The 360 Degree Mrketing Communications Strategy

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The 360 Degree Mrketing Communications Strategy

  1. 1. The 360-Degree Marketing Communications Strategy<br />August 22, 20101:30 p.m.<br />Frank Fortin, Massachusetts Medical Society<br />Jaime Nolan, IntrinXec Management Inc.<br />Nan Dawkins, Serengeti Communications<br />www.asaecenter.org<br />Connecting Great Ideas and Great People<br />
  2. 2. Once Upon a Time …<br />Photo credit: jsbanks42 via flickr.com<br />
  3. 3.
  4. 4.
  5. 5. Photo credits: International Center for Tropical Agriculture (left); polyscene (right) via flickr.com<br />
  6. 6. Align With Business Objectives<br />Photo credit: DVIDSHUB via flickr.com<br />
  7. 7. No Magic Pill<br />Photo credit: thomasthomas via flickr.com<br />
  8. 8. Nothing Goes Away: Every Tool Has Value<br />Photo credit: siomuzzz via flickr.com<br />
  9. 9. They All Have to Work Together<br />Photo credit: MITO SettembreMusica via flickr.com<br />
  10. 10. The Funnel is Still Relevant<br />
  11. 11. The Funnel is Still Relevant<br />
  12. 12. The Funnel is Still Relevant<br />
  13. 13. Know Thy Community<br />Photo credit: twose via flickr.com<br />
  14. 14. Social Technographics Ladder<br />© 2009 Forrester Research<br />
  15. 15. Massachusetts Medical Society Members: All Ages<br />2008 2009<br />Vs. US adults=100<br /> 50<br /> 59<br /> 67<br /> 63<br /> 101<br />117<br />
  16. 16. MMS Member Survey:Preferred Communication Modes<br />%<br />
  17. 17. MMS Member Survey:Preferred Communication Modes<br />%<br />
  18. 18. Experiment and Learn Quickly and Cheaply <br />Photo credit: WilliamBullimore via flickr.com<br />
  19. 19. Communicate to your outposts …<br />Photo credit: Shawn Allen via flickr.com<br />
  20. 20. … and bring them back home<br />Photo credit: syntheticpanda via flickr.com<br />
  21. 21. Cross Promote<br />Photo credit: peterfuchs via flickr.com<br />
  22. 22. Your Checklist Could Look Like This …<br /><ul><li>Print newsletter
  23. 23. Magazine
  24. 24. Website
  25. 25. Email newsletters
  26. 26. Search
  27. 27. Direct mail
  28. 28. Media relations
  29. 29. Blog
  30. 30. Facebook
  31. 31. Twitter
  32. 32. YouTube
  33. 33. Private online communities</li></li></ul><li>Different Tools for Different Purposes<br />(Download a copy from our session handout.)<br />Photo credit: cmo.com<br />
  34. 34. Prioritize and Focus<br />Photo credit: helgabj via flickr.com<br />
  35. 35. Measure, Measure, Measure<br />Photo credit: redheat via flickr.com<br />
  36. 36. One Final Word: This Will Disrupt Your Way of Doing Business<br />Photo credit: schlegl via flickr.com<br />
  37. 37. Contact Information<br />Frank Fortin<br />Communications Director<br />Massachusetts Medical Society<br />Waltham, MA<br />ffortin@mms.org<br />(781) 434-7099<br />@massmedical<br />www.massmed.org<br />blog.massmed.org<br />@frankfortin<br />http://frankfortin.wordpress.com<br />
  38. 38. Celebrating 50 years of excellence.<br />

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