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Trasocial Marketing: Interweaving Social Media Into Your Traditional Campaigns
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Transcript of Trasocial Marketing: Interweaving Social Media Into Your Traditional Campaigns
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Presented by:
MARKETINGTRASOCIAL
GAIL COWLEYExecutive VP
ZACHARY CLARKDir. of Business Development
INTERWEAVING SOCIAL MEDIA INTO YOUR TRADITIONAL CAMPAIGNS
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#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
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#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
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#TrasocialMarketing
WHO ARE GAIL & ZACH?
GAIL COWLEYExecutive VP
ZACHARY CLARKDir. of Business Development
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#TrasocialMarketing
ABOUT COWLEY
COWLEY ASSOCIATES WAS FOUNDED IN 1975 AS A FULL-SERVICE MARKETING AND ADVERTISING AGENCY.
Paul CowleyFounder, President, & Creative Director
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WHAT IS ?
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#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.
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#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.
![Page 9: Trasocial Marketing: Interweaving Social Media Into Your Traditional Campaigns](https://reader031.fdocuments.net/reader031/viewer/2022020314/589c59c51a28abc4358b5575/html5/thumbnails/9.jpg)
#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.
![Page 10: Trasocial Marketing: Interweaving Social Media Into Your Traditional Campaigns](https://reader031.fdocuments.net/reader031/viewer/2022020314/589c59c51a28abc4358b5575/html5/thumbnails/10.jpg)
#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.
![Page 11: Trasocial Marketing: Interweaving Social Media Into Your Traditional Campaigns](https://reader031.fdocuments.net/reader031/viewer/2022020314/589c59c51a28abc4358b5575/html5/thumbnails/11.jpg)
#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.
![Page 12: Trasocial Marketing: Interweaving Social Media Into Your Traditional Campaigns](https://reader031.fdocuments.net/reader031/viewer/2022020314/589c59c51a28abc4358b5575/html5/thumbnails/12.jpg)
#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
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#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
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ARE YOU IN BUSINESS
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#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
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#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
THE RESULT
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#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
THE PROCESS
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#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
THE PURPOSE
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#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
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WHICH
ARE BEST?
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#TrasocialMarketing
THERE’S NO SHORTAGE OF OPTIONS
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#TrasocialMarketing
THERE’S NO SHORTAGE OF OPTIONS
1,876 VENDORS
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#TrasocialMarketing
HOW ABOUT JUST SOCIAL MEDIA?
If you ask Wikipedia…
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#TrasocialMarketing
HOW ABOUT JUST SOCIAL MEDIA?
If you ask Wikipedia…
There’s 209 platforms
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#TrasocialMarketing
LET’S FOCUS OUR EFFORTS
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#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
![Page 27: Trasocial Marketing: Interweaving Social Media Into Your Traditional Campaigns](https://reader031.fdocuments.net/reader031/viewer/2022020314/589c59c51a28abc4358b5575/html5/thumbnails/27.jpg)
#TrasocialMarketing
HOW TO PICK YOUR PLATFORMS
GOALS AUDIENCE CONCEPT
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#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
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#TrasocialMarketing
SPECIFY THE PEOPLE YOU’RE TRYING TO REACH
Who are you trying to reach?
• Gender
• Age
• Job Title
• Location
Build customer personas
AUDIENCE
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#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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#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
![Page 32: Trasocial Marketing: Interweaving Social Media Into Your Traditional Campaigns](https://reader031.fdocuments.net/reader031/viewer/2022020314/589c59c51a28abc4358b5575/html5/thumbnails/32.jpg)
HOW DOES IT ALL
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#TrasocialMarketing
4 TRIED AND TRUE WAYS TO INTEGRATE
CREATE A HASHTAG
CONTINUING THE STORY
CREATING A DIALOUGE
JUST SHARING IT
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#TrasocialMarketing
HASHTAGS CAN UNITE PEOPLE
CREATE A HASHTAG
Your #hashtag should be:
• Short
• Memorable
• On Topic
• Everywhere
Example: Esurance Save 30
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#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
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#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
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#TrasocialMarketing
OFFER MORE CONTENT ONLINE
To share ads, you should:
• Pick relevant platforms
• Keep messaging consistent
• Spend money on promoting itJUST
SHARING IT
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#TrasocialMarketing
GETTING A PULSEGo To: www.kahoot.it
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LET’S DO SOME