The document discusses best practices for integrating social media into marketing communications and engagement strategies. It recommends repurposing brand and user-generated content across multiple online channels like websites, blogs, social media profiles and more. This allows brands to increase reach, amplify messaging and gain social followers more effectively. Specific tactics covered include embedding social posts on webpages, running social feeds on sites and in email, and creating sharing campaigns to drive organic interactions and word-of-mouth promotion. Case studies show how brands like Coca-Cola have successfully used these approaches.

1. Integrating
Social Media
Into Communication &
Engagement Marketing
© 2014 Fandom Marketing, Inc.
Presented by: Melonie Gallegos
CEO and chief social strategist, Fandom Marketing
Tweet me @melonie

2. @melonie
Brands have an ecosystem.

3. @melonie
Brands with integrated communications provide
the best experience.
Multi-touch point:
¨ Web
¨ Mobile
¨ Email
¨ Advertising
¨ Search
¨ PR
¨ Social media
¨ In-store

4. @melonie
Why integrate social activity across channels?
¨ Increase reach and impressions organically
¨ Amplify your message
¨ Make it easy to reshare
¨ Gain social media followers
¨ Make content interactive
¨ Improve brand engagement
¨ Gain credibility through what others say
¨ Creative efficiency and web content
automation

5. @melonie
Types of social content
brand generated content user generated content (UGC)

6. @melonie
Repurpose brand content and UGC for use across
multiple channels.
Case study Whitepaper Blog
Facebook
story
Tumblr GIF
Pinterest
poster
Instagram
photo
PowerPoint
Slideshare
Slideshare in
LinkedIn
Twitter photo
or quote
Downloadable
media assets

7. @melonie
Different types of communications serve different
purposes.
¨ Feedback
¨ Testimonials
¨ FAQ content
¨ Educational
¨ Branding
¨ Promotions
¨ PR

8. @melonie
Customer feedback (Social CS)
REPURPOSE?
¨ FAQ
¨ Educational
¨ Community

9. @melonie
Influence (word of mouth)
REPURPOSE?
¨ Testimonials
¨ Branding
¨ Promotions
¨ Community

10. @melonie
Events (offline happens online)
REPURPOSE?
¨ Testimonials
¨ Educational
¨ Branding
¨ PR
Social Media Day San Diego 2013

11. @melonie
Brand engagement (sharing, photos, #brand)
REPURPOSE?
¨ Branding
¨ Promotions
¨ PR
¨ Community

12. @melonie
Partners, press, promotions
REPURPOSE?
¨ Branding
¨ Promotions
¨ PR

13. @melonie
A few ways to leverage social activity right now.
Embeds
Feeds
Sharing
Campaigns

14. @melonie
Embed social content to web pages and blogs.
¨ Tweets (any)
¨ Instagram photos
(any public)
¨ Pin or Board (any)
¨ Facebook post/
photo or album (any
page)
¨ YouTube video (any)
¨ A Slideshare (any)
¨ Google+ post (any)
Tweet embedded in blog post
Grab a Facebook embed code Widget with pin

15. @melonie
Run social content feeds to web pages & email.
¨ RSS feed of blogs
to other website,
web pages,
email content,
and more
¨ Tweets (yours
and others by
favorites,
hashtag or user)
¨ Photos
¨ YouTube channel
or lists
Coca-Cola US homepage
FeedsYouTube embed

16. @melonie
RSS feeds can automate content to email.
Mailchimp to RSS
automates email
content and sending
from our Brands With
Fans blog.
Including sharing
buttons can amplify
reach.

17. @melonie
Sharing campaigns drive organic reach & more.
1. Reward Based
n Social media contests - monetary
2. Recognition Based
n Games
n Get featured
n Ideas, creativity, user thought leadership
3. User Focused
n Featuring “me”
n Personalized
n Make a statement
n I support this

18. @melonie
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

19. @melonie
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com/ brand community
catsincokeboxes.tumblr.com
UGC cat GIF on brand site
Submit your GIF goes to Coke’s Tumblr

20. @melonie
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
Non-monetary rewarding elevates and features users instead of giving prizing

21. @melonie
Engagement must entertain and resonate with the current culture.
Unicorns get clicks!
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

22. @melonie
Game scores provide something personal to share with friends
SHARING CAMPAIGN CASE STUDY
Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

23. @melonie
Sharing buttons best practices.
¨ Never in a header or
footer.
¨ Always next to or on the
object of sharing.
¤ Overlay on images (Pin
It)
¤ Next to video or photo
¤ On each email story
¤ Above and/or below or
side of blog post
(body)
¤ Use audience
appropriate services.

24. Download this presentation & more at:
fandommarketing.com/learning-center
THANK YOU!