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Social Media Integration Across Communication Channels

Melonie Gallegos
Melonie Gallegos

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.

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Integrating Social Media Into Communication & Engagement Marketing 息 2014 Fandom Marketing, Inc. Presented by: Melonie Gallegos CEO and chief social strategist, Fandom Marketing Tweet me @melonie
@melonie Brands have an ecosystem.
@melonie Brands with integrated communications provide the best experience. Multi-touch point: 即 Web 即 Mobile 即 Email 即 Advertising 即 Search 即 PR 即 Social media 即 In-store
@melonie Why integrate social activity across channels? 即 Increase reach and impressions organically 即 Amplify your message 即 Make it easy to reshare 即 Gain social media followers 即 Make content interactive 即 Improve brand engagement 即 Gain credibility through what others say 即 Creative efficiency and web content automation
@melonie Types of social content brand generated content user generated content (UGC)
@melonie Repurpose brand content and UGC for use across multiple channels. Case study Whitepaper Blog Facebook story Tumblr GIF Pinterest poster Instagram photo PowerPoint 際際滷share 際際滷share in LinkedIn Twitter photo or quote Downloadable media assets
@melonie Different types of communications serve different purposes. 即 Feedback 即 Testimonials 即 FAQ content 即 Educational 即 Branding 即 Promotions 即 PR
@melonie Customer feedback (Social CS) REPURPOSE? 即 FAQ 即 Educational 即 Community
@melonie Influence (word of mouth) REPURPOSE? 即 Testimonials 即 Branding 即 Promotions 即 Community
@melonie Events (offline happens online) REPURPOSE? 即 Testimonials 即 Educational 即 Branding 即 PR Social Media Day San Diego 2013
@melonie Brand engagement (sharing, photos, #brand) REPURPOSE? 即 Branding 即 Promotions 即 PR 即 Community
@melonie Partners, press, promotions REPURPOSE? 即 Branding 即 Promotions 即 PR
@melonie A few ways to leverage social activity right now. Embeds Feeds Sharing Campaigns
@melonie Embed social content to web pages and blogs. 即 Tweets (any) 即 Instagram photos (any public) 即 Pin or Board (any) 即 Facebook post/ photo or album (any page) 即 YouTube video (any) 即 A 際際滷share (any) 即 Google+ post (any) Tweet embedded in blog post Grab a Facebook embed code Widget with pin
@melonie Run social content feeds to web pages & email. 即 RSS feed of blogs to other website, web pages, email content, and more 即 Tweets (yours and others by favorites, hashtag or user) 即 Photos 即 YouTube channel or lists Coca-Cola US homepage FeedsYouTube embed
@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.
@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
@melonie SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
@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 Cokes Tumblr
@melonie SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community Non-monetary rewarding elevates and features users instead of giving prizing
@melonie Engagement must entertain and resonate with the current culture. Unicorns get clicks! SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
@melonie Game scores provide something personal to share with friends SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
@melonie Sharing buttons best practices. 即 Never in a header or footer. 即 Always next to or on the object of sharing. 造も Overlay on images (Pin It) 造も Next to video or photo 造も On each email story 造も Above and/or below or side of blog post (body) 造も Use audience appropriate services.
Download this presentation & more at: fandommarketing.com/learning-center THANK YOU!

More Related Content

Social Media Integration Across Communication Channels

  • 1. Integrating Social Media Into Communication & Engagement Marketing 息 2014 Fandom Marketing, Inc. Presented by: Melonie Gallegos CEO and chief social strategist, Fandom Marketing Tweet me @melonie
  • 3. @melonie Brands with integrated communications provide the best experience. Multi-touch point: 即 Web 即 Mobile 即 Email 即 Advertising 即 Search 即 PR 即 Social media 即 In-store
  • 4. @melonie Why integrate social activity across channels? 即 Increase reach and impressions organically 即 Amplify your message 即 Make it easy to reshare 即 Gain social media followers 即 Make content interactive 即 Improve brand engagement 即 Gain credibility through what others say 即 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 際際滷share 際際滷share in LinkedIn Twitter photo or quote Downloadable media assets
  • 7. @melonie Different types of communications serve different purposes. 即 Feedback 即 Testimonials 即 FAQ content 即 Educational 即 Branding 即 Promotions 即 PR
  • 8. @melonie Customer feedback (Social CS) REPURPOSE? 即 FAQ 即 Educational 即 Community
  • 9. @melonie Influence (word of mouth) REPURPOSE? 即 Testimonials 即 Branding 即 Promotions 即 Community
  • 10. @melonie Events (offline happens online) REPURPOSE? 即 Testimonials 即 Educational 即 Branding 即 PR Social Media Day San Diego 2013
  • 11. @melonie Brand engagement (sharing, photos, #brand) REPURPOSE? 即 Branding 即 Promotions 即 PR 即 Community
  • 12. @melonie Partners, press, promotions REPURPOSE? 即 Branding 即 Promotions 即 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. 即 Tweets (any) 即 Instagram photos (any public) 即 Pin or Board (any) 即 Facebook post/ photo or album (any page) 即 YouTube video (any) 即 A 際際滷share (any) 即 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. 即 RSS feed of blogs to other website, web pages, email content, and more 即 Tweets (yours and others by favorites, hashtag or user) 即 Photos 即 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 Cokes 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. 即 Never in a header or footer. 即 Always next to or on the object of sharing. 造も Overlay on images (Pin It) 造も Next to video or photo 造も On each email story 造も Above and/or below or side of blog post (body) 造も Use audience appropriate services.
  • 24. Download this presentation & more at: fandommarketing.com/learning-center THANK YOU!