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  • Marketers must focus not just on reach, but on engagement, high value brand interactions, leads and sales Engagement helps brands make lasting impressions with target audiences
  • In 2000, Slate described TiVo's unpublicized gambit of giving free TiVo's to web-savvy enthusiasts to create "viral" word of mouth, pointing out that a viral campaign differs from a publicity stunt . [5] " Will it blend " - the founder of Blendtec , Tom Dickson, blends various items (such as light bulbs and iPhones) in a Blendtec blender in an ongoing series of YouTube videos, which has gained a large internet following. Ning, a “viral expansion loop” has been growing automagically from the moment it launched its Social Networks for Everything -- a free platform for do-it-yourself social networks -- in February of last year. By June, there were 60,000 Ning nets and by August, 80,000. At year's end, there were 150,000, and today, more than 230,000. The secret of a "viral expansion loop” is that it is a type of engineering alchemy that, done right, almost guarantees a self-replicating, borglike growth: One user becomes two, then four, eight, to a million and beyond. It's not unlike taking a penny and doubling it daily for 30 days. By the end of a week, you'd have 64 cents; within two weeks, $81.92; by day 30, about $5.4 million. Viral expansion loops have long existed in the offline world. Tupperware parties, in which each attendee was a potential salesperson, are a classic example. Amway's multilevel marketing strategy to sell personal-care products, jewelry, and household goods is another.
  • Building ways that enable fans of a brand or company to promote a message themselves in multiple online social media venues. Fan pages in Twitter, MySpace of Facebook follow this model. Social sharing – ShareThis, AddThis, Post to Facebook, Twitter, etc. Customized feeds – FriendFeed Blogging – Typepad, Blogger, Wordpress Short form blogging – Tumblr, Posterous

Howtocreateasocialmediaengagementplan (1) Howtocreateasocialmediaengagementplan (1) Presentation Transcript

  • Brown Bag Series: Social Media Engagement Planning
  • THE RENEWED FOCUS ON ENGAGEMENT
  • THE PROMISE OF ENGAGEMENT MARKETING
    • To occupy the attention or sustain efforts of a person or persons to become involved in an online conversation
  • HOW WE GET THERE
    • Before we proceed to launch a program or campaign, we can develop a social media engagement plan.
    • The engagement plan is a roadmap of what we want to achieve from a program or campaign, how we are going to get there within a certain period of time.
  • ELEMENTS TO INCLUDE
    • Benchmark best practices
    • Analyze existing business problems
    • Identify audience targets and messaging
    • Illustrate opportunities
    • Optimize social channels
    • Create activity and incentives
    • Define roles and responsibilities
    • Build timelines
    • Report metrics and measurement
  • CREATE BUZZ
    • Newsworthy events
    • Videos
    • Tweets
    • Blog entries
    • Word-of-Mouth
    • Flash games
    • Ebooks
    • Free giveaways
    • Viral expansion loop
  • PROMOTE MESSAGES
    • Facebook Fan Pages
    • Twitter
    • MySpace
    • MiGente, QuePasa, Orkut
    • Commenting
    • Bookmarking
    • Customized feeds
    • Blogging
    • Short-form blogging
    • Social sharing
  • ENCOURAGE USER PARTICIATION AND DIALOGUE
    • Engage with users
    • Respect users
    • Answer questions
    • Create dialogue
    • Post news and information
    • Mirror brand image
    • Stay on message
    • Integrate offline and online channels
  • David Libby SVP, Western Region, Digital / Social Media 415.293.2828 [email_address]