The new role of integrated marketing communications Facebook

What is Integrated Marketing Communication (IMC)? IMC is the development of an Integrated Comprehensive Marketing Communication (Promotion) Plan that links the marketing function with the communication function to deliver Effective Marketing Messages capable of (1)Informing, (2)Convincing and (3)Persuading people to buy Source: Hegazy, 2005

The Consumer: what has changed? Internet based solutions are the new focal point New mediums of contact – 10% students read paper everyday – 98% students check online everyday

What has changed

Function of IMC Manage customer relationships Increase brand value Increase cross-functionality Create a single consistent message Generate both short-term financial returns and build long-term brand and share holder value (Belch and Belch, 2010)

Components of Successful IMC Image and brand management – Customer behaviour Advertising tools – Theoretical frameworks, advertising design, advertising media selection Promotional tools – Trade promotions, consumer promotions, personal selling, sponsorship, CRM Integration tools – Internet marketing, entrepreneurial ventures, NPD

Evolution of IMC 1980’s – Direct Mail/Direct Marketing 1990’s – Interactive use of the Internet 2000’s – Social medial and CRM

Evolution of IMC

Impact on the Organisation Shift in the way total customer experience is managed Shift in the way organisation is managed Consider a content managed website Centralise the management of the content (team) Decentralise to respective content owners Effect on the consistency of the site/company message Impact on resources, training and corporate culture Strategy, Process, People, Technology

Optimal Strategies Considerations Customer database Strategies Tactics Evaluation techniques Measurement Questions To whom are we communicating What are we communicating What channels are we using What is/is not working

Website Website is the online communication hub for the business Information regarding the product, services and online activities Links to social media, videos, charities Website should be a launching point to review and connect with the company Think customer centric

Social Media Engage with and build up the customer base Use to distribute product information, discount offers and business updates Netnography

Example: Google Analytics

Who is using it?

One of the great benefits of online shopping is the ability read others’ reviews of a product, be they experts or simply fellow shoppers. These opinions are most important when it comes to purchasing consumer electronics: 57 % of online respondents consider reviews prior to buying. Reviews on cars (45%) and software (37%) rounded out the top three most important online influences when making a purchase.

The Big Picture

The 5 T’s

Location!! Location based sharing via mobile devices Multiple social sites Rewards/Incentives

Brands from all over the world are using Facebook on a daily basis to engage with consumers. Although most will have a long term strategy, they will also run tactical campaigns to acquire likes and encourage interaction. Subway Renault

Facebook social networking sites (SNSs) as "Internet-based services that give individuals three major capabilities – The ability to construct a public or semi-private profile – identify a list of other users with whom a connection is shared – view and track connections made by individuals and others the social network meets two primary human needs: (1) the need to belong and (2) the need for self-presentation.

The Evolution 2009 My Space – 25% Hispanics Facebook – December million people around the world -100 million in the US Initially dominated by Asian and Caucasian Women more likely to use than me Caucasians more likely to use that Hispanics August 2010 Users age 18 to 29 rose from 76 percent 2009 to 86 percent 2010 Social networking use among Internet users ages 50 and older nearly doubled over the last year, as they look to reconnect with old friends and family - from 22 percent in April 2009 to 42 percent in May 2010, Young adults continue to be the heaviest users of social media, but their growth is much slower that those aged 50 and older

The Medium of Facebook Christmas ad campaign featured a mix of traditional and new media spend, including TV and Facebook. Nutella claim that their Facebook ads accounted for 15 per cent of sales over Christmas, far outperforming their TV campaign. The Facebook ads, which took the form of a full reachblock campaign, promoted the Nutella Deutschland page. The brand reached 30 per cent of the online population in Germany throughout December via its reachblock campaign, it would be difficult to argue that the Facebook ads hadn’t played a significant role in a large portion of advertising decisions. Interestingly, the case study also reveals patterns behind combining Facebook with TV. While the Facebook campaign alone reached 30 per cent penetration online, Nutella found that 2.8 million people that saw the Facebook ad hadn’t seen the TV campaign, giving them 29 per cent exclusive reach