Allocating resources across the marketing mix is a lot like gathering the ingredients for a cookie recipe. You’ve got to determine the right ingredients and proportions for a delicious result. You want the finished goodie to delight cookie lovers—from positive comments and advocacy to second helpings and a commitment to your cookies. Although there are many good cookies out there, there are a multitude of options for consumers to research, engage, and build a relationship with your particular cookie, or brand. That’s why it’s essential that your company’s marketing mix has the right allocation of resources across the four Ps of marketing: placement, price, product, and promotion. You’ll want to join our panel of expert social bakers to discuss the importance of: -Analyzing your social media channels, content, and subscribers -Connecting your communications with channels -Listening to community needs to fill gaps -Combining channels where necessary -Building your marketing strategy

1. Allocating Resources Across the
Marketing Mix: Where to Spend
Socially
#SMTLive

3. Join the Conversation…
#SMTLive

4. Our Speakers
#SMTLive
Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect
large organizations with people they want to influence. A veteran of the big-book print media world that included Fortune,
Newsweek and BusinessWeek, she had built her reputation on architecting powerful strategies that delivered to blue-chip
corporate clients and their agencies ways to corral and connect with their customers, and equally importantly, their customers’
trusted influencers. @robincarey
Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign
effectiveness. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs
for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world's largest publishing
companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in
traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead
generation. @misslindawest
Don Bulmer is Vice President of Communication Strategy at Shell where he is responsible for Shell's global social media,
influence and partner communication programs. Don has 19+ years of experience leading award-winning marketing and
communication programs at top global energy, enterprise technology and internet startup companies. Don serves on the
board at The Churchill Club, an independent business and technology forum in Silicon Valley, where CEOs, thought leaders
and global business executives meet to debate important issues related to innovation, leadership, and economic growth.
@dbulmer
Monica Womack Peterson is the Director of Social Media Strategy and Operations for the Toyota Division of Toyota
Motor Sales, U.S.A. She is responsible for leading the development of social media marketing strategies and designing
social media marketing campaigns and experiences for Toyota. She also oversees and manages the collaboration of Toyota
North American Affiliate(s) in the areas of social media governance, process, policy and training development. Monica
previously served as the Digital Marketing and Social Media Manager for the Lexus Division of Toyota Motor Sales,
U.S.A. @MonicaWPeterson

5. #SMTLive

6. #SMTLive

7. #SMTLive

8. Shell’s Social Landscape

9. Copyright of Shell
SHELL SOCIAL MEDIA ECOSYSTEM
9
5,100,000+ FOLLOWERS
More than500millionpeople reached,#1 in energysector
445,000+ FOLLOWERS
Across17TwitterHandles
1,000,000+ FOLLOWERS
6th LargestCorporateAudience - #1in theEnergySector;9th mostin-demandemployeron LinkedIn
34,000+ FOLLOWERS
LaunchedJuly2013;90%ofthisGroupareActiveDaily

10. SO
WHAT?

11. Copyright of Shell
WHEN THESE THREE KEY AREAS COME
TOGETHER…
Demographics
BehaviorPreferences
“Sweet Spot”
Who makes up our audience
(location, gender, age, etc)?
What’s their education?
Where are they in their life-cycle?
What motivates and inspires them?
What other brands or organizations
besides ours do they follow?
What do they care about (interests,
issues, causes, etc)?
What content drives engagement?
How often (when/where)do they
become engaged?
What rewards and incentives do they
respond to?

18. Our Speakers
#SMTLive
Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect
large organizations with people they want to influence. A veteran of the big-book print media world that included Fortune,
Newsweek and BusinessWeek, she had built her reputation on architecting powerful strategies that delivered to blue-chip
corporate clients and their agencies ways to corral and connect with their customers, and equally importantly, their customers’
trusted influencers. @robincarey
Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign
effectiveness. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs
for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world's largest publishing
companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in
traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead
generation. @misslindawest
Don Bulmer is Vice President of Communication Strategy at Shell where he is responsible for Shell's global social media,
influence and partner communication programs. Don has 19+ years of experience leading award-winning marketing and
communication programs at top global energy, enterprise technology and internet startup companies. Don serves on the
board at The Churchill Club, an independent business and technology forum in Silicon Valley, where CEOs, thought leaders
and global business executives meet to debate important issues related to innovation, leadership, and economic growth.
@dbulmer
Monica Womack Peterson is the Director of Social Media Strategy and Operations for the Toyota Division of Toyota
Motor Sales, U.S.A. She is responsible for leading the development of social media marketing strategies and designing
social media marketing campaigns and experiences for Toyota. She also oversees and manages the collaboration of Toyota
North American Affiliate(s) in the areas of social media governance, process, policy and training development. Monica
previously served as the Digital Marketing and Social Media Manager for the Lexus Division of Toyota Motor Sales,
U.S.A. @MonicaWPeterson

20. Tweet Now For Your Chance to Win a
Free Ticket to The Social Shake-Up!
#SMTLive Audience: Tell us why you want to go
to The Social Shake-Up to be entered for a
chance to win. Tweet:
“I want to go to #socialshakeup because…”
#SMTLive

21. Upcoming Webinar
August 19th
Engaging Employee Advocates: How
Electronic Arts is Activating
Employees to Amplify the Brand’s
Message