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How to integrate social media with marketing, advertising, and digital, presented by Jamie Plesser

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In his presentation, Best Buy's Digital Marketing Director of Social Media & Mobile, Jamie Plesser, teaches a class on using social media to support advertising and using advertising to support social …

In his presentation, Best Buy's Digital Marketing Director of Social Media & Mobile, Jamie Plesser, teaches a class on using social media to support advertising and using advertising to support social media.

He shares five observations on areas to explore when you get asked how social can play a bigger role in marketing.

Published in: Marketing, Business, Technology
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  • 1. How to integrate social media with marketing, advertising, and digital JAMIE PLESSER BEST BUY DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  • 2. SocialMedia.org Brand Summit How to integrate social media with marketing, advertising, and digital @jamieplesser jamieplesser.wordpress.com Director, Digital Marketing :: Best Buy Co., Inc. 12.10.13 http://www.flickr.com/photos/penelopejonze/2895837498/sizes/l/in/photostream/
  • 3. Class rules Not allowed… Overuse of jargon References to Ninjas/Gurus/Experts All jazz hands and no substance http://www.flickr.com/photos/abhi_ryan/2476059942/sizes/l/in/photostream/
  • 4. Class rules Yes to… Tweeting away Sharing observations & having a POV Sarcasm and maybe some snark http://www.flickr.com/photos/abhi_ryan/2476059942/sizes/l/in/photostream/
  • 5. What should you do when you get asked to “make a campaign social?” http://www.flickr.com/photos/jasonahowie/8583949219/sizes/l/in/photostream/
  • 6. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 7. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 8. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 9. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 10. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 11. Mad Lib Approach We’re going to connect with consumers on group chat ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 12. Mad Lib Approach We’re going to connect with consumers on UGC contest ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 13. Mad Lib Approach We’re going to connect with consumers on sweepstakes ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 14. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 15. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) bloggers engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 16. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) loyalists engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 17. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 18. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers advocate engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 19. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers activate engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 20. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 21. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) viral brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 22. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) Viral brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 23. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes VIRAL ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 24. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes VIRAL ________ (the dreaded V word) sales and we generate unparalleled ________. (finally, an objective!)
  • 25. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes VIRAL ________ (the dreaded V word) engagement and we generate unparalleled ________. (finally, an objective!)
  • 26. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes VIRAL ________ (the dreaded V word) leads and we generate unparalleled ________. (finally, an objective!)
  • 27. (that doesn’t make any sense) http://www.flickr.com/photos/charlotte90t/7024597601/sizes/c/in/photostream/
  • 28. Share observations on five areas to explore when you get asked how social can play a bigger role. http://www.flickr.com/photos/jonasb/688553237/sizes/l/in/photostream/
  • 29. Number One: Change the mentality
  • 30. Strive for the campaign concept •  Collaboration on the creative brief and on the budget http://www.flickr.com/photos/donsolo/2195033648/sizes/l/in/photostream/
  • 31. Number Two: Get tight on the intent
  • 32. Think about the strategic intent and how you roll out the plan http://www.flickr.com/photos/birgerking/4719629563/sizes/l/in/photostream/
  • 33. Amplifier vs. Driver
  • 34. Prometheus: #AreYouSeeingThis
  • 35. Prometheus: #AreYouSeeingThis
  • 36. Taco Bell http://adage.com/article/news/taco-bell-made-65-ads-market-latest-doritos-loco-taco/243771/
  • 37. Synchronization vs. Orchestration
  • 38. Matching Luggage http://justacarguy.blogspot.com/2011/06/best-matched-trailer-and-van-ive-seen.html
  • 39. Justin Timberlake “Yet  the  master  stroke,  music  and  marke3ng   execu3ves  say,  was  the  personal  touch  that   Mr.  Timberlake  brought  to  every  aspect  of  the   campaign,  giving  his  fans  the  impression  of   direct  contact  and  feeding  them  a  steady   stream  of  topics  to  amplify  through  social   media.”   http://www.nytimes.com/2013/03/28/arts/music/justin-timberlakes-20-20-experience-album.html?_r=0
  • 40. http://www.flickr.com/photos/hqas/8420098587/sizes/h/in/photostream/
  • 41. Leap Motion "We  wanted  to  wait  for  the  right  opportunity   to  show  it  to  people,"  Chief  Execu+ve  Michael   Buckwald  said  in  an  interview.  "We  did  private   demos  at  CES,  but  this  is  a  much  beFer  venue   for  us  because  we  really  like  the  idea  of  Leap   not  just  as  a  product  but  as  a  movement."   http://www.latimes.com/business/la-fi-south-by-southwest-tech-20130312,0,533579.story
  • 42. Leap Motion http://www.adweek.com/news/technology/winners-and-losers-sxsw-147993
  • 43. Number Three: Think about a portfolio approach
  • 44. View your social channels as a network •  Define the role and intent of the channels •  Clarify how and when they work together •  These inputs AND the campaign concept help prioritize resources, timing and the implementation plan
  • 45. Number Four: Social media ≠ free media
  • 46. <16%
  • 47. <16% There is very limited reach on Facebook without paid media.
  • 48. 3 hours
  • 49. 3 hours The half-life of a Tweet.
  • 50. 100 hours
  • 51. 100 hours Amount of content uploaded every minute on YouTube.
  • 52. Number Five: Bringing the plan to life
  • 53. Meet your new BFF’s •  •  •  •  •  Legal Customer service IT and security Measurement & analytics Executive sponsors http://www.flickr.com/photos/jonasb/688553237/sizes/l/in/photostream/
  • 54. Getting real about the real, real time marketing http://www.flickr.com/photos/sharynmorrow/1936214259/sizes/l/in/photostream/
  • 55. There is no absolute right way, but these five areas are a good place to start 1.  Change the mentality 2.  Strategic intent: driver/amplifier and integration/orchestration 3.  Think about a portfolio approach to your network 4.  A holistic media plan (social is not free) 5.  Bringing the plan to life: operations
  • 56. http://www.flickr.com/photos/orinrobertjohn/3332913590/sizes/l/in/photostream/
  • 57. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT

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