trasocial marketing: interweaving social media into your traditional campaigns

Presented by:

MARKETINGTRASOCIAL

GAIL COWLEYExecutive VP

ZACHARY CLARKDir. of Business Development

INTERWEAVING SOCIAL MEDIA INTO YOUR TRADITIONAL CAMPAIGNS

#TrasocialMarketing

GETTING A PULSEGo To: www.kahoot.it

#TrasocialMarketing

• About us• What is Marketing?• Evaluating the “Why” of Your Business• Picking Platforms

o Goal Settingo Target Audienceso Creative Concepts

• 4 Ways to Integrate Social & Traditional• Q & A

AGENDA

#TrasocialMarketing

WHO ARE GAIL & ZACH?

GAIL COWLEYExecutive VP

ZACHARY CLARKDir. of Business Development

#TrasocialMarketing

ABOUT COWLEY

COWLEY ASSOCIATES WAS FOUNDED IN 1975 AS A FULL-SERVICE MARKETING AND ADVERTISING AGENCY.

Paul CowleyFounder, President, & Creative Director

WHAT IS ?

#TrasocialMarketing

MARKETING BY DEFINITION IS…

marketing • noun • \mär-kǝ-tiƞ\

Source:Merriam-Webster’sDictionary

The process or technique of promoting, selling, and distributing a product or service.

#TrasocialMarketing

MARKETING BY DEFINITION IS…

marketing • noun • \mär-kǝ-tiƞ\

Source:Merriam-Webster’sDictionary

The process or technique of promoting, selling, and distributing a product or service.

#TrasocialMarketing

MARKETING BY DEFINITION IS…

marketing • noun • \mär-kǝ-tiƞ\

Source:Merriam-Webster’sDictionary

The process or technique of promoting, selling,and distributing a product or service.

#TrasocialMarketing

MARKETING BY DEFINITION IS…

marketing • noun • \mär-kǝ-tiƞ\

Source:Merriam-Webster’sDictionary

The process or technique of promoting, selling, and distributing a product or service.

#TrasocialMarketing

MARKETING BY DEFINITION IS…

marketing • noun • \mär-kǝ-tiƞ\

Source:Merriam-Webster’sDictionary

The process or technique of promoting, selling, and distributing a product or service.

#TrasocialMarketing

MARKETING SUCCESS TAKES A HOLISTIC APPROACH

• Customer Insights• Product/Service Strength• Talent Management• Systematic Sales Process• Brand Strategy• Employee Communication• Advertising + Public Relations• Digital/Online Strategy

#TrasocialMarketing

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ARE YOU IN BUSINESS

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SIMON SINEK’S GOLDEN CIRCLE

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SIMON SINEK’S GOLDEN CIRCLE

THE RESULT

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SIMON SINEK’S GOLDEN CIRCLE

THE PROCESS

#TrasocialMarketing

SIMON SINEK’S GOLDEN CIRCLE

THE PURPOSE

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WHICH

ARE BEST?

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THERE’S NO SHORTAGE OF OPTIONS

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THERE’S NO SHORTAGE OF OPTIONS

1,876 VENDORS

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HOW ABOUT JUST SOCIAL MEDIA?

If you ask Wikipedia…

#TrasocialMarketing

HOW ABOUT JUST SOCIAL MEDIA?

If you ask Wikipedia…

There’s 209 platforms

#TrasocialMarketing

LET’S FOCUS OUR EFFORTS

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GETTING A PULSEGo To: www.kahoot.it

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HOW TO PICK YOUR PLATFORMS

GOALS AUDIENCE CONCEPT

#TrasocialMarketing

EVERY MARKETING CAMPAIGN NEEDS GOALS

GOALS

Why are you doing the campaign?

• Brand awareness

• Drive sales

• Generate leads

• Increase Followers/Like/Signups

Everything needs a purpose

#TrasocialMarketing

SPECIFY THE PEOPLE YOU’RE TRYING TO REACH

Who are you trying to reach?

• Gender

• Age

• Job Title

• Location

Build customer personas

AUDIENCE

#TrasocialMarketing

CREATIVE HELPS DRIVE DELIVERY

How are you going to say key messages?

• Video based?

• Photo based?

• Combination?

• This idea would look great on…

Decide how the idea translates into mediums

CONCEPT

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HOW DOES IT ALL

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4 TRIED AND TRUE WAYS TO INTEGRATE

CREATE A HASHTAG

CONTINUING THE STORY

CREATING A DIALOUGE

JUST SHARING IT

#TrasocialMarketing

HASHTAGS CAN UNITE PEOPLE

CREATE A HASHTAG

Your #hashtag should be:

• Short

• Memorable

• On Topic

• Everywhere

Example: Esurance Save 30

#TrasocialMarketing

OFFER MORE CONTENT ONLINE

To continue the story you should:

• Put more content digitally than traditionally

• Make it easy to find the remaining content

• Have an interesting topic

Example: Dove Real Beauty

CONTINUING THE STORY

#TrasocialMarketing

OFFER MORE CONTENT ONLINE

Creating a dialogue should have:

• A purposeful topic

• Strong messaging

• Infrastructure to handle the conversation

• Back up plans

Example: Colgate, Every Drop Counts

CREATING A DIALOUGE

#TrasocialMarketing

OFFER MORE CONTENT ONLINE

To share ads, you should:

• Pick relevant platforms

• Keep messaging consistent

• Spend money on promoting itJUST

SHARING IT

#TrasocialMarketing

GETTING A PULSEGo To: www.kahoot.it

LET’S DO SOME