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Breaking Down Silos: How to Win at Digtial Marketing


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How encouraging collaboration and utilising talent & skills across teams has fostered a creative and successful approach to digital marketing at Loughborough University.

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Breaking Down Silos: How to Win at Digtial Marketing

  1. 1. Breaking Down Silos: How to Win at Digital Marketing @joncrannage Digital Content Co-ordinator Loughborough University
  2. 2. Loughborough University • Top 10 in every UK league table • 4th Guardian University League Table • Top in the country for student experience in THE Student Experience Survey • University of the Year (Whatuni Student Choice Awards 2018) • Best university in the world for sports-related subjects (2018 QS World University Rankings)
  3. 3. Student Experience
  4. 4. Loughborough Campus
  5. 5. London Campus
  6. 6. Web and Digital Team • Web design & development • Content strategy & management • Social media • Video production • Photography • Digital design • Vast majority of functions inhouse. • Currently minimal paid spend compared to competitors
  7. 7. Awards and that
  8. 8. Breaking Down Silos: How to Win at Digital Marketing
  9. 9. Train-wreck management • 1841 train crash in the US • Recommendations shaped US Managerial practise • Adapted from the Prussian Army • Offices run by managers/chain of command/clear comms lines/responsibilities • Regimented
  10. 10. What changed? • Leadership • Experienced marketer at the ‘top table’ • Supportive Vice Chancellor • Organisational change • Digital transformation – 'digital first'
  11. 11. Digital transformation “Digital transformation is the realignment of, or new investment in technology, business models, and processes to create new value for customers and employees and more effectively compete in an ever-changing digital economy.” Brian Solis Principal Analyst at Altimeter Group.
  12. 12. Key digital leadership skills • A comprehensive understanding of the market • A visionary mindset • A champion mentality • An entrepreneurial spirit • Adaptability/flexibility – giving people the freedom to innovate • Communication, visibility –across all levels • Collaboration – the ability to bind together different parties and diverse skill sets The changing role of people management in the digital age (2016)
  13. 13. Web Team 2012
  14. 14. Digital Team 2018
  15. 15. Rio 2016 • International platform not just for sport – research, team spirit and graduate success • Supported the University strategy – “Building Excellence” – growing capacity in research, teaching, sport • Clear objectives set around increasing net promoter score, media coverage, new links with stakeholders, creating shedload of reusable content
  16. 16. Rio 2016 • Prep, planning, collaboration • Developed a variety of content in advance/different formats - video, athlete profiles, features, training tips • Good luck pieces from Lboro legends • Behind the scenes footage • Shareable assets • Scheduled content around events
  17. 17. 2017 General Election • The Centre for Research in Communication and Culture’s analysis of GE 2017 national news coverage • Demonstrated how we delivered media coverage and academic peer awareness via close working between PR and Digital Teams • Objectives – deliver 5 national/international items of significant coverage, generate academic interest/partnership/speaking - secure coverage in 50 countries/ HE / key stakeholders.
  18. 18. 2017 General Election • Challenges included lack of prep due to snap election, no resource budget, competing priorities • Content. Instead of just press releases produced blog content/infographics/video • Identified Twitter as primary channel for audiences • Used Twitter search, Buzzsumo, alongside established academic media/networks • Advocacy, influencers • Topicality, timeliness, content
  19. 19. Twitter
  20. 20. Reddit
  21. 21. General Election 2017
  22. 22. "Production viewed a system" • Developed by W. Edwards Deming in post-war Japan • Based on improving quality and creating a culture where everyone would work together • "Everyone winning through improvement of quality." Allan Scott, @triaster
  23. 23. How to win • Leadership is key • Clear objectives • Collaboration • Make use of tech – Trello, Slack, Google Drive • Motivation
  24. 24. THANKS @joncrannage