/ #CASEMMW
Senior Director of Integrated Marketing / Babson College
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Multimedia & Content StrategyTil death do us Part презентация
Содержание
- 3. The planning, development, and management of content—written
- 4. WE NEED A
- 5. WE NEED A #%!$%@+#%!$%@+
- 6. THE BUSINESS OBJECTIVE.
- 7. FIRST… OBJECTIVES. THEN… STRATEGIES. LAST… TACTICS. [www.iveybusinessjournal.com]
- 9. WHERE DOES CONTENT STRATEGY FIT IN? Institutional
- 10. INSTITUTIONAL STRATEGY = CONTENT STRATEGY
- 11. HOW DOES CONTENT STRATEGY HELP What type
- 12. CONTENT GOALS & MEASUREMENT Build trust, conversation
- 13. WHAT TYPE OF CONTENT SHOULD WE PRODUCE?
- 14. 9 MAJOR TYPES OF MULTIMEDIA CONTENT Photography —
- 15. DEVELOP A CONTENT / ASSET SOURCES LIST
- 16. WHO IS OUR TARGET AUDIENCE?
- 17. TARGET AUDIENCE? HIGHER EDUCATION CONSTITUENCY MAP
- 18. TARGET EXPERIENCE Current Student Experience
- 19. HOW DO WE GENERATE AND/OR CURATE IDEAS FOR CONTENT
- 20. BUILDING A CONTENT PIPELINE Mine the
- 21. Regular Departmental Meetings e.g. Social Innovation Institute,
- 22. PROCESS?!
- 23. TAKING REQUESTS AND CONCEPT IDEAS
- 24. DEVELOP A CYCLICAL CONTENT PROCESS Audit
- 25. CONTINUE TO BUILD & DEVELOP PROCESS Content
- 26. Content Calendar Defining Entrepreneurship Defining Entrepreneurship
- 27. LEVERAGING CONVERGED MEDIA OWNED MEDIA = website(s),
- 28. HIGHER EDUCATION AND ADVOCACY MARKETING
- 29. THE IMPORTANCE OF ADVOCACY MARKETING
- 30. NEARLY HALF OF ALL INTERNET USERS HAVE
- 31. From infographic by Matter’s Studio-C
- 32. WORD OF MOUTH IS YOUR MOST POWERFUL
- 33. STORYTELLING
- 35. INSPIRATION FROM OTHER INDUSTRIES
- 36. FOCUS ON THE FARMER “Even the most
- 37. BUILDING A PROUD COMMUNITY WITH GOOGLE MY BUSINESS
- 38. THE CAUSE NOT THE COLLEGE Storytelling
- 39. Small, private business college 14 miles
- 40. THE ENTREPRENEURS: A TRUE BABSON STORY
- 41. ACTION.BABSON.EDU
- 42. EARNED MEDIA
- 43. MAKE THEM THINK DIFFERENTLY ABOUT MULTIMEDIA Objective
- 44. BE A CHANGE MANAGER “To do
- 45. THANK YOU! #CASEMMW WWW.SLIDESHARE.COM/GBEGIN
The planning, development, and management
of content—written or in other media.* WHAT IS CONTENT STRATEGY? *Wikipedia Image Source: Contentini
Слайд 3The planning, development, and management
of content—written or in other media.*
WHAT IS
CONTENT STRATEGY?
*Wikipedia
Image Source: Contentini
Слайд 9WHERE DOES CONTENT STRATEGY FIT IN?
Institutional Strategy
Content Strategy
Digital Marketing
Marketing Communications
Technology
Infrastructure
Слайд 10INSTITUTIONAL STRATEGY = CONTENT STRATEGY
Content strategy must be hardwired to your
institutional strategy
Слайд 11HOW DOES CONTENT STRATEGY HELP
What type of content should we produce?
Who
is our target audience?
What stories should we focus on telling?
Where should we host our content?
On which platforms should we share our stories?
How do we prioritize requests when everyone wants a video?
What stories should we focus on telling?
Where should we host our content?
On which platforms should we share our stories?
How do we prioritize requests when everyone wants a video?
Слайд 12CONTENT GOALS & MEASUREMENT
Build trust, conversation and deepen loyalty with our
existing audiences (alumni/student feedback & engagement)
Attract new prospect students, clients and partners (inquiries, applicants, deposits, clients, recruiters)
Generate engagement and/or explore audience pain points and overcome myths and objections (comments/shares)
Illustrate benefits through stories and experiences (views)
Develop new ideas (feedback generated)
Build reputation with search engines (search engine ranks)
Attract new prospect students, clients and partners (inquiries, applicants, deposits, clients, recruiters)
Generate engagement and/or explore audience pain points and overcome myths and objections (comments/shares)
Illustrate benefits through stories and experiences (views)
Develop new ideas (feedback generated)
Build reputation with search engines (search engine ranks)
Слайд 149 MAJOR TYPES OF MULTIMEDIA CONTENT
Photography — all social has gone visual
Video —
YouTube, Vimeo, or Wistia embedded right into a post or shared directly to social media
Screenshots — helpful images of your product or workflow
Infographics — visual information, either super long and meaty or bite-sized and informative
Data visualization — standalone charts and graphs
Comics — relevant comic strips or cartoons
Memes — popular memes customized to fit the context of your post or update
Visual note-taking — casually-designed layout of ideas, typically text-heavy
HTML5 Animation — interactive media
Screenshots — helpful images of your product or workflow
Infographics — visual information, either super long and meaty or bite-sized and informative
Data visualization — standalone charts and graphs
Comics — relevant comic strips or cartoons
Memes — popular memes customized to fit the context of your post or update
Visual note-taking — casually-designed layout of ideas, typically text-heavy
HTML5 Animation — interactive media
BufferSocial, May 2014
Слайд 18
TARGET EXPERIENCE
Current Student
Experience
Prospective Students/Parents
Current Students
Faculty/Staff
Prospective Employees
Working Professionals
HR Decision-Makers
Recruiters
Parents
Guidance Counselors
Alumni
Governance
Policy-makers
Educators/Academics
Слайд 20BUILDING A CONTENT PIPELINE
Mine the events calendar for campus speakers
Collaborate with
campus centers and organizations
Partner with the written word content creators (i.e. Magazine)
Partner with the written word content creators (i.e. Magazine)
Слайд 21Regular Departmental Meetings
e.g. Social Innovation Institute, Center for Women’s Entrepreneurial Leadership,
Center for Investments and Finance, Executive Education
Marketing Strategy Meetings
Marketing Council, Social Media Council/Steering Committee, Agency Meeting, Lifecycle Marketing Meeting, Editorial Meeting
Marketing Strategy Meetings
Marketing Council, Social Media Council/Steering Committee, Agency Meeting, Lifecycle Marketing Meeting, Editorial Meeting
BUILDING RELATIONSHIPS
Слайд 24DEVELOP A CYCLICAL CONTENT PROCESS
Audit
- Be that politician across campus
Assess
- Quality, type and channel
Prioritize
- Institutional strategy and goals
Build
- 6 month plan
Develop
Creative production, curation and re-imagination
Prioritize
- Institutional strategy and goals
Build
- 6 month plan
Develop
Creative production, curation and re-imagination
After 3 or 6 months, check in and start audit cycle again
Слайд 25CONTINUE TO BUILD & DEVELOP PROCESS
Content Calendar
Interests/categories
Regular topics/columns
Gap identification (new content)
Publishing
schedule
Curate
Re-imagine
Create
Socialize
Measure
Curate
Re-imagine
Create
Socialize
Measure
Слайд 27LEVERAGING CONVERGED MEDIA
OWNED MEDIA = website(s), multimedia, newsletters, SEO, social media
accounts, campus environment
EARNED MEDIA = PR,
word of mouth, social sharing
PAID MEDIA = traditional advertising, display advertising, paid search, event sponsorship, content advertising
Assets created are pushed through the paid channels but also owned channels
in ways that drive the earned media and thus extending reach
Слайд 29THE IMPORTANCE OF ADVOCACY MARKETING
https://gaggleamp.com/blog/employee-advocacy-infographic
Assets created are pushed through the
paid channels but also owned channels in ways that drive the earned media fueling this reach
Слайд 30NEARLY HALF OF ALL INTERNET USERS HAVE REPOSTED A PHOTO OR VIDEO
THEY HAVE FOUND ONLINE
http://pewinternet.org/Reports/2013/Photos-and-videos.aspx
Слайд 32WORD OF MOUTH IS YOUR
MOST POWERFUL FORM OF MARKETING
Social media =
word of mouth reinvented
Use Your Advocates – Passionate About the Brand
Use Your Network and Their Networks
Share with 10 people, they’ll share with 10 people, who will share with 10 people, etc.
Use Your Advocates – Passionate About the Brand
Use Your Network and Their Networks
Share with 10 people, they’ll share with 10 people, who will share with 10 people, etc.
Слайд 36FOCUS ON THE FARMER
“Even the most technical subject has to have
a human story behind it. We’ve been able to convince the management that the content shouldn’t be about John Deere equipment.”
David Jones
Publication Manager
John Deere
David Jones
Publication Manager
John Deere
NOT THE EQUIPMENT
Слайд 39
Small, private business college 14 miles west of Boston
#1 in entrepreneurship
for 22 and 18 consecutive years
Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries
Undergraduate program (top 25 in business)
Graduate program - MBA and MS degrees (top 50 in business)
Executive education program (top 10 U.S. and top 20 in the world for custom programs
Increase brand awareness, engagement, and adoption for Babson, the educator for Entrepreneurship of All Kinds®.
Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries
Undergraduate program (top 25 in business)
Graduate program - MBA and MS degrees (top 50 in business)
Executive education program (top 10 U.S. and top 20 in the world for custom programs
Increase brand awareness, engagement, and adoption for Babson, the educator for Entrepreneurship of All Kinds®.
BABSON COLLEGE
Слайд 43MAKE THEM THINK DIFFERENTLY ABOUT MULTIMEDIA
Objective Before Tactic
Process Never Hurt Anyone
Advocacy
Marketing
The Cause Not the College
The Cause Not the College
Слайд 44BE A CHANGE MANAGER
“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
Слайд 45
THANK YOU!
#CASEMMW
WWW.SLIDESHARE.COM/GBEGIN
GENE BEGIN / @GBEGIN
SENIOR DIRECTOR OF INTEGRATED MARKETING / BABSON
COLLEGE
