The Marketing Mix
Traditional versus SMM Social Media Marketing (SMM) combined with traditional marketing efforts expands the marketing mix Traditional Marketing •Advertisements and publicity in print and broadcast media and direct mail •Time consuming •High impact on natural resources Social Media Marketing •Low cost and easy to use tools •Low impact on natural resources •Universal reach •Relational
2
What is a Marketing Mix? Marketing is… •Product •Price •Distribution •Promotion •Participation
Product
Price
Promotion
Customer
Participation
Place Distribution
3
What is a SM Marketing Mix? The social media marketing mix combines: • Paid media • Owned media • Earned media
4
Social Media Marketing (SMM) • • • • • •
It will only cost time and effort Focus on one or two channels as primary means What message do I have to share? Do I have a story? Messages must be consistent What resources are available?
5
The Role of Social Media What role should social media play? •Choose the critical few social media applications •Find the right place for social media in your strategy •Create useful content •Blend with traditional marketing methods for greatest reach
6
SWOT Analysis
7
Branding Your Sites Personal branding is a process of managing and optimizing the way you are presented to others. •What does the community get from my post? •Focus, partner, repurpose, use good headlines •Research your competition •Go explore beyond your industry -Forbes
8
Branding Your Sites Visually •Images •Color •Fonts •Signatures •Accuracy
9
Go Mobile • FB and Twitter mobile • LinkedIn mobile • Design content to be read • Take advantage of technology • App development tools • Mobile advertising • Mobile commerce
10
Mobile Marketing Strategy • Mobile marketing strategy • Proximity marketing • QR code marketing • SMS marketing techniques
11