My presentation during State of Search Dallas 2013 - This presentation dives into the cultural shift in marketing and how the online and offline worlds are coming together

2. Follow me on Twitter - @Matt_Siltala

3. @Matt_Siltala

4. @Matt_Siltala

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

6. “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.”
-Amber Naslund
@Matt_Siltala

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

8. “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

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

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

11. “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

12. Social Media rewards those who respond and react fast to
what’s going on in the world.
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
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.
@Matt_Siltala

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

14. 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.
@Matt_Siltala

15. 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

16. 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.
@Matt_Siltala

17. BAD EXAMPLE
@Matt_Siltala

18. DOESN’T GET IT
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.
@Matt_Siltala

19. GOOD EXAMPLE
@Matt_Siltala

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

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

22. DOES GET IT
@Matt_Siltala

23. DOES GET IT
@Matt_Siltala

24. INTEGRATE EVERYWHERE
@Matt_Siltala

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

26. INTEGRATE SOCIAL MEDIA EVERYWHERE
@Matt_Siltala

27. INVOLVE YOUR EMPLOYEES
Hooters invites more than 300,000 former servers
to take selfies and post them on Instagram to
celebrate Hooters 30th Birthday.
#stepintoawesome
@Matt_Siltala

28. INVOLVE YOUR EMPLOYEES
An auto repair shop builds trust with their customers by
tagging their employees in photos. They believe “Trust is
built on knowing the people doing the work.”
@Matt_Siltala

29. INVOLVE YOUR EMPLOYEES
Avalaunch Media asked employees and followers on
Facebook to post their best Grumpy Cat impression for
National Cat Day. Employee costumes were shared on
Halloween.
@Matt_Siltala

30. INVOLVE YOUR EMPLOYEES
@Matt_Siltala

31. INTEGRATE SOCIAL MEDIA EVERYWHERE
@Matt_Siltala

32. INTEGRATE SOCIAL MEDIA EVERYWHERE
A dog named Jester leads a Queensland Tourism
Instagram Campaign in Australia. Showing off sites
through the eyes of a dog aims to reveal the everyday life
of a Queenslander.
@Matt_Siltala

33. INTEGRATE SOCIAL MEDIA EVERYWHERE
Salt Lake Comic Con used social
media marketing to gain a firstever 70,000-80,000 at the SLC
event.
SLC Comic Con leveraged
Facebook to promote
anticipated celebrity
appearances, memes, and other
great content.
SLC Comic Con is already
hosting give-aways on Facebook
for tickets to the 2014 event.
@Matt_Siltala

34. INTEGRATE SOCIAL MEDIA EVERYWHERE
The 1888 Hotel in Sydney, Australia gave away free
one-night stays to Instagrammers with 10k+
followers.
@Matt_Siltala

35. INTEGRATE SOCIAL MEDIA EVERYWHERE
Nilla Wafers
integrates social into
their packaging.
Nilla wafers direct
consumers to Pinterest
for more recipes.
Consumers will need to
buy more Nilla wafers if
they want to make the
recipes they find on
Pinterest.
@Matt_Siltala

36. ENCOURAGE USERS TO ENGAGE
Michaels
integrates social
into their ads.
@Matt_Siltala

37. SOMETIMES COOL THINGS HAPPEN
This is The Oatmeal in a
random Amsterdam bar.
h/t Rebecca Kelley
@Matt_Siltala

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

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

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

41. 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

42. A FEW THINGS TO REMEMBER
@Matt_Siltala

43. 90%
90%
of customers think that
custom content created by
marketers is valuable.
73%
61%
73%
prefer to get
information about a
company though custom
content.
61%
are more likely to buy
from a company that utilizes
content marketing.
(Reported by TMG)
@Matt_Siltala

44. 82%
of buyers say they trust a company more
when its CEO and senior leadership team are
active in social media.
@Matt_Siltala

45. •
•
•
•
•
•
•
•
•
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
Involve Your Employees
@Matt_Siltala

46. @Matt_Siltala

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