it vs marketing - collaboration between technology and marketing
DESCRIPTION
Ever hang up the phone saying “what is Marketing thinking?” or leave a meeting saying “IT just doesn’t get this”. This presentation, put on jointly by IT and Marketing, will make you feel at home whether you care more about WYSIWG or CMYK. Sharing our lessons learned, success stories and failures, the talk will include topics that everyone can enjoy or loathe, including: - Web Design and Launch - Social Media - Micro-sites This presentation will add insight to your daily conversations with “the dark side”, from whichever perspective you share.TRANSCRIPT
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IT vs Marketing
Marty LaferriereChief Web Officer@marty_lul
JP RainsManager, Digital Strategy
@JPLaurentian
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IT vs Marketing
• Perspective
• Organizational goals
• Services
• How to work with the other side
– Tips to formulate your requests
• Best practices and examples of congruence
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PERSPECTIVE
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I.T didn't get the campaign
Marketing ≠ Advertising
Source: http://bgimarketing.com/
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There's corruption in Marketing's theory
Called Information Technology, not Data Technology
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The reality
Marketing and I.T should conflict Marketing → dreamers, outreach I.T → engineers, problem solving Bidirectional facultative symbiosis
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Seeing things from the other side
• Understand and appreciate what you don't know, internal gap analysis1
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Seeing things from the other side
• Account for past experiences, remember what worked, not what didn't2
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Seeing things from the other side
• Ask about priorities, there is no wrong answer3
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Seeing things from the other side
• Leave room for innovation, don't settle for status quo
“Insanity: doing the same thing over and over again and expecting different
results.” - Albert Einstein
4
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Organizational Goals - Marketing
• Typically reporting to VP, Marketing, Communications, Advancement
• Increase brand awareness
• Support recruitment growth
• Donor cultivation
• Align brand throughout institution
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Organizational Goals - IT
• Typically reporting to VP, Administration or CIO office
• Information Architecture
• Integrity, consistency
• Standards, frameworks, best practices
• Support academic and administrative endeavors using technology
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Services
IT
• Infrastructure
• Communication and collab tools
• Data management
• Service delivery
Marketing
• Recruitment
• Publications
• Pitch Books
• Advertising
• Photos & Videos
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Equation for success
If you remember your math...
M U IT = {x : x Є M or x Є IT} =
A union of all skillsets, not an intersection
AGENT OF CHANGE.
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Evolution
Instigators
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Collaborating with IT
• Forget the “warm fuzzies”
• Pragmatic and PM approaches
• Appreciate institutional knowledge of IT personnel
• Relate the intangible costs of campaigns and cloud services
• Show flexibility of branding for tech
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Collaborating with IT
• Sometimes the answer isn't ideal, WCAG/W3C and other standards may change the user experience.
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Story time: International recruitment
IPv6, website visibility and foreign market SEO
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Collaborating with Marketing
• They might be afraid of you
• Present ideas early and often
• Express how you think your initiative will help, but don’t assume results
• Let them determine the creative
• Story time: HIPPO Design
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Collaborating with Marketing
• Stages of a project
• Create shared goals
• Respect the brand
• Ask for more stock photos
• Timing is everything
• Story time: inspired by Alan Etkin
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Who is doing it right?
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Who else is doing it right?
Laurentian?
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Initiatives
• Creation of a “Web functional team”, not a “web department”
• New role, CWO and governance structure
• Physical proximity of team
• Leveraging the CMO capital/operating budgets
• Responsive Web Strategy Observe → Align → Respond
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Summary
Be open about your projects
• Leave room for your collaborator to innovate
• Accept that you have the same goal(s) but different methods
• Don’t let politics get in the way
• Strike a balance, reward successes (and acknowledge failures!)
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Questions
• Have you seen examples of great collaboration?
• Do you have any experiences to share?
• Other pieces of advice?
Marty LaferriereChief Web Officer@marty_lul
JP RainsManager, Digital
Strategy @JPLaurentian