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How to integrate social media
with marketing, advertising,
and digital
JAMIE PLESSER
BEST BUY

DECEMBER 9–11, 2013

ORLANDO

SOCIALMEDIA.ORG/SUMMIT
SocialMedia.org Brand Summit
How to integrate social media with
marketing, advertising, and digital
@jamieplesser
jamieplesser.wordpress.com
Director, Digital Marketing :: Best Buy Co., Inc.
12.10.13

http://www.flickr.com/photos/penelopejonze/2895837498/sizes/l/in/photostream/
How to integrate social media with marketing, advertising, and digital, presented by Jamie Plesser
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/
What should you do when you
get asked to “make a
campaign social?”

http://www.flickr.com/photos/jasonahowie/8583949219/sizes/l/in/photostream/
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
group chat
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
UGC contest
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
sweepstakes
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

bloggers
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

loyalists
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
advocate
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
activate
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
champion
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
champion
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

viral
brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
champion
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

Viral
brand message so our content goes ________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
champion
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes VIRAL
________
(the dreaded V
word)

and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
champion
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes VIRAL
________
(the dreaded V
word)

sales
and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
champion
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes VIRAL
________
(the dreaded V
word)

engagement
and we generate unparalleled ________.
(finally, an
objective!)
Mad Lib Approach
We’re going to connect with consumers on
incubator
________ by creating a ________ so that we can
(overused tactic)

(shiny object)

influencers
champion
engage with ________ who will ________ our
(clichéd social
audience)

(clichéd social verb)

brand message so our content goes VIRAL
________
(the dreaded V
word)

leads
and we generate unparalleled ________.
(finally, an
objective!)
(that doesn’t make any sense)
http://www.flickr.com/photos/charlotte90t/7024597601/sizes/c/in/photostream/
Share observations on five areas to
explore when you get asked how
social can play a bigger role.

http://www.flickr.com/photos/jonasb/688553237/sizes/l/in/photostream/
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
How to integrate social media with marketing, advertising, and digital, presented by Jamie Plesser
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/
How to integrate social media with marketing, advertising, and digital, presented by Jamie Plesser
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/
Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS

DECEMBER 9–11, 2013

ORLANDO

SOCIALMEDIA.ORG/SUMMIT

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How to integrate social media with marketing, advertising, and digital, presented by Jamie Plesser

  • 1. How to integrate social media with marketing, advertising, and digital JAMIE PLESSER BEST BUY DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  • 2. SocialMedia.org Brand Summit How to integrate social media with marketing, advertising, and digital @jamieplesser jamieplesser.wordpress.com Director, Digital Marketing :: Best Buy Co., Inc. 12.10.13 http://www.flickr.com/photos/penelopejonze/2895837498/sizes/l/in/photostream/
  • 4. 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/
  • 5. 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/
  • 6. What should you do when you get asked to “make a campaign social?” http://www.flickr.com/photos/jasonahowie/8583949219/sizes/l/in/photostream/
  • 7. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 8. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 9. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 10. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 11. Mad Lib Approach We’re going to connect with consumers on ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 12. Mad Lib Approach We’re going to connect with consumers on group chat ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 13. Mad Lib Approach We’re going to connect with consumers on UGC contest ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 14. Mad Lib Approach We’re going to connect with consumers on sweepstakes ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 15. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 16. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) bloggers engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 17. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) loyalists engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 18. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 19. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers advocate engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 20. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers activate engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 21. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 22. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) viral brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 23. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) Viral brand message so our content goes ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 24. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes VIRAL ________ (the dreaded V word) and we generate unparalleled ________. (finally, an objective!)
  • 25. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes VIRAL ________ (the dreaded V word) sales and we generate unparalleled ________. (finally, an objective!)
  • 26. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes VIRAL ________ (the dreaded V word) engagement and we generate unparalleled ________. (finally, an objective!)
  • 27. Mad Lib Approach We’re going to connect with consumers on incubator ________ by creating a ________ so that we can (overused tactic) (shiny object) influencers champion engage with ________ who will ________ our (clichéd social audience) (clichéd social verb) brand message so our content goes VIRAL ________ (the dreaded V word) leads and we generate unparalleled ________. (finally, an objective!)
  • 28. (that doesn’t make any sense) http://www.flickr.com/photos/charlotte90t/7024597601/sizes/c/in/photostream/
  • 29. Share observations on five areas to explore when you get asked how social can play a bigger role. http://www.flickr.com/photos/jonasb/688553237/sizes/l/in/photostream/
  • 31. 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/
  • 32. Number Two: Get tight on the intent
  • 33. Think about the strategic intent and how you roll out the plan http://www.flickr.com/photos/birgerking/4719629563/sizes/l/in/photostream/
  • 41. 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
  • 43. 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
  • 45. Number Three: Think about a portfolio approach
  • 46. 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
  • 47. Number Four: Social media ≠ free media
  • 48. <16%
  • 49. <16% There is very limited reach on Facebook without paid media.
  • 51. 3 hours The half-life of a Tweet.
  • 53. 100 hours Amount of content uploaded every minute on YouTube.
  • 55. 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/
  • 57. Getting real about the real, real time marketing http://www.flickr.com/photos/sharynmorrow/1936214259/sizes/l/in/photostream/
  • 58. 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
  • 60. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT