authenticity - concordia system

AuthenticityKeep it Real/RealJeff Kallay, The Experience Evangelist @targetx.com

Thursday, July 30, 2009

Take-away:We’re craving authenticity

Stories render authencity

Great experiences are anchored in stories


“College is the new high school and graduate school is the new college.”

Adrienne Bartlett, TargetX


Remember: “We’re craving authenticity”


Brand AnalogyCar

Restaurant Retailer


Bring Back the Love


http://www.youtube.com/watch?v=PAUq9r8-U-U

http://www.youtube.com/watch?v=PAUq9r8-U-U

Generational Shift


GI Generation (84-107)Silent Generation (66-83)Baby-Boomers (48-65)Generation X (27-47)

Millennials (7-26)Homeland? (0-6)


Marketing Immunity3,000-5,000 Daily Messages

Neurological Blockades


The Persuaders


http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/




64%Believe Advertising is “Dishonest” or “Unrealistic”

Consumers 18-65 years old, Ad Age 2006


AuthenticityThe new consumer demand

Pine & Gilmore


http://www.strategichorizons.com/authenticity.html




“We are searching to get a grip on what

counts for people in their personal

and business lives.”Pine and Gilmore’s website




AvailabilityCost

QualityAuthenticity


Quality.No Longer Differentiates

Difficult to Define in Higher Education


Everyone Looks the SameUniversities not being true to themselves (inauthentic)

A “me-too” product development philosophy

Leadership not providing clear vision


1980’s1990’s2000’s

Marketing

Branding

Authenticity


I’m an OK lover, but afterwards I like to snuggle and talk. Me too!

AUTHENTICITY


Brands are Mirrors.

Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.


“I visited and it felt right!”


AuthenticityThe new consumer demand

“America has toxic levelsof inauthenticity.

Time Magazine Report


http://www.time.com/time/specials/2007/article/0,28804,1720049_1720050_1722070,00.html




InauthenticityThat is the fundamental problem with advertising: it’s a phoniness

generating machine.


InauthenticityThe easiest way to be perceived as phony is to advertise things

you are not.


InauthenticityMost higher education marketing

renders inauthenticity!


Honest College Ad - from collegehumor.com


http://livepage.apple.com/

http://livepage.apple.com/

RenderingAuthenticity

“Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual,

fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”




Know who you areDon’t try to be all things to all people

The Ohio State University


Say who you areDraw a line in the sand

Baylor University


Keep it real

SACAC 2008 Survey of 200+ high school seniors

“I believe that imperfections show character. That's what I was looking for

in a college. A school that seemingly has no flaws during a one hour

information session (or tour) not only stands out negatively, but it comes

off as bland and ordinary.”

Read the complete survey results Password: sacac


http://www.surveymonkey.com/sr.aspx?sm=Ch5WwvVEeaFp6_2b4urrcwWX3lBqPchoZ_2bCOVpZfQXtWU_3d




Reroute beyond amenitiesDon’t just show the showcase


If you’re afraid to say (or show) it, say (or show) it


Hop on the Cluetrain (talk with, not at)"Markets are conversations.

Markets consist of human beings, not demographic sectors.Conversations among human beings sound human.

They are conducted in a human voice.

University of Texas American University


Champion stories (not statistics)

St. Edward’s University


Building Brand RecognitionHasn’t Been Harder


Don’t think BrandingThink Storytelling


Remember: “Stories render

authenticity”Thursday, July 30, 2009

Storytelling is in our blood


“I am a man, and men are animals who tell stories.” Clive Barker


Stories are how most of us learn


Visual (logo)10%

To the point(headline or

chart)20%

Details(body copy)

20%

Story(photo and

caption)50%


Three type of stories


1. Discovery and coming of age


2. Conflict and resolution


“message from ben and matt”


3. Illustration


Quote


Find your stories by asking questions (and by listening)


Transparency

Differentiation

Connections

Stories

Profiles


Ask questions that answer the wants not the needs of

your various audiences


Needs are practical and objective, wants are

irrational and subjective


Tell the truth andkeep it real


Remember: “Great experiences are anchored in

storytelling”Thursday, July 30, 2009

Buy the book and learn moreThursday, July 30, 2009

http://www.groupprocessconsulting.com/

http://www.groupprocessconsulting.com/

Buy the book and listen on the webThursday, July 30, 2009

http://www.npr.org/templates/story/story.php?storyId=6520665

http://www.npr.org/templates/story/story.php?storyId=6520665

Story Telling ScaleEngagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others


Today the most mostimportant conversation is

not the marketingmonologue but the

dialogue between youraudience


Talk with, not at


You have to give people the tools to create their own stories, memories, and

experiences


Sharing & ConnectingWeb 2.0 is about making connections & sharing

Thoughts. Pictures. Videos. Places. Products.


Pew Internet and American Life, 2005

0

25

50

75

100

12-17 18-28 29-40 41-50 51-59 60-69 70+

Send Email Instant Message Research a School Text Message Read Blogs

Generational Online Activity Differences


Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN

FemalesMales

Top 10 Web Sites Ages 17-25Youth Trends and eMarketer.com, October 2006


Activity Do WantFinancial Aid Estimator 24% 90%Online Application 22% 86%IM with Counselor 6% 70%Campus Visit Request 25% 84%Tuition Calculator 33% 88%Faculty Profile 26% 69%Student Profile 31% 63%Forwarded Page 34% 63%Online Survey 50% 72%Personalize Site 39% 58%Inquiry Form 72% 73%

Navigating Toward E-Recruitment, Noel-Levitz, Inc.

High School Students: College Website Activity Discrepancies


99%Join Facebook Groups Before Arriving on Campus

Amherst College IT Study, 2008


“In the era of social media, people use technologies to get what they need from each other, not

traditional institutions.”

Groundswell: Winning in a World Transformed by Social Technologies, 2008, Harvard UPCharlene Li & Josh Bernoff


“Word of Mouse”


The Participation AgeListen and Observe

Be Transparent

Give up Some Control

Participate Yourself


You must design the customer experience

or the customer will design it for you.Tom Peters


You have to give people the tools to create their own stories, memories, and

experiences


Take-away:The Experience IS the marketing

We’re craving authenticity

Stories render authencity

Great experiences are anchored in stories


Jeff’s Bookshelf


Download Session PDFwww.targetx.com>click “iThink Blog”>Presentation Slides


http://www.targetx.com

http://www.targetx.com

AuthenticityKeep it Real/RealJeff Kallay, The Experience Evangelist @targetx.com


authenticity - concordia system

Technology

new college

champion stories

stories renderauthenticity

type of stories

new high school

human beings sound human

graduate school

human voice