facebook is not a strategy

Facebook is not a strategy

Integrated marketing: the strategic approach

Introduction

About Me

• studio31a.com• twitter.com/allenfuller• linkedin.com/in/allenfuller• facebook.com/allenfuller

Let’s talk about social media

Why is this important?

by the numbers

97%U.S. internet users who used online media to look for local products and

services in Q1 2010.

56%Small business owners who do not believe customers search online, or

are undecided.

15%Estimated slice of total marketing spend for social media at leading

companies.

52%Marketers who have no social media

plan.(and who admitted it)

Why are companies using social media?

94%: Increase awareness76%: Create a community for customers55%: Increase website traffic50%: Identify customer needs49%: Identify new business opportunities

Source: SmartBrief Inc, 11/3/2010

Why do consumers use social media?

Why Facebook users like pages:25% to receive a discount21% existing customers18% to show others I support the brand5% someone recommended it to me

Source: Chadwick Martin Bailey and iModerate Research Technologies, 3/10/2010

What’s wrong with this picture?

What is an integrated marketing plan?

WHO

WHAT

HOW

WHOis our target audience?

WHATaction do we want them to take?

HOWwill we execute a plan?

What is marketing?

Lead Generation

Lead Conversion

Fulfillment

WHOis our target audience?

Demographics

• Age• Location• Gender• Income level• Education level• Marital or family status• Occupation• Ethnic background

Psychographics

• Personality• Attitudes• Values• Interests/hobbies• Lifestyles• Behavior

Who is our current customer?

Who uses our competitors?

Who would benefitfrom our product?

WHATaction do we want them to take?

Lead Generation

Lead Conversion

Fulfillment

Post-Sale

Lead Generation

• Pay attention• Click the link• Take the call• Read the brochure• Fill out the form

Lead Conversion

• Ask good questions• Sign the contract• Click to order• Register for the event

Fulfillment

• Answer our questions• Pay our bill• Write an article• Attend the event• Vote• Say “Thank you”

Post-Sale

• Tell a friend• Buy again• Complete a survey• Stay in touch

Results

1. Define the opportunity2. Objectives3. Market Research

What else?

Budget

Set goals

S.M.A.R.T. Goals

SpecificMeasurableAttainableRelevantTime-bound

S.W.O.T. Analysis

Strengths

Weaknesses

Opportunities

Threats

Test & Measure

HOWdo we execute the plan?

4 P’s

ProductPricePlacePromotionProcess

Collaboration

Tools & Technology

Website

CRM

Online invoicing

Email

Analytics

How should we usesocial media?

Who is our target audience?What action do we want them to take?

Build referrals

Customer support

Generate awareness

Pick one

Assign It

• Did they post daily?• How many reactions did we get?• How many customers are active?• How many leads did we generate?• How many support cases did we resolve?• How much money did we make?

Your Turn1. Who

(Audiences)

2. What

(Actions)

3. How

(Our plan)

Recap

Being on Facebook is not a strategy.

have a plan

An integrated marketing planbrings order to chaos.

WHO - WHAT - HOW

Execution is critical.

Have the right process and tools to make your plan a success.

Questions?

www.studio31a.com