The document discusses integrating social media into marketing plans. It recommends focusing on "Content Engaged" rather than just "Content Owned" to generate discussion and sales. It advises determining brand goals and customers first to effectively operate a social media presence. Social media can be used throughout the sales funnel for awareness, interest, desire, action, and customer service/engagement. Tactics should be deployed at the right time and place, identifying existing customer behaviors to encourage viral involvement through utilities like voting buttons or rewards for participation.

1. Managing Your Product’s Social Life Integrating Social Media into your Marketing Plan Stacy Smollin Schwartz [email_address]

2. Three ways brands live socially Content Owned Content Bought Content Engaged

3. Too many brands focus on immediate results of “content owned”

4. An ongoing focus on “Content Engaged” offers unique opportunities…

5. … with potential high-speed payoff

7. Social media is effective throughout the sales funnel Awareness Interest Desire Action Customer Service Engagement

8. Drive Awareness & Engagement Virgin Mobile FreeFest Book the Band

9. Drive Engagement & Acquisition Kickbacks referral marketing program

10. Drive Usage & Retention Studio V

11. Customer Service Dedicated social channels for Care