Online and Offline Marketing: How To Connect the Dots - Fort Wayne Social Media Summit
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Online and Offline Marketing: How To Connect the Dots
BY KEVIN MULLETT
@kmullett #fwsms
A new twist on old ways to do business…
» Relationships (STP)
» Publicity stunts
» Subject Matter Expertise @kmullett #fwsms
Beware of misinformation, opinion, and hype …
@kmullett #fwsms
While social media is free to use, it is not free to do.
@kmullett #fwsms
I’m not here to force you into being more social …
@kmullett #fwsms
Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.
@kmullett #fwsms
ROI in the early days of online marketing…
@kmullett #fwsms
Do you know what is working, or just believe?
@kmullett #fwsms
They believe…
Incentivize online users with firsts … but don’t forgo offline channels.
@kmullett #fwsms
No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
@kmullett #fwsms
Social media can provide a backstage pass.
@kmullett #fwsms
Are you performing to the audience or involving them?
Fernando Tarango
@kmullett #fwsms
Clients have more tools, signals, and choice …
@kmullett #fwsms
• Works WITH all other marketing
• You own and control it
• 24/7 lead generation
• Where people do research
• Easy, quick, and inexpensive to update
But you have to include it in your other marketing!
NetCentered approach
Your home base & marketing center
@kmullett #fwsms
New York City #AllFacebookConf This IS your company AND this is a visual record of its customer service!
The banana shake story
@kmullett #fwsms
… only quicker.
This is how you handle it
@kmullett #fwsms
They responded in 4 minutes!
This is even better
@kmullett #fwsms
ACTION: PRIORITIZE BY AUDIENCE PREFERENCE
Which phone line will you be ignoring today?
$
@kmullett #fwsms
Balance your efforts, but don’t be a wimp.
@kmullett #fwsms
ACTION: FIND YOUR OFFLINE AUDIENCE ONLINE For Gmail
» Where is your audience? » Connect personally » Segment email message to users of certain channels
@kmullett #fwsms
BONUS ACTION: FIND CHANNELS THEY PREFER
$
$ $
$
@kmullett #fwsms
» Are we clear with our message? » Is design or action most important? » What is our call to action? » What is in it for ME? (WIIFM) » Icons are notifications, not calls to action.
Why don’t they like us?
@kmullett #fwsms
fb. Text “like cirrusabs” to 32665
t. Text “follow cirrusabs” to 40404
Which of these two will grow their Facebook page?
Don’t ever make me ask…
@kmullett #fwsms
Do these printed pieces promote social channels? What is the social strategy?
or
Are you even trying?
@kmullett #fwsms
In print, on air, online, and in-store. i.e. connecting the dots with contiguous marketing.
Tie offline, online, & mobile together.
@kmullett #fwsms
ACTION: MAKE OFFLINE LINKS TRACK-ABLE
» URL shorteners
» GA URL Builder
» Landing pages
» Sub-domains + redirects
@kmullett #fwsms
QR Codes and mobile sites need a strategic purpose!
Offline, online, & mobile conversion paths
@kmullett #fwsms
New York City #AllFacebookConf
The real failure of QR Code usage is the nonstrategic, uncreative, and untested implementation.
@kmullett #fwsms
Statistics only matter when they are applicable to you …
@kmullett #fwsms
YnN – You’re not Nike
You will have to work harder & smarter, with less.
@kmullett #fwsms
RFID used for real time Facebook campaign: Coca Cola Village 2010
by Tidal Wave
Social Media (ref)
@kmullett #fwsms
Physical interaction with online activities and social proof by Smiirl.
@kmullett #fwsms
What is popular online, leads to increased sales in-store.
Likely to increase sales and the value of Nordstrom’s Pinterest account as well.
@kmullett #fwsms
“Relationships are always awesome to have. Relationships are friendly. Sponsorships are mired in legality.” ~ Zack Arias (ref)
Build authentic offline & online relationships
@kmullett #fwsms
These over achievers are winning both online & offline comments.
Desired amplification bonus level achieved!
@kmullett #fwsms
Site & social content for awareness & amplification
Landing pages with supporting calls to action
Engage, help, & involve
Promotion, conversation, & feedback
News, Events, Promotions, Stories, & Announcements
Marketing collateral, Ads, Commercials, Print, CTAs
Staff networking
Feedback, Growth opportunity
Events
Reviews & conversations
The offline & online relationship
@kmullett #fwsms
ACTION: TRAIN EMPLOYEES TO START…
1. building relationships 2. asking for reviews 3. asking, “How did you hear
about us?”
@kmullett #fwsms
BONUS ACTION: PREPARE FOR LOCAL SEARCH & REVIEWS
Start asking for and monitoring reviews. Always keep name, address, phone consistent!
@kmullett #fwsms
BONUS ACTION: MONITOR FOURSQUARE ACTIVITY
• Is anyone checking in
• See who publically checks in
• Watch for positive or negative comments
• Flag inappropriate photos
Don’t forget about other location services.
Online and Offline Marketing: How To Connect the Dots
BY KEVIN MULLETT
Humanize your message
Encourage conversation
Listen first
Promote Less
@kmullett #fwsms
Online and Offline Marketing: How To Connect the Dots
ME
search “Kevin Mullett” bit.ly/aboutKM
// cirrusabs.com // facebook.com/cirrusabs // twitter.com/cirrusabs // youtube.com/user/cirrusabs // linkedin.com/companies/cirrus-abs
Photography by Kevin Mullett or Stock agencies unless noted below. Adolph B. Rice Studio – Nash car dealership
Nationaal Archief - Dorpsomroeper / Town-crier
Norton, Boyd - Windmill on a ranch in the Powder River Basin
San Diego Air and Space Museum Archive - Space Shuttle Program
The Library of Congress - Right field grandstand at Polo Grounds
The Library of Congress - Boys fishing in a bayou
Florida Memory - Ringling Circus clown
Tiwago - Joseph Steinmetz doing an egg balancing trick
Nordstrom Pinterest program – photo courtesy of Nordstrom
Joe Shoemaker – untitled pic of me
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