The IMC concept and strategy
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Rescooped by Leon Thomason from Public Relations & Social Media Insight!

Create a social media marketing plan |

Create a social media marketing plan | | The IMC concept and strategy |

The steps and costs of integrating social media into your marketing strategy.....


When people hire me to help them integrate social media into their marketing strategies, the first step is drafting a comprehensive document that lays out the following:

- Target market

- What terms prospects use to search for them online

- Preferred social media platforms

- How they’ll brand them

- How they’ll drive traffic to their main website or blog

- How they plan to connect with followers

- A specific strategy for each network (you may post different content and have a different client base on Twitter versus LinkedIn, for instance)

- What their competitors are doing on these chosen platforms...

Via Jeff Domansky
Leon Thomason's insight:

Developing a media plan is a very vital part of any IMC campaign as is the need to integrate social media in the forever changing marketing environment. The first step is drafting a comprehensive document which addresses;

1. The target market

2. What terms prospects use to search for them

3. Preferred social media platforms 

4. How they'll brand them 

5. How they'll drive traffic to their main website/blog

6. How they plan to connect with followers 

7. Specific strategy for each network

8. What competitors are doing

 To fully adapt this strategy of developing a media plan for online market it is important to evaluate its effectiveness and efficiently in order to make changes where need be.

Jeff Domansky's curator insight, May 3, 2013 4:19 PM

Here's a really great outline for a marketing plan and it's most important components.

Wincy Cai's comment, May 9, 2013 4:52 AM
Social media can be an incredible tool for any business. Developing a media plan will helps determine all the factors business needs to take into consideration before deciding on a media strategy.
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The Most Unforgettable Ad Campaigns Of 2012

The Most Unforgettable Ad Campaigns Of 2012 | The IMC concept and strategy |
What do caring moms, extreme skydivers and the Three Little Pigs have in common? They’re all the subjects of 2012’s most unforgettable advertising campaigns.
Leon Thomason's insight:

Creativity of an IMC campaign is key to success. Creativity can determine how to best communicate a message and can be an effective tool when expressing the idea. Red Bull achieved one of the most creative and effective marketing campaigns which ties in perfectily to the IMC concept. Through the "Stratos" campaign which saw Felix Baumgartner reach the speed of sound from the edge of space the message that Red Bull have been portraying of "red bull giving you wings" has been throughly pressed into the consumers mind and will not be forgotten quickly. A perfect example of a IMC campaign.

Wincy Cai's comment, May 9, 2013 5:02 AM
The creativity has always been an important part of the process of advertisement. The main component of the creative strategy is a statement of the position of the brand, followed by the development of the idea and as a result of its implementation. I agree with Leon that Red Bull is a perfect example of an IMC campaign. A good marketing campaign can generate huge profits for companies, advertisement that will be remembered and its components, images, characters, slogans etc.
Kim Thompson's comment, May 9, 2013 6:45 AM
Creativity in IMC is more important than ever. There is such a clutter of different mediums and now marketers must find a way to break through the clutter and capture the consumers' attention. Consumers admire creativity and a 'run of the mill' advertising campaign is no longer effective in persuading consumers to purchase products. The more creative and original the IMC campaign, the better. The Red Bull "Stratos" campaign was so unforgettable because nothing like it had ever been seen before.
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4 ways to proactively manage stakeholders

4 ways to proactively manage stakeholders | The IMC concept and strategy |
Stakeholder management is a hot topic at the moment, given that A Guide to the Project Management Body of Knowledge (PMBOK® Guide)—Fifth Edition now includes a tenth knowledge area on managing stakeholders.
Leon Thomason's insight:

Stakeholders are very important to a brand and form a vital part of a brand community. They form a collective assessment that reflects past behaviours and outcomes and also have the ability to deliver valued results to multiple stakeholders. This article recognizes that proactive stakeholder management is far better than a 'Wait and see' approach and adresses 4 ways inwhich a brand can achieve this;

1. Sustain their position - keeping them feeling positive about involvement through newsletters etc.

2. Change their attitude - get them involved, give them a key position to arrouse a sence of placement within a brand.

3. Activate their help potential - Help potential is how much a stakeholder has it in their power to help you. 

4. Reduce their harm potential - 'even stakeholders who feel positively about a project could do something stupid and present a problem.

Bk Chin's comment, May 9, 2013 7:45 AM
To understand the brand community better, it is important to know the Stakeholders Management. Any individual stakeholders should try using these four techniques for more success.