How to Integrate Social Media into your Marketing Campaign<br />Steve Bayhack and Shaughn Le Grange-Hatlen<br />Fontera an...
You’re Doing it Wrong!!!<br />
Types of Marketing<br />Online marketing<br />Offline marketing<br />Outbound<br />Inbound<br />Newsletter<br />Trade Show...
Word of Mouth (Viral)<br />In the past:								Now:<br />SLOW, STEADY AND SURE					FAST & VIRAL<br />Social Media has spee...
Social Media<br />Social Media allows for direct communication with customers/clients.<br />It is a facet of Marketing & C...
United Breaks Guitars<br />
United Breaks Guitars<br />Annual marketing budget of between $70 & $100 Million<br />										VS<br />One cheap youtube ...
United Breaks Guitars…and has no Social Media strategy<br />Annual marketing budget of between $70 & $100 Million<br />On ...
Get MMAD Campaign<br />Start with a traditional advertising campaign….<br />
Get MMAD<br />o<br />
Make it Relevant!!!!<br />Constant Checking – provide feedback<br />Updates<br />Be Sociable (talk, tweet & listen)<br />R...
Types of Facebook Touchpoints<br />
Groups and Pages<br />
Channel Limitations<br />
Setting up your FB Campaign<br />
Social Media plugins<br />
Static Fan Page<br />
Interactive Fan Page<br />
Steve Bayhack<br />Fontera<br />London<br />Cape Town<br />Atlanta<br />www.fontera.com<br />Shaughn Le Grange-Hatlen<br /...
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Fb developers garage 2011

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Fontera's presentation of 'Integrating Social Media into Marketing Campaigns' at Apps-World Africa

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  • Oldest method of advertising. Still the best – as recommendations come directly from friends and trusted sources.
  • If you spend millions on advertising your brand and someone spend five cents on a Youtube video, you’ve just wasted a lot of advertising dollars.The media loved the David vs Goliath story – and the result was a lot of bad press for United.
  • The Times newspaper reportedthat within 4 days of the video being posted online, United Airline&apos;s stock price fell 10%, costing stockholders about $180 million in value.They also reported that the belated compensation offer of $3,000 which was donated by United to the Thelonious Monk Institute of Jazz as a &quot;gesture of goodwill&quot; failed to undo the damage done to its image.
  • Search for ‘united airlines’ doesn’t even find their official page, but find a lot of ‘united sucks’ groups. Official page not even titled!Their page contains lots of complaints – and no feedback whatsoever. Think HELLOPETER
  • Created a profile for the lead character to interact with users. Created a company page to deal with complaints, to offer special deals, etc.The guru can now direct his friends to the company page.All communication takes place in guru-speak – even error messages or directions within the app.In a way we’ve separated the guru from the company itself, and created a spokesperson whom people actually like to be social with.The Guru now gets friend requests.Mmad uses social media to find out more about our customers.
  • Fb developers garage 2011

    1. 1. How to Integrate Social Media into your Marketing Campaign<br />Steve Bayhack and Shaughn Le Grange-Hatlen<br />Fontera and Pod1<br />2011<br />
    2. 2. You’re Doing it Wrong!!!<br />
    3. 3. Types of Marketing<br />Online marketing<br />Offline marketing<br />Outbound<br />Inbound<br />Newsletter<br />Trade Show<br />Search Marketing<br />Direct<br />Niche<br />Guerrilla<br />Etc.etc.<br />
    4. 4. Word of Mouth (Viral)<br />In the past: Now:<br />SLOW, STEADY AND SURE FAST & VIRAL<br />Social Media has speeded up the process and made it relevant in today’s fast paced world.<br />
    5. 5. Social Media<br />Social Media allows for direct communication with customers/clients.<br />It is a facet of Marketing & Customer service.<br />By itself – IT WILL NOT HELP YOU.<br />Must be a part of your overall marketing.<br />Another tool in your advertising/marketing/research arsenal<br />Not merely an add-on or after-thought.<br />
    6. 6. United Breaks Guitars<br />
    7. 7. United Breaks Guitars<br />Annual marketing budget of between $70 & $100 Million<br /> VS<br />One cheap youtube video:<br />150,000 hits in one day<br />500,000 hits in the first month<br />5,000,000 in the next month<br />Over 10,000,000 hits to date.<br />= Epic Fail for United!<br />
    8. 8. United Breaks Guitars…and has no Social Media strategy<br />Annual marketing budget of between $70 & $100 Million<br />On Twitter 17,000 followers, only following 1000 = they’re not listening!<br />Only 318,549 ‘likes’ on Facebook<br />
    9. 9. Get MMAD Campaign<br />Start with a traditional advertising campaign….<br />
    10. 10. Get MMAD<br />o<br />
    11. 11. Make it Relevant!!!!<br />Constant Checking – provide feedback<br />Updates<br />Be Sociable (talk, tweet & listen)<br />Remember it’s a marketing tool to be used in conjunction with other media.<br />Social media + Email<br />Social media + Live Events<br />Social media + Market Research<br />
    12. 12. Types of Facebook Touchpoints<br />
    13. 13. Groups and Pages<br />
    14. 14. Channel Limitations<br />
    15. 15. Setting up your FB Campaign<br />
    16. 16. Social Media plugins<br />
    17. 17. Static Fan Page<br />
    18. 18. Interactive Fan Page<br />
    19. 19. Steve Bayhack<br />Fontera<br />London<br />Cape Town<br />Atlanta<br />www.fontera.com<br />Shaughn Le Grange-Hatlen<br />Pod1<br />London<br />New York<br />Cape Town<br />www.pod1.com<br />
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