The document discusses marketing and social media. It provides definitions of marketing as creating value for customers through exchange. Integrated marketing uses multiple channels to communicate consistent messages to customers. Social media is described as a two-way conversation where businesses can engage customers by adding value and being where their customers are online. The document advises that to succeed with social media, businesses should engage customers, encourage collaboration, build awareness through relevant content, and emulate other successful brands. Hiring a marketing agency can help businesses with diverse skills needed for effective social media and marketing strategies.

1. Marketing & Social Media
Grade 8 IBT Tradeshow
Allan A. Martin Senior Public School

2. Who is Sydcam?
• Full-service marketing agency, online and off
• Cater primarily to small & medium biz in West GTA
• Unlike many, we offer digital solutions PLUS
traditional print marketing
• Marketing strategy/planning, branding, email,
social media, web, print collateral and content
marketing/development
Creative thinking that delivers results

3. What is Marketing?
“Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.” American Marketing Assoc.
“Satisfying needs and wants through an
exchange process.” Philip Kotler – Kellogg School
of Management, Northwestern U.

4. Integrated Marketing
• Marketing isn’t just social media, or email, or
print or …
• Smart marketers try to integrate their key
messages across multiple channels
– Communicate where your customers are!

5. How has Marketing changed?
• It’s all about the customer!
• The balance of power has shifted dramatically
– Businesses are no longer calling the shots
– Customers have become more sophisticated,
more demanding and more in control
– They are actively collaborating amongst
themselves and with select businesses
“Marketers today no longer have full “control over their brands because
they are now competing with the collective power of consumers.”
Philip Kolter, Kellogg School of Management, Northwestern U.

6. Target Audiences/Markets
• Critical that they’re clearly defined
– Can’t be too broad or too narrow
• You should have a primary and
secondary audience
• Your brand needs to align with them
– Your business needs to be a reflection
of your target markets
• Will be your check for everything you
do
– Will this be relevant to them??

7. What is Social Media?
• Social Media = Adding Value (giving)
• Engaging with your audience in a ‘social’ way
• It’s a ‘two-way’ conversation
– Be prepared to deal with critics/naysayers

8. Social Media Myths
• It’s free
• It doesn’t matter who Follows/Likes me
• I have to create all the content myself
• It’s too risky to be unique/different

9. Social Media Facts
• Instagram recently passed Twitter as #2 SM site
• Snapchat is huge with 15-24 year olds
• Video has its most organic reach on Facebook
• Pinterest is dominated by women consumers
• Blogging works, as do #hashtags!

10. The Death of Google+ - Implications
• Long rumoured end coming soon
– Streams (posts) and Photos (everything else), plus
Google Hangouts
• Failed to gain large user base needed to challenge
Facebook and Twitter
• So what’s this mean for marketers??
– Importance of “owning and controlling” your content
“If you are the kind of business that has chosen to invest ALL of
your marketing eggs in the social media basket… you’re in
trouble.” Carrie Morgan Digital PR Consultant

11. Social Media Demographics

12. Succeeding with Social Media
• It’s all about engagement & adding value, not noise
• Engage your clients in conversation, learn more
about their needs/wants
• Encourage collaboration & the sharing of ideas
• Use it to build brand awareness, brand equity and
customer loyalty
• Be visual and visible
• Emulate other successful SM brands

13. Successful SM and your Tradeshow
1. Deliver relevant/interesting content regularly
2. Listen to your customers/prospects
3. Solicit their feedback and input frequently
4. Be where your customers are (not just SM)
5. Encourage them to share your content/info
6. Be authentic

14. Why hire a Marketing agency?
• Social media (and marketing) isn’t easy
• Requires variety of skills and knowledge
– Target markets, messaging, content development, etc.
• Marketing analytics is making it even more complex
– Personalized marketing

15. Questions??
Thank you!!