Jess Ostroff's presentation to the NYU Stern Digital Marketing class from October 2012.

1. strategy, tools, tactics
creating an integrated marketing strategy in a
digital world

2. About Me
✦ Graduated Stern in 2008
✦ Went to LA to do an AmeriCorps program
✦ Founded Don’t Panic Management in 2011
✦ Lived in 4 states in 2011
✦ Moved back to NYC in December 2011
✦ Loves live music, wine, technology, and purple

3. About You
✦ Facebook
✦ LinkedIn
✦ Twitter
✦ Pinterest
✦ Quora
✦ Reddit
✦ Empire Avenue
✦ Others?

4. Why I’m Here
✦ Integrated Marketing - What is it and why is it
important to us?
✦ Part 1: What is your goal?
✦ Part 2: Who is your audience and where do
they live online?
✦ Part 3: What are your goals and how will you
measure?
✦ Part 4: What tools will you use?

5. Other Tips
✦ Humanizing your brand
✦ Becoming a thought leader

6. Integrated Marketing
✦ What is it?
✦ How does it affect business organization?
✦ How does it affect business operations?
✦ How does it affect YOU?

7. Integrated Marketing
✦ Defined (n): a management strategy and meta-
discipline focused on the organization-wide
optimization of unique value for stakeholders.
Although closely linked to integrated
marketing communications, it should not be
confused with it.

8. Integrated Marketing
✦ Combining the tools and tactics from
traditional and digital marketing strategies to
reach the end user and, ultimately, sell a
product or service.

9. ✦ image via http://www.crwgraphics.com/blog/2012/01/03/integrated-marketing-content-marketing-perfect-combination/

10. Part 1: What is Your Goal?
✦ Awareness?
✦ Lead generation?
✦ Sales?
✦ Brand loyalty?
✦ Brand advocacy?

11. Part 2: Who is your audience?
✦ Create personas for your target
customer
✦ Find out where they hang out
online
✦ Find out what their needs are
✦ Find out what they are talking
about
✦ Find out what their interests are

12. Audience
✦ Listen:
✦ Monitor what is being
said about your brand
✦ Monitor where it is
being said
✦ Monitor what people
are saying about your
competitors

13. Audience
✦ Free listening tools:
✦ Google Alerts - http://google.com/alerts
✦ Social Mention - http://socialmention.com
✦ Yahoo! Pipes - http://pipes.yahoo.com/pipes/
✦ Twitter search - http://search.twitter.com
✦ Facebook insights

14. Audience
✦ Other listening tools:
✦ Sprout Social - http://sproutsocial.com
✦ ViralHeat - http://viralheat.com
✦ Sysomos - http://sysomos.com
✦ Crimson Hexagon - http://
crimsonhexagon.com
✦ Swix - http://swixhq.com
✦ uberVU - http://ubervu.com

15. Audience
✦ Comprehensive list of monitoring tools can be
found here: http://wiki.kenburbary.com/

16. Part 3: How will you measure?
✦ Create goals that are:
✦ Timely
✦ Measureable
✦ Realistic

17. Measurement
“We want to increase ROI by 100%
tomorrow.”
This is NOT a goal.

18. Measurement
“We want to increase page views by 25%
in the next 6 months.”
This IS a goal.

19. Measurement
✦ Awareness:
✦ Page views
✦ Clicks
✦ Number of fans acquired

20. Measurement
✦ Lead generation:
✦ Form submissions
✦ Contacts (using a CRM)
✦ Touch points (phone
calls, emails, tweets, etc.)

21. Measurement
✦ Sales:
✦ Click-through rate
✦ Coupon code usage
✦ Offers claimed

22. Measurement
✦ Brand loyalty:
✦ “Came from” field on
lead forms
✦ Social shares
✦ Referral traffic

23. Measurement
✦ Measurement is so important because it gives
you leverage for bringing social media into
your company and forces you to pay attention
to your resources.
✦ This is a good thing!

24. Part 4: What tools will you use?
✦ In this case, “tool” refers to social network
✦ Choosing a tool depends on the answers to the
previous 3 questions (this is why we asked
them)
✦ Choose a tool based on where your audience
lives online
✦ Choose a tool based on your goals

25. Tools
✦ The Big Four (now Five or possibly Seven)

26. Tools
✦ Specific/specialized platforms
✦ Quora (question & answer)
✦ Meetup (in-person meeting groups)
✦ Care2 (ecofriendly lifestyle)
✦ Gentlemint (Pinterest for men)
✦ Kaboodle (shoppers)
✦ Ravelry (knitters)
✦ Dogster/Catster (I’ll let you guess...)

27. Tools
✦ Example:
✦ You are trying to reach 14-year old girls to
raise awareness about a new video editing
software for teens.
✦ What questions would you ask?
✦ What network would you use?

28. Tools
✦ YouTube: Product placement
✦ Search engines: Google Adwords, banner ads
✦ Facebook: Facebook ads or Sponsored stories
✦ LinkedIn: Advertisements
✦ Slideshare: Lead capturing campaigns

29. Tools
✦ Don’t spread yourself too thin
✦ Be consistent in your branding
✦ Tailor your message based on the platform
you’re using
✦ Proactively engage with your fans
✦ Share good stuff
✦ Be HUMAN

30. Humanizing Your Brand
✦ Which brands do you feel emotionally
connected to?
✦ Why?

31. Humanizing Your Brand
✦ It’s more than customer service
✦ It’s about connecting with your customers on a
deeper emotional level
✦ It’s about creating raving fans
✦ It’s about giving them the information they
need before they realize they need it

32. Humanizing Your Brand
✦ https://www.youtube.com/watch?
v=y0qZYqdsYAg

33. Humanizing Your Brand
✦ Hilton Suggests - https://twitter.com/
hiltonsuggests
✦ Taylor Guitars - https://www.youtube.com/
user/TaylorQualityGuitars
✦ Mint.com - http://www.facebook.com/mint
✦ Whole Foods - http://
www.wholefoodsmarket.com/blog/whole-story
✦ Cabot Cheese - http://pinterest.com/
cabotcheese/

34. Resources
✦ Convince & Convert - http://convinceandconvert.com
✦ Copyblogger - http://copyblogger.com/blog
✦ Social Fresh - http://socialfresh.com
✦ Mark Schaefer - http://businessgrow.com/blog
✦ Social Media Examiner - http://socialmediaexaminer.com
✦ Social Mouths - http://socialmouths.com
✦ The Sales Lion - http://thesaleslion.com
✦ Social Media Explorer - http://socialmediaexplorer.com
✦ Mashable - http://mashable.com
✦ Techcrunch - http://techcrunch.com
✦ Jeff Bullas - http://jeffbullas.com
✦ Duct Tape Marketing - http://ducttapemarketing.com/blog/
✦ Top Rank Blog - http://www.toprankblog.com/

35. Thank You!
✦ http://Twitter.com/jessostroff
✦ http://Linkedin.com/in/jessostroff
✦ http://Facebook.com/jess.ostroff
✦ http://Pinterest.com/jessostroff
✦ http://jessostroff.com
✦ http://dontpanicmgmt.com