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