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Social Media Integration:
All Marketing is Social
Tim Peter
www.timpeter.com
2+ million search queries
Source: Intel	

Source: Intel
204,000,000 e-mails sent
Source: Intel	

Source: Intel
120+ reviews
30 hours of video uploaded
Source: Intel	

Source: Intel
100,000 tweets
Source: Intel	

Source: Intel
208,000 photo uploads
Source: Intel	

Source: Intel
Key Questions Driving Social Integration
•  How many social networks are there?
•  How many do you have to account for in your
business?
•  What is the world’s largest social network?
Fact: Facebook is the world’s 2nd largest social
network
Social Network Users (MAU unless otherwise noted)
Facebook 1,320,000,000
YouTube 1,000,000,000
Qzone (QQ) 599,000,000
Sina Weibo 500,000,000+
WhatsApp 500,000,000 (users)
Google+ 343,000,000
LinkedIn 300,000,000 (members)
Twitter 255,000,000
VK 230,000,000 (registered accounts)
Instagram 200,000,000
Facebook Messenger 200,000,000
Tumblr 196,000,000 (blogs)
Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-scoreboard/
Fact: Google is likely bigger than you think… though still
smaller than Facebook
Social	
  Network	
   Users	
  (MAU	
  unless	
  otherwise	
  noted)	
  
Facebook	
   1,320,000,000	
  
YouTube	
   1,000,000,000	
  
Qzone	
  (QQ)	
   599,000,000	
  
Sina	
  Weibo	
   500,000,000+	
  
WhatsApp	
   500,000,000	
  (users)	
  
Google+	
   343,000,000	
  
LinkedIn	
   300,000,000	
  (members)	
  
TwiKer	
   255,000,000	
  	
  
VK	
   230,000,000	
  (registered	
  accounts)	
  
Instagram	
   200,000,000	
  
Facebook	
  Messenger	
   200,000,000	
  	
  
Tumblr	
   196,000,000	
  (blogs)	
  
Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-
scoreboard/
Myth: Facebook is the world’s 2nd
largest country
Country	
   Popula<on	
  
China	
   1,368,000,000	
  
Facebook	
   1,320,000,000	
  (Monthly	
  AcSve	
  Users)	
  
India	
   1,263,000,000	
  
United	
  States	
   319,174,000	
  
Indonesia	
   252,165,000	
  
Brazil	
   203,514,000	
  
Source:Wikipedia
Facebook is more like a continent
United States:
151.8M	

India:
108.9M	

Brazil:
70.5M	

Indonesia:
60.3M	

Mexico:
40.4M	

Source: http://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-
users/
Fact: Something larger than Facebook exists
Social	
  Network	
   Users	
  (MAU	
  unless	
  otherwise	
  noted)	
  
Facebook	
   1,320,000,000	
  
YouTube	
   1,000,000,000	
  
Qzone	
  (QQ)	
   599,000,000	
  
Sina	
  Weibo	
   500,000,000+	
  
WhatsApp	
   500,000,000	
  (users)	
  
Google+	
   343,000,000	
  
LinkedIn	
   300,000,000	
  (members)	
  
TwiKer	
   255,000,000	
  	
  
VK	
   230,000,000	
  (registered	
  accounts)	
  
Instagram	
   200,000,000	
  
Facebook	
  Messenger	
   200,000,000	
  	
  
Tumblr	
   196,000,000	
  (blogs)	
  
Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-
scoreboard/
The 4 P’s of marketing
The typical use for social marketing
The (so-called) “Holy Grail” of
social marketing
The fallen star of social marketing
The (sadly often) overlooked
component of social marketing
Promotion
•  Brand pages on social
channels
•  Corporate blogs
•  Promoted posts
•  Contests & giveaways
•  And on and on and on and
on…
Place
•  Facebook apps (shopping
carts, booking engines, etc.)
•  Pinterest Rich Pins and
Promoted Pins
•  New Twitter “Buy” button
Price
•  Group buying sites
–  Groupon
–  LivingSocial
–  Scoutmob
–  Gilt Groupe
–  BuyWithMe
–  Ideel (owned by Groupon)
–  Vegan Cuts
–  And so on…
Product
•  Crowdsourcing
–  Kickstarter
–  Quirky
–  IndieGoGo
•  Defined social products
–  Instagram
–  Venmo
–  Waze
•  Operations side of ratings and
reviews
So… why don’t the 4 P’s play well with
one another more often?
=
=	

Social is people
Example objectives
•  Raise your brand’s profile
•  Increase positive reviews
•  Improve search positioning
•  Increase email subscribers
•  Generate leads
•  Increase sales volume
•  Improve customer service
•  Reduce cost of customer service
•  Reduce cost of customer
acquisition
•  Improve profitability
© 2014 Tim Peter & Associates, LLC	

We’re all publishers now
Who?	
  
•  Who	
  are	
  you	
  talking	
  to?	
  
What?	
  
•  What	
  are	
  they	
  trying	
  to	
  do?	
  
Where/
when?	
  
•  Where	
  and	
  when	
  will	
  they	
  see	
  your	
  message?	
  
Why?	
  
•  Why	
  should	
  they	
  care	
  about	
  you?	
  
How?	
  
•  How	
  can	
  you	
  encourage	
  them	
  to	
  parScipate	
  in	
  the	
  
creaSon	
  and	
  curaSon	
  of	
  your	
  posiSve	
  brand	
  story?	
  
HeartHead
Fast
Slow
Impulsive
& Enthusiastic
Dominant
& Ambitious
Analytical
& Organized
Reliable
& Predictable
Am I going to be
satisfied when using
your product/service?
Why should I buy
from you?
Content is King
• Cut through the clutter
• Create content that is:
– Snackable
– Sharable
– Sharp
© 2014 Tim Peter & Associates, LLC
Which types of content work for social?
•  Blog posts
•  Articles
•  White papers/ebooks
•  Case studies
•  Press releases
•  Videos
•  Images
•  Community management/
message boards
•  Polls/proprietary research
•  Newsletters (Electronic/print)
•  Advertorials
•  Events
–  In person
–  Virtual events
•  Slideware/presentations
•  Product demos
Coordinate messages across channels with
structured content calendar
Winter
 Spring
 Summer
 Fall
Leisure
Romantic getaways/
Valentine’s Day
Spring festivals
Bank holiday/beach
getaways
Home tours
Leisure
Group
New Year’s Eve 
 Fall festivals
 Home tours
Wedding
 Wedding planning
 Meet your caterer
Plan ahead for next
summer
“Engagement
season”
Corporate
 Annual meetings
 Golf tournament
Corporate strategy
planning meetings
Snackable
Sharp
Shareable
© 2014 Tim Peter & Associates, LLC
Images sell
Visuals dominate the social web
Social Network Users (MAU unless otherwise noted)
Facebook 1,320,000,000
YouTube 1,000,000,000
Qzone (QQ) 599,000,000
Sina Weibo 500,000,000+
WhatsApp 500,000,000 (users)
Google+ 343,000,000
LinkedIn 300,000,000 (members)
Twitter 255,000,000
VK 230,000,000 (registered accounts)
Instagram 200,000,000
Facebook Messenger 200,000,000
Tumblr 196,000,000 (blogs)
Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-
scoreboard/
Overall visual trends online
•  Images getting bigger, bolder, brighter
•  More lifestyle oriented
•  You can’t make images too big
–  Think “retina-quality” displays on mobile and tablet (and now desktops)
•  Sharing built in
•  Less text, more images above the fold
–  Use of SEO schemas to provide search benefit without large blocks of text at
top of page
Incorporate sharing throughout the
process
Media and advertising too
Not limited to B2C
Context is Queen
•  Evaluate and segment
customer behaviors by
context
•  Observe, measure, and
learn your customer’s pain
points in each
•  Improve by aligning social
experience with context
© 2014 Tim Peter & Associates, LLC
Mobiles	
   Wearables	
   Usables	
   Invisibles	
  
© 2014 Tim Peter & Associates, LLC
Source: http://blogs.cisco.com/news/cisco-connections-counter/	

•  Almost 13.4 billion
Internet-connected
devices in the world
•  Roughly 2 Internet-
connected devices
for every man,
woman, and child on
the planet
57	

• 44% of all cell users
• 40% of those 35-44
• 50% of smartphone owners
• 60% of those 18-34
More people own mobile phones than own
toothbrushes
© 2014 Tim Peter & Associates, LLC
Tailor message to the medium
Remember the mobile/social
connection
Email client data courtesy of http://emailclientmarketshare.com/ (September, 2014)	

According to Yesmail, more
than half of all consumers only
read email on mobile
Whole Foods sourcing in-store displays
with Instagram feed from local farms
The age of the selfie… your customers
are publishers too
Use it to your advantage: The Instagram-able Moment
Cosmopolitan Hotel, Las Vegas
Photo source: fabhousewife.com
Nordstrom’s makes Pinterest physical
Think about channels holistically
But you must respect your customers
as individuals
•  Is the information you’re
collecting relevant to
your customers’ needs?
•  If content is king and
context is queen, data is
the crown jewels
•  Treat it like your
business depends on it
Which relationship do you want with
your customers?
Are you looking for a fling? Or a fairy-tale romance?
•  According to Ernst & Young, only
25% of American consumers say
brands influence their purchase
decision
•  Just 12 months later, nearly half of
those who claimed to be “highly
brand loyal” weren’t (NPD)
•  80% of customers check reviews
before purchasing (NPD)
Positioning
•  Own who you are
•  Position individual product around
core messages
•  Reflect core messages in all content
and communications
–  Web
–  Social
–  Email
–  Print
–  Display
–  Broadcast
–  Outdoor
Wouldn’t it be great if we knew what
customers thought of our businesses?
Customer service leads to deep
brand experiences…
Often moves negative conversations
off public space
And grow your brand in amazing ways
Use customer chatter to improve
products/services
Key Takeaways
•  Content is king
–  Use snackable, sharable, and sharp
content to attract interest and action
•  Context is queen
–  Help your customers meet their
needs where they are, not just on
which device
•  Answer the key questions
–  Who, what, where/when, why and
how
Your social media integration strategy
•  Starts with your customer
•  Declares objectives
•  Outlines strategies
•  Defines success
measures
•  And only then selects
actions
Thank You
Web: timpeter.com
Phone: 201-305-0055
Email: tim@timpeter.com
Twitter: twitter.com/tcpeter
© 2014 Tim Peter & Associates, LLC

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Social Marketing Integration: All Marketing Is Social

  • 1. Social Media Integration: All Marketing is Social Tim Peter www.timpeter.com
  • 2.
  • 3. 2+ million search queries Source: Intel Source: Intel
  • 4. 204,000,000 e-mails sent Source: Intel Source: Intel
  • 6. 30 hours of video uploaded Source: Intel Source: Intel
  • 8. 208,000 photo uploads Source: Intel Source: Intel
  • 9.
  • 10. Key Questions Driving Social Integration •  How many social networks are there? •  How many do you have to account for in your business? •  What is the world’s largest social network?
  • 11. Fact: Facebook is the world’s 2nd largest social network Social Network Users (MAU unless otherwise noted) Facebook 1,320,000,000 YouTube 1,000,000,000 Qzone (QQ) 599,000,000 Sina Weibo 500,000,000+ WhatsApp 500,000,000 (users) Google+ 343,000,000 LinkedIn 300,000,000 (members) Twitter 255,000,000 VK 230,000,000 (registered accounts) Instagram 200,000,000 Facebook Messenger 200,000,000 Tumblr 196,000,000 (blogs) Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-scoreboard/
  • 12. Fact: Google is likely bigger than you think… though still smaller than Facebook Social  Network   Users  (MAU  unless  otherwise  noted)   Facebook   1,320,000,000   YouTube   1,000,000,000   Qzone  (QQ)   599,000,000   Sina  Weibo   500,000,000+   WhatsApp   500,000,000  (users)   Google+   343,000,000   LinkedIn   300,000,000  (members)   TwiKer   255,000,000     VK   230,000,000  (registered  accounts)   Instagram   200,000,000   Facebook  Messenger   200,000,000     Tumblr   196,000,000  (blogs)   Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm- scoreboard/
  • 13. Myth: Facebook is the world’s 2nd largest country Country   Popula<on   China   1,368,000,000   Facebook   1,320,000,000  (Monthly  AcSve  Users)   India   1,263,000,000   United  States   319,174,000   Indonesia   252,165,000   Brazil   203,514,000   Source:Wikipedia
  • 14. Facebook is more like a continent United States: 151.8M India: 108.9M Brazil: 70.5M Indonesia: 60.3M Mexico: 40.4M Source: http://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook- users/
  • 15. Fact: Something larger than Facebook exists Social  Network   Users  (MAU  unless  otherwise  noted)   Facebook   1,320,000,000   YouTube   1,000,000,000   Qzone  (QQ)   599,000,000   Sina  Weibo   500,000,000+   WhatsApp   500,000,000  (users)   Google+   343,000,000   LinkedIn   300,000,000  (members)   TwiKer   255,000,000     VK   230,000,000  (registered  accounts)   Instagram   200,000,000   Facebook  Messenger   200,000,000     Tumblr   196,000,000  (blogs)   Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm- scoreboard/
  • 16.
  • 17. The 4 P’s of marketing
  • 18. The typical use for social marketing
  • 19. The (so-called) “Holy Grail” of social marketing
  • 20. The fallen star of social marketing
  • 21. The (sadly often) overlooked component of social marketing
  • 22. Promotion •  Brand pages on social channels •  Corporate blogs •  Promoted posts •  Contests & giveaways •  And on and on and on and on…
  • 23. Place •  Facebook apps (shopping carts, booking engines, etc.) •  Pinterest Rich Pins and Promoted Pins •  New Twitter “Buy” button
  • 24. Price •  Group buying sites –  Groupon –  LivingSocial –  Scoutmob –  Gilt Groupe –  BuyWithMe –  Ideel (owned by Groupon) –  Vegan Cuts –  And so on…
  • 25. Product •  Crowdsourcing –  Kickstarter –  Quirky –  IndieGoGo •  Defined social products –  Instagram –  Venmo –  Waze •  Operations side of ratings and reviews
  • 26. So… why don’t the 4 P’s play well with one another more often?
  • 27.
  • 28.
  • 29.
  • 30. =
  • 32.
  • 33. Example objectives •  Raise your brand’s profile •  Increase positive reviews •  Improve search positioning •  Increase email subscribers •  Generate leads •  Increase sales volume •  Improve customer service •  Reduce cost of customer service •  Reduce cost of customer acquisition •  Improve profitability
  • 34. © 2014 Tim Peter & Associates, LLC We’re all publishers now
  • 35. Who?   •  Who  are  you  talking  to?   What?   •  What  are  they  trying  to  do?   Where/ when?   •  Where  and  when  will  they  see  your  message?   Why?   •  Why  should  they  care  about  you?   How?   •  How  can  you  encourage  them  to  parScipate  in  the   creaSon  and  curaSon  of  your  posiSve  brand  story?  
  • 37. Am I going to be satisfied when using your product/service?
  • 38. Why should I buy from you?
  • 39. Content is King • Cut through the clutter • Create content that is: – Snackable – Sharable – Sharp © 2014 Tim Peter & Associates, LLC
  • 40. Which types of content work for social? •  Blog posts •  Articles •  White papers/ebooks •  Case studies •  Press releases •  Videos •  Images •  Community management/ message boards •  Polls/proprietary research •  Newsletters (Electronic/print) •  Advertorials •  Events –  In person –  Virtual events •  Slideware/presentations •  Product demos
  • 41. Coordinate messages across channels with structured content calendar Winter Spring Summer Fall Leisure Romantic getaways/ Valentine’s Day Spring festivals Bank holiday/beach getaways Home tours Leisure Group New Year’s Eve Fall festivals Home tours Wedding Wedding planning Meet your caterer Plan ahead for next summer “Engagement season” Corporate Annual meetings Golf tournament Corporate strategy planning meetings
  • 42. Snackable Sharp Shareable © 2014 Tim Peter & Associates, LLC
  • 43.
  • 45. Visuals dominate the social web Social Network Users (MAU unless otherwise noted) Facebook 1,320,000,000 YouTube 1,000,000,000 Qzone (QQ) 599,000,000 Sina Weibo 500,000,000+ WhatsApp 500,000,000 (users) Google+ 343,000,000 LinkedIn 300,000,000 (members) Twitter 255,000,000 VK 230,000,000 (registered accounts) Instagram 200,000,000 Facebook Messenger 200,000,000 Tumblr 196,000,000 (blogs) Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm- scoreboard/
  • 46. Overall visual trends online •  Images getting bigger, bolder, brighter •  More lifestyle oriented •  You can’t make images too big –  Think “retina-quality” displays on mobile and tablet (and now desktops) •  Sharing built in •  Less text, more images above the fold –  Use of SEO schemas to provide search benefit without large blocks of text at top of page
  • 47.
  • 48.
  • 49.
  • 51.
  • 54. Context is Queen •  Evaluate and segment customer behaviors by context •  Observe, measure, and learn your customer’s pain points in each •  Improve by aligning social experience with context © 2014 Tim Peter & Associates, LLC
  • 55. Mobiles   Wearables   Usables   Invisibles   © 2014 Tim Peter & Associates, LLC
  • 56. Source: http://blogs.cisco.com/news/cisco-connections-counter/ •  Almost 13.4 billion Internet-connected devices in the world •  Roughly 2 Internet- connected devices for every man, woman, and child on the planet
  • 57. 57 • 44% of all cell users • 40% of those 35-44 • 50% of smartphone owners • 60% of those 18-34
  • 58. More people own mobile phones than own toothbrushes © 2014 Tim Peter & Associates, LLC
  • 59. Tailor message to the medium
  • 60. Remember the mobile/social connection Email client data courtesy of http://emailclientmarketshare.com/ (September, 2014) According to Yesmail, more than half of all consumers only read email on mobile
  • 61. Whole Foods sourcing in-store displays with Instagram feed from local farms
  • 62. The age of the selfie… your customers are publishers too
  • 63. Use it to your advantage: The Instagram-able Moment Cosmopolitan Hotel, Las Vegas Photo source: fabhousewife.com
  • 65. Think about channels holistically
  • 66. But you must respect your customers as individuals •  Is the information you’re collecting relevant to your customers’ needs? •  If content is king and context is queen, data is the crown jewels •  Treat it like your business depends on it
  • 67. Which relationship do you want with your customers? Are you looking for a fling? Or a fairy-tale romance?
  • 68. •  According to Ernst & Young, only 25% of American consumers say brands influence their purchase decision •  Just 12 months later, nearly half of those who claimed to be “highly brand loyal” weren’t (NPD) •  80% of customers check reviews before purchasing (NPD)
  • 69.
  • 70. Positioning •  Own who you are •  Position individual product around core messages •  Reflect core messages in all content and communications –  Web –  Social –  Email –  Print –  Display –  Broadcast –  Outdoor
  • 71. Wouldn’t it be great if we knew what customers thought of our businesses?
  • 72. Customer service leads to deep brand experiences…
  • 73. Often moves negative conversations off public space
  • 74. And grow your brand in amazing ways
  • 75. Use customer chatter to improve products/services
  • 76. Key Takeaways •  Content is king –  Use snackable, sharable, and sharp content to attract interest and action •  Context is queen –  Help your customers meet their needs where they are, not just on which device •  Answer the key questions –  Who, what, where/when, why and how
  • 77. Your social media integration strategy •  Starts with your customer •  Declares objectives •  Outlines strategies •  Defines success measures •  And only then selects actions
  • 78. Thank You Web: timpeter.com Phone: 201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter © 2014 Tim Peter & Associates, LLC

Editor's Notes

  1. What’s missing? The media channel. Because that’s not the important part.