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Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
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Integrating Social Media into the Marketing Mix

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Digital Marketing Exchange Panel

Digital Marketing Exchange Panel

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  • 1. Integrating Social Media into the Marketing Mix • Azania Andrews Director Digital Strategy, North America | A-B Inbev • Patti Girardi Vice President, Marketing & Creative Services | Chartwells Higher Education Dining Services, A division of Compass Group North America • Drue Townsend Senior Vice-President of Marketing | FASTSIGNS International
  • 2. Topics We’ll Cover • Balancing the marketing mix ▫ Avoiding too much reliance on any one medium • Ways we are integrating mediums to increase campaign/brand value ▫ Email marketing, social media, mobile marketing and loyalty programs • Other ways to get engagement/insight ▫ Crowd sourcing, partner feedback, incorporating customers into the business model
  • 3. Balancing the Marketing Mix 3 Perspectives
  • 4. About Anheuser-Busch Inbev Top 5 Global CPG Top U.S. Brewer #1 Global Beer Company Most Valuable Alcohol Brand $14 Billion Brand Portfolio
  • 5. About Compass/Chartwells Higher Education Dining Services • Recognized leader in foodservice management, hospitality and award-winning guest service within college and university dining environments • Serves over 230 colleges and universities nationwide • Division of Compass Group, world’s largest foodservice provider
  • 6. Our Balanced Marketing Plan Components • Digital signage • Web • Email (digital magazine) • Social (Facebook, Twitter, YouTube, Vine, Instagram, Flickr) • QR codes • Mobile app • Print • Direct sales • Public relations • Trade shows
  • 7. About FASTSIGNS International, Inc. • Visual Communications (signs, graphics, printing) ▫ “More than fast. More than signs.”® • Business-to-business; 100% franchised ▫ Founded 1985; HQ in Texas ▫ 540 locations in 8 countries • Marketing budget = 2% of gross sales (+ local) • Privately held; owned by Roark Capital
  • 8. Our Balanced Marketing Plan Components • Television • Web marketing • Email • Social media • Public Relations • Direct Mail • Customer Satisfaction and Loyalty
  • 9. Ways We Are Integrating Mediums to Extend Campaign/Brand Value Email marketing, social media, mobile marketing and loyalty programs
  • 10. FASTSIGNS: MetamorphoSIGN • Makeover contest; 3 categories • Objectives ▫ Generate local and national buzz ▫ Create sales opportunities • Results ▫ Web visits and social media increases (but did not create a lot of web actions) ▫ Content for other marketing programs ▫ Leads for local sales teams
  • 11. Entry and Voting Sites
  • 12. POP Direct Mail
  • 13. Social Media
  • 14. Press
  • 15. Email Website Homepage
  • 16. TV Spot Final Screen
  • 17. A Winner
  • 18. A Winner
  • 19. A Winner
  • 20. Social ad targeting to drive same store sales
  • 21. Integrated marketing to drive same store sales
  • 22. Integrated marketing to drive meal plan sales
  • 23. Driving email response • Open rate: 37% • Click rate: 56% • ChartwellsMagazine.com
  • 24. App On Campus • Locations • Hours of operation • Menus • Nutrition information • Specials • Events • Feedback
  • 25. Beer is inherently social The Original Social Network
  • 26. Blending Offline & Online Experience INNOVATION
  • 27. Budweiser Made in America
  • 28. Facebook Activation
  • 29. Facebook Activation Cont’
  • 30. Onsite Digital Activation Pre During Post
  • 31. Other Ways to Get Engagement/Insight Crowd sourcing and incorporating customers into the business model
  • 32. Guest experience
  • 33. Guest Experience: Multiple Platforms
  • 34. FASTSIGNS: Engagement/Insight Franchisees End User Buyers • Ad Council • Franchise Advisory Council • Task Forces • Board and Peer Groups • “Town Halls” • “Connect with Catherine” • Internal Surveys • Business Consultant and Marketing Services Manager feedback • Primary research (18 months) • Social Media monitoring • “Customer Care”/website • Listen to recorded PPC calls • Listen360 feedback • Ask our franchisees
  • 35. Questions?

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