Integrated marketing strategy creation of a cohesive campaign

Creation of a Cohesive Campaign

Integrated Marketing

Strategy

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

© 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

Clarify how you will reach objectives. 2

1 Set clear goals.

3 Define your social brand ‘voice’.

AGENDA

Know how to apply the tools and manage the information. 4

Learn how to tweak performance. 6

5 Know what success looks like.

© 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 3

Why a have a Strategy?

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.

introduction

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)


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 platform-specific), and to increase market and brand awareness, eventually resulting in financial benefits.


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


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.


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.

The right questions


Marketing Channels


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.

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.

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.

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


• 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?

Research


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.”


Social Spammer or Social

Brand?

Note that says ‘communicate with’, not ‘to’.

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.

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


• building or maintaining an image or reputation. Branding

• selling a product or service directly to users. Direct Sales

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

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

• helping users who are already customers. Customer Service

• build a community that learns from and helps each other. Work together. Collaboration

What are your marketing objectives?


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.

Narrative

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.


http://www.dynamicbusiness.com.au/category/social-media/social-media-marketing-social-media

http://www.dynamicbusiness.com.au/entrepreneur-profile/the-start-up-lifecycle-from-idea-to-success-14022013.html

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…


Planning


• 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.

Planning

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

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.


Identify the target audience

Determine the communication objectives

Design the message

Choose the media

Choose the channels

Develop content

Planning


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.


Paid, Earned and Owned Media


Promotion Mix

MEDIUMS

• Advertising

• Public Relations

• Broadcast

• Print

• Internet

• Displays


Methods

Cross-pollinate Awareness

• 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


Social Media is Pervasive. You need a plan.

Why Do We Do Social?


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

Now what?


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.


Integration


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.

Choose points of Interaction


http://www.dynamicbusiness.com.au/managing-blogs/the-shifting-relationship-between-businesses-and-consumers-01032013.html

Traditional Campaign

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

NOW:

THEN:


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


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


How do you do it right?


Sample Event

Content


Evolving Content


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


SEO of Social


Human engagement

Don’t overlook the key factor of being human.


• 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.

Email


http://pages.exacttarget.com/sff

http://pages.exacttarget.com/sff

55% of companies that blog get more visitors


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

Blogging


Raise your hand if you’re already on

Social Media?


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.

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.

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.

Social Channels


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 …

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



EVENT-BASED LISTENING

ALL businesses share one commonality: Large or small, every organization has events.

Before

During After

51

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.



CAUSE TO CORRELATION

Monitor

Feedback

Assign

Action

Process Response

Analyze

Tweak

Share

53

measurement


Events > Metrics > Results


•Exclusive sale on Twitter generated 1,200% ROI in 24 hours on promoted tweet. (Twitter, 2011)

Bonobos

•Online community drives 56% increase in Gen X customer base versus year ago. Charles Schwab

•Friending Honda campaign increased Facebook fans from 15k to 422k, generated over 3,500 dealer quote requests.

Honda

• 75,000 product and service ideas suggested. (Forrester, 2008) Starbucks

• 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)

Virgin America

Source: http://www.dachisgroup.com/2012/01/social-business-roi-examples/

55

http://www.dachisgroup.com/2012/01/social-business-roi-examples/







Acquire

Reward

Retain

Value Chain – Community Lifecycle

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


So… to recap.

Strategy Brand Content Consistent Relevant Monitor Manage Measure


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

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.

Our Thanks To You


http://www.waterlooregionsmallbusiness.com/events






Q&A


Connect with us:

LinkedIn: Kelly Craft Twitter: @krcraft LinkedIn: Gord Diver Twitter: @gdiver62

http://www.linkedin.com/profile/view?id=21923259


http://twitter.com/krcraft

http://twitter.com/krcraft




http://twitter.com/gdiver62

http://twitter.com/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


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.


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


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


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.

Case Study - Starbucks


Integrated marketing strategy creation of a cohesive campaign

Social Media

Transcript of Integrated marketing strategy creation of a cohesive campaign