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Communications 21 director, Rukiya Campbell, APR is pursuing a masters degree in integrated marketing communications at West Virginia University. She shared her experience from WVU's annual INTEGRATE conference with the c21 team.
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INTEGRATE 2014 A Conference at West Virginia University
WVU’s IMC Graduate Program
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
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
NASCAR Media and Fan Engagement
IMC Suggested Approach
Tesco – The Online Store
My Blood is Red and Black
Use new media to get results
Provide Measurement
Resources – Social Mention
Resources: Pew Internet Project
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.
The Break Up