how to integrate social media with marketing, advertising, and digital, presented by jamie plesser
TRANSCRIPT
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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