Integrating New and Traditional Media

Shawna Vercher

How Are We Doing?

Level of Integration

Not At All - 40.6%Somewhat - 45.7%Very - 13.7%

Data from Steve Olenski’s “CMOs To Increase Spending On Social Media But Integration Still Lacking”, Sept. 8, 2011

Top Three Integration Mistakes

Focusing on the tools instead of the strategy or building the house without a blueprint.

Top Three Integration Mistakes

Developing a media strategy solely based on what has been done before, what is proven or what is “safe”.

Top Three Integration Mistakes

Expecting that new media will just go away and/or integrate itself if we leave it alone long

enough.

Five Steps in the Right Direction

#1Understand and commit to the

primary purpose.Place a limit on goals and be willing to stick to it.

(Sales vs Retention, Visibility vs. Brand Reinforcement, etc.)

Five Steps in the Right Direction

#2Develop rules and guidelines based

on your brand identity.What has worked in the past with other media

and what has been a failure?Who are you as an entity and what will you

absolutely not do?

Five Steps in the Right Direction

#3Become familiar with the different

tools you have to work with and their strengths.

Distinguishing Between the Media

TRADITIONAL(i.e. Print, Broadcast)• Tried and true• Builds credibility• Effective for certain

demographics

Distinguishing Between the Media

NEW MEDIA(i.e. Facebook, Twitter)• Less expensive• Readily adaptable• Instant feedback*

*Takes time to build effectively

Distinguishing Between the Media

COMFORT FOOD(i.e. Blogs, Email and

Websites/Portals)Often neglected, yet have proven to be effective and

relatively inexpensive.

Five Steps in the Right Direction

#4Have clear guidelines and

responsibilities for all parts of the strategy, including listening and

reporting.

Five Steps in the Right Direction

#5Regardless of which medium(s) you

focus on, the triangle stays the same.

QUESTIONS??