corporate marketing integration: merging traditional and digital media
DESCRIPTION
IABC/Richmond Program - February 2012 Speakers: Jesson Zafar and Sara Anderson This presentation is Part Two of our January 2012 program.TRANSCRIPT
Corporate Marketing Integration: Merging Traditional And Digital Media
Part 2 February 2 2012
Integrating Digital & Traditional
Use social media to SUPPORT not to REPLACE traditional media
Ensure consistent messaging to your clients and customers For example, communicate the same sales and offers
via print that you do online
Use digital marketing to drive traffic to your physical locations and/or your online business & services
Example: Social & Traditional
Integrating Digital & Traditional (cont.)
Integrated online marketing strategy
SEO, PPC, Social ads
Example: Search Engine Optimization (SEO)
Example: Pay Per Click (PPC)
Example: Social Ads
Social Media Marketing Options Facebook
Massive potential for engaging with clients and customers in a conversational tone
Twitter Great tool for market research & engagement and outreach
LinkedIn Professional network great for organizations
YouTube High search volume and great engagement potential
Google+ Still researching, but growing in popularity so good to keep an
eye on
Key Point: Research your options & target audience to choose what is right for your firm or organization!
Online Marketing Strategy
Determine marketing goals Customer, customer, customer Customer profile Understand pain points Solve problems Experiment Measure Evolve & Adapt
Online Marketing Strategy: Examples
Determine marketing goals Rural & Commercial customers Ongoing customer research Information & advice How-to…from homeowners to farmers Testing various methods/vehicles Analytics, campaign activity, social
insights Embrace change and roll with it!
Gaining Support From Employers
Buy-in & strategy Keyword data Trending topics Online customer opportunity
Gaining Support From Employers
Getting “buy-in” from your employer
Do your research and share the facts NOT just the thoughts & opinions
Prove that your target audience is present on the social media networks you’re proposing
Brainstorm strategy for how to implement your social media marketing plan
Getting Folks On Board
Understand internal/external functions
Use data Focus on ROI & Opportunity Cost
Data for SEO & PPC v. Social
Social Media Time Management
Hootsuite www.hootsuite.com
CoTweet www.cotweet.com
Digsby www.digsby.com
Mobile Apps Twitter, Facebook, YouTube, LinkedIn
Research Resources
Tools: Google, Yahoo, Bing News: Blogs, People, Awareness Research: Search, Ask Data: Companies
www.searchenginewatch.com/industry www.mashable.com
Any Questions?
Jesson Zafar [email protected] (Southern States)
804-281-1179 [email protected] (Business/Personal)
804-201-7596 Twitter: @jessonzafar LinkedIn
Sara Anderson [email protected] (Southern States)
804-281-1204 Twitter: @selrva LinkedIn