Marketing & Social Media

Grade 8 IBT TradeshowAllan A. Martin Senior Public School

Who is Sydcam? • Full-service marketing agency, online and off

• Cater primarily to small & medium biz in West GTA

• Unlike many, we offer digital solutions PLUS traditional print marketing

• Marketing strategy/planning, branding, email, social media, web, print collateral and content marketing/development

Creative thinking that delivers results

What is Marketing?

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” American Marketing Assoc.

“Satisfying needs and wants through an exchange process.” Philip Kotler – Kellogg School of Management, Northwestern U.

Integrated Marketing

• Marketing isn’t just social media, or email, or print or …

• Smart marketers try to integrate their key messages across multiple channels

– Communicate where your customers are!

How has Marketing changed?

• It’s all about the customer!

• The balance of power has shifted dramatically– Businesses are no longer calling the shots

– Customers have become more sophisticated, more demanding and more in control

– They are actively collaborating amongst themselves and with select businesses

“Marketers today no longer have full “control over their brands because

they are now competing with the collective power of consumers.”

Philip Kolter, Kellogg School of Management, Northwestern U.

Target Audiences/Markets• Critical that they’re clearly defined

– Can’t be too broad or too narrow

• You should have a primary and secondary audience

• Your brand needs to align with them– Your business needs to be a reflection

of your target markets

• Will be your check for everything you do– Will this be relevant to them??

What is Social Media?

• Social Media = Adding Value (giving)

• Engaging with your audience in a ‘social’ way

• It’s a ‘two-way’ conversation

– Be prepared to deal with critics/naysayers

Social Media Myths

• It’s free

• It doesn’t matter who Follows/Likes me

• I have to create all the content myself

• It’s too risky to be unique/different

Social Media Facts

• Instagram recently passed Twitter as #2 SM site

• Snapchat is huge with 15-24 year olds

• Video has its most organic reach on Facebook

• Pinterest is dominated by women consumers

• Blogging works, as do #hashtags!

The Death of Google+ - Implications• Long rumoured end coming soon

– Streams (posts) and Photos (everything else), plus Google Hangouts

• Failed to gain large user base needed to challenge Facebook and Twitter

• So what’s this mean for marketers??– Importance of “owning and controlling” your content

“If you are the kind of business that has chosen to invest ALL of

your marketing eggs in the social media basket… you’re in

trouble.” Carrie Morgan Digital PR Consultant

Social Media Demographics

Succeeding with Social Media• It’s all about engagement & adding value, not noise• Engage your clients in conversation, learn more

about their needs/wants• Encourage collaboration & the sharing of ideas • Use it to build brand awareness, brand equity and

customer loyalty• Be visual and visible• Emulate other successful SM brands

Successful SM and your Tradeshow

1. Deliver relevant/interesting content regularly

2. Listen to your customers/prospects

3. Solicit their feedback and input frequently

4. Be where your customers are (not just SM)

5. Encourage them to share your content/info

6. Be authentic

Why hire a Marketing agency?• Social media (and marketing) isn’t easy

• Requires variety of skills and knowledge– Target markets, messaging, content development, etc.

• Marketing analytics is making it even more complex– Personalized marketing

Questions??

Thank you!!