Module III COM 105
Popular in Com 105- Communication in Global Context
Popular in Communication Studies
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This 3 page Class Notes was uploaded by Alanna Wight on Monday November 30, 2015. The Class Notes belongs to COM 105 at Washington State University taught by Gallagher in Fall 2015. Since its upload, it has received 15 views. For similar materials see Com 105- Communication in Global Context in Communication Studies at Washington State University.
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Date Created: 11/30/15
Module Notes 111315 Why You Need a NewMedia Ringmaster Spenner Patrick 2010 HARVARD BUSINESS REVIEW Why you need a newmedia Ringmaster Social technologies are helpful for the relationship with customers The problems are Traditional brandmanagement models are NOT up to the task They are designed for an outdated organizational structure Depend on people with the wrong skill sets Most companies separate the essential activities of communicating and fulfilling a brand promise into different functions The fragmented approach cannot begin to present a coherent voice for the brand or support the relationship building in a hyperconnected world What do brand marketers need today Updated model that features a new type of executive who is digitalsavvy and is skilled at coordinating a variety of marketing and customer facing activities someone who functions like a circus ringmaster How do we distinguish ringmasters from classic brand managers 1 Integrative thinking 2 collaboration skills 3 High speed Clear passion for and knowledge of social technologies An ear for stories that will play well An instinct for developing external relationships A holistic sense of the enterprise s communication priorities Previous experience in corporate communications or marketing is a must A background in customer service new product development and even frontline operations is valuable lnteqrative Thinkinq Familiarity with social technologies Strong understanding of brand mechanics and communications Ringmasters know how to combine the old with the new and harness the latest technologies to achieve brand objectives Less investment can achieve the same level of awareness that would be generated by a traditional media strategy which typically costs tens of millions of dollars Collaboration Skills start with far fewer resources than brand managers Rely on persuasiveness and charm Coopt people from across the organization and get them to work together on initiatives Require high emotional intelligence Zena Weist and HampR Block Promoting crossenterprise collaboration Enhance the company s presence and responsiveness on social platforms New Media Ringmaster First 100 Days httpwwwvoutubecomwatchvTlZDES3ch4 High Speed Ringmasters work with short time frames sometimes with daily cycles They should excel at using social technologies to detect emerging opportunities or threats and respond rapidly to them Jeanette Gibson and Cisco As Cisco s social media marketing director Gibson set up her team to scan and react daily In one of the most successful product launches in the company s history Gibson s team identified key online gathering places for target customers Spotted and engaged with the discussion leaders there Helped Cisco s own subjectmatter experts establish a presence in the dialogue Nudging the conversation toward the problems that the new product could address
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