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How working with a PR agency can help marketing management achieve their goals<br />Presented for UMKC Bloch School by Justin Goldsborough (@jgoldsborough)<br />Justin Goldsborough<br />firstname.lastname@example.org<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />
IMC is…<br />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 <br />and other end users.<br />-- Wikipedia<br />
A New Model for Social Media Measurement<br />Exposure<br />Engagement<br />Influence<br />Action<br />To what degree have we created exposure to content and message?<br />Who is engaging and interacting with our content? How and where?<br />Have we influenced perceptions and attitudes of the target?<br />What actions, if any have the target audience taken?<br />Non-Financial Impact<br />Possible Financial Impact/ROI<br />
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