What (We Hope) Ayers “Business” Students Are Learning Today …

and Tomorrow

And how to translate it into a better summer job

Clarke Caywood, Ph.D. Northwestern UniversityMedill IMC Program

Agenda: Food and our ideas

Who is Caywood and what is IMC? Are you strategic? “He/she is strategic, too, but

he/she knows how to get things done” Talk about a show-and-tell – you know more than

you think Take some spot quizzes – do your job homework Q&A Applause

Who, what, when, where? Northwestern University (Evanston, IL)

• Medill School, Journalism, Media, Integrated Marketing Communications

Graduate program• Began in 1992, 5 quarters (September-December)• 96 students from 15 countries• Distinct from a Marketing MBA with a new undergrad program

Clarke Caywood, Ph.D. (Wisconsin-Madison, Business and Communications)• Former department chair, IMC Founder Group• The Handbook of Strategic Public Relations and Integrated

Communications• IMC “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).

Pop Quiz #1 — Talk to your Ayers’ Neighbor

1. How often are you on a social network related to professional goals?

2. What was the last new communications skill you taught yourself?

3. What was the last thing you decided to stop doing?

4. How much of what you do will be replaced by software in 10 years?

25 points each total 100 points.

Audience Survey: Summer and School Year Jobs

Who has a summer job or internship this quarter or next?

How did you get it?

How many of these tools did you use:

Social Media Tools and more1. LinkedIn (use my site with over 2000 direct

contacts)2. Facebook with search and resume and

experience3. Tweet about your goals for a specific internship4. Your blog to tell your story, work goals and more5. What are your Klout, Peer Index, Tweet Topic

Explorer, VMSInfo, Biz360, Vocus, PublicRelay, etc. scores?

6. A video interview on YouTube, Yahoo video or Flickr

7. Thumb drive with a letter, resume, work samples8. MS Word readability analysis of letter, work and

resume.9. Analysis of your resume to the job position

content10.More than one resume11.Contacts family, friends, neighbors, professors,

Ayers

Can you use Klout for job?

Apply PeerIndex for job? You can learn!

Twenty plus One Stronger Job Ideas

First, 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)

Twenty plus One Internship Ideas 4. 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 search 8. 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.

Twenty plus One Internship Ideas 11. 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.

Twenty plus One Internship Ideas

17. 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!

Why and what we’re teaching

1. Goal is to use communications for personal and strategic advantage at NU -

2. The ChallengePrinciples endure and context changes every nanosecond

3. Audience insight from soc. psych. anthro. CB4. Message development - Message segmentation5. Message delivery via web and more rapidly

evolvingAudience interaction — the Wild West

6. Creating better business people1. Finance 2. Management 3. Leadership4. Team orientation 5. Business statistics

What we’re (no longer) teaching but you know

1. U.S. Centric 2. Many things we were good at 20 years

ago3. Consumer only orientation - stakeholders4. Web tactics that change every day on the

job5. Still, tactical implementation is how you

make money!• Be a doer• Understand where what you’re doing fits• Measuring of outcomes are useful tactics• Continuous evolution of the tactical mix

Our student challenges this summer

What should our $3 billion web site do about mobile?

How can our highly successful legacy positioning appeal the a new generation of decision makers?

Can we get a 360° 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

New Audience Understanding Metric Tools

Do an analysis of Ayers and your workplace1. Alterian2. Biz3603. Crimson Hexagon4. Cymphony5. Klout6. PeerIndex7. Public Relay8. Radian 69. Revisit10. Tweet Topic Explorer11. VMS Info12. Vocus13. WiseWindow

Klout

Google Trends

Crimson Hexagon

Tweet Topic Explorer

Revisit

PeerIndex (JCI)

PeerIndex (JJC)

VMS Info

Public Relay

Your Personal Job Brand Contact Points

You Your speaking and

writing Your appearance Your business card Your portfolio of

resume, work sample Your references Your message on your

phone Your contacts Your web site and

LinkedIn, Ladders sites

Your blog, Twitter, Facebook

http://www.spreadingscience.com/2008/05/20/social-media-sites-for-scientists/

Your key message Your reputation Your manners Your follow-up Your family support More and more

Summer Take-Home Exam

1. Ask to do “contact point map” of your audience and customer interactions

2. Attend a meeting with the sales or fundraising team

3. Ask to look at audience feedback4. Show them how to use on-line audience

feedback tracking5. Find out who their 100 biggest accounts are and

analyze their web sites and more.6. Figure out from on-line searches who their 50 top

strategic influencers are (experts, media).

100 points

What Haven’t I Made Clear?

Clarke Caywoodc-caywood@northwestern.edu

(847) 372-0462http://www.linkedin.com/in/ccaywood

Improving or even still getting a summer job with new ideas &

skills: What bosses want

Clarke L. Caywood, Ph.D.Professor Integrated Marketing Communications

Department, Northwestern UniversityCommentator on ABC-TV Chicago

50 minutes Pizza & Snacks Monday 7 pm Ayers

What IMC’ers Learn