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Framework: Social Media in Support of Overall Marketing Communications

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Framework, ideas to help create a social media plan for campaigns, launches or programs that is integrated into your overall marketing communication program or annual plan.

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Marketing Communication and Social Media Framework Social media as part of your overall communication strategy by Petra Neiger http://xeesm.com/petra www.twitter.com/petra1400
Foreword ,[object Object]
Overall Marketing Communication Get started: Communication vision/objective Strategy to accomplish objectives Tactics to support strategy Resource needs: human, time, financial
Implications for Social Media Social Media to be in synch with overall communication: SM vision/objective Strategy to accomplish objectives Tactics to support strategy Resource needs: human, time, financial -For introduction/launch phase -For on-going maintenance and measurement -For termination/hand off (what, where, when, how) Note: it is very important to plan ahead at the start of a program or launch. Specify in your plan how social media is going to contribute to each phase Social media engagement policy
Marketing Communications – All Media: Execution Essentials Accessibility strategy Engagement strategy Content strategy Read Examples: eNewsletters White papers eSponsorships Blogs Hear Examples: Podcasts Audio webinars Decision Making Touch Examples: Direct mail deliverable Print material Interactive flash Examples: Mobile content Podcasts, RSS On the Go Examples: Web presence Behavioral targeting Discussion forums, blogs Social networking sites Social media programs eSponsorships Online Examples: Live events Print Direct mail Sponsorships Offline From passive to active engagement opportunities Participate Examples: Live and virtual events Discussion forums Twitter, blogs Fan pages Awareness Consideration Watch Examples: Video Mobile video
Integrating Traditional and Social Media Programs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Strategy ,[object Object],[object Object],[object Object],Listen Share Engage
Social Media Strategy (cont’d) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Integrate Measure & Analyze
Social Media Strategy (cont’d) ,[object Object],Improve
Social Media Pillars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*a.k.a. Destinations Channels* Content Events / Programs SM Objectives

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Framework: Social Media in Support of Overall Marketing Communications

  • 1. Marketing Communication and Social Media Framework Social media as part of your overall communication strategy by Petra Neiger http://xeesm.com/petra www.twitter.com/petra1400
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  • 3. Overall Marketing Communication Get started: Communication vision/objective Strategy to accomplish objectives Tactics to support strategy Resource needs: human, time, financial
  • 4. Implications for Social Media Social Media to be in synch with overall communication: SM vision/objective Strategy to accomplish objectives Tactics to support strategy Resource needs: human, time, financial -For introduction/launch phase -For on-going maintenance and measurement -For termination/hand off (what, where, when, how) Note: it is very important to plan ahead at the start of a program or launch. Specify in your plan how social media is going to contribute to each phase Social media engagement policy
  • 5. Marketing Communications – All Media: Execution Essentials Accessibility strategy Engagement strategy Content strategy Read Examples: eNewsletters White papers eSponsorships Blogs Hear Examples: Podcasts Audio webinars Decision Making Touch Examples: Direct mail deliverable Print material Interactive flash Examples: Mobile content Podcasts, RSS On the Go Examples: Web presence Behavioral targeting Discussion forums, blogs Social networking sites Social media programs eSponsorships Online Examples: Live events Print Direct mail Sponsorships Offline From passive to active engagement opportunities Participate Examples: Live and virtual events Discussion forums Twitter, blogs Fan pages Awareness Consideration Watch Examples: Video Mobile video
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  • 10.