Ayers Presentation 051611 Final[1]
- 1. What (We Hope) Ayers Business Students Are Learning Today and TomorrowAnd how to translate it into a better summer jobClarke Caywood, Ph.D. Northwestern UniversityMedill IMC Program
- 2. Agenda: Food and our ideasWho is Caywood and what is IMC?Are you strategic?He/she is strategic, too, but he/she knows how to get things doneTalk about a show-and-tell you know more than you thinkTake some spot quizzes do your job homeworkQ&AApplause
- 3. Who, what, when, where?Northwestern University (Evanston, IL)Medill School, Journalism, Media, Integrated Marketing CommunicationsGraduate programBegan in 1992, 5 quarters (September-December)96 students from 15 countriesDistinct from a Marketing MBA with a new undergrad programClarke Caywood, Ph.D.(Wisconsin-Madison, Business and Communications)Former department chair, IMC Founder GroupThe Handbook of Strategic Public Relations and Integrated CommunicationsIMC the profitable integration of organizations new and continuing relationships with stakeholders including customers by managing all communication contacts with the organization that create and protect the brand and reputation (Caywood 1997-2011 xi).
- 4. Pop Quiz #1 Talk to your Ayers NeighborHow often are you on a social network related to professional goals?What was the last new communications skill you taught yourself?What was the last thing you decided to stop doing?How much of what you do will be replaced by software in 10 years?25 points each total 100 points.
- 5. Audience Survey: Summer and School Year JobsWho has a summer job or internship this quarter or next?How did you get it?How many of these tools did you use:
- 6. Social Media Tools and moreLinkedIn (use my site with over 2000 direct contacts)Facebook with search and resume and experienceTweet about your goals for a specific internshipYour blog to tell your story, work goals and moreWhat are your Klout, Peer Index, Tweet Topic Explorer, VMSInfo, Biz360, Vocus, PublicRelay, etc. scores?A video interview on YouTube, Yahoo video or FlickrThumb drive with a letter, resume, work samplesMS Word readability analysis of letter, work and resume.Analysis of your resume to the job position contentMore than one resumeContacts family, friends, neighbors, professors, Ayers
- 7. Can you use Klout for job?
- 8. Apply PeerIndex for job? You can learn!
- 9. Twenty plus One Stronger Job IdeasFirst, I don't believe in in "free" internships and it is not too late. Any company or agency can afford to pay some amount to at least cover your expenses or minimum wage. 1. Contact the human resources department or internship program directors, but personal contacts with professionals in the field are critical. 2. Use LinkedIn, professional association memberships, class speakers, family and other contacts. 3. Write finely honed resumes, create LinkedIn, Twitter and Facebook listings of client-based projects from courses, summer internships and previous work experience. From Culpwrit.com blog career coach 2011 (second most success)
- 10. Twenty plus One Internship Ideas4. Rely on experienced university staff who can manage the critical details that professors seem to lose track about. 5. Link your letter and resume to your school and department website 6. Produce a video interview of you speaking on YouTube, Yahoo video or Flickr as a link.Tweet it and link.7. Redesign your Facebook site (or new one) for the search8. Practice interview skill training for internship in group of students with faculty observing and commenting Practice your 60 second elevator speech on an elevator.9. Securing academic credit can be helpful if the professor is involved for a syllabus of expected work to evaluate the internship and intern. 10. For ten weeks you should expect to work like any other employee without special requests for summer time off, weddings, etc.
- 11. Twenty plus One Internship Ideas11. Having a job description prepared by the faculty or company will allow you to get to work more quickly. 12. Treat all staff including administrative assistants with great respect - they can facilitate your productive time. 13. Work early and work late to show your willingness and passion to solve the organization's problems. 14. Seek out mentoring and learn about the organization over cups of coffee, on a break or modest lunches. 15. Be prepared to do more than the assigned work when they find out you are not the typical intern even if you think you might not want to work there later. 16. Plan the end of the internship carefully so that you don't leave any work undone.
- 12. Twenty plus One Internship Ideas17. After you return to school send contacts an occasional article or reading from your courses that might interest them and keep them aware of your pending graduation date 18.Write a course paper on your experience and also use of course knowledge for publication in a trade journal 19. Offer to test their social and traditional media with Google metrics, Alterian, Biz360, Crimson Hexagon. Cymphony, Klout, PeerIndex, Public Relay, Radian 6, Revisit, Tweet Topic Explorer, VMS Info, Vocus, WiseWindow and other free and fee systems 20. Learn to use the door frame technique to ask questions and get answers.21. When you have established your career reciprocate with internships for the next generation!
- 13. Why and what were teachingGoal is to use communications for personal and strategic advantage at NU - The ChallengePrinciples endure and context changes every nanosecondAudience insight from soc. psych. anthro. CBMessage development -Message segmentationMessage delivery via web and more rapidly evolvingAudience interaction the Wild WestCreating better business peopleFinance 2. Management 3. Leadership4. Team orientation 5. Business statistics
- 14. What were (no longer) teaching but you knowU.S. Centric Many things we were good at 20 years agoConsumer only orientation - stakeholdersWeb tactics that change every day on the jobStill, tactical implementation is how you make money!Be a doerUnderstand where what youre doing fitsMeasuring of outcomes are useful tacticsContinuous evolution of the tactical mix
- 15. Our student challenges this summerWhat should our $3 billion web sitedo about mobile?How can our highly successful legacy positioning appeal the a new generation of decision makers?Can we get a 360属 understanding of customer experiences?How can we better integrate digital technologies into our (successful) analog company?FedEx, Johnson Controls, Cricket, Coca-Cola, Chrysler, Mercedes Benz, Potbellies, others
- 16. New Audience Understanding Metric ToolsDo an analysis of Ayers and your workplaceAlterianBiz360Crimson HexagonCymphonyKloutPeerIndexPublic RelayRadian 6RevisitTweet Topic ExplorerVMS InfoVocusWiseWindow
- 17. Klout
- 18. Google Trends
- 19. Crimson Hexagon
- 21. Revisit
- 22. PeerIndex (JCI)
- 23. PeerIndex (JJC)
- 24. VMS Info
- 25. Public Relay
- 26. Your Personal Job Brand Contact PointsYou Your speaking and writingYour appearanceYour business cardYour portfolio of resume, work sampleYour referencesYour message on your phoneYour contactsYour web site and LinkedIn, Ladders sitesYour blog, Twitter, Facebook http://www.spreadingscience.com/2008/05/20/social-media-sites-for-scientists/Your key message Your reputation Your mannersYour follow-upYour family supportMore and more
- 27. Summer Take-Home Exam Ask to do contact point map of your audience and customer interactionsAttend a meeting with the sales or fundraising teamAsk to look at audience feedbackShow them how to use on-lineaudience feedback trackingFind out who their 100 biggest accounts are and analyze their web sites and more.Figure out from on-line searches who their 50 top strategic influencers are (experts, media).100 points
- 28. What Havent IMade Clear?Clarke Caywoodc-caywood@northwestern.edu(847) 372-0462http://www.linkedin.com/in/ccaywood
- 29. 50 minutes Pizza & Snacks Monday 7 pm AyersImproving or even still getting a summer job with new ideas & skills: What bosses wantClarke L. Caywood, Ph.D.Professor Integrated Marketing Communications Department, Northwestern UniversityCommentator on ABC-TV Chicago
Editor's Notes
- #5: For Culpwrit February 2011 guest columnist.油As a teacher I have spent twenty years matching hundreds of graduate students for over $3 million in tuition and fees from companies, agencies and NGOs. I have learned a few lessons that might help students and teachers work as a team for securing residencies as we called them.1. Contact the human resources department or internship program directors, but personal contacts with professionals in the field are critical. 2. Use Linked-In, professional association memberships, class speakers and other contacts. 3. Write finely honed resumes, Linked-In and Facebook listings of client-based projects from courses, summer internships and previous work experience. 4. Give the company a choice of candidates (but not too many) since using resumes will make the process manageable for them and the internship team (professor and student). 5. Rely on experienced staff with relevant contacts at the university who can manage the critical details that professors seem to lose track about. 6. Build a website about the program and maybe an old fashioned brochure to allow the agency, company or NGO to show the quality of the school program to others. 7. Produce a strong video interview on YouTube, Yahoo video or Flickr as a link. 8. Use interview skill training for internship candidates. 9. Granting academic credit can be helpful if the professor is involved for a syllabus of expected work to evaluate the internship and intern. 10. In school managed programs students should agree to go the first company choosing them to avoid traditional market job competition.11. Students should only apply and be matched to organizations that they are willing to work for. 12. For ten weeks students should expect to work like any other employee without special requests for summer time off, weddings, etc. 13. Having a job description prepared by the faculty and team in advance will allow the student to get to work more quickly, 14. Treat all staff including administrative assistants with great respect - they can facilitate your productive time. 15. Work early and work late to show your willingness and passion to solve the organization's problems. 15. Seek out mentoring and learn about the organization over cups of coffee on a break or modest lunches. 16. Be prepared to do more than the assigned work when they find out you are not the typical intern even if you think you might not want to work there. 17. Plan the end of the internship carefully so that you don't leave any work undone. 18. After you return to school send your contacts an occasional article or reading from your courses that might interest them and keep them aware of your pending graduation date, 19.Write a paper on your experience and use of course knowledge for internship credit or for publication in a trade journal. 20. When you have established your career reciprocate with internships for the next generation! Finally, I don't believe in in "free" internships. Any company or agency can afford to pay some amount to at least cover your expenses. School program should include securing payment for at least the course tuition. Good luck! 油油