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To effectively manage an institution’s online presence, first you must build a comprehensive digital strategy across all platforms. Learn from the successes and challenges of one college’s roller coaster ride as they progress from no digital strategy to launching the governance model and content strategy for a redesigned, institution-wide website and online presence.
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Building a Digital Marketing Strategy
from Scratch: A Babson College Story
Gene BeginDigital Marketing
DirectorBabson College
Babson College
• Small, private college 14 miles west of Boston• #1 in entrepreneurship for 18 and 15
consecutive years• Approximately 2000 undergraduate and 1300
graduate students, representing more than 74 countries– Undergraduate program (top 20 in business)– Graduate program - MBA and MS degrees (top 40 in business)– Executive education program (top 10 U.S. and top 15 in the world
for custom programs)– Babson Global, which works with corporate, university, government,
and foundation partners to advance entrepreneurship education and Entrepreneurial Thought and Action® worldwide
Building a Digital Marketing Strategy
from Scratch
The Babson InterwebsAs of March 2011
• Black hole of a website redesign project• Siloed business units, with no institutional
strategy• Not the best relationship between IT and
Marketing• Web resources across campus within
business units and IT• Traditional web support model
- Throw it over the wall and we’ll put it up- “Content monkeys”
Approaches for
Building a Digital Marketing Strategy from Scratch
Entrepreneurial Thought & Action (ETA)
• ETA uses “effectual” logic that is based on asking the following four questions:–Who am I? (My identity as shaped by
culture and context, skills, and abilities)–What do I know? (My knowledge and
training)–Whom do I know? (My professional and
social network)– How do I bring these 3 elements into a
network of participants who can co-create an opportunity?
Source: Babson College Strategy , Version 2.1 ( May 2009)
Be a Politician…
• Assess the current campus landscape– Resource needs– Business unit goals
• Build relationships– Internal (staff, faculty, students)– External (alumni, governance)
• …but too much of a politician– Deliver on the campaign promise!
Listen, Learn & Engage
• Benchmark• Learn from not only the best, but
those who have shared their mistakes• Listen to your peers– Campus experts–#highered peers– Industry experts
• Bring the experts to campus
#edugurusummit
Building a
Digital Marketing Strategy from Scratch
Where Does Digital Marketing Strategy Fit In?
* As defined by Mark Greenfield, eduGuruSummit, March 2011
Institutional Strategy
Digital Marketing Strategy
Content Strategy
Social Media
Strategy
Information Technology
Strategy
Marketing Communicat
ions Strategy
Goal Planning? Who is Our Preferred Audience?
Advancement
Executive Education
Students (Prospective & Current)Guidance
counselors
Parents
Employers
Ugrad Graduate
HR DevelopersWorkingprofessionals
Educators/Academic
Institutions
Faculty, Centers,and Institutes Policy
Makers
Governance
Granting Organizations & Foundations
Alumni
Develop 3-Year Business Plan
OUR PLAN
Year 1: Laying the FoundationTeam, Governance, Process AND Education
Year 2: Advocacy MarketingBetter alumni engagement => more participation => better student experience => better alumni engagement
Year 3: The True Mobile Marketing ExperienceThe next era of mobile marketing, live-social, geo-location and QR code marketing
Year 1: Resource and Goal Alignment
• Build out team to meet business unit needs AND institutional needs
• Hybrid, hybrid, hybrid– Development resources– Business unit goals– Team experience
• 1 director, 5 digital marketing specialists– 1 Senior DMM focused on Institutional web support (CSS and UI)– 1 DMCM focused on UG web support and Institutional community
management (SM)– 1 Interactive Media Specialist focused on Executive Education web
support (development)– 1 DMCM for Alumni & Friends Network (content curator)– 1 DMCM for Graduate School (TBH)
LESSON LEARNED:Hire quicker.But still hire right.
Establish Governance Model
• True Web Governance *– Establishes authority and accountability– Defines the role of the campus units as it
relates to the web and establishes how they will support web efforts
– Involves senior leadership
* As defined by Mark Greenfield, eduGuruSummit, March 2011
Babson Governance Model
President’s Council
Digital Marketing Director
Marketing & IT
Council
Digital Marketing Managers
Content Contributors
Division Website
Champions
Section Owners
WEBSITE
President’s Council
Digital Marketing Director
Social Media Steering
Committee
Social Media Council
Graduate Student Council
UGrad Online Ambassadors
SOCIAL MEDIA
LESSON LEARNED:Clearly and continuously articulate roles & responsibilities.
Distributed Governance Model for Informational Website Maintenance
Subsite Section
Section Owner
Content Contributor /
Website Champion
(if different than SO)
Digital Marketing Content Manager
Undergraduate Admission
Dean of Admission Assistant DirectorDigital Marketing &
Community Manager
PermissionsSuper Authors • Digital Marketing and IT A&D teams (10 – 12 individuals)• Access to alter home page, web parts and all parts of templates
Authors • 5 – 10 individuals• To be treated as power users; individuals to be determined by digital marketing team• Access to edit web parts by subsite, in addition to the editing accessing outlined below
Editors • 60 to 70 staff• Access to edit content area by subsite level • Also, 200 faculty have access to edit so they can update their bio
LESSON LEARNED:Continuous check-ins with business unit contacts on responsibility due to turnover
Digital Marketing Governance Support Model
• Online ticketing web support system for short-term needs
• Online project tracking for longer projects and integrated creative production plans
• Cross-functional support Alumni Undergraduate Graduate Executive Education Institutional1st Level Support ADMCM DMCM GDMCM IMS SDMM2nd Level IMS ADMCM DMCM SDMM DMCM3rd Level DMD DMD ADMCM GDMCM IMS
DMCM - Digital Marketing & Community ManagerSDMM - Senior Digital Marketing ManagerGDMCM - Grad Digital Marketing & Community ManagerADMCM - Alumni & Friends Network Digital Marketing & Community ManagerIMS - Interactive Media SpecialistDMD - Digital Marketing Director
Content Strategy
1. Audit - Go be that politician across campus
2. Assess - Asset type and channel
3. Prioritize - Strategy and goals
4. Build - 6 month plan
5. Develop– Creative production, curation and re-imagination
LESSON LEARNED:There’s more content on your campus than you can ever imagine … or re-imagine!
After 3 months, check in and start audit cycle again
FOCUS!
FOCUS!
• Develop goals, tactics, and ACHIEVABLE measurements
• Prioritize the aspects of your digital marketing mix that…– A. Align to the institutional strategy– B. Need the most help
• For us:– B. Website redesign– A1. Social media strategy, branding and guidelines– A2. First steps of the mobile mix
LESSON LEARNED: Focus on education and training first
FOCUS!
• Understand your limitations• Engage with experts–Mobile mix–Media-buying– SEO strategy
LESSON LEARNED: Don’t bite off more than you can chew.
#higheredweb Manifesto
Break the Silos!
• IT and Marketing• Faculty and staff• Across business units
“To do disruptive innovation, you have to be willing to be misunderstood for a very long time.” – Jeff Bezos
Educate. Educate. Educate.Be a change manager.
THANK YOU!Gene Begin
Digital Marketing DirectorBabson College
[email protected] @gbegin
http://www.linkedin.com/in/genebegin http://www.slideshare.net/gbegin