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Facebook and State Farm Social Media Framework

Facebook and State Farm Social Media Framework. December 8, 2010. Agenda. 1. 2. 3. 4. 5. 6. 7. 8. State Farm on Facebook. Where we are. . Where we want to be. Publishing. Measurement. Media. Pages. Business Development. Campaign & Iteration Centric. Relationship & Sustainable

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Facebook and State Farm Social Media Framework

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  1. Facebook and State Farm Social Media Framework • December 8, 2010

  2. Agenda 1 2 3 4 5 6 7 8

  3. State Farm on Facebook Where we are. Where we want to be. Publishing Measurement Media Pages Business Development Campaign & Iteration Centric Relationship & Sustainable Centric

  4. A social media strategy A social media strategy should be part of an integrated, holistic communication and marketing approach tied to business goals Business Social Communications

  5. A social media strategy option A social media strategy should be part of an integrated, holistic communication and marketing approach tied to business goals Business Communications Social

  6. Traditional messaging vs. Social messaging • Old • New • Messages • Static • Slaying • Look & Feel • Posing • Simplicity • Touch points • Audience • Conversations • Dynamic • Doing • Experience • Authenticity • Complexity • Engagements • Community About Transactions About Relationships

  7. Traditional messaging vs. Social messaging option • Old • New • Messages • Static • Slaying • Look & Feel • Posing • Simplicity • Touch points • Audience • Conversations • Dynamic • Doing • Experience • Authenticity • Complexity • Engagements • Community About Transactions About Relationships

  8. Social Media Framework Optimize & Evolve The infrastructure items to have in place to support social marketing initiatives Campaign: Plan, Launch, Measure The specific initiatives that have start/end dates Ideation Brainstorm but stay true to the Vision Corporate Assets Leverage the great content, existing sponsorships etc. to connect with consumers. VISION, STRATEGY + RELATIONSHIP Vision Look to the future and strive to gain a higher position so you can form a business changing point of view; transform the industry. Business Objectives Brand Loyalty Brand Awareness Revenue & Cost Brand Identity The unique Personality and Promise Operations The infrastructure items to have in place to support social marketing initiatives

  9. Social Media Framework: Amex Optimize & Evolve We’re in the process of working on what’s next Campaign: Plan, Launch, Measure Ideation SMB Saturday Corporate Assets Open and merchants VISION, STRATEGY + RELATIONSHIP Vision Revolutionize service Business Objectives Brand Awareness & Engagement Brand Identity Amex stands for service Operations Amex has a team in place

  10. Social Media Framework: Amex option Optimize & Evolve We’re in the process of working on what’s next Campaign Plan Facebook + Client + Agency + 3rd Party Developer Launch Conversational Calendar Measure Fans, Registration, SMB Sales Ideation SMB Saturday VISION, STRATEGY + RELATIONSHIP Vision Revolutionize service Corporate Assets Open and merchants Business Objectives Brand Awareness & Engagement Brand Identity Amex stands for service Operations Amex has a team in place

  11. American Express: Get involved! Ads . . . Consumers Get Involved . . . For Your Biz . . . Create A Small Business Ad Wizard . . .

  12. State Farm & Facebook strategy calendar Leverage an open and connected world 2011 State Farm X on Facebook Media Assets Jan Feb Mar April May June July Aug Sep Oct Nov Dec Social Campaign Initiative 1 Facebook social tools Other TV PR etc. Social Campaign Initiative 2 Facebook social tools Other TV PR etc. Social Campaign Initiative 3 Facebook social tools Other TV PR etc. Social Campaign Initiative 4 Facebook social tools Other TV PR etc. Pages Publishing Media Measurement Business Development

  13. Conversational calendar for Social Initiative Leverage an open and connected world Become a Fan Always One (national) Become a Fan Always One (regional) Hybrid Reach Block Key Event Heavy Up E-Com Always On Publishing Measurement Text Text Text Text Text Text Text

  14. Conversational calendar for line of business TBD Leverage an open and connected world xMillion Fans Eclipse and/or NCAA General Market Hybrid Reach Block Holiday Network Massage Olympics & A-List Network Massage World Cup YP .com Device Message Master Golf Classic Golf NCAA Youth Youth Back to School Key Event Heavy Up Olympics & A-List World Cup Cotton Bowl American Idol Youth Spring Break American Idol Ongoing U-Verse, Mobile, GPS, Music, AT&T Deals, Small Business, etc. E-Com Always On Learned Targeting 2.0 World Cup Youth Spring Break Latino Don’t Text & Drive Become a Fan Always One (national) College Connections Network, Value and Device messaging American Idol World Cup Become a Fan Always One (regional) Youth Spring Break College Connections YP.com, NYC Extreme Local Latino Device Launch Samsung Mythic Apps for U-Verse MOTOBLUR HTC HTC Ongoing National and Regional message plan including weekly communication around a) entertain, b) customer service and c) other Publishing Nielsen Nielsen, 2.0 (organics) Brand Weekly Tracking Chatter Volume Analysis Nielsen, 2.0 NetEffect Media Delivery Measurement Consumer Insights Fan Psycho- graphics Page Analytics

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