Email
Like
Liked ×
Save
Private Content
Embed
Loading embed code…
We have emailed the verification/download link to "".
Login to your email and click the link to download the file directly.

To request the link at a different email address, update it here. Close
Validation messages. Success message. Fail message.

Check your bulk/spam folders if you can't find our mail.
Loading

+ Follow

PRSA Finger Lakes Chapter Keynote Presentation

by Rachel Reuben on Dec 01, 2011

972 views

Integrated marketing communications + social media

Accessibility

View text version

Upload Details

Uploaded via SlideShare as Apple Keynote

Usage Rights

File a copyright complaint

1 Embed 377

http://rachelreuben.com

377

Statistics

Likes: 0
Downloads: 1
Comments: 0
Embed Views: 377
Views on SlideShare: 595
Total Views: 972

\n
15 years in higher ed\n 14 at NP -- Web Editor -> Web Coordinator -> Director of Web Communication & Strategic Projects\n just over a year at current role at IC\n MBA\n sometimes blogger\n was a serial conference attendee and speaker in 2009 (20 in one year), took a break last year, easing back in this year\n Randi Zuckerberg last night\n
higher ed?\nstudents?\nsmall business?\nmajor brands?\nothers?\n
takes advantage of a combination of communication tools and media to spread your message using the right tools to reach your target audience at the right place and the right time\n all parts of your tactics working together with a budget and resources assigned to each aspect\n brand building: strength in repetition and integration -- comprehension more likely\n
takes advantage of a combination of communication tools and media to spread your message using the right tools to reach your target audience at the right place and the right time\n all parts of your tactics working together with a budget and resources assigned to each aspect\n brand building: strength in repetition and integration -- comprehension more likely\n
takes advantage of a combination of communication tools and media to spread your message using the right tools to reach your target audience at the right place and the right time\n all parts of your tactics working together with a budget and resources assigned to each aspect\n brand building: strength in repetition and integration -- comprehension more likely\n
All of these are some of our communication tactics, and have different applications based on audience and message. Each one is a spoke in the wheel and works in conjunction with other tactics.\n no one is necessarily more important than others, nor should there necessarily be a separate strategy dedicated to each. Integration.\n
social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
these are just some of the tools available to help monitor and use for social media\n
these are just some of the tools available to help monitor and use for social media\n
these are just some of the tools available to help monitor and use for social media\n
these are just some of the tools available to help monitor and use for social media\n
these are just some of the tools available to help monitor and use for social media\n
these are just some of the tools available to help monitor and use for social media\n
these are just some of the tools available to help monitor and use for social media\n
\n
\n
\n
\n
\n
if you have contests or special deals - everyone that would interact with a customer/client needs to know\n should be infused in everyone’s thinking\n
it’s hard to build an audience\n where is your audience?\n don’t use Twitter for the sake of using Twitter -- how will it integrate with your other marketing communication efforts?\n don’t link your FB and Twitter statuses - be where your audience is\n SMART objectives (specific, measurable, achievable, realistic, timely)\n how many have an IMP?\n what is the time frame?\n\n
how are you living it in social media?\n we promise that Ithaca College students will be READY\n we illustrate this through storytelling, news articles - share both through social media\n
these both play into each other\n content production staff should be producing content regardless of medium\n everyone should specialize in the web and social media as two primary platforms that will be used - not just rely on specialists for each medium\n
these both play into each other\n content production staff should be producing content regardless of medium\n everyone should specialize in the web and social media as two primary platforms that will be used - not just rely on specialists for each medium\n
how are your organizations structured to support your marketing communication efforts?\n how is social media treated? Part of someone’s existing job? Dedicated job? Integrated with everyone?\n I inherited a structure that was largely medium based -- I had a print group and a web group, and there was another web group in the IT department. There was no integration. Designers never worked across platforms.\n
\n
\n
\n
\n
\n
\n
\n
in the past when we’d launch a new website, we’d have to wait for articles in the newspaper, wait for people to fill out online forms. Now we have instant feedback capabilities with Twitter, Facebook and blogs.\n providing better customer service - listening/monitoring, being more proactive instead of reactive\n and, instead of just reading news articles or comment forms, we can now begin conversations and probe further\n social media has opened up a lot of opportunities for new career options and opportunities\n
in the past when we’d launch a new website, we’d have to wait for articles in the newspaper, wait for people to fill out online forms. Now we have instant feedback capabilities with Twitter, Facebook and blogs.\n providing better customer service - listening/monitoring, being more proactive instead of reactive\n and, instead of just reading news articles or comment forms, we can now begin conversations and probe further\n social media has opened up a lot of opportunities for new career options and opportunities\n
in the past when we’d launch a new website, we’d have to wait for articles in the newspaper, wait for people to fill out online forms. Now we have instant feedback capabilities with Twitter, Facebook and blogs.\n providing better customer service - listening/monitoring, being more proactive instead of reactive\n and, instead of just reading news articles or comment forms, we can now begin conversations and probe further\n social media has opened up a lot of opportunities for new career options and opportunities\n
in the past when we’d launch a new website, we’d have to wait for articles in the newspaper, wait for people to fill out online forms. Now we have instant feedback capabilities with Twitter, Facebook and blogs.\n providing better customer service - listening/monitoring, being more proactive instead of reactive\n and, instead of just reading news articles or comment forms, we can now begin conversations and probe further\n social media has opened up a lot of opportunities for new career options and opportunities\n
- give people a reason to like. Get more creative. Host exciting contests and promotions. Share info about events. Post updates fans can't live without. \n- Create the loyalty program of the future. \n- tell real, authentic stories. Give your audience a glimpse behind-the-scenes. Ask members to share their experiences. \n
- use new customer service channels. Embrace the haters - they're an inch away from loving you. By responding & engaging, turns them into passionate. Rand evangelist. \n\n
- analyze insights to tailor your message. Track keywords (you & your competitors), analyze insights, cater to a global audience. \n- encourage crowd-sourcing\n
- explore new e-commerce options. \n- interact in real-time. Live streaming, live events. \n\n
- join the mobile revolution. Any device. Any time. Offer mobile deals as they're walking in front of your store or QR Code inside, pay from purchase from your phone. \n\n
greater focus on content strategy and platform independence\n how this content works in various mobile delivery platforms - smartphones, tablets, desks, Nintendo DS, etc.\n stronger metrics and requirement to justify investments of our time and financial resources\n will be second nature - how did we ever not think this way?\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n

PRSA Finger Lakes Chapter Keynote Presentation Presentation Transcript

IMC + Social Media Rachel ReubenAssociate Vice President, Marketing Communications Ithaca College @rachelreuben #prsaﬂ
Who am I?
Who are you?
Why IMC?
combination ofcommunication tools all parts of your strategy and tactics working together brand building Why IMC?
social media: 1 spoke
listen / monitor customer service conversations brand awarenesscrisis communication timeliness reach people on their turfsocial media: 1 spoke
tools
HootSuite coTweet Radian6 Vocus TweetDeck Google Alertssearch.twitter.com tools
using sm well
some airlines Spotify Target Etsyhttp://tinyurl.com/top10! using sm well
it’s not just 1 person’s job
integrated marketing plan
goals, strategies, tactics.... then toolsintegrated marketing plan
what’s your brand promise?
how are you living it?what’s your brand promise?
how do you approach projects?
content strategy ﬁrstplatforms/mediums second reducing silos and platform specializationshow do you approach projects?
org structure
struggles / challenges
which tools/mediums/ CMS platforms DAM resourcesavailability of research brand protection timestruggles / challenges
opportunities
more immediate access to feedback providing better customer service more opportunities for two-way dialoguetaking your career to the next step opportunities
top trends in socialRandi Zuckerberg by media
“Embrace the haters — they’re an inch away from loving you.”top trends in socialRandi Zuckerberg by media
top trends in socialRandi Zuckerberg by media
top trends in socialRandi Zuckerberg by media
top trends in socialRandi Zuckerberg by media
the future of IMC
skills you’ll need
creativity inquisitive persistence diplomacy patience common sense customer servicepolitical savviness knowing when to pull in SMART goals & experts vs. DIY expectations intergenerational workplace sensitivity skills you’ll need
staying current
blogs(reading+writing) reading professional development networking staying current
Rachel ReubenAssociate Vice President, Marketing Communications Ithaca College @rachelreuben questions?

PRSA Finger Lakes Chapter Keynote Presentation

by Rachel Reuben on Dec 01, 2011

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 377

Statistics

PRSA Finger Lakes Chapter Keynote Presentation Presentation Transcript