The document discusses integrating marketing efforts cohesively across different channels. It is not just about search marketing, but also stickiness, engagement, giving value, and connecting with audiences. Effective social media marketing needs to be fun and rewarding for users while also incentivizing them to involve friends. It takes resources to integrate efforts consistently across email, social media, and offline channels. Goals must be set and metrics like engagement and traffic should be used to measure performance rather than just the number of fans or followers.

1. Integrating Your Marketing Efforts Cohesively
Liana “LI” Evans, Co-Founder/CEO
LiBeck Integrated Marketing
@ storyspinner
SES Chicago 2010

2. Integrating Your Marketing Efforts Cohesively
 It’s not “Search Marketing”
www.LiBeckIM.com

3. Integrating Your Marketing Efforts Cohesively
Is About Stickiness
Is About Engagement
Is About Giving Value
Is About Distraction
Is About Connecting
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4. Integrating Your Marketing Efforts Cohesively
 Is Your Audience in Facebook
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 Farmville….anyone?
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7. Integrating Your Marketing Efforts Cohesively
 Needs to be fun
 Needs to reward
 Needs to give them a reason to get
their friends involved (Anyone Got a
Nail?)
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36. Integrating Your Marketing Efforts Cohesively
 Takes a lot of resources
 Time
 Effort
 Coordination
 Needs to be integrated
 Email
 Other Social Channels
 Offline
www.LiBeckIM.com

37. Integrating Your Marketing Efforts Cohesively
 Set Goals & Measure
 Not Just the Number of Fans
 How much engagement
o Photos posted
o Videos posted
o Likes on content
o Comments
 Don’t forget traffic to your site
 Conversions on exclusive content
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38. Integrating Your Marketing Efforts Cohesively
 People get bored
 Especially on facebook
 Keep things fresh, interesting &
engaging
 It’s about their experiences, not yours
 Your audience decides the value…not
you!
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39. Integrating Your Marketing Efforts Cohesively
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