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MCS3
Room 308

A People Search Engine: The Power of Human-to-Human (H2H) Marketing in Higher Ed

Presented by Lisa Nguyen and Amy Davis

“A brand is no longer what we tell the consumer—it is what the consumers tell each other it is.” In the age of marketing automation and data-driven decision making, those words of Scott Cook, founder of Intuit, remain powerfully true. To this end, the UC Davis Graduate School of Management’s humble little marcom team is reaching exponential rates of success by creating meaningful H2H connections through community-generated content.

In this session, we’ll explore the power of H2H in action through our case study, highlighting best practices and sharing tools to get you started. Just take a step back, focus on humans (eek!) and empower your community to share your true story.

Slides

About

Lisa Nguyen

Director of Web Marketing

Lisa Nguyen is a veteran web marketing professional with a proven track record in online user experience, design and implementation. She has been an innovative marcom leader in both industry, including web site development, content and social media management for Aerojet Rocketdyne, the California Fuel Cell Partnership and California Hydrogen Business Council, as well as at UC Davis, including content strategy, market research and web/digital communications for various units. As director of web marketing, Nguyen leads a Graduate School of Management team of web editors and content contributors, overseeing the School’s web environment, social media and online marketing campaigns. She is passionate about creating integrated messages and leveraging technology to effectively tell a story, build a community, and connect a message to the right audience.

Amy Davis

UC Davis Graduate School of Management Social Media Specialist

Known for balancing purpose and passion in her work, Amy Davis oversees social media strategy, community engagement and online ambassador development for UC Davis Graduate School of Management. Upon joining UC Davis staff, she engaged with communicators across campus to help raise the online profile of the school – something she personally takes pride in as an alumna herself. This year, the graduate school earned best in class recognition among higher education institutions spanning several states with a CASE District VII Gold Award in Social Media. Prior to her time in higher ed, Amy launched company-wide social media programs for two of the Sacramento region’s largest employers, Raley’s Family of Fine Stores and Sutter Health.