HighEdWeb Assocation
The Annual Conference for Higher Education Web Professionals, Austin, Texas, October 23-26, 2011

Session Details

Telling Stories or Selling Experiences? Crowdsourcing Great Content With A Personal Touch

PST Poster Sessions Track

Texas Ballroom 1-3


Everyone loves a good story. Great stories traverse demographic, psychographic and sometimes even geographic boundaries to bring people closer together. Stories connect people to each other and break down barriers. What do you do at a cocktail party? Tell a story. When you get together with family that you haven’t seen in a year? You tell stories. When you write a greeting card? Send an email? You talk about things that connect you to each other, things that others relate to. Stories make great content. When it comes to marketing, each time a piece of content is created its intended for a group, but decisions are ultimately made by individuals. Content that is most effective reaches a broad group, yet still hits on a personal level. Stories are an effective mode of marketing communication higher education should capitalize on through crowdsourcing and the web. Gathering personal stories from the audience will build trust as it fosters involvement from anyone, anywhere and anytime. Let’s face it, higher education is a huge life decision, one that often comes with a large price tag. In this highly competitive arena, colleges and universities should consider the power of a story a great asset to marketing initiatives. Selling experiences isn’t going to cut it anymore. It’s time to get personal. This presentation will examine different ways to gather stories, platforms for presenting stories, how to best promote stories and where to find great personal content from students, faculty, parents, alumni, staff and more. The session will also showcase examples of great storytelling in higher education marketing and basic elements of what makes a good story.