Rescigno's Lunch and Learn with John Foley
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Rescigno's Lunch and Learn with John Foley

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John Foley, Jr. had the pleasure of speaking at Rescigno’s Mailing Solutions in Chicago this past Monday. He discussed the importance of creating an online marketing plan and a strategy for social ...

John Foley, Jr. had the pleasure of speaking at Rescigno’s Mailing Solutions in Chicago this past Monday. He discussed the importance of creating an online marketing plan and a strategy for social media marketing, as well as how both can be used for non-profits. He also provided information on mobile marketing and text messaging.

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  • While everyone is talking about social media, marketers are looking for tools and techniques to implement an effective social media campaign. Discuss “how to” approaches for effectively using social media. Participants learn how to identify the right audience in the sea of social networks; techniques for getting and keeping the conversation going; options for translating the conversation into business results; and the right tools for measuring effectiveness.
  • 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.
  • Personal – Human Side of yoru business. Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
  • 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.
  • How people communicate, Target like-minded prospects, Communicate with customers
  • Here is how Tiwtter is used to promote a white paper…..
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
  • Here is how Tiwtter is used to promote a white paper…..
  • Exposes the personal side of your business
  • Chris brogan analogy
  • From a marketer’s perspective, the following list provides some of the advantages of location-based internet marketing:*Capturing your target. The consumer is, in theory, already in or near your place of business.*Real-time advertising benefits. Run special on-the-spot offers to attract customers to your nearby shop and reward them for stopping by.*Foster one-to-one relationships with your customers. Future marketing messages can be tailored to cater your existing customer base. By doing so, the customer feels like you know him and know exactly what he/she wants. In result, the customer will feel like more than just a customer and you will be building on brand equity and most importantly, customer loyalty.*Effective direct marketing spending. Deliver the right promotional materials to the right customer. No excess material or waste.*Accumulation of valuable customer data. An opportunity for you to gather useful data about current and prospective customers, analyze it and look for ways to generate sales.*Increased return on investment (ROI) Customer comeback and purchases increase 77 Labsby Robert McCourtyMetamendning your marketing efforts toward this newest wave of e-commerce means preparing well in advance. Implementation of a professional search engine optimization (SEO) campaign for your site is absolutely critical. Whether in-house or outsourced this aspect must be taken into consideration when pricing a marketing campaign. Not only will the web site need to be properly indexed and found within the general Internet's top search engines, soon it will also need to be found by physical, geographic, location as well. Specific key words and phrases will need constant tweaking to reflect the search patterns of mobile consumers in a wireless world. People may not necessarily search by the exact name of the business but rather by general terms, (Italian Restaurant) but you still want them to find you. This will require vigilance by you or your marketing company. Success will depend upon the ability to constantly extrapolate information from your web site statistics and apply those results back into your marketing equations.You should be also prepared for your marketing budget to go through some changes as the location-based phase of Internet marketing begins to expand. Flexibility will be key. Additional costs such as subscribing to a "streaming" service to feed your site into those search results should be included. This aspect of service delivery could prove to be an escalating expense if based on a 'price-per-clickthrough' scenario.

Rescigno's Lunch and Learn with John Foley Presentation Transcript