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Social media is a fad. Digital is dead. Okay, not exactly, but they’ve matured far beyond adolescence. While you are charged with understanding and implementing social media and digital platforms, you are also likely charged with educating on how to thoughtfully integrate these tactics into larger marketing and communication plans. If not, you should be because you, the digital silo-buster, are best prepared to do so. Digital marketing consists of vehicles that should be purposefully integrated within your institutional communication strategies to create the most cohesive experience for your audiences and communities. This session will challenge you to think beyond the channels and empower you with a new definition of integration.
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WHY SILO-BUSTING IS ESSENTIAL TO DIGITAL MARKETING SUCCESS
#eduweb14 #silobusting
GENE BEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES
#eduweb14 #silobusting
WE NEED A ___________________
<insert social media account>
<insert video>
<insert flashy new digital thingy>
WE NEED A #%!$%@+#%!$%@+
WAIT, WHAT?
NO.
WE’RE NOT JUST...
DEVELOPERS, ADMISSIONS COUNSELORS,
FUNDRAISERS, DIGITAL MARKETERS…
WE’RE MARKETERS.
FIRST… OBJECTIVES. THEN… STRATEGIES.
LAST… TACTICS.
[www.iveybusinessjournal.com]
WHAT WE GOT HERE IS….
…A FAILURE TO COMMUNICATE THE BUSINESS OBJECTIVE.
IT’S ALL ABOUT…
INTEGRATION.
INTEGRATION
The state of combination or the process of combining into completeness and harmony.
The act of combining and blending of
functions within an organization.
INTEGRATION
Also called…
INTEGRATION
Silo-Busting.
INTEGRATION
Also called…
INTEGRATION
Ghostbusting.
WHY GHOSTBUST?
Clear communication of brand message to audiences via all channels throughout their entire life cycle.
(i.e. Utopia)
PREVIOUS WORLD (LIKE, AGES AGO)
Institutional or Departmental Strategy
Information Technology Strategy Marketing Communications Strategy
Print Email Website
Institutional or Departmental Strategy
Digital Marketing Strategy
Content Strategy
Social Media Strategy
Information Technology Strategy
Marketing Communications Strategy
CURRENT WORLD WHERE DOES DIGITAL MARKETING STRATEGY FIT IN?
Institutional or Departmental Strategy
Content Strategy Social Media Strategy Information Technology Strategy
Marketing Communication
Strategy
Digital Integration
FUTURE WORLD WHERE DOES GHOSTBUSTING FIT IN?
WHERE EXACTLY CAN YOU
BUST GHOSTS?
• Across communication channels
• Within your own organization between functions
• Across departments
WHERE CAN YOU BUST GHOSTS?
HOW CAN YOU BUST GHOSTS?
LISTEN, LEARN, ENGAGE
BE A POLITICIAN • Continuously assess the current campus landscape.
– Resource needs – Business unit goals – Community culture
• Build relationships. – Internal (staff, faculty, students) – External (alumni, governance, parents, etc.)
• …but not too much of a politician. – Deliver on the campaign promise!
• Share positive feedback received through social media and email.
• Content discovery. • Say “No. But…” • Education and training. • Be a community member.
• Sharing success stories of integrated utopia.
BUILD RELATIONSHIPS
EXAMPLES
CONTENT STRATEGY
LEVERAGING EXISTING TOOLS
CROSS-DEPARTMENTAL COLLABORATION
HOW CAN WE SOLVE PROBLEMS FROM
THE GROUND UP?
[meetcontent.com/blog/content-strategy-as-problem-solving]
“Narrowly focused content goals can’t solve institution-
wide content problems.” Rick Allen and Georgy Cohen, MeetContent
We need to break down the barriers between departments.
Building connections fuel cross-campus collaboration.
RELATIONSHIPS ARE HALF OF THE CONTENT STRATEGY EQUATION.
Any print, email, video, digital, social media marketing request is an entry point to
integration.
Example of Babson College Marketing Processes • “Concepting” as a Project Type • Digital QAs • Editorial Meeting (public relations, social media, institutional
communications, account managers, multimedia, campus department guests)
• “Enforcing” Best Practices and Policies • Social Media Council and Steering Committee
– Follower Analysis – Social Media Strategy Worksheet
THINK BEYOND THE TACTIC
Social Media Strategy Worksheet [Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]
MEASUREMENT AND ROI
AN INTEGRATED JOURNEY
AT THE END OF THE DAY
REMEMBER…
“To do disruptive innovation, you have to be willing to be misunderstood for a very long time.”
- Jeff Bezos, Chairman and CEO of Amazon.com
BE A CHANGE MANAGER.
THANK YOU! GENE BEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES
#eduweb14 #silobusting
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