integrating social media - sobcon 09 presentation
TRANSCRIPT
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Integrating Social Media Into The Larger Mix
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Back in the Day…
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Now Social Media Stands Out
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Shiny Object Syndrome
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Yay! Silo It!
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The 145% Conundrum
TV
Internet
Newspapers
0 10 20 30 40 50 60 70 80
Top News Sources Accord-ing to Pew
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Single Track Mentality Doesn’t Match the Way People Use Media
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Integration Requires Multitrack, Multitouch
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Even Harder, the ROI Nightmare!
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How to Make Social Content Deliver
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Call to Action!
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Integration Creates Opportunity
Outbound• Email• Webinars• White papers• Events• Offers• Ads• Loyalist activities=Identity, sales opportunities,
loyalty
Inbound• More information• Participation invites• Feedback loops• Harness group intel,
activity (PM)• User gen. content• Fluid enterprise=Socialprise
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Old School Stuff: Add the Social URL!
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Social Media Example: Twestival
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Simply Designed! Thumps Up!
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Busy But Delivering - LOL Catz
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AccountingWeb.com: B2B Example
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Creative Commons Images• AOL by cpchannel, http://www.flickr.com/photos/cpchannel/144214539/• Alone by Saital, http://www.flickr.com/photos/saital/2228378850/• Shiny Object Syndrome by Johnny Goldstein,
http://www.flickr.com/photos/jonnygoldstein/3381829829/• Silo by Eirikref, http://www.flickr.com/photos/eirikref/727551264/• Ceiling Colors by Rana, http://www.flickr.com/photos/ranna/343610310/• The Conversation Prism by Brian Solis and Jesse Thomas,
theconversationprism.com• Main Street by kevindooley,
http://www.flickr.com/photos/pagedooley/3411782068/• Call to Action by Brick Marketing Consulting,
http://www.brickmarketingconsulting.com/020401_1409_0045_osls_op_640x495.jpg