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Building a Digital Marketing Strategy from Scratch
 

Building a Digital Marketing Strategy from Scratch

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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 ...

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 Building a Digital Marketing Strategy from Scratch Presentation Transcript

    • Building a Digital Marketing Strategy from Scratch: A Babson College Story
      Gene Begin
      Digital Marketing Director
      Babson 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
    • Graduate
      Ugrad
      Advancement
      Executive Education
      Goal Planning? Who is Our Preferred Audience?
      Granting Organizations
      & Foundations
      Alumni
      Governance
      HR Developers
      Working
      professionals
      Parents
      Faculty, Centers,
      and Institutes
      Policy Makers
      Educators/Academic Institutions
      Students (Prospective & Current)
      Guidance
      counselors
      Employers
    • Develop 3-Year Business Plan
      OUR PLAN
      Year 1: Laying the Foundation
      Team, Governance, Process AND Education
      Year 2: Advocacy Marketing
      Better alumni engagement => more participation => better student experience => better alumni engagement
      Year 3: The True Mobile Marketing Experience
      The 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
      WEBSITE
      SOCIAL MEDIA
      LESSON LEARNED:
      Clearly and continuously articulate roles & responsibilities.
    • Distributed Governance Model for Informational Website Maintenance
      Permissions
      Super 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
    • Content Strategy
      Audit
      - Go be that politician across campus
      Assess
      - Asset type and channel
      Prioritize
      - Strategy and goals
      Build
      - 6 month plan
      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
    • Educate. Educate. Educate.
      Be a change manager.
      “To do disruptive innovation, you have to be willing to be misunderstood for a very long time.” – Jeff Bezos
    • THANK YOU!Gene BeginDigital Marketing DirectorBabson Collegegbegin@babson.edu @gbegin http://www.linkedin.com/in/genebegin http://www.slideshare.net/gbegin