mark a greenfield the cluetrain comes to higher ed: will anyone take delivery?

mark a greenfield

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

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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 silencethe 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

mark a greenfield

Finding Your Voice:using Twitter to improve recruitment and retention

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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