Socialmediaworx

Conversations matter. Relationships matter. And in an association built infused with a culture of peer-review, scholastic networking and academic discussion with colleagues, relationships are the lifeblood coursing through this collection of more than 180 campuses around the world.

The sharing of knowledge is our service. We facilitate the exchange of ideas and information. But not just one-way, transactional conversations – we’re talking every which way, 3D, globe-encompassing conversations. And along the way the best concepts and conversations get transformed, refined and focused. (The lackluster either get fixed or fall by wayside.) So how does the marketer join this conversation and successfully participate?

That’s why I’m here at the Word of Mouth Marketing Conference – we’re identifying those tactics and strategies for genuinely engaging and shaping relevant conversations that are taking place daily in the association both online and off.

I’d like to suggest that the first step begins with an understanding and acceptance that the game has changed. So much so that you’ve shown up to a bowling alley with a tennis racket. It begins with realizing that you don’t necessarily get to impose and push a message one-way and expect/hope for a response. Conversation designer David Armano has a great post about this concept, and maps this paradigm shift for advertising. Building off Armano’s chart, there are an important series of questions for the Council to think about:

1. Who are the content creators, both at the Council, and among the Members and Affiliates?
2. What are the relevant media channels we need to participate in? And not just the traditional ones – where are emerging new media opportunities?
3. Similar to the content creators, who are the Content DJs – those members that are using the resources, sharing them, adding to them, improving them – and have the influential voice to pass them along?
4. Finally, what are the important online platforms? Where are the conversations taking place? The CCCU is creating a powerful new hub as we speak, but are there others?

Conversations matter. Relationships matter. And as the Council expands globally, a critical goal must be genuinely engaging in the 3D conversations in Christian higher education – listening, providing answers, offering services, providing ideas and propelling each to do good work.