online marketing principles integrating social media into your marketing strategy
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St. Mary’s University – MBA Class
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Online Marketing PrinciplesIntegrating social media into your marketing strategy
August 25, 2012
About Me – Jeremy Roberts
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Today’s Class
Class Title: Online Marketing Principles – Integrating social media into your marketing strategy
Course Description
This class reviews the latest principles in online marketing, social media and attribution modeling and will provide students with the fundamentals for developing an innovative online marketing strategy. Includes the role of online marketing and social media as part of the marketing funnel: understanding the basics of the marketing funnel, the role of social media in the funnel, identification of target segments and buyer personas, building engagement programs, development of social media platforms in relation to other online channels, the role of marketing content and developing and integrated online marketing 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 strategy
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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 attribution model
• Online marketing creates meaningful interactions/touch points meant to drive prospects down the funnel
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Marketing Budget Split 2011
Source: Marketing Sherpa, October 2010
Inbound channels
Outbound channels
Online vs. Offline
86% 46% 44%Skip TV Ads Decline in
Trade Show Spending
Unopened Direct Mail
Source: The guardian, August 2010, TSEA.org and EPA.org
Age Distribution of Facebook Users
54% of Facebook users are over the age of 25
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SEM
SEO
Trade ShowsOnline Display
Events
WebinarsDemos
Whitepapers
Blogs Email
Social: feeds the funnel with leads that are pre-qualified and targeted
FollowersRecommendations
GroupsSEMOnline Display Inbound: feeds the
funnel with leads that are more mass market
but still early in the sales cycle
Social is the catalyst that drive them through the
funnel through: Recommendations, Relationships, and
Referrals
Soc
ial
How Marketing feeds the funnel and the role of social media in the funnel
VideosSEO M
arke
tin
g
Sal
es
Awareness
Consideration
Decision
Identification of target segments and buyer personas
Hotel – JW Marriott
Buyer Persona 1 – Business Person
Buyer 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?
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Buyer Persona Exercise• Split into groups of 4
• Choose an industry/business– Gold’s Gym
– La Gloria Mexican Restaurant
– Trader Joe’s
– 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 set
9 minutes to think
4 minutes to present for each team
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Development of social media platforms in relation to other Marketing channels• What social media channels are appropriate for your target audience?
– G+
– YouTube
– Review Sites
– Community Activities
• How should your social channels interact with your other Marketing channels?– Google Search
– Display Ads
– Webinars
– Whitepapers
– Events 11
Role of marketing content
• Content is King!
• Videos
• Whitepapers
• Articles
• Social Posts
• Webinars
• Demos/Free trials
• Press Releases
• Must build a content calendar
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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
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Developing an integrated online marketing strategy - Exercise• Split into the same 4 team with the same 4 business
– Gold’s Gym
– La Gloria Mexican Restaurant
– Trader Joe’s
– USAA
• Using the 3 buyer personas and 3 to 5 products, build an integrated marketing plan
• Develop what are the key product features you are selling and then identify which marketing mediums you will use to sell it
• How will you market to each medium?
• What campaigns will you run
25 minutes to think
5 minutes to present for each team
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Contact Info
Jeremy Roberts
Rackspace Hosting
Social Marketing
jeremy.roberts@rackspace.com
(210) 325-5975
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
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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 – 15 minutes
• Role of marketing content – 5 minutes
• Policies & Guidelines – 5 minutes
• Developing and integrated online marketing strategy – 45 minutes
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