Why connected is better and content is your friend... why and how to break down the marketing/advertising/PR/corporate communications silos in your company or organization. Ways to find your brand promise, your story(s) and some advice on where to share them. Presentation to the American Marketing Association's Tulsa chapter.

1. Breaking Down
The Silos
Why Connected is Better
and Content is Your Friend
Tweeting This? #AMA #Marketing
@Mandy_Vavrinak

2. Marketing isn’t something
we do….
It’s EVERYTHING we (collectively) do, every day.

3. In the Beginning…
O Marketing was a set of activities designed
to increase sales.
O Advertising
O Collateral
O Events
O Public Relations was another set of
activities designed to build awareness.
O Earned media
O Promotions

4. But there’s More!
O Corp Communications became a set of
people charged with internal and external
“messaging”
O Newsletters
O Company website (or parts of it)
O Posters, employee handbooks
Frankly… It got a little ugly out there.
Turf wars, message battles, who owned results.

5. What is a Company to do?
O Realize it’s all
about branding…
O Speed & Spread
O Engagement
O Access & Amplify
O Personal
Recommendations

6. A Visual

7. Where are the Conversations?
O Channels and audiences
O Monitor, listen, respond. Everything
you as a brand do… matters.
O New realities, new approaches
O Must agree on message & brand
promise

8. Remember the Fishbowl
O 11 percent correctly answered QR code
or quick response code
O 29 percent responded with "Some
barcode thingy"
O 7 percent guessed some variant of
"Those things you stare at that get 3D
when you cross your eyes”
O Remaining 53 percent tried everything
from a secret military code, Korean(?), to
an aerial street map of San Francisco
http://www.imediaconnection.com/content/30267.asp?

9. It’s the Story, Sister
O Andolini’s Pizzeria
O Tune your “story radar”
O Human Touchpoints
O People to People (P2P) Marketing
O How does what you do impact people’s
wallets, health, enjoyment, time?
O Who makes it happen?
O Do you have examples?

10. Promising Better
O Look for the synergies
O Where can a story best be told, and where
can it find an audience who cares?
O Blog? Website? News article?
O Internal newsletter? Sponsorship?
O Brochure? Poster? Event? Ad?
O Where/How else can you support the story
or message?

11. One Example
O Business Goal: Get
people to pay more
than the average
pizza costs
elsewhere
O Public Message:
Fresh
ingredients, freshly
prepared, equal
higher quality, tastier
food

12. Specifics
O News articles about local sourcing
O TV appearances preparing fresh dishes
and talking about local ingredients
O “Fresh” Facebook, Twitter – irreverent
O Atmosphere of restaurant
O Tone / Graphics for direct emails and
insert cards
O Names of promotions & products

13. Relationships Matter

14. Like a Good Salad?
The flavors
don’t fight.
When the
message is
the
focus, the
silos open
up.

15. Content Creation
O Search – PR / Earned Media
O Link to it, feature it, tweet it, present it
O Search – Company Blog / White Papers
O Awareness
O Daily consumption –
social, TV, news, gossip, billboards, bus
sides, mobile
O Sales-cycle driven – collateral, support
decks
O slideshare.net
O scribd.com

16. Shine A Light On Your
Content
Google
Bookmarks
StumbleUpon
Twitter
Facebook
Google +
LinkedIn
Email
Radio, TV, Print

17. Online Results

18. Offline Results

20. Storybook Ending?
O Have a clear plan and objective
O Agree on the message(s)
O Use all tools you have and let the
message be the hero
O Remember the digital half-life of stories &
press and how content drives awareness

21. Questions?
Twitter @Mandy_Vavrinak Facebook: it’s obvious,
right?
http://mandyvavrinak.com LinkedIn: Yep, same name
Email me: mvavrinak@mac.com