2009 Naccap2
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397MB version with embedded video and audio available. email rob@glass-gold.com

397MB version with embedded video and audio available. email rob@glass-gold.com

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  • In 1819 Irving Washington wrote “Rip Van Winkle” a story about a man who fell asleep for 20 years. Unaware of how long he had slept, he walked around the village where he lived. “The very village was altered, there were rows of houses he had not seen before. Strange names over doors - strange faces at windows - everything was strange. The very character of the people had changed” Irving’s story was more about more than a man who overslept; it was an account of the relentlessness of change in our world, a new nation in the throes of an industrial revolution. Rip was everyman, trying to orient himself to an unfamiliar world that seemed to have changed radically overnight. The enrolling class of 2006 is growing up in a comparable time.
  • The professional marketers understand the buying power of Generation Y and their parent. These children are becoming very adapt at sifting through thousands of marketing messages per day. Think of how sophisticated (and insulated) they will become to these messages by the time they reach 18
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2009 Naccap2 Presentation Transcript

  • 1.  
  • 2. Enrolling the Class of 2011
    • Truly engaging: The new era of marketing
    • Robert Glass
    • Glass & Gold, Inc.
    • Atlanta, Georgia
    • June 3, 2009
    • NACCAP - Cedarville
  • 3. Welcome to the world of engagement marketing Trying not to do today's job with yesterday's concepts
  • 4. What makes us happy?
    • Money
    • Security
    • Appearance
    • Career
    • Health
  • 5. Relationships
    • Love One Another
    • Accept One Another
    • Forgive One Another
    • Honor One Another
    • Serve One Another
    • Instruct One Another
    • Encourage One Another
    • Be Kind & Compassionate
  • 6. Four Heart Types Matthew 13:18-23 Matthew 13:18-23
    • Hears the message but doesn’t understand it.
    • Hears the word, receives it with joy, but lasts only a short time.
    • Hears the word, worries making it unfruitful.
    • Hears the word, understands it. Produces a crop yielding a hundred, sixty, or thirty times what was sown.
  • 7. Community is the Context of Relationship
    • Life is for Sharing
  • 8. Yes, But...
  • 9. The millennials Born 1977 through 1994
    • Surf : newspaper
    • download: CD
    • Facebook: email
    • Promote through blogs
    • one billion text messages per day * *CTIA Semi-Annual Wireless Industry Survey
  • 10. Obessive Branding Disorder
    • Advertisers are spending $600+ billion
    • Sophisticated research based techniques
    • 1971 subject to 560 marketing messages per day. 2,500+ today
  • 11. Back to the Fundamentals
  • 12. Relational Marketing Organic marketing Organic marketing
    • Responsive
    • Adaptive
    • Reflective
    • Conductive
    • Productive
  • 13. A 1985 Look at the Future
    • The 40 year period from 1980 to 2020 remarkable years of transformation
    • New technology will cause high economic growth
    • A new ethos of openness will transform our world into the beginnings of a global civilization
  • 14.  
  • 15.
      • Is your communications philosophy the same this year as last?
    • Are you seizing the momentum of one-to-one communications?
  • 16.  
  • 17.  
  • 18. Rules of Engagement using Social Media
    • Branded web site is no longer the central hub of information
    • Social media discussions will have powerful impact on defining your strengths and highlighting your weaknesses
    • Influence the discussions by supplementing information
    • Your current students can illustrate positive but realistic impressions of your school.
  • 19. Communicating Your Campus Culture
    • Through Video
    • Through Music
    • Through Cause
    • YouTube
    • Twitter
    • Facebook/My Space
    • Flickr
    • jive
  • 20. Which Media to join? Ask these Questions. Ask these Questions.
    • Where is your audience gathering now?
    • What are their habits and preferences?
    • How much time do you have to commit to this venture?
    • What are you realistically trying to do?
  • 21. Social Media adoption among colleges & universities reaching the Wired Generation/ NACAC reaching the Wired Generation/ NACAC
    • 33% Blogging
    • 29% Social Media
    • 19% Video Blogging
    • 14% Podcasting
    • 3% Wikis
    • 39% Do not use any
    • blogging ratio 2:1 privates versus publics
    • 88% admissions offices believe social media important
    • 53% schools monitor Internet buzz, posts, conversations
  • 22. Blogging adoption among colleges & universities reaching the Wired Generation/ NACAC reaching the Wired Generation/ NACAC
    • Most posts less than 500 words
    • 3x per week per blogger
    • 37% blogs did not accept comments
    • 46% had RSS feed; 31% allow email subscriptions
    • Growing a blog http://www.problogger.com
  • 23. Blogging tips reaching the Wired Generation/ NACAC reaching the Wired Generation/ NACAC
    • No conversation - no engagement
    • Review comments before posting
    • Golden rule of blogging - transparency
    • Do not edit out negative comments
    • Millennials trust online advise more than that of professionals
    • Is the true value of a blog to hear/read comments?
  • 24. promoting Your Blog
    • Quality content
    • Write a series of posts; speak of posts to come
    • Promote RSS feed; what subscription methods do you employ?
    • More than one invitation to subscribe
    • Email signature
    • Bonus upon subscription
  • 25. How to ensure effectiveness?
    • Requires planning - social media often judged by amount of new content
    • Constant monitoring - but allow students to write with minor oversight
    • Plan - if posts vetted by PR or marketing dept, plan for delays on postings
    • Content - create relationships with students and parents
    • Adequate staffing - several voices ease the burden of “more, new, now”
  • 26. Plan your outreach
    • Decide on the focus of your site - what is the purpose?
    • Define your audience - define the voice & direction
    • Maximize potential - view as part of the overall voice
    • Determine the policy regulating your blog
  • 27. tools to help operate effectively
    • Social media monitoring software or services: TweetDeck, FriendFeed, Google Alerts, Yahoo Pipes, coComment, IntenseDebate, Commentful, Technorati
    • Professional social media monitoring services: Radian6, DNA13, Swix
    • Widget platforms: Clearspring, Widgetbox
  • 28. Common Pitfalls
    • Same messages, different medium
    • No monitoring
    • Static presence
    • Shaping dialogue
    • Single social network
  • 29. Build your own social network?
  • 30.  
  • 31. Rethink your staffing
    • All staff members comfortable with technology
      • just as all staff should know details of financial aid awarding
    • Specific staff person responsible for tech
    • Prospects assigned by interest not by geography
  • 32. Role of New Media
    • Perception equates value
    • View as conversation with constituents
    • Deep creative concepts necessary
    • Planned, researched, and consistent
    • Adequate budgets
  • 33. Social Media must...
    • Be relevant to your audience
    • Stimulate a conversation and emerging purpose your prospects can influence and control
    • Remain real and unfiltered
    • Go beyond “just another medium”
  • 34.  
  • 35. Remember Joe Jones
    • Fear of making a decision is 80% of the decision
    • Joseph Michelli (author of the The Starbucks Experience ) - the customer experience is most important
    • Relationship building lowers fear & resistance
    • Emphasize value over price
  • 36. Need more Info?
    • Robert Glass
    • [email_address]
    • http://www.twitter.com/rbglass
    • http://www.delicious.com /rbglass
    • LinkedIn - http://bit.ly/Vw8p9
    • 404-437-6132