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Integrated Marketing Communications
 

Integrated Marketing Communications

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Marketing Communications Integration: In with the New – In with the Old.

Marketing Communications Integration: In with the New – In with the Old.
Presentation for Federated Press, Sept. 2010

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  • Start broad and narrow down to identify best influencers.

Integrated Marketing Communications Integrated Marketing Communications Presentation Transcript

  • Events
    Websites
    Media /BloggerRelations
    Print Collateral
    Marketing Communications Integration: In with the New – In with the Old
    Federated Press, September 28, 2010
    Leslie Hetherington, APR, MBA, Principal, LASH Communications Group & 2008/2009 Past President, IABC/Toronto
  • Agenda
    • Old vs. New Cycle
    • Starting Line: Goal
    • Manage Risks
    • Basics: Listen, Audience, Influencers
    • Strategy: Engage & Converse
    • Results
    • Integrated Case Studies
  • Advantages of Social Media
    Enables two-way dialogue/engagement
    Builds trust & improves transparency
    Improves response time
    Increases brand presence
    Boosts online traffic & SEO
    Fosters brand evangelists
  • Classic Mkt. Communications
    GOAL
    1. Research
    5. Evaluate
    Strategic Considerations/Critical Success Factors
    2. Audience
    4. Execute/Communicate
    3. Objectives,Strategy &Tactics
  • Social Media Communications
    GOAL
    1.
    Listen/Measure
    6.
    Risk Management
    2. Audience & Influencers
    5. Converse
    3. Strategy, Objectives & Tactics
    4. Engage
  • What’s Changed?
    Upfront Research
    1
    Content
    2
    Ongoing Support
    3
    Fallout ‘Misses’
    4
  • Starting Line: Primary Goal
  • Secondary & Project Goals
    • Enhance Product Launch
    • Promote Live/Virtual Events
    • Enhance Media Relations
    • Improve Customer Service
    • Manage Crises
    • Mobilize Social Responsibility/Fundraising Efforts
  • Concerns & Risks
    • Brand/message control loss
    • Negative comments
    • Time consumption
    • Information Overload
  • Risk Management
    Executive ‘Buy-in’
    1
    Resource Allocation
    2
    Social Media Procedures, Policies & Disclaimers
    3
    Detractor/Troll Management
    4
    Project Management Tools
    5
  • Procedures
  • Social Media Policy
    Novartis Parma Policy:
    • Refrain from sharing any treatment information or names of specific medicines or companies
    • Do not include profanity or indecent or inappropriate language, whether in text or image
    • Do not embed any links in your profile.
  • Disclaimers
    • For Truth (anti-smoking association):
    • Truth is only responsible for what we post, not what others post or what’s linked to us.
    • For CML Earth - Novartis (pharmaceutical):
    • CML Earth is not the place to report adverse events. If you wish to report a suspected adverse reaction to a Novartis product, click here.
  • 1. Listening
    • Conversations on Brand & Competitors
    • Share of Voice & Sentiment
    • Relevant Blogs & Forums
    • Interests & Unmeet Needs
  • Creators
    Critics
    Collectors
    Joiners
    Spectators
    Inactives
    2. a) Audience
    • Make social content
    • Respond to content from others
    • Organize content for themselves/others
    • Connect in social networks
    • Consume social content
    • Don’t create/consume social content
    Source: Forrester Research Inc., Groundswell, ©2009
  • Consumer Technographics
  • 2. b) Influencers
  • 3. Engagement Strategy
    Need + Message + Approach
  • Strategic Approaches
    Created using Wordle, Copyright © 2009 Jonathan Feinberg
  • What’s Changed?
    Focus Groups, Polling…
    +Crowdsourcing
    Onsite
    Events
    +Virtual Events+
    Media Relations
    +Blogger Outreach+
    Info/Care Lines
    2-Way Dialogue Tools/Norms
  • What’s Enriched?
  • 4.Engage On & Offline
    In media relations/social media release
    Cross-promote on collateral, ads, POP…
    Icons/links in email signatures/footers
    Icons & addresses on biz cards
    Share & link widgets on website
    SM for event invites and tracking
    Re-purpose existing content
  • Managing Content…
    Multiple tweeters
    Cross-forum editorial calendar
    Rotating blog topics
    Re-purpose existing content
    Align with external monitoring
    Use guest bloggers
    Leverage tools
  • 5.Converse
    INFLUENCERS
  • 6. Measurement: Old vs. New
    Outputs/Quantity
    Brand Affinity
    Outtakes/Response
    Engagement & Sentiment
    Outcomes/ROI
    Effectiveness/ROE
  • 6. Measure
    Brand Affinity
    Sentiment
    Engagement
    Effectiveness/
    ROE
  • Intuit – Quick Tax
    • Media Relations + Blogger Outreach
    • Web & Phone Help + Blog, Twitter & Facebook
    • Messages shared with affiliate networks
    • Customers encouraged to share
  • White Cashmere Collection
    • Media Relations + Blogger Outreach
    • Dual Releases: Traditional + Social
    • Video News Release + You Tube Video
    • Facebook site
  • Head2Head Inc.
    • Media Relations + Blogger Outreach
    • Video (Edutain)
    • Blog, eNewsletters, Site & Twitter + Annual Archived tips (hard copy)
    • Print & TTC Ads, Direct + Google Ads
    www.head2headInc.com
  • IABC/Toronto
    Started with Facebook, added presence on Twitter & LinkedIn (1 yr later)
    SM now drives 20% of event registrations
    Facebook leads as source (10%)
    On main website:
  • Social Media Communications
    GOAL
    1.
    Listen/Measure
    6.
    Risk Management
    2. Audience & Influencers
    5. Converse
    3. Strategy, Objectives & Tactics
    4. Engage
  • Summary
    Focus on Why?
    Mitigate risks
    Allocate Listening time
    Align Need with Message & Approach
    Match Tactics to Goal & Audience
    Integrate online with offline
    Converse with Influencers
    Measure
  • Traditional marketing builds awareness,
    social marketing builds trust. Rena Bernstein, ElektrikInk, Aug. 2009
    Thank youQuestions?
    Leslie Hetherington, APRLASH Communications Group
    leslie@lashcomgroup.com
    @lhetherington
    www.linkedin.com/in/lesliehetherington