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Next step, the world – part one March 22, 2010

Posted by BCME UK in PR, Social media.
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by Jill

Just as most marketing and communications teams have got their heads around social media and can see below the surface spin of the many so called ‘social media experts’ or have learned that owning a Twitter account and/or Facebook page is in itself is pretty useless comes the next wave. 

Led by the brands and organisations who got ‘social media’ early come sophisticated and intelligent integrated campaigns.  A concept many smart agencies have been trying to persuade clients of the advantages of for a long while.

So for those ready to take the next step and really reap the reward of integrated campaigns six key pointers to be thinking about:

  1. Which agency should lead?

Advertising

Pros

Often used to spending the majority of your agency budget with them

Used to listening to their strategic insights

Cons

Inherent broadcast messaging mentality

Stuck in ‘spend 80% of total on advertising’ and rest follows

Digital

Pros

Often grown up in the online world

Ability to number crunch and produce ROI-like stats

Cons

Can be ‘digital is best’ in their recommendations

SEO and PPC thinking is at the heart of their ‘strategic’ thinking

Public Relations

Pros

‘Conversation’ is often at the heart of good campaign thinking

Often have been integrating (non advertising) activities for years

Cons

Media centric agencies often aren’t experienced in integrated

‘Brand’ thinking can dominate ‘sales lead’ thinking.

I would add that, of course, I am biased as I have a comms background.  I would also balance that comment with my twenty years experience across a wide range of briefs and having worked alongside both advertising and/or digital agencies on campaigns.

You could also apply the same thinking to in-house responsibility for social media.  Which team should lead digital, marketing or PR.  Time for some radical thinking here?

The second part of this blog will follow tomorrow

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