Social Media Marketing Framework

Social media Marketing Framework By: Graham Lubie web: www.grahamlubie.com cell:. 617.821.6169 twitter: www.twitter.com/grahamlubie linkedin: www.linkedin.com/in/grahamlubie This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License

Social media marketing framework Overview Social marketing is new and in many way unique, yet success still relies on creativity and excellent execution. This Social Media Marketing Framework (SMMF) provides an execution blueprint that you can used to structure your social marketing activities to deliver exceptional results. This is not a framework for all Social Media (ie. HR, Customer Support, etc.); it is focused on marketing and communications and defines common social components that can be added by organizations to their marketing mix. The genesis of this framework was a comment and question from one of my clients: “There is so much social ‘stuff’ out there, how can I get started now, and then expand my activities in social marketing once I am more comfortable?” This Social Media Marketing Framework is how! It can be used to get your social marketing programs off the ground, or it can be used to structure and expand on the programs that you have already started. If you are looking for a “pretty” marketing presentation about why you need to get into social media marketing, this Social Media Marketing Framework is not it; there are a lot of those available online. It is designed to be a practical and actionable blueprint that’s based on my own experiences, and on the experiences of other marketing experts that have run marketing campaigns (traditional and social), delivered interactive/technology services, and deployed repeatable processes and methodologies across multiple global industries leaders. There are five main components to the Social Media Marketing Framework: (1) Objectives, (2) Measures, (3) Methods, (4) Initiatives, and (5) Operations. Each of these components has sub-parts that can work together and support the social marketing activities for organizations of all sizes. The rest of this slide deck expands on each of these components. The Social Marketing Framework has been licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License. Under this License you are free to copy, distribute and transmit the work, but you must attribute the work to the author, Graham Lubie.

Social media Marketing Framework Objectives Social MEDIA Marketing Framework Objectives Measures Methods Activities Measurement Contribution Monitoring Content Internal Produced Spontaneous External Conversation Channels Public Channels (e.g. Facebook, Twitter, Linked In, Industry Blogs, etc.) Organizational Channels (e.g. Websites, Blog, Newsroom, Private Communities, etc.) Initiatives Campaigns Steady State Operations Plan Create Execute Measure Optimize Strategize People Process Technology Governance Budget To learn more about the Social Marketing Framework, visit http://www.grahamlubie.com This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License.

Social media Marketing Framework Component: Objectives Social media marketing, like any other marketing initiative, should have well defined objectives that allow you to measure your success and progress. There are a number of main reasons to set your objectives: ,[object Object]

Objectives ensure that all team members understand what success “looks like”

Objectives ensure that you focus on what’s most importantIn the Social Media Marketing Framework, your objectives can typically be divided into three main buckets: ,[object Object]

Brand Recognition & Awareness-based Objectives – impacts the reach of your brand

Brand Perception & Loyalty-based Objectives – impact how prospects, customers and partners feel about your brand.Examples Revenue & Cost-based Objectives ,[object Object]

Generate new sales from existing customers

Reduce marketing spend (e.g. shift from print advertising, etc.)

Improve SEO : SEM ratiosBrand Recognition & Awareness-based Objectives ,[object Object]

Increase website traffic via organic searchBrand Recognition & Awareness-based Objectives (cont.) ,[object Object]

Build product awarenessBrand Perception & Loyalty-based Objectives ,[object Object]

Social Media Marketing Framework

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