(We need to be on the Twitter!!
Social Media Integration: Start
with marketing objectives
(measurable) and business cases.
Business Cases – Social Media
• Dunkin’ Donuts KC
• Customer Service (sCSR)
• Overlay Other Data
(Web, Sales, SEM, Media)
• Community Relations
• Track ROI
• Integration with Marketing
Theory of Influence
• 50 “followers” vs. 10k
– What if?
• Quality vs. quantity
• Don’t underestimate the
power of 1:1!
– Your friends’ friends
• Talk (influence) within their
Social Media Profiles
• Reserve your profiles (even if
you don’t plan to use…)
– Twitter, Facebook (networks)
– YouTube (video)
– Flickr (photos)
• “Point” to website
– Search-friendly (SEO)
– Prevent Brand “Hijacks”
“Rules” of Engagement
• Test & Refine
• Please Don’t Shout!!
– Limit broadcasting
• Don’t SPAM
• Listen to marketplace
– Alerts (dining room table)
• Be a thought leader (1st)
• Make it easy to share…
• Follow Back!
Build “Message Map”
• Audience segmentation
– Audiences need slightly different
– Staff, media, customers
• Message development
• Role-playing different
• Measure & analyze
– Monitor sentiment
• News (try to limit)
• Ask! (What did you think
• Encourage Sharing!
• More Sharing = More
Use Technology to Manage!
Web/Social as a Call-to-Action (CTA)
w/ Traditional Advertising
- Phone #
- Social Profiles (new opps)
• Start with measureable
• Listen to the marketplace
– Free tools
• Message Map & editorial
• Integrate w/ traditional
Who it is
What do Influencers find Valuable?
….How can you foster the relationship
People like to be recognized. Ask for their Point of View. Link to their accounts
or posts. Re-tweet or even offer guest posts. Ask for their feedback.
Link to their accounts or posts to help increase traffic to their sites/pages.
Retweet, or include them in any events (virtual or physical) that will help
increase their profile & traffic c.
Influencers have their own events & agendas. Support them with the
appropriate behaviors such as linking, re-tweeting to or even free product.
Being an influencer can be tough. They need great content to keep their
followers interested. Provide them with a source of content that has been
curated by your brands and/or original content provided by the brand that has
value to them AND their community.
What it looks Outreach
Field Marketing vs. PR
Engaging for Different Reasons
Local Relationships (FM)
Media Relationships (PR)
•Brand Event Promotions
• Scalable- National/Local
• Leverage Social Media big or small
• Cost Efficient
Tips for meaningful outreach
Do your Homework
Get to know your potential influencer. Do some research
about them. Explore their social networking profiles
(Facebook, Twitter, etc.). Read their blog. Learn about their
connections “on the ground” , outside of the digital sphere.
Know their interests, what makes them tick and truly
understand the value you can bring to one another.
Remember, it’s probably NOT their Day Job
Recognize that they are probably juggling a lot of other
things. Be respectful of their time. Keep your messaging and
outreach clear and concise.
Tell them WHY you are reaching out
What was it about them or their content/network that makes
them relevant and tell them what you have in mind.
Engage. Don’t Pitch
These people are real. Be real. Talk with them on a
personal, human level, not like a sales pitch. Be
Authentic…They’ll appreciate it.
Tell them what the VALUE is for them
This is about building a relationship, so express the value that
they’ll receive by coming on board.
Choose the Right Medium
Contact them in the place that makes the most sense for
them, whether it be via email, Twitter, Facebook, their
blog, etc. You’ve done your homework, you know which
works best for them.
Be respectful of their time. If you get a response indicating
that they are willing to engage, follow up right away. Send
requested, product, etc.
Write the Perfect Message…for THEM
No copy and paste! Think about the things you’ve learned
about them from your homework and write to them in a way
that is natural for you and relevant for them.
Nurture the Relationship
Don’t forget about your influencers. Think of ways that your
brand can add value to your influencers interests & initiatives
before, during & after your engagement with them.
to be on the
Have they posted about your initiative, brand or product in the past?
What has been the tone of the post? Positive? Negative?
Have they posted about being “pitched” in the past and been turned off?
Have they talked about a brand who reached out to them in an effective
way? Learn from that & tailor your outreach for success.
I’ve done my
what should I write?
How do we know each other?
What can we do together?
What’s in it for them?
so what’s next?
No. Social Media isn’t replacing anything.
• It’s 1 part of the spectrum of communication.
• It should be “with” not “instead of”.
"Your website isn't a
destination. Get over
Your website isn’t good enough.
It’s not a destination.
A website is 1 component of a larger online strategy.
You must have “outposts” for discovery.
All roads should lead back to your website(s).
58% check email first.
• …people start their day by checking their email.
- eMarketer, July 2010
You need to have a digital strategy.
The channels all support each other.
• Google Search
• (...other social media tools)
• Start small, show results, and then expand.
• Involve legal and HR in the beginning.
• How can we distribute social media knowledge across the
entire organization, including ongoing training and
• Follow other companies regularly, and start using the tools.
Are you ready?
Can you devote the time?
Can you sustain the effort?
Is there project ownership internally?
Is there a commitment to transparency?
Is there executive sponsorship?
Are you prepared to take action on the feedback?
Do you know what you want to accomplish?
The Cart Before the Horse
Many of you are engaging in social media (e.g.
Facebook, Twitter, blogs)…
• But are you doing your social strategy backwards?
The Cart Before the Horse
80% is strategy.
20% is technology.
What to do next?
You need a plan…
that considers your objectives
and your targets…
before you select your strategies