Marketing Communications Integration: In with the New – In with the Old. Presentation for Federated Press, Sept. 2010

1. Events Websites Media /BloggerRelations Print Collateral Marketing Communications Integration: In with the New – In with the Old Federated Press, September 28, 2010 Leslie Hetherington, APR, MBA, Principal, LASH Communications Group & 2008/2009 Past President, IABC/Toronto

3. Starting Line: Goal

4. Manage Risks

5. Basics: Listen, Audience, Influencers

6. Strategy: Engage & Converse

7. Results

9. Classic Mkt. Communications GOAL 1. Research 5. Evaluate Strategic Considerations/Critical Success Factors 2. Audience 4. Execute/Communicate 3. Objectives,Strategy &Tactics

10. Social Media Communications GOAL 1. Listen/Measure 6. Risk Management 2. Audience & Influencers 5. Converse 3. Strategy, Objectives & Tactics 4. Engage

11. What’s Changed? Upfront Research 1 Content 2 Ongoing Support 3 Fallout ‘Misses’ 4

12. Starting Line: Primary Goal

14. Promote Live/Virtual Events

15. Enhance Media Relations

16. Improve Customer Service

17. Manage Crises

19. Negative comments

20. Time consumption

22. Procedures

24. Do not include profanity or indecent or inappropriate language, whether in text or image

26. Truth is only responsible for what we post, not what others post or what’s linked to us.

27. For CML Earth - Novartis (pharmaceutical):

29. Share of Voice & Sentiment

30. Relevant Blogs & Forums

32. Respond to content from others

33. Organize content for themselves/others

34. Connect in social networks

35. Consume social content

36. Don’t create/consume social contentSource: Forrester Research Inc., Groundswell, ©2009

37. Consumer Technographics

38. 2. b) Influencers

39. 3. Engagement Strategy Need + Message + Approach

40. Strategic Approaches Created using Wordle, Copyright © 2009 Jonathan Feinberg

41. What’s Changed? Focus Groups, Polling… +Crowdsourcing Onsite Events +Virtual Events+ Media Relations +Blogger Outreach+ Info/Care Lines 2-Way Dialogue Tools/Norms

42. What’s Enriched?

43. 4.Engage On & Offline In media relations/social media release Cross-promote on collateral, ads, POP… Icons/links in email signatures/footers Icons & addresses on biz cards Share & link widgets on website SM for event invites and tracking Re-purpose existing content

45. Managing Content… Multiple tweeters Cross-forum editorial calendar Rotating blog topics Re-purpose existing content Align with external monitoring Use guest bloggers Leverage tools

46. 5.Converse INFLUENCERS

47. 6. Measurement: Old vs. New Outputs/Quantity Brand Affinity Outtakes/Response Engagement & Sentiment Outcomes/ROI Effectiveness/ROE

48. 6. Measure Brand Affinity Sentiment Engagement Effectiveness/ ROE

50. Web & Phone Help + Blog, Twitter & Facebook

51. Messages shared with affiliate networks

53. Dual Releases: Traditional + Social

54. Video News Release + You Tube Video

56. Video (Edutain)

57. Blog, eNewsletters, Site & Twitter + Annual Archived tips (hard copy)

58. Print & TTC Ads, Direct + Google Adswww.head2headInc.com

59. IABC/Toronto Started with Facebook, added presence on Twitter & LinkedIn (1 yr later) SM now drives 20% of event registrations Facebook leads as source (10%) On main website:

60. Social Media Communications GOAL 1. Listen/Measure 6. Risk Management 2. Audience & Influencers 5. Converse 3. Strategy, Objectives & Tactics 4. Engage

61. Summary Focus on Why? Mitigate risks Allocate Listening time Align Need with Message & Approach Match Tactics to Goal & Audience Integrate online with offline Converse with Influencers Measure

62. Traditional marketing builds awareness, social marketing builds trust. Rena Bernstein, ElektrikInk, Aug. 2009 Thank youQuestions? Leslie Hetherington, APRLASH Communications Group leslie@lashcomgroup.com @lhetherington www.linkedin.com/in/lesliehetherington