Understanding digital conversations and integrated communications
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How do you integrate social media marketing, digital marketing, mobile marketing with your traditional advertising and public relations campaigns? How do you change your creation process to develop truly integrated marketing campaigns? Those were the questions Tom Martin attempted to answer in this workshop -- Creating Integrated Marketing Programs.
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Understanding digital conversations and integrated communications
- 1. @TomMartin Helping agencies understand how to monitor, create and engage in digital conversations.
- 2. campaign development process today crea+ve media strategy creative brief client AE interac+ve social media PR
- 3. integrated communications Adver+sing Public Rela+ons Blogger Rela+ons Content Marke+ng Social Media Key Msg/U Ke SP Ke SP yM /U yM g/U sg s sg/ sg yM yM /U SP US Ke Ke SP P
- 4. campaign development process tomorrow crea+ve nuggets media AE interac+ve social media PR
- 5. integrated communications Adver+sing Public Rela+ons Blogger Rela+ons Content Marke+ng Social Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
- 6. layered communications Adver+sing Public Rela+ons Blogger Rela+ons Content Marke+ng Social Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
- 7. iterative planning Adver+sing Public Rela+ons Blogger Rela+ons Content Marke+ng Social Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
- 9. hurdles|culture crea+ve media AE interac+ve social media PR
- 10. hurdles|talent fluent in two languages digital tradi+onal unique skill set requirements Strategist strategic analy+cal crea+ve persuasive proac+ve great presenter outstanding nego+ator determined fearless
- 12. integrated marketing framework #1: What is the goal? start with the business goal, not the communications goal.
- 13. integrated marketing framework #2: Who is the audience? go beyond demographics and ask yourself what do they look like, sound like and whom do they hang out with when they’re using your product?
- 14. integrated marketing framework #3: Where is the audience? go beyond the obvious to the not-so-obvious, as in where they are in their lives. It will add a lot of depth to your analysis.
- 15. integrated marketing framework #4: How can I connect with my audience? don’t just define this in terms of channels. Ask yourself – from a creative, offer or conversation perspective – how can you best connect with your audience?
- 16. integrated marketing framework #5: How do I extend the conversation? once you’ve made that initial contact and gained permission to have an ongoing conversation, what do you plan to do next?
- 17. integrated marketing framework #6: How can I get my audience to introduce me to others? if you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real money lies.
- 19. A ma n, an i Pho ne a n d a dr e a m.
- 21. using twitter to change brand perception
- 22. layered communications Adver+sing Public Rela+ons Blogger Rela+ons Content Marke+ng Social Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
- 23. layered communications Adver+sing Public Rela+ons Blogger Rela+ons Content Marke+ng Social Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
- 24. layered communications Adver+sing Public Rela+ons Blogger Rela+ons Content Marke+ng Social Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
- 25. the select six - blogger relationships @ChrisBrogan @LisaHoffman @MackCollier @BethHarte @Armano @AmberCadabra
- 27. public relations
- 29. layered communications Adver+sing Public Rela+ons Blogger Rela+ons Content Marke+ng Social Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
- 30. 1 0 5 K + f o l l o w e r s c o m b i n e d our bloggers
- 31. layered communications Adver+sing Awareness
- 32. layered communications Public Rela+ons Deepen Knowledge
- 33. Mardi Gras - LIVE
- 34. sexy sells
- 35. sexy sells More from Ad Age: Creativity Ad Age China Bookstore Jobs Sign up for E-mail Newsletters Tuesday January 19, 2010 | READ ALL NEWS AT ADAGE.COM P&G CEO Bob McDonald on Why Size Doesn't Matter Lafley Successor Says World's Biggest Spender Under-Leverages Its Scale BATAVIA, Ohio (AdAge.com) -- The last decade at the world's biggest marketing spender belonged to A.G. Lafley, but this one belongs to Bob McDonald. In an interview with Advertising Age, the Procter & Gamble chairman-CEO explains how he's different from his longtime mentor -- and it's more than being an Army guy trained in jungle and desert warfare vs. a Navy guy who operated a store. FULL ARTICLE Let the Chaste Times Roll at Mardi Gras Tabasco Backs Social-Media Experiment to Tame Wild Image of Festival CHICAGO (AdAge.com) -- Here's a good test of social media's
- 36. sexy sells
- 37. @TomMartin Register for our May 17, 2011 Workshop Advanced Social Media Marketing register @ ConverseDigital.com 504-383-4410 | Tom @ConverseDigital.com | HelpMyBrand.com