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Building a Digital Marketing Strategy from Scratch: A Babson College Story,[object Object],Gene Begin,[object Object],Digital Marketing Director,[object Object],Babson College,[object Object]
Babson College,[object Object],Small, private college 14 miles west of Boston,[object Object],#1 in entrepreneurship for 18 and 15 consecutive years,[object Object],Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries,[object Object],Undergraduate program (top 20 in business),[object Object],Graduate program - MBA and MS degrees (top 40 in business),[object Object],Executive education program (top 10 U.S. and top 15 in the world for custom programs),[object Object],Babson Global, which works with corporate, university, government, and foundation partners to advance entrepreneurship education and Entrepreneurial Thought and Action® worldwide,[object Object]
Building a Digital Marketing Strategy from Scratch,[object Object]
The Babson InterwebsAs of March 2011,[object Object],Black hole of a website redesign project,[object Object],Siloed business units, with no institutional strategy,[object Object],Not the best relationship between IT and Marketing,[object Object],Web resources across campus within business units and IT,[object Object],Traditional web support model,[object Object],[object Object]
“Content monkeys”,[object Object]
Entrepreneurial Thought & Action (ETA),[object Object],ETA uses “effectual” logic that is based on asking the following four questions:,[object Object],Who am I? (My identity as shaped by culture and context, skills, and abilities),[object Object],What do I know? (My knowledge and training),[object Object],Whom do I know? (My professional and social network),[object Object],How do I bring these 3 elements into a network of participants who can co-create an opportunity?,[object Object],Source: Babson College Strategy , Version 2.1 ( May 2009),[object Object]
Be a Politician…,[object Object],Assess the current campus landscape,[object Object],Resource needs,[object Object],Business unit goals,[object Object],Build relationships,[object Object],Internal (staff, faculty, students),[object Object],External (alumni, governance),[object Object],…but too much of a politician,[object Object],Deliver on the campaign promise!,[object Object]
Listen, Learn & Engage,[object Object],Benchmark,[object Object],Learn from not only the best, but those who have shared their mistakes,[object Object],Listen to your peers,[object Object],Campus experts,[object Object],#highered peers,[object Object],Industry experts,[object Object],Bring the experts to campus,[object Object],#edugurusummit,[object Object]
Building a Digital Marketing Strategy from Scratch,[object Object]
Where Does Digital Marketing Strategy Fit In?,[object Object],* As defined by Mark Greenfield, eduGuruSummit, March 2011,[object Object]
Graduate,[object Object],Ugrad,[object Object],Advancement,[object Object],Executive Education,[object Object],Goal Planning? Who is Our Preferred Audience?,[object Object],Granting Organizations ,[object Object],& Foundations,[object Object],  Alumni,[object Object],Governance,[object Object],HR  Developers,[object Object],Working,[object Object],professionals,[object Object],Parents,[object Object],Faculty, Centers,,[object Object],and Institutes,[object Object],Policy Makers,[object Object],Educators/Academic Institutions,[object Object],Students (Prospective & Current),[object Object],Guidance,[object Object],counselors,[object Object],Employers,[object Object]
Develop 3-Year Business Plan,[object Object],OUR PLAN,[object Object],Year 1: Laying the Foundation,[object Object],Team, Governance, Process AND Education,[object Object],Year 2: Advocacy Marketing,[object Object],Better alumni engagement => more participation => better student experience => better alumni engagement,[object Object],Year 3: The True Mobile Marketing Experience,[object Object],The next era of mobile marketing, live-social, geo-location and QR code marketing,[object Object]
Year 1: Resource and Goal Alignment,[object Object],Build out team to meet business unit needs AND institutional needs,[object Object],Hybrid, hybrid, hybrid,[object Object],Development resources,[object Object],Business unit goals,[object Object],Team experience,[object Object],1 director, 5 digital marketing specialists,[object Object],1 Senior DMM focused on Institutional web support (CSS and UI),[object Object],1 DMCM focused on UG web support and Institutional community management (SM),[object Object],1 Interactive Media Specialist focused on Executive Education web support (development),[object Object],1 DMCM for Alumni & Friends Network (content curator),[object Object],1 DMCM for Graduate School (TBH),[object Object],LESSON LEARNED:,[object Object],Hire quicker.,[object Object],But still hire right.,[object Object]
Establish Governance Model,[object Object],True Web Governance *,[object Object],Establishes authority and accountability,[object Object],Defines the role of the campus units as it relates to the web and establishes how they will support web efforts,[object Object],Involves senior leadership,[object Object],* As defined by Mark Greenfield, eduGuruSummit, March 2011,[object Object]
 Babson Governance Model,[object Object],WEBSITE,[object Object],SOCIAL MEDIA,[object Object],LESSON LEARNED:,[object Object],Clearly and continuously articulate roles & responsibilities.,[object Object]
Distributed Governance Model for Informational Website Maintenance,[object Object],Permissions,[object Object],Super Authors ,[object Object],[object Object]
Access to alter home page, web parts and all parts of templates Authors ,[object Object],[object Object]
To be treated as power users; individuals to be determined by digital marketing team
 Access to edit web parts by subsite, in addition to the editing accessing outlined belowEditors ,[object Object],[object Object]
Access to edit content area by subsite level
 Also, 200 faculty have access to edit so they can update their bio LESSON LEARNED:,[object Object],Continuous ,[object Object],check-ins with business unit contacts on  responsibility due to turnover,[object Object]
Digital Marketing Governance Support Model,[object Object],Online ticketing web support system for short-term needs,[object Object],Online project tracking for longer projects and integrated creative production plans,[object Object],Cross-functional support,[object Object]
Content Strategy,[object Object],Audit,[object Object], -  Go be that politician across campus,[object Object],Assess,[object Object],  -  Asset type and channel,[object Object],Prioritize,[object Object], -  Strategy and goals,[object Object],Build,[object Object], -  6 month plan,[object Object],Develop,[object Object],Creative production, curation and re-imagination,[object Object],LESSON LEARNED:,[object Object],There’s more content on your campus than you can ever imagine … or re-imagine!,[object Object],After 3 months, check in and start audit cycle again,[object Object]
FOCUS!,[object Object]
FOCUS!,[object Object],Develop goals, tactics, and ACHIEVABLE measurements,[object Object],Prioritize the aspects of your digital marketing mix that…,[object Object],A. Align to the institutional strategy,[object Object],B. Need the most help,[object Object],For us:,[object Object],B. Website redesign,[object Object],A1. Social media strategy, branding and guidelines,[object Object],A2. First steps of the mobile mix,[object Object],LESSON LEARNED: ,[object Object],Focus on education and training first,[object Object]

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Building a Digital Marketing Strategy from Scratch

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