STORY & ACTION

A Bit of My History:

• Worked in Higher Education for over 15 years as both faculty & staff
• Independent consultant in digital & social media
• MS Digital Cinema from DePaul
• Currently Serve as Sr. Marketing Strategist for Agency

MARKETING & MESSAGING

STRATEGY VS TACTICS

Strategy: Get Shelter
Tactic: Build House
Tool: Ax
Material: Wood

Attention

Once you have it

TWO-PRONGED APPROACH

1. CONTENT

WHO IS YOUR AUDIENCE?

Problems with technology participation

if hammer is your only tool

WHAT SOCIAL CONTENT DOES:

• Attracts attention
• Predicts their story
• Adds value to conversation
• Facilitates community
• Calls to action

Content is everywhere?

Just because they can

Reducing friction

WHERE DO THEY LOOK?

• Conferences
• Publications
• Trusted Curators
• Friends & Family

1. CONTEXT

THE PESO MODEL

• Paid
• Earned
• Shared
• Owned

BEYOND THE TEXT

• Video Interviews/Streams
• Newsletters/Feeds
• Data Visualization
• Digital Badges for Cert
• MOOC Style Classes
• Co-branded Content

Thank you!