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.
2. GENE BEGIN
SENIOR DIRECTOR OF INTEGRATED MARKETING
BABSON COLLEGE / @GBEGIN
VANESSA THEOHARIS
INTEGRATED MARKETING MANAGER
BABSON COLLEGE / @VANESSATSMILES
#caseD1
13. 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.
21. Consider Evaluate Buy
Good
Luck? Alumni
TRADITIONAL HIGHER EDUCATION MARKETING
CONSUMER DECISION JOURNEY
Apply
Engage
Enroll
Register
Sign a contract
Hire
Give
23. Target Audience: Alumni
Alumni Advocate to Secondary Audiences:
External influencers at the top of the awareness funnel
(recruiters, parents, media, thought leaders)
Prospectives (students, employees)
ALUMNI CONSUMER DECISION JOURNEY
25. The Ways We Measure
Key
Performance
Indicators
(KPIs)
AWARE CONSIDER EVALUATE BUY ENJOY
Social
Engagement:
• Impressions
• Reach
• Comments
• Shares
Email Opens
Social following
Email CTR/VTR
Page Views
Time on site
Giving: $$ and
participation
Volunteering
Ambassadorship
Event
Attendance
Social
Comments/
Sharing
31. • 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
35. Any print, email, video, digital, social media marketing
request is an entry point to
integration.
36. BENEFITS TO PROCESS
• Building relationships
• Stewardship
• Data
• Alumni engagement touch points
• Education
37. 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
38. Social Media Strategy Worksheet
[Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]
40. “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.
41. THANK YOU!
GENE BEGIN
SENIOR DIRECTOR OF INTEGRATED MARKETING
BABSON COLLEGE / @GBEGIN
VANESSA THEOHARIS
INTEGRATED MARKETING MANAGER
BABSON COLLEGE / @VANESSATSMILES
#caseD1