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SocialMosaic
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Cross-Channel SOCIALMARKETING
Wednesday, August 21, 13 � @mosaicsocial | #socialmosaicwww.socialmosaic.me
Mobile
Facebook Integration
Web Display
Large Display
Web Address
HD Display
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
UNIFIED SOCIAL BRANDING Reach a wider audience by spreading content
across all social media networks while
maximizing the strengths of each platform.
UTILIZING THE STRENGTHS AND WEAKNESSES OF EACH SOCIAL PLATFORMUse Twitter to engage in real-time marketing
and Facebook to share content and engage
users in discussion.
EACH SOCIAL MEDIA NETWORK HAS STRENGTHS AND WEAKNESSES WHEN IT COMES TO ONLINE MARKETING.
By combining brand websites, o�ine
campaigns, and each social media network
into one centralized campaign, marketers
can increase user engagement, persuasion,
and conversion. These simple steps will
help you create and execute the perfect
branded social hub that will turn users into
consumers.
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
Learning how to create an integrated social media marketing program is essential for marketers looking to increase tra�c and engagement with their target audiences. INCREASE YOUR AUDIENCE
AND DRIVE IN MORE TRAFFICBoost user sharing by curating user
generated content to increase brand
visibility and tra�c
LEVERAGING SOCIAL MEDIA OFFLINEBuild social trust while capturing a larger
audience by adding social content to your
website and o�ine marketing campaigns.
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
CREATINGA SOCIAL HUB
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Rather than approaching each social media platform with a di�erent strategy,
creating a social hub allows brands to combine and share content across all of their
networks while pairing each platforms strengths to maximize user engagement.
By utilizing an integrated approach across all social channels, a branded social hub
becomes more powerful than the combination of individual marketing campaigns.
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
HOW TO CREATE A SOCIAL HUB
Curate and group content from multiple
social networks
Create one central marketing campaign
that displays all of the curated content
Attach sharing buttons from each platform to
all of the content
01 02 03
MORE DIVERSE CONTENTBranded social hubs have more diverse content because each piece
is pulled and curated from various social platforms; this ensures that
all of the content is both engaging and relevant to the central theme.
CROSS-CHANNEL MARKETINGBy sharing the content across several di�erent platforms, you’re
ensuring that you’ve exposed all of your audience to content they
might not have seen otherwise.
REAL-TIME AND SHARING: THE BEST OF
BOTH WORLDSBy spreading content across all platforms, you can maximize the
benefits of both real-time and sharing strategies. Social feeds like
Instagram and Twitter are perfect for real-time engagements
whereas the platforms focused on re-posting content such as
Facebook and Pinterest will have a longer life cycle while reaching a
broader audience. A branded social hub allows marketers to get the
best of both worlds.
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
BUILDING ON EACHPLATFORM’S STRENGTHSLike di�erent brands, each social platform has a unique identity, functionality and user base. While there are many di�erences
between social media networks, there are two main categories that have fundamental value for marketers looking to create a
successful social campaign.
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
SHORT TERM VS.LONG TERM CONTENTSome marketing campaigns, like those based around live
events, benefit from real-time interaction with users. Marketers
have found that Twitter and Instagram are platforms that
generate more user engagement for real-time marketing
campaigns as opposed to platforms such as Facebook and
Pinterest or Tumblr.
One of the downsides to real-time marketing is the time decay
of the content. On some platforms, such as Twitter, posts or
tweets that are more than a few hours old are considered
ancient history. Each platform’s functionality determines the
time decay of posts. A picture on Instagram is much less likely to
be seen a few days after it was posted, whereas photos on
Facebook, Flickr, and especially Pinterest continue to generate
user engagement long after they are posted. Pins posted on
Pinterest go the distance in regards to long-term relevance
since a pin stays on a user’s board until the user unpins it; which
rarely happens.
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
FACEBOOK VS. TWITTERThese two platforms dominate the world of social. Once you
understand the di�erences between real-time vs. long-term
relevance and original vs. re-posted content, you can determine
the best way to utilize these social media giants.
TwitterTwitter is the perfect platform for real-time content. Users
are limited to 140 characters for each post, and is geared
more towards original tweets and thoughts rather than
re-tweeting content.
Facebook is more geared towards general use. While it can be
used for real-time events, users frequently share, re-post and
comment; which allows users to expose brand content to their
friends who may not have known about the brand.
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
CREATING CONTENT VS.
RE-PUBLISHINGDepending on the platform, users will either post
their own original creative content, or share and
re-post others’ content. Vimeo and Youtube are
platforms where users can post their own original
videos and others can like and comment on the
content. Unlike Facebook, these platforms do not
allow users to re-publish and share videos and
content on their own profiles.
Other platforms, like Pinterest, focus entirely on re-posting and
sharing content. Pinners will browse their Pinterest feed looking
for pins to add to their boards. Very few pinners actually create
their own pins. The functionality of this platform is perfect for
those looking to curate interesting content as opposed to
posting your own work.
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
SPREADINGTHE WORDOnce you’ve created one central
campaign and determined which pieces
of content will gain the most momentum
on each networks, you can extend your
social hub beyond the platforms.
Entice visitors with social Often, brands pull consumers o� of their site by providing
links to their social networks with the goal of connecting with
them socially. This approach pulls users o� of the brand site
rather than pulling them to the site through social content.
Maximizing Your Social ReachCreating a branded social hub allows for a wide variety of
content to be found in once place as opposed to spread
across a variety of platforms. Using this content for
Facebook tabs, trade shows, o�ce displays, microsites,
mobile apps and more allows marketers to utilize their most
persuasive content while reaching a wide audience.
Persuasion and Conversionwith Social ContentSocial is a great way to receive user-generated feedback. Users
can give feedback on products and services, similar to ratings
and reviews; though unlike review feedback, this content is
unsolicited and is considered to be social validation for other
users. Social validation is very persuasive and often leads to
conversions.
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
� @mosaicsocial | #socialmosaicwww.socialmosaic.me
AMPLIFYING YOUR MESSAGESharing content is the key to user engagement for marketing campaigns. Any
marketer can display content on their brand social networks. A sharable social hub
allows a wide variety of users to connect to the brand through the content rather than
the brand social sites. Sharing buttons on each post can:
#nicetomeetme#socialmosaic
#biz
#love#weworking
#sel�e
#sel�e
#biz
CONCLUSIONBy approaching all social networks with a unified marketing campaign, you can maximize the benefits
of each platform while increasing consumer engagement, brand exposure and website visitors.
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