***K! Why doesn’t social media go ***k itself? Nigel Sarbutts

A Brief History of Marketing Communications 1963 to 2011

A Brief History of Marketing Communications 1963 to 2011 in 3 slides

Goodbye, innocence

Hello, sophistication

Andy Sernowitz

Traditional Media in Decline

Social Media Racing Ahead

Social Media Drives Sales....Faster

***K! I want some of that

RISK

7,000 IDEAS AND SUGGESTIONS A MONTH

REAL v. WIN v. WORTH

REAL v WIN v WORTH Risk Analysis IS THE AUDIENCE REAL? – Who do we want to engage? – For how long? IS THE CAMPAIGN REAL? – Is it an extension of an existing asset? – What will it cost? THE CAMPAIGN WILL BE SHARED IF – We satisfy the following needs of existing audiences – We satisfy the following criteria for new audiences THE COMPANY WI LL GAIN IF – What market share will it achieve? WILL IT MAKE MONEY? – What is the cost v other channels? – Can it save us money? DOES IT CONFORM TO THE BUSINESS PLAN/CULTURE? – Will we gain internally? Is it real? Can we win? Is it worth doing?

Integrating Social in Broader Commercial Strategy Image by permission Michelle Goodall

Integrating Social in Broader Commercial Strategy

From Social to Shared Media 1. Understand your organisation’s approach to risk 2. Can you build a team able to respond to that? 3. Evaluate the cost of “being boring” 4. Have you got the will to change internally? 5. Can you see it through externally? 6. Will it work without a social media channel?

Sarbutts