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.
Top Three Integration Mistakes Developing a media strategy solely based on what has been done before, what is proven or what is “safe”.
Top Three Integration Mistakes 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.)
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?
Five Steps in the Right Direction #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
Distinguishing Between the Media NEW MEDIA (i.e. Facebook, Twitter) Less expensive Readily adaptable Instant feedback* *Takes time to build effectively
Distinguishing Between the Media COMFORT FOOD (i.e. Blogs, Email and Websites/Portals) Often neglected, yet have proven to be effective and relatively inexpensive.
Five Steps in the Right Direction #4 Have clear guidelines and responsibilities for all parts of the strategy, including listening and reporting.
Five Steps in the Right Direction #5 Regardless of which medium(s) you focus on, the triangle stays the same.