Get a Business Online Webinar Series
How to Integrate Social Media into your Marketing Strategy
Presenter: Ann Halloran
Managing Director: In-Tuition Established 1989
Supporting individuals and business owners
though
• Digital Marketing Programmes
• Mentoring
Resource site:
http://www.get-a-business-online.com
http://www.practical-management-skills.com
Presenter: Ollie Walsh M.B.S
Managing Director:
• Micromarketing
• Meterlogix
• InventionServices.eu
How to Integrate Social Media into your Marketing Strategy
What do I do?
• Micromarketing: international
marketing consultancy specialising in strategic planning for start up, micro and small businesses
• Meterlogix: an energy management business operational in Ireland and UK
• Invention Services: an NPD company which has launched products in EU, and North America
The sudden and dramatic growth of Social Media has left companies scrambling to catch
up with ‘new media’
• The sudden and dramatic growth of Social Media has left companies scrambling to catch up with ‘new media’
• Due to this rush, businesses aren’t planning their use of Social Media correctly
• They are not targeting their market
How do you effectively target your market?
First, you have to know who your market is..
This requires:
Market Research • Secondary • Primary
Market Research
• Competitor Analysis
• Market Analysis
• Distribution Strategy
• Customer Analysis
• Market Size
• SWOT Analysis
• PEST Analysis
Information used for:
• Marketing Plans
• Product/Service Launches
• Geographical Expansion
• Market Segmentation
• Promotional Strategy
• Targeting your market
Promotional Strategy
• Advertising Plans
• Direct Marketing
• Exhibition Planning
• PR
• Branding
• Web Strategy
Web Strategies
• Social Media Marketing (SMM)
• Search Engine Optimisation (SEO)
• Pay Per Click (PPC)
• Content Management
Targeting Your Market
Involves:
• Knowing who they are
• Knowing where they are
• Knowing what media they use
• Presenting your business to them
• Integrating your marketing
Targeting Your Market
• Integrate these elements into your marketing strategy
Integrating Social Media Case Study
Project Overview
• Clonakilty Black Pudding was available for over 10 years in the UK
• Sales flat for that period
• My remit, work with CBP team to grow the sales
First Step: Identify/Segment the Market
• Irish ‘ex pats’ and ‘new pats’
• English
Second Step: Targeting them
“Old Media”
• - Print Ads
• - PR
• - In-store Promotions
• - Food Events – e.g. Taste of London
• - Sponsorship
New Media
• Website
• Social Media – organic and PPC
• Banner Ads
Result
67% Growth in Sales in 12 Months
Based on Integrating Social Media into the Marketing Strategy
