SOCIALMEDIA.ORG/SUMMITORLANDO

How to integrate social mediawith marketing, advertising,and digital

JAMIE PLESSERBEST BUY

DECEMBER 9–11, 2013

@jamieplesser jamieplesser.wordpress.com

Director, Digital Marketing :: Best Buy Co., Inc. 12.10.13

SocialMedia.org Brand Summit

How to integrate social media with marketing, advertising, and digital

http://www.flickr.com/photos/penelopejonze/2895837498/sizes/l/in/photostream/

Class rules

Not allowed…

Overuse of jargon References to Ninjas/Gurus/Experts

All jazz hands and no substance

http://www.flickr.com/photos/abhi_ryan/2476059942/sizes/l/in/photostream/

Class rules

Yes to…

Tweeting away Sharing observations & having a POV

Sarcasm and maybe some snark

http://www.flickr.com/photos/abhi_ryan/2476059942/sizes/l/in/photostream/

http://www.flickr.com/photos/jasonahowie/8583949219/sizes/l/in/photostream/

What should you do when you get asked to “make a

campaign social?”

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

group chat

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

UGC contest

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

sweepstakes

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

bloggers

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

loyalists

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers advocate

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers activate

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers champion

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers champion

viral

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers champion

Viral

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers champion

VIRAL

incubator

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers champion

sales

incubator

VIRAL

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers champion

engagement

incubator

VIRAL

Mad Lib Approach

We’re going to connect with consumers on

________ by creating a ________ so that we can

engage with ________ who will ________ our

brand message so our content goes ________

and we generate unparalleled ________.

(shiny object) (overused tactic)

Sweepstakes, UGC contest, group chat,

incubator

loyalists, influencers, bloggers

(clichéd social audience)

champion, advocate, activate, evangelize

(clichéd social verb)

viral, viral, viral, viral

(the dreaded V word)

Leads, sales, brand love

(finally, an objective!)

influencers champion

leads

incubator

VIRAL

(that doesn’t make any sense)

http://www.flickr.com/photos/charlotte90t/7024597601/sizes/c/in/photostream/

http://www.flickr.com/photos/jonasb/688553237/sizes/l/in/photostream/

Share observations on five areas to explore when you get asked how

social can play a bigger role.

Number One: Change the mentality

Strive for the campaign concept

•  Collaboration on the creative brief and on the budget

http://www.flickr.com/photos/donsolo/2195033648/sizes/l/in/photostream/

Number Two: Get tight on the intent

Think about the strategic intent and how you roll out the plan

http://www.flickr.com/photos/birgerking/4719629563/sizes/l/in/photostream/

Amplifier vs. Driver

Prometheus: #AreYouSeeingThis

Prometheus: #AreYouSeeingThis

Taco Bell

http://adage.com/article/news/taco-bell-made-65-ads-market-latest-doritos-loco-taco/243771/

Synchronization vs.

Orchestration

Matching Luggage

http://justacarguy.blogspot.com/2011/06/best-matched-trailer-and-van-ive-seen.html

Justin Timberlake

“Yet  the  master  stroke,  music  and  marke3ng  execu3ves  say,  was  the  personal  touch  that  Mr.  Timberlake  brought  to  every  aspect  of  the  campaign,  giving  his  fans  the  impression  of  direct  contact  and  feeding  them  a  steady  stream  of  topics  to  amplify  through  social  media.”  

http://www.nytimes.com/2013/03/28/arts/music/justin-timberlakes-20-20-experience-album.html?_r=0

http://www.flickr.com/photos/hqas/8420098587/sizes/h/in/photostream/

Leap Motion

"We  wanted  to  wait  for  the  right  opportunity  to  show  it  to  people,"  Chief  Execu+ve  Michael  Buckwald  said  in  an  interview.  "We  did  private  demos  at  CES,  but  this  is  a  much  beFer  venue  for  us  because  we  really  like  the  idea  of  Leap  not  just  as  a  product  but  as  a  movement."  

http://www.latimes.com/business/la-fi-south-by-southwest-tech-20130312,0,533579.story

Leap Motion

http://www.adweek.com/news/technology/winners-and-losers-sxsw-147993

Number Three: Think about a portfolio

approach

View your social channels as a network

•  Define the role and intent of the channels •  Clarify how and when they work together •  These inputs AND the campaign concept

help prioritize resources, timing and the implementation plan

Number Four: Social media ≠ free media

<16%

<16% There is very limited reach on Facebook without paid media.

3 hours

3 hours The half-life of a Tweet.

100 hours

100 hours Amount of content uploaded every minute on YouTube.

Number Five: Bringing the plan to life

Meet your new BFF’s

•  Legal •  Customer service •  IT and security •  Measurement & analytics •  Executive sponsors

http://www.flickr.com/photos/jonasb/688553237/sizes/l/in/photostream/

Getting real about the real, real time marketing

http://www.flickr.com/photos/sharynmorrow/1936214259/sizes/l/in/photostream/

There is no absolute right way, but these five areas are a good place to start

1.  Change the mentality 2.  Strategic intent: driver/amplifier and

integration/orchestration 3.  Think about a portfolio approach to your

network 4.  A holistic media plan (social is not free) 5.  Bringing the plan to life: operations

http://www.flickr.com/photos/orinrobertjohn/3332913590/sizes/l/in/photostream/

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