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MARY GARRETT: The key trends in marketing, you couldn't
help but feel the buzz in the room around the whole social
media impact.
And again, it goes back to the idea of data and knowing your
client and thinking about social media as almost
unstructured data.
What are they saying about you?
Not just what are they saying about you, but
what you do with that?
And we had a great example today from Seton Hall
University of them using Facebook to build communities,
to build likeability for an experience that made somebody
choose that university over somewhere else when kids were
trying to decide where to go.
It's a very tangible application of thinking about
using data in a creative way and social media and the
impact that that has.
And they were able to do that because of a solution that we
now promote through IBM called Coremetrics.
And it allowed them to increase their rate of
admissions by 18% when it had been flat for
years before then.
So a real, tangible business outcome for
that kind of a focus.