smc glb feb 2014
DESCRIPTION
Marketing Flexibility works with businesses to plan and deliver effective marketing strategy. During this time, we’ll discuss how businesses can leverage social media to meet marketing goals. Highlights will include how to create an integrated marketing plan, in which social media is part of the overall strategy – versus an afterthought at the end of each day. We’ll also discuss the importance of analyzing performance data for each specific business, rather than relying on general statistics.TRANSCRIPT
WelcomeFebruary Event
/smcgreatlakes | #smcglb | @smcgreatlakes
Premier sponsor:
unitedfinancialcu.org | /unitedfinancialcu | @unitedfincu
Venue sponsor:
greathallmi.com | /greathallmi
Giveaway sponsor:
saginawspirit.com | /spirithockey | @spirithockey
Speaker sponsor:
/zakskandy
Tonight's AgendaGet connected with us
Announce our mission & partnerships
Introduce the team
Hear from tonight's speaker - Kristina Marsh, MBA
Q&A with Kristina
Reveal our March event
Giveaway
Connect With Us
smcgreatlakes.com powered by: Digity
facebook.com/smcgreatlakes
twitter.com/smcgreatlakes | #smcglb
By phone: 989.941.6490
Text alerts: SMCGLB to 313131
Our Mission
Mission - To educate and enhance the use of social media, for professional purpose throughout the Great Lakes Bay Region.
!
Social Media - Internet based tools for two-way communicating, sharing and discussing information.
Statewide Partnership
Visit SMAMi.org
!
Join on Facebook facebook.com/groups/SMAMiorg
Local Partnership
ADDY Awards
February 28th @ 6PM
Lumber Baron - Bay City
facebook.com/aafgreatlakesbay
Visit: aafgreatlakes.org
The TeamJeff DeHaven - President
Will Hard - Vice President
Erin Poltorak - Treasurer
Celeste Ivon - Events
Heidi McIvor - Sponsorship
Alisha Beckrow - Sponsorship
Kelsi Hass - Communications
Quincy Kennedy - Communications
Shelby Stine - Recruitment
Tracy Burton - Recruitment GREAT LAKES BAYSOCIAL MEDIA CLUB
Special thanks to:
Tonight’s SpeakerKristina Marsh, MBA
Founder & Principle of Marketing Flexibility
Social Media in the Marketing Mix
@kristina_marsh
GREAT LAKES BAYSOCIAL MEDIA CLUB
Social Media in the Marketing Mix
Kristina Marsh, MBA
A Little About Me• 15 years of strategic marketing • 14 years with Dow Corning
• Global Marketing Communications • Global Marketing Process • North America Market Leader
• 1 year as a strategic consultant • Not a social media expert
Why Am I Here?“Did anyone know we had a Pintrest Page? I just found out myself and I'm still not exactly sure what Pintrest is.” !
“How much will it cost for 1,000 likes?” !
“I need a Facebook (Twitter, Pinterest, LinkedIn) Account.” !
“It’s 5:00. I should post something.”
Why I Consult• I believe strategy, process and planning deliver results • I want businesses and entrepreneurs to succeed !
Strat-e-gy: a plan, method, or series of maneuvers for obtaining a specific goal or result !
Hope: the feeling that what is wanted will turn out for the best
What Is Strategic Marketing Consulting?• DISCOVER the best market opportunity • RESEARCH the opportunity • ANALYZE the data • STRATEGIZE the best market attack • EXECUTE the plan effectively
Anatomy of a Market Plan• Market Summary • Situational Analysis • Market Segmentation • Objectives • Positioning • Product / Service Offers • Price Strategy • Place Strategy • Promotional Strategy • Action Plans and Tactics
Action Plans and Tactics• Based on objectives, offers and target audience
is social media a match? • If so, how do you choose?
Integration• Silos create duplicated work and inconsistent
messages
PR Collateral Social Media Events
Integration• Every marketing tactic should leverage, feed and
support the others
PR Collateral Social Media EventsObjectives and
Content
Brand Identity• Every channel should clearly represent the brand
identity
“How do I know when social media is working?”• When your objectives are being met
• Brand awareness? • Inquiries? • Sales? • Participation? • Viral content?
Benchmarks Are a Good Start, However…• General statistics are a good place to start
• Facebook post 4 -5 times per week • Twitter post 5 – 7 times per day • Prime time on channels
• However… • Results vary by business and audience, so individual analysis is needed
• Marketing Flexibility – 6:30 a.m. is optimal, creative ads perform well • Automotive Repair – 3:30 p.m. and weekends are optimal, auto news performs well
Discussion• Questions, Comments, Opinions, Education!
Q&A With Kristina
Speaker sponsor:
/zakskandy
March EventUnited Financial Credit Union Offices State Street - Saginaw
Charlie Wollborg
Founding Partner, Chief Troublemaker at Curve Detroit & Curator of TEDx Detroit
Brand Storytelling & Content Marketing for a Short Attention Span World
$5 per person
March 19 @ 3:00 pm
SIGN UP TONIGHT!
Tonight's Giveaway
saginawspirit.com | /spirithockey | @spirithockey
Special thanks to:
Thanks for attending... See you March 19th!