How to Integrate Social Media In The Marketing Mix: Real Cases

@OLGANDRIENKO VIA #SMDAYIT + #DIDAYS
HOW TO INTEGRATE
SOCIALMEDIA
INTOTHE MARKETINGMIX

HEAD OF GLOBAL MARKETINGATSEMRUSH
OLGA
ANDRIENKO
@OLGANDRIENKO

@OLGANDRIENKO VIA #SMDAYIT + #DIDAYS10
How people
saw SEMrush

Person
behind the
brand
How people
saw SEMrush

Personality matters
A brand will reflect the
personality of the marketer
who works on social media,
agency or in-house.

Social media accumulates and supports everything
else

BROADCASTING
Audience
10
HAVING
AMAZING
CONTENT
ON SOCIAL
IS NOT
ENOUGH
INTEGRATION
Community

Social media & website
How to integrate the website content with social media

Put social proof on the website
Embed tweets or Facebook widget

Tool: Highlighter by Sumo.com
Tool: Clicktotweet.com
Encourage people to share your content

Supercharge your “Thank-you” page & ask
customers to share they’ve bought from you

Reverse engineer: Article based on social media
posts
Find a relevant
discussion on
social media and
cover it on your
blog.

Content
re-use
Find UGS (User Generated Content)
Create an article
Create images with best
quotes
Create onebigimage
Social media post, Twitter chat,
Facebook live, panel discussion
on YouTube
Blog post with the top tips from
participants
Pick top 10-15 quotes and create a
SlideShare deck, embed it in the post +
share on social
Extremely high quality rich image(size:
Pinterest or Infographic)

Social +
Content
Get 2 quotes from the post and
create special images with these
quotes to promote the post.
Eye-catching image is a must! If
the post doesn’t contain one -
SMM specialist creates the image.
Tag every expert that is
mentioned in the post or took
part in the publication.

ALL SOCIAL PLATFORMS WANT
USERS TO DWELL ON THEIR SITES,
NOT TO BE REDIRECTED
SOMEWHERE.

Help users who a ready to buy
Boost sales with
Facebook Shop
section on pages.
Company:
Dressific

Social media and community

CONFERENCES ARE FOR NETWORKING
OFFLINE. YOUR TEAM AT THE OFFICE
SHOULD CHECK THE BEST POSTS
FROM ALL ATTENDEES AND GATHER
QUOTES.

Take over the online feeds at conferences
Tool for hashtag monitoring: tchat.io (free)

Everyone’s posting online. Get this data
Analyze the hashtag, export data to Excel, filter audiences for further contact
Tool: TweetBinder

Social +
Events
Organize a panel discussion on
YouTube before and/or after the event
with a few speakers, transcribe it and
create a post.
Invite people to the stand using
personal accounts of people who are
at the event. Do not use the hashtag.
After the event collect the best
speakers’ quotes in the image, tag
them when publishing it on social
platforms.

Never stop the connection, nurture it constantly.
Make friends!
Video made in VivaVideo Postcard made in Canva

Create something extraordinary
Example: SEMrush Italian team arranged a funny video for GT Idea’s 10th Anniversary
Who, out of 4
experts, would you
let to optimize
your website and
why?
Survey in Milan
center, audience:
random ladies

Social +
Influencers
Follow the discussions/hot topics
by creating a separate Twitter lists
or starring profiles on Facebook
Identify loyal experts and
identify potential cooperation
opportunities
Run campaigns with influencers
and encourage them to share it to
their audience

Customer support on social media

THE ONLY WAY YOU CAN MAKE A
DIFFERENCE NOW IS DO
SOMETHING MACHINES CAN'T DO.
AND THAT IS EMPATHY AND CARE.

One great thing about unhappy customers is…
Unhappy
Neutral
Emotional status

If you fix the issue, they become your biggest
advocates
Unhappy Neutral
Emotional status
Happy

Choose tools that would enable your social team &
customer support team to cooperate

“YOU” VS. PERSON’S NAME
Using person’s name is the easiest way to make a
difference. Name is a lot more powerful and personal.

Proper customer success is your time to shine
Skyscanner case
with a bug on a
website and
employee’s
response

Proactive support: listen to relevant discussions, not
only the mentions of your brand

Make conversations fun: Use GIFs to respond
 Ensure you enable sending GIFs
directly to social media apps and
messengers
 Turn videos into GIFs for handy
reaction. Next step further after
emojis
 iPhone users, use Boomerang 

Social media campaigns to increase brand loyalty

A whole campaign with social media integration

Campaign
goals
Increase customers’ awareness
about various tools in SEMrush
Test holiday theme and
gamification on a larger scale
Identify the profile of existing and
active SEMrush users on Twitter.

Find the Easter eggs & discover new SEMrush tools
We worked with our developer teams to incorporate 15 animated “Easter eggs” hidden across SEMrush interface.

Mechanics: how Easter Egg Hunt looked like in the
interface

We encouraged users to tweet
Campaign to engage with existing clients where social media has played a core role

Twitter management during the campaign
Social media team was on Twitter 24/7
1. Images with Easter eggs in the software.
2. GIFs with how to unlock the eggs.
3. Retweets from participants.
4. Hashtag monitoring, answering questions from participants.
5. Announcement on our weekly Twitter chat
6. Collecting all participants in a special Twitter list (tool List Builder -
Chrome extension).

Identified real product users on social media
List was collected with
Listbuilder Chrome extension

Campaign
results
9,300 users participated in the
campaign (in 2 weeks)
Users did +1500 actions in
SEMrush (97% of actions came
from existing clients)
Tweets with #semrushegghunt
got over 8,000,000 impressions

NewBalance Twitter campaign #IAmTheCompetition
Twitter card
campaign with 4
different
hashtags and
various videos for
each hashtags.

Replies to
everyone who
posted 1 of 4
hashtags.
Personalized
video with name
and photo
incorporated in
the video

My toolkit
Social listening/ posting
Hashtag/keyword analytics
Twitter analytics
Cross-platform analytics
SproutSocial
TweetBinder
Audiense
SEMrush Social Media
tool
Snappa.io & CanvaDesigns
Videos on mobile iMovie + VivaVideo

Apps for images
 PicLab – editor
 VSCO –filters
 Afterlight – filters
 Canva –editor
 WordSwag –awesome tool for quote creation
 Prisma –filters
 Facetune –editing faces

Apps for videos
 iMovie – greatfor creating a
video from small bits
 VivaVideo– awesomefilters and
music
 Splice –great music collection

MOST OF YOUR MARKETING
EFFORTS ARE NOT PERSONALIZED.
IN THE WORLD OF PERSON-TO-
PERSON MARKETING, SOCIAL
MEDIA IS WHERE THE MAGIC
HAPPENS.

TWEET ME YOUR QUESTIONS &
FEEDBACK!
Get the slides via bit.ly/olga-smdayit
OLGA ANDRIENKO
HEAD OF GLOBAL MARKETING
@OLGANDRIENKO
O.ANDRIENKO@SEMRUSH.COM

How to Integrate Social Media In The Marketing Mix: Real Cases

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