Digital Marketing, Email, Social Media Strategy, Email Marketing Advice, Integrated Marketing and Media, Search Marketing Advice, Social Media Marketing

How to Integrate Social Media Into Your Marketing

This is a Webinar I conducted recently for MarketingProfs (a Convince & Convert client), sponsored by Citrix (makers of GoToWebinar and GoToMyPC).

The Big Social Media Integration Picture

Social media and conversation marketing transform brands like no other communication methodology previously, because it changes the fundamental nature of the brand/customer relationship.

But, social media and conversation marketing are inefficient vehicles. It’s difficult to achieve economies of scale when you’re developing relationships with customers on an individualized or small group basis.

Thus, social media is not a solo act. It’s best as part of a jazz combo.

Instead of thinking of social media as a freestanding tactic, first consider how you can add social media components to your existing marketing initiatives.

3 Step Social Media Adoption Plan

1. Devise an appropriate, tactically-agnostic social media strategy
2. Audit your current marketing, and add social media ingredients
3. Where necessary, add new social media programs

5 Ways to Achieve Cross-Media Synergy with Social Media

1. Social Media + Search Marketing
Core tenets of inbound marketing. Create content about your brand, and distribute it as widely as possible. Get more bait in the water. Optimize EVERY piece of content for search.

2. Social Media + Email
Good email and good social media are much more similar than different. Add social sharing to your emails. Promote your email program in social media, and vice versa. Use your social initiatives to try out new content approaches, adding the most successful content to your email program.

3. Social Media + Virtual Events
Your audience isn’t the number of people in the room, it’s the number of people in the world. Take your presentation, add it to Slideshare. Promote it on the social Web. Most of my live presentation are to ~40 people. Most of my presentations have been seen thousands of times subsequently.

How can you redefine virtual events by adding social media components? See Radian6 Twebinars that combine Webinars and live Twitter streams. See #blogchat and similar live Twitter chats. See my own Twitter 20 series of live social media interviews on Twitter.

4. Social Media + Live Events
Extend your event before and after it happens, using social media. Think Tweet-ups and other ways that social media can come to life in three dimensions.

5. Social Media + Market Research
Perhaps the most untapped advantage of social media participation. Ask your customers and fans what they think. You can create all-new products via consumer input. You can execute very simple crowd sourcing programs using CrowdCampaign and similar tools.

Social media works best when it’s part of something bigger. Are you ready for some synergy?

Related
  • http://ttrrumble.com/ Thomas

    I have this conversation every day and bring up many of your suggestions depending on the situation. Chris Brogan called it hamburger helper. Using social media to extend and enhance the marketing that you already are engaged in. Your audience is clamoring for social media engagement both because they are already doing it and because the economy requires it to get every last ounce of value out of attention investment. Get going.

    • http://www.convinceandconvert.com/ Jay Baer

      That damn Brogan is always stealing my material! You (and he) are exactly right, however. Use social media to maximize value of what you have, before you go off and build your shiny new toy.

  • http://ttrrumble.com Thomas

    I have this conversation every day and bring up many of your suggestions depending on the situation. Chris Brogan called it hamburger helper. Using social media to extend and enhance the marketing that you already are engaged in. Your audience is clamoring for social media engagement both because they are already doing it and because the economy requires it to get every last ounce of value out of attention investment. Get going.

    • http://www.convinceandconvert.com Jay Baer

      That damn Brogan is always stealing my material! You (and he) are exactly right, however. Use social media to maximize value of what you have, before you go off and build your shiny new toy.

  • Dan Levine

    Jay, this is super. An early holiday gift you’re sharing with everyone. I think too many people still see SM as a stand-alone “strategy” and you’re helping everyone see that it’s better used as a “tactic” that can enhance current marketing efforts. Fantastic. Thank you! – Dan

    • http://www.convinceandconvert.com/ Jay Baer

      Thanks Dan. I really appreciate it.

  • http://YourWebsite Dan Levine

    Jay, this is super. An early holiday gift you’re sharing with everyone. I think too many people still see SM as a stand-alone “strategy” and you’re helping everyone see that it’s better used as a “tactic” that can enhance current marketing efforts. Fantastic. Thank you! – Dan

    • http://www.convinceandconvert.com Jay Baer

      Thanks Dan. I really appreciate it.

  • http://www.siliconcloud.com/ Patrick Murphy

    What do you think are the first steps to get companies to engage or adopt social media?

  • http://www.siliconcloud.com Patrick Murphy

    What do you think are the first steps to get companies to engage or adopt social media?

  • http://twitter.com/beelowbuzz/status/5399694706 Beelow

    social media in je marketingplan: http://bit.ly/398mzj

  • http://blog.iangilyeat.com/ Elizabeth

    Now that Bing can search twitter and facebook, it is even more important to make all of your social media efforts searchable.
    .-= Elizabeth´s last blog .."I’m sorry but she doesn’t talk to customers"… =-.

  • http://blog.iangilyeat.com Elizabeth

    Now that Bing can search twitter and facebook, it is even more important to make all of your social media efforts searchable.
    .-= Elizabeth´s last blog .."I’m sorry but she doesn’t talk to customers"… =-.

  • http://deadreckoningaz.blogspot.com/ Chris Rogers

    Incredibly timely and useful post. Marketers are in great need of rolling up their sleeves and crafting a game plan that considers Social Media in the broader marketing mix.
    .-= Chris Rogers´s last blog ..The Social Media Mix Tape =-.

  • http://deadreckoningaz.blogspot.com/ Chris Rogers

    Incredibly timely and useful post. Marketers are in great need of rolling up their sleeves and crafting a game plan that considers Social Media in the broader marketing mix.
    .-= Chris Rogers´s last blog ..The Social Media Mix Tape =-.

  • mike calhoun

    Article on using social media for marketing, good thoughts for min. too How to Integrate Social Media Into Your Marketing http://is.gd/4MwcK

  • http://socialbutterflyguy.com/ DJ Waldow

    Jay – Love it. Thanks for continuing to be one of the social media dudes who is also an advocate for email marketing. You know that I’m a bit biased when it comes to the email side of the story, but I love that you continue to bring it into the mix as a critical component of a sound social media strategy.

    Until Miami…

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow
    .-= DJ Waldow´s last blog ..Not Everyone Hates The Dentist =-.

  • http://socialbutterflyguy.com/ DJ Waldow

    Jay – Love it. Thanks for continuing to be one of the social media dudes who is also an advocate for email marketing. You know that I’m a bit biased when it comes to the email side of the story, but I love that you continue to bring it into the mix as a critical component of a sound social media strategy.

    Until Miami…

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow
    .-= DJ Waldow´s last blog ..Not Everyone Hates The Dentist =-.

  • http://twitter.com/letoil/status/5445726716 Sabrina Krähling

    @IgedoCompany: http://twurl.nl/vexzd6

  • http://drdavehaleonline.com/ Dr Dave Hale

    Great presentation and article Jay. I love it so much I am going to integrate it into a graduate university course I am developing on the use of social media in businesses.
    .-= Dr Dave Hale´s last blog ..Business.com 2009 Social Media Study =-.

    • Brian Duncan

      Dr Dave – What are your thoughts on integrating Social Media with Digital Out of Home? Specifically Digital Billboards? Thanks so much! brian

  • http://drdavehaleonline.com/ Dr Dave Hale

    Great presentation and article Jay. I love it so much I am going to integrate it into a graduate university course I am developing on the use of social media in businesses.
    .-= Dr Dave Hale´s last blog ..Business.com 2009 Social Media Study =-.

    • http://YourWebsite Brian Duncan

      Dr Dave – What are your thoughts on integrating Social Media with Digital Out of Home? Specifically Digital Billboards? Thanks so much! brian

  • Brian Duncan

    Great stuff! Really curious about your thoughts on integrating Social media with Digital Out of Home such as Digital Billboards. Especially from a LOCAL Ad spend perspective. Any ideas? Thanks to all! b-)

    • Art-lady

      did jay reply?

  • http://YourWebsite Brian Duncan

    Great stuff! Really curious about your thoughts on integrating Social media with Digital Out of Home such as Digital Billboards. Especially from a LOCAL Ad spend perspective. Any ideas? Thanks to all! b-)

  • http://www.radian6.com/ Lauren Vargas

    Right on! I love the metaphor of a jazz combo. Integration and aligning with current business goals is key for social media success and valuable lessons learned.

    Thank you for the shout out about our Twebinars. We are looking at how we can integrate other social media outposts into the mix too.

    Lauren Vargas
    Community Manager at Radian6
    @VargasL
    .-= Lauren Vargas´s last blog ..Who says traditional media is dead? =-.

  • http://www.radian6.com/ Lauren Vargas

    Right on! I love the metaphor of a jazz combo. Integration and aligning with current business goals is key for social media success and valuable lessons learned.

    Thank you for the shout out about our Twebinars. We are looking at how we can integrate other social media outposts into the mix too.

    Lauren Vargas
    Community Manager at Radian6
    @VargasL
    .-= Lauren Vargas´s last blog ..Who says traditional media is dead? =-.

  • http://twitter.com/SPennington10/statuses/5879463067 SPennington10 (Sam Pennington)

    Twitter Comment


    RT @HowellMarketing RT @smmguide: RT @jaybaer How to Integrate Social Media Into Your Marketing [link to post] – Posted using Chat Catcher

  • http://twitter.com/SPennington10/statuses/5879463067 SPennington10 (Sam Pennington)

    Twitter Comment


    RT @HowellMarketing RT @smmguide: RT @jaybaer How to Integrate Social Media Into Your Marketing [link to post]

    Posted using Chat Catcher

  • http://twitter.com/gerikleeman/statuses/5689328939 gerikleeman (gerikleeman)

    Twitter Comment


    RT @smmguide: RT @jaybaer How to Integrate Social Media Into Your Marketing [link to post] – Posted using Chat Catcher

  • http://twitter.com/gerikleeman/statuses/5689328939 gerikleeman (gerikleeman)

    Twitter Comment


    RT @smmguide: RT @jaybaer How to Integrate Social Media Into Your Marketing [link to post]

    Posted using Chat Catcher

  • http://twitter.com/sparklingruby/statuses/5879658455 sparklingruby (Kris Ruby)

    Twitter Comment


    How to Integrate Social Media Into Your Marketing + 5 Ways to Achieve Cross-Media Synergy with Social Media [link to post] – Posted using Chat Catcher

  • http://twitter.com/sparklingruby/statuses/5879658455 sparklingruby (Kris Ruby)

    Twitter Comment


    How to Integrate Social Media Into Your Marketing + 5 Ways to Achieve Cross-Media Synergy with Social Media [link to post]

    Posted using Chat Catcher

  • http://twitter.com/alen4ik2003/status/6045894984 Jelena Litvinenko

    RT @tweetmeme How to Integrate Social Media Into Your Marketing http://bit.ly/NrEaz

  • http://twitter.com/mikedubrall/status/6206333432 Mike Dubrall

    RT @jaybaer How to Integrate Social Media Into Your Marketing http://bit.ly/NrEaz

  • http://twitter.com/jonathannelson/status/6206760665 Jonathan Nelson

    RT @MikeDubrall: How to Integrate Social Media Into Your Marketing http://bit.ly/NrEaz

  • http://twitter.com/genroe/status/6231467348 Adam Ramshaw

    RT @jaybaer How to Integrate Social Media Into Your Marketing http://bit.ly/NrEaz — tools and ideas we can all use.

  • http://twitter.com/coffee_tweets/status/6284573719 Jasmine Guevara

    RT @jaybaer How to Integrate Social Media Into Your Marketing http://bit.ly/lCgvj

  • http://twitter.com/lorensan/status/6466448750 Loren Sanders

    i came across this on ways to integrate soc med into your marketing…interesting http://ow.ly/JUwd

  • http://twitter.com/MarkWJohnson/statuses/6664829600 MarkWJohnson (Mark W. Johnson)

    Twitter Comment


    Online Presentation from Jay Baer of Convince and Convert on: How to Merge Social Media With Traditional Marketing. [link to post] – Posted using Chat Catcher

  • http://twitter.com/MarkWJohnson/statuses/6664829600 MarkWJohnson (Mark W. Johnson)

    Twitter Comment


    Online Presentation from Jay Baer of Convince and Convert on: How to Merge Social Media With Traditional Marketing. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/markwjohnson/status/6664829600 Mark W. Johnson

    Online Presentation from Jay Baer of Convince and Convert on: How to Merge Social Media With Traditional Marketing. http://bit.ly/8nGaMX

  • http://twitter.com/stratafly/status/6766370045 Stratafly

    RT @jaybaer How to Integrate Social Media Into Your Marketing http://bit.ly/NrEaz

  • http://twitter.com/steveology/status/6874094893 Steve Farnsworth

    How to Integrate Social Media Into Your Marketing | http://ow.ly/NKBa

  • http://twitter.com/rssirteubal/status/6888154613 Ignacio

    How to Integrate Social Media Into Your Marketing | | Social Media …: social media is not a solo act. It’s best… http://bit.ly/3yA3d2

  • http://www.nicwindley.co.uk/ business growth consultant

    Nice article and I particularly like the way you are showing the effectiveness of integrating social media with other marketing strategies, something I am a big believer in myself and also stresses the need to get the basics right first.

  • http://twitter.com/erikclabbers/status/9970849183 Erik Clabbers

    How to Integrate Social Media Into Your Marketing – http://bit.ly/9fCjRB (via @jaybaer)

  • http://twitter.com/jasoncrown/status/12569720691 Jason Crown

    How to Integrate Social Media Into Your Marketing http://ow.ly/1An4i

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/