don't just add social media - integrate it!

Integrating Social Media into your Marketing Plan

Jessica Best, Community Directorjbest@emfluence.com@bestofjess or @emfluence

What is Social Media?

Web- and mobile-enabled marketing & engagement channels that allow groups to

generate content and engage in peer-to-peer conversations and exchange

of content (examples are LinkedIn, YouTube, Facebook, Twitter, Foursquare,

Pinterest, etc.).

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The Draw of Social Media

• Low barrier to entry

• Immediate

• Trackable

• Cost effective

• Connects with community

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The Draw of Social Media

• 62% of people on the internet use it to connect to social media. (Source: Webmarketing123)

• Facebook alone has 1 billion users. (Source: Facebook Newsroom, Oct 2012)

• 92% of people share content with their friends via social networks. (Source: AOL/Nielsen)

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• Customer Service• Branding• Research• Reputation Management• Hiring• Sales

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What Social Media Can Do

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Why Add Social Media to your Marketing?

• 50% of all internet users 18+ use social sites – 10% use Twitter– 55% watch a video on a video-sharing site– 68% send/read email

• 19% make donations to charity online• 68.4% surveyed say they have generated

leads from social media sites. Over 55% have closed deals from social media leads.

(Sources: DMA 2011 & webmarketing123)

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Why Add Social Media to your Marketing?

• From 2006 to 2012, direct marketing budget spent on email marketing and social networking grew 335% to $4.7 billion combined. (Source: DMA 2011)

2006 2010 2011 20120

0.51

1.52

2.53

3.54

4.55

U.S. Email & Social Marketing Ex-penditures

$Billions

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Social Media Myth v. Fact

MYTH: Social Media is my new marketing strategy, a magic pathway to success, all by itself!

FACT: Social Media + email + web + in-store strategies combine to create stellar patron communication.

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Social Media Myth v. Fact

MYTH: Social Media is just a good idea. It doesn’t need to be measured.

FACT: Social Media is one of your marketing and customer service initiatives! Measure it using the same metrics you already use.

Resolved customer complaints, traffic to the store, etc.

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Don’t just add Social Media… Integrate it!

• 69% of marketers include social sharing icons in their emails.

• 35% offer incentives for email subscribers to join social programs. (Source: DMA 2011)

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Don’t just add Social Media… Integrate it!

• Integrate for customer service– Phone– Web– Email– Social– “IRL”

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Don’t just add Social Media… Integrate it!

• Integrate for branding

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Don’t just add Social Media… Integrate it!

• Integrate for conversions

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Integrated Social Media Marketing• More than just “buttons” – use calls to action

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• Invite and entice – you’re asking permission!

Integrated Social Media Marketing

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Integrated Social Media Marketing• Offer a unique value that’s especially relevant

for the medium.

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Integrated Social Media Marketing• Build one

comprehensive marketing calendar. Use shared visual cues to trigger reader recall and increase response.

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Integrated Social Media – Done Well

• Mailer with a QR code to a personalized landing page for donations.

• Social share links to increase advocacy and donations.

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Integrated Social Media – Done Well

• Compelling marketing/advertising content is your most sharable asset! Great content makes fast advocates.

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Integrated Social Media for YOU

What can you do tomorrow to enhance your campaigns

with social media or to use your campaigns

to grow your social presence?

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Getting Started with Social

• Step 1: Research– Track competitors and industry trends online and

document trends you notice:• What times of day/days of week do brands post?• How often do they post?• Do they post text only, include links, use images or

videos (and what % of the time for each)?• How often do they post outbound vs. engage in

conversations or share other people’s tweets/posts?

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Getting Started with Social

• Step 2: Social Media Marketing Planning– Creating the social media marketing component to

your master Marketing Plan. What can you do tomorrow to enhance your campaigns with social media or to use your campaigns to grow your social presence?

– Create a Social Media Content Calendar for the next 3 weeks. Start by plotting events, seasonal information, etc.

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Questions to Marinate On

• What tactics for audience growth will work best for your prospects and clients?

• What tried-and-true tactics can you borrow from success stories?

• How will you measure success in social media branding, PR and marketing?

• Who will own social media and who will contribute?

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Questions?

Jessica BestCommunity Director, emfluencejbest@emfluence.com@bestofjess or @emfluence