Integrating Social Media guest presentation for Northern Kentucky University College of Business class taught by Banwari Mittla, November 20, 2012.

1. Integrating
Social Media
Presented to: MKT307/NKU College of
Business - BanwariMittla
Prepared by: Patrice Watson
Raise Your Share
Date: November 20, 2012
Social & traditional media strategies & tools to
increase share of revenue, market & mind.

2. A legacy media career in radio – 22 years

3. A legacy media career in publishing – 14 years

4. An entrepreneurial start-up – 2 years
An adjusted ‘real-time’ mindset using strategies and tools
to help businesses, media and non-profits monetize their
social & digital media assets while engaging with their
customers.
Inbound vs. outbound marketing
Multiple platforms with responsive design
Determining the right channels to accomplish goals

5. An ideal foundation for digital & social media integration

6. Social Media Technology
for broadcasters and publishers

7. Challenges and Opportunities
 Where to allocate marketing budgets for the best
results?
 How to measuring effectively what is working & not
working?
 Adapting to changing opportunities/Keeping up with
technology
 Training talent that ‘gets’ new media to understand and
appreciate organizational goals, policies and successful
models
 Faster pace – presents a challenge for both customers
& employees

8. Challenges and Opportunities
 Who and what are the new partnerships that will
improve marketing & advertising?
 Building a plan that does not ignore valuable segments
of the market not obtainable through digital & social
media
 Creating original content that helps the consumer
become aware and want to do business
This list represents some of the discussions
businesses are having now about digital and social media.

9. Differences between inbound and outbound

10. Differences between traditional and social media

11. PROS & CONS

13. Case Study: Publishing
Positive begins its’
transmedia life
simultaneously as a
controlled-circulation
print magazine; a rich
media website plus a
measureable and
engaging social media
voice.

14. Case Study: PRINT MAGAZINE
Positive magazine features original content that
offers insight into some of the most creative and
unique minds in America plus travel pieces that
explore fascinating destinations. Each issue
includes self-development articles from best selling
authors and educators, profiles of inspiring
personalities and gatherings of like-minded
individuals whose positive attitudes are infectious.

15. Case Study: WEBSITEpositivemagazine.com

16. Case Study: SOCIAL MEDIA
Through the publisher’s daily
search for a Positive statement
of ‘truth’ since January 1, 2010
@Positive365 has organically
grown a base of engaged
advocates on Twitter, LinkedIn,
Facebook, Pinterest, tumblr,
YouTube and other social share
sites. Custom sponsorship
programs include opportunities
for sponsorship of editorial
content, custom Facebook
pages and interactive content.

17. Case Study: SOCIAL MEDIA

18. Case Study: SOCIAL MEDIA

19. Case Study: EMAIL + MAIL
Positiveemail offers links to
blog posts, published articles
and videos. Diversified
content includes
announcements of upcoming
events, issue launches,
unique product information,
subscription offers and links
to surveys. Ongoing
communication via email or
regular mail increases reader
retention and spreads the
Positive message while
collecting valuable insights
and feedback from our
readers.

20. Why were they interested in social media?
Case Study: Retail
Drive more customers and increase
commerce at thepartysource.com
Increase engagement and/or drive
customers into the retail store or EQ
events, especially beer and wine
tastings
Transcend the misconception that
The Party Source is a ‘big box’ brand
– humanize the brand

21. Launching a Strategy
Benchmarks: Retail
Start January 2011
@ThePartySource: 92
Facebook Fans: 1,474
37.5% increase in one year
@Partysourcegar: 90
Facebook Fans: 681
Now: November 2012
@ThePartySource: 555 (last tweet 9/16/11)
Facebook Fans: 3,588
@Partysourcegar: 485 (last tweet 11/16/12)
Facebook Fans: 863

22. Where are they now?
Benchmarks: Retail
thepartysource.comis driving new
revenue with customers outside
of the region along with their brick
and mortar storefront
They are building a bourbon
distillery and event & conference
center to open in 2014

23. What are your thoughts about integrating
digital and social media?

24. Contact Information
Patrice Watson
Chief Strategist/CEO
@patricewatson10
RAISE YOUR SHARE
facebook.com/raiseyourshare
Mobile: 513-236-5781
patricewatson10@gmail.com linkedin.com/in/patricewatson10
raiseyourshare.com pinterest.com/avonfields/
www.Coupsmart.com
Thanks to Kuhcoon.com, Hubspot.com, The Party Source, Positive Magazine
and CoupSmart for images.