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Christopher VollmerKaren PremoPerspective
From Campaignsto Capabilities
The Impact of Social Media on Marketing and Beyond 
 
Contact InformationNew York 
Christopher Vollmer
Partner+1-212-551-6794christopher.vollmer@booz.com
Karen Premo
Principal+1-212-551-6683karen.premo@booz.comBooz & Company
 
1Booz & Company
EXECUTIVESUMMARY
Booz & Company and Buddy Media, the social enterprisesoftware leader, teamed up in 2011 to identify the capabili-ties that companies need to excel in social media. This study,Campaigns to Capabilities: Social Media and Marketing 2011, incorporated a quantitative survey of 117 leading com- panies and a series of in-depth interviews with senior execu-tives from across the marketing and media ecosystem. Thestudy focused on how leading companies are transforming their strategies, skills, and processes to enable social mediato play an expanding role in their marketing efforts and intheir enterprises as a whole. Unlike much of the research todate, which has focused on the tactics that companies are pursuing in social media, the Booz & Company/Buddy Mediastudy concentrated exclusively on the capability prioritiesassociated with social media, and the focused actions com- panies need to take as their social and digital media activities
increase in scale. As more companies rene their use of social 
media, it will dramatically transform how they connect their
brands with consumers, and how they dene and build their
marketing capabilities.
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