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Capitol Broadcasting Company - Boost Your Business - October 2011


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Integrating Social Media into Your Marketing Plan

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Capitol Broadcasting Company - Boost Your Business - October 2011

  1. 2. Share on! <ul><li>#BoostYourBiz </li></ul><ul><li>Slideshare </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  2. 3. The Good News <ul><li>Many businesses and organizations are hesitant about integrating social media into their business and marketing plans </li></ul><ul><li>Social media is a tool like any other marketing communication utility </li></ul><ul><li>Success comes from planning, testing, analyzing, and responding accordingly </li></ul>
  3. 4. Why do we (still) need marketing? <ul><li>To remind audiences that we exist </li></ul><ul><li>To educate them about new offerings </li></ul><ul><li>To offer a solution to their needs and/or wants </li></ul><ul><li>To help make their decisions easier </li></ul>
  4. 5. Social Media Cheat Sheet <ul><li>Language and commonly-used terms </li></ul><ul><li>How-to guides and best practices </li></ul><ul><li>Get social with WRAL! </li></ul>
  5. 6. Traditional & New Media <ul><li>Traditional media reaches large audiences at once </li></ul><ul><li>New media helps us offer “mass customization” to our individual consumers </li></ul>
  6. 7. Evolution of Marketing Communications At some point, these all lead to or become “social” media Social media Online marketing/digital media <ul><li>Direct mail </li></ul><ul><li>Online ads </li></ul><ul><li>Email marketing </li></ul><ul><li>Behavioral targeting </li></ul>Direct marketing <ul><li>Print </li></ul><ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Billboards </li></ul>Early media Word-of-mouth
  7. 8. Social <ul><li>The “Big Social” networks – each topic could be a whole session in itself </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>Personal Profiles </li></ul></ul></ul><ul><ul><ul><li>Pages </li></ul></ul></ul><ul><ul><ul><li>Ads </li></ul></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Social sharing goes beyond text updates and pictures </li></ul><ul><ul><li>YouTube/video </li></ul></ul><ul><ul><li>Email marketing </li></ul></ul><ul><ul><li>Location-based services </li></ul></ul>
  8. 9. Facebook & Twitter <ul><li>Real-time updates and “most popular” updates </li></ul><ul><li>Sharing pictures, life stories, job openings, recipes, video, events, brands,… </li></ul>
  9. 12. Location-Based + Reviews + Group Buying <ul><li>Group Buying </li></ul><ul><ul><li>Here’s a great deal! </li></ul></ul><ul><ul><ul><li>Groupon & Living Social </li></ul></ul></ul><ul><ul><ul><li>Amazon </li></ul></ul></ul><ul><ul><ul><li>Twongo/ScoutMob </li></ul></ul></ul><ul><li>FourSquare </li></ul><ul><ul><li>Where are you? </li></ul></ul><ul><li>Yelp </li></ul><ul><ul><li>How was it? </li></ul></ul><ul><li>Yelp </li></ul><ul><ul><li>Where should we go? </li></ul></ul><ul><li>Group Buying </li></ul><ul><ul><li>Here’s a great deal! </li></ul></ul><ul><ul><ul><li>Groupon & Living Social </li></ul></ul></ul><ul><ul><ul><li>Amazon </li></ul></ul></ul><ul><ul><ul><li>Twongo/ScoutMob </li></ul></ul></ul><ul><li>FourSquare </li></ul><ul><ul><li>Where are you? </li></ul></ul>
  10. 13. What does your brand have to say? <ul><li>Social media is about: </li></ul><ul><ul><li>Current topics </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Popular culture </li></ul></ul><ul><ul><li>Friends </li></ul></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Experiences </li></ul></ul><ul><ul><li>… </li></ul></ul>
  11. 14. Can’t I just do social? <ul><li>Simply : No </li></ul><ul><li>There are 400,000+ people in Raleigh alone, as of the 2010 Census </li></ul><ul><ul><li>How do you reach even a fraction of them? </li></ul></ul><ul><ul><li>With mass media </li></ul></ul><ul><li>Social only takes us so far independently </li></ul><ul><ul><li>At some point, brand awareness gets a pivotal boost by marketing to the masses </li></ul></ul>
  12. 15. Integration <ul><li>Traditional + Social = ↑ ROI </li></ul><ul><ul><li>More bang for your marketing buck </li></ul></ul><ul><li>But how do you combine the two? </li></ul>
  13. 16. TV + Radio + Display <ul><li>Best Practices </li></ul><ul><ul><li>Nielsen: 40% of Tablet and Smartphone Owners Use Them While Watching TV </li></ul></ul><ul><ul><ul><li>Email was the top activity for both men and women during television programming and commercial breaks. </li></ul></ul></ul><ul><ul><li>Don’t just include a social network icon and assume that’s enough to grow your social following </li></ul></ul><ul><ul><ul><li>That’s just free advertising for Facebook and Twitter (and any other network logo you include) </li></ul></ul></ul><ul><ul><li>Tell the audience what you want them to do and what’s in it for them </li></ul></ul>
  14. 19. Example: #NCBBQvsPerry <ul><li>SCNB campaign including twitter, facebook, blog/web, enews, PR to media, converting online sales </li></ul><ul><li>Light-hearted and passionate (people love food and they are faithful to their variation of bar-b-q) </li></ul><ul><li>Non-partisan play on political topic </li></ul><ul><li>Results: increased web traffic, followers, web sales, awareness, and word-of-mouth/chatter </li></ul>
  15. 20. Events: The original “social” activity <ul><li>@WRAL at the @NCStateFair </li></ul><ul><li>Deep-fried tweetup </li></ul><ul><li>Connecting daily tent happenings to social media </li></ul><ul><li>Contests </li></ul><ul><ul><li>Increase subscriber base </li></ul></ul><ul><ul><li>Promote product/service </li></ul></ul><ul><ul><li>Engage with new viewers </li></ul></ul>
  16. 22. Focusing on your core business <ul><li>We don’t expect customers to stop in every time we get a new shipment ( although it would be great if they did! ) </li></ul><ul><li>But through social, we can attract them back to our brick-and-mortar (and even online-only) businesses by showcasing more of what it is that they originally came from </li></ul>
  17. 24. WRAL TV/ <ul><li>TV ads </li></ul><ul><li>On-air news mentions </li></ul><ul><ul><li>Not typical </li></ul></ul><ul><li>Timely/seasonal </li></ul><ul><li>Increased subscriber base, awareness, opportunity for continued direct marketing after campaign </li></ul><ul><ul><li>And ability to customize the content because we know where/why that audience came to interact with the brand </li></ul></ul>
  18. 26. Cute Buttons: Here Comes the Bride… <ul><li>Direct Mail + eNews </li></ul><ul><ul><li>Mass customization for bridal and non-bridal audience </li></ul></ul><ul><ul><li>Brides are only the “bride-to-be” for a limited amount of time, but Cute Buttons can update our messaging to them to prolong their customer relationship </li></ul></ul><ul><ul><ul><li>Transitions the customer from a bridal customer to a lifetime customer </li></ul></ul></ul>
  19. 27. Selling with “ Edu tainment” <ul><li>Cleverly disguised their marketing content as entertaining, educational, and revolutionary content </li></ul>
  20. 29. Best Practices <ul><li>Post a picture/video/etc. </li></ul><ul><ul><li>Higher conversions </li></ul></ul><ul><li>Nurture each medium independently </li></ul><ul><ul><li>Different “languages” </li></ul></ul><ul><ul><li>EdgeRank/challenges and benefits of posting via 3 rd party services </li></ul></ul><ul><li>Go where the masses are </li></ul><ul><ul><li>There’s always going to be a “new medium” out there, but unless you are incredibly niche and your audience is already there, spend more time and energy where the masses have already congregated </li></ul></ul><ul><li>Never underestimate the power of a referral </li></ul><ul><li>Participate individually! </li></ul>
  21. 31. Best Practices <ul><li>Can I just hire a college student to tweet? </li></ul><ul><ul><li>Do they understand your business goals? Your marketing plan? </li></ul></ul><ul><ul><li>They need to be a part of your culture, understand how your business works, and be able to personalize the experience </li></ul></ul><ul><ul><li>The experience needs to be consistent </li></ul></ul><ul><ul><ul><li>Lots of room for disappointment </li></ul></ul></ul><ul><ul><li>This is a great opportunity to illustrate what differentiates you from everyone else </li></ul></ul><ul><li>You need to get something from it to be able to respond to changing needs </li></ul><ul><ul><li>This is a great way to crowd-source your decisions! </li></ul></ul>
  22. 32. Frequency Twitter Facebook Blog Email Marketing Website
  23. 33. Just How Quick is “Quick Response”? <ul><li>11 percent correctly answered QR code or quick response code </li></ul><ul><li>29 percent responded with &quot;Some barcode thingy&quot; </li></ul><ul><ul><li>The remaining 60 percent tried everything from a secret military code, Korean (uh really?), 3D image, to an aerial street map of San Francisco </li></ul></ul><ul><li>Survey conducted in San Francisco </li></ul><ul><li>How do you use it? </li></ul><ul><ul><li>35 percent answered &quot;with their phone.“ </li></ul></ul><ul><ul><li>And then? </li></ul></ul><ul><ul><ul><li>Only 45 percent of those were able to do it – </li></ul></ul></ul><ul><ul><ul><li>within 47 seconds </li></ul></ul></ul><ul><li>Study: </li></ul>
  24. 34. Space for Rent <ul><li>These codes are showing up at trade shows </li></ul><ul><ul><li>Try working one or more into your display. </li></ul></ul><ul><li>For those of you with a QR reader, you can discover this on-cheek code takes you to the bakery that was exhibiting at this show. </li></ul><ul><li>Will many people actually scan the code in your exhibit? </li></ul><ul><li>Will they see the code and think that you’re high-tech, forward-thinking, and in-tune with an </li></ul><ul><li>under 30 (or 40? or 50?) crowd? </li></ul><ul><ul><li>David J. Zimmerman </li></ul></ul><ul><ul><li>Southern Shows, Inc. </li></ul></ul>
  25. 35. Interactions = Opportunities <ul><li>What can you do to immediately encourage a relationship? </li></ul><ul><li>What can you do to immediately encourage a purchase/conversion? </li></ul><ul><li>What can you do to encourage feedback? </li></ul>
  26. 36. Share on! <ul><li>#BoostYourBiz </li></ul><ul><li>Slideshare </li></ul><ul><li> </li></ul><ul><li> </li></ul>