This is the presentation for the class I taught at St. Mary's University for an MBA workshop on 082512.
1. Online Marketing PrinciplesIntegrating social media into your marketing strategySt. Marys University MBA ClassAugust 25, 20121
2. About Me Jeremy Roberts2 3. Todays ClassClass Title: Online Marketing Principles Integrating social media into your marketing strategyCourse DescriptionThis class reviews the latest principles in online marketing, social media and attribution modeling and will provide studentswith the fundamentals for developing an innovative online marketing strategy. Includes the role of online marketing andsocial media as part of the marketing funnel: understanding the basics of the marketing funnel, the role of social media inthe funnel, identification of target segments and buyer personas, building engagement programs, development of socialmedia platforms in relation to other online channels, the role of marketing content and developing and integrated onlinemarketing 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 strategy3 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 attributionmodel Online marketing creates meaningful interactions/touch points meant to driveprospects down the funnel4 5. Marketing Budget Split 2011OutboundchannelsInboundchannelsSource: Marketing Sherpa, October 2010 6. Online vs. Offline86% 46% 44%Skip TV Ads Decline in Unopened Trade ShowDirect MailSpendingSource: 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 socialmedia in the funnelRecommendations Online DisplaySocial: feeds the funnel Inbound: feeds theFollowers SEMwith leads that are pre-GroupsSEOfunnel with leads that qualified and targetedare more mass marketbut still early in theTrade Shows sales cycleOnline DisplayWhitepapers SocialWebinarsAwareness Demos SEM EventsMarketing BlogsEmailSocial is the catalyst that ConsiderationSEO drive them through theVideos funnel through:Recommendations, Relationships, and ReferralsSalesDecision$8 9. Identification of target segments and buyerpersonasHotel JW MarriottBuyer Persona 1 Business PersonBuyer 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?9 10. Buyer Persona Exercise Split into groups of 4 Choose an industry/business Golds Gym La Gloria Mexican Restaurant Trader Joes 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 set9 minutes to think4 minutes to present for each team1 11. Development of social media platforms in relationto 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 1 12. Role of marketing content Content is King! Videos Whitepapers Articles Social Posts Webinars Demos/Free trials Press Releases Must build a content calendar1 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 1 14. Developing an integrated online marketingstrategy - Exercise Split into the same 4 team with the same 4 business Golds Gym La Gloria Mexican Restaurant Trader Joes USAA Using the 3 buyer personas and 3 to 5 products, build an integrated marketingplan Develop what are the key product features you are selling and then identifywhich marketing mediums you will use to sell it How will you market to each medium? What campaigns will you run25 minutes to think5 minutes to present for each team1 15. Contact Info Jeremy Roberts Rackspace Hosting Social Marketing firstname.lastname@example.org (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 1 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 15minutes Role of marketing content 5 minutes Policies & Guidelines 5 minutes Developing and integrated online marketing strategy 45 minutes 1