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

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

What makes us happy?

Money

Security

Appearance

Career

Health

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

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.

Community is the Context of Relationship

Life is for Sharing

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Yes, But...

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

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

Back to the Fundamentals

Relational MarketingRelational MarketingOrganic marketingOrganic marketing

• Responsive

• Adaptive

• Reflective

• Conductive

• Productive

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

Is your communications philosophy the same this year as last?

Are you seizing the momentum of one-to-one communications?

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.

Communicating Your Communicating Your Campus CultureCampus Culture

Through Video Through Music Through Cause YouTube Twitter Facebook/My Space Flickr jive

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?

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

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

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?

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

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”

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

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

Common Pitfalls

Same messages, different medium

No monitoring

Static presence

Shaping dialogue

Single social network

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

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

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

Need more Info?Need more Info?

Robert Glass

[email protected]

http://www.twitter.com/rbglass

http://www.delicious.com/rbglass

LinkedIn - http://bit.ly/Vw8p9

404-437-6132