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anew di r ec t i on f oranew y ear

Wi t h2010gone,manyofusar el ef taski ng,“ Wher edi di tgo?” Somuchhappenedl astyearandr ef l ect i ononi tbr i ngsf or t hbot h exci t ementandanxi et yf ort henext .Def i ci t ,budget ,smal lbusi ness, economi cr ecover y… al lbuzzwor dst hatt r ul yr ef l ectt hemi ndsetof muchofourcount r yandl eavesent r epr eneur saski ngt hemsel ves, “ wher edowegof r om her e?”A goodpl acet ost ar tanswer i ngt he quest i onofwher edowegoi st ol ookatsomet r endsf r om 2010.The upr i si ngoft hecust omerasbr andambassadorandmanagernat ur al l y l eadst osoci alnet wor ki ng-l i kei tornot . Manypeopl er ol lt hei reyeswhenasked,“ What ’ syoursoci almedi a st r at egy, ”butt r ut hbet ol d,i nt oday’ swor l dofi nst antf eedback, r epl yi ngt ot hoseTweet sandFanpagesi scr uci alt oyourpr oduct . Real i zi ngt hebenef i tofsoci almedi at oent r epr eneur sand est abl i shment ,t heAnnualAl umniConf er encef ocusedent i r el yon soci almedi aandbr oughti nsomei ndust r yheavywei ght st odel i verkeynot epr esent at i ons.A conf er encesummar ywi l lbepr ovi dedi nt hi si ssue. 2010wasal soayearofbi gchangesf ort heMSTC pr ogr am andt heAl umniAssoci at i on.Someoft hese changesi ncl udet heMSTC movet oMcCombsandt headdi t i onofaf ew new f acest ot hepr ogr am. Bef or ewet al kaboutt heMcCombsmove,Iwoul dl i ket owel comeVanessaManl eyandDai sy Cant ut ot heMSTC f ami l y.Vanessai sournew Mar ket i ngCoor di nat orandhasbeenver yact i vei n get t i ngt heAl umniAssoci at i onof font her i ghtf oott hi syear .Shewasi nst r ument ali npl anni ngt he DecemberConf er enceandi sacont r i but i ngedi t ort ot heAA Newsl et t er . Dai sywasal soi nst r ument al i nt hepl anni ngandexecut i onoft heConf er enceandi st henew Mar ket i ngAdmi ni st r at i ve Associ at e. Dai syi squi t eat r ooperasshevol unt eer edt owor kt heMSTC Conf er enceonher gr aduat i onday.Dai sy,weal lcongr at ul at eyouonyouraccompl i shmentandt hankyouandVanessa f oryourt i me. Themovet oMcCombshas,byal laccount s,beenasuccessf uloneandt hei nt egr at i on i smut ual l ybenef i ci alf orbot hpar t i es. Dur i ngt heAnnualAl umniConf er encet hi spastDecember , DeanGi l l i gan( McCombsSchoolofBusi ness)wasaguestspeakerandaddr essedsomeoft hesebenef i t s andspokehi ghl yoft heMSTC pr ogr am,i t sl eader shi p,andal umni .Hi ghl i ght sf r om DeanGi l l i gan’ s speechwi l lbeaddr essedl at eri nt hi si ssueal ongwi t hspeci f i cbenef i t soft hi smovef orMSTC st udent s andal umni .Wewer eal soi ncr edi bl yf or t unat et ohaveI ngr i dVander vel dtasourkeynot espeakerf or t heFr i dayni ght ’ sdi nneratt heconf er ence.Shei saf el l ow McCombsal umnus,ment eeofDr .Geor ge Kozmet sky,andamanagi ngpar t nerwi t hVH2Ener gyI nvest ment sLLC.Amonghert houghtpr ovoki ng t opi cswast hef actweal lhave24hour sadayandt hedi f f er encei nsuccessst or i esdependsonhow weuseeachoft hosehour sandwhoweshar et hem wi t h.

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Someoft headdi t i onalchangesandmoment um f r om l astyearwast her esur genceoft heMSTC Al umniAssoci at i on. TheSt eer i ngCommi t t eespent2010or gani zi ngt hemsel ves,put t i ngt oget heran of f i ci alwebsi t e,commi t t ees,andpr oj ect sf or2011andbeyond.Thi si ssuewi l lhi ghl i ghtsome obj ect i vesandpr oj ect sout l i nedbyt heAl umniAssoci at i onf or2011. Assumi ngt her ol eofedi t orf ort heAl umninewsl et t eri sat askIam nott aki ngl i ght l yasIwantt o i mpr ovet hemeansofcommuni cat i onamongstt hegr oupandt heval uewegetf r om t heseexchanges. Oneofmyf i r stgoal si st or eor gani zet hecont entandmessageoft henewsl et t er -i twi l lnol ongerbe ar ecapofwhati sgoi ngonwi t hMSTC,butr at herat oolf orMSTC al umniandpr ospect i vest udent st o usei nt hei rbusi nessdeal i ngs. I nt heupcomi ngi ssues,youwi l lseeaconcer t edef f or tt ohi ghl i ghtmor e i ssuesal umnihaver egar di ngent r epr eneur shi p,i nt r apr eneur shi p,commer ci al i zat i on,andspeci f i ct opi cs. Thi si ssuewi l lbededi cat edt osoci almedi a,butt heupcomi ngi ssueswi l lbeadi r ectr ef l ect i onoft opi cs al umniexpr essedasi mpor t antont hesur veyt heyanswer edi n2010.Vol ume2,I ssue2wi l lf ocuson ConsumerTechnol ogi esandf ol l owi ngt hatwi l lbeI T.Iam al waysopent of eedbackandi nvol vement f r om ourf el l ow al umni ;af t eral l ,t hepoi nti st ost r engt henourknowl edgebaseandnet wor k. As2011unf ol ds,ent r epr eneur sar oundt hewor l dwi l lcont i nuet obuckt r endsandpushcr eat i veand i nnovat i vewayst opr osperandshapet hef ut ur eandIknow t heMSTC al umniwi l lbenodi f f er ent .Wi t h t hat ,Iencour ageeachofyout ot akeI ngr i dVander vel dt ’ scommentt ohear tandr unwi t hi t ;“ Ther ear e onl y24hour saday-whatwi l lyoudowi t hyour s?” War mr egar dsandsi ncer ewi shesf orapr osper ous2011. HOOK ‘ EM! ~Li saMcDonal d MSTC 2009

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2010AnnualAl umniConf er enceRecap al andmar keventwor t hr emember i ng The2010annualAl umniConf er enc ewaswi t houtadoubtoneoft hemos ts uc c es s f ul andhi ghl yat t endedc onf er enc esMSTChasex per i enc ed.“ GetPl uggedI n”wast hi s y ear ’ st hemeands oc i almedi aex per t sdel i v er edt opi c ss uc hasc r owds our c i ng, l oc at i onbas edmar k et i ng,s oc i ali nt el l i genc e,andt hef ut ur eofs oc i almedi a. Asi ny ear spas t ,t hec onf er enc ewasdi v i dedi nt ot woday s ;Fr i dayev eni nghos t eda di nnert oappr ox i mat el y100at t endeesandt heSat ur dayi nf os es s i onsc at er edt o al mos tasmanyal umniandt hei rgues t s .Thi sy earwewer ehonor edt ohav eDean T om Gi l l i ganj oi nusf ort heFr i days es s i onandaddr es st hemov et oMc Combs . Dr .Gar yCadenheadi nt r oduc edDeanGi l l i gan’ st wos hor ty ear satMc Combsas hav i ng,“ r es t or edMc Combst oent r epr eneur i alex c el l enc e. ”Pr i ort oas s umi nghi s pos i t i onwi t hMc Combs ,t heDeanhel dpos i t i onswi t ht heMar s hal lSc hoolofBus i nes s att heUni v er s i t yofSout her nCal i f or ni aandt heJ . L .Kel l oggSc hoolofManagement atNor t hwes t er nUni v er s i t y .Hi sr es ume’c anbef oundont heMc Combswebs i t e. Gar yCadenhead,MSTCDi r ec t or Ast heDeanaddr es s edt hec onf er enc e,hehi ghl i ght eds omeofhi st oppr i or i t i es s i nc et ak i ngt hehel m ofMc Combs -amongt hos ebei nghow t ot r ai nent r epr eneur sandwhyMSTCwasnoti nt egr at ed wi t ht hebus i nes ss c hool .Wi t hMSTCf ul l yi nt egr at edi nt oMc Combs ,DeanGi l l i gannot edhow pl eas edhewast ohav e MSTConboar dandhow MSTCaddsv al uet oMc Combsabi l i t yt oac tasanaut hor i t yonhow t omanagec hange andi nnov at i ons . DeanGi l l i ganwentont of ur t herdi s c us ss omeoft hebenef i t soft heMSTCmov et oMc Combs ,s uc hasbet t erac c es s t ot hehi ghc al i berofpr of es s or sMc Combshous es ,s t udentas s i s t anc ewi t hc ar eergoal sandobj ec t i v es ,andmov i ng Mc CombsandMSTCi nt odi f f er entar easofent r epr eneur i alendeav or s .Oneoft hemos tnot abl eendeav or si st he c r eat i onoft heT ex asVent ur eL abs ,av ent ur ewher eMBAs t udent si nt er ac twi t hs t udent sf r om ot herdepar t ment s ar oundt heUTc ampusunderpr of es s ors uper v i s i ont ot ak er ealUTi nt el l ec t ual pr oper t yandwor ki tal ongt hepr oduc tl i f ec y c l edev el opment .I nNov ember( 2010) , t ent eamswer eonex hi bi t i ondur i ngt hef i r s tTVLEx po;anot herex poi spl annedf or f al l2011. Ot herendeav or swer ehi ghl i ght ed,aswel last hef ac tUTdoes$3. 25bi l l i oni n es ear c hpery earandt heneedt obet t erc ommer c i al i z et hos eef f or t s .Rei nv i gor at i ng r t her el at i ons hi pbet weenMc Combsandt heEngi neer i ngs c hoolwasapr i mar ys t epi n t hos eef f or t sandf r om t hataf oc us edef f or tonener gymanagementi nnov at i onhas beenbor n.DeanGi l l i ganpr oudl yhi ghl i ght edt heEner gyManagementand I nnov at i onCent erwi t ht hemi s s i ont oempowerl eader st omor eef f ec t i v el ymanage ener gydemandandr es our c eswhi l eenabl i ngi nnov at i v et ec hnol ogi esgr oundedi n s oundbus i nes spr i nc i pl es .TheMBApr ogr am now of f er saGr eenT ec hc onc ent r at i on andi spav i ngt hewayf ori nnov at i oni nr es ear c h.

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Thek ey s t onet oDeanGi l l i gan’ ss peec hwast her ear enow mor eway st hanev erf or ent r epr eneur st owor kwi t hUTr es ear c her sandi nt el l ec t ualpr oper t y -andMSTCi sl eadi ngt heway .

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2010AnnualAl umniConf er enceRecap al andmar keventwor t hr emember i ng

Ourk ey not es peak erf ort heev eni ngwasI ngr i dVander v el dt ,not abl y k nownt oMc Combsast heemc eef ort heMootCor pc ompet i t i onand aper pet ualent r epr eneur .Ment or edbyRedMc CombsandMSTC f ounderDr .Geor geKoz met s k y ,s hes har eds omeoft hegr eati ns i ght s onwhathasal l owedhert ohav es omuc hs uc c es si nherl i f e. Shes har edak eyc omponent st ohers uc c es s :" Ev er y onehast went y ourhour sev er ydayt odoast heypl eas e.Thedi f f er enc ebet ween f whatpeopl edoi nt hos ehour si swhatal l owst hem t obes uc c es s f ul ornot . "Whens heas k edDr .Koz met s k ywhats hec oul ddoi nr et ur n f oral lt hes uppor tandgui danc es her ec ei v edf r om hi m,hes i mpl y r epl i ed" I ngr i d,j us tbes uc c es s f ul . "I ngr i dhadmuc hmor et os har e wi t ht hegr oup,butf ort hos ewhower eunabl et oat t end,t hei deaof pas s i ngk nowl edgeands uppor tont ot henex tgener at i onof ent r epr eneur si sk eyf oragr eat ers oc i et y ,andt heabi l i t yt ohar nes s anddi s c i pl i ney ourt i mes ot hati swor k sf ory oui ns t eadofy ou wor k i ngf ori ti st hedi f f er enc ebet weent hos ewhoov erac hi ev eand t hos ewhodon' t .

I ngr i dVander v el dt Key not eSpeak er

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2010AnnualAl umniConf er enceRecap i mpl ement i ngsoci almedi ast r at egi es

Al or aChi s t i ak of fofI ndi goHer onk i c k edof ft he daywi t har eal i s t i cdi s c us s i onabouthow y our per s onalandpr of es s i onali magess houl d r emai ns epar at e.Sheur gedal lent r epr eneur s t omak es ur et hatt hei rL i nk edI npr of i l ei s upt odat eandt hati tr ef l ec t swhatt heywoul d i k eot herpeopl et os eeaboutt hem.Bec aus eof l Googl e' sr ank i ngs ,L i nk edI nmi ghts omet i mes pl ac ehi ghert hanev eny ourownwebs i t e. Ther ef or e,l etL i nk edI nwor kf ory ou. Ms .Chi s t i ak of fi sadi gi t albus i nes ss t r at egi s t whohasbeenwor k i ngi neCommer c es i nc e 2000.Wi t habac k gr oundr angi ngf r om boot s t r appeds t ar t upst opubl i c l y t r adedl ar ge ent er pr i s es .Al or a' ss pec i al t yi shel pi ng bus i nes s esunder s t andt heor gani z at i onal c hangenec es s ar yt os uppor tt r ans f or mat i onal t ec hnol ogyi mpl ement at i ons .Ov ert hepas t dec ade,Al or ahaswor k edwi t hbr andsr angi ng f r om El ec t r oni cAr t sandUr banOut f i t t er s , t oSc ot t&Whi t eHeal t hPl anandJ et Bl ue Ai r way s .Or i gi nal l yf r om t heSanFr anc i s c oBay Ar ea,Al or aandherhus bandmov edt ot he t i nar eaf r om New Yor kCi t yi n2008. Aus

Al or aChi s t i ak of f ,I ndi goHer on

J i m Rumbo,MSTC‘ 08

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2010AnnualAl umniConf er enceRecap i mpl ement i ngsoci almedi ast r at egi es

Si monSal t ,I nc Sl i nger s

Mr .Sal ti st heCEOandf ounderofi nt egr at edmar k et i ng c ommuni c at i onsagenc yI nc Sl i nger s ( www. t hei nc s l i nger s . c om/ bl og) .Hei sanaut hor ,wr i t er , bl ogger ,ent r epr eneurandanat i onal l y r ec ogni z eds peak er ont hehot t es tt opi c si ns oc i almedi a.Hi sbook ,“ Soc i al L oc at i onMar k et i ng, �whi c hc ov er show mar k et er sc anbes t eus eofs oc i all oc at i ons har i ngs i t ess uc hasF our s quar e, mak Gowal l a,Yel p,Whr r l ,et c ,wi l lbepubl i s hedbyPear s on publ i c at i onsi nJ anuar y2011.AsaSoc i alMedi ai nf l uenc er , Si monhasbeens oughtoutbybot hl ar gebr andsand i nt er nat i onalPRc ompani es .Mos tr ec ent l y ,hehaswor k ed wi t hHanesandChev r ol etasbot hanadv i s orands oc i al medi aadv oc at e. s i mon. s al t @t hei nc s l i nger s . c om T wi t t er :@i nc s l i nger

Si monSal tofI nc Sl i nger sandAar onSt r out ,CMOofPower ed, di s c us s edL oc at i onBas edMar k et i ngandGeoL oc at i onSer v i c es andt hei ri mpor t anc et oac c ur at el yc apt ur i ngc us t omerpr of i l es . Theywenti nt odet ai laboutt heor i gi nsofgeot aggi ngand c onc l udedwi t hway sbus i nes s esc anl ev er aget hi st ec hnol ogy t oi nc r eas et r af f i candr ev enue.I fy ourbus i nes si snotus i ng geol oc at i ont oi nc r eas ey ourawar enes st oear l yadopt er s ,i t wasr ec ommendedasav al uabl et oolt oi nt egr at ei nt oy our s oc i als t r at egy . Aar oni st hec hi efmar k et i ngof f i c erf ort heAus t i nbas eds oc i al medi aagenc yPower edI nc .Wi t hPower ed,Aar onnotonl yf oc us es ont heday t odaymar k et i ngac t i v i t i es ,butal s opr ov i desas oc i al v oi c ef ort hec ompany .I nt hi sr ol e,Aar onc ont i nueswi t hhi ss peak i ng, bl oggi ng( r ec ent l ys y ndi c at edons oc i al medi ai nf or mer . c om) , podc as t i ngands oc i alnet wor k i ngac t i v i t i eswi t haney et owar d r eat i ngawar enes sandl eadgener at i onf ort hec ompany . c

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Aar onSt r out ,Power edI nc

Pr i ort oj oi ni ngPower ed,Aar onwast heVi c ePr es i dentofSoc i alMedi af orMz i nga,aBos t onbas edpr ov i der ofonl i nec ommuni t i esf orbus i nes s es .I nt hi sr ol e,Aar onf oc us edont appi ngi nt ot hepowerofs oc i almedi a f orbus i nes s .I naddi t i ont ohi sk nowl edgeoft hei nt er ac t i v eandnew medi al ands c ape,Aar onhasmor et han 17y ear sofonl i nemar k et i ngandadv er t i s i ngex per i enc e,wi t has t r ongbac k gr oundi ni nt egr at edandonl i ne mar k et i ng.Bef or ej oi ni ngMz i nga,Aar onwor k edf orFi del i t yI nv es t ment si nt hei rr et ai ldi v i s i onwi t haf oc us ononl i neandac qui s i t i onmar k et i ng.Aar on' swor katFi del i t yr ev ol v edar oundWebs t r at egyandmar k et i ng, aswel last hedev el opmentofi nt er ac t i v eandpr i ntc ampai gns ,i nc l udi ngdi r ec tmai l ,emai l ,onl i neads ,and ev entmar k et i ng.Aar oni sal s oaf oundi ngmemberandf or merpr es i dentof( BI MA)andamemberandf or mer boar dmemberoft heMas s ac hus et t sI nnov at i onandT ec hnol ogyEx c hange( MI TX) .Aar oni sal s oont headv i s or y boar dmemberoft hepr es t i gi ousSoc i alMedi aCl ub.L as tbutnotl eas t ,Aar onandhi spodc as tpar t ner ,J enni f er L eggi o,hos taweek l ypodc as tc al l edTheQui c k nDi r t yev er yweekonThur s dayat3PM ET .


2010AnnualAl umniConf er enceRecap i mpl ement i ngsoci almedi ast r at egi es

Sam Dec k er ,CEOatMas sRel ev anc eandf or merCMOofBaz aar v oi c e, t al k edaboutwhyi ti si mpor t antt ol i s t ent ot hec us t omerandhow t o r es pondt ot hei rf eedbac k .Mos tonl i neus er sr es ear c hpr oduc t r ev i ewsandc omment sbef or emak i ngapur c has e.Goodandbad f eedbac ki sgoodf orbus i nes s ,i fy ouar enotl i s t eni ngt oy our c us t omer ,y ourc us t omers houl dn' thav et ol i s t ent oy ou. .Dec k eri sar ec ogni z edex per ti neCommer c e,wor dofmout h Mr mar k et i ng,anddi r ec tmar k et i ng.Af r equents peak eratmar k et i ng andeCommer c eev ent sandaut horofanawar dwi nni ngmar k et i ng Sam Dec k er , ,CEOatMas sRel ev anc e bl og( www. dec k er mar k et i ng. c om) ,Sam br i ngsmor et han15y ear s ofmar k et i ngandonl i ner et ai l i ngex per i enc et oBaz aar v oi c e.AsChi efMar k et i ngOf f i c er ,Sam i sr es pons i bl ef or l eadi ngBaz aar v oi c e’ sc or por at emar k et i ngandPR. or ej oi ni ngBaz aar v oi c e,Sam s pents ev eny ear sofl eader s hi patDel l ,I nc .i nmar k et i ng,eBus i nes s ,CRM,and Bef c us t omer c ent r i c i t y .Fr om 19992003,hel edDel l ' sc ons umerwebs i t e,bui l di ngDel l . c om i nt ot hel ar ges tc ons umer eCommer c es i t eat$3. 5Bi nannuals al es ,andes t abl i s hedgl obalbes tpr ac t i c esi nmer c handi s i ng,anal y t i c s , pr oduc tmanagement ,andoper at i ons .Sam pi oneer edDel l ' sc us t omer c ent r i c i t ys t r at egyandc us t omer s egment at i onus i ngSi xSi gmamet hodol ogy .Hes ubs equent l ydi r ec t edDel l ' s$1B+ i ns t al l edbas edmar k et i ng di v i s i on,r es pons i bl ef oreBus i nes s ,mar k et i ngc ommuni c at i onsandbr andmanagement .Bef or eDel l ,Sam s pent et hans i xy ear sl eadi ngmar k et i ngatB2CandB2Bs t ar t upsandbec ameapi oneeri nonl i nec ommuni t y mor bui l di ng.Pr i ort ot hat ,hec ons ul t edwi t hc ompani ess uc hasAppl e,Cl ar i s ,Adobe,andBor l andt ohel pt hem dev el opwor dofmout handl oy al t ymar k et i ngs t r at egi es . Sam hasaut hor edt wobook sonwor dofmout handguer i l l amar k et i ng,s er v esont heboar doft heWor dof Mout hMar k et i ngAs s oc i at i on( WOMMA) ,i spr es i dentofAus t i nT ex c hange,ands er v esont heboar dofadv i s or s f ort heWebAnal y t i c sAs s oc i at i on.Hehol dsaBSi nBus i nes sMar k et i ngManagementf r om Cal i f or ni aPol y t ec hni c Uni v er s i t y .

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2010AnnualAl umniConf er enceRecap al andmar keventwor t hr emember i ng

J enni f erDunc anf r om t heT ex asEx ess pentt hel unc hbr eakl et t i ng usk now how t ot api nt ot hel ar gerT ex asEx esnet wor kandhow ex t ens i v ei tr eal l yi s .Somenew r es our c esf r om t heT ex asEx eshav e al l owedMSTCAAt obl os s om t hr ought hi st r ans i t i ont oMc Combsand wehav et ot hankt hem f ort hei rs uppor t .J enni f ernot edt hata" L i f e Member s hi p"c anbepur c has edf or$750,buti tc anbeac qui r edf or $50downand$25ev er yot hermont h.

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I nf or mat i onc anbef oundher e ht t p: / / www. t ex as ex es . or g/ j oi n/ l ev el s . as px orany onei nt er es t edi n t hi smember s hi popt i onc anc ont ac tt heT ex asEx esat 8003690023. TheMc CombsAl umnir epr es ent at i v eRobi nVal i l l eeex pl ai nedhow t oac c es st heCar eerSer v i c esatMc Combsi sagr eatoppor t uni t y ort hos el ook i ngt oadv anc et hei rc ar eer s .Addi t i onal l yt her ear e f af f i ni t ygr oupswec anj oi nt os har ei deasar oundemer gi ngf i el ds andt ec hnol ogi es . TheMSTCAl umniAs s oc i at i onwasr epr es ent edbyRubenCant Ăş andDav i dWar wi c kwi t ht hedebutoft heof f i c i alMSTCAA. or g webs i t e. Thec onc eptanddr i v i ngf or c ebehi ndt hewebs i t ewasf oc us edon gat her i ngt heAl umniar oundas i ngl el oc at i ont os har eandgr ow t hec ommuni t y .

Robi nVal i l ee

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2010AnnualAl umniConf er enceRecap i mpl ement i ngsoci almedi ast r at egi es

Af t erl unc h,PaulWal k er( Pul s ePoi ntGr oup)s har edhow new c ommuni t i esonl i near es pur r i ngs oc i ali nnov at i ons . Cor por at i onsar el eadi ngt heef f or tt onotj us tc api t al i z e ont hes enew i deas ,butt of i ndawayt ogi v ebac kt hr ough i nnov at i onmanagement .Mr .Wal k erwasi nv ol v edi nt her ec ent l y c r eat edT ex asI deas ,ac ol l abor at i onwi t hUTs ol i di f y i ngt he uni v er s i t y’ si nnov at i onmanagements t r at egy .Thi sal l i anc ewas f or medaf t erPr es i dentPower si s s uedac hal l enget os t ayont he c ut t i ngedgeofs oc i et yandt ec hnol ogybyl ev er agi ngbot hex i s t i ng s t udent sandal umnit ogi v ebac kt ot hec ommuni t y .Youc anf i nd outmor eaboutPaulWal k erandT ex asI deasat ( ht t p: / / www. pul s epoi nt gr oup. c om/ )and ( ht t ps : / / i deas . ut ex as . edu/ wel c ome) .Wal k erhasmor et han25y ear sofex per i enc ei ngener al Mr PaulWal k er ,CEO,Pul s ePoi nt management ,br andmanagement ,mar k etdev el opment , c ommuni c at i ons ,di gi t alands oc i almedi a,bus i nes sdev el opment ,s al esandv ent ur ec api t al .Paull eadst he di gi t alt r ans f or mat i onpr ac t i c ef orPul s ePoi ntGr oup,amanagementanddi gi t alc ons ul t i ngf i r m.Gl obal1000 c ompani ess eekt heex per t i s eofPul s ePoi ntGr oupandMr .Wal k ert oac hi ev ebr andr eput at i on,mar k et i ng, i nnov at i onandc ol l abor at i onobj ec t i v est hr oughs oc i almedi a.Pul s ePoi nt ’ sc l i ent si nc l udeNov ar t i s ,J ohns on& J ohns on,UTAus t i n,Nok i a,Del l ,VMwar e,Del t aAi rL i nes ,ThePAC10,L uc c hes eBoot s ,andt heU. S.Chamber ofCommer c e.

Gar yCadenhead,MSTCDi r ec t or

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2010AnnualAl umniConf er enceRecap i mpl ement i ngsoci almedi ast r at egi es

Ti m Hay denCSOofBl ueCl ov ergav eusani ns i ghtonwhat Soc i alMedi awi l lev ol v ei nt oandhow wec anmak ei twor k f orus .Ashes ai d" Goddi dn' tmak eust obes i t t i ngi nf r ont ofac omput eral lday . "Thec ool es tpar tofhi spr es ent at i on waswhenhedemons t r at edhow QRc odeswi l lbegi nl eadi ng t heaugment edr eal i t yr ev ol ut i on. .Hay deni sanex per ts peak erandmar k et i ngadv i s ort o Mr bot hB2CandB2Bbr ands .Asamar k et i ngs c i ent i s t ,he s t udi esc ommuni c at i onsbehav i orandt het ec hnol ogi est hat r es hapei tev er yday .Wi t hmor et han15y ear sex per i enc e i ni nt er ac t i v emar k et i ng,ent er t ai nmentandmedi ac ons ul t i ng, Ti m br i ngsi nnov at i v es t r at egi est ol i f et hr ought hei nt egr at i on ofmai ns t r eam medi a,ev ent s ,mobi l eands oc i almedi a.

Ti m Hay den,CSO,Bl ueCl ov er

Cur r ent l y ,Ti ml eadsbus i nes sdev el opmentef f or t s ,c l i ents t r at egy ,anddi r ec t sex ec ut i oni nnat i onalandi nt er nat i onal mar k et i ngef f or t sf orBl ueCl ov er ,s er v i c i ngbr andss uc hasHy at t ,I BM,J ac k s onF ami l yWi nesandRac k s pac e.Pr i or t oBl ueCl ov er ,Ti ms pents ev eny ear sasCEOofGamePl anMar k et i ng,anAus t i nbas edex per i ent i almar k et i ng agenc ywher ehec oi nedt het er m" L i v eMobi l eOnl i ne. "I n2004,hepr oduc edaguer i l l amar k et i ngc ampai gnf or t heBl uet oot hSI Gher al dedas" TheGr eat es tT r ades how Mar k et i ngSt untEv er "byt heedi t or sofMar k et i ngSher pa. I nt hey ear ss i nc e,Ti m hasov er s eenpr oduc t i onofBac ar di ' sf i r s ts oc i almedi a/ ev entmar k et i ngc ampai gn,Del l ' s f i r s ts oc i almedi awi dget ,andAMD' smos t v i ewedonl i nev i deo,whi l eac hi ev i ngot heri nnov at i v eac c ompl i s hment s f orc l i ent ss uc hasI BM andNi nt endo. Ti m hol dsabac hel or ' sdegr eei nPol i t i c alSc i enc ef r om T ex asSt at eUni v er s i t y ,andl i v esi nAus t i nwi t hhi swi f e,Hal ea. www. l i nk edi n. c om/ i n/ s addl eup

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2010AnnualAl umniConf er enceRecap i mpl ement i ngsoci almedi ast r at egi es

Ourf i nalk ey not ewasBr i anMas s ey .I nas ec t i onc al l ed," GetPl ugged I ns oy ouc anCas hI n, "Br i anex pl ai nedhow c er t ai nmet r i c sar et he bar omet erofas uc c es s f uloruns uc c es s f ulc ampai gn.I fy ouc an' tt r ac k t heef f ec t i v enes sofanemai l ,T weet ,orF ac ebookpos t ,y ouar e was t i ngy ourt i me.Thek eyi st ohav ea360degr eel oopar oundf r om t hepeopl ewhohav eex per i enc edy ourpr oduc t / s er v i c et ot hos ewho el ook i ngf ori tandwhaty oudoi nbet weent hati swhatmak est he ar di f f er enc e. Mr .Mas s eyc al l shi ms el faConv er s i onSc i ent i s tandhast hel abc oat t opr ov ei t .“ Conv er s i on”i st hepr oc es sofc onv er t i ngWebT r af f i c i nt ol eadsands al es ;hi spr ac t i c e,Conv er s i onSc i enc es ,br i ngst hes e pr i nc i pl est obus i nes s esofal ls i z es . A“ c onv er s i on”v et er anofmor et han15y ear s ,Br i anbeganby i anMas s ey ,Conv er s i onSc i ent i s t dev el opi ngopens our c emar k et i ngaut omat i ons y s t emsf orc ompani es Br s eek i ngt obui l dt hei ronl i nec hannel s .Br i anf r equent ss peak i ng oppor t uni t i eswi t hc or por at i onsanduni v er s i t i esandal s onat i onalc onf er enc esi nc l udi ngPubCon,OMMA,I nnot ec h, Des t i nat i onDes i gnManagement ,andPI A' sConv er geConf er enc e.Hehasdev el opedt r ai ni ngc ur r i c ul um f or pr of es s i onalor gani z at i onss uc hast heDi r ec tMar k et i ngAs s oc i at i onandWebmas t erWor l d. i ani st heaut horoft heTheConv er s i onSc i ent i s tandi sac ol umni s tf orCl i c k Z. c om,Sear c hEngi neL andandt he Br Cont entMar k et i ngI ns t i t ut e.Hel i v esandwor k si nAus t i n,T ex aswher el i f eandt heI nt er netar ehopel es s l y ent wi ned. br i an@c onv er s i ons c i ent i s t . c om bl og: www. c onv er s i ons c i ent i s t . c om t wi t t er : www. t wi t t er . c om/ bmas s ey l i nk edi n:www. l i nk edi n. c om/ i n/ bmas s ey

13


2010AnnualAl umniConf er enceRecap i mpl ement i ngsoci almedi ast r at egi es

Wewr appedupourev entwi t hapanelmoder at edbyRubenCant ú,ont hef ut ur eofSoc i alMedi a.Panel i s t Br i anMas s ey ,Ti m Hay den,andSi monSal teac hgav et hei rt ak eonwhatwi l lbec omi ngar oundt hec or ner ,what pr i v ac ywi l ll ookl i k e,andhow t hei nt er netmi r r or sr eal i t yi nr es pec tt oi nf l uenc eanddec i s i onpoi nt s . Wehadagr eatc onf er enc eandl ookf or war dt onex ty ear sMSTCAl umniAs s oc i at i onConf er enc e. Thanky oual lf ort hos ewhos uppor t edandhel pedputt hi sev entt oget her .

Adam Bat es ,MSTC‘ 08

Ti m Hay den,Si monSal t ,Br i anMas s ey

Cl i f fZi nt gr af f ,MSTC‘ 06

Mi c haelWaugh,MSTC‘ 07 Fl or enc eWong,MSTC‘ 10

RayCone,MSTC‘ 08

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Al umnii nAct i on updat esandmi l est onesf r om ourMSTCcomr ads El ai neJones-MSTCCl assof2009 El ai neJ oneshasj oi nedt heWas hi ngt onSmal lBus i nes sDev el opmentCent er( SBDC) t opr ov i des mal lbus i nes sadv i s i ngs er v i c esi nt heBr emer t ons er v i c ear ea.Thepos i t i on hasbeenv ac ants i nc et hedepar t ur eoft hepr ev i ousadv i s ori n2009. J onesbr i ngsauni ques k i l ls ett oas s i s tBr emer t onar eas mal lbus i nes s es .Shei sa Was hi ngt onnat i v ewhoi sc omi ng“ home”f r om Aus t i n,Tex asaf t erowni nga t ec hnol ogyc ommer c i al i z at i onadv i s i ngf i r mt her es i nc e1996.Shehol dsanMBAand MSi nTec hnol ogyCommer c i al i z at i onf r om t heUni v er s i t yofTex asandhass er v edas ar ev i ewerf orSmal lBus i nes sI nnov at i onRes ear c hgr ant s .Shei sf l uenti nSpani s h, El ai neJ ones ,MSTC‘ 10 pr ov i di ngt r ans l at i ons er v i c esf ort heof f i c eoft hePr es i dentofMex i c o,andhaswor k ed wi t hNat i v eAmer i c anc ommuni t i es . “ El ai nei sengagi ngandener get i candwebel i ev es hewi l lpr ov i deout s t andi ngadv i s i ng s er v i c est ot heBr emer t onar ea, ”s ay sBr et tRoger s ,SBDCSt at eDi r ec t or .“ Heri nt er es t i ng anddi v er s ebac k gr oundwi l lenabl ehert or eac habr oaderr angeofbus i nes s esand addr es st hei ri ndi v i duali s s ues .Theaddi t i onalex per t i s eav ai l abl et ohert hr oughour s t at ewi denet wor kofbus i nes sadv i s or swi l lf ur t herenhanc et hequal i t yoft hes er v i c e s hewi l lpr ov i de. ” TheBr emer t onSBDCi sc ol oc at edwi t ht heWSUKi t s apCount yEx t ens i onOf f i c eat t heNor m Di c k sGov er nmentCent eri nBr emer t on.Adv i s i ngs er v i c eswi l lbeav ai l abl e byappoi nt ment . Dr .St evenNi chol s–MSTCPr of essor Dr .Ni c hol swasnomi nat edf ort heEduc at oroft heYearAwar dgi v enbyt heUni t ed St at esAs s oc i at i onf orSmal lBus i nes sandEnt r epr eneur s hi p( USASBE) .Thi si soneof t hemos tdi s t i ngui s hedawar dsandi sgi v ens el ec t i v el y ;t her ear eanumberofy ear si t hasnotbeengi v en.Ac c or di ngt ot heUSASBE,t her ewasas i z eabl epoolofnomi nees andi twasanex c el l entgr oupofdi s t i ngui s hedi ndi v i dual s .Thec ommi t t eewentont o s ayt hatDr .Ni c hol s ,“ Epi t omi z e( s )whatt hi sawar di sal laboutandi si ndeeda des er v i ngwi nner .Congr at ul at i ons . ” St ev enNi c hol s ,MSTCPr of es s or

Jor geAl ber t oGal vezChoy-MSTCMont er eyAl umni OnOc t ober21,2010,Mr .Gal v ezwasawar dedt heBi c ent enni alMedal“ Ber nar doGut i er r ezdeL ar a”f r om t he Gov er noroft heSt at eofTamaul i pas .Thi sawar dwases t abl i s hedt or ec ogni z ec i t i z enswhohav eper f or med ex empl ar ys er v i c es .Mr .Gal v ezwaspr es ent edt hi sawar df or" ac ademi cac hi ev ement sandc ont r i but i ont ot he dev el opmentofI ndus t r i alEngi neer i ngi nMex i c oandL at i nAmer i c a" .

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Ent r epr eneur ’ sFi r esi deChat f i r sthandent r epr eneuri nsi ght s,secondt i mear ound

Weas k edHar l ant opr ov i deuswi t hanupdat eofhi sf i r s ts t ar t upand whathei swor k i ngonnow i nt hes oc i almedi as pac e.I nhi sown wor ds ,hepr ov i deduswi t hs omemot i v at i onf or2011. “ Hav ey ouev erwant edt os t ar ty ourownbus i nes s ? Ihav e.T wi c e. Wantt ok now whati sr eal l yf unandr eal l yf r us t r at i ngabouts t ar t i ng andr unni ngas t ar t up? Ic ons t ant l ys mel lamaz i ngs uc c es sar ound t hec or ner ,t as t eadai l ys ampl eofv i c t or y ,andf eelt hec ont i nuous f r us t r at i onof“ notqui t ey et ” . Eac hy ear ,Igett hegr eatpl eas ur et ogues tl ec t ur ef ort heMSTC c l as sonent r epr eneur s hi pandmar k et i ng.Us ual l yIs peakabout myf i r s tc ompany ,Bi gf ootNet wor k s ,whi c hi sahar dwar egami ng s t ar t upt hatmak est heKi l l erNet wor kCar df orf as t eronl i negami ng. Is t ar t edandr anBi gf ootf or5y ear s ,r ai s ed$12MM f ort hec ompany , andc l os edahugedealwi t hDel l .Thedealwi t hDel lul t i mat el y c hangedt hec ompany’ sbus i nes smodel ,whi c hc anbeav er ydi f f i c ul t c hal l enge.Mos tr ec ent l y ,Bi gf oothasr ai s edanot her$11MM ( $23MM t ot ali nv es t ed) ,andmov edi t sheadquar t er st oCal i f or ni a. Bi gf ooti ss t i l lgoi ngs t r ong,al t houghI ’ v el ef tt hec ompanyabouta y earagot os t ar tmyl at es tv ent ur e,Kar mabac k .

Har l anBev er l y ,CEOofKar mabac k

Kar mabac ki saSoc i alNet wor kt ec hnol ogyc ompanyt hathasf i gur edoutawayt o“ meas ur e”t hedi r ec tbenef i t s ofs oc i almar k et i ngandadv er t i s i ng.“ Soc i alAt t r i but i on”wi l lbec omeabuz z wor ds oon,andKar mabac kwi l l mak eabi l l i ondol l ar s :atl eas tt hati swhatIc ans mel li nt heai r …i t ’ st heex c i t ementofanew s t ar t up! I nt hemeant i me,Kar mabac ki smak i ngmoneyr unni ngc ont es t sands weeps t ak esf orbus i nes s esonF ac ebook andT wi t t ert ogett hem mor ef ansandf ol l ower s .I ti sadai l yv i c t or yt os el ls omet hi ngpeopl ewant …j us t s ampl eofwhati st oc ome.Andt hef r us t r at i on? Yes ,i ti sf r us t r at i ngt obel i v i ngonRamennoodl esagai n. I ti sf r us t r at i ngt ohav et hi sgr eatt ec hnol ogy ,andnobodyr eal l yunder s t andsi ty et .I ti sf r us t r at i ngt ohav e t or ai s emoneyi nt hi sc l i mat e… butt hes mel l ,t hedai l yv i c t or i es ,andt hehugec hanc eatabi gups i demak e i tal lwor t hwhi l e.Myadv i c ei fy ou’ v egotani deay out hi nki sgood,gof ori t :I t ’ snotaboutt hedes t i nat i on, i ti st hej our ney ! ” Har l anBev er l y F ounderofBi gF ootNet wor k s andCEOofKar mabac k

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Soci alMedi aSpot l i ght i nsi ght sonhow t ol ever agesoci almedi at ool sf ormor er evenue

Weas k edL osAngel esmar k et i nganddes i gnf i r m Chi ar os c ur oConc ept st o di s c us show as oc i almedi as t r at egypl ay si nt oas uc c es s f ulSear c hEngi ne Opt i mi z at i onc ampai gn.Theyobl i geduswi t ht hef ol l owi ngar t i c l eon whyar el ax eds oc i almedi as t r at egywon’ tbr i ngt hedes i r edr es ul t sand i nc l udeds ev ens t epst oputy ourF ac ebookSM s t r at egyi nt her i ghtdi r ec t i on. Youc anv i s i tt hei rwebs i t eatwww. c hi ar os c ur oc onc ept s . c om wher e t heyhav emor ei nf or mat i onont hi sandaddi t i onalr es our c esandt opi c s . Ut i l i z i ngSoc i alMedi at oOpt i mi z eSEO Soc i almedi ahasbeenr ev i l ed,mi s c ons t r uedandmi s under s t ood bymanyc ompani esunt i li twasr ec ent l ys eenasamar k et i ngs t r at egy t hatc oul dhav eac l eardol l arv al ueas s i gnedt oi t .I nf ac t ,i twasonl y unt i laf ew y ear sagot hatmanyc ompani eswer es pendi ngmi l l i onson i nt er nets ec ur i t yt opr ev entt hei rempl oy eesf r om l oggi ngi nt os oc i al medi ahubsdur i ngwor khour s .Now,t hos es amec ompani eshav eei t hergr eat l yr el ax edt hos er es t r i c t i onsordone awaywi t ht hem ent i r el yaf t ers eei ngt hebenef i ts oc i almedi ac anbr i ngt ot hei rbr andandmar k et i ngs t r at egi es . Whi l es omec ompani eshav ec omet ounder s t andt hats i mpl yhav i ngaF ac ebookpageoraT wi t t erac c ount won’ tnett hem t her es ul t st heywantt oac hi ev eandhav eenac t edent i r emar k et i ngc ampai gnsbui l tons oc i al medi a,ot herc ompani esar es t i l lt oei ngt hewat erwheni tc omest odel v i ngi nt os oc i almedi a.What ev ert he r eas onwhy ,ei t herbec aus et heydon’ tunder s t andt hec onc eptf ul l yandar et her ef or er el uc t antt oi nv es t i gat e ur t herort heyc an’ ts eehow i twoul dbenef i tt hei rc us t omerbas e( andbot t om l i ne) ,t her ei sonebenef i tt o f enac t i ngas oc i almedi ac ampai gnt hathasauni v er s alappeal —s ear c hengi neopt i mi z at i on,orSEO. Ther ear emanyt ac t i c st hatc ompani esus et oi nc r eas et hei rwebs i t e( SEO)r ank i ngsons ear c hengi nes ,t ac t i c s l i k ePPCadv er t i s i ng,l andi ngpages ,mi c r os i t esorl i nkbui l di ng,butoneoft hemos tef f ec t i v e( andc os t ef f ec t i v e) meansofac c ompl i s hi ngt hi sc hal l engei sbyhar nes s i ngt hepowerofs oc i almedi a.Byc ons t ant l ygener at i ng new c ont ent ,whet heranew bl ogpos t ,T weetorF ac ebookpos t i ngandal l owi ngs ear c hengi nest oc r awland i ndext hei rs i t esf ornew c ont ent ,c ompani eshav edi s c ov er edt hats oc i almedi ai sabr i l l i ant l ys i mpl eandef f ec t i v e meansofk eepi ngt hei rnameatt het opofs ear c hr es ul t sandawayt oc ons i s t ent l ypus houtnew c ont entt o engaget hei raudi enc e. T es tt het heor y —doaGoogl es ear c honal ar genat i onal l yk nown r et ai l ert hathasaF ac ebookpageoraT wi t t erf eed.Wi t hi nt hef i r s tt en r es ul t st hatgetr et ur nedbyt hes ear c hengi ne,atl eas tt wooft hem wi l l bededi c at edt ot hei rs oc i almedi as i t es .Thi si si nc r edi bl yv al uabl eweb eales t at et hatmi ghthav eot her wi s egonet oanot hers i t et hathasahi gh r s ear c hengi ner ank i ngbuthasnot hi ngt odowi t ht heac t ualbr and.Si t es l i k et hes ec oul di nc l udec ons umerr ev i ew webs i t esornews papers i t est hat happent oment i ont hebr andonc eort wi c e.Byenac t i ngof f i c i als oc i al medi as i t esf ory ourownc ompany ,t hatv al uabl ewebr eales t at ec anbe r ec l ai medandy ours ear c hengi ner ank i ngsopt i mi z ed.

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Soci alMedi aSpot l i ght i nsi ght sonhow t ol ever agesoci almedi at ool sf ormor er evenue

Dependi ngonwhaty ouwantt oac hi ev ef ory ourc ompany’ smar k et i ng s t r at egy ,s oc i almedi ac anbeameanst oal mos tanymar k et i ngend—gai ni ng br andr ec ogni t i on,pos i t i oni ngy ourc ompanyors el fasani ndus t r yt hought l eader ,hos t i ngs pec i alpr omot i onsac c es s i bl eonl yt hr oughy ourf anpages , gat her i ngv al uabl ei ns i ghtanddat aabouty ouronl i nec ommuni t yands ear c h engi neopt i mi z at i on—t hepos s i bi l i t i esf ors oc i almedi at oac c ompl i s hy ourgoal s i nourdi gi t al l yc onnec t edwor l dar eendl es s . Bel ow ar eaf ew t i psandpoi nt er sonhow t os t ar ty ourownF ac ebookmar k et i ng c ampai gnof font her i ghtf oot . 1. Cl ai my ourF ac ebookURL :c l ai m aper manentF ac ebookURLundery ourc ompanynamebyr egi s t er i ngi tat : ht t p: / / www. f ac ebook . c om/ us er name NOTE:YouCANNOTc hanget hi sonc ey our egi s t eri t ;s oc hoos ec ar ef ul l y . 2.Under s t andt hatc us t omeri nt er ac t i ononF ac ebooki sat woways t r eet .Youwantt oenc our agepos t st oy our pageands har i ngamongy ourus er s .Somak es ur et hatt heyk now al i v ebodyi sont heot herendoft hepage. 3.Don’ ti nc ent i v i z ey ourf ol l ower s —F ac ebookac t i v el ydi s c our agest hi sandc oul dl oc ky ourac c ounti fy ouc ont i nual l y v i ol at et hi sr ul e.I ns t ead,of f ert hem r ewar ds ,s uc hasac c es st oex c l us i v ec ont enti nt hef or m ofv i deosandphot os . s t andt hatF ac ebooki snott hepl ac et oputy ourent i r epr oduc ti nv ent or y —t hat ’ swhaty ourwebs i t ei sf or . 4.Under Youdon’ twantt oov er whel my ourv i s i t or swi t hahugeamountofmat er i al .I ns t ead,bes el ec t i v eandpubl i s honl y t hei t emsy out hi nkbes tmat c hy ourf anbas e. 5.Al t er nat el y ,don’ tunder whel mt hem wi t hal ac kofc ont entei t her .I fnot hi ngi sgoi ngonwi t hy ourpagef ora whi l e,peopl ewi l ll os ei nt er es tands t opc hec k i ngi n.Agoodr ul eoft humbt opos tonF ac ebooki saf ew t i mesa week . 6.Don’ tr es t r i c ty ourv i s i t or sf r om c omment i ngors har i ngy ourc ont ent .Yes ,y oumi ghtr unt her i s kofs ome negat i v ef eedbac k ,butv i ew c us t omeri s s uesbr oughtt oy ourat t ent i ononF ac ebookasanot hermeanst os er v i c e y ourc us t omer sands how t hem t haty our eal l ydol i s t ent ot hei rc onc er ns . 7 .Andper hapst hemos ti mpor t antr ul eofal lwhent r y i ngt oac t i v el yengageus er sony ourpage,as ky our s el f t hi s —woul dYOUwantt or ec ei v et hi sc ont ent ?I ft heans weri sno,y oumi ghtneedt oal t ery ourc ommuni c at i ons s t r at egyands pi c ei tupwi t hmor ei nt er es t i ngc ont entandgr aphi c s . Wi t hal i t t l ec r eat i v i t y ,s omehar dwor kandbyf ol l owi ngs omebas i cr ul esoft humb,y ouc angety ourF ac ebook c ampai gnof fandr unni ngwi t hal oy alf anbas et hatwant st oac t i v el yengagewi t hy ouands har ey ourc ont entwi t h t hei rownF ac ebookf r i ends .Thepos s i bi l i t i esar el i mi t l es swheni tc omest ohow muc hy ourf ansc anhel ppr omot e y ourbr andandt hei rl oy al t yi spr i c el es s ! Cont ac tChi ar os c ur oConc ept st os eeaboutc us t omi z i ngaF ac ebookmar k et i ngc ampai gnat i nf o@c hi ar os c ur oc onc ept s . c om T wi t t er :@c hi ar os c ur oc on

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Addi t i onalResour ces f oral lt hei nf or mat i onwewer en’ tabl et of i ti n

Sam Dec k er : ht t p: / / dec k er mar k et i ng. c om/ Ti m Hay den: ht t p: / / bi t . l y / hay dengr aph Br i anMas s ey : ht t p: / / c onv er s i ons c i ent i s t . c om t p: / / www. s l i des har e. net / bmas s ey ht

c our t es yofBr i anMas s ey c onv er s i ons c i ent i s t . c om

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MSTCAA Alumni Newsletter