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.

1. WHY SILO-BUSTING IS
ESSENTIAL TO
DIGITAL MARKETING
SUCCESS
#caseD1

2. GENE BEGIN
SENIOR DIRECTOR OF INTEGRATED MARKETING
BABSON COLLEGE / @GBEGIN
VANESSA THEOHARIS
INTEGRATED MARKETING MANAGER
BABSON COLLEGE / @VANESSATSMILES
#caseD1

3. WE’RE NOT JUST...

4. COMMUNICATION MANAGERS,
FUNDRAISERS,
RELATIONSHIP MANAGERS,
DIGITAL MARKETERS…

5. WE’RE ALL MARKETERS.

6. WE NEED A
___________________
<insert social media account>
<insert video>
<insert flashy new digital thingy>

7. WE NEED A
#%!$%@+#%!$%@+
WAIT, WHAT?
NO.

9. WHAT WE GOT HERE IS….
…A FAILURE TO COMMUNICATE
THE BUSINESS OBJECTIVE.

10. FIRST… OBJECTIVES.
THEN… STRATEGIES.
LAST… TACTICS.
[www.iveybusinessjournal.com]

11. WHAT DRIVES MARKETING
SUCCESS IN 2015?

12. INTEGRATION

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.

14. INTEGRATION
Also called…

15. INTEGRATION
Silo-Busting.

16. INTEGRATION
Also called…

18. INTEGRATION
Ghostbusting.

19. WHY GHOSTBUST?
Clear communication of brand message to audiences
via all channels throughout their entire life cycle.
(i.e. Utopia)

20. ALL ROADS LEAD TO ALUMNI

21. Consider Evaluate Buy
Good
Luck? Alumni
TRADITIONAL HIGHER EDUCATION MARKETING
CONSUMER DECISION JOURNEY
Apply
Engage
Enroll
Register
Sign a contract
Hire
Give

22. HIGHER EDUCATION MARKETING
CONSUMER DECISION JOURNEY

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

24. MEASUREMENT & ROI
AN INTEGRATED 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

26. WHERE EXACTLY
CAN YOU
BUST GHOSTS?

27. • Within your own organization between functions
• Across departments
• Across communication channels
WHERE TO BUST GHOSTS

29. HOW CAN YOU
BUST GHOSTS?

30. LISTEN, LEARN, ENGAGE

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

32. EXAMPLES
LEVERAGING
EXISTING TOOLS
CROSS-DEPARTMENTAL
COLLABORATION

33. HOW CAN WE
SOLVE PROBLEMS FROM
THE GROUND UP?

34. PROCESS

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]

39. AT THE END OF THE DAY
REMEMBER…

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