nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Social Media Integration: Here, There, & EverywhereHow to Make Sure Social Media Doesn’t Just Start & Stop in the Marketing Department

Conversation Reminder

@NickWestergaard

#UIMKTG

– jerry della femina, “madman of madison avenue”

Nothing kills a bad product faster than

GOOD ADVERTISING.”

“

Social Media Integration

‣ Why?

‣ How?

‣ Websites (still?)

‣ Mobile

‣ Email (that’s not still a thing, right?)

1

Why Integrate Social Media?

Source: CMO Survey

Wanted: Better Integration

Source: CMO Survey

Not Just Marketing Integration

Source: CMO Survey

A Problem That Isn’t Getting Better

Source: The State of Social Marketing (Awareness)

Consistent Area of Investment

4 Cs That Make the Case for Social Integration

‣ Connecting with More People

‣ Customer Service Enhanced

‣ Cost Effective

‣ Complimentary to Other Channels

Photo via Flickr user poppet with a camera

CONNECTING:

Growing Your Community

Where to Include Social Connection Points‣ Website

‣ Emails

‣ Staff email signatures

‣ Business cards

‣ Printed brochures

‣ Receipts

‣ Snail mail

‣ Phone calls — inbound & outbound

‣ Packaging

‣ And ...

On-Site

Photo via Flickr user pushthisbutton

CUSTOMER SERVICE:

Enhancing the Experience

Photo via Flickr user 401(K)2012

COST-EFFECTIVE:

Collaborative Savings

Photo via Flickr user katerha

COMPLIMENTARY:

Reinforcing Channels

Integrated Campaign: Chobani

2

How to Integrate Social Media?

... Should have the appropriate training to effectively

serve customers online and offline. These are NOT

different skills. This is the new way of bridging

customer service and engagement and will help you

build a more social brand.

Every Customer-Facing Employee ...

Misconceptions Around Social Media + Staffing

‣ Just Marketing

‣ Just “Tech People”

‣ Age Discriminations — both ways!

Even the Best Teams Are Siloed

OK. Where Does Integration Need to Happen?‣ Advertising

‣ Marketing

‣ Public Relations

‣ Operations

‣ Customer Service

‣ Sales

‣ Research & Development/Product Development

‣ Leadership

‣ Live Events

Advertising

Marketing

Public Relations

Operations

Photo via Flickr user Gwan Ko

Customer Service

Photo via Flickr user Dell’s Official Flickr Page

Sales — Social CRM

Research & Product Development

Photo via Flickr user hashmil

Management/Leadership

Source: IBM

Live Events

Start Conversations

3

If Social’s So Great Why Do I Still Need a

Website?!

Renting vs. Owning

Photo via Flickr user quinn.anya

Website Integration

Advanced Integration

4

Social + Mobile

By 2014, Mobile Internet Should Take Over Desktop Usage

Source: Comscore

75% of Americans Take Their Phones to the Bathroom

Source: 11 Mark.com/IT-In-The-Toilet

What Do People Use Their Mobile Phones For?

Source: Search Engine Land

96% mobilesmartphone users have resarched a product or service on their device

Source: Google.com/EconomicImpact

Over 50% Access Facebook via Mobile

Most “Socials” Own a Smartphone

More Than Other US Citizens

40% Access Social Sites via Mobile

Most Prefer Typing to Talking

Mobile-Only/Focused Platforms on the Rise

66% mobilesearch begins with offline advertising

Source: Our Mobile Planet

Social + Mobile Checklist‣ Mobile-Savvy Content — Responsive Design!

‣ Photo Integration — Mobile Users Love Cameras

‣ Mobile Utility — Consider How You Can Provide a Service

QR Codes Can Help

Photo via Flickr user lydia_shiningbrightly

Relevancy Is Key

5

Social + Email(Email’s Dead, Right?)

74% of usprefer email marketing for commercial messages — more than any other medium including social

Source: Merckle

Most Prefer Typing to Talking

Source: Smarter Tools

$40.56the amount email marketing brought in for every dollar spent on the efforts in 2011 — that’s 4,000% roi

Source: DMA

Email Is “Digital Glue”

28% higheropen rate for companies that both use email marketing and engage on social media

Source: VerticalResponse

Email Checklist ‣ Include Social Media Connect Icons – Builds Audience

‣ Include Social Media Sharing Icons – Extends Reach

‣ Include Tweet This/Retweet Snippets by Articles

‣ Tailor Email Content Around Social Conversations

‣ Ask to Connect

‣ Social Fan Spotlights

Email + Social Integration

Social Checklist

‣ 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)

Advanced Email Integration

Source: The Rebel’s Guide to Email Marketing by DJ Waldow and Jason Falls

6

Connecting the Dots

Why Should I Follow You?

Examples of Why to Follow

Source: The Rebel’s Guide to Email Marketing by DJ Waldow and Jason Falls

Social TV

Don’t Forget the CTA

Social Impacts TV

Source: The Nielsen Company

POEMs & PESOs

Source: Spin Sucks

Social Everywhere = Transformative

– amber naslund & matt ridings, sideraworks

Social Business is the creation of an organization that is

optimized to benefit its entire ecosystem

(customers, employees, owners, partners)

by embedding collaboration, information

sharing, and active engagement into its

operations and culture. The result is a more

responsive, adaptable, effective, and

ultimately more successful company.”

“

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard