Integrate Digital …
Integrated Media Marketing
Social Media Marketing Course
Fall 2012
Lynchburg College
School of Business and Economics
Dr Ira Kaufman
©2012

Companies Fail to Integrate
Survey -1,222 managers U.S., Britain, France
Netherlands, Belgium, Germany
• 61% use Facebook; 39% Twitter, 24% YouTube
• Progress on social media use
– 29%, said they were “doing nothing,”
– 27% said they were in the “first steps,”
– 15% were “integrating social media”
– 12% integrated social media into corporate plan
•

Integrated Strategy
• By integrating all of the marketing and
communications efforts into one overriding
strategy (incorporating mobile, social
media, content, sales, advertising, direct
marketing, search [paid and organic],
email and digital marketing), not only does
every department have a better
understanding of what other departments
are doing, but also the end goals are
unified and not conflicted.

360 Approach

9 Elements to Integrate -1
1. Design your website/ hub as engaging, interactive,
easy to navigate and action oriented.
2. Search Engine Optimization -With 8.2 billion indexed
pages integrating targeted keywords and SEO tactics with
social media is critical
3.Optimize mobile site- if its hard to read, 61% leave, 40%
goes to competitor
4. Digital Marketing Optimization- Social Media
Marketing connects 1.5 billion members globally via social
networks. Consistent, engaging and sharing posts
generates action on your website

9 Elements to Integrate -2
5. Content Management- rich key word laden content
promotes sharing easily with friends, colleagues
6. QR Codes grew 1,400 % linking to website and collecting
consumer data.
7. Email Marketing Strategies with ROI of $41/ dollar spent
develop email, online and social acquisition strategy
8. Paid Search (PPC) can be tailored to any budget, location
or business to capture a very qualified audience.
9. Targeted Online Advertising provides quick exposure
while adding new tools to target and convert customers

Marketing Mix
• Develop Powerful Call to
Action
• Choose Tactics
• Design Integrated Blueprint

Integrated Media Marketing
Synergize … Build on each other
traditional online
advertising marketing
social public Social/Mobile
relations media
BUZZ

Is Advertising Dead?
• No! Advertising is flourishing.
• Social media will never be able to replace
TV or any other means of communication.
• We just need to use every media format
the way it was intended to be used.
• We need to start thinking. A creative
interface and idea is nothing in the digital
space without the mechanics and the
tactics. Jesper Astrom

Social Strategies
• Access Targeted Social Communities
• Amplify Traditional Marketing Channels
– Este’e Lauder free makeover
• Encourage Social Sharing
– Leverage users social identities to share
content
• Integrate Social Customer Relationship
Management (SCRM)
• Use QR codes, Pinterest, Instagram to
drive traffic to web

QR codes work

Content Management
• Create rich content that promotes sharing
easily with friends, colleagues
• Encourage mashup (mix digital media-
graphics, audio, video, animation to create a
new work
• Reward conversation and engagement
• Include keywords in content updates
• Produce consistent updates
– Utilize staff resources through training
– Outsource updates through regular client input

Integrated Media Marketing
Best Practices
• Review your corporate legal framework
• Design a strategy reflecting customer touchpoints
• Integrate and synergize your media
• Monitor competition’s digital footprint
• Develop social media employee policy
• Design a proactive crisis strategy
• Incorporate links as metrics
sm
• Evaluate RGV (Resources Generating Value)

What Has Changed ?
Barriers are lowered
• Blogging  web publishing
• Wikis group  collaborative authorship
• Social bookmarking and photo tagging 
creating knowledge together and
classification
• Social networking  virtual communities
and viral distribution

Instagram
http://www.youtube.com/watch?v=GacoqdKj
VyE&feature=player_embedded

Who’s on LinkedIn?
• 175 million Professionals globally
• 62% outside US
• Avg income $109k
• Avg age 37 - 52
• Executives from all Fortune 500
• Entrepreneurs – 31%
• Executives – 18%
• Decision Makers – 42%
*From LinkedIn.com Advertising

Should I Be Marketing on
Facebook?
Yes
Facebook is the #1 social destination

 More than 850 million active users
 2nd most trafficked website
 57% female
 The fastest growing demographic is those 35
years old and older
 Average user spends 55 minutes/day on FB
 More than 1.5 million local businesses have pages
on Facebook
 More than 20 million users become fans of Pages
each day
 The Nielsen Company found that the average time
users spend using Facebook per month grew
nearly 10%, topping seven hours.

Twitter
• Twitter is a free micro-blogging
• Tweets- text-based posts 140 characters
• 465 million global users in 2012
• 1mil new accts &175 mil tweets per day
• How to access: client (10%); mobile (16%) web
(64%)
• Retweets 92% - interesting content
» 84%- personal connections
» 66%- humor
» 32% incentive
» 22% celebrity

Social Video
• 800+ million users/ month
• 4 billion hours watched/mo
• 72 hrs uploaded/ minute
• 70% traffic outside the US
"double the
prime time
audience of • Create a YouTube channel
all three
major U.S.
networks
• Syndicate Your Videos
combined”
• Use videos for events,
special services, customer
service, how-to

Social Bookmarking
• Share bookmarks
• Collaborative
knowledge
gathering
• Voting on popular
posts
• Research

Stumble Upon
Recommendations

If you think and operate with
new models, you will realize
new results
• The next three years businesses will
Integrate Marketing Strategies to realize a
powerful competitive edge
• Companies are changing how they relate to
their customers
• Are you prepared?

About the Presenter
Dr. Ira Kaufman, President, Ira combines 30 years of rich
experiences with businesses and non-profits to guide them to
leverage the power of social media for marketing, recruitment and
organizational development. Ira collaborates with a team of experts
to design interactive environments to by integrating traditional
advertising, online marketing, public relations and social media. His
strong values and sensitivity to organization innovation and change
are the foundation of his work. Ira has a PhD in Marketing and serves
as a consultant, public speaker, and lecturer for companies and
Senior Executive programs. Currently Assistant Professor, Lynchburg
College School of Business and Economics.
LinkedIn: http://www.linkedin.com/in/irakaufman
Facebook: http://facebook.com/irakaufman
Twitter: http://twitter.com/ira9201
URL: www.enwinedigital.com
© 2012