1. Building a New Paradigm for Consumer Engagement Social Media Goes Mainstream

3. Community Management

4. Content Management

5. Interactive Production

6. Social Media Partnerships

7. Content Seeding

8. Social Media Strategy

9. Technology Services

10. Site development

11. E-marketing

13. All Media Is Social General Media Social Media Advertising Social Media Marketing All Media Is Social

14. The Evolved Marketing Funnel Is Social Traditional Marketing Funnel Today’s Marketing Spiral Source: Forrester, David Armano, darmano.typepad.com

15. Social Marketing Spectrum Baseline activity Deepimmersion

17. Demographic and behavioral profile of existing consumer base

18. Identifying common themes and perceptions relative to all brands in an industry

19. Understanding the impetus for consumer stages— awareness, consideration, purchase, advocacy, and switching

20. Performance Tracking and Predictive Modeling

21. Monitoring brand health, sentiment, awareness, and consideration

22. Tracking competitor performance and share of conversations

23. Discovering and tracking the best leading indicators for sales, share, and household penetration changes

24. Crisis Management and Avoidance

25. Real-time tracking of consumer conversations and influence vs. baseline

26. Isolating and defining key consumer concerns as a reaction to a crisis

30. Conversation topics

31. Conversation sentimentSocial Media: Crisis Tracking Template

32. Social Media: Performance Tracking Template Executive Summary of key findings Competitive Snapshot:Conversation volume, SOV, sentiment, by competitor Brand Snapshot: Conversation volume, SOV, sentiment, by source Brand Discussions: Conversation volume by product/topic/attribute

33. Social Marketing Spectrum Paid Social Media: Promote, Create, JoinExisting and Standardized Opportunities

35. Deutsch has utilized social media venues for several clients and has seen average lifts in response rates between 20 – 30%

36. Display advertising is common, but the ability to build custom content is key for success

38. Provides the ability to connect people with common interests across multiple social platforms

39. Taps into user’s social connections and distributes updates and activity across his/her network

40. Widgets often take the form of on-screen tools (clocks, event countdowns, auction-tickers, stock market tickers, flight arrival information, daily weather, etc.), games, and provide other content

44. Advancing relationships with constituents in their preferred forum of communication will provide unprecedented opportunities to engage

47. Steps to Social Marketing SuccessStep 1: Observe and Listen How does your consumer engage across the social media landscape? Assess the target’s social media use. Where do they use social media? How? Do they actively create content (write blogs, upload videos, post reviews) or do they more passively consume media? What do your consumers say about your brand? What do they say about your brand’s presence in social media? What is your competition doing in social media? What do your consumers say about your competition? What do they say about your competition’s presence in social media? Identify influential sites and communities. Identify influencers Monitor brand talk and competitive brand talk, including volume, key issues, brand sentiment, ratings/reviews, friends and followers, and online locations

48. Steps to Social Marketing SuccessStep 2: Build a Strategy Establish clear objectives Brand related: awareness, favorability, buy rate Social media–specific: Listening: Gleaning market and customer insight and intelligence Talking: Engaging in a two-way discussion to get your message out (and get messages in) Energizing: Letting your customers tell your prospects on your behalf (viral, word of mouth) Supporting: Getting your customers to self-support each other Embracing: Building better products and services through collaboration with clients Long-term relationship: Many social media programs require continuity over time Define success metrics Evaluate opportunities through your brand’s strategic lens — don’t get distracted by the latest flashy idea or the media darling of the moment Does the opportunity meet brand objectives? Does it leverage existing brand assets? Or is investment in new assets feasible? Does it abide by the social media conventions/rules of the road? Does it provide significant value for consumers? Leverage existing brand voice and positioning Include a crisis management strategy

49. Steps to Social Marketing Success Step 3: Evaluate Social Platforms

50. Steps to Social Marketing SuccessStep 3: Evaluate Social Platforms

51. Steps to Social Marketing SuccessStep 3: Evaluate Social Platforms

52. Steps to Social Marketing SuccessStep 4: Promote Your Social Program Integrate with traditional marketing Leverage offline investments, from ads to packaging to POS promotions Digital word of mouth Cultivate relationships with influencers, bloggers, forum moderators — must be transparent, authentic, and personalized Consider exclusive content, access to talent or new products, interviews, sampling Branded integration Choose a content provider with a similar target and decent distribution Can generate quick awareness vs. building/creating your own custom content

53. Steps to Social Marketing SuccessStep 5: Measure and Learn Did you reach who you wanted to? Demographics, audience size Were they engaged? Quantity measures: audience size, click-through rates, # viewed content, # shared content, ratings, comments, time spent, installs, polls, registrations, etc. Quality measures: effect on brand chatter, brand sentiment, favorability, purchase intent How did the social marketing program perform compared to traditional efforts?