The document discusses five key areas to consider when integrating social media into marketing and advertising campaigns. First, change the mentality from viewing social as separate from other channels to fully integrating it. Second, clarify the strategic intent of social as an amplifier or driver and how it will be synchronized or orchestrated. Third, take a portfolio approach by defining the role of each social channel. Fourth, recognize social is not free media and requires a holistic paid media plan. Fifth, operationalize the plan by collaborating across departments from legal to analytics. The presentation provides examples and emphasizes there is no single right way, but focusing on these five areas is a good starting point.

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/

4. 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/

5. 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/

6. What should you do when you
get asked to “make a
campaign social?”
http://www.flickr.com/photos/jasonahowie/8583949219/sizes/l/in/photostream/

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
________ 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
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!)

13. 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!)

14. 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!)

15. 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!)

16. 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!)

17. 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!)

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
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
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!)

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
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!)

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)
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)
Viral
brand message so our content goes ________
(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)
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)
sales
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)
engagement
and we generate unparalleled ________.
(finally, an
objective!)

27. 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!)

28. (that doesn’t make any sense)
http://www.flickr.com/photos/charlotte90t/7024597601/sizes/c/in/photostream/

29. 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/

30. Number One:
Change the mentality

31. 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/

32. Number Two:
Get tight on the intent

33. Think about the strategic intent
and how you roll out the plan
http://www.flickr.com/photos/birgerking/4719629563/sizes/l/in/photostream/

34. Amplifier vs. Driver

35. Prometheus: #AreYouSeeingThis

36. Prometheus: #AreYouSeeingThis

37. Taco Bell
http://adage.com/article/news/taco-bell-made-65-ads-market-latest-doritos-loco-taco/243771/

38. Synchronization
vs.
Orchestration

39. Matching Luggage
http://justacarguy.blogspot.com/2011/06/best-matched-trailer-and-van-ive-seen.html

41. 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

42. http://www.flickr.com/photos/hqas/8420098587/sizes/h/in/photostream/

43. 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

44. Leap Motion
http://www.adweek.com/news/technology/winners-and-losers-sxsw-147993

45. Number Three:
Think about a portfolio
approach

46. 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

47. Number Four:
Social media ≠ free media

48. <16%

49. <16%
There is very limited reach on Facebook without paid media.

50. 3 hours

51. 3 hours
The half-life of a Tweet.

52. 100 hours

53. 100 hours
Amount of content uploaded every minute on YouTube.

54. Number Five:
Bringing the plan to life

55. 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/

57. Getting real about the real, real
time marketing
http://www.flickr.com/photos/sharynmorrow/1936214259/sizes/l/in/photostream/

58. 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

59. http://www.flickr.com/photos/orinrobertjohn/3332913590/sizes/l/in/photostream/

60. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
DECEMBER 9–11, 2013
ORLANDO
SOCIALMEDIA.ORG/SUMMIT