Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Dropping the Silo-Buster: Why Integration is Essential to Social Media Success

1,207 views

Published on

Published in: Social Media
  • Be the first to comment

Dropping the Silo-Buster: Why Integration is Essential to Social Media Success

  1. 1. DROPPING THE SILO-BUSTER: WHY INTEGRATION IS ESSENTIAL TO SOCIAL MEDIA SUCCESS Social Wizardry Track #casesmc
  2. 2. GENE BEGIN DIGITAL MARKETING DIRECTOR BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES Social Wizardry Track #casesmc
  3. 3. I WANT TO CREATE A ACCOUNT.
  4. 4. I WANT TO CREATE A #%!$%@+ ACCOUNT. WAIT, WHAT? NO.
  5. 5. SCENARIOS PRESIDENT AND CAMPUS LEADERSHIP ANY DEPARTMENT “TWEET ABOUT IT”
  6. 6. We’re Not Just Social Media Marketers.
  7. 7. We’re Marketers.
  8. 8. FIRST… OBJECTIVES. THEN … STRATEGIES. LAST… TACTICS. [www.iveybusinessjournal.com]
  9. 9. Social Media Strategy Worksheet [Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]
  10. 10. IT’S ALL ABOUT… INTEGRATION.
  11. 11. 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.
  12. 12. INTEGRATION Also called…
  13. 13. INTEGRATION Silo-Busting.
  14. 14. INTEGRATION Also called…
  15. 15. INTEGRATION Ghostbusting.
  16. 16. WHY GHOSTBUST? Clear communication of brand message to audiences via all channels throughout their entire life cycle. (i.e. Utopia)
  17. 17. PREVIOUS WORLD (LIKE, AGES AGO) Institutional Strategy Information Technology Strategy Marketing Communications Strategy Print Email Website
  18. 18. 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?
  19. 19. Institutional Strategy Content Strategy Social Media Strategy Information Technology Strategy Marketing Communication Strategy Digital Integration FUTURE WORLD WHERE DOES GHOSTBUSTING FIT IN?
  20. 20. WHERE EXACTLY CAN YOU BUST GHOSTS?
  21. 21. • Across communication channels • Within your own organization between functions • Across departments WHERE CAN YOU BUST GHOSTS?
  22. 22. ARE YOU IN A CENTRALIZED OR DECENTRALIZED ROLE? HOW CAN YOU COLLABORATE?
  23. 23. LISTEN, LEARN, ENGAGE
  24. 24. 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!
  25. 25. • Share positive feedback received through social media. • Content discovery. • Say “No. But…” • Education and training. • Be a community member. • Sharing success stories. HOW DO I BUILD RELATIONSHIPS?
  26. 26. EXAMPLES ALUMNI EVENT MARKETING
  27. 27. EDUCATE, EDUCATE, EDUCATE. BE A CHANGE MANAGER.
  28. 28. HOW DO SM, MARKETING, OR CONTENT PROFESSIONALS SOLVE PROBLEMS FROM THE GROUND UP?
  29. 29. [meetcontent.com/blog/content-strategy-as-problem-solving]
  30. 30. “Narrowly focused content goals can’t solve institution-wide content problems.” Rick Allen and Georgy Cohen, MeetContent "Content strategy is change management.” Karen McGrane, Bond Art + Science Social media requests as a tactic is the entry point to integration. SOLVE PROBLEMS FROM THE GROUND UP
  31. 31. We need to break down the barriers between departments. • Social Media Council and Steering Committee – Follower Analysis – #casesmc Twitter Chat: Handling Multiple SM Accounts • “Enforcing” Best Practices and Policies • Digital QAs • Editorial Meeting (PR, Social Media, Institutional Communications, Account Managers, Multimedia, campus department guests) SOLVE PROBLEMS FROM THE GROUND UP
  32. 32. Relationships are half of the content strategy equation… Social media connections fuel cross-campus collaboration. SOLVE PROBLEMS FROM THE GROUND UP
  33. 33. MEASUREMENT AND ROI
  34. 34. AN INTEGRATED JOURNEY
  35. 35. Social referrals Social reach Content engagement analysis Social custom dimensions Assisted goal conversions Multi-channel attribution INTEGRATING SOCIAL MEASURES
  36. 36. AT THE END OF THE DAY … REMEMBER …
  37. 37. “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
  38. 38. THANK YOU! GENE BEGIN DIGITAL MARKETING DIRECTOR BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES Social Wizardry Track #casesmc

×