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.
WHY SILO-BUSTING IS
ESSENTIAL TO
DIGITAL MARKETING
SUCCESS
#caseD1
GENE BEGIN
SENIOR DIRECTOR OF INTEGRATED MARKETING
BABSON COLLEGE / @GBEGIN
VANESSA THEOHARIS
INTEGRATED MARKETING MANAGER...
WE’RE NOT JUST...
COMMUNICATION MANAGERS,
FUNDRAISERS,
RELATIONSHIP MANAGERS,
DIGITAL MARKETERS…
WE’RE ALL MARKETERS.
WE NEED A
___________________
<insert social media account>
<insert video>
<insert flashy new digital thingy>
WE NEED A
#%!$%@+#%!$%@+
WAIT, WHAT?
NO.
WHAT WE GOT HERE IS….
…A FAILURE TO COMMUNICATE
THE BUSINESS OBJECTIVE.
FIRST… OBJECTIVES.
THEN… STRATEGIES.
LAST… TACTICS.
[www.iveybusinessjournal.com]
WHAT DRIVES MARKETING
SUCCESS IN 2015?
INTEGRATION
INTEGRATION
The state of combination or the process of
combining into completeness and harmony.
The act of combining and b...
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...
ALL ROADS LEAD TO ALUMNI
Consider Evaluate Buy
Good
Luck? Alumni
TRADITIONAL HIGHER EDUCATION MARKETING
CONSUMER DECISION JOURNEY
Apply
Engage
Enro...
HIGHER EDUCATION MARKETING
CONSUMER DECISION JOURNEY
Target Audience: Alumni
Alumni Advocate to Secondary Audiences:
External influencers at the top of the awareness funnel
(r...
MEASUREMENT & ROI
AN INTEGRATED JOURNEY
The Ways We Measure
Key
Performance
Indicators
(KPIs)
AWARE CONSIDER EVALUATE BUY ENJOY
Social
Engagement:
• Impressions
•...
WHERE EXACTLY
CAN YOU
BUST GHOSTS?
• Within your own organization between functions
• Across departments
• Across communication channels
WHERE TO BUST GHOSTS
HOW CAN YOU
BUST GHOSTS?
LISTEN, LEARN, ENGAGE
• Share positive feedback received
through social media and email.
• Content discovery.
• Say “No. But…”
• Education and t...
EXAMPLES
LEVERAGING
EXISTING TOOLS
CROSS-DEPARTMENTAL
COLLABORATION
HOW CAN WE
SOLVE PROBLEMS FROM
THE GROUND UP?
PROCESS
Any print, email, video, digital, social media marketing
request is an entry point to
integration.
BENEFITS TO PROCESS
• Building relationships
• Stewardship
• Data
• Alumni engagement touch points
• Education
Example of Babson College Marketing Processes
• “Concepting” as a Project Type
• Digital QAs
• Editorial Meeting (public r...
Social Media Strategy Worksheet
[Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]
AT THE END OF THE DAY
REMEMBER…
“To do disruptive innovation, you have to be willing
to be misunderstood for a very long time.”
- Jeff Bezos, Chairman and...
THANK YOU!
GENE BEGIN
SENIOR DIRECTOR OF INTEGRATED MARKETING
BABSON COLLEGE / @GBEGIN
VANESSA THEOHARIS
INTEGRATED MARKET...
Why Integration is Essential to Digital Marketing Success
Why Integration is Essential to Digital Marketing Success
Why Integration is Essential to Digital Marketing Success
Upcoming SlideShare
Loading in …5
×

Why Integration is Essential to Digital Marketing Success

1,467 views

Published on

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.

  • Be the first to comment

Why Integration is Essential to Digital Marketing Success

  1. 1. WHY SILO-BUSTING IS ESSENTIAL TO DIGITAL MARKETING SUCCESS #caseD1
  2. 2. GENE BEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS INTEGRATED MARKETING MANAGER BABSON COLLEGE / @VANESSATSMILES #caseD1
  3. 3. WE’RE NOT JUST...
  4. 4. COMMUNICATION MANAGERS, FUNDRAISERS, RELATIONSHIP MANAGERS, DIGITAL MARKETERS…
  5. 5. WE’RE ALL MARKETERS.
  6. 6. WE NEED A ___________________ <insert social media account> <insert video> <insert flashy new digital thingy>
  7. 7. WE NEED A #%!$%@+#%!$%@+ WAIT, WHAT? NO.
  8. 8. WHAT WE GOT HERE IS…. …A FAILURE TO COMMUNICATE THE BUSINESS OBJECTIVE.
  9. 9. FIRST… OBJECTIVES. THEN… STRATEGIES. LAST… TACTICS. [www.iveybusinessjournal.com]
  10. 10. WHAT DRIVES MARKETING SUCCESS IN 2015?
  11. 11. INTEGRATION
  12. 12. 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.
  13. 13. INTEGRATION Also called…
  14. 14. INTEGRATION Silo-Busting.
  15. 15. INTEGRATION Also called…
  16. 16. INTEGRATION Ghostbusting.
  17. 17. WHY GHOSTBUST? Clear communication of brand message to audiences via all channels throughout their entire life cycle. (i.e. Utopia)
  18. 18. ALL ROADS LEAD TO ALUMNI
  19. 19. Consider Evaluate Buy Good Luck? Alumni TRADITIONAL HIGHER EDUCATION MARKETING CONSUMER DECISION JOURNEY Apply Engage Enroll Register Sign a contract Hire Give
  20. 20. HIGHER EDUCATION MARKETING CONSUMER DECISION JOURNEY
  21. 21. 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
  22. 22. MEASUREMENT & ROI AN INTEGRATED JOURNEY
  23. 23. 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
  24. 24. WHERE EXACTLY CAN YOU BUST GHOSTS?
  25. 25. • Within your own organization between functions • Across departments • Across communication channels WHERE TO BUST GHOSTS
  26. 26. HOW CAN YOU BUST GHOSTS?
  27. 27. LISTEN, LEARN, ENGAGE
  28. 28. • 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
  29. 29. EXAMPLES LEVERAGING EXISTING TOOLS CROSS-DEPARTMENTAL COLLABORATION
  30. 30. HOW CAN WE SOLVE PROBLEMS FROM THE GROUND UP?
  31. 31. PROCESS
  32. 32. Any print, email, video, digital, social media marketing request is an entry point to integration.
  33. 33. BENEFITS TO PROCESS • Building relationships • Stewardship • Data • Alumni engagement touch points • Education
  34. 34. 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
  35. 35. Social Media Strategy Worksheet [Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]
  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 SENIOR DIRECTOR OF INTEGRATED MARKETING BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS INTEGRATED MARKETING MANAGER BABSON COLLEGE / @VANESSATSMILES #caseD1

×