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Product Placement, Event Sponsorship, Billboards, etc. IMC in practice… Direct (Print & Digital) P.O.S. Ads LISTEN TO OUR AWESOME, INTEGRATED MESSAGE... TARGETED JUST FOR YOU! Newspaper & Magazine Ads Network & Cable Ads Banner Ads Personal Selling
What if IMC was created by actual humans? (no zombies, no vampires, no marketers) What does it mean to be a “good communicator”? Speak to someone the way they want to be spoken to. Be an excellent listener.
… We need to remember IMC is alsoIntegrated Marketing Listening
… But you don’t need to take my word for it. groundswell: “A spontaneous movement of people using online tools to connect, take charge of their own experiences, and get what they need.” “The groundswell is broad, ever shifting, and ever growing.”
… But you don’t need to take my word for it. Listening to the groundswell Talking to the groundswell Energizing the groundswell
Becoming a better listener: Integrating how we listen by using social media Build a Private Community: Bring your customers together in a virtual space & listen carefully. Brand Monitoring: Carefully & quietly listening to the online conversations occurring on the social web.
DON’T WE ALREADY KNOW HOW TO LISTEN? Traditional listening vs. listening in the social world
BRAND MONITORING: how to do it, benefits of doing it Radian 6 in Action (Embedded video broken – click yellow box above for hyperlink)
BRAND MONITORING: how to do it, benefits of doing it A few select benefits: Downsides as well: Heading Bad PR off at the pass:Days Hours matter. Forgetting the marketer’s own lesson: Being the loudest doesn’t necessarily make it true Forecasting: Increasing evidence social media conversations are a strong precursor to sales change. Confusing any voice as your customer’s voice: Breaking bad habits:Perpetual bad ideas wither under harsh scrutiny http://www.nytimes.com/2009/04/16/business/media/16dominos.html
PRIVATE VIRTUAL COMMUNITIES: how to do it, benefits of doing it Recruiting:
via online panels, scour existing online communities, or ‘extreme’ methods if necessary
Excellence in IMC demands equal attention to Integrated Marketing Listening. Social media has empowered consumers (the groundswell), marketers must pay attention. Brand Monitoring & Virtual Private Communities are 2 different ways to listen using social media. The appropriateness of using of one (or both) depends on your customers’ needs & social media behaviors. Social media is not the only place to listen. Further, listening can’t stop at the marketing department – the customer’s voice must be heard by executives. *The slides include numerous clickable hyperlinks to additional content.
Thanks for your time Web: abaker.us Email: firstname.lastname@example.org Twitter: @andrewbaker13
Media: Bunny Ears – D’Arcy Norman (flickr) Wedding Topper – tupper (Flickr) Splat – Kamikaze Stoat (Flickr) Spot TV & Magazine Data from Advertising Age & MediaMarkReporter, respectively Acoustic Listening Device (WWI) - http://www.museumwaalsdorp.nl/images/goerz.gif “The Break Up” commercial from Microsoft Digital Advertising Solutions