Integrating new media

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Shawna Vercher's slidedeck from the CMO Summit at the ITEXPO West 2011 in Austin on Online Marketing Strategy

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Integrating new media

  1. 1. Integrating New and Traditional MediaShawna Vercher<br />
  2. 2. How Are We Doing?<br />Data from Steve Olenski’s “CMOs To Increase Spending On Social Media But Integration Still Lacking”, Sept. 8, 2011<br />
  3. 3. Top Three Integration Mistakes<br />Focusing on the tools instead of the strategy or building the house without a blueprint.<br />
  4. 4. Top Three Integration Mistakes<br />Developing a media strategy solely based on what has been done before, what is proven or what is “safe”.<br />
  5. 5. Top Three Integration Mistakes<br />Expecting that new media will just go away and/or integrate itself if we leave it alone long enough.<br />
  6. 6. Five Steps in the Right Direction<br />#1<br />Understand and commit to the primary purpose.<br />Place a limit on goals and be willing to stick to it. <br />(Sales vs Retention, <br />Visibility vs. Brand Reinforcement, etc.)<br />
  7. 7. Five Steps in the Right Direction<br />#2<br />Develop rules and guidelines based on your brand identity.<br />What has worked in the past with other media and what has been a failure?<br />Who are you as an entity and what will you absolutely not do?<br />
  8. 8. Five Steps in the Right Direction<br />#3<br />Become familiar with the different tools you have to work with and their strengths.<br />
  9. 9. Distinguishing Between the Media<br />TRADITIONAL<br />(i.e. Print, Broadcast)<br />Tried and true<br />Builds credibility<br />Effective for certain demographics<br />
  10. 10. Distinguishing Between the Media<br />NEW MEDIA<br />(i.e. Facebook, Twitter)<br />Less expensive<br />Readily adaptable<br />Instant feedback*<br />*Takes time to build effectively<br />
  11. 11. Distinguishing Between the Media<br />COMFORT FOOD<br />(i.e. Blogs, Email and Websites/Portals)<br />Often neglected, yet have proven to be effective and relatively inexpensive.<br />
  12. 12. Five Steps in the Right Direction<br />#4<br />Have clear guidelines and responsibilities for all parts of the strategy, including listening and reporting.<br />
  13. 13. Five Steps in the Right Direction<br />#5<br />Regardless of which medium(s) you focus on, the triangle stays the same.<br />
  14. 14. QUESTIONS??<br />

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