Doug Meacham's Integration presentation for CVAMA

Integrating Social Media with Advertising

Doug Meacham

Purpose of presentation

I’m not covering everything to do with Social Media. Just the stuff I think is relevant for advertising campaigns. So I won’t be mentioning how to use it for customer care, public relations or giving tips on how to stalk celebrities.

THE RULES

Don’t think of Social Media as a media.You can’t buy space in it.

Shouting an advertising messagewill only make people hate you.

People don’t want to befriend The Man™

Bullshit doesn’t work.You have to be genuine.

A Social Media conversation may start onlinebut its real power is when it goes offline.

You’ll only get followers if you offer them value.

There’s lots more. But let’s get started.

There’s lots of activity on Social Media

It’s not just Facebook and Twitter

You can categorize Social Networks like this

Time spent on Social Networks up 82% on last year

Facebook attracts over 700,000 new users every day

3 million photos are added to Flickr every day

Facebook has 60 million status updates daily. At 50 million, Twitter has almost caught up

Contrary to expectations, social media isn’t the land of the kids

This film gives statistics better than I can

MAKING THINGS SPREAD

CNN (and others) make it easy for their stories to spread

And they use that feature to rate content

Huffington Post offers lots of ways to pass on content

Even from their iPhone app

You Tube makes it easy to pass on a video

Last.fm makes it easy to pass on music

And we can let our marketing campaigns spread further and faster

Creative Opportunity

Whatever activity we’re doing online, we should be thinking about how we can add social elements to it. If it’s something worth sharing, that is. If we want something to spread, let’s make it easy for people to spread it.

TWO EARS, ONE MOUTH

Brands need to listen in to what the public are saying

There are tools out there to make it easier to listen in

But marketing has traditionally been about talking not listening

Creative Opportunity

Do a search on a client you’re working on. Or search their product. See what people are saying in social networks. You may just find a useful insight.

GO TO WHERE THE PEOPLE ARE

Traditionally we expect people to come to us. Tradition is wrong.

Companies are trying to make sense of it all

Listen in to conversations and respond

Allow people to say whatever the hell they like about you

Bring existing conversations into one place

It’s not just about going to where the people are. It’s about bringing your brand to life once you’re there in a way that’s relevant, appropriate and adds value.

Creative Opportunity

ENABLE A CONVERSATION

Give people who’re talking something to talk about

Give content creators something exclusive and special

If you want people to talk, you need to give them something to talk about. Try to come up with conversation fodder that works in the real world as well as online.

Creative Opportunity

START A CONVERSATION

Create an environment and let people make it theirs

Attract your audience with valuable information

If you do something interesting enough, people will join in

If you’re expecting people to come to your party, you need to make it worth their while. You need to add value. Entertain them, enable them, educate them, empower them, give them a reason to participate.

Creative Opportunity

USE THE TECH CREATIVELY

The Wimbledon Seer used Twitter to feed live data

An Arduino system is used to generate tweets

When new features are released you can screw with them

There’s producing something creative to go into the technology. And then there’s being creative with the technology itself. It doesn’t take too much technical knowledge to play around with something and find a different way of using it.

Creative Opportunity

• Find ways to make things Spread by adding worthwhile social elements to online content

• Listen first to gain insights into what people are saying about your product/client.

• Go to where your people are and bring something of value

• Start a Conversation. Enable, Entertain, Educate, Empower. Give them a reason to participate

• Get Creative with the Technology

In Summary

And of course...

On Twitter: DougMeacham or SMCRVA

On my blog: NextUp.wordpress.com

On flickr: DougMeacham

On BlipFM: DougMeacham

On foursquare: DougMeacham

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feedback please

If you find this useful, or not, please drop me a line and tell me.

Thanks,

[email protected]