Social strategy planning


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Social strategy planning

  1. 1. Social Strategy andOnline Reputation Management Process Planning March 1, 2013
  2. 2. Product MarketingIn today’s highly cluttered market space, companies must adapt their marketingstrategy and tactics to incorporate the exciting and ever-evolving tools at theirdisposal. And since consumers are becoming increasingly more in control of theircontent, it is imperative to deliver relevant marketing messages where content isconsumed. Today, more than ever, to sustain our unique selling proposition, weneed to establish and maintain a ubiquitous presence across all media. March 1, 2013
  3. 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 March 1, 2013
  4. 4. Building BUZZ!Social Influence Marketing is a complex, organic, online conversationpowered 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 MarketingHow we manage this conversation can help BUILD or BREAK our brand! March 1, 2013
  5. 5. Building BUZZ!Old School Media World… One-Way Message March 1, 2013
  6. 6. Building BUZZ!New School Media World… Open Dialogue March 1, 2013
  7. 7. Building BUZZ!Amplifying Our Message…Social sites (i.e., Facebook, LinkedIn, Twitter, Pinterest, etc.) areoutstanding 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. March 1, 2013
  8. 8. Building BUZZ! March 1, 2013
  9. 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: * (12/11); ** (03/12) LinkedIn; ***YouTube blog; +Semiocast (12/11), GreyReview March 1, 2013
  10. 10. The Social Maze March 1, 2013
  11. 11. Building InfrastructurePre-Launch PrepIn order to hit the ground running, we will begin by building a solid foundation as anentry 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. March 1, 2013
  12. 12. Building InfrastructurePre-Launch Prep (cont.)• Framework/Infrastructure (cont.): – We will use as our “hub” or central content distribution/data collection point; ALL marketing initiatives will feed through the 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 and engaged social networks. - A unified social “voice” for the product’s on/offline content (tone, messaging, imagery, etc.) will be defined and implemented. March 1, 2013
  13. 13. Building InfrastructurePre-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. March 1, 2013
  14. 14. Ongoing Reputation ManagementPre-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. 15. Ongoing Reputation ManagementPre/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. March 1, 2013
  16. 16. Ongoing Reputation ManagementPre/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 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. March 1, 2013
  17. 17. Ongoing Reputation ManagementPre/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 March 1, 2013
  18. 18. March 1, 2013