Kristina Marsh A Little About Me 18 years of strategic marketing 14 years with Dow Corning Global Marketing Communications Global Marketing Process North America Market Leader 3 years as a strategic consultant ID: 781743
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Slide1
Slide2Social Media in the Marketing Mix
Kristina Marsh
Slide3A
Little
About Me
18 years of strategic marketing
14 years with Dow Corning
Global Marketing Communications
Global Marketing Process
North America Market Leader
3+ years as a strategic consultant
Not a social media specialist
Slide4Why Am I Here?
“
Did anyone know we had a
Pintrest
Page? I just found out myself and I'm still not exactly sure what
Pintrest
is
.”
“How much will it cost for 1000 likes?”
“I need a Facebook (Twitter, Pinterest, LinkedIn) Account.”
“It’s 5:00. I should post something.”
Slide5Why I Consult
I believe strategy, process and planning deliver results
I want organizations and entrepreneurs to succeed
Strat
-e-
gy
:
a plan, method, or series of maneuvers
for
obtaining a specific goal or
result
Hope
:
the feeling that what is wanted
will
turn out for the
best
Slide6What Is Strategic Marketing Consulting?
DISCOVER
the best market opportunity
RESEARCH
the opportunity
ANALYZE
the data
STRATEGIZE
the best market attack
EXECUTE
the plan effectively
Slide7Anatomy of a Market Plan
Market Summary
Situational Analysis
Market Segmentation
Objectives
Positioning
Product / Service Offers
Price Strategy
Place Strategy
Promotional Strategy
Action Plans and Tactics
Slide8Action Plans and Tactics
Based on objectives, offers and target audience is social media a match?
If so, how do you choose?
Slide9Integration
Silos create duplicated work and inconsistent messages
PR
Collateral
Social Media
Events
Slide10Integration
Every marketing tactic should leverage, feed and support the others
PR
Collateral
Social Media
Events
Objectives
a
nd
Content
Slide11“How do I make social media work?”
80% + content that is interesting, valuable and relevant to your audience (curate great information, create some original content)
Inform
Entertain
Educate
Precondition
20% or less to sell your cause
Persuade
Engage with them, monitor the conversation and participate (in a positive way)
Slide12“How do I know when social media is working?”
When your objectives are being met
Brand awareness?
Inquiries?
Sales?
Participation?
Viral content?
Slide13Brand Identity
Every channel should clearly represent the brand identity – don’t short change social media!
Slide14Benchmarks Are a Good Start, However…
General statistics are a good place to start
Facebook post 4 -5 times per week
Twitter post 5 – 7 times per day
Prime time on channels
However…
Results vary by business and audience, so individual analysis is needed
Marketing Flexibility – 6:30 a.m. is optimal, creative ads perform well
Automotive Repair – 3:30 p.m. and weekends are optimal, auto news performs well
Real Estate – 7:30 p.m. is optimal, videos and home sneak peeks perform well
Slide15Discussion
Questions, Comments, Opinions, Education!