Defining Integrated Marketing Communications
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Ask five different communicators how they define integrated marketing communications and you're likely to get five different answers. I've never heard two people define it the same way. How would you define it? Here's a look at Fleishman-Hillard's PESO model (Paid, Earned, Shared, Owned) for IMC. And 3 questions you can use to help make defining IMC easier.
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Defining Integrated Marketing Communications
- 1. How working with a PR agency can help marketing management achieve their goals Presented for UMKC Bloch School by Justin Goldsborough (@jgoldsborough) Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn: http://www.linkedin.com/in/justingoldsborough 816.512.2236
- 2. Today’s Agenda A bit about me Digital landscape Defining IMC Channels Measurement Case study: Dominos Pizza In conclusion Q&A
- 3. A bit about me…
- 10. St. Louis Profile The Largest Footprint in North America Client Satisfaction World Headquarters 250+ counselors specializing in public relations, digital, creative and research 93% say they would recommend FH Our Worldwide Network Industry Recognition PRACTICE GROUPS 2000+ employees | 80 offices 20 languages | 28 countries Best Multinational Agency of the Year The Holmes Report, 2010 B-to-B Communications Brand Marketing Consumer Marketing Word-of-Mouth Food and Agribusiness Social and Digital Crisis Management Moms Mobile Research Retail Multicultural Nutrition Behavioral Change Internal Communications Reputation Management Collaborative Culture OMNICOM FAMILY of clients served by more than one office Public Relations Customer Relationship Management Media Services National Advertising Agencies Global Advertising Brands Specialty Communications 90%
- 18. Buzz Web 2.0 Wikis traditional Social Media Folksonomy Podcasting RSS Blogs Wireless Tagging Promotions IR Search engine marketing Grassroots Pitching reporters YouTube Factsheets Press Releases Online editorial outreach Publicity Consumer-generated content Reputationmanagement Public affairs Events Employee communications Citizen journalism Viral marketing Coalitions Brand Development Flogs Advergaming Direct Mail Mobile marketing Advertising Tivo Third party spokespersons Metaverses MySpace Social networking Virtual worlds Flickr digital Content optimization Facebook Syndication
- 19. Your brand here Reaching the right eyeballs, not all eyeballs New Math: 5,000 people who sought out your message are more valuable than 5 million who didn’t.
- 21. Professionals
- 22. Trust factor
- 23. Defining IMC
- 24. IMC is… The coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users. -- Wikipedia
- 25. What are your customers saying?
- 26. Are you a silo slayer?
- 27. Do you see the lines blurring?
- 29. Blogs
- 32. Field Sales
- 34. Sponsorships
- 35. Television
- 36. Radio
- 37. Outdoor
- 38. Print Ads
- 40. Media Relations
- 41. Online Outreach
- 42. Word of Mouth
- 44. Social Networks
- 46. Wikis/Wikipedia
- 48. Coupons
- 49. Incentives
- 51. Physical Mail
- 52. Email
- 53. Mobile / TXTEarned Media Paid Media
- 55. YouTube
- 56. Flckr
- 57. Tagging
- 58. Media Relations
- 60. Word of Mouth
- 61. Tagging
- 62. Sponsorships
- 64. Direct Response
- 65. Print Ads
- 66. Outdoor
- 67. Search Marketing / Online Banners
- 68. Imbedded Content / Website Integration
- 69. Websites / Blogs
- 72. Wireless App
- 74. Events / Demos
- 79. Wireless App
- 80. Direct Mail
- 81. Email
- 82. Events / Demos
- 84. Sponsorships
- 86. Direct Response
- 87. Print Ads
- 88. Outdoor
- 89. Search Marketing / Online Banners
- 90. Imbedded Content / Website Integration
- 91. Wikipedia
- 92. YouTube
- 93. Flckr
- 94. Tagging
- 95. Media Relations
- 97. Word of Mouth
- 99. Wireless App
- 100. Events / Demos
- 101. Telemarketing
- 102. Point of Purchase
- 103. Contests / Sweeps
- 104. Coupons / Incentives
- 105. Sponsorships
- 106. Television / Radio
- 107. Direct Response
- 108. Print Ads
- 109. Outdoor
- 110. Search Marketing / Online Banners
- 111. Imbedded Content / Website Integration
- 112. Mobile / TXTBehavior Transactions, advocacy
- 113. the anatomy of a plan situation goals and objectives audiences messages strategies tactics – where IMC manifests measurement 30
- 114. Channels
- 115. Search 10 billion Searches a month 80 percent
- 117. Social media 345 million Monthly visitors 100 million Monthly users 200 million 100 million Monthly users 750 million Members
- 118. Mobile 50%
- 119. Measurement
- 120. A New Model for Social Media Measurement Exposure Engagement Influence Action To what degree have we created exposure to content and message? Who is engaging and interacting with our content? How and where? Have we influenced perceptions and attitudes of the target? What actions, if any have the target audience taken? Non-Financial Impact Possible Financial Impact/ROI
- 121. Case study: Dominos Pizza
- 122. Much worse than The Noid!
- 123. Dominos Ramon was listening, responding
- 124. Then Dominos listened, responded
- 126. Sales on the rise 14%
- 127. In conclusion…
- 131. Q&A
- 132. Thank you! Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn: http://www.linkedin.com/in/justingoldsborough 816.512.2236 Social Media Strategy
Hinweis der Redaktion
- There will be a few folks in the room (Lisa, Chris) that don’t know FH very well. We can decide if this slide goes in the front or back of the book. Note: I could not delete the border on the side or the footer – sorry.
- The new media landscape Channels only matter in the context of toolsTraditional you know.CLICKdigital channels – blogs, websites, mobile phones – gets interesting.Other change -- perceived level of control, no longer driving the conversation. CLICK -- it’s the intersection that we want to own.
- Justin ‘Old’ marketing math: Blast your message to 5M loose targets with the hope of actually reaching the 5,000 who are actually interested.Social media marketing based on ‘new math’
- Silos are your biggest IMC barrier by far. Not even close.
- Consumer contact spectrum-Not all inclusive, representative-Must recognize how digital media, especially consumer-generated social media, has extended what’s available / mandatory in the mktg mix
- Turf war. Different departments have owned different tactics. Now needs to be integrated.Overlay contact spectrum with communications objectives - Effective marketing communications must measurably impact one of threeAwarenessPerceptionsBehaviorMix possibilities are endless -- start with the mindset that all are fair game for any marketing plan
- Standard business plan format. Not an abandonment from how you’ve planned in the past. New way to think about it.
- Search – the great enabler
- -Biggest difference: ‘the masses’ are now originators, influencers and consumers of ‘the story’What we call CITIZEN JOURNALISTS
- So we know it’s big; is it sustainable.What do you think.
- Group interaction: can anyone give me one word that describes your mobile device?In fact, mobile is NOT just one thing – it’s an entire ecosystem of different platforms and tactics, all of which can help brands engage with consumers whenever, wherever. And it’s not really even about the platform or technology – it’s about the CONTEXT in which it’s used.Mobile represents a qualitative change from past marketing methods. The relationship with the consumer to the device is not the passive “lean back” of TV or the more active “lean forward” of the PC, but rather than fully interactive “pull it forward” of mobile. It’s up close, it’s personal, and it’s always on.There are SO many interesting things you can do to engage customers via mobile – likelive mobile polling for instance (opening activity). That was a fun activity the provided instant feedback, which really is one of the best things about mobile – instant engagement with the consumer, whenever, wherever – and at a low cost with measureable results. The future of mobile is exciting – new opportunities and deeper engagement with consumers – allowing digital to help consumers manage nearly every aspect of their busy lives on the go.
- Not going to show the video, but do you remember it? Stop and ask how you would have handled it.
- The limeade was waiting for these people and let me tell you story
- We hear you, care what you think
- What is Dominos capital value after video?Drop story in -- Limeade
- Sales up 14% in Q1 of 2010 rafter campaign began and underway
- Nicole