Following my post about the marketing task force and Wall Street Journal’s The Secrets of Marketing in a Web 2.0 World in (via Ravit Lichtenberg) I started to explore the web 2.0 options for marketing Goizueta.
I explored the use of web 2.0 methods by leading business schools. Than, I tried to develop a few marketing ideas for Goizueta that are using web 2.0 methods.
Web 2.0 in Leading Business Schools
For this list I explored the information about the top 30 business schools according to the Business Week ranking.
- blogs by Admission and Dean – I created a lens in Squidoo.com that explores the use of blogs by leading MBA programs
- blogs by MBA professors, mainly following this list of top 50 business professors blogs
- YouTube channels – I created a list of YouTube channels operated by business schools I discovered that about 50% of the top 30 schools have their own channels, in which they publish admission information, lectures and videos of events in the school.
Web 2.0 marketing in Goizueta – ideas
The WSJ article I’ve mentioned above offer the following principals for marketers:
- Don’t just talk at consumers — work with them throughout the marketing process
- Give consumers a reason to participate
- Listen to — and join — the conversation outside your site
- Resist the temptation to sell, sell, sell
- Don’t control, let it go
- Find a ‘marketing technopologist
- Embrace experimentation
The ideas hereunder are based on the article’s principles:
- BloGoizueta – a blogging platform with posts by alumni, students and faculty – This will allow a constant information flow between the school and the business community. In addition it will serve as a place for consumers (prospective students, faculty from other schools etc.) to participate in the discussion
- Goizueta Business Ideas – A website with constant updates about business events and research by people from Goizueta and outside. Harvard set a great example with Harvard Business Blogs
- Newsletter – Knowledge@Emory is a great newsletter and it can be expanded into a YouTube channel like the Knowledge@Wharton’s channel
Hey Yaniv –
Not sure what the initiatives are at Goizueta, but I happen to be a new media marketing consultant if there’s anything I can do (At the very least, give you some updated resources…. that WSJ was outdated the day it came out
)
Cheers,
Kate
And by the way, that was Kate Brodock above, apparently my saved sign-in data is outdated!
You know I’m a digital marketer and I adore the field but before digging into web 2.0 a school must havea unique selling proposition like any other brand.
Some schools managed to to it:
Wharton/Chicago – Finance schools
Stanford – hardest to get into + Silicon Valley
Thunderbird – International Business
Babson – Entrepnuership
Harvard – Leadership
Darden – only Case Studies + Entrepnuership
MIT/Carnegy Mellon/McCombs – Technology
Kellogg – Marketing
Yale – Nonprofit
But other very high profile schools (including my soon to be home of Cornell Johnson) have unfocused USPs,
FIRST – focus.
SECOND – start thinking of your internet strategy.
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