Marketing in the Round with Social Fish


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Marketing through social media is both art and science. It’s all about balance-where do you draw the line between content for the good of the order versus content for the good of the business? Too far one way and you lose followers; too far the other way and you lose your ROI.

Gini Dietrich, founder and CEO of Chicago-based integrated marketing firm Arment Dietrich, and co-author of Marketing in the Round (with Geoff Livingston) as well as the blog Spin Sucks, will cover your balance questions and more as she shares her steps to develop an integrated marketing campaign that reaches your audience the right way at the right times with the right kind of content.

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  • Imagine your organizational structure as a wheel instead of a typical hier- archy. Think of marketing as the hub. The spokes are made up of public relations, advertising, Web, email, social media, corporate communication, search engine optimization, search engine marketing, content, and direct mail. They circle simultaneously. As the hub, your job is to ensure the following goals are achieved: All departments work together, and no single spoke moves into the more comfortable spot of its own silo. The days of one-off campaigns disappear forever. No more email campaign one month, a direct mail campaign the follow- ing month, a big product release complete with publicity the fol- lowing month, so on. Your efforts are around either a series or one annual campaign, completely integrating all disciplines. Integration is not the same message on every platform, but you ’ re using all communication disciplines appropriately, with the correct messages for each. Sales, customer service, engineering/product development, oper- ations, legal, and human resources interact with the marketing round for critical company initiatives. Marketing in the round means the silos must disappear. Forever. All the disciplines must work together, no matter what turf wars or comfort boxes your organization holds dear. Sales, customer service, legal, and human resources need to advise and provide input to the marketing round as the situation demands. Those wars and boxes mean that even though you may be doing a good job of integrating marketing, public relations, and email, the other disciplines are being left out.
  • There are two types of silos: the lonely and the functional. The lonely silo has no connection to the outside world. This typically hap- pens at a start-up, where the focus is on getting things done and out the door, rather than on doing things the right way.
  • The functional silo has what some may confuse with a team-like feel. There are brainstorm sessions and late nights and pizza brought in, but the “ team ” doesn ’ t have a seat at the business strategy table. Things don ’ t move quickly, because 10 silos have to sign off on everything, slowing the process and creating an absurd amount of red tape.
  • You can ’ t skip to the end and start measuring before you know what you need to measure, and that ’ s why this topic is so far into this book. You need to build your marketing round, understand where the strengths of your team lie, really break down the silos (which is going to take some time), get your executives onboard, and discover which approaches and tactics you ’ re going to use before you can implement a measurement program. As you do all of those things, though, you can also begin to build your benchmarks and your dashboard. It will take 75 to 90 days to get it right, to understand what you should be measuring, and to know what the right goals are for the campaign, program, or year. Your first benchmark may very well be zero. Or, perhaps you already have some things that are working really well and you want to not only integrate those efforts, but also grow them. CPI Example
  • Marketing in the Round with Social Fish

    1. 1. it’s time to do things differently
    2. 2. But the time has come to once again work together
    3. 3. break down  the silos
    4. 4. but how do we do that?
    5. 5. introducing...the marketing round HR Execs Sales Ops Legal Product Dev. CSR Acct
    6. 6. lonely silo
    7. 7. functional silo
    8. 8. Tips to Work in a Round Weekly team meeting to discuss common programs Build a common vision to uniteBuild KPIs that reflect the overall program health, not just individual tacticsEnsure there’s a decision maker or point person for each program (CMO/VP, or delegate per project)
    9. 9. how to get executive buy­in
    10. 10. You Need Executive Support
    11. 11. Build the Business Case
    12. 12. Use Market Research
    13. 13. Use Case Studies to Show ROI
    14. 14. showcompetitive
    15. 15. Tips: Build Your Case Create a business justification report Back your recommendation with: Market research Case studies Competitor actionEnsure that there’s a decision maker or point
    16. 16. build SMARTER goals to support the marketing round
    17. 17. measure your results
    18. 18. S SpecificM MeasurableA AttainableR RelevantT TimelyE EvaluateR Reevaluate
    19. 19. SMARTER Goal Tips What is the vision? Do you have a benchmark?How does the organization make money? What are the sales triggers?
    20. 20. how are people incentivized?
    21. 21. Most Compensation Systems Reward Individual Work
    22. 22. Team Work Requires More Than a Higher Cause
    23. 23. Show them the money!
    24. 24. 25% of All Google Bonuses Tied to + Success
    25. 25. Tips: Examine Reward Structures How do bonuses & raises support silos?What department resources are available? Work with HR to build team incentives Tie incentives to KPIs and ROI
    26. 26. 1) Start your round2) Get executive buy in3) Use SMARTER Goals4) Incentivize people to work together4) Incentivize people to work together4) Incentivize people to work together4) Incentivize people to work together
    27. 27. Gini Dietrich Arment Dietrich Geoff Livingston Spin Sucks Lady Soleil, Inc. @geoffliving
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