Building a Digital Marketing Strategy from Scratch
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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