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