Integrating Social Media

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Thoughts on integrating social media into the marketing mix, selecting the right people to manage your social media campaigns and defining roles pertaining to social within an organization. Presented to NAMP on 10/6/09.

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Integrating Social Media

  1. 1. Chris Sietsema Mighty Interactive Social Media Integration
  2. 2. Traditional Marketing Mix
  3. 3. Enter Social Media
  4. 4. Sample Marketing Mix Attraction Conversion Retention Search Engines Relevant Web Sites Email Marketing Social Media Social Media
  5. 5. Social Media & Real Life Events
  6. 6. Social Media & Advertising
  7. 7. Social Media & Search Marketing Blog YouTube Blog
  8. 8. Social Media & Media Relations
  9. 9. Social Media & Email Marketing
  10. 10. Choosing Your Organization’s “Face” <ul><li>Aging Core Demographic </li></ul><ul><li>More Emphasis on Digital Content </li></ul><ul><li>Strong Customer Interest in Photography, Events, & Arizona Outdoors </li></ul>
  11. 11. Choosing Your Organization’s “Face” <ul><li>Arizona Highways = Robert & Kelly </li></ul>
  12. 12. Resource Allocation <ul><li>Common Misconception: “Social Media is Inexpensive” </li></ul>Source: practition^r
  13. 13. Resource Allocation <ul><li>Common Misconception: “Social Media is Inexpensive” </li></ul>Source: eflon
  14. 14. The Right People Passion Time Knowledge Love It. Learn It. Leverage It. 
  15. 15. Integrating Social Media <ul><li>Social Media and… </li></ul><ul><ul><li>Your Marketing / PR Staff </li></ul></ul><ul><ul><li>Your Customer Service Team </li></ul></ul><ul><ul><li>Your Web / Technology Team </li></ul></ul><ul><ul><li>Your Senior Management Team </li></ul></ul><ul><ul><li>Other Staff, Subject Matter Experts </li></ul></ul>Source: eflon
  16. 16. Integrating Social Media Source: jordanfischer
  17. 17. Integrating Social Media <ul><li>Your Marketing / PR Staff </li></ul><ul><ul><li>Develop the Plan </li></ul></ul><ul><ul><li>Coordinate Goals & Strategy </li></ul></ul><ul><ul><li>Maintain Message Integrity </li></ul></ul>Source: chrisbb
  18. 18. Integrating Social Media <ul><li>Your Customer Service Team </li></ul><ul><ul><li>Answer Questions </li></ul></ul><ul><ul><li>Solve Problems </li></ul></ul><ul><ul><li>Provide Proactive Alerts </li></ul></ul>Source: SecondPrint
  19. 19. Integrating Social Media <ul><li>Your Web Technology Team </li></ul><ul><ul><li>Production (Tools & Apps) </li></ul></ul><ul><ul><ul><li>Contests, iPhone Apps, Games </li></ul></ul></ul><ul><ul><li>Reference Social Media Outposts </li></ul></ul><ul><ul><li>Fulfill Social Media Promises </li></ul></ul><ul><ul><ul><li>Deeper, More Detailed Information </li></ul></ul></ul>Source: surprise truck
  20. 20. Integrating Social Media <ul><li>Your Senior Management Team </li></ul><ul><ul><li>Give It Up </li></ul></ul><ul><ul><li>Provide Content </li></ul></ul><ul><ul><li>Be Present </li></ul></ul>Source: striatic
  21. 21. <ul><li>Lack of Confidence </li></ul><ul><li>Lack of Content </li></ul><ul><li>Lack of Consistency </li></ul>Enemies of Social Media Success Source: bruce turner
  22. 22. One Hand Feeds The Other <ul><li>The Organization & Social Media </li></ul>Social Media Organization - Behind the Scenes - Human Element - New Programs Message Feedback - Promotion Results - New Relationships -
  23. 23. Key Elements <ul><li>Relationships before revenue </li></ul><ul><li>People will support that which they help to create </li></ul><ul><li>This is not a game of follow the leader. </li></ul><ul><ul><li>Rather, you are building the playground </li></ul></ul>

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