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Integrating traditional and new media
This document discusses strategies for integrating traditional and new media for marketing and communications purposes. It notes that effective integration requires teamwork and planning across departments. A traditional isolated approach to media relations, publications, and other functions is compared to a more cohesive approach that reinforces an organization's brand across multiple channels. Generational differences in media preferences are also addressed. The importance of research, content development, and maintaining as well as attracting new relationships is emphasized.
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Integrating traditional and new media
- 1. Integrating Traditional andNew Media by Ellen Mathia
- 2. Traditional New
- 3. •Checking and choosing •Makingit fit •Directing the show or coordinating and adjusting
- 5. Not just integrationof processes... ...Integrated Marketing/Communications requires teamwork & planning between: – academic units and Institutional Relations – Institutional Relations and Administration – Administration and academic units
- 6. Traditional isolated approach MEDIA RELATIONS – Single news releases at unit request (reactive) – Information used once; dead-end “hits” – Blanket mailings – Scant follow-up or media cultivation – Insufficient analysis of media trends and needs – No interactive national/regional placement tools – Lacks university objectives as guide
- 7. Traditional isolated approach PUBLICATIONS – “Walk-in” requests of units, faculty – Newsletters, internal & novelty items – Centralization of function vs. focus – Alumni, recruitment functions – Lacking strategic direction umbrella
- 8. Cohesive Consistent Reinforce brand
- 9. Print publications Annual Donor Newsletters Flyers Reports letters Other stuff
- 10. Social Media + = 1 billion souls (15%) = “meh”
- 11.
- 12. Naturally self- Encourages organizing collaboration NEW MEDIA Engaged and Free research! connected
- 13.
- 14. Nurture Maintain Enlarge EXISTING Relationships
- 15. Attract Find Commit NEW Relationships
- 16.
- 17. GENERATION GAPS Gens X, Y Seasoned Adults Millennials Familiarity Immediacy Actual presence Virtual presence Privacy Share & share alike
- 18. Norman N. @oldmansearch30 Jun 11 DMV eye exam answers
- 19. While Facebook isstill a strong presence, for many youth and young adults, it no longer dominates the social media network……In fact, Tumblr has overtaken Facebook as the primary social network for people ages 13 to 25.
- 20. In-house research Sample surveyof your constituents Do you use social media for your business? Do you use social media to connect to family and friends? Have you made new friends on social media? Do you have a Facebook account? Twitter? Linked In? Pinterest? Other? Do you produce your own blog? Do you read the (organization) e-newsletter? Do you visit our (organization) website?
- 21. Before you leapinto a new platform, consider: Growth potential? ROI: Worth investment of time, resources, labor Fit our needs, culture, mission, goals? Help tell our story (and listen!) better?
- 22. “Kill the platformbefore it kills you” CAN you maintain and sustain? Will it demand all your time, then starve for your attention? Will your already successful tools languish?
- 23.
- 24. QR CODES Static Interactive Real world online Engages people offline Place anywhere No limits
- 25. Code Cautions • Doesaudience have know-how? • Smartphones & scanning app • Takes time to use
- 26. Event promotion ®istration Fundraising (directs to a donations page) Call for volunteers/sign-up Videos & photos Blogs Link to related Web content LIKE button on FB Brochures Holiday cards & greetings Calendars (each month new code = new message Directions to your facility or event Feedback forms QR Code Scavenger Hunt
- 29. Sharing the Vision DECEMBER 2012 BOARD OF DIRECTORS PRESIDENT Alice McColgin A legacy of giving is a holiday present VICE PRESIDENT Judy Wyeth your children keep forever SECRETARY Jim Hall TREASURER Melaney Sargent David Durell Steve Eichenberger Janie Hardin Matt Howrey Terri McCoy Larry Paynter Teresa Ray Jennifer Swenson Americans are known as a generous people for any num- The youngsters will understand. And they’ll learn from Marland Villanueva ber of reasons, chief among them our shared, rock-solid your example that part of being an American is not only Dan Whipple belief in the values of charity, compassion and character – selling cookies and candles for their schools, clubs and Rhonda Wiles that, and our national heritage as a people continuously teams but growing into the role of an adult American citi- Dan Young seeking to improve our communities and constantly tin- zen who gives back to their community because that’s kering with the future. what good Americans do (as people around the world and BOARD OF ADVISORS More than any other country, we combine at home gratefully attest). Steve Bahr ambitious re-invention with protective They can learn even more by being ac- Barbara Baker preservation, over and over again. “It was rewarding tively involved in the decisions. Sandy Gammon That’s a heritage to be proud of. It’s also to us as parents to For the Krampens of Brownsburg, giving is Shari Hinds one to hand down as a way of life to our see our kids wanting a family affair. Each year, parents Jim and David Johnson children. How do we do it? Linda and their seven children sit down to help other kids. We and talk about how to spend money from Carrie Hanni Fortunately, so many of you have taught Jack Lawson us how: Year after year, you set an exam- have seen that we the modest fund they set up with the Gary Pohl ple for your children by making the habit receive so much Community Foundation. Their HCCF fund of charitable giving visible to them. makes such decisions possible, and the Alan Whalen more in giving.” family grows closer as they discuss the Dan Zielinski Especially during this season, with its possibilities. heightened expectations and emotional Linda Krampen STAFF sensitivity, children and youth are acutely The Krampens demonstrate the Christmas aware of what adults do. They watch, they listen – and spirit nine-fold, but they also exemplify the dynamism of EXECUTIVE DIRECTOR they learn. American generosity. They notice both the needs and the William A. Rhodehamel potential in their communities and then take deliberate, When you give to the Hendricks County Community Foun- PROGRAM ADMINISTRATOR focused action. dation’s Annual Support this month, let the younger peo- Eric Hessel ple in your life know about it. It isn’t bragging when you When you give to the Community Foundation this month, tell them why you do it and why it’s important to you. let the younger people in your life know that charitable EXECUTIVE ASSISTANT giving is part of their heritage as Americans. As soon as Linda Miller Tell them the difference you’re making in the community, possible, consider drawing them into your discussion and and why the action you take now creates the future that planning . ACCOUNTANT you want them – and your community – to have. Frances Mock That, too, is your legacy -- as a loving parent and a caring Tell them the Community Foundation is the channel citizen. COMMUNICATIONS AND through which thousands of lives are improved in Hen- Pictured above, from left are Matt, Nick, Connor, parents Linda and Jim; Karis, Joe, dricks County, and give them a few examples. Maridee and Brittany. EVENTS MANAGER Ellen Mathia
- 31. Do not forgetthe QR Code golden rule: Always scan your QR Code, and scan it again before printing it!
- 32. VIDEO, VIDEO! • Recordthose speeches • Record sermons and meetings • Interviews with members • Events • Podcasts? Well…
- 33. The Annual CelebrationDinner PRE-EVENT News releases Facebook posts Print invitations Online reservations Reminders Twitter antici-chats Print the programs Schedule & program online Print Annual Report E-Newsletter Embed recent activities in QR codes in Annual Report EVENT NIGHT Video of event Live Twitter feeds & chats Video interviews FB Postings POST-EVENT Thank you letters Post videos on FB Print newsletter Embed video in print newsletter
- 34. Communications Calendar 2013 News Additional Print eNews Press Releases Advertising Digital Marketing Media Projects Newsletter Q1 FOCUS: Opportunity Fund Cycle, HC Gives, Annual Dinner, Annual Report Jan Oppty. Fund Cycle 1 Opportunity Fund FAFSA Days Open Doors Marketing Plan Opp Fund FB Scholarships Cycle 1 reminder New Board FAFSA Days FB & tweets Members FAFSA Days YouTube board video FB Opportunity New signage New board Fund members Feb New board Scholarships Scholarships Open Doors Annual Report start HC Gives planning Feb. members FAFSA Days Parks Trail FAFSA Days reminder Tunnel painting video, pix reminder Tunnel Painting FB LHC Reunion LHC Reunion live tweets; FB FAFSA Days Eric IUPUI panel Mar Opp. Fund Cycle 2 Annual Dinner Annual Dinner Annual Dinner Golf Outing Save Day HC Gives soft launch open Jordan's Place Opp. Fund Cycle 1 Opp Fnd Cycle 1 Ann Dinner invites / WAR on Twitter recipients recipients evite Annual Report to printer Grant totals
- 35. Media Goal 2013 YTD 2012 Total 2011 Social Media Goal 2012 YTD 2011 Advertisements Facebook Print Total Likes 155 147 Flyer 12 14 17 Posts 2 9 HCBL/ICON 12 26 15 Reached 36 37 Other 2 3 6 Talking About 17 3 Online -Flyer Ads YouTube Views - Skyscraper 80,000 108,668 74,173 # of videos 4 - Click-thru's 150 143 114 # of total views 41 - Views - Leaderboard 35,000 73,063 34,294 Grants Goal 2013 YTD 2012 2011 Click-thru's 600 123 57 Total Grants / Perm or Pass Thru $ 10,177 $ 684,151 $735,333 Hits Permanent Funds - Amt $ 3,000 $ 291,081 $293,064 Press Releases 20 31 15 Permanent Funds - # $ 2 312 311 Articles e Permanent Funds - Avg $ 1,500 $ 933 $ 942 Flyer 20 20 18 Pass Thru Funds - Amt $ 7,177 $ 393,069 $435,142 HCBL/ICON 10 11 8 Pass Thru Funds - # 14 330 363 Other 10 11 6 Pass Thru Funds - Avg $ 513 $ 1,191 $ 1,199 Mentions Total Grants By Program $ 10,177 $ 517,327 $735,333 Flyer 20 12 14 Health & Human Services 64% 53% 48% HCBL/ICON 10 10 9 Community Enhancement 0% 22% 20% Other 5 9 6 Education 0% 9% 15% Newsletter Goal Dec-12 2011 Youth 8% 3% 8% Mail 3,200 3,274 2,768 Scholarships 0% 9% 7% E-mail 1,600 1,791 1,298 Arts 0% 2% 2% View (open rate) 25% 23.43% 25.50% Parks/Recreation 0% 2% 0% Click Thru 5% 3% 3.00% Religious 0% 0% 0% Total Clicks 45 NA Opportunity Fund $ 61,145 $114,190 Most Popular Donor List Newsletter Investments Goal 2013 2012 2011 Bounced 10 5 11 Return 11.41% -3.84% Unsubscribe 0 2 4 Spend Rate 4.00% 4.00% 3.50% Forwards NA - Board Involvement Goal 2013 2012 2011 Website Goal 2012 Total 2011 Board Meeting (Hrs) 167 52 194.25 NA Visits/Unique visits 13,503 9,253 Committee Meeting (Hrs) 491 15 484.5 NA Unique visits 8,260 5,724 Personal Contribution 23 10 26 NA Page views 30,196 19,461 Item Donated 19 1 22 NA Pages per visit 2.24 2.11 # Donor Prospects 135 2 19 NA Average time on site 2:15 1:47 # volunteers 54 1 3 NA Direct Traffic 51.94% 32.28% Search engine 48.51% 46.90%
- 36. Twitter tracking "@" followers "@" new # of tweets Retweets Referrals to website Referrals to blog
Editor's Notes
- #3 STRENGTHEN each OTHERNew media DOESN’T supplant COMPLEMENTSNeed NEW:Expand and secure FUTURE GROWTHNeed TRADITIONAL to retain STABILITYMAXIMIZING toolsREQUIRES PLANNINGSTRUCTURERESEARCHTIMES of TRANSITION: Need BOTH(WHEN TV WAS NEW, treated like radio)
- #4 HOW sort through all THE options?INCREASING NUMBER of TOOLS available to us, how do we choose?(Where find the TIME to consider all the options, when there are so MANY and they are changing so FAST?)HOW FIT into CURRENT PROCESSES for reaching out to our audiences?HOW TO PILOT this flight deck of tools and tactics.
- #9 COHESIVENot fragmentedCONSISTENTRecycle, repackage, repeatREINFORCE MISSIONCan be subtle; you’re writersDoesn’t’ have to be obvious or a sledgehammer
- #10 (and) direct mail correspondence, bulletins (and bulletin boards)MeetingsPhone campaigns
- #11 A few years ago had no idea that a brief video could capture 80 million people in two weeksSocial mediaTwitter and Facebook alone give you access to more than 1 billion people on this planet. (About 15 percent of the human race.)Nothing else comes close.The Super Bowl averages 110 million.
- #12 Digital Media exhaustion.
- #13 INDIVIDUALS AND GROUPS SELF ORGANIZE around:OrganizationsBrandsEspecially nonprofit causes and Organizations like FB’s Birthday Give BackIndividual’s controlFACILITATES COLLABORATION & CONNECTIONCrowd-sourcingDEEPENS RELATIONSHIPS & ENGAGEMENTS with organizationSOCIAL MEDIA LISTENING & INTERACTION is free research!
- #14 ESTABLISHEDReputablePrinting Press. Quill pens.FAMILIARComfortableWhat they expect.COMPLETEWhen done, done. Check it off.SELF-CONTAINEDNo interaction. One-way Closed loop (later: embedding new media) Static, not dynamic
- #15 Your Organization’s EXISTING relationships:MAINTAIN healthy level involvement.Is participation falling off?Decreasing for certain events, activities?Contributions? Volunteering?NURTURE Less interest, apathy?Disconnected?EXPANDIncrease connection, affinity
- #16 FINDING New MembersWhere are they?Who are they listening or talking to now?ATTRACT/APPEALWhat do they want?What are we competing with?COMMITAfter they show interest, how do we help them make a commitment?
- #17 How are we currently communicating?How do these groups want to hear from us?Phone calls, emailsLetters, visitsNewslettersTweets?FB Posts?BEFORE we adopt new platform, need to know it’s probably (not certainly) might be right for our audience.
- #18 Generation Gap WWII and BBs was political, socialNow it’s technologicalAt an event, check it outOlder adults reading program or checking emailYounger ones like a chicken farm, tweet, tweet, tweetMost senior adults want to hold a vocal conversation, hold communications in their hand, read at leisure,( even online at leisure).Millennials, Gens X & Y have a sense of urgency
- #19 ALWAYS EXCEPTIONS!
- #20 From United Methodist Communications website
- #21 RESEARCH YOUR AUDIENCEAt meetingsBefore and after worshipDuring eventsProvide an incentive to return; win a surprise basket, a $10 card to Starbucks, etc.Make it anonymous if preferable
- #22 Growth potential for organization? Attract one or more of our constituencies?Reasonable ROI in advancing our goals and strategies?Fit our needs…Move goals and org. forward? Or just creating. posting to say we’ve created, posted, and hope somebody out there reacts?As professionals, judgment call about what’s worth it and not. So many hours in day.
- #23 Labor-intensive. Before you leap into a new media platform –ANY new platform – you have to consider the time, the learning curve, the maintenance required.Can you launch without detracting from/interfering with your current set of comm tools?Are you and your org. willing to experiment with these and, if they’re not enough bang for the buck, let them go?
- #24 Similar to barcodes (1-dimensional)Used by bus./industry to track inventory and embed pricesInvented in Japan, used there over a decadeBusiness: Customers want immediate access to what’s relevant to them.Large billbd Times Square promoting Internet Week.“QR Code Killer” Homicidal maniac uses QR Codes to taunt the cop on his trail.QR Tattoos
- #25 Turns static, traditional messaging into interactive expMore memorableDeeperTies objects in real world to online contentEngages people offline into an online experienceCan be placed anywhere! Bus. Cards, ads, tshirts, hats, bags, event programs, nametags, annual reports, brochuresNo limit to what or how much you can shareEncourages more sharing
- #26 Do our congregants have smartphones?What campaign or messages is most suitable for?What online content do we want to direct people to? Event signup?Video?If your code leads readers to your main webpage, they’ll never scan again.You have to have a payoff:It isn’t your website!
- #27 Might include brief instructions “scan me with your smartphone” or where they can get scanner appsNeed strong contrast work properly, although can get in color.Larger codes scan better. 1 x 1 inch with a little white space surrounding is as small as you want to go.Always test your code to make sure works.DON”T place in the fold of a print publication, where user has to hold it flat and open to get a good scan.Adding text helps you identify and store, also informs your audience – even if it’s placed inside a story or feature. Use your own judgment about whether you need need captions, but I find them helpful.
- #28 Use QR Codes to augment rather than tell a story, so that not having the capability or inclination to use it won’t detract from main message.You’re not limited to just one code. Create diff. for diff. target audiences, services, connect to FB, hear a sermon.Can place code about anything: Business cards, ads, t-shirts, hats, bags, calendars, event programs, nametags, reports, brochures. I scanned one in a ladies bathroom and got a free coupon for hot wings.Even QR tattoos!“Living Headstones” has created QR code links from cemeteries to a website with a memorial page.Some code generator sites include analytics and tracking to allow you to view how many are snapping the codes and landing on the content.That’s the Naperville IL public library.
- #29 Color 1 & 2)Artistic effects &odd shapes (3, 4
- #33 People love to see themselves on cameraGoal is to create convenient transition between electronic and print
- #34 People love to see themselves on cameraGoal is to create convenient transition between electronic and print