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Managing Your Product’s Social

LifeIntegrating Social Media into your

Marketing Plan

Stacy Smollin Schwartzstacy@smollinschwartz.com

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Three ways brands live socially

Content Owned

Content Bought

Content Engaged

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Too many brands focus on immediate results of “content owned”

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An ongoing focus on “Content Engaged” offers unique opportunities…

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…with potential high-speed payoff

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Summary: how to live socially Don’t focus solely on “Content Owned” just because it’s free and

easy to set up Outreach generated through “Bought” and “Engaged” Content are necessary

to generate discourse (and sales) for your brand, especially among those who aren’t already intimately familiar with you

First ask yourself what you want to get out of your social presence, then determine how to operate there. This is dependent on your: Customers Brand Goals

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Social media is effective throughout the sales funnel

Awareness

Interest

Desire

Action

Customer Service

Engagement

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Drive Awareness & Engagement Virgin Mobile FreeFest Book the Band

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Drive Engagement & Acquisition Kickbacks referral marketing program

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Drive Usage & RetentionStudio V

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Customer ServiceDedicated social channels for Care

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Deploy social networking tactics at the right time, right placeSet yourself up for success by identifying a behavior your customers exhibit

anyway, then revving it up with social media

Social networking doesn’t need to be too technical or fancy Integrate social media strategies into your larger marketing plan

Use utilities to encourage viral involvemente.g. Voting buttons (Book the Band)

Reward for participation, e.g. Meet the band (Book the Band)Referral bonuses (Kickbacks)Earned sales revenue (Studio V) Efficiently resolved customer service problems (Care)

Summary: when to use social media