social media plan almost final v5

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1、SocialMediaOverallApproach&FY10PlansSep9,09KeyquestionswewillanswerWhatshouldsocialmedia’skeyobjectivesbeforBing&MSN?Howdoesengagementmarketing&socialmediaalignwiththeoverallbusinessgoalsforBingandMSN?Whatwillouroverallaudienceapproachbe?WhatisourrecommendedsocialmediaplanapproachforBing

2、andMSN?Whatmetricswillwebeusingforoursocialmediaefforts?(Howwillwedefineoursuccessmetrics?)2WhysocialmediaforBing&MSN?3AwarenessPerceptionInformedTrialAmplificationofEvangelismSocialmediaactivitieswillcomplementthebalanceoftheofflineandonlinemarketingcampaignbyfocusingonamplifyinginflue

3、ncerandconsumerevangelismKeyObjectives:CreatebrandloyaltyviainformedtrialandengagementCreatingAmplificationofevangelismBrandPerceptionHowdoesSocialmediafitinthewithoverallmarketinggoals&mix?Howdoesengagementmarketing&socialmediaalignwiththeoverallbusinessgoalsforBing?Socialmediawillsuppo

4、rtoverallbusinessgoalsby:engagingmore/deeperIncreasebrandinterest/likeability/loyaltyEnhancedcustomerserviceIncreaseawareness&likelihoodtotrybymorerelevantbrandexposureproducteducationCreatehighvalue(vs.high#of)fansandcampaigns/programsthatwillbringmorefans>queries(increaseinsessions/UU?

5、?):AmplificationofEvangelism4MetricOverallgoalFY10ActualDeltatoGoalAwareness-unaided20%38%+18pointsPerception12%14%+2pointsLikelytoTry20%*11%-9pointsQueryvolume(sessions)214M–total21.8M-Aug36.9M–Total7.5M-Aug17%-Total134%-AugHowAchievedKeyObjectivesBinginSocialMedia–OverallapproachAmplif

6、icationofevangelismEnableandempower:RallyexistingfansofthebrandaroundoureffortsandturnthemintoevangelistsbyempoweringthemwithtoolstoamplifyBingenthusiasmviatheirsocialgraphProvidefanswithsharableandentertainingBing-relatedcontent,e.g.,TVspots,mediaclipsofbrandintegrationsandanincentivefo

7、rpassingitalong(Increaseaccessibilitytoandensureportabilityofad-relatedcontent,e.g.,music)Innovate:CreateopportunitiesforBingfeatures,e.g.,realtimesearch,tobeintegratedintootherplatformsthatareusedbyvocalinfluentialsInnovatewithinandalongsidetheproducttocreateopportunitie