Ways to extend your brand's reach by connecting your online and offline communication efforts. Originally presented by Mike Whaling of 30 Lines to the Social Media Club Fort Worth chapter at the Balcom Agency on September 15, 2010.

1. Making the Connection:
Integrating Online and Offline
Discussion: #smcfw

2. Download the slides at
SlideShare.net/30lines

3. Text my30 to 88000

4. www.flickr.com/photos/urbanelife/3183422847
“Social media” is people
having conversations ... online.

5. TheConversationPrism.com
A set of communication tools

6. >> It levels the playing field
by giving you a voice.
>> It gives you a direct connection
to your customers.
>> It gives your customers a direct
connection to each other.

7. Answer these questions...
>> What is our goal?
>> Who are we trying to reach?
>> What action(s) do we want them
to take?
>> Where is our audience now?

8. And these...
>> Are people talking about us? If yes,
what are they saying? If no, why not?
>> What happens if someone says
something bad about us?
>> How do we integrate social media with
current offline/online communications?

9. And these...
>> Who will manage our social media
efforts? Who does the talking?
>> How will we stay current on the latest
tools, trends and best practices?
>> How do we define success?

10. Have the goal in mind.
www.flickr.com/photos/wallyg/280932690/
www.flickr.com/photos/tashland/259178493

11. Know your audience(s).
www.flickr.com/photos/tashland/259178493

12. Create a call to action.
www.flickr.com/photos/hantlas/479435969/

13. Embrace customers’ interests.
www.flickr.com/photos/pixelarity/4361102373/

14. Get people talking.
www.flickr.com/photos/svenwerk/858381180/

15. Don’t hide from criticism.
www.flickr.com/photos/cardopoli/219069323/

16. One tool of many.
www.flickr.com/photos/tashland/259178493

17. Manage the conversation.

18. Follow the trends.

19. Know what success looks like.

20. Test the water.

21. Making the connection
>> Journal your adventures
>> Use your “digital glue”
>> Get the digits
>> Play tag
>> Location, location, location
>> “Find us here”
>> Let fans tell your story

22. Journal your adventures
www.flickr.com/photos/cardopoli/219069323/
www.flickr.com/photos/cardopoli/219069323/

23. Email: The “digital glue”
www.flickr.com/photos/cardopoli/219069323/

24. Find your audience
www.flickr.com/photos/cardopoli/219069323/

25. Txt me, k? :P
www.flickr.com/photos/cardopoli/219069323/

26. Tag, you’re it.

27. Tag, you’re it.

28. Check in with location services

29. “Find us on ...”
www.flickr.com/photos/cardopoli/219069323/

30. Let others do the talking

31. j.mp/20offpostling

32. Where does it fit?
>> Public relations
>> Marketing
>> Customer service
>> Customer loyalty
>> Recruiting
>> Internal communications and training

33. Tracking offline efforts?

34. How can we complement
this with social?

35. Making it work for you
>> Develop policies that fit your team
>> Communicate goals, define roles
>> Provide tools to help staff succeed
>> EDUCATE
>> Understand culture & regulations (FTC)

36. Itʼs not about you.

37. Text my30 to 88000

38. Mike Whaling
614.859.5030
mike@30lines.com
30lines.com
twitter.com/30lines
facebook.com/30lines

39. Letʼs talk.