The G2 show (aka authors Gini Dietrich and Geoff Livingston) is making the presentation rounds, landing in D.C. this June to promote integrated marketing campaigns. All the rage of the first tech bubble, marketing integration fell-out of vogue once the bubble burst. G2 says it’s time to break down the silos and work together, again.
Dietrich says the best way to make the integration work is to get CEO buy-in. In their book, Marketing in the Round, G2 suggests making the CEO’s job easy by providing messaging and scheduling both all-staff and in-person meetings.
Livingston and Dietrich realize discussion leads to ideas, so they gathered a panel of industry leaders: Alejandra Owens, AARP; Maddie Grant, SocialFish; Lisa Byrne, Pappas Group; and Kevin Fawley, Social Media Club D.C. This creative team recommends:
- Look at using Facebook sponsored stories rather than ads.
- Give others referrals and ask them to call you in on business, so you can get good in-bound word-of-mouth business.
- Use multiple communications spokes to push out your messages. (Another reminder not to communicate on silos!)
- Keep social media responses conversational. In other words, talk to people.
- Educate and teach people how to communicate conversationally.
- Be able to admit that you are not good at everything, and then find people who do have a voice for social.
- Don’t forget to respond to people on social media and don’t be accusatory.
Are you marketing in the round or are you siloed? How can you help move your organization toward integration? Please share your ideas with the BurrellesLuce Fresh Ideas readers.