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Intro: John Foley, Jr.Grow Socially                                        I love• Marketing from start to finish.    Mar(...
The Books
The Book:Specific For Emerging Marketing Tools                Strategies, Tools,                 Campaign Ideas, and     ...
Keep Your Phone On!Feel free to Tweet, Post, Update, Email, take          notes, photos, and more!           @JohnFoleyJr
Today’s Overview•   Brief Introduction•   Convergence of Traditional Print and Digital Media•   Tools to Use•   Marketing ...
The Convergence ofTraditional Print and  Electronic Media
Why Cross-Media Marketing?• It’s a multi-channel world   – We’re just living in it.• Disruption is the name of  the game• ...
How much media does any one person consumes each day?inMobi
How does your audiences get their information?                 Magazines       Email    Social                            ...
Communications Today• “Kitchen Table Effect”• Generational Differences• Everyone looks for  information differently• Infor...
The Plight Of Print
US Major Media Ad Spending, by Media, 2009-2015                                 billionseMarketer
Digital Grows as Source for News                      Percentage of Respondents Who Got News “Yesterday” From Each Platfor...
Diversification of Media                          Trust in Information Sources     2011     Informed Public     2012     I...
Converting Offline Viewers to Online Purchasers                                                      63% of purchasers    ...
Making Print Interactive WithThese Technologies
Online & Mobile: Disrupters            www.yourwebsite.com
Mobile Devices: Game-Changers!
Smartphones Are          Just About Everywhere!             50% Smartphone AdoptionNielson
US Smartphone Users, 2009-2015                               millions and % change                 Note: individuals of an...
Mobile Internet UsageMorgan Stanley
Opportunities For You• Responsive web design• Make Print Interactive: QR, NFC, etc.• Integrate SMS/Text Into Your Capabili...
Mobile Websites: Build & Host                    Mobile Websites   Mobile CommerceMorgan Stanley
Make Print Interactive
Key Resource for You  Free White Paper on  Mobile Marketing and  Content Distribution!           Get it athttp://ilink.me/...
Near Field Communication (NFC)• A set of standards for smartphones and similar  devices to establish radio communication w...
Near Field Communication (NFC)
Augmented Reality• Augmented reality (AR) is a live, direct or indirect, view  of a physical, real-world environment whose...
Augmented Reality
Responsive Web Design• Responsive web design (often abbreviated  to RWD) is an approach to web design in  which a site is ...
Responsive Web Design
Responsive ResultsFree White Paper onResponsive Web Design!http://ilnk.me/RWD101
Online Marketing Opportunities 1. Improve your own marketing! 2. Attract and nurture existing customers and    new prospec...
Walk the Talk•   Follow Your Marketing Plan•   Self Promote•   Multi-Channel•   Multi-Media•   E-Newsletters•   Campaigns•...
State of Social Media Today                1               400 MILLION            BILLION               tweets            ...
Why use SOCIAL MEDIA?•   Your audience is there        • Loyalty•   More prospects to sell to     • Position your•   Gener...
Optimize / Social Friendly     Get Noticed                                                    eNewsletter Sign-Ups        ...
Strategy before Tactics!• Step 1: Describe the Business• Step 2: Business Goal• Step 3: Where Is the Audience Cyclically?•...
Tools You Should Use•   Twitter•   Facebook•   YouTube•   LinkedIn•   Google+?•   Pinterest?
Fundamentals for All Networks1. Build your network2. Engage with the network you have built3. Be relevant4. Be consistent5...
Tip! CRM/Social Intelligence
How to Measure Success?• How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweet...
Measure Inbound & Outbound Together                           WEBSITE   Social                            Whitepapers   Me...
Marketing Calendar, Take 1 Call for          Announce                   eBlast contributors      on websitePhone Calls    ...
Marketing Calendar, Take 2Call for       Create         Announce      Announce on   eBlastcontributors   Post, Link     on...
Content MarketingMashable
Growing Awareness with Content Marketing Capture Content     Share Content   Increase Awareness                        Web...
Create a Content Library• Constant access to resources.                                             Infographics• Allow ad...
Create Awareness Through Contributors                   Contributor        Contributor’s       The content   Publish      ...
Why Should You Care?
Automated Marketing:          Trigger-Based/Closed Loop• Based on inquiry need, assign track• Auto step through timed even...
Landing Pages • Compelling title • Few but essential   information fields • Automatic email   fulfillment • Contact inform...
How Can You Benefit?• Use social media to  build awareness of your          Key Resource for You                          ...
YourWebsite
2013-2014 Tools• Automated Marketing• Content Marketing• Mobile Marketing   – AR/QR/NFC• Advanced Personalization• Web to ...
Read the Books 
Final thoughts…Commitment leads to action, ActionLeads to brings your dream closer .…Marcia Wieder Date unknownIn business...
Q & A / Contact Me!:                       QR Code                           iFlyMobi.com                   http://ilink.m...
Learn More http://interlinkONE.com http://GrowSocially.comhttp://QReateAndTrack.com   http://iFlyMobi.com
THANK YOU!
Connecting the Dots from Offline to Online Marketing
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  • 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.
  • Mobile Website Building: Corporate Sites, Landing Pages, Surveys, Event Information, and More!Make Print Interactive: QR Codes, Intelligent Print, NFCIntegrate SMS/Text Into Your Capabilities
  • Design options… There are pre-defined color schemes to make life easier for you… but you obviusly have the ability to define your own colors!
  • 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.
  • I spoke to my attorney (mind you for a short time as they are the best at billing). I'm always afraid to ask how his family is as it costs me $175 for 30 minutes of listening). But I asked him as he is a partner of the firm. His first response was, I really don’t care who like the game last night or that Susie went to dinner at Abe & Louies… I responded with Larry there are many uses for this in your business you should at least take a look to understand. You need to marketing and communicate someway right? There is a way that can argument what you do today. I don’t have the time to twitter or put up pictures all day. “ I responded I hope you have time to save your business against the competition then…..
  • I spoke to my attorney (mind you for a short time as they are the best at billing). I'm always afraid to ask how his family is as it costs me $175 for 30 minutes of listening). But I asked him as he is a partner of the firm. His first response was, I really don’t care who like the game last night or that Susie went to dinner at Abe & Louies… I responded with Larry there are many uses for this in your business you should at least take a look to understand. You need to marketing and communicate someway right? There is a way that can argument what you do today. I don’t have the time to twitter or put up pictures all day. “ I responded I hope you have time to save your business against the competition then…..
  • 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.
  •   trigger based marketing2.  Content marketing3.  Hyper perosnaliztion.  individual call to action that gets people to act!4.  Substrates - synthetic papers.  hospitals5.  pre die cut dimensional malilers
  • There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure
  • Transcript of "Connecting the Dots from Offline to Online Marketing"

    1. 1. Intro: John Foley, Jr.Grow Socially I love• Marketing from start to finish. Mar(H)keting!• Websites, strategic planning, online marketing, social, mobile.interlinkONE – Software (SaaS)• Enterprise Marketing Management Software.• Warehouse, order management, sales, CRM, fulfillment
    2. 2. The Books
    3. 3. The Book:Specific For Emerging Marketing Tools  Strategies, Tools, Campaign Ideas, and More!  A guide to help you market your newspaper! NewPathToProfit.com
    4. 4. Keep Your Phone On!Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr
    5. 5. Today’s Overview• Brief Introduction• Convergence of Traditional Print and Digital Media• Tools to Use• Marketing Your Business• Final Thoughts and Questions
    6. 6. The Convergence ofTraditional Print and Electronic Media
    7. 7. Why Cross-Media Marketing?• It’s a multi-channel world – We’re just living in it.• Disruption is the name of the game• Is everyone interested in the same type of communication? – Absolutely not!
    8. 8. How much media does any one person consumes each day?inMobi
    9. 9. How does your audiences get their information? Magazines Email Social Search Results Videos Mobile Images What types of information do they like?
    10. 10. Communications Today• “Kitchen Table Effect”• Generational Differences• Everyone looks for information differently• Information delivered to multiple medias
    11. 11. The Plight Of Print
    12. 12. US Major Media Ad Spending, by Media, 2009-2015 billionseMarketer
    13. 13. Digital Grows as Source for News Percentage of Respondents Who Got News “Yesterday” From Each PlatformPew Research Center
    14. 14. Diversification of Media Trust in Information Sources 2011 Informed Public 2012 Informed PublicMarketingland.com
    15. 15. Converting Offline Viewers to Online Purchasers 63% of purchasers convert offline Online Search • Magazines & • PurchaseAWARENESS CONVERSION RESEARCH Newspapers • Search Engines • Conversion • TV • Online Reviews Offline Media Offline Store Consumption 42% motivated to begin an online search after viewing
    16. 16. Making Print Interactive WithThese Technologies
    17. 17. Online & Mobile: Disrupters www.yourwebsite.com
    18. 18. Mobile Devices: Game-Changers!
    19. 19. Smartphones Are Just About Everywhere! 50% Smartphone AdoptionNielson
    20. 20. US Smartphone Users, 2009-2015 millions and % change Note: individuals of any age who use a smartphone at least once a montheMarketer, Dec 2010
    21. 21. Mobile Internet UsageMorgan Stanley
    22. 22. Opportunities For You• Responsive web design• Make Print Interactive: QR, NFC, etc.• Integrate SMS/Text Into Your Capabilities
    23. 23. Mobile Websites: Build & Host Mobile Websites Mobile CommerceMorgan Stanley
    24. 24. Make Print Interactive
    25. 25. Key Resource for You Free White Paper on Mobile Marketing and Content Distribution! Get it athttp://ilink.me/content101
    26. 26. Near Field Communication (NFC)• A set of standards for smartphones and similar devices to establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimeters.Wikipedia
    27. 27. Near Field Communication (NFC)
    28. 28. Augmented Reality• Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.Wikipedia
    29. 29. Augmented Reality
    30. 30. Responsive Web Design• Responsive web design (often abbreviated to RWD) is an approach to web design in which a site is crafted to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices.Wikipedia
    31. 31. Responsive Web Design
    32. 32. Responsive ResultsFree White Paper onResponsive Web Design!http://ilnk.me/RWD101
    33. 33. Online Marketing Opportunities 1. Improve your own marketing! 2. Attract and nurture existing customers and new prospects! 3. Be accessible at all times!
    34. 34. Walk the Talk• Follow Your Marketing Plan• Self Promote• Multi-Channel• Multi-Media• E-Newsletters• Campaigns• Nurture• Personalize 1 to 1• Etc…
    35. 35. State of Social Media Today 1 400 MILLION BILLION tweets users daily 400 80 12MILLION MILLION MILLION users users users 72 hours of 2 MILLION videos uploaded searches each minute each minute 36
    36. 36. Why use SOCIAL MEDIA?• Your audience is there • Loyalty• More prospects to sell to • Position your• Generate interest company• Build your brand • Customer Service • Another Channel Countless Opportunities Social Ads Limitless Videos
    37. 37. Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Engage and Nurture Engage and Integrated Multi-Channel Marketing Nurture Start with MKTGAction - Publish - Engage - Converse - Share - Social Media - Blogging - Analytics - Plan Content Mgmt - SEO Product? Service? Asset? $ Questions or Comments? Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 2011 Phone 1.800.948.0113 Email Support@GrowSocially.com
    38. 38. Strategy before Tactics!• Step 1: Describe the Business• Step 2: Business Goal• Step 3: Where Is the Audience Cyclically?• Step 4: How Does the Audience Use Social Media?• Step 5: The One Thing• Step 6: How Will You Humanize the Brand• Step 7: Content Resource and Distribution Strategy• Step 8: How Will You Measure Success?
    39. 39. Tools You Should Use• Twitter• Facebook• YouTube• LinkedIn• Google+?• Pinterest?
    40. 40. Fundamentals for All Networks1. Build your network2. Engage with the network you have built3. Be relevant4. Be consistent5. Track and analyze
    41. 41. Tip! CRM/Social Intelligence
    42. 42. How to Measure Success?• How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site Traffic
    43. 43. Measure Inbound & Outbound Together WEBSITE Social Whitepapers Media & eBooks 3500 SEO Visitors eNewsletter Sign-UpsPrinted Copy 2000 Visitors Blog CRM E-mail Comments 800 Visitors Links Inquiries 100 Visitors Other Webinar Sign-Ups
    44. 44. Marketing Calendar, Take 1 Call for Announce eBlast contributors on websitePhone Calls eNewsletterPress release Send printed versionSend thankyou cards Enter new contacts in CRM
    45. 45. Marketing Calendar, Take 2Call for Create Announce Announce on eBlastcontributors Post, Link on website & back to websitePhone Calls Comment on Connect with Share event Email event’s Keynote article on eNewsletter page Speakers on (Announce)Announce Tell Share event Join in on Send printedbooth # colleagues article on event’s versionwith you’re hashtagvideo post attending Send thank Enter newFollow-Up Share Friend new you cards contacts inwith speaking contacts on ExcelPost & Post presentationPictures on
    46. 46. Content MarketingMashable
    47. 47. Growing Awareness with Content Marketing Capture Content Share Content Increase Awareness Website Photo Social Media Email Blog Post Related Promotion
    48. 48. Create a Content Library• Constant access to resources. Infographics• Allow advertisers to contribute content. Webinars• Store past content here. Articles Bookstore• Attach email captures to content. Surveys• Enhance SEO with longer, more frequent website visits. Videos Photos• Organize all past content.
    49. 49. Create Awareness Through Contributors Contributor Contributor’s The content Publish networks shares content continues to be contributor’s share with with their shared withcontent online. their networks. networks. more people. Your Website Ultimately, this strategy will bring more visits to your website.
    50. 50. Why Should You Care?
    51. 51. Automated Marketing: Trigger-Based/Closed Loop• Based on inquiry need, assign track• Auto step through timed events• Lead Generation – Nurturing – Qualification – Close• Sales
    52. 52. Landing Pages • Compelling title • Few but essential information fields • Automatic email fulfillment • Contact information automatically entered into CRM • Sales team receives a notification
    53. 53. How Can You Benefit?• Use social media to build awareness of your Key Resource for You Free White Paper on Inbound Marketing! business• Use content to increase SEO, generate interest, and grow inquiries• Reach more prospects! InboundMarketingWhitePaper.com
    54. 54. YourWebsite
    55. 55. 2013-2014 Tools• Automated Marketing• Content Marketing• Mobile Marketing – AR/QR/NFC• Advanced Personalization• Web to Anything• Product Fulfillment• Digital Color• Dimensional Mailers
    56. 56. Read the Books 
    57. 57. Final thoughts…Commitment leads to action, ActionLeads to brings your dream closer .…Marcia Wieder Date unknownIn business, commitment and actionraises your probability of success.…(ME) John Foley, Jr. – 9/20/2012
    58. 58. Q & A / Contact Me!: QR Code iFlyMobi.com http://ilink.me/JR
    59. 59. Learn More http://interlinkONE.com http://GrowSocially.comhttp://QReateAndTrack.com http://iFlyMobi.com
    60. 60. THANK YOU!
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