Integrating new media

Integrating New and Traditional MediaShawna Vercher

How Are We Doing?
Data from Steve Olenski’s “CMOs To Increase Spending On Social Media But Integration Still Lacking”, Sept. 8, 2011

Top Three Integration Mistakes
Focusing on the tools instead of the strategy or building the house without a blueprint.

Developing a media strategy solely based on what has been done before, what is proven or what is “safe”.

Expecting that new media will just go away and/or integrate itself if we leave it alone long enough.

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.)

#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?

#3
Become familiar with the different tools you have to work with and their strengths.

Distinguishing Between the Media
TRADITIONAL
(i.e. Print, Broadcast)
Tried and true
Builds credibility
Effective for certain demographics

NEW MEDIA
(i.e. Facebook, Twitter)
Less expensive
Readily adaptable
Instant feedback*
*Takes time to build effectively

COMFORT FOOD
(i.e. Blogs, Email and Websites/Portals)
Often neglected, yet have proven to be effective and relatively inexpensive.

#4
Have clear guidelines and responsibilities for all parts of the strategy, including listening and reporting.

#5
Regardless of which medium(s) you focus on, the triangle stays the same.

QUESTIONS??

Integrating new media

by RAD-INFO, Inc. on Sep 14, 2011

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Integrating new media — Presentation Transcript