2018 Own It! Entrepreneurial Women’s Conference

I’m delighted to share that I have been selected as a speaker for this year’s 2018 Own It! Entrepreneurial Women’s Conference in Ulster County, NY at The Darlene L. Pfeiffer Center for Entrepreneurial Studies at SUNY Ulster.

My workshop is entitled, “Know Enough to Be Dangerous in Social Media Marketing.” Stand out in the marketplace and grow your business with concrete tools and tips that will help you to know enough to be dangerous — in a great way — with social media marketing.

Social media is easily accessible but can be very complex to use it well to market your business. It can also be detrimental to your business if not used well. There are many tools available to help entrepreneurs — so many that it can be overwhelming to know where to start. This workshop will help you break through the madness and learn enough to be considered dangerous — in a great way — with social media marketing.

Knowing which social media to use to market your business and how to best use it can be confusing for many, especially because the landscape changes so fast and often, and can be quite noisy. Facebook, Twitter, Instagram — which should we use and why? We’ll look at these outlets, as well as some great tools that will help your posts look professional, be engaging, and timely. In addition, we’ll review some automation tools that are available, but more importantly, we will focus on the pros and cons of content automation.

A live assessment of two attendees social media channels will be offered, along with offering tangible ways they can improve to better engage their target audiences.

Attendees will leave the workshop knowing which social media outlets are worth the investment of time and will reach their target audience; master a handful of tools that will make their social media posts look professional and stand out; and will learn about the pros and cons of using scheduling tools to automate some of your content.

As a female entrepreneur in the Hudson Valley, as well as a New York State Certified Women-Owned Business Enterprise, I’m excited to share my experience and expertise in social media marketing to help other female entrepreneurs thrive and grow their businesses in the Hudson Valley.

Thinking Out Loud with Forge Worldwide

Tomorrow, Thursday, November 12 at 2 p.m. ET I will be joining  Chris Foley Pilsnerthe Chief Marketing Officer of Isenberg School of Management at UMASS Amherst, and Melissa Koehler, who heads up the higher education practice at Forge Worldwide based in Boston, for a live online session using a new technology called Blab.

Forge’s “Thinking Out Loud” Blab Series is getting the party started early for the 2015 AMA Higher Ed Conference, which I will be attending next week. We’ll have a live and lively discussion of the opportunities and challenges facing higher ed marketing today. Some of the topics we’ll talk about include:

  • The cultural and organizational challenges that are unique to higher ed marketing;
  • The challenges of content marketing in a fast-paced marketplace;
  • AMA Higher Ed Symposium sessions we’re all looking forward to and why;
  • Tips for first timers at the AMA Higher Ed Symposium.

What is Blab? According to Mashable, it’s like Periscope for groups of friends. It’s also somewhat like a Google Hangout, but has interactive Q&A features that are very neat. Here’s a screenshot from our test last week.

Photo of our test Blab session

My friends at Forge have been paying for some Twitter ads to promote this event. Subscribe on Blab and join us tomorrow!

AMA 2012 Conference Recap: Continuing to raise the bar personally, professionally and as a conference

Earlier this week I attended my third American Marketing Association Symposium for the Marketing of Higher Education. The organizers received about 150 paper proposals and selected 48 for publishing in the conference proceedings and to present at the conference. I was fortunate enough to be one of those selected and wrote an eight page paper and presented a 45 minute session in the brand alignment track called “An Integrated Marketing Revolution at Ithaca College.”

On a personal note, this conference has been one I’ve aspired to present at for the last several years. I sat in many sessions in admiration at the last two conferences, looking up to my peers with far more experience than I have in my new(ish) role as the associate vice president for marketing communications at Ithaca College, telling myself that 2012 would be the year I would throw my hat in the ring. I’m thrilled to have had the opportunity, and am humbled by the positive feedback I received during the session on the Twitter back channel, as well as in person from attendees following the session.

I met some terrific new colleagues, re-connected with others I’ve met before or knew through Twitter, and was again inspired by many of the sessions I attended. There was one woman in particular that I’ve been working with off and on for a year and a half and finally had the pleasure to meet in person. We had a magnificent meal at a restaurant recommended by a friend of mine who lives in New Orleans (R’evolution… ohmygosh), and her presentation at the conference was the one I’m going back to the office armed with a pile of notes from and a fire in my belly to put this knowledge to work. I’m going to share those notes internally first before blogging about them to the world. Another colleague also pointed out how interesting it was that the theme of my speech was about a marketing revolution and the one restaurant I went to had the same name. 🙂

I attended several other great sessions as well. My other favorite was delivered by the ladies from Loyola University Chicago, who talked about brand fragmentation and set up a bit of an improv skit with eight scenes:

  • Scene 1: We want our own logo
  • Scene 2: We want our own colors
  • Scene 3: “Everything you do looks the same” (To which one of the speakers said, “I have two words: Thank you.” I loved that!)
  • Scene 4: We’re different
  • Scene 5: Who doesn’t know us?
  • Scene 6: We’ve always done it this way. (Challenge the status quo. Invent the status quo!)
  • Scene 7: Just do as we (or they, as in, other colleges) say
  • Scene 8: We don’t really need you (thanks to Microsoft Word, Publisher, low or no budgets)

If nothing else, this was a fantastic group therapy session. But the passion with which Kelly Shannon and Katie Hession presented and shared tips for dealing with each of these “scenes” stole the show. They do an annual college-wide marcom audit and share a brief report with their President’s Cabinet. They track a rough percentage of consistency across the different units, and continue to ask what they can do to raise that percentage and get better each year. She also emphasized how unhelpful identity standards guides are for folks outside of the marcom world, largely, which gave me a new perspective for thinking about how we share that information currently. They talked about the infamous House of Brands vs. Branded House, and her analogy of having a House of Brands is like Cybil (multiple personalities) had the crowd roaring with laughter. They’ve also had to give up on certain  “off-brand” logos. Their theory is if it stays within the campus and is internally focused, they let it go. If it’s going to be seen by a larger external audience, her office steps in to assist and work to bring it under the brand standards for the college. We’ve had much discussion and debate about this at Ithaca College in recent years, so this session definitely helped further shape my thinking about where we might go with the minor logo garden outside of the IC logo family on campus.

These ladies kicked off this session with a terrific video, which they use on campus to help faculty, staff and administrators understand the pressures we’re under and the current landscape of higher education. We have to change the model. We need to stay affordable and clearly communicate our value while not sacrificing our objectives core to our mission.

The AMA Symposium is in Boston next year, and I can’t wait. Is it November 2013 yet?

I’m very proud of the integrated marketing revolution my team has accomplished over the past couple of years. But, we’re just beginning. Much more revolutionizing to do. I’m back with lots of fresh new inspiration, albeit a bit exhausted, but ready to go. Let’s do this.

Crowdsourcing and building a keynote presentation

I’m honored and humbled to have been asked to be the keynote speaker at the HighEdWeb Rochester Regional Conference on June 27, 2011. I’ve never given a keynote presentation before. And, I’m a tad rusty at conference presentations. I had taken a break from the conference circuit after 20 presentations in one year and wanting to focus my time and energy on my move to Ithaca and Ithaca College. This opportunity is giving me a great opportunity to get back in the saddle again, but I was hoping I could ask you for your thoughts.

Keynote presentations are tough. I’ve sat through dozens of them. Some have been fantastic. Others have tanked. Conferences typically attract people from all different kinds of backgrounds and experiences, and to try to find one broad topic that will appeal to all attendees is tough. In the case of this HighEdWeb Rochester Regional, we’ll have some web programmers, web designers, content strategists, marketers, communicators, and more. I want my talk to be useful, practical, and heck, maybe even inspirational.

My talk is current titled, “Reflect, Repurpose, Restructure, Re-energize: A journey from the last 15 years of the web in higher ed and the road ahead.” That’s a mouthful. I came up with a rough outline prior to accepting the keynote invitation to make sure I thought I could come up with something that might be worthy. The outline is still quite rough, and even though I’ve committed to the presentation, I’d still like to know what you might find helpful (“you” being the attendees – physically or virtually via Twitter or whatever).

In the “Reflect” opening, I thought I’d talk about where we came from, how much has changed, how much has stayed the same or we’re seeing repeat in various forms. In “Repurpose,” I’ll talk about skills web professionals (and marketing/communication types) have had in the past and how they can repurpose their skills into todays organizational needs. In “Restructure” I’ll actually talk about the organizational structure I inherited last summer at Ithaca College and what I’ve done to overhaul it in recent months, and my vision surrounding that effort. I’ll talk about higher ed’s challenges and needs within the web and marcom framework, and thought I’d try to tackle some hot topics (what do we do with magazines online, who should manage social media, is the viewbook dead, etc.). In “re-energize,” I’d like to share some thoughts about finding your niche, and find ways to leave you with some inspirational takeaways.

I have less than an hour to tackle all of this, yet I still find myself wondering if it’s not enough, or helpful enough. What do you think? What would be useful to you?

Help Shape Our Presentation for the AMA Symposium for the Marketing of Higher Education

Reposted from Michael Stoner’s blog so we can collect comments here.

By: Michael Stoner

One of the main reasons I’m looking forward to the AMA Symposium for the Marketing of Higher Education this year (fyi: #amahighered) is because I’m doing an Advanced Marketing Session with Fritz McDonald from Stamats and Rachel Reuben from Ithaca College. Entitled “The Success Conversation: A dialogue about how your institution can leverage its online communications to meet its goals,” we’re hoping that we (and you: see below for how you can contribute) will be able to start a real conversation about how to be successful with an institution’s most important marketing channels.

Here’s the description of the session we submitted to AMA:

Need a moment? It’s not easy, fast, or cheap to make choices when technology is constantly evolving. There’s a staggering array of tools to use, trends to follow, and people urging you to do more. Still, achieving an excellent online presence isn’t a nice-to-have in 2010: it’s a necessity. Building a cohesive, broad-reaching, and successful Internet brand is a marriage of art, artifice, technology, and culture—and a challenge for everybody. In this session, we’ll encourage you to take a deep breath and join a conversation. We’ll pinpoint fundamental questions you should ask, look at what works (and what doesn’t) and explore some significant trends. What you’ll get out of it: a team of multiple, complementary and overlapping perspectives and the opportunity to articulate your challenges and success stories.

This is an ambitious agenda, and we need your help. We’ve posed a number of questions to that we’re going to use to start the conversation. We’d love to have your feedback: please let us know what you’d like to share with colleagues in marketing for colleges and universities. Share your thoughts about one, or all, of these questions that we believe are fundamental to building a coherent online brand:

  • What are the primary challenges/issues that are top of mind of people for people focusing on their institution’s online presence (websites, social media, etc.)?
  • What are fundamental questions you should be asking about your institution’s online presence in 2010-2011?
  • What have we learned that works—and doesn’t work?
  • Are there significant trends that marketers should be paying attention to?

Personally, I’m really excited about doing this session with Fritz and Rachel. They’re smart and insightful: it should be an inspiring session. Even more so if we have your help!

Dutchess County Regional Chamber of Commerce Social Media Workshops

This morning I presented a couple of workshops for the Dutchess County Regional Chamber of Commerce (NY) on Facebook and Twitter, and how they can be effectively used by small businesses. Both sessions were packed with very interesting people, representing health care organizations, personal training, sports marketing, tourism, and so many more. I was particularly excited to meet Megan Ogulnick, who recently moved to this area from Chicago, to fill the roll as Manager of New Media for the Hudson Valley Renegades, and look forward to collaborating on some local networking opportunities.

Read more

Join the whole .eduGuru crew live, Thursday 4/23 at 3:15 p.m. EDT

On April 23-24, 2009, Cornell University will be hosting the HighEdWeb Regional Conference. The .eduGuru Crew is scheduled for a session at 3:15 p.m. EDT on the 23rd called “Social Media Storytelling with the .eduGurus.” Only one of us will be there in person, but the rest of the crew will be joining the session virtually. We’d like to invite our readers to also join us virtually!

Mark Anbinder from Cornell University has graciously agreed to ustream our session live. Follow this link to join our ustream channel on Thursday, April 23 and 3:15 p.m. EDT.

During the live stream, we should also appear below:
Live Streaming by Ustream.TV

We’re hoping to pull off a minor technical feat for this session. Stay tuned and watch it all unfold…

OmniUpdate Users Conference Next Week

Next week I’ll be heading to the OmniUpdate User Conference to give a presentation on a project we implemented on our campus a couple of years ago called the “My First Year” tab. The official presentation title is, “Using OU Campus in a Luminis Portal.” The “My First Year” project was mentioned in a Campus Technology article last year, and I published an article in NACAS College Services magazine (PDF) about it.

Based on student opinion survey feedback, the Division of Student Affairs at SUNY New Paltz determined they needed to make more outreach efforts to better communicate the services their division offers. A group of them came to me outlining their goals, and at the same time I was looking into other ways we could better utilize our new portal, Luminis, by SunGard Higher Education. The two ideas merged together, and we found a way to better communicate student affairs services to first year students. We’re now at the end of the second year of this project and evaluating what we’ll do with next year’s cohort. I’ll talk briefly about that at this conference, and will be blogging about it here as part of the on-going Café New Paltz series.

I’ve been a very happy OmniUpdate customer just over four years, using their OU Campus CMS product on our campus. An added bonus of going to this conference – they’re going to be filming me for their “Web site Hero” video series.

Mark Greenfield from the University of Buffalo will be the opening keynote speaker (@markgr on Twitter). We’ve started the hash tag #ouusers for tracking conference chatter through Twitter, Flickr, YouTube, etc.

Are you going to the conference? I’d love to meet you. Let me know in the comments, and be sure we’re connected on Twitter (@rachelreuben) if you’re there too.

Live Blogging: What the Heck Do All These Numbers Mean? Web Analytics for Higher Ed

Presentation @ #stamats08

How are you making Web decisions: Did the prez tell you to do this? Build a picture with meaningful data.

What is the purpose of your college’s Web site. What do you want to get out of it?

Alfred Sloan: Chairman for GM – manages by fact rather than by intuition or emotion.

Conversions are your bread and butter. Measure that. Segment out your users. Traffic is meaningless without context. Content is king.

What is important?

Analytic terms

  • visits
  • pages/visit
  • absolute unique visits
  • % new visits
  • traffic sources
  • landing pages

Average time on site: we have no way of measuring how long they stayed on the last page. Only when a page is initially requested a time stamp is requested. If someone’s on a page for more than 30 min, it boots that too.

A bounce is always an exit, but an exit isn’t always a bounce.


  • Website Grader (includes good SEO info)
  • Google Analytics

Types of Clickstream Data – more specific way to describe Web analytics

Choosing an analytics package: no tool is perfect

Only book he recommends starting with: Web Analytics – An Hour a Day

Spend 10% of you budget on the tools, 90% on the people. With Google Analytics, spend 100% on the people – it’s free.

Data overload? Segment! Filter!

Install up to 100 profiles in Google Analytics – track specific things.

Setup site search – your bread and butter

Standardize data: “We use the “dub” some don’t” ( vs.


  • Filter sub-domain traffic: include things like —
  • Including all domains traffic filter – set this up on umbrella profile
  • Exclude IP traffic filter, such as oncampus traffic
  • directory filter — such as just the admissions site,
  • country filter – U.S. only? international? Setup city traffic for community colleges
  • tracking and tagging: how do you make sure it’s coming in the right way – destination URL tagging
  • tracking links & tagging audience segments

Site Search Report – good keyword data. People tell you how they like to see things, what they’re searching for. Address the needs they have for you.

Keyword reporting from search engines – bigger picture.

Titles are so important for search engines. Any page on your site could be the first experience they have with your school at all.

Referring sites report: important to know where your traffic/people are coming from.

404 error page report – dead links? where did we fail? what were they looking for? fix problems! Setup redirects, correct links, fix it for them without them having to do anything. Improve the user experience.

Goals & Conversions: This is where you really decide, where ROI comes from. It’s not perfect, but it’s 90/95% accurate.

There’s so much more you need to be tracking/monitoring.

Offline Campaigns: Vanity URLs: Help with tracking, but some people may strip the “extras” ( vs.

It’s all about being creative – there are unlimited ways to use this.

Check out the slide below on Wofford’s e-mail campaigns: Wofford’s DonorConnect, NewsroomConnect, eConnect. Cool graphics & layout.

ShareThis Tracking — #1 way to share content is still through e-mail (blog post, news story, etc.)

Ask your audience —, lots of others too (free & not); ask them what they care about. We can look at the data and make decisions all day, but the best info we can get is asking the people.

Video Analytics: YouTube has insights – which videos are working, which aren’t. None of this happens over night – you need to produce content, monitor what works & what doesn’t work.

Web Analytics Rules

  1. set goals before you do anything else (business goals, not Web goals, not “I want to get this much traffic to my site.” Instead – I want X people to schedule a visit, to apply to the school.
  2. always be testing
  3. don’t get caught up in the numbers, look at the trends.
  4. setup a reporting schedule and track key metrics


Live Blogging: Press Release 2.0 – News Releases in the Social Media Era

Matt Herzberger’s (@mherzber) Session @ #stamats08

*Watch the Presentation Video*

Goals & Research

  • migrate old posts, move to WordPress, ability to add multimedia, social media linkage, easy for writers


  • evaluate what’s out there (both .edu & .com) – <3’s
  • talk to writers – what are their needs
  • themes/designs/templates ( – SMPR template

Goal: Make news sexy!!

RSS = plumbing (if only you could see the photo to go with this slide – classic!): You may not know it, but you’re consuming RSS


  • writers: put it in play to see what works
  • comments: convince to enable, monitor
  • consistency
  • add multimedia: writers tend not to care


  • tools
    • Pay: Vocus, CustomScoop, Trackur
    • Free: Google Alerts, Technorati, Blog Pulse, Compete,

Future: What’s next

  • Do reporters in your area want RSS feeds instead of e-mails, faxes, paper press releases?


How to practically start w/ limited resources:

  • use WordPress – known for 5 min install
  • redeploy writers – they’re already writing, just change where they’re putting it
  • they’re already taking photos – use them here
  • find creative ways to add sound & video – try SlideShowPro. Beauty of YouTube – they don’t have to be polished. Flip & Kodak video cameras.

Social Media News Release
[youtube cD_mYKc20OY]

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