How working with a PR agency can help marketing management achieve their goals<br />Presented for UMKC Bloch School by Jus...
Today’s Agenda <br />A bit about me<br />Digital landscape<br />Defining IMC<br />Channels<br />Measurement<br />Case stud...
A bit about me…<br />
St. Louis Profile<br />The Largest Footprint in North America<br />Client Satisfaction<br />World Headquarters<br />250+<b...
Digital landscape<br />
Buzz<br />Web 2.0<br />Wikis<br />traditional<br />Social Media<br />Folksonomy<br />Podcasting<br />RSS<br />Blogs<br />W...
Your brand here <br />Reaching the right eyeballs, not all eyeballs<br />New Math:  <br />5,000 people who sought out your...
Citizen journalists<br />
Professionals<br />
Trust factor<br />
Defining IMC<br />
IMC is…<br />The coordination and integration of all marketing communication tools, avenues, functions and sources within ...
What are your customers saying? <br />
Are you a silo slayer? <br />
Do you see the lines blurring? <br />
<ul><li>Web sites
Blogs
Podcasts andVideos
Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
Field Sales
Presentations / Demonstrations
Sponsorships
Television
Radio
Outdoor
Print Ads
Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li...
Media Relations
Online Outreach
Word of Mouth
Product Integration
Social Networks
Video/Photo Sharing Sites
Wikis/Wikipedia
Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
Coupons
Incentives
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Defining Integrated Marketing Communications

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Ask five different communicators how they define integrated marketing communications and you're likely to get five different answers. I've never heard two people define it the same way.

How would you define it? Here's a look at Fleishman-Hillard's PESO model (Paid, Earned, Shared, Owned) for IMC. And 3 questions you can use to help make defining IMC easier.

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  • There will be a few folks in the room (Lisa, Chris) that don’t know FH very well. We can decide if this slide goes in the front or back of the book. Note: I could not delete the border on the side or the footer – sorry.
  • The new media landscape Channels only matter in the context of toolsTraditional you know.CLICKdigital channels – blogs, websites, mobile phones – gets interesting.Other change -- perceived level of control, no longer driving the conversation. CLICK -- it’s the intersection that we want to own.
  • Justin ‘Old’ marketing math: Blast your message to 5M loose targets with the hope of actually reaching the 5,000 who are actually interested.Social media marketing based on ‘new math’
  • Silos are your biggest IMC barrier by far. Not even close.
  • Consumer contact spectrum-Not all inclusive, representative-Must recognize how digital media, especially consumer-generated social media, has extended what’s available / mandatory in the mktg mix
  • Turf war. Different departments have owned different tactics. Now needs to be integrated.Overlay contact spectrum with communications objectives - Effective marketing communications must measurably impact one of threeAwarenessPerceptionsBehaviorMix possibilities are endless -- start with the mindset that all are fair game for any marketing plan
  • Standard business plan format. Not an abandonment from how you’ve planned in the past. New way to think about it.
  • Search – the great enabler
  • -Biggest difference: ‘the masses’ are now originators, influencers and consumers of ‘the story’What we call CITIZEN JOURNALISTS
  • So we know it’s big; is it sustainable.What do you think.
  • Group interaction: can anyone give me one word that describes your mobile device?In fact, mobile is NOT just one thing – it’s an entire ecosystem of different platforms and tactics, all of which can help brands engage with consumers whenever, wherever. And it’s not really even about the platform or technology – it’s about the CONTEXT in which it’s used.Mobile represents a qualitative change from past marketing methods. The relationship with the consumer to the device is not the passive “lean back” of TV or the more active “lean forward” of the PC, but rather than fully interactive “pull it forward” of mobile. It’s up close, it’s personal, and it’s always on.There are SO many interesting things you can do to engage customers via mobile – likelive mobile polling for instance (opening activity). That was a fun activity the provided instant feedback, which really is one of the best things about mobile – instant engagement with the consumer, whenever, wherever – and at a low cost with measureable results. The future of mobile is exciting – new opportunities and deeper engagement with consumers – allowing digital to help consumers manage nearly every aspect of their busy lives on the go.
  • Not going to show the video, but do you remember it? Stop and ask how you would have handled it.
  • The limeade was waiting for these people and let me tell you story
  • We hear you, care what you think
  • What is Dominos capital value after video?Drop story in -- Limeade
  • Sales up 14% in Q1 of 2010 rafter campaign began and underway
  • Nicole
  • Transcript of "Defining Integrated Marketing Communications"

    1. 1. How working with a PR agency can help marketing management achieve their goals<br />Presented for UMKC Bloch School by Justin Goldsborough (@jgoldsborough)<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />
    2. 2. Today’s Agenda <br />A bit about me<br />Digital landscape<br />Defining IMC<br />Channels<br />Measurement<br />Case study: Dominos Pizza<br />In conclusion<br />Q&A <br />
    3. 3. A bit about me…<br />
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8.
    9. 9.
    10. 10. St. Louis Profile<br />The Largest Footprint in North America<br />Client Satisfaction<br />World Headquarters<br />250+<br />counselors specializing in public relations, digital, creative and research<br />93%<br />say they would recommend FH<br />Our Worldwide Network<br />Industry Recognition<br />PRACTICE GROUPS<br />2000+ employees | 80 offices<br />20 languages | 28 countries<br />Best Multinational Agency of the Year<br />The Holmes Report, 2010<br />B-to-B Communications Brand Marketing Consumer Marketing  Word-of-Mouth Food and Agribusiness Social and Digital Crisis Management Moms Mobile Research Retail Multicultural Nutrition Behavioral Change  Internal Communications Reputation Management<br />Collaborative Culture<br />OMNICOM FAMILY<br />of clients served by more than one office<br />Public Relations <br />Customer Relationship Management <br />Media Services <br />National Advertising Agencies<br />Global Advertising Brands<br />Specialty Communications<br />90%<br />
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17. Digital landscape<br />
    18. 18. Buzz<br />Web 2.0<br />Wikis<br />traditional<br />Social Media<br />Folksonomy<br />Podcasting<br />RSS<br />Blogs<br />Wireless<br />Tagging<br />Promotions <br />IR<br />Search engine marketing<br />Grassroots<br />Pitching reporters<br />YouTube<br />Factsheets <br />Press Releases<br />Online editorial outreach<br />Publicity<br />Consumer-generated content<br />Reputationmanagement<br />Public affairs<br />Events<br />Employee<br />communications<br />Citizen journalism<br />Viral marketing<br />Coalitions<br />Brand <br />Development<br />Flogs<br />Advergaming<br />Direct <br />Mail<br />Mobile marketing<br />Advertising<br />Tivo<br />Third party spokespersons<br />Metaverses<br />MySpace<br />Social networking<br />Virtual worlds<br />Flickr<br />digital<br />Content optimization<br />Facebook<br />Syndication<br />
    19. 19. Your brand here <br />Reaching the right eyeballs, not all eyeballs<br />New Math: <br />5,000 people who sought out your message <br />are more valuable than <br />5 million who didn’t. <br />
    20. 20. Citizen journalists<br />
    21. 21. Professionals<br />
    22. 22. Trust factor<br />
    23. 23. Defining IMC<br />
    24. 24. IMC is…<br />The coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers <br />and other end users.<br />-- Wikipedia<br />
    25. 25. What are your customers saying? <br />
    26. 26. Are you a silo slayer? <br />
    27. 27. Do you see the lines blurring? <br />
    28. 28. <ul><li>Web sites
    29. 29. Blogs
    30. 30. Podcasts andVideos
    31. 31. Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
    32. 32. Field Sales
    33. 33. Presentations / Demonstrations
    34. 34. Sponsorships
    35. 35. Television
    36. 36. Radio
    37. 37. Outdoor
    38. 38. Print Ads
    39. 39. Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li>Events / Webinars
    40. 40. Media Relations
    41. 41. Online Outreach
    42. 42. Word of Mouth
    43. 43. Product Integration
    44. 44. Social Networks
    45. 45. Video/Photo Sharing Sites
    46. 46. Wikis/Wikipedia
    47. 47. Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
    48. 48. Coupons
    49. 49. Incentives
    50. 50. Point of Purchase</li></ul>Public Relations<br />Direct Marketing<br /><ul><li>Direct Response
    51. 51. Physical Mail
    52. 52. Email
    53. 53. Mobile / TXT</li></ul>Earned Media<br />Paid Media<br />
    54. 54. IMC Toolset (P.E.S.O.)<br />Shared<br />Earned<br />Owned<br />Paid<br />Objectives<br />Awareness<br /><ul><li>Wikipedia
    55. 55. YouTube
    56. 56. Flckr
    57. 57. Tagging
    58. 58. Media Relations
    59. 59. Blogger Relations
    60. 60. Word of Mouth
    61. 61. Tagging
    62. 62. Sponsorships
    63. 63. Television / Radio
    64. 64. Direct Response
    65. 65. Print Ads
    66. 66. Outdoor
    67. 67. Search Marketing / Online Banners
    68. 68. Imbedded Content / Website Integration
    69. 69. Websites / Blogs
    70. 70. Facebook / YouTube
    71. 71. Podcasts / Videos
    72. 72. Wireless App
    73. 73. Direct Mail /Email
    74. 74. Events / Demos
    75. 75. Point of Purchase
    76. 76. Contests / Sweeps</li></ul>Knowledge<br />Perceptions<br /><ul><li>Websites / Blogs
    77. 77. Facebook / YouTube
    78. 78. Podcasts / Videos
    79. 79. Wireless App
    80. 80. Direct Mail
    81. 81. Email
    82. 82. Events / Demos
    83. 83. Point of Purchase
    84. 84. Sponsorships
    85. 85. Television / Radio
    86. 86. Direct Response
    87. 87. Print Ads
    88. 88. Outdoor
    89. 89. Search Marketing / Online Banners
    90. 90. Imbedded Content / Website Integration
    91. 91. Wikipedia
    92. 92. YouTube
    93. 93. Flckr
    94. 94. Tagging
    95. 95. Media Relations
    96. 96. Blogger Relations
    97. 97. Word of Mouth
    98. 98. Tagging</li></ul>Preference<br /><ul><li>Websites
    99. 99. Wireless App
    100. 100. Events / Demos
    101. 101. Telemarketing
    102. 102. Point of Purchase
    103. 103. Contests / Sweeps
    104. 104. Coupons / Incentives
    105. 105. Sponsorships
    106. 106. Television / Radio
    107. 107. Direct Response
    108. 108. Print Ads
    109. 109. Outdoor
    110. 110. Search Marketing / Online Banners
    111. 111. Imbedded Content / Website Integration
    112. 112. Mobile / TXT</li></ul>Behavior<br />Transactions, advocacy<br />
    113. 113. the anatomy of a plan<br /> situation <br /> goals and objectives<br />audiences<br />messages<br />strategies<br />tactics – where IMC manifests<br /> measurement<br />30<br />
    114. 114. Channels<br />
    115. 115. Search<br />10 billion<br />Searches a month<br />80 percent<br />
    116. 116. Media and influencers<br />
    117. 117. Social media<br />345 million<br />Monthly visitors<br />100 million<br />Monthly users<br />200 million<br />100 million<br />Monthly users<br />750 million<br />Members<br />
    118. 118. Mobile<br />50%<br />
    119. 119. Measurement<br />
    120. 120. A New Model for Social Media Measurement<br />Exposure<br />Engagement<br />Influence<br />Action<br />To what degree have we created exposure to content and message?<br />Who is engaging and interacting with our content? How and where?<br />Have we influenced perceptions and attitudes of the target?<br />What actions, if any have the target audience taken?<br />Non-Financial Impact<br />Possible Financial Impact/ROI<br />
    121. 121. Case study: Dominos Pizza<br />
    122. 122. Much worse than The Noid!<br />
    123. 123. Dominos Ramon was listening, responding<br />
    124. 124. Then Dominos listened, responded<br />
    125. 125. Pizza turnaround campaign<br />
    126. 126. Sales on the rise<br />14%<br />
    127. 127. In conclusion…<br />
    128. 128.
    129. 129.
    130. 130.
    131. 131. Q&A<br />
    132. 132. Thank you!<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />Social Media Strategy<br />
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