Gini Dietrich

The Case for Integrating Social into a Larger Marketing Mix

By: Gini Dietrich | May 16, 2012 | 
37

I’m going to do something here I’ve never done before. I’m going to share an infographic!

Jon Aston will be so proud. He’ll tell all of his friends and then we’ll be a big hit (not really; he hates infographics).

And, truth be told, I’m not a fan of them, either. Particularly on Pinterest because they take up too much room and that irritates me when I’m scrolling through my stream on my phone.

But alas. That isn’t the point.

Geoff Livingston (rightly so) thought we should have an infographic to support the book, made up of the stats we used from our research. And, so, RAD Campaign set out to create something for us and, when we received it, I said, “Wow. That’s really cool!”

What the Infographic Tells You

The market research cited in the infographic demonstrates that, as much hype and discussion as there has been with social media, it has not entered the core of marketing strategy.

A recent study showed 74 percent of business-to-business organizations have not implemented a social media strategy (which I can tell you is true anecdotally), and 35 percent of these same businesses don’t see social as important. This data doesn’t factor in mobile media.

We also discovered the overfocus on social media conversation betrays several marketing realities:

  • Social media represents a very small percentage of the overall marketing expenditure;
  • Direct mail and purchased media (ads) represent the greatest expenditure in a company; and
  • While the online marketing blogging community talk about social incessantly, half of chief marketing officers haven’t figured out how to bring the discipline into the fold.

We know most organizations delegate social and mobile to a department such as the advertising, PR, interactive, or customer service department. Many still treat “new” media like a sandbox…creating a Twitter strategy or a Pinterest strategy. And most departments act autonomously of each other.

Marketing in the Round Infographic

So without further ado, I give you some pretty interesting stats that will make you rethink how you approach your marketing or communication program, how you integrate social media, how you measure your efforts, and maybe even entice you to buy the book to learn more.

S

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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37 Comments on "The Case for Integrating Social into a Larger Marketing Mix"

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geoffliving
geoffliving
4 years 3 months ago
So, my confession: I really dislike infographics, too! I like them when they are above the fold or one screen view and tell a story. But 98% of them suck. They are long, are hard to read, and don’t tell stories. So why do it? Because our customers — marketers and counicators — love them. It’s about them, not me. Selling books or any kind of product/service is a customer centric activity. It’s the same reason I use Pinterest in spite of my dislike for it. I think this one tells a story, matches the book branding, and fits the… Read more »
jasonkonopinski
4 years 3 months ago

 @geoffliving It’s what Tom Webster calls “data for the sake of content creation”. ginidietrich 

jasonkonopinski
4 years 3 months ago

 @geoffliving Content for the sake of content creation. Blegh. @ginidietrich 

HowieSPM
4 years 3 months ago

 @jasonkonopinski @geoffliving @ginidietrich I am working on the first day of sales for the book Infographic. Seems the biggest sales were in the tiny enclave of pushnitzky in belarus.

Paulina_Brusca
Paulina_Brusca
4 years 3 months ago

 @HowieSPM Have you noticed that the best selling eBooks are eBooks about writing eBooks – I noticed that while I was reading an infograph about eBooks – not implying that your book is an eBook … or an Infograph

ginidietrich
ginidietrich
4 years 3 months ago

 @geoffliving I LOVE PINTEREST!

geoffliving
geoffliving
4 years 3 months ago

 @ginidietrich Ha! And aren’t we playing great team ball there, too? 😉

Paulina_Brusca
Paulina_Brusca
4 years 3 months ago

 @ginidietrich If I had an ounce of anything left in me after this day I would create an infograph about this entire thread.  

SociallyGenius
4 years 3 months ago

Infographics work ALL the time, 30% of the time

ginidietrich
ginidietrich
4 years 3 months ago

 @SociallyGenius LOL! You kill me. Ha!!

annelizhannan
4 years 3 months ago

Not a pretty picture for the state of social media marketing but certainly tells the story, especially for those of us who are statistically challenged.

ginidietrich
ginidietrich
4 years 3 months ago

 @annelizhannan Not pretty at all, is it? When we were writing the book, it was really disconcerting to see how few companies are investing in integration, as a whole. And the “we have a Twitter strategy” is like nails on a chalkboard to me.

rosemaryoneill
4 years 3 months ago

I would like an outright ban on infographics on Pinterest. They harsh my buzz.  Anyway, this one is good because it doesn’t require a magnifying glass to read the text.  Your book is next on my nightstand! Can’t wait to dive in.

HowieSPM
4 years 3 months ago

 @rosemaryoneill well @ginidietrich knows I hate them because they often are riddled with misleading or false facts. In fact when I called Chris Brogan on this awhile back for one he posted he said basically its ok because marketers aren’t honest. And Chris Voss told me his bad infographic was fine because he linked the source of the bad data on his blog.
 
But she did good!

ginidietrich
ginidietrich
4 years 3 months ago

 @rosemaryoneill ME TOO! It makes me nuts, especially when I’m on my phone and one fills up 3/4 of my stream. But they are visual so I get it.
 
Send me a picture of you holding the book so I can pin it!

rosemaryoneill
4 years 3 months ago

 @ginidietrich Just tweeted you the evidence 🙂  Can’t wait to delve in.

jennimacdonald
jennimacdonald
4 years 3 months ago

Gini I’m pinning this infographic just for you! : )

ginidietrich
ginidietrich
4 years 3 months ago

 @jennimacdonald Bwahahahaah!

HowieSPM
4 years 3 months ago
You were very careful with that infographic knowing I was coming.   This is interesting because yesterday GM canceled $10m in Facebook ads because they don’t work. But they will use Facebook just not their ads. cbaccus and I have discussed that for Facebook they really are a banner ad site and banner ad sites like Yahoo etc we have to stop looking at clicks. And more view them no different than print say (but hey clicks are great!). And Ford mocked GM on twitter (Thanks Chris) but I feel their point is yours here. It should be part of… Read more »
HowieSPM
4 years 3 months ago

I want to clarify. Facebook is more than a banner ad site. I meant for direct marketing that is what it is. For a free customer service platform and a place to engage some of your most devout customers it has a place. Obviously GM is looking strictly for direct marketing.

ginidietrich
ginidietrich
4 years 3 months ago

 @HowieSPM  I saw that article hit my stream yesterday, but I haven’t read it yet. I do think it’s interesting it’s news that GM is abandoning their FB ads.

geoffliving
geoffliving
4 years 3 months ago

 @ginidietrich  @HowieSPM They won’t be the last company to pull their ads from FBook. IPO is happening on the beginning of the down slope!

paulinabrusca
4 years 3 months ago

I think the first two thirds of your post require an additional infograph!

ginidietrich
ginidietrich
4 years 3 months ago

 @paulinabrusca Ha!

fairuse
4 years 3 months ago

The infographic did not burn my eyes out, Facebook — Mom said if you can’t say anything nice. 
[sidebar] the reality shows need to take a hint: the best stuff is direct to the market that understands the service, product, thingie and information. Michael Bay made a film called, “The Island” and had two marketing “nozzles”[1] pushing the film. Team A got box office gold; Team B managed to give him the lowest turnout ever. Capital flop because Team B was clueless. Add insult to injury Team A was locked out.
Now tell me the industry is not chasing rainbows on social.
 
-d

ginidietrich
ginidietrich
4 years 3 months ago

 @fairuse Unfortunately, though, reality shows are hugely popular. Which goes to the conversation we had here yesterday about what types of stuff people like to read and watch. It kind of makes me nuts.

3HatsComm
4 years 3 months ago

You know, I wrote of my sorta liking but not getting the value of some infographics not too long ago (http://bit.ly/HfOkfO) and we talked about them during today’s soloPR chat — most are either over-designed and/or mis-targeted. Pictures are pretty and all, but only if it’s the right info, targeted to the right people (and like @geoffliving said it’s ‘us’ marketer/comm/journalists who read them, ‘average’ consumers not so much), and you can tell who’s sponsoring the darn thing. Congrats, yours doesn’t suck. 🙂 FWIW.

ginidietrich
ginidietrich
4 years 3 months ago

 @3HatsComm  @geoffliving LOL!! Geoff, do you see this?! We win!

geoffliving
geoffliving
4 years 3 months ago

 @ginidietrich  @3HatsComm Yes, we do!  LOL!

trackback
4 years 3 months ago

[…] Gini practices what she preaches and actually knows a thing or two about PR, marketing and social. Here is someone who gets her hands dirty, does the day to day work, acknowledges the people who help and supports the riffraff (read: me) And you want to know what she practices day in and day out? Yep. Generosity and engagement. […]

DannyBrown
4 years 3 months ago

OK – where the f*ck is Jon Aston ??? 🙂

ginidietrich
4 years 3 months ago

 @DannyBrown  Jon Aston Seriously!!!

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