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Why Integration is Essential to Digital Marketing Success
 

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, ...

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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  • http://youtu.be/uhiCFdWeQfA
  • http://youtu.be/V2f-MZ2HRHQ
  • http://youtu.be/Fe93CLbHjxQhttp://youtu.be/m9We2XsVZfc
  • Framework for new social platform evaluationUse that same framework when evaluating silo-busting opportunities.

Why Integration is Essential to Digital Marketing Success Why Integration is Essential to Digital Marketing Success Presentation Transcript

  • DROPPING THE SILO-BUSTER: WHY INTEGRATION IS ESSENTIAL TO DIGITAL MARKETING SUCCESS #hewebNE #ne1
  • GENE BEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES #hewebNE #ne1
  • I WANT TO CREATE A ___________________ <insert social media account> <insert video> <insert flashy new digital thingy>
  • I WANT TO CREATE A #%!$%@+#%!$%@+ WAIT, WHAT? NO.
  • We’re Not Just Digital Marketers.
  • We’re Marketers.
  • FIRST… OBJECTIVES. THEN… STRATEGIES. LAST… TACTICS. [www.iveybusinessjournal.com]
  • What we got here is…. …a failure to communicate the business objective.
  • IT’S ALL ABOUT… INTEGRATION.
  • 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.
  • INTEGRATION Also called…
  • INTEGRATION Silo-Busting.
  • INTEGRATION Also called…
  • INTEGRATION Ghostbusting.
  • WHY GHOSTBUST? Clear communication of brand message to audiences via all channels throughout their entire life cycle. (i.e. Utopia)
  • PREVIOUS WORLD (LIKE, AGES AGO) Institutional Strategy Information Technology Strategy Marketing Communications Strategy Print Email Website
  • Institutional Strategy Digital Marketing Strategy Content Strategy Social Media Strategy Information Technology Strategy Marketing Communications Strategy CURRENT WORLD WHERE DOES DIGITAL MARKETING STRATEGY FIT IN?
  • Institutional Strategy Content Strategy Social Media Strategy Information Technology Strategy Marketing Communication Strategy Digital Integration FUTURE WORLD WHERE DOES GHOSTBUSTING FIT IN?
  • WHERE EXACTLY CAN YOU BUST GHOSTS?
  • • Across communication channels • Within your own organization between functions • Across departments WHERE CAN YOU BUST GHOSTS?
  • ARE YOU IN A CENTRALIZED OR DECENTRALIZED ROLE? HOW CAN YOU COLLABORATE?
  • LISTEN, LEARN, ENGAGE
  • 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!
  • • 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. HOW DO I BUILD RELATIONSHIPS?
  • EXAMPLES ALUMNI EVENT MARKETING
  • HOW DO SM, MARKETING, OR CONTENT PROFESSIONALS SOLVE PROBLEMS FROM THE GROUND UP?
  • [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
  • Social media and digital requests as tactics are the entry points to integration.
  • • “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 We need to break down the barriers between departments.
  • Social Media Strategy Worksheet [Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]
  • Building connections fuel cross-campus collaboration. Relationships are half of the content strategy equation.
  • MEASUREMENT AND ROI
  • AN INTEGRATED JOURNEY
  • Social referrals Social reach Content engagement analysis Social custom dimensions Assisted goal conversions Multi-channel attribution INTEGRATING SOCIAL MEASURES
  • AT THE END OF THE DAY REMEMBER…
  • EDUCATE, EDUCATE, EDUCATE.
  • “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.
  • THANK YOU! GENE BEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES #hewebNE #ne1