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We have detected that you do not have it on your computer. To install it, go here. Published on Jul 24, SlideShare Explore Search You. Submit Search. Successfully reported this slideshow. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime. Like Liked. Loading… Flash Player 9 or above is needed to view presentations.

Like this document? Why not share! Embed Size px. Start on. Show related SlideShares at end. WordPress Shortcode. Full Name Comment goes here. Are you sure you want to Yes No. Ahmad Safirun. Luis Nolan. Show More. No Downloads. Views Total views. Actions Shares. Embeds 0 No embeds. No notes for slide. Tomorrow p. All Rights Reserved. You worked with your agency to develop a big idea that would translate into a wonderful uni-directional creative execution that would be pushed in front of your target audience courtesy of a mass media buy.

But now, the rules have completely changed. TV advertising, while still very powerful, is becoming less effective and efficient by the minute. Because of this complexity, social marketing defies their customers. Social marketing eliminates the middlemen, providing brands with the unique opportunity to have a direct relationship with their customers and to both listen and talk.

Marketers who embrace their customers in social spaces will thrive. They will learn from their customers by listening, while concurrently using the medium as a platform to foster advocacy, earn stronger brand equity and inspire loyalty due to the direct relationship.

The downside of ignoring this radical landscape change goes way beyond just a lost opportunity — ignoring the shift has the potential to erode decades of brand equity. Q1 May April We have the good fortune of working with some of the most dynamic marketers in the world, helping them sort through the myriad of industry and organizational issues involved in building successful social marketing programs that tie back to concrete and measurable marketing objectives.

During the course of the season, mistakes are corrected, experiments are conducted and existing plays are refined based on new learnings. This is not much different from how smart marketers should be engaging their customers during this consumer empowerment revolution, which is driven by fundamental changes in the way we consume media and communicate with each other.

Happy reading. Bryan Wiener CEO, i 4 5. And advanced thanks to the readers of this Playbook who are moved to comment, share, critique, tweet, digg, blog or generally discuss the contents herein. We encourage Forward to a friend you to reach out and share your thoughts directly with us anytime at editor i. That the campaign worked is undeniable. That it would not work today is, among senior marketers, axiomatic. And when you do join in, you had better be prepared to add value.

Listen to them. Respond to them. Take their ideas seriously. Change in response to their interests. For brand marketers, the opportunity is vast — as vast as television, in fact. But for all the opportunities, social media present a conundrum for traditional marketers.

They are confused about measuring their effectiveness. Social media endorsements have been a great influence on purchase intent. Conversations cannot be controlled, they can only be joined, so marketers have to be willing to listen and learn from the consumers they engage through social media. In the olden days, the relentless pounding of advertising turned the craft of marketing into something consumers learned, at best, to tolerate.

Social media may well be the pain reliever we have all needed — the medicine that makes advertising relevant and welcome in our lives. Takeaway: Actively listen and learn before diving into A successful foundation for a social marketing the social landscape to understand the program can be established by gathering an intimate opportunities available for your brand. This can be achieved by actively listening, direction. Creators While online listening can help inform marketing 2.

Critics messaging, creative messaging and even product 3. Collectors development, this section will specifically address how 4. Joiners to listen online and gather insights that will help you plan 5. Spectators and execute a successful social marketing program. These Your customers are increasingly spending more time are generally the Creators e. What are they blogs, upload user-generated videos, etc. Perhaps they visit Facebook once a Critics e.

Understanding 9 About Influencers: Analyzing online buzz can help brands understand why It is important to identify influencers who can help consumers make the choices they do. This analysis is spread your message through the ripple effect not just limited to blogs and social networks. Reading because they hold the keys to the perception castle. Evaluating the same components you use to understand where your brand stands in the social landscape can help you understand more about your competitors, including how people talk about them, what they are saying and where they are saying it.

What is their current social marketing footprint and strategy? How much of that footprint is driven by the brand and how much is consumer-generated? Online listening can provide a real-time snapshot of customer sentiment about a brand, which can be especially salient during periods of change, whether you release a new iteration of a product, announce This graph looks at conversation distribution news or are impacted by seasonality.

Oftentimes, and audience size across social platforms. Listening to what people are saying on blogs, reviews, comments, chat rooms, Twitter and more can provide metrics for understanding brand awareness, sentiment and preference.

Private online communities can serve as an ongoing focus group to engage customers and better Key Conversation IndicatorsSM KCI understand how they perceive the brand or product.

The service measures ownership in the process and builds long-term loyalty social engagement, sentiment and opinion, and trust. Although the metrics measured are different for every While private listening provides an opportunity to test brand, some of the items measured as part of things that your public audience has yet to experience, the KCISM service include: public listening provides an organic snapshot of actual chatter. Takeaway: There are plenty of ways to engage with your customers through social marketing - identifying the best channels and approach for your brand is more than half the battle.

Goal setting for your social marketing program should be no different than with any other brand communications plan. The goals that work best are traditional brand-health objectives e.

However, the full potential of social There are thousands of social platforms; not all of marketing is realized through continuity programs them may be right for your brand. Innovation, creativity and out- to achieving these goals? Assets are advantages — and online content, video, celebrity The best opportunities do not arise from ambitiously endorsements, creative messaging, brand partnerships surging into a broad range of social platforms with the e.

Likewise, just because a to bolster your program. Most marketers have some assets that are underutilized, while others will need to build much of Answering four questions can help assess and vet the arsenal from scratch to work across digital platforms opportunities in the social sphere. Leverages our By harnessing your assets and brand advocates, arsenal? Provides a value exchange? Rules: Does the opportunity abide by the social benefits of a social marketing program are obvious — media rules of the road?


Digital Agency 360i Publishes First-Ever "Social Marketing Playbook"

Thanks for checking out our Social Marketing Playbook! Marketing used to be different — a lot different. Today, brands are faced with a myriad of opportunities for reaching customers online; and, while the social landscape can be daunting, it holds a world of opportunities for connecting with consumers in deeper and more meaningful ways. Our comprehensive strategic report aims to help marketers evaluate the opportunities available, determine which ones are best for their brands and develop a strategy following best practices for achieving success in social media.


360i Social Marketing Playbook.

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What’s Your Take on 360i’s Social Marketing Playbook?


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