Rebecca Murtagh - Integrating Social Media into the Overall Marketing Plan
Integrating social media into the marketing plan
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Transcript of Integrating social media into the marketing plan
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Integrating social media into the marketing plan
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Traditional campaign thinking
ATL campaign idea (based on TV ad probably)
Promotion / P.O.S
PR
Microsite
Web ads
Bill boards
TV Print
Radio
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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!”
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Result = great TV ad, average, to sucky, everything else
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Integrated thinking
Creative platform idea
Customer experience
PR
Facebook Page
Web ads
Bill boards
TV spot Print
Radio
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Integrated team
Media planner
Strategy/planner
Media planner
Digital
Social media
PR
Copy writer
Designer
The client
The consumer
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Result = something more interesting
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There is no such thing as an awesome social media campaign, only a great integrated campaign
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Social media is about finding middle ground between what the brands wants to talk about and the consumers (don’t be boring)
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“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 !
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Why you should love (and fear) social media
Brand story
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People talk about things online that happen offline
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Facebook is the dominant social media platform
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The largest fan page on Facebook (that’s over 15 times the audience of CNN prime time)
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Majority of the content links to real world activities
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The Happiness Truck
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Twitter is great for reaching influencers and spreading content quickly (but becoming increasingly mainstream)
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The largest brand on Twitter (probably) @wholefoods
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Blog is used to host content into Twitter and Facebook
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Kulula Facebook
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Kulula “Not The World Cup”
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The “not the world cup” campaign
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Kulula - Cows4Kate
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Kulula - Cows4Kate
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Kulula - Cows4Kate
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Kulula - Cows4Kate
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Kulula - Cows4Kate
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Capitec Bank – Live Free
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Sandcastle construction crew
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Events page acts as activity hub
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Le Budget Cafe
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Creating talking points on Facebook
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Blogger drops
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Engaging consumers
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R 2 million worth of coverage (traditional and blogs) to date
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