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Gini Dietrich

Integrating Traditional and Social Media

By: Gini Dietrich | December 28, 2010 | 
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I’ve been sitting here for half an hour thinking about what would be helpful to you this week, in order to be ready to start 2011 with a bang. Craig Jarrow, of Time Management Ninja, suggests five things to do this week so your to-do list is clear by Monday. Tim Berry, founder of Palo Alto Software, has tips for dealing with holiday stress. And Les McKeown, author of “Predictable Success,” is walking you through the steps of having your business go through step growth or linear growth, depending on your goals.

All three of these are important, for both your business and personal lives (which really are one, according to Mitch Joel).

But what’s the real equation for using all of this advice, plus getting something really meaningful accomplished this week?

I think it’s figuring out how you’re going to (finally) integrate traditional, social, and mobile programs into one marketing and/or communication strategy.  Because not one can stand alone and you can no longer afford to ignore one; 2011 is the year of integration and the following links will help you think about how to do just that.

  1. It may seem like Jason Falls is paying me to say nice things about him, but I keep finding great content on Social Media Examiner that is helpful. In this particular blog post, Tom Martin gives you six questions to ask yourself as you begin to integrate your tactics under one strategy.
  2. While this next one isn’t about developing the strategy, Beyond Social Media Marketing gives you 23 different ways to integrate everything at a very tactical level. You’ll find some helpful tips in here so don’t scan over it!
  3. This one is good! On Web Strategy, Jeremiah Owyang provides a matrix of 13 tools you can use, why each are important, and how you can integrate them into social technology. It also provides some recommendations you can take to the executive team in order to provide some real meat behind your strategy.
  4. My fellow Inside PR co-host, Joe Thornley, does a nice recap of Parker Mason’s speech at the Managing Social Media Conference. It’s actually a screen play of the tweets from his speech so it’s pretty easy and interesting to read.

And, as much as I would really like to have five, the rest of what I found isn’t worth your time. These truly are the best of the best. Now take Craig’s, Tim’s, Les’s, and Mitch’s advice, combine it with these four links, and get to work!

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger here at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Her second book, Spin Sucks, is available now.

20 comments
HeatherWhaling
HeatherWhaling

I (clearly!) fell behind on my Reader during the holidays, but I love this post, Gini. Thanks for compiling the resources! Businesses often say they want "media/blogger relations" or "social media" but they're not thinking about how those things fit within the bigger communication puzzle. I'm going to bookmark this post and re-read it when I need that extra ammo to convince clients to consider the value of an integrated approach. ;)

Heather
@prtini

Griddy
Griddy

These are some frickin' awesome resources Gin. Thanks for taking the time to round em up!
Shoot - I forgot to start my comment with "Hi Gini" :).

I'm going through them one by one - and I especially like Jeremiah's Matrix breakdown so far. Very instructional, insightful and easy to follow.

As @ShellyKramer said - businesses (of all sizes) as well as individuals (my take) will indeed be amazed by the positive rewards/results they'll see when they integrate all the marketing efforts effectively that are available to us today. I don't mean to repost what she said - but she's spot on!

I'm a huge fan of Social Media Examiner - which by the way - has mentioned you and @Danny Brown in their latest post about commenting (by Arik Hanson).

Now on to the goodies - what's all this cookie talk? In case anyone cares - I'm huge fan of home made chocolate chip - but please send through Fed-Ex as I wouldn't want them to reach Lebanon all soggy and stuff hehe ;). Thanks in advance.

And here's the drive-by part of my comment: "Great post, super resources Mrs. Dietrich" :).

ShellyKramer
ShellyKramer

Some great resources here, Gini - great job! Everything we do around these parts is about integrating all marketing efforts effectively, and when businesses start thinking about marketing in that way, they'll really be amazed at how successful they might actually be. But then, you already know that!!! Now, where are my cookies???

Mwah.

Shelly

Howie Goldfarb
Howie Goldfarb

This is a great post. Someone recently bogged very irate asking the Marketing Industry to stop using the term Social Media Marketing because it is a misnomer. It's called Marketing. And yes nothing stands alone in a vacuum. In fact what we call Traditional Marketing (another misnomer) will iften have an outsized impact on your success over Social Media the moment you can actually afford to pursue those channels. Print, TV, Out of Home works. Facebook Ads work. Digital Ads sometimes work.

What I truly suggest to businesses is a few very simple steps. They don't even need a professional marketer to help. They don't even need a math whiz like @meganbeausang or a data cruncher like me.

Figure out how much a new customer, a repeat or loyal customer is worth. Then send out some requests for pricing to what is locally available from weekly 'To Do' newspapers, local Cable TV, Facebook Ads, etc and its pretty simple to guesstimate what you can afford and what kind of return you will get.

That all said, feel free to hire us professionals if you like. I surely will not dissuade you. But even here you can request basic pricing. The bigger the agency the higher the overhead the more cost per hour, but usually the greater the capabilities. And btw hiring an Agency is considered Traditional Marketing, even if they claim to be a Social Media Agency.

T60Productions
T60Productions

Thanks Gini... those are some good links. I'm working on a new initiative at my company for 2011 and one of the driving forces behind it is how it should integrate well with social marketing.

Thanks for providing a little focus!

--Tony Gnau

kunter
kunter

get to work... when?
So you Blog during the holidays.. Why don't you take a break?!?

Don't be alarmed, I was not serious, all those URL's were marked up, one was already read - with the proof above, others are waiting to be read, and digested by the new year arrives..Thank you for the elaborate work, you're delivering what was needed.

kunter.

ginidietrich
ginidietrich moderator

@HeatherWhaling What?! You didn't get through your Reader during break?? You clearly need to redefine your priorities. :) Glad this was helpful (I really like Jeremiah's breakdown). Hope you had happy holidays!!

ginidietrich
ginidietrich moderator

@Griddy I really liked Jeremiah's breakdown, as well. Really thoughtful and super helpful!

Now...how would we get cookies to Lebanon?!

ginidietrich
ginidietrich moderator

@ShellyKramer I'm sending Erin cookies this week. I'll send some to you, as well, but you'd better return the favor with some of your lemon cookies!

Howie Goldfarb
Howie Goldfarb

@ginidietrich OK I did some research. I stand corrected. The value of your services is worth $15,000 an hour but you charge much less. I am alerting CNBC so they can feature you.

ginidietrich
ginidietrich moderator

@HowieG You are not allowed to speak here again! Telling people they don't need to hire professionals. Hrumph.

ginidietrich
ginidietrich moderator

@T60Productions Tony, you're welcome! I'd start with Jeremiah Owyang's piece and then move to the others. That will give you a structure from which to begin thinking. It's really well done!

kunter
kunter

@jennalanger @HowieG @ginidietrich I think I am cornered, Gini - no where to hide!

Re: Livefyre: I will.. thank you for the reactive response, I will be following your progress and will mention this in my blog (also here and there). Best regards

kunter
kunter

@HowieG @ginidietrich @livefyre err .. izmir, actually..

p.s. livefyre -- your to do list is getting fat: video integration, light view, spell checker, and EDIT option for god's sake :)

kunter
kunter

@HowieG @ginidietrich And which kind attitude that is... don't you see the mean lookin' dog that ain't let me go in.. perhaps that's the jack bauer for all I know.
I believe "Mrs.Dietrich" (this helps making things sound heavy) has kind of the spark that generates as much magical current (or call this electricity) as it could also.. err.. attrack onto itself. After all, this is what it takes to become a mogul :) thank you PR people, and I'm not 8 pts, wonder what happens if I get to, say, 114.. kind regards from istanbul

Howie Goldfarb
Howie Goldfarb

@kunter @ginidietrich Careful Gini is a Shark. She has not announced her plans for world Domination yet via project jack bauer. Governments from Riyad, Moscow, Paris, Caracas, to even Pyongyang are on edge worried their hold on power might end.

This 'kind' atitude is just how she was trained to put us off guard and infiltrate our defenses.

kunter
kunter

@ginidietrich I have only considered how much time you have really put behind of this.. not to mention your personal experience and professional expertise are also behind.. One thing about your replies, that's a very "kind" attitude, though.. nevertheless, I'm already having my gain from your "information stream" like a payment received in advance.. my comments are merely a recognition for that. Now it is up to me chosing what to do with this.. keepin a regular blog site was the first step, my posterous site is almost done.. translating good content - like the ones blended by your input - into other languages - which means, blended by me - and using video for the personal transparency are the others.. my best regards;

ginidietrich
ginidietrich moderator

@kunter I actually am testing a theory, which is why I'm blogging this week. And I'm glad this was helpful! It was hard to find stuff worth mentioning. These four are, by far, the best on the web.