Integrating Social Media into the Marketing Mix

Integrating Social Media into the Marketing Mix

• Azania Andrews Director Digital Strategy, North America | A-B Inbev

• Patti Girardi Vice President, Marketing & Creative Services | Chartwells Higher Education

Dining Services, A division of Compass Group North America

• Drue Townsend Senior Vice-President of Marketing | FASTSIGNS International

Topics We’ll Cover

• Balancing the marketing mix ▫ Avoiding too much reliance on any one medium

• Ways we are integrating mediums to increase campaign/brand value ▫ Email marketing, social media, mobile marketing and loyalty programs

• Other ways to get engagement/insight ▫ Crowd sourcing, partner feedback, incorporating customers into the

business model

Balancing the Marketing Mix 3 Perspectives

About Anheuser-Busch Inbev

Top 5 Global CPG

Top U.S. Brewer

#1 Global Beer Company Most Valuable Alcohol Brand

$14 Billion Brand Portfolio

About Compass/Chartwells Higher Education Dining Services

• Recognized leader in foodservice management, hospitality and award-winning guest service within college and university dining environments

• Serves over 230 colleges and universities nationwide

• Division of Compass Group, world’s largest foodservice provider

Our Balanced Marketing Plan Components

• Digital signage • Web • Email (digital magazine) • Social (Facebook,

Twitter, YouTube, Vine, Instagram, Flickr)

• QR codes

• Mobile app • Print • Direct sales • Public relations • Trade shows

About FASTSIGNS International, Inc.

• Visual Communications (signs, graphics, printing) ▫ “More than fast. More than signs.”®

• Business-to-business; 100% franchised ▫ Founded 1985; HQ in Texas ▫ 540 locations in 8 countries

• Marketing budget = 2% of gross sales (+ local) • Privately held; owned by Roark Capital

Our Balanced Marketing Plan Components

• Television • Web marketing • Email • Social media • Public Relations • Direct Mail • Customer Satisfaction and Loyalty

Ways We Are Integrating Mediums to Extend Campaign/Brand Value

Email marketing, social media, mobile marketing and loyalty programs

FASTSIGNS: MetamorphoSIGN

• Makeover contest; 3 categories • Objectives ▫ Generate local and national buzz ▫ Create sales opportunities

• Results ▫ Web visits and social media increases (but did not

create a lot of web actions) ▫ Content for other marketing programs ▫ Leads for local sales teams

Entry and Voting Sites

POP Direct Mail

Social Media

Press

Email

Website Homepage

TV Spot Final Screen

A Winner

A Winner

A Winner

Social ad targeting to drive same store sales

Integrated marketing to drive same store sales

Integrated marketing to drive meal plan sales

Driving email response

• Open rate: 37% • Click rate: 56% • ChartwellsMagazine.com

App On Campus

• Locations • Hours of operation • Menus • Nutrition

information • Specials • Events • Feedback

Beer is inherently social

The Original Social Network

Presenter

Presentation Notes

A seal from Tepe Gawra, northern Iraq, showing the earliest evidence for beer in Mesopotamia (ca. 4000 BCE).

Blending Offline & Online Experience

INNOVATION

Budweiser Made in America

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Presentation Notes

National platform celebrating Budweiser’s relationship with Music Event created with Jay Z and Live Nation 2013 was second year of the event expanded beyond just the one festival in Philadelphia to include 30 smaller one-night concerts in cities around the country

Facebook Activation

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Presentation Notes

Events promoted entirely through FB – our events are often linked to radio or another partner but in this case they were promoted and RSVPs managed entirely through FB. We received 77,000 RSVPs just via targeted posts Posted albums 1PM next day to national page to gain attention for tour Albums engaged over 1MM reached over 10MM further amplifying content and message

Facebook Activation Cont’

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Presentation Notes

Posted Full albums (~50 photos) and emailed/geo-targeted links to markets following event

Onsite Digital Activation Pre During Post

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Presentation Notes

In some cities we used an event app to encourage concert attendees to create and share content while they were at the event. The app allowed users to share content out to friends who were not in attendance further amplifying the event a large majority also gave the brand permission to use their content in our owned channels giving us a great pipeline of local, user-generated content

Other Ways to Get Engagement/Insight

Crowd sourcing and incorporating customers into the business model

Guest experience

Guest Experience: Multiple Platforms

FASTSIGNS: Engagement/Insight

Franchisees End User Buyers

• Ad Council • Franchise Advisory Council • Task Forces • Board and Peer Groups • “Town Halls” • “Connect with Catherine” • Internal Surveys • Business Consultant and

Marketing Services Manager feedback

• Primary research (18 months) • Social Media monitoring • “Customer Care”/website • Listen to recorded PPC calls • Listen360 feedback • Ask our franchisees

Questions?