This is the presentation for the class I taught at St. Mary's University for an MBA workshop on 082512.

1. Online Marketing Principles
Integrating social media into your marketing strategy
St. Mary’s University – MBA Class
August 25, 2012
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2. About Me – Jeremy Roberts
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3. Today’s Class
Class Title: Online Marketing Principles – Integrating social media into your marketing strategy
Course Description
This class reviews the latest principles in online marketing, social media and attribution modeling and will provide students
with the fundamentals for developing an innovative online marketing strategy. Includes the role of online marketing and
social media as part of the marketing funnel: understanding the basics of the marketing funnel, the role of social media in
the funnel, identification of target segments and buyer personas, building engagement programs, development of social
media platforms in relation to other online channels, the role of marketing content and developing and integrated online
marketing strategy.
Class Outline
• Anatomy of Online Marketing
• How Marketing feeds the funnel and the role of social media in the funnel
• Identification of target segments and buyer personas
• Development of social media platforms in relation to other Marketing channels
• Role of marketing content
• Policies & Guidelines
• Developing an integrated online marketing strategy
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4. Anatomy of Online Marketing
• Online marketing is an interplay between your website, search, social media,
content, real time analytics, and email marketing
• Online marketing is present throughout the sales cycle as part of the attribution
model
• Online marketing creates meaningful interactions/touch points meant to drive
prospects down the funnel
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5. Marketing Budget Split 2011
Outbound
channels
Inbound
channels
Source: Marketing Sherpa, October 2010

6. Online vs. Offline
86% 46% 44%
Skip TV Ads Decline in Unopened
Trade Show Direct Mail
Spending
Source: The guardian, August 2010, TSEA.org and EPA.org

7. Age Distribution of Facebook Users
54% of Facebook users are over the age of 25

8. How Marketing feeds the funnel and the role of social
media in the funnel
Recommendations Online Display
Social: feeds the funnel Inbound: feeds the
Followers SEM
with leads that are pre- Groups SEO
funnel with leads that
qualified and targeted are more mass market
but still early in the
Trade Shows sales cycle
Online Display
Whitepapers
Social
Webinars Awareness
Demos
SEM
Events
Marketing
Blogs Email
Social is the catalyst that Consideration
SEO
drive them through the Videos
funnel through:
Recommendations,
Relationships, and
Referrals
Sales
Decision
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9. Identification of target segments and buyer
personas
Hotel – JW Marriott
Buyer Persona 1 – Business Person
Buyer Persona 2 – Traveling Enthusiast (Vacationer)
Buyer Persona 3 – Family
• Who are you marketing to?
• How are you positioning each product?
• How does each interpret the marketing message?
• How does each consume the product?
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10. Buyer Persona Exercise
• Split into groups of 4
• Choose an industry/business
– Gold’s Gym
– La Gloria Mexican Restaurant
– Trader Joe’s
– USAA
• Identify a list of 5 or so products sold
• Identify 3 buyer personas
• How will you sell a product set to each buyer persona
• How will each consume the product set
9 minutes to think
4 minutes to present for each team
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11. Development of social media platforms in relation
to other Marketing channels
• What social media channels are appropriate for your target audience?
– Facebook
– LinkedIn
– G+
– Twitter
– YouTube
– Pinterest
– Review Sites
– Community Activities
• How should your social channels interact with your other Marketing channels?
– Google Search
– Display Ads
– Email
– Webinars
– Whitepapers
– Events
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12. Role of marketing content
• Content is King!
• Videos
• Whitepapers
• Articles
• Social Posts
• Webinars
• Demos/Free trials
• Press Releases
• Must build a content calendar
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13. Policies & Guidelines
• Policies
– Who should be involved
– Who should be using it
– Codes of conduct
– Response policies
– Abuse policies
• Guidelines
– What platforms are you going to use
– How often should they participate
– What type of content do you have
– How should you respond to posts: inquiries, problems, recommendations, abuse
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14. Developing an integrated online marketing
strategy - Exercise
• Split into the same 4 team with the same 4 business
– Gold’s Gym
– La Gloria Mexican Restaurant
– Trader Joe’s
– USAA
• Using the 3 buyer personas and 3 to 5 products, build an integrated marketing
plan
• Develop what are the key product features you are selling and then identify
which marketing mediums you will use to sell it
• How will you market to each medium?
• What campaigns will you run
25 minutes to think
5 minutes to present for each team
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15. Contact Info
Jeremy Roberts
Rackspace Hosting
Social Marketing
jeremy.roberts@rackspace.com
(210) 325-5975
LinkedIn
www.linkedin.com/in/jeremyaroberts
Copy of this Presentation on Slideshare
http://www.slideshare.net/jeremyaroberts/online-marketing-principles-
integrating-social-media-into-your-marketing-strategy
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16. Class Timing
• About Me – 5 minutes
• Anatomy of Online Marketing – 5 minutes
• Identification of target segments and buyer personas – 5 minutes
• Buyer Persona Exercise – 25 minutes
• How Marketing feeds the funnel and the role of social media in the funnel – 10 minutes
• Development of social media platforms in relation to other Marketing channels – 15
minutes
• Role of marketing content – 5 minutes
• Policies & Guidelines – 5 minutes
• Developing and integrated online marketing strategy – 45 minutes
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