Social Media and IMC

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Presentation to the University of Utah Integrated Marketing Communication Certificate class on March 8, 2010 by Chris Carlston and David Blain

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Social Media and IMC

  1. 1. Social Media & IMC U of U IMC Certificate Class March 8, 2010
  2. 2. On Twitter? JOIN THE CONVERSATION #UOFUIMC
  3. 3. Chris Carlston David Blain Solutions Architect Executive Vice President chris.carlston@raremethod.com david.blain@raremethod.com @chriscarlston @dblain
  4. 4. The Spectrum of Experience Design
  5. 5. Review: Website UX Design User Testing/ Branding Research Messaging Maintenance Personas Q/A IxD Content Technical Strategy Production UX IA Art *based on work by Challis Hodge
  6. 6. Digital Engagement Continuum
  7. 7. Media Shifting Gears Then • broadcast (traditional media, brochure websites) Interruptive • communication (email, video conferencing) • socialization (blogs, the statusphere) Now • applications (SaaS, "the cloud") • Monolithic service providers (Google, Micro$oft) Engagement • Closed ecosystems (Facebook, Apple) • Geolocation, Hyper-locality Ahead • Decentralization & Democratization of publishing power (open source)
  8. 8. Social Media Reality • Social Media democratizes publishing channels • ROI? Risk Of Ignoring! • Engagement can’t be faked, or overly automated • “Social CRM” for Brands • Rise of the “Personal Brand”
  9. 9. YOU NEED TO BE HERE?
  10. 10. You need to be here
  11. 11. Success • Simple • Mobile enabled • Open & Remix-able • Dramatic Adoption • Zeitgeist • Geolocation (coming) Failure • Fail Whale (Overload)
  12. 12. The Rise of the Personal Brand • The Internet enables YOU as a publisher • As a Publisher, You ARE a Brand! • The Modern Brand is the collective external perception of many factors; a logo, touchpoint messaging, sub-brands, and personal brands.
  13. 13. Rare Method Brand Map Brand Emotion How customers feel about you. Customer Brand Personality Owns Understood traits and characteristics. Shared Ownership Brand Logic Facts, features and benefits. Company Owns
  14. 14. Becoming a Publisher !"#$%& !"#$%&' !"#$#% !"#"$%&'" !"#$%#$ !"#$#%&#
  15. 15. 01 * %2 23 ) 01 1. 7( 34# ' #$ 1' !' -5 !& #", */0 0*' 1/6 !"#$%& '( #& 1+ ." $% ;7% '( !"# ,- , )# +( )" * / $7) ) * & + # " , - ./ * & , 7 ( # 879 : 3'4'560*'
  16. 16. 01 * %2 23 ) 01 1. 7( 34# ' #$ 1' !' -5 !& #", */0 0*' 1/6 !"#$%& '( #& 1+ ." $% ;7% '( !"# ,- , )# +( )" * / $7) ) * & + # " , - ./ * & , 7 ( # 879 : 3'4'560*'
  17. 17. P.O.S.T. Methodology People Objectives Strategy Technology
  18. 18. Thanks!

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