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Integrating social media into the marketing plan
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Integrating social media into the marketing plan


Presented by Dan Pinch at the Social Networking Summit in Cape Town on 3rd of March 2011.

Presented by Dan Pinch at the Social Networking Summit in Cape Town on 3rd of March 2011.

Published in Business , Technology
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  • 1. Integrating social media into the marketing plan
  • 2. Traditional campaign thinking ATL campaign idea (based on TV ad probably) Promotion / P.O.S PR Microsite Web ads Bill boards TV Print Radio
  • 3. Traditional creative production line Strategy “the client wants to shift more XX” Channel planning “you’re using TV and billboards. (There’s a special on).” Everyone else “ok guys now repeat…uh I mean integrate the pay off line into whatever it is you fellas do.” “ We have an amazing 30 second spot concept for you. Wait until you hear the pay off line!”
  • 4. Result = great TV ad, average, to sucky, everything else
  • 5. Integrated thinking Creative platform idea Customer experience PR Facebook Page Web ads Bill boards TV spot Print Radio
  • 6. Integrated team Media planner Strategy/planner Media planner Digital Social media PR Copy writer Designer The client The consumer
  • 7. Result = something more interesting
  • 8. There is no such thing as an awesome social media campaign, only a great integrated campaign
  • 9. Social media is about finding middle ground between what the brands wants to talk about and the consumers (don’t be boring)
  • 10. “ Advertising” on social media sucks The official Steers Page It's the WEEEKKEEENNNNDDD Baby!! Celebrate Friday by treating yourself to Steers. It's that good !
  • 11. Why you should love (and fear) social media Brand story
  • 12. People talk about things online that happen offline
  • 13. Facebook is the dominant social media platform
  • 14. The largest fan page on Facebook (that’s over 15 times the audience of CNN prime time)
  • 15. Majority of the content links to real world activities
  • 16. The Happiness Truck
  • 17. Twitter is great for reaching influencers and spreading content quickly (but becoming increasingly mainstream)
  • 18. The largest brand on Twitter (probably) @wholefoods
  • 19. Blog is used to host content into Twitter and Facebook
  • 20. Kulula Facebook
  • 21. Kulula “Not The World Cup”
  • 22. The “not the world cup” campaign
  • 23. Kulula - Cows4Kate
  • 24. Kulula - Cows4Kate
  • 25. Kulula - Cows4Kate
  • 26. Kulula - Cows4Kate
  • 27. Kulula - Cows4Kate
  • 28. Capitec Bank – Live Free
  • 29. Sandcastle construction crew
  • 30. Events page acts as activity hub
  • 31. Le Budget Cafe
  • 32. Creating talking points on Facebook
  • 33. Blogger drops
  • 34. Engaging consumers
  • 35. R 2 million worth of coverage (traditional and blogs) to date
  • 36. For more visit us at And follow us on twitter @plusonesa