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20/05/2013 by

POE Social Media Planning Beyond Reach (Infographic)

Size does matter, but big is only good when smart when it comes to strategic POE social media planning beyond reach. Get the insights and infographic here.

POE Social Media Planning Beyond Reach (Infographic)

I think I might have seen all the buzzing, womming, seeding, social media planning, buying, strategies and tactics available. From local brands to big spending global brands.

And by big spenders I mean $2 and $5 billion a year brands.

In May and June I’m touring through Europe, delivering several keynotes on: POE, Content Marketing, Big-Data and similar topics.

So I just couldn’t leave this inspiring infographic untouched.

CMOs and POE Social Media Planning

CMOs and POE Social Media Planning

I know that CMOs think that size matters. The 2013 CMO social media guide delivered the proof for that statement. The 2012 CMO social media guide was at least very hopeful.

CMOs brag about their number of Facebook fans and Twitter Followers on the golf course. Especially male CMOs think in: mine is bigger than yours. That explains why I used the heading visual in this story.

Media agencies
too often tend to take the tactical approach by looking at the reach of a social platform alone.

True influencers, blogs, interest networks, owned media channels and earned media are easily forgotten about.

Or neglected at all.

What do we discover going beyond reach?

brands: the next publishers with powerful owned media channels

That brands are more and more helping, not hyping. With smart owned media platforms like Nike Running, or with smart (mobile) brand utilities, brands are becoming the next publishers.

Yes, sir. Most brands will have their in-house editorial team, like a radio or tv station, a magazine or newspaper.

An editorial team of people that knows and interacts with your audience. People that create content based on insights. But all very light on branding.

With content marketing, content creation, aggregation and curation more brands are creating organic growing platforms. I tend to call them: owned media channels.

A great example of a publisher-alike-brand is Gatorade with their Mission Control:

YouTube Preview Image

What comes to your CMO mind when you have seen this video and their approach?

When looking beyond reach, CMOs and their media agencies might also discover social platforms like: Reddit.

With only 70 million users today, Reddit was already acquired by publisher Conde Nast in 2006.

How about Tumblr? A cool social platform that might be acquired by Yahoo! this week for $1.1 billion. Tumblr only had 184 million unique visitors, and 12.1 billion page views last month according to Quantcast.

Foursquare is even a much, much smaller SoLoMo (social-local-mobile) player. But I recently wrote that Foursquare could become one of that intermediating location or check-in layer for the Internet.

I know that Facebook has one billion users. We all know that. So it might be a no-brainer for your social media planning. But the true questions might be:

Why are Reddit, Tumblr and Foursquare so often left out of your social media planning or plan?

Is your social media marketing strategy based on advertising and reach alone?

Are you getting the highest possible ROI on your media investments by using the smartest possible mix of POE?

I think these are really relevant questions. However, I noticed that they mostly stay unanswered.

Infographic: the most effective social media platforms


This infographic shows that there is hope. Hope that social platforms will be picked and planned beyond reach.

I hope it is inspiring to you.

And I hope to meet you during one of the events in May or June.

My Opinion?

It might be pretty clear by now? I hope to see more strategic social media planning which truly fuels the social media marketing objectives.

Reach might be a good start. But smart POE planning should go beyond reach.

What About You?

How do you like to see POE, content marketing and big-data being used in your media mix? Our readers would love to see your ideas in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairmain at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 2 agencies (sold to WPP) and Global Chief Social Officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.


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