SocialMedia.org Brand Summit
How to integrate social media with
marketing, advertising, and digital
@jamieplesser
jamieple...
Class rules

Not allowed…
Overuse of jargon
References to Ninjas/Gurus/Experts
All jazz hands and no substance
http://www....
Class rules

Yes to…
Tweeting away
Sharing observations & having a POV
Sarcasm and maybe some snark
http://www.flickr.com/...
What should you do when you
get asked to “make a
campaign social?”

http://www.flickr.com/photos/jasonahowie/8583949219/si...
Mad Lib Approach
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)...
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)...
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)...
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)...
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)...
Mad Lib Approach
We’re going to connect with consumers on
group chat
________ by creating a ________ so that we can
(overu...
Mad Lib Approach
We’re going to connect with consumers on
UGC contest
________ by creating a ________ so that we can
(over...
Mad Lib Approach
We’re going to connect with consumers on
sweepstakes
________ by creating a ________ so that we can
(over...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overus...
(that doesn’t make any sense)
http://www.flickr.com/photos/charlotte90t/7024597601/sizes/c/in/photostream/
http://www.flickr.com/photos/jonasb/688553237/sizes/l/in/photostream/
Share observations on five areas to
explore when you get asked how
social can play a bigger role.

http://www.flickr.com/p...
Number One:
Change the mentality
Strive for the campaign concept
•  Collaboration on the creative brief
and on the budget

http://www.flickr.com/photos/don...
Number Two:
Get tight on the intent
Think about the strategic intent
and how you roll out the plan

http://www.flickr.com/photos/birgerking/4719629563/sizes/l...
Amplifier vs. Driver
Prometheus: #AreYouSeeingThis
Prometheus: #AreYouSeeingThis
Taco Bell

http://adage.com/article/news/taco-bell-made-65-ads-market-latest-doritos-loco-taco/243771/
Synchronization
vs.
Orchestration
Matching Luggage

http://justacarguy.blogspot.com/2011/06/best-matched-trailer-and-van-ive-seen.html
Justin Timberlake

“Yet	
  the	
  master	
  stroke,	
  music	
  and	
  marke3ng	
  
execu3ves	
  say,	
  was	
  the	
  per...
http://www.flickr.com/photos/hqas/8420098587/sizes/h/in/photostream/
Leap Motion

"We	
  wanted	
  to	
  wait	
  for	
  the	
  right	
  opportunity	
  
to	
  show	
  it	
  to	
  people,"	
  C...
Leap Motion

http://www.adweek.com/news/technology/winners-and-losers-sxsw-147993
Number Three:
Think about a portfolio
approach
View your social channels as a
network

•  Define the role and intent of the channels
•  Clarify how and when they work to...
Number Four:
Social media ≠ free media
<16%
<16%
There is very limited reach on Facebook without paid media.
3 hours
3 hours
The half-life of a Tweet.
100 hours
100 hours
Amount of content uploaded every minute on YouTube.
Number Five:
Bringing the plan to life
Meet your new BFF’s
• 
• 
• 
• 
• 

Legal
Customer service
IT and security
Measurement & analytics
Executive sponsors

htt...
Getting real about the real, real
time marketing

http://www.flickr.com/photos/sharynmorrow/1936214259/sizes/l/in/photostr...
There is no absolute right way, but these
five areas are a good place to start
1.  Change the mentality
2.  Strategic inte...
http://www.flickr.com/photos/orinrobertjohn/3332913590/sizes/l/in/photostream/
SocialMedia.org Brand Summit :: 12.10.13 :: Jamie Plesser
SocialMedia.org Brand Summit :: 12.10.13 :: Jamie Plesser
SocialMedia.org Brand Summit :: 12.10.13 :: Jamie Plesser
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SocialMedia.org Brand Summit :: 12.10.13 :: Jamie Plesser

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I presented a "how to" class at the 2013 SocialMedia.org Brand Summit on the topic of how to integrate social media into marketing, advertising and digital. Here is the deck from that presentation. You can find the complete agenda from Summit at http://socialmedia.org/summit/classes/.

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SocialMedia.org Brand Summit :: 12.10.13 :: Jamie Plesser

  1. 1. 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/
  2. 2. 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/
  3. 3. 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/
  4. 4. What should you do when you get asked to “make a campaign social?” http://www.flickr.com/photos/jasonahowie/8583949219/sizes/l/in/photostream/
  5. 5. Mad Lib Approach
  6. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 27. (that doesn’t make any sense) http://www.flickr.com/photos/charlotte90t/7024597601/sizes/c/in/photostream/
  28. 28. http://www.flickr.com/photos/jonasb/688553237/sizes/l/in/photostream/
  29. 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. 30. Number One: Change the mentality
  31. 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. 32. Number Two: Get tight on the intent
  33. 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. 34. Amplifier vs. Driver
  35. 35. Prometheus: #AreYouSeeingThis
  36. 36. Prometheus: #AreYouSeeingThis
  37. 37. Taco Bell http://adage.com/article/news/taco-bell-made-65-ads-market-latest-doritos-loco-taco/243771/
  38. 38. Synchronization vs. Orchestration
  39. 39. Matching Luggage http://justacarguy.blogspot.com/2011/06/best-matched-trailer-and-van-ive-seen.html
  40. 40. 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
  41. 41. http://www.flickr.com/photos/hqas/8420098587/sizes/h/in/photostream/
  42. 42. 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
  43. 43. Leap Motion http://www.adweek.com/news/technology/winners-and-losers-sxsw-147993
  44. 44. Number Three: Think about a portfolio approach
  45. 45. 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
  46. 46. Number Four: Social media ≠ free media
  47. 47. <16%
  48. 48. <16% There is very limited reach on Facebook without paid media.
  49. 49. 3 hours
  50. 50. 3 hours The half-life of a Tweet.
  51. 51. 100 hours
  52. 52. 100 hours Amount of content uploaded every minute on YouTube.
  53. 53. Number Five: Bringing the plan to life
  54. 54. 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/
  55. 55. Getting real about the real, real time marketing http://www.flickr.com/photos/sharynmorrow/1936214259/sizes/l/in/photostream/
  56. 56. 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
  57. 57. http://www.flickr.com/photos/orinrobertjohn/3332913590/sizes/l/in/photostream/

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