Colm Bracken is the Group Search Manager at Microsoft. The document discusses how today's advertisers are challenged with using social media effectively as part of their marketing strategy. It advocates starting with traditional and digital advertising, executing a digital strategy through websites and rich media, and blurring the lines between paid advertising and consumer promotion of brands. The document also discusses using a combination of paid, owned, and earned social media to drive engagement through a well-planned strategy.

1. Colm Bracken
Group Search Manager, Microsoft
@colmbracken

2. Social is Searchable.
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3. 3 http://advertising.microsoft.com/uk/search-social-media-report

4. What makes a great
marketing strategy?
Today’s advertisers are faced with a very
real challenge: How to use Social Media
effectively as part of their marketing strategy.
Many are successful by building a clear path that
achieves specific Social Media actions. They:
• Start with traditional and digital advertising
that works together
• Execute their digital strategy through websites,
rich media, and other interactive tools
• Blur the lines between paying to get their
message out and using consumers to promote
their brand
At Microsoft Advertising, we live and breathe this
every day, and can help with each step.
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5. You’re on Facebook.
What’s next?
While fan pages can add value to your
existing efforts, it takes more than a
Facebook page and a Twitter account
to start a powerful conversation.
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6. Social Media is more
than the sum of its parts.
We see Social Media strategy as being
comprised of three different components.
Paid media: Advertising as you know it.
Owned media: A channel you create
and control, from your website to your
Facebook® fan page, or your
WindowsLive™, YouTube™ or
Twitter accounts.
Earned media: Getting people to talk
about your brand and share your
content, providing free and trusted word-of-
mouth publicity.
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7. The right mix drives
engagement.
When paid, owned, and earned media are
used together as part of a well-planned
digital marketing strategy, they become an
impactful way to create awareness and
drive engagement.
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11. Social Media isn’t one
size fits all.
Together, paid, owned, and earned media
are a powerful way to achieve specific
Social Media actions.
At Microsoft Advertising, we can help tailor
a winning strategy.
Our Rich Media Social Features, tools, and
websites fuel the conversation, and drive
consumers to be the voice of your brand.
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