Integrating Social Into Traditional Marketing: , Direct And Advertising
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1 Integrating Social Into Traditional Marketing: , Direct And Advertising Paul Gillin Curator, Infoboom Author: The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
2 The Way We Were Message Impressions Reach & Frequency Retention CPM Recall Share of Voice Coverage Rate Base
3 The New Language of Marketing Followers Likes Connections Engagement Responsiveness Comments Repeat Visits Shares Views
4
5 Look Familiar?
6 What to Avoid Over half of B2B marketers update their Twitter accounts once a week or less, according to BtoB magazine If you re going to advertise that you use the tools, you must use them or risk looking clueless
7 Flipping the Funnel Respond & Iterate Invite Engagement Listen Go Where the People Are 7
8 Multi-Platform Strategy Platform Adoption by Year Source: Awareness Networks/ Paul Gillin
9
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11 Tools of Influence SOCIAL MEDIA AGE MASS MEDIA AGE Talk face to face Personal blog Comments on blogs Talk face to face Phone call Social network page Comments on websites PRE MEDIA AGE Phone call Talk to shop worker Widgets Viral s Talk face to face Talk to shop worker Consult a professional Video sharing site Auction websites Talk to shop worker Consult a professional Readers Letters Photo sharing site Wish lists Readers letters Phone in; TV / Radio Chat rooms Ratings on retail sites Phone in; TV / Radio SMS Message boards Reviews on retail sites Social Bookmarking Price comparison sites Instant Messenger Chat room Social shopping sites Source: Universal McCann Erickson Page 11
12 Shifting Sands Center for Media Research
13 Integration Is a Top Priority 37% of marketers already use to promote social networks and another 31% are planning to (Econsultancy and Adestra). 55% of retailers who use Twitter link to their Twitter account in their campaigns ( Data Source and Goodmail). Business executives say integrating and social media is their fourth-most-important marketing initiative for (StrongMail)
14 Integrated Social Media Promote online success in traditional venues Make it easy for people to find you online Make sharing part of your website Solicit testimonials 14
15 Use Social Media To Identify Topics Generate Content Gather Feedback Test Messages Capture Leads Strengthen Relationships
16 Involve Audience In Marketing Barter blogger posts Ask a question, feature best answers Bookmark and republish favorite tweets Invite photos, videos and stories Poll and promote Ask feedback and cherry pick Plant seed questions and invite debate
17 Leveraging the Audience Test messages to a community Limited offers Private or closed-group discussion Brand ambassador programs Competitive intelligence
18 Social Networks are On-Ramps For Traditional Marketing 18
19 Facebook is Your Alternate Home Page Tip: Test promotions here before rolling them out in a direct marketing campaign Page 19
20 Twitter Is the New Talk Radio Hundreds of e-tailers are using it to broadcast specials, find customers and engage in conversations with their customers Page 20
21 Challenges and Invitations 21
22 Integrating Online and Print
23 A Versatile Tool Promotions Contests Aggregators Marketing Tip: Search for people asking questions about your products or services. Those are potential buyers! Page 23
24 Twitter Contest
25 Peer Recommendations Validate Epson reported that revenue per visitor nearly doubled after reviews were added to its website.
26 Brand Ambassadors Professional photographers featured in a print ad in The Philippine Star, July 28,
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28 New Publishing Lifecycle Begins as a tweet Create modular, reusable content that can be delivered via multiple media Becomes a blog post Feeds a podcast That gets tweeted! Stokes a white paper Page 28
29 Make Content Easy to Share Promote Subscriptions Everywhere
30 Publish Everywhere
31 Promote Your Content and Others Endorsements Page 31
32 Tools Can Help And yes, too!
33 Marketing is Glue Social media for awareness, for retention Be consistent, constructive and helpful Offer multiple entry points: something for everyone Promote through every possible channel Help, don t sell Subscribership = membership Invite feedback wherever possible Drive traffic to other channels
34 Thank You! Paul Gillin Site: gillin.com Blog: paulgillin.com Twitter: pgillin Join us for more discussion in the PartnerWorld Forum: "Making Business Sense of Social Media and Social Networking" (
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