the 360 degree mrketing communications strategy
TRANSCRIPT
Connecting Great Ideas and Great Peoplewww.asaecenter.org
Frank Fortin, Massachusetts Medical Society
Jaime Nolan, IntrinXec Management Inc.Nan Dawkins, Serengeti
Communications
The 360-Degree Marketing
Communications Strategy
August 22, 20101:30 p.m.
Once Upon a Time …
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Photo credits: International Center for Tropical Agriculture (left); polyscene (right) via flickr.com
Align With Business Objectives
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No Magic Pill
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Nothing Goes Away: Every Tool Has Value
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They All Have to Work Together
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The Funnel is Still Relevant
The Funnel is Still Relevant
The Funnel is Still Relevant
Know Thy Community
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Social Technographics Ladder
© 2009 Forrester Research
Massachusetts Medical Society Members: All Ages
22%
74%
21%
15%
22%
13%
21%
74%
32%
14%
22%
9%
0% 20% 40% 60% 80% 100%
Inactives
Spectators
Joiners
Collectors
Critics
Creators 50
59
67
63
101
117
Vs. US adults=100
2008 2009
MMS Member Survey:Preferred Communication
Modes
FTFDM
E-mailWebsite
Weekly e-newsletterMonthly print newsletter
FacebookMMS e-Comnmunity
TwitterBlogs
0 10 20 30 40 50 60 70
2005
%
MMS Member Survey:Preferred Communication
Modes
FTFDM
E-mailWebsite
Weekly e-newsletterMonthly print newsletter
FacebookMMS e-Comnmunity
TwitterBlogs
0 10 20 30 40 50 60 70
20102005
%
Experiment and Learn Quickly and Cheaply
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Communicate to your outposts …
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… and bring them back home
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Cross Promote
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Your Checklist Could Look Like This …
Print newsletterMagazineWebsiteEmail newslettersSearchDirect mailMedia relations
BlogFacebookTwitterYouTubePrivate online
communities
Different Tools for Different Purposes
(Download a copy from our session handout.)
Photo credit: cmo.com
Prioritize and Focus
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Measure, Measure, Measure
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One Final Word: This Will Disrupt Your Way
of Doing Business
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Contact InformationFrank FortinCommunications DirectorMassachusetts Medical SocietyWaltham, [email protected](781) 434-7099
@massmedicalwww.massmed.orgblog.massmed.org
@frankfortinhttp://frankfortin.wordpress.com