Gini Dietrich

Marketing In the Round

By: Gini Dietrich | December 5, 2011 | 

This post is co-written by G Squared (Geoff Livingston and Gini Dietrich).

Guess what?!?

We finally get to talk about our new book! We joked, early on, that it’s not nice to tell prolific bloggers they can’t write about what they’re writing about. It’s been a challenge, that’s for sure.

But it’s time to let the cat out of the bag because Marketing In the Round: Multichannel Approaches In the Post- Social Media Era is listed and ready for pre-sale on Amazon and Barnes & Noble!

I was trying really hard not to be a douchecanoe who gets all excited about these little milestones, but it’s really stinking cool to see your name listed on Amazon. I mean,really cool.

About the book…

Integration of All Disciplines

You may recall the number three social media trend, I listed last week, as integration of all disciplines. That is because integration is a much discussed topic within social media, but also one PR and marketing professionals are discussing in great detail.

A recent IBM study of 1,700 chief marketing officers has some interesting results. It found respondents:

  • Are facing a challenge trying to figure out how to integrate the growing number of new marketing channels and devices, from smart phones to tablets.
  • Fifty-six percent view social media as a key engagement channel.
  • Not since the original dot com era have they been under so much pressure to understand how new media integrate into the mix, and how all the parts work together.
  • Seventy-eight percent expect more complexity during the next five years, but only 48 percent are prepared to deal with it.

There is a great need for information and an understanding in multichannel marketing.

Geoff and I (G Squared!) have both successfully marketed in the social and mobile media realms, yet our roots are in traditional public relations and advertising. Because of that experience, we believe our book offers new insights into how to build an integrated program that leverages the strengths of all disciplines, old and new.

Move Social Out of the Sand Box

When the book is released in May, it will have been nine years since Robert Scoble began his tenure at Microsoft as a video blogger. It will have been more than five years since the launch of Twitter. And nearly six years since Facebook opened to anyone older than the age of 13.

The era of corporate and general population usage of social media has entered its maturation and evolutionary phase.

The challenge is no longer how to incorporate social into the marketing programs, but how to move social out of the sand box, and into a role that fits within larger marketing context.

We find that role — an important one for grassroots and customer relations — is often overblown.

Consider most successful marketing programs are in actuality integrated using advertising, direct marketing, mobile, and/or PR with strong social components. Rare is the pure grassroots, or viral, hit.

Marketing In the Round

When I left the big, global PR firm, it was to join an advertising agency to help build their PR department. It was early 2001 and integration was all the rage.

And, in fact, it was a lot of fun and fairly simple to propose PR programs to their existing advertising clients.

But then we had the 9/11 tragedy and everyone retreated to their respective corners, licked their wounds, and began to violently protect their own fiefdoms. Integration was, once again, dead.

Our approach to integration is to use a roundtable concept…where all disciplines work together to break down the silos, do what’s best for company growth, and work together.

It may seem a bit naive if you haven’t yet tried it, but it works. G Squared have both been working with organizations to do precisely this for years.

The book has case studies of companies, non-profits, and other organizations who have been successfully integrating for years. It has exercises for creating your own marketing round. And it gives you all sorts of ideas, benefits, and risks for creating a strategic and integrated marketing round.

It’s not out until May (our final deadline is January 2 and we’re already two-thirds finished writing), but you can pre-order it now.

Here we go!

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • Sign me up. I want one! Gonna go order it now!

    • ginidietrich

      @KenMueller Ah. You’re such a good friend. Thank you!

      • @ginidietrich This would have definitely been on my textbook list for my class this Spring if it had been out. Just make sure the book tour hits my area so you can sign it.

        • ginidietrich

          @KenMueller You’ll definitely receive a signed copy.

        • @ginidietrich aw, thank you!

  • YEAH! Congrats, can’t wait to get in on my Kindle!

    • ginidietrich

      @sydcon_mktg Um, I can’t sign the copy on your Kindle. How does that work these days? I’ll have to sign a post-it note that you can put on the cover of your Kindle while you read it.

      • @ginidietrich@sydcon_mktg Hmm. interesting. I wonder what this whole digital thing means to the book collectors and rare book market.

        • @KenMueller@ginidietrich I had never thought of that. I like having all my books at my finger tips in my bag, especially while at kids activities, as well as sparring some trees!

        • ginidietrich

          @sydcon_mktg@KenMueller It is an interesting discussion. Look at that gives you adult-version Cliff’s Notes. What does that mean for book sales? It’s great that many people get exposed to your message, but they don’t buy the book.

          I LOVE having my books at my fingertips, especially when I travel. As a consumer, it’s fantastic. As a soon-to-be author, I don’t know how I feel about it.

        • @ginidietrich@sydcon_mktg Same thing with Spotify for music. There are a lot of little ripples from this whole interwebs thing

        • ginidietrich

          @KenMueller@sydcon_mktg Yeah, great point. BUT the thing I like about Spotify is they pay the artists based on how many times the song is played. So they still win.

      • @ginidietrich Or, I can make an exception & get a hard copy for sentimental purposes!

  • bryanwillmert

    Nice!!! congrats Gini!!!!

    • ginidietrich

      @bryanwillmert Thank you! Bears.

      • bryanwillmert

        @ginidietrich Im excited to read it!! It looks good.. 🙂 #BEARS #high5

  • DallasKincaid

    Well, look at you…just LOOK at YOU! Who would have ever thought someone who wears their clothes backwards and cheers for the Bears could grow up to be so successful! You go Gin Gin!

    • ginidietrich

      @DallasKincaid I think when people picture “success” there is NOT a photo of me. Perhaps I’ll have to learn how to put my clothes on the right way now?

  • mollyblock

    One word: Congratulations!

    • ginidietrich

      @mollyblock Thank you, Molly!

  • Congratulations! What an amazing accomplishment, and one you should be proud of. Most people on this planet talk about writing their book, but never take action to do so. You and Geoff should be very proud of the fact that you’ve walked your talk. Bravo and congrats! Kaarina

    • ginidietrich

      @KDillabough You know what I love about you? You always repeat what my mom says. And I ignore her because she’s supposed to say those things. But I have to listen to you. Unless she’s paying you??

      • @ginidietrich No, she is not paying me so I’m DELIGHTED that you have to listen to me, haha! Besides, I only speak the truth…always:) Love U right back:)

  • Go, Gini! Go Geoff! You’ve always been so smart and generous here on Spin Sucks. I was wondering when you were going to offer your wisdom in a book. Now we know! Congrats! Looking forward to May.

    • ginidietrich

      @Katjaib Ah! Thank you!! Now if I could just beat you at WWF.

      • Now if I could just write a book! @ginidietrich

      • Wait! Did you just publicly admit that I am kicking your butt at WWF?!!!! What a sweet day this is! @ginidietrich

  • Congrats to you both. Excited to get my hands on a copy.

    • ginidietrich

      @Sean McGinnis No copy for you!

  • Congrats G squared! Can’t wait to read this.

    • ginidietrich

      @John Falchetto Thanks John! Six more months. And then it’s here!

  • Ike

    Excellent! Two of my favorite people, joining forces to produce only one book for me to pretend to read!

    (seriously, congrats to both of you.)

    • ginidietrich

      @Ike I’m OK with you pretending to read it. As long as you have a copy.

  • Congratulations to you both! And enjoy the feeling of seeing your name on Amazon…my goodness, you should be allowed that feeling without calling yourself a douchecanoe. We’re not that cool!

    • ginidietrich

      @EricaAllison Thank you! It’s not big rosy cheeks like a certain little person, but I’ll take it.

  • ryancox

    I can text someone who can see theit name listed on Amazon. Somehow I just gained 400 cool points. #WINNING

    • @ryancox Right, because in the end…this really is all about you Ryan 🙂

      • ginidietrich

        @LauraPetrolino@ryancox What Laura said.

  • Wow this is awesome. Congrats to you both. I CAN’T WAIT to read it!!

    • ginidietrich

      @rachaelseda Thanks Rach!

  • How awesome for you Gini and Geoff….I am very excited for you and SO looking forward to reading this informative book!!! What a great news to start the week!!!

    • ginidietrich

      @SocialMediaDDS You crack me up! Thank you!

  • Rock on. G to the power of 2! And @ginidietrich are you kidding me, of course you should celebrate each milestone. If you don’t who will? I am really excited about this, because it IS time to move social out of the sandbox. I learned 2 days ago that the first SMS was sent 19 years ago. 19 years!!!

    • ginidietrich

      @manamica Has it really been that long?! Isn’t that strange? It doesn’t feel like it was that long ago.

  • Will you be doing a webinar for $47?

    Congrats, guys, good to see two smart folks join forces.

    • geoffliving

      @DannyBrown For you? Anytime!

      • ginidietrich

        @geoffliving@DannyBrown YOU definitely get to pay $47 for a webinar. Thanks for the offer!

    • @DannyBrown They will, and you will actually get a robe when you sign up!

  • bradmarley

    Congratulations, Gini & Geoff!

    • ginidietrich

      @bradmarley Thanks Brad!

  • I am SO psyched for you both! Looking forward to reading it!

    • ginidietrich

      @C_Pappas Thank you!

  • Congrats on your book, Gini!



    • ginidietrich

      @FranchiseKing You know how it feels when you see your name on Amazon for the first time, don’t you?!

  • Congrats on your book! So exciting and can’t wait to read it 🙂

    • ginidietrich

      @Cision Thanks Yvette! I’ll see you tonight!

  • balemar

    Congratulations! Really amazing seeing both your names together in print. 🙂

    • ginidietrich

      @balemar It has a nice ring, doesn’t it?

  • geoffliving

    Congratulations, Gini!

    • ginidietrich

      @geoffliving Congratulations, Geoff!

  • I have said this many times. Social Media s communications technology. Marketing is not a component. The companies that use technologies of all sorts to improve internal communications and operations, and external communications with customers, prospects and the world will benefit hugely.

    What you are seeing will not be social networks driving things but communication integration into the web of how business works. The challenge is fracturing of this. Going from one telephone to two is easy. But what if a customer prefers email, another twitter, and a third a priority platform and you need to receive orders from all 3? What if procurement finds one communication tool is best but it is different from what manufacturing deems best? and as new technologies keep coming out do you take a dive to be a forerunner or wait to see what happens before choosing a path?

    IBM loves this stuff because this is what they do. Consulting and Integrating Technologies. Look to them to be a much bigger winner than a facebook or twitter.

    • ginidietrich

      @HowieSPM Thank you. I’m copying and pasting this into our intro.

  • A resounding ‘Yay’ comes from the Petrolino Party! Can’t wait!

    • ginidietrich

      @LauraPetrolino YAY!

  • Integration is everything for businesses because it forces them to focus on what’s really important — the customer experience. Congrats to you both!

    • ginidietrich

      @JGoldsborough NOW I can send you what you requested. 🙂

  • danielnewmanUV

    No SMART remarks here Gini…

    I’m very excited to read this and provide you with exhaustive feedback 🙂


    • ginidietrich

      @danielnewmanUV What?! I hardly know what to do with a non-smart remark.

  • I’m a proud tweep, Gin Blossom and Geoff. Congrats in spades; can’t wait to review.

    • ginidietrich

      @Soulati | PR Thanks, love!

  • jennwhinnem

    Gini, I’m excited for you! This is something we talk about at work…will be purchasing for sure. Congratulations!

    • ginidietrich

      @jennwhinnem That’s what I like to hear! YAY!

  • Passing this link along to some folks I’m working with – looking forward to the read!

    • ginidietrich

      @iBusinessBrain Thank you!!

  • maddiegrant

    Congrats! I know it will be awesome and can’t wait to buy it. Put me on your list for a blog interview or guest post once you’re in book launch stage!

    • ginidietrich

      @maddiegrant You’re already on the list. Bwahahaha!

  • I was going to say something nice but Gini wouldn’t recognize me if i did that! Really excited for the book and by May I will be able to afford it! 🙂

    • ginidietrich

      @NancyD68 I would have no idea what to do if you said something nice.

  • I just thought of something….won’t it be awesome when @ginidietrich and @geoffliving ‘s book is featured on a #FollowFriday book review on other people’s blogs? Turnabout is always fair play.

    • ginidietrich

      @SocialMediaDDS I was going to say, wouldn’t it be a bit narcissistic to feature the book on my own blog. But then you said “other people’s blogs.”

      • @ginidietrich@SocialMediaDDS *taps Gini on shoulder* Dear, you did just feature your book on your own blog! Silly!

        • ginidietrich

          @NancyD68@SocialMediaDDS I meant as a #FF, silly.

        • @ginidietrich@SocialMediaDDS I will review your book and maybe it will be on a Friday!

  • I think this oughta be a scratch ‘n’ sniff book. or pop up. or both.

    • @KenMueller I think Ken is on to something here. I also might like a part where we have to put on 3-D glasses!

      • ginidietrich

        @LauraPetrolino@KenMueller I’ll see what I can do for both of you.

  • wendyroan

    Congratulations! I’m looking forward to reading it.

    • ginidietrich

      @wendyroan Thank you!

  • Now you need to come up with a song that can be sung in rounds. Seriously. Congrats, G+G!

    • ginidietrich

      @Shonali Oh trust me. Once Geoff gets started with the creativity, I’m pretty sure that will happen.

  • Neicolec

    Cool! Congrats, Gini and Geoff!

    • ginidietrich

      @Neicolec Thank you! xoxo

  • Will you autograph a copy? I know you were hesitant about the picture with me, but maybe I can at least get your signature, huh?

    I’m sure this is answered in your book, but is integration like a three-legged stool and if you leave out one component you are dead in the water? Or, if you do whatever integration you choose very well and commit to being ‘all in’, can that get you to where you want to go.

    I know this has been a labor of love and I’m very excited for you; I wouldn’t say stinking excited, but probably pretty close.

    I will definitely get my copy.

    • ginidietrich

      @bdorman264 It’s like a three-legged stool that needs a fourth leg and, without it, you can’t really sit on the stool.

      And I will do anything for you. Except be seen in public with you.

      • @ginidietrich Yes, you do have a professional image to maintain……I do have a couple of disguises I can try out if necessary however………

        • ginidietrich

          @bdorman264 Oh! A disguise is perfect.

  • I love this sentence:

    “The challenge is no longer how to incorporate social into the marketing programs, but how to move social out of the sand box, and into a role that fits within larger marketing context.”You go girl. Ordering mine as soon as I leave this blog.You are singlehandedly responsible for me ignoring my own tasks for at least 2 hours per week. This book will be added to that list of hours I am ignoring my email inbox. Thank you!

    • ginidietrich

      @AmyMccTobin I am a big advocate of ignoring email!

  • Congratulations. It sounds great.

    • ginidietrich

      @TheJackB Thanks! Maybe Dear Abbey can do a nice little Q&A on it.

      • @ginidietrich She and her sister are gearing up for Chanukah but I am sure that they can find some time for you.

        • ginidietrich

          @TheJackB That’s what I like to hear. Er, read.

  • Thrilled for you both. 🙂

    • ginidietrich

      @Marcus_Sheridan Thank you, Teeth!

  • Douchcanoe. I just got my morning coffee in my nose.

    That’s awesome Gini! Super excited for you and I look forward to reading it 🙂

    • ginidietrich

      @Maranda LOL! I can’t believe you’re the first one to mention that here. I did that for the coffee spitting purpose.

  • And you’re sure you want me to review this?

    • ginidietrich

      @JayDolan I DEFINITELY want you to review it. If only to keep my ego in check.

      • @ginidietrich But what about Geoff’s ego? Is his ego fair game?

  • Congratulations! I look forward to reading it!

    • ginidietrich

      @Collectual Thank you!!

  • ShellyKramer

    Congrats! Looks fantastic!

    • ginidietrich

      @ShellyKramer Thank you! I saw your DD yesterday. She’s awesome.

  • Gsquared it is…

    • ginidietrich

      @faybiz I was hoping you’d see this!

  • MikeSchaffer

    Fan-frickin-tastic! Can’t wait to read it!

    • ginidietrich

      @MikeSchaffer LOL!! I hope it’s fan-frickin-tastic!

  • KarenARocks

    Congrats! What an amazing accomplishment. And props to you for including the word douchecanoe. On a similar note, I heard the phrase “ass-douchery” this weekend. Okay, I just realized I should be commending you and I keep talking about douches. My apologizes.

    • ginidietrich

      @KarenARocks It’s OK, Karen. We approve here.

  • HeidiCohen

    Congrats! Best wishes on this milestone. Happy Marketing, Heidi Cohen

    • ginidietrich

      @HeidiCohen Thanks Heidi!

  • This will be a needed book. The only type of marketing I do is integrated – I package the idea as building a customize traffic system, but that’s really all it is, bringing together search, social media, publicity, online & offline PR, expertise marketing, advertising etc all of it under one umbrella.

    Very easy to do when you’re talking with a small business with under 25 employees – some of the integration is already taking place due to necessity. The IT department is probably the social media gal, who works with the marketing dude, who hired the PR company, if there is one.

    Extremely complicated when you’re working on the enterprise level or with a bigger brand. Who owns what? Why is there resistance to marketing and search being handled in concert with the public relations company? Glad to hear it guys.

    • ginidietrich

      @Tinu You know what’s funny? We found, through our research, smaller companies are worse at integration than bigger companies. We found they tend to be more protective of their silos so they can keep their jobs, especially at start-ups. I found that to be really interesting because my experience with small business is the same as yours.

  • jacque_PR

    Can’t wait to read this amazing book, Gini!

    Also, I must commend you on the usage of “douchecanoe” in your post. 😉

    • ginidietrich

      @jacque_PR Thank you very much. I was quite proud of myself for getting it in there.

  • When you two want to do a book speaking tour plan a trip to the Bay Area. I will help you line up gigs. Can’t wait to read it.

    • ginidietrich

      @hackmanj The Bay Area is definitely on our list. We have to figure that out soon. It’ll be June/July.

      • @ginidietrich that’s great.

  • Congratulations, Gini and Geoff! I’m looking forward to reading your labor of love. I am a big believer in integrated marketing communications, think it is definitely the way for companies to be more effective marketers, but find it challenging (at times) to make it happen.

    • ginidietrich

      @Shelley Pringle Hopefully we can make it a little easier for them to do it!

  • guhmshoo

    Will there be an audio book and if so, can it be read in the voice of Darth Vadar?

    • ginidietrich

      @guhmshoo Oh that’s a good question. Let me see what I can do!

  • Very happy for you and @geoffliving . Looking forward to reading.

    • ginidietrich

      @jeffespo Wait. You’re going to read it??

  • CharPennyAnn

    Congratulations Gini, I cant wait to read your book!!

    • ginidietrich

      @CharPennyAnn Thanks Char!

  • ToddBartlett

    Congratulations! Writing a book is a major accomplishment. I am going to pre-order my copy tonight.

    • ginidietrich

      @ToddBartlett You rock. Thank you!

  • Wooooohooooooo!

    Congratulations Gin Gin :). So proud of you.

    Can’t wait to read it!

    Talk very soon.

    • ginidietrich

      @Griddy A comment AND a personal note?! YAY!

  • Congrats to both of you! And you have every right in the world to get giddy about seeing your name on Amazon! 😉

    • ginidietrich

      @Nikki_Little Thank you!

  • Sorry I missed this yesterday. Love the title! I can’t wait to read it and will, of course, pre-order.

    More importantly… Very excited for you Gini! You’re the hardest working woman in the blog biz, and I’m glad to see it is paying off for you in yet another way. Congrats to you and your fellow G!

    • ginidietrich

      @adamtoporek I don’t know about that, but I certainly know who to pay to say nice things about me (check is in the mail).

  • YAY!!!!!! This is me jumping up and down for you! I know it must be so great to finally have reached this milestone. Thanks for sharing the journey with us. That’s the best part about blogging – getting to celebrate the victories with people you’ve grown to know online. I can’t wait to read it!

    • ginidietrich

      @lauraclick LOL!! Thank you! And perhaps I’ll get to see you jump up and down in person this spring!

      • @ginidietrich You can count on it! (Except maybe for the jumping up and down part). I’ve already got my ticket. 🙂

  • This is awesome. Many congrats to you and Geoff on the book. I am excited for the chance to read it.

    • ginidietrich

      @Anthony_Rodriguez Thank you! It’s pretty fun. Don’t believe those people who say writing a book is hard.

      • @ginidietrich I guess that all depends on the topic and if you love it. But you wouldn’t be writing a book about something if you didn’t love it, now would ya?

  • coffeewithjulie

    Can’t wait to give it a read! Congrats!

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