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Integrating Social Media Into The Marketing Mix Rob Mansfield Senior Digital Editor, Age UK

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Page 1: Integrating social media into the marketing mix to achieve tangible results

Integrating Social Media

Into The Marketing MixRob Mansfield

Senior Digital Editor, Age UK

Page 2: Integrating social media into the marketing mix to achieve tangible results

Profitably Integrate Social Media…

?

“Scra

tchin

g h

is h

ead”

by

Tam

bako

is lic

ensed u

nder

CC

BY

2.0

https://www.flickr.com/photos/tambako/5317290181
https://www.flickr.com/photos/tambako/
http://creativecommons.org/licenses/by/2.0/
Page 3: Integrating social media into the marketing mix to achieve tangible results

Love Later Life

Page 4: Integrating social media into the marketing mix to achieve tangible results

Campaign channels

• TV ad

• VOD

• Cinema Ads

• Magazine rebrand

• Social Media

• Facebook

• Twitter

• Instagram

• Pinterest

• THE HUB!!

Page 5: Integrating social media into the marketing mix to achieve tangible results

Facebook

Page 6: Integrating social media into the marketing mix to achieve tangible results

Facebook

Page 7: Integrating social media into the marketing mix to achieve tangible results

Twitter

Page 8: Integrating social media into the marketing mix to achieve tangible results

Pinterest

Page 9: Integrating social media into the marketing mix to achieve tangible results

Instagram

• Posted behind the

scenes shots.

• Celebrity campaign

quotes.

• ‘Regramed’ UGC

generated using the

hashtag

• Created short edits of

the TV ad.

• Posted shots of our

case studies.

Page 10: Integrating social media into the marketing mix to achieve tangible results

The Hub

Page 11: Integrating social media into the marketing mix to achieve tangible results

Results

The numbers

Combined TV ad plays: 101k

Overall engagement: 180k

Combined social increase: 18k

Combined social reach: 12m

Page 12: Integrating social media into the marketing mix to achieve tangible results

Results

In practical terms, this means

• A highly-engaged audience (small is beautiful if they are engaged)

• A totally new and largely-positive attitude on our facebook page

• Accelerated audience growth

Page 13: Integrating social media into the marketing mix to achieve tangible results

Any questions?

Rob Mansfield

@robram

[email protected]

www.linkedin.com/in/robmansfield

Thanks to Athar and Tom for the data and execution

mailto:[email protected]
http://www.linkedin.com/in/robmansfield

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