Presentation to the University of Utah Integrated Marketing Communication Certificate class on March 8, 2010 by Chris Carlston and David Blain

1. Social Media & IMC
U of U IMC Certificate Class
March 8, 2010

2. On Twitter?
JOIN THE CONVERSATION
#UOFUIMC

3. Chris Carlston David Blain
Solutions Architect Executive Vice President
chris.carlston@raremethod.com david.blain@raremethod.com
@chriscarlston @dblain

4. The Spectrum of Experience Design

5. Review: Website UX Design
User
Testing/
Branding Research
Messaging Maintenance
Personas Q/A
IxD
Content Technical
Strategy Production
UX
IA Art
*based on work by Challis Hodge

6. Digital Engagement Continuum

7. Media Shifting Gears
Then
• broadcast (traditional media, brochure websites)
Interruptive • communication (email, video conferencing)
• socialization (blogs, the statusphere)
Now • applications (SaaS, "the cloud")
• Monolithic service providers (Google, Micro$oft)
Engagement • Closed ecosystems (Facebook, Apple)
• Geolocation, Hyper-locality
Ahead
• Decentralization & Democratization of publishing
power (open source)

8. Social Media Reality
• Social Media democratizes publishing
channels
• ROI? Risk Of Ignoring!
• Engagement can’t be faked, or overly
automated
• “Social CRM” for Brands
• Rise of the “Personal Brand”

9. YOU NEED TO BE HERE?

10. You need to be here

11. Success
• Simple
• Mobile enabled
• Open & Remix-able
• Dramatic Adoption
• Zeitgeist
• Geolocation (coming)
Failure
• Fail Whale (Overload)

12. The Rise of the Personal Brand
• The Internet enables YOU as a publisher
• As a Publisher, You ARE a Brand!
• The Modern Brand is the collective external
perception of many factors;
a logo, touchpoint messaging, sub-brands,
and personal brands.

13. Rare Method Brand Map
Brand Emotion
How customers
feel about you.
Customer
Brand Personality Owns
Understood traits and
characteristics.
Shared
Ownership
Brand Logic
Facts, features and benefits.
Company Owns

14. Becoming a Publisher
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17. P.O.S.T. Methodology
People
Objectives
Strategy
Technology

19. Thanks!