There is a fine line between an omni-channel marketing strategy and a messy social media presence, and it’s crucial that brands stay squarely on one side of that line. Now that social media has declared its power and is here to stay, there is no need to push your content and message on all channels at once. Good omni-channel marketing tailors content to specific channels and personalizes it for the buyer persona appropriate for that channel. You don’t have to be everywhere at once, but you do have to be several places authentically. In this webinar, you’ll discover that omni-channel is more than a marketing buzzword--that it’s an opportunity to personalize your brand story for more customer loyalty and trust. Join us as our marketing experts discuss: The balance between shouting your message across channels and tailoring your content for specific channels; Tools to help you manage omni-channel marketing campaigns; How to use customer journey mapping to better understand where and how your customers are active; And how omni-channel can work not just in sales but also in listening, customer care, and analytics.

1. Omni-Channel Marketing:
Creating the Right Mix for
Your Brand
#SMTLive

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Thank You to Our Sponsor
@ActOnSoftware

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Our Speakers
Martin Jones is a Sr. Marketing Manager with the corporate Cox Communications social media team where he leads the
social media, content marketing and employee advocacy strategy for Cox Business. He is the editor of the Cox Business blog
CoxBLUE.com and his writing/articles have appeared on Forbes, Inc. Yahoo Small Business Advisor, The New York Times and
other leading business and marketing websites. Recent Awards and Recognition Include: Top 50 Content Marketers -
EContent Magazine, Top 100 Social Media Influencers - Peer Index, Top 100 Small Business Influencers - Small Business
Influencer Awards, Top 50 Content Marketers - Onalytica, and Likeable’s 150 Marketers to follow in 2015. @martinjonesaz
Matt Hannaford is an Integrated Marketing Analyst with Union+Webster. Prior to Union+Webster he worked as a
marketing coordinator with Shentel, a Sprint affiliate, optimizing their social media efforts as well as coordinating local
marketing strategies for over 20 stores. Hannaford has also worked in both the radio industry as well as college athletics
where he coordinated day-of event staffing, marketing and promotions as well as public relations efforts for the events.
@mhannaford
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for
Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for
Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Jahvita Rastafari is the Social Media Manager at Act-On. As the Social Media Manager at Act-On Software, Jahvita engages
with customers and influencers on a daily basis through all social channels. Jahvita is a resourceful marketer, previously
working at a non- profit she has a way of constantly coming up with creative ways to engage with audiences. Jahvita spends
her free time indulging in as many carbs as possible (a true foodie at heart). @Jrastafari

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Social Media Demographics
Infographic by Sprout Social
http://sproutsocial.com/insights/new-social-media-demographics/
@mhannaford

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Social Media Demographics
Infographic by Sprout Social
http://sproutsocial.com/insights/new-social-media-demographics/
@mhannaford

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Social Media Demographics
Infographic by Sprout Social
http://sproutsocial.com/insights/new-social-media-demographics/
@mhannaford

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4 Tips for Creating the
Right Mix For your Brand
Presented By:
Jahvita Rastafari, Social Media Manager, Act-On Software
@Jrastafari

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Integrate Social Media with your Marketing Calendar
Coordinate Social Communications with:
• Demand generation campaigns
• Customer marketing programs
• Live events/webinars
• News/press releases
• Content marketing team’s editorial calendar:
• New pieces of content
• Blog posts
@Jrastafari

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Automating Social Posts
@Jrastafari

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Creating a Social Presence in Major Marketing Campaigns
Tips for Success:
• Think about the main message
• Who you’re going to target:
• How to make it engaging
• What counts as a win?
@Jrastafari

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Leveraging Segmentation in Social Campaigns
Step 1: Seed Audience
@Jrastafari

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Step 2: Middle-of-Funnel
Step 2: Bottom-of-Funnel
@Jrastafari

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Sharing is Caring!
Whether you have an advocacy platform, or you’re sending a
simple email to your biggest fans - your message will always
benefit from employees and advocates sharing your content and
amplifying it to their audience.
@Jrastafari

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Customer
Experience Is What
Defines Great
Omni-Channel
Marketing
Consistent/Seamless – Trusted, unified
consumer experience across multiple
channel, platforms and devices
Consumer Focused – Places the
consumer at the center of their marketing
efforts and empowers them to make the
best purchasing decisions
Communication – Dialogue is simple
and seamless across each stage of the
consumers path to purchase. Listening
and understanding consumer needs is
essential.
Relevant – Interactions are personalized
and tailored to the consumers need,
interests, behavior and preferences
Convenient - Consumer expectations
are fundamentally changing.
Convenience is no longer a benefit – it is
an expectation.
@martinjonesaz

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18. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

19. #SMTLive
Our Speakers
Martin Jones is a Sr. Marketing Manager with the corporate Cox Communications social media team where he leads the
social media, content marketing and employee advocacy strategy for Cox Business. He is the editor of the Cox Business blog
CoxBLUE.com and his writing/articles have appeared on Forbes, Inc. Yahoo Small Business Advisor, The New York Times and
other leading business and marketing websites. Recent Awards and Recognition Include: Top 50 Content Marketers -
EContent Magazine, Top 100 Social Media Influencers - Peer Index, Top 100 Small Business Influencers - Small Business
Influencer Awards, Top 50 Content Marketers - Onalytica, and Likeable’s 150 Marketers to follow in 2015. @martinjonesaz
Matt Hannaford is an Integrated Marketing Analyst with Union+Webster. Prior to Union+Webster he worked as a
marketing coordinator with Shentel, a Sprint affiliate, optimizing their social media efforts as well as coordinating local
marketing strategies for over 20 stores. Hannaford has also worked in both the radio industry as well as college athletics
where he coordinated day-of event staffing, marketing and promotions as well as public relations efforts for the events.
@mhannaford
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for
Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for
Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Jahvita Rastafari is the Social Media Manager at Act-On. As the Social Media Manager at Act-On Software, Jahvita engages
with customers and influencers on a daily basis through all social channels. Jahvita is a resourceful marketer, previously
working at a non- profit she has a way of constantly coming up with creative ways to engage with audiences. Jahvita spends
her free time indulging in as many carbs as possible (a true foodie at heart). @Jrastafari

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Thank You to Our Sponsor
@ActOnSoftware

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Upcoming Webinar
February 9th:
Social Listening: Harness Marketing
Insights from Consumer Conversations