Framework: Social Media in Support of Overall Marketing Communications

Marketing Communication and Social Media Framework Social media as part of your overall communication strategy by Petra Neiger http://xeesm.com/petra www.twitter.com/petra1400

Foreword
Whether you are new to social media or social media savvy, you might be looking for ways to present your ideas. Or, your supervisor has asked you to put together a communication plan including social media for your next program or launch. The purpose of the next few slides is to give you some ideas on how to structure a plan and how to tie social media to your overall communication goals.

Overall Marketing Communication Get started: Communication vision/objective Strategy to accomplish objectives Tactics to support strategy Resource needs: human, time, financial

Implications for Social Media Social Media to be in synch with overall communication: SM vision/objective Strategy to accomplish objectives Tactics to support strategy Resource needs: human, time, financial -For introduction/launch phase -For on-going maintenance and measurement -For termination/hand off (what, where, when, how) Note: it is very important to plan ahead at the start of a program or launch. Specify in your plan how social media is going to contribute to each phase Social media engagement policy

Marketing Communications – All Media: Execution Essentials Accessibility strategy Engagement strategy Content strategy Read Examples: eNewsletters White papers eSponsorships Blogs Hear Examples: Podcasts Audio webinars Decision Making Touch Examples: Direct mail deliverable Print material Interactive flash Examples: Mobile content Podcasts, RSS On the Go Examples: Web presence Behavioral targeting Discussion forums, blogs Social networking sites Social media programs eSponsorships Online Examples: Live events Print Direct mail Sponsorships Offline From passive to active engagement opportunities Participate Examples: Live and virtual events Discussion forums Twitter, blogs Fan pages Awareness Consideration Watch Examples: Video Mobile video

Integrating Traditional and Social Media Programs
Traditional marketing components/voice can appear in social media (“one voice in all channels”), examples:
Main marketing messaging/voice replicated in social media (e.g., if you like X in traditional media, like X in social media too)
Marketing assets replicated/syndicated in social media
Social media programs can drive traffic to corporate pages, examples:
Videos/content designed for social media and/or syndicated in social media
Twitter feeds and blogs pointing to content on corporate pages
Traditional marketing can drive to social media resources, examples:
eNewsletters and email marketing to incorporate and promote blog, Twitter and other social media destinations
Corporate web pages to point to relevant blog, Twitter, Facebook, etc pages
Event web presence to promote social media content and destinations
Corporate web pages to include bookmark and share, and other web 2.0 tools, such as widgets, ratings, live RSS feeds with SM content, etc

Social Media Strategy
Listen: monitor blog/press mentions, pulse on your program
Share: communicate and share relevant news/tidbits, events, and assets, etc via blog, Twitter, social bookmarking, video and other sharing sites, and virtual event sites
Engage: create interactive engagement opportunities, such as online discussion forums, online events, press/blogger outreach
Listen Share Engage

Social Media Strategy (cont’d)
Integrate:
Tie social media messaging and efforts to serve overall communication goals, cross promote on various platforms
Assess and prioritize blog, press and engagement feedback, and address as appropriate
Measure & analyze:
Define success: what are your key performance indicators (e.g., ability to drive visitors to a landing page) to know if you’re on track to achieve your goals? What are the metrics (e.g., number of visitors going to landing page from social media) associated with these indicators?
Track performance, evaluate usage, identify areas for improvement
Integrate Measure & Analyze

Social Media Strategy (cont’d)
Improve: recommend and implement changes for your next outreach effort, make it a continuous learning process
Improve

Social Media Pillars
Key channel considerations:
What social media channels are you targeting?
How are you going to use each channel?
These 2 questions mainly depend on your objectives, strategy, industry/target audience, resources and budget
How are you going to drive and keep visitors?
How to determine what channel works for you most/least?
How to exit if needed?
Key content considerations:
What content is engaging and interesting for users?
Relationship and balance between organic and engineered content?
How often should engineered content be updated?
Balance between promotional and non-promo, “real” content
Who’s monitoring, assessing and responding to user-generated content if needed and how?
*a.k.a. Destinations Channels* Content Events / Programs SM Objectives

Framework: Social Media in Support of Overall Marketing Communications

by Petra Neiger on Jan 27, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 9

Statistics

Framework: Social Media in Support of Overall Marketing Communications — Presentation Transcript