The following is a compendium to the presentation that was given at the Nicholson School of Communications at the University of Central Florida. This document should act as a resource in guiding integrated marketing campaigns through the process of the goals and objectives; channel selection and deployment; reporting and monitoring through the final outcome.

1. A Crash Course In Social Media Marke!ng

2. Hi.
JusticeMitchell.com
@justicemitchell #SoMeCC
Integrated Marketing:
Advertising
Interactive
Social (Content Driven) Media

4. The Marketing Landscape

5. Owned, Earned, Paid, Social & Data
PAID: Media
Earned: Media
SOCIAL
Owned: IP
DATA
ADVERTISING
Online
Traditional
Endorsements
Outreach
CONTENT
UGC
Created
Curated
Location-Based
Ranks & Reviews
INFLUENCER
Responsive
Recruitment
Retention
PARTNERSHIPS
Co-Branding
White Labeling
INTELLIGENCE
Testing
Monitoring
Optimization
Analysis
PROPERTIES
Content
Websites
Data & Lists
Mobile/Tablet
Applicational
Product
Email
CHANNELS
Facebook
Twitter
YouTube
LinkedIn
Google+
Instagram
etc.
COMMUNITY
Subscribers
Forums
Groups
Boards
AFFILIATES
Partnerships
Ambassadors

6. This Is A Test ... Remain Calm.

7. A Social History Lesson•BulletinBoardSystems(BBS)
•Gen1Websites
•Blogging
•Forumsboards
•Gen2Websites(HTMLEditors)
•Emailmarketing
•Searchmarketing(SEO1.0)
•.Comera-landgrab
•Blogging2.0(blogger)
•Web2.0-varyingtools&mentality
•Inboundmarketing
•Compliancy-CSS
•Linkedin
•Selfpromotionera
•Facebook
•YouTube
•Twitter
•SEO2.0marketing
•ViralMarketing
•iPhone&Smartphones-Apps;SMS;mobileweb
•Locationbasedmarketing
•SocialMediamonitoring
•SocialMediachannelsexplosion
•Mobilecompliance&Responsivedesign
•HTML5
•iPad&tablets
•Instagram;Socialphotosharing
•Pinterest
•Google+
•Contentmarketing
1990’s
1994
1996
1998
1999
2000
2003
2004
2006
2005
2007
2009
2010
2011

8. Social Media Is:
• Creating relationships
• “Conversational Engagement”
• Likes, tweets, posts, replies, RTs
• Recruitment & retention
• Brand Impression
• Creating trust
• Storytelling
• Sharing
• Sales

9. Creating Your “F3”
• Trust makers
• “Brand fragility”
• Guilt by association
• Your audience is your family
• Social content consistency is the expectation
• Secondary and tertiary F3
Friends, Fans & Followers.
Friends
Fans
Followers

10. Why Should I Give A Shit?
1,000?
680
208
130

11. New World Customer Service
Client
SME
Crisis? Sales#SoMe

12. Know Your Friends & Enemies

13. Demographics & Personas
Their Story? Their Triggers? Their Culture?Who Are They?

14. WIIFM
• I don’t want your ads
• I want to be heard
• I want to feel wanted
• I want to feel educated
• I want to show you off to my friends
• I want the ability to choose, create & customize
• I want to be treated as special, unique and coveted
• I want to talk to the brands I love, and know they love me too

15. What Makes Them Tick
Your audience has many triggers in what they want:
• Fun
• Smart
• Efficiency
• Exclusive
• Emotional
• High Design
• Romanced & Detail Rich
• Because Everyone Has One
• Price Is Always A Driver + & -

16. CONSIDERATION SET
DIFFERENTIATE
ENTICE
ADVOCATE ACTION

17. Sans-Sexy Competitive Analysis

18. Create, Build & Optimize It

19. Where Do I Begin?
Define goals & objectives:
NCAs ENGAGEMENT RETENTION RECRUITMENT
BRAND
IMPRESSION
ONLINE
PURCHASES
BUZZ
CONTESTS PRESS & NEWS WEBINARS COMMUNITY EVENTS
PRODUCT
EDUCATION
TREND
SPOTTING
Primary Directives:
Secondary Directives:

20. Define The Social Graph
Where will traditional advertising enter the process?

21. Ideation & Tactics
• Events
• Brand Lift
• Grand Openings
• Product Introduction
• Season Campaign Directives
• Cultural “Piggybacking”
• Affiliate & Sponsorships
• Experiential

22. Building Blocks of CONTENT
#POSTS
COMMUNITIES
WEBISODIC
CONTENT
VIDEOS
PODCASTS
DIRECT
TWEETS
WEBSITES
THREADS
FORUMS
ARTICLES
PRESS RELEASES
EMAILS
INTERNAL
MESSAGING
SPECIAL OFFERS
POSTS
THEN NOW

23. Mapping Your Campaign
Month 3Month 2Month 1
2 2 3 3 5

24. Protect & Report

25. • Rating & reviews
• Industry changes
• Competitive activity
• Trending changes & opinions
• Contests, coupons & calls to action (CTAs)
• Customer sentiment
• Ratings & reviews
• Executives
• Feedback
• Articles
Social Monitoring

26. Sexy F$*%&@g Data

27. It’s More Than Talk
CONVERSATIONS
THEN NOW
CONVERSATIONS
BRAND
PROTECTION
THOUGHT
LEADERSHIP
CUSTOMER
SERVICE
CRISIS
MANAGEMENT
PRODUCT
EDUCATION
COMMUNITIES
TRAINING &
ENCULTURATION
NEW BUSINESS
DEVELOPMENT
CUSTOMER
FEEDBACK
PROTOTYPING
TOOL
AMBASSADORS
BRAND
IMPRESSION
CREATING
TRUST
SOCIALINTELLIGENCE

28. Social Crisis Management
• Trolls, Attacks & SPAM
• BLATANT Negative reviews
• Litigious allegations
• “Guilt by association”
CASE-BY-CASE BASISHAVE AN CRISIS SOP

29. Bottom Line: ROI Expectations
• RT, Shares, Likes & Subscribers?
• NCAs?
• Brand Lift?
• Lead Generation?
• Gain Mindshare in “The Consideration Set”
• The Holy Grail: “VIRAL CONTENT”
• Product Purchases
• Trend Creation
9
8
7
6
5
4
3
2
1
- action 1 - action 2 - action 3
1 2 3 4 5 6 7 8 9
1
2
3
4
5
6
7
8
9
10

30. Example:
http://vimeo.com/68751825

31. Must-Have Bookmarks
http://mashable.com/social-media/
http://www.socialmediaexaminer.com
http://social-media.alltop.com/
http://socialmediatoday.com/
http://socialtimes.com/
http://www.forbes.com/social-media/
http://venturebeat.com/tag/social-media/
http://www.huffingtonpost.com/news/social-media/
http://www.spredfast.com/social-media-resources/guides/
http://www.hubspot.com/internet-marketing-whitepapers

32. Your Special Magical Unicorn Person Thing
Justice Mitchell:
• Global Social Media Director — Kaseya
• JusticeMitchell.com — Blogger
Social Nerd:
• twitter.com/justicemitchell
• instagram.com/justicemitchell
• facebook.com/justicewmitchell
SPEAKER