Marketing Flexibility works with businesses to plan and deliver effective marketing strategy. During this time, we’ll discuss how businesses can leverage social media to meet marketing goals. Highlights will include how to create an integrated marketing plan, in which social media is part of the overall strategy – versus an afterthought at the end of each day. We’ll also discuss the importance of analyzing performance data for each specific business, rather than relying on general statistics.

1. Welcome
February Event
/smcgreatlakes | #smcglb | @smcgreatlakes

2. Premier sponsor:
unitedfinancialcu.org | /unitedfinancialcu | @unitedfincu

3. Venue sponsor:
greathallmi.com | /greathallmi

4. Giveaway sponsor:
saginawspirit.com | /spirithockey | @spirithockey

5. Speaker sponsor:
/zakskandy

6. Tonight's Agenda
Get connected with us
Announce our mission & partnerships
Introduce the team
Hear from tonight's speaker - Kristina Marsh, MBA
Q&A with Kristina
Reveal our March event
Giveaway

7. Connect With Us
smcgreatlakes.com
powered by: Digity
facebook.com/smcgreatlakes
twitter.com/smcgreatlakes | #smcglb
By phone: 989.941.6490
Text alerts: SMCGLB to 313131

8. Our Mission
Mission - To educate and enhance the use of
social media, for professional purpose
throughout the Great Lakes Bay Region.
!
Social Media - Internet based tools for two-way
communicating, sharing and discussing
information.

9. Statewide Partnership
Visit SMAMi.org
!
Join on Facebook
facebook.com/groups/SMAMiorg

10. Local Partnership
ADDY Awards
February 28th @ 6PM
Lumber Baron - Bay City
facebook.com/aafgreatlakesbay
Visit: aafgreatlakes.org

11. The Team
Jeff DeHaven - President
Will Hard - Vice President
Erin Poltorak - Treasurer
Celeste Ivon - Events
Heidi McIvor - Sponsorship
Alisha Beckrow - Sponsorship
Kelsi Hass - Communications
Quincy Kennedy - Communications
Shelby Stine - Recruitment
Tracy Burton - Recruitment
SOCIAL MEDIA CLUB
GREAT LAKES BAY

12. Special
thanks to:

13. Tonight’s Speaker
Kristina Marsh, MBA
Founder & Principle of
Marketing Flexibility
Social Media in the
Marketing Mix
@kristina_marsh

14. SOCIAL MEDIA CLUB
GREAT LAKES BAY

15. Social Media in the
Marketing Mix
Kristina Marsh, MBA

16. A Little About Me
• 15 years of strategic marketing
• 14 years with Dow Corning
• Global Marketing Communications
• Global Marketing Process
• North America Market Leader
• 1 year as a strategic consultant
• Not a social media expert

17. Why Am I Here?
“Did anyone know we had a Pintrest Page? I just found out
myself and I'm still not exactly sure what Pintrest is.”
!
“How much will it cost for 1,000 likes?”
!
“I need a Facebook (Twitter, Pinterest, LinkedIn) Account.”
!
“It’s 5:00. I should post something.”

18. Why I Consult
• I believe strategy, process and planning deliver results
• I want businesses and entrepreneurs to succeed
!
Strat-e-gy: a plan, method, or series of maneuvers for
obtaining a specific goal or result
!
Hope: the feeling that what is wanted will turn out for the
best

19. What Is Strategic Marketing Consulting?
• DISCOVER the best market opportunity
• RESEARCH the opportunity
• ANALYZE the data
• STRATEGIZE the best market attack
• EXECUTE the plan effectively

20. Anatomy of a Market Plan
•
•
•
•
•
•
•
•
•
•
Market Summary
Situational Analysis
Market Segmentation
Objectives
Positioning
Product / Service Offers
Price Strategy
Place Strategy
Promotional Strategy
Action Plans and Tactics

21. Action Plans and Tactics
• Based on objectives, offers and target audience
is social media a match?
• If so, how do you choose?

22. Integration
• Silos create duplicated work and inconsistent
messages
PR
Collateral
Social Media
Events

23. Integration
• Every marketing tactic should leverage, feed and
support the others
Objectives
and
Content
PR
Collateral
Social Media
Events

24. Brand Identity
• Every channel should clearly represent the brand
identity

25. “How do I know when social media is
working?”
• When your objectives are being met
•
•
•
•
•
Brand awareness?
Inquiries?
Sales?
Participation?
Viral content?

26. Benchmarks Are a Good Start, However…
• General statistics are a good place to start
• Facebook post 4 -5 times per week
• Twitter post 5 – 7 times per day
• Prime time on channels
• However…
• Results vary by business and audience, so individual analysis is needed
• Marketing Flexibility – 6:30 a.m. is optimal, creative ads perform well
• Automotive Repair – 3:30 p.m. and weekends are optimal, auto news performs well

27. Discussion
• Questions, Comments, Opinions, Education!

28. Q&A With Kristina

29. Speaker sponsor:
/zakskandy

30. March Event
United Financial Credit Union Offices
State Street - Saginaw
Charlie Wollborg
Founding Partner, Chief Troublemaker at
Curve Detroit & Curator of TEDx Detroit
Brand Storytelling & Content Marketing
for a Short Attention Span World
$5 per person
March 19 @ 3:00 pm
SIGN UP TONIGHT!

31. Tonight's Giveaway
saginawspirit.com | /spirithockey | @spirithockey

32. Special
thanks to:
Thanks for attending... See you March 19th!