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Integrated Marketing Communications
1. Events Websites Media /BloggerRelations Print Collateral Marketing Communications Integration: In with the New – In with the Old Federated Press, September 28, 2010 Leslie Hetherington, APR, MBA, Principal, LASH Communications Group & 2008/2009 Past President, IABC/Toronto
43. 4.Engage On & Offline In media relations/social media release Cross-promote on collateral, ads, POP… Icons/links in email signatures/footers Icons & addresses on biz cards Share & link widgets on website SM for event invites and tracking Re-purpose existing content
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45. Managing Content… Multiple tweeters Cross-forum editorial calendar Rotating blog topics Re-purpose existing content Align with external monitoring Use guest bloggers Leverage tools
58. Print & TTC Ads, Direct + Google Adswww.head2headInc.com
59. IABC/Toronto Started with Facebook, added presence on Twitter & LinkedIn (1 yr later) SM now drives 20% of event registrations Facebook leads as source (10%) On main website:
61. Summary Focus on Why? Mitigate risks Allocate Listening time Align Need with Message & Approach Match Tactics to Goal & Audience Integrate online with offline Converse with Influencers Measure
62. Traditional marketing builds awareness, social marketing builds trust. Rena Bernstein, ElektrikInk, Aug. 2009 Thank youQuestions? Leslie Hetherington, APRLASH Communications Group leslie@lashcomgroup.com @lhetherington www.linkedin.com/in/lesliehetherington
Notes de l'éditeur
Start broad and narrow down to identify best influencers.