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Web Sessions

Secondary emphases are indicated in parentheses.

Please confirm the session times and locations in the program book you will receive when you arrive at the conference.

Sunday 12:30-1:45 p.m.

(Communications)

Creating an Online Brand: From Buy-in to Execution

Superior A & B

Rolling out an online brand is more than the university marketing team sitting in a room deciding on colors and fonts. Branding starts with research and planning, and centers on institutional collaboration. Using the right communication tactics and involving the campus community in the brand development builds grass roots-level support, critical during the brand roll-out. Outline a case study on a successful, cost-effective online brand roll-out, and is especially relevant for those in Web and marketing roles.

— Jeanette DeDiemar, Executive Director, Integrated Marketing & Communications, University of Wisconsin-Oshkosh

— Jamie Ceman, Web Brand and New Media Strategy Manager, University of Wisconsin-Oshkosh

Sunday 2:15-3:30 p.m.

(Communications)

The (R)Evolution of E-mail Marketing

Erie

E-mail isn't dead - yet. But, your e-mail marketing plan could become a victim of natural selection if it doesn't evolve in an online environment dominated by Facebook, YouTube and Twitter. Integrating e-mail with social media is now critical. Honoring tried and true best practices in design, content, and execution is more important than ever. Discuss trends in e-mail user behavior and provide winning tactics to ensure your e-mail gets delivered, opened, read and shared.

— Lynsey Struthers, Director of Interactive Marketing, The Lawlor Group

Monday 9:15-10:30 a.m.

(Web)

It's the end of the Web as we Know It (And I Feel Fine!)

Superior A & B

It's a new dawn. The next generation of the Web is approaching. A Web that is accessed more and more by mobile devices -- anytime, anywhere -- where it is just as easy to create content as it is to consume it. A Web connected through syndication rather than links, and where more and more, the user is in control. This presentation will focus on the future direction of the Web and the implications for higher education Web professionals. Topics will include the mobile Web, converging technologies, the read/write Web, rich media, Web 2.0, and everywhere. The goal is to have the audience take a step back and think long term about the social and cultural changes, and the new opportunities for communicating and providing services to constituents.

— Mark Greenfield, Director of Web Services, University of Buffalo

Monday 11 a.m.-12:15 p.m.

(Communications)

Social Media and Student Recruitment

Superior A & B

We need to tell the right stories to the right people. So, if everyone's job is to tell stories, it is really our responsibility as marketers to tell the stories in ways that resonate with those we want to reach. Enter social media. Hear how one college, North Central College in Naperville, Ill., is using private social networks to keep an online community of admitted students engaged during the admissions process. Also, discover how The Ohio State University is using Facebook advertising to reach prospective students. Ohio State, meanwhile, is using Facebook ads to target prospective students and get them to apply online. Find out how to advertise, and when and how much to spend to be effective in this new space.

— Kathleen Doyle, Director of Web Communications, North Central College

— Ted Hattemer, Director, New Media, The Ohio State University

Monday 2-3:15 p.m.

(Communications)

Why Twitter Matters

Superior A & B

Are you a Twitter skeptic? Heard the buzz about Twitter but just don't "get it?" What's so exciting about saying things in 140 characters? Find out. Get a basic overview of the tool, see examples of how colleges and corporations are using it to generate results, and find out how you can use it for ongoing professional development. In the end, you may be converted into a Twitter believer.

— Karlyn Morissette, President & Principal Consultant, DoJo Web Strategy

Monday 3:45-5 p.m.

(Communications)

Social Media: Ask the Experts

Superior A & B

What is my institution's ROI for creating and maintaining a Facebook fan page? Why should I care about Twitter? How do I convince my colleagues? What is Ning? Has anyone had any measurable success using social media? Ask experts these questions and more. The panel includes presenters from today's other social media sessions.

— Jennifer GoodSmith, Vice President, Integrated Marketing, American Medical Association

— Mark Greenfield, Director of Web Services, University of Buffalo

— Ted Hattemer, Director, New Media, The Ohio State University

— Karlyn Morissette, President & Principal Consultant, DoJo Web Strategy

— Don Kojich, Associate Vice President for Marketing and Communications, University of Illinois Foundation

Tuesday 9:15-10:30 a.m.

Realigning your Redesign Process

Superior A & B

What is the first step to redesigning your site, where is it falling short and how do you fix it? Find out about a successful redesign process that has been refined over the past six years with over 350 web sites. See how an internal team can work efficiently and with little resources to launch a large number of quality sites. Walk through the redesign process to get tips and pointers to deal with difficult departments and people.

— Nick DeNardis, Associate Director of Web Communications, Wayne State University

Tuesday 11 a.m.-12:15 p.m.

(Communications)

Putting Your U in YouTube

Superior A & B

YouTube and other online video are changing the way universities communicate with students, faculty, staff and outside supporters. With the right plan in place, the Internet gives users the power to put video directly in front of a targeted audience, for a fraction of the cost of traditional media (TV, print) advertising. We'll talk about how, in two years time, the University of Minnesota went from borrowing a hand-held camera for a last-second, two-minute video on stadium construction, to having the second most-watched higher education video on YouTube. And we'll explain how that video plan fits in with our overall mission of research, education and outreach.

— Justin Ware, Assistant Director for Broadcast and New Media, University of Minnesota