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Social Media Marketing as Part of an Integrated Marketing Strategy

Social Media Marketing as Part of an Integrated Marketing Strategy

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Published by Peter Risman
With detailed planning and execution by an experienced agency, social media marketing (SMM) can be a valuable channel within integrated marketing campaigns, complementing
and enhancing the results from other efforts.

With the explosion of social media in recent years, brand marketers and agencies are struggling to figure out how SMM fits into the total interactive marketing and advertising picture. Can SMM be effectively worked into the mix as part of an integrated marketing campaign?
With detailed planning and execution by an experienced agency, social media marketing (SMM) can be a valuable channel within integrated marketing campaigns, complementing
and enhancing the results from other efforts.

With the explosion of social media in recent years, brand marketers and agencies are struggling to figure out how SMM fits into the total interactive marketing and advertising picture. Can SMM be effectively worked into the mix as part of an integrated marketing campaign?

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Published by: Peter Risman on Oct 01, 2009
Copyright:Attribution Non-commercial

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11/20/2010

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whitepaper
working social into the mix
s md m  P f  idm sy
 
Working Social into the MixPage
Make It Green.www.LeapFrogInteractive.com
2
contents
euv suy 3Pb s 4rjd op 6su 7ip 9cu 11c 11su 12
executive summary
With detailed planning and execution by an experiencedagency, social media marketing (SMM) can be a valuablechannel within integrated marketing campaigns, complementingand enhancing the results rom other eorts.
problem statement
With the explosion o social media in recent years, brandmarketers and agencies are struggling to gure out how SMMts into the total interactive marketing and advertising picture.Can SMM be eectively worked into the mix as part o anintegrated marketing campaign?
rejected options
Treating social media marketing exclusively as an “experimental,viral” channel that has no relationship to your primary marketingeorts and messaging is a fawed strategy.
solution
A social media strategy that seeks to develop long-termmessaging channels in social media allows SMM to be apowerul, trusted channel or any brand communications,including short-term campaigns.
implementation
Discuss the key elements o an eective social media strategythat allows or deployment o integrated media campaigns.
conclusion
A smart social media marketing plan looks beyond “viral” andsees social media’s potential to add viewers and better statisticalinsights to integrated campaigns. An interactive agency withexperience in SMM can oer marketers the social media expertiseto make SMM work as part o a complete brand strategy.
 
Make It Green.www.LeapFrogInteractive.com
 
Working Social into the MixPage
Make It Green.www.LeapFrogInteractive.com
3
executive summary
Brand marketers are just beginning to tapthe potential o collaborative, community-ocused websites, known collectively as socialmedia or Web 2.0, as a communicationsmedium. Early attempts to integrate socialmedia into the marketing mix have otentreated social media marketing (SMM) asan experimental, “viral” channel that existsoutside the organization’s primary marketingand advertising initiatives.These viral initiatives demonstrate a willingnessto innovate and can provide excellenteedback on extreme changes in creativedirection. However, the unpredictable natureo viral success and the uneven return-on-investment when such eorts are successul,make it an inadequate long-term SMMstrategy. In addition, attempts to ake viralsuccess by articially promoting the contentvia paid “power users” (a technique knownas “gaming”) oers questionable value atbest, outside o large, temporary spikes inextremely low-converting web trac.While brand marketers increasingly understandthe need or ongoing participation in socialmedia, the lack o dedicated time, resourcesand expertise in the medium hinders manycompanies rom developing social media as amore robust marketing and advertising channelthat can be integrated with the rest o theirmarketing plan in cross-channel campaigns.These marketers report inadequate supportrom traditional marketing vendors in theirSMM eorts, as traditional agencies otentry to apply traditional tactics in an onlineenvironment that is typically hostile to thoseattempts.Detailed planning, execution and reportingo SMM by an interactive agency with SMMexpertise can make social media a viableand powerul channel within an integratedmarketing campaign, complementing andenhancing the results rom other eorts andincreasing ROI or the entire initiative.

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