John Foley, Jr.

Before I Begin …

2

@johnfoleyjr

#PRINTEGR8

What’s on the Agenda?

• Marketing & Communications Today

• Print + Mobile

• Social Media Skills

• Getting Personal

MARKETING AND COMMUNICATIONS TODAY

Start on the Home Front

• “Kitchen Table Effect”

Online Communications

Your Website

Social Media Revolution

Hardware Revolution

App Revolution

“Your Personalized, Social Magazine”

Mobile Revolution

Print

Direct Mail Invitation

Reply TextLanding Page

Inbound Calls

Multi-Channel Campaign

Prospects

Postcard

PURL / Response

PageQR Code

Flyer

Landing Page

July Seminar

Associates

Banner Ad

internetPrint Web

Invitation Email SMS/Text

Landing Page

Social Media

Mobile

Customers

Landing Page

Mobile Ad

Target Audience Data

Channel

Media

Response Mechanisms

Campaign Example

Web Site

E-Commerce

A

B

C

A

B

C A

B

C

D C B A A B C D

Boomers (35-55)

The 20 something’s 20-34Touch points to gather information and drive to website or shopping cart

Touch points to gather information and drive to website or shopping cart

Seniors (55+)Touch points to gather information and drive to website or shopping cart

Visitors who left.

Visitors who purchased.

Outbo

und E

mail

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ailBan

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edia

Socia

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Drive back to website or shopping

card through medias

Multi-Channel Effort Based on Data

Building the Database

Quick Takeaway

• Think Multi-Channel• Think integrated• Build your database• Measure

Reaching your audience today and tomorrow

• Mobile Marketing• Social Media• Personalization

PRINT + MOBILE

First… Why Mobile?

How Can Mobile Be Integrated

• QR Codes• SMS/Text Messaging• Digital Watermarks• Augmented Reality• Payments

Print + Mobile

• QR Codes

QR Code Resources– QRConnect.com– QReateandTrack.com

QR = “Quick Response”

What the QR Code Contains

What You Need to Scan

Applications to Scan

Tip: Mobilize Your Content!

QR Codes on Signs

QR Codes on Posters

QR Codes on Mailers

Measuring QR Codes

Other Barcode Formats

Digital Watermarks

Augmented Reality

Image Source: http://www.jeffreydonenfeld.com

SMS/Text Outbound

• 6.1 trillion messages sent in 2010!– News Alerts– Product Info– Contests– Deals– More

SMS/Text - Inbound

Mobile Payments

• Near Field Communications (NFC)

• Square (from Twitter co-founder)

Takeaways

• Target Audience• Multi-channel Strategy• Integrate• Test• Measure

SOCIAL SKILLS: STRATEGY AND PLANNING

Social Media Marketing Plan

• Describe Business and Its Goals• Know Your Audience• Value Prop / Keywords• Humanize Your Brand• Content Resource &

Distribution Strategy • Measure Your Success

Strategy Before Tactics!

Know Your Audience

• Who Are They?

• Where Are They Cyclically?

• How Do They Use Social Networks?

The One Thing

Apple = Innovation Disney = Magic

Content Resource Library Visit Resources Daily

Pull Content Make Links Measurable Push Content Out

Content Distribution

Content A

Content B

Content C

$

Optimize / Social FriendlyBlogs

eNewsletter Sign-UpsWhite PapersLanding Pages

OffersEmailsPolls

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified Leads

Sales

How to Measure Success?

►Site Traffic►Downloads►Subscribers►Blog Comments►Questions►Shared Links►Re-Tweets►Followers►Who is talking about you and how?

Get Business Results

►Empower Sales Reps►Share Case Studies►Answer Questions►Send Requested

Information.. NOW!►Follow Up►Connect & Engage

Tools for Measuring Effectiveness

• Link Shorteners– iLink.Me– TinyURL.com

• Google Analytics– Website

• Insights– LinkedIn, Facebook, Twitter, YouTube

Social Media Listening Tools

Takeaways

• Target Audience• Multi-channel Strategy• Integrate• Test• Measure

GETTING PERSONAL

It Starts With The DataName Interest Status $$ Spent YearlyJohn Smith Food Silver 5K

Michelle Jones Card Games Gold 20K

Frank Stafford Shows Platinum 50K

Identify Areas of Personalization

Relevant Content that Appeals to Them

Images based on InterestPersonalized URL

Membership Level

Personalized Messaging

This customer: Loves the races … Thinks the food is expensive…

Is a Silver member

TakeawaysBe Relevant

• Relevancy in Content• Relevancy in Contact• Relevancy in Channel• Relevancy in Time

Final Takeaway!

• Plan• Manage• Execute• Measure

THANK YOU!Q & A / Contact Me! http://ilink.me/JR