managing your product’s social life
DESCRIPTION
In this session, we’ll review a simple framework for thinking about your brand’s social media choices and integrating them into your larger marketing strategy.TRANSCRIPT
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Managing Your Product’s Social
LifeIntegrating Social Media into your
Marketing Plan
Stacy Smollin [email protected]
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Three ways brands live socially
Content Owned
Content Bought
Content Engaged
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Too many brands focus on immediate results of “content owned”
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An ongoing focus on “Content Engaged” offers unique opportunities…
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…with potential high-speed payoff
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Summary: how to live socially Don’t focus solely on “Content Owned” just because it’s free and
easy to set up Outreach generated through “Bought” and “Engaged” Content are necessary
to generate discourse (and sales) for your brand, especially among those who aren’t already intimately familiar with you
First ask yourself what you want to get out of your social presence, then determine how to operate there. This is dependent on your: Customers Brand Goals
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Social media is effective throughout the sales funnel
Awareness
Interest
Desire
Action
Customer Service
Engagement
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Drive Awareness & Engagement Virgin Mobile FreeFest Book the Band
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Drive Engagement & Acquisition Kickbacks referral marketing program
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Drive Usage & RetentionStudio V
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Customer ServiceDedicated social channels for Care
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Deploy social networking tactics at the right time, right placeSet yourself up for success by identifying a behavior your customers exhibit
anyway, then revving it up with social media
Social networking doesn’t need to be too technical or fancy Integrate social media strategies into your larger marketing plan
Use utilities to encourage viral involvemente.g. Voting buttons (Book the Band)
Reward for participation, e.g. Meet the band (Book the Band)Referral bonuses (Kickbacks)Earned sales revenue (Studio V) Efficiently resolved customer service problems (Care)
Summary: when to use social media