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.

7. We’re 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]

10. IT’S ALL ABOUT…
INTEGRATION.

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.

12. INTEGRATION
Also called…

13. INTEGRATION
Silo-Busting.

14. INTEGRATION
Also called…

16. INTEGRATION
Ghostbusting.

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?

24. LISTEN, LEARN, ENGAGE

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?

27. EXAMPLES
ALUMNI EVENT MARKETING

28. EDUCATE, EDUCATE,
EDUCATE.
BE A CHANGE MANAGER.

29. HOW DO SM, MARKETING,
OR CONTENT
PROFESSIONALS
SOLVE PROBLEMS FROM
THE GROUND UP?

30. [meetcontent.com/blog/content-strategy-as-problem-solving]

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

34. MEASUREMENT AND ROI

35. AN INTEGRATED JOURNEY

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