Transition from Print Service Provider to Marketing Service Provider


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John has extensive experience selling and servicing Internet Based technology to the High-Tech and Financial communities. Major accomplishments include the integration of the order, print, warehouse and marketing tools in one solution that serve the marketing service providers in a broader capacity. These tools were positioned well in advance of the changing print, fulfillment and marketing service provider landscape. With these new tools the Marketing Service Providers can provide more services to their customers and become more valuable to their customers for a longer period of time.

In this seminar John will discuss:
•Transition from Print Service Provider to
Marketing Service Provider
• Using Social Media to Build Business
• Multi-Channel Marketing
• Integrated Marketing
• Marketing and Data management
• Emerging Technologies for Marketers to Embrace

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  • John's got great content here to help printing companies see the opportunities in offering marketing services. The question stands, does a printer want to be a marketer? If you choose to learn more about it, this presentation can help to point you in the right direction.
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Transition from Print Service Provider to Marketing Service Provider

  1. 1. Transition from Print Service Provider to Marketing Service Provider<br />August 3rd 2010<br />John Foley, Jr.<br />Grow Socially<br />July 2010 – Printing Industries of Michigan<br />Summer Management Conference<br />
  2. 2. John Foley, Jr.<br />CEO/CMO of Grow Socially<br />CEO of interlinkONE<br />Provide our customers with marketing solutions so they can expand their business<br />Responsible for well being of our employees and customers<br />Company growth and profitability<br />Who am I?<br />
  3. 3. Business Transformation<br />Patience, Perseverance and Perspective<br />Making Sense of the Marketing Services Provider Transformation<br />How to Transform Your Business<br />Infrastructure Considerations<br />How to Be the Best Marketing Services Provider EVER<br />Walking the Talk: How to Promote the Heck Out of Your New Business<br />Your Guide to Selling Marketing Services<br />Social Media: What Is It and Where Does it Fit?<br />
  4. 4. Business Transformation<br />Marketing Services Provider: The Future<br />Appendices<br />Business Plan<br />Marketing Plan: Putting Marketing into Action<br />The 4 P’s of Marketing<br />Strategic Account Reviews<br />And More<br />
  5. 5. Keep your phone on!<br />@JohnFoleyJr<br /><ul><li>Feel free to Tweet, Post, Update, Email, take notes, photos, and more!</li></li></ul><li>John Around the Web<br /><br /><br /><br /><br /><br /> <br /><br />
  6. 6. Keep in mind…<br />Print is not dead!<br />You can make the switch to a Marketing Service Provider<br />Don’t avoid what you don’t understand - Learn! Knowledge is Power<br />The internet is not a fad<br />Rome wasn’t built in a day<br />
  7. 7. Today’s discussion<br />Transition from Print Service Provider to Marketing Service Provider<br />Integrated, Multi-Channel Marketing<br />Marketing and Data Management<br />Emerging Technologies for Marketers to Embrace<br />Using Social Media to Build Business<br />
  8. 8. from Print Service Provider to Marketing Service Provider<br />Business Transformation<br />
  9. 9. How the World Has Changed<br />
  10. 10. How Spending Has Been Reallocated<br />
  11. 11. A Change in Direct Mail Trends<br />
  12. 12. Make No Mistake: 2009 Brought a “Market Correction” to Direct Mail<br />2007 Y-o-Y Decline:1.4%<br />2008 Y-o-Y Decline:4.1%<br />2009 Y-o-Y Decline:16.8%<br />Source: Winterberry Group analysis of data from the Direct Marketing Association and various other sources<br />
  13. 13. Even Mailing Industry Executives Report That Marketing Dollars Continue Shifting Away from Direct Mail<br />3.0+ =Increasing Popularity<br />Captured little or no spending in 2009<br />Neutral / Captured average spending<br />Captured significant spending in 2009<br />Source: WG Survey, 2009<br />
  14. 14. Why the Decline? Growing Marketer Demand for Digital Media…<br />Senior Marketing Executives: For which of the following media did you increase spending in 2009?<br />Source: eMarketer, 2009<br />
  15. 15. … Which Are Taking Share Directly from Direct Mail<br />Senior Marketing Executives: Which of the following “traditional” marketing budgetswill you decrease in order to fund increases in digital media?<br />Source: Forrester, 2009<br />
  16. 16. Net Impact: Mail’s Role in the Marketing Mix is Fundamentally Changing, But the Medium Is Far From Dead<br />Despite enhanced competition from digital media, direct mail is here to stay because it:<br /><ul><li>Still commands a huge amount of marketing dollars
  17. 17. Is highly targetable
  18. 18. Can be personalized
  19. 19. Is tangible—and tactile
  20. 20. Is familiar and multiple formats make it versatile
  21. 21. Plays critical role in integrated marketing campaigns</li></li></ul><li>Digital Trends in 2009<br />
  22. 22. Why change?<br />You tell me?<br />Supply and Demand<br />Declining Margins<br />Multi-Channel<br />The communication game has changed<br />
  23. 23. Change<br />A company's failure to innovate sends customers to other business that provide better value and convenience.<br />Jason Bloomberg/Ronald Schmelzer<br />From the book - Service Orient or Be Doomed!<br />
  24. 24. The Case for Transformation<br />The Move to Marketing Services:A New Strategic Pathway for Production Companies <br />A Sponsored White Paper<br />“Production companies must do more – must be more to their clients – if they are to meet today’s challenges head-on. They must focus on providing solutions to their clients’ various and sundry marketing challenges, rather than simply seeking buyers for a finite supply of ink-on-paper capacity – and they must do this while keeping the same presses and inserters running effectively and efficiently.”<br />“The greatest risk is to companies generating less than $20 million in annual revenue - given their lack of scale, lack of general marketplace differentiation, and perhaps most importantly, a lack of internal expertise when it comes to non-core capabilities, customers, or business strategies”<br />
  25. 25. The Case for Transformation<br />A report by Forrester Research titled, “US Interactive Marketing Forecast, 2009- 2014” stated the following:<br />“Interactive marketing spend will trend up from 12% today to 22% in the next five years. Dollars will shift from traditional marketing and advertising channels into social media, e-mail, and mobile marketing.”<br />“60 % of marketers surveyed indicated they would ‘increase their budgets for interactive by shifting money away from traditional media.”<br />“40% of respondents indicated they would decrease their budgets committed to direct mail.” <br />
  26. 26. Delivering Marketing Communication programs, <br />Business Plan<br /> - Resource Assessment<br />- Business Management<br /><ul><li>Marketing Programs
  27. 27. Email
  28. 28. Webinars
  29. 29. Training
  30. 30. Social
  31. 31. Linekdin
  32. 32. Facebook
  33. 33. Twitter
  34. 34. Youtube</li></ul>Fulfillment<br />Print<br /><ul><li>Kitting
  35. 35. Small Box
  36. 36. Literature
  37. 37. Premiums
  38. 38. Product
  39. 39. Digital
  40. 40. Commercial
  41. 41. Offset
  42. 42. X,Y,Z</li></ul>Print<br />Mail<br />Mail<br /><ul><li>Bulk
  43. 43. Presort
  44. 44. X,Y,Z</li></ul>Sales Process Redefined<br />$<br />Business<br />Assessment<br />Business Transformation<br />Education<br />Marketing Communications <br />Data Management<br />Sales Assessment<br />Fulfillment<br />Marketing <br />Service Providers<br />Marketing <br />Execution <br />Education<br /><ul><li>Seminars
  45. 45. Classes
  46. 46. Whitepapers, Articles,
  47. 47. Webinars
  48. 48. X,Y,Z</li></li></ul><li>Assessment<br />Year 1<br />Year 2<br />Year 3<br />- Basic Mgmt. Disciplines<br />- Business Plan<br />- Print, Mailing, Fulfillment<br />Additional MSP Capabilities<br />Fully Developed MSP<br />
  49. 49. Year 1<br />Year 2<br />Year 3<br />Business/Marketing/Sales Process Redefined<br />$<br />Business >>>>>>>>>>>>>>>>>>>>>>>Transformation<br />Education<br />Capability additions:<br />Data Management<br />Multi-Channel Offerings<br />Executing integrated campaigns<br /><ul><li>Emails, PURLS, VDP, QR Codes
  50. 50. Workforce training
  51. 51. Technology to support
  52. 52. FULL Campaign Management</li></ul>Business Fundamentals<br />-Plans<br />-Positioning<br />Dabble in some offerings:<br />-Purls<br />-Emails<br />-VDP<br />- Cross Media<br />Fully Developed<br /><ul><li>Brand
  53. 53. New marketing offerings
  54. 54. Customer recognized partner not vendor
  55. 55. New technology and/or solution aware</li></ul>Transformation timeline<br />
  56. 56. How do you get there?<br />Human Resources<br />Marketing<br />Sales<br />Account Management<br />IT<br />Business Dynamics<br />Technology<br />Processes<br />Proposals and Pricing<br />
  57. 57. How do you get there?<br />Human Resources<br />Marketing<br />Sales<br />Account Management<br />IT<br />Business Dynamics<br />Technology<br />Processes<br />Proposals and Pricing<br />
  58. 58. Critical Change: Marketing<br />Marketing Resource<br />VP Sales and Marketing?<br />
  59. 59. Critical Change: The Sales Force<br />Transactional Sales vs. Solution selling<br />Different Type of Conversation<br />Educate, Educate, Educate!<br />Let them see it in action<br />
  60. 60. Critical Change: The Right Customers<br />Look inside – Customers<br /> - Segmentation<br /> - Analysis<br />Look outside – Markets<br /> - “Last 10 for the Next10”<br />Plan, Profile, Target, Execute, Pursue, Close, Execute, ….Repeat<br />
  61. 61. Critical Change: Marketing Programs<br />Show interest in more than the “piece”<br />Right channels for your customers<br />Leverage Your Data<br />Find the Right Offer<br />Lead Nurturing<br />Measure and Report<br />
  62. 62. How do you get there?<br />Self Promotion<br />Branding & Positioning<br /><ul><li>Website
  63. 63. Collateral
  64. 64. Demo Sites</li></ul>Campaigns<br />Cross-Selling<br />New Prospects<br />
  65. 65.
  66. 66.
  67. 67.
  68. 68.
  69. 69.
  70. 70.
  71. 71. Your check list<br />Develop a Vision and Business Plan<br />Develop the Organization Chart – <br />Human Resource assessment<br />Create a Marketing Strategy and Plan<br />Create Sales Strategy and Plan<br />Operational Plan<br />Finance – pro forma financial statements<br />Educate Internally and Externally<br />Consistently Self-Promote<br />Execute<br />Measure<br />
  72. 72. Questions?<br />
  73. 73. INTEGRATED MARKEING ACROSS MULTIPLE CHANNELS<br />Inbound and Outbound Marketing, Campaign Examples<br />
  74. 74. The Definition<br />Integrated Marketing is:<br />“a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” (Marketing Power Dictionary)<br />
  75. 75. The Definition<br />Multi-Channel Marketing is:<br />“all about using various methods (channels) to get your marketing message to the people who matter the most – your target market.” John Foley, Jr – Whitepaper What is Multi-Channel Marketing<br />
  76. 76. Outbound Marketing<br />
  77. 77. Inbound Marketing<br />
  78. 78. Pick Your Audience: Choose your target audience.<br />Pick A Channel: Choose which channel would be the most effective way to contact your audience.<br /> Repeat: Repeat the cycle for more effect.<br />Pick A Media: Choose which media would be the most effective way to contact your audience.<br />Response Channel: Give your audience a way to respond.<br /> Measure: Marketing Reports & Dashboards automatically generated.<br />Lead Database:<br />All responses collect in one database. <br />Real Time, Centralized, Online, Qualified.<br />Sales <br />Reports<br />Lead <br />Distribution<br /> Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.<br />
  79. 79. Campaign Layout<br />
  80. 80. Customized Communications: Multi-Channel Marketing Communications<br />
  81. 81. Many balls in the air<br />Managing multiple communication channels and medias<br />Print Media, Social Media, Electronic Media, etc..<br />Resources: human and dollars are limited<br />New and changing environment <br />Bar has been raised. No more single message methodology<br />Target the right person with the right message at the right time<br />Tall order for a marketing department to fulfill. <br />Why Marketing Departments Need Help<br />
  82. 82. Successful Campaigns<br />Campaigns <br />
  83. 83. Magazine Ad/Web/Viral Marketing<br />Magazine ad<br />40,000+ Responses and growing<br />Tell-a-Friend feature made it go viral<br />
  84. 84. Direct Mail/Web<br /><ul><li>Landing Page Hit Rate: 19.5%
  85. 85. Average Duration: 10 minutes
  86. 86. Response Form Submission Rate: 80%</li></li></ul><li>Key Components of an Integrated Marketing Campaign<br />Marketing Plan for the Campaign<br />Target Demographic… DATA<br />Timing<br />Channel/Media <br />Response Methods<br />Evaluation of Campaign/Metrics<br />Follow Up<br />
  87. 87. The Integrated Marketing Campaign<br />Direct Mail / eMail / Social Media etc<br />Data/ Variable Data <br />Personalized URLs<br />Web to Print Storefront<br />Accurate and Targeted Mailing List Databases<br />Evaluation of Metrics<br />Follow Up <br />
  88. 88. Direct Mail / eMail /Social Media<br />Tailor your message<br />Showcase the primary benefit<br />Boost your offer<br />Track and test<br />
  89. 89. Direct Mail / E-Mail<br />PURLs Plus E-Mail Marketing Equals Huge Results!<br />According to a Jupiter Research report, incorporating web analytics into email campaigns increases response rates by up to 5% and open rates up to 13%!<br />Quick<br />Cost Effective<br />Works<br />
  90. 90. Accurate and Targeted Mailing List Databases<br />
  91. 91. Personalized URLs<br />As follow-up to responders<br />When you can get personal (data)<br />PURLs on the fly<br />
  92. 92. Web-To-Anything Benefits<br />Centralized Location<br />24-7 Access to Materials<br />Brand Control<br />Response integrated into library<br />Oh… and additional print orders!<br />
  93. 93. Evaluation of Metrics<br />
  94. 94. Response Tracking<br />Important Metrics – It’s all about the numbers<br />Open Rate<br />Click-through<br />Responses<br />Non-Responders<br />Conversions<br />
  95. 95. Marketing Automation– 5 Step<br />2<br />3<br />1<br />Provide Target<br />Personalized Direct Mail <br />& Landing Pages<br />Lead Score<br />Hot, Warm, Cold<br />Prospect / Customer Pool<br />Multi-Channel<br />Multi-Media Campaigns<br />Email, Direct Mail, Social Media<br />Inquiry / Leads in Funnel<br />Automated Marketing<br />Lead Nurture <br />Multi Touch Campaign starts<br />Email<br />Phone<br />Direct Mail<br />And More<br />Sales<br />CRM…<br />Web<br />Agent Calls<br />Measure, Adjust, Redo!<br />CRM Tool<br />Sale!<br />4<br />5<br />Marketing Automation<br />Analytics –Numbers, Money, Leads, Inquiries, Mail vs. Web, and more<br />
  96. 96. Follow-Up Process<br />Follow-up on all leads<br />Lead Scoring/Ranking<br />Automate<br />Drip Marketing <br />
  97. 97. E-Fulfillment – Driven from Campaign<br />The survey asked questions to determine specific interest:<br />Based on the answers provide, the system generates an order with the appropriate materials<br />
  98. 98. Implementation Steps <br />Practice what you preach<br />Embrace Integrated Multi Channel Marketing<br />Demonstrate you know their problems and can solve them<br />Work with marketing, establish that relationship<br />Show examples/industry studies of success in integrated marketing<br />Do your research on marketing websites<br />
  99. 99. Industries that are listening – and need you<br />Automotive<br />Education<br />Dining<br />Travel<br />Real Estate<br />Insurances<br />Financial Services<br />
  100. 100. The Benefits to You<br />
  101. 101. Increase Revenue<br />Attract new Customers<br />Encourage Repeat Sales<br />Expand Offerings to Current Customers<br />Increase Retention Rates<br />Solution versus transaction business only<br />
  102. 102. Inspire Me!<br />
  103. 103. Sun Chlorella: The Marketing Need<br />Japanese company, no presence in US<br />No prospecting database<br />Fully-integrated multi-channel approach<br /><br />
  104. 104. The Approach: Multi-Channel Campaign<br />Direct Mail<br />Email<br />Website<br />Social Networks<br />Banner Ads<br />Magazine Ads<br />
  105. 105. Sun Chlorella Nutritional Web Site<br />
  106. 106. Boomers (35-55) <br />Touch points to gather information and drive to website or shopping cart<br />The 20 something’s 20-34<br />Seniors (55+)<br />Touch points to gather information and drive to website or shopping cart<br />Touch points to gather information and drive to website or shopping cart<br />A<br />A<br />A<br />B<br />B<br />B<br />C<br />C<br />C<br />Visitors who purchased.<br />Visitors who left.<br />E-Commerce<br />Outbound Emails<br />Outbound Emails<br />Social Media<br />Banner Ads<br />Social Media<br />Banner Ads<br />Direct Mail<br />Direct Mail<br />D<br />C<br />B<br />A<br />A<br />B<br />C<br />D<br />Web Site<br />Drive back to website or shopping card through medias<br />
  107. 107. Sun Chlorella Nutritional Configuration<br />
  108. 108. Sun Chlorella Nutritional Configuration<br />
  109. 109. Sun Chlorella Nutritional Configuration<br />
  110. 110. Junior Senior Dog Campaign<br />
  111. 111. Subway Campaign slides<br />
  112. 112. Houghton College<br />
  113. 113. Rockwell Collins eBook<br />
  114. 114. Rockwell Collins eBook<br /> Nearly 800 downloads!!<br />Measured where hits came from<br />
  115. 115. Customer Satisfaction – Marketing Automation<br />Fortune 500 Heating & Cooling Manufacturer:<br />Customer satisfaction & retention program<br />Personalized URLs<br />Automated Marketing<br />Radius Marketing<br />Real-Time Leads<br />The icing on the cake: prepaid annual revenue<br />
  116. 116. The initial audience was sent a mailer with a Personalized URL… which directed them to the landing page.<br />
  117. 117. Info Gathering Campaign<br />A link was provide to a special report, related to <br />LASIK surgery. This was part of the incentive to respond.<br />
  118. 118. Info Gathering Campaign<br />A Personalized URL was created for each friend… an email was sent out automatically from the system.<br />
  119. 119. Info Gathering Campaign<br />The friend’s were sent to a landing page with a similar look and feel.<br />But, the questions and text were designed to convert these friend’s into new customers.<br />
  120. 120. Case Study: Cross-Channel Campaign<br />National Home Improvement Custom Paving: <br />On one dashboard, the customer can see success of each channel: Direct Mail vs. Email vs. DVD vs TV<br />… and of each Response Type: PURL vs. Call Center vs. BRC<br />
  121. 121. Questions?<br />
  122. 122. Marketing and Data management<br />Keeping it all together<br />
  123. 123. Best Prospecting Data<br />Where can you get the best marketing data for your company?<br />
  124. 124. At the end of the process the company had a full marketing database.<br />Each landing page asked for a different piece of information.<br /><ul><li>Email Address
  125. 125. First & Last Name
  126. 126. Mailing Address</li></ul>XYZCompany<br />Bob<br />Email<br /><ul><li>Language
  127. 127. Birthday
  128. 128. Preferred E-Mail Type: HTML or Text</li></ul>The company started with only one piece of information –<br /> an email address<br /><ul><li>Favorite Color
  129. 129. Favorite Style</li></ul>Landing Page #2<br />Landing Page #1<br />Landing Page #3<br />Building a Better Database<br />
  130. 130. Personalization: Starts with the Data<br />
  131. 131. Identify Areas of Personalization <br /><ul><li>The inside of the booklet has a number of variable fields including
  132. 132. Interest articles,
  133. 133. Images,
  134. 134. Membership status,
  135. 135. Personalized URL.</li></ul>Membership Status:<br />Personalized URL<br />Images based on Interest<br />
  136. 136. Variable Data <br /><ul><li>From past surveys and card swipes, we knew that this customer:
  137. 137. Spends a lot of time at the races,
  138. 138. Replied to a survey and said that the food was a bit expensive,
  139. 139. And is a silver member that Wide Water would like to make a gold.</li></li></ul><li>Consumers prefer personalization…<br />When you do receive hard copy direct mail, which type do you prefer?<br />The Future of Mail, N = 850 Consumers<br />
  140. 140. …but it’s not what they’re getting<br />Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows?<br />The Future of Mail, N = 845 Consumers<br />
  141. 141. Is everyone interested in the same message?<br />
  142. 142. More With Less: Eliminate Useless Records<br />Some recipients have no interest in a car<br />Daniel and Johanna bought a car less than 6 months ago<br />Emily lives in Manhattan and only uses the subway to get around<br />
  143. 143. Many use VDP to “personalize” with the recipients name, but still use the same message for everyone<br />Dear James - Buy a Ford Taurus<br />Dear Janice - Buy a Ford Taurus<br />Dear Andrew - Buy a Ford Taurus<br />VDP Is More Than a First Name!<br />Not Everyone wants a Ford Taurus!<br />
  144. 144. James<br />32 years old<br />Single<br />Teacher<br />$45,000 salary<br />Lives in Philly<br />Segment Data to Understand the Audience<br />
  145. 145. Janice<br />43 years old<br />Married, four kids<br />Veterinarian<br />$87,000 salary<br />Lives in Tampa<br />Segment Data to Understand the Audience<br />
  146. 146. Andrew<br />61 years old<br />Married<br />Attorney<br />$170,000 salary<br />Lives in Denver<br />Segment Data to Understand the Audience<br />
  147. 147. Its About Relevance<br /><ul><li>IF state = FLTHEN background = beach
  148. 148. IF income ≥ 50,000AND income ≤ 100,000AND children ≥ 2 THEN picture = luxury van
  149. 149. IF state = COTHEN background = mtns
  150. 150. IF income ≥ 120,000AND children = 0THEN picture = sports car
  151. 151. IF state = PATHEN background = city
  152. 152. IF income ≤ 50,000AND children ≤ 2 THEN picture = coupe</li></li></ul><li>Personalization Generates Results!<br />N = 383 Direct Marketers<br />Source: Trans Meets Promo… Is It More Than Market Hype?. InfoTrends, 2008 <br />
  153. 153. Emerging Technologies for Marketers to Embrace<br />Mobile Media<br />QR Codes<br />
  154. 154. What is Mobile Media Marketing<br />Channel<br />Media<br />Network<br />
  155. 155. Mobile Media Marketing - A Perspective<br />
  156. 156. What are they doing<br />
  157. 157. Mobile Demographics<br />
  158. 158. Mobile Demographics<br />
  159. 159. Mobile Demographics<br />
  160. 160. Mobile Demographics<br />
  161. 161. The Network – Simple terms<br />
  162. 162. What do you leave with everyday?<br />
  163. 163. What is Mobile Media Marketing<br />
  164. 164. What is Mobile Media Marketing<br />Mobile marketing via SMS<br />Mobile marketing via MMS<br />In-game mobile marketing<br />Mobile web marketing<br />Mobile marketing via Bluetooth<br />
  165. 165. Driving Traffic <br />
  166. 166. What’s New Mobile Media<br />Location Services<br />Advertising expansion<br />QRCodes<br />iPad<br />Resources<br />
  167. 167. Location based marketing Benefits<br />Captured target. They are near you Now!<br />Increased Impulse buying. Real time delivery <br />Development of one-to-one relationship marketing. <br />Direct marketing spending effectiveness. <br />Materials are delivered on demand, as required. <br />Increased return on investment (ROI) Repeat or additional consumer purchases during a visit.<br />
  168. 168. Location Based Marketing – Are you MISSING it?<br />#Fail<br />Website with no GIS information optimized<br />#Success<br />Website with GIS – GET FOUND!<br />
  169. 169. What’s New Mobile Media<br />
  170. 170. What’s New Mobile Media<br />
  171. 171. What’s New Mobile Media Marketing<br />
  172. 172. Types of Mobile Advertising<br />Unknown source<br />
  173. 173. Types of Mobile promotion<br />Text to Win<br />Text to give<br />Loyalty<br />2DBarcodes aka QRCodes<br />
  174. 174. Mobile Couponing<br />G5marketing<br />
  175. 175. Mobile Couponing<br />
  176. 176. Meet the QR Code<br />A 2D Barcode<br />Created by a Japanese corporation (Denso-Wave) in 1994<br />QR stands for “Quick Response”<br />
  177. 177. What does it do?<br />QR Codes help make print interactive by connecting multiple channels.<br />View websites, videos, & more on your mobile phone.<br />
  178. 178. QRCodes (Quick Response)<br />
  179. 179. Reading a QR Code<br />Point your camera at the QR Code<br />Snap a picture<br />The QR will decode instantly<br />You’ll be brought to the webpage<br />
  180. 180. Why scan a QR Code?<br />To learn<br />To discover<br />To watch<br />To get discounts<br />Curiosity<br />
  181. 181. Mobile Media Success <br />Learn the Platforms<br />Determine Your Goals<br />Establish Your Presence<br />Customize<br />Implement Compelling Promotions<br />Engage With Your Customers<br />Track Everything<br />Be Prepared to Adapt<br />Avoid Common Pitfalls<br />
  182. 182. Mobile Wrap!<br />InvisiblePR<br />
  183. 183. Questions?<br />
  184. 184. Using Social Media to Build Business<br />Twitter, Facebook, YouTube, and LinkedIn<br />
  185. 185. Talking About a Revolution<br /><br />
  186. 186. What we will discuss today<br />What is Social Media?<br />Why Use Social Media<br />What channels should you use?<br />How to find prospects and customers<br />How to use for customer service<br />
  187. 187. SOCIAL MEDIA is…<br />Community<br />Conversation<br />Networking<br />Marketing<br />Engagement<br />Relationships<br />Customer Service<br />Immediate Information<br />Platform<br />6 Degrees of separation?<br />
  188. 188. Why use SOCIAL MEDIA?<br />One-on-one style communication. <br />Successful online community is all about honest communication. <br />People that connect via social media want to have real one-on-one conversations regarding relevant and current information<br />Trusted Advisors – People by from Trusted Resources<br />Your Prospects and Customers are already there!<br />
  189. 189.
  190. 190. Why use SOCIAL MEDIA?<br /><ul><li>More prospects to sell to
  191. 191. Generate interest in your brand
  192. 192. Build your brand
  193. 193. Loyalty
  194. 194. Position your company
  195. 195. Customer Service
  196. 196. Another Channel</li></li></ul><li>Why use SOCIAL MEDIA?<br /><ul><li>50 Ways Marketers Can use Social Media to Improve Their Marketing
  197. 197. Add social bookmark links to your most important web pages and/or blog posts to improve sharing.
  198. 198. Build blogs and teach conversational marketing and business relationship building techniques.
  199. 199. For every video project purchased, ensure there’s an embeddable web version for improved sharing.
  200. 200. @chrisbrogran</li></li></ul><li>Is everyone interested in the same communication?<br />I still email<br />I love my mail.<br />I’m on Twitter<br />I use Facebook,<br />Twitter and Linkedin<br />Where are your prospects and customers today getting their information?<br />I Google for my information <br />
  201. 201. Strategy before Tactics! - THE PLAN FIRST!<br />TOOLS<br />Step 1: Describe the Business<br />Step 2: Business Goal<br />Step 3: Where Is the Audience Cyclically?<br />Step 4: How Does the Audience Use Social Media?<br />Step 5: The One Thing<br />Step 6: How Will You Humanize the Brand<br />Step 7: How Will You Measure Success?<br />
  202. 202. TOOLS<br />Get Noticed<br />Optimize / Social Friendly<br />Landing Pages<br />Offers<br />Emails <br />Polls<br /> Inquiries<br /> Suspects<br />Product?<br />Service?Asset?<br />Nurture<br /> Engage<br /> Conversation<br />Convert<br /> Prospects<br />Nurture<br /> Engage<br /> Conversation<br />Convert<br /> Fully<br /> Qualified<br /> Leads <br />$<br />$<br />Close/Convert <br />& Measure<br />$<br />$<br />Social Media, Blogging, Analytics, Content Mgmt, SEO<br />Publish - Engage – Converse - Share<br />Questions or Comments?<br />Phone 1.800.948.0113<br />Email<br />Questions or Comments?<br />Phone 1.800.948.0113<br />Email<br />146<br />Copyright © 2010 Grow Socially, Inc. All Rights Reserved.<br />Copyright © 2010 Grow Socially, Inc. All Rights Reserved.<br />146<br />
  203. 203. Custom XM <br />Twitter, Facebook, YouTube, QR Codes<br />
  204. 204. Complemar<br />Twitter and Facebook<br />
  205. 205. Concord Litho<br />Twitter, Facebook, LinkedIn<br />
  206. 206. What we’ll look at today<br />
  207. 207. What’s the Difference<br />Twitter Block Party<br />FacebookPersonal house party but can have business effect<br />YouTube Your own TV Station<br />LinkedIn Networking event by chamber of commerce<br />
  208. 208. twitter<br />Share and discover what’s happening right now, anywhere in the world. <br />
  209. 209. What is Twitter?<br /><ul><li>Twitter - “What are you doing?”
  210. 210. Twitter is a free social messaging utility for staying connected in real-time.</li></ul><br />
  211. 211. PROS of Twitter<br /><ul><li>Easy to use, and free
  212. 212. You can reach a large amount of people
  213. 213. Position yourself as a thought leader
  214. 214. Communicate and engage in another marketing channel
  215. 215. Simple to find people in your target audience</li></li></ul><li>CONS of Twitter<br /><ul><li>Requires time and effort
  216. 216. Works best when you are consistent – thus, what will you post?
  217. 217. Weeding through the spam</li></li></ul><li>Share what you are doing<br /><ul><li>You can post up to 140 characters per “tweet”
  218. 218. It may simply be a status update, or a link to another resource.</li></li></ul><li>Share what you are doing<br />Let others know what your company is up to by creating your own company account and posting from there.<br />
  219. 219. Spread the word<br />
  220. 220. Spread the word<br />
  221. 221. Measureable –<br />
  222. 222. Re-Tweet<br /><ul><li>Like something you’ve seen? “Re-Tweet” someone’s post by starting with “RT” and then give the author credit by adding there user name.
  223. 223. In this case @ColleenMick’s posting was shared.</li></li></ul><li>Joining a Conversation<br /><ul><li>A reply can be used to comment on a post that was made by someone else.
  224. 224. To reply to someone else’s post, just add the “@” symbol followed by their twitter name. In this case “@chrisbrogan” was used.</li></li></ul><li>Following People on Twitter<br /><ul><li>Twitter allows you to follow people that you choose.
  225. 225. Their updates will be displayed to you in real-time.</li></li></ul><li>Searching by Company<br />
  226. 226. Searching by Titles & Positions<br />
  227. 227. Searching by Titles & Positions<br />
  228. 228.<br /><ul><li>Search as much as you post!
  229. 229. Real-time Results</li></li></ul><li><br /><ul><li>Use it to find potential prospects</li></li></ul><li>Whose talking about you?<br />
  230. 230. Customer Service: The complaint<br />
  231. 231. Customer Service: To Reply<br />
  232. 232. Customer Service: To Reply<br />
  233. 233. Best Practices<br /><ul><li>Actively participate and engage
  234. 234. Seek out prospects and customers and information that is relevant to you and them
  235. 235. Share information! Be a thought leader, be yourself, show the human side of your business
  236. 236. Variety: Pictures, links, videos
  237. 237. Use tracking tools like,, or other
  238. 238. Review your efforts and measure your results</li></li></ul><li>Four Fundamentals: Twitter<br />Build your network<br />Engage with the network you have built<br />Be consistent<br />Track and analyze<br />
  239. 239. Facebook<br />Facebook helps you connect and share with the people in your life.<br />
  240. 240. What is Facebook?<br /><ul><li>Facebook
  241. 241. A free social network used by people & companies
  242. 242. Companies can host pages and groups to self-promote
  243. 243.</li></li></ul><li>PROS of Facebook<br /><ul><li>Can be used as extension of Company Website
  244. 244. Put forth the “human” side of your company
  245. 245. Allows you to post articles, videos, pictures, and more about your business
  246. 246. Stay on “top of the mind”
  247. 247. Event Promotion: Open House? Webinar?
  248. 248. Discussion Boards: Get involved in conversations</li></li></ul><li>CONS of Facebook<br /><ul><li>Requires time and effort
  249. 249. Weeding through the spam (fans, games)
  250. 250. Not obvious how to measure success
  251. 251. If things go bad….</li></li></ul><li>Get Yourself Out There<br />Creating a page simply involves:<br /><ul><li>A logo
  252. 252. A name
  253. 253. Content!</li></li></ul><li>H & H Graphics<br />
  254. 254. Posting Marketing Topics<br />
  255. 255. bopi<br />
  256. 256. Social Print Experiment<br />
  257. 257. Complemar<br />
  258. 258. Cedar Graphics<br />
  259. 259. Sorrento Mesa Printing<br />
  260. 260. Tip to Keep in Mind<br /><ul><li>Get a personalized URL!
  261. 261. i.e. instead of
  262. 262. How to do it:</li></li></ul><li>Best Practices<br /><ul><li>Actively promote your page
  263. 263. Seek out friends and fans
  264. 264. Share information! At least post two items a week
  265. 265. Variety: Pictures, links, videos</li></li></ul><li>Four Fundamentals: Facebook<br />Build your network<br />Engage with the network you have built<br />Be consistent<br />Track and analyze<br />
  266. 266. YouTube<br />Broadcast your self, broadcast your work.<br />
  267. 267. What is YouTube?<br /><ul><li>YouTube
  268. 268. video sharing website on which users can upload and share videos.
  269. 269.
  270. 270. The #2 search engine!</li></li></ul><li>PROS of YouTube<br /><ul><li>Free! Hosts unlimited videos
  271. 271. Helps improve search engine rankings
  272. 272. Adds another channel to your marketing efforts
  273. 273. Display “personal” side of company
  274. 274. Create viral marketing opportunities
  275. 275. Track views and links to your videos</li></li></ul><li>CONS of YouTube<br /><ul><li>Risk poor reviews?
  276. 276. Time spent getting videos done
  277. 277. Need to promote it</li></li></ul><li>Set up a Gallery<br />
  278. 278. Go Viral<br />Watch it for your self at<br />
  279. 279. Best Practices<br /><ul><li>Customize look and feel of your channel
  280. 280. Keep videos short – 1 to 3 minutes
  281. 281. Keep up variety: from educational to funny
  282. 282. Stay consistent with posting frequency</li></li></ul><li>Four Fundamentals: YouTube<br />Build your network<br />Engage with the network you have built<br />Be consistent<br />Track and analyze<br />
  283. 283. For more information…<br />
  284. 284. Linked in<br />Over 45 million professionals use LinkedIn to exchange information, ideas, and opportunities<br />
  285. 285. What is LinkedIn?<br /><ul><li>LinkedIn
  286. 286. A business-oriented social networking site mainly used for professional networking.
  287. 287. Has more than 43 million registered users, spanning 170 industries.
  288. 288.</li></li></ul><li> Dashboard<br />
  289. 289. Profile<br />
  290. 290. Join & Participate in Groups<br />
  291. 291. Post a Question<br />
  292. 292. Get Information<br />
  293. 293. Value in Groups<br />
  294. 294. Q and A Feature<br />One of the best ways to learn about new technology and other marketing efforts is through the Questions and Answers section.<br />
  295. 295. Best Practices<br /><ul><li>Connect with prospects and customers
  296. 296. Use the question and answer section to find and provide help
  297. 297. Become active in the groups!
  298. 298. Post self-promotional items – news and events</li></li></ul><li>Four Fundamentals: LinkedIn<br />Build your network<br />Engage with the network you have built<br />Be consistent<br />Track and analyze<br />
  299. 299. Final thoughts<br />What to remember.<br />
  300. 300. Getting started<br /><ul><li>Start slow.
  301. 301. Just do it.
  302. 302. Be yourself. </li></li></ul><li>There’s a place for you too.<br />Start today.<br />Who’s already out there…<br />
  303. 303. Debbiedee5People, communication, prospects, sales leads, business relationships<br /><ul><li>AudraPinkerton Social media has connected me with great people, keep in touch when clients move and 2 RFPs!</li></ul>Quotes<br />
  304. 304. Have we had success?<br />Since end of 2008…..<br />…. From 0 – 10,000+ between corporate and individual accounts for Twitter Followers<br />…. 20K+ have clicked on our links, downloaded our ebook, our whitepaper, from social media sites alone!!!<br />50+ prospects in pipeline directly from twitter…<br />
  305. 305. Our Own Success…<br />“<br />“<br />John, I have been seeing your mission in spreading the QR or 2D Code gospel to the print media masses.....we need more like you.<br />
  306. 306. Let Others Tell Your Story<br />Word-of-mouth marketing has expanded…<br />If you have a great company, product or service, people will spread that message for you.<br />Deliver relevant information, and people will return the favor.<br />
  307. 307. The Marketing Mix<br />“Do not lose sight on the fact that social media is simply one part of a successful marketing mix.”<br />“Traditional marketing mediums must still be used to reach everyone in your audience.”<br />“Target the right audience, using the right channel(s), the relevant media(s), and the right response channel(s).”<br />Follow me<br />
  308. 308. Resources for you<br /> (Whitepapers – ebooks)<br /> (Online, Whitepapers, E-books)<br /> (search conversations)<br /> (search by Title & Position)<br /> (help managing Twitter)<br /> (for blogging and website)<br /> (leading blogger on social media)<br /> (for daily charts and statistics)<br /> (for case studies and advice)<br />Google it, Bing it, Yahoo it.<br />“What’s #sxsw?” / “What’s a twitter feed?” / “Using facebook in business”<br />
  309. 309. John Around the Web<br /><br /><br /><br /><br /><br /> <br /><br />
  310. 310. Don’t Wait. Market Today!<br />Start the Business Transformation<br />Educate and Embrace<br />Ask & Listen More Than You Talk<br />Offer Marketing Solutions<br />Utilize Multi-Channel Marketing<br />Integrate to Save Time & Money<br />Ready for Tomorrow<br />
  311. 311. Questions & Answers<br />
  312. 312. Business Transformation<br />Marketing Services Provider: The Future<br />Appendices<br />Business Plan<br />Marketing Plan: Putting Marketing into Action<br />The 4 P’s of Marketing<br />Strategic Account Reviews<br />And More<br />
  313. 313. Business Transformation<br />Patience, Perseverance and Perspective<br />Making Sense of the Marketing Services Provider Transformation<br />How to Transform Your Business<br />Infrastructure Considerations<br />How to Be the Best Marketing Services Provider EVER<br />Walking the Talk: How to Promote the Heck Out of Your New Business<br />Your Guide to Selling Marketing Services<br />Social Media: What Is It and Where Does it Fit?<br />