mark a greenfield the cluetrain comes to higher ed: will anyone take delivery?
TRANSCRIPT
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mark a greenfield
The Cluetrain Comes to Higher Ed:will anyone take delivery?
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markgr.com/heweb10
twitter.com/markgr
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before we begin …
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History Lesson
• First Things Last• The Industrial Interruption• Networked Markets
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History Lesson
• First Things Last
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Markets Are Conversations
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Markets Are Relationships
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why does a college have a web site?
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Build and Sustain Relationships
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Thesis #26
Companies need to come down from their Ivory Towers and talk to the people with whom they
hope to create relationships
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History Lesson
• First Things Last• The Industrial Interruption
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Mass Marketing
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Corporate speech became mass produced messages jammed into a one-way spam cannon
p 234
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Messages are worse than noise. It's an interruption.
It's the Anti-Conversation.
p 151
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Thesis #28
Most marketing programs are based on the fear that the market might see what’s really going on
inside the company
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History Lesson
• First Things Last• The Industrial Interruption• Networked Markets
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the long silencethe industrial interruption of the human conversation
is coming to an end
p 154
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engagement in the open, free-wheeling marketplace isn’t optional.
it’s a prerequisite. to having a future.
silence is fatal.
p 160
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Public Relations has a huge PR problem: people use it as a synonym for BS
p 160
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Company strategies that try to control the stream of information
now make the company look like a scaredy-cat.
p 6
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All Web pages must be formally approved by the Department of Business Prevention
p 91
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The reality is that when malicious propaganda happens ( and it will happen)
the truth will out
p 153
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In the age of the web where hype blows up in your face
and spin gets taken as an insult, the real work of PR is more important than ever
p 162
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marketing is not a department
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social media is the dial tone of the 21st century
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Thesis #15
The current homogenized “voice” of business the sound of mission statements and brochures
will seem as contrived and artificial as the language of the 18th-century French court
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Techno-Latin
A vocabulary of vague but precise-sounding words that work like
blank tiles in Scrabble: you can use them anywhere,
but they have no value
p 176
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Web Services Mission Statement
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Web Services Mission Statement
• Understand the Business
• Understand the User
• Understand the Medium
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@karj
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Thesis #7
Hyperlinks subvert hierarchy
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The Internet has made your entry level employee as powerful as your senior vice president of marketing
p xi
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that Mary is the Under VP of Expected Deflations for the Western semi-region tells you nothing
that Mary is wicked smart, totally frank, and a trip to work with tells you everything
p xi
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Institutions Are Legal Fictions
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mark a greenfield
Finding Your Voice:using Twitter to improve recruitment and retention
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most higher ed institutions take the wrong approach to twitter
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“logo” tweets must die
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In my view, it is better on any given day to talk with
a human than, say, a Coke bottle
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behind every twitter account is a person
hiding behind a brand reduces authenticity and transparency
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Thank You
mark a greenfield
markgr.comtwitter.com/markgr
delicious.com/markgr