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Integrating Social Media guest presentation for Northern Kentucky University College of Business class taught by Banwari Mittla, November 20, 2012.
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Social & traditional media strategies & tools to
increase share of revenue, market & mind.
Integrating Social Media
Presented to: MKT307/NKU College of
Business - Banwari Mittla
Prepared by: Patrice Watson Raise Your Share
Date: November 20, 2012
A legacy media career in radio – 22 years
A legacy media career in publishing – 14 years
An entrepreneurial start-up – 2 years
An adjusted ‘real-time’ mindset using strategies and tools to help businesses, media and non-profits monetize their social & digital media assets while engaging with their customers.
Inbound vs. outbound marketing
Multiple platforms with responsive design
Determining the right channels to accomplish goals
An ideal foundation for digital & social media integration
Social Media Technology for broadcasters and publishers
Challenges and Opportunities
Where to allocate marketing budgets for the best results?
How to measuring effectively what is working & not working?
Adapting to changing opportunities/Keeping up with technology
Training talent that ‘gets’ new media to understand and appreciate organizational goals, policies and successful models
Faster pace – presents a challenge for both customers & employees
Challenges and Opportunities
Who and what are the new partnerships that will improve marketing & advertising?
Building a plan that does not ignore valuable segments of the market not obtainable through digital & social media
Creating original content that helps the consumer become aware and want to do business
This list represents some of the discussions
businesses are having now about digital and social media.
Differences between inbound and outbound
Differences between traditional and social media
PROS & CONS
Case Study: Publishing
Positive begins its’ transmedia life simultaneously as a controlled-circulation print magazine; a rich media website plus a measureable and engaging social media voice.
Case Study: PRINT MAGAZINE
Positive magazine features original content that offers insight into some of the most creative and unique minds in America plus travel pieces that explore fascinating destinations. Each issue includes self-development articles from best selling authors and educators, profiles of inspiring personalities and gatherings of like-minded individuals whose positive attitudes are infectious.
Case Study: SOCIAL MEDIA
Through the publisher’s daily search for a Positive statement of ‘truth’ since January 1, 2010 @Positive365 has organically grown a base of engaged advocates on Twitter, LinkedIn, Facebook, Pinterest, tumblr, YouTube and other social share sites. Custom sponsorship programs include opportunities for sponsorship of editorial content, custom Facebook pages and interactive content.
Case Study: SOCIAL MEDIA
Case Study: SOCIAL MEDIA
Case Study: EMAIL + MAIL
Positive email offers links to blog posts, published articles and videos. Diversified content includes announcements of upcoming events, issue launches, unique product information, subscription offers and links to surveys. Ongoing communication via email or regular mail increases reader retention and spreads the Positive message while collecting valuable insights and feedback from our readers.
Why were they interested in social media? Case Study: Retail
Drive more customers and increase commerce at thepartysource.com Increase engagement and/or drive customers into the retail store or EQ events, especially beer and wine tastings
Transcend the misconception that The Party Source is a ‘big box’ brand – humanize the brand
Launching a StrategyBenchmarks: Retail
Start January 2011@ThePartySource: 92Facebook Fans: 1,47437.5% increase in one year
@Partysourcegar: 90Facebook Fans: 681
Now: November 2012@ThePartySource: 555 (last tweet 9/16/11)
Facebook Fans: 3,588
@Partysourcegar: 485 (last tweet 11/16/12)
Facebook Fans: 863
Where are they now?Benchmarks: Retail
thepartysource.com is driving new revenue with customers outside of the region along with their brick and mortar storefront They are building a bourbon distillery and event & conference center to open in 2014
What are your thoughts about integrating digital and social media?
Contact Information
Patrice WatsonChief Strategist/CEORAISE YOUR SHARE
Mobile: 513-236-5781
raiseyourshare.com
www.Coupsmart.com
@patricewatson10
facebook.com/raiseyourshare
linkedin.com/in/patricewatson10
pinterest.com/avonfields/
Thanks to Kuhcoon.com, Hubspot.com, The Party Source, Positive
Magazine and CoupSmart for images.
