Altimeter Group principal analyst, Brian Solis, recently wrote about “The Problem with Employment Engagement.” He looks at it from the technology disruption and leadership angles. There is impact from an integrated marketing communications (IMC) perspective as well.
The research and stats he cites from Gallup and Deloitte are staggering. Gallup found “only 13% of employees around the world are actively engaged at work, and more than twice that number are completely disengaged, toxic, and at risk of spreading negativity to others” that’s atrocious for companies. The Gallup and Deloitte findings should be a major concern for companies. Employees are every company’s first and foremost brand advocates. If a company’s employees are disengaged are they advocating the brand? – No.
Internal/employee communications is often left out or an afterthought in a company’s IMC strategies and programs. Companies can’t ignore this incredibly import constituency. It is critical that companies and CMOs/VPs of marketing increase the priority and efforts on internal communication and employee engagement. Companies need to keep employees informed and engage with them; foster these important contributors and brand advocates.
There are multiple benefits of proper and good internal communications that any exec suite will like: improved performance, higher morale, lower employee turnover, etc. Also, employees become more vocal brand advocates. And guess what??? All of these improve a company’s bottom line! Companies that don’t place a priority on internal communication will face higher employee turnover, lower productive and morale. Companies that get it will have the better talent and continue to thrive.
To illustration the point here is a great infographic from H&H Comms:
Infographic retrieved from: http://www.engageforsuccess.org/infographic-internal-communications-and-employee-engagement/#.U-T5XpWBHIU
Integrated marketing communications (IMC) is a lifestyle. Marketers and communicators need to live and practice what they preach. The thesis of IMC is to get the company’s message consistent across the communication channels. This has two roots: external and internal.
A lot of marketers focus on the external portion. Here are two graphics to illustrate that.
That’s great companies should and must have a consistent message across the outbound communication elements.
However, internal is a key component. Employees need to have the same understanding of what the company is about. The employees’ perception need to match consumers’ perception of the company. When these perceptions don’t align it fractures the brand identity and creates brand confusion. The point of IMC is to present a clear and cohesive brand identity and image.
That leads to IMC is a lifestyle. IMC needs to flow from marketers. Marketers need to convey IMC through their personal action, work and communications. Marketers need to keep team members informed and present clarity and a consistent message in the workplace. Working and managing in this style the company’s IMC campaign will flow naturally from the marketer leading it.
Images courtesy of Variable Data Printing and Business 2 Community.
Google’s Penguin & Panda algorithm changes caused a stir among the SEO community and marketers. Google is trying to thwart SEO tricksters or companies gaming the system; trying to ensure searches are more natural and direct people to meaning sites and content.
The main focus of Panda is to combat content farms or content mills, pushing them down the rankings. Panda does a great job of eliminating shallow content, low quality and “spammy” sites.
What’s this mean for marketers: develop rich and unique content. Social and emerging media helps. Panda looks at how shareable and interesting the content is.
Penguin focuses on: authority, anchor text, advertorials and hacked CMS. The authority aspect of Penguin also has a social element, it looks at: social sharing, rich snippets, and Google+ activity.
The moral of this cartoon tale…sharing is caring. Make your content likable and more importantly sharable.
Also, marketers can up their content marketing game to improve SEO.
Most people will get the Po reference – Kung Fu Panda; Chilly Willy you probably need to be a Gen Xer – Google it if you don’t know 🙂 or use Yahoo or Bing. Do people say Yahoo it or Bing it?
Here’s a cool infographic looking at Penguin and Panda from Reload Media, via Mag SEO.
Chilly Willy image courtesy Upload Images 4 Free and PO image courtesy Kung Fu Panda Wiki
Outside of direct marketing, determining ROI and measurability of PR, marketing, advertising has always vexed executives and PR, marketing and ad professionals. Social media platforms add a marketing element that exec want to see tangible and measurable results from. At first glance, these emerging media platforms seem to offer handy stats (likes, followers, views, etc.) to provide useful measurement numbers to demanding execs.
Intel has over 20 million Facebook likes. A lot of large companies boast millions of likes on Facebook, millions of views on its YouTube channel or videos and hundreds of thousands of followers on Twitter. Without a doubt 20 million likes for a B2B company like Intel is successful. However, do likes, views and followers tell the whole story? Do those numbers alone tally success or convey ROI?
There are some ways to rethink measuring the success of social media. Finding ways to link to sales; Dell claims to have $6.5 million in sales as a direct result of its Twitter activity. Also, companies can examine consumer sentiment in social media. Additionally, companies can look at re-tweets and shares as a way to measure.
There are some nifty services and tools to help track and measure some of these items in the social media world: Sysomos, Viralheat, Spredfast, Sprout Social, UberVu and Sentinel Projects.
Image via Anthony Coppedge.
Scoop it is an emerging media platform. Scoop it is a publishing platform or can be referred to as a curation platform or content aggregator. It is a cross between a content management system, a web bulletin board system, and a blog.
Scoop it was launched in November 2011. There are many users of Scoop it: marketers, consultants, entrepreneurs, retailers, companies, etc. Scoot it can be used as an aggregator of content around a specific topic, for example: social media, digital marketing or integrated marketing communications.
Online marketplace Esty uses Scoop it as marketing/advertising/awareness platform to spread the word about the neat and interesting things one can find on Esty. Here’s look as Esty’s Scoop it page.
Scoop it has developed a video to help newbies figure it out.
The social media platforms are burgeoning. It will be interesting to see if marketers embrace Scoop it like Pinterest and Instagram.
This past week Instagram launched a new video feature. This video feature allows people to create micro video clips of up to 15 seconds. Many companies have been successfully using the Instagram picture functions as a marketing tool; Virgin Airlines is a great example. At least 11 companies have already started using the video feature as a market tool.
Here’s General Electric using the Instagram video feature showing off a water test on a jet engine.
Quick hitting videos can be an effective marketing tool. A series of or several micro video clips are a good cadence for an effective frequency which can really help companies with brand recall and resonance.
On the flip side of the micro videos are short films. Brand entertainment is another way marketers are leverage video to promotion products and establish, maintain and/or enhance the brand image. Jaguar recent release a short film titled “Desire.”
Marketers have fully embraced digital/online video. Consumers can expect to see a lot more marketing type video over the next few years, whether it’s the micro clips or the brand entertainment short films. Since 2011 marketers spending on digital/online video has more the double – it’s only going to continue to grow.
Graph courtesy of eMarketer, via Marketing Land.
Here’s a look at digital and online toolbox for marketers. The tools at marketers’ disposal are: online video, social media, mobile, text, email, banner ads, etc.
Infosys assembled a nifty infographic on the digital marketing toolbox.
The internet is of growing importance to consumers when making purchase decisions on new products. The type of products runs the gamut from electronics to food and beverages. 81% of consumers consult the internet when purchasing new electronics products and 62% for new food and beverage products.
Social media remains an area of importance to marketers and popularity among consumers. In 2012 time spent on social media by consumer increase 63%.
Facebook remained popular however social media platforms Pinterest and Tumblr are growing rapidly in popularity.
What does this mean for marketers? Having a social media presence is still important as is interacting with consumers on these platforms. Mobile will grow in important throughout 2013. There are emerging mobile media platforms like Snapchat.
Images and graphs from Nielsen.