IMC 462IMC 462Integrated Marketing Communications via Social Integrated Marketing Communications via Social

MediaMediaSummer 2011Summer 2011

Class Session 6Class Session 6Innovation, RageInnovation, Rage

and LinkedInand LinkedInJuly 18th 2011July 18th 2011

Key TerminologyKey Terminology

Innovation- Innovation- The origin of an idea to its transformation into something The origin of an idea to its transformation into something useful- process oriented- and is a substantial changeuseful- process oriented- and is a substantial change

Crowdsourcing- Asking your community or audience for guidance and Asking your community or audience for guidance and ideas- for marketers it is generally used in product or community design- ideas- for marketers it is generally used in product or community design- think Wikipedia or think Wikipedia or MIKE 2.0

ROI- ROI- Return on Investment- in social media is used to evaluate the Return on Investment- in social media is used to evaluate the efficiency and efficacy of campaignsefficiency and efficacy of campaigns

NPS- NPS- Net Promoter Score- metric for monitoring brand sentiment- scale Net Promoter Score- metric for monitoring brand sentiment- scale of 0 to 10- the number of detractors (0-6) from promoters (7-10)of 0 to 10- the number of detractors (0-6) from promoters (7-10)

Iteration- Iteration- RepetitionRepetition of a process with the goal of quickly making of a process with the goal of quickly making improvementsimprovements

Customer Collaboration Customer Collaboration and Innovationand Innovation

What other leading brands can you identify that have What other leading brands can you identify that have crowdsourced some element of their branding or product crowdsourced some element of their branding or product design?design?

Our Our Groundswell Groundswell reading is leading to the section on harnessing reading is leading to the section on harnessing and incorporating communities so that brands can make better, and incorporating communities so that brands can make better, well, brands. It works by talking, inciting/energizing, and well, brands. It works by talking, inciting/energizing, and supporting your community and brand advocates. The goal is to supporting your community and brand advocates. The goal is to sustain better, more innovative products.sustain better, more innovative products.

There’s an umbrella term: crowdsourcing. Here are some There’s an umbrella term: crowdsourcing. Here are some guidelines for those creating and curating viable guidelines for those creating and curating viable communities:communities:CustomersCustomers can help you- ask them! can help you- ask them!ShowShow customers results and progress customers results and progressBalanceBalance skill and humility- incorporate suggestions into skill and humility- incorporate suggestions into product development and process strengthsproduct development and process strengthsGoalGoal drive the brand in a positive direction!drive the brand in a positive direction!

Here is a webinar on incorporating bloggers in the customer experience!

Netflix- Blogging is No Netflix- Blogging is No Panacea for Customer IrePanacea for Customer Ire

Bad news, even if you blog it, is still bad news. Bad news, even if you blog it, is still bad news. Netflix proved proved that that spectacularly last week. Customers loathe a 60% price . Customers loathe a 60% price increase for the standard plan. Based upon the Netflix account, increase for the standard plan. Based upon the Netflix account, would you understand the rationale for the increase? would you understand the rationale for the increase?

Here are some additional superlative accounts:Here are some additional superlative accounts: Social Media Firestorm- from ZDNet Price Increase Rage- IMC Class Blog Get Over It- ibtimes.com

What can we take from this as communications What can we take from this as communications professionals? How would you handle this if you were professionals? How would you handle this if you were Jessie? Read, and let’s discuss.Jessie? Read, and let’s discuss.

LinkedIn:LinkedIn:Your Digital RolodexYour Digital Rolodex

LinkedIn is a crucial presence for professionals. Think of this as your digital rolodex, but only better. LI not only serves to document, but helps you target future moves. Consider:

Focus- Focus- Professional connections onlyProfessional connections onlyClarity-Clarity- Clean, somewhat intuitive design Clean, somewhat intuitive designRewards- Rewards- Complete profiles rise in SEOComplete profiles rise in SEOUtility- Utility- Options for lead gen and career movesOptions for lead gen and career movesConnections- Connections- via via Groups- which allow you to connect with niche groups/targetCommunity- Community- Emphasis- as it guides you in building a personal Emphasis- as it guides you in building a personal networknetworkTrust- Trust- You know the origin of your connectionsYou know the origin of your connections

PuttingPutting LinkedIn to Work for YouLinkedIn to Work for You

There are a number of ways LI can work for you. Here are some There are a number of ways LI can work for you. Here are some guidelines for making that happen:guidelines for making that happen:

Complete, Updated ProfileComplete, Updated Profile Share InformationShare Information

Discover People You Discover People You Know or Want to KnowKnow or Want to Know LI GroupsLI Groups

So let’s take a So let’s take a few to work few to work on putting LI on putting LI

to work for usto work for us

Stirring the Roost:Stirring the Roost:The Power of BloggingThe Power of Blogging

An intuitive service for small business that helps them manage a An intuitive service for small business that helps them manage a key challenge, a social media presence. As the above article key challenge, a social media presence. As the above article examines, for the profiled business Roost has proved to be a examines, for the profiled business Roost has proved to be a very valuable tool. But why mention Roost in particular?very valuable tool. But why mention Roost in particular?

EdificationEdification and general knowledge and general knowledge CommunityCommunity building- an example building- an example POST POST method- a stellar examplemethod- a stellar example Class blogClass blog- did you know that Stephanie blogged this?? - did you know that Stephanie blogged this?? Engagement- Engagement- we got a VP at Roost to commentwe got a VP at Roost to comment

Just sayin’.Just sayin’.