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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. 1. 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 />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />
  2. 2. Today’s Agenda <br />A bit about me<br />Digital landscape<br />Defining IMC<br />Channels<br />Measurement<br />Case study: Dominos Pizza<br />In conclusion<br />Q&A <br />
  3. 3. A bit about me…<br />
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8.
  9. 9.
  10. 10. St. Louis Profile<br />The Largest Footprint in North America<br />Client Satisfaction<br />World Headquarters<br />250+<br />counselors specializing in public relations, digital, creative and research<br />93%<br />say they would recommend FH<br />Our Worldwide Network<br />Industry Recognition<br />PRACTICE GROUPS<br />2000+ employees | 80 offices<br />20 languages | 28 countries<br />Best Multinational Agency of the Year<br />The Holmes Report, 2010<br />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<br />Collaborative Culture<br />OMNICOM FAMILY<br />of clients served by more than one office<br />Public Relations <br />Customer Relationship Management <br />Media Services <br />National Advertising Agencies<br />Global Advertising Brands<br />Specialty Communications<br />90%<br />
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17. Digital landscape<br />
  18. 18. Buzz<br />Web 2.0<br />Wikis<br />traditional<br />Social Media<br />Folksonomy<br />Podcasting<br />RSS<br />Blogs<br />Wireless<br />Tagging<br />Promotions <br />IR<br />Search engine marketing<br />Grassroots<br />Pitching reporters<br />YouTube<br />Factsheets <br />Press Releases<br />Online editorial outreach<br />Publicity<br />Consumer-generated content<br />Reputationmanagement<br />Public affairs<br />Events<br />Employee<br />communications<br />Citizen journalism<br />Viral marketing<br />Coalitions<br />Brand <br />Development<br />Flogs<br />Advergaming<br />Direct <br />Mail<br />Mobile marketing<br />Advertising<br />Tivo<br />Third party spokespersons<br />Metaverses<br />MySpace<br />Social networking<br />Virtual worlds<br />Flickr<br />digital<br />Content optimization<br />Facebook<br />Syndication<br />
  19. 19. Your brand here <br />Reaching the right eyeballs, not all eyeballs<br />New Math: <br />5,000 people who sought out your message <br />are more valuable than <br />5 million who didn’t. <br />
  20. 20. Citizen journalists<br />
  21. 21. Professionals<br />
  22. 22. Trust factor<br />
  23. 23. Defining IMC<br />
  24. 24. 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 />
  25. 25. What are your customers saying? <br />
  26. 26. Are you a silo slayer? <br />
  27. 27. Do you see the lines blurring? <br />
  28. 28. <ul><li>Web sites
  29. 29. Blogs
  30. 30. Podcasts andVideos
  31. 31. Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
  32. 32. Field Sales
  33. 33. Presentations / Demonstrations
  34. 34. Sponsorships
  35. 35. Television
  36. 36. Radio
  37. 37. Outdoor
  38. 38. Print Ads
  39. 39. Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li>Events / Webinars
  40. 40. Media Relations
  41. 41. Online Outreach
  42. 42. Word of Mouth
  43. 43. Product Integration
  44. 44. Social Networks
  45. 45. Video/Photo Sharing Sites
  46. 46. Wikis/Wikipedia
  47. 47. Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
  48. 48. Coupons
  49. 49. Incentives
  50. 50. Point of Purchase</li></ul>Public Relations<br />Direct Marketing<br /><ul><li>Direct Response
  51. 51. Physical Mail
  52. 52. Email
  53. 53. Mobile / TXT</li></ul>Earned Media<br />Paid Media<br />
  54. 54. IMC Toolset (P.E.S.O.)<br />Shared<br />Earned<br />Owned<br />Paid<br />Objectives<br />Awareness<br /><ul><li>Wikipedia
  55. 55. YouTube
  56. 56. Flckr
  57. 57. Tagging
  58. 58. Media Relations
  59. 59. Blogger Relations
  60. 60. Word of Mouth
  61. 61. Tagging
  62. 62. Sponsorships
  63. 63. Television / Radio
  64. 64. Direct Response
  65. 65. Print Ads
  66. 66. Outdoor
  67. 67. Search Marketing / Online Banners
  68. 68. Imbedded Content / Website Integration
  69. 69. Websites / Blogs
  70. 70. Facebook / YouTube
  71. 71. Podcasts / Videos
  72. 72. Wireless App
  73. 73. Direct Mail /Email
  74. 74. Events / Demos
  75. 75. Point of Purchase
  76. 76. Contests / Sweeps</li></ul>Knowledge<br />Perceptions<br /><ul><li>Websites / Blogs
  77. 77. Facebook / YouTube
  78. 78. Podcasts / Videos
  79. 79. Wireless App
  80. 80. Direct Mail
  81. 81. Email
  82. 82. Events / Demos
  83. 83. Point of Purchase
  84. 84. Sponsorships
  85. 85. Television / Radio
  86. 86. Direct Response
  87. 87. Print Ads
  88. 88. Outdoor
  89. 89. Search Marketing / Online Banners
  90. 90. Imbedded Content / Website Integration
  91. 91. Wikipedia
  92. 92. YouTube
  93. 93. Flckr
  94. 94. Tagging
  95. 95. Media Relations
  96. 96. Blogger Relations
  97. 97. Word of Mouth
  98. 98. Tagging</li></ul>Preference<br /><ul><li>Websites
  99. 99. Wireless App
  100. 100. Events / Demos
  101. 101. Telemarketing
  102. 102. Point of Purchase
  103. 103. Contests / Sweeps
  104. 104. Coupons / Incentives
  105. 105. Sponsorships
  106. 106. Television / Radio
  107. 107. Direct Response
  108. 108. Print Ads
  109. 109. Outdoor
  110. 110. Search Marketing / Online Banners
  111. 111. Imbedded Content / Website Integration
  112. 112. Mobile / TXT</li></ul>Behavior<br />Transactions, advocacy<br />
  113. 113. the anatomy of a plan<br /> situation <br /> goals and objectives<br />audiences<br />messages<br />strategies<br />tactics – where IMC manifests<br /> measurement<br />30<br />
  114. 114. Channels<br />
  115. 115. Search<br />10 billion<br />Searches a month<br />80 percent<br />
  116. 116. Media and influencers<br />
  117. 117. Social media<br />345 million<br />Monthly visitors<br />100 million<br />Monthly users<br />200 million<br />100 million<br />Monthly users<br />750 million<br />Members<br />
  118. 118. Mobile<br />50%<br />
  119. 119. Measurement<br />
  120. 120. 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 />
  121. 121. Case study: Dominos Pizza<br />
  122. 122. Much worse than The Noid!<br />
  123. 123. Dominos Ramon was listening, responding<br />
  124. 124. Then Dominos listened, responded<br />
  125. 125. Pizza turnaround campaign<br />
  126. 126. Sales on the rise<br />14%<br />
  127. 127. In conclusion…<br />
  128. 128.
  129. 129.
  130. 130.
  131. 131. Q&A<br />
  132. 132. Thank you!<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />Social Media Strategy<br />

Remarques

  • 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
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