Case Studies: When New Media and Old Media Converge

Presented by Cara Stewart Good February 18, 2009

How do I successfully integrate new media into

traditional communication and marketing plans?

What we’ll 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

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

The art of business storytelling

Your job: ensure the successful delivery of ideas throughout the communications chain.

The “old” communicator’s tool box

The “new” communicator’s tool box

courtesy: WebGuild

Case study: Build an unknown on $0 budget

How Going Green Draws Talent, Cuts Costs

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 what’s topical

• Write “scannable” copy

– Use subheads and bold-face headers

– Keep it short—between 500 and 700 words is best.

– Provide links to other information, artwork and solicit feedback

– Offer bulleted takeaways or story highlights

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.”

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

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

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.

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 you’re going

Thank you

Contact Me

Cara Good

714-862-1112 ext. 202 or cara.good@wundermarx.com

Web site: www.wundermarx.com

Blog: www.caragood.com

LinkedIn: www.linkedin.com/in/caragood

Facebook: www.facebook.com/people/Cara-Good/682516964

Twitter: www.twitter.com/remarx