passing on? “How to Engage Social Media Moms”, 2009 Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit
  • 132. CONTROL LESS RISK VS. INFLUENCE VS. PARTICIPATE MORE RISK
  • 133. CONTROL TRADITIONAL MEDIA VS. INFLUENCE VS. PARTICIPATE SOCIAL MEDIA
  • 134. CITY OF ZEELAND Zeeland, MI
  • 135. FEEL THE ZEEL
  • 136. FEEL THE ZEEL IS STUPID
  • 137. A COMPARISON • 705 fans • 149 members • 18 “fan” comments • 14 total comments over the last 18 days since 4/10/08
  • 138. “INTEL STRIVES FOR A BALANCED ONLINE DIALOGUE. WHEN WE DO MODERATE CONTENT, WE MODERATE USING THREE GUIDING PRINCIPLES: THE GOOD, THE BAD, BUT NOT THE UGLY.” —INTEL
  • 139. “...IF THE CONTENT IS POSITIVE OR NEGATIVE AND IN CONTEXT TO THE CONVERSATION, THEN WE APPROVE THE CONTENT, REGARDLESS OF WHETHER IT'S FAVORABLE OR UNFAVORABLE TO INTEL. HOWEVER IF THE CONTENT IS UGLY, OFFENSIVE, DENIGRATING AND COMPLETELY OUT OF CONTEXT, THEN WE REJECT THE CONTENT.” — INTEL http://www.intel.com/sites/sitewide/en_US/social-media.htm
  • 140. “WE HAVEN’T HAD ANY PROBLEMS WITH INAPPROPRIATE MESSAGING, WHICH WAS THE BIG CONCERN MOST PEOPLE HAD WHEN SOCIAL MEDIA FIRST EMERGED.... —HEATHER SULLIVAN DIRECTOR OF COMMUNICATIONS AND MARKETING mStoner Blog, October 28, 2009
  • 141. “...IF YOU HAVE COURAGE AND YOU’RE BEING YOURSELF, YOU SHOULD BE WILLING TO SHARE THE VOICE OF THE OPPOSITION... NEGATIVE COMMENTS CAN FOSTER A DIALOGUE OR CREATE A LEVEL OF ENGAGEMENT.” —HEATHER SULLIVAN DIRECTOR OF COMMUNICATIONS AND MARKETING mStoner Blog, October 28, 2009
  • 142. SM STRATEGY 1. LISTEN TO WHAT PEOPLE ARE SAYING 2. LEARN ABOUT YOUR AUDIENCE 3. DEFINE OBJECTIVES 4. CREATE A PLAN 5. ENGAGE IN CONVERSATIONS 6. REPEAT
  • 143. SNL: PENELOPE IN THERAPY http://www.hulu.com/watch/52192/saturday-night-live-penelope---therapy
  • 144. QUESTIONS?
  • 145. THANK YOU THE IMAGE GROUP / HOLLAND MI @imagegroup / imagegroup.com 616.393.9588
  • 146. RESOURCES SUCCESS