dropping the silo-buster: why integration is essential to social media success
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DROPPING THE SILO-BUSTER: WHY INTEGRATION IS ESSENTIAL TO SOCIAL MEDIA SUCCESS
Social Wizardry Track#casesmc
GENE BEGIN DIGITAL MARKETING DIRECTOR BABSON COLLEGE / @GBEGIN
VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES
Social Wizardry Track#casesmc
I WANT TO CREATE A ACCOUNT.
I WANT TO CREATE A #%!$%@+ ACCOUNT.
WAIT, WHAT?
NO.
SCENARIOS
PRESIDENT AND CAMPUS LEADERSHIP
ANY DEPARTMENT
“TWEET ABOUT IT”
We’re Not Just Social Media Marketers.
We’re Marketers.
FIRST… OBJECTIVES.THEN … STRATEGIES.
LAST… TACTICS.
[www.iveybusinessjournal.com]
Social Media Strategy Worksheet[Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]
IT’S ALL ABOUT…
INTEGRATION.
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.
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. Utopia)
PREVIOUS WORLD (LIKE, AGES AGO)
Institutional Strategy
Information Technology StrategyMarketing Communications Strategy
Print Email Website
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?
Institutional Strategy
Content Strategy Social Media StrategyInformation
Technology Strategy
Marketing Communication
Strategy
Digital Integration
FUTURE WORLD WHERE DOES GHOSTBUSTING FIT IN?
WHERE EXACTLY CAN YOU
BUST GHOSTS?
• Across communication channels
• Within your own organization between functions
• Across departments
WHERE CAN YOU BUST GHOSTS?
ARE YOU IN A CENTRALIZED OR
DECENTRALIZED ROLE?
HOW CAN YOU COLLABORATE?
LISTEN, LEARN, ENGAGE
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!
• 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?
EXAMPLES
ALUMNI EVENT MARKETING
EDUCATE, EDUCATE, EDUCATE.
BE A CHANGE MANAGER.
HOW DO SM, MARKETING, OR CONTENT
PROFESSIONALS SOLVE PROBLEMS FROM
THE GROUND UP?
[meetcontent.com/blog/content-strategy-as-problem-solving]
“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
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
Relationships are half of the content strategy equation…
Social media connections fuel cross-campus collaboration.
SOLVE PROBLEMS FROM THE GROUND UP
MEASUREMENT AND ROI
AN INTEGRATED JOURNEY
Social referralsSocial reach
Content engagement analysisSocial custom dimensionsAssisted goal conversionsMulti-channel attribution
INTEGRATING SOCIAL MEASURES
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 CEO of Amazon.com
BE A CHANGE MANAGER
THANK YOU!
GENE BEGIN DIGITAL MARKETING DIRECTOR BABSON COLLEGE / @GBEGIN
VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES
Social Wizardry Track#casesmc