Throwing in a hashtag doesn’t count as incorporating social into your traditional marketing. Incorporating social is about making content more engaging by letting it do what traditional ads can’t. Derek Schoen, MGM Resorts International’s social media and marketing manager for Aria, says you can do this even with a print ad that has already run.

In his presentation at SocialMedia.org‘s BlogWell conference in Los Angeles, Schoen shares how he made social media part of two traditional advertising campaigns: one that had already run and one that was made to be social.

Some key points from his presentation:

  • Keep it consistent. It’s important to have a clear tie between traditional ads and social media marketing. Schoen says details make the difference between your audience being engaged or confused.
  • Social can tell stories ads can’t. Schoen says social media allows fans to dig as deep into a story as they want. He used social to tell unique stories behind the resort to back up a print ad’s claim that Aria puts a twist on Vegas classics.
  • Get invited to the marketing table. Schoen says social media managers often are the last to be included in advertising discussions. He explains how creating huge engagement with an integrated campaign finally got the ad team to notice social’s value.

You can watch Schoen’s presentation.

If you like this presentation, see more great social media case studies like it live at SocialMedia.org’s BlogWell conference April 17 in New York.

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