Making the Connection: Integrating Online and Offline

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Ways to extend your brand's reach by connecting your online and offline communication efforts.

Originally presented by Mike Whaling of 30 Lines to the Social Media Club Fort Worth chapter at the Balcom Agency on September 15, 2010.

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Making the Connection: Integrating Online and Offline

  1. 1. Making the Connection: Integrating Online and Offline Discussion: #smcfw
  2. 2. Download the slides at SlideShare.net/30lines
  3. 3. Text my30 to 88000
  4. 4. www.flickr.com/photos/urbanelife/3183422847 “Social media” is people having conversations ... online.
  5. 5. TheConversationPrism.com A set of communication tools
  6. 6. >> It levels the playing field by giving you a voice. >> It gives you a direct connection to your customers. >> It gives your customers a direct connection to each other.
  7. 7. Answer these questions... >> What is our goal? >> Who are we trying to reach? >> What action(s) do we want them to take? >> Where is our audience now?
  8. 8. And these... >> Are people talking about us? If yes, what are they saying? If no, why not? >> What happens if someone says something bad about us? >> How do we integrate social media with current offline/online communications?
  9. 9. And these... >> Who will manage our social media efforts? Who does the talking? >> How will we stay current on the latest tools, trends and best practices? >> How do we define success?
  10. 10. Have the goal in mind. www.flickr.com/photos/wallyg/280932690/ www.flickr.com/photos/tashland/259178493
  11. 11. Know your audience(s). www.flickr.com/photos/tashland/259178493
  12. 12. Create a call to action. www.flickr.com/photos/hantlas/479435969/
  13. 13. Embrace customers’ interests. www.flickr.com/photos/pixelarity/4361102373/
  14. 14. Get people talking. www.flickr.com/photos/svenwerk/858381180/
  15. 15. Don’t hide from criticism. www.flickr.com/photos/cardopoli/219069323/
  16. 16. One tool of many. www.flickr.com/photos/tashland/259178493
  17. 17. Manage the conversation.
  18. 18. Follow the trends.
  19. 19. Know what success looks like.
  20. 20. Test the water.
  21. 21. Making the connection >> Journal your adventures >> Use your “digital glue” >> Get the digits >> Play tag >> Location, location, location >> “Find us here” >> Let fans tell your story
  22. 22. Journal your adventures www.flickr.com/photos/cardopoli/219069323/ www.flickr.com/photos/cardopoli/219069323/
  23. 23. Email: The “digital glue” www.flickr.com/photos/cardopoli/219069323/
  24. 24. Find your audience www.flickr.com/photos/cardopoli/219069323/
  25. 25. Txt me, k? :P www.flickr.com/photos/cardopoli/219069323/
  26. 26. Tag, you’re it.
  27. 27. Tag, you’re it.
  28. 28. Check in with location services
  29. 29. “Find us on ...” www.flickr.com/photos/cardopoli/219069323/
  30. 30. Let others do the talking
  31. 31. j.mp/20offpostling
  32. 32. Where does it fit? >> Public relations >> Marketing >> Customer service >> Customer loyalty >> Recruiting >> Internal communications and training
  33. 33. Tracking offline efforts?
  34. 34. How can we complement this with social?
  35. 35. Making it work for you >> Develop policies that fit your team >> Communicate goals, define roles >> Provide tools to help staff succeed >> EDUCATE >> Understand culture & regulations (FTC)
  36. 36. Itʼs not about you.
  37. 37. Text my30 to 88000
  38. 38. Mike Whaling 614.859.5030 mike@30lines.com 30lines.com twitter.com/30lines facebook.com/30lines
  39. 39. Letʼs talk.

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