Integrating Social Media Into The Larger Mix

Back in the Day…

Now Social Media Stands Out

Shiny Object Syndrome

Yay! Silo It!

The 145% Conundrum

TV

Internet

Newspapers

0 10 20 30 40 50 60 70 80

Top News Sources Accord-ing to Pew

Single Track Mentality Doesn’t Match the Way People Use Media

Integration Requires Multitrack, Multitouch

Even Harder, the ROI Nightmare!

How to Make Social Content Deliver

Call to Action!

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

Old School Stuff: Add the Social URL!

Social Media Example: Twestival

Simply Designed! Thumps Up!

Busy But Delivering - LOL Catz

AccountingWeb.com: B2B Example

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