The document outlines a social media and online reputation management strategy with the following key points: 1) It discusses building infrastructure like social media profiles, a company website hub, and a content calendar to establish an online presence before product launch. 2) It describes ongoing reputation management activities like adhering to the content calendar, monitoring social channels, and engaging with users. 3) It proposes public relations tactics such as press releases, expert posts and interviews, and celebrity promotions to generate interest and direct traffic to the website.

1. Social Strategy
and
Online Reputation Management
Process Planning
March 1, 2013

2. Product Marketing
In today’s highly cluttered market space, companies must adapt their marketing
strategy and tactics to incorporate the exciting and ever-evolving tools at their
disposal. And since consumers are becoming increasingly more in control of their
content, it is imperative to deliver relevant marketing messages where content is
consumed. Today, more than ever, to sustain our unique selling proposition, we
need to establish and maintain a ubiquitous presence across all media.
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3. Building BUZZ!
There are many new
and exciting tools
available to today’s marketers.
Those who embrace this new
technological world will WIN
the game…those who
don’t will LOSE.
Source: Business Insider, your Money
http://www.businessinsider.com/pet-spending-2012-1
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4. Building BUZZ!
Social Influence Marketing is a complex, organic, online conversation
powered by…
• Viral/Word-of-Mouse Marketing
• Social Networks (Facebook, LinkedIn, Twitter)
• Email Promotions
• Websites, Forums
• Blogs (Wordpress, Tumblr)
• Audio/Video-Sharing (YouTube)
• Podcasts
• Mobile Apps (iPhone, Android, iPad, Tablets)
• Video Chat (Skype, Messages, Facetime, Hangout)
• Search Engine Marketing
How we manage this conversation can help BUILD or BREAK our brand!
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5. Building BUZZ!
Old School Media World…
One-Way Message
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6. Building BUZZ!
New School Media World…
Open Dialogue
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7. Building BUZZ!
Amplifying Our Message…
Social sites (i.e., Facebook, LinkedIn, Twitter, Pinterest, etc.) are
outstanding tools for reaching out to potential customers in a personal way:
• Promotes feedback, information sharing, and a positive affiliation with the brand.
• The “Opt-In” nature of connections and the simplicity of sharing affords social sites
optimal conditions for potentially going viral with our brand/message.
• Social sites empower customers, friends, and neighbors to share
information they “like” with people they know.
Example: The average Facebook member has 130 friends. Anything
this member comments on, shares or “Likes” is automatically shared
with 130 friends. If one, two, three or more of their friends do the same,
this information is shared with their 130, 260, 410 or “NUMEROUS” friends.
The potential for going viral and increasing brand awareness by using social sites
is ENORMOUS.
• Most importantly, those who have been referred by a friend (or trusted authority) to a product, service or brand are more likely to
make a positive affiliation with that brand, share information with another friend and ultimately help that brand achieve its goals.
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8. Building BUZZ!
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9. Building BUZZ!
Reaching Our Target…
845 Million Active Users*
134 Million Active Users**
4 Billion Views Daily***
383 Million Active Users+
200 Million Bloggers
Sources: *Facebook.com (12/11); ** Socialbakers.com (03/12) LinkedIn; ***YouTube blog; +Semiocast (12/11), GreyReview
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10. The Social Maze
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11. Building Infrastructure
Pre-Launch Prep
In order to hit the ground running, we will begin by building a solid foundation as an
entry point for our promotional marketing/messaging…
• Framework/Infrastructure:
– Building on our preliminary Category Research & Analysis and Discovery
Process (and in parallel with our production process) we will create profiles
on relevant social platforms to establish a presence in the social space:
- Pinterest (C2C, B2B, B2C, B2D)
- Facebook (C2C)
- YouTube (C2C)
- Twitter (C2C, B2C)
- LinkedIn (B2C, B2B, C2C)
– A unified “voice” is important at this juncture in order to begin building a
following brand/concept advocates.
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12. Building Infrastructure
Pre-Launch Prep (cont.)
• Framework/Infrastructure (cont.):
– We will use www.ourbrand.com as our “hub” or central content
distribution/data collection point; ALL marketing initiatives will feed through
the www.ourbrand.com hub.
– We will implement a systematic approach to client’s overall online activities to
position the the client as the subject matter authority for their
product/category. These efforts will include:
- A formal positioning statement to be applied across ALL planned product
marketing initiatives.
- Cross channel flow planning to ensure consistent messaging and seamless
integration among www.ourbrand.com and engaged social networks.
- A unified social “voice” for the product’s on/offline content (tone,
messaging, imagery, etc.) will be defined and implemented.
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13. Building Infrastructure
Pre-Launch Preparation (cont.)
• Framework/Infrastructure (cont.):
– We will begin Social site account creation/modification:
- Alignment of all current online activity.
- Establishment of new/additional profiles on relevant social sites.
– Identify source(s) for all social content posts (i.e., imagery, blog topics,
content, etc.).
– Establish content review/approval process along with specific agency/client
roles and responsibilities.
– Develop a year-long social content/posting/promotional calendar for all social
vehicles.
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14. Ongoing Reputation Management
Pre-Launch Preparation (cont.)
• Framework/Infrastructure (cont.):
Following our Social Strategy Implementation, the client marketing team will
assume the following responsibilities:
– Strict adherence to the social content/posting calendar.
– Daily/Weekly/Monthly Review Meetings to assess effectiveness of strategy
and to make adjustments as necessary.
– Social site cross-pollination and marketing integration to ensure that all
channels are in alignment with the client’s objectives and goals.
– Responding to and engaging with all posts/comments to build and solidify
relationships and expand customer base.
March 1, 2013

15. Ongoing Reputation Management
Pre/Post Launch PR
• Public Relations:
In parallel with our Social Strategy/Online Reputation Management tasks, we will
implement a planned Public Relations effort to address key product topics by
relevant industry experts:
– Monthly press releases touching on key product attributes, management
team, vision/values, etc.
– Weekly content posts by subject matter/industry experts.
– Ongoing posts in forums/discussion groups.
– Live monthly interviews with industry experts with podcast/YouTube video
uploads.
– “Celebrity” (personality) visits to select locations to support our messaging,
provide product demos, etc.
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16. Ongoing Reputation Management
Pre/Post Launch PR (cont.)
• Paid Guest Blog Posts:
In order to deliver consistent/engaging blog posts, we will seek-out the services of
a professional guest blogger who has social authority, a large following, and is
entirely familiar with the space.
– The blogger’s reputation/authority will generate an immediate following for the
product.
– The blogger’s byline will reference the client/brand.
– Back links from blog posts will direct a steady flow of qualified
readers/potential customers to www.ourbrand.com where we will collect opt-in
information for follow-up outbound marketing efforts.
– To manage consumer expectations, strict adherence to the social
content/posting calendar is of the utmost importance.
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17. Ongoing Reputation Management
Pre/Post Launch PR (cont.)
• Product Video Production:
As we implement our PR efforts, special attention will be paid to compiling these
efforts for social/broadcast network use:
• All PR events will be planned to become a segment in a 1, 2, 5 minute
infomercial format.
• These segments or content will be in a digital format for easy/ongoing
posting, in whole or in part, to our internet social sites:
- Pinterest
- Facebook
- YouTube
- Twitter
- LinkedIn
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18. March 1, 2013