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	Managing your product’s social life
 

Managing your product’s social life

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In this session, we’ll review a simple framework for thinking about your brand’s social media choices and integrating them into your larger marketing strategy.

In this session, we’ll review a simple framework for thinking about your brand’s social media choices and integrating them into your larger marketing strategy.

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    	Managing your product’s social life Managing your product’s social life Presentation Transcript

    • Managing Your Product’s Social Life Integrating Social Media into your Marketing Plan Stacy Smollin Schwartz [email_address]
    • Three ways brands live socially Content Owned Content Bought Content Engaged
    • Too many brands focus on immediate results of “content owned”
    • An ongoing focus on “Content Engaged” offers unique opportunities…
    • … with potential high-speed payoff
    • Summary: how to live socially
      • Don’t focus solely on “Content Owned” just because it’s free and easy to set up
        • Outreach generated through “Bought” and “Engaged” Content are necessary to generate discourse (and sales) for your brand, especially among those who aren’t already intimately familiar with you
      • First ask yourself what you want to get out of your social presence, then determine how to operate there. This is dependent on your:
        • Customers
        • Brand
        • Goals
    • Social media is effective throughout the sales funnel Awareness Interest Desire Action Customer Service Engagement
    • Drive Awareness & Engagement Virgin Mobile FreeFest Book the Band
    • Drive Engagement & Acquisition Kickbacks referral marketing program
    • Drive Usage & Retention Studio V
    • Customer Service Dedicated social channels for Care
      • Deploy social networking tactics at the right time, right place
        • Set yourself up for success by identifying a behavior your customers exhibit anyway, then revving it up with social media
      • Social networking doesn’t need to be too technical or fancy
        • Integrate social media strategies into your larger marketing plan
      • Use utilities to encourage viral involvement
        • e.g. Voting buttons (Book the Band)
      • Reward for participation, e.g.
        • Meet the band (Book the Band)
        • Referral bonuses (Kickbacks)
        • Earned sales revenue (Studio V)
        • Efficiently resolved customer service problems (Care)
      Summary: when to use social media