Date post: | 09-Feb-2017 |
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Marketing |
Upload: | cowley-associates |
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Presented by:
MARKETINGTRASOCIAL
GAIL COWLEYExecutive VP
ZACHARY CLARKDir. of Business Development
INTERWEAVING SOCIAL MEDIA INTO YOUR TRADITIONAL CAMPAIGNS
#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
#TrasocialMarketing
• About us• What is Marketing?• Evaluating the “Why” of Your Business• Picking Platforms
o Goal Settingo Target Audienceso Creative Concepts
• 4 Ways to Integrate Social & Traditional• Q & A
AGENDA
#TrasocialMarketing
WHO ARE GAIL & ZACH?
GAIL COWLEYExecutive VP
ZACHARY CLARKDir. of Business Development
#TrasocialMarketing
ABOUT COWLEY
COWLEY ASSOCIATES WAS FOUNDED IN 1975 AS A FULL-SERVICE MARKETING AND ADVERTISING AGENCY.
Paul CowleyFounder, President, & Creative Director
WHAT IS ?
#TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • \mär-kǝ-tiƞ\
Source:Merriam-Webster’sDictionary
The process or technique of promoting, selling, and distributing a product or service.
#TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • \mär-kǝ-tiƞ\
Source:Merriam-Webster’sDictionary
The process or technique of promoting, selling, and distributing a product or service.
#TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • \mär-kǝ-tiƞ\
Source:Merriam-Webster’sDictionary
The process or technique of promoting, selling,and distributing a product or service.
#TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • \mär-kǝ-tiƞ\
Source:Merriam-Webster’sDictionary
The process or technique of promoting, selling, and distributing a product or service.
#TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • \mär-kǝ-tiƞ\
Source:Merriam-Webster’sDictionary
The process or technique of promoting, selling, and distributing a product or service.
#TrasocialMarketing
MARKETING SUCCESS TAKES A HOLISTIC APPROACH
• Customer Insights• Product/Service Strength• Talent Management• Systematic Sales Process• Brand Strategy• Employee Communication• Advertising + Public Relations• Digital/Online Strategy
#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
ARE YOU IN BUSINESS
#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
THE RESULT
#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
THE PROCESS
#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
THE PURPOSE
#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
WHICH
ARE BEST?
#TrasocialMarketing
THERE’S NO SHORTAGE OF OPTIONS
#TrasocialMarketing
THERE’S NO SHORTAGE OF OPTIONS
1,876 VENDORS
#TrasocialMarketing
HOW ABOUT JUST SOCIAL MEDIA?
If you ask Wikipedia…
#TrasocialMarketing
HOW ABOUT JUST SOCIAL MEDIA?
If you ask Wikipedia…
There’s 209 platforms
#TrasocialMarketing
LET’S FOCUS OUR EFFORTS
#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
#TrasocialMarketing
HOW TO PICK YOUR PLATFORMS
GOALS AUDIENCE CONCEPT
#TrasocialMarketing
EVERY MARKETING CAMPAIGN NEEDS GOALS
GOALS
Why are you doing the campaign?
• Brand awareness
• Drive sales
• Generate leads
• Increase Followers/Like/Signups
Everything needs a purpose
#TrasocialMarketing
SPECIFY THE PEOPLE YOU’RE TRYING TO REACH
Who are you trying to reach?
• Gender
• Age
• Job Title
• Location
Build customer personas
AUDIENCE
#TrasocialMarketing
CREATIVE HELPS DRIVE DELIVERY
How are you going to say key messages?
• Video based?
• Photo based?
• Combination?
• This idea would look great on…
Decide how the idea translates into mediums
CONCEPT
#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
HOW DOES IT ALL
#TrasocialMarketing
4 TRIED AND TRUE WAYS TO INTEGRATE
CREATE A HASHTAG
CONTINUING THE STORY
CREATING A DIALOUGE
JUST SHARING IT
#TrasocialMarketing
HASHTAGS CAN UNITE PEOPLE
CREATE A HASHTAG
Your #hashtag should be:
• Short
• Memorable
• On Topic
• Everywhere
Example: Esurance Save 30
#TrasocialMarketing
OFFER MORE CONTENT ONLINE
To continue the story you should:
• Put more content digitally than traditionally
• Make it easy to find the remaining content
• Have an interesting topic
Example: Dove Real Beauty
CONTINUING THE STORY
#TrasocialMarketing
OFFER MORE CONTENT ONLINE
Creating a dialogue should have:
• A purposeful topic
• Strong messaging
• Infrastructure to handle the conversation
• Back up plans
Example: Colgate, Every Drop Counts
CREATING A DIALOUGE
#TrasocialMarketing
OFFER MORE CONTENT ONLINE
To share ads, you should:
• Pick relevant platforms
• Keep messaging consistent
• Spend money on promoting itJUST
SHARING IT
#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
LET’S DO SOME