THINK LIKE A FULL STACK MARKETER · an increasingly global world. Case Study: Yale SOM’s Mission....
Transcript of THINK LIKE A FULL STACK MARKETER · an increasingly global world. Case Study: Yale SOM’s Mission....
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THINK LIKE A FULL STACK MARKETER
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What is a Full Stack Marketer?
Full stack marketer ful\stak\mär-kə-tər\ Adjective
1. A person with a broad marketing skill set.
Example: Full stack marketers speak the many languages of marketing & know how to wield many of its tools.
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Skills of a Full Stack Marketer
• Be Mission-Driven
• Use an Editorial Strategy
• Embrace Content Marketing
• Leverage Brand Ambassadors
• Think Like a PR Pro
• “Testing, 1.2.3…”
Content Marketing, Social Media, SEM, SEO, PPC, PR, A/B Testing, Email, Lifecycle Marketing, Blogging, Brand Ambassadors, Landing Page Optimization, Syndication, Analytics, Copywriting…
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Be Mission-Driven
“An effective mission statement can be a
compelling differentiator and motivator for your organization’s culture and customers.”
Yale SOM Professor Jim Baron
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• OUR FOUNDING MISSION is to educate leaders for business and society: – We educate purposeful leaders who
pursue their work with integrity.
– We educate leaders for all sectors of society—public, private, nonprofit, and entrepreneurial.
– We educate leaders who understand complexity within and among societies in an increasingly global world.
Case Study: Yale SOM’s Mission
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#Global #Leadership #Yale
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Our Connection to Yale University
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Distinctively Global Business School
Perspectives Insights Tumblr
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Editorial Strategy
“Social is the new front page.”
- Arianna Huffington
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Editorial Strategy Takeaways
• Evaluate your content ecosystem & repurpose
• Social is the new front page.
• Follow your own editorial calendar
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Content Marketing
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Case Study: How We Think
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Case Study: Thought Leadership
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Content Marketing Takeaways • Not more content, more relevant content.
• Stop selling, start helping,
• Reverse-engineer a campaign.
• Invest in Thought leadership.
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Brand Ambassadors
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Create a Hub
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Case Study: #GNW2015
USA
Turkey
China
Mexico
South Africa
Spain
Canada
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Social Media Ambassador Takeaways
• Listen & Engage
• Create a “Hub”
• Think Diverse Cohorts
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Public Relations
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Testing 1, 2, 3…
• Google & Twitter Analytics = Your best buds
• A/B Test Everything
• “Write 25 Headlines”
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Thank you! Amy Kundrat Director of Digital Yale School of Management