Download - Imc lecture 9 25-2010 public consumption
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Putting the ‘L’ back in ‘IMC’
Or…
How socia
l media m
arketing is
changing how we listen to
custo
mers
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Interests: Social Media, Word-of-Mouth,Valuing Brands & Customers
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(all yellow boxes are hyperlinks to additional content)
The break up
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What’s the moral?
Doesn’t IMC fix that problem for us?
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Are we missing part of the ‘L’ in IMC?
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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.
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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.
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… We need to remember IMC is also
Integrated Marketing Listening
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… 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.”
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… 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
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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.
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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
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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:
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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
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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)
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Listening to social media is only the beginning
groundswell!
Customer support calls, Feedback to
FSEs, etc.
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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.
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Teaser: Next time(?)
•Talking to the groundswell: • The 5 Love Languages
• Death of a Media Schedule
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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