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Communicating the Value of a College Education

January 13, 2012 By 5 Comments
Conversation

The following are the notes from my presentation as part of a panel on “Communicating in the New Normal” at the College Board 2012 Colloquium held in Newport Beach, CA January 7-9.  I was part of very august company: moderator Phillip Ballinger, Assistant Vice President for Enrollment and Director of Undergraduate Admissions at University of Washington at University of Washington, Marie Groark, Executive Director of the Get Schooled Foundation, and Millree Williams, Executive Director for Public Affairs Strategy at the University of Maryland. The New Normal: The Changing Communications Landscape The need to explore new models was the emerging theme of the Colloquium.   I’d like to take us up to 20,000 feet for a minute and talk about the new model of communications and the media landscape that is the new normal. How many of you use Facebook personally? Compare this 30% to this number: 96% of your target audience, people aged 18 to 35, is on social networks.  The … [Read more...]

Filed Under: Education, Emerging Technologies, Psychology, Social Media & Networks Tagged With: , ,

Transmedia Storytelling: Meaning Comes from the Ability to Share, Explore, and Discover

December 2, 2011 By 4 Comments
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Transmedia storytelling is not just for telling stories. Thanks to social technologies, the principles that drive transmedia storytelling ensure that it will emerge as the basis for effective communication and engagement. Transmedia — using multiple channels of communication and technologies — is unique in that it allows stories and messages to be constructed in the same the way we make sense of the world around us. Transmedia storytelling works like the brain thinks -- constructing holistic meanings from bits and pieces of information and experience. We show ‘who we are’ through words, actions, and physical clues like clothes or hairstyles, not a sign around our necks that tells our ‘story’ like the synopsis of a TV show. Our brains create stories out of the patterns we uncover around us; it is the natural way for us to process information. Meaning comes from our ability to explore, share and discover. As technologies advance, why should our use of media be … [Read more...]

Filed Under: Brands & Identity, Emerging Technologies, Transmedia Tagged With: , , , , ,

Transmedia Storytelling Webinar Receives 2011 IMA Award

October 4, 2011 By 1 Comment

The webinar I created with colleague Dr. Bonnie Buckner for UCI Extension, “The Power of Transmedia Storytelling: Persuasive Communications Across Emerging Technologies,” won the best webinar content award from the Internet Marketing Association. We created it for the course we developed and teach on Transmedia Storytelling and Marketing for UCI Extension’s Internet Marketing Certificate Program. I am excited to have our work acknowledged by this award because, for me, effective transmedia marketing is a way of viewing the world before it becomes a strategy. It’s a willingness to think multi-dimensionally and acknowledge the psychological shifts in individuals that have totally redefined what it means to be a customer. Transmedia storytelling, as I see it, uses storytelling to bridge narrative, branding, persuasion, and media psychology with emerging and traditional media for coherent, authentic, and engaging communication. See the full press release. … [Read more...]

Filed Under: Brands & Identity, Emerging Technologies, Transmedia Tagged With: , ,

Transmedia Storytelling: Neuroscience Meets Ancient Practices

May 16, 2011 By 8 Comments
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Every day you wake up to a flow of information. Your alarm clock sounds and you check your smart phone for email and Facebook posts. You scan a newspaper over breakfast; listen to the radio as you head to work. You get a warning about local traffic from your navigation device and have it search for the nearest coffee bar on the detour. Your assistant sends a text message saying that your first meeting has been delayed. Your day has only just started, you haven't even sat down at a computer and there is already a constant conversation. It's the same for your customer. We live in a socially-networked, transmedia world. The wealth of information across so many channels is both an opportunity and a challenge. We need effective organizing systems and filters that connect information in the world with things that have meaning and relevance. This is true of the sender and the receiver. We need to find a way to break through and hear or be heard, whether you are an individual, an … [Read more...]

Filed Under: Emerging Technologies, Psychology, Social Media & Networks, Transmedia Tagged With: , , ,
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