From CURRENTS magazine: Taking the lifelong view

Fascinating article about how one university combined advancement with student affairs for lifelong engagement.

At any institution, lifetime engagement is no one’s job, yet everyone’s job. When territory is undefined or divided—like the functional silos often found in higher education advancement—programs, activities, and people can fall through the cracks. Our division decided to take on this mission and align our units to shepherd audiences across the crucial transition points.

– See more at: http://universityadvancement.net/2013/10/taking-the-lifelong-view/#sthash.AOlSmb4R.dpuf

The Explosion of Mobile Audiences and What it Means for Public Relations: PRSA

While people are still connecting wherever and whenever they please, mobile users today are far more likely to connect while sitting on the couch. This is mostly driven by the rapid adoption of tablets, which have become a second screen in the living room.

According to Nielsen, 85 percent of U.S. tablet owners use their devices while watching TV, and they spend 30 percent of their total tablet time using the device while watching TV. These mobile users expect their entire online experience to be as seamless and enjoyable as using social networking tools, games or other apps. If they visit a website, then they expect to view the entire site, not just a small slice of it that is tailored to mobile users.

The Explosion of Mobile Audiences and What it Means for Public Relations: PRSA.

More Clues

Here are more notes from Cluetrain Manifesto:

“The Net was a powerful multiplier for intellectual capital.” (Talking about the beginnings of the internet.) -pg.5

There’s a difference between passive viewing (TV) and ROTFL -pg.7

“We are alternately the workers who create products and services, and the customers who purchase them.” -pg.9

Many large companies are still doing broadcast model on the web. Broadcast is the few dictating the behaviors of the many. New landscape does not equal mass– subtle nuances explode -pg.15

“Make mistakes. Debug on the fly. It’s fast, it’s furious. It’s fun!” “rock n roll” philosophy -pg.20 “Be shunned, be hated, be ridiculed, be scared, be in doubt, but don’t be gagged.” John Jay Chapman commencement address -pg. 45

***Positioning is not about a creating a tagline! “Positioning is about discovering who you, as a business, are–discovering your identity, not inventing a new one willy-nilly.” -pg.99

People are already talking about your business on the web, and you can’t control it. Why not join in the conversation. Your absence is of greater risk than your employees’ participation. “The web liberates business from the fear of being exposed as human, even against its will.” -pg.122

“Increasingly, a useful expert is not someone with all the answers but someone who knows where to find answers.” -pg.128

This is another re-read for me. The Big Red Fez: How to Make Any Web Site Better by Seth Godin is a short book with, by his own admission, some simplistic answers. Every page should have a banana. Ok? What’s a banana? It’s the thing the monkey can find that’s obvious and easy.

But the reality is, unless you have a product or service that’s targeted to only one audience, you really cannot do this. It would be great if we could build a university presence with only the prospective student in mind. The bananas would be easy. However, our web site has to achieve goals for several constituencies. We’re not Amazon selling books. Or Dyson selling vacuums.

I love Seth Godin, and I think he just needs to stay true to his own banana on this one. Stay with being remarkable in marketing and leave usability to the experts. Anyone can point out problems and break-downs in the system. You don’t have to be an expert to do this. The expert finds real solutions to these problems. I’m afraid Godin has only achieved the former.