Integrating new media
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Integrating New and Traditional Media
Shawna Vercher
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How Are We Doing?
Level of Integration
Not At All - 40.6%Somewhat - 45.7%Very - 13.7%
Data from Steve Olenski’s “CMOs To Increase Spending On Social Media But Integration Still Lacking”, Sept. 8, 2011
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Top Three Integration Mistakes
Focusing on the tools instead of the strategy or building the house without a blueprint.
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Top Three Integration Mistakes
Developing a media strategy solely based on what has been done before, what is proven or what is “safe”.
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Top Three Integration Mistakes
Expecting that new media will just go away and/or integrate itself if we leave it alone long
enough.
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Five Steps in the Right Direction
#1Understand and commit to the
primary purpose.Place a limit on goals and be willing to stick to it.
(Sales vs Retention, Visibility vs. Brand Reinforcement, etc.)
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Five Steps in the Right Direction
#2Develop rules and guidelines based
on your brand identity.What has worked in the past with other media
and what has been a failure?Who are you as an entity and what will you
absolutely not do?
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Five Steps in the Right Direction
#3Become familiar with the different
tools you have to work with and their strengths.
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Distinguishing Between the Media
TRADITIONAL(i.e. Print, Broadcast)• Tried and true• Builds credibility• Effective for certain
demographics
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Distinguishing Between the Media
NEW MEDIA(i.e. Facebook, Twitter)• Less expensive• Readily adaptable• Instant feedback*
*Takes time to build effectively
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Distinguishing Between the Media
COMFORT FOOD(i.e. Blogs, Email and
Websites/Portals)Often neglected, yet have proven to be effective and
relatively inexpensive.
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Five Steps in the Right Direction
#4Have clear guidelines and
responsibilities for all parts of the strategy, including listening and
reporting.
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Five Steps in the Right Direction
#5Regardless of which medium(s) you
focus on, the triangle stays the same.
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QUESTIONS??