Top 10 Reasons to Integrate In 2011

Welcome to a New Year on the blog and what a fantastic way to start 2011 with a guest article from Gini Dietrich.  Gini, CEO of Arment Dietrich, is an author, speaker and communicator whose Twitter bio also describes her as a lover of shoes and wine!

Gini has been taking a look at why you should integrate all of your campaigns in 2011, if you would like to find out more  about Gini you can follow her on Twitter @ginidietrich and by paying her a visit at her superb Spin Sucks blog.

It shouldn’t come as any surprise to you that 2011 is the year of integration. This past year you got to play with social media tools and figure out which were most applicable to your business. Now it’s time to stop playing and integrate your traditional, digital, and mobile campaigns into one marketing and communication program.

Not convinced?  Following are 10 reasons you absolutely should integrate this year.

1. Privacy is going to become a bigger concern for people and they’ll begin looking for non-Facebook like networks where they can control their content and what is shared. This means your Facebook fans will begin to migrate somewhere you can no longer reach them.

2. Customer service and HR want a role in what marketing and communications are doing through the social networks so they’ll actively search ways to stay relevant in the ever-changing technology world.

3. No longer will you go to where your customers are participating online, they’ll come to you through the way they use the web. So your website will serve as a hub for all your social networks and then push people back out to various posts on the web. Everything you do should bring people back to something you own.

4. The recent decision from the FFC on net neutrality means the way you use the web, and the way you develop apps for smart phones, could change as early as March. Pay super close attention to what this means because, as a business and as a consumer, you may have to pay for access to certain things on the web, just like you do with cable television.

5. Developing campaigns under an integrated strategy will force you to look at where your audience is already participating online, how you can connect with them, how you can extend the conversation, and how you can get them to introduce you to others. In some cases this will happen online; in others it will be offline. Don’t ignore one for the other.

6. The day of simply pushing the same message in all of the channels is gone. It’s time to customize the role of each channel for your benefit, but by remaining selfless. You can do this online and offline.

7. Customers are becoming even more fragmented so an integrated approach is necessary. Some Baby Boomers, for instance, won’t do business without shaking your hand while most Gen Y’ers won’t do business by shaking your hand.

8. Companies such as Zappos and Starbucks have changed the way we do business. Our customers (and it doesn’t matter if they’re B2C or B2B) want to have a voice in our process and they want to have access to all of the people who work within the four walls. Innovation tools such as Salesforce Ideas, UserVoice, and GetSatisfaction allow you to build products in real time with customers.

9. Employees are using technologies such as Yammer and Basecamp to communicate with one another, without the approval of IT. The opportunity to integrate these tools into your employee and internal communication strategy is prime.

10. The opportunity to organize the company in a centralized model has never been better. Research from Altimeter shows companies are “organizing in at least five different models.” Creating a centralized model allows internal teams to assemble in order to share and learn and then communicate with external audiences.

What do you think? Convinced?

Many thanks to Gini for getting 2011 off to a rousing start with a super article.  Please let us know what you think about her view of Social Media and the role it will play in marketing and communications in the future.

*Image Sources

Confidential – Idea go /

Arrows – Salvatore Vuono /

Targets – Simon Howden /

People – Salvatore Vuono /

If you like this article please use the buttons to your left to share with your friends, thank you.

  • Gini Dietrich

    Thanks for having me, Tony!

    • Tony Hastings

      My pleasure Gini, been lovely working with you and thanks for getting 2011 off to such a great start with your super article :-)

  • Julio Ricardo Varela

    Gini, as always, this is awesome. I think number 9 is a big one, the rise of enterprise social media will grow big time.

    • Gini Dietrich

      We love Yammer internally (though our IT guy hates it!). It makes managing people across the nation MUCH easier for me.

  • Anonymous

    Love this topic Gini. Question on point 2: “Customer service and HR want a role in what marketing and communications are doing…” Do you think they will work with marketing, under marketing (as in marketing trains them on this, and they pass it through marketing), or just do their own thing without checking with marketing? Interested to know your thoughts on this.

    • Gini Dietrich

      Hey Johnny! I actually see all of these functions becoming part of a hub. Instead of working in a silo, HR will work WITH marketing (and vice versa). So if you put the company in the middle of the hub, the different departments all rotate around the hub, working as one, in one direction instead of against one another. At least…I hope.