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:
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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.
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