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Presentation to the University of Utah Integrated Marketing Communication Certificate class on March 8, 2010 by Chris Carlston and David Blain
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Social Media & IMCU of U IMC Certificate ClassMarch 8, 2010
JOIN THE CONVERSATION#UOFUIMC
On Twitter?
David BlainExecutive Vice [email protected]
@dblain
Chris CarlstonSolutions [email protected]
@chriscarlston
The Spectrum of Experience Design
BrandingReview: Website UX Design
IA
IxD
Art
UX
MessagingPersonasContent Strategy
Maintenance
User Testing/Research
Q/ATechnicalProduction
*based on work by Challis Hodge
Digital Engagement Continuum
Media Shifting Gears
• broadcast (traditional media, brochure websites)• communication (email, video conferencing)• socialization (blogs, the statusphere)• applications (SaaS, "the cloud")• Monolithic service providers (Google, Micro$oft)• Closed ecosystems (Facebook, Apple)• Geolocation, Hyper-locality• Decentralization & Democratization of publishing
power (open source)
Then
Now
Ahead
Interruptive
Engagement
Social Media Reality
• Social Media democratizes publishing channels
• ROI? Risk Of Ignoring!
• Engagement can’t be faked, or overly automated
• “Social CRM” for Brands
• Rise of the “Personal Brand”
YOU NEED TO BE HERE?
You need to be here
Success• Simple• Mobile enabled• Open & Remix-able• Dramatic Adoption• Zeitgeist • Geolocation (coming)
Failure• Fail Whale (Overload)
The Rise of the Personal Brand
• The Internet enables YOU as a publisher
• As a Publisher, You ARE a Brand!
• The Modern Brand is the collective external perception of many factors;a logo, touchpoint messaging, sub-brands, and personal brands.
Rare Method Brand Map
Brand EmotionHow customers feel about you.
Facts, features and benefits.Brand Logic
Brand PersonalityUnderstood traits and
characteristics.
Shared Ownership
Customer Owns
Company Owns
Becoming a Publisher
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P.O.S.T. Methodology
PeopleObjectivesStrategyTechnology
Thanks!
