IM Strategy Creation

Integrated Marketing
Strategy
Creation of a Cohesive Campaign

Sponsored by: Waterloo Region Small Business Resource Center
Presented by: Kelly Craft & Gordon Diver

Introduction @krcraft &
@gdiver62
• We are NOT a social media ‘gurus’
• We are experienced business strategists who also know
social well
• Lateral, tech-savvy hybrids spanning strategy, design,
implementation & analytics
• Diehard data geeks & Compelling narrative story
engineers
• Committed to holistic approach to business strategy
• Silo-busters and frequent dinosaur-tippers

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Presented by: @krcraft & @gdiver62

AGENDA

Why a have a Strategy?
1

Set clear goals.

Clarify how you will reach objectives.

3

Define your social brand ‘voice’.

Know how to apply the tools and manage the information.

5

2

4

Know what success looks like.

Learn how to tweak performance.

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6

3

introduction
Businesses need to find a way to grow their customer
base, build their brands and increase brand awareness,
while aligned with brand vision and mission.
Using an integrated marketing communication strategy is a
great way for a brand to specifically focus on target
customers.

This offers:
• A holistic approach to communications marketing
• More “bang for your buck,” by creating a cohesive user
experiences
• Integrated marketing communication plans increase
the chance that consumers will reach you the way you
want them to (more control)

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4

in-te-grat-ed mar-ket-ing
“A strategic business process used to plan,
develop, execute and evaluate coordinated,
measurable, persuasive brand communication
programs with consumers, customers,
prospects, employees and other relevant
external and internal audiences.”
Integrated marketing campaigns (IMC) combine new,
and traditional media marketing tools and tactics to
connect with consumers across multiple platforms.
The goal of an IMC is to integrate brand messaging
across channels (messages are not platformspecific), and to increase market and brand
awareness, eventually resulting in financial
benefits.
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5

Market review
Increased pressure to compete
Market saturation
Rising costs of production and media outlets
B2B and B2C are able to be more aggressive with
online/social resources
Rising print/postage costs
Bottom line = MORE CHOICES

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6

10.3 BILLION searches
are conducted on
Google every month
Will your customers find
you, and what will they
learn about your products
and services when they do?
It’s all in the message.
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The right questions
Before you start to deep dive into planning and executing your strategy,
you must make sure you know the answers to two critical questions about
your business:
 How do you make money as a company?

 Why do you make money in those ways?
Answering these questions will help you define your narrative while also
helping you to define your intentions and goals within social media as part
of your marketing strategy.

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Marketing Channels

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The Steps
This is bigger than just social media, so you’ve got to outline how all
channels can effectively work together to get your messages across
successfully. Four ways to organize your message are:
Narrative – Narrative is creating the story around your brand or
product that will best communicate with your consumers.
Development - Once you have your story outlined, the next thing is
to develop the right message and then deliver it to the right
people in the way they wish to digest the content.
Interaction/Integration – Addresses how will you interact with
your consumers across all platforms. Blogging, email and social
media are all different mediums and messaging should be
integrated, but specific to each channels.
Planning - Developing content calendars and looking at trends
should be a part of your marketing activities. This is done so can
you deliver timely content to your consumer when that topic or
idea is in the top of mind.

Measurement – to see what is successful, make adjustments and
learn to make more money.
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Steps
This is bigger than just social media, so you’ve got to outline how all
channels can effectively work together to get your messages across
successfully. Four ways to organize your message are:

Narrative

Integration

Planning

• Narrative is creating the story around your brand or product that will best
communicate with your consumers.

• Addresses how will you interact with your consumers across all platforms.
Blogging, email and social media are all different mediums and messaging should
be integrated, but specific to each channels.

• Developing content calendars and looking at trends should be a part of your
marketing activities. This is done so can you deliver timely content to your
consumer when that topic or idea is in the top of mind.

• To see what is successful, make adjustments and learn to make more money.
Measurement

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Narrative

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Research
• How are others in your industry using social
successfully?
• Conversation maps - What channels are your
customers, partners, and employees using?
• Content Maps – What do you have and what
do you need to create?
• What do your customers and partners want
from you? Promotions? Customer service?
Event details? Pointers to other cool stuff?
Status updates? Cross-promotion?

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Social Spammer or Social
Brand?

Defining a Social
Brand
“A social brand is any company, product,
individual that uses social technologies to
communicate with the social customer, their
partners and constituencies or the general
public.”
 Note that says ‘communicate
with’, not ‘to’.

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Elevator speech 101
• Why is it called an elevator speech?
• Why do you need one?
• Why do you need more than one?
• Different situations call for different messages. Different
audiences call for different talking points.
• Features of an elevator speech
• Short. Concise. Leave the listener wanting more.
• Elements of an elevator speech
• Core message stays the same no matter the audience or
situation.
• Differentiation; what makes you special?
• Your enthusiasm. Your emotional connection. Memorable points
about you.
• Delivering your message
• Don’t sound rehearsed. Maintain eye contact. Know when to
stop. Don't be creepy.
• The end result?
• Create awareness. Create interest.
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Consistency

Produce strategic marketing
communications that speak with one
voice across different media
It’s crucial to maintain your brand
across all of your marketing efforts
Your brand is more than just your logo
Inconsistency can be a brand killer
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What are your marketing objectives?
Branding
Direct Sales

• building or maintaining an image or reputation.

• selling a product or service directly to users.

Indirect Sales

• converting a user into a customer through the use of a
conversion funnel.

Research

• finding out insights about your customers, your market,
or your industry.

Customer Service
Collaboration
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• helping users who are already customers.
• build a community that learns from and helps each
other. Work together.


Narrative
Integrated marketing is about telling a story. You need to create the
journey for consumers and allow them to access that from several
different entry points. Once you capture their attention you need to
reassure consumers that this is the path for them. So involve them in a
strong story with meaning, purpose and direction. Know what you want
to say about your brand and then invite them on a well-planned journey.

Develop the idea - Allow time and space to think about different
ways to approach the idea and tell the story. All too often we see
experiences that were obviously a great idea in the boardroom,
and got everyone in the marketing team excited, but then when
live, the campaign actually lacked depth and true understanding of
the purpose or the target audience.

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When implementing an integrated marketing communication plan
remember to keep in mind the following:
• Campaign goal(s) must be communicated, and understood throughout the company and across
departments in order to be successful
• Actively work to keep communications cohesive and consistent; use technology to keep all employees
on the same page and communicate with customers with the correct, clear message
• Consider private branded communities, use new Facebook features “Questions” and “Private Groups”
to delve deeper into the minds of the customer
Businesses should consider participating in the integrated online marketing space. This effectively combines
email, search, social, mobile and traditional to deliver a strong message.
Facilitate conversations, commerce and loyalty to get new customers, and to maintain current customer base.
Remember to integrate and use these tools in order to reach your customers. The ability to listen, and engage
your customers is essential to position your business for success and differentiate the product or service from
competitors!

In the future, lines between integrated marketing channels will continue to blur…

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Planning

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Planning
The more you plan your marketing efforts the greater your success. Here are four
tips for the planning phase for marketing strategies.

• Rely on your SEOs: Get keywords from that what people are searching on to
get to your site or blog. Search data is more than trying to rank but getting
ideas for what people want to know.

• Build a long-term and daily content plan.
• Long-Term Content Plan: Use Google Trends to compare products and primary
searches.
• Daily Content Plan: What trend terms are big the past 7 days on web site and in
social channels and figure out what is trending right now that your company can
take advantage of.

• Create a publishing schedule so you can see what content is going live
when. The key is to plan your marketing according to your content.
• Measure your efforts to see what was successful and learn to make more
money.
If you put effort into planning your marketing and content strategy you will
have a higher success rate and also continue to execute based on a strategy,
versus reacting to what is wrong due to lack of organization.

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Planning
Identify the target audience
Determine the communication objectives
Design the message
Choose the media
Choose the channels
Develop content

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Trends: Technology
1. Mobile Devices
•

Smart phone use is on the rise. Smart phones are quickly becoming a more important tool to use
to connect and engage with customers. OpenTable recently announced that as of 9/20/10, over 5
million customers were “seated” via reservations booked on its mobile applications. Consumers
are also using mobile apps to order food, find nearby restaurants, add value to prepaid cards
(i.e. Starbucks), and/or discover the “flavor of the day.”

2. Geolocation
•

Customers are using technology and mobile devices to announce location to social networks
(i.e. SCVNGR, Facebook Places, Foursquare, Gowalla). Businesses are capitalizing on this by
linking the “check-ins” to coupons and deal savings, encouraging fans to announce their
locations, and ultimately, become customers.

3. Group Buying
•

Group buying sites, such as Groupon, have changed consumer buying behavior, by forcing
consumers to cooperate in order to receive the discount. Group buying allows for companies to
drive purchase behavior and expand their customer bases. Participating businesses have
experienced increased traffic as a result of flash sales, especially when linked with product
reviews.

4. Barcode Scanning
•

Mobile devices allow the consumer the opportunity to scan bar codes (QR codes) to get product
reviews, complementary offerings, compare prices across distributors and track product
availability. Businesses can use this knowledge to communicate transparency regarding price,
product and service quality.

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Paid, Earned and Owned Media

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Promotion Mix
MEDIUMS
• Advertising
• Public Relations
• Broadcast
• Print

• Internet
• Displays

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Methods
Cross-pollinate Awareness
•
•
•
•
•
•
•
•

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Newsletter
Google Adwords
Your Website
Social Media – Facebook and Twitter for general
information and acknowledgement of milestones
Leveraging partnerships – content collaboration
Press Coverage & Reviews
Print/Audio/Video Campaigns
Contests, Surveys, Deals, Coupons, Loyalty Incentives

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Why Do We Do Social?

One compelling reason: The Customers
now control the conversation about
your brand.

Social Media is Pervasive. You need a
plan.
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Now what?

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Keep calm
• You can’t do everything –
so don’t even try.
• You have to do something,
so start testing and find
out what works for your
brand.

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Integration

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Choose points of Interaction
We have a host of tools at our fingertips these days. There are dozens of
social media options, dozens of ways to talk to consumers, dozens of
places to be seen and heard. Integrated marketing is not about casting
the net out wide and hoping for the best. It is about selecting relevant,
well-timed touch points that work together to engage consumers with the
brand.

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Traditional Campaign
THEN:

NOW:
Direct mail piece to an event or sale including a web site redirect and social
media #hashtag for engagement.

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Sample 1 – Sale
Develop Sale Offer

Add landing page to web site
Facebook/GoogleAds

Send email
Create flyer guiding to web
site
Offer promo code on
Facebook
Offer promo code on Twitter

Create YouTube video with
CTA
Include form for sign-up for
discount

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Sample 2 - Event
Develop Event plan

Add landing page
Add event registration form

Send evite
Write blog posts – include
#hashtag for event
Invite others to write about
event
Post to and update during
events
Use #hashtag on Twitter
Write a summary post after
event

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How do you do it right?

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Sample Event
Content

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Evolving Content

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Collective Use of Content

Collectively, different people in different roles, with both
separate and shared goals, used all of these types of content
in various integrated combinations for this event:
•
•
•
•
•
•

Business and personal blogs
Social channels Twitter, Facebook, LinkedIn, G+
Web linking and back-linking to sponsor organizations
Email marketing campaigns
Print media and advertising
Good old fashioned phone, email & F2F invitations
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SEO of Social

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Human engagement
Don’t overlook the key factor of being human.

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Email
• Email is another marketing channel that people don’t tend to really
focus on. Email is a great way to segment your customers and market
directly to their interests, but you must build the lists first.
• Capturing emails within your blog is a great conversion goal you can
use. Every website should have at least one form of some sort to
capture lead emails.
• Another reason email marketing is a great is that’s where a lot of your
consumers are hanging out, especially first thing in the
morning. “Subscribers, Fans, & Followers Exclusive Research Helps
Marketers Use Email + Facebook + Twitter” is a great resource to gain
further insight in how to further succeed in collaborating with social
media and email marketing.

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55% of
companies that
blog get more
visitors
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Blogging
Blogging Benefits

• Blogs (if you’re doing it right) are a more active type of medium versus your website, as the messaging
on your website tends to be more static and doesn't get updated as often.
• Many benefits come about from utilizing blogging as a marketing medium. Not only do you have
control over the message and data, but it also has benefits from an SEO perspective.
• Using your blog to promote calls to action and build your email list is another great benefit for having a
blog. Several other benefits include:
• Increase your SEO efforts
• Build for Long-Tail Content
• Community and Market Education
• Communicate High Trust Content
• Build Lists, Conversions and Reach
• Build Brand Value and Equity

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Raise your hand if you’re already on
Social Media?

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Biggest Mistakes SMBs make on
Social
Leaping in without a strategy and goals.
Lack of Brand Voice clarity.
Failure to engage.
Inconsistency. Social Business takes time &
commitment.
Failure to analyze results.

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Social Channels
Linkedin
• If you’re in B2B, then you should be doing LinkedIn.
• Linkedin is the most affluent membership as the users either have jobs or are looking
for jobs.

Twitter
• Twitter is a great place to get opinions about your brand from your followers.
• Great way to get ideas from your consumers and discover what they want to hear
about.
• Immediacy is a huge benefit that comes with this platform.
Facebook -It’s about the conversation so let your consumer’s voice be heard.

• Ask them to share their stories, photos, and opinions to gain insight into what they
want.
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Social Channels
YouTube
• It’s portable. You can create a video, upload it, then promote it easily to
other platforms like Facebook and Twitter.
• It helps out with search engine optimization. Since YouTube is owned by
Google, creating video content and optimizing it for terms you wish to rank
for, will only help your search efforts. Your YouTube video will have a better
chance of being ranked at the top of the page (provided it’s properly
optimized) versus your website.

Pinterest
• Pinterest is a good social media platform, but once again isn't for everyone.
The ideal Pinterest strategy is highly visual and highly segmented.

• Efforts must be specific and be about a certain topic for it to be successful.
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How to do Social without
Sucking 101
RECIPROCATE! Share, engage, converse, debate, guide, help, serve, instruct,
comfort, laugh, learn.
Become an expert in your field. Your new business (like many professions)
just one long apprenticeship.
Learn about your colleagues and partners and their areas of expertise
(and cross-market).
Get to know your customers. Read about each client's business (client web
site, google.com).
Attend regional events. Network. Be visible. Be social online & off.
Read at least one newsletter or magazine in your field, cover to cover.
Share what you learn.
Aim for perfection in every update and post; you are the editor and
publisher!
Your written work (updates, posts, comments, and e-mails) will live
forever. Keep that in mind.
Be civil. Be polite. Follow the Golden Rule. Don’t unto others …

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Measurement
• Monitor and analyze data whenever possible to measure success,
failure and make adjustments based on the data results
• Find and use tools that will help you

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EVENT-BASED LISTENING

Before

After

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During

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ALL businesses
share one
commonality:
Large or small,
every
organization
has events.
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Types of Events
• New blog posts, mail campaigns, product
launches, sales/promotions, conferences,
webinars, even things like relocation of an
office facility.

• Service disruptions like RIM or Rogers
outages.
• Even a tweet is an event. Especially the
snarky ones. ;)
• Events may have additional (tightly and
loosely) related events – Press release, analyst
opinion, stock price decrease, pissed off
customer, lost follower, great testimonial.
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CAUSE TO CORRELATION
Monitor
Share

Feedback

Tweak

Assign

Analyze

Action

Response

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Process

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Events > Metrics > Results
Bonobos
•Exclusive sale on Twitter generated 1,200% ROI in 24 hours on promoted tweet. (Twitter,
2011)
Charles Schwab
•Online community drives 56% increase in Gen X customer base versus year ago.

Honda
•Friending Honda campaign increased Facebook fans from 15k to 422k, generated over
3,500 dealer quote requests.
Starbucks
• 75,000 product and service ideas suggested. (Forrester, 2008)
Virgin America
• Exclusive flash sale on Twitter raised the maximum $50,000 in charitable donations for
Stand Up To Cancer. It was also one of the top five sale days ever for the airline. (Twitter,
2011)
Virgin America
• Exclusive flash sale on Twitter drove 25% increase in sign-ups over the previous week to
Elevate, Virgin America’s loyalty program. (Twitter, 2011)
Source: http://www.dachisgroup.com/2012/01/social-business-roi-examples/
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Value Chain – Community Lifecycle

Acquire

Reward

Retain

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Reward your
connections - new or
existing, leads or not –
with consistent value.


Integrated Marketing Review
What to do:
•

Blog

•

Use location-based marketing techniques

•

Optimize web pages for search

•

Grow social media following

•

Monitor what customers are saying about you

•

Increase engagement
•

Get devoted fans more involved with the brand, involve “fringe fans” as well

•

Focus on quality content

•

Incorporate the use of company photos and shared fan photos

•

Brainstorm game-changers that leverage all contemporary media tools and attack the traditional model differently

What not to do:
•

Integrate social media in a way that contradicts the brand messaging

•

Assume methods such as group-buying are right for your business

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So… to recap.

If you want to
reach higher levels
of success as a
social business, just
follow these steps.
Strategy

© 2013 Aptisense

Brand

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Content

Consistent


Relevant

Monitor

Manage

Measure

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Our Thanks To You
We’d like to extend our thanks to all of you for attending the Summer
Company Social Media clinic today. We hope we achieved our objective
so you feel more powerfully armed with useful marketing and social
business knowledge.

Thanks also to Rob Clement for inviting us to provide this
session.
If you learned beneficial skills here today, don’t forget to mention that
when you complete your feedback forms at the end of the Summer
Company program. Give lots of kudos to Rob and the rest of the Great
Team at the Waterloo Region Small Business Centre !

And if you didn’t learn from the session and enjoy it, please BLAME
Kelly. Not Rob, not Gord.

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Q&A
Connect with us:

LinkedIn:
Kelly Craft
Twitter:
@krcraft

© 2013 Aptisense

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LinkedIn:
Gord Diver
Twitter:
@gdiver62

Retail Examples
• Integrated campaign with bananas: “buy a bunch lose a bunch”
• Focused on bananas as a way to lose weight and an affordable diet staple (bananas
are the most frequently fruit purchased by consumers)
• Used retail promotion + social/online media
• “Diet Challenge Sweepstakes” encourages online recipe swapping, surveys and
sharing pictures to win prizes
• Lifestyle app for smartphones with nutritional information, adult games, and
downloadable coupons
• Facebook and Twitter implementation (live chats with nutritionists and partnerships
with Mom Central, “Fan of Bananas” page)

• Results:
• Achieved 29,973 fans on Facebook, 615 followers on Twitter and reached over 16,000
followers on @MomCentral

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Case Study - Adidas
Adidas teamed up in 2010 with popular athletes to
promote the World Cup and increase brand awareness.
Each athlete tweeted, posted updates to Facebook and
uploaded videos to YouTube. Adidas made this a
competition between the athletes to see who could
make the most friends throughout the World Cup.
Adidas leveraged the reach of the athletes to
diversify across sports types and reach more fans,
eventually increasing its customer base.
Adidas also used social media to promote new “Star
Wars-inspired” product line, by integrating Facebook
Connect ,and Google Maps to “attack” friends like in
Star Wars games and movies as a “fun” way to engage
its audience. Adidas capitalized on the “buzz” of
the World Cup and engaged customers on its level, by
using Star Wars to relate to the base to launch the
new product line.

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Hospitality Industry Examples
Hotels and other businesses in the hospitality industry are using social
media as a part of an integrated marketing campaign to manage their
reputations, understand the word of mouth from customer experiences and
consumer reviews, and to connect with guests. Hotels can listen to what
their guests are saying by becoming a part of the space where their guests
are interacting and communicating. In order to learn more, hotels
encourage guests to leave comments (i.e. through Tripadvisor, wikiTravel,
company websites) and post pictures from their trips. This has a dual
purpose: it offers a chance for the guests to feel a part of the hotel and
the experience, and it also gives other prospective guests a chance to
learn more about the hotel from an unbiased viewpoint.
TRENDS:
 Track experiences
 Internet and social media “hubs” for connecting
 Localization
o customize Twitter, Facebook, etc. for the geographic areas from which guests are coming
o understand what is culturally important to the guests and communicate that understanding
 Mobile Marketing
o offer rich media content for mobile devices (i.e. ability to book online, provide contact details)
because guests are increasingly relying on mobile devices to handle transactions
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Social media - hospitality industry
What to do:
• Use social media as market research (loyalty programs, discovering the
“next promotion” and what amenities guest would like to see)
• Blogs to promote the destination/travel brand, and to establish
credibility and trust
• Engage your guests, provide them with opportunities to connect via
social media (i.e. over 50% of Sheraton guests use the
“Link@sheraton”)
• Articles and online PR
• Social bookmarking (i.e. Digg, Delicious)
• Employees can be the best brand ambassadors!

• Photo sharing (Flickr, Photo Bucket, etc.)
•

Encourage guests to display and tag photos from their trips, share what to do in
the area, review restaurants, etc.

What not to do:
• Delete negative comments
•

Create a “management response” to address the concern

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Case Study - Starbucks
Starbucks uses an integrated marketing plan based on social media implementation with
several working parts; keeps customers involved and informed
Blogs: improve the customer in-store experience by launching
Mystarbucks-idea.com to learn from customers and employees what they
liked and did not like, and what Starbucks could be doing better

•

reached 100,000 ideas

Twitter: answer questions, share information, listen to consumers
YouTube: share commercials, and informational videos about volunteer
efforts and ingredients,
Facebook: invite fans to Starbucks events, share comments, post
pictures and communicate
•

Uses integrated campaigns to increase customer satisfaction and
loyalty, prioritize internal stakeholders, and spread commitment to
sustainable projects.
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IM Strategy Creation

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