8.12.14 webinar
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8.12.14 webinar

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Allocating resources across the marketing mix is a lot like gathering the ingredients for a cookie recipe. You’ve got to determine the right ingredients and proportions for a delicious result. You ...

Allocating resources across the marketing mix is a lot like gathering the ingredients for a cookie recipe. You’ve got to determine the right ingredients and proportions for a delicious result. You want the finished goodie to delight cookie lovers—from positive comments and advocacy to second helpings and a commitment to your cookies. Although there are many good cookies out there, there are a multitude of options for consumers to research, engage, and build a relationship with your particular cookie, or brand.

That’s why it’s essential that your company’s marketing mix has the right allocation of resources across the four Ps of marketing: placement, price, product, and promotion.

You’ll want to join our panel of expert social bakers to discuss the importance of:

-Analyzing your social media channels, content, and subscribers
-Connecting your communications with channels
-Listening to community needs to fill gaps
-Combining channels where necessary
-Building your marketing strategy

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  • Thank you to today’s sponsor, Act-On Software, who was the only Marketing Automation provider identified by Forrester Research as a category leader for both small marketing teams and large enterprises. <br /> <br /> You can download Forrester Research’s full report and read why Act-On was ranked as a leader at www.act-on.com/wave <br />
  • When these three areas come together, we have created the best possible content that connects the right audience to our brand for long-term marketing success.
  • Thank you to today’s sponsor, Act-On Software, who was the only Marketing Automation provider identified by Forrester Research as a category leader for both small marketing teams and large enterprises. <br /> <br /> You can download Forrester Research’s full report and read why Act-On was ranked as a leader at www.act-on.com/wave <br />

8.12.14 webinar 8.12.14 webinar Presentation Transcript

  • Allocating Resources Across the Marketing Mix: Where to Spend Socially #SMTLive
  • Join the Conversation… #SMTLive
  • Our Speakers #SMTLive Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. A veteran of the big-book print media world that included Fortune, Newsweek and BusinessWeek, she had built her reputation on architecting powerful strategies that delivered to blue-chip corporate clients and their agencies ways to corral and connect with their customers, and equally importantly, their customers’ trusted influencers. @robincarey Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world's largest publishing companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead generation. @misslindawest Don Bulmer is Vice President of Communication Strategy at Shell where he is responsible for Shell's global social media, influence and partner communication programs. Don has 19+ years of experience leading award-winning marketing and communication programs at top global energy, enterprise technology and internet startup companies. Don serves on the board at The Churchill Club, an independent business and technology forum in Silicon Valley, where CEOs, thought leaders and global business executives meet to debate important issues related to innovation, leadership, and economic growth. @dbulmer Monica Womack Peterson is the Director of Social Media Strategy and Operations for the Toyota Division of Toyota Motor Sales, U.S.A. She is responsible for leading the development of social media marketing strategies and designing social media marketing campaigns and experiences for Toyota. She also oversees and manages the collaboration of Toyota North American Affiliate(s) in the areas of social media governance, process, policy and training development. Monica previously served as the Digital Marketing and Social Media Manager for the Lexus Division of Toyota Motor Sales, U.S.A. @MonicaWPeterson http://image.slidesharecdn.com/8-140813080550-phpapp02/95/81214-webinar-3-638.jpg?cb=1407935219
  • #SMTLive http://image.slidesharecdn.com/8-140813080550-phpapp02/95/81214-webinar-4-638.jpg?cb=1407935219
  • #SMTLive
  • #SMTLive
  • Shell’s Social Landscape
  • Copyright of Shell SHELL SOCIAL MEDIA ECOSYSTEM 9 5,100,000+ FOLLOWERS More than500millionpeople reached,#1 in energysector 445,000+ FOLLOWERS Across17TwitterHandles 1,000,000+ FOLLOWERS 6th LargestCorporateAudience - #1in theEnergySector;9th mostin-demandemployeron LinkedIn 34,000+ FOLLOWERS LaunchedJuly2013;90%ofthisGroupareActiveDaily
  • SO WHAT?
  • Copyright of Shell WHEN THESE THREE KEY AREAS COME TOGETHER… Demographics BehaviorPreferences “Sweet Spot” Who makes up our audience (location, gender, age, etc)? What’s their education? Where are they in their life-cycle? What motivates and inspires them? What other brands or organizations besides ours do they follow? What do they care about (interests, issues, causes, etc)? What content drives engagement? How often (when/where)do they become engaged? What rewards and incentives do they respond to?
  • Our Speakers #SMTLive Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. A veteran of the big-book print media world that included Fortune, Newsweek and BusinessWeek, she had built her reputation on architecting powerful strategies that delivered to blue-chip corporate clients and their agencies ways to corral and connect with their customers, and equally importantly, their customers’ trusted influencers. @robincarey Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world's largest publishing companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead generation. @misslindawest Don Bulmer is Vice President of Communication Strategy at Shell where he is responsible for Shell's global social media, influence and partner communication programs. Don has 19+ years of experience leading award-winning marketing and communication programs at top global energy, enterprise technology and internet startup companies. Don serves on the board at The Churchill Club, an independent business and technology forum in Silicon Valley, where CEOs, thought leaders and global business executives meet to debate important issues related to innovation, leadership, and economic growth. @dbulmer Monica Womack Peterson is the Director of Social Media Strategy and Operations for the Toyota Division of Toyota Motor Sales, U.S.A. She is responsible for leading the development of social media marketing strategies and designing social media marketing campaigns and experiences for Toyota. She also oversees and manages the collaboration of Toyota North American Affiliate(s) in the areas of social media governance, process, policy and training development. Monica previously served as the Digital Marketing and Social Media Manager for the Lexus Division of Toyota Motor Sales, U.S.A. @MonicaWPeterson
  • Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up! #SMTLive Audience: Tell us why you want to go to The Social Shake-Up to be entered for a chance to win. Tweet: “I want to go to #socialshakeup because…” #SMTLive
  • Upcoming Webinar August 19th Engaging Employee Advocates: How Electronic Arts is Activating Employees to Amplify the Brand’s Message