Integrating Your Social Media Campaign and Marketing Plan

Kevin Palmer, Social Media DirectorMillennium Integrated Marketing

kpalmer@mill-im.com877-873-7445

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Why is Integrating Your Strategy Important?

•Consistent message

•Allows people to connect with your content on the platform of their choosing

•Can repurpose older marketing material in new ways

•Leverage traditional media items on web

Strategy is like building a house

You don’t start to build a house by grabbing the tools and hammering/sawing

You’ve Got the Building Blocks

•Integrated PR

•Corporate Blogs

•SEO

•Community Participation

How do you put it all together?

Crafting Internal Policies- Your Foundation

•Individual Employee Usage

•Brand Voice

•Sets Expectations

•Response Plan

Don’t say what you can and can’t do. Give examples of what you want done!

Boiling Down an Internal Social Media Policy

SAS David Thomas started out with a list of 25 points for their social media policy and ended up boiling it down to six main points.

•People are talking about SAS online whether we are there or not. It's good for SAS employees to participate in those conversations provided we do it in a way that is respectful of the standards of the online community, follows the Social Media Guidelines & Recommendations, the Online Conduct Guidelines, and behavior and computer use policies.

•We trust SAS employees to represent SAS online in a professional manner, the same way we trust them to do it in the real world.

•Don't talk about customers, partners or vendors, reveal private or proprietary information, intellectual property, pricing, details of customer installations or anything else that could harm our business or business relationships. The exception:  You can link to content on sas.com that references customers, like success stories, press releases and videos.

•When you participate in social media, you are speaking for yourself, not on behalf of the company. Be sure to make that clear. And know that you are responsible for your actions.

SAS Social Media Policies Continued

•Talk to your manager about your social media activities, what you're doing, how it relates to your job and how much time you spend doing it.

•Open communication among employees, customers and the community at large will inevitably lead to some uncomfortable moments, but we can deal with those, and the benefits far outweigh the risk.

SAS Social Media Policy Continued

Begin To Think Strategically

Once you have your internal policies (your foundation) in place it is time to start using the building blocks

There is a strategy for thinking strategically… Wrap your head around that.

P.O.S.T. Methodology

•People- Access your customers’ social media activity

•Objectives- Decide what you want to accomplish

•Strategy- Plan for how relationships with customers will change

•Technology- Decide what social technologies to use

•You need to listen before you engage (where did we hear that?)

•This is where strategy starts! Monitoring and listening outlines the strategy.

People

Establish your goals before you engage.

•Is this about branding?•Are you trying to establish thought leadership?•Are you trying to fill your sales funnel?

Goals = measurement and create roadmap

This is where your ROI comes from. If you don’t know what your ROI is you don’t have an objective or a strategy.

Objectives

Strategy

•Who is going to manage these connections?

•What content are you going to generate?

•When are you going to use these tools?

•Why are you using a specific tool?

•Where are you trying to drive these users?

Technology

•Does the tool you are considering fulfill your goal and follow your strategy?

•Are your customers or potential customers using this tool?

•What type of commitment does it take to use this tool?

Different Strategic Models

Considering your objectives, strategy, and tools what is your model going to be?

Example of two common models

•Hub and Spoke

•Leveraging individual social graphs

Strategy isn’t cookie cutter material. These are just overviews.

Podcasting

Home BaseHome Base

PicturesPictures

Groups/Forums

Groups/Forums

Hub and Spoke Model

Using a Hub and Spoke Model

Strategy matters

•Selecting the right outposts creates efficiency and effectiveness in a social media plan.

•Leveraging content on multiple outposts creates traffic, advocates, and leads.

•A strategic approach builds social capital, establish thought leadership, and targets the right audience all around your content.

Individual Social Graphs

Combining Individual Social Graphs

•Everyone has their own social media presence

•The individual eventually links back into the corporate

•Establish multiple experts and voices

•Lots of personal branding

Website Visitors

Thank You

Kevin Palmer, Social Media DirectorMillennium Integrated Marketing

kpalmer@mill-im.com877-873-7445

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