INTEGRATE 2014 - A Conference at West Virginia University
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The document discusses the shift towards Integrated Marketing Communication (IMC) from traditional advertising to digital and interactive media, emphasizing high agency accountability and performance-based compensation. It highlights the application of IMC through examples like NASCAR and Tesco, showcasing strategies for engaging diverse audiences and using social media effectively. Key points include the importance of storytelling, consumer trust in reviews, and the necessity of targeting the right platforms to connect with customers.
INTEGRATE 2014 - A Conference at West Virginia University
- 1. INTEGRATE 2014 A Conference at West Virginia University
- 2. WVU’s IMC Graduate Program
- 5. What is IMC? A SHIFT FROM: Traditional advertising Mass media Low agency accountability Traditional compensation Limited internet access TO: Digital/Interactive media Specialized media High agency accountability Performance-based compensation Widespread internet availability
- 7. IMC IN ACTION Who uses IMC? David Higdon – NASCAR IMC managing director • Drive and lift star power • Reach Millennial • Increase event experience • Reach multicultural audiences • Have product relevance • Use digital and social media
- 8. NASCAR Media and Fan Engagement
- 12. Tesco – The Online Store
- 15. My Blood is Red and Black
- 16. Use new media to get results
- 18. Resources – Social Mention
- 19. Resources: Pew Internet Project
- 20. Social Media Best Practices Social media success process: • Only use social media where your target audience is using it. • Engage the target audience in their social platform’s with meaningful branded content in way that leverages each platforms key capabilities • If you’re selling servers, identify IT LinkedIn contacts - see what groups they belong to. Answer their questions within their groups. Be valuable to them. • Consumers trust the opinions of strangers vs. advertisers. Remember that reviews are impactful. • Harvest stories about your customers and company. Storytelling humanizes the company. Humanization creates kinship. Kinship drives purchases from new and existing customers. • People buy from people – not companies.
- 21. The Break Up
Editor's Notes
- #8: Nascar researched the need for a new way to do business to meet their objectives. They realigned internal resources that allowed their external focus to be more effectively positioned.
- #9: Nascar is no longer relying on word of mouth for marketing. A big part of the shift to an IMC model is that the measurement tools show increased coverage and better tonality across several outlets. The days of counting clips are over. They unveiled a cutting edge fan and media engagement center that helps them monitor and measure coverage in real time across social media, digital and traditional platforms.
- #17: After the social strategy has been agreed, a key performance framework can be created. This is a document that defines what success looks like and outlines how it will be measured. All stakeholders should agree on the objectives and metrics. It should be designed so stakeholders can easily understand what is being measured, why they are being measured (and why others are not), and how each of the metrics affects and relates to the business objectives. Defining and getting stakeholder buy-in on what success looks like is the most critical juncture to proving social media value. This step is often mistakenly neglected. In this framework, the following fields should be included:
- #20: The project’s reports are based on nationwide random phone surveys, online surveys, and qualitative research. This data collection is supplemented with research from government agencies, technology firms, academia, and other expert venues. The Project releases 15-20 pieces of research a year, varying in size, scope, and ambition.
- #22: Give us a background as how we got to where we are as marketers trying to communicate with the consumer and why the analytics behind what we do is so important.