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2011 PRINTEGR8 Presentation

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  • During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
  • Let’s talk for a second about one of the ways that Marketing and Communications has changed…. Certainly, it’s the web. Whether it’s our corporate website, social media pages, Google… these sites have changed everything we do. The way we search, the way we consume information, the way we communicate, the way we shop.
  • Let’s take a quick look at how one online marketing channel has changed the game…. Facebook
  • Let’s talk bit now about hardware is changing the worlds of marketing and communications…..The iPad… the iPhone… Kindle… Android devices… Windows Phones… and more.
  • With that better hardware, and the user experience that it provides, people are developing and then using apps that allow them to change the way they communicate and consume information.Flipboard is an iPad App that changes how you can consume articles from magazines, newspapers, tweets, Facebook posts, and more.
  • Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
  • First, what does it stand for?Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL.Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
  • PalmiPhoneBlackberryLGNokiaMotorolaSamsungEtc
  • There are a number of FREE applications that allow you to scan QR Codes.They are different between phones.Discuss favorite ones for iPhone, Android, Blackberry.To get one, you simply need to go to your app store, download the app. You can even do it now , if you’d like..
  • We are seeing a huge interest in qr Codes when it comes to real estate.Here’s a picture of how one is being used on a rider.Also, flyers, mailers, newsletters, other signs…
  • QR Codes used by a printer to make their open house more fun, exciting.. If people scanned the code o nthis sign, it took them to a landing page. There was logic on the page to randomly display a picture of a rockstar… kinda fun.(of course, when the men scanned a code and saw Courtney Love, and the ladies scanned a code and saw Elton John, their reactions were priceless!)
  • Here is one of my favorite examples. At the Rochester Jazz Festival, people could scan these huge QR Codes to download a guide to the festival on their smartphones.
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • Here is an example of another type of interactive barcode…. ScanTag. In a case like this, people simply take a picture of the special code. They send it via text message, and then they receive additional information from the company via text.
  • Know Your AudienceThe One ThingHumanize Your BrandContent Resource & Distribution Strategy Measure Your Success
  • Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • What’s Your One Thing?What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
  • Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Here’s an example of you can truly put variable data to use for you.. By personalizing based on other data that you know.First , it starts with analyzing your data, and then visualizing your customers.
  • The inside of the booklet has a number of variable fields including
  • Go to the whiteboard and draw a sample data base, text record how data and inages acan be puled out.. Hand out the
  • 1. Relevancy in Content: providing the right information in the right context 2. Relevancy in Contact: delivering this information to the right people 3. Relevancy in Channel: providing it to the right medium in the right format 4. Relevancy in Time: delivering this information when it is appropriate to meet the client’s needs
  • Transcript

    • 1. John Foley, Jr.
    • 2. Before I Begin …
      @johnfoleyjr
      #PRINTEGR8
      2
    • 3. What’s on the Agenda?
      Marketing & Communications Today
      Print + Mobile
      Social Media Skills
      Getting Personal
    • 4. Marketing and Communications Today
    • 5. Start on the Home Front
      “Kitchen Table Effect”
    • 6. Online Communications
      Your Website
    • 7. Social Media Revolution
    • 8. Hardware Revolution
    • 9. App Revolution
      “Your Personalized, Social Magazine”
    • 10. Mobile Revolution
    • 11. Multi-Channel Campaign
      July Seminar
      Prospects
      Associates
      Customers
      Target Audience Data
      Print
      internet
      Print
      Web
      Mobile
      Channel
      Direct Mail Invitation
      Postcard
      Flyer
      Banner Ad
      Invitation Email
      SMS/Text
      Social Media
      Mobile Ad
      Media
      Reply Text
      Landing Page
      Inbound Calls
      PURL
      / Response Page
      QR Code
      Landing Page
      Landing Page
      Landing Page
      Response Mechanisms
    • 12. Campaign Example
    • 13. Multi-Channel Effort Based on Data
      Boomers (35-55)
      The 20 something’s 20-34
      Seniors (55+)
      Touch points to gather information and drive to website or shopping cart
      Touch points to gather information and drive to website or shopping cart
      Touch points to gather information and drive to website or shopping cart
      A
      A
      A
      B
      B
      B
      C
      C
      C
      Visitors who purchased.
      D
      C
      B
      A
      A
      B
      C
      D
      Visitors who left.
      E-Commerce
      Outbound Emails
      Outbound Emails
      Social Media
      Banner Ads
      Social Media
      Banner Ads
      Direct Mail
      Direct Mail
      Web Site
      Drive back to website or shopping card through medias
    • 14. Building the Database
    • 15. Quick Takeaway
      Think Multi-Channel
      Think integrated
      Build your database
      Measure
    • 16. Reaching your audience today and tomorrow
      Mobile Marketing
      Social Media
      Personalization
    • 17. Print + Mobile
    • 18. First… Why Mobile?
    • 19. How Can Mobile Be Integrated
      QR Codes
      SMS/Text Messaging
      Digital Watermarks
      Augmented Reality
      Payments
    • 20. Print + Mobile
      QR Codes
      QR Code Resources
      QRConnect.com
      QReateandTrack.com
    • 21. QR = “Quick Response”
    • 22. What the QR Code Contains
    • 23. What You Need to Scan
    • 24. Applications to Scan
    • 25. Tip: Mobilize Your Content!
    • 26. QR Codes on Signs
    • 27. QR Codes on Posters
    • 28.
    • 29. QR Codes on Mailers
    • 30. Measuring QR Codes
    • 31. Other Barcode Formats
    • 32. Digital Watermarks
    • 33. Augmented Reality
      Image Source: http://www.jeffreydonenfeld.com
    • 34. SMS/Text Outbound
      6.1 trillion messages sent in 2010!
      News Alerts
      Product Info
      Contests
      Deals
      More
    • 35. SMS/Text - Inbound
    • 36. Mobile Payments
      Near Field Communications (NFC)
      Square (from Twitter co-founder)
    • 37. Takeaways
      Target Audience
      Multi-channel Strategy
      Integrate
      Test
      Measure
    • 38. Social SKILLS: Strategy and Planning
    • 39. Social Media Marketing Plan
      Strategy
      Before
      Tactics!
      Describe Business and Its Goals
      Know Your Audience
      Value Prop / Keywords
      Humanize Your Brand
      Content Resource & Distribution Strategy
      Measure Your Success
    • 40. Know Your Audience
      Who Are They?
      Where Are They Cyclically?
      How Do They Use Social Networks?
    • 41. The One Thing
      Apple = Innovation
      Disney = Magic
    • 42. Content Resource Library
      Visit Resources Daily
      Content A
      Content C
      Push Content Out
      Pull Content
      Content B
      Make Links Measurable
      Content Distribution
    • 43. Optimize / Social Friendly
      Blogs
      eNewsletter Sign-Ups
      White Papers
      Landing Pages
      Offers
      Emails
      Polls
      Get Noticed
      Inquiries
      Engage
      and
      Nurture
      Qualified
      Leads
      Engage
      and
      Nurture
      Sales
      Integrated Multi-Channel Marketing
      Action – Publish – Engage – Converse – Share
      Social Media Blogging Analytics
      Content Mgmt SEO
      Start with MKTG Plan
      Product?
      Service?
      Asset?
      $
    • 44. How to Measure Success?
    • Get Business Results
      • Empower Sales Reps
      • 53. Share Case Studies
      • 54. Answer Questions
      • 55. Send Requested Information.. NOW!
      • 56. Follow Up
      • 57. Connect & Engage
    • Tools for Measuring Effectiveness
      Link Shorteners
      iLink.Me
      TinyURL.com
      Google Analytics
      Website
      Insights
      LinkedIn, Facebook, Twitter, YouTube
    • 58. Social Media Listening Tools
    • 59. Takeaways
      Target Audience
      Multi-channel Strategy
      Integrate
      Test
      Measure
    • 60. GETTING PERSONAL
    • 61. It Starts With The Data
    • 62. Identify Areas of Personalization
      Relevant Content that Appeals to Them
      Membership Level
      Images based on Interest
      Personalized URL
    • 63. Personalized Messaging
      This customer:
      • Loves the races… Thinks the food is expensive… Is a Silver member
    • TakeawaysBe Relevant
      Relevancy in Content
      Relevancy in Contact
      Relevancy in Channel
      Relevancy in Time
    • 64. Final Takeaway!
      Plan
      Manage
      Execute
      Measure
    • 65. THANK YOU!Q & A / Contact Me! http://ilink.me/JR

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