Framework: Social Media in Support of Overall Marketing Communications


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Framework, ideas to help create a social media plan for campaigns, launches or programs that is integrated into your overall marketing communication program or annual plan.

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Framework: Social Media in Support of Overall Marketing Communications

  1. 1. Marketing Communication and Social Media Framework Social media as part of your overall communication strategy by Petra Neiger
  2. 2. Foreword <ul><li>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 for the next year. 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. </li></ul>
  3. 3. Overall Marketing Communication Get started: Communication vision/objective Strategy to accomplish objectives Tactics to support strategy Resource needs: human, time, financial
  4. 4. 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
  5. 5. 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
  6. 6. Integrating Traditional and Social Media Programs <ul><li>Traditional marketing programs can be promoted in social media, examples: </li></ul><ul><ul><li>Main campaign/event messaging to be replicated in social media </li></ul></ul><ul><ul><li>Marketing assets to be replicated/syndicated in social media </li></ul></ul><ul><ul><li>Marketing events/programs to be promoted in social media </li></ul></ul><ul><li>Social media programs can drive traffic to corporate pages, examples: </li></ul><ul><ul><li>Online discussion forums referencing your corporate pages </li></ul></ul><ul><ul><li>Videos/content designed for social media and/or syndicated in social media </li></ul></ul><ul><ul><li>Twitter feeds and blogs pointing back to content on corporate pages </li></ul></ul><ul><li>Traditional marketing can drive to social media resources, examples: </li></ul><ul><ul><li>eNewsletters and email marketing to incorporate and promote blog, Twitter and other social media destinations </li></ul></ul><ul><ul><li>Corporate web pages to point to relevant blog, Twitter, Facebook, etc pages </li></ul></ul><ul><ul><li>Event web presence to promote social media content and destinations </li></ul></ul><ul><ul><li>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 </li></ul></ul>
  7. 7. Social Media Strategy <ul><li>Listen: monitor blog/press mentions, pulse on your program </li></ul><ul><li>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 </li></ul><ul><li>Engage: create interactive engagement opportunities, such as online discussion forums, online events, press/blogger outreach </li></ul>Listen Share Engage
  8. 8. Social Media Strategy (cont’d) <ul><li>Integrate: </li></ul><ul><ul><li>Tie social media messaging and efforts to serve overall communication goals, cross promote on various platforms </li></ul></ul><ul><ul><li>Assess and prioritize blog, press and engagement feedback, and address as appropriate </li></ul></ul><ul><li>Measure & analyze: </li></ul><ul><ul><li>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? </li></ul></ul><ul><ul><li>Track performance, evaluate usage, identify areas for improvement </li></ul></ul>Integrate Measure & Analyze
  9. 9. Social Media Strategy (cont’d) <ul><li>Improve: recommend and implement changes for your next outreach effort, make it a continuous learning process </li></ul>Improve
  10. 10. Social Media Pillars <ul><li>Key channel considerations: </li></ul><ul><ul><li>What social media channels are you targeting? </li></ul></ul><ul><ul><li>How are you going to use each channel? </li></ul></ul><ul><ul><ul><li>These 2 questions mainly depend on your objectives, strategy, industry/target audience, resources and budget </li></ul></ul></ul><ul><ul><li>How are you going to drive and keep visitors? </li></ul></ul><ul><ul><li>How to determine what channel works for you most/least? </li></ul></ul><ul><ul><li>How to exit if needed? </li></ul></ul><ul><li>Key content considerations: </li></ul><ul><ul><li>What content is engaging and interesting for users? </li></ul></ul><ul><ul><li>Relationship and balance between organic and engineered content? </li></ul></ul><ul><ul><li>How often should engineered content be updated? </li></ul></ul><ul><ul><li>Who’s monitoring, assessing and responding to user-generated content if needed and how? </li></ul></ul>*a.k.a. Destinations Channels* Content Events / Programs SM Objectives