Social media integration with offline media involves finding influencers online that your audience listens to, clear measurement of campaign results, and identifying where your stakeholders are online in order to focus your efforts. Tools can help identify influencers, measure results, and listen to conversations. Successful integration requires building an online presence on key channels, listening to audiences, and preparing for potential issues.

1. Social media &
integration
with offline media
David Clare, Senior Programme Executive, 33 Digital
@davidjmclare

2. A little
about ME
I WORK FOR 33 DIGITAL, AN
INTERNATIONAL DIGITAL PR AGENCY
AND PART OF THE HOTWIRE GROUP.
•Studied at Lincoln University
•Joined 33 Digital in its infancy
•Account manager for Microsoft divisions
•Prolific blogger

3. A little
about 33
INTERNATIONAL DIGITAL PR AGENCY
AND PART OF THE HOTWIRE GROUP.
•Set up by Drew Benvie in 2009
•Specialising in social media, with tradition PR
background
•Offices in UK, Spain & Australia
•US, Germany & France to follow

4. What We DO
Digital PR Buzz monitoring
Gaining coverage in Tracking discussion
across various online
online media. Talking to
media. Finding
digital influencers. opportunity and red
flags.
Influencer relations Brand auditing
Finding influencers, using Identifying strengths and
Listening Post, and weaknesses. Finding
creating positive opportunities to grow,
relationships. improve and develop.

5. What We DO
Campaign measurement Live events
Showing ROI with Putting them on and
then making them social,
transparent reporting,
to expand the
made easier by online tools. experience and message
to others.
Social media training Labs
Consultations with brands Innovation and finding
on how to implement new ways of achieving
social media strategy. results. This is the fun
part!

6. M LO
ic U
ro D
so PL
DI ft s AT
G m FO
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AL
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IC
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SO TR
FT E
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7. Social media
first things to know
Clients
Expect you to know how
social media fits into
their campaign.

8. Social media
first things to know
Clients You
Expect you to know how Need to know how social
social media fits into media works and have
their campaign. the answers for your
client.

9. Social media
first things to know
Clients You
Expect you to know how Need to know how social
social media fits into media works and have
their campaign. the answers for your
client.
Good news
It’s not too hard. You
probably know more
already.

10. Social media
first things to know
Clients You
Expect you to know how Need to know how social
social media fits into media works and have
their campaign. the answers for your
client.
Good news Bad news
It’s not too hard. You It doesn’t make you
probably know more better than any other
already. agency.

11. G
oo re
g d
le di
t
+
4c
ha
n
be
b
po o
st
er
ou
Li s
ttl Fr
e ie
m
on nd
qu st fe
Th er ed
e or
a s
fa
/at a glance
nc
y
Social media
tu
m
bl pi
r nt
er
es
t
m
ys
pa
ce
W
or
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fa r
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bo .o
ok rg
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ia
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G
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ya s
m

12. Time to focus.

13. Social media
the background
2006
The year social media
was coined as a term
and the pivotal moment
it went huge.

14. Social media
the background
2006 TWITTER
The year social media For many consumer
clients it is where 90% of
was coined as a term
conversation takes
and the pivotal moment place. Important for B2B
it went huge. too.

15. Social media
the background
2006 TWITTER
The year social media For many consumer
clients it is where 90% of
was coined as a term
conversation takes
and the pivotal moment place. Important for B2B
it went huge. too.
FACEBOOK
Brands love Facebook as
it begins to be a portal for
the web. The challenge is
now to engage people.

16. Social media
the background
2006 TWITTER
The year social media For many consumer
clients it is where 90% of
was coined as a term
conversation takes
and the pivotal moment place. Important for B2B
it went huge. too.
FACEBOOK BLOGS
Brands love Facebook as WordPress rules the web
it begins to be a portal for (22% of new sites are on
the web. The challenge is the platform). Should be
now to engage people. in the marketing toolkit.

17. The good.

18. Case
studies
brand
Old Spice
campaign
Revive the brand
RESULT
• Sales went up over
100%
• Mass amounts of
coverage
• Guaranteed to be in
any social media
presentation. Including
this one.

19. Case
studies
brand
DELL
campaign
Get out of Dell Hell
RESULT
• Saved its reputation
• Made sales of $6.5m in
18 months from
Twitter alone
• Now setting the
standard of what a
social business should
be

20. Case
studies
brand
Red Bull
campaign
Promote Ryan Doyle
Parkour videos
RESULT
• Achieved 1 million
YouTube hits
• Created relationships
with influencers
• Reinforced Red Bull
brand

21. The bad.

22. Case
studies
brand
Rolls Royce
problem
Ignoring social media buzz
RESULT
• Tweet left for 7 days
without rebuttal
• Incorrect coverage in
FT damaging brand
• Had to learn the hard
way

23. Case
studies
brand
Vodafone
Problem
Mixing up accounts, poor
hiring
RESULT
• Thousands of retweets
and replies
• National coverage
(negative of course)
• People got fired

24. Case
studies
brand
McDonalds
campaign
#McDStories
RESULT
• Totally backfired
• Hashtag hijacked
• Online media coverage
• Forever a negative case
study

25. BYOP.

26. Social media
/offiline
influencers
There are people online
that your audience listen
to and trust. Make
friends with them.

27. Social media
/offiline
influencers
There are people online
that your audience listen
to and trust. Make
friends with them.
measurement
Clear measurement,
clear results, clear ROI.
No fiddling, no making it
up. Transparent.

28. Social media
/offiline
influencers stakeholders
There are people online Your audience is online.
that your audience listen Fact. You just need to
to and trust. Make find out where and
friends with them. focus.
measurement
Clear measurement,
clear results, clear ROI.
No fiddling, no making it
up. Transparent.

29. Social media
/offiline
influencers stakeholders
There are people online Your audience is online.
that your audience listen Fact. You just need to
to and trust. Make find out where and
friends with them. focus.
measurement generating buzz
Clear measurement, The internet is infinite.
clear results, clear ROI. Coverage can grow and
No fiddling, no making it grow and grow.
up. Transparent.

30. Social media
/offiline
influencers stakeholders listening
There are people online Your audience is online. You can’t listen to
that your audience listen Fact. You just need to people’s conversations
to and trust. Make find out where and offline. But you can
friends with them. focus. online.
measurement generating buzz
Clear measurement, The internet is infinite.
clear results, clear ROI. Coverage can grow and
No fiddling, no making it grow and grow.
up. Transparent.

31. Social media
/offiline
influencers stakeholders listening
There are people online Your audience is online. You can’t listen to
that your audience listen Fact. You just need to people’s conversations
to and trust. Make find out where and offline. But you can
friends with them. focus. online.
measurement generating buzz preparation
Clear measurement, The internet is infinite. At the very least, you are
clear results, clear ROI. Coverage can grow and prepared to handle
No fiddling, no making it grow and grow. discussion of your brand.
up. Transparent.

32. Social media
/offiline
influencers stakeholders listening
There are people online Your audience is online. You can’t listen to
that your audience listen Fact. You just need to people’s conversations
to and trust. Make find out where and offline. But you can
friends with them. focus. online.
measurement generating buzz preparation
Clear measurement, The internet is infinite. At the very least, you are
clear results, clear ROI. Coverage can grow and prepared to handle
No fiddling, no making it grow and grow. discussion of your brand.
up. Transparent.

33. How
Influencers
Follower wonk Use tools
We follow Speed up the process by using free
Twitter search or paid tools to identify
influencers.
Listening post
kred
klout
Build databases
peerindex
Don’t let the information
disappear. Record your findings,
blogrolls
offline.
Twitter lists

34. How
measurement
Radian 6 Keep using tools
Social bro Automate the reporting process.
People browsr Focus on doing.
topsy
Google analytics Show value
Bit.ly Record clicks, views, impressions
tweetreach
and even sales.
hashtracking
tracx

35. How
stakeholders
Follower wonk Identify
Twitter search Find them, they will be there.
Blog rolls Identify the key networks.
hashtags
radian6 Listen
Google search Don’t ignore them, hear what they
yfrog
have to say.
tineye
addictomatic

36. How
generating buzz
Scribd Campaigns
slideshare Build in existing campaigns to work
wordpress online too.
Facebook adverts
Stumbleupon Incentivise
youtube Offer incentives for people to join
Voucher codes
the online conversation and follow
your brand.
Facebook apps
Mobile apps

37. How
listening
Google alerts Be on alert
Twitter lists Keep listening out for what people
tweetdeck say.
hashtags
radian6 All of what they say
topsy Not just mentions of your brand,
yfrog
also their general conversation.
Get to know them. Target their
boxcar
interests.
Ifttt.com

38. How
prepare
facebook Build a presence
twitter Build a presence on the channels
linkedin your audience is on. Don’t be
brand jacked.
Social press office
mailchimp
quora
Prepare for issues
blog
Run an issue factory, identify what
could happen, prepare a response
influencers
specific for online media.
journalists

39. BYOP.

40. How we do it.

41. How we do it
Debenhams
client
Debenhams
objective
Mix online with offline.
Create sales.
Offer on-going service
post-purchase.

42. Customer service

43. footfall
•H! by Henry Holland blogger
event held in London to
launch the new designer
range
•Foursquare offer was the first
from a UK retailer

44. Product development
• Crowd-sourced product
design to stimulate grass
roots awareness of the new
H! range

45. Media relations
• Connecting online
influencers with high profile
PR and media activity
• Nationwide blogger
interviews in response to
UK-wide retail footprint

46. Results
Halo effect Industry leadership Acquisition & retention
Debenhams has been Shortlisted for the Sales rose 86 per cent
the first to launch Drapers Etail awards from Debenhams’
initiatives in social against designer multi-channel business
brands. Debenhams is (Computer World UK,
media receiving halo
13 April 2010)
effect positive regularly asked to
feedback throughout provide opinion pieces,
(Media Week, case studies for major An independent report
February 2010, newspapers including by Forsee published in
Foursquare, and also the Financial Times, January 2010 placed
Debenhams as the
Twitter first retailer in Evening Standard and most improved online
the UK) Telegraph and to retailer for customer
speak at conferences service (Marketing, 4
January 2010)

47. recap
what you can do
HOW CAN YOU INTEGRATE ONLINE
AND OFFLINE?
•Find your audience
•Set up channels
•Listen to your audience
•React to what they say, include their likes
and dislikes into your strategy

48. Fa
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se rwo
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49. THANK
YOU
www.33-digital.com
www.davidjmclare.co.uk
@33digital
@davidjmclare