think like a full stack marketer · an increasingly global world. case study: yale som’s mission....

THINK LIKE A FULL STACK MARKETER

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.

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…

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

• 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

#Global #Leadership #Yale

Our Connection to Yale University

Distinctively Global Business School

Perspectives Insights Tumblr

Editorial Strategy

“Social is the new front page.”

- Arianna Huffington

Editorial Strategy Takeaways

• Evaluate your content ecosystem & repurpose

• Social is the new front page.

• Follow your own editorial calendar

Content Marketing

Case Study: How We Think

Case Study: Thought Leadership

Content Marketing Takeaways • Not more content, more relevant content.

• Stop selling, start helping,

• Reverse-engineer a campaign.

• Invest in Thought leadership.

Brand Ambassadors

Create a Hub

Case Study: #GNW2015

USA

Turkey

China

Mexico

South Africa

Spain

Canada

Social Media Ambassador Takeaways

• Listen & Engage

• Create a “Hub”

• Think Diverse Cohorts

Public Relations

Testing 1, 2, 3…

• Google & Twitter Analytics = Your best buds

• A/B Test Everything

• “Write 25 Headlines”

Thank you! Amy Kundrat Director of Digital Yale School of Management