Integrating Social Into Strategic Communication is a presentation for students who intend to integrate social media into other disciplines such as advertising, public relations, and marketing as it relates to people and organizational communication. It is presented as in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.

1. [integrating social into strategic communication]
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

2. [what is social media anyway?]
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

3. [what is social media anyway?]
Social media describes technologies that
people use to share content, opinions,
insights, experiences, and perspectives by
interacting with each other in an environment.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

4. [what is social media anyway?]
Social media describes technologies that
people use to share content, opinions,
insights, experiences, and perspectives by
interacting with each other in an environment.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

5. [what is social media anyway?]
Social media describes technologies that
people use to share content, opinions,
insights, experiences, and perspectives by
interacting with each other in an environment.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

6. [but wait.]
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

7. [isn’t social media a medium?]
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

8. [social media includes all technologies...]
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

9. [...operating in one environment...]
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

10. [...driven by people.]
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

11. [what people?]
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

12. [almost everybody.]
350 million
*internetworldstats.com
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

13. Interests of Internet
users [what they say they like.]
Below is a cross sample of the top 20 most
commonly liked ‘general interests’ on
Facebook, which is the largest social network
on the Internet. Ages 18+ in the United States
and rounded in millions.
1. Comedy — 19 million
3. Music — 13 million
4. Shopping — 11 million
5. Clothes — 11 million
7. Movies — 10 million
8. The Bible — 9 million
13. Coffee — 9 million
14. Lingerie — 8 million
15. Video games — 7 million
17. Animation — 7 million People publicly like funny
18. Cooking — 7 million stuff, music, shopping,
21. Reading — 7 million entertainment, and religion.
24. Social networks — 6 million
32. Drama — 6 million
37. Basketball — 6 million
35. Travel — 5 million
44. Sleeping — 5 million
48. Country music — 5 million
51. Vampires — 5 million
52. Camping — 5 million
*optimal | 12.11
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

14. [what they really like.]
But they tend to talk about
funny stuff, sex, politics,
celebrities, and sports.
*trendbuzz | 12.2.11
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

15. [how do they express it?]
They like it enough to talk
about it online, but not
enough to do any of it.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

16. [where do they express it?]
They spend most of their
time on social networks
and reading blogs.
43% increase in time
28% decrease in time
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

17. [how often do they express it?]
• 40 hrs./week, up from 9 hrs./week in 2006
“Other” includes checking
the news, organizing their
lives, and shopping for
products.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

18. [and they don’t express it alone.]
The most significant change in
communication wasn’t media, but rather
the way people could interact with the
media in an open environment.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

19. [the environment.]
But to understand this environment, it is
always helpful to understand the way it
used to be, just a few decades ago.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

20. [the old environment.]
1750s
advertising
1920s
1960s
word
reporters technology pr public of
mouth
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

21. [the new environment.]
reporters pr, advertising, social insiders social public
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

22. [the future environment.]
people people
people
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

23. [so why aren’t we here yet?]
reporters social
companies
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

24. [communication silos.]
The fundamental challenge for most organizations is that social media is one
environment where messages work on a one-to-many, one-to-some, and one-
to-one scale across multiple technologies at the same time in real time, but
most communication-related professionals do not have this experience.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

25. [communication silos.]
advertising
sales internal
public relations social media
branding direct
publicity
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

26. Send the right
message to
where your Don’t forget to
Develop target is. tell your
individual
employees what
contacts and
is going on.
word of mouth.
Make friends
Work with one person at a
specific publics, time and they
especially media will tell friends.
and influencers.
If everyone Focus on your
knows what you demographic
are about, so and you will find
will your target. Reach the the target.
masses, and
your target will
hear about it.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

27. [rethink communication.]
digital
social networks intranet
outreach content creation
mobile offline support
grassroots
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

28. [and think strategic.]
one-to-some one-to-many
one-to-one
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

29. [think strategic.]
Every communication plan has two parts.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

30. [think strategic.]
The mission, vision, values, history, and an
assessment of current internal and external
issues as they align with the company goals.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

31. [think strategic.]
Specific publics, important messages,
delivery of messages, timing of
delivery, and measurement/feedback.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

32. [think strategic.]
Critical Areas Of Focus.
• Determine the mission, value proposition, and objective. - What is the message?
• Define the context as it relates to the organization. - What is the context?
• Decide on the voice or voices of the organization. - Who is the messenger?
• Discover where your existing customers already are. - Where are your customers?
• Determine where your potential customers might be. - Who else might be interested?
• Decide which technologies could reach them. - Where are they engaged?
• Listen to what is already taking place in the space. - How receptive will they be?
• Figure out how you can add value to what they do. - Do you have beneficial content?
• Decide what your expected outcomes might be. - What is the expected outcome?
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

33. [think strategic.]
But just because you have the right
message for you doesn’t mean you
have the right message for anyone.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

34. [think strategic.]
Many marketers attempt to interrupt
social media with irrelevant messages.
me, me, me
vote left! vote right!
silly cats photos! my team won!
how to meet a guy! red carpet roundup!
other stuff!
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

35. [think strategic.]
When that doesn’t work, they give up or
try one of two approaches for attention.
short-term tactical and long-term strategic.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

36. [think strategic.]
The tactical is short term because
relevance is difficult to fake or force.
me, me, me, with silly cat photos
vote left! vote right!
silly cats photos! my team won!
how to meet a guy! red carpet roundup!
other stuff!
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

37. [think strategic.]
Strategic is long term but requires
significant planning and adaptation
to reach a smaller interested group.
Relevant. Reach.
Relevance is the
ability to send the
right message to
the right people at
the right time.
Right time.
Huh. Very interesting. Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

38. [think strategic.]
Strategic also requires that you
choose the right technologies.
Relevant. Reach.
Right time.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

39. [technologies.]
Most marketers choose the most
popular online technologies and
platforms to develop their presence,
which frequently leads to missed
opportunities, shiny object syndrome,
and content overload.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

40. [blogs.]
But if you do choose the right online
technologies to deliver relevant, well-
timed messages to people with an
expressed interest, social is the most
powerful means of communication,
online or offline. It will touch people.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

41. [blogs.]
• Content that adds value on a regular basis.
• Opportunity to provide point of view.
• Opportunity to share news and announcements.
• Opportunity to position the company brand.
• Potential for mixed media integration.
• Easily shared by social networks, email, etc.
• Enhances search engine optimization.
• Provides a mechanism for public feedback.
• Provides a central hub for other online activities.
blogsouthwest.com
• Chronicles information and content as it happens.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

42. [what is involved?]
• Ongoing research within select topic fields.
• A well-defined purpose communicated as a context.
• Editorial calendar for reasonable consistency.
• Content development and writing of content.
• Purchase and/or making arrangements for photos/art.
• Layout to enhance editorial.
• Making the content readily available for readers.
• Searching out people who might be interested.
• Ongoing promotion online, offline, and in directories.
liquidhip.com
• Monitoring comments, links, and actions.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

43. [what can be done.]
• A niche environmental engineering company employed a blog to
reach state and federal environmental agencies, engineering firms,
and manufacturers to become a subject matter expert.
600 subscribers within the first 90 days.
• A nonprofit organization used a cause-oriented blog to engage
volunteers and increase attendance at an annual fundraising event,
which resulted in the largest amount of individual donations raised
for the event. 700 subscribers within the first 60 days.
• An independent film employed a blog as its social media content
hub, drawing 700,000 trailer and production footage views, 30,000
content readers, expanded reach among fans of the cast, and a
highly engaged social network audience. Increased distribution of the
film resulted in higher home distribution sales.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

44. Connect
Subscribe Shop
Organize
Comment Find
Share
Purchase Relevant
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

45. [sites.]
• Create something new and unique.
• Develop and create a vibrant community.
• Opportunity to help other people achieve goals.
• Opportunity to ‘be’ the online company.
• Limited only by imagination and resources.
• Foundation is largely independent of other platforms.
• Ability to integrate other tools into the site.
• Opportunity to build features and functions.
• Becomes the hub for interested people and parties.
kickstarter.com
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

46. [what is involved?]
• Market research to determine an under-met need.
• Innovative development of products and services.
• Long-term planning to stay one step ahead.
• High tolerance of risk and fearlessness.
• Willingness to accept criticism and setbacks.
• Wear multiple hats and cater to funding sources.
• Develop a communication plan, online and off.
• Develop an engaging presence at rapid speed.
• Deliver on promises from sign-up to forever.
celebratinglegacy.com
• Ability to set increasingly higher objectives.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

47. [what can be done.]
• Kickstarter.com demonstrated what could be accomplished as a
fundraising platform commonly known as “crowdfunding.” The site raised
more than $75 million for 10,000 projects by 2009, with the most
successful project receiving almost $1 million in funding.
• DonorsChoose.org helps match people who want to donate to very
specific school projects to teachers who have a specific wish for their
students by subject, location, and financial need. The site has funded 210,00
projects and helped more than 5.1 million students.
• Zappos.com started as nothing more than an online site that sold third-
party shoes but eventually grew into one of the largest social media and
customer service success stories on the Internet. While it sells more than
shoes today, it is still the largest online shoe retailer in the world. It hit
$840 million in sales by 2007.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

48. Personal
Fresh
Focus on
Others
Relevant
Urgency
Community
Proximity
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

49. [social networks.]
• Real-time customer interaction.
• Real community development.
• Proximity and interest advertising.
• Breaking news announcements.
• Customer feedback on content.
• Sharing features within the network.
• Ongoing engagement with members.
• Opportunities to create and participate.
• Social, media, and Internet searches.
facebook.com
• Customer demographics and proximity.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

50. [social networks.]
• Real-time customer interaction.
• Networking with colleagues.
• Sharing and consuming content.
• Breaking news and topic trends.
• Humor and entertainment.
• Drama and intense discussions.
• Joining discussions, such as hashtag chats.
• Participation as opposed to creation.
• Asking and answering questions online.
twitter.com
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

51. [social networks.]
• Ability to designate connections.
• Easy and uncluttered look and feel.
• Easy to find content because of less noise.
• Important integration into search functions.
• Creative and tech-oriented topics.
• Difficult to establish connections with people.
• Designed as an individual network.
• New and not always used by members.
Google+ • Limited engagement for brands online.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

52. [niche networks.]
YouTube - Media Rich
• MySpace - struggling network, mostly bands.
• Digg - struggling news-sharing service.
• Stumbleupon - eye candy and creative sharing.
• Delicious - recently revamped with stacks.
LinkedIn - Pro Network • Chime.in - revamped with entertainment thrust.
• Reddit - counterculture and college topics.
• Friedeggs - message service without content limit.
• BlogCatalog - social network for bloggers.
• And one million others ... you may never know.
Social Media For Strategic Communication 2012
Flickr - Niche Media Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

53. [what’s involved?]
• Extensive time commitment.
• Personable, empathetic messenger.
• Carefully selected network connections.
• Capable of sharing valuable content.
• Sensitivity to under- and over engagement.
• Prepared for crisis communication.
• Customer service and spokesperson trained.
• A high degree of knowledge and authenticity.
• An understanding of what topic relevance means.
Google+
• Recognition that spammers are ignored or banned.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

54. [what can be done.]
• Ford launched its 2011 Explorer on Facebook, driving a 104 percent
increase in online shopping activity for the SUV. This was compared to a
Super Bowl TV ad, which generally increased the same activity by 14
percent.
• Foiled Cupcakes joined Twitter while its website was being redesigned. By
the time the website was launched, the cupcake startup had 2,200 people
who were interested in the opening. Many of them promoted.
• Newcomer Pinterest relies extensively on visual communication. One
‘mommy baker’ shared a single image of a cake that was shared 750 times
in 24 hours, which led to increased site traffic and foodie reviews.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

55. [think strategic.]
Each network presence has to be more
than interruption, regurgitation, jokes,
and coupon codes. Networks thrive on
relevance and unique offerings that are
developed specifically for that network.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

56. [integrated social media]
Content
spontaneous
readers share
and engage
informal
we share and
engage some individuals
networks share
formal
readers, community, videos,
insiders, giveaways, labels,
reviews promotion publishers
developing review publication
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

57. Content
[integrated social media]
meet/greets
share proximity ads
breaking news
feedback
current scores
field news
real time
bridge interests
nurture support
cross promote
reach seniors
find sponsors
community
participant
content collaboration
show standings
coach tips
youth profiles
special events
fictional youth sports program
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

58. Content
[integrated communication]
share events
share
share print
share
share pr
reinforce
participant share
content
fictional youth sports program
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

59. [what can be done.]
• A campaign that engages people to share their thoughts on one of
three different human rights issues was spread by 1.2 million blogs
and social networks that reached more than 250 million people
worldwide. It was done on a shoestring budget and no hard costs.
• Engaging people and making them active participants in the
content created and the cause that their community decides to take
is a more powerful motivator than most marketing strategies.
• But it goes beyond engaging people who are directly impacted by a
specific issue. You have to connect the dots and start to ask yourself
who has an interest in a cause for reasons other than the obvious.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

60. [social business.]
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

61. [social business.]
52 percent of survey
respondents believe that social
business is important to their
business today and 86 percent
of managers believe social
business will be important within
the next three years.
MIT Sloan | 2012
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

62. [how do you measure that?]
Most companies spread messages
about themselves in an effort to
generate interest. They measure likes,
tweets, and shares and wonder how
those numbers tie to direct sales.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

63. [how do we measure that?]
Real measurement is not about likes,
tweets, or shares. It is about aligning
planned objectives to a measurable
outcome, just as communicators do for
total integrated communication plans.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

64. [measurement has a formula.]
The intent of your communication vs.
the outcomes of your communication
is the return on your communication.
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

65. [measure outcomes vs. intent]
Critical Areas Of Focus.
• Do we want to increase sales? - Measure prospects and sales.
• Do we want to increase in-store traffic? - Track check-ins.
• Do we want to improve the value of our brand? - Monitor sentiment.
• Do we want to reposition the company? - Poll the public.
• Do we want to improve our credibility? - Track media and reviews.
• Do we want to improve name recognition? - Track accuracy of mentions.
• Do we want to increase participation in a program? - Count participants.
• Do we want people to adopt a specific belief? - Benchmark and measure.
• Do we want to be the most popular kid on the block? - Are you kidding me?
• Social media is only one piece of communication.
Social Media For Strategic Communication 2102
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

66. [measure your mission.]
Beyond that, when a company knows
its mission and delivers on a promise,
then it can shape public perception
because most will stop acting like
customers and more like partners.
Social Media For Strategic Communication 2102
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

67. [think about people.]
people people
people
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

68. [integrating social into strategic communication]
Richard R. Becker, ABC
President, Copywrite, Ink.
copywriteink.com
richardrbecker.com
liquidhip.com
celebratinglegacy.com
copywriteinkinc@yahoo.com
702.341.7135
Social Media For Strategic Communication 2012
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas