Integrating

Social Media Into Communication &

Engagement Marketing

© 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: ¨  Web ¨  Mobile ¨  Email ¨  Advertising ¨  Search ¨  PR ¨  Social media ¨  In-store

@melonie

Why integrate social activity across channels?

¨  Increase reach and impressions organically ¨  Amplify your message ¨  Make it easy to reshare ¨  Gain social media followers ¨  Make content interactive ¨  Improve brand engagement ¨  Gain credibility through what others say ¨  Creative efficiency and web content

automation

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Types of social content

brand generated content user generated content (UGC)

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Repurpose brand content and UGC for use across multiple channels.

Case study Whitepaper Blog Facebook story

Tumblr GIF Pinterest poster

Instagram photo

PowerPoint Slideshare

Slideshare in LinkedIn

Twitter photo or quote

Downloadable media assets

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Different types of communications serve different purposes.

¨  Feedback ¨  Testimonials ¨  FAQ content ¨  Educational ¨  Branding ¨  Promotions ¨  PR

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Customer feedback (Social CS)

REPURPOSE? ¨  FAQ ¨  Educational ¨  Community

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Influence (word of mouth)

REPURPOSE? ¨  Testimonials ¨  Branding ¨  Promotions ¨  Community

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Events (offline happens online)

REPURPOSE? ¨  Testimonials ¨  Educational ¨  Branding ¨  PR

Social Media Day San Diego 2013

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Brand engagement (sharing, photos, #brand)

REPURPOSE? ¨  Branding ¨  Promotions ¨  PR ¨  Community

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Partners, press, promotions

REPURPOSE? ¨  Branding ¨  Promotions ¨  PR

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A few ways to leverage social activity right now.

Embeds

Feeds Sharing

Campaigns

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Embed social content to web pages and blogs.

¨  Tweets (any)

¨  Instagram photos (any public)

¨  Pin or Board (any)

¨  Facebook post/photo or album (any page)

¨  YouTube video (any)

¨  A Slideshare (any)

¨  Google+ post (any)

Tweet embedded in blog post

Grab a Facebook embed code Widget with pin

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Run social content feeds to web pages & email.

¨  RSS feed of blogs to other website, web pages, email content, and more

¨  Tweets (yours and others by favorites, hashtag or user)

¨  Photos

¨  YouTube channel or lists

Coca-Cola US homepage

Feeds YouTube embed

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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.

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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

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SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

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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 Coke’s Tumblr

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SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

Non-monetary rewarding elevates and features users instead of giving prizing

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Engagement must entertain and resonate with the current culture. Unicorns get clicks!

SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

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Game scores provide something personal to share with friends

SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community

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Sharing buttons best practices.

¨  Never in a header or footer.

¨  Always next to or on the object of sharing. ¤ Overlay on images (Pin

It) ¤ Next to video or photo ¤ On each email story ¤ Above and/or below or

side of blog post (body)

¤ Use audience appropriate services.

Download this presentation & more at:

fandommarketing.com/learning-center

THANK YOU!