2009 naccap2
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Enrolling the Class of 2011Enrolling the Class of 2011
Truly engaging: The new era of marketing
Robert Glass Glass & Gold, Inc. Atlanta, Georgia
June 3, 2009 NACCAP - Cedarville
Truly engaging: The new era of marketing
Robert Glass Glass & Gold, Inc. Atlanta, Georgia
June 3, 2009 NACCAP - Cedarville
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Welcome to the world of Welcome to the world of engagement engagement marketingmarketing
Trying not to doTrying not to dotoday's job withtoday's job with
yesterday'syesterday'sconceptsconcepts
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What makes us happy?
Money
Security
Appearance
Career
Health
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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
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Four Heart TypesMatthew 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.
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Community is the Context of Relationship
Life is for Sharing
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Yes, But...
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The millennialsThe millennialsBorn 1977 through 1994Born 1977 through 1994
Surf : newspaper
download: CD
Facebook: email
Promote through blogs
one billion text messages per day* *CTIA Semi-Annual Wireless Industry Survey
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Obessive Branding Obessive Branding DisorderDisorder
Advertisers are spending $600+ billion
Sophisticated research based techniques
1971 subject to 560 marketing messages per day. 2,500+ today
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Back to the Fundamentals
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Relational MarketingRelational MarketingOrganic marketingOrganic marketing
• Responsive
• Adaptive
• Reflective
• Conductive
• Productive
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A 1985 Look at the FutureA 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
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Is your communications philosophy the same this year as last?
Are you seizing the momentum of one-to-one communications?
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Rules of Engagement using Rules of Engagement using Social MediaSocial 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.
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Communicating Your Communicating Your Campus CultureCampus Culture
Through Video Through Music Through Cause YouTube Twitter Facebook/My Space Flickr jive
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Which Media to join? 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?
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Social Media adoption among
colleges & universities 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
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Blogging adoption among
colleges & universities 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
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Blogging tips
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?
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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
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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”
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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
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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
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Common Pitfalls
Same messages, different medium
No monitoring
Static presence
Shaping dialogue
Single social network
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Build your own social network?
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Rethink your staffingRethink 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
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Role of New MediaRole of New Media Perception equates value
View as conversation with constituents
Deep creative concepts necessary
Planned, researched, and consistent
Adequate budgets
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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”
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Remember Joe JonesRemember 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
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Need more Info?Need more Info?
Robert Glass
http://www.twitter.com/rbglass
http://www.delicious.com/rbglass
LinkedIn - http://bit.ly/Vw8p9
404-437-6132