Engagement planning brings clarity, protocol, and a degree of predictiveness to what has otherwise been thought of as a chaotic way to market.
As we enter 2012, the world of "social media marketing" has matured. As marketers, we have a clearer sense of protocols and practices that allow us to leverage social media with greater skill to drive long-term marketing value. This means we focus more on content than shiny apps and platforms; more on community-building practices than "viral" campaigns; and more on real measurement rather than simply counting social metrics.
It is this maturation that has led to the development of a new discipline - engagement planning. I like to think of engagement planning as media planning on steroids. Instead of planning where and when to buy media, engagement planners plan where, when, how, and with what kind of content (and at what frequency) to create earned media through community development, outreach, and digital dialogue. Ultimately, this discipline of engagement planning brings clarity, protocol, and a degree of predictiveness to what has otherwise been thought of as a somewhat chaotic way to market - that is, marketing in a socially-connected digital world.
What does the practice of engagement planning look like? Here are my top bullets:
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
As vice president, strategy and planning, Alisa Leonard focuses on building connected brands through the strategic interplay of content and community across bought, earned, and owned media. She provides strategic guidance to iCrossing's Live Media Studio, a team of EMMY-nominated web content producers and WOMMA-trained audience managers who execute real-time engagement. Alisa and her team have helped develop social media strategies for top brands, including bebe, Billboard.com, Ally Bank, and BMW, Facebook's no. 1 auto brand.
Alisa doesn't just preach social to clients; she lives it. As a recognized thought leader in social media, she's been named one of AdWeek's "Top 50 Marketers on Twitter" and one of Direct Marketing News' "30 Under 30" marketers to watch. Alisa frequently speaks at industry events, including SXSW Interactive, Web 2.0 Expo, ad:tech, and Social Media Week. She also contributes to Mashable.com and ReadWriteWeb.com, and is the chair of communications for the DataPortability Project – an organization driving thought leadership on the future of the web.
Alisa earned a degree in English from Brigham Young University.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT