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WHY SILO-BUSTING IS ESSENTIAL TO DIGITAL MARKETING SUCCESS #eduweb14 #silobusting

Why Integration is Essential to Digital Marketing Success

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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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Page 1: Why Integration is Essential to Digital Marketing Success

WHY SILO-BUSTING IS ESSENTIAL TO DIGITAL MARKETING SUCCESS

#eduweb14 #silobusting

Presenter
Presentation Notes
http://youtu.be/uhiCFdWeQfA
Page 2: Why Integration is Essential to Digital Marketing Success

GENE BEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES

#eduweb14 #silobusting

Page 3: Why Integration is Essential to Digital Marketing Success

WE NEED A ___________________

<insert social media account>

<insert video>

<insert flashy new digital thingy>

Page 4: Why Integration is Essential to Digital Marketing Success

WE NEED A #%!$%@+#%!$%@+

WAIT, WHAT?

NO.

Page 5: Why Integration is Essential to Digital Marketing Success

WE’RE NOT JUST...

Page 6: Why Integration is Essential to Digital Marketing Success

DEVELOPERS, ADMISSIONS COUNSELORS,

FUNDRAISERS, DIGITAL MARKETERS…

Page 7: Why Integration is Essential to Digital Marketing Success

WE’RE MARKETERS.

Presenter
Presentation Notes
All employees are marketers and brand advocates.
Page 8: Why Integration is Essential to Digital Marketing Success

FIRST… OBJECTIVES. THEN… STRATEGIES.

LAST… TACTICS.

[www.iveybusinessjournal.com]

Page 9: Why Integration is Essential to Digital Marketing Success

WHAT WE GOT HERE IS….

…A FAILURE TO COMMUNICATE THE BUSINESS OBJECTIVE.

Presenter
Presentation Notes
http://youtu.be/V2f-MZ2HRHQ
Page 10: Why Integration is Essential to Digital Marketing Success

IT’S ALL ABOUT…

INTEGRATION.

Page 11: Why Integration is Essential to Digital Marketing Success

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.

Page 12: Why Integration is Essential to Digital Marketing Success

INTEGRATION

Also called…

Page 13: Why Integration is Essential to Digital Marketing Success

INTEGRATION

Silo-Busting.

Page 14: Why Integration is Essential to Digital Marketing Success

INTEGRATION

Also called…

Page 15: Why Integration is Essential to Digital Marketing Success
Presenter
Presentation Notes
http://youtu.be/Fe93CLbHjxQ http://youtu.be/m9We2XsVZfc
Page 16: Why Integration is Essential to Digital Marketing Success

INTEGRATION

Ghostbusting.

Page 17: Why Integration is Essential to Digital Marketing Success

WHY GHOSTBUST?

Clear communication of brand message to audiences via all channels throughout their entire life cycle.

(i.e. Utopia)

Page 18: Why Integration is Essential to Digital Marketing Success

PREVIOUS WORLD (LIKE, AGES AGO)

Institutional or Departmental Strategy

Information Technology Strategy Marketing Communications Strategy

Print Email Website

Page 19: Why Integration is Essential to Digital Marketing Success

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?

Page 20: Why Integration is Essential to Digital Marketing Success

Institutional or Departmental Strategy

Content Strategy Social Media Strategy Information Technology Strategy

Marketing Communication

Strategy

Digital Integration

FUTURE WORLD WHERE DOES GHOSTBUSTING FIT IN?

Page 21: Why Integration is Essential to Digital Marketing Success

WHERE EXACTLY CAN YOU

BUST GHOSTS?

Page 22: Why Integration is Essential to Digital Marketing Success

• Across communication channels

• Within your own organization between functions

• Across departments

WHERE CAN YOU BUST GHOSTS?

Page 23: Why Integration is Essential to Digital Marketing Success

HOW CAN YOU BUST GHOSTS?

Presenter
Presentation Notes
http://tiwibzone.tiwib.netdna-cdn.com/images/replica-ghostbusters-backpack-640x822.jpg
Page 24: Why Integration is Essential to Digital Marketing Success

LISTEN, LEARN, ENGAGE

Presenter
Presentation Notes
Framework for new social platform evaluation Use that same framework when evaluating silo-busting opportunities.
Page 25: Why Integration is Essential to Digital Marketing Success

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!

Page 26: Why Integration is Essential to Digital Marketing Success

• 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

Page 27: Why Integration is Essential to Digital Marketing Success

EXAMPLES

CONTENT STRATEGY

LEVERAGING EXISTING TOOLS

CROSS-DEPARTMENTAL COLLABORATION

Page 28: Why Integration is Essential to Digital Marketing Success

HOW CAN WE SOLVE PROBLEMS FROM

THE GROUND UP?

Presenter
Presentation Notes
Content Strategy
Page 30: Why Integration is Essential to Digital Marketing Success

We need to break down the barriers between departments.

Building connections fuel cross-campus collaboration.

RELATIONSHIPS ARE HALF OF THE CONTENT STRATEGY EQUATION.

Page 31: Why Integration is Essential to Digital Marketing Success

Any print, email, video, digital, social media marketing request is an entry point to

integration.

Page 32: Why Integration is Essential to Digital Marketing Success

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

Page 34: Why Integration is Essential to Digital Marketing Success

MEASUREMENT AND ROI

Page 35: Why Integration is Essential to Digital Marketing Success

AN INTEGRATED JOURNEY

Page 36: Why Integration is Essential to Digital Marketing Success
Page 37: Why Integration is Essential to Digital Marketing Success
Page 38: Why Integration is Essential to Digital Marketing Success

AT THE END OF THE DAY

REMEMBER…

Page 39: Why Integration is Essential to Digital Marketing Success

“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.

Page 40: Why Integration is Essential to Digital Marketing Success

THANK YOU! GENE BEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES

#eduweb14 #silobusting