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Follow me on Twitter - @Matt_Siltala
@Matt_Siltala
@Matt_Siltala
Integrating social media into your marketing is not just adding
new tactics, it’s a cultural shift.
“People and their voices – the heart
and soul of successful social anything –
aren’t bought or controlled or
predicted. Th...
Social media can’t be
done in isolation, the
whole team needs to
come along.

@Matt_Siltala
“Many B2B marketers still take the traditional method to
integrate social media. Like most marketers, they take
the route ...
Social is the catalyst that drive
prospects through the buying process.

@Matt_Siltala
Give up being boring. Forever.
Being boring will kill you
(unless your audience is boring, re: accountants)
@Matt_Siltala
“Companies need to understand that it’s actually permitted
to be fun. It’s written nowhere that you have to be boring.”
- ...
Social Media rewards those who respond and react fast to
what’s going on in the world.

When everyone is talking
about som...
LIGHTS GO
OUT AT THE
SUPERBOWL

During the Superbowl
blackout, Oreo tweeted
an ad that related to it

It became a viral hi...
Being the first company in your
industry to comment on things that
affect or impact your niche gives you
an advantage in s...
Utah small business,
Pluralsight, markets to
geeks, and computer
programmers. They took a
trend in mainstream
society and ...
Hire a good
graphics/image/
designer Always
important, now even
more important.
Facebook
emphasizes images
more in the new...
BAD EXAMPLE

@Matt_Siltala
DOESN’T GET IT
Develop a human voice,
talk in your customer’s
voice, not corporate
voice. Your look and
language shouldn’t...
GOOD EXAMPLE

@Matt_Siltala
DOES GET IT

Social Media
This baby clothes company “ad” share to win contest has emotional
appeal, is really eye catching...
DOES GET IT
Blogging
All this small
barbershop does is
create a blog and
post before/after
photos.

@Matt_Siltala
DOES GET IT

@Matt_Siltala
DOES GET IT

@Matt_Siltala
INTEGRATE EVERYWHERE

@Matt_Siltala
Search Engines

Comments & Shares

Retweets

ALL IMPACT YOUR SEARCH RANKINGS

@Matt_Siltala
INTEGRATE SOCIAL MEDIA EVERYWHERE

@Matt_Siltala
INVOLVE YOUR EMPLOYEES
Hooters invites more than 300,000 former servers
to take selfies and post them on Instagram to
cele...
INVOLVE YOUR EMPLOYEES
An auto repair shop builds trust with their customers by
tagging their employees in photos. They be...
INVOLVE YOUR EMPLOYEES
Avalaunch Media asked employees and followers on
Facebook to post their best Grumpy Cat impression ...
INVOLVE YOUR EMPLOYEES

@Matt_Siltala
INTEGRATE SOCIAL MEDIA EVERYWHERE

@Matt_Siltala
INTEGRATE SOCIAL MEDIA EVERYWHERE
A dog named Jester leads a Queensland Tourism
Instagram Campaign in Australia. Showing o...
INTEGRATE SOCIAL MEDIA EVERYWHERE
Salt Lake Comic Con used social
media marketing to gain a firstever 70,000-80,000 at the...
INTEGRATE SOCIAL MEDIA EVERYWHERE
The 1888 Hotel in Sydney, Australia gave away free
one-night stays to Instagrammers with...
INTEGRATE SOCIAL MEDIA EVERYWHERE
Nilla Wafers
integrates social into
their packaging.
Nilla wafers direct
consumers to Pi...
ENCOURAGE USERS TO ENGAGE
Michaels
integrates social
into their ads.

@Matt_Siltala
SOMETIMES COOL THINGS HAPPEN

This is The Oatmeal in a
random Amsterdam bar.

h/t Rebecca Kelley

@Matt_Siltala
Integrate Content
Pictures, text, articles,
testimonials, success
stories, news about your
business, published online.

@M...
Integrate In
Your Email
Ask people to share
or follow you on
social sites on your
emails. Social media
references can offe...
Integrate On Your Website
Add social buttons, social login (let people sign in with their
Facebook or Twitter account), on...
Watch the conversation that happens on popular videos,
Facebook posts, blog comments, in your industry or those
who have y...
A FEW THINGS TO REMEMBER

@Matt_Siltala
90%

90%

of customers think that
custom content created by
marketers is valuable.

73%
61%

73%

prefer to get
informatio...
82%

of buyers say they trust a company more
when its CEO and senior leadership team are
active in social media.

@Matt_Si...
• 
• 
• 
• 
• 
• 
• 
• 
• 

Cultural Shift
Get The Whole Team Involved
Social Interest + Social Influence = Decision Makin...
@Matt_Siltala
Thank You!
Matt Siltala, President
matt@avalaunchmedia.com
@Matt_Siltala
Social Media is the bridge between online and offline marketing
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Social Media is the bridge between online and offline marketing

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My presentation during State of Search Dallas 2013 - This presentation dives into the cultural shift in marketing and how the online and offline worlds are coming together

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Transcript of "Social Media is the bridge between online and offline marketing"

  1. 1. Follow me on Twitter - @Matt_Siltala
  2. 2. @Matt_Siltala
  3. 3. @Matt_Siltala
  4. 4. Integrating social media into your marketing is not just adding new tactics, it’s a cultural shift.
  5. 5. “People and their voices – the heart and soul of successful social anything – aren’t bought or controlled or predicted. They never have been. They’re earned.” -Amber Naslund @Matt_Siltala
  6. 6. Social media can’t be done in isolation, the whole team needs to come along. @Matt_Siltala
  7. 7. “Many B2B marketers still take the traditional method to integrate social media. Like most marketers, they take the route of just adding on another line of business and typically assign a team resource whose time will be spent posting and responding within social media platforms in isolation.” -Jeremy Roberts @Matt_Siltala
  8. 8. Social is the catalyst that drive prospects through the buying process. @Matt_Siltala
  9. 9. Give up being boring. Forever. Being boring will kill you (unless your audience is boring, re: accountants) @Matt_Siltala
  10. 10. “Companies need to understand that it’s actually permitted to be fun. It’s written nowhere that you have to be boring.” - Damien Van Achter RTBF social manager Consider your company culture. If you’re funny, be funny in your social media posts. If you’re analytical, be analytical. @Matt_Siltala
  11. 11. Social Media rewards those who respond and react fast to what’s going on in the world. When everyone is talking about something that relates to your business… It’s time to jump into the conversation, giving your own unique take on the topic Make sure to have Google Alerts, Mention.com or tools to track and spot trends and opportunities Tip: Reserve some marketing budget for last minute campaigns based on trends or current events. Being the first to spot or give commentary (even if just in your industry) on something that’s popular at the moment gives you an edge. @Matt_Siltala
  12. 12. LIGHTS GO OUT AT THE SUPERBOWL During the Superbowl blackout, Oreo tweeted an ad that related to it It became a viral hit, retweeted more than 15,000 times in the first 14 hours. It was also featured in the Washington Post. @Matt_Siltala
  13. 13. Being the first company in your industry to comment on things that affect or impact your niche gives you an advantage in search results and establishes you as a leader. @Matt_Siltala
  14. 14. Utah small business, Pluralsight, markets to geeks, and computer programmers. They took a trend in mainstream society and made it their own by creating a video with their authors lipsyncing to the pop hit song: Call Me Maybe. They are not polished or slick, they are in true geek form. 59,685 Views @Matt_Siltala
  15. 15. Hire a good graphics/image/ designer Always important, now even more important. Facebook emphasizes images more in the new newsfeed. Bloggers stand to gain so much traffic from Pinterest and are creating pinnable images for everything they do. @Matt_Siltala
  16. 16. BAD EXAMPLE @Matt_Siltala
  17. 17. DOESN’T GET IT Develop a human voice, talk in your customer’s voice, not corporate voice. Your look and language shouldn’t be corporate, staged or forced. It should be friendly, funny, clever, and relevant. Visa small business ad posted on Facebook and promoted. Most of the 62 comments on this post called Visa spammers, several were negative. This image is corporate and fake feeling. @Matt_Siltala
  18. 18. GOOD EXAMPLE @Matt_Siltala
  19. 19. DOES GET IT Social Media This baby clothes company “ad” share to win contest has emotional appeal, is really eye catching and has a social component. @Matt_Siltala
  20. 20. DOES GET IT Blogging All this small barbershop does is create a blog and post before/after photos. @Matt_Siltala
  21. 21. DOES GET IT @Matt_Siltala
  22. 22. DOES GET IT @Matt_Siltala
  23. 23. INTEGRATE EVERYWHERE @Matt_Siltala
  24. 24. Search Engines Comments & Shares Retweets ALL IMPACT YOUR SEARCH RANKINGS @Matt_Siltala
  25. 25. INTEGRATE SOCIAL MEDIA EVERYWHERE @Matt_Siltala
  26. 26. INVOLVE YOUR EMPLOYEES Hooters invites more than 300,000 former servers to take selfies and post them on Instagram to celebrate Hooters 30th Birthday. #stepintoawesome @Matt_Siltala
  27. 27. INVOLVE YOUR EMPLOYEES An auto repair shop builds trust with their customers by tagging their employees in photos. They believe “Trust is built on knowing the people doing the work.” @Matt_Siltala
  28. 28. INVOLVE YOUR EMPLOYEES Avalaunch Media asked employees and followers on Facebook to post their best Grumpy Cat impression for National Cat Day. Employee costumes were shared on Halloween. @Matt_Siltala
  29. 29. INVOLVE YOUR EMPLOYEES @Matt_Siltala
  30. 30. INTEGRATE SOCIAL MEDIA EVERYWHERE @Matt_Siltala
  31. 31. INTEGRATE SOCIAL MEDIA EVERYWHERE A dog named Jester leads a Queensland Tourism Instagram Campaign in Australia. Showing off sites through the eyes of a dog aims to reveal the everyday life of a Queenslander. @Matt_Siltala
  32. 32. INTEGRATE SOCIAL MEDIA EVERYWHERE Salt Lake Comic Con used social media marketing to gain a firstever 70,000-80,000 at the SLC event. SLC Comic Con leveraged Facebook to promote anticipated celebrity appearances, memes, and other great content. SLC Comic Con is already hosting give-aways on Facebook for tickets to the 2014 event. @Matt_Siltala
  33. 33. INTEGRATE SOCIAL MEDIA EVERYWHERE The 1888 Hotel in Sydney, Australia gave away free one-night stays to Instagrammers with 10k+ followers. @Matt_Siltala
  34. 34. INTEGRATE SOCIAL MEDIA EVERYWHERE Nilla Wafers integrates social into their packaging. Nilla wafers direct consumers to Pinterest for more recipes. Consumers will need to buy more Nilla wafers if they want to make the recipes they find on Pinterest. @Matt_Siltala
  35. 35. ENCOURAGE USERS TO ENGAGE Michaels integrates social into their ads. @Matt_Siltala
  36. 36. SOMETIMES COOL THINGS HAPPEN This is The Oatmeal in a random Amsterdam bar. h/t Rebecca Kelley @Matt_Siltala
  37. 37. Integrate Content Pictures, text, articles, testimonials, success stories, news about your business, published online. @Matt_Siltala
  38. 38. Integrate In Your Email Ask people to share or follow you on social sites on your emails. Social media references can offer a higher clickthrough or engagement rate on your emails as it supports the primary call to action and messaging. @Matt_Siltala
  39. 39. Integrate On Your Website Add social buttons, social login (let people sign in with their Facebook or Twitter account), one click to follow. @Matt_Siltala
  40. 40. Watch the conversation that happens on popular videos, Facebook posts, blog comments, in your industry or those who have your same target market to get a feel for the voice of your customers. @Matt_Siltala
  41. 41. A FEW THINGS TO REMEMBER @Matt_Siltala
  42. 42. 90% 90% of customers think that custom content created by marketers is valuable. 73% 61% 73% prefer to get information about a company though custom content. 61% are more likely to buy from a company that utilizes content marketing. (Reported by TMG) @Matt_Siltala
  43. 43. 82% of buyers say they trust a company more when its CEO and senior leadership team are active in social media. @Matt_Siltala
  44. 44. •  •  •  •  •  •  •  •  •  Cultural Shift Get The Whole Team Involved Social Interest + Social Influence = Decision Making Don’t Be Boring React Fast To Breaking News Be Creative Hire A Good Designer Integrate Social Media Everywhere Involve Your Employees @Matt_Siltala
  45. 45. @Matt_Siltala
  46. 46. Thank You! Matt Siltala, President matt@avalaunchmedia.com @Matt_Siltala
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