This document outlines Gene Begin's presentation on content strategy at Babson College. It discusses defining content strategy and tying it to institutional objectives. Content strategy determines the types of content produced, target audiences, and stories to focus on. It also covers developing a content pipeline, calendar, and process to prioritize, create, curate, and measure content. The presentation emphasizes using advocacy marketing and storytelling focused on people rather than the institution to increase brand awareness and engagement through owned, earned, and paid media channels.
Multimedia data and information must be stored in a disk file using formats similar to image file formats. Multimedia formats, however, are much more complex than most other file formats because of the wide variety of data they must store. Such data includes text, image data, audio and video data, computer animations, and other forms of binary data, such as Musical Instrument Digital Interface (MIDI), control information, and graphical fonts. (See the "MIDI Standard" section later in this chapter.) Typical multimedia formats do not define new methods for storing these types of data. Instead, they offer the ability to store data in one or more existing data formats that are already in general use.
For example, a multimedia format may allow text to be stored as PostScript or Rich Text Format (RTF) data rather than in conventional ASCII plain-text format. Still-image bitmap data may be stored as BMP or TIFF files rather than as raw bitmaps. Similarly, audio, video, and animation data can be stored using industry-recognized formats specified as being supported by that multimedia file format.
This is the subject slides for the module MMS2401 - Multimedia System and Communication taught in Shepherd College of Media Technology, Affiliated with Purbanchal University.
basic information about image files and why we use lots of kinds image file formats.
Some key terms like pixels, pixel depths, resolution, monochore, grayscale and colored images which will be used in the next sections of the presentation.
Basic compression methods which are used in image compression and give information about lossy/lossles images.
JPEG, PNG, GIF and BMP detailed
Crowdsourced to Cause Marketing: The Evolution of a Brand CampaignGene Begin
Babson College has been the top school for entrepreneurship for over two decades. Despite this niche focus, its position in the market place has not been as finite. With a crowdsourcing microsite at its core, the College’s first institutional branding campaign in nearly 15 years integrated multiple channels to increase brand awareness, engagement, adoption and advocacy with multiple constituencies. Extending its entrepreneurial core into a content marketing hub focused on those with a passion for entrepreneurship allowed the college to rally a community around a cause to extend the brand’s reach far beyond campus. This presentation will follow the path from crowdsourcing to cause marketing and showcase how one college in particular, as well as other institutions along the way, use these methods to extend the brand.
Building a Digital Marketing Strategy from ScratchGene Begin
To effectively manage an institution’s online presence, first you must build a comprehensive digital strategy across all platforms. Learn from the successes and challenges of one college’s roller coaster ride as they progress from no digital strategy to launching the governance model and content strategy for a redesigned, institution-wide website and online presence.
Multimedia data and information must be stored in a disk file using formats similar to image file formats. Multimedia formats, however, are much more complex than most other file formats because of the wide variety of data they must store. Such data includes text, image data, audio and video data, computer animations, and other forms of binary data, such as Musical Instrument Digital Interface (MIDI), control information, and graphical fonts. (See the "MIDI Standard" section later in this chapter.) Typical multimedia formats do not define new methods for storing these types of data. Instead, they offer the ability to store data in one or more existing data formats that are already in general use.
For example, a multimedia format may allow text to be stored as PostScript or Rich Text Format (RTF) data rather than in conventional ASCII plain-text format. Still-image bitmap data may be stored as BMP or TIFF files rather than as raw bitmaps. Similarly, audio, video, and animation data can be stored using industry-recognized formats specified as being supported by that multimedia file format.
This is the subject slides for the module MMS2401 - Multimedia System and Communication taught in Shepherd College of Media Technology, Affiliated with Purbanchal University.
basic information about image files and why we use lots of kinds image file formats.
Some key terms like pixels, pixel depths, resolution, monochore, grayscale and colored images which will be used in the next sections of the presentation.
Basic compression methods which are used in image compression and give information about lossy/lossles images.
JPEG, PNG, GIF and BMP detailed
Crowdsourced to Cause Marketing: The Evolution of a Brand CampaignGene Begin
Babson College has been the top school for entrepreneurship for over two decades. Despite this niche focus, its position in the market place has not been as finite. With a crowdsourcing microsite at its core, the College’s first institutional branding campaign in nearly 15 years integrated multiple channels to increase brand awareness, engagement, adoption and advocacy with multiple constituencies. Extending its entrepreneurial core into a content marketing hub focused on those with a passion for entrepreneurship allowed the college to rally a community around a cause to extend the brand’s reach far beyond campus. This presentation will follow the path from crowdsourcing to cause marketing and showcase how one college in particular, as well as other institutions along the way, use these methods to extend the brand.
Building a Digital Marketing Strategy from ScratchGene Begin
To effectively manage an institution’s online presence, first you must build a comprehensive digital strategy across all platforms. Learn from the successes and challenges of one college’s roller coaster ride as they progress from no digital strategy to launching the governance model and content strategy for a redesigned, institution-wide website and online presence.
Why Integration is Essential to Digital Marketing SuccessGene Begin
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.
Redefining a word can be overwhelming and so can be facilitating an institutional branding campaign. Combine them both with a crowdsourcing microsite at its core and you have Babson College’s Redefining Entrepreneurship campaign. From strategy and implementation to feedback and results, this presentation will showcase an institutional branding campaign integrating multiple channels to increase brand awareness, engagement, adoption and advocacy with your target constituencies. To view the microsite at the heart of the campaign, visit define.babson.edu.
January 2010 CASE Presentation within Communications and Marketing track with Tamsen McMahon, Director of Digital and Strategic Initiatives at Sametz Blackstone Associates.
Analytics and Reporting: Measuring Success Along the JourneyGene Begin
Using a higher education decision journey framework, you'll learn about and work on establishing key metrics for success and a reporting structure for your multimedia efforts.
Successful digital transformation enables an enterprise to drive revenue, increase customer satisfaction, and win competitive advantage through new digital channels and experiences. To get there, chief digital officers must be able to juggle priorities and manage investments, starting deep within an enterprise’s processes and tools and extending out to the cutting edge of consumer experience. To simplify complexity, accurately measure progress, and drive smart decisions, every CDO needs visibility into six specific types of enterprise KPI.
Join Apigee’s Bryan Kirschner and Kumar Srivastava to learn about these six key KPIs and how to assemble them into a highly effective dashboard.
Join to discuss:
- Why are metrics that span consumer and developer behavior, business results, and technology capabilities all essential to successful digital transformation?
- How can you organize this diverse set of metrics in order to drive sharp insight and timely action?
- How can you apply this knowledge to build an effective management dashboard?
Stephdokin Digital Brand Services (Audit, Dashboard, Marketing)Stephen King
Stephdokin is a Digital Brand agency that offers 3 services to customers:
1) Digital Brand Audit
2) Digital Brand Dashboard
3) Digital Brand Marketing
Establishing how your brand appears online is the first step in a journey of web excellence.
The Stephdokin Digital Brand Audit helps you create a starting “Point A” framework that gives all stakeholders in your business a common 00.understanding of the strategic roadmap needed to get to “Point B.”
When evaluating your digital brand, we can include many different dimensions of your online presence, like:
• Website traffic
• Website lead generation and sales conversions
• Google Performance
• Social media channels
• Mobile
• SEM and SEO excellence
• Competitive benchmarking
• Peer benchmarking
… and more.
In our online audit, we’ll recommend a Digital Brand roadmap that includes the people, processes and tools you’ll need to get going.
We’ll also help you define the Key Performance Indicator measurements you’ll implement on your operational and management dashboards.
Stephdokin is a marketing agency. We help companies with all aspects of creating physical and digital brand materials and campaigns
- Website creation / design
- Website reviews / optimization
- Search engine ranking (SEO)
- AdWords (+LinkedIn, Bing, Facebook ads etc…)
- Channel / partner planning & management
- Mailing list setup, management and eNewsletters
- Marketing brochures
- Videos, Infographics, eBooks, Case Studies, Guest Blog Posts
- Trade show booths
- Email newsletter designs
- Press releases
- Social media publishing
- etc...
Let's Get Started!
It's The Cause, Not the College: Expanding Content Marketing Beyond the BrandGene Begin
On campus, around the world, and even in its own marketing department, Babson College is entrepreneurial to the core. In 2013, the College experimented with creating a content marketing hub geared not toward traditional higher ed audiences like prospective students or engaged alumni, but instead aimed at the much broader sphere of people who share our passion for entrepreneurship. The site, Entrepreneurship of All Kinds™, rallies the community around a cause, not just a college, to extend our brand’s reach far beyond campus.
Improving the User Journey with UX Research & PersonalizationAcquia
Personalization is gaining traction with marketers today because it allows companies to better communicate and engage with their target audiences.
However, implementing a content strategy for different audiences, without multiplying your content creation efforts is a huge challenge. So how do you personalize your messaging efficiently?
Join our webinar as we address these challenges. We’ll also highlight a case study that demonstrates how personalized content helped a university communicate with both students & the broader public.
You’ll learn how to:
- Begin defining and prioritizing your audiences
- Create a content strategy that speaks to your audiences
- Identify what content to personalize & strategies needed to create, test, and improve your content over time
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Digital & Social Media Strategies Series: A Digital Vision (social media stra...Michelle Sawyer
The following presentation was created for Monash University to created awareness and educated on Monash's social media strategy, and how digital/social media was re-shaping how students engage with universities.
Watch the webinar here:https://youtu.be/GEzILwI6VdU
Key Takeaways:
1. Understand the type of content your customers want and need.
2. How to develop creative topics.
3. Managing your content once it has been published.
4. How to build a social media foundation with your content
Digital Marketing Masterclass - Alastair BanksHanna Mepstead
Using digital tools to help you source experts, promote and market yourself and your products
The whole ‘business to business’ social media space is in a huge state of flux with new means of getting information on markets and industries and targeting and reaching customers. In this masterclass, we review the latest tools, techniques and platforms, and give you the chance to practice them.
When prospective students are evaluating school choices, inbound marketing is critical to attract and build trust between your institution and students by offering them targeted content at each stage in the recruitment funnel and guiding them in the decision-making process.
Marketing via the crowd - How personal dashboards can be used to transform un...Toby Beresford
A key insight for social media managers looking to encourage staff & students to use social media for brand advocacy is that they must build effective channels first. This approach looks at a practical way to start a capacity building program for social media amongst staff and students.
Leveraging Social Media For Your Brand | Stanford Graduate School of BusinessKaren Lee
Read my keynote presentation summary: http://goo.gl/V1qtbQ
- How to extend your brand through social media
- Ways to Integrate social media across digital channels
- Why it's important to align your social media objectives with your content strategy
- Stanford Graduate School of Business examples
One year ago I posted, "10 Social Media Best Practices in Higher Education" which has proven to be one of my most popular posts. This is not surprising, as many of my campus speaking engagements include covering such topics.
This top 10 list includes:
Implement a Social Media Strategy
Produce Quality & Accurate Content
Manage Platforms with Social Media Managers and Student Leaders
Use an Authentic and Transparent Voice
Represent the University/Division/Department Brand and University Resources
Collaborate and Support other University Social Media Pages
Respect Your Community
Dive into Data
Empower Influencers and Engage Audience
Get Internal Buy-In
Social media exists in the gray, so even these best practices could be scrutinized. Whatever your perspective, higher education needs more tools to aid in strategy development, especially since social media platforms change constantly.
Joanne Sweeney-Burke teachers you how to develop your Social Media Strategy in this course developed for Clare Local Development Company. Copyright to Digital Training Institute.
Webinar | Dazed and Digital? Explore 10 New Ideas to Amplify Your Ad Campaigns.Converge Consulting
Insta-stories are taking over. Snap's rolled out self-serve ads. Facebook's keeping up with Messenger Ads. It's been a whirlwind of a summer for digital marketing. Feeling dazed and digital? Don't miss this free webinar. Get 10 new ideas in 30 minutes.
Kangaroo kids + billabong High School pitch by and thenvikram sood
I have always loved learning, so when a young Indian brand called Kangaroo Kids came to us looking for solutions, i pooled in veterans from across the industry to collaborate and present a brand overhaul to increasing their brand value.
This presentation is the outcome of over 1 year of research and work. For anyone looking to work in or build, invest or build a business around pre-schools and high schools i would recommend thinking about it as being responsible about the future of a nation. Education is a great profession, it just needs to rethink and disrupt itself given the world our children live in.
2014 Social Media Strategies Summit Presentation - June 18, 2014Michael Koenka
This is my presentation given to the 2014 Social Media Strategies Summit in Amsterdam. Its for people curious about how to help stories fuel reach, relevance and ROI with a few simple, low-cost tips and tricks to get things done.
Want to download this presentation? Just pay with a Tweet here (http://bit.ly/1yG2Njc) and receive a direct link to the download file! Don't worry, you can edit the post before sending.
More Than A Logo: How Market Research and Brand Cultivation Impact AdmissionGene Begin
Rebranding an institution's messaging and identity is a highly complex yet critically important endeavor that impacts the entire organization. Successful results require thoughtful market research, community-wide input, focus groups with prospective audiences, and organizational partnerships. Explore data-driven methods and gain valuable insights on how one college used all of these approaches and more to navigate a complex brand dilemma.
It's Not All About Facebook: Defining Your Own Private CommunityGene Begin
Facebook has been the go-to platform for institutions to connect with prospective students. Let's not kid ourselves, though; HigherEd is full of control freaks. And Facebook is out of our control. Via a coordinated content strategy across Facebook and other social platforms, there is room for a college-owned, private social network within your digital strategy. With the ability to more closely control the experience, you can better align with institutional brand, more directly tie to programmatic, business unit goals and more intimately understand your users' personal interests. But a private social network should not stand on its own. This presentation will showcase the success of past private social networks and focus on the challenges and opportunities seen within a private social network for applicants created at Babson College. As result, you will walk away with the motivation to coordinate a digital marketing strategy across multiple social platforms with intentional, distinct goals and purpose for each platform.
Social Media for Professional DevelopmentGene Begin
Social media is widely known for its involvement in connecting people and their personal lives, but the majority of social networks and digital media platforms can be used as professional development tools. This session designed specifically for Babson staff was intended to give a basic overview of these tools, how to use them for personal development and how to use them in connecting with students in one's role.
Blogs and Twitter: Capturing Real-time Experiences for Engagement and PromotionGene Begin
Blogging platforms as well as micro-blogging platforms such as Twitter are extremely valuable channels for institutions and education abroad advisors to promote to, as well as engage, all of their constituent types. This presentation overviews both platforms and their distribution channels within an institution’s online presence, outlines content ownership and strategy models for each platform, and shares best practices and challenges that peers have experienced.
Community-Wide vs. Compartmentalizing: Building Relationships Through FacebookGene Begin
Most of your constituents are on Facebook and each of them is looking to engage with you in different ways at different times of their lives. To meet the varied needs of your constituents, your Facebook presence and communication strategy must take many forms. This session will explore the ways one College continuously reshapes its engagement strategy and will share the successes and challenges it has met in doing so.
Social Networks and International EducationGene Begin
An hour-long presentation for Boston-Area Study Abroad Advisors designed to give an overview of various socia media platforms, including their use as communication and promotional tools for international education.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
9. WHERE DOES CONTENT STRATEGY FIT IN?
Institutional Strategy
Content Strategy
Digital Marketing
Marketing
Communications
Technology
Infrastructure
10. INSTITUTIONAL STRATEGY = CONTENT STRATEGY
Content strategy must be hardwired to your institutional strategy
11. HOW DOES CONTENT STRATEGY HELP
• What type of content should we produce?
• Who is our target audience?
• What stories should we focus on telling?
• Where should we host our content?
• On which platforms should we share our stories?
• How do we prioritize requests when everyone wants
a video?
12. CONTENT GOALS & MEASUREMENT
• Build trust, conversation and deepen loyalty with our
existing audiences (alumni/student feedback & engagement)
• Attract new prospect students, clients and partners
(inquiries, applicants, deposits, clients, recruiters)
• Generate engagement and/or explore audience pain
points and overcome myths and objections (comments/shares)
• Illustrate benefits through stories and experiences (views)
• Develop new ideas (feedback generated)
• Build reputation with search engines(search engine ranks)
14. 9 MAJOR TYPES OF MULTIMEDIA CONTENT
1. Photography — all social has gone visual
2. Video — YouTube, Vimeo, or Wistia embedded right into a post or shared directly to
social media
3. Screenshots — helpful images of your product or workflow
4. Infographics — visual information, either super long and meaty or bite-sized and
informative
5. Data visualization — standalone charts and graphs
6. Comics — relevant comic strips or cartoons
7. Memes — popular memes customized to fit the context of your post or update
8. Visual note-taking — casually-designed layout of ideas, typically text-heavy
9. HTML5 Animation — interactive media
BufferSocial, May 2014
15. DEVELOP A CONTENT / ASSET SOURCES LIST
SOURCE ASSET TYPE
Multimedia HTML5 interactive Animation
Magazine Web version Video exclusives Slideshows
PR Announcements Research Rankings Alumni businesses Student/programs
Athletics News Results Features/Stories Awards
Blogs College-created Student-owned Faculty-owned
Photography Staged User-generated Stock
Videos Event/speaker capture Scripted User-generated
Alumni Research Job Promotions Business launches
Social Media Conversation Testimonials Customer Service Questions
Newsletters Thought Leadership Alumni Students Parents
19. HOW DO WE GENERATE AND/OR
CURATE IDEAS FOR CONTENT
20. BUILDING A CONTENT PIPELINE
• Mine the events calendar for campus speakers
• Collaborate with campus centers and organizations
• Partner with the written word content creators (i.e. Magazine)
21. • Regular Departmental Meetings
– e.g. Social Innovation Institute, Center for Women’s Entrepreneurial
Leadership, Center for Investments and Finance, Executive Education
• Marketing Strategy Meetings
– Marketing Council, Social Media Council/Steering Committee, Agency
Meeting, Lifecycle Marketing Meeting, Editorial Meeting
BUILDING RELATIONSHIPS
24. DEVELOP A CYCLICAL CONTENT PROCESS
1. Audit
- Be that politician across campus
2. Assess
- Quality, type and channel
3. Prioritize
- Institutional strategy and goals
4. Build
- 6 month plan
5. Develop
– Creative production, curation and re-imagination
After 3 or 6 months, check in and start audit cycle again
25. CONTINUE TO BUILD & DEVELOP PROCESS
• Content Calendar
– Interests/categories
– Regular topics/columns
– Gap identification (new content)
– Publishing schedule
• Curate
• Re-imagine
• Create
• Socialize
• Measure
26. Content Calendar
Institutional
Priorities
March April May June July August
Redefining
Eship
“Pursuing a
Passion”
World Stage
Social
Innovation
Andrew
Zimmern
Education/
Curriculum
New Entre.
Leader
CLTP 15th
Anniversary
Babson
Insight
GLDE
Living E-ship
(Student-
focused)
Shark Tank
MCFE
Founder’s
Day
Lemon.
Day
Boston
Defining Entrepreneurship
Defining Entrepreneurship
27. LEVERAGING CONVERGED MEDIA
OWNED MEDIA = website(s),
multimedia, newsletters, SEO, social
media accounts, campus environment
EARNED MEDIA = PR,
word of mouth, social sharing
PAID MEDIA = traditional
advertising, display advertising,
paid search, event sponsorship,
content advertising
Assets created are pushed through the paid channels but also owned channels
in ways that drive the earned media and thus extending reach
29. THE IMPORTANCE OF ADVOCACY MARKETING
https://gaggleamp.com/blog/employee-advocacy-infographic
Assets created are pushed through the paid
channels but also owned channels in ways that
drive the earned media fueling this reach
30. NEARLY HALF OF ALL INTERNET USERS HAVE REPOSTED A
PHOTO OR VIDEO THEY HAVE FOUND ONLINE
http://pewinternet.org/Reports/2013/Photos-and-videos.aspx
32. WORD OF MOUTH IS YOUR
MOST POWERFUL FORM OF MARKETING
• Social media = word of mouth reinvented
• Use Your Advocates – Passionate About the Brand
• Use Your Network and Their Networks
• Share with 10 people, they’ll share with 10 people, who will share with 10
people, etc.
36. FOCUS ON
THE FARMER
“Even the most technical subject has to have a human story
behind it. We’ve been able to convince the management that
the content shouldn’t be about John Deere equipment.”
David Jones
Publication Manager
John Deere
NOT THE
EQUIPMENT
39. Small, private business college 14 miles west of Boston
#1 in entrepreneurship for 22 and 18 consecutive years
Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries
Undergraduate program (top 25 in business)
Graduate program - MBA and MS degrees (top 50 in business)
Executive education program (top 10 U.S. and top 20 in the world for custom programs
Increase brand awareness, engagement, and adoption for Babson, the educator for
Entrepreneurship of All Kinds®.
BABSON COLLEGE
43. MAKE THEM THINK DIFFERENTLY
ABOUT MULTIMEDIA
Objective Before Tactic
Process Never Hurt Anyone
Advocacy Marketing
The Cause Not the College
44. BE A CHANGE MANAGER
“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