integrating  social media withtraditional marketing           alicia farrell & gary rottman
alicia farrell & gary rottman
overwhelmed.    alicia farrell & gary rottman
alicia farrell & gary rottman
reduced stress.    alicia farrell & gary rottman
alicia farrell & gary rottman
focused          alicia farrell & gary rottman
alicia farrell & gary rottman
AGENDA DefiningInstructingEquipping        alicia farrell & gary rottman
What ismarketing                      ?     alicia farrell & gary rottman
alicia farrell & gary rottman
Marketing isfinding the righttriggers to push.          alicia farrell & gary rottman
alicia farrell & gary rottman
Marketing isabout positioning, promoting, and   persuading.          alicia farrell & gary rottman
Marketing is ...         alicia farrell & gary rottman
ART &   alicia farrell & gary rottman
SCIENCE    alicia farrell & gary rottman
CONNECT   alicia farrell & gary rottman
strategicactivities      alicia farrell & gary rottman
guidebehavior.            alicia farrell & gary rottman
What issocial media                  ?       alicia farrell & gary rottman
websitecontent    alicia farrell & gary rottman
alicia farrell & gary rottman
How tomarket?   alicia farrell & gary rottman
Marketing musthelp the unaware.                 alicia farrell & gary rottman
Marketing mustinspire the interested.                 alicia farrell & gary rottman
Marketing mustreassure the intent.                 alicia farrell & gary rottman
How touse   ?socialmedia    alicia farrell & gary rottman
listenlistenlisten     alicia farrell & gary rottman
goals    alicia farrell & gary rottman
community   alicia farrell & gary rottman
strategy           alicia farrell & gary rottman
content  alicia farrell & gary rottman
beREAL.
P.S.donʼt forget tomeasure  alicia farrell & gary rottman
alicia farrell & gary rottman
alicia farrell & gary rottman
alicia farrell & gary rottman
integration      alicia farrell & gary rottman
SPCA  alicia farrell & gary rottman
WineTasting    alicia farrell & gary rottman
goals 12 wine vendors, 20-25 food & craft vendors, 5 entertainers; 2,000 visitors/$30,000 in ticket sales                 ...
STRATEGY:Develop aintegrated      Social Mediamarketing        Marketingplan to helpmeet the goal              2011 SPCA  ...
traditional  media     alicia farrell & gary rottman
Pre-Event            “GET SOCIAL” CAMPAIGN 1Marketing      Goal: Trial promo/awareness campaign to increase SM presence an...
Pre-Event                                Marketingalicia farrell & gary rottman
t        On-Site       Marketing                   alicia farrell & gary rottmanMPAIGN 1
socialmedia    alicia farrell & gary rottman
STRATEGY:Develop aintegrated      Social Mediamarketing        Marketingplan to helpmeet the goal              2011 SPCA  ...
Social Media      Marketingalicia farrell & gary rottman                             2011 SP                      Wine Tas...
3 keysteps tointegration      alicia farrell & gary rottman
1. inform     alicia farrell & gary rottman
2. drive
Call to actionsfor social media   alicia farrell & gary rottman
“Follow us on Facebook forthe latest infoand contests”       alicia farrell & gary rottman
“Join our  discussions onLinkedIn for great     advice fromindustry leaders”          alicia farrell & gary rottman
“Get the latestnews about us   on Twitter”       alicia farrell & gary rottman
“Want to share our mission?  Follow us on  Facebook to    learn how”       alicia farrell & gary rottman
“Stay up to dateon whatʼs going   on with us by following us on      Facebook”        alicia farrell & gary rottman
3. engage
research    alicia farrell & gary rottman
brand    alicia farrell & gary rottman
connect    alicia farrell & gary rottman
excitement     alicia farrell & gary rottman
excitement     alicia farrell & gary rottman
viral   alicia farrell & gary rottman
contest    alicia farrell & gary rottman
take aways 1. inform. drive. engage. 2. target a community based on passions. 3. start simple. 4. be yourself. 5. have fun...
Inform drive engage
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Integrating social media with traditional marketing

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  • Inform drive engage

    1. 1. integrating social media withtraditional marketing alicia farrell & gary rottman
    2. 2. alicia farrell & gary rottman
    3. 3. overwhelmed. alicia farrell & gary rottman
    4. 4. alicia farrell & gary rottman
    5. 5. reduced stress. alicia farrell & gary rottman
    6. 6. alicia farrell & gary rottman
    7. 7. focused alicia farrell & gary rottman
    8. 8. alicia farrell & gary rottman
    9. 9. AGENDA DefiningInstructingEquipping alicia farrell & gary rottman
    10. 10. What ismarketing ? alicia farrell & gary rottman
    11. 11. alicia farrell & gary rottman
    12. 12. Marketing isfinding the righttriggers to push. alicia farrell & gary rottman
    13. 13. alicia farrell & gary rottman
    14. 14. Marketing isabout positioning, promoting, and persuading. alicia farrell & gary rottman
    15. 15. Marketing is ... alicia farrell & gary rottman
    16. 16. ART & alicia farrell & gary rottman
    17. 17. SCIENCE alicia farrell & gary rottman
    18. 18. CONNECT alicia farrell & gary rottman
    19. 19. strategicactivities alicia farrell & gary rottman
    20. 20. guidebehavior. alicia farrell & gary rottman
    21. 21. What issocial media ? alicia farrell & gary rottman
    22. 22. websitecontent alicia farrell & gary rottman
    23. 23. alicia farrell & gary rottman
    24. 24. How tomarket? alicia farrell & gary rottman
    25. 25. Marketing musthelp the unaware. alicia farrell & gary rottman
    26. 26. Marketing mustinspire the interested. alicia farrell & gary rottman
    27. 27. Marketing mustreassure the intent. alicia farrell & gary rottman
    28. 28. How touse ?socialmedia alicia farrell & gary rottman
    29. 29. listenlistenlisten alicia farrell & gary rottman
    30. 30. goals alicia farrell & gary rottman
    31. 31. community alicia farrell & gary rottman
    32. 32. strategy alicia farrell & gary rottman
    33. 33. content alicia farrell & gary rottman
    34. 34. beREAL.
    35. 35. P.S.donʼt forget tomeasure alicia farrell & gary rottman
    36. 36. alicia farrell & gary rottman
    37. 37. alicia farrell & gary rottman
    38. 38. alicia farrell & gary rottman
    39. 39. integration alicia farrell & gary rottman
    40. 40. SPCA alicia farrell & gary rottman
    41. 41. WineTasting alicia farrell & gary rottman
    42. 42. goals 12 wine vendors, 20-25 food & craft vendors, 5 entertainers; 2,000 visitors/$30,000 in ticket sales alicia farrell & gary rottman
    43. 43. STRATEGY:Develop aintegrated Social Mediamarketing Marketingplan to helpmeet the goal 2011 SPCA Wine Tasting Eventof the event. Marketing Plan On-Site Marketing Pre-Event “GET SOCIAL” CAMPAIGN 1 Marketing Goal: Trial promo/awareness campaign to increase SM presence and connections in order to utilize SM in event marketing. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 3 Months—October - December 2010 Content planning and development for Social Media Profiles including graphic look and feel for event identity (Ideas for discussion: Contest; Exclusive conference discounts) “GET SOCIAL” CAMPAIGN 2 Goal: Engage SM connections to inspire potential attendees to participate and reassure event attendances. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 9 Months—January - October 2011 Content planning and development for Social Media Integration “GET KNOWLEDGE” EMAIL CAMPAIGN Goal: Thought Leadership email campaign to inspire potential attendees to participate and reassure event attendances. Frequency: Monthly Duration: January - October 2011 “EVENT UPDATES” EMAIL CAMPAIGN Goal: Event updates (Logistics, schedule, speaker announcements, promos) Frequency: Integrated with campaign touch points; no more than 2X/Month Duration: January - October 2011 DIRECT MAIL CAMPAIGN 1 March, April & May 2011: Event Brochure/Mailer & 2 Postcards Note: Recommend integrating SM/Email with this DM Campaign DIRECT MAIL CAMPAIGN 2 August - September 2011: 2 Postcards Event Update/Reminders Note: Recommend integrating SM/Email with this DM Campaign alicia farrell & gary rottman
    44. 44. traditional media alicia farrell & gary rottman
    45. 45. Pre-Event “GET SOCIAL” CAMPAIGN 1Marketing Goal: Trial promo/awareness campaign to increase SM presence and connections in order to utilize SM in event marketing. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 3 Months—October - December 2010 Content planning and development for Social Media Profiles including graphic look and feel for event identity (Ideas for discussion: Contest; Exclusive conference discounts) “GET SOCIAL” CAMPAIGN 2 Goal: Engage SM connections to inspire potential attendees to participate and reassure event attendances. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 9 Months—January - October 2011 Content planning and development for Social Media Integration “GET KNOWLEDGE” EMAIL CAMPAIGN Goal: Thought Leadership email campaign to inspire potential attendees to participate and reassure event attendances. Frequency: Monthly Duration: January - October 2011 “EVENT UPDATES” EMAIL CAMPAIGN Goal: Event updates (Logistics, schedule, speaker announcements, promos) Frequency: Integrated with campaign touch points; no more than 2X/Month Duration: January - October 2011 DIRECT MAIL CAMPAIGN 1 March, April & May 2011: Event Brochure/Mailer & 2 Postcards Note: Recommend integrating SM/Email with this DM Campaign DIRECT MAIL CAMPAIGN 2 August - September 2011: 2 Postcards Event Update/Reminders Note: Recommend integrating SM/Email with this DM Campaign alicia farrell & gary rottman
    46. 46. Pre-Event Marketingalicia farrell & gary rottman
    47. 47. t On-Site Marketing alicia farrell & gary rottmanMPAIGN 1
    48. 48. socialmedia alicia farrell & gary rottman
    49. 49. STRATEGY:Develop aintegrated Social Mediamarketing Marketingplan to helpmeet the goal 2011 SPCA Wine Tasting Eventof the event. Marketing Plan On-Site Marketing Pre-Event “GET SOCIAL” CAMPAIGN 1 Marketing Goal: Trial promo/awareness campaign to increase SM presence and connections in order to utilize SM in event marketing. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 3 Months—October - December 2010 Content planning and development for Social Media Profiles including graphic look and feel for event identity (Ideas for discussion: Contest; Exclusive conference discounts) “GET SOCIAL” CAMPAIGN 2 Goal: Engage SM connections to inspire potential attendees to participate and reassure event attendances. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 9 Months—January - October 2011 Content planning and development for Social Media Integration “GET KNOWLEDGE” EMAIL CAMPAIGN Goal: Thought Leadership email campaign to inspire potential attendees to participate and reassure event attendances. Frequency: Monthly Duration: January - October 2011 “EVENT UPDATES” EMAIL CAMPAIGN Goal: Event updates (Logistics, schedule, speaker announcements, promos) Frequency: Integrated with campaign touch points; no more than 2X/Month Duration: January - October 2011 DIRECT MAIL CAMPAIGN 1 March, April & May 2011: Event Brochure/Mailer & 2 Postcards Note: Recommend integrating SM/Email with this DM Campaign DIRECT MAIL CAMPAIGN 2 August - September 2011: 2 Postcards Event Update/Reminders Note: Recommend integrating SM/Email with this DM Campaign alicia farrell & gary rottman
    50. 50. Social Media Marketingalicia farrell & gary rottman 2011 SP Wine Tasting
    51. 51. 3 keysteps tointegration alicia farrell & gary rottman
    52. 52. 1. inform alicia farrell & gary rottman
    53. 53. 2. drive
    54. 54. Call to actionsfor social media alicia farrell & gary rottman
    55. 55. “Follow us on Facebook forthe latest infoand contests” alicia farrell & gary rottman
    56. 56. “Join our discussions onLinkedIn for great advice fromindustry leaders” alicia farrell & gary rottman
    57. 57. “Get the latestnews about us on Twitter” alicia farrell & gary rottman
    58. 58. “Want to share our mission? Follow us on Facebook to learn how” alicia farrell & gary rottman
    59. 59. “Stay up to dateon whatʼs going on with us by following us on Facebook” alicia farrell & gary rottman
    60. 60. 3. engage
    61. 61. research alicia farrell & gary rottman
    62. 62. brand alicia farrell & gary rottman
    63. 63. connect alicia farrell & gary rottman
    64. 64. excitement alicia farrell & gary rottman
    65. 65. excitement alicia farrell & gary rottman
    66. 66. viral alicia farrell & gary rottman
    67. 67. contest alicia farrell & gary rottman
    68. 68. take aways 1. inform. drive. engage. 2. target a community based on passions. 3. start simple. 4. be yourself. 5. have fun. 6. if you dont know, ask. alicia farrell & gary rottman

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