Uploaded byRachel Reuben
PRSA Finger Lakes Chapter Keynote Presentation
This document discusses integrated marketing communications (IMC) and the role of social media. It notes that IMC involves using a combination of communication tools as part of an overall marketing strategy. Social media is described as one "spoke" that can be used for brand awareness, customer service, and crisis communication. Several social media tools are listed, and examples of companies effectively using social media are provided. Challenges of social media include resources, research availability, and brand protection. The document concludes by discussing future skills needed for IMC, such as creativity and customer service orientation, and the importance of staying current by reading blogs, networking, and ongoing professional development.
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PRSA Finger Lakes Chapter Keynote Presentation
- 1. IMC + SocialMedia Rachel Reuben Associate Vice President, Marketing Communications Ithaca College @rachelreuben #prsafl
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- 5. combination of communication tools all parts of your strategy and tactics working together brand building Why IMC?
- 7. social media: 1spoke
- 8. listen / monitor customer service conversations brand awareness crisis communication timeliness reach people on their turf social media: 1 spoke
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- 10. HootSuite coTweet Radian6 Vocus TweetDeck Google Alerts search.twitter.com tools
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- 12. some airlines Spotify Target Etsy http://tinyurl.com/top10! using sm well
- 13. it’s not just1 person’s job
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- 15. goals, strategies, tactics....then tools integrated marketing plan
- 16. what’s your brandpromise?
- 17. how are youliving it? what’s your brand promise?
- 18. how do youapproach projects?
- 19. content strategy first platforms/mediumssecond reducing silos and platform specializations how do you approach projects?
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- 22. which tools/mediums/ CMS platforms DAM resources availability of research brand protection time struggles / challenges
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- 24. more immediate accessto feedback providing better customer service more opportunities for two-way dialogue taking your career to the next step opportunities
- 25. top trends insocialRandi Zuckerberg by media
- 26. “Embrace the haters— they’re an inch away from loving you.” top trends in socialRandi Zuckerberg by media
- 27. top trends insocialRandi Zuckerberg by media
- 28. top trends insocialRandi Zuckerberg by media
- 29. top trends insocialRandi Zuckerberg by media
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- 32. creativity inquisitive persistence diplomacy patience common sense customer service political savviness knowing when to pull in SMART goals & experts vs. DIY expectations intergenerational workplace sensitivity skills you’ll need
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- 34. blogs (reading+writing) reading professional development networking staying current
- 35. Rachel Reuben Associate VicePresident, Marketing Communications Ithaca College @rachelreuben questions?
Editor's Notes
- #2 \n
- #3 15 years in higher ed\n 14 at NP -- Web Editor -> Web Coordinator -> Director of Web Communication & Strategic Projects\n just over a year at current role at IC\n MBA\n sometimes blogger\n was a serial conference attendee and speaker in 2009 (20 in one year), took a break last year, easing back in this year\n Randi Zuckerberg last night\n
- #4 higher ed?\nstudents?\nsmall business?\nmajor brands?\nothers?\n
- #5 takes advantage of a combination of communication tools and media to spread your message using the right tools to reach your target audience at the right place and the right time\n all parts of your tactics working together with a budget and resources assigned to each aspect\n brand building: strength in repetition and integration -- comprehension more likely\n
- #6 takes advantage of a combination of communication tools and media to spread your message using the right tools to reach your target audience at the right place and the right time\n all parts of your tactics working together with a budget and resources assigned to each aspect\n brand building: strength in repetition and integration -- comprehension more likely\n
- #7 takes advantage of a combination of communication tools and media to spread your message using the right tools to reach your target audience at the right place and the right time\n all parts of your tactics working together with a budget and resources assigned to each aspect\n brand building: strength in repetition and integration -- comprehension more likely\n
- #8 All of these are some of our communication tactics, and have different applications based on audience and message. Each one is a spoke in the wheel and works in conjunction with other tactics.\n no one is necessarily more important than others, nor should there necessarily be a separate strategy dedicated to each. Integration.\n
- #9 social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
- #10 social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
- #11 social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
- #12 social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
- #13 social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
- #14 social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
- #15 social media is just one spoke in the wagon wheel, or our communication toolbox.\n its role, and some of its most valuable uses include [see slide]\n digital megaphone (not a bullhorn!) - spreads both positive and negative news further and faster than ever before\n
- #16 these are just some of the tools available to help monitor and use for social media\n
- #17 these are just some of the tools available to help monitor and use for social media\n
- #18 these are just some of the tools available to help monitor and use for social media\n
- #19 these are just some of the tools available to help monitor and use for social media\n
- #20 these are just some of the tools available to help monitor and use for social media\n
- #21 these are just some of the tools available to help monitor and use for social media\n
- #22 these are just some of the tools available to help monitor and use for social media\n
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- #28 if you have contests or special deals - everyone that would interact with a customer/client needs to know\n should be infused in everyone’s thinking\n
- #29 it’s hard to build an audience\n where is your audience?\n don’t use Twitter for the sake of using Twitter -- how will it integrate with your other marketing communication efforts?\n don’t link your FB and Twitter statuses - be where your audience is\n SMART objectives (specific, measurable, achievable, realistic, timely)\n how many have an IMP?\n what is the time frame?\n\n
- #30 how are you living it in social media?\n we promise that Ithaca College students will be READY\n we illustrate this through storytelling, news articles - share both through social media\n
- #31 these both play into each other\n content production staff should be producing content regardless of medium\n everyone should specialize in the web and social media as two primary platforms that will be used - not just rely on specialists for each medium\n
- #32 these both play into each other\n content production staff should be producing content regardless of medium\n everyone should specialize in the web and social media as two primary platforms that will be used - not just rely on specialists for each medium\n
- #33 how are your organizations structured to support your marketing communication efforts?\n how is social media treated? Part of someone’s existing job? Dedicated job? Integrated with everyone?\n I inherited a structure that was largely medium based -- I had a print group and a web group, and there was another web group in the IT department. There was no integration. Designers never worked across platforms.\n
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- #41 in the past when we’d launch a new website, we’d have to wait for articles in the newspaper, wait for people to fill out online forms. Now we have instant feedback capabilities with Twitter, Facebook and blogs.\n providing better customer service - listening/monitoring, being more proactive instead of reactive\n and, instead of just reading news articles or comment forms, we can now begin conversations and probe further\n social media has opened up a lot of opportunities for new career options and opportunities\n
- #42 in the past when we’d launch a new website, we’d have to wait for articles in the newspaper, wait for people to fill out online forms. Now we have instant feedback capabilities with Twitter, Facebook and blogs.\n providing better customer service - listening/monitoring, being more proactive instead of reactive\n and, instead of just reading news articles or comment forms, we can now begin conversations and probe further\n social media has opened up a lot of opportunities for new career options and opportunities\n
- #43 in the past when we’d launch a new website, we’d have to wait for articles in the newspaper, wait for people to fill out online forms. Now we have instant feedback capabilities with Twitter, Facebook and blogs.\n providing better customer service - listening/monitoring, being more proactive instead of reactive\n and, instead of just reading news articles or comment forms, we can now begin conversations and probe further\n social media has opened up a lot of opportunities for new career options and opportunities\n
- #44 in the past when we’d launch a new website, we’d have to wait for articles in the newspaper, wait for people to fill out online forms. Now we have instant feedback capabilities with Twitter, Facebook and blogs.\n providing better customer service - listening/monitoring, being more proactive instead of reactive\n and, instead of just reading news articles or comment forms, we can now begin conversations and probe further\n social media has opened up a lot of opportunities for new career options and opportunities\n
- #45 - give people a reason to like. Get more creative. Host exciting contests and promotions. Share info about events. Post updates fans can't live without. \n- Create the loyalty program of the future. \n- tell real, authentic stories. Give your audience a glimpse behind-the-scenes. Ask members to share their experiences. \n
- #46 - use new customer service channels. Embrace the haters - they're an inch away from loving you. By responding & engaging, turns them into passionate. Rand evangelist. \n\n
- #47 - analyze insights to tailor your message. Track keywords (you & your competitors), analyze insights, cater to a global audience. \n- encourage crowd-sourcing\n
- #48 - explore new e-commerce options. \n- interact in real-time. Live streaming, live events. \n\n
- #49 - join the mobile revolution. Any device. Any time. Offer mobile deals as they're walking in front of your store or QR Code inside, pay from purchase from your phone. \n\n
- #50 greater focus on content strategy and platform independence\n how this content works in various mobile delivery platforms - smartphones, tablets, desks, Nintendo DS, etc.\n stronger metrics and requirement to justify investments of our time and financial resources\n will be second nature - how did we ever not think this way?\n
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