Posts Tagged ‘WVU IMC’

I Wanted an Upgrade

October 29, 2014

When I found the IMC program, I knew I wanted to be part of it. What really got my attention was the chance to learn today then apply the knowledge to my job tomorrow. This, combined with the overall relaxed-yet-professional feel of the program, sold it. I looked at other online programs, but they seemed full of themselves, steeped in theory and they were way more expensive.

My Journey to IMC

The decision to pursue a Master’s Degree, from just entertaining the idea to enrolling in IMC classes, took about three years. So why did it take me three years to decide? Life. I found out I was having a second baby, make that second and third baby (surprise). So I put grad school on the back burner.

The Lamphere family 2013. Kate, Sean, Livia, me and Violet.

The Lamphere family 2013. Kate, Sean, Livia, me and Violet.

I graduated from the University of North Texas in 1997 with a Business Journalism degree. Back then I wanted to win a Pulitzer Prize. Instead I landed in sleepy little towns working as a community journalist for 10 years. I loved the chance to engage and inform people. I learned that everyone has a story to tell and that story will change someone else’s life. My career took me from the suburbs of Dallas, Texas to Kitsap County, Washington state back to Austin, Texas. In 2007 I made the leap from reporter/editor to public relations writer. I also went from the private sector to the public sector. The Texas Comptroller’s office needed an Information Specialist, and I got the job. At first I wrote economic articles for the external newsletters and edited tax documents. Two years in, I got the chance to write marketing copy for the Texas Tuition Promise Fund and the Texas Unclaimed Property Program. Pretty soon I was the go-to person for ad copy.

I love taglines, headlines, playing with words and connecting people with information. But I knew my dusty J-school degree would not be enough in this digital world where more and more people were getting advanced degrees. So around 2010 I began my research. Then the girls came along and we went from a family of 3 with two incomes to a family of 5 with one income – mine. Now I really had to do something to boost my marketability and potential earning power.

IMC Experience

I applied to the IMC program and got accepted just weeks before the Early Fall 2013 term started. It was scary at first. I wasn’t sure if I would be up for the task. But it was one of the best decisions I have made. I have enjoyed most of the classes and the few that just weren’t my cup of tea, I ended up learning the most from. My favorite so far has been 637 Internal Communications and Branding because it applies to my current job as Internal Communications Specialist for the Texas Department of Transportation. A close second would be Creative Strategy & Execution. It was fun and really challenged my creative thinking skills. I am currently taking 641 Social Media & Marketing because I feel I am weak in that area. I am not a digital native and social media still seems like a fad in my reporter’s mind.

I have completed 6 courses, so I am aiming for a December 2015 graduation. I look forward to the two core courses, one specialty and the capstone I have to take. More than that, I look forward to interacting with fellow IMCers and learning as much as I can from the IMC experience. P.S. I’ll be rooting for the Mountaineers as they play the UT Longhorns on Nov. 8. For those of you in the Austin area, come to the open house  on Nov. 11 to see how great the IMC program really is. I will definitely be there.

Hello from Knoxville, TN

October 23, 2014

I’ve introduced myself in 10 IMC courses so far, but it never comes easy. I’m excited to have signed on as a student blogger as I wrap up the program and practice my cap tossing for May 2015.

Julie_Link_132150_KNOX_0001_cre_pp_8x10

Julie Link

I live in Knoxville, TN, where I work at Scripps Networks Interactive, more specifically HGTV and DIY Network, as the Director of Research and Consumer Insights. I’ve worked at SNI in various capacities for 13 years, but always in the Research Department. My group is responsible for daily reporting on network performance along with understanding and sharing audience, category and media insights. I’m also responsible for ongoing primary research studies that monitor the health of the networks.

SNI_V_STACK6_SMALL_BLUEAfter finishing my undergraduate degree at Indiana University in telecommunications and sociology, I moved to New York City and landed my first job — sales assistant at E! Network. With a couple of years of skyscrapers and subways out of my system, I retreated home to Knoxville.

While I’ve been in the workforce for nearly 15 years, my experience is limited to two companies so I decided to pursue IMC as a way of broadening my business perspective. At the end of the IMC program I hope that I look back to confirm that I know more than I thought, but I also hope I have a few of those light-bulb-over-the-head moments when something clicks and I’m able to put it seamlessly into action in my day job. My goal as a blogger is to let you in on some of those light bulb moments.

In real life I’m a mom to the two best kids in the world. My daughter Keaton, is a first grader and my son, Jay, is three years old. My husband, Rob, is the director of Community Relations for a national non-profit and he coaches youth hockey. Our Boston Terrier, Ruby Sue, is my IMC sidekick as she is my loyal foot-warmer and late-night companion. Any guesses as to the movie character who goes by the same name – Ruby Sue?

I like to sew and ride my bike (leisurely with the kids – not a serious cyclist) and I’m always on the lookout for really good BBQ. During our summer vacation I realized all four of us had our WVU gear packed so with ice cream and candy bribes in full effect, I convinced my family we needed a photo.

DSC_0623

The Link family attempts to take a photo wearing WVU gear on the last day of a beach vacation.

This was the best we got – Rob reminding me to take sunglasses off, Keaton’s hair blowing in the wind while she adjusts her flip flop and sand in Jay’s eyes. Picture perfect. We can be real here, right?

Let the Adventure Begin!

October 21, 2014

Hey Media and Marketing Mountaineers! My name is Sarah Shank and I’m really excited to be a new WVU IMC blogger because… I’m always up for a new adventure! And blogging is just like adventure racing or bobsledding or paragliding, right?

Me following the paddle leg of a run, mt. bike, paddle, swim adventure race.

Me following the paddle leg of a run, mt. bike, paddle, swim adventure race.

Myself, brother and boyfriend prior to plunging down the bobsled course at Lake Placid.

Myself, brother and boyfriend prior to plunging down the bobsled course at Lake Placid.

I joined the WVU IMC program in August 2013 and picked it because of the flexibility the program provides as well as the topic area. I really believe in the IMC approach and think it’s the future for our field as marketers and communicators. When we are able to effectively cross communications/marketing boundaries and take a more holistic approach to campaigns and business, we can more powerfully engage employees, consumers and stakeholders. Throughout my career, I’ve found that the more integrated that teams become, the more successful of an outcome a campaign or brand will be – by working together we can transform one-way messages and instead build robust dialogues. I’m currently a Senior Manager of Communications at a public health non-profit that is dedicated to tobacco prevention. My organization is best known for our work in building counter-marketing media and behavior-change campaigns, namely the truth® campaign – which just re-launched this summer. In my current work, I have been fortunate to empower young people at all levels to create social change.

I’m fascinated by cause-related marketing and social engagement and I pride myself on finding innovative ways to promote projects and initiatives via earned media, integrated tactics and collaborative partnerships. By doing so, I’ve been able to help elevate the topic of tobacco and health equity nationwide. By taking an IMC approach to educating and empowering audiences, we each have the ability to make an impact that will far outlast ourselves. I consider myself a passionate communicator and I’ve come to believe that trust, transparency and positivity are powerful tools that every IMC professional has at their fingertips and I’m honored to have a job which provides me with the unique opportunity to help shape the way that people see the world.

Communications girl by day, activity junkie by night. When I’m not at work or writing for school, you can find me in the CrossFit gym, playing adult floor hockey, seeking out a crazy escapade or enjoying as much time outside as possible – be it hiking through the trees, squishing my toes in the sand or taste-testing at a new restaurant patio. Photo proof:

mountain

emerald isle

Now nearly 9 years ago, my mom had a life-saving liver transplant – it was an experience that completely changed my perspective on the world. I visit my family often in my hometown of Rochester, NY and I try hard to make every moment matter. Needless to say, I have much love for my fam… and our bulldog Bentley – they totally crack me up and keep me sane.

Rochester!

Rochester!

I’ve stayed in Washington, DC since attending undergrad at American University and finally I can call myself a true Washingtonian. My boyfriend and I bought our first place last August and have perfected the art of teamwork through home improvement the past 12 months. If you can live together while renovating a one bedroom/one bath and working full time and doing grad school, I’m pretty sure you can accomplish anything. I can now add floor tiling, toilet installation and paint nearly everything to my resume.

house sold

For those students who I have not met in class, I look forward to it. IMC students who are ever visiting DC, please give me a shout – I love meeting people and sharing a list of favorite spots!

Sarah

Analogies.

October 16, 2014

So I write. A lot.

At work, it’s ad copy, press releases, website content, tweets, Facebook posts, marketing plans and other collateral. For school, any IMC student will tell you their weeknights and weekends are busy writing discussion board posts, responding to classmates, and typing many, many papers. In my free time- well, you’re reading this now so blogging shouldn’t come as a surprise.

I spend so much time with words, yet I can forget to appreciate the power of language.

This recent article about the historical relevance of analogies reminded me that language has played an important role in innovation. Henry Ford, Steve Jobs- these innovators made the unfamiliar familiar through either implicit or explicit analogies to the butchering assembly line and desk organization.

desktop

Analogies can help consumers welcome the unfamiliar… like a virtual desktop. (Photo Credit: http://www.amandatotorodesign.com)

Today, whenever I hear the word “desktop,” the first thing that comes to mind is virtual, not physical. That’s how powerful language can be, that the analogized object can become the prime reference.

Initially, consumers were more likely to welcome the computer desktop interface because they understood how to approach it based on approaches to organize a real desk. Today, Apple continues to introduce the new by referencing the old.

What untapped analogies will innovators use next?

-R

#ShowUcare: Create Ripples of Conversations on Social Media That Will Change the World

September 18, 2014

Earlier this summer, in my cubicle over 1,000 miles away from the Orlando, FL stage, I watched the Social Fresh East Conference live stream. As the event unfolded on Twitter, one handle, @iSocialFanz, specifically caught my attention with the volume and breadth of visually engaging live tweets. The man behind the handle was Brian Fanzo, Chief Digital Strategist and Partner at BroadSuite | Leading Digital & Social Business Change @iSocialFanz.

The Economist Intelligence Unit @TheEIU along with @IBM included Brian on their list of 25 Social Business Leaders thanks to his direction and leadership in the social media field.

Brian grabs industry attention because he believes “We as a social community create conversations, that create ripples that will change the world!” The hashtag he uses to exemplify his mantra is #ShowUcare.

As Integrated Marketing Communications graduate students, we must remember to create content that shows we care. Brian was gracious enough to create a video that answers the following questions:

  1. Can you describe your role as Technology Community Evangelist at iSocialFanz?
  2. #ShowUcare is your professional philosophy. What examples can you provide that best exemplify your approach?
  3. How do you approach curating content?
  4. You are very well connected on social media! How many platforms do you utilize to produce your content?
  5. What best practices can you offer for hosting and participating in Twitter chats?
  6. If you could only follow ten thought leaders on Twitter who would make your list?
  7. Which conferences do you view as being the ones every practitioner should attend?
  8. How has content marketing and storytelling changed the social media field?
  9. For students starting to build their professional social media presence, what advice can you offer?
  10. What change do you want to see happen for businesses currently utilizing social media?

 

 

Show Notes

Platforms: 

Scoop.it

Meddle it

 

Key Points:

  • Learn how to social listen
  • Find social communities
  • Treat your digital impression like your first impression
  • Unfollow the haters
  • Upcycle Content
  • Find your voice and be yourself
  • Focus on 1:1 communication

 

Twitter Thought Leader List:

@ValaAfshar

@TedRubin

@BryanKramer

@TaMcdonald

@DanielNewmanUV

@MillennialCEO

@KimGarst

@RebekahRadice 

@GaryVee

@JayBaer

@CKburgress

@SimonSinek

 

A special WVU IMC thank you goes out to Brian Fanzo for taking the time to participate in this post!

Make sure to follow Brian on social media and be sure to tag worthy content with the #ShowUcare hashtag.

How to Use Your IMC Skills to Change the World, While Getting the Experience of a Lifetime

September 2, 2014

This is a guest blog post by IMC graduate, Angie McCrone.

After graduating from the IMC master’s program at WVU in December 2013, I was determined to embark on a new adventure. I had spent five years running a nonprofit that helps artists with developmental disabilities sell their work, and although my work was rewarding, I was ready to pursue something on a global scale. I wanted to make a difference in the world of global health.

My reasons for being passionate about global health are pretty intuitive; I grew up in Johannesburg, South Africa and have several family members in the medical field there. My whole life, I heard people refer to my home as the lost cause of Africa, a place they refer to like it is a county, not a continent. They would explain that there were too many problems, and pouring US dollars into it wouldn’t help.

Fortunately, they were very wrong. The more you learn about global health the more you realize that calculated and researched strategies make big differences! Consider the eradication of polio in India or Botswana’s achievement of bringing HIV transfer from mother to child down to just 4%. These are incredible and measured results of global health initiatives that save millions of lives.

So it is obvious why I have a vested interest in global health, but I would argue that all marketing and communications professionals should care deeply about global health efforts. Communications professionals have the talent and know-how to change the world! More than any other profession, marketers have an incredible ability to change behavior. This is such an incredible skill that the global health field desperately needs. Think of your impact if your communications expertise were used to change risky sexual behavior or drug use in areas with a high HIV prevalence. These actions can be linked directly to lives saved.

Not sure you believe me? Consider the opportunity from the Bill and Melinda Gates Foundation that offers marketers an opportunity to make a difference each year at the Cannes Lions International Festival of Creativity. Their Cannes Chimera Initiative asks marketing and communications agencies (see the video below) to design campaigns that solve global problems.

After realizing my strong desire to be a change-maker, I applied for a Global Health Corps (GHC) fellowship. In April, I was offered an opportunity and adventure of a lifetime, working as a Global Health Corps fellow and Marketing and Development Associate at the Global Health Delivery Project at Harvard University.

GHC pairs young professionals with global health organizations that are looking for innovative solutions for solving some of the world’s most difficult health challenges. Our class of 128 fellows is placed in Burundi, Malawi, Rwanda, Uganda, Zambia and the United States.

GHC fellows come from varied backgrounds and are placed in a wide range of positions and organizations. To help them navigate the new landscape, GHC partners local fellows with an international fellow. As communications professionals, we know how important having a local perspective is to developing genuine communications plans.

Global Health Corps fellows have an incredible opportunity to get valuable experience working in international markets. Since most of the organizations have limited resources, fellows also have a chance to take on large projects that they may not be able to do otherwise. It would be extremely difficult to get this level of real world training at most entry to mid-level positions.

Also, there is no need to have training or global health education to apply to GHC. The paid fellowship includes a two week global health training institute at Yale University, quarterly professional and personal development retreats, and a closing retreat in East Africa.  Fellows can also opt-in to have an advisor in their field of choice, and the GHC alumni and staff are dedicated to our current and future success.

Angie_Sudip_GHC (2)

 

 

 

 

 

 

 

 

My Nepalese co-fellow, Sudip Bhandari (right) and me at a cocktail party for GHC supporters at Chelsea Piers in NYC

Do you want to contribute to a better world? Are you thinking of joining the movement toward global health equity?  Consider applying for a Global Health Corps fellowship, or working for a global health organization. Even if you’re not willing to dedicate your career to global health, communications volunteers are always needed at nonprofits, and pro-bono work from a marketing firm on a single communications campaign can save millions.

So go on, marketers! Go change the world. Isn’t it great to know you can?

About the author:

Angie McCrone is the Marketing and Development Associate for the Global Health Delivery Project at Harvard University and a 2014-2015 Global Health Corps fellow. Previously, she managed the marketing and sales of a nonprofit that promotes the creative work of artists with developmental disabilities. She completed her undergraduate degree at the University of California: Santa Cruz, majoring in studio art and minoring in literature and received her master’s degree in integrated marketing communications at West Virginia University.

L: www.linkedin.com/in/angiemccrone/

T: https://twitter.com/AngKMc

Global Health Corps is building a community of change-makers who share the common belief that health is a human right. Their mission is to mobilize a global community of emerging leaders to build the movement for health equity.

The Global Health Delivery Project at Harvard University is an interdisciplinary collaboration between Harvard Medical School, Brigham and Women’s Hospital and Harvard Business School. Launched in 2007 under the guidance of Dr. Jim Y. Kim, Dr. Paul Farmer, and Professor Michael Porter, GHD is a response to the knowledge gap that occurs between medical discovery and clinical application in low resource settings. Their mission is to build a network of professionals dedicated to improving the delivery of value-based health care globally. To join one of their professional virtual communities visit: ghdonline.org

Breaking Down the Tao of Social Media Marketing with Mark Schaefer

August 20, 2014

Two years ago, I was a first year graduate student looking to find a sense of professional purpose. With four classes completed, I decided to make the journey to Morgantown, WV to attend the annual INTEGRATE conference. Any obstacles that stood out in my mind to get there were outweighed by the knowledge I gained when I departed. One presentation, in particular, still stands out in my mind as being a pivotal moment in my journey to finding my professional return on influence.

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WVU Alum, Mark Schaefer took to the stage at INTEGRATE on June 2, 2012  to present key points from his book Return On Influence. With a Klout score of 75, Mark knows more than a thing or two about social media, blogging, and marketing. In addition to his successful Businesses Grow blog, Mark is an accomplished author. His widely popular book The Tao of Twitter has received high praise as being a  #1 Best Selling Book On Twitter.  In the past two years since the book was first released Twitter has drastically changed so much so that Mark revised and expanded The Tao of Twitter. 

If you have not seen Mark’s presentation, I highly suggest watching it before reading the questions and answers presented below.

Mark was gracious enough to answer a few questions I had in regards to what has changed in the Twitterverse, best practices for live tweeting along with the realities of social media marketing.

Return On Influence: The New Realities of Power and Marketing on the Internet

Long: At the WVU INTEGRATE 2012 conference, you highlighted key points from your book Return On Influence. Two years later, have the realities of power and marketing on the internet changed, or have they stayed the same?

Schaefer: I would say that everything I talked about indeed has come true, perhaps even more rapidly than I could have imagined. Big agencies and small are creating influence marketing departments. Being an influencer is becoming increasingly lucrative (even I am starting to make some money in this area!). And new measurement platforms are emerging.

I think the dynamics of acquiring power that I talked about in my book and my speech are the same. Yes. I called that one correctly! : )

Long: For graduate students starting to provide social media consultation services, what advice can you offer?

Schaefer: The biggest mistake I see is the people enter this space without any real marketing experience. Before you go out on your own, get a marketing job and learn about the broad spectrum of activities before focusing on social media. If you are a social media “hammer” and everything is a nail, you would be doing a disservice to both youself and your customers.

I also think an exposure to statistics is a must. You don’t have to be an expert, but increasingly, marketing insight is coming from big data and math. You need to know enough about it to ask the right questions.

If you are going to go out on your own, be prepared to be broke for two years. Build your personal brand through blogging, videos and public speaking.

Long: With the rise of live event tweeting, what best practices should both presenters and attendees be putting into practice?
Schaefer: For presenters, be sure to include your Twitter handle and the event hashtag on all your slides. Embed tweetable moments [– short key points — on slides to make it easy for the reporters. Don’t go too fast and make your slides available after the event.

For reporters, don’t get so involved in the tweeting that you miss the presentation. Proof read everything before you tweet. Remember that a tweet has the same legal weight as a blog post or other online article so you need to be fair and accurate. If the speaker says something controversial or inflammatory, remember that you might be held legally accountable as the person sending out the tweet.

Long: If you could only follow ten people on Twitter who would make it onto your feed?

Schaefer: If I could only follow 10 people, they would all be my customers. Twitter is an amazing opportunity for marketing insight, and I would not want to miss a thing!

Long: You recently revised your widely popular book The Tao of Twitter. How has Twitter changed in the 2 years since the book was first released? 

Schaefer: So much has changed in the Twitterverse since I wrote the first edition. In fact, I really had to consider whether Twitter is still the hub of human connection it was when I fell in love with it many years ago. Does Twitter still have a heart or is it just another broadcast channel?

Specifically, there have been four powerful new developments driving Twitter:

• Twitter has experienced explosive growth, finding new audiences among younger and older users as well as new fans globally and corporations. Twitter is being used in so many creative new ways we could not have imagined just a few years ago.

• It has matured into a public company with a responsibility to shareholders. This has altered its strategy and how it relates to its customers and fans.

• Twitter has developed innovative advertising programs that are accessible to businesses with nearly any budget. But many businesses don’t understand the unique features of these programs.

• Twitter has become the de facto “second screen” for television, providing the channel of interactivity for live programming. This is a role that is now driving many of its strategies. It has also driven the hashtag (#) into our everyday culture!

Make sure to follow Mark to keep up with his latest endeavors in the social media field.

Blog
Linked In
Twitter

If you have read one of his books, let me know what was the biggest lesson that you were able to realize out in the social media field?

 

Realize Your Dream Year by Turning Your Passion into Profit

August 4, 2014

You should focus at least an hour a day on the gift that you were put on this earth to fulfill.

Stop waiting for the moment.

Nobody is going to care about your dream unless you care more.

Establish you voice.

Partner with key influencers.

Ask for help.

Hire a professional designer.

Start marketing your dream.

Grow your business.

Turn your passion into profit.

Repeat steps if necessary. 

_______________________________________________________________________________

 

book-cover

After reading Ben Arment’s book Dream Year, I have concluded that only ten steps are separating you from realizing your dream.

What is separating you from your dream is your excuse list.

Do not let fear take up precious space in your mind.

Put down the remote.

Trim down your social calendar.

Take the shot that will transform your life.

Wayne Gretzky famously stated, “You Miss 100% of The Shots You Don’t Take.”

To kickstart your dream year, I am going to be moderating a Tweet chat on August 5th at 1PM EST. Please use the hashtag #dreamyear to join the conversation.

If you are looking for a tangible resource that will help you take the first step forward, I highly recommend picking up a copy of Ben Arment’s Dream Year. To learn more, visit http://dreamyear.net.

Build Your Influence With Micro-Content

July 14, 2014

I finally joined the Twittersphere (@Julie_Long_)! In my short time on the platform, I have complained to a brand, participated in my first tweet session, and most importantly followed others. As I continue to learn and navigate the intricacies of tweeting, I am reminded by the fleeting nature of communication. With just 140 characters at your disposal you have to tweet succinctly. Less is truly more. What I have found to be both an opportunity and a curse is that Twitter forces you to think differently about how to construct a call to action. The idea of finite content is not a new idea by an means. The gray area surrounds the integration of content across channels. Everyone can tweet and tell a story, but only those who truly understand integration will be able to realize a return.

One person that seems to understand finite content is Gary Vaynerchuk, CEO of Vaynermedia, who is a proponent of “micro-content.” The micro-content revolution might just be around the corner. Thankfully, I joined Twitter, which affords me the opportunity to “micro-blog.”  Being able to build campaigns around the “micro” and the “macro” point of view will help to make me a diversified IMC practitioner.

Not only do you need the writing and strategic mind to master the art of micro-content, but you also need the confidence. Fortunately, thanks to Twitter, I learned about a free webinar that will help you build your online confidence.

Screen Shot 2014-07-10 at 9.47.49 PM

Make sure that you sign up! Gary Vaynerchuk just happens to be one of the presenters and you will be a first hand witness to his dynamic presentation style!

There’s Adobe in my Instagram.

June 30, 2014

adobe

I never realize the boundaries we set for technology until they are crossed.

Adobe’s new mobile devices software development kit allowing for third-party developers to embed select Adobe technologies into their iOS apps could translate to popular creative apps like Instagram.

As Adobe has not yet announced who it is partnering with to develop these apps, expect even more surprises from the company.

What Adobe-platform partnerships would you most like to see?

-R


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