Matt Siltala's Slide Deck presentation from Pubcon NOLA 2013 talking about Integrating Social Media into an overall strategy and the cultural shift going on in marketing.

1. Social Media – A Cultural Shift
Matt Siltala, President
matt@avalaunchmedia.com
@Matt_Siltala

2. @Matt_Siltala
Integrating social media into your marketing is not just adding
new tactics, it’s a cultural shift.

3. “People and their voices – the heart and soul of
successful social anything – aren’t bought or
controlled or predicted. They never have been.
They’re earned. And the very act of earning not just
the attention but the affinity of those people means
you have to risk doing something different in order
to do something truly valuable.”
-Amber Naslund
@Matt_Siltala

4. @Matt_Siltala
Social media can’t be
done in isolation, the
whole team needs to
come along.

5. “Many B2B marketers still take the traditional method to
integrate social media. Like most marketers, they take
the route of just adding on another line of business and
typically assign a team resource whose time will be spent
posting and responding within social media platforms in
isolation.”
-Jeremy Roberts
@Matt_Siltala

6. @Matt_Siltala
Social is the catalyst that drive
prospects through the buying process.

7. @Matt_Siltala
Give up being boring. Forever.
Being boring will kill you
(unless your audience is boring, re: accountants)

8. “Companies need to understand that it’s actually permitted
to be fun. It’s written nowhere that you have to be boring.”
- Damien Van Achter RTBF social manager
Consider your company culture.
If you’re funny, be funny in your social media posts. If you’re
analytical, be analytical.
@Matt_Siltala

9. @Matt_Siltala
Social Media rewards those who respond and react fast to
what’s going on in the world.
Tip: Reserve some marketing budget for last minute campaigns based on trends or
current events. Being the first to spot or give commentary (even if just in your
industry) on something that’s popular at the moment gives you an edge.
When everyone is talking
about something that
relates to your business…
It’s time to
jump into the
conversation,
giving your own
unique take on
the topic
Make sure to have Google Alerts, Mention.com or
tools to track and spot trends and opportunities

10. @Matt_Siltala
During the Superbowl
blackout, Oreo tweeted
an ad that related to it
LIGHTS GO
OUT AT THE
SUPERBOWL
It became a viral hit, retweeted more
than 15,000 times in the first 14 hours. It
was also featured in the Washington Post.

11. @Matt_Siltala
Being the first company in your
industry to comment on things that
affect or impact your niche gives you
an advantage in search results and
establishes you as a leader.

12. Utah small business,
Pluralsight, markets to
geeks, and computer
programmers. They took a
trend in mainstream
society and made it their
own by creating a video
with their authors
lipsyncing to the pop hit
song: Call Me Maybe. They
are not polished or slick,
they are in true geek form.
59,685 Views
@Matt_Siltala

13. @Matt_Siltala
Hire a good
graphics/image/
designer Always
important, now even
more important.
Facebook
emphasizes images
more in the new
newsfeed. Bloggers
stand to gain so
much traffic from
Pinterest and are
creating pinnable
images for
everything they do.

14. @Matt_Siltala

15. @Matt_Siltala
BAD EXAMPLE

16. @Matt_Siltala
Develop a human voice,
talk in your customer’s
voice, not corporate
voice. Your look and
language shouldn’t be
corporate, staged or
forced. It should be
friendly, funny, clever,
and relevant.
Visa small business ad posted on Facebook and promoted.
Most of the 62 comments on this post called Visa spammers,
several were negative. This image is corporate and fake feeling.
DOESN’T GET IT

17. @Matt_Siltala
GOOD EXAMPLE

18. @Matt_Siltala
Social Media
This baby clothes company “ad” share to win contest has emotional
appeal, is really eye catching and has a social component.
DOES GET IT

19. @Matt_Siltala
DOES GET IT
Blogging
All this small
barbershop does is
create a blog and
post before/after
photos.

20. DOES GET IT
@Matt_Siltala

21. DOES GET IT
@Matt_Siltala

22. @Matt_Siltala
INTEGRATE EVERYWHERE

23. @Matt_Siltala
ALL IMPACT YOUR SEARCH RANKINGS
Search Engines
Comments & Shares Retweets

24. INTEGRATE SOCIAL MEDIA EVERYWHERE
@Matt_Siltala

25. INTEGRATE SOCIAL MEDIA EVERYWHERE
@Matt_Siltala

26. @Matt_Siltala
Vitamin Water makes social ads

27. Integrate Content
Pictures, text, articles,
testimonials, success
stories, news about your
business, published online.
@Matt_Siltala

28. @Matt_Siltala
Integrate In
Your Email
Ask people to share
or follow you on
social sites on your
emails. Social media
references can offer
a higher click-
through or
engagement rate on
your emails as it
supports the primary
call to action and
messaging.

29. @Matt_Siltala
Integrate On Your Website
Add social buttons, social login (let people sign in with their
Facebook or Twitter account), one click to follow.

30. Watch the conversation that happens on popular videos,
Facebook posts, blog comments, in your industry or those
who have your same target
market to get a feel for the
voice of your customers.
@Matt_Siltala

31. @Matt_Siltala
A FEW THINGS TO REMEMBER

32. @Matt_Siltala
• Cultural Shift
• Get The Whole Team Involved
• Social Interest + Social Influence = Decision Making
• Don’t Be Boring
• React Fast To Breaking News
• Be Creative
• Hire A Good Designer
• Integrate Social Media Everywhere

33. @Matt_Siltala

34. @Matt_Siltala
Where you can find this presentation:
http://www.slideshare.net/MattSiltala

35. Matt Siltala, President
matt@avalaunchmedia.com
@Matt_Siltala
Thank You!