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360i Social Marketing Playbook

360i Social Marketing Playbook

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Published by Peter Risman
So, why are we publishing this Social Marketing Playbook? 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. We’ve found the key to helping our clients is to have an organized plan of attack – a customized Social Marketing Playbook - that bolsters traditional marketing planning techniques with insights from the radically new and fast-changing consumer dynamics taking place in social media. We’ve published this variation of the playbook written by marketers for marketers to do our part to help move social marketing forward for our clients and the industry at large. We’ve tried to stay away from too much inside baseball and instead focus on a framework for incorporating social marketing into an overall marketing strategy.
So, why are we publishing this Social Marketing Playbook? 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. We’ve found the key to helping our clients is to have an organized plan of attack – a customized Social Marketing Playbook - that bolsters traditional marketing planning techniques with insights from the radically new and fast-changing consumer dynamics taking place in social media. We’ve published this variation of the playbook written by marketers for marketers to do our part to help move social marketing forward for our clients and the industry at large. We’ve tried to stay away from too much inside baseball and instead focus on a framework for incorporating social marketing into an overall marketing strategy.

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Published by: Peter Risman on Aug 15, 2009
Copyright:Attribution Non-commercial

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04/26/2014

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FOREWORD
by Bryan Wiener, CEO of 360
i
arketing used to be a lot easier – and I’m talking about the late1990s, not the 1950s. You worked with your agency to developa big idea that would translate into a wonderful uni-directionalcreative execution that would be pushed in front of your target audiencecourtesy of a mass media buy.Even in the age of proliferation of cable channels, media planning wasn’t that hard. But now, the rules have
completely changed. TV advertising, while still very powerful, is becoming less effective and efcient by the
minute. Advertising dollars are concentrated where consumers are spending less than 25% of their time.
1
 Even within online budgets, consumer-generated media represents almost 20% of time spent
2
but less than3% of the dollars.
3
More signicantly, the Internet has altered the rules of customer engagement forever.
Social media is a prime example of this shift, sitting at the nexusof consumer-generated content, conversations and interactions.Before user-generated content became so pervasive, consumerslearned about brands and products from (a) one-to-one word of mouth (b) press reviews or (c) advertising. Social marketing haselements of all of these, making it a bit more complex, but alsocreating fantastic opportunities for establishing stronger ties with
consumers. Because of this complexity, social marketing dees
organizational boundaries and standard line items in a marketing
budget. It doesn’t t cleanly into existing agency relationships.
Social marketing eliminates the middlemen, providing brands with the unique opportunity to have a directrelationship with their customers and to both listen and talk. Marketers who embrace their customers insocial spaces will thrive. They will learn from their customers by listening, while concurrently using themedium as a platform to foster advocacy, earn stronger brand equity and inspire loyalty due to the directrelationship. 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. To quote Sarah Hofstetter, head of 360i’s social marketing team, “Covering your ears is not a viable strategy.” 
1. “A2/M2 Three Screen Report,” Nielsen/NetRatings. Q1 2009.2. ”Media Trends: Time Spent on the Internet Continues to Grow,” Forrester Research. May 2009.3. ”Interactive Advertising Forecast (U.S.), Forrester Research. April 2009.
M
Social marketingeliminates themiddlemen, providingbrands with the uniqueopportunity to have adirect relationship withtheir customers.
       “

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