Integrated Marketing Communication and International Audiences

June 10, 2015

Authors

*Cassie Wandersee, Graduate StudentDepartment of Communications and Agricultural Education

Dr. Lauri M. Baker, Assistant Professor Department of Communications and Agricultural Education

*Kelly Hannigan, Undergraduate StudentIGP Institute

Brandi Miller, Distance Education Program CoordinatorIGP Institute

Introduction

IGP Institute serves U.S. commodity organizations through its global education center housed in the Grain Science Complex at Kansas State University.

Mission: Offer innovative technical programs to enhance the market preference, consumption and utilization of U.S. cereal grains, oilseeds, and the value-added products for the global grain industry.

IGP Institute, 2014a

Introduction

To meet this mission, course offerings are led by K-State faculty and industry professionals in the areas of flour milling and grain processing, grain marketing and risk management, feed manufacturing, and grain management.

In 2014:• 1,687 participants• 45 countries• 62 courses

– 33 courses on location– 29 course conducted via distance education

IGP Institute, 2014b

IGP Institute uses a variety of marketing channels to promote course offerings in support of the mission.

Conceptual Framework

Strategic Marketing – Integrated Marketing Communications Schultz (1993)

“A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines…and combines theses disciplines to provide clarity, consistency, and maximum communications impact.”

IMC has largely been studied in countries where English is the dominant language, therefore, those findings are not considered to be representative of IMC worldwide (Kim, Han, & Schultz, 2004).

Conceptual Framework

“Digital divide” is the phrase applied to the gap that exists between those that have ready access to information and communication technologies, and the skills to access them, and those that do not (Cullen, 2001).

Non-use may also be a conscious choice due to previous experience with computer technology (Selwyn, 2006).

Conceptual Framework

IGP Institute implemented social media marketing to accompany more traditional marketing efforts.– Facebook– Twitter– Website

International Social Media Presence

• 82.2% of the 1.35 billion monthly active Facebook users are outside the U.S. and Canada (Facebook, 2015)

• 77% of 284 million Twitter users are outside of the U.S. (Twitter, 2015)

While international audiences use the Internet at growing rates similar to the U.S., the way they use the Internet may be different particularly where marketing is concerned (Quelch & Klein, 1996).

Purpose

• Determine how international audiences prefer to communicate via digital communication

• Evaluate perceptions and beliefs regarding social media use and marketing efforts by the IGP Institute.

• Determine how international audience members were using social media platforms for private and professional use.

A consumer-focused approach to strategic marketing communication involves being respectful and culturally aware of consumer needs (Kliatchko & Schultz, 2014).

Research Questions

1. What are international audience’s awareness levels and perceptions of IGP Institute’s website?

2. How are international audiences using social media platforms, specifically Facebook and Twitter?

3. How did international participants learn about industry training programs?

4. What is the preferred method of communication for international audiences to receive or seek information about agricultural training and educational programs?

Methods

• Five focus groups from participants in the IGP Institute Advanced Milling course – Reviewed and received university IRB approval

• 31 participants total– Eight domestic participants in focus groups whose

responses were excluded from analysis• 84% male

Methods

• Questions develop in conjunction with IGP Institute and K-State Agricultural Communications and Education Department– Reviewed and received university IRB approval

• Transcripts were analyzed using Weft QDA software– Major themes were identified and grouped

Malaysia; 2Taiwan; 1

Nigeria; 13

Vietnam; 7

Participants by Country of Origin

Results – Research Question One

What are international audience’s awareness levels and perceptions of an organization’s website?

Lack of Awareness“I didn’t know they had a website.” (C7)“I didn’t know there was a blog, it’s not in an obvious position with the icon.” (B6)

Results – Research Question One

Difficult to Find“I was not in this particular website, but the university’s own website.” (D4)

“I search ‘grain’ so one showed ‘grain science and industry’ and it was the undergraduate degree program.” (D7)

Lack of industry relevant information“We also look for news such as safety practices, accidents that happen to someone else. Interested in explosions or something similar to grain dust explosion or the business side.” (B6)

“What the wheat crop production was in the last ten years. What’s going on in the future, something like that.” (D4)

Results – Research Question Two

How are international audiences using social media platforms, specifically Facebook and Twitter?

Social Media for Personal Use“Facebook is for personal use. My friends don’t need to know about milling industry.” (B6)

“If I want to find out the industry’s information I’m not going to Facebook, I’m going to other websites.” (E3)

Results – Research Question Two

Unawareness of IGP Institute Social Media “We never knew IGP is on Facebook. Not until today.” (D3)

“I love to see the pictures of the class and the past students on this website. And maybe connect to them on Facebook.” (E3)

Results – Research Question Two

“I don’t see what the relevance is.” (B6)

“I have to tell that I follow only Mr. Obama.” (C4)

Lack of Interest and Use in Twitter

Results – Research Question 3

How did international participants learn about industry training programs?

Aware of Program through Sponsor or Work“Almost all flour mills in Nigeria are somehow in contact with U.S. Wheat Associates so they organize most of these courses.” (C5)

“I learned about this course actually through my supervisor.” (A3)

Results – Research Question 4

What is the preferred method of communication for international audiences to receive or seek information about agricultural training and educational programs?

Email is Preferred for Communication“I prefer email because as you know back in my company during working time, my boss doesn’t allow the Facebook.” (E6)

Personal Contact Share“Face to face to show latest technology and things changing. So go to boss and say send more, send more millers to Kansas State University.” (B7)

Discussion

• Awareness levels and perceptions of the website were found to be low.

• Including industry and educational material will increase the value perceived within the website.

• Respondents indicated they used Facebook largely for personal use.– Enjoyed seeing pictures of themselves

• Most participants did not have Twitter accounts or did not understand or know what Twitter was.

Discussion

• Prefer face-to-face communication from peers or supervisors when sharing information about available programs.

• Informed of available programs at IGP Institute through their sponsoring groups, specifically the U.S. Wheat Associates and the USDA.

• Email is their preferred method of communication to receive or seek information about agricultural training and educational programs.

Recommendations for Practitioners

• Post pictures of organizational activities to social media in a timely manner.

• Educating participants about webpage and social media presence is necessary to the success of an IMC plan.

• Direct communication is likely to produce the best results.– Relevant industry information

Recommendations for Research

• Communication preferences of international audiences.

• What international audience considers to be industry relevant information.

• International audiences preference for their own images to appear in social media communications.

Thank you.