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Social strategy planning

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Distributor One, LLC
Distributor One, LLC

The document outlines a social media and online reputation management strategy with the following key points: 1) It discusses building infrastructure like social media profiles, a company website hub, and a content calendar to establish an online presence before product launch. 2) It describes ongoing reputation management activities like adhering to the content calendar, monitoring social channels, and engaging with users. 3) It proposes public relations tactics such as press releases, expert posts and interviews, and celebrity promotions to generate interest and direct traffic to the website.

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Social Strategy and Online Reputation Management Process Planning March 1, 2013
Product Marketing In todays highly cluttered market space, companies must adapt their marketing strategy and tactics to incorporate the exciting and ever-evolving tools at their disposal. And since consumers are becoming increasingly more in control of their content, it is imperative to deliver relevant marketing messages where content is consumed. Today, more than ever, to sustain our unique selling proposition, we need to establish and maintain a ubiquitous presence across all media. March 1, 2013
Building BUZZ! There are many new and exciting tools available to todays marketers. Those who embrace this new technological world will WIN the gamethose who dont will LOSE. Source: Business Insider, your Money http://www.businessinsider.com/pet-spending-2012-1 March 1, 2013
Building BUZZ! Social Influence Marketing is a complex, organic, online conversation powered by Viral/Word-of-Mouse Marketing Social Networks (Facebook, LinkedIn, Twitter) Email Promotions Websites, Forums Blogs (Wordpress, Tumblr) Audio/Video-Sharing (YouTube) Podcasts Mobile Apps (iPhone, Android, iPad, Tablets) Video Chat (Skype, Messages, Facetime, Hangout) Search Engine Marketing How we manage this conversation can help BUILD or BREAK our brand! March 1, 2013
Building BUZZ! Old School Media World One-Way Message March 1, 2013
Building BUZZ! New School Media World Open Dialogue March 1, 2013
Building BUZZ! Amplifying Our Message Social sites (i.e., Facebook, LinkedIn, Twitter, Pinterest, etc.) are outstanding tools for reaching out to potential customers in a personal way: Promotes feedback, information sharing, and a positive affiliation with the brand. The Opt-In nature of connections and the simplicity of sharing affords social sites optimal conditions for potentially going viral with our brand/message. Social sites empower customers, friends, and neighbors to share information they like with people they know. Example: The average Facebook member has 130 friends. Anything this member comments on, shares or Likes is automatically shared with 130 friends. If one, two, three or more of their friends do the same, this information is shared with their 130, 260, 410 or NUMEROUS friends. The potential for going viral and increasing brand awareness by using social sites is ENORMOUS. Most importantly, those who have been referred by a friend (or trusted authority) to a product, service or brand are more likely to make a positive affiliation with that brand, share information with another friend and ultimately help that brand achieve its goals. March 1, 2013
Building BUZZ! March 1, 2013
Building BUZZ! Reaching Our Target 845 Million Active Users* 134 Million Active Users** 4 Billion Views Daily*** 383 Million Active Users+ 200 Million Bloggers Sources: *Facebook.com (12/11); ** Socialbakers.com (03/12) LinkedIn; ***YouTube blog; +Semiocast (12/11), GreyReview March 1, 2013
The Social Maze March 1, 2013
Building Infrastructure Pre-Launch Prep In order to hit the ground running, we will begin by building a solid foundation as an entry point for our promotional marketing/messaging Framework/Infrastructure: Building on our preliminary Category Research & Analysis and Discovery Process (and in parallel with our production process) we will create profiles on relevant social platforms to establish a presence in the social space: - Pinterest (C2C, B2B, B2C, B2D) - Facebook (C2C) - YouTube (C2C) - Twitter (C2C, B2C) - LinkedIn (B2C, B2B, C2C) A unified voice is important at this juncture in order to begin building a following brand/concept advocates. March 1, 2013
Building Infrastructure Pre-Launch Prep (cont.) Framework/Infrastructure (cont.): We will use www.ourbrand.com as our hub or central content distribution/data collection point; ALL marketing initiatives will feed through the www.ourbrand.com hub. We will implement a systematic approach to clients overall online activities to position the the client as the subject matter authority for their product/category. These efforts will include: - A formal positioning statement to be applied across ALL planned product marketing initiatives. - Cross channel flow planning to ensure consistent messaging and seamless integration among www.ourbrand.com and engaged social networks. - A unified social voice for the products on/offline content (tone, messaging, imagery, etc.) will be defined and implemented. March 1, 2013
Building Infrastructure Pre-Launch Preparation (cont.) Framework/Infrastructure (cont.): We will begin Social site account creation/modification: - Alignment of all current online activity. - Establishment of new/additional profiles on relevant social sites. Identify source(s) for all social content posts (i.e., imagery, blog topics, content, etc.). Establish content review/approval process along with specific agency/client roles and responsibilities. Develop a year-long social content/posting/promotional calendar for all social vehicles. March 1, 2013
Ongoing Reputation Management Pre-Launch Preparation (cont.) Framework/Infrastructure (cont.): Following our Social Strategy Implementation, the client marketing team will assume the following responsibilities: Strict adherence to the social content/posting calendar. Daily/Weekly/Monthly Review Meetings to assess effectiveness of strategy and to make adjustments as necessary. Social site cross-pollination and marketing integration to ensure that all channels are in alignment with the clients objectives and goals. Responding to and engaging with all posts/comments to build and solidify relationships and expand customer base. March 1, 2013
Ongoing Reputation Management Pre/Post Launch PR Public Relations: In parallel with our Social Strategy/Online Reputation Management tasks, we will implement a planned Public Relations effort to address key product topics by relevant industry experts: Monthly press releases touching on key product attributes, management team, vision/values, etc. Weekly content posts by subject matter/industry experts. Ongoing posts in forums/discussion groups. Live monthly interviews with industry experts with podcast/YouTube video uploads. Celebrity (personality) visits to select locations to support our messaging, provide product demos, etc. March 1, 2013
Ongoing Reputation Management Pre/Post Launch PR (cont.) Paid Guest Blog Posts: In order to deliver consistent/engaging blog posts, we will seek-out the services of a professional guest blogger who has social authority, a large following, and is entirely familiar with the space. The bloggers reputation/authority will generate an immediate following for the product. The bloggers byline will reference the client/brand. Back links from blog posts will direct a steady flow of qualified readers/potential customers to www.ourbrand.com where we will collect opt-in information for follow-up outbound marketing efforts. To manage consumer expectations, strict adherence to the social content/posting calendar is of the utmost importance. March 1, 2013
Ongoing Reputation Management Pre/Post Launch PR (cont.) Product Video Production: As we implement our PR efforts, special attention will be paid to compiling these efforts for social/broadcast network use: All PR events will be planned to become a segment in a 1, 2, 5 minute infomercial format. These segments or content will be in a digital format for easy/ongoing posting, in whole or in part, to our internet social sites: - Pinterest - Facebook - YouTube - Twitter - LinkedIn March 1, 2013
March 1, 2013

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Social strategy planning

  • 1. Social Strategy and Online Reputation Management Process Planning March 1, 2013
  • 2. Product Marketing In todays highly cluttered market space, companies must adapt their marketing strategy and tactics to incorporate the exciting and ever-evolving tools at their disposal. And since consumers are becoming increasingly more in control of their content, it is imperative to deliver relevant marketing messages where content is consumed. Today, more than ever, to sustain our unique selling proposition, we need to establish and maintain a ubiquitous presence across all media. March 1, 2013
  • 3. Building BUZZ! There are many new and exciting tools available to todays marketers. Those who embrace this new technological world will WIN the gamethose who dont will LOSE. Source: Business Insider, your Money http://www.businessinsider.com/pet-spending-2012-1 March 1, 2013
  • 4. Building BUZZ! Social Influence Marketing is a complex, organic, online conversation powered by Viral/Word-of-Mouse Marketing Social Networks (Facebook, LinkedIn, Twitter) Email Promotions Websites, Forums Blogs (Wordpress, Tumblr) Audio/Video-Sharing (YouTube) Podcasts Mobile Apps (iPhone, Android, iPad, Tablets) Video Chat (Skype, Messages, Facetime, Hangout) Search Engine Marketing How we manage this conversation can help BUILD or BREAK our brand! March 1, 2013
  • 5. Building BUZZ! Old School Media World One-Way Message March 1, 2013
  • 6. Building BUZZ! New School Media World Open Dialogue March 1, 2013
  • 7. Building BUZZ! Amplifying Our Message Social sites (i.e., Facebook, LinkedIn, Twitter, Pinterest, etc.) are outstanding tools for reaching out to potential customers in a personal way: Promotes feedback, information sharing, and a positive affiliation with the brand. The Opt-In nature of connections and the simplicity of sharing affords social sites optimal conditions for potentially going viral with our brand/message. Social sites empower customers, friends, and neighbors to share information they like with people they know. Example: The average Facebook member has 130 friends. Anything this member comments on, shares or Likes is automatically shared with 130 friends. If one, two, three or more of their friends do the same, this information is shared with their 130, 260, 410 or NUMEROUS friends. The potential for going viral and increasing brand awareness by using social sites is ENORMOUS. Most importantly, those who have been referred by a friend (or trusted authority) to a product, service or brand are more likely to make a positive affiliation with that brand, share information with another friend and ultimately help that brand achieve its goals. March 1, 2013
  • 8. Building BUZZ! March 1, 2013
  • 9. Building BUZZ! Reaching Our Target 845 Million Active Users* 134 Million Active Users** 4 Billion Views Daily*** 383 Million Active Users+ 200 Million Bloggers Sources: *Facebook.com (12/11); ** Socialbakers.com (03/12) LinkedIn; ***YouTube blog; +Semiocast (12/11), GreyReview March 1, 2013
  • 10. The Social Maze March 1, 2013
  • 11. Building Infrastructure Pre-Launch Prep In order to hit the ground running, we will begin by building a solid foundation as an entry point for our promotional marketing/messaging Framework/Infrastructure: Building on our preliminary Category Research & Analysis and Discovery Process (and in parallel with our production process) we will create profiles on relevant social platforms to establish a presence in the social space: - Pinterest (C2C, B2B, B2C, B2D) - Facebook (C2C) - YouTube (C2C) - Twitter (C2C, B2C) - LinkedIn (B2C, B2B, C2C) A unified voice is important at this juncture in order to begin building a following brand/concept advocates. March 1, 2013
  • 12. Building Infrastructure Pre-Launch Prep (cont.) Framework/Infrastructure (cont.): We will use www.ourbrand.com as our hub or central content distribution/data collection point; ALL marketing initiatives will feed through the www.ourbrand.com hub. We will implement a systematic approach to clients overall online activities to position the the client as the subject matter authority for their product/category. These efforts will include: - A formal positioning statement to be applied across ALL planned product marketing initiatives. - Cross channel flow planning to ensure consistent messaging and seamless integration among www.ourbrand.com and engaged social networks. - A unified social voice for the products on/offline content (tone, messaging, imagery, etc.) will be defined and implemented. March 1, 2013
  • 13. Building Infrastructure Pre-Launch Preparation (cont.) Framework/Infrastructure (cont.): We will begin Social site account creation/modification: - Alignment of all current online activity. - Establishment of new/additional profiles on relevant social sites. Identify source(s) for all social content posts (i.e., imagery, blog topics, content, etc.). Establish content review/approval process along with specific agency/client roles and responsibilities. Develop a year-long social content/posting/promotional calendar for all social vehicles. March 1, 2013
  • 14. Ongoing Reputation Management Pre-Launch Preparation (cont.) Framework/Infrastructure (cont.): Following our Social Strategy Implementation, the client marketing team will assume the following responsibilities: Strict adherence to the social content/posting calendar. Daily/Weekly/Monthly Review Meetings to assess effectiveness of strategy and to make adjustments as necessary. Social site cross-pollination and marketing integration to ensure that all channels are in alignment with the clients objectives and goals. Responding to and engaging with all posts/comments to build and solidify relationships and expand customer base. March 1, 2013
  • 15. Ongoing Reputation Management Pre/Post Launch PR Public Relations: In parallel with our Social Strategy/Online Reputation Management tasks, we will implement a planned Public Relations effort to address key product topics by relevant industry experts: Monthly press releases touching on key product attributes, management team, vision/values, etc. Weekly content posts by subject matter/industry experts. Ongoing posts in forums/discussion groups. Live monthly interviews with industry experts with podcast/YouTube video uploads. Celebrity (personality) visits to select locations to support our messaging, provide product demos, etc. March 1, 2013
  • 16. Ongoing Reputation Management Pre/Post Launch PR (cont.) Paid Guest Blog Posts: In order to deliver consistent/engaging blog posts, we will seek-out the services of a professional guest blogger who has social authority, a large following, and is entirely familiar with the space. The bloggers reputation/authority will generate an immediate following for the product. The bloggers byline will reference the client/brand. Back links from blog posts will direct a steady flow of qualified readers/potential customers to www.ourbrand.com where we will collect opt-in information for follow-up outbound marketing efforts. To manage consumer expectations, strict adherence to the social content/posting calendar is of the utmost importance. March 1, 2013
  • 17. Ongoing Reputation Management Pre/Post Launch PR (cont.) Product Video Production: As we implement our PR efforts, special attention will be paid to compiling these efforts for social/broadcast network use: All PR events will be planned to become a segment in a 1, 2, 5 minute infomercial format. These segments or content will be in a digital format for easy/ongoing posting, in whole or in part, to our internet social sites: - Pinterest - Facebook - YouTube - Twitter - LinkedIn March 1, 2013