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Copy of Copy of Online Integrated Marketing Strategy

Best practices for internet marketing

Lori Masotta

on 23 March 2016

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Transcript of Copy of Copy of Online Integrated Marketing Strategy

Communication that is Unified, Consistent, Positive, Steady and Effective
Communication Is Everyone's Responsibility & It Happens At All Levels
We need to build it into the DNA of the organization
Where Are We Today
Communication today is Random, Sparse, Disjointed and Unsuccessful
In summary, we communicate today... A LOT, but at the end of the day, we recognize that we are not doing it well.

We need to take a step back, re-set and define a cohesive

"The art of communication is the language of leadership"
-James Humes
All-hands calls happen sporadically
Clarity status reports
Monthly 2-down meetings have ceased
Contribute to 80-page program status monthly
Drive monthly OC meeting Tech update
Weekly management meetings

Sparse content on TEKE
Contribute to "Weekly Accomplishment" email
Contribute to "Monthly Recognition" email
Various committees by function or region
Release notes
Regional townhalls
"If a tree falls in the forest and no one hears it, does it make a sound?"
Communication Does Not Replace:
Engaging with the business
Building relationships
Demonstrating involvement
Establishing partnerships
Creating camaraderie
Building trust, ie walking-the-walk
"The superior man is modest in his speech but exceeds in his actions"
Why Communicate?
Advertise, market and promote to the business
Emphasize and articulate technology value
Encourage partnership
Educate our end users
Elevate business understanding of the technology portfolio and strategy
Engage the organization
"The single biggest problem in communication is the illusion that it has taken place"
Design Globally, Deliver Locally
Encourage Innovation & Creativity
Strengthen Our Fortress Platform
Collaborate with & Engage Our Partners
Think Beyond the Monitor
What We Want
Improve and revitalize communication by moving towards an integrated strategy that impacts the organization
There Are Realities We Need To Acknowledge And Accept As Challenges
People don't have the time to be communicated to

Communication is not a natural skillset for technologists

Technologists do not think communication is part of their job

Overwhelming volume of communication already out there

Very difficult to keep content timely and accurate
Build for consistency, growth, and supportability, but deliver focused on the client
Recognize innovative solutions, doing things different, embracing change and out-of-the box thinking
Work closely with partners across the organization in order to provide client-focused solutions
Think holistically regarding end-to-end processes and business operating models

Increase organizational awareness
Empower the organization
Motivate the organization
Improve team morale
Establish camaraderie
Strengthen teamwork
Recognize achievements
Define policy
Govern processes
Share information
Control the message
Establish our identity
Re-enforce core values
Escalate issues and risks
Alert users
Audience, Channel, Medium

Who do target for communication?
What do they care about?
How to they absorb information best?
What's important to them?


What forum will work best?
How to we want to transmit our?
How do we effectively reach our audiences?


What vehicle is most appropriate to convey our message?
What will catch the audiences attention?
How is the message best delivered?
-George Berkeley
Communication Strategy
-George Bernard Shaw
Outwardly, we inefficiently scramble to pull together messages to promote our achievements to the business. And as a result, the business is unclear of the value statement which undercuts trust and partnership we have with them.

Inwardly, our organization is unclear of organizational goals, challenges and the over-arching strategy. This can lead to confusion and a feeling of isolation, as well as mixed messages being conveyed to our partners.
Communication is happening, though it's not accomplishing the desired result
Outwardly, good communication helps manage expectations with our users, allows us to promote our achievements, fosters better working relationships and improves our engagement and collaboration with the business.

Inwardly, good communication helps set expectations throughout the organization. It positions people for success by encouraging teamwork and the sharing of ideas, which leads to innovations that will benefit the business. Also, the more information received, the more likely they are to share that information and act as ambassadors to the organization. The more knowledgeable they are, the more efficient the organization will operate.
Communication is currently viewed as a task to be endured, and symptom of the bureaucracy. We need to change this throughout our organization, so that communication is instead viewed as a valued activity - a way for accomplishments to be recognized, a way to improve teamwork and coordination across programs, a way to share knowledge and generate ideas, a way to engage with the business in more significant ways.

Everyone needs to recognize communication as part of their roles & responsibilities, regardless of the function they perform. Management needs to endorse this with a strong voice that conveys the expectations.
Bad communication is just as bad as no communication. More is not always better. It is important to identify our opportunities and objectives before we define the communication strategy
Any strong communication strategy is multi-dimensional, utilizes a variety of approaches, and considers many factors including:
Let's start with some basics....

Where we are today

Where we want to be

What are our objectives

Some guiding principles
Let's review some ways to communicate....

Different audiences

Different channels

Different mediums


Some pros and cons of each
... and then acknowledge the challenges we face
Mission and Values Statements can help us communicate

By creating clear, meaningful and reflective statements, we can powerfully communication our strategy and inspire the organization

The more clearly we can articulate high-level goals from the start, the less time we spend on fixing poor communication, alignment, engagement and unwanted cultural behaviors
... so now let's consider the following:

"What We Do" - our Mission

"Who We Are" - our Values
Ensure platform security as well as availability, speed and capacity to meet volumes, growth and demands
A look at next steps...
Confirm objectives

Confirm core values and mission statements

Understand the mandated reporting in 2015

Design our communication strategy

Kickoff and introduce
2-Down Meetings
Good for engaging the audience, getting immediate feedback, conveying confidence, answering questions, adjusting the communication as it goes, adding a personal touch, building trust and camaraderie
Good for large audiences, conveying complex information, sending urgent messages and allows for material to be referenced or shared
Senior leadership targeting Operating Committee members across the organization
Within and throughout the teams, including technology, business, and operations
Important to demonstrate performance against goals, ensure recognition for the organization, and escalation of issues ; Also creates opportunity to increase awareness across the organization
Downward communication throughout the organization creates 'ambassadors' who are able to further the strategy, mission, vision etc. It also creates a sense of community - a shared experience across teams and encourages working together, sharing ideas, & better coordination of efforts
Required by the organization or regulatory bodies
Defined, customized and initiated by our organization
Demands accuracy and timeliness, and doesn't allow for flexibility or personalization
Allows for custom messaging and specialized targeting to the audience, but must be cautious that it reconciles with mandated as well as other self-defined communications so as to not convey conflicting information
Weekly, Monthly, Quarterly
Good for and providing status ; Also helps set expectations and establish a consistent baseline of communication. Timeliness is important especially when communication depends on input from many.
Good for conveying a sense of urgency, presenting time-sensitive information or for sending one-off special messages
Directed to the business, finance, operations, technology leadership
Directed to our technology organization
Typically more formal, non-controversial information
Can allow for more informal, technical and/or personalized presentation of information ; Also used to communicate sensitive or personal messages
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