Integrating Social Media Across Marketing Channels: 9 Rules for Success Eric Anderson VP of Marketing White Horse
Like all great movements, social media need its revolutionaries. And there are no shortage of them. Traditional marketing is dead! Long live the glorious social media revolution! .
But when the dust finally clears, is social media marketing a revolution or an evolution ? Social media marketing is a natural, inevitable stage in digital marketing’s maturation (provided we don’t kill off the species). Banner advertising E-mail marketing Paid Search Social media Integrated paid and social media
White Horse’s own survey of corporate marketers found that only 12% have made this final evolutionary leap. Source: White Horse’s The Pulse of Social Media Marketing, March 2010
The case for integration is in the numbers. Let’s say you manage to create the 2 nd most successful viral video of the year… Social media impressions Display advertising impressions 26,464,846 12,695,903,000 That’s 479x more impressions!
But that’s why integration can be so powerful: it combines the strength of each medium… Yes, but the numbers don’t tell the whole story! Everyone loves the revolutionary spirit of the T-Mobile flash mob! Who loves a banner ad?
Social media has credibility but no guaranteed volume . Paid advertising has guaranteed volume but diminished credibility . Paid advertising Social media
It’s useful to think of each channel in terms of the signals conveyed by their particular strengths. Doritos is everywhere. It’s a major brand, a part of people’s everyday lives, and a natural part of big events like the Super Bowl. Doritos cares about its customers enough to pursue a direct relationship with them. It wants input from its customers in order to be a better brand. Medium Message
Doritos advertised during the Super Bowl but crowdsourced its ads through social media. That sent a new kind of signal: Doritos is a big enough brand to trust its advertising to its customers. Doritos chips are so much a part of our everyday lives that the brand’s customers are its greatest creative asset. Doritos got not only sustained attention before and after the event, but the highest recall and highest favorability of any advertiser.
Yet out of 40 Super Bowl advertisers, Doritos was the only one to truly integrate social. Why? Maybe other brands don’t know the ground rules for integration. So here they are:
Rule #1: Nope, this doesn’t cut it. For consumers, a brand’s social credentials are a baseline; by themselves, they don’t provide a reason to interact. When you add social credentials to advertising, go the extra step of telling consumers why they should interact with you socially.
Rule #2: Kill your marketing funnel! Replace it with marketing circuitry . Paid Media Impression Visit Site Convert Check Facebook to see if my friends are fans Facebook Fan Group Search blog entries Review Social Seeding Posts Visit forums Ask questions of other customers Send Facebook Message to Friend
Rule #3: Socialize your advertising. Pledge that all campaigns will have a social media component.
Rule #4: Your customers trust your other customers more than they trust you.
Rule #4: Your customers trust your other customers more than they trust you. Embrace this. Bring your customers into direct contact with each other, early and often.
Rule #5: Start the conversation in the advertising itself. Social integration gives you one more reason not to rely on clickers. (As if you needed one)
6% of the Online Population
50% of all clicks
Like Gambling, Job Searching, Games
68% of the Online Population
0% of all clicks
Like Portals, Search, News, Finance
Heavy Clickers Non Clickers
Rule #5: Start the conversation in the advertising itself. Social features give the other 94% of the population a way to engage.
Rule #6: Integrate not just your ads, but your ad planning. A campaign that relies on social to drive leads has to be planned alongside paid media every step of the way. Social profile Web profile Social audit Social seeding Referral tracking Media placement Ad tracking Paid Social Media planning