Capitol Broadcasting Company - Boost Your Business - October 2011

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Integrating Social Media into Your Marketing Plan

Integrating Social Media into Your Marketing Plan

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  • http://articles.businessinsider.com/2011-03-31/tech/30049251_1_twitter-accounts-active-twitter-user-simple-answer
  • http:// www.facebook.com/press/info.php?statistics
  • http://newsoverwireless.blogspot.com/2011/10/nielsen-40-of-tablet-and-smartphone.html
  • http://edgerankchecker.com/blog/2011/09/does-using-a-third-party-api-decrease-your-engagement-per-post/
  • http://sxcmarketing.com/

Transcript

  • 1.  
  • 2. Share on!
    • #BoostYourBiz
    • Slideshare
    • Facebook.com/WRALTV
    • Twitter.com/WRAL
  • 3. The Good News
    • Many businesses and organizations are hesitant about integrating social media into their business and marketing plans
    • Social media is a tool like any other marketing communication utility
    • Success comes from planning, testing, analyzing, and responding accordingly
  • 4. Why do we (still) need marketing?
    • To remind audiences that we exist
    • To educate them about new offerings
    • To offer a solution to their needs and/or wants
    • To help make their decisions easier
  • 5. Social Media Cheat Sheet
    • Language and commonly-used terms
    • How-to guides and best practices
    • Get social with WRAL!
  • 6. Traditional & New Media
    • Traditional media reaches large audiences at once
    • New media helps us offer “mass customization” to our individual consumers
  • 7. Evolution of Marketing Communications At some point, these all lead to or become “social” media Social media Online marketing/digital media
    • Direct mail
    • Online ads
    • Email marketing
    • Behavioral targeting
    Direct marketing
    • Print
    • Radio
    • Television
    • Billboards
    Early media Word-of-mouth
  • 8. Social
    • The “Big Social” networks – each topic could be a whole session in itself
      • Facebook
        • Personal Profiles
        • Pages
        • Ads
      • Twitter
    • Social sharing goes beyond text updates and pictures
      • YouTube/video
      • Email marketing
      • Location-based services
  • 9. Facebook & Twitter
    • Real-time updates and “most popular” updates
    • Sharing pictures, life stories, job openings, recipes, video, events, brands,…
  • 10.  
  • 11.  
  • 12. Location-Based + Reviews + Group Buying
    • Group Buying
      • Here’s a great deal!
        • Groupon & Living Social
        • Amazon
        • Twongo/ScoutMob
    • FourSquare
      • Where are you?
    • Yelp
      • How was it?
    • Yelp
      • Where should we go?
    • Group Buying
      • Here’s a great deal!
        • Groupon & Living Social
        • Amazon
        • Twongo/ScoutMob
    • FourSquare
      • Where are you?
  • 13. What does your brand have to say?
    • Social media is about:
      • Current topics
      • News
      • Popular culture
      • Friends
      • Family
      • Experiences
  • 14. Can’t I just do social?
    • Simply : No
    • There are 400,000+ people in Raleigh alone, as of the 2010 Census
      • How do you reach even a fraction of them?
      • With mass media
    • Social only takes us so far independently
      • At some point, brand awareness gets a pivotal boost by marketing to the masses
  • 15. Integration
    • Traditional + Social = ↑ ROI
      • More bang for your marketing buck
    • But how do you combine the two?
  • 16. TV + Radio + Display
    • Best Practices
      • Nielsen: 40% of Tablet and Smartphone Owners Use Them While Watching TV
        • Email was the top activity for both men and women during television programming and commercial breaks.
      • Don’t just include a social network icon and assume that’s enough to grow your social following
        • That’s just free advertising for Facebook and Twitter (and any other network logo you include)
      • Tell the audience what you want them to do and what’s in it for them
  • 17.  
  • 18.  
  • 19. Example: #NCBBQvsPerry
    • SCNB campaign including twitter, facebook, blog/web, enews, PR to media, converting online sales
    • Light-hearted and passionate (people love food and they are faithful to their variation of bar-b-q)
    • Non-partisan play on political topic
    • Results: increased web traffic, followers, web sales, awareness, and word-of-mouth/chatter
  • 20. Events: The original “social” activity
    • @WRAL at the @NCStateFair
    • Deep-fried tweetup
    • Connecting daily tent happenings to social media
    • Contests
      • Increase subscriber base
      • Promote product/service
      • Engage with new viewers
  • 21.  
  • 22. Focusing on your core business
    • We don’t expect customers to stop in every time we get a new shipment ( although it would be great if they did! )
    • But through social, we can attract them back to our brick-and-mortar (and even online-only) businesses by showcasing more of what it is that they originally came from
  • 23.  
  • 24. WRAL TV/WRAL.com/OBX
    • TV ads
    • On-air news mentions
      • Not typical
    • Timely/seasonal
    • Increased subscriber base, awareness, opportunity for continued direct marketing after campaign
      • And ability to customize the content because we know where/why that audience came to interact with the brand
  • 25.  
  • 26. Cute Buttons: Here Comes the Bride…
    • Direct Mail + eNews
      • Mass customization for bridal and non-bridal audience
      • Brides are only the “bride-to-be” for a limited amount of time, but Cute Buttons can update our messaging to them to prolong their customer relationship
        • Transitions the customer from a bridal customer to a lifetime customer
  • 27. Cree.com: Selling with “ Edu tainment”
    • Cleverly disguised their marketing content as entertaining, educational, and revolutionary content
  • 28.  
  • 29. Best Practices
    • Post a picture/video/etc.
      • Higher conversions
    • Nurture each medium independently
      • Different “languages”
      • EdgeRank/challenges and benefits of posting via 3 rd party services
    • Go where the masses are
      • There’s always going to be a “new medium” out there, but unless you are incredibly niche and your audience is already there, spend more time and energy where the masses have already congregated
    • Never underestimate the power of a referral
    • Participate individually!
  • 30.  
  • 31. Best Practices
    • Can I just hire a college student to tweet?
      • Do they understand your business goals? Your marketing plan?
      • They need to be a part of your culture, understand how your business works, and be able to personalize the experience
      • The experience needs to be consistent
        • Lots of room for disappointment
      • This is a great opportunity to illustrate what differentiates you from everyone else
    • You need to get something from it to be able to respond to changing needs
      • This is a great way to crowd-source your decisions!
  • 32. Frequency Twitter Facebook Blog Email Marketing Website
  • 33. Just How Quick is “Quick Response”?
    • 11 percent correctly answered QR code or quick response code
    • 29 percent responded with "Some barcode thingy"
      • The remaining 60 percent tried everything from a secret military code, Korean (uh really?), 3D image, to an aerial street map of San Francisco
    • Survey conducted in San Francisco
    • How do you use it?
      • 35 percent answered "with their phone.“
      • And then?
        • Only 45 percent of those were able to do it –
        • within 47 seconds
    • Study: www.SXCMarketing.com
  • 34. Space for Rent
    • These codes are showing up at trade shows
      • Try working one or more into your display.
    • For those of you with a QR reader, you can discover this on-cheek code takes you to the bakery that was exhibiting at this show.
    • Will many people actually scan the code in your exhibit?
    • Will they see the code and think that you’re high-tech, forward-thinking, and in-tune with an
    • under 30 (or 40? or 50?) crowd?
      • David J. Zimmerman
      • Southern Shows, Inc.
  • 35. Interactions = Opportunities
    • What can you do to immediately encourage a relationship?
    • What can you do to immediately encourage a purchase/conversion?
    • What can you do to encourage feedback?
  • 36. Share on!
    • #BoostYourBiz
    • Slideshare
    • Facebook.com/WRALTV
    • Twitter.com/WRAL