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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 .

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

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