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.

1. 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

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

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. 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