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WHY SILO-BUSTING IS ESSENTIAL TO DIGITAL MARKETING SUCCESS
#eduweb14 #silobusting
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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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WE NEED A ___________________
<insert social media account>
<insert video>
<insert flashy new digital thingy>
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WE NEED A #%!$%@+#%!$%@+
WAIT, WHAT?
NO.
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WE’RE NOT JUST...
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DEVELOPERS, ADMISSIONS COUNSELORS,
FUNDRAISERS, DIGITAL MARKETERS…
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WE’RE MARKETERS.
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FIRST… OBJECTIVES. THEN… STRATEGIES.
LAST… TACTICS.
[www.iveybusinessjournal.com]
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WHAT WE GOT HERE IS….
…A FAILURE TO COMMUNICATE THE BUSINESS OBJECTIVE.
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IT’S ALL ABOUT…
INTEGRATION.
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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.
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INTEGRATION
Also called…
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INTEGRATION
Silo-Busting.
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INTEGRATION
Also called…
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INTEGRATION
Ghostbusting.
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WHY GHOSTBUST?
Clear communication of brand message to audiences via all channels throughout their entire life cycle.
(i.e. Utopia)
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PREVIOUS WORLD (LIKE, AGES AGO)
Institutional or Departmental Strategy
Information Technology Strategy Marketing Communications Strategy
Print Email Website
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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?
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Institutional or Departmental Strategy
Content Strategy Social Media Strategy Information Technology Strategy
Marketing Communication
Strategy
Digital Integration
FUTURE WORLD WHERE DOES GHOSTBUSTING FIT IN?
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WHERE EXACTLY CAN YOU
BUST GHOSTS?
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• Across communication channels
• Within your own organization between functions
• Across departments
WHERE CAN YOU BUST GHOSTS?
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HOW CAN YOU BUST GHOSTS?
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LISTEN, LEARN, ENGAGE
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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!
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• 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
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EXAMPLES
CONTENT STRATEGY
LEVERAGING EXISTING TOOLS
CROSS-DEPARTMENTAL COLLABORATION
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HOW CAN WE SOLVE PROBLEMS FROM
THE GROUND UP?
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[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
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We need to break down the barriers between departments.
Building connections fuel cross-campus collaboration.
RELATIONSHIPS ARE HALF OF THE CONTENT STRATEGY EQUATION.
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Any print, email, video, digital, social media marketing request is an entry point to
integration.
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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
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Social Media Strategy Worksheet [Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]
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MEASUREMENT AND ROI
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AN INTEGRATED JOURNEY
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AT THE END OF THE DAY
REMEMBER…
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“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.
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THANK YOU! GENE BEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES
#eduweb14 #silobusting