The document discusses integrated marketing and how using multiple marketing channels together can drive better results than individual channels alone. It provides an overview of key social media channels like Facebook, Twitter, LinkedIn, and blogs. It also discusses other digital channels like email, mobile, and QR codes. The document advocates developing campaigns that leverage different channels in an integrated way to increase efficiency, flexibility, visibility, and customer loyalty. It provides an example campaign using paid search, content marketing, social media, and radio/TV to promote a light bulb offer.

1. The Changing Faces
of Direct Marketing
Process Drives Results
Strategy Content Technology Measurement

2. Agenda
• Meet Make Me Social-Company Overview
• Social Media Overview
• Social Media Channel Review
• Review of Non-Social Channels
• Integrated Marketing-Why it works
• Case Studies/Examples
• Questions

3. OEM
AGENCY
MMS is an OEM for digital
Strategy, Content,
marketing services.
Technology, Measurement
Provide qualified partners
Understand consumer
and resellers with a turn-key
behavior in the digital age to
suite of solutions to
turn people into customers
enhance their service
and drive customers to
offerings, deepen customer
action.
relationships, and create
new revenue opportunities.

4. Process Drives Results
Strategy Content Technology Measurement
Research Campaign Tracking Metrics
Brainstorming Implementation Analyzing
Platform Creation of Results
Selection Content Establishing ROI
Campaign Management of Refining
Development Channels Processes

5. What some marketers are saying
about integrated marketing……
• “ One benefit of integrated marketing is that it's the only type that will always be
around - individual channels wax and wane with the constant evolution of
the media ecosystem (often marching in lockstep with technology), but the system
as a whole persists, and knowing how to maintain a presence within it is a valuable
skill.” Jason Amunwa, Product Manager @ digital-telepathy
• “No longer is it enough to just push the same message in each channel. Today, true
IM leverages all the channels to tell a combined message using each channel to
deliver the part of the message it [the channel] is best suited to deliver. “
Tom Martin, Founder @ Converse Digital
• “Integrated marketing lets you "supersize" your efforts by harnessing all relevant
channels to meet your goals. You can use the different channels to highlight
facets of your offering and reach different segments, but at the end of the day, you
need all the efforts to move you toward your objective.” Jean Shields-Fleming,
award winning content strategist

6. • It’s not a “silver bullet” a silver bullet
• It’s not a “quick fix” stand alone
• It shouldn’t be left alone
• It won’t make you a millionaire overnight!

7. Social Media Snapshot
• Brand Awareness
• Brand Engagement
• Community Management
• Customer Service
• Thought Leadership
• Lead generation

8. Awareness
Engagement
Results

9. Connecting
Communities

10. Quick Facts
• 845 million active users
• 46% of users are 45 and older
• Average # of friends per user is 130
Business Goals
• Best for consumer brands, good for B2B
• Generates Engagement & Loyalty
• Acts as microsite on social platform
Rules of thumb
• 24 hour lifespan
• 130 friends:24 hr ratio
• Public facing content – no more than 5 per day*

12. Quick Facts
• 250 million users; 127 million active users
• 36% of users tweet at least once per day
• 41% male; 59% female
Business Goals
• Best for B2B, good for consumer
• Community Management
• Increases reach among like-minded
• Opportunity Identification & Brand Monitoring
• Lead gen to other social channels
Rules of thumb
• 8 min lifespan
• 120-130:8 ratio
• Public facing tweets – no more than 10 times per hr*
• Brand Ambassador mix with sales ratio of 10:1

14. Quick Facts
• 150 million users
• 2 million companies have pages
• Gender usage is split 50/50
Business Goals
• Network & Connect
• Recruiting/Job Posting
• 1:1 Relationship Development (lead gen)
Rules of thumb
• Profile Scorecard
• Guidelines for each vertical

16. Blogs
Quick Facts
• 44% of all bloggers are parents
• 70% of all bloggers have college degrees
• A new blog is posted somewhere in the world every half second
• Common sites: Blogger, WordPress, Tumblr
Business Goals
• Thought Leadership
• SEO
Rules of thumb
• Build in keywords for SEO
• Include boilerplate copy
• Content is more important than length
• Cross-channel promotions

18. Other Channels

19. You’ve Got Email
• Average open rate-22% (marketing & adv-18%)
• Average CTR-3.5% (marketing & adv-4.1%)
• Average ROI ( year end 2011) $44.25 for every $1
spent
• $2 billion industry by 2014
• Practices vary widely in B2B vs. B2C
• Social sharing extends reach of email content

20. And then there’s…
• By 2014, smartphone internet usage will take over desktop
usage
• Over 50% of local searches are currently being done from a
mobile device
• 86% of mobile internet users are using their devices while
they watch TV
• On average, people in the US spend 2.7 hours per day on
their mobile device
• Over 1/3rd of Facebook users do so through mobile, ½ for
Twitter, and Utube gets 200+ views per day though mobile
devices

21. QR Codes = Quick Response Codes
• Drive traffic to a mobile web
• Provides links to social media Pages

22. Icons and Addresses

23. Why Multi Channel?
• EFFICIENCY-While the message remains somewhat consistent, the
creative overlap can be significant for cost savings. Items such as taglines,
visual design and premiums can be used easily from one channel to the next
• FLEXIBILITY-more options as new channels emerge
• VISIBILITY-Increased interaction with customers creates more
opportunities to sell products and services, more chances to connect with
the consumer
• LOYALTY-Builds brand credibility & customers are more likely to trust
companies the more widespread they appear to be.

24. Sample Campaign:
Manufacturer offers 30% off light bulbs
• Create a specific landing page for the offer
• Run a targeted PPC campaign to drive consumers to the landing page
• Write a “best practices” blog for the bulb
• Monitor conversations about light bulbs on social media & share the blog post
• Target key words for SEO (blog, landing page)
• Run a radio ( or TV) ad that highlights an easy to remember URL that sends people to the
landing page
BENEFIT:
With this type of integrated approach and the use of analytics, you can
determine which tactic drove the most sales .
That information can be used to align your marketing budget towards
those tactics.

25. DM Case Study
• Designed to increase awareness
• Landing page built with hidden image that
required decoder glasses
• Package generated a 42% response rate
• Increased Web traffic by 32%
Integrated campaigns drive action and
deliver results!

26. Questions