- July 21st: Brian Niles, TargetX

July 21st Twitterview with Brian Niles, TargetX

Here’s the transcript of the whole interview:

eduwebconf: Hi Brian, how are you today? Ready for our twitterview? @targetX #eduweb

brianwmniles: Good afternoon! @brianwmniles here! #eduweb

eduwebconf: Hi Brian ... glad you could join us for our last Twitterview before the conference @brianwmniles #eduweb

targetx: Doing great! Just returned last night from Chicago - warmed the city up for you and your attendees for next week! #eduweb

eduwebconf: well, for anyone who is listening in and doesn’t know about you n @TargetX, can you give us a brief inftro? @brianwmniles #eduweb

targetx: Started TargetX in 1998 after 15 yrs in HED admiss/marketing. Work with over 400 colleges with our technology and consulting work #eduweb

targetx: We’re based outside of Philadelphia and in Atlanta. About 25 people on the TargetX team today and growing rapidly! #eduweb

eduwebconf: sounds great @brianwmniles and thanks 4 telling us a bit about @TargetX, let’s go ahead n start our twitterview #eduweb

eduwebconf: What do u think is the web’s impact on higher education? @brianwmniles @targetx #eduweb #highered

targetx: Specifically marketing? Access to info for the student/family. Loss of control by the institution. Opp for great interactions. #eduweb

eduwebconf: in what capacity is HE getting that info to students/families? @TargetX #eduweb

targetx: It’s the 2nd one that is holding us back. Colleges have a hard time still giving up control of the message, process & conversation #eduweb

eduwebconf: Since I used to work in HE, would u say it’s because they don’t see themselves as a business? @TargetX #eduweb

targetx: They generate revenue, provide a service/product, have expenses, may or may not make a profit ... that’s a business. #eduweb

targetx: Once they realize and accept that (the first step is acceptance , then they will make different decisions. #eduweb

eduwebconf: Yes, HE can be like that n sometimes it takes a wake up call n/or mgmt to understand the importance of what you’re saying @TargetX #eduweb

targetx: We group them into the 3 T’s (as coined by @AdrienneBartlet who will be speaking at #eduweb next week.

targetx: Talent. Tools. Training. #eduweb

eduwebconf: I’ve heard you mention about the 3 Ts in technology of college recruiting; can u state what they are n why? @TargetX #eduweb

targetx: The wake up call is the “perfect storm” happening right now. #eduweb

targetx: Fewer high school graduates, the economic crisis (in case people haven’t noticed), and the change in the parental generation. #eduweb

targetx: Need to hire different people (different skillsets), give them different tools, and train them differently. #eduweb

targetx: We see this happening even at all levels. I predict a decline in shared governance and an increase in corporate-style leadership. #eduweb

targetx: The economy only added to the other two. Can’t discount the change in the parents from boomers to X’ers. #eduweb

eduwebconf: But in hiring different people, HE needs to be able to pay somewhat well to get those skill sets, correct? @TargetX #eduweb

targetx: Yes. We need to see positions, particularly in admissions, become more professional than they are today. #eduweb

eduwebconf: yes, I do agree with u about sales=admissions, but I also believe that everyone related 2 a HE institution is ... @TargetX #eduweb

eduwebconf: ...“selling” it when they are interacting with whatever community they are in, we are all the “brand ambassadors”, @TargetX #eduweb

targetx: “It takes a campus to recruit and retain a student.” Amen! #eduweb

targetx: Change in HED needs to come in three ways: change in campus culture, embracing authenticity and decisive leadership. #eduweb

eduwebconf: All the changes are hard to do; can you recommend some institutions who you see that are moving forward n changes? @TargetX #eduweb

targetx: But there are many - some because they are forced to, others because they know they have to. #eduweb

eduwebconf: ...and how does it fit into what @TargetX is going? #eduweb

targetx: I like to say it’s the end of needing the box sitting next to me (or on campus). Let someone else do the heavy lifting for me. #eduweb

targetx: But to a college, it’s about “doing what you do best, outsource the rest”. HED needs to focus on efficiencies. #eduweb

adribejarano: RT @targetx: Best example to me is managing student email accounts. No college should be doing this anymore. Heard of Gmail?? #eduweb

targetx: Day 1 our email broadcast tool was web-based - no hardware or IT needed to use it. Today it’s our CRM on the Salesforce platform. #eduweb

eduwebconf: but what do you say 2 HE when they want that “brand” of having .(JavaScript must be enabled to view this email address)? especially alumni? @TargetX #eduweb

targetx: You can do that too. Google for Your Domain. Many colleges use them to host their email accounts. More should. #eduweb

targetx: Sorry, they call it Google Apps for Business now http://bit.ly/ILbF (expand) #eduweb

eduwebconf: okay, something new I learned; had no clue, but that’s great. Would u think that HE doesn’t want 2 become more efficient…@TargetX #eduweb

eduwebconf: ...because they like their bloated departments? i.e., territorial, political power inhouse? @targetx #eduweb

targetx: HED wasn’t designed to be efficient in the first place. However, today I don’t believe that is a viable model for a business. #eduweb

targetx: Decentralized decision making, shared governance, group think, faculty senate, etc. None of which say “leadership” #eduweb

eduwebconf: And again, HE doesn’t see itself as a biz; I remember at a party my first yr working in HE n mentioned that HE was a biz…@TargetX #eduweb

targetx: You can’t hold a committee accountable. Only individuals can be held accountable. That runs counter to today’s HED structure. #eduweb

eduwebconf: ...in front of faculty and staff and it was like I set a bomb off or something; granted this was like 12 yrs ago. @TargetX #eduweb

squinn02: RT @targetx: You can’t hold a committee accountable. Only individuals can be held accountable. That runs counter to today’s HED structure. #eduweb

targetx: We’re slowly getting used to words like consumers, customers, business, marketing, return on investment, sales ... #eduweb

eduwebconf: Accountability is not a word that is spoken nor grasped in HE; I went thru it in my HE tenure. It’s a hard road for many. @TargetX #eduweb

targetx: Before my time adults thought the Beatles were going to ruin society. They didn’t. We got past it & embraced it.This too shall pass. #eduweb

targetx: Boards are now holding Presidents and senior admins accountable. That will trickle down very quickly. About time, hey? #eduweb

eduwebconf: so true, about the Beatles! So, I hear you have a new book coming out soon; tell us about it. @TargetX #eduweb

targetx: Should be up on Amazon.com soon. Overthrowing Dead Culture: A Vision to Change the World of College Recruiting http://www.overthrowingdeadculture.com/ (contract) #eduweb

targetx: It’s basically everything we’ve been speaking about for the past few years - a chance to get people thinking differently. #eduweb

targetx: There are two free chapters folks can download now and some videos and a quick test at http://www.overthrowingdeadculture.com/ (contract) #eduweb

eduwebconf: any last tidbits of info you’d like to share with us today, Brian, before we end our Twitterview? @TargetX #eduweb

targetx: Just one thought - change agents come in all forms on campuses. You don’t have to be the President or a Director or Dean. #eduweb

targetx: Everyone is a change agent. Remember, it takes a campus ... #eduweb

targetx: Surround yourself with talented, passionate people. And when that’s not enough, take the advice from Defying Gravity from Wicked #eduweb

eduwebconf: ..just like it “takes a village”...same concept. Thank you Brian! I’ll miss not seeing u next week at #Eduweb n Chicago. @targetx #eduweb

targetx: Close your eyes ... and leap. Good luck everyone. Thanks for your time and thank you Shelley for the opportunity. Peace! #eduweb

targetx: Have a wonderful conference. Be sure to attend @AdrienneBartlet session “Flip the Funnel” on Tuesday at 3pm! #eduweb

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