Integrating new media
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Integrating new media

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Shawna Vercher's slidedeck from the CMO Summit at the ITEXPO West 2011 in Austin on Online Marketing Strategy

Shawna Vercher's slidedeck from the CMO Summit at the ITEXPO West 2011 in Austin on Online Marketing Strategy

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Integrating new media Presentation Transcript

  • 1. Integrating New and Traditional MediaShawna Vercher
  • 2. How Are We Doing?
    Data from Steve Olenski’s “CMOs To Increase Spending On Social Media But Integration Still Lacking”, Sept. 8, 2011
  • 3. Top Three Integration Mistakes
    Focusing on the tools instead of the strategy or building the house without a blueprint.
  • 4. Top Three Integration Mistakes
    Developing a media strategy solely based on what has been done before, what is proven or what is “safe”.
  • 5. Top Three Integration Mistakes
    Expecting that new media will just go away and/or integrate itself if we leave it alone long enough.
  • 6. Five Steps in the Right Direction
    #1
    Understand and commit to the primary purpose.
    Place a limit on goals and be willing to stick to it.
    (Sales vs Retention,
    Visibility vs. Brand Reinforcement, etc.)
  • 7. Five Steps in the Right Direction
    #2
    Develop rules and guidelines based on your brand identity.
    What has worked in the past with other media and what has been a failure?
    Who are you as an entity and what will you absolutely not do?
  • 8. Five Steps in the Right Direction
    #3
    Become familiar with the different tools you have to work with and their strengths.
  • 9. Distinguishing Between the Media
    TRADITIONAL
    (i.e. Print, Broadcast)
    Tried and true
    Builds credibility
    Effective for certain demographics
  • 10. Distinguishing Between the Media
    NEW MEDIA
    (i.e. Facebook, Twitter)
    Less expensive
    Readily adaptable
    Instant feedback*
    *Takes time to build effectively
  • 11. Distinguishing Between the Media
    COMFORT FOOD
    (i.e. Blogs, Email and Websites/Portals)
    Often neglected, yet have proven to be effective and relatively inexpensive.
  • 12. Five Steps in the Right Direction
    #4
    Have clear guidelines and responsibilities for all parts of the strategy, including listening and reporting.
  • 13. Five Steps in the Right Direction
    #5
    Regardless of which medium(s) you focus on, the triangle stays the same.
  • 14. QUESTIONS??