How To Integrate Social Media Into Your Marketing Strategy


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Most businesses realise that Social Media is now an essential part of any marketing strategy, although many don't realise it is not the only element of marketing!

But how do you integrate it with the traditional forms of advertising, such as print, radio and TV?
And should you move away from these traditional marketing methods?

In this highly practical webinar, Ollie Walsh from will explore:

- what is social media marketing and how it can have a tangible impact on your bottom line
- how to maximise your time and resources in terms of so called 'old' and 'new' media
- based on the above, how to maximise the return on social media marketing.

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How To Integrate Social Media Into Your Marketing Strategy

  1. 1. Get a Business OnlineWebinar SeriesHow to Integrate Social Media intoyour Marketing Strategy
  2. 2. Presenter: Ann HalloranManaging Director: In-TuitionEstablished 1989Supporting individuals and business ownersthough• Digital Marketing Programmes• MentoringResource site:http://www.get-a-business-online.com
  3. 3. Presenter: Ollie Walsh M.B.SManaging Director:• Micromarketing• Meterlogix•
  4. 4. How to Integrate Social Media intoyour Marketing Strategy
  5. 5. What do I do?• Micromarketing: internationalmarketing consultancy specialising instrategic planning for start up, microand small businesses• Meterlogix: an energy managementbusiness operational in Ireland and UK• Invention Services: an NPD companywhich has launched products in EU,and North America
  6. 6. The sudden and dramatic growth of SocialMedia has left companies scrambling to catchup with ‘new media’
  7. 7. • The sudden and dramatic growth of SocialMedia has left companies scrambling to catchup with ‘new media’• Due to this rush, businesses aren’t planningtheir use of Social Media correctly• They are not targeting their market
  8. 8. How do you effectively target yourmarket?
  9. 9. First, you have to know who your market is..
  10. 10. This requires:Market Research• Secondary• Primary
  11. 11. Market Research• Competitor Analysis• Market Analysis• Distribution Strategy• Customer Analysis• Market Size• SWOT Analysis• PEST Analysis
  12. 12. Information usedfor:• Marketing Plans• Product/ServiceLaunches• GeographicalExpansion• Market Segmentation• Promotional Strategy• Targeting your market
  13. 13. Promotional Strategy• Advertising Plans• Direct Marketing• Exhibition Planning• PR• Branding• Web Strategy
  14. 14. Web Strategies• Social Media Marketing (SMM)• Search Engine Optimisation (SEO)• Pay Per Click (PPC)• Content Management
  15. 15. Targeting Your MarketInvolves:• Knowing who they are• Knowing where they are• Knowing what media they use• Presenting your business tothem• Integrating your marketing
  16. 16. Targeting Your Market• Integrate these elements into your marketingstrategy
  17. 17. Integrating Social Media Case Study
  18. 18. Project Overview• Clonakilty Black Puddingwas available for over 10years in the UK• Sales flat for that period• My remit, work with CBPteam to grow the sales
  19. 19. First Step:Identify/Segment the Market• Irish ‘ex pats’ and ‘new pats’• English
  20. 20. Second Step:Targeting them“Old Media”• - Print Ads• - PR• - In-store Promotions• - Food Events – e.g. Taste of London• - Sponsorship
  21. 21. New Media• Website• Social Media – organic and PPC• Banner Ads
  22. 22. Result67% Growth in Sales in 12 MonthsBased on Integrating Social Media into the Marketing Strategy