Integrating Marcom & Social Media: It’s a Jungle Out There!

In 2000, Integrated Marcom Was…

• Marketing– Marketing plans, direct

mail, tele-marketing, printed newsletters, etc.

• Advertising• Public relations

– Media relations, speaking, special events, community relations, etc.

• Public affairs

In 2010, It’s a Digital Party

• Blogs• E-mail marketing• Mobile marketing

– Apps– Coupons– Shopping

• Social media– Facebook, Twitter,

YouTube

• Web-TV convergence

Conversation Prism

What is Social Media?

• Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist

Social Media Use• According to Cone’s Business in Social Media

Study:– 60% of Americans are using social media and

interacting with companies online• 93% believe companies should have a social media

presence

• Fortune 500’s use of blogs, video, and podcasts has increased, but Twitter was the ‘09 social media channel of choice– 22% of the ‘09 Fortune 500 have a public corporate blog– 86% of these blogs link directly to a corporate twitter

account, a 300% increase over the 2008 study

Mind Blowing Stats• 20,000,000

• People who become fans of Facebook pages per day.

• 50,000,000• The average number of Tweets per day on Twitter.

• 100,000,000• The number of YouTube videos viewed per day.

• 100,000,000• Active users accessing Facebook through their mobile devices

• 4,000,000,000• The number of photos archived on Flickr (10/09).

• 5,000,000,000 • The amount of content shared each week on FB.

Why Use Social Media?

Navigating the Maze

8-Step Marketing PR Plan

1. Define goal2. Identify target audiences3. Declare measurable objectives4. Create behavioral strategies5. List tactics6. Create 90-day plans listing tactics and

specific activities7. Evaluate and measure constantly8. Establish budget

Marketing Dashboard

Which social media platforms should I integrate?

Select The Best Platforms

• Blogs• Facebook• LinkedIn/Plaxo• Ning• RSS• Twitter• Wikis

BlogWhat it is:• An online journal, short for “Web log”• Can be open to comments or closed• Can be customized with widgets and link to corporate Web

sites and/or social media

Why it’s important: • 77% of all Internet users read blogs• Almost half (45%) of all Internet users have started their own

blogs• 36% of Internet users think more positively about companies

that use blogs• 32% of Internet users trust bloggers' opinions on products and

services (Source: PRNews, March 2008)• Frequent blog posts can increase search engine rankings• Positions the blogger (and the organization) as an expert

Blog

Technorati is a leading blog aggregator and search engine and has indexed 133M blogs

since 2002

Facebook

What it is:• The largest social networking site, with more than 340M

unique visits, August 2009• Users create a profile and share photos, videos, events,

messages and more

Why it’s important: • 400M active users • Fastest growing segment is 35 years old+• 35 million users update their status each day• More than 3 billion photos uploaded to the site each month• Global visitors spend 8 billion minutes on the site each day• Drives added traffic to organization sites• Frequent changes improve search engine optimization

Facebook

Personal Profile vs. Business Page:• Create a Personal Profile first, then create a Business Page

that you administer• Personal Profiles have friends (mutual acceptance) and

Business Pages have fans (one-way opt-in)• Business Pages offer rich customization/integration tools:

• Analytics• Integrated advertising• Can be extended with custom 3rd party applications

Profiles are for people, not companies

TwitterWhat it is:• A microblogging platform that

allows users to post short, 140-character updates

Why it’s important: • Twitter had 23.5 million unique

visitors in August 2009 (Source: Compete.com)

• Marketers can create a community of followers to which they push information while developing a corporate personality– Follow, Retweet, Respond, DM

Twitter

Twitter

• Tweets are permanent (cannot be deleted)• The content is so easily digestible that users can

follow hundreds of micro-bloggers• Like other social media, the proof is in more

nebulous measures– Number of followers– Re-tweets– Changes in opt-in rates or visits

• Provides a window into a company’s culture, personality

• Improves SEO by using keywords in posts

Case Studies

Imagine It! Children’s Museum

• Challenge– Grow FB fans from 300 to 1,000– Raise awareness of next big

exhibit, Curious George: Let’s Get Curious

• Integrated Solution– Created a six-week series of

contests to engage fans– Contest-focused media relations – Engaged mommy bloggers– Posted contest on media Web

sites

• Contests– Curious George trivia and invitations to post

photos of favorite Curious George memorabilia– List ways kids are curious– Pictures of kid-constructed, rainy-day forts (an

activity that was part of the Curious George exhibit) • Museum posted the questions/c21 monitored,

captured images and facilitated winner selection

• Results– More than 700 new fans – for a total of 1,002– Secured17 million impressions on more than

35 blogs and online event listings

Imagine It! Children’s Museum

Atlanta Botanical Garden• Challenge

– Drive 158,000 visitors through exhibition in six months

– Obtain 10 million media impressions in three months

• Integrated Solution– Branded, integrated campaign– Launched social media platforms– Produced comprehensive media

relations program• Results

– Exceeded visitation goal – Media impressions = 28 million in

6 months, a $370,000 ad value– FB page boasts 4,300 fans

How Do You Begin?

Know Your Audiences

• Now you know about all these cool platforms, but which ones are important to your organization and its audiences?

• Use tools to find out where your audience is…– Survey your audience– Set up Google alerts– Use free services like Twitter Search, Tweet

Deck and more– Listen

Start by Listening

Connect InfluenceListen

Spark Conversations:Share the stories behind the work and help educate others:Tag Community contentUpload shareable content: videos/photos/ podcasts

Create Opportunities:Trial small events of interest and invite the community

Engage Conversations: Analyze the mood and drivers behind the conversation

Participate in the Activity:Attend and join in other people’s events and happenings

Monitor Conversations: Blog monitoringTag watchingConversation tracking

Create an Individual Presence:Join the communities to learn who’s out there

Dive In• Determine the tools to use• Set employee policies

– Set expectations for behavior, educate your team, keep rules simple/focus on transparency

– Interactive agencies can help to draft policies for HR review

• Adapt traditional metrics– Set sights on low-hanging fruit

• Track the impact on other channels– Web traffic, media coverage, sales

• Be flexible to change tactics with new technology

Social Media

• Is not a panacea• Think in conversations not

campaigns• Be good collectors and

curators• Requires regular care and

feeding• Can result in people-to-

people engagement for small cost and big results

Don’t Be Anti-Social, Integrate

Contact Us

Sharon Goldmacher, President & CEOsgoldmacher@c21pr.com

Elyse Hammett, APR, VP, Client Servicesehammett@c21pr.com

www.c21pr.com http://cwordblog.wordpress.com/

www.facebook.com/c21pr404. 814.1330