Speaker: Chris Brogan

If he gave us a million more hits a day, would it change the way business is done at our schools?

Ultimately you have to find the levers, not the numbers. We’re looking for conversion engines - a way to take behavior from one path to another path. 

We’re in the behavior changing business - marketing tries to change you from one perspective to another perspective.

There’s “the office”, “the house” and then there’s were the work gets done (Starbucks)

iPhone users evangelize the product.  No amount of marketing convinced him to buy an iPhone - it was other iPhone users.

Use technology as a way to move people in a meaningful way.

You have to cut back on the “mass” approach.

“I don’t care that the cover has a beautiful building with trees and students on the lawn!  Stop using that picture!”

Made To Stick changed behavior - they made people reach out and touch the cover of the book to see if it was real duck tape. 

The difference between the way the web is suppose to work and how higher ed uses it is that the web should be two-way. 

There’s “friends” and then there’s people who will move your couch. 

We’re all salespeople and media makers. 

We all need to do a better job of differentiating our products, because they’re all very different. 

Number one marketing trick: Be helpful. 

Just mentioned Steve Quigley, one of my favorite professors from BU!  Guess he’s doing really cool things on Facebook with his classes and wants everyone to have a flip cam.

The web has this extra power of data - if someone’s posting on twitter you and go research and find out what’s important to them so when you talk to them, you can ask them about it.

“listening is the new marketing”

Takeaways: 

two-way web world

don’t worry about the number part - worry about if you converted

the tools aren’t the hardest part - it’s just the part you don’t know yet. 

web 2.0 just means two-way!

it’s about empowering and not being afraid of people crapping on your doorstep.