integrate 2014 - a conference at west virginia university
DESCRIPTION
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.TRANSCRIPT
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INTEGRATE 2014 A Conference at West Virginia University
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WVU’s IMC Graduate Program
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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
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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
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NASCAR Media and Fan Engagement
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IMC Suggested Approach
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Tesco – The Online Store
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My Blood is Red and Black
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Use new media to get results
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Provide Measurement
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Resources – Social Mention
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Resources: Pew Internet Project
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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.
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The Break Up