"Where We're Going, We Don't Need Roads:" Using Yesterday’s Lessons to Navigate the Digital Landscape of the Future
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Once upon a time, in a land not so far away, higher education teams would meet to create annual communications plans, laying out publications and timelines in a complete map forward for the entire season to come. Each year’s map had similar routes and landmarks as the year before; as long as the map was read correctly, triumph would inevitably follow. Those days are over. With apologies to traditionalists and cartographers everywhere, we have entered the time of GPS communications: a constantly-changing, digital period more focused on the destination than the path, and where each turn we make has us frequently “recalculating.” Together we’ll look back at where we’ve been and discuss the new rules of the road — the emerging digital trends and audience expectations that we need to understand to best meet the needs of our audiences, and to reach our own institutional goals.
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"Where We're Going, We Don't Need Roads:" Using Yesterday’s Lessons to Navigate the Digital Landscape of the Future
- 1. WE DON’T NEED ROADS Where We’re Going
- 4. THE FUTURE
- 8. THE FUTURE?
- 11. Image courtesy pohuski.com THE FUTURE!
- 13. - Peter Drucker, business & management megastar “Trying to predict the future is like trying to drive down a country road at night with no lights while looking out the back window.”
- 14. The Rearview Mirror: where we’ve been Image courtesy tracyshaffer.com
- 15. The Rearview Mirror: where we’ve been Image courtesy tracyshaffer.com Web 1.0 the classic Image courtesy bimmerboost.com
- 19. The Rearview Mirror: where we’ve been Image courtesy tracyshaffer.com Image courtesy bimmerboost.com Web 2.0 it’s alive … & it has friends Image courtesy volkswagen.com
- 20. - ReadWriteWeb.com, 2007 “We're well into the current era of the Web, commonly referred to as Web 2.0. Features of this phase of the Web include search, social networks, online media (music, video, etc), content aggregation and syndication (RSS), mashups (APIs), and much more. We’re starting to see more Web excitement from mobile devices (e.g. iPhone) and online television sets.”
- 27. Backseat Drivers: who’s really steering Image courtesy tracyshaffer.com
- 28. Percentage of U.S. population made up by 18 year-old high school graduates: •1964: 36% •2013: 24% •2050: 21% (Chronicle of Higher Education)
- 29. • High school grads
- 30. • High school grads • Ethnic diversity
- 31. • High school grads • Ethnic diversity • Income gap “By 2020, the middle class will grow by 2 billion new members, mainly from emerging economies.” - Forbes.com
- 32. • High school grads • Ethnic diversity • Income gap • Non-traditional students “Between 2013 and 2020, college enrollment is projected to increase 5% for 18- to 24-year-olds; 16% for 25- to 34-year-olds; and 17% for students 35 years old and older.” - National Center for Education Statistics
- 33. • High school grads • Ethnic diversity • Income gap • Non-traditional students • Demand for support services
- 34. • High school grads • Ethnic diversity • Income gap • Non-traditional students • Demand for support services • Online college research “83% of rising high school seniors in 2014 researched their prospective colleges on a social media site.” - Inigral
- 35. • High school grads • Ethnic diversity • Income gap • Non-traditional students • Demand for support services • Online college research • Influence of influencers “92% of consumers trust recommendations from friends and family above all other forms of advertising.” - Nielsen Research
- 36. • High school grads • Ethnic diversity • Income gap • Non-traditional students • Demand for support services • Online college research • Influence of influencers • Connectivity “Among all parents who have a child between the ages of 12-17, 68% say they use a social networking site (in 2014), up from 58% in 2011.” - Pew Research Center
- 38. Consumers define our competition Image courtesy cuny.edu
- 41. Consumers are in control Image courtesy musingsfromamaniacmind.blogspot.com
- 42. Finding a Guide: Five(ish) trends to direct usImage courtesy carnagar.com
- 43. - Winston Binch, chief digital officer, Deutsch LA “Only think a few minutes into the future. The pace of technological and culture change is just too fast.”
- 44. i. BETTER LIVING through DATA
- 46. Targeting Psychographics • Owns 42 pairs of shoes • Foodie • Drinks 2+ shots of espresso/day • Frequent traveler Demographics • 35-44 • Female • Web goddess • $8 million/year
- 47. Managing & improving Image courtesy baileystaproom.com
- 49. Responding turn on a … Image courtesy cointrackers.com
- 54. - Gartner, Inc. In 2013: 4 billion devices in the Internet of Things. CURRENT STATE: More connected devices than people on earth – an average of 3.57/person. BY 2020: 26 billion devices in the Internet of Things.
- 55. 1 – 2 -3 As easy as
- 58. - Mark Schaefer, Schaefer Marketing Solutions “What does marketing look like when the Internet surrounds us like the air that we breathe?”
- 59. iii. FLUID, RICH CONTENT
- 60. “Content is not king. It is the kingdom.” - T J McCue, Forbes Magazine Image courtesy wonderfulengineering.com
- 62. Image courtesy cheekyliving.com Tell Me about this page
- 63. Image courtesy johngarvins.com There is no spoon web page, Neo. there is only content.
- 64. Image courtesy cheekyliving.com let’s play Cards
- 67. Create Once, Publish Everywhere COPE
- 69. - KISSmetrics Customer Intelligence Posts on Facebook with photos get 53% more likes, 104% more comments and 84% more click- throughs than the average text-based posts.
- 73. Seeing is believing. we are all fluent in icon. Image courtesy indulgy.com
- 78. iv. A REAL HUMAN TOUCH
- 80. Human + Human connection via the web, not in spite of it. Image courtesy thenextweb.com
- 82. - David Hahn, LinkedIn “The mantra should change from ‘Always Be Closing’ to ‘Always Be Helping.’” Support not sales.
- 83. Image courtesy zady.com We all need the Personal Touch
- 84. Personality playfulness with a purpose Image courtesy virginamerica.com
- 85. iv. THE CUSTOMER JOURNEY
- 87. - Jeff Bezos, amazon.com "In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts."
- 88. It’s not about us.
- 89. Customer Experience Marketing Image courtesy angela-megasko.com
- 90. Re-architecture of the Web, away from destinations, towards completely personalized experiences built on an aggregation of many individual pieces of content. It’s all about the Cumulative Customer Experience
- 91. Image newhouse.syr.edu We all need the Personal Touch
- 92. “It’s no longer about brand first. It’s about giving consumers content & an experience that adds value to their lives, and in return adds value to us.” - David Beebe, global creative & content marketing, Marriott
- 95. Mapping the Future where we’re going next Image courtesy lightinthebox-blog.com
- 96. Image courtesy tapdetroit.com Map Your Org to the customer journey
- 97. Image courtesy artbizblog.com Content First message, then mode
- 98. Image courtesy hindustantimes.com Serve Content the customer wants
- 99. Image courtesy amcne.com Get Agile respond
- 100. Image courtesy tatty.com make it Personal
- 102. - Bill Hunt, Back Azimuth Consulting “Stop treating digital marketing as a tactic and embrace it as an ecosystem.”
- 103. Thank you. Colleen Brennan-Barry cbarry@monroecc.edu / @ColB
Editor's Notes
- ----- Meeting Notes (6/10/14 10:31) ----- The future is apple pie.
- ----- Meeting Notes (6/10/14 10:32) ----- I don't know. None of us do.
- From a marketing future is …hazy.
- Ads/B2C marketing was restricted. The Web was email and text info.
- Ban on B2C lifted in mid-90s
- Traditional planning – static marketing plan, planned waaaay out OUTBOUND marketing / push – traditional media (car radio, billboard)
- Suddenly, there was a community building
- Flattened world – less division between tech and information and brands
- Banner ads
- Virtual worlds
- On demand entertainment and everything
- More flexibility, start of editorial calendar – less annual, more timely adjustments INBOUND marketing – pull, engage
- No relief at all until 2020 for ALL college enrollment
- 33% 25+
- So what does this all tell us?
- You may think that this is your competition in the digital marketing world.
- THIS is your competition who builds and holds the bar.
- Sew together all of the micro-interactions (between brand and consumer) in an intelligent way. So how do we recalculate our paths?
- 1st, the rise of digital brought a shift from messaging to brand utility. With social media came an increased focus on creating content and conversations
- Data is everything. Who’s college is using a CRM? Who isn’t sure? GET THAT data and use it to …
- Use data to target
- Data will shape how a mission-driven org does business. Scheduling events, staffing social team, resourcing. What if your digital team can track to the hour when engagements happen? How does that impact when you launch, how you engage, staff? Bailey’s Tap Room Data for BEER
- SU Newhouse School videos (Dennis Crowley – 4sq; Contessa Brewer – MSNBC) More on this in a moment
- Decision making Immediacy GPS marketing - RECALCULATING
- Infobesity and increasing digital noise, Hashtag fatigue
- 3000+ brand impressions a day (via Altimeter Group) Data in every space This morning’s great keynote. Drums in your pants! Etc.
- Wearable/mobile – social connection – Internet of Things
- Devices learn about our individual habits and interests, anticipate what we're looking for Tech will start to do the work, freeing our screen time Common EXAMPLE: Pandora … it knows
- “Use words and data to create unambiguous content that supports meaningful, interactive experiences.”
- Part of the “Internet Everywhere”
- “Use words and data to create unambiguous content that supports meaningful, interactive experiences.”
- The web is fluid, even if we think concretely “In the top right”
- Away from many pages of content linked together, towards individual pieces of content aggregated together into one experience.
- “Bursts” of bright, central information Think storyboard, not novel
- Less creator, more curator Flexible, fluid, customizable information distribution Allows fluidity of combination of message to be audience, device, situation specific
- Tell your story – different pieces of the same story – everywhere, across all channels. TRANSMEDIA
- Simple design. Clean chunks of visuals
- Flattened iconography
- Tell your story – different pieces of the same story – everywhere, across all channels. TRANSMEDIA
- Human/mindfulness movement
- Don’t build base. Build RELATIONSHIPS with the base you already have
- (Dennis Crowley – 4sq; Contessa Brewer – MSNBC)
- Customers and prospects will seek out companies offering value, entertainment, discounts, help and engagement
- Be human. Be authentic. Have fun.
- Response is instant; customer connection is ONGOING Create rewarding and connected relationships with their customers over time.
- Integrated Marketing and content as broad-reaching concepts; not just a print brochure or website but expressed through all touch-points
- Not marketing a product. Marketing a rich, connected experience.
- Days of the one-off project or campaign are over, now it’s about data and profiles and connected experiences.
- Days of the one-off project or campaign are over, now it’s about data and profiles and connected experiences.
- Integrated Marketing and content as broad-reaching concepts; not just a print brochure or website but expressed through all touch-points
- SO. What next? Immediate path.
- Allocate resources to things that are harder to track, like answering customer questions and providing more value online. Sales + Marketing + Tech
- Curate wisely, not create broadly; make it something worth collecting
- not necess. what we want them to have
- Not mass communication – individual relationships matter.
- Live, share, add values