Advanced Media Integration

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Advanced Media Integration

  1. 1. Advanced 
 Media Integration Stephanie Leishman Social Media Strategist ! May 2015 Twitter @hatchsteph
  2. 2. Stephanie Leishman | Advanced Media Integration Integration What does it mean to integrate? ! Integration is not: Mixing two or more things together Coordination for a common goal Integration is:
  3. 3. Stephanie Leishman | Advanced Media Integration Integrated marketing “Drilled down to its basics, an integrated marketing campaign combines the medium, … to ensure that the marketing message is consistently received by the greatest possible number of people in the target market.” ! Christina Brown ! Source: http://savyagency.com/whats-an-integrated-marketing-campaign-coke-to-ogilvy-its-what-works/
  4. 4. Stephanie Leishman | Advanced Media Integration Integration can result in: • Wider promotion and message amplification • Reaching out to both primarily traditional and 
 primarily digital audiences • Longer-lasting content • Ongoing, long-term engagement with the department • A fuller and richer experience

  5. 5. Stephanie Leishman | Advanced Media Integration Integration is not Content Site SEO Newsletter Email marketing TwitterBlogging Facebook page Content Content Content Content Content
  6. 6. Stephanie Leishman | Advanced Media Integration Integration focuses on a goal or message Your goal Site SEO Newsletter Email marketing Twitter Blogging Facebook page Coordinate your media efforts for that goal.
  7. 7. Stephanie Leishman | Advanced Media Integration Q1 Are there new media that would expand your reach effectively to more of your prospects?
  8. 8. Stephanie Leishman | Advanced Media Integration Photos: paullew/Flickr, CC BY-NC 2.0 (http://flic.kr/p/Bh29d) /// Jubula 2/Flickr, CC BY 2.0 (http://flic.kr/p/rYqq72)
  9. 9. Stephanie Leishman | Advanced Media Integration Product as publishable content
  10. 10. Stephanie Leishman | Advanced Media Integration Q2 What is your story, core message, or call to action?
  11. 11. The message is bigger 
 than its medium. Photo: Anirudh Koul/Flickr CC BY-NC 2.0 (http://flic.kr/p/4S6rnf)
  12. 12. Stephanie Leishman | Advanced Media Integration What is the anatomy 
 of a well-integrated campaign? “…all customer communications have to be integrated across media and time … the most effective integrated marketing will be driven from a core narrative and will play across media. … More importantly, a truly integrated campaign ‘sets the story free’ across these media.” ! Craig Walmsley, director of strategy, AKQA Source: http://www.imediaconnection.com/content/17107.asp#multiview
  13. 13. Stephanie Leishman | Advanced Media Integration A truly integrated campaign is seamless
  14. 14. Stephanie Leishman | Advanced Media Integration Synergy “Five ways to achieve cross-media synergy with social media” 1. Social media + search marketing. 
 Optimize every piece of content for search. 2. Social media + email. 
 Use social to inform what may do well in email. 3. Social media + virtual events. 
 Add slides to SlideShare and grow past the live audience. 4. Social media + live events. 
 Extend to before and after. Live tweeting. 5. Social media + market research. 
 With social, you get more audience input. Jay Baer, convinceandconvert.com
  15. 15. Stephanie Leishman | Advanced Media Integration Q3 How can multiple media formats work together to create an integrated and 
 goal-centric campaign or experience?
  16. 16. Stephanie Leishman | Advanced Media Integration “By integrating traditional and digital marketing tactics, you may get the most leverage from both.” ! Shama Hyder Founder and CEO of the Marketing Zen Group
  17. 17. Stephanie Leishman | Advanced Media Integration The keys of an integrated media campaign 1. Coordination 2. Consistency 3. New context 4. Search engine optimization (SEO) 5. More involvement through calls to action 6. Each medium adds unique value 7. Extend the experience
  18. 18. Stephanie Leishman | Advanced Media Integration Coordination From: Harvard To: Stephanie
 Subject: Enjoy your book “I write with the great news that the book has hit the mail and should arrive on your doorstep very soon, if it hasn't arrived already. … 
 
 “In anticipation of its arrival, I thought you'd like to know that we contributed an incredible 121,638 words to our collective story. Just for fun, below you'll find a word cloud, created from the most popular words used in our essays.”
  19. 19. Stephanie Leishman | Advanced Media Integration Coordination Coordinating social and print helps your audience feel the connection between all your media. For example, create a seamless experience by letting them know when something is coming in the mail.
  20. 20. Stephanie Leishman | Advanced Media Integration Coordination When different content and messages go out via different communications vehicles, the experience feels as if each medium is run by a different organization. ! Have one unified voice— coordinate your efforts.
  21. 21. Stephanie Leishman | Advanced Media Integration Coordination Design with social and traditional in mind.
  22. 22. Stephanie Leishman | Advanced Media Integration Coordination Make digital-ready versions of posters/announcements.
  23. 23. Stephanie Leishman | Advanced Media Integration Consistency
  24. 24. Stephanie Leishman | Advanced Media Integration Consistency Obama presidential campaign 2012
  25. 25. Stephanie Leishman | Advanced Media Integration New context
  26. 26. Stephanie Leishman | Advanced Media Integration New context Integrating two social networks doesn’t mean posting the same content to both. ! Try sharing unique experiences from one to the other. https://www.facebook.com/PittState/photos/a. 10151680186210977.1073741871.66549515976/101 53204005510977/?type=1&theater
  27. 27. Stephanie Leishman | Advanced Media Integration New context https://www.facebook.com/media/set/?set=a. 10153364809140774.1073741923.18058830 773&type=1 Snapchat on Facebook
  28. 28. Stephanie Leishman | Advanced Media Integration New context If you can quote print content in social media, you can quote social media in print. ! Example: 
 CASE Currents
  29. 29. Stephanie Leishman | Advanced Media Integration New context Live Twitter streaming on screen during the show ! Example: 
 The Voice
  30. 30. Stephanie Leishman | Advanced Media Integration New context Shows information in a new way. For example, take text- based web content and repurpose as images on Pinterest. MIT Student Life
  31. 31. Stephanie Leishman | Advanced Media Integration New context Shows information in a new way. For example, take text- based web content and repurpose as images on Pinterest. MIT Student Life
  32. 32. Stephanie Leishman | Advanced Media Integration New context Find a new way to present the information.
  33. 33. Stephanie Leishman | Advanced Media Integration New context Find a new way to present the information.
  34. 34. Stephanie Leishman | Advanced Media Integration New context This infographic is from the book Rockets of the World by Peter Alway, a physics professor. It has gained popularity on Pinterest and other social networks, resulting in increased promotion of his work. Rockets of the World
  35. 35. Stephanie Leishman | Advanced Media Integration Search engine optimization • Grow a quality following consistently. • Increase external inbound links. • Optimize posts for search. • Encourage sharing of your social media posts. • If you have a Google+ page, use it well. • Publish high-quality content for humans, not bots. Sources for further reading: • http://www.forbes.com/sites/jaysondemers/2015/01/27/6-social-media-practices-that- boost-seo/2/ • http://blog.hootsuite.com/how-social-media-affects-seo/ • http://www.socialmediaexaminer.com/social-media-seo/
  36. 36. Stephanie Leishman | Advanced Media Integration Search engine optimization “…while the authority of a social account doesn’t impact search rank, links published on social media could be marked as credible back-links and thus influence a page’s rank.” Chloe Mason Gray https://blog.kissmetrics.com/social-media-and-seo/
  37. 37. Stephanie Leishman | Advanced Media Integration Search engine optimization Encourage sharing. Put social sharing buttons on each story, not just on your home page.
  38. 38. Stephanie Leishman | Advanced Media Integration Search engine optimization “As a simple example, if your brand has 10,000 likes on Facebook and 10,000 followers on Twitter, you’ll have a higher authority and higher search rankings than a similar brand with 100 likes and 100 followers.” ! Steve Hamm http://www.business2community.com/seo/social-media-improves- seo-01193097#8x0jJSaCujRH6W2t.99
  39. 39. Stephanie Leishman | Advanced Media Integration More involvement through calls to action • Provide ways for ongoing connections with the department. • Don’t let print be a dead-end experience. • Lead the individual to a continued conversation.
  40. 40. Stephanie Leishman | Advanced Media Integration More involvement through calls to action Let people know where to find you on social media. ! Example: Fast Company
  41. 41. Stephanie Leishman | Advanced Media Integration Interactive behaviors on web “What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.” ! – Jim Stengel Source: http://www.forthea.com/20-famous-quotes-on-internet-marketing/
  42. 42. Stephanie Leishman | Advanced Media Integration More involvement through calls to action PopSci 
 Interactive App
  43. 43. Stephanie Leishman | Advanced Media Integration More involvement through calls to action
  44. 44. Stephanie Leishman | Advanced Media Integration More involvement through calls to action I scanned the icon with the app and can now watch a video about the content on this page.
  45. 45. Stephanie Leishman | Advanced Media Integration More involvement through calls to action “Log on to the discussion forum at writersdigest.com/forum to read other writers’ thoughts and share your own.”
  46. 46. Stephanie Leishman | Advanced Media Integration More involvement through calls to action
  47. 47. Stephanie Leishman | Advanced Media Integration Each medium adds unique value MIT Media Lab Wordcloud and live Twitter stream while Joi Ito interviewed Baratunde Thurston
  48. 48. Stephanie Leishman | Advanced Media Integration Add Twitter to bylines Popular Science Connect with the author
  49. 49. Stephanie Leishman | Advanced Media Integration Each medium 
 adds unique value Keep people engaged between events; gain the interest of prospective attendees.
  50. 50. Stephanie Leishman | Advanced Media Integration Each medium adds unique value Shows a new perspective of what goes on behind the main content. USA Today
  51. 51. Stephanie Leishman | Advanced Media Integration Each medium adds unique value MIT OEIT 
 Summer Conference Live Twitter stream during a conference
  52. 52. Stephanie Leishman | Advanced Media Integration Each medium adds unique value
  53. 53. Stephanie Leishman | Advanced Media Integration Each medium adds unique value
  54. 54. Stephanie Leishman | Advanced Media Integration Extend the experience After the workshop, they offered a PDF presentation and audio highlights (Brookings).
  55. 55. Stephanie Leishman | Advanced Media Integration Extend the experience Highlights short pieces of longer, existing content in a new way.
  56. 56. Stephanie Leishman | Advanced Media Integration Extend the experience Convince people to revisit great content.
  57. 57. Stephanie Leishman | Advanced Media Integration Extend the experience Convince people to revisit great content.
  58. 58. Stephanie Leishman | Advanced Media Integration Case study:
 MIT Public Service Center
  59. 59. Stephanie Leishman | Advanced Media Integration Case study:
 MIT Public Service Center
  60. 60. Stephanie Leishman | Advanced Media Integration Case study: MIT Public Service Center Featuring print 
 on social; 
 consistent branding 
 and design
  61. 61. Stephanie Leishman | Advanced Media Integration Case study:
 MIT Public Service Center Design for all media types
  62. 62. Stephanie Leishman | Advanced Media Integration Case study: BU Metropolitan College “View videos and other extras
 —or submit your answers to our questions for a chance to represent ‘MET around Town’—
 at bu.edu/met/mag/town.
  63. 63. Stephanie Leishman | Advanced Media Integration Case study: BU Metropolitan College
  64. 64. Stephanie Leishman | Advanced Media Integration Case study: BU Metropolitan College
  65. 65. Stephanie Leishman | Advanced Media Integration Case study: BU Metropolitan College
  66. 66. Stephanie Leishman | Advanced Media Integration Reporting If your marketing is truly integrated around message and purpose, your reporting will follow suit. ! Reports should be organized by campaign and show how each campaign is doing across multiple platforms. ! Reports should not be siloed by platform.
  67. 67. Stephanie Leishman | Advanced Media Integration Reporting • Use Google source code • Organize your report by campaign, not by platform • Organize campaign by calls to action
  68. 68. Stephanie Leishman | Advanced Media Integration Integrated marketing If you tend toward platform siloes rather than campaigns, try color coding your content calendar by campaign instead of by medium. Look at your marketing plan in a new way.
  69. 69. Stephanie Leishman | Advanced Media Integration Source code: Google’s URL builder https://support.google.com/ analytics/answer/1033867?hl=en
  70. 70. Stephanie Leishman | Advanced Media Integration Reporting I created a link with source code, shared it on Twitter, and a few minutes later checked Google Analytics > Behavior > Site Content > All Pages. I can see how many views are coming as a result of my tweet apart from the views coming to that page from other sources.
  71. 71. Stephanie Leishman | Advanced Media Integration Integrated marketing “Stop organizing your deliverables according to your org chart. Rather than creating different deliverables/sections/budgets for each discipline, consider organizing things based on the customer journey.” Source: http://comprehension.prsa.org/?p=6812%3Futm_source %3Dmisc_blog&utm_medium=social_media&utm_campaign=pr_dept
  72. 72. Stephanie Leishman Twitter: @hatchsteph !

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