This is the transcript of the Twitter backchannel that was happening during my presentation on University Web Strategy in the Reputation Age. The complete archive of tweets related to #ReputationAge can be found here: http://wthashtag.com/Reputationage

1. #reputationage
wthashtag.com/reputationage
Transcript from February 23, 2011 to February 24, 2011
All times are Pacific Time
February 23, 2011
5:22 am JGChesney: @mStonerblog hiya! Hope we get a chance to meet; I'm presenting Thur. AM on
Uni Web Strat in the #ReputationAge
1:10 pm mStonerblog: @JGChesney I'll look for you! Thought yr topic sounded interesting.
#ReputationAge
4:19 pm JGChesney: I set up a hashtag archive for Twitterverse Q&A on my #CASE8 talk on the
#ReputationAge via @wthashtag http://wthashtag.com/reputationage
4:27 pm andrealauder: RT @JGChesney: I set up a hashtag archive for Twitterverse Q&A on my
#CASE8 talk on the #ReputationAge via @wthashtag
http://wthashtag.com/reputationage
February 24, 2011
3:10 pm JGChesney: Speaking at #CASE8 this morning on University Web Strategy. Follow
#ReputationAge to ask questions: http://bit.ly/ehFNXR
3:11 pm andrealauder: RT @JGChesney: Speaking at #CASE8 this morning on University Web Strategy.
Follow #ReputationAge to ask questions: http://bit.ly/ehFNXR
3:14 pm MikeMcCready: RT @JGChesney: Speaking at #CASE8 this morning on University Web Strategy.
Follow #ReputationAge to ask questions: http://bit.ly/ehFNXR
3:16 pm mStonerblog: @MikeMcCready I'm really glad, since YOU were the inspiration for the tweetup in
the first place! #CASE8 #ReputationAge
3:19 pm CynthiaFawcett: RT @JGChesney: Speaking at #CASE8 this morning on University Web Strategy.
Follow #ReputationAge to ask questions: http://bit.ly/ehFNXR
3:25 pm JGChesney: @CynthiaFawcett thanks! Would love if u could live-tweet ur thoughts to
#ReputationAge for #UAlberta folks who couldn't afford coming??
3:35 pm CynthiaFawcett: @JGChesney Absolutely, my friend! I was hoping that live-tweeting your
#reputationage talk would be cool with you. :-)
4:51 pm andrealauder: @CynthiaFawcett @JGChesney Looking forward to the discussion on
#ReputationAge from the #Case8 conference. Wish I could be in #yvr.
5:00 pm MikeMcCready: Looking forward to the presentation by @JGChesney on university web strategy in
a #ReputationAge at #case8
5:17 pm CynthiaFawcett: @jgchesney I am preparing to tweckle your #case8 #reputationage presentation.
Glad the room is warm, won't be distracted by cold feet. :-)
5:19 pm JGChesney: Great to see a full house here at #case8 #ReputationAge talk! Welcome,
everyone!
5:21 pm lauriewang: #reputationage university web strategy session with @jgchesney! #case8 woohoo!
5:23 pm iamkimu: looking forward to day2 at #case8! timmys, check. university web strategy
session, go! #reputationage
5:28 pm CynthiaFawcett: #ReputationAge Top web concerns: mapping strategy on to real outcomes &
getting resources to match imagination to sustain a dynamic site.
5:28 pm MikeMcCready: My one big concern with web content strategy is trying solicite institutional input
and buy-in. #ReputationAge

2. 5:29 pm GoyaEli: #reputationage #Case8 online strategy concern - serving multiple target audiences
and resources
5:29 pm lauriewang: #reputationage concerns: too many audiences. Alum, students, prospective
students, researchers, staff...
5:31 pm iamkimu: i can spend all day posting & tweeting for work, but how much time/resources do
we allot to our FB/Twitter efforts? #reputationage
5:31 pm lauriewang: #reputationage Universities created social networking. Believe it or not! #case8
5:33 pm iamjasonbeard: RT @lauriewang: #reputationage university web strategy session with
@jgchesney! #case8 woohoo!
5:33 pm mStonerblog: @CynthiaFawcett I can tell I'm missing a *really* good session. Wish I could be
there. #ReputationAge #case8
5:34 pm CynthiaFawcett: 1990s everyone jumped on to the dotcom wagon by developing crappy "me" sites
that were frustrating. #ReputationAge #case8
5:36 pm MikeMcCready: RT @lauriewang: #reputationage Universities created social networking. Believe it
or not! #case8
5:36 pm lauriewang: 2000s: when web usability was taken very seriously, though most universities fell
behind. #reputationage #case8
5:38 pm cguenard: My biggest concern re: online strategy? Getting folks to follow branding guidelines
and our visual identity. #reputationage
5:40 pm lauriewang: Convoluted student experience= #fail #reputationage #case8
5:40 pm CynthiaFawcett: Universities #fail if we make the student experience confusing or convoluted.
#reputationAge #case8
5:40 pm colene: From @JGChesney's University Web Strategy in the Reputation Age: convoluted
student experience=fail. They will broadcast it. #reputationage
5:40 pm CynthiaFawcett: RT @lauriewang: 2000s: when web usability was taken very seriously, though
most universities fell behind. #reputationage #case8
5:41 pm lauriewang: It's not who you are, it's how you share. #reputationage #case8 So true
5:41 pm CynthiaFawcett: How and what we share and interact defines who we are in the #ReputationAge
#case8
5:41 pm lauriewang: It's about how you are NOT interacting. #reputationage #case8
5:43 pm colene: It's not who you are, it's how you share. #reputationage
5:43 pm iamkimu: if you haven't decided what your (univs) reputation will be, it's going to be decided
for you. #reputationage #case8
5:43 pm MikeMcCready: Reputation is how you deliver your experience ~ @JGChesney #case8
#ReputationAge
5:45 pm CynthiaFawcett: @jgchesney is an excellent public speaker. Very easy to listen to and follow.
#ReputationAge #case8
5:46 pm lauriewang: you're designing a business strategy. #reputationage #case8 #webstrategy
5:47 pm CynthiaFawcett: #reputationAge = collaborative University Vision > academic plan > faculty plan >
schools plans > unit plans #case8
5:48 pm CynthiaFawcett: In the #ReputationAge we have to create an optimal online experience for
everyone who interacts with our university #case8
5:48 pm lauriewang: Agreed! RT @CynthiaFawcett @jgchesney is an excellent public speaker. Very
easy to listen to and follow. #ReputationAge #case8
5:50 pm MikeMcCready: I see at least 3 iPads in the #ReputationAge session. How did they get wifi? I left
mine in my room because of lack of wifi yesterday #case8
5:52 pm CynthiaFawcett: University leaders have to buy in to integrated and collaborative business goals
before we develop online strat in the #reputationAge #case8
5:53 pm CynthiaFawcett: @MikeMcCready 3G, my friend, 3G #ReputationAge

3. 5:55 pm CynthiaFawcett: In #ReputationAge gather strategy, mix roles, enable grassroots solutions, collate
larger needs & highlight pattern of needs #case8
5:55 pm lauriewang: Deans by nature are business people. #reputationage #case8 #mfp
@cynthiafawcett
5:55 pm CynthiaFawcett: Student recruiters are the sales force of a university in the #ReputationAge #case8
5:56 pm CynthiaFawcett: Not all of 'em. Just the really good ones. @lauriewang: Deans by nature are
business people. #reputationage #case8 #mfp @cynthiafawcett
5:56 pm lauriewang: Lifetime engagement model strategy is so important yet often overlooked. Prosp
students become current, alum, prof, legacy. #reputationage
5:57 pm CynthiaFawcett: RT @lauriewang: Lifetime engagement model strategy is so important yet often
overlooked. Prosp students become current, alum, prof, legacy. #reputationage
5:58 pm lauriewang: RT @CynthiaFawcett: Student recruiters are the sales force of a university in the
#ReputationAge #case8
5:59 pm iamkimu: RT @CynthiaFawcett: Student recruiters are the sales force of a university in the
#ReputationAge #case8
6:03 pm lauriewang: Integration needs with other parts of the university also so important and often
overlooked. Collab people! #reputationage #case8
6:04 pm CynthiaFawcett: RT @lauriewang: Integration needs with other parts of the university also so
important and often overlooked. Collab people! #reputationage #case8
6:05 pm iamjasonbeard: RT @lauriewang: Integration needs with other parts of the university also so
important and overlooked. Collab people! #reputationage #case8
6:06 pm MikeMcCready: Conduct user survey to understand engagement choices #ReputationAge #case8
we plan on doing that with a focus on mobile
6:06 pm lauriewang: Marketing and communications need to collaborate with IT. Lucky I love my IT
team! #reputationage #case8
6:06 pm CynthiaFawcett: Mobile apps, social networks and university web overlap in a cloudy way to create
interdisciplinary knowledge sharing #ReputationAge #case8
6:07 pm iamkimu: mobile content strategy: ask your diff audiences where they prefer to interact:
web, social media, email? #reputationage #case8
6:07 pm CynthiaFawcett: Moodle, google and university web can mashup to create " moogle." What the??
#ReputationAge #case8
6:08 pm MikeMcCready: @JGChesney will you be sharing your slide deck later on? #ReputationAge
#case8
6:08 pm CynthiaFawcett: RT @MikeMcCready: Conduct user survey to understand engagement choices
#ReputationAge #case8 we plan on doing that with a focus on mobile
6:08 pm lauriewang: Wow #ualberta sounds like it's going places! They sound like a fantastic school.
#reputationage #shamelessplug #case8
6:08 pm CASE8: RT @lauriewang: Marketing and communications need to collaborate with IT.
Lucky I love my IT team! #reputationage #case8
6:09 pm lauriewang: RT @CynthiaFawcett: Mobile apps, social networks and university web overlap in
a cloudy way to create interdisciplinary knowledge sharing #ReputationAge #case8
6:09 pm GoyaEli: #reputationage #case8 Participate, influence and encourage. Giant pie on the
screen?.yummy
6:10 pm CynthiaFawcett: P.I.E. Participate. Influence. Encourage. Let stake holders experiment with social
media to remain authentic #ReputationAge #case8
6:10 pm CynthiaFawcett: RT @iamkimu: mobile content strategy: ask your diff audiences where they prefer
to interact: web, social media, email? #reputationage #case8
6:12 pm lauriewang: Interdisciplinary environments. We need to work together. #reputationage #case8
6:12 pm H_Amos_: Let people and units experiment with web strategy - its okay to learn what works
and what doesn't by making mistakes #reputationage #case8

4. and what doesn't by making mistakes #reputationage #case8
6:12 pm CynthiaFawcett: "If you think you can do it all yourself, you need to get over yourself. It is not
about the silo any more."#reputationAge #case
6:12 pm CynthiaFawcett: RT @H_Amos_: Let people and units experiment with web strategy - its okay to
learn what works and what doesn't by making mistakes #reputationage #case8
6:12 pm lauriewang: Smiling stock photos don't tell your real story. Be authentic. #reputationage
#case8
6:13 pm H_Amos_: We're at universities and should engage with people studying web strategy
#reputationage #case8
6:13 pm lauriewang: Because because because because because! Always answer the why.
#reputationage #case8
6:13 pm colene: I like the PIE analogy: participate, influence, encourage. (banana cream pls)
#reputationage #case8
6:15 pm lauriewang: @colene yes, i could go for some banana cream pie right now! #reputationage
6:17 pm CynthiaFawcett: Takes courage 2 put oneself & institution on "the road to authenticity." Payoff will
be big but take a long time. #ReputationAge #case8
6:18 pm lauriewang: Serve each audience authentically. #reputationage #case8
6:18 pm iamkimu: all these presentation slides with candy & food are making me hungry.
#reputationage #case8
6:20 pm CynthiaFawcett: "engage your maven" Same thing as tapping in to grapevine influencers?
#ReputationAge #case8 nice mention of @mastermaq in #yeg
6:20 pm lauriewang: @jgchesney mentioning the beloved @mastermaq in her talk. Yes, he is a maven
in our community! #reputationage #case8
6:21 pm CynthiaFawcett: "you cannot contain your reputation" ~ @jgchesney #ReputationAge #case8
6:22 pm lauriewang: Online marketing is a science, not an art. Quantitative measures and qualitative!
#reputationage #case8
6:22 pm andrealauder: RT @lauriewang: Wow #ualberta sounds like it's going places! They sound like a
fantastic school. #reputationage #shamelessplug #case8
6:22 pm lauriewang: Yes, metrics take a lot of time and work. But so important! #reputationage #case8
6:23 pm H_Amos_: Online strategy is a science not an art - need to be flexible and be able to change
course #reputationage #case8
6:23 pm CynthiaFawcett: In Comms and marketing, we all need to have better Analytics training &
stats/methodology experience, IMO. #reputationAge #case8
6:23 pm lauriewang: Hoarding information is dead. AMEN. #reputationage #case8
6:24 pm lauriewang: RT @CynthiaFawcett In Comms and marketing, we all need to have better
Analytics training & stats/methodology IMO. #reputationAge #case8
6:24 pm CynthiaFawcett: The work is never done in the #ReputationAge but don't let that exhaust you.
#case8
6:25 pm H_Amos_: RT @CynthiaFawcett: In Comms and marketing, we all need to have better
Analytics training & stats/methodology experience, IMO. #reputationAge #case8
6:25 pm iamjasonbeard: RT @lauriewang: Hoarding information is dead. AMEN. #reputationage #case8
6:27 pm MikeMcCready: RT @iamjasonbeard: RT @lauriewang: Hoarding information is dead. AMEN.
#reputationage #case8
6:28 pm CynthiaFawcett: Be data driven 4 better buyin from senior university admin. Frame work decisions
w/in business but don't forget the story! #ReputationAge
6:29 pm CynthiaFawcett: We are blessed to have a visionary & strategic web team at #ualberta
#ReputationAge #case8
6:31 pm lauriewang: Agreed! RT @CynthiaFawcett We are blessed to have a visionary & strategic web
team at #ualberta #ReputationAge #case8
6:31 pm MikeMcCready: @JGChesney you really know your stuff. I would love to chat more and retain

5. 6:31 pm MikeMcCready: @JGChesney you really know your stuff. I would love to chat more and retain
ongoing chats. #ReputationAge #case8
6:33 pm iamkimu: @JGChesney thanks for a great session! lots to think about. #reputationage
#case8
6:37 pm kempedmonds: RT @iamjasonbeard: RT @lauriewang: Hoarding information is dead. AMEN.
#reputationage #case8
6:40 pm CASE8: Communications track was packed. Thanks everyone! And extra thanks to
@JGChesney for an awesome preso! #reputationage #case8
6:49 pm andrealauder: RT @lauriewang: Online marketing is a science, not an art. Quantitative measures
and qualitative! #reputationage #case8
6:50 pm mStonerblog: RT @CASE8: Communications track was packed. Thanks everyone! And extra
thanks to @JGChesney for an awesome preso! #reputationage #case8
6:51 pm mStonerblog: @CASE8 I could tell from the tweets that @JGChesney was awesome!
#reputationage #case8
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