Functions

Monitor

Respond

Amplify

Lead consumer behavior

Monitor

Brand monitoring - simply knowing what’s said online about your products and services - should be a default social-media function, taking place constantly.

Respond

Pinpointing conversations for responding at a personal level is another form of social-media engagement. This kind of response can certainly be positive if it’s done to provide customer service or to uncover sales leads. Most often, though, responding is a part of crisis management.

Amplify“Amplification” involves designing your marketing

activities to have an inherently social motivator that spurs broader engagement and sharing.

The core concepts for campaigns must invite customers into an experience that they can choose to extend by joining a conversation with the brand, product, fellow users, and other enthusiasts.

Ongoing programs that share new content with customers and provide opportunities for sharing back.

LeadSocial media can be used most proactively to

lead consumers toward long-term behavioral changes.

In the early stages of the consumer decision journey, this may involve boosting brand awareness by driving Web traffic to content about existing products and services. 

Social media can solicit consumer input after the purchase (insights from customers).

Social Media on the Consumer Decision Journey

Social Media enables targeted marketing responses at individual touch points along the

consumer decision journey.

The most powerful social-media strategies focus on a limited number of marketing responses closely related to individual touch points along the consumer decision journey. 

Social Marketing Compass

3 Elements to create critical new brand assets*

1. Evaluate investments in it

2. Plan for building support infrastructure

3. Performance-management systems to help leaders smartly scale their social presence

*new brand assets (such as content from customers or insights from their feedback), open up new channels for interactions (Twitter-based customer service, Facebook news feeds), and completely reposition a brand through the way its employees interact with customers or other parties.

Touch Points

Company’s digital touch points—the avenues through which it interacts with consumers, such as Web sites, mobile devices, and social media.

The digital landscape evolves quickly 

Social Media Landscape 2012

Actions to get the social media technologies integration process started

• Identify Social media Integration support goals and objectives

• Determine social media presence and targeted audience, market, locations, age group for the next twelve months.

• Decide if outsourcing the website re-design, SEO, social branding, content publishing is a better solution than internal support services (For small and medium business its better to outsource as cost factor).

Social media isn’t owned by marketing, but instead the entire organization. This changes everything

“We’re all marketers now”

Open to

Feedback

Ideas

Input

Yulya Ilyina ilyina@componostrategia.com