Learn how to integrate social media with traditional communications to boost your brand. Learn the various social media tools, case studies, why social media is important and ways to make social media integration easier for you and your business or organization.

1. A Closer Look At Social Media
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2. Integrating Social Media With
Traditional Communications To
Boost The Brand
Lauren Donohue Gulde
www.SantaClaraDesign.com
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3. I’ll Cover The Following:
Definitions
Why it Matters
Case Studies
5 Lies
How to Integrate Social Media with Communications
Tools to Help
Conclusions
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4. Definitions: Social Media
Social Networks: Facebook, User Generated Content:
Google+, Linkedin Wikipedia, Forums, Review Sites
Blogging & Microblogging: Blogs, Social Reviews:Yelp, Urban
Twitter, Tumbler, Spoon, Trip Advisor
Social Bookmarking: Del.icio.us, LOcation-Based SM: Foursquare,
digg, Stumbleupon Facebook Check-in
Media Sharing:Youtube, Flickr, Presentation Sharing: Slideshare,
Vimeo, Pinterest Scribd
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5. IT’S REALLY
NOT
AS BAD
AS IT LOOKS!
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6. Examples Of
‘Traditional Media’
Static Web Content
Brochures
Newsletters
EMail
Print Advertising
Direct Mail
BillBoards
Tv/Radio
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7. Define: Branding
Seth Godin’s Definition:
A brand is the set of expectations,
memories, stories and relationships
that, taken together, account for a
consumer’s decision to choose one
product or service over another.
If the consumer (whether it’s a
business, a buyer, a voter or a donor)
doesn’t pay a premium, make a
selection or spread the word, then no
brand value exists for that consumer.
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8. So, let’s put all that together:
Our goal here today is to discuss
how to develop relationships and
connections
that entice a consumer
to choose us over the others and
spread the word.
**That doesn’t sound TOO different
from what we’ve been saying for the
past 100 years.
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9. My Humble Theor y (MHT)
The basic objective of every
successful marketing strategy
has been the same – establish or
develop stronger connections or
relationships with people.
Has everything changed?
Is traditional media dead?
Media and communication IS new,
more real, more organic, and less
controlable.
But, it is still very much the same:
creating relationships, building
trust and demonstrating quality.
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10. Why Does It Matter?
Social networks and blogs are now the 4th most popular kinds of
online activities.
67% of the world online population are social networks and blogs.
Social networks are now visited more often than personal email is
read.
Facebook tops Google for weekly traffic in the U.S.
80% of companies use social media for recruitment; 95% of these use
LinkedIn
The average profile age on LinkedIn is 40 years, Twitter 35 years.
Facebook's biggest age group of followers is now in the 35-54 range.
Some social networks have grown to such enormous proportions
that they rival entire countries in terms of population—if Facebook
was a country, it would be the third-most-populated in the world
(right after China and India).
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11. Why Does It Matter?
Social networks and blogs are now the 4th most popular kinds of
online activities.
67% of the world online population are social networks and blogs.
Social networks are now visited more often than personal email is
read.
Facebook tops Google for weekly traffic in the U.S.
80% of companies use social media for recruitment; 95% of these use
LinkedIn
The average profile age on LinkedIn is 40 years, Twitter 35 years.
Facebook's biggest age group of followers is now in the 35-54 range.
Some social networks have grown to such enormous proportions
that they rival entire countries in terms of population—if Facebook
was a country, it would be the third-most-populated in the world
(right after China and India).
11

12. Why Does It Matter?
Social networks and blogs are now the 4th most popular kinds of
online activities.
67% of the world online population are social networks and blogs.
Social networks are now visited more often than personal email is
read.
Facebook tops Google for weekly traffic in the U.S.
80% of companies use social media for recruitment; 95% of these use
LinkedIn
The average profile age on LinkedIn is 40 years, Twitter 35 years.
Facebook's biggest age group of followers is now in the 35-54 range.
Some social networks have grown to such enormous proportions
that they rival entire countries in terms of population—if Facebook
was a country, it would be the third-most-populated in the world
(right after China and India).
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13. CASE STUDIES
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14. Case Study: Virginia Ear thquake
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15. Case Studies:
Virginia Ear thquake
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16. Case Study: Spoons
15,000 + Likes On Facebook
Uses For Facebook:
Flavors Of The Day
(practical)
Simple “answer The
Question Right And Get
Free Yogurt” Giveaways
Local Running Club And
Sorority Support And
Fundraisers
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17. MORE CASE STUDY: SPOONS
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18. Case Study: Spoons
Great example of business
connecting with customers,
Generating excitement about
their brand
Involving themselves in the
community
Engaging with customers
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19. Case Study: Urban Outfitters
Etsy artist makes I Love NY pendant and sells it on etsy.
Urban Outfitters rips off the artists pendant and markets it online and in stores.
It goes
VIRAL.
Amber Karnes from myaimistrue.com tweets:
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20. Case Study: Urban Outfitters
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21. Case Study: Urban Outfitters
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22. Case Study: Urban Outfitters
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23. Case Study: Urban Outfitters
Story was picked up by Huffington Post and
review site Boing Boing.
In a matter of hours, Urban Outfitters had
removed the product from their site.
Amber was interviewed by the Washington
Post, got a job offer, was on the local news
and her blog post was shared 25,000 times
that day.
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24. Case Study: Urban Outfitters
Lessons Learned:
Don’t underestimate the power of “tribes”
If you have customers, social media matters
People love a cause
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25. CASE STUDY: TAMU SOCIAL MEDIA
SCAVENGER HUNT
3 day scavenger hunt launched by
TAMU
Used 4 platforms for students to
check in at locations around
campus and win prizes
YouTube, Twitter, Facebook and
Foursquare
Designed to “Increase Campus
Social Media activity, enhance
business relationships and vivify
student Life.”
designed to increase campus social media activity, enhance
business relationships and vivify student life,
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26. Case Study: TAMU Social Media
Scavenger Hunt
RESULTS
“The student connections and
exploration of the campus were the
overwhelming student rewards for
80 Student Participants
participating. There are so many social
10% increase in Twitter followers media platforms that serve different
purposes, and finding a way to pull
Increase Traffic At Campus together the best ones into a cohesive
bookstores social media package that builds a brand,
is difficult to do – Texas A&M pulled it
Grew FourSquare Following to
off.”
6,350 friends
Unified Students, Staff and Faculty - Diane McDonald,
Director of Social Media for TAMU Marketing and
Communications
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27. Case Study:Hyatt-Regency Lost Pines
Resor t
The perfect, timely example of a company using
social media to boost their brand. And more.
Already had a great social media following. I found
them from a giveaway and won a free night’s stay
last year via Facebook.
Since the Bastrop fires, their Facebook page became
one of the main places for the community to go to
find reliable and timely updates and information.
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28. Case Study:Hyatt-Regency Lost Pines
Resor t
Hyatt LP Used
Social Media:
Teddy Bear Drive for local children
affected by fires
Donated rooms to firefighters and local
residents
Highlighted other community
organizations that offered assistance
Let staff know where to call for
assistance
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29. Case Study:Hyatt-Regency Lost Pines
Resor t
True sense of community
Staff responded to every comment
made on Facebook page, with a
personal tone
Past guests posted to offer help and
promise future visits
Fire victims who are living at Resort
say “Thank You”
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30. Case Study:Hyatt-Regency Lost Pines
Resor t
True sense of community
Staff responded to every comment
made on Facebook page, with a
personal tone
Past guests posted to offer help and
promise future visits
Fire victims who are living at Resort
say “Thank You”
30

31. Case Study:Hyatt-Regency Lost Pines
Resor t
True sense of community
Staff responded to every comment
made on Facebook page, with a
personal tone
Past guests posted to offer help and
promise future visits
Fire victims who are living at Resort
say “Thank You”
31

32. Case Study:Hyatt-Regency Lost Pines
Resor t
True sense of community
Staff responded to every comment
made on Facebook page, with a
personal tone
Past guests posted to offer help and
promise future visits
Fire victims who are living at Resort
say “Thank You”
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33. Case Study:Hyatt-Regency Lost Pines
Resor t
Hyatt Lost Pines built loyalty
They garnered the sympathy and
gratitude of their community and
customers
Through using Social Media: Being
human, communicating and
reaching out
Nothing Builds loyalty like true
engagement and sincerity
WE START WITH THIS
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34. Case Study:Hyatt-Regency Lost Pines
Resor t
Hyatt Lost Pines built loyalty AND END WITH THIS
They garnered the sympathy and
gratitude of their community and
customers
Through using Social Media: being
human, communicating and
reaching out
Nothing Builds loyalty like true
engagement and sincerity
WE START WITH THIS
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35. 5 Lies Regarding Social Media
Bigger is Always Better
The medium is the message
Social Media is the ‘New’ Media
You should leave it all to the
Social media ‘Gurus’
Social Media can be Effectively
Outsourced
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36. Smar t Social Media Integration
Use real names and real Be aware the Social Media is
photos. a mid/long term process. Be
patient.
Spotlight 3rd party coverage
of your organization. Social Media is NOT an
infomercial.
Email should include Social
Media Invites. Be cohesive with your other
marketing efforts.
Social Media links and Badges
should be prominent on your Monitor online conversations
website. about your brand.
Quality content is essential. Compare competitors and
colleagues. What do they do
Updates should be frequent that works?
and consistent.
Don’t forget to contribute as
Let each platform have it’s a community member as
own personality. well.
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37. Tools
SocialBakers: Monitors Instapaper: Easily save and
Facebook, Twitter and Linkedin organize web content for later
Stats use
Social Mention: Measure Slideshare: Upload presentations
awareness for specific keywords and share
Twitterfall: Monitor what’s being Sexy bookmark Plugin: Easily
said about your brand or topics add social media links to your
of interest pages and posts.
Klout: Measures your influence Tweetdeck/Hootsuite: Manage
online all your Social Media accounts in
one location. Hootsuite allows
Paper.li: Generates digital you to schedule your tweets
newspaper from your tweets, and posts. Manage more than
posts and keywords. one ‘organization’.
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38. The thing about Social Media that frustrates
marketers to no end is that
you can’t buy attention
and that if you have no choice but to think and act
small, then you’ll try to say:
“Well, here is a 100,000 person community. How can
we buy it? “
What will you say instead if you’re just four people?
“How can we amaze them?”
That change in posture, that change in
attitude is the single biggest shift, that’s
going on the Internet right now.
Seth Godin, sethgodin.typepad.com
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39. Finally:
Be real.
Be personal.
Be Engaged.
Make your ultimate goal to
form Real relationships.
You don’t have to do
everything.
Find what works and Get
Going!
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40. Thank you!
www.SantaClaraDesign.com
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