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Integrating social media into the marketing plan

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Presented by Dan Pinch at the Social Networking Summit in Cape Town on 3rd of March 2011.

TRANSCRIPT

Page 1: Integrating social media into the marketing plan

Integrating social media into the marketing plan

Page 2: Integrating social media into the marketing plan

Traditional campaign thinking

ATL campaign idea (based on TV ad probably)

Promotion / P.O.S

PR

Microsite

Web ads

Bill boards

TV Print

Radio

Page 3: Integrating social media into the marketing plan

Traditional creative production line

Strategy “the client wants to shift more XX”

Channel planning “you’re using TV and billboards. (There’s a special on).”

Everyone else “ok guys now repeat…uh I mean integrate the pay off line into whatever it is you fellas do.”

“We have an amazing 30 second spot concept for you. Wait until you hear the pay off line!”

Page 4: Integrating social media into the marketing plan

Result = great TV ad, average, to sucky, everything else

Page 5: Integrating social media into the marketing plan

Integrated thinking

Creative platform idea

Customer experience

PR

Facebook Page

Web ads

Bill boards

TV spot Print

Radio

Page 6: Integrating social media into the marketing plan

Integrated team

Media planner

Strategy/planner

Media planner

Digital

Social media

PR

Copy writer

Designer

The client

The consumer

Page 7: Integrating social media into the marketing plan

Result = something more interesting

Page 8: Integrating social media into the marketing plan

There is no such thing as an awesome social media campaign, only a great integrated campaign

Page 9: Integrating social media into the marketing plan

Social media is about finding middle ground between what the brands wants to talk about and the consumers (don’t be boring)

Page 10: Integrating social media into the marketing plan

“Advertising” on social media sucks

The official Steers Page It's the WEEEKKEEENNNNDDD Baby!! Celebrate Friday by treating yourself to Steers. It's that good !

Page 11: Integrating social media into the marketing plan

Why you should love (and fear) social media

Brand story

Page 12: Integrating social media into the marketing plan

People talk about things online that happen offline

Page 13: Integrating social media into the marketing plan

Facebook is the dominant social media platform

Page 14: Integrating social media into the marketing plan

The largest fan page on Facebook (that’s over 15 times the audience of CNN prime time)

Page 15: Integrating social media into the marketing plan

Majority of the content links to real world activities

Page 16: Integrating social media into the marketing plan

The Happiness Truck

Page 17: Integrating social media into the marketing plan

Twitter is great for reaching influencers and spreading content quickly (but becoming increasingly mainstream)

Page 18: Integrating social media into the marketing plan

The largest brand on Twitter (probably) @wholefoods

Page 19: Integrating social media into the marketing plan

Blog is used to host content into Twitter and Facebook

Page 20: Integrating social media into the marketing plan

Kulula Facebook

Page 21: Integrating social media into the marketing plan

Kulula “Not The World Cup”

Page 22: Integrating social media into the marketing plan

The “not the world cup” campaign

Page 23: Integrating social media into the marketing plan

Kulula - Cows4Kate

Page 24: Integrating social media into the marketing plan

Kulula - Cows4Kate

Page 25: Integrating social media into the marketing plan

Kulula - Cows4Kate

Page 26: Integrating social media into the marketing plan

Kulula - Cows4Kate

Page 27: Integrating social media into the marketing plan

Kulula - Cows4Kate

Page 28: Integrating social media into the marketing plan

Capitec Bank – Live Free

Page 29: Integrating social media into the marketing plan

Sandcastle construction crew

Page 30: Integrating social media into the marketing plan

Events page acts as activity hub

Page 31: Integrating social media into the marketing plan

Le Budget Cafe

Page 32: Integrating social media into the marketing plan

Creating talking points on Facebook

Page 33: Integrating social media into the marketing plan

Blogger drops

Page 34: Integrating social media into the marketing plan

Engaging consumers

Page 35: Integrating social media into the marketing plan

R 2 million worth of coverage (traditional and blogs) to date

Page 36: Integrating social media into the marketing plan

For more visit us at www.plus-one.co.za

And follow us on twitter @plusonesa


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