This keynote presentation by Kevin Mullett, Director of Visibility and Social Media for Cirrus ABS, highlights the importance of connecting the dots with your online and offline marketing efforts. Kevin discusses how to leverage offline marketing activities for online conversion, and how to maximize online relationship building for offline lead generation. This presentation was made to Greater Fort Wayne, Inc.'s Social Media Summit on August 14, 2013.

1. Online and Offline Marketing:
HowTo Connect the Dots
BY KEVIN MULLETT
@kmullett #fwsms

2. A new twist on old ways
to do business…
» Relationships (STP)
» Publicity stunts
» Subject Matter Expertise
@kmullett #fwsms

3. Beware of misinformation,
opinion, and hype …
@kmullett #fwsms

4. While social media is free to
use, it is not free to do.
@kmullett #fwsms

5. I’m not here to force you into
being more social …
@kmullett #fwsms

6. Social media works best when you are
a willing participant, see value, & treat
it like a lifestyle, instead of a task.
@kmullett #fwsms

7. ROI in the early days of
online marketing…
@kmullett #fwsms

8. Did we measure the ROI
on this?
@kmullett #fwsms

9. Do you know what is
working, or just believe?
@kmullett #fwsms

10. They believe…
Incentivize online
users with firsts …
but don’t forgo
offline channels.
@kmullett #fwsms

11. No marketing media channel has 100% eyeballs
or is 100% effective. We need to prioritize based
on goals, resources, and business objectives.
@kmullett #fwsms

12. Social media can provide
a backstage pass.
@kmullett #fwsms

13. Are you performing to the audience
or involving them?
Fernando Tarango
@kmullett #fwsms

14. Clients have more tools,
signals, and choice …
@kmullett #fwsms

15. • Works WITH all other marketing
• You own and control it
• 24/7 lead generation
• Where people do research
• Easy, quick, and inexpensive
to update
But you have to include it in
your other marketing!
NetCentered approach
Your home base & marketing center
@kmullett #fwsms

16. New York City #AllFacebookConf
This IS your
company AND this
is a visual record of
its customer
service!
The banana shake story
@kmullett #fwsms

17. … only
quicker.
This is how you handle it
@kmullett #fwsms

18. They responded in 4 minutes!
This is even better
@kmullett #fwsms

19. ACTION: PRIORITIZE BY AUDIENCE PREFERENCE
Which phone line will you be ignoring today?
$
@kmullett #fwsms

20. Balance your efforts, but
don’t be a wimp.
@kmullett #fwsms

21. ACTION: FINDYOUR OFFLINE AUDIENCE ONLINE
For Gmail
» Where is your
audience?
» Connect personally
» Segment email
message to users of
certain channels
@kmullett #fwsms

22. BONUS ACTION: FIND CHANNELSTHEY PREFER
$
$$
$
@kmullett #fwsms

23. » Are we clear with our message?
» Is design or action most important?
» What is our call to action?
» What is in it for ME? (WIIFM)
» Icons are notifications, not calls to action.
Why don’t they like us?
@kmullett #fwsms

24. fb. Text“like cirrusabs”to
32665
t. Text“follow cirrusabs”to
40404
Which of these two
will grow their
Facebook page?
Don’t ever make me ask…
@kmullett #fwsms

25. Do these printed pieces promote social
channels? What is the social strategy?
or
Are you even trying?
@kmullett #fwsms

26. In print, on air, online, and
in-store. i.e. connecting the
dots with contiguous
marketing.
Tie offline, online, & mobile together.
@kmullett #fwsms

27. ACTION: MAKE OFFLINE LINKSTRACK-ABLE
» URL shorteners
» GA URL Builder
» Landing pages
» Sub-domains +
redirects
@kmullett #fwsms

28. QR Codes and mobile sites need
a strategic purpose!
Offline, online, & mobile conversion paths
@kmullett #fwsms

29. New York City #AllFacebookConf
The real failure of QR Code usage is the
nonstrategic, uncreative, and untested
implementation.
@kmullett #fwsms

30. Statistics only matter when they
are applicable to you …
@kmullett #fwsms

31. YnN –You’re not Nike
You will have to work
harder & smarter, with less.
@kmullett #fwsms

32. RFID used for real time Facebook
campaign: Coca Cola Village 2010
by Tidal Wave
Social Media (ref)
@kmullett #fwsms

33. Physical interaction with online
activities and social proof by Smiirl.
@kmullett #fwsms

34. What is popular online, leads to
increased sales in-store.
Likely to increase
sales and the value of
Nordstrom’s Pinterest
account as well.
@kmullett #fwsms

35. “Relationships are always awesome to have.
Relationships are friendly. Sponsorships are mired
in legality.” ~ Zack Arias (ref)
Build authentic offline & online relationships
@kmullett #fwsms

36. These over achievers are winning
both online & offline comments.
Desired amplification
bonus level achieved!
@kmullett #fwsms

37. Site & social content for
awareness & amplification
Landing pages with
supporting calls to action
Engage, help, & involve
Promotion, conversation, &
feedback
News, Events, Promotions,
Stories, & Announcements
Marketing collateral, Ads,
Commercials, Print, CTAs
Staff networking
Feedback, Growth
opportunity
Events
Reviews & conversations
The offline & online relationship
@kmullett #fwsms

38. ACTION:TRAIN EMPLOYEESTO START…
1. building relationships
2. asking for reviews
3. asking,“How did you hear
about us?”
@kmullett #fwsms

39. BONUS ACTION: PREPARE FOR LOCAL SEARCH & REVIEWS
Start asking for and monitoring reviews.
Always keep name, address, phone consistent!
@kmullett #fwsms

40. BONUS ACTION: MONITOR FOURSQUARE ACTIVITY
• Is anyone checking in
• See who publically checks in
• Watch for positive or negative
comments
• Flag inappropriate photos
Don’t forget about other
location services.

41. Online and Offline Marketing:
HowTo Connect the Dots
BY KEVIN MULLETT
Humanize your message
Encourage conversation
Listen first
Promote Less
@kmullett #fwsms

42. Online and Offline Marketing:
HowTo Connect the Dots
ME
search“Kevin Mullett”
bit.ly/aboutKM
// cirrusabs.com
// facebook.com/cirrusabs
// twitter.com/cirrusabs
// youtube.com/user/cirrusabs
// linkedin.com/companies/cirrus-abs

43. Photography by Kevin Mullett or Stock agencies unless noted below.
Adolph B. Rice Studio – Nash car dealership
Nationaal Archief - Dorpsomroeper / Town-crier
Norton, Boyd - Windmill on a ranch in the Powder River Basin
San Diego Air and Space Museum Archive - Space Shuttle Program
The Library of Congress - Right field grandstand at Polo Grounds
The Library of Congress - Boys fishing in a bayou
Florida Memory - Ringling Circus clown
Tiwago - Joseph Steinmetz doing an egg balancing trick
Nordstrom Pinterest program – photo courtesy of Nordstrom
Joe Shoemaker – untitled pic of me