U of U Undergraduate IMC Class

WE’Z IN UR CLASS, P0WNIN’ UR BRAINZ #UOFUIMC

Who here is L33T?

Social Media... Wha?U of U Undergraduate IMC ClassNovember 17, 2009

David BlainExecutive Vice [email protected]

@dblain

Chris CarlstonSolutions [email protected]

@chriscarlston

Shifting Gears

• broadcast (traditional media, brochure websites)• communication (email, video conferencing)• socialization (blogs, the statusphere)• applications (SaaS, "the cloud")• Monolithic service providers (Google, Micro$oft)• Closed ecosystems (Facebook, Apple)• Geolocation, Hyper-locality• Decentralization & Democratization of publishing

power (open source)

Then

Now

Ahead

YOU NEED TO BE HERE?

You need to be here

Success• Simple• Mobile enabled• Open & Remix-able• Dramatic Adoption• Zeitgeist • Geolocation (coming)

Failure• Fail Whale (Overload)

The Rise of the Personal Brand

• The Internet enables YOU as a publisher

• As a Publisher, You ARE a Brand!

• The Modern Brand is the collective external perception of many factors;a logo, touchpoint messaging, sub-brands, and personal brands.

Rare Method Brand Map

Brand EmotionHow customers feel about you.

Facts, features and benefits.Brand Logic

Brand PersonalityUnderstood traits and

characteristics.

Shared Ownership

Customer Owns

Company Owns

Becoming a Publisher

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P.O.S.T. Methodology

PeopleObjectivesStrategyTechnology

Get a freakin’ job / Who we’d hirePRACTIONERS• Less resumes, more websites/profiles• Experience in:

• Coding• User Experience Design• Advertising: Key Word, Display• Analytics & Optimization• Content & Promotion Creation• Email Campaigns• Social Media: Monitoring & Engagement

What are you teaching YOURSELF?!• Academia struggles to keep up• THINK!

www.raremethod.com