Imc lecture 9 25-2010 public consumption
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Transcript of 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
(Embedded video broken - click yellow box above for hyperlink)
(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
(Embedded video broken – click yellow box above for hyperlink)
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
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