Social Media Marketing Framework: A repeatable approach for planning social media marketing initiatives

Crimson Consulting Social Media Marketing Framework AQuestions? Please contact: repeatable approach for planning social media marketing initiatives Karen O’Brien, Partner Interactive Services Crimson Consulting April, 2009 www.crimson-consulting.com © CRIMSON CONSULTING 2009

Introduction Companies are attempting to leverage the power of social media marketing. In our work with many F1000 clients we have seen a strong need for organizations to have repeatable approaches and frameworks for Social Media Marketing Initiatives. This Social Media Marketing framework is from Crimson Consulting Interactive Services Practice, created and refined over the past few years. Enjoy it, use it, share it, just credit us! If you’d like to learn more about our approaches and services, just give me a call – Karen O’Brien, Partner Interactive Services Crimson Consulting Direct - 650-429-0340 kobrien@crimson-consulting.com Twitter: twitter.com/bondjanebond www.crimson-consulting.com © CRIMSON CONSULTING 2009

Crimson Social Media Marketing Framework Phase I Phase II Current SMM Situation Assessment Build SMM Plan (typically 4-6 weeks) (typically 3-4 weeks) A B C D E Monitor & Optimize & Listen Segment Strategy Measure Refine Sets the Stage for Phase III SMM Execution (varied/ongoing) Social Media Marketing Optimization of Marketing Social Media Outreach Campaigns Assets (SMM + Marcom) www.crimson-consulting.com © CRIMSON CONSULTING 2009

Key Phases, Activities and Timing Social Media Marketing Strategy & Execution Phase I Phase II Phase III Current SMM Situation Build the SMM Plan SMM Program Execution Assessment • Optimization plan for • Monitoring the • Assess existing SM assets current social media assets conversational landscape • Create engagement • Execution of SMM strategy • Mapping the segments strategy online ecosystem/ • Social Media • Create outreach strategy Presence marketing touch points and campaigns • Active conversations • Understanding and and community participation • Establish SMM plan and profiling the target roadmap • Content creation segment • Integrated campaigns • Establish monitoring, metrics and reporting • Measure results (SM strategy and KPIs Analytics, web analytics) Week 1 Week 4/6 Week 7/10 On-going www.crimson-consulting.com © CRIMSON CONSULTING 2009

Crimson Consulting 4970 El Camino Real, Los Altos, CA 94022 650.960.3600 www.crimson-consulting.com Karen O’Brien, Partner Interactive Services Questions? Please contact: Direct - 650-429-0340 kobrien@crimson-consulting.com Twitter: twitter.com/bondjanebond www.crimson-consulting.com © CRIMSON CONSULTING 2009

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Social Media Marketing Framework: A repeatable approach for planning social media marketing initiatives

by Karen O'Brien

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