IABC/Richmond Program - February 2012 Speakers: Jesson Zafar and Sara Anderson This presentation is Part Two of our January 2012 program.

1. Corporate Marketing Integration:
Merging Traditional And Digital Media
Part 2
February 2 2012

2. Integrating Digital & Traditional
 Use social media to SUPPORT not to REPLACE
traditional media
 Ensure consistent messaging to your clients and
customers
 For example, communicate the same sales and offers
via print that you do online
 Use digital marketing to drive traffic to your physical
locations and/or your online business & services

3. Example: Social & Traditional

4. Integrating Digital & Traditional (cont.)
 Integrated online marketing
strategy
 SEO, PPC, Social ads

5. Example: Search Engine Optimization (SEO)

6. Example: Pay Per Click (PPC)

7. Example: Social Ads

8. Social Media Marketing Options
 Facebook
 Massive potential for engaging with clients and customers in a
conversational tone
 Twitter
 Great tool for market research & engagement and outreach
 LinkedIn
 Professional network great for organizations
 YouTube
 High search volume and great engagement potential
 Google+
 Still researching, but growing in popularity so good to keep
an eye on
Key Point: Research your options & target audience to
choose what is right for your firm or organization!

9. Online Marketing Strategy
 Determine marketing goals
 Customer, customer, customer
 Customer profile
 Understand pain points
 Solve problems
 Experiment
 Measure
 Evolve & Adapt

10. Online Marketing Strategy: Examples
 Determine marketing goals
 Rural & Commercial customers
 Ongoing customer research
 Information & advice
 How-to…from homeowners to farmers
 Testing various methods/vehicles
 Analytics, campaign activity, social
insights
 Embrace change and roll with it!

11. Gaining Support From Employers
 Buy-in & strategy
 Keyword data
 Trending topics
 Online customer opportunity

12. Gaining Support From Employers
 Getting “buy-in” from your employer
 Do your research and share the facts NOT just the
thoughts & opinions
 Prove that your target audience is present on the
social media networks you’re proposing
 Brainstorm strategy for how to implement your social
media marketing plan

13. Getting Folks On Board
 Understand internal/external
functions
 Use data
 Focus on ROI & Opportunity Cost
 Data for SEO & PPC v. Social

14. Social Media Time Management
 Hootsuite
 www.hootsuite.com
 CoTweet
 www.cotweet.com
 Digsby
 www.digsby.com
 Mobile Apps
 Twitter, Facebook, YouTube, LinkedIn

15. Research Resources
 Tools: Google, Yahoo, Bing
 News: Blogs, People, Awareness
 Research: Search, Ask
 Data: Companies
 www.searchenginewatch.com/industry
 www.mashable.com

16. Any Questions?
 Jesson Zafar
 jesson.zafar@sscoop.com (Southern States)
 804-281-1179
 jessonezafar@gmail.com (Business/Personal)
 804-201-7596
 Twitter: @jessonzafar
 LinkedIn
 Sara Anderson
 sara.anderson@sscoop.com (Southern States)
 804-281-1204
 Twitter: @selrva
 LinkedIn