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