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nick westergaard | branddrivendigital.com
integrationSocial Media Here, There, and Everywhere –OR– How to Make Sure 

Social Media Doesn’t Start and Stop at the Marketing Department
#uimktg
@nickwestergaard
Where Are WE?
‣ Strategy — Planning the Work
‣ Execution — Working the Plan
‣ The Big Picture — The Digital Ecosystem
jerry della femina
Nothing kills a bad product faster than
good advertising.”
“
social media Integration
‣ Why Integrate Social Media?
‣ How to Integrate Social Media?
‣ Website Integration
‣ Mobile Matters
‣ Email Evolved
‣ Connecting the Dots
Why Integrate Social Media?
1
social media is a growing part of budgets
Source: CMO Survey
wanted: Better integration
Source: CMO Survey
not just in marketing
Source: CMO Survey
integration is a consistent area of investment
Source: The State of Social Media Marketing (Awareness)
4 cs that make the case for integration
‣ Connecting more people, more often
‣ Customer service enhanced
‣ Cost-effective
‣ Complimentary channels
connecting: growing your community
Photo via Flickr user Vitaliy Velikodniy
‣ Website
‣ Emails
‣ Staff email signatures
‣ Business cards
‣ Printed brochures
‣ Receipts
‣ Snail mail
‣ Phone calls — inbound & outbound
‣ Packaging
‣ And ...
connect your community
offline!
customer service: Enhancing Experience
Photo via Flickr user Achim Hepp
cost-effective: collaborative savings
Photo via Flickr user Ken Teegardin
complementary: reinforcing channels
Photo via Flickr user zeevveez
Integrated campaign: Chobani + Olympics
How to Integrate Social Media?
2
whodoes this involve?
EVERY customer
facing employeeshould have the appropriate training to serve
customers online and off. These are NOT different skills.
REMINDER: misconceptions on social staffing
‣ Just marketing — NO!
‣ Just tech skills — NO!
‣ Age discrimination can work both ways
remember: even the best teams are siloed
Source: Altimeter Group
‣ Advertising
‣ Marketing
‣ Public relations
‣ Operations
‣ Customer service
‣ Research and development/product development
‣ Leadership
‣ Live events
where to integrate?
Photo via Flickr user Derek Gavey
advertising
tv is getting more social
marketing
public relations
operations
Photo via Flickr user Geoff Livingston
customer service
needed: more social crm
Photo via Flickr user Hash Milhan
research & development, product development
leadership
Source: IBM
live events
Website Integration
3
whereall roads lead — the company website
Photo via Flickr user Hash Milhan
still?
Photo via Flickr user Sean McMenemy
your home base
halfof small businesses in the world still 

don’t have a website
and yet … over
Source: Content Marketing Institute
very basic to very advanced
6%of small businesses have 

a mobile optimized website
only
Source: Content Marketing Institute
12%of small businesses plan on creating 

a mobile optimized website soon
only
Source: Hibu
Mobile Matters
4
75%of americans admit to bringing 

their phones to the bathroom
Source: Digiday
4 in 5shoppers user smart phones to shop
Source: Comscore
mobile has overtaken desktop use
Source: Comscore
time spent is increasing
Source: KPCB
mobile spending is increasing
Source: CMO Survey
yet it’s consistently underperforming
Source: CMO Survey
1.5 billion
facebook has
Source: Simply Measured
monthly mobile users
83%of twitter’s users are mobile users
Source: Simply Measured
mobiledrives most social media use — consider mobile-only/
mobile-first networks like snapchat & instagram
social + mobile checklist
‣ Photo/video integration
‣ Location utility
‣ Mobile savvy responsive content
how responsive web content works
beyond the qr code
Email Evolved
5
reports of my death …
Image source: Terry Ballard
@
70%Still PREFER RECEIVING
INFO VIA EMAIL OVER
SOCIAL MEDIA
@
73%of marketers say that
email is critical to
their business
@
4k%ROI! $40 back for every
dollar spent on email
@
NEARLY
TWICE
AS MANY EMAIL ACCOUNTS
28%HIGHER OPEN RATE FOR
THOSE USING EMAIL & SOCIAL
@
@
MORE EMAIL IS
READ VIA MOBILE
THAN DESKTOP – MAKING IT THE MOST
POPULAR SMARTPHONE ACTIVITY
Photo via Flickr user bradleypjohnson
‣ Include Social Media Connect Icons
‣ Include Social Media Sharing Icons
‣ Include Tweet This Snippets by Articles
‣ Tailor Email Content Around Social
Conversations
‣ Ask to Connect
‣ Social Fan Spotlights
make your email social
‣ Use Social Channels to Mine for Newsletter
Content
‣ Post All-Hosted Email Links to Your Social
Networks
‣ Include Sign-up Forms on Social Channels
(Facebook)
‣ Promote Links for Sign-Up Pages (Twitter,
LinkedIn, etc)
add email to your social media
Social Media Integration
Social Media Integration
Connecting the Dots
6
overwhelming!
abraham maslow
I was awful curious to learn why I didn’t
go insane.”
“
SELF-ACTUALIZATION
morality, creativity, problem solving
PHYSIOLOGICAL
breathing, food, water, sex, sleep, excretion
SAFETY
security of: body, employment, resources, health
LOVE/BELONGING
friendship, family, sexual intimacy
ESTEEM
self-esteem, confidence, achievement, respect
maslow’s hierarchy of needs
Hierarchy of digital brand building
BRAND
WEBSITE
CONTENT
EMAIL
social
PAID
why should i follow you?
On-Site
poems and pesos
Source: Spin Sucks
silos are everywhere – have to work around
Source: Altimeter Group
key take-aways
‣ Digital innovation creates silos — integration is critical
‣ The website is still your brand’s home base
‣ You have to adopt a mobile first website across your brand experience
‣ Email produces the highest ROI — connect it with your newer forms of
social marketing
‣ Connect your dots — online and off
next up: planning
Social Media Integration
#uimktg
@nickwestergaard
nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more

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