Integrating
Social Media
Into Communication &
Engagement Marketing
© 2014 Fandom Marketing, Inc.
Presented by: Melonie Gal...
@melonie
Brands have an ecosystem.
@melonie
Brands with integrated communications provide
the best experience.
Multi-touch point:
¨  Web
¨  Mobile
¨  Emai...
@melonie
Why integrate social activity across channels?
¨  Increase reach and impressions organically
¨  Amplify your me...
@melonie
Types of social content
brand generated content user generated content (UGC)
@melonie
Repurpose brand content and UGC for use across
multiple channels.
Case study Whitepaper Blog
Facebook
story
Tumbl...
@melonie
Different types of communications serve different
purposes.
¨  Feedback
¨  Testimonials
¨  FAQ content
¨  Edu...
@melonie
Customer feedback (Social CS)
REPURPOSE?
¨  FAQ
¨  Educational
¨  Community
@melonie
Influence (word of mouth)
REPURPOSE?
¨  Testimonials
¨  Branding
¨  Promotions
¨  Community
@melonie
Events (offline happens online)
REPURPOSE?
¨  Testimonials
¨  Educational
¨  Branding
¨  PR
Social Media Day ...
@melonie
Brand engagement (sharing, photos, #brand)
REPURPOSE?
¨  Branding
¨  Promotions
¨  PR
¨  Community
@melonie
Partners, press, promotions
REPURPOSE?
¨  Branding
¨  Promotions
¨  PR
@melonie
A few ways to leverage social activity right now.
Embeds
Feeds
Sharing
Campaigns
@melonie
Embed social content to web pages and blogs.
¨  Tweets (any)
¨  Instagram photos
(any public)
¨  Pin or Board ...
@melonie
Run social content feeds to web pages & email.
¨  RSS feed of blogs
to other website,
web pages,
email content,
...
@melonie
RSS feeds can automate content to email.
Mailchimp to RSS
automates email
content and sending
from our Brands Wit...
@melonie
Sharing campaigns drive organic reach & more.
1.  Reward Based
n  Social media contests - monetary
2.  Recogniti...
@melonie
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
@melonie
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com/ brand community
catsincokeboxes.tumblr...
@melonie
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
Non-monetary rewarding ...
@melonie
Engagement must entertain and resonate with the current culture.
Unicorns get clicks!
SHARING CAMPAIGN CASE STUDY...
@melonie
Game scores provide something personal to share with friends
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhh...
@melonie
Sharing buttons best practices.
¨  Never in a header or
footer.
¨  Always next to or on the
object of sharing.
...
Download this presentation & more at:
fandommarketing.com/learning-center
THANK YOU!
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Social Media Integration Across Communication Channels

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Learn actionable tips for integrating social media activity across multiple communication channels. This presentation covers content types, UGC, making content sharable. Find out how social media embeds and feeds can make your email or website social in a snap. And ways to repurpose content from social media.

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Social Media Integration Across Communication Channels

  1. 1. Integrating Social Media Into Communication & Engagement Marketing © 2014 Fandom Marketing, Inc. Presented by: Melonie Gallegos CEO and chief social strategist, Fandom Marketing Tweet me @melonie
  2. 2. @melonie Brands have an ecosystem.
  3. 3. @melonie Brands with integrated communications provide the best experience. Multi-touch point: ¨  Web ¨  Mobile ¨  Email ¨  Advertising ¨  Search ¨  PR ¨  Social media ¨  In-store
  4. 4. @melonie Why integrate social activity across channels? ¨  Increase reach and impressions organically ¨  Amplify your message ¨  Make it easy to reshare ¨  Gain social media followers ¨  Make content interactive ¨  Improve brand engagement ¨  Gain credibility through what others say ¨  Creative efficiency and web content automation
  5. 5. @melonie Types of social content brand generated content user generated content (UGC)
  6. 6. @melonie Repurpose brand content and UGC for use across multiple channels. Case study Whitepaper Blog Facebook story Tumblr GIF Pinterest poster Instagram photo PowerPoint Slideshare Slideshare in LinkedIn Twitter photo or quote Downloadable media assets
  7. 7. @melonie Different types of communications serve different purposes. ¨  Feedback ¨  Testimonials ¨  FAQ content ¨  Educational ¨  Branding ¨  Promotions ¨  PR
  8. 8. @melonie Customer feedback (Social CS) REPURPOSE? ¨  FAQ ¨  Educational ¨  Community
  9. 9. @melonie Influence (word of mouth) REPURPOSE? ¨  Testimonials ¨  Branding ¨  Promotions ¨  Community
  10. 10. @melonie Events (offline happens online) REPURPOSE? ¨  Testimonials ¨  Educational ¨  Branding ¨  PR Social Media Day San Diego 2013
  11. 11. @melonie Brand engagement (sharing, photos, #brand) REPURPOSE? ¨  Branding ¨  Promotions ¨  PR ¨  Community
  12. 12. @melonie Partners, press, promotions REPURPOSE? ¨  Branding ¨  Promotions ¨  PR
  13. 13. @melonie A few ways to leverage social activity right now. Embeds Feeds Sharing Campaigns
  14. 14. @melonie Embed social content to web pages and blogs. ¨  Tweets (any) ¨  Instagram photos (any public) ¨  Pin or Board (any) ¨  Facebook post/ photo or album (any page) ¨  YouTube video (any) ¨  A Slideshare (any) ¨  Google+ post (any) Tweet embedded in blog post Grab a Facebook embed code Widget with pin
  15. 15. @melonie Run social content feeds to web pages & email. ¨  RSS feed of blogs to other website, web pages, email content, and more ¨  Tweets (yours and others by favorites, hashtag or user) ¨  Photos ¨  YouTube channel or lists Coca-Cola US homepage FeedsYouTube embed
  16. 16. @melonie RSS feeds can automate content to email. Mailchimp to RSS automates email content and sending from our Brands With Fans blog. Including sharing buttons can amplify reach.
  17. 17. @melonie Sharing campaigns drive organic reach & more. 1.  Reward Based n  Social media contests - monetary 2.  Recognition Based n  Games n  Get featured n  Ideas, creativity, user thought leadership 3.  User Focused n  Featuring “me” n  Personalized n  Make a statement n  I support this
  18. 18. @melonie SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
  19. 19. @melonie SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com/ brand community catsincokeboxes.tumblr.com UGC cat GIF on brand site Submit your GIF goes to Coke’s Tumblr
  20. 20. @melonie SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community Non-monetary rewarding elevates and features users instead of giving prizing
  21. 21. @melonie Engagement must entertain and resonate with the current culture. Unicorns get clicks! SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
  22. 22. @melonie Game scores provide something personal to share with friends SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
  23. 23. @melonie Sharing buttons best practices. ¨  Never in a header or footer. ¨  Always next to or on the object of sharing. ¤  Overlay on images (Pin It) ¤  Next to video or photo ¤  On each email story ¤  Above and/or below or side of blog post (body) ¤  Use audience appropriate services.
  24. 24. Download this presentation & more at: fandommarketing.com/learning-center THANK YOU!

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