UCDA Design Summit 2010 Keynote

Keynote presentation by Chris Klaehn in Nashville at the 2010 UCDA Design Summit

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Chris Klaehn, Partner and Director of Brand Strategy at Corey McPherson Nash (Corey) joined Dave Fish, CEO, IMN, to discuss the role social media plays in branding in this podcast. Klaehn references several thoughtful relevant examples of brands engaging in social media and also offers up tips on developing a social media strategy for your brand. Do you agree or is Chris full of soup?

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View more presentations from Corey McPherson Nash.

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Stratospheric tuition. Escalating costs. Shifting demography. Expanding choice. These and other numerous external factors can potentially damage, or even deplete, the new student prospect pool, so schools must pay more attention than ever before to marketing concerns. While many equate marketing with advertising and promotion, making the most of external initiatives begins with a cohesive and collaborative internal effort. The most effective school marketers recognize the power of partnerships among key internal stakeholders, including faculty, admissions, development and finance staff. Integrating departmental functions is not only good leadership and management — it’s great marketing. By listening carefully to those you seek to serve, making sure all stakeholders understand their roles, and putting the right technology infrastructure in place to support communication, schools can foster strong internal collaboration that helps to advance their missions.

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Blogging for your company can quickly become a trap. CEOs who agree to blog regularly often run out of time or desire. Or you might delegate blogging to a lower-level marketing person who doesn’t really ‘get’ your company. If you follow a few simple rules, your blog can be on the road to success.

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We recently completed work on a branding and visual identity system for the University of Massachusetts Boston, nationally recognized as a model of excellence for urban universities.

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Last week over 50 clients of Corey McPherson Nash gathered to hear Chris Klaehn and Ryan Evans speak on leveraging social media to enhance branding and business goals. Conversation was lively in the room, but it was also lively online. Here are some highlights from the live tweeting that went on during the event:

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What do the Obama campaign and Motrin have in common? They both utilize social media. The difference, however, is the Obama campaign has leveraged the power of social media for mobilizing its audience, and Motrin misfired by upsetting its audience. Both offer important lessons for us as we navigate the “Wild West” stage of social media.

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Who doesn’t know Charles Schulz’s Charlie Brown and Snoopy? We know about Charlie Brown’s yearly disappointment, trying to score even one run on the baseball diamond. We know about Snoopy’s rich fantasy life as a WWI aviator, wooing young women and drinking root beer. These characters are rich and detailed in our mind’s eye, but how did we come to know them? A comic strip only has four small panels, thin black and white lines, just a few short snatches of dialog. Not much to go on.

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When we mention Facebook, LinkedIn, or other social networking platforms in meetings with clients we often hear “Who has the time?”. Indeed, who has the time to maintain a profile, post updates, keep tabs on colleagues when the benefits are so nebulous. There have to be better reasons than altruism for individuals or businesses to participate in online social networks.

Here’s an example of why someone might participate in a social network: A former client wrote an unsolicited recommendation for me on LinkedIn today. When I accepted his recommendation to be displayed on my profile I was immediately presented with a prompt to provide a reciprocal recommendation. I wrote a few sentences about the person right there on the spot.

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