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How working with a PR agency can help marketing management achieve their goals<br />Presented for UMKC Bloch School by Jus...
Today’s Agenda <br />A bit about me<br />Digital landscape<br />Defining IMC<br />Channels<br />Measurement<br />Case stud...
A bit about me…<br />
St. Louis Profile<br />The Largest Footprint in North America<br />Client Satisfaction<br />World Headquarters<br />250+<b...
Digital landscape<br />
Buzz<br />Web 2.0<br />Wikis<br />traditional<br />Social Media<br />Folksonomy<br />Podcasting<br />RSS<br />Blogs<br />W...
Your brand here <br />Reaching the right eyeballs, not all eyeballs<br />New Math:  <br />5,000 people who sought out your...
Citizen journalists<br />
Professionals<br />
Trust factor<br />
Defining IMC<br />
IMC is…<br />The coordination and integration of all marketing communication tools, avenues, functions and sources within ...
What are your customers saying? <br />
Are you a silo slayer? <br />
Do you see the lines blurring? <br />
<ul><li>Web sites
Blogs
Podcasts andVideos
Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
Field Sales
Presentations / Demonstrations
Sponsorships
Television
Radio
Outdoor
Print Ads
Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li...
Media Relations
Online Outreach
Word of Mouth
Product Integration
Social Networks
Video/Photo Sharing Sites
Wikis/Wikipedia
Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
Coupons
Incentives
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Defining Integrated Marketing Communications Slide 1 Defining Integrated Marketing Communications Slide 2 Defining Integrated Marketing Communications Slide 3 Defining Integrated Marketing Communications Slide 4 Defining Integrated Marketing Communications Slide 5 Defining Integrated Marketing Communications Slide 6 Defining Integrated Marketing Communications Slide 7 Defining Integrated Marketing Communications Slide 8 Defining Integrated Marketing Communications Slide 9 Defining Integrated Marketing Communications Slide 10 Defining Integrated Marketing Communications Slide 11 Defining Integrated Marketing Communications Slide 12 Defining Integrated Marketing Communications Slide 13 Defining Integrated Marketing Communications Slide 14 Defining Integrated Marketing Communications Slide 15 Defining Integrated Marketing Communications Slide 16 Defining Integrated Marketing Communications Slide 17 Defining Integrated Marketing Communications Slide 18 Defining Integrated Marketing Communications Slide 19 Defining Integrated Marketing Communications Slide 20 Defining Integrated Marketing Communications Slide 21 Defining Integrated Marketing Communications Slide 22 Defining Integrated Marketing Communications Slide 23 Defining Integrated Marketing Communications Slide 24 Defining Integrated Marketing Communications Slide 25 Defining Integrated Marketing Communications Slide 26 Defining Integrated Marketing Communications Slide 27 Defining Integrated Marketing Communications Slide 28 Defining Integrated Marketing Communications Slide 29 Defining Integrated Marketing Communications Slide 30 Defining Integrated Marketing Communications Slide 31 Defining Integrated Marketing Communications Slide 32 Defining Integrated Marketing Communications Slide 33 Defining Integrated Marketing Communications Slide 34 Defining Integrated Marketing Communications Slide 35 Defining Integrated Marketing Communications Slide 36 Defining Integrated Marketing Communications Slide 37 Defining Integrated Marketing Communications Slide 38 Defining Integrated Marketing Communications Slide 39 Defining Integrated Marketing Communications Slide 40 Defining Integrated Marketing Communications Slide 41 Defining Integrated Marketing Communications Slide 42 Defining Integrated Marketing Communications Slide 43 Defining Integrated Marketing Communications Slide 44 Defining Integrated Marketing Communications Slide 45 Defining Integrated Marketing Communications Slide 46 Defining Integrated Marketing Communications Slide 47 Defining Integrated Marketing Communications Slide 48 Defining Integrated Marketing Communications Slide 49
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Defining Integrated Marketing Communications

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Ask five different communicators how they define integrated marketing communications and you're likely to get five different answers. I've never heard two people define it the same way.

How would you define it? Here's a look at Fleishman-Hillard's PESO model (Paid, Earned, Shared, Owned) for IMC. And 3 questions you can use to help make defining IMC easier.

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Defining Integrated Marketing Communications

  1. 1. How working with a PR agency can help marketing management achieve their goals<br />Presented for UMKC Bloch School by Justin Goldsborough (@jgoldsborough)<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />
  2. 2. Today’s Agenda <br />A bit about me<br />Digital landscape<br />Defining IMC<br />Channels<br />Measurement<br />Case study: Dominos Pizza<br />In conclusion<br />Q&A <br />
  3. 3. A bit about me…<br />
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8.
  9. 9.
  10. 10. St. Louis Profile<br />The Largest Footprint in North America<br />Client Satisfaction<br />World Headquarters<br />250+<br />counselors specializing in public relations, digital, creative and research<br />93%<br />say they would recommend FH<br />Our Worldwide Network<br />Industry Recognition<br />PRACTICE GROUPS<br />2000+ employees | 80 offices<br />20 languages | 28 countries<br />Best Multinational Agency of the Year<br />The Holmes Report, 2010<br />B-to-B Communications Brand Marketing Consumer Marketing  Word-of-Mouth Food and Agribusiness Social and Digital Crisis Management Moms Mobile Research Retail Multicultural Nutrition Behavioral Change  Internal Communications Reputation Management<br />Collaborative Culture<br />OMNICOM FAMILY<br />of clients served by more than one office<br />Public Relations <br />Customer Relationship Management <br />Media Services <br />National Advertising Agencies<br />Global Advertising Brands<br />Specialty Communications<br />90%<br />
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17. Digital landscape<br />
  18. 18. Buzz<br />Web 2.0<br />Wikis<br />traditional<br />Social Media<br />Folksonomy<br />Podcasting<br />RSS<br />Blogs<br />Wireless<br />Tagging<br />Promotions <br />IR<br />Search engine marketing<br />Grassroots<br />Pitching reporters<br />YouTube<br />Factsheets <br />Press Releases<br />Online editorial outreach<br />Publicity<br />Consumer-generated content<br />Reputationmanagement<br />Public affairs<br />Events<br />Employee<br />communications<br />Citizen journalism<br />Viral marketing<br />Coalitions<br />Brand <br />Development<br />Flogs<br />Advergaming<br />Direct <br />Mail<br />Mobile marketing<br />Advertising<br />Tivo<br />Third party spokespersons<br />Metaverses<br />MySpace<br />Social networking<br />Virtual worlds<br />Flickr<br />digital<br />Content optimization<br />Facebook<br />Syndication<br />
  19. 19. Your brand here <br />Reaching the right eyeballs, not all eyeballs<br />New Math: <br />5,000 people who sought out your message <br />are more valuable than <br />5 million who didn’t. <br />
  20. 20. Citizen journalists<br />
  21. 21. Professionals<br />
  22. 22. Trust factor<br />
  23. 23. Defining IMC<br />
  24. 24. IMC is…<br />The coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers <br />and other end users.<br />-- Wikipedia<br />
  25. 25. What are your customers saying? <br />
  26. 26. Are you a silo slayer? <br />
  27. 27. Do you see the lines blurring? <br />
  28. 28. <ul><li>Web sites
  29. 29. Blogs
  30. 30. Podcasts andVideos
  31. 31. Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
  32. 32. Field Sales
  33. 33. Presentations / Demonstrations
  34. 34. Sponsorships
  35. 35. Television
  36. 36. Radio
  37. 37. Outdoor
  38. 38. Print Ads
  39. 39. Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li>Events / Webinars
  40. 40. Media Relations
  41. 41. Online Outreach
  42. 42. Word of Mouth
  43. 43. Product Integration
  44. 44. Social Networks
  45. 45. Video/Photo Sharing Sites
  46. 46. Wikis/Wikipedia
  47. 47. Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
  48. 48. Coupons
  49. 49. Incentives
  50. 50. Point of Purchase</li></ul>Public Relations<br />Direct Marketing<br /><ul><li>Direct Response
  51. 51. Physical Mail
  52. 52. Email
  53. 53. Mobile / TXT</li></ul>Earned Media<br />Paid Media<br />
  54. 54. IMC Toolset (P.E.S.O.)<br />Shared<br />Earned<br />Owned<br />Paid<br />Objectives<br />Awareness<br /><ul><li>Wikipedia
  55. 55. YouTube
  56. 56. Flckr
  57. 57. Tagging
  58. 58. Media Relations
  59. 59. Blogger Relations
  60. 60. Word of Mouth
  61. 61. Tagging
  62. 62. Sponsorships
  63. 63. Television / Radio
  64. 64. Direct Response
  65. 65. Print Ads
  66. 66. Outdoor
  67. 67. Search Marketing / Online Banners
  68. 68. Imbedded Content / Website Integration
  69. 69. Websites / Blogs
  70. 70. Facebook / YouTube
  71. 71. Podcasts / Videos
  72. 72. Wireless App
  73. 73. Direct Mail /Email
  74. 74. Events / Demos
  75. 75. Point of Purchase
  76. 76. Contests / Sweeps</li></ul>Knowledge<br />Perceptions<br /><ul><li>Websites / Blogs
  77. 77. Facebook / YouTube
  78. 78. Podcasts / Videos
  79. 79. Wireless App
  80. 80. Direct Mail
  81. 81. Email
  82. 82. Events / Demos
  83. 83. Point of Purchase
  84. 84. Sponsorships
  85. 85. Television / Radio
  86. 86. Direct Response
  87. 87. Print Ads
  88. 88. Outdoor
  89. 89. Search Marketing / Online Banners
  90. 90. Imbedded Content / Website Integration
  91. 91. Wikipedia
  92. 92. YouTube
  93. 93. Flckr
  94. 94. Tagging
  95. 95. Media Relations
  96. 96. Blogger Relations
  97. 97. Word of Mouth
  98. 98. Tagging</li></ul>Preference<br /><ul><li>Websites
  99. 99. Wireless App
  100. 100. Events / Demos
  101. 101. Telemarketing
  102. 102. Point of Purchase
  103. 103. Contests / Sweeps
  104. 104. Coupons / Incentives
  105. 105. Sponsorships
  106. 106. Television / Radio
  107. 107. Direct Response
  108. 108. Print Ads
  109. 109. Outdoor
  110. 110. Search Marketing / Online Banners
  111. 111. Imbedded Content / Website Integration
  112. 112. Mobile / TXT</li></ul>Behavior<br />Transactions, advocacy<br />
  113. 113. the anatomy of a plan<br /> situation <br /> goals and objectives<br />audiences<br />messages<br />strategies<br />tactics – where IMC manifests<br /> measurement<br />30<br />
  114. 114. Channels<br />
  115. 115. Search<br />10 billion<br />Searches a month<br />80 percent<br />
  116. 116. Media and influencers<br />
  117. 117. Social media<br />345 million<br />Monthly visitors<br />100 million<br />Monthly users<br />200 million<br />100 million<br />Monthly users<br />750 million<br />Members<br />
  118. 118. Mobile<br />50%<br />
  119. 119. Measurement<br />
  120. 120. A New Model for Social Media Measurement<br />Exposure<br />Engagement<br />Influence<br />Action<br />To what degree have we created exposure to content and message?<br />Who is engaging and interacting with our content? How and where?<br />Have we influenced perceptions and attitudes of the target?<br />What actions, if any have the target audience taken?<br />Non-Financial Impact<br />Possible Financial Impact/ROI<br />
  121. 121. Case study: Dominos Pizza<br />
  122. 122. Much worse than The Noid!<br />
  123. 123. Dominos Ramon was listening, responding<br />
  124. 124. Then Dominos listened, responded<br />
  125. 125. Pizza turnaround campaign<br />
  126. 126. Sales on the rise<br />14%<br />
  127. 127. In conclusion…<br />
  128. 128.
  129. 129.
  130. 130.
  131. 131. Q&A<br />
  132. 132. Thank you!<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />Social Media Strategy<br />
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    Jan. 21, 2015
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    Jan. 13, 2015
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    Oct. 29, 2014
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    Apr. 14, 2013
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    Oct. 25, 2012

Ask five different communicators how they define integrated marketing communications and you're likely to get five different answers. I've never heard two people define it the same way. How would you define it? Here's a look at Fleishman-Hillard's PESO model (Paid, Earned, Shared, Owned) for IMC. And 3 questions you can use to help make defining IMC easier.

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