Social Media Integration

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Social Media Here, There, and Everywhere –OR– How to Make Sure Social Media Doesn’t Just Start & Stop in the Marketing Department

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Social Media Integration

  1. 1. nick westergaard | branddrivendigital.com integrationSocial Media Here, There, and Everywhere –OR– How to Make Sure 
 Social Media Doesn’t Start and Stop at the Marketing Department
  2. 2. #uimktg @nickwestergaard
  3. 3. Where Are WE? ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
  4. 4. jerry della femina Nothing kills a bad product faster than good advertising.” “
  5. 5. social media Integration ‣ Why Integrate Social Media? ‣ How to Integrate Social Media? ‣ Website Integration ‣ Mobile Matters ‣ Email Evolved ‣ Connecting the Dots
  6. 6. Why Integrate Social Media? 1
  7. 7. social media is a growing part of budgets Source: CMO Survey
  8. 8. wanted: Better integration Source: CMO Survey
  9. 9. not just in marketing Source: CMO Survey
  10. 10. integration is a consistent area of investment Source: The State of Social Media Marketing (Awareness)
  11. 11. 4 cs that make the case for integration ‣ Connecting more people, more often ‣ Customer service enhanced ‣ Cost-effective ‣ Complimentary channels
  12. 12. connecting: growing your community Photo via Flickr user Vitaliy Velikodniy
  13. 13. ‣ Website ‣ Emails ‣ Staff email signatures ‣ Business cards ‣ Printed brochures ‣ Receipts ‣ Snail mail ‣ Phone calls — inbound & outbound ‣ Packaging ‣ And ... connect your community
  14. 14. offline!
  15. 15. customer service: Enhancing Experience Photo via Flickr user Achim Hepp
  16. 16. cost-effective: collaborative savings Photo via Flickr user Ken Teegardin
  17. 17. complementary: reinforcing channels Photo via Flickr user zeevveez
  18. 18. Integrated campaign: Chobani + Olympics
  19. 19. How to Integrate Social Media? 2
  20. 20. whodoes this involve?
  21. 21. EVERY customer facing employeeshould have the appropriate training to serve customers online and off. These are NOT different skills.
  22. 22. REMINDER: misconceptions on social staffing ‣ Just marketing — NO! ‣ Just tech skills — NO! ‣ Age discrimination can work both ways
  23. 23. remember: even the best teams are siloed Source: Altimeter Group
  24. 24. ‣ Advertising ‣ Marketing ‣ Public relations ‣ Operations ‣ Customer service ‣ Research and development/product development ‣ Leadership ‣ Live events where to integrate?
  25. 25. Photo via Flickr user Derek Gavey advertising
  26. 26. tv is getting more social
  27. 27. marketing
  28. 28. public relations
  29. 29. operations
  30. 30. Photo via Flickr user Geoff Livingston customer service
  31. 31. needed: more social crm
  32. 32. Photo via Flickr user Hash Milhan research & development, product development
  33. 33. leadership Source: IBM
  34. 34. live events
  35. 35. Website Integration 3
  36. 36. whereall roads lead — the company website
  37. 37. Photo via Flickr user Hash Milhan still?
  38. 38. Photo via Flickr user Sean McMenemy your home base
  39. 39. halfof small businesses in the world still 
 don’t have a website and yet … over Source: Content Marketing Institute
  40. 40. very basic to very advanced
  41. 41. 6%of small businesses have 
 a mobile optimized website only Source: Content Marketing Institute
  42. 42. 12%of small businesses plan on creating 
 a mobile optimized website soon only Source: Hibu
  43. 43. Mobile Matters 4
  44. 44. 75%of americans admit to bringing 
 their phones to the bathroom Source: Digiday
  45. 45. 4 in 5shoppers user smart phones to shop Source: Comscore
  46. 46. mobile has overtaken desktop use Source: Comscore
  47. 47. time spent is increasing Source: KPCB
  48. 48. mobile spending is increasing Source: CMO Survey
  49. 49. yet it’s consistently underperforming Source: CMO Survey
  50. 50. 1.5 billion facebook has Source: Simply Measured monthly mobile users
  51. 51. 83%of twitter’s users are mobile users Source: Simply Measured
  52. 52. mobiledrives most social media use — consider mobile-only/ mobile-first networks like snapchat & instagram
  53. 53. social + mobile checklist ‣ Photo/video integration ‣ Location utility ‣ Mobile savvy responsive content
  54. 54. how responsive web content works
  55. 55. beyond the qr code
  56. 56. Email Evolved 5
  57. 57. reports of my death … Image source: Terry Ballard @
  58. 58. 70%Still PREFER RECEIVING INFO VIA EMAIL OVER SOCIAL MEDIA @
  59. 59. 73%of marketers say that email is critical to their business @
  60. 60. 4k%ROI! $40 back for every dollar spent on email @
  61. 61. NEARLY TWICE AS MANY EMAIL ACCOUNTS
  62. 62. 28%HIGHER OPEN RATE FOR THOSE USING EMAIL & SOCIAL @
  63. 63. @ MORE EMAIL IS READ VIA MOBILE THAN DESKTOP – MAKING IT THE MOST POPULAR SMARTPHONE ACTIVITY
  64. 64. Photo via Flickr user bradleypjohnson
  65. 65. ‣ Include Social Media Connect Icons ‣ Include Social Media Sharing Icons ‣ Include Tweet This Snippets by Articles ‣ Tailor Email Content Around Social Conversations ‣ Ask to Connect ‣ Social Fan Spotlights make your email social
  66. 66. ‣ Use Social Channels to Mine for Newsletter Content ‣ Post All-Hosted Email Links to Your Social Networks ‣ Include Sign-up Forms on Social Channels (Facebook) ‣ Promote Links for Sign-Up Pages (Twitter, LinkedIn, etc) add email to your social media
  67. 67. Connecting the Dots 6
  68. 68. overwhelming!
  69. 69. abraham maslow I was awful curious to learn why I didn’t go insane.” “
  70. 70. SELF-ACTUALIZATION morality, creativity, problem solving PHYSIOLOGICAL breathing, food, water, sex, sleep, excretion SAFETY security of: body, employment, resources, health LOVE/BELONGING friendship, family, sexual intimacy ESTEEM self-esteem, confidence, achievement, respect maslow’s hierarchy of needs
  71. 71. Hierarchy of digital brand building BRAND WEBSITE CONTENT EMAIL social PAID
  72. 72. why should i follow you?
  73. 73. On-Site
  74. 74. poems and pesos Source: Spin Sucks
  75. 75. silos are everywhere – have to work around Source: Altimeter Group
  76. 76. key take-aways ‣ Digital innovation creates silos — integration is critical ‣ The website is still your brand’s home base ‣ You have to adopt a mobile first website across your brand experience ‣ Email produces the highest ROI — connect it with your newer forms of social marketing ‣ Connect your dots — online and off
  77. 77. next up: planning
  78. 78. #uimktg @nickwestergaard
  79. 79. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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