Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Choosing the best channels to serve your purpose and engage your audience.

884 views

Published on

A handy process to make sure your online marketing supports business goals and meets audience needs.

  • Login to see the comments

  • Be the first to like this

Choosing the best channels to serve your purpose and engage your audience.

  1. 1. Your Media MatrixChoosing the best channels to serve your purpose and engage your audience. Margot Carmichael Lester Content Tycoon © 2011 The Word Factory/TTMS
  2. 2. There’s no shortage of info to share about our companies. The trick is to find the mosteffective and efficient media for the job. That can be a challenge.
  3. 3. Biggest Challenges for PR/Comms Folks
  4. 4. 40%of us find it challenging to identify efficient and cost effective media distribution.
  5. 5. 35% of us are flummoxed trying to identifythe “right” mix of media.
  6. 6. The media might be new, but the problem of findingthe right one for our message is not.
  7. 7. We went nearly 100,000 years withonly a few ways to communicate.
  8. 8. CaveDrawings
  9. 9. Wordof Mouth
  10. 10. Text
  11. 11. Printing
  12. 12. Up till now, developments happened at glacial speed. All that was about to change.
  13. 13. In the late 19th and early 20thcenturies, new media developments began happening really fast.
  14. 14. Radio
  15. 15. TV
  16. 16. TheInternet
  17. 17. SocialChannels
  18. 18. In the matter of a few decades, the numbers of channels increaseddramatically. And so did the ways to use them.
  19. 19. We now have more ways tocommunicate than ever, making it harder than ever to choose.
  20. 20. This person is clearly nuts.
  21. 21. We’re all underpressure to do morewith less and do itfaster.New channels areunproven.And with pink slipsflying, who wants toscrew up?
  22. 22. Challenges that Stress Us Out• Finding time• Aligning with marketing & sales• Choosing the right media channels• Budgeting/cost-effectiveness• Getting results
  23. 23. How can we know which media are the “right” media? (Here’s the truth:we can’t until we choose and use.)
  24. 24. By focusing on the purpose – the desired result –and the needs of the audience, we’re more likely to choose the most effective media.
  25. 25. Here’s how:• Form a cross-functional team• Brainstorm reasonable media options• Filter them through our purpose• Filter through our target audience(s)• Challenge our assumptions• Select the final media mix
  26. 26. So let’s talk a second about “purpose”.
  27. 27. And about audience, while we’re at it.
  28. 28. Story TimeA tale from another heavily regulated industry
  29. 29. Form• Product Director• Marketing Lead• PR Lead• Sales Rep• Legal/Medical Review Rep• Outside Consultant (me)
  30. 30. Here’s how:• Form a cross-functional team• Brainstorm reasonable media options• Filter them through our purpose• Filter through our target audience(s)• Challenge our assumptions• Select the final media mix
  31. 31. Brainstorm
  32. 32. Filter
  33. 33. What Didn’t Make the Cut• Sales Materials• Marketing Materials• Presentations
  34. 34. Filter
  35. 35. What Didn’t Make the Cut• Social Media• Traditional Media• Trade Media• Slide-sharing• Direct Mail/Email
  36. 36. What’s Left?
  37. 37. Question Assumptions• What channels “should” we use?• Do any media create legal or regulatory issues?• What outlets does our audience expect to use?
  38. 38. Question Assumptions• Strong relationships with state health agencies• LMR issues with public video-sharing• Posters impractical for EDs• Social sharing/WOM via associations, state orgs, speakers and sales team
  39. 39. The Final Media Matrix
  40. 40. Efficiency and effectiveness wereimproved because we invested time to vet our media options.
  41. 41. Results• 120 associations and agencies promoted the webinar and site• A record number of people “attended” the webinar• The clips will debut on WebMD and WorldRabiesDay.com this month
  42. 42. The End(of Story Time)
  43. 43. A cross-functional team using this purpose-driven process will:• Choose more effective media.• Save time and money.• Increase buy-in.• Ensure goal/activity integration.• Get better results by reaching the right people through the right media.
  44. 44. Biggest Challenges for PR/Comms Folks
  45. 45. This process offers bonus “savings”• Form a cross-functional team• Brainstorm reasonable media options• Filter them through our purpose• Filter through our target audience(s)• Challenge our assumptions• Select the final media mix
  46. 46. Bonus Items• 59% Time to manage content. Better planning = less retooling.• 58% Content that leads to desired behaviors. Purpose-driven content where audience can find it.• 38% Aligned media and marketing goals: Fewer conflicts, more synergy
  47. 47. Final Thoughts• Use for big ideas or specific content• Involve diverse stakeholders• Think big and wide at the beginning• Narrow choices with purpose and audience• Question assumptions• Have some fun
  48. 48. The Bottom Line This purpose-driven approachlets us work faster, choose smarter and get better results.
  49. 49. Thanks for your time. Let’s stay in touch. Margot Carmichael Lester Content Tycoon margot@thewordfactory.com @margot_lester

×