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No More One Offs: Power in Integrated Content

crowd I see it more and more as I’m involved at deeper and deeper levels of the University: competing efforts or those that stand alone and have little to stand on at that. Whats the point of having multiple one-off initiatives, both on and off line, if they arent integrated and feeding off one another?

I know at first in these fiefdoms that the thought of integrating efforts may be misconstrued as ‘taking’ ones content area. But really, integrating content and events across the university is the only way to really be seen as one brand – and to provide appropriate traffic to all efforts. This solidifies what you are the the internal and external community. Without it, you risk appearing haphazard or confused. With it, you provide deeper reach to topics or events that many may not take the time to uncover.

Imagine the power of those who do it well: integrating all efforts and putting forth one great face to the world. Who does this well in your opinion? Who’s thinking of new ways to do this?

Photo Courtesy of: TwOsE

Birthday Marketing: Four Marketing Ways I’ve Been Wished a Happy Birthday

With my birthday pending this week, I began to think about the offers that one usually gets on this day. Below are a qui bd17 ck four that I notice, and usually, look forward to.

1. Free Dinners!: Some local restaurants (and some chains I believe) say ‘Happy Birthday to you’ via a bevy of different offers. Some have buy one get one free. Some provide you with a free dessert or appie. The more generous ones give you a no hassle free meal. One of my most memorable birthdays ended up being an impromptu dinner (after the restaurant that we drove 3 hours in a snow storm was no longer there!) that was unexpectedly also, free. Cant beat that!

2. % off Birthday Coupons: Although not as snazzy as a free meal, % off coupons also are very popular for your bday. Most arrive via mail or email and can be redeemed for at least a month. I tend to not really enjoy these as they replicate the % off offers usually extended to get you to shop. What’s special about that?

3. Free Cosmetic Samples: Oh Sephora. Who doesnt love you? I’ve just received my emailed offer of a free lip gloss trio redeemable now! Not only does this make me love you more, it also gives me a chance to sample something I may not have originally purchased. I’m big on trials for building purchases…

4. $ amount off: You know how does this a lot? The Limited Brand Companies. I always receive these for Express, Limited and of course, Victoria’s Secret. Usually, they are $10 off or with Vickies, a free panty – no purchase necessary. These are also pretty good, although I’ve outgrown my feelings for The Limited Companies.

Which ways have you encountered a retail birthday wish? Which were pros and which were cons? Any suggestions?

Five Things I’ve Learned About Working in Higher Ed

Its hard to believe. Both that its only been six months and that six months have actually passed…

If you dont know me, the change to Higher Ed was from my 8 year career in education based, grassroots non-profit work, both at the local and national level. I did a lot of strategic outreach through traditional PR, branding and web work, so when my current position opened, it seemed like an excellent opportunity to specialize in web comm and build on my social media integration strengths.

I thought the leap would be of similar strengths and weaknesses, but it was a much grander departure than originally envisioned. Here are my top five lessons from the first six months in office:

1. Politics, Politics, Politics: It seems like not much can get done because someone else may be upset. Funny, I thought we were all working towards the same goal. Oh, we’re not? Huh. Learning how to navigate the waters has been the largest challenge, especially when its not clear who has final say on things. If you ask, it just might start WWIII.

2. Decentralization: Without one area for messages, branding, and strategies to filter through, how will we know we are successful? Further, how do we get a full picture of how we present ourselves to students? With no real jurisdiction over groups, no ax can be wielded when web content is stale, incorrect or just poorly written. Getting everyone on the same page proves tiresome since meetings become events with 20+ people at the table. Coming to an agreement is even harder.

3. Fiefdoms Proliferate: Not sure why someone doesnt want to let you in? Maybe its because they are master of their own kingdom, having been there for 20 years and are afraid you’ll uncover that they do not really have any content knowledge beyond ‘the way its been done’. This is problematic for many reasons, but primarily because it kills any new employee’s idealism. Second, it allows outdated ways of doing things (interoffice mail, for example) to eat up precious staff time. A little bend here and there goes a long way to incorporating new ideas, while helping employees gain new skills, making them actually invaluable.

4. Old Way (My Way) versus New Way (Your Way): Building on #3, many employees feel threatened, not only by new technology and social media, but by your expertise in an up and coming field. This leads us to ‘this is the way its been done’ and we all know how that goes. Frustration abounds and proactive newbies end up thwarted and denied action on innovative ideas. How long will these employees last? Who will observe their tenacity and strategic thinking and snatch them up? I could give a few examples…

5. Slow Sallies: Mix 1-4 together and what do we have? A slow operation that gets even slower when educating people on new tactics and strategies becomes central to moving anything forward (which, it should). Decisions cannot be made because multiple people hold multiple keys to one lock. They must Rubik’s cube themselves together to actually work. Stars must align. In such a climate as the recent financial downturn + the proliferation of newer and newer technologies and vendors, timing is essential. Look around at all of the great ideas that you’ve seen come to fruition lately: without this, how will your school stay afloat and top of mind? How will you compete? Slowness is not an option.

With that, I remain up to the challenge. I’m optimistic that stars will in fact align. There’s a tide turning here and its exciting to help steer the boat that rides it. Even though its been tough, organizationally and personally, it leaves everything on the table.

Now, if only everyone would show up for dinner…

Branding and Product Loyalty: Looking At Your NFL Preferences

108960421_53b1ad1502 During these 2008 NFL playoffs, I started to think about how my deep and undying passion for the New York Giants began. My family wasnt a big football family. My high school team wasnt that great. My father was more of a college basketball kinda guy. I realized that its like most product branding: it just is. Its a choice I made a long time ago that will stay with me for life. Yes I’m from NY, but that’s basically where the influence for this decision ended. But its a powerful one.

You choose a product/team and its something that stays with you, and for most of us, will never change. Through ups and downs, trials and tribulations, we’ll stick with what we’ve known. Changing is not an option. This also bleeds over for many of us into product choices, such as pain relievers, bath products or home cleansers.

The thing about product and brand loyalty is that sometimes, there may not be a reason. Many consumers go through the motions of picking up what they are out of at home robotically. Some families may expect that their children will go to a certain college because thats what the family does. There are many reasons that are undeterred by current slander in the news, be it salary questions or child labor insinuations.

For me, I’ll always be a NYG fan and that will never change. I’ll always wear Nike’s. But, there are areas where I waver and experiment, especially as I grow older. How will you as a marketer influence these decisions for people like me?

Photo Courtesy of Benswing via Flickr.

Facebook Class of 2013: Phony Groups

I know I’m preaching to the choir here, since a majority of my readers are involved in the infamous ‘Facebookgate’ but here’s a few blog posts to catch you up on the dealings:

The initiator and champion @bradjward: Squared Peg Post.

Labeling of ‘Facebookgate’ @andrewcareaga: Higher Ed Marketing Post.

My Two Cents: At first glance this may not seem like a big deal, but these people are collecting profitable information from students without their consent. They’ll use their comments in their $39.95 subscription based web service and wonder what we see wrong with it.

So, what DO we see wrong with it? Personally, the posing as potential incoming students is what irks me the most. They purposefully only show their high school networks – if any at all – and not their undergrad networks. They post question to tease similar answers from all groups. They are obviously interested in other schools these students consider, where they are from, and are shady in how they get it.

For the rest of us trying to get people on board, this really puts egg on the face of social media. It makes it much easier to say no to the next request. It creates more hoops to jump through and logins and passwords. I’m personally very upset by this misuse of organic social media.

With that said, I’ve began talking with students in this group and inviting them to our truly official group for new students. I’ve recruited new admins and asked them to leave the old group to boost our numbers and make theirs lessen, bringing us up in search. I’ve reported two phony Suffolk groups, made all students involved aware, and am working on a copyright infringement report to FB for the unofficial use of our logos.

Phew. What are you doing?

Boo on Borders

As a follow up to yesterdays ‘Yeay for Amazon’ post, I’m writing regarding today’s experience with Borders.

As a rewards member, I receive emails regarding sales and new releases which come about once a month. These are useful and contain coupons for things I’ll actually buy. But recently, I’ve been receiving many emails regarding the Borders Reward Perks program that I joined. These are additional rewards from other vendors (flowers, candy, retail, etc.). They’ve been coming in increasing regularity and are very very annoying. Also, I mistake them for my usually happy encounter with the Borders Rewards emails that I enjoy.

Today, I decided to take action: updating my subscription settings. Now, normally, like many of you, I deal with these annoying emails by adding them to spam or deleting them over and over again. I decided to do a solid by all permission based email marketers and to delete myself from their mailing lists, thereby keeping their analytics accurate, and my karma clean by not asking for email, and then calling it spam. I used the opt out link provided and was taken here:

borders-rewards-borders-books-music-and-movies_1229543335837

This isnt for my Reward Perks. This is for my normal communication with Borders. I was confused because I only had one subscription checked, and it wasnt the one they had sent me via email. I then hunted and pecked all around the site, to log in to a second section of the site (thats right, I was not only not logged in from the email they sent me, but I had to log in again to this other section). Once there, I was given a second set of subscription settings:

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Although now I wont be receiving those pesky emails, how many other people will go through these hoops to make sure versus just adding this to their spam folder or opting out of everything all together? I wonder how confusing this is to others?

Thoughts?

Way to Go Amazon Video On Demand.

I would never, ever, ever consider – or even read about – VOD. Not from anyone. I trust Amazon as a respected retailer, but I’m of the old school mentality of lay on your couch to get your movie fix Gen X’ers.

I’m a comic book superhero movie buff, so of course I pre-ordered The Dark Knight. It was my first ever pre-order, and I wondered if I would really be getting anything for this purchase, besides ending the dismay of walking into another retailer to see my precious selection either sold out, or overpriced. I was happy with this purchase, as, not only did it arrive 3 days ahead of schedule (and ahead of its release date to the public) but it also came at a discounted rate (once billed, I was told I had a refund that was applied to my card). Joy to Amazon.

Just when I thought it couldnt get any better, I just received this in my inbox:

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Huh. I never would have tried this feature, but, since I can watch it for free, why not? Further, they included with this some outreach to people like me who may be unaware of this service:

What great customer service combined with adequate service information: I may not have asked for this service, but now I’m intrigued and will check it out. By understanding I am an involved consumer and evangelist for this title, Amazon saw the opportunity to take me a little further in a helpful, unobtrusive way.

Top 5 Reasons I Use Twitter

It seems that I get asked ‘Jess, why do you use Twitter?’ on a daily basis lately. It made me think about why – is it just for fun? Informational? Here are my top five reasons why in no particular order.

1. Its Fun: Yes, its obvious. If you’re spending most of your day checking in with people (most of whom you dont know IRL) you’re going to have a bit of fun. Between Elfing Yourself and Cowbelling, its going to get a little less than boring. True.

2. Its Educational: Even as a relative Twitter newbie, I cant tell you how many times I’ve learned things via Twitter that normally I’d not have bumped into on my own. Today’s example was Bettie Page’s death. I had no idea – I dont watch or read the news much – and probably wouldnt have heard. And when I did, it would have been much, much later. Now I learn things more quickly. (PS and look like I’m informed!)

3. Its Helped My Working Life Tremendously: With the growing list of people I follow, I’m able to interact with some of the greatest minds in my field. People who, normally, I’d not be able to reach quickly, and if at all, never mind a response. Access to like-minded professionals in the industry has been one of the greatest take aways from my Twittering. Have a question at work or need to know of a great example of something? Ask your Twitter Friends and get instant feedback. Pay attention to people and you find gads of information on topics you care about. Again – look like you do a lot more work paying attention to the Internet than you do by passing along information you share with your Twitter folks.

4. Networking, networking, networking: Sure you meet people at conferences and work but do you regularly interact with them? Do you read their blogs via RSS or email with them? Twitter has cut all of that out for me. I can now access people instantly, and more than likely, receive their blogs this way as well. I’ve abandoned several feeds in my Google Reader because of this. Also, by interacting with these people, you’re building your personal net worth. By providing them with helpful information, not just shouts, you are creating a rise in your own personal brand.

5. Shameless Self Promotion: Of course, Twitter is an easy way to boast and show off. Provide your blog via a feed. I’ve seen my traffic quadrupled in a couple of weeks by doing this alone. I get asked questions. I engage in philosophical discussions. All of this helps you build on your networking and who knows, maybe even end up with a job out of the situation. Regardless, everyone promotes something on Twitter, the key is, to do so in a helpful way. No body likes an all caps guy, basically, the equivalent of a ‘feeder only’ or ‘your commercial here’ kind of existence on Twitter.

So come on in!

@jesskry

How Much Do We Know That We Don’t Know?

I recently read a post by Chris Brogan discussing the idea that search is social. After initial brain digestion, I began to apply it to my new position to see what I could uncover. I’m realizing that there is much to be learned regarding our customers and how they access information, but also, what they already think of our product.

How do customers decide upon a college beyond price, location and academics? If they don’t know who you are, chances are, they may not be looking for you. But, do they know what you offer, experientially, geographically and in terms of personal growth opportunities? Does your university culture offer something that others do not, and if so, how are you using that to help students decide to attend your school over another? What doesn’t it offer that may leave some students feeling like they are missing something, and yet empower others?

Creating tactics in social media are one thing, but, creating a branded identity that can be applied to a student’s persona is another. Search – and research based on customer segmentation – is a part of this, as its a part of behavior.

What are your thoughts on creating an experience as an identity, and not just a university brand?