Case Studies: When New Media and Old Media Converge

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Case Studies When New Media and Old Media
Converge

• Presented by Cara Stewart Good February 18, 2009

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How do I successfully integrate new media into
traditional communication and marketing plans?
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What well cover

• Case studies to illustrate how companies are
  combining new media and old media to reach their
  strategic objectives
• Considerations before integrating social media
• How to know when to use new media tools and
  when to avoid them
• What is involved in maintaining a blog, building
  a podcast and more

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Power to the content generators

• Social media was intended to gives everyday
  people a voice and platform to share their own
  content
• Companies see the value of harnessing publishing
  models
• Text
• Web video
• Podcasts
• Created even more channels for an increasingly
  fragmented audience
• The key is to balance and complement traditional
  media and remember your goals

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The art of business storytelling
Your job ensure the successful delivery of ideas
throughout the communications chain.
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The old communicators tool box
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The new communicators tool box
courtesy WebGuild
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Case study Build an unknown on 0 budget
How Going Green Draws Talent, Cuts Costs
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Key take-away In Google we trust

• Kill the gatekeeper reach audiences directly
• Intranets and social media platforms to
  communicate with employees
• Go straight to customers and consumers instead of
  bartering with the traditional press
• Authenticity counts avoid corporate speak
• Op-ed pieces and how-to articles are a start but
  avoid using these as promotional vehicles
• Share personal experiences
• Think visual
• Corporate videos are reborn
• Show the humanity of your company
• Market to the season
• Calendars and almanacs still have a place in this
  new world
• Check GoogleTrends for whats topical
• Write scannable copy
• Use subheads and bold-face headers
• Keep it shortbetween 500 and 700 words is best.
• Provide links to other information, artwork and
  solicit feedback
• Offer bulleted takeaways or story highlights

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Case study Unify a work force

• Serena Software adopts Facebook as intranet site
• BusinessWeek called the exercise a big corporate
  bear hug
• Company demographics proved challenging
• 900 employees average age 41
• Thought it was frivolous but now see the value
  of collaboration
• Get personal on Facebook Fridays
• Challenge staff to spend 1 hour each week on
  Facebook
• Update their profiles,
• Collaborating with colleagues and clients
• Recruiting for Serena
• Set up employees-only group on Facebook as a kind
  of alternative corporate intranet
• Exchange documents
• Update corporate information
• Share marketing videos
• René Bonvanie, an SVP at Serena says, We believe
  we can get people to communicate and collaborate
  more.

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Key take-away Trust professionals

• Social media is an HR and corporate PR issue
• HR perspective on Facebook in the Enterprise,
  written for HR professionals, says HR managers
  should approach the use of Facebook in the
  enterprise cautiously
• A responsible way to handle this is for employers
  to negotiate a reasonable conduct policy with
  employee representatives, and make it clear to
  them what is expected of them in their private
  lives, both offline and online.
• Don't control unless there's an absolute need to
  control

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Case study Dodge a stodgy image

• Printronix enters new market category by building
  thought leadership
• 2005 Infuse brand into all tools
• Speakers bureau for events press
• White papers
• Demo centers and university alliances
• Editorial coverage
• Education-based programs
• Case studies
• Trade and consumer advertising campaign
• RFID Labeling book
• 2006 Create new media brand tools
• 2009 Only digital media is funded

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Key take-away Get more mileage from content

• Podcasts take planning
• 1x month
• Script like any other material
• Use telephone recordings for ease
• Repurpose for advertising, sales, etc.
• Embrace your customers, partners, etc.

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How do I successfully integrate new media into
traditional communication and marketing plans?
Use all of the knowledge, talent and know-how
that got you here to get you where youre going
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Thank you

• Contact Me
• Cara Good
• 714-862-1112 ext. 202 or cara.good_at_wundermarx.com
• Web site www.wundermarx.com
• Blog www.caragood.com
• LinkedIn www.linkedin.com/in/caragood
• Facebook www.facebook.com/people/Cara-Good/682516
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• Twitter www.twitter.com/remarx