Integrated Marketing Communications

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Marketing Communications Integration: In with the New – In with the Old.
Presentation for Federated Press, Sept. 2010

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Integrated Marketing Communications

  1. 1. Events<br />Websites<br />Media /BloggerRelations<br />Print Collateral<br />Marketing Communications Integration: In with the New – In with the Old<br />Federated Press, September 28, 2010<br />Leslie Hetherington, APR, MBA, Principal, LASH Communications Group & 2008/2009 Past President, IABC/Toronto<br />
  2. 2. Agenda<br /><ul><li>Old vs. New Cycle
  3. 3. Starting Line: Goal
  4. 4. Manage Risks
  5. 5. Basics: Listen, Audience, Influencers
  6. 6. Strategy: Engage & Converse
  7. 7. Results
  8. 8. Integrated Case Studies</li></li></ul><li>Advantages of Social Media<br />Enables two-way dialogue/engagement<br />Builds trust & improves transparency<br />Improves response time<br />Increases brand presence<br />Boosts online traffic & SEO<br />Fosters brand evangelists<br />
  9. 9. Classic Mkt. Communications<br />GOAL<br />1. Research<br />5. Evaluate<br />Strategic Considerations/Critical Success Factors<br />2. Audience <br />4. Execute/Communicate<br />3. Objectives,Strategy &Tactics<br />
  10. 10. Social Media Communications<br />GOAL<br />1. <br />Listen/Measure<br />6.<br />Risk Management<br />2. Audience & Influencers <br />5. Converse<br />3. Strategy, Objectives & Tactics<br />4. Engage <br />
  11. 11. What’s Changed?<br /> Upfront Research<br />1<br /> Content<br />2<br /> Ongoing Support<br />3<br /> Fallout ‘Misses’<br />4<br />
  12. 12. Starting Line: Primary Goal<br />
  13. 13. Secondary & Project Goals<br /><ul><li>Enhance Product Launch
  14. 14. Promote Live/Virtual Events
  15. 15. Enhance Media Relations
  16. 16. Improve Customer Service
  17. 17. Manage Crises
  18. 18. Mobilize Social Responsibility/Fundraising Efforts</li></li></ul><li>Concerns & Risks<br /><ul><li>Brand/message control loss
  19. 19. Negative comments
  20. 20. Time consumption
  21. 21. Information Overload</li></li></ul><li>Risk Management<br />Executive ‘Buy-in’<br />1<br />Resource Allocation<br />2<br />Social Media Procedures, Policies & Disclaimers<br />3<br />Detractor/Troll Management<br />4<br />Project Management Tools<br />5<br />
  22. 22. Procedures<br />
  23. 23. Social Media Policy<br />Novartis Parma Policy:<br /><ul><li>Refrain from sharing any treatment information or names of specific medicines or companies
  24. 24. Do not include profanity or indecent or inappropriate language, whether in text or image
  25. 25. Do not embed any links in your profile.</li></li></ul><li>Disclaimers<br /><ul><li>For Truth (anti-smoking association):
  26. 26. Truth is only responsible for what we post, not what others post or what’s linked to us.
  27. 27. For CML Earth - Novartis (pharmaceutical):
  28. 28. CML Earth is not the place to report adverse events. If you wish to report a suspected adverse reaction to a Novartis product, click here.</li></li></ul><li>1. Listening<br /><ul><li>Conversations on Brand & Competitors
  29. 29. Share of Voice & Sentiment
  30. 30. Relevant Blogs & Forums
  31. 31. Interests & Unmeet Needs</li></li></ul><li>Creators<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />2. a) Audience<br /><ul><li> Make social content
  32. 32. Respond to content from others
  33. 33. Organize content for themselves/others
  34. 34. Connect in social networks
  35. 35. Consume social content
  36. 36. Don’t create/consume social content</li></ul>Source: Forrester Research Inc., Groundswell, ©2009<br />
  37. 37. Consumer Technographics<br />
  38. 38. 2. b) Influencers<br />
  39. 39. 3. Engagement Strategy<br />Need + Message + Approach<br />
  40. 40. Strategic Approaches<br />Created using Wordle, Copyright © 2009 Jonathan Feinberg<br />
  41. 41. What’s Changed?<br />Focus Groups, Polling…<br />+Crowdsourcing<br />Onsite<br />Events<br />+Virtual Events+<br />Media Relations<br />+Blogger Outreach+<br />Info/Care Lines<br />2-Way Dialogue Tools/Norms<br />
  42. 42. What’s Enriched?<br />
  43. 43. 4.Engage On & Offline<br />In media relations/social media release<br />Cross-promote on collateral, ads, POP… <br />Icons/links in email signatures/footers<br />Icons & addresses on biz cards<br />Share & link widgets on website<br />SM for event invites and tracking<br />Re-purpose existing content<br />
  44. 44.
  45. 45. Managing Content…<br />Multiple tweeters<br />Cross-forum editorial calendar<br />Rotating blog topics<br />Re-purpose existing content<br />Align with external monitoring<br />Use guest bloggers<br />Leverage tools<br />
  46. 46. 5.Converse<br />INFLUENCERS<br />
  47. 47. 6. Measurement: Old vs. New<br />Outputs/Quantity<br />Brand Affinity<br />Outtakes/Response<br />Engagement & Sentiment<br />Outcomes/ROI<br />Effectiveness/ROE<br />
  48. 48. 6. Measure<br />Brand Affinity<br />Sentiment<br />Engagement<br />Effectiveness/ <br />ROE<br />
  49. 49. Intuit – Quick Tax<br /><ul><li>Media Relations + Blogger Outreach
  50. 50. Web & Phone Help + Blog, Twitter & Facebook
  51. 51. Messages shared with affiliate networks
  52. 52. Customers encouraged to share</li></li></ul><li>White Cashmere Collection<br /><ul><li>Media Relations + Blogger Outreach
  53. 53. Dual Releases: Traditional + Social
  54. 54. Video News Release + You Tube Video
  55. 55. Facebook site </li></li></ul><li>Head2Head Inc.<br /><ul><li>Media Relations + Blogger Outreach
  56. 56. Video (Edutain)
  57. 57. Blog, eNewsletters, Site & Twitter + Annual Archived tips (hard copy)
  58. 58. Print & TTC Ads, Direct + Google Ads</li></ul>www.head2headInc.com<br />
  59. 59. IABC/Toronto<br />Started with Facebook, added presence on Twitter & LinkedIn (1 yr later)<br />SM now drives 20% of event registrations<br />Facebook leads as source (10%)<br />On main website:<br />
  60. 60. Social Media Communications<br />GOAL<br />1. <br />Listen/Measure<br />6.<br />Risk Management<br />2. Audience & Influencers <br />5. Converse<br />3. Strategy, Objectives & Tactics<br />4. Engage <br />
  61. 61. Summary<br />Focus on Why?<br />Mitigate risks <br />Allocate Listening time<br />Align Need with Message & Approach<br />Match Tactics to Goal & Audience<br />Integrate online with offline<br />Converse with Influencers<br />Measure<br />
  62. 62. Traditional marketing builds awareness, <br />social marketing builds trust. Rena Bernstein, ElektrikInk, Aug. 2009 <br />Thank youQuestions?<br />Leslie Hetherington, APRLASH Communications Group<br />leslie@lashcomgroup.com<br />@lhetherington<br />www.linkedin.com/in/lesliehetherington<br />

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