How to Integrate Social Media into your Marketing Campaign

Steve Bayhack and Shaughn Le Grange-HatlenFontera and Pod1

2011

You’re Doing it Wrong!!!

Types of Marketing

• Online marketing• Offline marketing• Outbound• Inbound• Newsletter• Trade Show• Search Marketing• Direct• Niche• Guerrilla• Etc.etc.

Word of Mouth (Viral)In the past:

Now:SLOW, STEADY AND SURE FAST & VIRAL

Social Media has speeded up the process and made it relevant in today’s fast paced world.

Social Media

• Social Media allows for direct communication with customers/clients.

• It is a facet of Marketing & Customer service.• By itself – IT WILL NOT HELP YOU.• Must be a part of your overall marketing.

• Another tool in your advertising/marketing/research arsenal• Not merely an add-on or after-thought.

United Breaks Guitars

United Breaks Guitars

• Annual marketing budget of between $70 & $100 Million

VS• One cheap youtube video:• 150,000 hits in one day• 500,000 hits in the first month• 5,000,000 in the next month• Over 10,000,000 hits to date.

= Epic Fail for United!

United Breaks Guitars…and has no Social Media strategy

• Annual marketing budget of between $70 & $100 Million

• On Twitter 17,000 followers, only following 1000 = they’re not listening!• Only 318,549 ‘likes’ on Facebook

Get MMAD CampaignStart with a traditional advertising campaign….

Get MMAD

o

Make it Relevant!!!!

• Constant Checking – provide feedback• Updates• Be Sociable (talk, tweet & listen)

• Remember it’s a marketing tool to be used in conjunction with other media.

Social media + EmailSocial media + Live EventsSocial media + Market Research

Types of Facebook Touchpoints

Groups and Pages

Channel Limitations

Setting up your FB Campaign

Social Media plugins

Static Fan Page

Interactive Fan Page

Steve BayhackFontera

LondonCape Town

Atlanta

www.fontera.com

Shaughn Le Grange-HatlenPod1London

New YorkCape Town

www.pod1.com