1 / 60

The Cluetrain Comes to Higher Ed: will anyone take delivery?

The Cluetrain Comes to Higher Ed: will anyone take delivery?. mark a greenfield. markgr.com/heweb10 twitter.com/markgr. before we begin …. History Lesson. First Things Last The Industrial Interruption Networked Markets. History Lesson. First Things Last. Markets Are Conversations.

unity-pope
Download Presentation

The Cluetrain Comes to Higher Ed: will anyone take delivery?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Cluetrain Comes to Higher Ed:will anyone take delivery? mark a greenfield

  2. markgr.com/heweb10twitter.com/markgr

  3. before we begin …

  4. History Lesson • First Things Last • The Industrial Interruption • Networked Markets

  5. History Lesson • First Things Last

  6. Markets Are Conversations

  7. Markets Are Relationships

  8. why does a college have a web site?

  9. Build and Sustain Relationships

  10. Thesis #26 Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships

  11. History Lesson • First Things Last • The Industrial Interruption

  12. Mass Marketing

  13. Corporate speech became mass produced messages • jammed into a one-way spam cannon p 234

  14. Messages are worse than noise. • It's an interruption. • It's the Anti-Conversation. p 151

  15. Thesis #28 Most marketing programs are based on the fear that the market might see what’s really going on inside the company

  16. History Lesson • First Things Last • The Industrial Interruption • Networked Markets

  17. the long silence • the industrial interruption of the human conversation • is coming to an end p 154

  18. engagement in the open, free-wheeling marketplace isn’t optional. it’s a prerequisite. to having a future. silence is fatal. p 160

  19. Public Relations has a huge PR problem: people use it as a synonym for BS p 160

  20. Company strategies that try to control the stream of information now make the company look like a scaredy-cat. p 6

  21. All Web pages must be formally approved by the Department of Business Prevention p 91

  22. The reality is that when malicious propaganda happens ( and it will happen) the truth will out p 153

  23. 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

  24. marketing is not a department

  25. social media is the dial tone of the 21st century

  26. 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

  27. 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

  28. Web Services Mission Statement

  29. Web Services Mission Statement • Understand the Business • Understand the User • Understand the Medium

  30. @karj

  31. Thesis #7 Hyperlinks subvert hierarchy

  32. The Internet has made your entry level employee as powerful as your senior vice president of marketing p xi

  33. 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

  34. Institutions Are Legal Fictions

  35. mark a greenfield Finding Your Voice:using Twitter to improve recruitment and retention

More Related