Dropping the Silo-Buster: Why Integration is Essential to Social Media Success

DROPPING THE SILO-BUSTER: WHY INTEGRATION IS ESSENTIAL TO SOCIAL MEDIA SUCCESS

Social Wizardry Track#casesmc

GENE BEGIN DIGITAL MARKETING DIRECTOR BABSON COLLEGE / @GBEGIN

VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES

Social Wizardry Track#casesmc

I WANT TO CREATE A ACCOUNT.

I WANT TO CREATE A #%!$%@+ ACCOUNT.

WAIT, WHAT?

NO.

SCENARIOS

PRESIDENT AND CAMPUS LEADERSHIP

ANY DEPARTMENT

“TWEET ABOUT IT”

We’re Not Just Social Media Marketers.

We’re Marketers.

FIRST… OBJECTIVES.THEN … STRATEGIES.

LAST… TACTICS.

[www.iveybusinessjournal.com]

Social Media Strategy Worksheet[Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]

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 Strategy

Information Technology StrategyMarketing Communications Strategy

Print Email Website

Institutional 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 Strategy

Content Strategy Social Media StrategyInformation 

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?

ARE YOU IN A CENTRALIZED OR

DECENTRALIZED ROLE?

HOW CAN YOU COLLABORATE?

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.

• Content discovery.

• Say “No. But…”

• Education and training.

• Be a community member.

• Sharing success stories.

HOW DO I BUILD RELATIONSHIPS?

EXAMPLES

ALUMNI EVENT MARKETING

EDUCATE, EDUCATE, EDUCATE.

BE A CHANGE MANAGER.

HOW DO SM, MARKETING, OR CONTENT

PROFESSIONALS 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

"Content strategy is change management.” Karen McGrane, Bond Art + Science

Social media requests as a tactic is the entry point to integration.

SOLVE PROBLEMS FROM THE GROUND UP

We need to break down the barriers between departments.

• Social Media Council and Steering Committee– Follower Analysis– #casesmc Twitter Chat: Handling Multiple SM Accounts

• “Enforcing” Best Practices and Policies• Digital QAs• Editorial Meeting (PR, Social Media, Institutional Communications,  Account Managers, 

Multimedia, campus department guests)

SOLVE PROBLEMS FROM THE GROUND UP

Relationships are half of the content strategy equation…

Social media connections fuel cross-campus collaboration.

SOLVE PROBLEMS FROM THE GROUND UP

MEASUREMENT AND ROI

AN INTEGRATED JOURNEY

Social referralsSocial reach

Content engagement analysisSocial custom dimensionsAssisted goal conversionsMulti-channel attribution

INTEGRATING SOCIAL MEASURES

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 DIGITAL MARKETING DIRECTOR BABSON COLLEGE / @GBEGIN

VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES

Social Wizardry Track#casesmc