Integrated Marketing
Strategy
Creation of a Cohesive Campaign

Sponsored by: Waterloo Region Small Business Resource Cente...
Introduction @krcraft &
@gdiver62
• We are NOT a social media ‘gurus’
• We are experienced business strategists who also k...
AGENDA

Why a have a Strategy?
1

Set clear goals.

Clarify how you will reach objectives.

3

Define your social brand ‘v...
introduction
Businesses need to find a way to grow their customer
base, build their brands and increase brand awareness,
w...
in-te-grat-ed mar-ket-ing
“A strategic business process used to plan,
develop, execute and evaluate coordinated,
measurabl...
Market review
Increased pressure to compete
Market saturation
Rising costs of production and media outlets
B2B and B2C are...
10.3 BILLION searches
are conducted on
Google every month
Will your customers find
you, and what will they
learn about you...
The right questions
Before you start to deep dive into planning and executing your strategy,
you must make sure you know t...
Marketing Channels

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

9
The Steps
This is bigger than just social media, so you’ve got to outline how all
channels can effectively work together t...
Steps
This is bigger than just social media, so you’ve got to outline how all
channels can effectively work together to ge...
Narrative

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

12
Research
• How are others in your industry using social
successfully?
• Conversation maps - What channels are your
custome...
Social Spammer or Social
Brand?

Defining a Social
Brand
“A social brand is any company, product,
individual that uses soc...
Elevator speech 101
• Why is it called an elevator speech?
• Why do you need one?
• Why do you need more than one?
• Diffe...
Consistency

Produce strategic marketing
communications that speak with one
voice across different media
It’s crucial to m...
What are your marketing objectives?
Branding
Direct Sales

• building or maintaining an image or reputation.

• selling a ...
Narrative
Integrated marketing is about telling a story. You need to create the
journey for consumers and allow them to ac...
When implementing an integrated marketing communication plan
remember to keep in mind the following:
• Campaign goal(s) mu...
Planning

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

20
Planning
The more you plan your marketing efforts the greater your success. Here are four
tips for the planning phase for ...
Planning
Identify the target audience

Determine the communication objectives
Design the message
Choose the media
Choose t...
Trends: Technology
1. Mobile Devices
•

Smart phone use is on the rise. Smart phones are quickly becoming a more important...
Paid, Earned and Owned Media

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

24
Promotion Mix
MEDIUMS

• Advertising
• Public Relations
• Broadcast

• Print
• Internet
• Displays

© 2013 Aptisense

#wrs...
Methods
Cross-pollinate Awareness
•
•
•
•
•
•
•
•

© 2013 Aptisense

Newsletter
Google Adwords
Your Website
Social Media –...
Why Do We Do Social?

One compelling reason: The Customers
now control the conversation about
your brand.

Social Media is...
Now what?

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

28
Keep calm
• You can’t do everything –
so don’t even try.
• You have to do something,
so start testing and find
out what wo...
Integration

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

30
Choose points of Interaction
We have a host of tools at our fingertips these days. There are dozens of
social media option...
Traditional Campaign
THEN:

NOW:
Direct mail piece to an event or sale including a web site redirect and social
media #has...
Sample 1 – Sale
Develop Sale Offer

Add landing page to web site
Facebook/GoogleAds

Send email
Create flyer guiding to we...
Sample 2 - Event
Develop Event plan

Add landing page
Add event registration form

Send evite
Write blog posts – include
#...
How do you do it right?

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

35
Sample Event
Content

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62
Evolving Content

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

37
Collective Use of Content

Collectively, different people in different roles, with both
separate and shared goals, used al...
SEO of Social

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62
Human engagement
Don’t overlook the key factor of being human.

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdive...
Email
• Email is another marketing channel that people don’t tend to really
focus on. Email is a great way to segment your...
55% of
companies that
blog get more
visitors
© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

42
Blogging
Blogging Benefits
• Blogs (if you’re doing it right) are a more active type of medium versus your website, as the...
Raise your hand if you’re already on
Social Media?

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

44
Biggest Mistakes SMBs make on
Social
Leaping in without a strategy and goals.
Lack of Brand Voice clarity.
Failure to enga...
Social Channels
Linkedin
• If you’re in B2B, then you should be doing LinkedIn.
• Linkedin is the most affluent membership...
Social Channels
YouTube
• It’s portable. You can create a video, upload it, then promote it easily to
other platforms like...
How to do Social without
Sucking 101
RECIPROCATE! Share, engage, converse, debate, guide, help, serve, instruct,
comfort, ...
© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

49
Measurement
• Monitor and analyze data whenever possible to measure success,
failure and make adjustments based on the dat...
EVENT-BASED LISTENING

Before

After

© 2013 Aptisense

During

#wrsbrc

Presented by: @krcraft & @gdiver62

ALL businesse...
Types of Events
• New blog posts, mail campaigns, product
launches, sales/promotions, conferences,
webinars, even things l...
CAUSE TO CORRELATION
Monitor
Share

Feedback

Tweak

Assign

Analyze

Action

Response

© 2013 Aptisense

#wrsbrc

Present...
measurement

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver62

54
Events > Metrics > Results
Bonobos
•Exclusive sale on Twitter generated 1,200% ROI in 24 hours on promoted tweet. (Twitter...
Value Chain – Community Lifecycle

Acquire

Reward

Retain

© 2013 Aptisense

#wrsbrc

Reward your
connections - new or
ex...
Integrated Marketing Review
What to do:
•

Blog

•

Use location-based marketing techniques

•

Optimize web pages for sea...
So… to recap.

If you want to
reach higher levels
of success as a
social business, just
follow these steps.
Strategy

© 20...
Our Thanks To You
We’d like to extend our thanks to all of you for attending the Summer
Company Social Media clinic today....
Q&A
Connect with us:
LinkedIn:
Kelly Craft
Twitter:
@krcraft

© 2013 Aptisense

#wrsbrc

Presented by: @krcraft & @gdiver6...
Retail Examples
• Integrated campaign with bananas: “buy a bunch lose a bunch”
• Focused on bananas as a way to lose weigh...
Case Study - Adidas
Adidas teamed up in 2010 with popular athletes to
promote the World Cup and increase brand awareness.
...
Hospitality Industry Examples
Hotels and other businesses in the hospitality industry are using social
media as a part of ...
Social media - hospitality industry
What to do:
• Use social media as market research (loyalty programs, discovering the
“...
Case Study - Starbucks
Starbucks uses an integrated marketing plan based on social media implementation with
several worki...
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Integrated marketing strategy Creation of a cohesive campaign

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Compiled by my colleague Kelly Craft (@krcraft) and the first in a series of four presentations on Integrated Marketing for the SMB community in Kitchener/Waterloo. Thanks to our partner Waterloo Regional Small Business Centre

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  • 8 ParticipantsEducational toys – directly to daycares and schools
  • Be prepared to discuss what the Narrative is – what does it mean to you
  • Why drive to the websiteDataInformation – assist them in their buyer’s journey what dtage they are atAuthority -
  • Provide a great example of a solid – use the story summary / executive summary
  • The better you understand the concepts illustrated in this guide, the better you’ll be able to craft a strategy.1. Understand what you want from participating in social media:Branding: building or maintaining an image or reputation.Direct Sales: selling a product or service directly to users.Indirect Sales: converting a user into a customer through the use of a conversion funnel.Research: finding out insights about your customers, your market, or your industry.Customer Service: helping users who are already customers.Collaboration: helping employees learn & communicate with each other (and your customers).2. Understand the issues & opportunities associated with each potential social media channel.3. Select channels, and set realistic benchmarks. Understanding how different networks grow, and what to listen for is key.4. Never stop testing, evaluating, and learning from the communities you participate. It’s better to participate in fewer channels effectively, than it is to try and participate everywhere the “fish” are.
  • Integrated marketing communication calls for recognizing all contact points (brand contact) where the customer may encounter the company and its brandsIntegrated marketing communication involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience responseThe promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships
  • Social media is Pervasive – It is absolutely everywhere. Whether or not you or your company are participating in social, you can bet members of your customer community are. Social Media brings an entire new dynamic to the term word of mouth. It is a space where we can engage with multiple key audiences at once. Yes, it allows us to mine for leads, but more importantly, it allows us to build communities and our relationships with partners, customers, teams, vendors, industry voices, and the public. Why do we want to build stronger relationships? Because building better relationships helps us better understand the needs and goals of all of our constituents: it gives customers a voice, allows partners to cross-promote products and services, can result in important feedback, and it results in a constant cycle of learning for all involved.Participating in Social media is more than having an account on websites like Facebook and Twitter. It is a communication shift between people, companies and brands and you will benefit by being a part of it. But before we dive into the big social sea, its helpful if we truly understand why we are doing it so we can align it with new or existing business objectives, then establish supporting processes and routines, and plans for measuring our successes in aligning our goals.
  • So, let’s explore further the internal, external and evolving content we’ve been using to help make this summit event a success.We shared the Social Summit event and registration page (external)We read and shared other speaker’s blogs about the event or in preparation for their sessions – James did this really well (external)We created our own blog with a brief write-up about the advantages of attending to learn, meet others and swap social business stories (internal)We listened, shared and reshared tweets and updates about the event in other channels WITH news about the event (evolving)Let’s have a look at some of the evolving content that surfaced from the events content.
  • As I said earlier, evolving content is often most readily found on social channels where trends can surface in seconds. We can see a variety of evolving content that surfaced after ourselves and the Knowledge is Power team shared the content. The evolving content includes others sharing with their communities, comments highlighting the value of attending and people networking and letting others know they are attending. Uncovering evolving pieces of content AND integrating them with your internal and external sources is a successful content strategy that we have seen contribute to building strong communities and connections.
  • The story here is that successful social folks create content, share other content, and integrate all sorts of content in different configurations to support both their own, and the goals of the event organizers.That’s exactly what we hope you learn to do as you delve into social. It’s all about shared goals and purposes. Building your business, building communities, and helping others build theirs effectively, too.What really made this work so well? The content map is a big part of that.
  • AptiDraft has very respectable positioning in Google rankings. Whatever they are already doing with keywords and adwords is working. Those same keywords should be judiciously laced into both newly created content, and in some of their social update posts. Chances are, some of those same successful keywords will also be relevant hashtags on social channels.And since there are so many non-profits in the room, we’d like to pause here to mention that if you are a non-profit, you may be able to apply for a grab to obtain free google ad-words. If you are interested, see Gord later and he can tell you a bit more about.
  • While there are unique requirements and goals for every business, ALL businesses share one commonality: Large or small, every organizations has events. They might not call them events, but that is what they are.All orgs have events, whether planned or unplannedEvents can be internal, external, or a combination of bothEvents may include any combination of: customers, partners, supply chain, vendors, employees, VARs, competitors, influencers, public, media, industry interests2. ALL events can minimally be broken down into before, during and after phasesALWAYS CHECK YOUR BASELINE AND BENCHMARKS BEFORE, DURING, AND AFTER EVERY EVENT.
  • While there are unique requirements and goals for every business, ALL businesses share one commonality: Large or small, every organizations has events. They might not call them events, but that is what they are.All orgs have events, whether planned or unplannedEvents can be internal, external, or a combination of bothEvents may include any combination of: customers, partners, supply chain, vendors, employees, VARs, competitors, influencers, public, media, industry interests2. ALL events can minimally be broken down into before, during and after phasesWith that basic shift in perspective, business users can now begin to ask relevant, intelligent questions to determine where listening, engagement, response, community building, follow-ups and sentiment might fit into their business processes and KPI’s at each phase. Using the event method, you have: two kinds of listening/data mining/analysis - confirmation (searching for knowns) and discovery - searching for unknowns using layered data that builds over timeand two kinds of responses - real-time recovery/action and longer term strategies/initiatives generation
  • Despite the advances in integrating social media into business communications, the majority of companies we’ve spoken or worked with don’t have any sort of standard frameworkin place to measure it’s value. This is true of not only companies that are beginning to engage, but many of the companies who have been present in social channels for several years.Orgs large and small need a framework to help them understand their:Activities:Listening – collecting data, experience and sentimentAnalyzing – identifying and extracting target data setsAct – engage -> content developed. Listen, report, tweak content, engage. Repeat in an ongoing tracking cycle. customer needs, collect data, identify and extract
  • Laurie “theme really is provide value” (LIKE) Everyone here today is part of a small or medium business. Your company goals are to acquire more business. In the social sphere, that means more followers, more conversations, more relationships. Some of these relationships lead to business and some do not but regardless of the outcome, we should award these people for their effort and engagement. We want to reward them so they are interested in continuing to build their relationship with us. Insert definition of reward??? So using Podio, let’s look at how we can bring this full circle.
  • Notes:As a thank you to all who have attended our sessions today, we’d like to offer each of you a mini-audit of any one social profile/channel you are currently using.  We will provide you with a short review including: •Three suggestions for improving presence on the channel.•Three suggestions for additional content sources for their field or industry.•An overall recommendation for strategic improvement. There will be a button at the bottom right of our home page that links to it and the promo code is DDGSMS25 and is needed for submission. Please look for it at the end of today. If you have any trouble finding it please send us an email or a tweet!
  • Integrated marketing strategy Creation of a cohesive campaign

    1. 1. Integrated Marketing Strategy Creation of a Cohesive Campaign Sponsored by: Waterloo Region Small Business Resource Center Presented by: Kelly Craft & Gordon Diver
    2. 2. Introduction @krcraft & @gdiver62 • We are NOT a social media ‘gurus’ • We are experienced business strategists who also know social well • Lateral, tech-savvy hybrids spanning strategy, design, implementation & analytics • Diehard data geeks & Compelling narrative story engineers • Committed to holistic approach to business strategy • Silo-busters and frequent dinosaur-tippers © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    3. 3. AGENDA Why a have a Strategy? 1 Set clear goals. Clarify how you will reach objectives. 3 Define your social brand ‘voice’. Know how to apply the tools and manage the information. 5 2 4 Know what success looks like. Learn how to tweak performance. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 6 3
    4. 4. introduction Businesses need to find a way to grow their customer base, build their brands and increase brand awareness, while aligned with brand vision and mission. Using an integrated marketing communication strategy is a great way for a brand to specifically focus on target customers. This offers: • A holistic approach to communications marketing • More “bang for your buck,” by creating a cohesive user experiences • Integrated marketing communication plans increase the chance that consumers will reach you the way you want them to (more control) © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 4
    5. 5. in-te-grat-ed mar-ket-ing “A strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects, employees and other relevant external and internal audiences.” Integrated marketing campaigns (IMC) combine new, and traditional media marketing tools and tactics to connect with consumers across multiple platforms. The goal of an IMC is to integrate brand messaging across channels (messages are not platformspecific), and to increase market and brand awareness, eventually resulting in financial benefits. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 5
    6. 6. Market review Increased pressure to compete Market saturation Rising costs of production and media outlets B2B and B2C are able to be more aggressive with online/social resources Rising print/postage costs Bottom line = MORE CHOICES © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 6
    7. 7. 10.3 BILLION searches are conducted on Google every month Will your customers find you, and what will they learn about your products and services when they do? It’s all in the message. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 7
    8. 8. The right questions Before you start to deep dive into planning and executing your strategy, you must make sure you know the answers to two critical questions about your business:  How do you make money as a company?  Why do you make money in those ways? Answering these questions will help you define your narrative while also helping you to define your intentions and goals within social media as part of your marketing strategy. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 8
    9. 9. Marketing Channels © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 9
    10. 10. The Steps This is bigger than just social media, so you’ve got to outline how all channels can effectively work together to get your messages across successfully. Four ways to organize your message are: Narrative – Narrative is creating the story around your brand or product that will best communicate with your consumers. Development - Once you have your story outlined, the next thing is to develop the right message and then deliver it to the right people in the way they wish to digest the content. Interaction/Integration – Addresses how will you interact with your consumers across all platforms. Blogging, email and social media are all different mediums and messaging should be integrated, but specific to each channels. Planning - Developing content calendars and looking at trends should be a part of your marketing activities. This is done so can you deliver timely content to your consumer when that topic or idea is in the top of mind. Measurement – to see what is successful, make adjustments and learn to make more money. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 10
    11. 11. Steps This is bigger than just social media, so you’ve got to outline how all channels can effectively work together to get your messages across successfully. Four ways to organize your message are: Narrative Integration Planning • Narrative is creating the story around your brand or product that will best communicate with your consumers. • Addresses how will you interact with your consumers across all platforms. Blogging, email and social media are all different mediums and messaging should be integrated, but specific to each channels. • Developing content calendars and looking at trends should be a part of your marketing activities. This is done so can you deliver timely content to your consumer when that topic or idea is in the top of mind. • To see what is successful, make adjustments and learn to make more money. Measurement © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 11
    12. 12. Narrative © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 12
    13. 13. Research • How are others in your industry using social successfully? • Conversation maps - What channels are your customers, partners, and employees using? • Content Maps – What do you have and what do you need to create? • What do your customers and partners want from you? Promotions? Customer service? Event details? Pointers to other cool stuff? Status updates? Cross-promotion? © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    14. 14. Social Spammer or Social Brand? Defining a Social Brand “A social brand is any company, product, individual that uses social technologies to communicate with the social customer, their partners and constituencies or the general public.”  Note that says ‘communicate with’, not ‘to’. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 14
    15. 15. Elevator speech 101 • Why is it called an elevator speech? • Why do you need one? • Why do you need more than one? • Different situations call for different messages. Different audiences call for different talking points. • Features of an elevator speech • Short. Concise. Leave the listener wanting more. • Elements of an elevator speech • Core message stays the same no matter the audience or situation. • Differentiation; what makes you special? • Your enthusiasm. Your emotional connection. Memorable points about you. • Delivering your message • Don’t sound rehearsed. Maintain eye contact. Know when to stop. Don't be creepy. • The end result? • Create awareness. Create interest. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 15
    16. 16. Consistency Produce strategic marketing communications that speak with one voice across different media It’s crucial to maintain your brand across all of your marketing efforts Your brand is more than just your logo Inconsistency can be a brand killer © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 16
    17. 17. What are your marketing objectives? Branding Direct Sales • building or maintaining an image or reputation. • selling a product or service directly to users. Indirect Sales • converting a user into a customer through the use of a conversion funnel. Research • finding out insights about your customers, your market, or your industry. Customer Service Collaboration © 2013 Aptisense #wrsbrc • helping users who are already customers. • build a community that learns from and helps each other. Work together. Presented by: @krcraft & @gdiver62
    18. 18. Narrative Integrated marketing is about telling a story. You need to create the journey for consumers and allow them to access that from several different entry points. Once you capture their attention you need to reassure consumers that this is the path for them. So involve them in a strong story with meaning, purpose and direction. Know what you want to say about your brand and then invite them on a well-planned journey. Develop the idea - Allow time and space to think about different ways to approach the idea and tell the story. All too often we see experiences that were obviously a great idea in the boardroom, and got everyone in the marketing team excited, but then when live, the campaign actually lacked depth and true understanding of the purpose or the target audience. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 18
    19. 19. When implementing an integrated marketing communication plan remember to keep in mind the following: • Campaign goal(s) must be communicated, and understood throughout the company and across departments in order to be successful • Actively work to keep communications cohesive and consistent; use technology to keep all employees on the same page and communicate with customers with the correct, clear message • Consider private branded communities, use new Facebook features “Questions” and “Private Groups” to delve deeper into the minds of the customer Businesses should consider participating in the integrated online marketing space. This effectively combines email, search, social, mobile and traditional to deliver a strong message. Facilitate conversations, commerce and loyalty to get new customers, and to maintain current customer base. Remember to integrate and use these tools in order to reach your customers. The ability to listen, and engage your customers is essential to position your business for success and differentiate the product or service from competitors! In the future, lines between integrated marketing channels will continue to blur… © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 19
    20. 20. Planning © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 20
    21. 21. Planning The more you plan your marketing efforts the greater your success. Here are four tips for the planning phase for marketing strategies. • Rely on your SEOs: Get keywords from that what people are searching on to get to your site or blog. Search data is more than trying to rank but getting ideas for what people want to know. • Build a long-term and daily content plan. • Long-Term Content Plan: Use Google Trends to compare products and primary searches. • Daily Content Plan: What trend terms are big the past 7 days on web site and in social channels and figure out what is trending right now that your company can take advantage of. • Create a publishing schedule so you can see what content is going live when. The key is to plan your marketing according to your content. • Measure your efforts to see what was successful and learn to make more money. If you put effort into planning your marketing and content strategy you will have a higher success rate and also continue to execute based on a strategy, versus reacting to what is wrong due to lack of organization. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 21
    22. 22. Planning Identify the target audience Determine the communication objectives Design the message Choose the media Choose the channels Develop content © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 22
    23. 23. Trends: Technology 1. Mobile Devices • Smart phone use is on the rise. Smart phones are quickly becoming a more important tool to use to connect and engage with customers. OpenTable recently announced that as of 9/20/10, over 5 million customers were “seated” via reservations booked on its mobile applications. Consumers are also using mobile apps to order food, find nearby restaurants, add value to prepaid cards (i.e. Starbucks), and/or discover the “flavor of the day.” 2. Geolocation • Customers are using technology and mobile devices to announce location to social networks (i.e. SCVNGR, Facebook Places, Foursquare, Gowalla). Businesses are capitalizing on this by linking the “check-ins” to coupons and deal savings, encouraging fans to announce their locations, and ultimately, become customers. 3. Group Buying • Group buying sites, such as Groupon, have changed consumer buying behavior, by forcing consumers to cooperate in order to receive the discount. Group buying allows for companies to drive purchase behavior and expand their customer bases. Participating businesses have experienced increased traffic as a result of flash sales, especially when linked with product reviews. 4. Barcode Scanning • Mobile devices allow the consumer the opportunity to scan bar codes (QR codes) to get product reviews, complementary offerings, compare prices across distributors and track product availability. Businesses can use this knowledge to communicate transparency regarding price, product and service quality. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 23
    24. 24. Paid, Earned and Owned Media © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 24
    25. 25. Promotion Mix MEDIUMS • Advertising • Public Relations • Broadcast • Print • Internet • Displays © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 25
    26. 26. Methods Cross-pollinate Awareness • • • • • • • • © 2013 Aptisense Newsletter Google Adwords Your Website Social Media – Facebook and Twitter for general information and acknowledgement of milestones Leveraging partnerships – content collaboration Press Coverage & Reviews Print/Audio/Video Campaigns Contests, Surveys, Deals, Coupons, Loyalty Incentives #wrsbrc Presented by: @krcraft & @gdiver62 26
    27. 27. Why Do We Do Social? One compelling reason: The Customers now control the conversation about your brand. Social Media is Pervasive. You need a plan. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    28. 28. Now what? © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 28
    29. 29. Keep calm • You can’t do everything – so don’t even try. • You have to do something, so start testing and find out what works for your brand. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 29
    30. 30. Integration © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 30
    31. 31. Choose points of Interaction We have a host of tools at our fingertips these days. There are dozens of social media options, dozens of ways to talk to consumers, dozens of places to be seen and heard. Integrated marketing is not about casting the net out wide and hoping for the best. It is about selecting relevant, well-timed touch points that work together to engage consumers with the brand. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 31
    32. 32. Traditional Campaign THEN: NOW: Direct mail piece to an event or sale including a web site redirect and social media #hashtag for engagement. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 32
    33. 33. Sample 1 – Sale Develop Sale Offer Add landing page to web site Facebook/GoogleAds Send email Create flyer guiding to web site Offer promo code on Facebook Offer promo code on Twitter Create YouTube video with CTA Include form for sign-up for discount © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 33
    34. 34. Sample 2 - Event Develop Event plan Add landing page Add event registration form Send evite Write blog posts – include #hashtag for event Invite others to write about event Post to and update during events Use #hashtag on Twitter Write a summary post after event © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 34
    35. 35. How do you do it right? © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 35
    36. 36. Sample Event Content © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    37. 37. Evolving Content © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 37
    38. 38. Collective Use of Content Collectively, different people in different roles, with both separate and shared goals, used all of these types of content in various integrated combinations for this event: • • • • • • Business and personal blogs Social channels Twitter, Facebook, LinkedIn, G+ Web linking and back-linking to sponsor organizations Email marketing campaigns Print media and advertising Good old fashioned phone, email & F2F invitations © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 38
    39. 39. SEO of Social © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    40. 40. Human engagement Don’t overlook the key factor of being human. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 40
    41. 41. Email • Email is another marketing channel that people don’t tend to really focus on. Email is a great way to segment your customers and market directly to their interests, but you must build the lists first. • Capturing emails within your blog is a great conversion goal you can use. Every website should have at least one form of some sort to capture lead emails. • Another reason email marketing is a great is that’s where a lot of your consumers are hanging out, especially first thing in the morning. “Subscribers, Fans, & Followers Exclusive Research Helps Marketers Use Email + Facebook + Twitter” is a great resource to gain further insight in how to further succeed in collaborating with social media and email marketing. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 41
    42. 42. 55% of companies that blog get more visitors © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 42
    43. 43. Blogging Blogging Benefits • Blogs (if you’re doing it right) are a more active type of medium versus your website, as the messaging on your website tends to be more static and doesn't get updated as often. • Many benefits come about from utilizing blogging as a marketing medium. Not only do you have control over the message and data, but it also has benefits from an SEO perspective. • Using your blog to promote calls to action and build your email list is another great benefit for having a blog. Several other benefits include: • Increase your SEO efforts • Build for Long-Tail Content • Community and Market Education • Communicate High Trust Content • Build Lists, Conversions and Reach • Build Brand Value and Equity © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 43
    44. 44. Raise your hand if you’re already on Social Media? © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 44
    45. 45. Biggest Mistakes SMBs make on Social Leaping in without a strategy and goals. Lack of Brand Voice clarity. Failure to engage. Inconsistency. Social Business takes time & commitment. Failure to analyze results. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 45
    46. 46. Social Channels Linkedin • If you’re in B2B, then you should be doing LinkedIn. • Linkedin is the most affluent membership as the users either have jobs or are looking for jobs. Twitter • Twitter is a great place to get opinions about your brand from your followers. • Great way to get ideas from your consumers and discover what they want to hear about. • Immediacy is a huge benefit that comes with this platform. Facebook -It’s about the conversation so let your consumer’s voice be heard. • Ask them to share their stories, photos, and opinions to gain insight into what they want. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 46
    47. 47. Social Channels YouTube • It’s portable. You can create a video, upload it, then promote it easily to other platforms like Facebook and Twitter. • It helps out with search engine optimization. Since YouTube is owned by Google, creating video content and optimizing it for terms you wish to rank for, will only help your search efforts. Your YouTube video will have a better chance of being ranked at the top of the page (provided it’s properly optimized) versus your website. Pinterest • Pinterest is a good social media platform, but once again isn't for everyone. The ideal Pinterest strategy is highly visual and highly segmented. • Efforts must be specific and be about a certain topic for it to be successful. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 47
    48. 48. How to do Social without Sucking 101 RECIPROCATE! Share, engage, converse, debate, guide, help, serve, instruct, comfort, laugh, learn. Become an expert in your field. Your new business (like many professions) just one long apprenticeship. Learn about your colleagues and partners and their areas of expertise (and cross-market). Get to know your customers. Read about each client's business (client web site, google.com). Attend regional events. Network. Be visible. Be social online & off. Read at least one newsletter or magazine in your field, cover to cover. Share what you learn. Aim for perfection in every update and post; you are the editor and publisher! Your written work (updates, posts, comments, and e-mails) will live forever. Keep that in mind. Be civil. Be polite. Follow the Golden Rule. Don’t unto others … © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 48
    49. 49. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 49
    50. 50. Measurement • Monitor and analyze data whenever possible to measure success, failure and make adjustments based on the data results • Find and use tools that will help you © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 50
    51. 51. EVENT-BASED LISTENING Before After © 2013 Aptisense During #wrsbrc Presented by: @krcraft & @gdiver62 ALL businesses share one commonality: Large or small, every organization has events. 51
    52. 52. Types of Events • New blog posts, mail campaigns, product launches, sales/promotions, conferences, webinars, even things like relocation of an office facility. • Service disruptions like RIM or Rogers outages. • Even a tweet is an event. Especially the snarky ones. ;) • Events may have additional (tightly and loosely) related events – Press release, analyst opinion, stock price decrease, pissed off customer, lost follower, great testimonial. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 52
    53. 53. CAUSE TO CORRELATION Monitor Share Feedback Tweak Assign Analyze Action Response © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 Process 53
    54. 54. measurement © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 54
    55. 55. Events > Metrics > Results Bonobos •Exclusive sale on Twitter generated 1,200% ROI in 24 hours on promoted tweet. (Twitter, 2011) Charles Schwab •Online community drives 56% increase in Gen X customer base versus year ago. Honda •Friending Honda campaign increased Facebook fans from 15k to 422k, generated over 3,500 dealer quote requests. Starbucks • 75,000 product and service ideas suggested. (Forrester, 2008) Virgin America • Exclusive flash sale on Twitter raised the maximum $50,000 in charitable donations for Stand Up To Cancer. It was also one of the top five sale days ever for the airline. (Twitter, 2011) Virgin America • Exclusive flash sale on Twitter drove 25% increase in sign-ups over the previous week to Elevate, Virgin America’s loyalty program. (Twitter, 2011) Source: http://www.dachisgroup.com/2012/01/social-business-roi-examples/ © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 55
    56. 56. Value Chain – Community Lifecycle Acquire Reward Retain © 2013 Aptisense #wrsbrc Reward your connections - new or existing, leads or not – with consistent value. Presented by: @krcraft & @gdiver62
    57. 57. Integrated Marketing Review What to do: • Blog • Use location-based marketing techniques • Optimize web pages for search • Grow social media following • Monitor what customers are saying about you • Increase engagement • Get devoted fans more involved with the brand, involve “fringe fans” as well • Focus on quality content • Incorporate the use of company photos and shared fan photos • Brainstorm game-changers that leverage all contemporary media tools and attack the traditional model differently What not to do: • Integrate social media in a way that contradicts the brand messaging • Assume methods such as group-buying are right for your business © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 57
    58. 58. So… to recap. If you want to reach higher levels of success as a social business, just follow these steps. Strategy © 2013 Aptisense Brand #wrsbrc Content Consistent Presented by: @krcraft & @gdiver62 Relevant Monitor Manage Measure 58
    59. 59. Our Thanks To You We’d like to extend our thanks to all of you for attending the Summer Company Social Media clinic today. We hope we achieved our objective so you feel more powerfully armed with useful marketing and social business knowledge. Thanks also to Rob Clement for inviting us to provide this session. If you learned beneficial skills here today, don’t forget to mention that when you complete your feedback forms at the end of the Summer Company program. Give lots of kudos to Rob and the rest of the Great Team at the Waterloo Region Small Business Centre ! And if you didn’t learn from the session and enjoy it, please BLAME Kelly. Not Rob, not Gord. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    60. 60. Q&A Connect with us: LinkedIn: Kelly Craft Twitter: @krcraft © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 LinkedIn: Gord Diver Twitter: @gdiver62
    61. 61. Retail Examples • Integrated campaign with bananas: “buy a bunch lose a bunch” • Focused on bananas as a way to lose weight and an affordable diet staple (bananas are the most frequently fruit purchased by consumers) • Used retail promotion + social/online media • “Diet Challenge Sweepstakes” encourages online recipe swapping, surveys and sharing pictures to win prizes • Lifestyle app for smartphones with nutritional information, adult games, and downloadable coupons • Facebook and Twitter implementation (live chats with nutritionists and partnerships with Mom Central, “Fan of Bananas” page) • Results: • Achieved 29,973 fans on Facebook, 615 followers on Twitter and reached over 16,000 followers on @MomCentral © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 61
    62. 62. Case Study - Adidas Adidas teamed up in 2010 with popular athletes to promote the World Cup and increase brand awareness. Each athlete tweeted, posted updates to Facebook and uploaded videos to YouTube. Adidas made this a competition between the athletes to see who could make the most friends throughout the World Cup. Adidas leveraged the reach of the athletes to diversify across sports types and reach more fans, eventually increasing its customer base. Adidas also used social media to promote new “Star Wars-inspired” product line, by integrating Facebook Connect ,and Google Maps to “attack” friends like in Star Wars games and movies as a “fun” way to engage its audience. Adidas capitalized on the “buzz” of the World Cup and engaged customers on its level, by using Star Wars to relate to the base to launch the new product line. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 62
    63. 63. Hospitality Industry Examples Hotels and other businesses in the hospitality industry are using social media as a part of an integrated marketing campaign to manage their reputations, understand the word of mouth from customer experiences and consumer reviews, and to connect with guests. Hotels can listen to what their guests are saying by becoming a part of the space where their guests are interacting and communicating. In order to learn more, hotels encourage guests to leave comments (i.e. through Tripadvisor, wikiTravel, company websites) and post pictures from their trips. This has a dual purpose: it offers a chance for the guests to feel a part of the hotel and the experience, and it also gives other prospective guests a chance to learn more about the hotel from an unbiased viewpoint. TRENDS:  Track experiences  Internet and social media “hubs” for connecting  Localization o customize Twitter, Facebook, etc. for the geographic areas from which guests are coming o understand what is culturally important to the guests and communicate that understanding  Mobile Marketing o offer rich media content for mobile devices (i.e. ability to book online, provide contact details) because guests are increasingly relying on mobile devices to handle transactions © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 63
    64. 64. Social media - hospitality industry What to do: • Use social media as market research (loyalty programs, discovering the “next promotion” and what amenities guest would like to see) • Blogs to promote the destination/travel brand, and to establish credibility and trust • Engage your guests, provide them with opportunities to connect via social media (i.e. over 50% of Sheraton guests use the “Link@sheraton”) • Articles and online PR • Social bookmarking (i.e. Digg, Delicious) • Employees can be the best brand ambassadors! • Photo sharing (Flickr, Photo Bucket, etc.) • Encourage guests to display and tag photos from their trips, share what to do in the area, review restaurants, etc. What not to do: • Delete negative comments • Create a “management response” to address the concern © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 64
    65. 65. Case Study - Starbucks Starbucks uses an integrated marketing plan based on social media implementation with several working parts; keeps customers involved and informed Blogs: improve the customer in-store experience by launching Mystarbucks-idea.com to learn from customers and employees what they liked and did not like, and what Starbucks could be doing better • reached 100,000 ideas Twitter: answer questions, share information, listen to consumers YouTube: share commercials, and informational videos about volunteer efforts and ingredients, Facebook: invite fans to Starbucks events, share comments, post pictures and communicate • Uses integrated campaigns to increase customer satisfaction and loyalty, prioritize internal stakeholders, and spread commitment to sustainable projects. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 65

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