Howtocreateasocialmediaengagementplan (1)

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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)

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

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