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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 <ul><li>Don’t focus solely on “Content Owned” just because it’s free and easy to set up </li...
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
<ul><li>Deploy social networking tactics at the right time, right place </li></ul><ul><ul><li>Set yourself up for success ...
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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.

Published in: Business, Technology
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Transcript of " Managing your product’s social life"

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