Online marketing principles integrating social media into your marketing strategy

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This is the presentation for the class I taught at St. Mary's University for an MBA workshop on 082512.

This is the presentation for the class I taught at St. Mary's University for an MBA workshop on 082512.

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  • 1. Online Marketing PrinciplesIntegrating social media into your marketing strategySt. Mary’s University – MBA ClassAugust 25, 2012 1
  • 2. About Me – Jeremy Roberts 2
  • 3. Today’s ClassClass Title: Online Marketing Principles – Integrating social media into your marketing strategyCourse DescriptionThis class reviews the latest principles in online marketing, social media and attribution modeling and will provide studentswith the fundamentals for developing an innovative online marketing strategy. Includes the role of online marketing andsocial media as part of the marketing funnel: understanding the basics of the marketing funnel, the role of social media inthe funnel, identification of target segments and buyer personas, building engagement programs, development of socialmedia platforms in relation to other online channels, the role of marketing content and developing and integrated onlinemarketing strategy.Class Outline• Anatomy of Online Marketing• How Marketing feeds the funnel and the role of social media in the funnel• Identification of target segments and buyer personas• Development of social media platforms in relation to other Marketing channels• Role of marketing content• Policies & Guidelines• Developing an integrated online marketing strategy 3
  • 4. Anatomy of Online Marketing• Online marketing is an interplay between your website, search, social media, content, real time analytics, and email marketing• Online marketing is present throughout the sales cycle as part of the attribution model• Online marketing creates meaningful interactions/touch points meant to drive prospects down the funnel 4
  • 5. Marketing Budget Split 2011 Outbound channels Inbound channels Source: Marketing Sherpa, October 2010
  • 6. Online vs. Offline86% 46% 44% Skip TV Ads Decline in Unopened Trade Show Direct Mail Spending Source: The guardian, August 2010, TSEA.org and EPA.org
  • 7. Age Distribution of Facebook Users 54% of Facebook users are over the age of 25
  • 8. How Marketing feeds the funnel and the role of social media in the funnel Recommendations Online DisplaySocial: feeds the funnel Inbound: feeds the Followers SEMwith leads that are pre- Groups SEO funnel with leads that qualified and targeted are more mass market but still early in the Trade Shows sales cycle Online Display Whitepapers Social Webinars Awareness Demos SEM Events Marketing Blogs Email Social is the catalyst that Consideration SEO drive them through the Videos funnel through: Recommendations, Relationships, and Referrals Sales Decision $ 8
  • 9. Identification of target segments and buyerpersonasHotel – JW MarriottBuyer Persona 1 – Business PersonBuyer Persona 2 – Traveling Enthusiast (Vacationer)Buyer Persona 3 – Family• Who are you marketing to?• How are you positioning each product?• How does each interpret the marketing message?• How does each consume the product? 9
  • 10. Buyer Persona Exercise• Split into groups of 4• Choose an industry/business – Gold’s Gym – La Gloria Mexican Restaurant – Trader Joe’s – USAA• Identify a list of 5 or so products sold• Identify 3 buyer personas• How will you sell a product set to each buyer persona• How will each consume the product set9 minutes to think4 minutes to present for each team 1
  • 11. Development of social media platforms in relationto other Marketing channels• What social media channels are appropriate for your target audience? – Facebook – LinkedIn – G+ – Twitter – YouTube – Pinterest – Review Sites – Community Activities• How should your social channels interact with your other Marketing channels? – Google Search – Display Ads – Email – Webinars – Whitepapers – Events 1
  • 12. Role of marketing content• Content is King!• Videos• Whitepapers• Articles• Social Posts• Webinars• Demos/Free trials• Press Releases• Must build a content calendar 1
  • 13. Policies & Guidelines• Policies – Who should be involved – Who should be using it – Codes of conduct – Response policies – Abuse policies• Guidelines – What platforms are you going to use – How often should they participate – What type of content do you have – How should you respond to posts: inquiries, problems, recommendations, abuse 1
  • 14. Developing an integrated online marketingstrategy - Exercise• Split into the same 4 team with the same 4 business – Gold’s Gym – La Gloria Mexican Restaurant – Trader Joe’s – USAA• Using the 3 buyer personas and 3 to 5 products, build an integrated marketing plan• Develop what are the key product features you are selling and then identify which marketing mediums you will use to sell it• How will you market to each medium?• What campaigns will you run25 minutes to think5 minutes to present for each team 1
  • 15. Contact Info Jeremy Roberts Rackspace Hosting Social Marketing jeremy.roberts@rackspace.com (210) 325-5975 LinkedIn www.linkedin.com/in/jeremyaroberts Copy of this Presentation on Slideshare http://www.slideshare.net/jeremyaroberts/online-marketing-principles- integrating-social-media-into-your-marketing-strategy 1
  • 16. Class Timing• About Me – 5 minutes• Anatomy of Online Marketing – 5 minutes• Identification of target segments and buyer personas – 5 minutes• Buyer Persona Exercise – 25 minutes• How Marketing feeds the funnel and the role of social media in the funnel – 10 minutes• Development of social media platforms in relation to other Marketing channels – 15 minutes• Role of marketing content – 5 minutes• Policies & Guidelines – 5 minutes• Developing and integrated online marketing strategy – 45 minutes 1