The document discusses strategies for integrating social media into broader marketing communications to enhance brand engagement and reach. It highlights the importance of repurposing content across various channels and using sharing campaigns to drive organic growth. Case studies, particularly involving Coca-Cola, illustrate effective engagement tactics and best practices for content sharing.

1. SOCIAL MEDIA DIGITAL MANAGEMENT:
How-to Transfer Your
Social Activity
From Your Networks
Into Communication Mediums &
Engagement Marketing
© 2014 Fandom Marketing, Inc. | Presented at Interactive Day San Diego May 16, 2014
Presented by: Melonie Gallegos
founder and chief social strategist, Fandom Marketing
Tweet me during this session @melonie #idsd

2. @melonie #idsd
Brands have an ecosystem.

3. @melonie #idsd
Brands with integrated communications provide
the best experience.
Multi-touch point:
¨ Web
¨ Mobile
¨ Email
¨ Advertising
¨ Search
¨ PR
¨ Social media
¨ In-store

4. @melonie #idsd
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. @melonie #idsd
Types of social content
brand generated content user generated content (UGC)

6. @melonie #idsd
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. @melonie #idsd
Different types of communications serve different
purposes.
¨ Feedback
¨ Testimonials
¨ FAQ content
¨ Educational
¨ Branding
¨ Promotions
¨ PR

8. @melonie #idsd
Customer feedback (social cs)
REPURPOSE?
¨ FAQ
¨ Educational
¨ Community

9. @melonie #idsd
Influence (word of mouth)
REPURPOSE?
¨ Testimonials
¨ Branding
¨ Promotions
¨ Community

10. @melonie #idsd
Events (offline happens online)
REPURPOSE?
¨ Testimonials
¨ Educational
¨ Branding
¨ PR
Social Media Day San Diego 2013

11. @melonie #idsd
Brand engagement (sharing, photos, #brand)
REPURPOSE?
¨ Branding
¨ Promotions
¨ PR
¨ Community

12. @melonie #idsd
Partners, press, promotions
REPURPOSE?
¨ Branding
¨ Promotions
¨ PR

13. @melonie #idsd
A few ways to leverage social activity right now.
Embeds
Feeds
Sharing
Campaigns

14. @melonie #idsd
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. @melonie #idsd
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. @melonie #idsd
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. @melonie #idsd
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. @melonie #idsd
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

19. @melonie #idsd
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. @melonie #idsd © 2013 FandomMarketing.com
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
Non-monetary rewarding elevates and features users instead of giving prizing

21. @melonie #idsd © 2013 FandomMarketing.com
Engagement must entertain and resonate with the current culture.
Unicorns get clicks!
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

22. @melonie #idsd © 2013 FandomMarketing.com
Game scores provide something personal to share with friends
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

23. @melonie #idsd
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.
© 2013 FandomMarketing.com

24. Get more social marketing advice:
fandommarketing.com/learning-center
THANK YOU!