imc lecture 9 25-2010 public consumption

Putting the ‘L’ back in ‘IMC’

Or…

How socia

l media m

arketing is

changing how we listen to

custo

mers

Interests: Social Media, Word-of-Mouth,Valuing Brands & Customers

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(all yellow boxes are hyperlinks to additional content)

The break up

What’s the moral?

Doesn’t IMC fix that problem for us?

Are we missing part of the ‘L’ in IMC?

IMC in practice…

Network & Cable Ads

Personal Selling

Direct (Print & Digital)

Banner Ads

Newspaper & Magazine

AdsLISTEN TO OUR

AWESOME, INTEGRATED MESSAGE...

TARGETED JUST FOR YOU!

P.O.S. Ads

Product Placement,

Event Sponsorship, Billboards,

etc.

What if IMC was created by actual humans? (no zombies, no vampires, no marketers)

What does it mean to be a

“good communicator”?

Speak to someone the way theywant to be spoken to.

Be anexcellent listener.

… We need to remember IMC is also

Integrated Marketing Listening

… But you don’t need to take my word for it.

groundswell:“A spontaneous

movement of people using online tools

to connect, take charge of their own

experiences, and get what they need.”

“The groundswell is broad, ever

shifting, and ever growing.”

… But you don’t need to take my word for it.

(1)Listening to the groundswell

(2)Talking to the groundswell

(3)Energizing the groundswell

Becoming a better listener:Integrating how we listen by using social media

Brand Monitoring:Carefully & quietly listening to the

online conversations occurring on the

social web.

Build a Private Community:Bring your

customers together in a virtual space & listen carefully.

SurveysFocus Groups

Syndicated Data /

Scanner / Sales Data

Brand (social media) Monitoring

Private Virtual

Communities

Representative?

Instant?

Natural Environment?

Verification-focused?

Insight-focused?

DON’T WE ALREADY KNOW HOW TO LISTEN?Traditional listening vs. listening in the social world

BRAND MONITORING:how to do it, benefits of doing itRadian 6 in Action

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Breaking bad habits:Perpetual bad ideas wither under harsh scrutiny

BRAND MONITORING:how to do it, benefits of doing it

Forgetting the marketer’s own lesson: Being the loudest doesn’t necessarily make it true

Confusing any voice as your customer’s voice:

Forecasting:Increasing evidence social media conversations are a strong precursor to sales change.

Heading Bad PR off at the pass:Days Hours matter.

A few select benefits: Downsides as well:

PRIVATE VIRTUAL COMMUNITIES:

how to do it, benefits of doing it

A few examples:• CDW uses private communities to improve lead generation & relationship building• NASCAR “Fan Council” drives customer-focused rules changes• TURTLEWAX brings together the elusive “Ethnic U.S. Hand Waxing my Car More than 10 Times a Year” segment

Recruiting:• via online panels, scour existing online communities, or ‘extreme’ methods if necessary

The virtual community:• High quality tech.• 300 to 500 people max• Minimize marketers’ direct interaction• Identify a “social glue” (may not be the brand)• Do not overcompensate participants

Publication Audience 4C RateEsquire 3.2m $ 123k Maxim 12.6m $ 253k Sports

Illustrated 20.9m $ 352k

Listening Isn’t Cheap… but it can reap huge rewards

Brand monitoring:• MotiveQuest ≈ $70k/project• Radian6 ≈ $600-$1800/mo.• Cymfony ≈ $40k/yr.Private Community:• Communispace ≈ $180k 6-mth, $20k/mo.

Time ABC CBS NBC

8 PM Dancing –w- Stars

($178k) How I Met Your

Mother ($145k)

Accidentally on Purpose ($108k)

Heroes ($108k)

9 PM Two & A Half Men($226k)

Big Bang Theory (191k)

Trauma ($76k)

Listening to social media is only the beginning

groundswell!

Customer support calls, Feedback to

FSEs, etc.

SUMMARY

•Talking to the groundswell: • The 5 Love Languages

• Death of a Media Schedule

(1) Excellence in IMC demands equal attention to Integrated Marketing Listening.

(2) Social media has empowered consumers (the groundswell), marketers must pay attention.

(3) Brand Monitoring & Virtual Private Communities are 2 different ways to listen using social media. The appropriateness of using of one (or both) depends on your customers’ needs & social media behaviors.

(4) Social media is not the only place to listen. Further, listening can’t stop at the marketing department – the customer’s voice must be heard by executives.

(5) *The slides include numerous clickable hyperlinks to additional content.

Teaser: Next time(?)

•Talking to the groundswell: • The 5 Love Languages

• Death of a Media Schedule

Thanks for your time

Web: abaker.us

Email: andrewbaker13@gmail.comTwitter: @andrewbaker13

Media:Bunny Ears – D’Arcy Norman (flickr)Wedding Topper – tupper (Flickr)Splat – Kamikaze Stoat (Flickr)Spot TV & Magazine Data from Advertising Age & MediaMarkReporter, respectivelyAcoustic Listening Device (WWI) - http://www.museumwaalsdorp.nl/images/goerz.gif“The Break Up” commercial from Microsoft Digital Advertising Solutions