Social Media Here, There, and Everywhere –OR– How to Make Sure Social Media Doesn’t Just Start & Stop in the Marketing Department

1. 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

2. #uimktg
@nickwestergaard

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

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

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

6. Why Integrate Social Media?
1

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

8. wanted: Better integration
Source: CMO Survey

9. not just in marketing
Source: CMO Survey

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

11. 4 cs that make the case for integration
‣ Connecting more people, more often
‣ Customer service enhanced
‣ Cost-effective
‣ Complimentary channels

12. connecting: growing your community
Photo via Flickr user Vitaliy Velikodniy

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

14. offline!

15. customer service: Enhancing Experience
Photo via Flickr user Achim Hepp

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

17. complementary: reinforcing channels
Photo via Flickr user zeevveez

18. Integrated campaign: Chobani + Olympics

19. How to Integrate Social Media?
2

20. whodoes this involve?

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

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

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

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

25. Photo via Flickr user Derek Gavey
advertising

26. tv is getting more social

27. marketing

28. public relations

29. operations

30. Photo via Flickr user Geoff Livingston
customer service

31. needed: more social crm

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

33. leadership
Source: IBM

34. live events

35. Website Integration
3

36. whereall roads lead — the company website

37. Photo via Flickr user Hash Milhan
still?

38. Photo via Flickr user Sean McMenemy
your home base

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

40. very basic to very advanced

41. 6%of small businesses have
a mobile optimized website
only
Source: Content Marketing Institute

42. 12%of small businesses plan on creating
a mobile optimized website soon
only
Source: Hibu

43. Mobile Matters
4

44. 75%of americans admit to bringing
their phones to the bathroom
Source: Digiday

45. 4 in 5shoppers user smart phones to shop
Source: Comscore

46. mobile has overtaken desktop use
Source: Comscore

47. time spent is increasing
Source: KPCB

48. mobile spending is increasing
Source: CMO Survey

49. yet it’s consistently underperforming
Source: CMO Survey

50. 1.5 billion
facebook has
Source: Simply Measured
monthly mobile users

51. 83%of twitter’s users are mobile users
Source: Simply Measured

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

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

54. how responsive web content works

55. beyond the qr code

56. Email Evolved
5

57. reports of my death …
Image source: Terry Ballard
@

58. 70%Still PREFER RECEIVING
INFO VIA EMAIL OVER
SOCIAL MEDIA
@

59. 73%of marketers say that
email is critical to
their business
@

60. 4k%ROI! $40 back for every
dollar spent on email
@

61. NEARLY
TWICE
AS MANY EMAIL ACCOUNTS

62. 28%HIGHER OPEN RATE FOR
THOSE USING EMAIL & SOCIAL
@

63. @
MORE EMAIL IS
READ VIA MOBILE
THAN DESKTOP – MAKING IT THE MOST
POPULAR SMARTPHONE ACTIVITY

64. Photo via Flickr user bradleypjohnson

65. ‣ 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

66. ‣ 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

69. Connecting the Dots
6

70. overwhelming!

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

72. 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

73. Hierarchy of digital brand building
BRAND
WEBSITE
CONTENT
EMAIL
social
PAID

74. why should i follow you?

75. On-Site

76. poems and pesos
Source: Spin Sucks

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

78. 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

79. next up: planning

81. #uimktg
@nickwestergaard

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