integrating social media into the marketing plan

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

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!”

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

Integrated thinking

Creative platform idea

Customer experience

PR

Facebook Page

Web ads

Bill boards

TV spot Print

Radio

Integrated team

Media planner

Strategy/planner

Media planner

Digital

Social media

PR

Copy writer

Designer

The client

The consumer

Result = something more interesting

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

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

“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 !

Why you should love (and fear) social media

Brand story

People talk about things online that happen offline

Facebook is the dominant social media platform

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

Majority of the content links to real world activities

The Happiness Truck

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

The largest brand on Twitter (probably) @wholefoods

Blog is used to host content into Twitter and Facebook

Kulula Facebook

Kulula “Not The World Cup”

The “not the world cup” campaign

Kulula - Cows4Kate

Kulula - Cows4Kate

Kulula - Cows4Kate

Kulula - Cows4Kate

Kulula - Cows4Kate

Capitec Bank – Live Free

Sandcastle construction crew

Events page acts as activity hub

Le Budget Cafe

Creating talking points on Facebook

Blogger drops

Engaging consumers

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

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