SOCIAL MEDIA
STRATEGY, EXECUTION & ANALYTICS
January 25, 2017

“Digital marketing is at a crossroads, and it’s
the brands that understand the role of
context in delivering customer value that
will excel in this new era of connectivity.
Analyst, Best Selling Author, Speaker Brian Solis

Based on Generational Values in today’s
hyper-connected and omnichannel digital landscape...
The New Consumer Relationship is now defined by the Brand
Experience on the consumer's own timeline.

Where relevance, personalization & context rule,
Content is the New Currency in the New Digital Economy.
How It Is Earned... How it is spent... Will dictate our future
prosperity, growth and success.

• The essence of social media comes down to people... and how
their digital behaviors and influence differ from that of offline
populations before them.
• Where the most persuasive value propositions today for social
media users are those that... optimize time, offer flexibility, and
provide a unique and contextual personal experience.
• Therefore, we must continuously be aligned to this premise by
asking ourselves...

What are the values, likes, needs and
preferences of our social media followers?

What must start with
process and methodology to realize our success
driven by analytics to create value among our
constituent target audiences.

Process and methodology
will be a systematic approach to guide
our social media efforts…

It starts with designing
our social media efforts as an integrated and
critical part of our digital framework…
which can be efficiently managed to support an
experiential seamless user experience.

Strategic
Directions
Framework
Vision
Goals &
Objectives
Aligned
ROI KPIs
Aligned
Strategic
Directions
Documented
Process &
Methodology
Frameworks
Workflow
Alignments
Partner Teams
Onboarding
Search & Paid
Directions
Content
Directions
Themes &
Campaigns
Production
Publishing
Distribution
Localization
Promotion
Optimization
Engagement &
Conversion
Community
Management
Lead Tracking
Triggered
Response
Real-Time
Personalization
Mobile
Measurement
Planning
Workshops
Adaptation &
Adjustments
Roadmaps
Defined
Milestones
Established
New Asset
Development
Ecosystem
Aligned to
Journey
Mapping
Persona
Touchpoint
Content Needs
Assessment
Brand Story
Guidelines
Visual
Branding
Guidelines –
Online/Offline
Integration
Consortium
Branding
Content Needs
Assessment
Touchpoint
Heatmaps
Aligned to
Personas
Current Asset
Upgrades
Technology
Stack Setup
Timelines
Applied
Budgets
Aligned
THE STRATEGIC GUIDING DIGITAL FRAMEWORK

WHAT ARE THE GUIDING PARAMETERS
Strategic Directions Process Task Inclusion
Vision, Goals, Objectives,KPIs & Strategic Directions
Articulation of governing vision, re-alignment of goals and objectives,documentation
of KPI success factors and overall master strategic direction
Milestone Setting, Timelines, Roadmaps & Budget Alignments
Establish milestone management parameters via aligned timelines, roadmaps and
budgets
Ecosystem Alignments & Technology Stacks
Re-align social ecosystem to journey mapping and digital touchpoints; identify and
develop new asset needs; scheduleany asset major upgrade as discovered in audit
discovery phase; acquire, setup new technology tools / systems / platforms as needed
Content & Branding Guidelines
Clearly document all branding guidelines, incorporate offlinebranding with online
branding, assess content needs for digital consumer and employer branding needs
Process, Methodology & Execution
Customize and execute master processand methodology models per each unique
client engagement
Measurement, Planning, Adjustments
Continually measure performanceand adjust execution and planning in iterative
cycles

THE GOAL IS TO SUPPORT THE SEAMLESS EXPERIENCE
Ads &
Website

OUROBJECTIVE IS TOLEVERAGE ALL MEDIA TOUCHPOINTS
Ads &

Where do we get started?
How do we realize our vision...

We must set measurable and realistic
objectives and goals.

We must quickly build an expanded and
engaged community presence across each
core channel for critical mass.

We must execute at a high and
consistent level withaninitial strategic direction and
framework based on applying industry best practices.

We must focus on content emphasizing
community growth, engagements, and the Follower
experience to build MoM Brand awareness, education and
conversion.

We must continually test, monitor,
re-test and measure goal performance,
while defining best practices throughout the entire
touchpoint journey based onfollower engagements
and desired user actions.

And we must gather consumer
insights along the way...
to study the touchpoint journey (as critical mass builds)
for continually aligning channels, strategic directions,
campaigns and content to ever changing audience digital
behaviors.

OUR GUIDING PLAYBOOK
will become a multi-step process which
ensures...
we are always defining best practices for improving process, execution and
community engagement performance to maximize marketing ROI and benefit.

With the understanding
strategies and tactics will constantly evolve
fromlessons learned fromeachstage inthe
execution cycle.

OUR OVERRIDING SOCIAL MEDIA
OBJECTIVE WILL BE SIMPLE...

We must continually align
the All of Us Brand
to community expectations.

CONTENT WILL BE KEY.

How we connect with our communities...
How we deliver unique value...

How we go from the initial connection
to the fulfillment of our brand promise will largely be
governed by content.

THIS NEEDS TO BE FUNDAMENTAL
TO OUR STRATEGY.
This needs to be fundamental to be our execution.

WE START WITH A DISCOVERY PROCESS
TO ALIGN OUR STRATEGIC DIRECTIONS…

• What are the Regional vs. National Launch Schedules?
• What is at the core vision of our social media emphasis and execution?
(community, education, information, inspiration/experiential, web traffic,
conversion/email opt-ins)
• Do we have clear purpose & use for our social media channels?
(e.g. Facebook vs. Twitter vs. Instagram vs. YouTube)
• What is the desired content (storytelling) theme message directions? How will
content directions be aligned to channel use? Ecology models? Personas?
• How will followers be attracted? How will we build awareness at scale? How will
the communities be engaged and managed?
• How will content be developed and/or curated? What are the approval cycles?
How do we plan for needs? What are our content needs by channel?
WHAT ARE OUR GUIDING DIRECTIONS

WHAT ARE THE GUIDING OBJECTIVES
Communicate
& Engage
Build Awareness
Educate & Inform
Deliver an
Experience
Stimulate Program
Participation
JoinAllofUs.org
All content should seek to engage,
inform and/or support the overall touchpoint
journey and Brand experience.

HOW WILL WE MOTIVATE AUDIENCES
Ecology Models
(Psychographics
& Motivators)
Personas
(Lifestyles)
Demographics
(Race, Ethnicity, Gender, Age)
Regional Influence
(Real World Associations)

– Common Brand image across all digital assets
• Objective: Ensure all digital assets (Social + Web) have common look and feel
– Integrate digital assets for common brand identity
• Objective: Build direct tie-ins and links across all digital assets for easy discovery,
navigation, and recognition
– Leverage experiential marketing to build greater brand affinity
• Objective: Develop pilot campaigns and activities around ecology models and target
personas to engage and attract the general population universe
• Objective: Develop complementary and supporting pilot campaigns and activities
around Corporate Partner and Co-Awardee activity and with their social followers
WHAT WILL BE THE BRANDING GUIDELINES

WHAT ARE OFFLINE CONSIDERATIONS
• What events / promotions do we need to plan for on a regional
and national basis?
• How can ‘real-world’ activities be leveraged into social media and
its content strategy?
• How do we collaborate with consortium partners to ensure a
consistent brand image with common goals and objectives?
• How do we activate large portions of the general population and
encourage a growing and inspirational social media following?

HOW WILL WE DEFINE SUCCESS
q Execution Goals: e.g., execute at a high level based on social media best
practices
• Develop systems for content creation, calendars & publishing - develop efficiencies,
measure and refine for influence based on engagements
q Measurable Goals: e.g., build digital Fan experiences through content marketing,
app development and social assets
• Systematically track, measure and adjust for optimum results and performance
q Milestone KPIs: e.g., grow social Fan / Follower communities
• Set social profile growth targets - realize using a combination of owned, earned and
paid media (organic vs. earned vs. paid)
q Benchmark KPIs: e.g., realize incremental and sustained increases in MoM
performance for awareness and conversions
• Set web traffic goals; leverage (SEO) tagging, social and link building, conversion
targets

HOW WILL WE LEVERAGE THE ECOSYSTEM
AOU Website
Facebook Twitter Instagram YouTube
Other HPOs FQHCs WebMD Walgreens Other
Consortium Partner / Co-Awardee Level Digital & Social Properties
Participant
Mobile
App
Digital Assets
SEO + SEM
Email
Campaigns
Social
Campaigns
Advertising
Campaigns
PR & Blogger
Campaigns
Real World
Events
SMS Push
Notifications
Information
Publishing
Paid
Promotion
Partner
Promotion

HOW DO WE OPTIMIZE CHANNEL USE
Channel’s demographics and usage.
Facebook
Purpose & Use
• Social Hub
• Awareness,
Education &
Information
• Community
engagements
• Organic follower
growth
Instagram
Purpose & Use
• Social Extension
• Awareness
• Impressions,
engagements,
virility
• Organic follower
growth
Twitter
Purpose & Use
• Social Extension
• Awareness,
Education &
Information
• Backlinks & Web
traffic
• Organic follower
growth
Search
Purpose & Use
• Organic
Discovery
• Awareness
• Web traffic
• Visits, page views
and duration
YouTube
Purpose & Use
• Social Extension
• Awareness
• Video views &
impressions
• Organic follower
growth
Influencers
Purpose & Use
• Social Extension
• Awareness &
Credibility
• Impressions,
engagements,
virility

WHAT ARE CORE CONTENT CONSIDERATIONS
• What are the daily / weekly content volume needs x channel?
• What percentages will be applied to owned vs. curated content?
• What lists exist for pre-approved curated content sources?
• What does the content approval process look like?
• How far in advance does content need to be planned and approved?
• How will content be developed into content streams for specific ecology
models and target persona profiles?
• How will content be leveraged across corporate partner and co-awardee
digital assets and social profiles?
• How can content be leveraged for offline touchpoints and
synchronizations?
• How can administrative efficiencies be applied in management and
execution?
• How do we maintain continuity of brand image across the entire digital
ecosystem for branding, messaging and linking?

WHAT ARE FACEBOOK CONSIDERATIONS
AllofUs
Facebook
Audience
Targeting
Multi-Lingual
Posts
Discovery
Tagging
Content
Linking
Post
Promotion
Content
Sharing
Regional
Dark Posts
A/B
Testing
Zip Code
Targeting
Look-Alike
Audiences
Content
Types &
Themes
Device
Targeting
Publishing
Schedules

WHAT ARE TWITTER CONSIDERATIONS
AllofUs Twitter
Audience
Targeting
Multi-Lingual
Posts
Targeted
Streams & Lists
News Jacking &
Tagging
Content
Linking
Tweet
Promotion
Content
Sharing
Visuals
Photo &
Video
A/B
Testing
Audience
Targeting
Re-
Tweeting
Content
Types &
Themes
Influencer
Marketing
Publishing
Schedules

How will we govern our efforts to ensure
continual growth and community value...

A GUIDING PLAYBOOK ROADMAP
It will commence with (4) key considerations
to Leverage Structure, Frameworks, Process and Teams.

THE PROCESS ROADMAP
Planning Phase
Development Phase
Management Phase
Governance Phase
This phase builds the structure,frameworkand
business intelligence to guide the overall initiative.
As variouselementsof theplanning phaseare
completed,strategicdirectionsandguidelines beginto
takeshapeintocontentframeworks.
In the managementphase, Content Engineering is
applied to define managementand workflow best
processes incl. automation.
In the last phase, team structuresincluding roles
and processes are put into place to governthe
execution of the overall initiative.

01 PLANNING PHASE
• Objectives defined for the content marketing
initiative mapped to the program objectives
and goals.
• A strategic framework built to guide, manage
and govern the initiative.
• The Brand Story is developed to be a common
theme carried throughout all content
development.
• The message platform reviewed and aligned to
key core values as a guiding instrument for
content development.
• Target ecology modeling and demographic
personas created to ascertain interests, likes,
affinities, personalities and online preferences
and habits.
• Channel mapping conducted to align target
audiences to channel use and influence.
• Competitive and inspirational digital content
audits created to discover deeper insights into
the psychographics of targeted community
engagements.
• An internal content inventory audit conducted,
managed and maintained to document existing
digital and physical assets which can be
leveraged into content planning and needs.

02 DEVELOPMENT PHASE
• Strategic content directions and requirements
defined to govern and steer content production.
• Personality, style and tone guidelines
developed.
• Channel, media and content mix guidelines
constructed to define content development and
publishing best practices and directions.
• Content re-use / re-purposing guidelines
developed.
• SEO, CTAs and Landing Pages best practices
outlined and documented.
• Multi-device, mobile and cross targeting
guidelines developed and documented.
• Campaign theme and style use guidelines by
channel documented for Branded and curated
content, with added considerations for special
events and any 'would be' partner tie-ins.
• KPIs identified mapped to initiative objectives
and goals using four categories of metrics:
consumption metrics, sharing metrics, lead
generation metrics, and conversion metrics.
• Analysis and reporting templates built. Review
cycles outlined.
• KPI thresholds determined and documented for
necessitating program re-alignments.

03 MANAGEMENT PHASE
• Workflowsand processes defined and
documented to deliver maximum organizational
efficiencies.
• Publishing tools and platforms selected,
optimized and activated.
• Processes for analyzing ongoing content needs
based on past KPI performance identified.
• A digital asset library and archival process and
system built and activated for internal and
external access and use.
• Guidelines put into place for best practices to
publish and cross-promote content across
channels for tighter digital integration.
• Guidelines defined to govern the use of Paid
Content Promotion based on best practices and
per channel use.
• A Hub and Spoke Model implementation
playbook guide written for promoting the
initiative across consortium partner and co-
awardee activities.
• Outlines content strategy in detail, and provides
an easy step-by-step tutorial for developing and
executing partner and regional efforts.

04 GOVERNANCE PHASE
• CoE (Center of Excellence) is elected as a
consortium of experts who provide strategic
leadership and guidance on best practices.
• The Editorial Board or Content Council is
formed as a team of content creators and/or
marketing professionals who meet regularly to
align content.
• Content Leads are appointed who editorially or
strategically lead individual content initiatives.
• The Executive Steering Committee is created as
a cross functional strategic group to provide
business oversight across the entire initiative.
• The Content Department is the in-house,
agency group staff creating the content.
• Inter-Office Corporate Oversight defines the
roles and processes to provide agency oversight
and governance to independent partner or co-
awardee initiatives.
• Inter-Agency Collaboration defines the roles
and processes for collaboration among
stakeholder agencies to ensure content
reinforces a seamless brand experience.

PROCESS ROADMAP BENEFIT ANALYSIS
• Overall governance will bring disparate
stakeholders together into core teams to ensure
positioning and messaging reinforces brand
image and values, and leverages building a
seamless brand experience.
• Long-term rigid planning will be leveraged with
iterative planning cycles to provide a dynamic
platform to respond and adjust content
directions to transformative digital trends and
change catalysts.
• The touchpoint journey and experience will
always be front and center as the keystone to
content planning and development.
• Content analysis and planning will be an
ongoing process to identify resonating content
themes and topics that appeal to target
demographics.
• Content engineering practices will leverage
technology and structured processes toautomate
content distribution.
• Real-time analytics and measurement based on
objectives will constantly track KPI performance
to govern evolutions and to continuously align
best practices to drive experiential campaign
design for maximum ROI.

As content becomes the keystone to
our social media strategy, how will we
turn strategy into action?

EXPERIENTIAL AUDIENCE DESIGNS
Delivered via experiential, lifestyle
designs.
Aligned to target
demographic behaviors.
Produced with clear objectives.
Reinforce a seamless
brand experience.
Complement real world,
brand image.
Build engagements on the follower’s
own terms.
Deliver inspirational themes
for building brand affinity.
Consistently publish to
create trust and credibility.
Identify with
target demographics.
Flexibility to evolve with
digital change catalysts.
Distribution
Content Placement
and Syndication
Measurement
Listening, Tracking and
Performance Analysis
Brand
Experience
Planning
Research, Ideation,
Strategy
Context &
Relevance
Development
Content Creation,
Asset
Management
Optimization
Search, Social,
Usability
Optimization
Content Development Alignment

DIRECTIONAL PLAYBOOKS
• Content should deliver core brand values,
messaging and positioning through experiential,
lifestyle designs.
• Content should be aligned to and identify with
target demographics and groups, online
behaviors and preferences.
• Content themes and directions should be
flexible to grow and evolve with continuing
digital change catalysts.
• All content should be produced with clear
objectives which are measurable and can be
linked to influence and ROI.
• Content should reinforce a quality blended and
seamless touchpoint journey and brand
experience across the digital ecosystem.
• Content should complement the brand image
and positioning found in the physical world
supporting offline touchpoints.
• Content should build engagements on the
Follower’sown terms. Delivered at the right
place, at the right time with high degrees of
relevance and context wherever possible.
• Content should seek to create emotional
responses via inspirational themes to create
brand affinity.
• Content should be consistently delivered to
build trust and credibility; while building tribes
and nurturing followers.
• Content should leverage the art of
communication and storytelling (written, verbal
and visual).
Common Goal Execution Guidelines

FREQUENT STORYTELLING
Micro-Moment Content Designs
Analytical
What type of content
is resonating with
audiences?
Common
Center
Creative
Micro-moment
conceptualization
In serial format
Persona
Target
Identity Traits
Visual Cue
Identifiers
Message Cue
Motivators
Social Object
Creation
Optimized
Distribution
Events, Campaigns,
Weekly Engagements
1. What’s the objective?
2. What’s the desired result?
3. Who are we targeting?
4. What’s the visual storyline?
5. How and where will we engage?
6. What is success?
Emotive micro-moment campaign concepts easily coming to life using storyboarding
to develop the serial storyline visual assets.

EMOTIVE RESPONSE EXPERIENCES
Anticipated Serial Storytelling
• Each serial storyline would stand on its own to tell an expanded visual brand story over a series
of multiple posts leveraging the concept “consumer attention is best realized through snackable
micro-moments.”
• Each individual post would also encapsulate a key visual/message takeaway that can also stand
on its own or be recalled with ease and emotional contextual relevance when viewed as part of
the more expanded storyline.
• Serial storylines can be of any length (number of posts or duration).
• Storylines can also overlap within a publishing calendar if strategically designed and scheduled
for multiple, distinct segmented audience profiles to reinforce the ability to continuously deliver
fresh content to all target audience newsfeeds on a consistent and regular basis.
• The ultimate goal is to create a more consistent publishing schedule with anabundance and variety
of contextual content in support of Campaigns and sustaining year-roundlevelsof high engagements.
• If successful, the Campaign and all marketing efforts can elicit far greater emotional attachment
to the brand while increasing reach, awareness, engagements and influence with multiple
targeted audiences – without being overtly promotional.

STRUCTURE & MANAGEMENT
Hub
and Spoke
Model
KPI & ROI
Managed
Engineered
Efficiencies
Content
Analysis
Steered
Touchpoint
Journey
Driven
Iterative
Planning
Open Team
Collaboration
Consortium Hub & Spoke Partner Models

CONTENT GOVERNANCE FRAMEWORKS
Development
(Frameworks)
Strategic
Directions
Campaign &
App Creation
Brand
Promotion
UGC
Events
& Retail
Tie-ins
Content
Creation
Personality,
Style & Voice
Guidelines
Channel,
Media &
Content Mix
Guidelines
Re-Purposing
Guidelines
SEO, CTA &
Landing Page
Guidelines
Performance
Tracking
Channel KPIs
Measurement
Analysis &
Reporting
Program Re-
Alignments
Management
(Process)
Content
Engineering
Workflows
Publishing &
Delivery
Tools &
Platforms
Asset Library
& Archival
System
Hub & Spoke
Implementation
Guide
Content
Distribution
Channel
Selection&
Integration
Paid
Promotion
Governance
(Teams)
Leadership
& Team Roles
Centerof
Excellence
Consortium
Editorial
Board
Content
Leads
Executive
Steering
Committee
Content
Departments
Inter-Agency
Collaboration
Corporate
Oversight
Content Strategy Framework
Objectives
& Goals
Guiding
Framework
Brand Story
Development
Messaging
Platform
Resource
Planning &
Allocation
Business
Intelligence
Personas
& Content
Mapping
Channel
Mapping
Competitive &
Inspirational
Review
Benchmarking
& Audits
Content
Inventory
Audit
Internal
Performance
Benchmark
Planning
(Structure)

CONTENT OVERSIGHT PROCESSES
Weekly
Oversight
Process

CONTENT NEEDS ASSESSEMENT PROCESSES
Content
Performance &
AnalyticsInput
NeedsAssessment
Input
Channel Mix Needs
Review
Persona Mix Needs
Review
Content Type Needs
Review
Tabulating &
Cataloging

CONTENT IDEATION PROCESSES
Ideation
Process

CONTENT PRODUCTION ROUTING PROCESSES
Content
Production
Routing

CONTENT RE-PURPOSING PROCESSES
Content Re-
Purposing

CONTENT DISTRIBUTION PROCESSES
Blog Post
Distribution
Example
Blog Post Representation

DATA ANALYTICS & MEASUREMENT PLANS
AOU Precision Medicine Initiative
KPI Measurement Plan
AWARENESS – COMMUNITY – EXPERIENCE – EDUCATION – INFLUENCE – CONVERSION
KPIs & Tactics
Acquisition
Owned, Earned & Paid Influence
Behaviors
Marketing Engagements
Outcomes
Marketing Conversions
Signups
Audience Profiling Campaigns & Content Website Traffic Activations
Metrics
Organic (Earned)
Reach
+ Frequency
Impressions
Paid
Reach
+ Frequency
Impressions
Total
Reach
+ Frequency
Impressions
Performance
Metrics
x
Campaign
Engagement
Rates
x
Content
Community
Growth
x
Channel
Assisted
Traffic
x
Site Activity
Assisted
Conversions
x
Attribution
Accumulated
Counts
x
Target Demos
Target Goals
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Data Platform
Analytics
- DSP (Advertising) Analytics - DMP (Audience Profiling) Analytics - SEM Analytics - Social Media Analytics - Website Analytics -
- Attribution Modeling Analytics - [Mobile] App Analytics -
Segments
- Performance &
Attribution
Social Media + Marketing Channels
Audience Profile Segmentation
DMA Market Segmentation
Desktop Mobile Cross-Device
Greater Reach > Greater Engagements > Greater Awareness > Greater Web Traffic > Greater Conversions

GUIDING BEST PRACTICES
Don'ts
• Don't neglect to produce content viewers
actually want. Content cannot have influence if it
doesn't identify with the target demographics.
• Don't overtly sell. Engaging in conversations with
target audiences for the purpose of satisfying
follower needs will lead to greater credibility and
trust.
• Don’t forget about design. Digital followers are
extremely visually cued and leading the eye to an
attractive post can make a world of difference in
engagements and influence.
• Don’t think the touchpoint journey is linear.
Content needs to be properly targeted and
topically relevant across a mix of owned, earned,
and paid media to establish many “starting lines”
throughout the journey.
Content Marketing
Do's
• Do create a documented strategy. The biggest
fail today with content marketing is the absence
of a documented strategy.
• Do leverage ecology modeling and target
personas. Produce a steady stream of
experiential content that identifies with target
audiences.
• Do make content social and shareable. To
overcome awareness problems, content must
produce engagements.
• Do be more strategic with short-form mobile
content. An increasing mobile audience is
becoming an audience of mobile-first users.
• Do measure content performance. Establish a
clear link between metrics and business
objectives.

DEFINING THE NEXT STEPS
Core Areas of Activation
q Adoption of presented framework, process and methodology.
q Assignment of teams, roles and responsibilities with identification of consortium partners.
q Development and facilitation of a consortium-wide collaboration planning workshop.
q Discovery process stage activated and completed with timelines, milestones and budgets.
q Digital and social ecosystem footprints readiness for social integration and execution.
q Hub and Spoke model campaign and content planning and development
q Launch activities defined and planned and rolled out to general public across owned social
profiles.
q Measurement plans, KPIs, and analysis cycles implemented.
q Benchmark reporting activated and published across consortium.
q Measurement and optimization commencement.
q Scheduled team collaboration and consortium updates.