Integrating social media with traditional marketing

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
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8. alicia farrell & gary rottman

9. AGENDA
Defining
Instructing
Equipping
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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 &
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17. SCIENCE
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18. CONNECT
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19. strategic
activities
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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
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32. strategy
alicia farrell & gary rottman

33. content
alicia farrell & gary rottman

34. be
REAL.

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

38. alicia farrell & gary rottman

39. alicia farrell & gary rottman

40. integration
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41. SPCA
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42. Wine
Tasting
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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
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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