Author, columnist, consultant and social media guru Chris Brogan emphasized the significance of world class branding in contemporary business, and the implications this creates for college students looking for success in the professional world following graduation at the College of Arts and Sciences on Thursday.
Brogan, speaking to more than 120, focused on how to effectively bridge the gap between what students learn in college and what will be happening when they graduate.
Using various examples, ranging from how he bought a car through Facebook, to Apple’s new addition of “App Store,” Brogan illustrated the big and rapid change of the social networking world in respect of sales.
“We are all in sales,” Brogan said in the beginning of his speech on the social media revolution.
Brogan said that e-mail marketing is still the biggest shareholder when getting in contact with customers, even when compared to Facebook, Twitter and similar social networking websites.
“There is a big difference between a personal-ish e-mail that shows interest towards the customer, and an e-mail that emits the idea that ‘we don’t want you to respond or have any kind of contact with us,’” Brogan said.
“Everybody is using cell phones to access their e-mails nowadays and not their desk screens, except for when they are actually sitting at their desks.”
Brogan advised the audience of the importance of staying “ultra-current.”
“Listen to what people are complaining and bitching about you or your rivals in the cyber world, and take advantage of this information,” Brogan said.
Brogan said that the field of marketing is one based on originality, spontaneity and the creative process.
“Marketing should never be safe,” Brogan said. “Everybody is going to ask you to make the guy with the Star Wars light-saber again, but this cannot happen twice and produce the same amount of laughter and interest.”
Brogan spent the last part of his lecture advising students how to expand their personal networks, which he said he believes are the most vital aspect of surviving in the world of business.
“Being part of the BU marketing group is great, but you also need some sister-college with another marketing group to expand your pot of ideas, and some local or faraway entrepreneurs,” Brogan said.
Brogan said what makes you stand out from the crowd is the greatest virtue to have in marketing.
“After you graduate, you will all be asking one another about cool new stuff and all of you will know the exact same things,” Brogan said. “You need diversity, in order to beat that and find great new opportunities.”
Students said Brogan’s advice was informative in terms of the advice the speaker gave concerning the world of business, but also the way to approach entering the professional world following college.
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I think you made me sound better than I really was, Alexandros. I’ll take it. : )
Thanks for the write-up and I hope folks found it useful.