2. GENE BEGIN
DIGITAL MARKETING DIRECTOR
BABSON COLLEGE / @GBEGIN
VANESSA THEOHARIS
DIGITAL MARKETING AND COMMUNITY MANAGER
BABSON COLLEGE / @VANESSATSMILES
Social Wizardry Track
#casesmc
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.
20. Institutional Strategy
Content Strategy Social Media Strategy
Information
Technology Strategy
Marketing
Communication
Strategy
Digital Integration
FUTURE WORLD
WHERE DOES GHOSTBUSTING FIT IN?
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?
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
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
Notas do Editor
Framework for new social platform evaluationUse that same framework when evaluating silo-busting opportunities.