defining integrated marketing communications
DESCRIPTION
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.TRANSCRIPT
Presented for UMKC Bloch School by Justin Goldsborough (@jgoldsborough)
How working with a PR agency can help marketing management achieve their goals
Justin Goldsborough
Twitter: @jgoldsborough
Blog: www.justincaseyouwerewondering.com
LinkedIn: http://www.linkedin.com/in/justingoldsborough
816.512.2236
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Today’s Agenda >A bit about me>Digital landscape>Defining IMC>Channels>Measurement>Case study: Dominos Pizza> In conclusion>Q&A
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A bit about me…
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World Headquarters
250+counselors specializing in public relations, digital, creative and research
2000+ employees | 80 offices20 languages | 28 countries
of clients served by more than one office
Best Multinational Agency of the YearThe Holmes Report, 2010 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
Public Relations Customer Relationship Management
Media Services National Advertising Agencies
Global Advertising BrandsSpecialty Communications
ST. LOUIS PROFILE
OUR WORLDWIDE NETWORK
THE LARGEST FOOTPRINT IN NORTH AMERICA CLIENT SATISFACTION
COLLABORATIVE CULTURE
INDUSTRY RECOGNITION
OMNICOM FAMILY
PRACTICE GROUPS
93%say they would recommend FH
90%
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Digital landscape
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Press Releases
Pitching reporters Fact
sheets
Events
Virtual worlds
Search engine marketing
Buzz Web 2.0
Citizen journalism
MySpace
Social Media
Flogs
Publicity
Promotions IR
Brand Development
Viral marketin
g
Tivo
Social networking
Metaverses
Folksonomy
Content optimization
Online editorial outreach
Syndication
Flickr digital
Consumer-generated content
Reputationmanagemen
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Public affairs
Coalitions
Third party spokespersons
Grassroots
Mobile marketing
Advergaming
YouTube
Direct Mail
Employeecommunications
RSS Blogs
Wikis
Tagging
Podcasting
Wireless
Advertising
traditional
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Reaching the right eyeballs, not all eyeballs
New Math:
5,000 people who sought out your
message are more
valuable than 5 million who
didn’t.
Your brand here
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Citizen journalists
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Professionals
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Trust factor
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Defining IMC
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IMC is…
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 and other end users.
-- Wikipedia
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What are your customers saying?
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Are you a silo slayer?
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Do you see the lines blurring?
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Advertising
Brand Assets
Personal Selling
Public Relations
Direct Marketing
Sales Promotion
Integrated Communications
•Web sites•Blogs•Podcasts andVideos•Mobile/WAP
•Sponsorships•Television•Radio•Outdoor•Print Ads•Search / Banners / Imbedded Content
•Contests / Sweeps•Coupons•Incentives•Point of Purchase
•Telemarketing•Field Sales•Presentations / Demonstrations
•Events / Webinars•Media Relations•Online Outreach•Word of Mouth•Product Integration•Social Networks•Video/Photo Sharing Sites•Wikis/Wikipedia•Tagging
•Direct Response•Physical Mail•Email•Mobile / TXT
Paid Media Earned Media
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SharedObjectives
IMC Toolset (P.E.S.O.)
Knowledge
Preference
Transactions, advocacy
Awareness
Perceptions
Behavior
Earned Owned
•Wikipedia•YouTube•Flckr•Tagging
•Wikipedia•YouTube•Flckr•Tagging
•Media Relations•Blogger Relations•Word of Mouth•Tagging
•Media Relations•Blogger Relations•Word of Mouth•Tagging
•Websites / Blogs•Facebook / YouTube•Podcasts / Videos•Wireless App•Direct Mail /Email•Events / Demos•Point of Purchase•Contests / Sweeps
•Websites / Blogs•Facebook / YouTube•Podcasts / Videos•Wireless App•Direct Mail•Email•Events / Demos•Point of Purchase
•Sponsorships•Television / Radio•Direct Response•Print Ads•Outdoor•Search Marketing / Online Banners•Imbedded Content / Website Integration
•Websites•Wireless App•Events / Demos•Telemarketing•Point of Purchase•Contests / Sweeps•Coupons / Incentives
•Sponsorships•Television / Radio•Direct Response•Print Ads•Outdoor•Search Marketing / Online Banners•Imbedded Content / Website Integration
•Sponsorships•Television / Radio•Direct Response•Print Ads•Outdoor•Search Marketing / Online Banners•Imbedded Content / Website Integration•Mobile / TXT
Paid
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the anatomy of a plan
1. situation 2. goals and objectives3. audiences4. messages5. strategies6. tactics – where IMC manifests7. measurement
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Channels
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Search
10 billionSearches a month
80 percent
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Media and influencers
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345 millionMonthly visitors
100 millionMonthly users
750 millionMembers
100 millionMonthly users
200 million
Social media
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50%
Mobile
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Measurement
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> To what degree have we created exposure to content and message?
Exposure Engagement Influence Action>Who is engaging
and interacting with our content? How and where?
>Have we influenced perceptions and attitudes of the target?
>What actions, if any have the target audience taken?
A New Model for Social Media Measurement
Non-Financial Impact Possible Financial Impact/ROI
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Case study: Dominos Pizza
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Much worse than The Noid!
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Dominos Ramon was listening, responding
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In conclusion…
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Q&A
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Thank you!
Social Media Strategy
Justin Goldsborough
Twitter: @jgoldsborough
Blog: www.justincaseyouwerewondering.com
LinkedIn: http://www.linkedin.com/in/justingoldsborough
816.512.2236