Integrating social media into the marketing mix to achieve tangible results

Integrating Social Media

Into The Marketing MixRob Mansfield

Senior Digital Editor, Age UK

Profitably Integrate Social Media…

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2.0

Love Later Life

Campaign channels

• TV ad

• VOD

• Cinema Ads

• Magazine rebrand

• Social Media

• Facebook

• Twitter

• Instagram

• Pinterest

• THE HUB!!

Facebook

Facebook

Twitter

Pinterest

Instagram

• Posted behind the

scenes shots.

• Celebrity campaign

quotes.

• ‘Regramed’ UGC

generated using the

hashtag

• Created short edits of

the TV ad.

• Posted shots of our

case studies.

The Hub

Results

The numbers

Combined TV ad plays: 101k

Overall engagement: 180k

Combined social increase: 18k

Combined social reach: 12m

Results

In practical terms, this means

• A highly-engaged audience (small is beautiful if they are engaged)

• A totally new and largely-positive attitude on our facebook page

• Accelerated audience growth

Any questions?

Rob Mansfield

@robram

[email protected]

www.linkedin.com/in/robmansfield

Thanks to Athar and Tom for the data and execution