INTEGRATE 2014 A Conference at West Virginia University

WVU’s IMC Graduate Program

What is IMC?

A SHIFT FROM:

Traditional advertising

Mass media

Low agency accountability

Traditional compensation

Limited internet access

TO:

Digital/Interactive media

Specialized media

High agency accountability

Performance-based compensation

Widespread internet availability

IMC IN ACTION

Who uses IMC?

David Higdon – NASCAR IMC managing director

• Drive and lift star power• Reach Millennial• Increase event experience• Reach multicultural audiences• Have product relevance• Use digital and social media

NASCAR Media and Fan Engagement

IMC Suggested Approach

Tesco – The Online Store

My Blood is Red and Black

Use new media to get results

Provide Measurement

Resources – Social Mention

Resources: Pew Internet Project

Social Media Best Practices

Social media success process:

• Only use social media where your target audience is using it.• Engage the target audience in their social platform’s with

meaningful branded content in way that leverages each platforms key capabilities

• If you’re selling servers, identify IT LinkedIn contacts - see what groups they belong to. Answer their questions within their groups. Be valuable to them.

• Consumers trust the opinions of strangers vs. advertisers. Remember that reviews are impactful.

• Harvest stories about your customers and company. Storytelling humanizes the company. Humanization creates kinship. Kinship drives purchases from new and existing customers.

• People buy from people – not companies.

The Break Up