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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.

Published in: Business, Technology

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Transcript

  • 1. Managing Your Product’s Social Life Integrating Social Media into your Marketing Plan Stacy Smollin Schwartz [email_address]
  • 2. Three ways brands live socially Content Owned Content Bought Content Engaged
  • 3. Too many brands focus on immediate results of “content owned”
  • 4. An ongoing focus on “Content Engaged” offers unique opportunities…
  • 5. … with potential high-speed payoff
  • 6. 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
  • 7. Social media is effective throughout the sales funnel Awareness Interest Desire Action Customer Service Engagement
  • 8. Drive Awareness & Engagement Virgin Mobile FreeFest Book the Band
  • 9. Drive Engagement & Acquisition Kickbacks referral marketing program
  • 10. Drive Usage & Retention Studio V
  • 11. Customer Service Dedicated social channels for Care
  • 12.
    • 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