MASH IT UP!
Integrated Marketing and New Media
July 23, 2009

An Interactive Introduction…

Who Knows What?
Integrated Marketing
Social Media
Search Engine Optimization

Some Easy Definitions
• Integrated Marketing
– Strategy aimed at unifying different marketing methods and mediums to
complement and reinforce the impact and consistency of each.
• Offline tactics
– Traditional print
– Direct marketing
– Public relations
– Television and radio
• Online tactics
– Websites, microsites and landing pages
– Social media
– SEO
– Email
– Online advertising

Some Easy Definitions
• Social Media
– An umbrella term that defines the various activities that integrate
technology, social interaction and the construction of words, pictures,
videos and audio
• OR…
– One of the 34 other definitions listed here - http://econsultancy.com/
blog/3527-what-is-social-media-here-are-34-definitions
• “no holds barred informal networking and content sharing”
• “engage, share, spread, cooperate, interact, learn, enjoy”
• “a place to hang out and communicate with your own networks of contacts,
friends, and peers about stuff that interests you”
• OR…

Some Easy Definitions
• http://www.youtube.com/watch?v=MpIOClX1jPE

Some Easy Definitions
• Social Media is powered by
– Communication
• Blogs and micro-blogs
• Social networks
• Online chat
– Collaboration
• Wikis
• Social bookmarks and news
– Multimedia
• Photo and video sharing
• Podcast
– Entertainment

Some Easy Definitions
• Search Engine Optimization
– The process of improving the volume or quality of traffic to a website
from search engines via “natural search” results.
• Keywords
• Content
• Link Building

Social Media
A detailed look inside

Social Media Overview
• Some statistics to note… as of March 2008 (Wave.3 Report)
– 73% of active online users have read a blog
– 45% of active online users have started their own blog
– 39% subscribe to an RSS feed
– 57% have joined a social network
– 55% have uploaded photos
– 83% have watched videos
• And, here is the growth chart…

Social Media Overview

Social Media Stats and Facts
• Facebook
– More than 250 million active users worldwide
– 120 million users log on at least once a day accounting for 5 billion
minutes of activity
– 180 million users are out of college
– 30 million users access it through mobile devices
– Fastest growing demographic is 35 years or older
• Twitter
– Growth from 2008 (Feb – Feb) is 1,382%
– 55 million monthly visitors / 6 million unique monthly
– 65% of users access Twitter from work
– Average tweets per person is approximately 240 per quarter

Social Media Stats and Facts
• LinkedIn
– 41 million users worldwide
– 86,000 new users everyday
– Executives from all Fortune 500 companies are users
– Major demographic is 25 – 44 years old
• YouTube
– More than 80 million total videos
– More than 100 million video views each day
– 13 hours of video uploaded every minute

Social Media - Next Steps
• Thanks for the information, but what now?
• Understand the basics
– You need to listen
• Where do I listen
– Mashable.com
– Web Strategy by Jeremiah Owyang
– Social Media Explorer
– You need to participate
– When you participate, conversation needs to be
• Transparent
• Inclusive
• Authentic
• Vibrant
• Consumer driven

Social Media - Next Steps
• That still doesn’t really help me…
• The ups and downs
– Why most companies fail
• Bad strategy
• Worse execution
• Giving up control
– Engaging your base
– Finding your voice
– Opening up conversation
– Gathering information
– Making your product/service better
– Driving business

Social Media - Next Steps
• Developing a strategy - outlining your goals and objectives
– Generate exposure in the general and target online community
– Establish new media marketing channels
– Gather and analyze client and public feedback
– Increase traffic to online destinations
– Support current online and traditional marketing initiatives

Social Media - Next Steps
• Developing a strategy - outlining your tactics
– Determine clear parameters for roles and responsibilities
– Research, plan and execute primary and secondary initiatives
• Sample primary initiatives
– Facebook
– Twitter
– LinkedIn
• Sample secondary initiatives
– YouTube
– Directories
– iTunes
– Manage the promotion and cross-promotion of all destinations
– Listen, participate, revise and refine

Social Media - Next Steps
• Developing a strategy – finding your voice
– Develop three levels of users
• Inner Circle
– Partners and associates
– Board members
– People with significant interest
• Influencers
– Clients
– Significant people within community
– Significant people within the online community
• General Public

Social Media Inspiration

Blendtec

Social Media – Inspiration from Blendtec

Social Media – Inspiration from Blendtec

Social Media – Inspiration from Blendtec

Social Media – Inspiration from Blendtec
• The iPhone video has been seen almost 10,000,000 times
• The Blendtec YouTube page has
– 87 videos
– 15,000 friends
– 200,000 subscribers
• The Blendtec videos have been viewed more than 83,000,000 times
• Tom Dickson has been on several national television shows
• ROI on the campaign was unbelievable
• Sales increased at the time more than 600% - from $40 million

Skittles

Social Media – Inspiration from Skittles

Social Media – Inspiration from Skittles

Social Media – Inspiration from Skittles

Social Media – Inspiration from Skittles
• Skittles launched a new website completely around social media
• Almost all of their content was replaced with information from
– YouTube
– Facebook
– Twitter
– Flickr
• The results
– In one day, Skittles went from no online presence to the talk of every
blog, news channel, pundit, and every person with an opinion
– Internet traffic went from 20,000 to 440,000 unique visitors a month
– More than 1 million fans on Facebook – one of the top ten brands

Comcast
And, yes. I’m serious.

Social Media – Inspiration from Comcast

Social Media – Inspiration from Comcast
• Comcast has found a way to offer EXCEPTIONAL customer service
• They monitor discontent on Twitter – see below:
• They have received a flurry of media and other companies are
following their lead
• Frank has 27,000 followers

And now, a firm in your industry
Ernst & Young Careers

Social Media – Inspiration from Ernst & Young

Social Media – Inspiration from Ernst & Young

Social Media – Inspiration from Ernst & Young

Social Media – Inspiration from Ernst & Young
• Ernst & Young shed the stodgy image and gave up control
• They became the first company to sponsor a page on Facebook
specifically aimed at recruiting young talent
• The results
– The page now has more than 29,000 fans
– It spawned an Australia careers page with more than 10,000 fans
– There is open conversation regarding careers from around the world
– Photos and videos are shared promoting their message

Social Media – In Conclusion
• Don’t wait for an invitation to the party
• Start with the basics
– Listen
– Participate
– Communicate
• And then plan out your strategy

Search Engine Optimization

SEO – Overview
• Goal
– Improve the traffic and visitor quality to your website from search
engines focused on natural results
• Target Search Engines and Directories
– Google
– Yahoo!
– Bing
• Initial tactics
– Draft content for website and microsites
– Execute a link building strategy
– Research, establish, program and submit meta tags

SEO – Next Steps on Drafting Content
• Draft content for website and microsites
– Research specific target keywords and phrases and weave them into
specific content on the Firm website and microsites in order to optimize
for search engine rankings
– Update specific content for the following:
• Enhance search engine results
• Enhance user experience
• Stay inline with current topics and news in industry

SEO – Next Steps on Link Building
• Execute a link building strategy
• Tactics for Firm website (Internal)
– Create links for lateral navigation within the Firm website as well as its
social media platform
• Tactics for links from Firm website to external websites
– Use of articles, sources, partner websites, etc in order to create smart,
relevant links towards external Websites
• Tactics for links from external websites to Firm website
– Contact directories, websites, social media fans, etc to establish links
from external Websites towards the Firm website and additional online
destinations under the Firm umbrella

SEO – Next Steps on Meta Tags
• Meta Tags provides specific information regarding a webpage so that
search engines can index properly
• Research keywords and then create a strategic plan for
implementation that will incorporate the following:
– Title Tags
– Page Descriptions
– Keywords
– Sitemap implementation for proper robot crawling
– H1, H2, and ALT
– Manual search engine submission and authentication

Google Analytics

Google Analytics – Tactics
• Utilize Google Analytics to monitor and analyze user behavior on the
Firm website as well as microsites
• Visitor analysis
• Traffic source analysis
• Keywords
• Search engines
• Emails
• Content analysis
• Internal site search analysis
• Donation tracking and analysis

Back to the Beginning
Integrated Marketing and New Media

Ari Rollnick
kabookaboo Marketing
305.569.9154 ext 101
arollnick@kabookaboo.com
twitter @arollnick