Integrating digital, social media, mobile and traditional marketing

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How do you integrate social media marketing, digital marketing, mobile marketing with your traditional advertising and public relations campaigns?

How do you change your creation process to develop truly integrated marketing campaigns?

Those were the questions Tom Martin attempted to answer in this workshop -- Creating Integrated Marketing Programs.

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Integrating digital, social media, mobile and traditional marketing

  1. 1. @TomMartinHelping agencies understand how to monitor, create and engage in digital conversations.
  2. 2. campaign development process today crea+ve media strategy creative brief client AE interac+ve social  media PR
  3. 3. integrated communications Adver+sing Public  Rela+ons Blogger  Rela+ons Content  Marke+ng Social  Media Key Msg/U Ke SP Ke SP yM /U yM g/U sg s sg/ sg yM yM /U SP US Ke Ke SP P
  4. 4. campaign development process tomorrow crea+ve nuggets media AE interac+ve social  media PR
  5. 5. integrated communicationsAdver+sing Public  Rela+ons Blogger  Rela+ons Content  Marke+ng Social  Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
  6. 6. layered communicationsAdver+sing Public  Rela+ons Blogger  Rela+ons Content  Marke+ng Social  Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
  7. 7. iterative planningAdver+sing Public  Rela+ons Blogger  Rela+ons Content  Marke+ng Social  Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
  8. 8. hurdles to success
  9. 9. hurdles|culture crea+ve media AE interac+ve social  media PR
  10. 10. hurdles|talent fluent  in  two  languages digital tradi+onal unique  skill  set  requirements Strategist strategic analy+cal crea+ve persuasive proac+ve great  presenter outstanding  nego+ator determined fearless
  11. 11. integrated marketing framework
  12. 12. integrated marketing framework #1: What is the goal? start with the business goal, not the communications goal.
  13. 13. integrated marketing framework #2: Who is the audience? go beyond demographics and ask yourself what do they look like, sound like and whom do they hang out with when they’re using your product?
  14. 14. integrated marketing framework #3: Where is the audience? go beyond the obvious to the not-so-obvious, as in where they are in their lives. It will add a lot of depth to your analysis.
  15. 15. integrated marketing framework #4: How can I connect with my audience? don’t just define this in terms of channels. Ask yourself – from a creative, offer or conversation perspective – how can you best connect with your audience?
  16. 16. integrated marketing framework #5: How do I extend the conversation? once you’ve made that initial contact and gained permission to have an ongoing conversation, what do you plan to do next?
  17. 17. integrated marketing framework#6: How can I get my audience to introduce me to others? if you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real money lies.
  18. 18. Case Study|Mardi Gras
  19. 19. A ma n, an i Pho ne a n d a dr e a m.
  20. 20. breadcrumb marketing
  21. 21. using twitter to change brand perception
  22. 22. layered communications Adver+sing Public  Rela+ons Blogger  Rela+ons Content  Marke+ng Social  Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
  23. 23. layered communications Adver+sing Public  Rela+ons Blogger  Rela+ons Content  Marke+ng Social  Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
  24. 24. layered communications Adver+sing Public  Rela+ons Blogger  Rela+ons Content  Marke+ng Social  Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
  25. 25. the select six - blogger relationships @ChrisBrogan @LisaHoffman @MackCollier @BethHarte @Armano @AmberCadabra
  26. 26. content marketing
  27. 27. public relations
  28. 28. MyMardiGrasExperience.com
  29. 29. layered communicationsAdver+sing Public  Rela+ons Blogger  Rela+ons Content  Marke+ng Social  Media Self Service Learning Validation of Choice Deepen Knowledge Trusted Source Awareness
  30. 30. 1 0 5 K +   f o l l o w e r s   c o m b i n e d our bloggers
  31. 31. layered communicationsAdver+sing Awareness
  32. 32. layered communications Public  Rela+ons Deepen Knowledge
  33. 33. Mardi Gras - LIVE
  34. 34. sexy sells
  35. 35. sexy sells More from Ad Age: Creativity Ad Age China Bookstore Jobs Sign up for E-mail NewslettersTuesday  January 19, 2010 | READ ALL NEWS AT ADAGE.COM P&G CEO Bob McDonald on Why Size Doesnt Matter Lafley Successor Says Worlds Biggest Spender Under-Leverages Its ScaleBATAVIA, Ohio (AdAge.com) -- The last decade at the worldsbiggest marketing spender belonged to A.G. Lafley, but thisone belongs to Bob McDonald. In an interview withAdvertising Age, the Procter & Gamble chairman-CEO explainshow hes different from his longtime mentor -- and its morethan being an Army guy trained in jungle and desert warfarevs. a Navy guy who operated a store. FULL ARTICLE Let the Chaste Times Roll at Mardi Gras Tabasco Backs Social-Media Experiment to Tame Wild Image of FestivalCHICAGO (AdAge.com) -- Heres a good test of social medias
  36. 36. sexy sells
  37. 37. @TomMartin Register for our May 17, 2011 Workshop Advanced Social Media Marketing register @ ConverseDigital.com504-383-4410 | Tom @ConverseDigital.com | HelpMyBrand.com

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