Taming the “Integrated Campaign” Beast Presented By: Rob Whitaker SVP & Group Publisher

2. Taming the “Integrated Campaign” Beast Presented By: Rob Whitaker SVP & Group Publisher Source Media

3. Taming the “Integrated Campaign” Beast Rob Whitaker is SVP and Group Publisher of SourceMedia’s Technology & Accounting division, which includes titles such as Insurance Networking News, Health Data Management, Information Management, Traders, Securities Technology Monitor and Accounting Today.  In this role he is responsible for all lines of business associated with the brands; including print, online, research, live events, mobile, lead generation and custom marketing services. Over the last 19 years in media, Whitaker has worn many hats and has always been a driving force behind innovation and new product development.  He launched one of the first paid subscription B2B websites, AmericanBanker.com, in 1997 and developed one of the first 24/7 virtual event environments in 1999. He has produced over 250 live events as Source Media’s Managing Director of Conferences and was the architect of much of the company’s new research, video, social and lead generation solutions.     Prior to joining Source Media in 1996, Whitaker worked for Dun & Bradstreet in their business solutions group, building marketing databases for large consumer brands, including Prudential and Mars Inc.

4. Taming the “Integrated Campaign” Beast

5. Taming the “Integrated Campaign” Beast Are you a “Connected Brand”? Are you connecting with your clients & customers . . . When they want . . . Where they want . . . How they want . . .

6. Taming the “Integrated Campaign” Beast What does NOT count as an “integrated” campaign • Adding social media “chiclets” to everything • Using the same stock art image across online, print and your show booth • Adding a 75 character URL to your print ad • www.YourCompany.com/pubname/superduperoffer/ • Marketing a “white paper” through “email” • Posting a video to your website

7. Taming the “Integrated Campaign” Beast What are biggest barriers to success? #1 Lack of staff, budget and time* #2 Lack of ability to stop executing and think strategically* #3 Lack of ability to develop content* “CHASING SHINY” *Marketing Sherpa 2012 B2B Benchmark Report

8. Taming the “Integrated Campaign” Beast “Integrated” Campaigns Build Relationships • All relationships are built on “understanding” • Understand where and how your customers look for information • Understand that your customers consume information from many channels • Understand how those channels work together and how to best utilize them • Understand who is really in control in this relationship

9. Taming the “Integrated Campaign” Beast The Tools That Create Connected Brands

10. Taming the “Integrated Campaign” Beast Identify Goals & the Channels to Achieve Those Goals

11. Taming the “Integrated Campaign” Beast Where are your peers spending in 2012? BtoB Magazine 2012 Marketing Outlook Survey

12. Taming the “Integrated Campaign” Beast What is the primary marketing goal for 2012? BtoB Magazine 2012 Marketing Outlook Survey

13. Taming the “Integrated Campaign” Beast Where is that online budget going? BtoB Magazine 2012 Marketing Outlook Survey

14. Taming the “Integrated Campaign” Beast Let’s talk Channels Print: Do people still read print anymore? Video: Is anyone watching? Social Media: Feeling overwhelmed? Lead Gen: Why do my sales people complain about the leads?

15. Taming the “Integrated Campaign” Beast Print Advertising: Separating Fact from Fiction Business Executives are Still Engaged with Print Readex Research Survey of Media Usage ( survey of 2,000 business executives to understand their media usage conducted Sept 2011)

16. Taming the “Integrated Campaign” Beast Print Ads: Connecting the experience with other channels • 20 Million mobile phone users scan QR codes every month • 49% were scanned from a print ad/publication CAUTION: Majority of QR code experiences disappoint due to poor implementation

17. Taming the “Integrated Campaign” Beast Give Them a Reason to Interact Using QR Codes • DO NOT simply link to your website. Create an experience that is optimized for mobile • Link to something interactive and custom that plays off your full campaign, such as an app, video, social channel or offer • Be practical. Add some copy on how and why they should scan TEST . . . TEST . . . TEST AGAIN!

18. Taming the “Integrated Campaign” Beast Video Viewing Heads to the C-Suite • Video is becoming a critical information source for senior executives • More than 80% said they are watching more online video today than they were a year ago. • Senior executives are also turning to video more frequently • Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly. • Work-related video can drive senior executives to take action. • Overall, 65% have visited a vendor’s website after watching a video. • The social element of online video is strong in the executive suite. • More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often. Forbes / Google Video Usage Study of 300 C-Level executives at companies with $500M+ in revenue

19. Taming the “Integrated Campaign” Beast Are you adding value with your Social Media efforts?

20. Taming the “Integrated Campaign” Beast Your customers want to know: WHY SHOULD I? • Start with a manageable stream (Facebook, LinkedIn, Twitter) • Understand how each channel engages with their users, and their purpose. • Remember to be “social”, customize the message for each outlet. • Needs to be viewed as a “marketing component” for all campaigns, same as email or direct mail. • Be creative and have some fun

21. Taming the “Integrated Campaign” Beast What is the social media impact? Less than 1% of website visits come directly from a social media URL 18% of website viewers acknowledge being influenced by social media to visit the site They come for social interaction but can be influenced by companies with solid social media marketing Foresee Social Media Impact on Web traffic Study

22. Taming the “Integrated Campaign” Beast Approaching Leads from a BEHAVIOR Point of View • Building integrated programs that create behavior paths for prospects • Providing interaction that is appropriate for at various stages in the cycle Scoring Leads like an ACE A - “Action”: Lead sent right to the sales force C - “Cultivate”: Early in the sales process E – ‘Educate”: Leads should be kept in marketing

23. Taming the “Integrated Campaign” Beast Campaign Examples Dataflux: Video, Social and Live Event ADP: Research, Video, Whitepaper, Online, Print Mainstay Investments: Research, Print, Video, Online, Live Events

24. Taming the “Integrated Campaign” Beast Dataflux: Launch of Dataflux Insights

25. Taming the “Integrated Campaign” Beast ADP: Accountants Confidence Index • Monthly Research • Research developed into white papers and web seminars • Monthly print and online branding of results • Email promotion of the data • Video to promote launch • Monthly sell sheets created from Index data for ADP sales force

26. Taming the “Integrated Campaign” Beast Mainstay Investments: Branch Managers Awards • Annual Awards Ranking: Promoted across print, video, online, and social channels • Over 100 research interviews • Annual Awards Dinner • Regional Award Luncheons

27. Taming the “Integrated Campaign” Beast QUESTIONS?

28. Taming the “Integrated Campaign” Beast If you have questions specific to this presentation, please feel free to email: Rob Whitaker SVP & Group Publisher Source Media Robert.whitaker@sourcemedia.com Thank you for your time and attention. Now, ……………………LUNCH! Poll? Mark?