This document discusses social media functions for brands including monitoring, responding, amplifying, and leading consumer behavior. It outlines how brands can monitor online conversations, respond to provide customer service or uncover leads, amplify marketing through social sharing, and lead consumers through the purchase journey. The document also discusses using social media at different touchpoints along the consumer decision process and how to get started with integrating social media technologies through identifying goals, audiences, and deciding whether to outsource certain functions.

4. Functions
Monitor
Respond
Amplify
Lead consumer behavior

5. Monitor
Brand monitoring - simply knowing what’s
said online about your products and
services - should be a default social-media
function, taking place constantly.

6. Respond
Pinpointing conversations for responding at
a personal level is another form of social-
media engagement. This kind of response
can certainly be positive if it’s done to
provide customer service or to uncover
sales leads. Most often, though,
responding is a part of crisis management.

7. Amplify
“Amplification” involves designing your marketing
activities to have an inherently social motivator
that spurs broader engagement and sharing.
The core concepts for campaigns must invite
customers into an experience that they can
choose to extend by joining a conversation with
the brand, product, fellow users, and other
enthusiasts.
Ongoing programs that share new content with
customers and provide opportunities for
sharing back.

8. Lead
Social media can be used most proactively to
lead consumers toward long-term
behavioral changes.
In the early stages of the consumer decision
journey, this may involve boosting brand
awareness by driving Web traffic to content
about existing products and services.
Social media can solicit consumer input after
the purchase (insights from customers).

9. Social Media on the
Consumer Decision Journey

11. Social Media enables targeted marketing responses
at individual touch points along the
consumer decision journey.

12. The most powerful social-media strategies
focus on a limited number of marketing
responses closely related to individual
touch points along the consumer decision
journey.

13. Social Marketing Compass

14. 3 Elements to create critical new
brand assets*
1. Evaluate investments in it
2. Plan for building support infrastructure
3. Performance-management systems to help
leaders smartly scale their social presence
*new brand assets (such as content from customers or insights
from their feedback), open up new channels for interactions
(Twitter-based customer service, Facebook news feeds), and
completely reposition a brand through the way its employees
interact with customers or other parties.

15. Touch Points
Company’s digital touch points—the
avenues through which it interacts with
consumers, such as Web sites, mobile
devices, and social media.

16. The digital landscape evolves quickly

17. Social Media Landscape 2012

18. Actions to get the social media
technologies integration process started
• Identify Social media Integration support goals
and objectives
• Determine social media presence and targeted
audience, market, locations, age group for the
next twelve months.
• Decide if outsourcing the website re-design,
SEO, social branding, content publishing is a
better solution than internal support services
(For small and medium business its better to
outsource as cost factor).

20. Social media isn’t owned by marketing,
but instead the entire organization.
This changes everything
“We’re all marketers now”

21. Open to
Feedback
Input
Ideas
Yulya Ilyina
ilyina@componostrategia.com