For many, Social Media is a chaotic and scary new place. To me, it’s an opportunity for savvy organizations to accelerate their growth with this exciting new addition to integrated marketing and communications. Easier said than done! So, to deliver repeatable and measurable business results, I have developed this Social Media Marketing Framework (or shortened for Twitter to #SMMF). The Framework provides an execution blueprint that you can use to structure your social marketing activities to deliver exceptional results. It is focused on Marketing and Communications and defines common components that can be added by organizations to their existing marketing mix. If you would like a copy of the PPT, please visit www.grahamlubie.com and contact me there or Tweet me at /grahamlubie.

1. Social media Marketing Framework By: Graham Lubie web: www.grahamlubie.com cell:. 617.821.6169 twitter: www.twitter.com/grahamlubie linkedin: www.linkedin.com/in/grahamlubie This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License

2. Social media marketing framework Overview Social marketing is new and in many way unique, yet success still relies on creativity and excellent execution. This Social Media Marketing Framework (SMMF) provides an execution blueprint that you can used to structure your social marketing activities to deliver exceptional results. This is not a framework for all Social Media (ie. HR, Customer Support, etc.); it is focused on marketing and communications and defines common social components that can be added by organizations to their marketing mix. The genesis of this framework was a comment and question from one of my clients: “There is so much social ‘stuff’ out there, how can I get started now, and then expand my activities in social marketing once I am more comfortable?” This Social Media Marketing Framework is how! It can be used to get your social marketing programs off the ground, or it can be used to structure and expand on the programs that you have already started. If you are looking for a “pretty” marketing presentation about why you need to get into social media marketing, this Social Media Marketing Framework is not it; there are a lot of those available online. It is designed to be a practical and actionable blueprint that’s based on my own experiences, and on the experiences of other marketing experts that have run marketing campaigns (traditional and social), delivered interactive/technology services, and deployed repeatable processes and methodologies across multiple global industries leaders. There are five main components to the Social Media Marketing Framework: (1) Objectives, (2) Measures, (3) Methods, (4) Initiatives, and (5) Operations. Each of these components has sub-parts that can work together and support the social marketing activities for organizations of all sizes. The rest of this slide deck expands on each of these components. The Social Marketing Framework has been licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License. Under this License you are free to copy, distribute and transmit the work, but you must attribute the work to the author, Graham Lubie.

3. Social media Marketing Framework Objectives Social MEDIA Marketing Framework Objectives Measures Methods Activities Measurement Contribution Monitoring Content Internal Produced Spontaneous External Conversation Channels Public Channels (e.g. Facebook, Twitter, Linked In, Industry Blogs, etc.) Organizational Channels (e.g. Websites, Blog, Newsroom, Private Communities, etc.) Initiatives Campaigns Steady State Operations Plan Create Execute Measure Optimize Strategize People Process Technology Governance Budget To learn more about the Social Marketing Framework, visit http://www.grahamlubie.com This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License.

5. Objectives ensure that all team members understand what success “looks like”

7. Brand Recognition & Awareness-based Objectives – impacts the reach of your brand

9. Increase volume of Leads

10. Acquire new customers

11. Generate new sales from existing customers

12. Reduce marketing spend (e.g. shift from print advertising, etc.)

16. Increase product reputation

17. Increase customer retention

18. Increase time on site

19. Increase positive reviews (or reduce negative reviews)

21. Measure: Increase product line A revenues by 5% from customers sourced via social marketing

22. Measure: Increase annual customer purchases of product line A from 2x to 3x

23. Objective: Improve SEO : SEM ratios

24. Measure: Increase inbound links 30%

25. Measure: Decrease cost per customer acquisition to $100

26. Objective: Increase brand / product awareness

27. Measure: Increase product reach by 10%

28. Measure: Increase inbound links 30% [same measure can be used to validate more than one objective]

29. Measure: Increase BuzzMetric score 50%

30. Objective: Increase brand / product perception

33. Contribution where you add to the conversation and position your organizations messages for the online community.

35. Track mentions of your company, products, industry or competitors

36. Track your SEO / SEM key words for mentions

37. Follow lists of topics on Twitter that interest you and apply to your product / brand / industry

38. Contribution:

39. Add comments to industry blogs

40. Add your own blog entries

41. Tweet or Retweet on Twitter

42. Add videos to YouTube or Vimeo

43. Contribution (cont):

44. Run a series of “investigative” reports on CNN iReport

45. Run contests on Facebook

46. Measurement:

47. Set goals in your analytics package and track them

49. Messaging & Positioning Templates

50. White Papers

51. Analyst Reports

52. Product Demo Video

53. Product Images

54. Product Performance Benchmarks

55. Blog post written as part of a editorial calendar

57. Message board posts

58. Blog comments (other blogs + responses to comments on yours)

59. Google SideWiki comments

60. Retweet of an interesting article

61. Q&A postings

62. Ad hoc customer videos (e.g. at a tradeshow or in the street)

63. Product reviews

64. Wiki Entries (e.g. Wikipedia)

66. Facebook

67. Twitter

68. You Tube

69. Vimeo

70. Slideshare

71. Squidoo

73. Company Blog

74. User Community (public or private)

75. Social Media Center

77. Blog Commenting

78. Twitter updates

79. Facebook updates

80. Comments on industry message boards

81. Google SideWiki comments

83. Integrated Lead Generation Campaigns

84. Clutter Buster / Thought Leadership Programs

85. Community building campaigns

88. Identify customers / prospects that need to be reached

89. Identify digital influencers that need to be reached

90. Identify the most appropriate conversation channels to reach your key audiences

91. Determine the Initiatives that will be executed

92. Allocate budget to different initiatives

95. Provide guidelines for content use

99. Blogging [ghost writer]

100. Video Production

101. Facebook Campaigns

103. Measurement process

104. Contribution process

105. Content approval processes

106. Engagement processes

108. Filtrbox,

109. iGoogle,

110. Radian6

111. Biz360

112. Contribution Applications:

113. Social.com

114. Seesmic

115. HootSuite

116. Tweetdeck

117. Ping.fm

118. Measurement Applications:

119. Google Analytics

120. Hubspot,