Comments on: The Integration Factor http://www.crttbuzzbin.com/2008/04/21/the-integration-factor/ Musings and analysis on marketing, buzz and communications. Fri, 10 Feb 2012 22:07:22 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Michelle http://www.crttbuzzbin.com/2008/04/21/the-integration-factor/comment-page-1/#comment-43142 Michelle Tue, 22 Apr 2008 23:15:07 +0000 http://www.livingstonbuzz.com/blog/2008/04/21/the-integration-factor/#comment-43142 Social Media provides marketing with another way to reach the client - I agree integration is the key. Clear objectives and an understanding on who you need to reach, will obviously impact the choice of campaign tactics you need to leverage for successful execution. Isolated stand alone tactics not linked to corporate and marketing objectives, client segmentation and deliverables is a recipe for failure. Social networking can be weaved gently into marketing programs - less focus on the 'tools' and more focus on how we are going to deliver a return to the business through a well thought out marketing plan is the key. Social Media provides marketing with another way to reach the client – I agree integration is the key. Clear objectives and an understanding on who you need to reach, will obviously impact the choice of campaign tactics you need to leverage for successful execution. Isolated stand alone tactics not linked to corporate and marketing objectives, client segmentation and deliverables is a recipe for failure. Social networking can be weaved gently into marketing programs – less focus on the ‘tools’ and more focus on how we are going to deliver a return to the business through a well thought out marketing plan is the key.

]]> By: Geoff Livingston http://www.crttbuzzbin.com/2008/04/21/the-integration-factor/comment-page-1/#comment-43033 Geoff Livingston Mon, 21 Apr 2008 22:53:33 +0000 http://www.livingstonbuzz.com/blog/2008/04/21/the-integration-factor/#comment-43033 Eric: Harvard Business Review did a July/August double issue (I think it was a year and a half ago) on the need to integrate sales, marketing and customer service. It was a fascinating look at the marketing vs. sales culture, and how it actually harms businesses. Check it out! Rich: Amen, one size fits all represents a an error, one that demonstrates a lack of research and understanding about this medium. Blogs don't solve all problem s. Yet 80-90 percent of questions I get rely on blogs. The other 10-20 percent are Facebook. Both great tools, neither of which may be right for every organization. Eric: Harvard Business Review did a July/August double issue (I think it was a year and a half ago) on the need to integrate sales, marketing and customer service. It was a fascinating look at the marketing vs. sales culture, and how it actually harms businesses. Check it out!

Rich: Amen, one size fits all represents a an error, one that demonstrates a lack of research and understanding about this medium. Blogs don’t solve all problem s. Yet 80-90 percent of questions I get rely on blogs. The other 10-20 percent are Facebook. Both great tools, neither of which may be right for every organization.

]]> By: Richard Becker http://www.crttbuzzbin.com/2008/04/21/the-integration-factor/comment-page-1/#comment-43029 Richard Becker Mon, 21 Apr 2008 22:26:03 +0000 http://www.livingstonbuzz.com/blog/2008/04/21/the-integration-factor/#comment-43029 Exactly right Geoff. The key is integration, and not just social media (Eric's point rings so true ... communication needs to happen from the inside out). And, the decision need not be made as easily as shaving five percent off other communication endeavors to make some semblance of a budget. Communication plans need to be looked at as whole and reallocated as needed before they are diced and sliced as some are proposing. Sure, there might be some companies that can skew heavily toward social media and see some successes that would not be afforded to them otherwise (I even work with a few). But they are rare, probably as rare as companies with no social media presence within 12-24 months. (If that is even possible, given their employees already are influenced if not engaged in it). Even more basic, companies need to ask what are they communicating, who do they want to communicate with, and what is the best medium to do with it. After all, developing a communication plan is more of process than a formula. And as such, one size does not fit all. Personally, I grow weary of the "one size fits all" social media formulas being pushed forward and I am sure you are too. It's like pushing how to bake a cookie. While I could give you a recipe, I doubt the recipe I give you would suit every occasion. In fact, there is not a single ingredient that "must" be in every cookie. Best, Rich Exactly right Geoff.

The key is integration, and not just social media (Eric’s point rings so true … communication needs to happen from the inside out). And, the decision need not be made as easily as shaving five percent off other communication endeavors to make some semblance of a budget. Communication plans need to be looked at as whole and reallocated as needed before they are diced and sliced as some are proposing.

Sure, there might be some companies that can skew heavily toward social media and see some successes that would not be afforded to them otherwise (I even work with a few). But they are rare, probably as rare as companies with no social media presence within 12-24 months. (If that is even possible, given their employees already are influenced if not engaged in it).

Even more basic, companies need to ask what are they communicating, who do they want to communicate with, and what is the best medium to do with it. After all, developing a communication plan is more of process than a formula. And as such, one size does not fit all.

Personally, I grow weary of the “one size fits all” social media formulas being pushed forward and I am sure you are too. It’s like pushing how to bake a cookie. While I could give you a recipe, I doubt the recipe I give you would suit every occasion. In fact, there is not a single ingredient that “must” be in every cookie.

Best,
Rich

]]> By: Eric Eggertson http://www.crttbuzzbin.com/2008/04/21/the-integration-factor/comment-page-1/#comment-43016 Eric Eggertson Mon, 21 Apr 2008 20:47:15 +0000 http://www.livingstonbuzz.com/blog/2008/04/21/the-integration-factor/#comment-43016 Speaking of integration, a huge opportunity can be wasted if you don't get frontline sales/service people aware of what you're doing and what about it is relevant to their customers/clients. I can't tell you how many times I've heard uninformed or dismissive statements about a campaign by people on the front lines. That sort of apathy or cynicism by employees speaks louder than anything coming out of the marketing or PR areas. Speaking of integration, a huge opportunity can be wasted if you don’t get frontline sales/service people aware of what you’re doing and what about it is relevant to their customers/clients.

I can’t tell you how many times I’ve heard uninformed or dismissive statements about a campaign by people on the front lines. That sort of apathy or cynicism by employees speaks louder than anything coming out of the marketing or PR areas.

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