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 cautiouslyHR perspective on Facebook in the Enterprise 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 ext. 202 or Web site: Blog: LinkedIn: Facebook: Twitter: