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In Context: 
How Social Media Works In 
An Integrated Marketing & Media 
Plan 
@Mandy_Vavrin 
ak
Connections 
Voice? 
Email? 
Text? 
Social… And what 
do we even mean by 
that?
Social Business 
A social business is not a business that 
sends a lot of tweets or has a ton of 
Facebook likes. 
It is one that realizes that it operates in a more 
transparent and social world. A social business 
places equal value on the needs of its customers, 
employees, partners, and shareholders. 
Michael Brenner - How Marketers Can Lead the Social Business Transformation
Some Important Numbers 
• Facebook & LinkedIn - 10 
• YouTube - 9 
• Twitter - 8 
• Pinterest - 4 
• Instagram - 3.5 
• Google+ - 3
In Context: How Social Media Works In An Integrated Marketing & Media Plan via @Mandy_Vavrinak
So…. Social Business? 
Social business is much more than just social 
media. Social business is about people-centric 
engagement. Socially enabled 
organizations will flourish and out-perform their 
competition by providing better experiences. 
Michelle Killebrew - IBM Social Business/Marketing
Why Integrated Marketing 
?A 
dvertorial 
Failure of free 
Authenticity 
Infobesity* / Advocacy 
Own your network 
*@Ekaterina (Walter, CMO of 
Branderati)
Integrated Marketing 
NOT outshouting in a crowd
Integrated Marketing 
NOT shouting at a crowd
Integrated Marketing 
Multiple ways to reach goal
Increase audience 
engagement 
Increase total 
audience 
More timely & relevant 
communication 
Boost donors, support 
in kind, awareness of 
(Facebook) mission
Start With Strategy 
• Who are you - Outside IN 
• Why does what you offer matter? 
• and to whom? 
• when / where / why is it actionable?
So…. Social Business? 
Social business is much more than just social 
media. Social business is about people-centric 
engagement. Socially enabled 
organizations will flourish and out-perform their 
competition by providing better experiences. 
Michelle Killebrew - IBM Social Business/Marketing
In Context: How Social Media Works In An Integrated Marketing & Media Plan via @Mandy_Vavrinak
In Context: How Social Media Works In An Integrated Marketing & Media Plan via @Mandy_Vavrinak
Some Next Big Things 
• Integrated social databases 
• Marrying action – not just intent – with 
social activity and learning over time 
• Internet as information… no longer a 
thing we use, but how we live
Channels will become less 
and less important over 
time. 
How you gather, share, and use 
information will become more 
and more important over time.
In Context: 
How Social Media Works In 
An Integrated Marketing & Media 
Plan 
@Mandy_Vavrin 
ak

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In Context: How Social Media Works In An Integrated Marketing & Media Plan via @Mandy_Vavrinak

  • 1. In Context: How Social Media Works In An Integrated Marketing & Media Plan @Mandy_Vavrin ak
  • 2. Connections Voice? Email? Text? Social… And what do we even mean by that?
  • 3. Social Business A social business is not a business that sends a lot of tweets or has a ton of Facebook likes. It is one that realizes that it operates in a more transparent and social world. A social business places equal value on the needs of its customers, employees, partners, and shareholders. Michael Brenner - How Marketers Can Lead the Social Business Transformation
  • 4. Some Important Numbers • Facebook & LinkedIn - 10 • YouTube - 9 • Twitter - 8 • Pinterest - 4 • Instagram - 3.5 • Google+ - 3
  • 6. So…. Social Business? Social business is much more than just social media. Social business is about people-centric engagement. Socially enabled organizations will flourish and out-perform their competition by providing better experiences. Michelle Killebrew - IBM Social Business/Marketing
  • 7. Why Integrated Marketing ?A dvertorial Failure of free Authenticity Infobesity* / Advocacy Own your network *@Ekaterina (Walter, CMO of Branderati)
  • 8. Integrated Marketing NOT outshouting in a crowd
  • 9. Integrated Marketing NOT shouting at a crowd
  • 10. Integrated Marketing Multiple ways to reach goal
  • 11. Increase audience engagement Increase total audience More timely & relevant communication Boost donors, support in kind, awareness of (Facebook) mission
  • 12. Start With Strategy • Who are you - Outside IN • Why does what you offer matter? • and to whom? • when / where / why is it actionable?
  • 13. So…. Social Business? Social business is much more than just social media. Social business is about people-centric engagement. Socially enabled organizations will flourish and out-perform their competition by providing better experiences. Michelle Killebrew - IBM Social Business/Marketing
  • 16. Some Next Big Things • Integrated social databases • Marrying action – not just intent – with social activity and learning over time • Internet as information… no longer a thing we use, but how we live
  • 17. Channels will become less and less important over time. How you gather, share, and use information will become more and more important over time.
  • 18. In Context: How Social Media Works In An Integrated Marketing & Media Plan @Mandy_Vavrin ak