3. FACEBOOK
AND
TWITTER
do
not
equal
a
SOCIAL
PLAN.
SOCIAL
MEDIA
does
not
equal
SOCIAL
MARKETING.
TACTICS
do
not
equal
STRATEGY.
3
4. Social
marke-ng
creates
engaging
content
to
surprise
&
delight
fans/
followers,
encourage
fans/followers
to
become
brand
advocates,
and
spark
par-cipa-on
&
conversa-on
with
a
brand.
Social
media
amplifies
engaging
content,
creates
expressions
for
a
brand,
and
returns
on
engagement
metrics
driving
“long
tail”
sales
for
a
brand.
Social
marke-ng
&
media
are
part
of
the
integrated
digital
brand
experience,
encompassing
web,
mobile,
gaming,
&
in-‐store.
4
We
believe…
5. Its
about
telling
lots
of
liXle
stories,
and
allowing
people
to
build
a
rela-onship
with
you
through
whichever
channel
they
choose.
It’s
not
about
telling
one
big
story
on
one
pla[orm
6. Mul-ple
touchpoints
drive
one
message
WEB
TV
IN
STORE
MOBILE
CRM
GAMING
Today,
consumers
consume
and
interact
with
social
content
wherever
and
whenever
they
choose.That
content
sould
reflect
not
only
their
interests,
but
also
their
environment.
In
an
effec-ve
Social
Strategy,
Content
is
KING,
But
Context
is
QUEEN.
7. 7
Owned
Social
• Brand
controls
• Pla[orms
in
your
brand
voice
• Your
brand
controls
the
content
• Primary
goal:
drive
your
brands
goals
socially
Earned
Social
• Brand
can
influence
• Influencers
are
talking
about
your
brand
• Adding
fans/followers
via
influencer
channels
(blogs,
forums,
etc.)
• Primary
goal:
drive
sen-ment
goals
socially
Paid
Social
• Brand
is
seeding/amplifying
• Brand
is
paying
for
impressions,
which
drive
expressions
• Primary
goal:
driving
dissemina-on
of
owned
content
in
mass
media
Owned,
earned
&
paid
ac;vi;es
drive
impressions,
which
amplify
expressions.
Expressions
are
ac-ons
you
take
with
a
brand:
Like,
Share,
Comment,
Re-‐Tweet,
Men-ons,
Video
Views,
Check-‐in,
etc.
The
Three
pillars
need
to
work
together
8. We
prefer
to
lead
with
a
clear
social
engagement
strategy
and
establish
long-‐term
vested
partnerships
with
our
clients
to
transform
the
way
they
engage
with
their
customers
and
focus
on
standardized
approaches
and
vendor
partnerships
to
enable
scale,
reduce
delivery
risk
and
increase
compe--veness
We
believe
in
transforma-onal
partnerships
Tradi;onal
Project-‐based
Approach
Transforma;onal
Partnership
Approach
FACEBOOK
TAB
CONTEST
YouTube
Videos
Facebook
Contest
TwiXer
Party
UGC
contest
CUSTOMER
ENGAGEMENT
STRATEGY
CONTENT
STRATEGY
PLATFORM
ASSESSMENT
SOCIAL
PROCESS
MANAGEMENT
PROJECT
EXECUTION
ANALYTICS
AND
REPORTING
…
…
10. 10
Use
insights
to
determine
your
strategy
Par-cipant
Insights
Category/Market
Issues
Social
Strategy
Brand
DNA/Assets
Compe-tor
Strategies
Social
Channels
STRATEGY
FRAMEWORK
11. 11
Iden-fy
your
social
segments
and
transform
them
OBSERVERS
FANS
EVANGELISTS
AMBASSADORS
Connec-ng
with
your
brand
Sharing
the
love
&
recrui-ng
Represen-ng
your
brand
Joining
your
community
Segment
Primary
ac-vity
Ways
to
engage
Encourage
them
to
try
your
products
and
engage
with
the
brand.
Provide
a
place
for
those
with
like
interests
to
share
their
passion
for
the
brand.
Give
them
stories
and
content
to
share
with
other
friends
and
poten-al
fans.
Provide
fans
a
place
to
showcase
their
views
and
interests
so
that
they
can
represent
the
brand.
12. 12
Create
a
reason
to
engage
with
a
solid
social
value
proposi-on
BRAND
ATTRIBUTES
features
that
highlight
the
physical
and
personality
aspects
of
the
brand
SOCIAL
BRAND
PERSONA
A
set
of
human
characteris-cs
that
are
aXributed
to
a
brand
name
+
=
SOCIAL
VALUE
PROPOSITION
Benefits
that
a
fan
or
customer
will
receive
in
return
for
engaging
with
the
brand
13. Choose
the
right
channel
for
your
content
All
social
channels
have
dis-nct
roles,
its
important
to
choose
the
right
pla[orm
to
suit
the
goals
of
the
brand
and
its
associated
campaigns.
Deals
Offers
Customer
Service
Breaking
news
First
person
contact
Deals
Offers
Reviews
Group
offers
Photo
updates
Customer
Service
Conversa-on
&
Community
Long
form
content
Loyalty
Microblogs
Loca-on
based
services
Social
Networks
News
Long
Form
Content
Breaking
news
BLOGS
Conversa-on
&
Community
Product
Informa-on
Video
Content
Photo
Updates
Image
Sharing
Brand
Building
Product
Informa-on
UGC
Photo
UGC
Video
Long
Form
Content
Video
Sharing
Product
Informa-on
Brand
Building
14. 14
SOCIAL
NETWORKING
SOCIAL
BRANDING
TRAFFIC
GENERATION
BLOGGING
PLATFORMS
IMAGE
SHARING
FLICKR
DEVIANTART
PINTEREST
VIDEO
SHARING
YOUTUBE
VIMEO
FORUMS
FACEBOOK
TWITTER
GETGLUE
VIGGLE
TOUT
TUMBLR
WORDPRESS
BLOGGER
MYSPACE
SOCIAL
BOOKMARKING
THEFANCY
STUMBLE
UPON
DIGG
REDDIT
DELICIOUS
PATH
GOOGLE
+
15. We
believe
that
the
key
to
successfully
engaging
fans,
is
listening.
By
paying
aXen-on
to
conversa-ons
taking
place
in
the
social
space,
you
will
have
a
beXer
understanding
of
the
needs
of
those
that
you
serve.
Listening
gives
you
the
opportunity
to
form
stronger
connec-ons
with
supporters
and
stakeholders
and
gives
you
the
power
to
find
not
only
the
key
influencers
but
the
ability
to
find
the
topics
and
issues
that
maXer
to
your
fans
and
how
these
issues
vary
from
loca-on
to
loca-on.
Social
Listening
16. When
people
think
of
social
Listening
and
response,
they
typically
think
about
it’s
role
in
Crisis
Management
and
general
customer
service,
but
Listening
plays
an
ac-ve
role
throughout
a
consumers
lifecycle.
§ Ini-ally,
Social
listening
can
help
brands
determine
consumer
need
and
develop
products
accordingly
§ Social
Listening
is
an
integral
tool
in
beta
programs
where
input
from
users
is
crucial
to
the
development
process
§ Once
products
are
launched,
ac-ve
listening
helps
drive
innova-on
16
The
Value
of
Social
Listening
18. Within
social,
the
tendency
is
to
lead
with
one
off
tac-cal
execu-ons
to
solve
clients
immediate
needs
with
planners
open
being
swayed
by
clients
who
dictate
social
execu-ons.
We
feel
that
the
proper
approach
is
to
focus
on
a
more
analy-cs
and
insights
driven
method
of
planning
social
media
engagement,
and
use
a
clients
business
problem
to
drive
to
the
correct
solu-on.
We
lead
with
Strategic
vision
Analy-cs/
Insights
Planning
Analy-cs/Insights
Strategy
Technology
Media
Crea-ve
Execu-on
19. Our
Social
Offerings
&
Capabili-es
Strategy
Planning
Content
Strategy
Insights
&
Trendspoqng
Pla[orm/
Vendor
Decisioning
Campaign
Development
Measurement
&
Repor;ng
Analy-cs
ROI
&
Measurement
Consumer
insights
PlaGorm
Management
Content
Distribu-on/
Amplifica-on
Social
Voice
Guidelines
Community
Infrastructure
Listening/
Response
UX,
Crea;ve
Services
&
Delivery
Social
Wri-ng
User
Experience
&
App
design
Branded
experiences
Development
User
Tes-ng
Media
Buying
Repor-ng
Ad
Strategy
Influencer
Channels
Blogger
Outreach
Social
Publicity
Community
development
Advocacy
Programs
20. A
Typical
Engagement
Model
Development
projects
• App
development
• Campaign
Development
+1
• Social
Campaign
integra-on
• Repor-ng
Strategy
• Overarching
Social
Pla[orm
Strategy/POVs
• Brand
voice
• Trends
Pla[orm
Management
• Content
Cura-on/Calendar
Management
• Pos-ng
Strategy
• Analysis/Repor-ng
• Conversa-on
Monitoring
21. Channel
Selec;on
• Ecosystem
Diagnos-c
• Gap
Analysis
&
compe--ve
Overview
• Compe--ve
assessment
Audience
Audit
• Audience
Profile
&
Consump-on
Audit
• Trend
Usage
Audit
Social
Media
Management
Architecture
and
Design
• Partner
Rela-ons
&
Recommenda-ons
• Enterprise
Infrastructure
Solu-on
Analy;cs
&
Listening
• Business
goals
&
baselines
• Business
intelligence
repor-ng
Strategy
22. Video
Content
• Speed
of
Culture
Meme
Media
• Event
&
Program
specific
media
• Celebrity
/
Influencer
Co-‐Created
Media
Topical
Content
• Communica-on
Architecture
• Integrated
Program
Strategy
• Interac-ve
Video
&
Shared
Screening
Solu-ons
Social
Games
• Sweepstakes
&
Contests
• Loca-on
Based
• Experien-al
Immersive
Social
Development
Projects
23. Brand
Channel
Management
• Social
Channel
Design
• Community
Management
• Modera-on
&
Listening
Distribu;on
• Asset,
Access
&
Media
Amplifica-on
• Advocate
Program
Development
&
Management
• Partner
Channel
Management
Analy;cs
&
Program
Op;miza;on
• Sen-ment
Tracking
• KPI
Monitoring
• Op-miza-on
Planning
• Virality
Pla[orm
Management
