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
- 1. DROPPING THE SILO-BUSTER: WHY INTEGRATION IS ESSENTIAL TO SOCIAL MEDIA SUCCESS Social Wizardry Track #casesmc
- 2. GENE BEGIN DIGITAL MARKETING DIRECTOR BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES Social Wizardry Track #casesmc
- 3. I WANT TO CREATE A ACCOUNT.
- 4. I WANT TO CREATE A #%!$%@+ ACCOUNT. WAIT, WHAT? NO.
- 5. SCENARIOS PRESIDENT AND CAMPUS LEADERSHIP ANY DEPARTMENT “TWEET ABOUT IT”
- 6. We’re Not Just Social Media Marketers.
- 8. FIRST… OBJECTIVES. THEN … STRATEGIES. LAST… TACTICS. [www.iveybusinessjournal.com]
- 9. Social Media Strategy Worksheet [Inspired by Lindsay Nyquist, Fort Lewis College – eduWeb Conference 2013]
- 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.
- 17. WHY GHOSTBUST? Clear communication of brand message to audiences via all channels throughout their entire life cycle. (i.e. Utopia)
- 18. PREVIOUS WORLD (LIKE, AGES AGO) Institutional Strategy Information Technology Strategy Marketing Communications Strategy Print Email Website
- 19. 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?
- 20. Institutional Strategy Content Strategy Social Media Strategy Information Technology Strategy Marketing Communication Strategy Digital Integration FUTURE WORLD WHERE DOES GHOSTBUSTING FIT IN?
- 21. WHERE EXACTLY CAN YOU BUST GHOSTS?
- 22. • Across communication channels • Within your own organization between functions • Across departments WHERE CAN YOU BUST GHOSTS?
- 23. ARE YOU IN A CENTRALIZED OR DECENTRALIZED ROLE? HOW CAN YOU COLLABORATE?
- 25. 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!
- 26. • 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?
- 28. EDUCATE, EDUCATE, EDUCATE. BE A CHANGE MANAGER.
- 29. HOW DO SM, MARKETING, OR CONTENT PROFESSIONALS SOLVE PROBLEMS FROM THE GROUND UP?
- 31. “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
- 32. 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
- 33. Relationships are half of the content strategy equation… Social media connections fuel cross-campus collaboration. SOLVE PROBLEMS FROM THE GROUND UP
- 38. Social referrals Social reach Content engagement analysis Social custom dimensions Assisted goal conversions Multi-channel attribution INTEGRATING SOCIAL MEASURES
- 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 DIGITAL MARKETING DIRECTOR BABSON COLLEGE / @GBEGIN VANESSA THEOHARIS DIGITAL MARKETING AND COMMUNITY MANAGER BABSON COLLEGE / @VANESSATSMILES Social Wizardry Track #casesmc
Notes de l'éditeur
- Framework for new social platform evaluationUse that same framework when evaluating silo-busting opportunities.