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UT System "Stories"

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November 2009 Austin - UT System Seminar

November 2009 Austin - UT System Seminar

Published in: Business, Technology

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  • 1. The Experience IS the Marketing The University of Texas System System Seminar 2008 Jeff Kallay Experience Evangelist
  • 2. Take-away: We’re craving authenticity Stories render authencity Great experiences are anchored in stories
  • 3. Buy the book and listen on the web
  • 4. Brand Analogy Car Restaurant Retailer
  • 5. Bring Back the Love
  • 6. Generational Shift
  • 7. GI Generation (84-107) Silent Generation (66-83) Baby-Boomers (48-65) Generation X (27-47) Millennials (7-26) New Adaptive Generation (0-6)
  • 8. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockades
  • 9. The Persuaders
  • 10. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  • 11. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  • 12. The new consumer demand “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website
  • 13. Authenticity The new consumer demand “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website
  • 14. Availability Cost Quality Authenticity
  • 15. Quality. No Longer Differentiates Difficult to Define in Higher Education
  • 16. Everyone Looks the Same Colleges not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision
  • 17. 1980’s Marketing
  • 18. 1980’s Marketing 1990’s Branding
  • 19. 1980’s Marketing 1990’s Branding 2000’s Authenticity
  • 20. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
  • 21. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  • 22. “I visited and it felt right!”
  • 23. The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  • 24. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  • 25. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine.
  • 26. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not.
  • 27. Inauthenticity Most higher education marketing renders inauthenticity!
  • 28. Honest College Ad - from collegehumor.com
  • 29. Authenticity “Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual, fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”
  • 30. Rendering Authenticity “Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual, fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”
  • 31. Know who you are Don’t try to be all things to all people The Ohio State University
  • 32. Say who you are Draw a line in the sand Baylor University
  • 33. Keep it real SACAC 2008 Survey of 200+ high school seniors “I believe that imperfections show character. That's what I was looking for in a college. A school that seemingly has no flaws during a one hour information session (or tour) not only stands out negatively, but it comes off as bland and ordinary.” Read the complete survey results Password: sacac
  • 34. Reroute beyond amenities Don’t just show the showcase
  • 35. If you’re afraid to say (or show) it, say (or show) it
  • 36. Hop on the Cluetrain (talk with, not at) quot;Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice. University of Texas American University
  • 37. Champion stories (not statistics) St. Edward’s University
  • 38. Building Brand Recognition Hasn’t Been Harder
  • 39. Don’t think Branding Think Storytelling
  • 40. Storytelling is in our blood
  • 41. “I am a man, and men are animals who tell stories.” Clive Barker
  • 42. Stories are how most of us learn
  • 43. Visual (logo) 10% Details (body copy) 20% To the point Story (headline or (photo and chart) caption) 20% 50%
  • 44. Three type of stories
  • 45. 1. Discovery and coming of age
  • 46. 2. Conflict and resolution
  • 47. “message from ben and matt”
  • 48. 3. Illustration
  • 49. Quote
  • 50. Find your stories by asking questions (and by listening)
  • 51. Questions that answer the wants not the needs of your various audiences
  • 52. Needs are practical and objective, wants are irrational and subjective
  • 53. Tell the truth and keep it real
  • 54. Story Telling Scale Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others
  • 55. Today the most most important conversation is not the marketing monologue but the dialogue between your audience
  • 56. You have to give people the tools to create their own stories, memories, and experiences
  • 57. Talk with, not at
  • 58. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  • 59. Generational Online Activity Differences Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  • 60. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  • 61. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  • 62. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  • 63. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  • 64. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  • 65. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  • 66. Females Males
  • 67. Top 10 Web Sites Ages 17-25 Youth Trends and eMarketer.com, October 2006 Females Males Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
  • 68. Top 10 Web Sites Ages 17-25 Youth Trends and eMarketer.com, October 2006 Females Males Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
  • 69. Top 10 Web Sites Ages 17-25 Youth Trends and eMarketer.com, October 2006 Females Males Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
  • 70. High School Students: College Website Activity Discrepancies Activity Do Want Financial Aid Estimator 24% 90% Online Application 22% 86% IM with Counselor 6% 70% Campus Visit Request 25% 84% Tuition Calculator 33% 88% Faculty Profile 26% 69% Student Profile 31% 63% Forwarded Page 34% 63% Online Survey 50% 72% Personalize Site 39% 58% Inquiry Form 72% 73% Navigating Toward E-Recruitment, Noel-Levitz, Inc.
  • 71. High School Students: College Website Activity Discrepancies Activity Do Want Financial Aid Estimator 24% 90% Online Application 22% 86% IM with Counselor 6% 70% Campus Visit Request 25% 84% Tuition Calculator 33% 88% Faculty Profile 26% 69% Student Profile 31% 63% Forwarded Page 34% 63% Online Survey 50% 72% Personalize Site 39% 58% Inquiry Form 72% 73% Navigating Toward E-Recruitment, Noel-Levitz, Inc.
  • 72. High School Students: College Website Activity Discrepancies Activity Do Want Financial Aid Estimator 24% 90% Online Application 22% 86% IM with Counselor 6% 70% Campus Visit Request 25% 84% Tuition Calculator 33% 88% Faculty Profile 26% 69% Student Profile 31% 63% Forwarded Page 34% 63% Online Survey 50% 72% Personalize Site 39% 58% Inquiry Form 72% 73% Navigating Toward E-Recruitment, Noel-Levitz, Inc.
  • 73. 99% Join Facebook Groups Before Arriving on Campus Amherst College IT Study, 2008
  • 74. “In the era of social media, people use technologies to get what they need from each other, not traditional institutions.” Groundswell: Winning in a World Transformed by Social Technologies ,2008, Harvard UP Charlene Li & Josh Bernoff
  • 75. “Word of Mouse”
  • 76. The Participation Age Listen and Observe Be Transparent Give up Some Control Participate Yourself
  • 77. You must design the customer experience or the customer will design it for you. Tom Peters
  • 78. Jeff’s Bookshelf
  • 79. Jeff’s Bookshelf
  • 80. Find books and download session PDF www.targetx.com click “The Knowledge”
  • 81. Click “Groups” to download PDF UT System Seminar 2008 Group
  • 82. The Experience IS the Marketing The University of Texas System System Seminar 2008 Jeff Kallay Experience Evangelist kallay@targetx.com