nick westergaard | branddrivendigital.com
integrationSocial Media Here, There, and Everywhere –OR– How to Make Sure
Social Media Doesn’t Start and Stop at the Marketing Department

#uimktg
@nickwestergaard

Where Are WE?
‣ Strategy — Planning the Work
‣ Execution — Working the Plan
‣ The Big Picture — The Digital Ecosystem

jerry della femina
Nothing kills a bad product faster than
good advertising.”
“

social media Integration
‣ Why Integrate Social Media?
‣ How to Integrate Social Media?
‣ Website Integration
‣ Mobile Matters
‣ Email Evolved
‣ Connecting the Dots

Why Integrate Social Media?
1

social media is a growing part of budgets
Source: CMO Survey

wanted: Better integration
Source: CMO Survey

not just in marketing
Source: CMO Survey

integration is a consistent area of investment
Source: The State of Social Media Marketing (Awareness)

4 cs that make the case for integration
‣ Connecting more people, more often
‣ Customer service enhanced
‣ Cost-effective
‣ Complimentary channels

connecting: growing your community
Photo via Flickr user Vitaliy Velikodniy

‣ Website
‣ Emails
‣ Staff email signatures
‣ Business cards
‣ Printed brochures
‣ Receipts
‣ Snail mail
‣ Phone calls — inbound & outbound
‣ Packaging
‣ And ...
connect your community

offline!

customer service: Enhancing Experience
Photo via Flickr user Achim Hepp

cost-effective: collaborative savings
Photo via Flickr user Ken Teegardin

complementary: reinforcing channels
Photo via Flickr user zeevveez

Integrated campaign: Chobani + Olympics

How to Integrate Social Media?
2

whodoes this involve?

EVERY customer
facing employeeshould have the appropriate training to serve
customers online and off. These are NOT different skills.

REMINDER: misconceptions on social staffing
‣ Just marketing — NO!
‣ Just tech skills — NO!
‣ Age discrimination can work both ways

remember: even the best teams are siloed
Source: Altimeter Group

‣ Advertising
‣ Marketing
‣ Public relations
‣ Operations
‣ Customer service
‣ Research and development/product development
‣ Leadership
‣ Live events
where to integrate?

Photo via Flickr user Derek Gavey
advertising

tv is getting more social

marketing

public relations

operations

Photo via Flickr user Geoff Livingston
customer service

needed: more social crm

Photo via Flickr user Hash Milhan
research & development, product development

leadership
Source: IBM

live events

Website Integration
3

whereall roads lead — the company website

Photo via Flickr user Hash Milhan
still?

Photo via Flickr user Sean McMenemy
your home base

halfof small businesses in the world still
don’t have a website
and yet … over
Source: Content Marketing Institute

very basic to very advanced

6%of small businesses have
a mobile optimized website
only
Source: Content Marketing Institute

12%of small businesses plan on creating
a mobile optimized website soon
only
Source: Hibu

Mobile Matters
4

75%of americans admit to bringing
their phones to the bathroom
Source: Digiday

4 in 5shoppers user smart phones to shop
Source: Comscore

mobile has overtaken desktop use
Source: Comscore

time spent is increasing
Source: KPCB

mobile spending is increasing
Source: CMO Survey

yet it’s consistently underperforming
Source: CMO Survey

1.5 billion
facebook has
Source: Simply Measured
monthly mobile users

83%of twitter’s users are mobile users
Source: Simply Measured

mobiledrives most social media use — consider mobile-only/
mobile-first networks like snapchat & instagram

social + mobile checklist
‣ Photo/video integration
‣ Location utility
‣ Mobile savvy responsive content

how responsive web content works

beyond the qr code

Email Evolved
5

reports of my death …
Image source: Terry Ballard
@

70%Still PREFER RECEIVING
INFO VIA EMAIL OVER
SOCIAL MEDIA
@

73%of marketers say that
email is critical to
their business
@

4k%ROI! $40 back for every
dollar spent on email
@

NEARLY
TWICE
AS MANY EMAIL ACCOUNTS

28%HIGHER OPEN RATE FOR
THOSE USING EMAIL & SOCIAL
@

@
MORE EMAIL IS
READ VIA MOBILE
THAN DESKTOP – MAKING IT THE MOST
POPULAR SMARTPHONE ACTIVITY

Photo via Flickr user bradleypjohnson

‣ Include Social Media Connect Icons
‣ Include Social Media Sharing Icons
‣ Include Tweet This Snippets by Articles
‣ Tailor Email Content Around Social
Conversations
‣ Ask to Connect
‣ Social Fan Spotlights
make your email social

‣ Use Social Channels to Mine for Newsletter
Content
‣ Post All-Hosted Email Links to Your Social
Networks
‣ Include Sign-up Forms on Social Channels
(Facebook)
‣ Promote Links for Sign-Up Pages (Twitter,
LinkedIn, etc)
add email to your social media

Connecting the Dots
6

overwhelming!

abraham maslow
I was awful curious to learn why I didn’t
go insane.”
“

SELF-ACTUALIZATION
morality, creativity, problem solving
PHYSIOLOGICAL
breathing, food, water, sex, sleep, excretion
SAFETY
security of: body, employment, resources, health
LOVE/BELONGING
friendship, family, sexual intimacy
ESTEEM
self-esteem, confidence, achievement, respect
maslow’s hierarchy of needs

Hierarchy of digital brand building
BRAND
WEBSITE
CONTENT
EMAIL
social
PAID

why should i follow you?

On-Site

poems and pesos
Source: Spin Sucks

silos are everywhere – have to work around
Source: Altimeter Group

key take-aways
‣ Digital innovation creates silos — integration is critical
‣ The website is still your brand’s home base
‣ You have to adopt a mobile first website across your brand experience
‣ Email produces the highest ROI — connect it with your newer forms of
social marketing
‣ Connect your dots — online and off

next up: planning

#uimktg
@nickwestergaard

nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
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