7. Integrated Approach
BUSINESS &
BRAND
STRATEGY
ADVERTISING MEASUREMENT
PUBLIC
INTERACTIVE RELATIONS
CAUSE
SOCIAL MEDIA BRANDING
ENGAGEMENT BRAND
PROGRAMS ACTIVATION
(CRM)
MOTION
LOCAL & BRANDING
DESIGN
NATIONAL
MEDIA
7
11. Do You?
Actively use:
• Facebook
• Twitter
• LinkedIn
• Foursquare
• Yelp
• YouTube
• Blog (Wordpress, Tumblr)
• TweetDeck or Hootsuite
• Social apps on a mobile device or tablet
11
12. Twitter
• 60% of brand followers are more likely to
recommend a brand to a friend after
following the brand on Twitter
• 50% of brand followers are more likely to
buy from that brand
• 23% claim to tweet about the brands they
follow
source
12
13. Facebook
• 56% of consumers said they are more likely
to recommend a brand to a friend after
“Liking” a brand on Facebook
• 51% of consumers said they are more likely
to buy a product after doing so.
source
13
16. Value?
• How do you come up with a value for a
Facebook Like? Or a Twitter follower?
• Is a Facebook Like acquired through a paid
campaign (or promotion) = organic?
• Is there a core base of Facebook fans
whereby acquiring more Likes becomes cost
prohibitive?
16
19. Paid Earned Owned Media Types
• Definition
• Examples
• Role
• Benefits
• Challenges
source
19
20. Paid Media
Definition: Brand pays to leverage
Role: Catalyst that feeds owned & creates earned media
Example: Display ads
Benefits: Immediacy, Scale & Control
Challenges: Clutter, Response Rates & Credibility
20
21. Earned Media
Definition: When customers become the channel
Role: Listen and respond — often the result of well-
executed and well-coordinated owned and paid media
Example: Word of mouth
Benefits: Credible, Key Role in Sales, Transparent,
Longevity
Challenges: No Control, Can Be Negative, Scale,
Hard to Measure 21
22. Owned Media
Definition: Channel a brand controls
Role: Longer-term relationships with existing potential
customers and earn media
Example: Web Site, Mobile Site, Blog, Twitter Account
Benefits: Control, Cost Efficiency, Longevity, Versatility
Challenges: No Guarantees, Company Communication
Not Trusted, Takes Time to Scale
22
28. Publishing Equals Syndication
• Every time a brand publishes content to the
wall, it is syndicated to fans
– Posts can be commented or liked
• If posts are commented or liked, that activity
is shared with their Facebook friends
28
38. TV Meets Digital
• “We don’t want any ‘dead ends’ — the
conversation should be ongoing and cross-
platform.”
• Curtis Hougland, founder and CEO of
Attention
source
38
