Transcript people use it as a synonym for BS p 160 Company

The Cluetrain Comes to Higher Ed:
will anyone take delivery?
mark a greenfield
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before we begin …
History Lesson
• First Things Last
• The Industrial Interruption
• Networked Markets
History Lesson
• First Things Last
Markets Are Conversations
Markets Are Relationships
why does a college have a web site?
Build and Sustain Relationships
Thesis #26
Companies need to come down from their Ivory
Towers and talk to the people with whom they
hope to create relationships
History Lesson
• First Things Last
• The Industrial Interruption
Mass
Marketing
Corporate speech became mass produced messages
jammed into a one-way spam cannon
p 234
Messages are worse than noise.
It's an interruption.
It's the Anti-Conversation.
p 151
Thesis #28
Most marketing programs are based on the fear
that the market might see what’s really going on
inside the company
History Lesson
• First Things Last
• The Industrial Interruption
• Networked Markets
the long silence
the industrial interruption of the human conversation
is coming to an end
p 154
engagement in the open, free-wheeling
marketplace isn’t optional.
it’s a prerequisite. to having a future.
silence is fatal.
p 160
Public Relations has a huge PR problem:
people use it as a synonym for BS
p 160
Company strategies that try to control
the stream of information
now make the company
look like a scaredy-cat.
p 6
All Web pages must be formally approved
by the Department of Business Prevention
p 91
The reality is that when malicious propaganda
happens ( and it will happen)
the truth will out
p 153
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
marketing is not a department
social media is the dial tone of the 21st century
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
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
Web Services Mission Statement
Web Services Mission Statement
• Understand the Business
• Understand the User
• Understand the Medium
@karj
Thesis #7
Hyperlinks subvert hierarchy
The Internet has made your entry level employee
as powerful as your senior vice president of marketing
p xi
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
Institutions Are Legal Fictions
Finding Your Voice:
using Twitter to improve
recruitment and retention
mark a greenfield
most higher ed institutions
take the wrong approach to twitter
“logo” tweets must die
In my view, it is better on
any given day to talk with
a human than, say, a Coke
bottle
behind every twitter account is a person
hiding behind a brand reduces
authenticity and transparency
Thank You
mark a greenfield
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twitter.com/markgr
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