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Too many people want to use Facebook for their business, but aren't sure how to proceed. Others are selling social media expertise without understanding the bigger picture. In this presentation, marketing and technology expert Allen Fuller walks through how to create an integrated marketing strategy, putting social media in the right context and giving viewers useful tools to approach social media strategically.
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Facebook is not a strategy
Integrated marketing: the strategic approach
Introduction
About Me
• studio31a.com• twitter.com/allenfuller• linkedin.com/in/allenfuller• facebook.com/allenfuller
Let’s talk about social media
Why is this important?
by the numbers
97%U.S. internet users who used online media to look for local products and
services in Q1 2010.
56%Small business owners who do not believe customers search online, or
are undecided.
15%Estimated slice of total marketing spend for social media at leading
companies.
52%Marketers who have no social media
plan.(and who admitted it)
Why are companies using social media?
94%: Increase awareness76%: Create a community for customers55%: Increase website traffic50%: Identify customer needs49%: Identify new business opportunities
Source: SmartBrief Inc, 11/3/2010
Why do consumers use social media?
Why Facebook users like pages:25% to receive a discount21% existing customers18% to show others I support the brand5% someone recommended it to me
Source: Chadwick Martin Bailey and iModerate Research Technologies, 3/10/2010
What’s wrong with this picture?
What is an integrated marketing plan?
WHO
WHAT
HOW
WHOis our target audience?
WHATaction do we want them to take?
HOWwill we execute a plan?
What is marketing?
Lead Generation
Lead Conversion
Fulfillment
WHOis our target audience?
Demographics
• Age• Location• Gender• Income level• Education level• Marital or family status• Occupation• Ethnic background
Psychographics
• Personality• Attitudes• Values• Interests/hobbies• Lifestyles• Behavior
Who is our current customer?
Who uses our competitors?
Who would benefitfrom our product?
WHATaction do we want them to take?
Lead Generation
Lead Conversion
Fulfillment
Post-Sale
Lead Generation
• Pay attention• Click the link• Take the call• Read the brochure• Fill out the form
Lead Conversion
• Ask good questions• Sign the contract• Click to order• Register for the event
Fulfillment
• Answer our questions• Pay our bill• Write an article• Attend the event• Vote• Say “Thank you”
Post-Sale
• Tell a friend• Buy again• Complete a survey• Stay in touch
Results
1. Define the opportunity2. Objectives3. Market Research
What else?
Budget
Set goals
S.M.A.R.T. Goals
SpecificMeasurableAttainableRelevantTime-bound
S.W.O.T. Analysis
Strengths
Weaknesses
Opportunities
Threats
Test & Measure
HOWdo we execute the plan?
4 P’s
ProductPricePlacePromotionProcess
Collaboration
Tools & Technology
Website
CRM
Online invoicing
Analytics
How should we usesocial media?
Who is our target audience?What action do we want them to take?
Build referrals
Customer support
Generate awareness
Pick one
Assign It
• Did they post daily?• How many reactions did we get?• How many customers are active?• How many leads did we generate?• How many support cases did we resolve?• How much money did we make?
Your Turn1. Who
(Audiences)
2. What
(Actions)
3. How
(Our plan)
Recap
Being on Facebook is not a strategy.
have a plan
An integrated marketing planbrings order to chaos.
WHO - WHAT - HOW
Execution is critical.
Have the right process and tools to make your plan a success.
Questions?
www.studio31a.com
