Inform drive engage

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The document discusses developing an integrated social media and traditional marketing plan for a 2011 SPCA Wine Tasting Event. It proposes a multi-stage marketing strategy including pre-event campaigns on social media platforms to build awareness and engage connections, as well as email campaigns providing updates and thought leadership. Direct mail would be supplemented by the social media and email campaigns. On-site marketing at the event would continue promoting through social media. The goal is to help meet fundraising and attendance targets for the event through an integrated online and offline approach.

Design

integrating
social media with
traditional marketing

alicia farrell & gary rottman

overwhelmed.

alicia farrell & gary rottman

reduced stress.

alicia farrell & gary rottman

AGENDA

Defining
Instructing
Equipping
alicia farrell & gary rottman

What is
marketing
?
alicia farrell & gary rottman

Marketing is
finding the right
triggers to push.

alicia farrell & gary rottman

Marketing is
about positioning,
promoting, and
persuading.

alicia farrell & gary rottman

Marketing is ...

alicia farrell & gary rottman

strategic
activities

alicia farrell & gary rottman

guide
behavior.

alicia farrell & gary rottman

What is
social media ?
alicia farrell & gary rottman

website
content
alicia farrell & gary rottman

How to
market?
alicia farrell & gary rottman

Marketing must
help the unaware.

alicia farrell & gary rottman

Marketing must
inspire the interested.

alicia farrell & gary rottman

Marketing must
reassure the intent.

alicia farrell & gary rottman

How to
use
?
social
media
alicia farrell & gary rottman

listen
listen
listen
alicia farrell & gary rottman

community

alicia farrell & gary rottman

P.S.
donʼt forget to
measure
alicia farrell & gary rottman

integration
alicia farrell & gary rottman

Wine
Tasting
alicia farrell & gary rottman

goals
12 wine vendors,
20-25 food & craft vendors,
5 entertainers;
2,000 visitors/$30,000 in ticket sales

alicia farrell & gary rottman

STRATEGY:
Develop a
integrated Social Media

marketing Marketing

plan to help
meet the goal 2011 SPCA
Wine Tasting Event
of the event. Marketing Plan On-Site
Marketing

Pre-Event
“GET SOCIAL” CAMPAIGN 1
Marketing Goal: Trial promo/awareness campaign to increase SM presence and connections in order to utilize SM in event marketing.
Platforms: Facebook & LinkedIn; YouTube. SlideShare
Duration: 3 Months—October - December 2010
Content planning and development for Social Media Profiles including graphic look and feel for event identity
(Ideas for discussion: Contest; Exclusive conference discounts)

“GET SOCIAL” CAMPAIGN 2
Goal: Engage SM connections to inspire potential attendees to participate and reassure event attendances.
Platforms: Facebook & LinkedIn; YouTube. SlideShare
Duration: 9 Months—January - October 2011
Content planning and development for Social Media Integration

“GET KNOWLEDGE” EMAIL CAMPAIGN
Goal: Thought Leadership email campaign to inspire potential attendees to participate and reassure event attendances.
Frequency: Monthly
Duration: January - October 2011

“EVENT UPDATES” EMAIL CAMPAIGN
Goal: Event updates (Logistics, schedule, speaker announcements, promos)
Frequency: Integrated with campaign touch points; no more than 2X/Month
Duration: January - October 2011

DIRECT MAIL CAMPAIGN 1
March, April & May 2011: Event Brochure/Mailer & 2 Postcards
Note: Recommend integrating SM/Email with this DM Campaign

DIRECT MAIL CAMPAIGN 2
August - September 2011:
2 Postcards Event Update/Reminders
Note: Recommend integrating SM/Email with this DM Campaign

alicia farrell & gary rottman

traditional
media
alicia farrell & gary rottman

Pre-Event
“GET SOCIAL” CAMPAIGN 1
Marketing Goal: Trial promo/awareness campaign to increase SM presence and connections in order to utilize SM in event marketing.
Platforms: Facebook & LinkedIn; YouTube. SlideShare
Duration: 3 Months—October - December 2010
Content planning and development for Social Media Profiles including graphic look and feel for event identity
(Ideas for discussion: Contest; Exclusive conference discounts)

“GET SOCIAL” CAMPAIGN 2
Goal: Engage SM connections to inspire potential attendees to participate and reassure event attendances.
Platforms: Facebook & LinkedIn; YouTube. SlideShare
Duration: 9 Months—January - October 2011
Content planning and development for Social Media Integration

“GET KNOWLEDGE” EMAIL CAMPAIGN
Goal: Thought Leadership email campaign to inspire potential attendees to participate and reassure event attendances.
Frequency: Monthly
Duration: January - October 2011

“EVENT UPDATES” EMAIL CAMPAIGN
Goal: Event updates (Logistics, schedule, speaker announcements, promos)
Frequency: Integrated with campaign touch points; no more than 2X/Month
Duration: January - October 2011

DIRECT MAIL CAMPAIGN 1
March, April & May 2011: Event Brochure/Mailer & 2 Postcards
Note: Recommend integrating SM/Email with this DM Campaign

DIRECT MAIL CAMPAIGN 2
August - September 2011:
2 Postcards Event Update/Reminders
Note: Recommend integrating SM/Email with this DM Campaign

alicia farrell & gary rottman

Pre-Event
Marketing

alicia farrell & gary rottman

t
On-Site
Marketing

alicia farrell & gary rottman
MPAIGN 1

social
media
alicia farrell & gary rottman

Social Media
Marketing

alicia farrell & gary rottman
2011 SP
Wine Tasting

3 key
steps to
integration
alicia farrell & gary rottman

Call to actions
for social media

alicia farrell & gary rottman

“Follow us on
Facebook for
the latest info
and contests”

alicia farrell & gary rottman

“Join our
discussions on
LinkedIn for great
advice from
industry leaders”

alicia farrell & gary rottman

“Get the latest
news about us
on Twitter”

alicia farrell & gary rottman

“Want to share
our mission?
Follow us on
Facebook to
learn how”

alicia farrell & gary rottman

“Stay up to date
on whatʼs going
on with us by
following us on
Facebook”

alicia farrell & gary rottman

excitement

alicia farrell & gary rottman

take aways
1. inform. drive. engage.
2. target a community based on passions.
3. start simple.
4. be yourself.
5. have fun.
6. if you don't know, ask.

alicia farrell & gary rottman

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Inform drive engage

1. integrating social media with traditional marketing alicia farrell & gary rottman

2. alicia farrell & gary rottman

3. overwhelmed. alicia farrell & gary rottman

4. alicia farrell & gary rottman

5. reduced stress. alicia farrell & gary rottman

6. alicia farrell & gary rottman

7. focused alicia farrell & gary rottman

8. alicia farrell & gary rottman

9. AGENDA Defining Instructing Equipping alicia farrell & gary rottman

10. What is marketing ? alicia farrell & gary rottman

11. alicia farrell & gary rottman

12. Marketing is finding the right triggers to push. alicia farrell & gary rottman

13. alicia farrell & gary rottman

14. Marketing is about positioning, promoting, and persuading. alicia farrell & gary rottman

15. Marketing is ... alicia farrell & gary rottman

16. ART & alicia farrell & gary rottman

17. SCIENCE alicia farrell & gary rottman

18. CONNECT alicia farrell & gary rottman

19. strategic activities alicia farrell & gary rottman

20. guide behavior. alicia farrell & gary rottman

21. What is social media ? alicia farrell & gary rottman

22. website content alicia farrell & gary rottman

23. alicia farrell & gary rottman

24. How to market? alicia farrell & gary rottman

25. Marketing must help the unaware. alicia farrell & gary rottman

26. Marketing must inspire the interested. alicia farrell & gary rottman

27. Marketing must reassure the intent. alicia farrell & gary rottman

28. How to use ? social media alicia farrell & gary rottman

29. listen listen listen alicia farrell & gary rottman

30. goals alicia farrell & gary rottman

31. community alicia farrell & gary rottman

32. strategy alicia farrell & gary rottman

33. content alicia farrell & gary rottman

34. be REAL.

35. P.S. donʼt forget to measure alicia farrell & gary rottman

36.

37. alicia farrell & gary rottman

38. alicia farrell & gary rottman

39. alicia farrell & gary rottman

40. integration alicia farrell & gary rottman

41. SPCA alicia farrell & gary rottman

42. Wine Tasting alicia farrell & gary rottman

43. goals 12 wine vendors, 20-25 food & craft vendors, 5 entertainers; 2,000 visitors/$30,000 in ticket sales alicia farrell & gary rottman

44. STRATEGY: Develop a integrated Social Media marketing Marketing plan to help meet the goal 2011 SPCA Wine Tasting Event of the event. Marketing Plan On-Site Marketing Pre-Event “GET SOCIAL” CAMPAIGN 1 Marketing Goal: Trial promo/awareness campaign to increase SM presence and connections in order to utilize SM in event marketing. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 3 Months—October - December 2010 Content planning and development for Social Media Profiles including graphic look and feel for event identity (Ideas for discussion: Contest; Exclusive conference discounts) “GET SOCIAL” CAMPAIGN 2 Goal: Engage SM connections to inspire potential attendees to participate and reassure event attendances. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 9 Months—January - October 2011 Content planning and development for Social Media Integration “GET KNOWLEDGE” EMAIL CAMPAIGN Goal: Thought Leadership email campaign to inspire potential attendees to participate and reassure event attendances. Frequency: Monthly Duration: January - October 2011 “EVENT UPDATES” EMAIL CAMPAIGN Goal: Event updates (Logistics, schedule, speaker announcements, promos) Frequency: Integrated with campaign touch points; no more than 2X/Month Duration: January - October 2011 DIRECT MAIL CAMPAIGN 1 March, April & May 2011: Event Brochure/Mailer & 2 Postcards Note: Recommend integrating SM/Email with this DM Campaign DIRECT MAIL CAMPAIGN 2 August - September 2011: 2 Postcards Event Update/Reminders Note: Recommend integrating SM/Email with this DM Campaign alicia farrell & gary rottman

45. traditional media alicia farrell & gary rottman

46. Pre-Event “GET SOCIAL” CAMPAIGN 1 Marketing Goal: Trial promo/awareness campaign to increase SM presence and connections in order to utilize SM in event marketing. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 3 Months—October - December 2010 Content planning and development for Social Media Profiles including graphic look and feel for event identity (Ideas for discussion: Contest; Exclusive conference discounts) “GET SOCIAL” CAMPAIGN 2 Goal: Engage SM connections to inspire potential attendees to participate and reassure event attendances. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 9 Months—January - October 2011 Content planning and development for Social Media Integration “GET KNOWLEDGE” EMAIL CAMPAIGN Goal: Thought Leadership email campaign to inspire potential attendees to participate and reassure event attendances. Frequency: Monthly Duration: January - October 2011 “EVENT UPDATES” EMAIL CAMPAIGN Goal: Event updates (Logistics, schedule, speaker announcements, promos) Frequency: Integrated with campaign touch points; no more than 2X/Month Duration: January - October 2011 DIRECT MAIL CAMPAIGN 1 March, April & May 2011: Event Brochure/Mailer & 2 Postcards Note: Recommend integrating SM/Email with this DM Campaign DIRECT MAIL CAMPAIGN 2 August - September 2011: 2 Postcards Event Update/Reminders Note: Recommend integrating SM/Email with this DM Campaign alicia farrell & gary rottman

47. Pre-Event Marketing alicia farrell & gary rottman

48. t On-Site Marketing alicia farrell & gary rottman MPAIGN 1

49. social media alicia farrell & gary rottman

50. STRATEGY: Develop a integrated Social Media marketing Marketing plan to help meet the goal 2011 SPCA Wine Tasting Event of the event. Marketing Plan On-Site Marketing Pre-Event “GET SOCIAL” CAMPAIGN 1 Marketing Goal: Trial promo/awareness campaign to increase SM presence and connections in order to utilize SM in event marketing. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 3 Months—October - December 2010 Content planning and development for Social Media Profiles including graphic look and feel for event identity (Ideas for discussion: Contest; Exclusive conference discounts) “GET SOCIAL” CAMPAIGN 2 Goal: Engage SM connections to inspire potential attendees to participate and reassure event attendances. Platforms: Facebook & LinkedIn; YouTube. SlideShare Duration: 9 Months—January - October 2011 Content planning and development for Social Media Integration “GET KNOWLEDGE” EMAIL CAMPAIGN Goal: Thought Leadership email campaign to inspire potential attendees to participate and reassure event attendances. Frequency: Monthly Duration: January - October 2011 “EVENT UPDATES” EMAIL CAMPAIGN Goal: Event updates (Logistics, schedule, speaker announcements, promos) Frequency: Integrated with campaign touch points; no more than 2X/Month Duration: January - October 2011 DIRECT MAIL CAMPAIGN 1 March, April & May 2011: Event Brochure/Mailer & 2 Postcards Note: Recommend integrating SM/Email with this DM Campaign DIRECT MAIL CAMPAIGN 2 August - September 2011: 2 Postcards Event Update/Reminders Note: Recommend integrating SM/Email with this DM Campaign alicia farrell & gary rottman

51. Social Media Marketing alicia farrell & gary rottman 2011 SP Wine Tasting

52. 3 key steps to integration alicia farrell & gary rottman

53. 1. inform alicia farrell & gary rottman

54. 2. drive

55. Call to actions for social media alicia farrell & gary rottman

56. “Follow us on Facebook for the latest info and contests” alicia farrell & gary rottman

57. “Join our discussions on LinkedIn for great advice from industry leaders” alicia farrell & gary rottman

58. “Get the latest news about us on Twitter” alicia farrell & gary rottman

59. “Want to share our mission? Follow us on Facebook to learn how” alicia farrell & gary rottman

60. “Stay up to date on whatʼs going on with us by following us on Facebook” alicia farrell & gary rottman

61. 3. engage

62. research alicia farrell & gary rottman

63. brand alicia farrell & gary rottman

64. connect alicia farrell & gary rottman

65. excitement alicia farrell & gary rottman

66. excitement alicia farrell & gary rottman

67. viral alicia farrell & gary rottman

68. contest alicia farrell & gary rottman

69. take aways 1. inform. drive. engage. 2. target a community based on passions. 3. start simple. 4. be yourself. 5. have fun. 6. if you don't know, ask. alicia farrell & gary rottman

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