Social IMC &

The Top 10 Trends for 2016

By

Randy HlavacNorthwestern University

Medill IMC Program

R-Hlavac@Northwestern.edu

Twitter - @RandyHlavac

Food for Thought

Social IMC

3

Insights

• Social Pyramid

• What is Real-time?

• Why do communities form?

• Why is community type important?

• You need to engage your high value markets where they are…not on your website

Social marketing Strategies

• Engagement Marketing Strategy

• Nurture Marketing Strategy

• Social IMC

• Key to success is to determine the type of relationship you want with your prospects & customers

The Business of Social

• Quantification & Valuation

• Performance Funnels & KPIs

• Forecasting

• Budgeting

• Justification

• Social is managing engagements & managing your business

My Northwestern Journey

4

OmniChannel

Initiative

DiSoMo

Marketing

Insights

Accelerator

Coursera

Incubator /

Entreprenuers

Trend #10 - Your audiences are using the

social pyramid and you should too!

Trend #9 – Experts are made using

Filter & Focus

6

Opinion

Examine

& Filter

Create &

Opinions

You

Trend #8 – Understand Paid,

Owned & Earned Media

7

Trend #7 – We are Rapidly Moving

towards OmniChannel

8

Trend #6 – The Website to Social

Paradigm has Reversed

9

Social Website

Trend #5 – Learn to Ride the Wave

10

Trend #4 – Remember, Its All Just

Screens

11

Trend #3 – Marketing Automation is

Our New “Mantra”

12

Programmatic

Marketing

Marketing

Automation

Robo

Advisors

VIV’s

Referral

Community

Trend #2 – Think Multi-Use, Multi-

Pyramid, Multi-Media

13

Stan Smith

@PushingSocial

Trend #1 – The World is Going

Dark

14

The Net

• Social, web and other sites where people connect

• It is defined because web crawlers [like Google] can scan, analyze and identify your content to show others

Dark Net

• These are private virtual communities and sites like Facebook if you have a private account

• It isn’t bad or dangerous

• It is websites and social sites which cannot be scanned by the web crawlers

Deep Net

• These are the TOR computers and networks that want to be totally off the grid

• It is a gold based economy

• The Deep Net is generally illegal. It includes sites like Silk Road [drugs] but it can contain sites like Wikileaks where the contributors want to be anonymous

Remember these Mantras

15

Questions?

16