integrating social media activity across communications and engagement marketing
DESCRIPTION
Brands with integrated communications provide the best customer experience. Here you will learn ways to leverage social media content, UGC and social network activity across marketing channels to engage audiences. Presented by Melonie Gallegos on May 16, 2014 at Interactive Day San Diego.TRANSCRIPT
SOCIAL MEDIA DIGITAL MANAGEMENT:
How-to Transfer Your
Social Activity From Your Networks
Into Communication Mediums &
Engagement Marketing
© 2014 Fandom Marketing, Inc. | Presented at Interactive Day San Diego May 16, 2014
Presented by: Melonie Gallegos founder and chief social strategist, Fandom Marketing
Tweet me during this session @melonie #idsd
@melonie #idsd
Brands have an ecosystem.
@melonie #idsd
Brands with integrated communications provide the best experience.
Multi-touch point: ¨ Web ¨ Mobile ¨ Email ¨ Advertising ¨ Search ¨ PR ¨ Social media ¨ In-store
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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
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Types of social content
brand generated content user generated content (UGC)
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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
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Different types of communications serve different purposes.
¨ Feedback ¨ Testimonials ¨ FAQ content ¨ Educational ¨ Branding ¨ Promotions ¨ PR
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Customer feedback (social cs)
REPURPOSE? ¨ FAQ ¨ Educational ¨ Community
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Influence (word of mouth)
REPURPOSE? ¨ Testimonials ¨ Branding ¨ Promotions ¨ Community
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Events (offline happens online)
REPURPOSE? ¨ Testimonials ¨ Educational ¨ Branding ¨ PR
Social Media Day San Diego 2013
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Brand engagement (sharing, photos, #brand)
REPURPOSE? ¨ Branding ¨ Promotions ¨ PR ¨ Community
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Partners, press, promotions
REPURPOSE? ¨ Branding ¨ Promotions ¨ PR
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A few ways to leverage social activity right now.
Embeds
Feeds Sharing
Campaigns
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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
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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
Feeds YouTube embed
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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.
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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
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SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
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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
@melonie #idsd © 2013 FandomMarketing.com
SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
Non-monetary rewarding elevates and features users instead of giving prizing
@melonie #idsd © 2013 FandomMarketing.com
Engagement must entertain and resonate with the current culture. Unicorns get clicks!
SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
@melonie #idsd © 2013 FandomMarketing.com
Game scores provide something personal to share with friends
SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
@melonie #idsd
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.
© 2013 FandomMarketing.com
Get more social marketing advice:
fandommarketing.com/learning-center
THANK YOU!