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 jesson.zafar@sscoop.com (Southern States)

804-281-1179 jessonezafar@gmail.com (Business/Personal)

804-201-7596 Twitter: @jessonzafar LinkedIn

Sara Anderson sara.anderson@sscoop.com (Southern States)

804-281-1204 Twitter: @selrva LinkedIn