Conversify Social Media Cycle

© Conversify 2011 Page 1

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© Conversify 2011 www.conversify.net

Social Media Cycle

April, 2011


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WHAT IS CONVERSIFY? Conversify is a global social media agency. We develop and execute social media strategies and tactics to help reach your target audience. Additionally, we help you achieve your business and marketing objectives by listening, assessing, stimulating and measuring conversations online in the world of social media.


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The entire cycle is critical, but Conversify can address any of these phases discreetly.

FOUR-PHASED PROCESS FOR SOCIAL MEDIA SUCCESS


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Social Media starts with listening to your audience. We conduct TOPICAL RESEARCH to determine what people are saying about your brand. We can provide an EXISTING ASSETS AUDIT to determine effectiveness and analyze what your COMPETITORS are doing in social media.

RESEARCH PHASE


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We work with you to evolve your BRAND PERSONALITY to the unique requirements of social media and develop a CONVERSATION GUIDE that outlines conversations that you can start or join online. These conversations are the crux of social media, increasing brand engagement and accomplishing your objectives.

We also provide tactical recommendations to execute the strategy developed in our SOCIAL MEDIA MARKETING PLAN [SMMP].

STRATEGY PHASE


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The Marine Conservation Alliance’s [MCA] brand was very scientific and not approachable enough for a community. Therefore, we encouraged them to think of their brand as a wise grandfatherly type who knew a lot about the science of fisheries management and could help you understand it, too. MCA agreed that this fit their corporate brand personality and has the approachability that social media required.

BRAND PERSONALITY

STRATEGY PHASE – Example 1


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After a year of running the Wine Sisterhood, we did an analysis of our Fans & Followers and the messaging they responded to. The analysis proved the “Sisters” are all about having fun, finding a social group and feeling cultured. We honed the previous year’s messaging to six topics.

1.  Food & Wine: #FoodieFriday, pairings, restaurants, news and recipes 2.  Moms & Family: #MommyMonday, mommy blogs, stress relief 3.  Creative types: Ask for opinions, wine diaries 4.  Social gals: special event ideas, hosting tips, party games/activities 5.  Travel (reading, not doing): shopping, how to find good hotels/

restaurants, wine country 6.  Entertainment: pop culture that involves or includes wine/food

CONVERSATION GUIDE



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Does it make sense for you to be on Twitter, Foursquare, YouTube? If so, what will do you once you are there? In the SMMP we provide answers to those questions based on our deep knowledge in the Social Media space.

TACTICAL RECOMMENDATIONS



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How hard can building a Facebook Page be? Plenty. Social Media tools appear to be easy but in reality there are land mines.

In the Development phase, we can create or optimize any tool you need. We also produce the SOCIAL MEDIA EDITORIAL CALENDAR and our innovative SOCIAL MEDIA BRAND STYLE GUIDE, two critical instruments to help you strategically and successful execute your Social Media program.

DEVELOPMENT PHASE


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Much like a visual brand style guide with rules about logo use, color palette or font style, our SM Brand Style Guide articulates how a client should engage in Social Media. For instance, Rainbow Rewards’ target audience is white, affluent, well educated women. Apple Bottoms by Nelly Fragrance’s audience is ethnic, high school educated and working class. The Social Media Style Guides for each brand couldn’t be more different. On the next page we provide a simplified example of some guidelines for these two different SM Brand Style Guides.

SOCIAL MEDIA BRAND STYLE GUIDE

DEVELOPMENT PHASE – Example 1


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•  No cursing: “Darn” is acceptable when used in a light-hearted way.

•  Limited Contractions

•  No texting shorthand (okay to bend this rule in Twitter only.)

•  Limited slang

• Emoticons are okay.

• Retweets of curse words are okay, but only if there are substitute symbols “*&$” replacing certain vowels.

•  Contractions are appropriate

•  Use of texting shorthand: U R for You Are, 2, LOL, etc.

•  Occasional risqué humor is okay

•  Use emoticons and exclamations

SOCIAL MEDIA BRAND STYLE GUIDE



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Our Social Media Editorial Calendar, critical to planning and organizing messaging, is a dynamic document that provides both proactive and reactive direction for all content across all social networks.

SOCIAL MEDIA EDITORIAL CALENDAR



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When we ENGAGE on behalf of a brand, we make it appear effortless, but a great deal of strategy and planning go into each 140 character Tweet.

In this phase SUCCESS IS MEASURED by how well we fulfilled the objectives determined in the strategy phase. Conversify employs industry standard and proprietary methods to measure ROI and have demonstrated returns of between 1.9x to 30x for our clients.

ENGAGEMENT AND MEASUREMENT PHASE


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ENGAGEMENT •  Addressing business objectives

• Listening to the target audience and understanding them

• Crafting creative conversation starters

•  Monitoring what people are saying about your brand

•  Complimentary, positive posts to encourage brand loyalty

•  Subtly providing calls-to-action

•  Keeping on brand

•  Crisis communication

•  Outreach

•  Mitigating security concerns

•  Contest logistics and promotion

•  Logistics around launching campaigns in social media

•  Answer customer service questions

and more…

ENGAGEMENT AND MEASUREMENT PHASE – Example 1


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CONVERSATION STARTERS Because of our creative and compelling way of engaging audiences in conversation, our client’s communities are more engaged than their competitors often by a factor of ten



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CALLS-TO-ACTION We always keep in mind your marketing objectives and whenever appropriate, insert a Call-to-Action.



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OUTREACH Our client, Romane Fragrance, licensed the Apple Bottom’s clothing name. Fans of the brand are often fans of the rap star, Nelly, who has a million followers. We successfully got Nelly to ReTweet our client. This provided Apple Bottoms Fragrance a dramatic increase in their reach to a well qualified audience via influencers.

Chi Town Im in yo city this Saturday click here--- http://bit.ly/9OjRrx

on June 5th, for more info-- http://bit.ly/9OjRrx



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(US) 303-991-3664 (UK) 01332-442 620

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Conversify Social Media Cycle