strategy, tools, tacticscreating an integrated marketing strategy in a

digital world

About Me✦ Graduated Stern in 2008✦ Went to LA to do an AmeriCorps program✦ Founded Don’t Panic Management in 2011✦ Lived in 4 states in 2011✦ Moved back to NYC in December 2011✦ Loves live music, wine, technology, and purple

About You✦ Facebook✦ LinkedIn✦ Twitter✦ Pinterest✦ Quora✦ Reddit✦ Empire Avenue

✦ Others?

Why I’m Here✦ Integrated Marketing - What is it and why is it

important to us?✦ Part 1: What is your goal?✦ Part 2: Who is your audience and where do

they live online?✦ Part 3: What are your goals and how will you

measure?✦ Part 4: What tools will you use?

Other Tips✦ Humanizing your brand✦ Becoming a thought leader

Integrated Marketing✦ What is it?✦ How does it affect business organization?✦ How does it affect business operations?✦ How does it affect YOU?

Integrated Marketing✦ Defined (n): a management strategy and meta-

discipline focused on the organization-wide optimization of unique value for stakeholders. Although closely linked to integrated marketing communications, it should not be confused with it.

Integrated Marketing✦ Combining the tools and tactics from

traditional and digital marketing strategies to reach the end user and, ultimately, sell a product or service.

✦ image via http://www.crwgraphics.com/blog/2012/01/03/integrated-marketing-content-marketing-perfect-combination/

Part 1: What is Your Goal?✦ Awareness?✦ Lead generation?✦ Sales?✦ Brand loyalty?✦ Brand advocacy?

Part 2: Who is your audience?✦ Create personas for your target

customer✦ Find out where they hang out

online✦ Find out what their needs are✦ Find out what they are talking

about✦ Find out what their interests are

Audience✦ Listen:

✦ Monitor what is being said about your brand

✦ Monitor where it is being said

✦ Monitor what people are saying about your competitors

Audience✦ Free listening tools:

✦ Google Alerts - http://google.com/alerts ✦ Social Mention - http://socialmention.com ✦ Yahoo! Pipes - http://pipes.yahoo.com/pipes/

✦ Twitter search - http://search.twitter.com ✦ Facebook insights

Audience✦ Other listening tools:

✦ Sprout Social - http://sproutsocial.com ✦ ViralHeat - http://viralheat.com ✦ Sysomos - http://sysomos.com ✦ Crimson Hexagon - http://

crimsonhexagon.com ✦ Swix - http://swixhq.com

✦ uberVU - http://ubervu.com

Audience✦ Comprehensive list of monitoring tools can be

found here: http://wiki.kenburbary.com/

Part 3: How will you measure?

✦ Create goals that are:✦ Timely✦ Measureable✦ Realistic

Measurement

“We want to increase ROI by 100% tomorrow.”

This is NOT a goal.

Measurement

“We want to increase page views by 25% in the next 6 months.”

This IS a goal.

Measurement✦ Awareness:

✦ Page views✦ Clicks✦ Number of fans acquired

Measurement✦ Lead generation:

✦ Form submissions✦ Contacts (using a CRM)✦ Touch points (phone

calls, emails, tweets, etc.)

Measurement✦ Sales:

✦ Click-through rate✦ Coupon code usage✦ Offers claimed

Measurement✦ Brand loyalty:

✦ “Came from” field on lead forms

✦ Social shares✦ Referral traffic

Measurement

✦ Measurement is so important because it gives you leverage for bringing social media into your company and forces you to pay attention to your resources.

✦ This is a good thing!

Part 4: What tools will you use?

✦ In this case, “tool” refers to social network✦ Choosing a tool depends on the answers to the

previous 3 questions (this is why we asked them)

✦ Choose a tool based on where your audience lives online

✦ Choose a tool based on your goals

Tools✦ The Big Four (now Five or possibly Seven)

Tools✦ Specific/specialized platforms

✦ Quora (question & answer)✦ Meetup (in-person meeting groups)✦ Care2 (ecofriendly lifestyle)✦ Gentlemint (Pinterest for men)✦ Kaboodle (shoppers)✦ Ravelry (knitters)

✦ Dogster/Catster (I’ll let you guess...)

Tools✦ Example:

✦ You are trying to reach 14-year old girls to raise awareness about a new video editing software for teens.

✦ What questions would you ask?✦ What network would you use?

Tools✦ YouTube: Product placement✦ Search engines: Google Adwords, banner ads✦ Facebook: Facebook ads or Sponsored stories✦ LinkedIn: Advertisements✦ Slideshare: Lead capturing campaigns

Tools✦ Don’t spread yourself too thin✦ Be consistent in your branding✦ Tailor your message based on the platform

you’re using✦ Proactively engage with your fans✦ Share good stuff✦ Be HUMAN

Humanizing Your Brand✦ Which brands do you feel emotionally

connected to?✦ Why?

Humanizing Your Brand✦ It’s more than customer service✦ It’s about connecting with your customers on a

deeper emotional level✦ It’s about creating raving fans✦ It’s about giving them the information they

need before they realize they need it

Humanizing Your Brand

✦ https://www.youtube.com/watch?v=y0qZYqdsYAg

Humanizing Your Brand✦ Hilton Suggests - https://twitter.com/

hiltonsuggests✦ Taylor Guitars - https://www.youtube.com/

user/TaylorQualityGuitars✦ Mint.com - http://www.facebook.com/mint✦ Whole Foods - http://

www.wholefoodsmarket.com/blog/whole-story ✦ Cabot Cheese - http://pinterest.com/

cabotcheese/

Resources✦ Convince & Convert - http://convinceandconvert.com ✦ Copyblogger - http://copyblogger.com/blog ✦ Social Fresh - http://socialfresh.com ✦ Mark Schaefer - http://businessgrow.com/blog ✦ Social Media Examiner - http://socialmediaexaminer.com ✦ Social Mouths - http://socialmouths.com ✦ The Sales Lion - http://thesaleslion.com ✦ Social Media Explorer - http://socialmediaexplorer.com ✦ Mashable - http://mashable.com ✦ Techcrunch - http://techcrunch.com ✦ Jeff Bullas - http://jeffbullas.com ✦ Duct Tape Marketing - http://ducttapemarketing.com/blog/✦ Top Rank Blog - http://www.toprankblog.com/

Thank You!✦ http://Twitter.com/jessostroff ✦ http://Linkedin.com/in/jessostroff ✦ http://Facebook.com/jess.ostroff ✦ http://Pinterest.com/jessostroff ✦ http://jessostroff.com ✦ http://dontpanicmgmt.com