MKT570 – Group IMC Account 1 www.loudcommsgurus.wordpress.com MKT570=Integrated Media Communication Assignment three: Group IMC Account Elisha Booth Catherine Gordon Jasmine Stone Fiona Thompson Due date: 12 September Submitted: 12 September Visit the LOUD blog for links and presentation www.loudcommsgurus.wordpress.com
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MKT570=Integrated Media Communication · MKT570 – Group IMC Account 3 Background Integrated marketing communication (IMC) is an extremely interesting area of marketing, particularly
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MKT570 – Group IMC Account 1 www.loudcommsgurus.wordpress.com
MKT570=Integrated Media Communication
Assignment three: Group IMC Account
Elisha Booth
Catherine Gordon
Jasmine Stone
Fiona Thompson
Due date: 12 September
Submitted: 12 September
Visit the LOUD blog for links and presentation
www.loudcommsgurus.wordpress.com
MKT570 – Group IMC Account 2 www.loudcommsgurus.wordpress.com
MKT570 – Group IMC Account 5 www.loudcommsgurus.wordpress.com
Social Media – Web 2.0
Consumer led content or customer initiated communication has increased significantly with the
emergence of social media and other online services, in particular Facebook, Google search and Blogs
(Switched On Media Pty Ltd, 2010). In June 2010, Comscore (Switched On Media Pty Ltd, 2010)
reported that two thirds of Australians visited social media sites and Google search saw over 10 million
visitors, of which 78 per cent were visitors to social networking sites and 16 per cent were heavy social
networkers. Facebook.com ranked as the third most visited site, with 6.1 million visitors.
It is important to note customers are likely to use smartphones to communicate
socially and to make online purchases – a ChoiceStream study found 37% of
smartphone users used their phone to buy merchandise in 2009 (Miller and
Washington, 2011). According to Reed (2011, p. 54), “E-commerce sites need to
be optimised in order to work properly on smartphones, with reduced graphics
and clearer links from the main screen into web pages.” So, organisations will
benefit from the development of optimised mobile websites and linking directly to
social media outlets.
Social media is an interactive process between customers and organisations, and is usually consumer
led. Organisations can benefit by understanding and incorporating customer initiated communication
approaches when developing IMC programs. In group websites like LivingSocial, consumer led content
is extremely important. When organisations send messages, customers pass the messages on to
friends through word of mouth and social media. In the model employed by LivingSocial, the
organisation posts a heavily discounted deal via email or on their website that customers purchase,
based on a set number of buyers required to „activate‟ the deal. To ensure minimum numbers are
reached, customers share the deal with friends, family and colleagues via social media channels such as
Facebook and Twitter to encourage higher involvement. Social media links appear on the „deal‟ webpage
with a tally of deals purchased to keep the word-of-mouth or „buzz‟ alive.
Figure 2: LivingSocial deal page - the homepage provides social media sharing links for customers to drive message to the public who will initiate the communication via word of mouth (LivingSocial Ltd, 2011).
“smartphone noun
a mobile phone with
access to the internet
and the functionality
of a personal
computer.”
(Macquarie Dictionary
Online, 2011A)
MKT570 – Group IMC Account 6 www.loudcommsgurus.wordpress.com
Citizen journalism
Another way consumers are initiating communication messages is through
citizen journalism, evident through articles written by consumer advocates or
representatives about organisations to inform or warn the public and encourage
comment and feedback. This is usually done via websites, blogs and forums.
Grouped.com.au is a consumer blog focusing on various group buying websites
and informing consumers of the best and worst deals and organisations,
keeping them up to date on the latest industry trends (Grouped, 2011).
Figure 3: Grouped.com is a consumer based blog and website comparing group buying sites (Grouped, 2011).
Additionally, shopping comparison websites and forums are regularly visited by consumers to ask for
feedback about an organisation‟s product or service – further proof that social media and citizen
journalism should be considered by marketers. For example, whirlpool.com.au is a social forum where
customers can gain feedback on, complain about or advocate an organisation. In Figure 4 below, a
potential customer asks Whirlpool members whether an organisation‟s deal is legitimate (Whirlpool,
2010). If this case were referring to LivingSocial, the organisation would have an opportunity to respond
immediately, acquiring the customer and protecting LivingSocial‟s corporate identity – all via a customer
initiated message.
“citizen journalism noun
journalistic reporting by
bloggers who are not
part of the established
media. Also, participatory
journalism.” (Macquarie
Dictionary Online, 2011)
MKT570 – Group IMC Account 7 www.loudcommsgurus.wordpress.com
Social media, citizen journalism and LivingSocial
Organisations are now taking a more consumer-centric approach and adapting their marketing activities
to suit the way customers find out about products and services (Halligan et al, 2009). LivingSocial
generates thousands of leads through inbound marketing via Google search.
Moreover, the LivingSocial Facebook page asks the brand‟s „fans‟ for feedback on deals prior to going
live, or even ideas. Customers can use Facebook to make requests for specific deals in their area, and to
complain about or compliment the organisation. The organisation responds, interacts and collaborates
with the customer to enhance loyalty and advocacy or acquire new customers via word of mouth. Again,
the customer is initiating the message and the organisation responds or actions.
Figure 5: LivingSocial's Facebook page allows the brand to interact directly with consumers (Facebook, 2011).
Figure 4: Organisations can respond to consumers on forums such as www.whirpool.net.au, offering direct communication opportunities (Whirlpool, 2010).