As we gradually move away from PCs and onto smartphones and mobile devices, more and more of our internet activity will be whilst were on the move. We'll be interacting with our friends, but we'll be using social media the same time. How can your social media channels exploit this opportunity? During this session, we will look at how this can work both ways: how to convert offline marketing activity into social media engagement and how to convert social media activity into offline sales.

1. Ensuring your social media
activity is offline as well as
online
Danny Bermant
@theidm @bstormdigital

2. Why is offline important?
• Without an offline presence, your social
media campaign is invisible
• Offline channels are every bit as viral as
online. E.g. TV and Radio, posters, printed ads
• Offline and online cross over. Any staff with
customer facing roles should be introducing
social media into the conversation

3. Your offline checklist
• Printed materials e.g. business cards,
complement slips, letterheads
• Advertising: print, billboard, TV and Radio
• Product packaging and point of sale
• All staff that have telephone or face to face
contact with customers

4. Your social media branding
• URLS, hashtags, usernames and hashtags must
be short and memorable e.g. theidm.com/stm
#IDMBootCamp, @TheIDM,
facebook.com/theidm
• It must be easy to pronounce
• You need to ensure ALL staff know about it!

5. Printed materials

6. Don’t forget QR codes!

7. Don’t assume that people know
your Facebook address!
QuickTime™ and a
decompressor
are needed to see this picture.

8. Green Giant used social media
on packaging to drive sales

9. Purchasers can sign up to the
Farmville app

10. Make sure your social media
presence is ubiquitous!

11. Keep your hashtags simple!

12. Be creative!

13. A live tweets screen enables
crossover between offline / online

14. Do you have the LinkedIn app
on your phone?

15. Training your staff
• Ensure management know what is being said on
their behalf and where!
• Inform staff about all social media activities
• Train staff to engage with customers about your
social media activities, especially with those who
mention social media specifically. E.g. Tweet your
order and get 5% off! - show board in restaurant with
tweets
• Those who are customer facing should be trained on:
i. location based social media
ii. how to interact online afterwards

16. KLM’s staff monitored what
customers were saying on Twitter
and FourSquare

17. Share your content strategy with
your staff

18. Future trends
• Gradual move away from PCs to mobile and
handheld devices as 4G network grows
• Social media increasingly used on the move
• Social media on mobile devices have location based
functionality
• As a result, social media become increasingly
localised e.g.Facebook mobile search results bring up
local businesses

19. What is your offline strategy?
• How will you use offline to drive your online activity?
• Which social media platforms will you focus on,
which ones will you be avoiding?
• Which offline channels will you be using and how will
you use them?
• How will you get your customer facing staff to exploit
social media?
• How will you coordinate communication between
those running your different marketing channels?