social media integration across communication channels
DESCRIPTION
Learn actionable tips for integrating social media activity across multiple communication channels. This presentation covers content types, UGC, making content sharable. Find out how social media embeds and feeds can make your email or website social in a snap. And ways to repurpose content from social media.TRANSCRIPT
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
@melonie
Types of social content
brand generated content user generated content (UGC)
@melonie
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
@melonie
Different types of communications serve different purposes.
¨ Feedback ¨ Testimonials ¨ FAQ content ¨ Educational ¨ Branding ¨ Promotions ¨ PR
@melonie
Customer feedback (Social CS)
REPURPOSE? ¨ FAQ ¨ Educational ¨ Community
@melonie
Influence (word of mouth)
REPURPOSE? ¨ Testimonials ¨ Branding ¨ Promotions ¨ Community
@melonie
Events (offline happens online)
REPURPOSE? ¨ Testimonials ¨ Educational ¨ Branding ¨ PR
Social Media Day San Diego 2013
@melonie
Brand engagement (sharing, photos, #brand)
REPURPOSE? ¨ Branding ¨ Promotions ¨ PR ¨ Community
@melonie
Partners, press, promotions
REPURPOSE? ¨ Branding ¨ Promotions ¨ PR
@melonie
A few ways to leverage social activity right now.
Embeds
Feeds Sharing
Campaigns
@melonie
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
@melonie
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
@melonie
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.
@melonie
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
@melonie
SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
@melonie
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
@melonie
SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
Non-monetary rewarding elevates and features users instead of giving prizing
@melonie
Engagement must entertain and resonate with the current culture. Unicorns get clicks!
SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
@melonie
Game scores provide something personal to share with friends
SHARING CAMPAIGN CASE STUDY Coca-Cola www.ahhhhhhhhhhhhhhhhhhhhhhhhhh.com brand community
@melonie
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!