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Social Media Marketing Framework: A repeatable approach for planning social media marketing initiatives

Social Media Marketing Framework: A repeatable approach for planning social media marketing initiatives

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Crimson Consulting Social Media
                             Marketing Framework
                             AQuestions? Please contact:
                              repeatable approach for planning social media
                             marketing initiatives



                                      Karen O’Brien, Partner Interactive Services
                                                             Crimson Consulting
                                                                      April, 2009




www.crimson-consulting.com                                     © CRIMSON CONSULTING 2009
Introduction

                 Companies are attempting to leverage the power of social
                 media marketing. In our work with many F1000 clients we have
                 seen a strong need for organizations to have repeatable
                 approaches and frameworks for Social Media Marketing
                 Initiatives.
                 This Social Media Marketing framework is from Crimson
                 Consulting Interactive Services Practice, created and refined
                 over the past few years. Enjoy it, use it, share it, just credit us!
                 If you’d like to learn more about our approaches and services,
                 just give me a call –

                 Karen O’Brien, Partner Interactive Services
                 Crimson Consulting
                 Direct - 650-429-0340
                 kobrien@crimson-consulting.com
                 Twitter: twitter.com/bondjanebond




www.crimson-consulting.com                                                              © CRIMSON CONSULTING 2009
Crimson Social Media Marketing Framework

            Phase I                                      Phase II
          Current SMM Situation Assessment                                Build SMM Plan
                      (typically 4-6 weeks)                               (typically 3-4 weeks)


            A                       B                C                    D                       E
                                                                              Monitor &               Optimize &
                  Listen                Segment           Strategy
                                                                              Measure                  Refine



                                                    Sets the Stage for

          Phase III
                                                     SMM Execution
                                                      (varied/ongoing)



                Social Media Marketing                                              Optimization of Marketing
                                                  Social Media Outreach
                      Campaigns                                                     Assets (SMM + Marcom)




www.crimson-consulting.com                                                                   © CRIMSON CONSULTING 2009
Key Phases, Activities and Timing
                                Social Media Marketing Strategy & Execution


         Phase I                                Phase II                           Phase III
         Current SMM Situation
                                                  Build the SMM Plan               SMM Program Execution
              Assessment

                                                                                   • Optimization plan for
       • Monitoring the                     • Assess existing SM assets
                                                                                     current social media assets
         conversational landscape
                                            • Create engagement
                                                                                   • Execution of SMM strategy
       • Mapping the segments                 strategy
         online ecosystem/                                                               •   Social Media
                                            • Create outreach strategy                       Presence
         marketing touch points
                                              and campaigns                              •   Active conversations
       • Understanding and                                                                   and community
                                                                                             participation
                                            • Establish SMM plan and
         profiling the target
                                              roadmap                                    •   Content creation
         segment
                                                                                         •   Integrated campaigns
                                            • Establish monitoring,
                                              metrics and reporting                • Measure results (SM
                                              strategy and KPIs                      Analytics, web analytics)


   Week 1                            Week 4/6                          Week 7/10                        On-going

www.crimson-consulting.com                                                                   © CRIMSON CONSULTING 2009
Crimson Consulting
                             4970 El Camino Real, Los Altos, CA 94022
                             650.960.3600
                             www.crimson-consulting.com

                             Karen O’Brien, Partner Interactive Services
                              Questions? Please contact:
                             Direct - 650-429-0340
                             kobrien@crimson-consulting.com
                             Twitter: twitter.com/bondjanebond




www.crimson-consulting.com                                              © CRIMSON CONSULTING 2009

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Social Media Marketing Framework: A repeatable approach for planning social media marketing initiatives

  • 1. Crimson Consulting Social Media Marketing Framework AQuestions? Please contact: repeatable approach for planning social media marketing initiatives Karen O’Brien, Partner Interactive Services Crimson Consulting April, 2009 www.crimson-consulting.com © CRIMSON CONSULTING 2009
  • 2. Introduction Companies are attempting to leverage the power of social media marketing. In our work with many F1000 clients we have seen a strong need for organizations to have repeatable approaches and frameworks for Social Media Marketing Initiatives. This Social Media Marketing framework is from Crimson Consulting Interactive Services Practice, created and refined over the past few years. Enjoy it, use it, share it, just credit us! If you’d like to learn more about our approaches and services, just give me a call – Karen O’Brien, Partner Interactive Services Crimson Consulting Direct - 650-429-0340 kobrien@crimson-consulting.com Twitter: twitter.com/bondjanebond www.crimson-consulting.com © CRIMSON CONSULTING 2009
  • 3. Crimson Social Media Marketing Framework Phase I Phase II Current SMM Situation Assessment Build SMM Plan (typically 4-6 weeks) (typically 3-4 weeks) A B C D E Monitor & Optimize & Listen Segment Strategy Measure Refine Sets the Stage for Phase III SMM Execution (varied/ongoing) Social Media Marketing Optimization of Marketing Social Media Outreach Campaigns Assets (SMM + Marcom) www.crimson-consulting.com © CRIMSON CONSULTING 2009
  • 4. Key Phases, Activities and Timing Social Media Marketing Strategy & Execution Phase I Phase II Phase III Current SMM Situation Build the SMM Plan SMM Program Execution Assessment • Optimization plan for • Monitoring the • Assess existing SM assets current social media assets conversational landscape • Create engagement • Execution of SMM strategy • Mapping the segments strategy online ecosystem/ • Social Media • Create outreach strategy Presence marketing touch points and campaigns • Active conversations • Understanding and and community participation • Establish SMM plan and profiling the target roadmap • Content creation segment • Integrated campaigns • Establish monitoring, metrics and reporting • Measure results (SM strategy and KPIs Analytics, web analytics) Week 1 Week 4/6 Week 7/10 On-going www.crimson-consulting.com © CRIMSON CONSULTING 2009
  • 5. Crimson Consulting 4970 El Camino Real, Los Altos, CA 94022 650.960.3600 www.crimson-consulting.com Karen O’Brien, Partner Interactive Services Questions? Please contact: Direct - 650-429-0340 kobrien@crimson-consulting.com Twitter: twitter.com/bondjanebond www.crimson-consulting.com © CRIMSON CONSULTING 2009