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Engaging the World Through Communications

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Bob Johnson, Ph.D.
Bob Johnson, Ph.D.

Explores the challenges facing higher education marketing communications staff in the near future, including ongoing economic stress, brand value, social media, mobile communications and more.

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“ How do we engage the world now”? Communications Summit University of Notre Dame January 13 , 2011
1. The higher education environment… ,[object Object],[object Object],[object Object],[object Object]
An example at Dartmouth … http://www.dartmouth.edu/~news/releases/2009/11/07.html ,[object Object],[object Object],[object Object],[object Object]
Opportunities… ,[object Object],[object Object],[object Object]
2. The Notre Dame brand today… ,[object Object]
The Notre Dame brand… ,[object Object],[object Object],[object Object],[object Object]
“ Pride events” in 2010… ,[object Object],[object Object],[object Object],[object Object]
Top 50 National Research Universities http://mup.asu.edu/research.html ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research university brand strength vs. Top 50… ,[object Object],[object Object],[object Object]
Research university brand weakness vs. Top 50… ,[object Object],[object Object],[object Object],[object Object],[object Object]
3. The marketing environment in higher education… ,[object Object],[object Object],[object Object]
Reality marketing… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand marketing… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Direct marketing… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Communication continues to evolve… http://bit.ly/hEfQXM
Moving to end of print? http://adage.com/ces/article?article_id=148047
Social Media traffic… Jan 1, 2011 http://www.hitwise.com/resources/data-center.php ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How people use social media… Data from Forrester Research Technographics® surveys, 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Video story telling grows in impact… http://www.youtube.com/wustlpa
Especially to tell an academic story… http://www.youtube.com/wustlpa#g/c/B3245F4DDD920C70
Social media mash-ups on website… http://bit.ly/iiVjMK
Online shopping moves to FB…
Program centric: faculty blogs http://www.hbs.edu/about/connect/
Program centric: social media mash-up http://www.mgt.ncsu.edu/mba/news/social/
Program centric: YouTube http://www.youtube.com/user/utmccombsschool
4. The new world of “Mobile” ,[object Object],[object Object]
Searching for Vanderbilt by mobile…
Don’t start people at the iPhone trap…
Start people here instead…
Top tasks get priority placement…
Mobile tasks: recruitment ,[object Object],[object Object],[object Object],[object Object],[object Object]
5. Follow the Internet research…
Pew Internet research reports… http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

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