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This keynote presentation by Kevin Mullett, Director of Visibility and Social Media for Cirrus ABS, highlights the importance of connecting the dots with your online and offline marketing efforts. Kevin discusses how to leverage offline marketing activities for online conversion, and how to maximize online relationship building for offline lead generation. This presentation was made to Greater Fort Wayne, Inc.'s Social Media Summit on August 14, 2013.
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Online and Offline Marketing: How To Connect the Dots
BY KEVIN MULLETT
@kmullett #fwsms
A new twist on old ways to do business…
» Relationships (STP)
» Publicity stunts
» Subject Matter Expertise @kmullett #fwsms
Beware of misinformation, opinion, and hype …
@kmullett #fwsms
While social media is free to use, it is not free to do.
@kmullett #fwsms
I’m not here to force you into being more social …
@kmullett #fwsms
Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.
@kmullett #fwsms
ROI in the early days of online marketing…
@kmullett #fwsms
Do you know what is working, or just believe?
@kmullett #fwsms
They believe…
Incentivize online users with firsts … but don’t forgo offline channels.
@kmullett #fwsms
No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
@kmullett #fwsms
Social media can provide a backstage pass.
@kmullett #fwsms
Are you performing to the audience or involving them?
Fernando Tarango
@kmullett #fwsms
Clients have more tools, signals, and choice …
@kmullett #fwsms
• Works WITH all other marketing
• You own and control it
• 24/7 lead generation
• Where people do research
• Easy, quick, and inexpensive to update
But you have to include it in your other marketing!
NetCentered approach
Your home base & marketing center
@kmullett #fwsms
New York City #AllFacebookConf This IS your company AND this is a visual record of its customer service!
The banana shake story
@kmullett #fwsms
… only quicker.
This is how you handle it
@kmullett #fwsms
They responded in 4 minutes!
This is even better
@kmullett #fwsms
ACTION: PRIORITIZE BY AUDIENCE PREFERENCE
Which phone line will you be ignoring today?
$
@kmullett #fwsms
Balance your efforts, but don’t be a wimp.
@kmullett #fwsms
ACTION: FIND YOUR OFFLINE AUDIENCE ONLINE For Gmail
» Where is your audience? » Connect personally » Segment email message to users of certain channels
@kmullett #fwsms
BONUS ACTION: FIND CHANNELS THEY PREFER
$
$ $
$
@kmullett #fwsms
» Are we clear with our message? » Is design or action most important? » What is our call to action? » What is in it for ME? (WIIFM) » Icons are notifications, not calls to action.
Why don’t they like us?
@kmullett #fwsms
fb. Text “like cirrusabs” to 32665
t. Text “follow cirrusabs” to 40404
Which of these two will grow their Facebook page?
Don’t ever make me ask…
@kmullett #fwsms
Do these printed pieces promote social channels? What is the social strategy?
or
Are you even trying?
@kmullett #fwsms
In print, on air, online, and in-store. i.e. connecting the dots with contiguous marketing.
Tie offline, online, & mobile together.
@kmullett #fwsms
ACTION: MAKE OFFLINE LINKS TRACK-ABLE
» URL shorteners
» GA URL Builder
» Landing pages
» Sub-domains + redirects
@kmullett #fwsms
QR Codes and mobile sites need a strategic purpose!
Offline, online, & mobile conversion paths
@kmullett #fwsms
New York City #AllFacebookConf
The real failure of QR Code usage is the nonstrategic, uncreative, and untested implementation.
@kmullett #fwsms
Statistics only matter when they are applicable to you …
@kmullett #fwsms
YnN – You’re not Nike
You will have to work harder & smarter, with less.
@kmullett #fwsms
RFID used for real time Facebook campaign: Coca Cola Village 2010
by Tidal Wave
Social Media (ref)
@kmullett #fwsms
Physical interaction with online activities and social proof by Smiirl.
@kmullett #fwsms
What is popular online, leads to increased sales in-store.
Likely to increase sales and the value of Nordstrom’s Pinterest account as well.
@kmullett #fwsms
“Relationships are always awesome to have. Relationships are friendly. Sponsorships are mired in legality.” ~ Zack Arias (ref)
Build authentic offline & online relationships
@kmullett #fwsms
These over achievers are winning both online & offline comments.
Desired amplification bonus level achieved!
@kmullett #fwsms
Site & social content for awareness & amplification
Landing pages with supporting calls to action
Engage, help, & involve
Promotion, conversation, & feedback
News, Events, Promotions, Stories, & Announcements
Marketing collateral, Ads, Commercials, Print, CTAs
Staff networking
Feedback, Growth opportunity
Events
Reviews & conversations
The offline & online relationship
@kmullett #fwsms
ACTION: TRAIN EMPLOYEES TO START…
1. building relationships 2. asking for reviews 3. asking, “How did you hear
about us?”
@kmullett #fwsms
BONUS ACTION: PREPARE FOR LOCAL SEARCH & REVIEWS
Start asking for and monitoring reviews. Always keep name, address, phone consistent!
@kmullett #fwsms
BONUS ACTION: MONITOR FOURSQUARE ACTIVITY
• Is anyone checking in
• See who publically checks in
• Watch for positive or negative comments
• Flag inappropriate photos
Don’t forget about other location services.
Online and Offline Marketing: How To Connect the Dots
BY KEVIN MULLETT
Humanize your message
Encourage conversation
Listen first
Promote Less
@kmullett #fwsms
Online and Offline Marketing: How To Connect the Dots
ME
search “Kevin Mullett” bit.ly/aboutKM
// cirrusabs.com // facebook.com/cirrusabs // twitter.com/cirrusabs // youtube.com/user/cirrusabs // linkedin.com/companies/cirrus-abs
Photography by Kevin Mullett or Stock agencies unless noted below. Adolph B. Rice Studio – Nash car dealership
Nationaal Archief - Dorpsomroeper / Town-crier
Norton, Boyd - Windmill on a ranch in the Powder River Basin
San Diego Air and Space Museum Archive - Space Shuttle Program
The Library of Congress - Right field grandstand at Polo Grounds
The Library of Congress - Boys fishing in a bayou
Florida Memory - Ringling Circus clown
Tiwago - Joseph Steinmetz doing an egg balancing trick
Nordstrom Pinterest program – photo courtesy of Nordstrom
Joe Shoemaker – untitled pic of me
![Denial-of-Service Open Threat Signaling (DOTS). · architecture, called DDoS Open Threat Signaling (DOTS) [I-D.ietf-dots-architecture], in which a DOTS client can inform a DOTS server](https://img.pdfslide.us/doc/110x75/6018af73a358a566d57c4efb/denial-of-service-open-threat-signaling-dots-architecture-called-ddos-open-threat.jpg)
