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FOREWORD p.3
ACKNOWLEDGEMENTS p.5
INTRODUCTION p.6
1 TRAINING TO WIN p.9
Strategically Approaching Social Marketing
2 DEVELOPING A GAME-WINNING
STRATEGY p.13
Best Practices for Ensuring Success in Social Marketing
3 THE ARENAS p.24
Key Platforms for Putting Your Brand in Play
4 BUILDING YOUR FAN BASE p.36
Promoting Your Social Marketing Programs
5 FIRING UP THE FANS p.42
Nurturing a Social Community to Build Deeper Relationships
6 PREVENTING & MANAGING SOCIAL
MARKETING FUMBLES p.46
How to Avoid Missteps and Ensure They Don’t Cost You
the Game
7 KEEPING SCORE p.52
How to Know How You Measure Up
8 BATTER UP! p.56
A Playlist for Social Marketing
CONTRIBUTOR ARTICLES
Introduction p.6
by Randall Rothenberg - President and CEO, Interactive
Advertising Bureau
Telling Your Brand’s Story with Social Media p.21
By Pete Cashmore - CEO of Mashable.com
How to Write an Award-Winning Tweet p.34
By Gregory Galant - CEO of Sawhorse Media & Creator of the
Shorty Awards
NOW Media and the Powerful Fusion of New and Old Media p. 39
By Jeff Pulver - Founder of Pulver.com & Producer of the 140
Character Conference
The Social Contract: Today vs. Tomorrow p. 49
By Jeremiah Owyang - Blogger at Web-Strategist.com
© 2009 360i. All Rights Reserved.
FOREWORD
by Bryan Wiener, CEO of 360i
arketing used to be a lot easier – and I’m talking about the late
1990s, not the 1950s. 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.
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 efhcient 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 than
3% of the dollars.
3
More signihcantly, the Internet has altered the rules of customer engagement forever.
Social media is a prime example of this shift, sitting at the nexus
of consumer-generated content, conversations and interactions.
Before user-generated content became so pervasive, consumers
learned about brands and products from (a) one-to-one word of
mouth (b) press reviews or (c) advertising. Social marketing has
elements of all of these, making it a bit more complex, but also
creating fantastic opportunities for establishing stronger ties with
consumers. Because of this complexity, social marketing dehes
organizational boundaries and standard line items in a marketing
budget. It doesn´t ht cleanly into existing agency relationships.
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. 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
blog.360i.com | twitter: @360i
Social marketing
eliminates the
middlemen, providing
brands with the unique
opportunity to have a
direct relationship with
their customers.


blog.360i.com | twitter: @360i
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FOREWORD
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.
We’ve used the sports metaphor of a playbook for reasons beyond just the fact that I’m a huge sports fan.
A playbook is a game plan composed by the head coach and his/her staff based on intensive competitive
intelligence, rigorous SWOT valuation of its own team and strategy supported by very detailed tactics all in
the hopes of winning. It’s not a static document. During the course of the season, mistakes are corrected,
experiments are conducted and existing plays are rehned 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.
The goal of this playbook is to help marketers:
- Provide a framework for establishing a set of clear objectives for their social marketing strategy
- Move beyond the checklist approach and provide a hlter for evaluating the myriad of opportunities and platforms
- Think of social marketing as an opportunity to have a continuous, valuable exchange with their customers
- Think about extensions to amplify offine campaigns
Since we want to practice what we preach, we welcome comments, critique, debate, and discussion through any
of the following channels: email (bwiener@360i.com), Twitter (@360i or @bwiener), Facebook (facebook.360i.
com), our blog (blog.360i.com) or through old school methods such as the phone (212.703.7258) or in person.
Happy reading.
Bryan Wiener
CEO, 360i
blog.360i.com | twitter: @360i
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ACKNOWLEDGEMENTS
everal individuals graciously lent their time and
talents to the production of the Social Marketing
Playbook. We’d like to take this opportunity to
thank them for their contributions.
To our featured columnists: Pete Cashmore, Greg Galant,
Jeremiah Owyang, Jeff Pulver and Randall Rothenberg –
thank you all for sharing your keen insights with our readers.
Thanks also to the 360i team who wrote, edited, designed
and managed this Playbook: David Berkowitz, Amanda
Bird, Sienna Farris, Stuart Goldstein, Jim Gulsen, Shankar
Gupta, Lara Hejtmanek, Sarah Hofstetter, Brendan Kennedy,
David Levin, Katie Perry, Alex Ruiz, Brett Sanderson, Orli
Sharaby, Jesse Shaver, Shane Watson and Paul Stadnyk.
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
you to reach out and share your thoughts directly with us
anytime at editor@360i.com or via feedback on our blog
at playbook.360i.com.

S
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5
delicious
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Forward to a friend
THE WARM UP
By Randall Rothenberg
President and Chief Executive Officer
Interactive Advertising Bureau I Twitter: @r2rothenberg
To understand marketers’ passionate interest in utilizing social media, an old advertising slogan leaps to
mind: “the pain reliever doctors recommend most.”
That slogan, indelibly imprinted on the minds of every American age 50 and older, tagged the television
commercials of Anacin during the 1950s and 60s – spots that ran incessantly, pummeling their way
into public consciousness as relentlessly as the cartoon hammers depicted inside the head of the ads’
suffering citizen. That the campaign worked is undeniable. That it would not work today is, among senior
marketers, axiomatic. As the American Express Company´s Chief Marketing Ofhcer, John D. Hayes, told
me in 2006: “The world is in the middle of an ongoing conversation. A marketer’s challenge and job is
to enter that conversation. And when you do join in, you had better be prepared to add value. If your
attitude is, ‘We’re going to pound away with this many GRPs talking about our new product,’ all you’re
doing is interrupting the conversation. People don’t like that.”
Social media are marketers’ way of entering the
conversation – of playing ju jitsu with consumer
control of media. If today consumers can easily
avoid commercial messages they deem intrusive,
annoying, or irrelevant, then the central way to
engage them is to engage with them. 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. The social media audience in the US totals 122 million, or 64% of the total
Internet audience, according to the research hrm comScore, Inc., and social network usage globally exceeds
Web-based email usage, says Nielsen. No wonder, then, that companies like Coke and JCPenney are on
Facebook, H&R Block and AT&T are on MySpace, National Geographic and Dunkin´ Donuts are Twittering,
Ralph Lauren has released an iPhone app to bring everyone into their exclusive fashion shows, and hundreds
of organizations – from Sundance to Yum Brands – are blogging.
But for all the opportunities, social media present a conundrum for traditional marketers. Brand marketers
don’t understand how to put them on a media plan. They are confused about measuring their effectiveness.
INTRODUCTION
Social media may well be
the pain reliever we have all
needed – the medicine that
makes advertising relevant
and welcome in our lives.


5
They are unsure how to integrate them into a marketing program that aims at growing today’s sales and
tomorrow’s premium-pricing power.
The Interactive Advertising Bureau’s Social Media Committee – a group of 150 companies engaged in the
development and distribution of social marketing campaigns for brand marketers – has been working with
agencies and marketers for two years to identify and shape best practices for the use of social media. Here’s
what we’ve found:
- Social media are highly effective in the middle of the purchase funnel, to improve brand or product
consideration during the period when consumers are gathering opinions and listening to word of
mouth. Social media endorsements have been a great infuence on purchase intent.
- The value of social media is best measured by the frequency or depth of engagement with
consumers, rather than by impressions delivery or by conventional direct responses, such as clicks.
As the IAB noted in our just-released "Social Media Ad Metrics Dehnitions¨ (available at http://
www.iab.net/socialmetrics), “For marketers, endorsement by consumers in the form of friending/
following/subscribing validates their efforts and activates a viral distribution of their brand across
channels.”
- Traditional "click here now¨ banner ads are not always appropriate in social environments. Marketers
and agencies need to develop creative that incorporates social elements and engages consumers
in a chain of activities, as do Facebook’s “Engagement Ads,” MySpace’s “Interaction Ads,” and the
other formats showcased in the IAB’s newly released “Social Advertising Best Practices” whitepaper
(http://www.iab.net/socialads).
- Because social media cut across conventional marketing organizational silos and budgets - PR,
marketing, customer service, etc. - all these groups need to be brought into the development and
optimization of social media campaigns.
- Social media can help square the circle around bought, owned and earned media. Paid advertising,
public relations efforts and a marketer’s own sites can be joined together virtually and virtuously to
create a satisfying and valuable experience for the consumer that prohts the marketer.
- Authenticity reigns. 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.
THE WARM UP
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TRAINING TO WIN
Strategically Approaching Social Marketing
he Web offers endless ways for people to
create, consume and share information
online today. Social media has been a driving
force behind the shift in media creation and
consumption habits, giving more power to the consumer
to customize their information however, wherever and
whenever they want it. As media consumption habits
continue to rapidly evolve, knowledge and real-time
intelligence of the social landscape – and how your
audience is interacting with it – is critical.
A successful foundation for a social marketing
program can be established by gathering an intimate
understanding of your audience, how they engage
across the social landscape, what they are saying about
your brand and how your competition is utilizing social
marketing. This can be achieved by actively listening,
watching, gathering and learning from the online
landscape before diving in.
While online listening can help inform marketing
messaging, creative messaging and even product
development, this section will specihcally address how
to listen online and gather insights that will help you plan
and execute a successful social marketing program.
Your customers are increasingly spending more time
online, especially in social spaces. What are they
doing there? Perhaps they visit Facebook once a
day for a couple of minutes to check status updates,
but then spend most of their time watching videos
on YouTube or providing recommendations on social
shopping sites.
People have different levels of personal investment
in social media so your customers’ Social Computing
behaviors play a key role in establishing strategic
direction. Forrester Research describes six levels of
participation or Social Technographics
®
:
1. Creators
2. Critics
3. Collectors
4. Joiners
5. Spectators
6. Inactives
At the top of Forrester’s Technographic Ladder are
those individuals considered to be infuencers. These
are generally the Creators (e.g. those who publish
blogs, upload user-generated videos, etc.) and the
Critics (e.g. those who post ratings and reviews,
comment on blogs, etc.).
If a large percentage of your customers are Creators, then
you can develop a social strategy that empowers users
to create programs about your brand or its benehts. But
if your customers are more likely to consume media than
to create it, perhaps a low-engagement social tactic like
a quiz or poll will inspire more activity. Understanding
T
YOUR CUSTOMERS
Summary:
Developing a foundation for a successful
social marketing program starts with
observing:
- Your customers´ social media behaviors
- Online dialogue related to your brand
- Your competitors´ social media footprint

Takeaway:
Actively listen and learn before diving into
the social landscape to understand the
opportunities available for your brand.
blog.360i.com | twitter: @360i
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TRAINING TO WIN
both the places your customers visit on the Web and how
they interact can help inform the strategy to establish a
relationship with them in those environments.
About InHuencers:
It is important to identify infuencers who can help
spread your message through the ripple effect
because they hold the keys to the perception castle.
Infuencing the infuential can deliver a multiplier
effect, as their endorsement of a product will be
read by all of their friends and followers. As such,
identifying and understanding the motivations of the
key online infuencers within your customer base can
be extremely effective in driving social marketing
programs that spread far beyond their initial reach.
While there are dozens of tools to aggregate volume of
discussions, it’s also important to understand the topics
discussed, brand sentiment and the locations where
these discussions are occurring (More on blogs than chat
rooms? More on Café Mom than Facebook?).
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
news or are impacted by seasonality. Oftentimes,
spikes in conversations and buzz can also be tied
back to offine media efforts such as TV commercials
or promotions.
Analyzing online buzz can help brands understand why
consumers make the choices they do. This analysis is
not just limited to blogs and social networks. Reading
product reviews on sites like eBags or Yelp can provide
tremendous insights into why someone prefers one
product over another.
Your competitors’ prominence within social media is
equally important to your brand buzz and online brand
health metrics. 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.
Measuring your competitors’ brand-generated social
marketing footprint is an additional component for
competitive analysis. 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? Measuring the efhcacy of
your competitors’ social marketing strategy can also
reveal new opportunities for your brand.
YOUR BRAND
YOUR COMPETITION
Above is an example of an inñuencer target and
the wider audience that inñuencers impact through
the ripple effect.
This graph looks at conversation distribution
and audience size across social platforms.
blog.360i.com | twitter: @360i
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0

There are both public and private ways to listen and
learn from your customers online.
+ Public:
Online chatter can be used as a real-time organic focus
group. 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:
Oftentimes, brands want to gauge sentiment on a
product or the product’s marketing message before it
is released. Private online communities can serve as an
ongoing focus group to engage customers and better
understand how they perceive the brand or product. This
allows brands to obtain real-time insights to help shape
and rehne their products, provide a vehicle to listen
and learn from their customers and potentially uncover
new ideas or learnings that are counter-intuitive to their
current thinking. Listening to consumers provides them
ownership in the process and builds long-term loyalty
and trust.
While private listening provides an opportunity to test
things that your public audience has yet to experience,
public listening provides an organic snapshot of actual
chatter. Both can help inform your marketing strategy,
creative messaging, product development and certainly
a social marketing strategy.
Having gained a deep understanding about how your
customers engage in social media, what they are saying
and how the competitive environment stacks up, you will
be in an excellent position to plan and launch a strategic
social marketing program that not only engages your
customers on their turf, but helps your brand build and
join conversations in a way that truly adds value to your
company and your customers.
Analysis of digital chatter for competitive video
sites across a wide array of social media.
TRAINING TO WIN
CONCLUSION
HOW YOU CAN LISTEN
Key Conversation Indicators
SM
(KCI)
Similar to Key Performance Indicators (KPIs),
KCIs establish social marketing metrics for
brands and/or social campaigns to measure
online buzz, as well as gauge a social
program’s success. The service measures
social engagement, sentiment and opinion,
as well as specihc consumer actions. Although
the metrics measured are different for every
brand, some of the items measured as part of
the KCI
SM
service include:

- Conversation Volume
- Sentiment / Favorability
- Topics of Conversation
- Ratings
- Favoriting
- Friends and Followers
- Passalongs
Establishing the criteria you want to measure
and track will help frame the direction of your
research and social strategy.
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GAME-WINNING STRATEGY
Best Practices for Ensuring Success in Social Marketing
ssessing and vetting opportunities in social
marketing may seem like a daunting task -
among the thousands of social networks
and platforms for interaction, marketers
are challenged to hnd and build strategies that
provide the best opportunities for establishing a
relationship with their customers. However, this
process becomes much less daunting when armed
with key insights and clear objectives to use as
a prism for assessing which platforms have the
necessary scale and engagement opportunities for
your brand.

Strategic development starts with setting clear
objectives. 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.g. to
increase overall awareness, favorability or purchase
intent) or goals that are campaign-specihc (e.g. to
increase the number of brand advocates or fuel
passalong). However, the full potential of social
marketing is realized through continuity programs
rather than fighted campaigns.
ESTABLISHING A STRATEGIC LENS
Summary:
To devise the best strategy for your brand,
begin by:
- Establishing clear objectives and success
metrics
- Viewing all opportunities through your
strategic lens
- Crafting a unifying concept and brand
voice

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.
There are thousands of social platforms; not all of
them may be right for your brand.
'HÀQH2EMHFWLYHV
A
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GAME-WINNING STRATEGY
There’s a seemingly endless stream of interesting and
groundbreaking ways marketers can reach and engage
core audiences online. Innovation, creativity and out-
of-the-box thinking often lend themselves to successful
interactions in social marketing. But, beware of “bright
shiny object syndrome,” where marketing objectives are
ignored and innovative ideas are religiously pursued in
the name of developing something sexy. Awards don’t
pay the bills; results do.
The best opportunities do not arise from ambitiously
surging into a broad range of social platforms with the
assumption that, by casting a large net, the brand will
be bound to meet its audience. Likewise, just because a
social platform grows rapidly and/or gains a lot of media
attention, this does not mean marketers must develop a
strategy for their brand on that platform.
Answering four questions can help assess and vet
opportunities in the social sphere.

1. Objectives: Does the opportunity meet your
brand’s objectives?
Bold or inventive strategies can be huge enhancements
to social marketing programs if they meet the
marketer’s objectives.
- Does this opportunity provide value that will help me
achieve my stated goals?
- If yes, how will I measure the opportunity´s contribution
to achieving these goals?
2. Arsenal: Does the opportunity leverage your brand’s
existing arsenal of assets?
An effective opportunity will showcase your brand’s
strengths, so if you´ve got it, faunt it. Assets are
advantages – and online content, video, celebrity
endorsements, creative messaging, brand partnerships
(e.g. tie-ins with tent-pole events like the Olympics or
the Oscars), and other differentiating assets can be used
to bolster your program. Digital content that’s portable
and shareable, such as widgets that work across a
number of platforms and sites, can provide added
fexibility. Most marketers have some assets that are
underutilized, while others will need to build much of
the arsenal from scratch to work across digital platforms
and beyond.
Your arsenal may also include some existing “social
citizens” that are already advocating for you organically.
By harnessing your assets and brand advocates,
marketers can capitalize on opportunities in social
marketing that may have otherwise been less effective,
if not overlooked entirely.
The "Four Questions" to ask when assessing
opportunities in social marketing.
NBC's "Late Night with Jimmy Fallon" Facebook
Page leverages the show's interactive nature
and its core group of Brand Advocates.
Evaluate Opportunities
Leverages our
arsenal?
Meets our
objectives?
Follows rules
of the road?
Provides
a value
exchange?
blog.360i.com | twitter: @360i
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3. Rules: Does the opportunity abide by the social
media rules of the road?
Embarking on a program that is not in line with the
customs of the social platform it employs would be
like wearing a pair of ski boots out for a morning jog:
clumsy and ineffective. With a good understanding of
each social platform and how a target audience utilizes
it, you can strike a balance between your brand’s own
style and the specihc rules of the social space you wish
to occupy - without sacrihcing creativity and innovation.
Fresh campaigns that conserve brand identity, while still
abiding by the commonly understood best practices of
the medium, will be the most successful.
Studying the medium before entering it, learning the local
language and becoming familiar with “laws of the land,”
such as sharability and open dialogue, can help ensure
that you will abide by the medium’s best practices. More
on specihc social platforms and their best practices can
be found in the Arenas section.

4. Value: Does it provide signihcant value exchange?
What are you providing for your customers? Whether
it’s an actual product, entertainment, access, dialogue or
even intangible forms of social currency such as inside
information or a virtual asset, consumers expect more
from brands today, and they expect it for free. The brand
benehts of a social marketing program are obvious -
but you will be most successful if you also consider the
value expectations of their audience. Providing value
will ensure your customers continue engaging with your
brand in the social landscape, and might even inspire
them to share the value you provide with others.
The social landscape, though at times chaotic and
complex, holds a world of opportunities for brands to
better connect with their customers. Marketers can
lay the groundwork for successful social marketing
initiatives by viewing opportunities through their
brand’s unique strategic lens.















Every brand has a unique “online social footprint” – that
is, an aggregation of all the conversations taking place
online about that brand, including:
- Conversations between brands and their consumers
- Chatter among consumers facilitated and/or hosted by
the brand
- Organic dialogue among consumers
GAME-WINNING STRATEGY
CREATING A SOCIAL MARKETING
ARCHITECTURE
Kraft's Recipe Manager widget and iPhone app
provide utility, sharability and access from both
computers and mobile devices with daily dinner
recipes and associated shopping lists.
360i invited select bloggers to an exclusive
screening of NBC's "Kings," which included a
set tour and Q&A with the cast and Executive
Producer, resulting in advocacy well above
traditional Digital Word Of Mouth benchmarks.
blog.360i.com | twitter: @360i
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While vibrant and exciting, these conversations are often
disorganized and scattered across a wide array of online
platforms. Conversations travel naturally from one social
medium to another; understanding and controlling the
nuances of that fow will allow your brand to engage
more deeply with those creating the buzz.
Creating a social marketing architecture to map out this
conversation matrix allows brands to gain a more holistic
view of their online buzz, harness it and steer it in a
certain direction. Most importantly, a well-planned social
marketing architecture creates an environment that
encourages deeper consumer engagement and loyalty.
The hrst step to creating a social marketing architecture
is to take stock of your brand’s current and planned social
marketing footprint. To do this, hrst identify conversation
hubs across all the social platforms where:
- Your consumers are having conversations about your
brand (with or without your participation)
- Your brand is actively engaging consumers right now
- Your brand plans to engage consumers in the future
Conversation hubs can exist anywhere online. Platforms
for communication include but are not limited to:
- Prohle-based social networks (e.g. Facebook, MySpace,
MyYearbook, Bebo)
- Social shopping sites (e.g. Kaboodle, StyleFeeder,
Wists, Polyvore)
- Photo and video sharing sites (e.g. YouTube, Flickr)
- Microblogging services (e.g. Twitter, Seesmic)
- Social bookmarking and social search sites (e.g. digg,
StumbleUpon, del.icio.us)
- Product review sites (e.g. Yelp, epinions)
Once you´ve identihed your brand´s "online conversation
hubs,” mapping them will help to reveal how these
seemingly disparate pieces of the social graph are already
organically interconnected. The current conversation
fow about your brand will then provide insight into
how you can open the door for increasingly meaningful
consumer engagement.
A successful architecture delivers a seamless user fow
from brand experiences on one platform to another. To
a consumer, this will seem natural and effortless. But
behind the scenes, this is the blueprint that maps out
the brand’s footprint and connects all the dots.
There is no single right way to structure the architecture.
To arrive at one that will work best for your brand,
consider the insights garnered via online listening and
answering the questions in the strategic lens.
Below are three very different sample social marketing
architectures.
GAME-WINNING STRATEGY
Crafting an Architecture
Like snowñakes, each social marketing architecture is unique. Example architectures (left
to right): H&R Block, Vitamin Water and Skittles.
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In these examples, the goal is not to determine whether
these architectures are good or bad. Without knowledge
of these brands’ objectives and unique strategic lens,
one cannot weigh in on the success or failure of their
approaches. Nonetheless, the vast differences between
their approaches showcase how an architecture can vary
widely depending on the brand, its social footprint and
its objectives.

H&R Block found that in order to truly engage taxpaying
consumers in a meaningful way, they’d have to set up
shop in a variety of social environments, making taxes
funny, interesting and/or personal depending on the
audience and unique attributes of each platform. On
MySpace and YouTube, H&R Block created the spoof
character Truman Greene, who sang parody songs about
his love of taxes, while on Facebook, the brand provided
useful tools for people to expand their knowledge. And
on Twitter, H&R Block made experts available 24/7 to
answer real questions people had during crunch time.


The latest Vitamin Water campaign starring LeBron
James and Kobe Bryant puts an existing social platform,
Facebook, at the center of its hub and spoke architecture.
The campaign pits two NBA superstars against each
other in an online-wide debate about which player reigns
supreme. TV commercials, as well as banner ads that
appear on relevant sites like ESPN.com, direct viewers to
the Vitamin Water Facebook Page – not the company’s
Web site. The large audience on Facebook, in addition to
the useful tools and applications already present within
the platform, gives Vitamin Water the opportunity to
reach consumers in interesting and effective ways.
Skittles took quite a different route, constructing
something like an inverted social marketing architecture.
In a bold move, the candy brand re-launched its Web
site in February 2009 and put the focus almost entirely
on consumer-driven conversation. For the new site,
primary navigation was designed to overlay three main
conversation hubs: Twitter, Facebook and YouTube,
along with "ofhcial¨ content such as product information.

GAME-WINNING STRATEGY
H&R Block
Vitamin Water
Skittles
H&R Block has multiple voices on multiple
platforms, with an interconnected architecture
powering their efforts in the background.
Banner ads for Vitamin Water's "Great Debate"
campaign point users to the brand's Facebook
Page (Image courtesy of Mashable.com).
Skittles opened their brand up to put its fans
front and center.
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By gaining a holistic view of the online conversations
about your brand, you can:
- Tap into them for consumer feedback
- Efhciently disseminate content and information
- Cultivate conversations to amplify positive buzz
- Monitor your social presence for potential red fags
- Establish a framework to plug into for one-off
campaigns and promotions
- Leverage all of the platforms where your brand has a
presence to create a more seamless experience for
the consumer, positively affecting brand preference
and loyalty
Successful social marketing programs are driven by
a conceptual framework that has been developed
to resonate with consumers and inspire them to
do something. While it would be great if we could
all have a big, award-winning idea like Burger
King’s “Subservient Chicken” or Dove’s “Campaign
for Real Beauty,” having a single big idea is far
from a requirement for achieving success in social
marketing. Whether you’re a car manufacturer trying
to engage a community of new mothers, or a not-for-
proht aiming to educate children on the importance
of recycling, your campaign’s overarching theme is
what’s going to draw the consumer in and form an
emotional connection.
A great idea without a strategic plan may get an
“A” for coolness but an “F” for achieving marketing
objectives. Conversely, a bad idea can ruin a well
thought out strategic plan that follows all the rules of
the road.
One of the biggest barriers to developing a smart
social marketing program is predicated on adapting
the way you think about marketing. While over half of
all social marketing programs fail to thrive (Gartner,
Oct. 2008), the successful ones have the same
elemental truth in common: they understand their
target audiences’ passion points and have developed
an interactive experience that enables consumers to
express themselves. A great social marketing program
will be the launching pad for a direct relationship with
your customers, providing multiple opportunities for
interaction.
So how can you maximize your chances for developing
a good idea that your target audience will embrace,
but that will also meet your marketing objectives?
There is no silver bullet, but there are certainly ways
to increase the odds of success.
Get the creative juices fowing.
Select the right participants: Think about who will
contribute the most. No need to relegate the ideation
exclusively to the most creative people at your company
or your creative agencies. Rather, focus on a diversihed
group comprised of people that bring either:
- Passion about the topic or product, whether that´s
Joe in Accounting or Jill in HR, they will bring a
perspective from someone representing the target
audience.
- Disciplinary expertise, whether that´s internal or via
your agencies. Considering that social marketing
sits at the intersection of so many disciplines,
representation from PR, media, customer care and
creative will enhance the ideation and output since
each group will consider the effect on different
constituents.
Prepare your participants: Make sure you’ve sent
information in advance to all participants, including
the brief, personae analysis, marketing objectives,
product differentiation and any online research you
may have done to better understand quality and
quantity of conversations about the brand online.
GAME-WINNING STRATEGY
DEVELOPING A UNIFYING THEME
The Brainstorm
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Come prepared: Make sure the participants are up
to speed on the product you’re brainstorming about.
Bring props and tools to help inspire more creative
thinking. Go on a held trip in advance if you can´t
bring the product into the ofhce.
Set the mood: Not everyone is going to have the
best idea. Creating an open forum for collaboration
and encouraging ideas will break the ice and allow
more people to contribute. All ideas are welcome in a
brainstorm – narrowing them down into something
concrete will come later.
A brainstorm is a means to an end. You may not get
the big idea, but you might get a string of smaller ideas
that then weave together a common theme that may
emerge as a unifying theme. After the brainstorm, it’s
time to modify those ideas by looking at them from
different angles to craft them into something cohesive
and strategic. As you get closer to honing in on certain
themes, it can be helpful to bring in publishers and
content developers for continued ideation. Publishers,
especially those who specialize in social spaces,
can be your best friends when developing custom
programs as they have the best insight into customer
engagement in their environments.
But does it measure up against the strategic lens?
Once the ideas start going from “Wouldn’t it be crazy
if..¨ to "This will dehnitely help us reach our stated
goals,” then it’s time to go back to the strategic lens
to make sure it measures up.
1. Does it meet your objectives?
2. Does it leverage your social media arsenal?
3. Does it abide by the rules of the road?
4. Does it provide value to the consumer?
The devil is in the details
Successful execution is critical. Weaving together
every tactic, providing a seamless experience and
communicating in a consistent voice across multiple
and seemingly disparate platforms is a major
challenge. Additional challenges come into play as
execution starts crossing agency and departmental
borders.
Daunting? Absolutely. Achievable? Unquestionably.
Careful execution with a detailed roadmap and
open communication between departments and
agencies can result in one of the most – if not the
most – successful marketing programs done by an
organization. It is one of the very few opportunities
to take into account the full customer experience
and create a platform for conversation across the
organizational spectrum.
Developing an authentic voice is one of the most
important ways marketers can build connections
with consumers through social marketing. Just as
two people meeting for the hrst time will instinctively
judge each other based on how they sound, consumers
will make judgments about brands´ voices upon hrst
encounters through social media. This is one of the
critical intangible factors that will determine just how
successful the marketing execution will be.
When any brand puts itself front and center in
social arenas, it must personify itself by exhibiting
and embodying its core brand attributes, while also
adapting to each environment in which it interacts.
This can be a challenging balance to strike, which is
why marketers will be best served if they identify their
voice and research the spaces they are entering into
before launching a campaign. This is easier said than
done. There are many questions about how a brand
should present itself, and the many variables in social
marketing underscore the importance of a cohesive,
well thought-out strategy.
Finding your voice is a process that involves research
into the customs of the social channel, as well as a
sharp strategy that will enable your brand to effectively
GAME-WINNING STRATEGY
5HÀQHPHQW
FINDING YOUR VOICE IN
SOCIAL SPACES
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convey its core message within the lay of that land.
While it’s important to maintain consistent messaging
and always relate back to your core brand attributes,
brands may have many incarnations in social spaces.
Some executions will call for the participation of a
personality within corporate or customer relations
(such as Zappos CEO on Twitter), while the foreman
of a bottling plant could create YouTube videos of his
daily adventures.
Transparency and authenticity are two of the most
important factors in a social marketing program.
Several companies who have made missteps in
this regard saw backlash toward the brand and the
agencies that advised them. Marketers can avoid
crises like these by clearly identifying themselves
when communicating in a social channel as a
company representative.

There are countless opportunities across the social
landscape that may or may not help a brand achieve
its objectives. Marketers can carve a successful path
for their brand by assessing strategic opportunities,
establishing an appropriate architecture, developing a
unifying concept and determining which voice(s) will
enable them to best engage with their audience.
GAME-WINNING STRATEGY
CONCLUSION
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THE TRADITIONS
BY Pete Cashmore
CEO of Mashable.com
Twitter: @mashable
Quick: What’s your company’s date of birth? Where was it founded, and why? Who is the founder? Why
is he or she so passionate about your market? Where did you come from, and where are you going?
These are the questions that inform your founding story: the authentic and unique narrative that your
competitors can never copy. They’re not dissimilar to the questions we often ask when meeting new
friends. Who are you, what do you do and what are you passionate about? Brands, of course, are
becoming our friends — on social networks like Facebook, on the messaging site Twitter and through
corporate blogs. It’s our experiences, our stories, which make us unique as individuals. Brands, too,
must learn to establish an identity through storytelling.
It’s time to explore some examples. For starters,
let’s talk about the Coca-Cola Conversations blog,
in which Phil Mooney, the 30-year historian and
archivist for Coca-Cola, blogs about the company’s
history and its infuence on pop culture. Did you
know that the company’s contour bottle was
introduced in 1916 to fend off a growing number
of imitators? Before that date, Coca-Cola came in
easily-copied straight-sided bottles of all shapes
and sizes, and copycats were plentiful. It’s a small
insight into how Coke became...Coke.
Another story: in Christmas 2008, a driver at the
Harbor Beach Marriott Resort in Fort Lauderdale, Florida. was driving a couple to the airport when the
husband fell unconscious. The driver diverted to the hospital and stayed in the waiting room with the
wife. When doctors said they would need to perform surgery for a brain aneurysm, the driver checked
the wife back into the hotel, drove her almost daily to the hospital and even invited her to stay with
his family at Christmas so she wouldn’t be alone. The husband later made a full recovery and the
couple returned to their native Denmark. That’s just one of many anecdotes told by Bill Marriott, CEO
Brands are becoming our
friends — on social networks
like Facebook, on the
messaging site Twitter and
through corporate blogs...
Brands, too, must learn to
establish an identity through
storytelling.


P
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:

W
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TELLING YOUR BRAND'S STORY
WITH SOCIAL MEDIA
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of Marriott hotels, on his company’s blog, where Bill recollects tales of the company’s past alongside
contemporary stories like this one.
One hnal tidbit: if you have an old-looking gun with "Wells Fargo¨ on it, it´s almost certainly a fake.
While many of these have been made, says Charles Riggs on the Wells Fargo Guided by History blog, the
company never had guns produced, and armed personnel supplied their own hrearms: Wells Fargo was
simply seen as a symbol of the Old West by those manufacturing fakes, increasing their perceived value.
All of these are authentic stories that provide personal connections to brands – and this ability to share
personal anecdotes that inform customers about your brand is perhaps the best case for social media
tools. I heard all three tales by way of Aaron Uhrmacher, a guest writer for my blog, Mashable.com,
whose work I hrst stumbled across when...well, that´s another story.
THE TRADITIONS
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THE ARENAS
Key platforms for putting your brand in play
he arenas here aren’t meant to be
comprehensive of every social property
online and not every platform is right
for every brand. There are thousands of
platforms, and potentially millions if you count some
of the micro-communities that form and disband every
day. Rather, this section takes a close look at hve areas
marketers can explore. The hrst three are among the
most important social arenas today, and two others
will become increasingly important in the near future.

Facebook offers a much different experience for
consumers and marketers than it did just a year ago.
Previously, Facebook Pages were more static, where
marketers could build them and easily leave them alone
until it was time to change the look for a new season
or campaign. Today, Facebook Pages are designed
around active conversations that marketers can have
with consumers. This change in format should lead to a
change in mindset and strategy for marketers who may
have built their pages some time ago. It also provides
a reason for marketers who haven’t built a presence on
Facebook yet to take another look at the social network.
- Unique U.S. visitors: 67.5 million (comScore,
April 2009)
- 59% ages 18-44
- More than 4 million users become fans of Pages daily
- Facebook users share more than 1 billion forms of
content every week
There are many ways marketers can increase
engagement and visibility for their Pages:
1. Send updates to fans. Page creators can blast
messages to all fans. A notihcation appears on fans´
home screens when there are Page updates. These
updates should be used sparingly so that fans read
them rather than ignore them or potentially even un-
fan the Page.
2. Update the Page status. These updates appear
in fans’ News Feeds and can include more day-to-day
updates, such as notihcations of new content on the
marketer’s site.
FACEBOOK: HOW TO WIN
FANS AND INFLUENCE PEOPLE
Overview
Facebook Facts & Figures
Driving Engagement with Facebook Pages
T
Summary:
The social media landscape has hundreds if
not thousands of platforms where consumers
interact every day. In this section we
focus on some of the most buzzed about
opportunities for marketers:
- Three of the largest social platforms -
Facebook, Twitter and YouTube
- Two up-and-coming arenas - mobile
platforms and social aggregators

Takeaway:
Staying abreast of the latest arenas helps
identify potential opportunities for reaching
your customers, but not every platform –
even the newest cool kid on the block – will
be right for every brand.
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THE ARENAS
3. Create polls. These can appear in a separate tab
on the Page, and when fans participate, it will appear
in their feeds so their friends can see it.
4. Post events. Whether it’s a product launch, a
TV show premiere or some other time-sensitive
promotion, creating an event can also trigger updates
that fans can share with their friends.
5. Develop interactive applications. Create
applications on a Page that trigger actions which
appear in fans’ feeds. For instance, a Page might
offer a virtual gifting application that makes it easy to
share branded content with friends.
6. Encourage fan participation. When fans
share content such as photos or videos on a Page,
those updates appear in fans’ feeds. Fans may also
write on Page walls, comment and “Like” posts,
which keeps fans engaged,
although it won’t be visible
in friends’ News Feeds.
7. Advertise the Page.
Facebook offers various
ways to advertise Pages,
whether on Facebook’s
homepage or through self-
service ads that run on the
rest of the site.
8. Convert visitors to
fans. When visitors become
fans, their friends are
exposed to that action - this
alone can be a key tool.
There are a number of factors that contribute to the
number of fans a Facebook Page attracts, many of
which may not ht with your brand, its products or its
overall message and tone. Keep these factors in mind
when managing your own expectations in terms of
how many fans your Page can hope to attract.
+ Recognition: How well known is the brand? You’d
expect third tenor José Carreras to have fewer fans
than Luciano Pavarotti, and Pavarotti has more than
300 times as many fans as his peer.
+ Silliness: There are 320,000 fans of Not Being on
Fire, and it went from under 2,000 to over 300,000
in ten days. The Homer Simpson catchphrase “D’Oh!”
has more than one million fans.
+ Food: Popular food Pages on Facebook with at least
one million fans include Coca-Cola, Pizza, Pringles,
Ice Cream and McFlurry. A large number involve
chocolate, including Nutella, Kinder Surprise, Ferrero
Rocher, Chocolate Milk, Oreo Cookies and Toblerone.
While not all brands fall into these categories, there
are other ways to build up a fan-worthy Facebook
Page, such as including useful applications and tools
or providing other forms of engagement. Insurance
company USAA has attracted 15,000 fans by sharing
useful articles and hosting events – mostly webinars
but also an in-person TweetUp. Sprinkles Cupcakes,
Are You Fan-Worthy?
A word cloud of self-described teen interests and hobbies
generated from Facebook and LiveJournal proñles.
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a bakery with hve locations, uses its Page to get
consumers into its stores by posting time-sensitive
passwords that earn visitors free cupcakes. The
Building Your Fan Base section (page 36) will go into
more detail on how you can spread the word about
your Facebook presence and build up your fan base,
whether or not your brand has some of the more "fan-
worthy¨ factors. Brands with a smaller fan base may
want to consider investing in both paid and earned
promotional media to jumpstart the Page growth.
Regardless, the number of fans you attract to your
Page is not necessarily the ultimate measure of success
on Facebook. Engaging with a targeted audience in
a medium they care about and giving them ways to
share their love of your brand with their friends can
lead to successes that go beyond just racking up a fan
count. Put simply, you can have a successful Facebook
strategy without having a lot of fans "friending¨ your
brand´s Page.
Conduct a detailed analysis of your Page
(if you have one already) and competitors´
Pages to determine the degree of
engagement and type of content shared.
Find out how many people on Facebook
currently list your brand or association on
their personal prohles - this is the low-
hanging fruit to sizing the immediate
opportunities for fans.
Develop an editorial calendar that shows
how often the Page will be updated so it
stays fresh for fans.
Mix it up using various ways to drive
engagement for fans new and old.
Measure continued Page interactions with
Facebook Insights, available to the owners
of any Page.
YouTube Insight, an analytics dashboard set up by
YouTube to view detailed statistics about the videos
that are uploaded, has emerged as the so-called
"killer app¨ for video producers and content owners.
It´s so valuable that even if content owners prefer
to host videos elsewhere, the intelligence alone
from attracting YouTube views can make the site an
important cornerstone of a marketing plan. And it´s
one more reason that publishers upload 20 hours of
content to YouTube every single minute - or 28,800
hours of video every day.
This is a period of rapid change for YouTube. Its
homepage has shifted from featuring the most
popular user-generated uploads to prominently
promoting professionally produced TV shows, hlms
and music videos. Meanwhile, its new Realtime
Sharing toolbar is adding another layer of community
to the video viewing experience. Expect to see
YouTube Insights draw from all of this as its evolution
continues, according to Tracy Chan, YouTube Insight
Product Manager, who contributed his insight into how
marketers are working with YouTube.
- Unique U.S. visitors: 89.7 million (comScore,
April 2009)
- Average daily visitors: 16.6 million
- Videos viewed monthly: Approximately 6 billion
Any content owner who uploads videos to YouTube can
access Insight. While it´s still important to create and
upload great content, Insight can inform programming
and marketing strategies to better reach audiences
on YouTube and in other marketing channels.
THE ARENAS
Facebook CheckList
YOUTUBE: MORE INSIGHTS,
MORE INTERACTION
Overview
YouTube Facts & Figures
How to Use YouTube Insight
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THE ARENAS
Views and Popularity
What they tell you: The number of video views
over time and how popular the videos are in various
countries and states.
How to use them: Find out if marketing programs
translated into consumers viewing the videos by
analyzing when consumers are watching them and
where they are coming from.
What it tells you: How viewers hnd the video.
Categories include YouTube Search, Viral / Other
(e.g., instant messaging and email), External
Links, Embedded Player, Google Search, Related
Videos, YouTube Other (e.g. browsing through a
user’s videos).
How to use it: By diving into Discovery, content
owners can determine ways to signihcantly change
and improve upon how videos are found on and off
YouTube. Also, when running ad campaigns, YouTube
can suggest keywords for targeting the campaign.
Discovery
What it tells you:
Age ranges and genders of video viewers.
How to use it:
Determine how well the Insights data matches
audience targets.
Demographics
Marketers can tell when YouTube video views spike and where the
views come from.
YouTube Insights can tell marketers whether online video views align
with distribution targets.
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Upload content to YouTube, even on a trial
basis, to review Insight data hrst-hand.
Learn the lifecycle of your videos to see how
long their popularity lasts, and upload new
videos to build on the popularity of your
existing content.
Explore who’s watching your videos and where
to see how that matches up with your target
audience.

Review where videos are embedded to
determine whether online promotional
programs and advertising campaigns are
impacting views or might help your videos
gain even more visibility.
Consider a test of Promoted Videos.
Twitter allows users to post brief, public updates
(called “tweets”) and respond to others, creating
conversations that anyone can read. Twitter users
can submit and read updates from the Web, mobile
devices, desktop applications and other channels. It’s
possible to create private accounts, but those are in
the minority; most people who use it want to share
with anyone – the more followers the merrier.
- Unique U.S. users: 17 million (comScore,
April 2009)
- 62% of users are ages 25-54
- More than 90% of Twitter.com visitors are moderate
or heavy Internet users
THE ARENAS
YouTube Checklist
TWITTER: CONVERSING IN 140
CHARACTERS OR LESS
Overview
Twitter Facts & Figures
What it tells you:
Second-by-second viewing information to see
where viewers tuned in and out. An Audience
Attention meter then compares Hot Spots across
different videos.
How to use it:
See exactly what grabs viewers and apply those
lessons when creating video programming in
the future.
Hot Spots
What it tells you:
This newest Insight feature reveals community
engagement metrics by measuring ratings,
comments and favorites.
How to use it:
By pairing these metrics with Views and Popularity,
content owners can see not just where people are
coming from but how engaged they are depending
on their location.
Community
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Here are some of the benehts of using Twitter:
- Engage in real-time conversations with key infuencers
and amplify the enthusiasm of brand evangelists
- Gain immediate feedback; use Twitter as a real-time
focus group
- Establish the brand as an industry resource for
bloggers and the media
- Create a human presence and voice for the brand
- Proactively respond to consumer questions and
problems, using it as a CRM tool
Even without participating or “tweeting,” most
marketers can beneht from monitoring Twitter to
gauge what people are saying about them, their
competitors and their industry.
Marketers use Twitter in countless ways. Here are a
handful of examples among the thousands of marketers
already participating (numbers as of May 2009).
Customer Service
Comcast (@comcastcares): responds to any discussions
of Comcast and will call users to help with customer
support (19,000 followers, 30,300 updates)
CRM
H&R Block (@hrblock): during tax season, posted
updates related to taxes and its digital media
programs and provided customer support; since then,
continues to converse with followers (2,900 followers,
1,200 updates)
Humanizing a Brand
Zappos (@zappos): CEO regularly tweets about his
business, Silicon Valley, his travels and anything else
(635,000 followers, 1,650 updates); twitter.zappos.com
links to over 400 employees using Twitter
Interactivity
National Geographic Channel (@natgeochannel):
Program information, fun facts and regular contests
(15,300 followers, 800 updates)
Personal Connection
The Ellen DeGeneres Show (@theellenshow): Personal
updates from Ellen, with occasional shared images and
links to videos (1.6 million followers, 230 updates)
Twitter allows others to build on its platform, driving
increased functionality and continued innovation by
others. Here’s a guide to several of the most useful tools:
Monitoring
Twitter Search: Marketers should spend at
least as much time here as with Twitter itself;
search.twitter.com offers more advanced features
than what’s built into Twitter.com
Twitturly and Tweetmeme: View the most popular
links bubbling up in tweets
Twist and Twitscoop: Chart Twitter buzz
Tweeting
TweetLater and HootSuite: Schedule Tweets to appear
at a pre-set time or set up an auto tweet for your
blog’s RSS feed
THE ARENAS
Tools to Manage Twitter
How Marketers are Using Twitter
+RZ7ZLWWHU&DQ%HQHÀW0DUNHWHUV
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TweetDeck: The most popular desktop software to
submit posts, monitor responses and categorize friends
Bit.ly and Cli.gs: Shorten URLs and track them
Twitpic and Picktor: Share photos on Twitter
Topify: Learn more about the people following you
and send direct messages via email
MrTweet: Discover new people to follow
@360i: Follow us here, and tweet us anytime
Be authentic: Write with a human voice
Listen: Pay attention to what people are saying
Converse: Talk to others even when they’re
not specihcally talking to you
Be responsive: Monitor Twitter at least daily, it
can be even more powerful when monitoring
it more frequently
Quality over quantity: It matters far more
to post something meaningful or interesting
than constantly posting; similarly, attracting
the right followers is more important than
racking up a body count
Avoid link spam: While some links back to
your digital properties are hne, they shouldn´t
be in every tweet
Stick around: With relationships and
conversations so central to Twitter, it’s best
to use Twitter as part of an ongoing program
rather than a one-off campaign
Social sites keep proliferating, and it can be hard to
keep track of which friends are where and what they’re
doing. To manage one’s digital identity and those of
one’s friends, aggregators bring everything together
in a single location. They’re not meant to replace the
individual properties, though some social networks
and portals are also trying to be aggregators.
A complete review of aggregators could hll up several
playbooks, so here are just a few of the most well-
known aggregators:
Launched in 2007, TechCrunch founder Michael
Arrington blogged in October 2008 that “FriendFeed’s
simple approach may be the way to win,” and
prognosticated, “I have a feeling it will be a very
popular service.” It’s on the right track, although it
still hasn’t become mainstream, reaching 927,000
unique users in March 2009 (Compete), up from
221,000 only one year earlier.
FriendFeed is in many ways a classic prototype for
identity aggregation. Upon registering, users can
select from more than 57 online services to add to
their own prohles, mostly from social sites (Facebook,
Twitter, LinkedIn, YouTube, digg and dozens of others)
and select others that have feeds such as Amazon
and Netfix. Users can also subscribe to others´ feeds.
FriendFeed has been a pioneer of categorization,
allowing users to subscribe to hundreds of business
associates and categorize them as such while keeping
a few favorites in the “home” feed.
THE ARENAS
Key Aggregators
FriendFeed
Twitter Checklist
IDENTITY AGGREGATORS:
PUTTING IT ALL TOGETHER
Overview
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As Microsoft evolves Windows Live, identity aggregation
is starting to factor into it thanks to features launched
in 2009. Now Live’s millions of users can import as
many as 30 “Web activities;” the most popular are
Facebook, WordPress, Photobucket and Flickr. While
Microsoft may not attract as much press attention
as some of the newbies on the block, its identity
aggregation feature likely has more users than
FriendFeed, Pulse, Quub and other startups combined.

Some identity aggregation services such as Windows
Live are designed specihcally for consumers, but others
such as FriendFeed can be used by brands. Here’s why
marketers should consider using them:
- Marketers can join some of these identity aggregators
to get in front of consumers, especially early adopters.
- Some of these services are searchable, so marketers
can monitor what consumers are sharing there.
- Marketers only need to invest a minimal amount of
time to set up aggregator accounts, with relatively
little maintenance required to keep them current.
THE ARENAS
One added beneht of FriendFeed is its search engine.
Users can search their friends’ feeds, but even
visitors who aren’t registered can search all of the
content and links shared from the search box on
friendfeed.com. A marketer, for instance, can search
for all references to his or her brands or competitors
across all of FriendFeed users’ aggregated feeds.
Searching FriendFeed may bring up links and
references on niche or smaller sites that a marketer
could otherwise overlook.
Facebook has evolved to serve as a hub for all social
activities. The network’s size – 200 million users and
counting – makes it an instant leader among identity
aggregation contenders. Facebook users can choose
from roughly a dozen social sites to include in their
prohle feeds, including Google Reader, YouTube, Picasa,
Flickr and Delicious. Separately, users can also share
other accounts such as Twitter and FriendFeed on
Facebook.
This turns the FriendFeed model on its head. Instead
of a separate site designed to aggregate digital
identities, the social network also serves as the
aggregator. Given that Facebook is already one of
the most popular Web destinations, it may eventually
obviate the need for startups such as FriendFeed.
Unlike the other aggregation services, Quub focuses
on syndication. The service, which launched in
April 2009, offers a simple way to create status
updates and syndicate them simultaneously to
services such as LinkedIn, Twitter, Plaxo, Facebook,
MySpace and Tumblr. Users can then see their
friends’ status updates. The goal here is simplicity.
It’s still questionable, however, to what degree
status changes will apply equally well across many
networks, as each network is designed for different
purposes, and users will have a different network of
friends on each.
Windows Live's millions of users can import
up to 30 Web activities.
Quub
Windows Live
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Facebook
blog.360i.com | twitter: @360i
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Qik, focuses on live streaming from mobile devices,
while Kyte works either live or by uploading video
segments recorded on cell phones. The marketing
opportunities offered by these providers are most
ripe for entertainment brands to offer raw or behind-
the-scenes footage. Rapper 50 Cent, for example,
features Kyte’s video player prominently on his
site at Thisis50.com,
and viewers can chat
with each other as they
watch (some of his
streams have attracted
hundreds of thousands
of viewers).


Twitter is widely used with mobile devices,
predominantly for sharing text and links, but new
services make it increasingly easy to share multimedia.
This generally applies to photos from camera phones,
but expect more applications for video, as well.
There’s a great example of this experience in Waco,
Texas, a good hundred miles south of Dallas and
north of Austin where a local Best Buy is the closest
spot to a technology hub in the area. Yet when
visiting the Dr Pepper Museum and Free Enterprise
Institute, signs next to exhibits point to “TwitPic
Photo Ops.” These unabashed plugs to stimulate
Digital Word of Mouth perfectly bridge the real
world and online experiences.
THE ARENAS
Mobile will play a big role in the future of media
consumption. The signs are everywhere, from how
the iPhone has increased mobile Web adoption to
how the Kindle is changing consumers’ relationship
with print media. Mobile content production is in
turn dramatically changing. The increasing volume
of content from mobile social marketing creates two
opportunities for marketers: it offers new tools for
marketers who were already embracing such digital
channels, and it also creates new ways to connect
with target audiences.
- More than one billion iPhone applications have been
downloaded (Apple, May 2009); 45% of iPhone
owners have downloaded 16 or more applications
(Compete, April 2009)
- eMarketer projects mobile social network users
worldwide will climb from 243 million in 2009 to 803
million in 2012
The options for producing mobile content keep
multiplying. Sharing photos and videos from mobile
devices continues to get easier, Twitter has created
an entirely new channel for sharing mobile media and
devices equipped with GPS that “know” the device
owner’s location at any given time are opening up
new frontiers in mobile marketing.
Mobile video sharing allows content
producers to create immediate and
potentially powerful connections
with their audiences. One startup,
Mobile Social Marketing Facts & Figures
Mobile Storytelling Applications
Mobile Video
MOBILE: SOCIAL MARKETING
TELLS STORIES ON THE ROAD
Overview
Twitter Multimedia
Rapper 50 Cent shares
mobile video clips via
the Kyte player on his
site.
TwitPic signs at the Dr Pepper
Museum encourage visitors to
spread the word about exhibits
through Twitter.
blog.360i.com | twitter: @360i
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Building through a camera phone, for example, would
bring up the Wikipedia description of the landmark.
This not only makes content consumption more powerful
on mobile devices, but it can lead to far richer experiences
when creating and sharing the content, as well.
The applications of such technologies are limitless,
and they don´t need to be conhned to cell phones.
Augmented reality technology could be built into
binoculars so that when a bird is in view, information
about the species appears. It could be incorporated
into cameras so attendees at a baseball game can
view stats of the players in view. Most of the practical
examples should tie into phones, though, since those
are the devices that people have on them most often.
Regardless of the platform or technology, it’s important
for marketers to fully understand the arena before
entering it. From there, marketers can evaluate if and
how their target customers are using it and whether
it´s a proper ht for meeting their brand´s objectives.
THE ARENAS

The whole point of mobile content is that it can be produced
and distributed from anywhere, so naturally the location
where it’s produced is often an integral element of its value.
In light of that, a number of mobile social applications
and sites are designed to help consumers share what’s
happening where they are, and also help connect them
with others in that same area. Brightkite enables people
to hnd their friends nearby when they check in with their
location; foursquare turns visiting hot spots in a city into a
game; and Whrrl allows consumers to share pictures and
video in a more literal version of storytelling.

The hot futuristic buzzword of the year is “augmented
reality,” which describes any way that digital
information is overlaid on the physical world. In one
such example, the 2009 Topps Series 1 baseball cards
include one special card in every pack that one can
hold up to a webcam to play a 3D game with that
pitcher or hitter online.

While much of the desktop Web’s take on augmented
reality currently falls under the category of “cool
things you can do with a webcam,” applying it to
mobile devices brings more practical applications. For
instance, the Austrian company Mobilizy developed
the Google Android application Wikitude that brings up
Wikipedia entries when scanning a camera phone over
a physical point of interest. Viewing the Empire State
Location-Based Storytelling
Augmented Reality
Conclusion
Whrrl lets users
tell their stories
through text
and images.
Mobile devices may soon provide consumers
with relevant information about landmarks
and locations. (Via Mobilizy.com)
Baseball cards become
3D games with
augmented reality.
(Image source: IGN.com)
blog.360i.com | twitter: @360i
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THE TIPSHEET
By Gregory Galant
CEO of Sawhorse Media & creator of the shorty awards
Twitter: @gregory
Twitter is less about your individual tweets than it is about a string of short messages you weave
together to inform and entertain your followers. However, if the tweets you send are weak then they
won’t amount to much. Here are a few tips to making tweets that’ll pack a punch.

1. Never answer the question Twitter asks you: "What are you doing?"
Unless you’re doing something really interesting (e.g. “Stopping a bank robbery” or “About to accept my
Oscar”), you probably shouldn’t tell Twitter what you’re really doing (e.g. “About to eat my tuna salad
sandwich¨). Rather, tweet what you think your followers will hnd interesting.

2. Write your own headlines when you tweet links.
When you’re linking to articles or blog posts, you should only use the headline of the item you’re linking
to if it´s really good. Tell your followers why you hnd what you´re linking to interesting, or pull out the
best quote from the item.

3. Be re-tweetable.
The most powerful aspect of Twitter is its echo effect: If you
write something good, all your followers can re-tweet (or RT
for short) what you’ve said to their own followers. To increase
the chances of a re-tweet, keep what you write witty and
short. Remember, if your post is exactly 140 characters, it
won´t ht into a re-tweet without editing. Also, no need to say
“please RT” any more than you’d ask friends to quote you to
others.

4. Rewrite.
Strunk and White’s rule “Good writing is rewriting” applies to Twitter, perhaps even more than other
mediums due to the need for brevity. Before you hit send, try to make your tweet shorter, clearer and
wittier.

5. Have fun.
Don’t treat your tweets like one-line press releases. Let your sense of humor show in your tweets and
embrace the playful nature of the medium.
HOW TO WRITE AN
AWARD-WINNING TWEET
Unless you’re doing
something really interesting,
you probably shouldn’t tell
Twitter what you’re really
doing. Rather, tweet what
you think your followers
ZLOOÀQGLQWHUHVWLQJ


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BUILDING YOUR FAN BASE
PromotING your social marketing programs
hen building your fan base online, peer-
to-peer recommendations are the gold
standard for fueling awareness and visibility.
If consumers are actually going to take
the time to participate and become part of a branded,
interactive experience, they are going to be looking to
the people they trust most for a “stamp of approval.”
Have their friends already participated or become a
member? Did the environment receive positive reviews?
Word of mouth recommendations can spread organically
even without marketing support, however, there are
several ways to jumpstart and spark engagement
around your brand and community quickly: integration
with traditional marketing channels, Digital Word
of Mouth, branded integration and media buys.
These promotional vehicles are especially useful for
supporting campaigns, events or releases that have a
short window of opportunity for participation.
Oftentimes marketers fall into the trap of using online
advertising to support online experiences, while using
traditional advertising to support offine campaigns.
While there are certainly organizational challenges
when asking your traditional ad agency to incorporate
social marketing components into a 30-second spot,
the efhciency gained by leveraging your investments,
as well as the promotional benehts of providing a
call to action that encourages consumers to engage
more deeply, can offset the internal complexities. This
opportunity is greatly enhanced when considering the
increased number of people “co-viewing,” watching TV
while multitasking on their laptops.
Co-opting marketing efforts are both efhcient for
the marketer and useful to consumers because
they don’t have to search for your online presence
or wait to stumble upon it – you’ve already let
them know where they can interact with you online.
Product packaging and point-of-sale promotion
also offer ripe opportunities for spreading the word
about your social marketing efforts. Marketers can
invite consumers to start a relationship right when
they are in the midst of considering a purchase,
or have already purchased the product. Consumers
also beneht by knowing there is a place for them to
engage and share experiences with other individuals
who have purchased the same product.
A recent TV ad campaign by Vitamin Water
asks consumers to weigh in on who is better
- Kobe Bryant or Lebron James - by visiting
the brand's Facebook Page.
INTEGRATING WITH TRADITIONAL
MARKETING
Summary:
There are a variety of ways for marketers to
promote their social presence including, but
not limited to:
- Integrating with traditional marketing
- Digital Word of Mouth
- Branded integration

Takeaway:
Developing a smart promotional strategy to
spread the word about your social programs
can mean the difference between hitting a
home run to a packed house or striking out
in an empty stadium.
W
blog.360i.com | twitter: @360i
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BUILDING YOUR FAN BASE
One of the most powerful ways to
gain awareness of your brand is
to receive positive endorsement
from online infuentials. Bloggers,
editors, forum moderators and
microbloggers abound, offering a
point of view on any topic under
the sun. It´s benehcial for your
brand to build relationships with
those individuals covering subjects
contextually relevant to your
product offering. If your brand or
community can grab the attention
of an infuential blogger and
receive a glowing endorsement,
this recognition can lead to a ripple
effect of favorability throughout the
blogosphere.
Relationships aren’t built overnight,
though. They are cultivated and
earned. Brand representatives
can earn this trust by taking the
time to truly understand the bloggers’ points of
view, actively reading their material and hnding
ways to start an exchange of information on topics
that will be valuable to the bloggers’ readers. The
most successful Digital Word of Mouth programs
start with transparent, authentic and personalized
communication between brand representatives and
bloggers. Exclusive content, access to talent or new
product lines, sampling opportunities and interviews
are just some of the ways to make a lasting impact
with online infuencers.
For example, last year Ralph Lauren approached
360i to create buzz around the launch of Ralph Wild,
a fruity fragrance aimed at young females ages 15-
25. 360i crafted a six-week program, which began
by compiling an extensive list of sites and blogs to
engage in a dialogue about the fragrance launch.
In addition to extensive blogger outreach, product
samples were sent to select sites, resulting in reviews
by infuential fragrance, beauty
and fashion bloggers. Coordinated
contests and product giveaways on
high prohle sites such as Stylehive,
Styledash, Bunnyshop, She Knows
and Seventeen Magazine served to
further extend the awareness and
excitement about the new fragrance,
engaging consumers on a more
personal level with the brand.

Providing value to consumers is a
critical component to achieving social
marketing success. But building a
valuable experience can be time
consuming and expensive - plus,
after you’ve built it, you still need
to invest in promotion to develop an
audience. However, there are many
content providers that have invested
in product development and audience
aggregation. Integrating your brand
with a program that reaches your
target audience, helps achieve your objectives and
ties into your brand promise can be a very effective
way to engage an instant audience, while providing
utility and value to the customer.
The most successful brand integrations reach a
similar target audience as the promoted product
and offer an opportunity to truly integrate
beyond the banner. 360i has executed similar
This Ralph Lauren Wild
editorial placement on
popular blog Stylehive was
a direct result of a Digital
Word of Mouth

program.
BRANDED INTEGRATION
A FEARnet branded-weapon was integrated
into the popular Facebook application Zombies,
Vampires, Weapons and Slayer.
DIGITAL WORD OF MOUTH
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strategies for a number of marketers, including
FEARnet, who wanted to promote their online
programming during Halloween. The company
partnered with the popular Zombies, Vampires,
Weapons and Slayer application on Facebook to
create a FEARnet-branded weapon for users to protect
themselves during game play.
Branded integration can also be effective when brands
want to generate awareness of a promotion rather
quickly, but don’t have the time or resources to build
an interactive experience like a widget or application
from scratch and then wait to promote and build a
following.

One of a social marketer’s biggest fears is launching
a program only to hnd that no one ends up using
it because no one has heard of it. You could have
the most engaging program or application on the
Internet, but due to market saturation, the launch
could be a tree falling in a forest. Instead of crossing
your hngers and hoping that a program goes "viral,¨
there are some performance marketing opportunities
out there that will guarantee a set number of users.
Some vendors offer consumers virtual currency
(e.g. points that can be used to advance within a
game) in exchange for downloading or interacting
with a marketer’s program. This approach can lead
consumers to abruptly stop interacting with the
marketer’s program or application after they have
received their incentive. That may be okay if your
objective is to quickly gain awareness for a campaign-
based promotion such as a movie release. However,
if longevity is part of your objective, you may want
consider working with vendors who promote social
programs within contextually relevant environments
and aim for organic installs.

When building a presence within a social networking
community, it’s important to let the community know that
you’re there. During the planning process, brands can
set aside a portion of their budget for promotional media
to jumpstart awareness. The majority of the leading
social networking communities, including Facebook and
MySpace, have targeting capabilities that allow brands
to run ads based on user interests. For example, in
promoting Paramount Home Entertainment’s Godfather
IQ quiz on Facebook, 360i ran ads targeting the hundreds
of thousands of people who mentioned that they were
Godfather fans on their Facebook prohles.

In general though, the advertising model on social
networks is fairly immature. While premium CPM-
based ad opportunities are available, many advertising
opportunities on social networks are sold using a
performance model, giving brands the fexibility to
pay only for those consumers who are interested in
engaging with their social marketing program. Before
brands begin feshing out their social networking
concepts, it’s helpful to get a deeper understanding of
what promotional vehicles are available on the selected
platforms and how much budget is available for them.
There are a variety of ways to promote your
social marketing presence and increase consumer
engagement with your programs. However, promotion
of your brand’s presence, while great for increasing
participation and awareness, should not be confused
with nurturing a community to foster loyalty to your
brand and your social programs.
An ad promoting
the Godfather IQ
quiz on Facebook,
was developed in
support of "The
Godfather" trilogy
DVD release.
BUILDING YOUR FAN BASE
MEDIA BUYS
CONCLUSION
IGNITING DISTRIBUTION
blog.360i.com | twitter: @360i
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THE OUTLOOK
By Jeff Pulver,
Founder of pulver.com & Producer OF The 140 CHARACTER
Conference | Twitter: @jeffpulver
As it turned out, after the investment of billions of dollars, New Media never replaced Old Media. In
the end, the people who are on the outside of the Gates (New Media) really want to be on the inside of
those Gates where Old Media resides. And once you are on the inside you will discover a much different
perspective on things than when you were on the outside.

Since being part of the CNN-Facebook experience
during President Barack Obama’s Inauguration, I’ve
often thought about something which I call “NOW
Media.¨ At hrst, I thought New Media should just be
rebranded as NOW Media, but I was wrong. NOW
Media is different. NOW Media represents the fusion
of both platforms. New Media empowers Ashton
Kutcher with platforms like Ustream and Qik and
TwitPic, which he uses to directly connect with
people for free. Ashton knows how to leverage these
platforms to promote a cause, to make a point and to be heard. And it isn’t just Ashton and the celebrity
elite who use these platforms; they’re there for anyone with broadband access. Mix these new platforms
with Old Media and something special can and sometimes does happen.
Susan Boyle’s original video from “Britain’s Got Talent” now has tens of millions of views. What caused
this unlikely forty-something from the Scottish countryside to become an overnight sensation? A lot
of the success of this video came from the message it carries. The video reminds us to not to jump to
conclusions, and shares with us the humanity with regard to what happens when someone when you
least expect it opens their mouth and can really sing.

Old Media and New Media
need each other, and have
for a long time … when Old
Media and New Media
become catalysts for each
other, amazing things can
and will happen.


NOW MEDIA AND THE POWERFUL
FUSION OF NEW AND OLD MEDIA
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The advent of NOW Media contributed greatly to Susan Boyle getting discovered by the world. Within
hours of the show, producers placed the video on YouTube. The embedded video then started appearing
on blogs around the world. This in turn started a sharing frenzy on Facebook, Twitter and email. Within
a day or so, traditional media outlets could not help but notice the traction the video was getting and so
they started covering it, too. This further proliferated frenzy of people sharing on the Internet.
Old Media and New Media need each other, and have for a long time. Despite what some friends of mine
may preach, I do not see one world replacing the other. Each will have their own infuence. But when Old
Media and New Media become catalysts for each other, amazing things can and will happen.
THE OUTLOOK
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FIRING UP THE FANS
Nurturing a Social Community to Build Deeper Relationships
hether a marketer builds a community
using some of the techniques discussed
in the previous section, or works with
organic communities that have arisen
around a product, nurturing, fueling and engaging
with communities can produce a host of benehts. This
is often described as “community management,” but
that term can conjure images of top-down moderation
and rigid control over a community. A more appropriate
term might be “community nurturing,” since a free
and open relationship with communities produces
greater benehts, including:
- Increased engagement leading to greater likelihood of
endorsement
- Increased brand loyalty by uniting the user community
in advocacy and defense of the brand
- Increased size and activity of the fan community
- Real-time insight into how customers perceive and talk
about your brand
- Focus groups where you can ask your customers to
weigh in on new promotions, messaging, ideation and
more to help inform product development. This also
provides customers with sense of ownership in the
development process, which builds long-term loyalty
and trust. This can be accomplished either via public
communities or even inviting
some of your core customers
into a private community for
deeper access and insights.
- Customer care, either by
directly addressing consumer
complaints or giving advocates
a platform to actively help
others in the community
Nikon on Flickr
Sometimes the best customer service infrastructure
can be a community built up around a brand that helps
consumers help each other. Nikon’s Flickr community,
called the Nikon Digital Learning Center, invites
photographers to share their tips and learn from Nikon
professionals and industry experts. Community members
can also submit photos and start discussions around
COMMUNITY NURTURING IN ACTION
W
Summary:
Actively nurturing the community or fan
base you’ve built can lead to:
- Deeper brand loyalty
- More frequent, helpful customer feedback

Takeaway:
Retaining customers after you’ve driven
them to your social experience is critical.
It’s not enough to just drive people to your
social programs – you have to continually
provide value to them once they’ve arrived
to keep the conversations fowing and
nurture deeper relationships that provide
beneht to both you and your customers.
The Nikon Digital
Learning Center helps
customers help each
other.
blog.360i.com | twitter: @360i
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FIRING UP THE FANS
various photographic techniques. The community allows
the company to evangelize its product in an appropriate
forum, and because they’re providing enormous value
to amateur photographers, the evangelism isn’t seen
as overly self-promotional. The company also shares
information about its new camera lines and lenses, but
doesn’t limit the conversation solely to Nikon products.
Soliciting feedback isn’t always just a means to improve
customer experience with existing products – it can
also aid the development of entirely new products by
identifying heretofore unknown consumer demands.
Starbucks' My Starbucks Idea
My Starbucks Idea lets consumers submit their ideas
for improving the brand’s food, drinks and retail outlets,
and enables other consumers to comment and vote on
their suggestions. Starbucks then puts the best ideas
into action and showcases them on the site. Several
consumer ideas have been put into practice, including a
wider selection of breakfast food options.

Blizzard's "World of Warcraft" Community
Some branded communities can serve to capture all the
benehts listed above at once - for example, Blizzard´s
branded community around its enormously successful
online game “World of Warcraft.” The site serves as a
space for players to help one another hone their skills,
provide feedback on game updates, request new
content or features, discuss the game they love and
become more engaged with the brand - leading them to
evangelize it to their friends.

In addition to active discussion forums, Blizzard uses
WorldofWarcraft.com to highlight community members
and the content they produce – front page features
include a “screenshot of the day,” top fan art, and
spotlights on independent fan sites.
But building such an active and dedicated community
requires constant oversight – especially when the
community has such a passionate and vocal audience.
Blizzard has numerous full-time Community Managers
(affectionately referred to as “Blues” because of the blue
font color they post in) who interact with community
members on a daily basis - disseminating news and
content, correcting misinformation, allaying concerns and
when absolutely necessary, ejecting disruptive community
members and closing unproductive discussions.
The benehts of a well-nurtured community are
numerous, but brands should be cognizant of potential
negative ramihcations.
Customer feedback is one of the natural byproducts of
an active community - consumers openly talk about
what they like and don’t like about brands, and are only
too happy to provide feedback - negative and positive
- free of charge. When people have an open forum to
share their opinions, negative feedback often arises,
and it’s recommended that brands have a plan in place
about how – and when – to respond to that feedback.
More on responding to negative feedback is discussed in
the next section on page 46.
GATHERING AND REACTING TO
FEEDBACK
My Starbucks Idea gives consumers a forum
for suggestions and discussions.
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There is a tremendous amount of potential creative
energy that exists inside any community, whether it’s
built by a brand or organically occurring. Harnessing
that energy can be enormously benehcial, providing
marketers with feedback, fan-created content and
improved customer service and engagement.
By giving customers a voice and a platform to connect
around their brands, marketers can simultaneously
connect customers to brands and learn valuable insights
about their customer base. Keep in mind that when
customers are given a platform to speak directly to
the brand, it’s possible that the volume of replies will
be suprisingly large. Smart marketers will ensure that
processes are in place to address all feedback.
FIRING UP THE FANS
CONCLUSION
Blizzard's "World of Warcraft" community attracts
more than one million visitors per month.
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PREVENTING AND MANAGING
SOCIAL MARKETING FUMBLES
How to Avoid Missteps and Ensure They Don’t Cost You the Game
onversations in social media often refect
discussions already happening every day
at playgrounds, cafes, water coolers and
barstools around the world. But social media
is so much more powerful than the water cooler
conversations. Why? The ripple effect is much easier
to achieve. With one click, a video can be posted
to your Facebook Page, where all of your closest
friends can view it. And since the content is easy to
share, this can spark an amplihcation effect across
thousands of your friends’ friends. Scale like that just
can’t be achieved at a water cooler, even with the
juiciest of rumor.
While social marketing can be great for positive
virality, it can also spread negativity about your brand
far faster than traditional media or offine word of
mouth. This makes a proactive and prepared crisis
communication strategy critical for any brand playing
in social marketing arenas.
Listen:
While important during times of crisis, listening to your
customers is just as important – if not more so – in times
of calm. Addressing the concerns of your audience early
on can help ensure a small spark doesn’t ignite a full-
blown hre.
Inquire:
Using the Internet as a focus group can help inform
opinions before launching a new product. Marketers
can learn from the mistakes of Tropicana. The brand did
plenty of focus group testing before releasing their new
packaging earlier this year, and yet a widespread consumer
revolt ensued after the launch, resulting in a 20% drop in
sales post-rebranding. Said Neil Campbell, President of
Tropicana North America: “What we didn’t get was the
passion this very loyal small group of consumers have.
That wasn’t something that came out in the research.”
It would have been fairly inexpensive to conduct online
testing with enthusiasts pre-launch. Bringing them into
the process ahead of time also increases the likelihood of
them becoming evangelists for the brand, campaign or
product rollout.
Lay Foundation:
Set up your organizational structure now for what may
come later. Social marketing doesn´t ht squarely within
organizational paradigms as it spans so many different
GATHERING AND REACTING
TO FEEDBACK
C
Summary:
Develop a proactive plan before a fumble
happens to avoid missteps and control
fallout should one occur.
- Regularly monitor conversations to spot
issues before they become widespread
- Include customers in online discussions
about potential brand or product changes
- If an issue arises, be proactive and engage in
the environment where it’s being discussed

Takeaway:
Crisis management is a critical part of any
well-executed social program. A poorly
handled fumble can lead to disaster, but
a thoughtful response to issues that arise
can actually lead to greater customer
appreciation and loyalty.
blog.360i.com | twitter: @360i
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SOCIAL MARKETING FUMBLES
disciplines – media, creative, PR, Web development,
customer care and event marketing, just to name a few.
Building a social marketing council comprised of members
of disparate teams can ensure cross-departmental
learnings, best practices and case studies. Also, it can
facilitate discussions between council members that can
lead to innovations and breakthrough cross-departmental
programs. This council can also develop a plan for rapid-
response crisis communications situations, ensuring risky
issues are addressed in the most appropriate manner.
Many marketing pundits pummeled brands like
Motrin for failing to react quickly to critiques
when they were spreading like wildhre across the
blogosphere. The chaos of the online environment
coupled with short deadlines greatly exacerbates
the risk of making bad decisions. Putting the right
tools in place before a crisis strikes can not only
mitigate the risks of viral, negative spread, but can
also set a structure in place that can lead to longer-
term brand preference and advocacy.
Does this mean control of the brand is lost forever?
While some control has been ceded to consumers,
that doesn’t mean you should throw up your hands
and hope for the best. In fact, active management
of communities and your brand’s presence in social
spaces is prudent to prevent disaster before it
strikes and to mitigate the effects if one should hit.
Here are some tips on what to do if disaster strikes:
Listen:
Through the discovery phase, we emphasized the value
of listening to your customers. Active listening will
help identify issues early on, but sizing up the audience
and each commenter´s sphere of infuence is even
more important to qualify the potential ramihcations
and either amplify or quash discussions from there.
Address:
When an issue arises, it often takes some time to
hgure out the best communications plan - and you can
add to that the time required to secure buy-in from
all necessary parties. The bigger the organization, the
more complicated the communications plan. Lack of
responsiveness only makes a brand seem more out of
touch. But even if you don’t have an answer, address
consumers to let them know you’re on it, and tell
them when you’ll get back to them next. Converse
with them in their environment. If your consumers
are crying bloody murder on YouTube, then make a
video to respond and post it there, plus seed it across
other user-generated sites. If they’re lambasting you
on Twitter, then address them on Twitter.
Motrin failed by not responding quickly to the barrage
of negative feedback across many social properties,
especially Twitter, when they ran a commercial where
Motrin likened a baby sling to a fashion accessory and
said that while toting the baby can be tough, it “totally
makes me look like an ofhcial mom.¨
IF DISASTER STRIKES…
Moms took to Twitter to express their outrage
over Motrin's ad campaign.
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Moms were in an uproar all over Twitter, but Motrin
chose to respond by updating only their Web site,
missing out on a key opportunity to connect and
reconcile with their audience where the complaint
originated. In addition, Motrin exposed the issue to a
broader audience than would have seen their response
solely on Twitter.
Speak the Language:
When addressing your audience in a user-
controlled environment, speak the language of
your audience while retaining the voice of your
brand. If you’re known as a playful brand, then get
more comfortable. But if you´re a hnancial services
or insurance company, then retain your voice while
keeping to the protocol and best practices of the
specihc social environment.
When one person has a good experience with a brand,
the viral effect can be amazing. At the same time, a
shared bad experience can damage a brand’s hard
earned equity. Putting the right process in place
before a problem occurs can mitigate damage and
even promote increased advocacy when you show
consumers you are ready, willing and prepared to
handle any situation.
SOCIAL MARKETING FUMBLES
CONCLUSION
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THE NEW RULES
By Jeremiah Owyang
BLOGGER AT Web-StrategIST.COM
Twitter: @jowyang
With the advent of portable IDs has come a unique challenge and opportunity for brand marketers.
Technology will shift the power from brands to people as they are able to control their own identity. As
a result, the Social Contract between people and brands will evolve.
Registration pages will go extinct and people can choose to expose as much or as little information as
they want. People – not brands – will be in control. In order to gain control back, marketers will need to
reinvent the digital Social Contract as we know it.
Today, the Social Contract puts brands in control.
Prospects who want more information about a product,
access to a whitepaper, attend an event, or get product
support will often have to register on a Web site. As a
result, they give information, and thus grant power to
brands.
Tomorrow, the Social Contract puts customers in
charge. Customers will elect how much information
they want to share. Prospects can share minimal
amounts of information, giving the brand limited
ability to contact them. As the prospect becomes more
interested, they may choose to offer more information in exchange for additional value.
Use Case: How the Social Contract Between Customer and Brand May Work

Here´s how this new model could evolve with a hctional customer, Ben.
- Ben has no interest in the brand. As a result, he doesn´t give any information as he casually browses
a brand site.
THE SOCIAL CONTRACT:
TODAY VS. TOMORROW
Technology will shift the
power from brands to
people as they are able to
control their own identity.
As a result, the Social
Contract between people
and brands will evolve.


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- Ben sees a product that attracts his eye, but doesn´t want to expose his personal information or
register to the site. He allows the brand to send him a message perhaps via Facebook, but he won’t
need to give any information about himself.
- Ben compares this product to others. As trust is instilled, he will choose to expose his demographic
information. In return he receives information related to what he will likely want, reducing his need to
navigate a large Web site.
- Ben is getting ready to commit to purchase. The brand offers him greater incentives - additional
services or discounts – if he gives more information. As a result, the brand can offer additional related
products or begin a dialogue.
- Ben purchases the product. The brand offers him a discount to his friends if he chooses to tell his
trusted peers that he’s purchased the product. Customers trust word of mouth most, and brands will
tap into this by offering group discounts.
- Ben, who is thoroughly satished with the product, chooses to go public with his purchase. Though
every customer won’t self-express, some will knowingly stand behind the products and brands that
represent them, and become willing endorsers of the brand. We’ve seen this already with many luxury
or passion products – but now the brand will encourage it by rewarding customers with various forms
of social currency.
This contract already exists in some forms; however, we haven’t seen formal systems and technology
emerge pan-industry that can support it. As technology enables customers to control their own identities,
brands will have to reshape how they’ll get customers attention and ability to register.
THE NEW RULES
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KEEPING SCORE
How to Know How You Measure Up
Learn more about your audience – who saw the
program and engaged with it? By conducting
an audience analysis, you can understand the
demographic, geographic and psychographic makeup
of those who engaged with your brand or campaign. Is
this who you wanted to reach when you outlined your
initial goals? If so, what learnings can be applied to
the next program? If not, what caused the campaign
to resonate with a different type of audience? What
can be learned from that?
Sizing the audience is just as important. How many
people were exposed to the program, How many
chose to interact and to what degree? How do you
compare impressions and engagement across
channels? Creating a standard currency with which
you can evaluate programs in context can help gain a
better perspective on performance.
Measuring how your audience engaged with your
program can be a bit more intricate. Sure, you can
measure number of engagements, but should a
video play and a video rating be measured equally?
easuring the impact of social marketing
can appear to be exceptionally daunting,
but it doesn’t have to be. Even though
there is an abundance of data that can
be measured, that doesn’t mean that it should all be
measured, let alone weighted equally.
*Sample weighting only. This is customized for
each marketer and is tied to program objectives.
1. WHO?
2. WHAT?
Addressing measurement for
your program requires answering
six questions:
Creating a custom weighted scorecard
for social marketing can help measure
engagement.
Sample Scorecard
Action Weighting*
Impression 1x
View video 3x
Click through 4x
Rate video 4x
Share video 10x
Embed video 20x
Create video 100x
Summary:
Social marketing can be measured, but
the metrics used must be tailored to your
program and objectives.
- Identify metrics that will help evaluate or
improve your program
- Weight metrics to measure engagement
- Tie it back to traditional brand metrics

Takeaway:
Develop a social marketing scorecard that is
unique to your brand’s program objectives
and determine how these metrics can be
translated and compared against other
online and offine media.
M
blog.360i.com | twitter: @360i
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KEEPING SCORE
Each of these measurable components contributes to
your campaign objectives in different ways.
Perhaps you ran a program across Facebook,
MyYearbook, Gaia and a Digital Word of Mouth
campaign across top blogs and found that the total
number of people engaging was phenomenal, but
it was all concentrated on Gaia. Understanding
where your audience is congregating and engaging
is critical for optimizing your social marketing
program in real-time, as well as culling learnings
for future programs.
Another component to consider is measurement of
your brand-infuenced chatter (e.g. those conversations
generated by a word of mouth campaign or found on
a brand-moderated Facebook Page) as compared
with organic chatter. Measuring linguistic analysis and
sentiment can help inform whether or not the marketer-
infuenced chatter caused people to use specihc "on
brand” words or associations, increase advocacy, etc. In
fact, we have seen comparable lift in positive sentiment
and "on brand¨ advocacy from brand-infuenced
conversations as compared with organic chatter.
Factors beyond your social marketing program can
heavily infuence the outcome. Online conversations
often revolve around offine brand activities, such
as chatter about Super Bowl ads. Other times, it’s
tied to news or seasonal events (swine fu was the
most popular discussion topic on Twitter in May
2009).
But what about instances when a campaign “goes
viral” after the promotion is over? Time is still of
the essence. When the timing is right, and the
passalong value starts to occur with enough time
to take action, this can make a tremendous impact
on marketer objectives.
Quantity of conversation is certainly important,
but quality can provide the kind of actionable
analysis that helps you understand what drove
consumers to participate with your brand. Just as
in the discovery phase, performing a KCI
SM
(Key
Conversation Indicators) analysis can help you
better understand what people are saying about
your brand, your social marketing footprint and
your competitors’ brands. Measuring volume,
sentiment and sphere of infuence can also help
determine campaign success.
How can social media metrics tie back into overall
branding initiatives? How can marketers gauge
effectiveness as compared to a TV commercial or a
billboard? To understand these things, it’s important
to measure the following:
Before, during and after: Measuring qualitative
and quantitative data, sentiment and competitive
mindshare throughout the campaign can help
gauge effectiveness of the campaign as it integrates
throughout the marketing spectrum.
- Video plays
- Forwards
- Polls
- Time spent
- Clicks
- Installs
- Share/passalong
- Comments
- Ratings
- Contest entries
- Content creation
How does that compare to someone who creates
a custom video as a result of being exposed to a
program? Further, how does this compare to someone
exposed to a pre-roll video spot, a banner ad or a
30-second TV spot? Creating a custom weighted
scorecard for social marketing can help measure
engagement.
Components for engagement can include:
3. WHERE?
4. WHEN?
5. WHY?
6. HOW?
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Adapt traditional metrics: How many TV
commercials during Rachel Maddow’s show are equal
to a blog post on the Hufhngton Post? If CMOs have
a formula that measures quantity of TV exposures
against brand health measures or favorability,
then how can marketers adapt that to an Internet
equivalent, whereby a bilateral discussion can ensue
from an engagement?
Integrating into existing customer research:
Many marketers already conduct focus groups and
surveys to hnd out how their customers were made
aware of a product, or what may have infuenced their
decision. Incorporating answers like “from a blog” or
“from a friend online” or “from a social network” can
help measure the impact on awareness, purchase
intent or even sales.
Building indices: Each campaign or marketing
program is comprised of many measurable components
that, to varying degrees, contribute to achieving your
marketing objectives. For example, impressions, video
plays and widget placements can all be counted,
but they represent very different levels of customer
engagement. Building an index that accurately
represents the contribution of each component to
an overall objective provides the basis of effective
benchmarking and intelligent decision making.
Ultimately, measurement boils down to gauging
success against marketing objectives and developing
easy-to-understand proxies for those metrics to
evaluate the contribution of individual marketing
components to the overall success of the program.
It’s not about any one lever – it’s about making the
levers work in tandem to produce metrics that gauge
effectiveness against pre-determined objectives.
KEEPING SCORE
A robust Digital Word of Mouth measurement
analysis, as seen here in 360i's Social Marketing
Reporting Dashboard, can help marketers assess
program goals.
CONCLUSION
blog.360i.com | twitter: @360i
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A thoughtful, well-planned social marketing program can shift the way you interact with your
customers and, as a result, the way customers perceive your brand. For brands willing to step up to
the plate, this presents a tremendous opportunity to reinvigorate and expand their customer base.
If you’re thinking about developing or expanding your brand’s
involvement in social marketing, here are some key steps to
undertake when developing your strategy:
Actively listen and observe before getting started
Establish clear objectives and success metrics
Evaluate opportunities through your unique
strategic lens
Create a unifying concept or theme
Construct your social marketing architecture
Aggregate and/or build social media assets
Develop a plan for monitoring and responding to
consumer discussions
Roll out an integrated earned and paid media
promotional plan
Nurture your fans and community
Measure against objectives and optimize continuously
BATTER UP!
blog.360i.com | twitter: @360i
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CO NT EN TS

FOREWORD p.3 ACKNOWLEDGEMENTS p.5 INTRODUCTION p.6
p.9 Strategically Approaching Social Marketing

TA BL E OF

1 TRAINING TO WIN

2 DEVELOPING A GAME-‐WINNING STRATEGY p.13 3 THE ARENAS
p.24 Key Platforms for Putting Your Brand in Play

Best Practices for Ensuring Success in Social Marketing

4 BUILDING YOUR FAN BASE p.36
Promoting Your Social Marketing Programs

5 FIRING UP THE FANS

p.42 Nurturing a Social Community to Build Deeper Relationships

CONTRIBUTOR ARTICLES
Introduction p.6 by Randall Rothenberg -‐ President and CEO, Interactive Advertising Bureau Telling Your Brand’s Story with Social Media p.21 By Pete Cashmore -‐ CEO of Mashable.com How to Write an Award-‐Winning Tweet p.34 By Gregory Galant -‐ CEO of Sawhorse Media & Creator of the Shorty Awards NOW Media and the Powerful Fusion of New and Old Media p. 39 By Jeff Pulver -‐ Founder of Pulver.com & Producer of the 140 Character Conference The Social Contract: Today vs. Tomorrow p. 49 By Jeremiah Owyang -‐ Blogger at Web-‐Strategist.com

6 PREVENTING & MANAGING SOCIAL MARKETING FUMBLES p.46
How to Avoid Missteps and Ensure They Don’t Cost You the Game

7 KEEPING SCORE p.52 8 BATTER UP! p.56

How to Know How You Measure Up

A Playlist for Social Marketing

© 2009 360i. All Rights Reserved.

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FOREWORD
by Bryan Wiener, CEO of 360i

M

arketing  used  to  be  a  lot  easier  –  and  I’m  talking  about  the  late   1990s,   not   the   1950s.   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.  

Even  in  the  age  of  proliferation  of  cable  channels,  media  planning  wasn’t  that  hard.  But  now,  the  rules  have  

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  spent2  but  less  than   3%  of  the  dollars.3

Social  media  is  a  prime  example  of  this  shift,  sitting  at  the  nexus  

Social marketing eliminates the middlemen, providing brands with the unique opportunity to have a direct relationship with their customers.

of  consumer-­generated  content,  conversations  and  interactions.   Before  user-­generated  content  became  so  pervasive,  consumers   learned  about  brands  and  products  from  (a)  one-­to-­one  word  of   mouth  (b)  press  reviews  or  (c)  advertising.  Social  marketing  has   elements  of  all  of  these,  making  it  a  bit  more  complex,  but  also   creating  fantastic  opportunities  for  establishing  stronger  ties  with  

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.  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.

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organizational  boundaries  and  standard  line  items  in  a  marketing  

blog.360i.com  |  twitter:  @360i  

FOREWORD
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.  

We’ve  used  the  sports  metaphor  of  a  playbook  for  reasons  beyond  just  the  fact  that  I’m  a  huge  sports  fan.   A  playbook  is  a  game  plan  composed  by  the  head  coach  and  his/her  staff  based  on  intensive  competitive   intelligence,  rigorous  SWOT  valuation  of  its  own  team  and  strategy  supported  by  very  detailed  tactics  all  in   the  hopes  of  winning.  It’s  not  a  static  document.  During  the  course  of  the  season,  mistakes  are  corrected,  

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.

The  goal  of  this  playbook  is  to  help  marketers:

Since  we  want  to  practice  what  we  preach,  we  welcome  comments,  critique,  debate,  and  discussion  through  any   of  the  following  channels:  email  (bwiener@360i.com),  Twitter  (@360i  or  @bwiener),  Facebook  (facebook.360i. com),  our  blog  (blog.360i.com)  or  through  old  school  methods  such  as  the  phone  (212.703.7258)  or  in  person.  

Happy  reading.

Bryan  Wiener CEO,  360i  

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ACKNOWLEDGEMENTS

S

everal   individuals   graciously   lent   their   time   and   talents  to  the  production  of  the  Social  Marketing   Playbook.   We’d   like   to   take   this   opportunity   to   thank  them  for  their  contributions.  

Share the Social Marketing Playbook:

To   our   featured   columnists:     Pete   Cashmore,   Greg   Galant,   Jeremiah   Owyang,   Jeff   Pulver   and   Randall   Rothenberg   –   thank  you  all  for  sharing  your  keen  insights  with  our  readers.   Thanks  also  to  the  360i  team  who  wrote,  edited,  designed   and   managed   this   Playbook:   David   Berkowitz,   Amanda   Bird,  Sienna  Farris,  Stuart  Goldstein,  Jim  Gulsen,  Shankar   Gupta,  Lara  Hejtmanek,  Sarah  Hofstetter,  Brendan  Kennedy,   David   Levin,   Katie   Perry,   Alex   Ruiz,   Brett   Sanderson,   Orli   Sharaby,  Jesse  Shaver,  Shane  Watson  and  Paul  Stadnyk.   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   you  to  reach  out  and  share  your  thoughts  directly  with  us   anytime  at  editor@360i.com  or  via  feedback  on  our  blog   at  playbook.360i.com.    

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  then.THE WARM UP INTRODUCTION By Randall Rothenberg President and Chief Executive Officer Interactive Advertising Bureau I Twitter: @r2rothenberg To   understand   marketers’   passionate   interest   in   utilizing   social   media.  Take  their  ideas  seriously.   Respond  to  them.   The   social   media   audience   in   the   US   totals   122   million.   Ralph  Lauren  has  released  an  iPhone  app  to  bring  everyone  into  their  exclusive  fashion  shows.” “ Social   media   are   marketers’   way   of   entering   the   vast   as   television.  National  Geographic  and    –  are  blogging.  ‘We’re  going  to  pound  away  with  this  many  GRPs  talking  about  our  new  product.   are   on    are  Twittering.’  all  you’re   doing  is  interrupting  the  conversation.   says   Nielsen.   No   wonder.   5 “ Social media may well be the pain reliever we have all needed – the medicine that makes advertising relevant and welcome in our lives.   annoying.  among  senior   me  in  2006:  “The  world  is  in  the  middle  of  an  ongoing  conversation.   the   opportunity   is   vast   –   as   .  Change   in  response  to  their  interests.  indelibly  imprinted  on  the  minds  of  every  American  age  50  and  older.   in   fact.   then   the   central   way   to   engage  them  is  to  engage  with  them. conversation   –   of   playing   ju   jitsu   with   consumer   control   of   media.   or   irrelevant.  and  hundreds   of  organizations  –  from  Sundance  to   don’t  understand  how  to  put  them  on  a  media  plan.   pummeling   their   way   into  public  consciousness  as  relentlessly  as  the  cartoon  hammers  depicted  inside  the  head  of  the  ads’   suffering  citizen.  tagged  the  television   commercials   of   Anacin   during   the   1950s   and   60s   –   spots   that   ran   incessantly.  you  had  better  be  prepared  to  add  value.   or   64%   of   the   total   Web-­based   email   usage.    and    are  on  MySpace.  A  marketer’s  challenge  and  job  is   to  enter  that  conversation.  They  are  confused  about  measuring  their  effectiveness.  People  don’t  like  that.   If   today   consumers   can   easily   avoid   commercial   messages   they   deem   intrusive.  And  when  you  do  join  in.  If  your   attitude  is.  Listen  to  them.” That  slogan.  That  it  would  not  work  today  is.   that   companies   like   Coke   and   Facebook.   an   old   advertising   slogan   leaps   to   mind:  “the  pain  reliever  doctors  recommend  most. For   brand   marketers.  That  the  campaign  worked  is  undeniable.

 “For  marketers.”  MySpace’s  “Interaction  Ads.  Social  media  may  well  be  the  pain  reliever  we  have  all  needed  –  the   medicine  that  makes  advertising  relevant  and  welcome  in  our  lives.  endorsement  by  consumers  in  the  form  of  friending/ following/subscribing  validates  their  efforts  and  activates  a  viral  distribution  of  their  brand  across   channels.  etc.  -­  all  these  groups  need  to  be  brought  into  the  development  and   optimization  of  social  media  campaigns.  such  as  clicks. 7 .  rather  than  by  impressions  delivery  or  by  conventional  direct  responses.”  and  the   other  formats  showcased  in  the  IAB’s  newly  released  “Social  Advertising  Best  Practices”  whitepaper   (http://www.” and  agencies  need  to  develop  creative  that  incorporates  social  elements  and  engages  consumers   in  a  chain  of  activities. marketing.   In   the   olden   days.iab.  customer  service.net/socialads).  Here’s   what  we’ve  found: consideration  during  the  period  when  consumers  are  gathering  opinions  and  listening  to  word  of   consumers.net/socialmetrics).THE WARM UP They  are  unsure  how  to  integrate  them  into  a  marketing  program  that  aims  at  growing  today’s  sales  and   tomorrow’s  premium-­pricing  power.   the   relentless   pounding   of   advertising   turned   the   craft   of   marketing   into   something   consumers  learned.  at  best. public  relations  efforts  and  a  marketer’s  own  sites  can  be  joined  together  virtually  and  virtuously  to   to  be  willing  to  listen  and  learn  from  the  consumers  they  engage  through  social  media.iab.  as  do  Facebook’s  “Engagement  Ads.  to  tolerate.     http:// www.   The  Interactive  Advertising  Bureau’s  Social  Media  Committee  –  a  group  of  150  companies  engaged  in  the   development  and  distribution  of  social  marketing  campaigns  for  brand  marketers  –  has  been  working  with   agencies  and  marketers  for  two  years  to  identify  and  shape  best  practices  for  the  use  of  social  media.

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  What   are   they   doing   there?   Perhaps   they   visit   Facebook   once   a   day  for  a  couple  of  minutes  to  check  status  updates.   Understanding   YOUR CUSTOMERS Your  customers  are  increasingly  spending  more  time   online.  what  they  are  saying  about   your  brand  and  how  your  competition  is  utilizing  social   marketing.blog.   those   who   publish   blogs.   consume   and   share   information   online  today.   especially   in   social   spaces.  giving  more  power  to  the  consumer   to   customize   their   information   however.  Spectators 6.  Social  media  has  been  a  driving   force   behind   the   shift   in   media   creation   and   Summary:   Developing  a  foundation  for  a  successful   social  marketing  program  starts  with   observing: consumption  habits.   A   successful   foundation   for   a   social   marketing   program   can   be   established   by   gathering   an   intimate   understanding   of   your   audience.  Collectors 4.   Forrester   Research   describes   six   levels   of   participation  or  Social  Technographics®:   1. direction.   gathering   and   learning   from   the   online   landscape  before  diving  in.   but   then   spend   most   of   their   time   watching   videos   on   YouTube   or   providing   recommendations   on   social   shopping  sites.   how   they   engage   across  the  social  landscape.)   and   the   Critics   (e. If  a  large  percentage  of  your  customers  are  Creators.  Inactives At   the   top   of   Forrester’s   Technographic   Ladder   are   are   generally   the   Creators   (e. 2.  then   you  can  develop  a  social  strategy  that  empowers  users   if  your  customers  are  more  likely  to  consume  media  than   to  create  it.  Joiners 5.g.360i.   etc.   knowledge   and   real-­time   intelligence   of   the   social   landscape   –   and   how   your   audience  is  interacting  with  it  –  is  critical. Takeaway: Actively  listen  and  learn  before  diving  into   the  social  landscape  to  understand  the   opportunities  available  for  your  brand.   creative   messaging   and   even   product   to  listen  online  and  gather  insights  that  will  help  you  plan   and  execute  a  successful  social  marketing  program.  Critics 3.  etc.   As   media   consumption   habits   continue   to   rapidly   evolve.   People   have   different   levels   of   personal   investment   in   social   media   so   your   customers’   Social   Computing   behaviors   play   a   key   role   in   establishing   strategic   9 .   watching.   those   who   post   ratings   and   reviews.   This   can   be   achieved   by   actively   listening.com  |  twitter:  @360i   TRAINING TO WIN Strategically Approaching Social Marketing T he   Web   offers   endless   ways   for   people   to   create.).g.  perhaps  a  low-­engagement  social  tactic  like   a   quiz   or   poll   will   inspire   more   activity.   comment  on  blogs.   wherever   and   whenever   they   want   it.   upload   user-­generated   videos.  Creators While   online   listening   can   help   inform   marketing   messaging.

  As   such. Measuring   your   competitors’   brand-­generated   social   marketing   footprint   is   an   additional   component   for   competitive   analysis.   Reading   product  reviews  on  sites  like  eBags  or  Yelp  can  provide   tremendous   insights   into   why   someone   prefers   one   product  over  another.  it’s  also  important  to  understand  the  topics   discussed. YOUR BRAND While  there  are  dozens  of  tools  to  aggregate  volume  of   discussions.   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     your  competitors’  social  marketing  strategy  can  also     reveal  new  opportunities  for  your  brand. effect. or  promotions.   including   how   people   talk   about   them.   which   can   be   especially   salient   during   periods   of   change.   Oftentimes. Analyzing  online  buzz  can  help  brands  understand  why   spread   your   message   through   the   ripple   effect   because  they  hold  the  keys  to  the  perception  castle.   announce   news   or   are   impacted   by   seasonality.   brand   sentiment   and   the   locations   where   these  discussions  are  occurring  (More  on  blogs  than  chat   rooms?  More  on  Café  Mom  than  Facebook?).360i. not   just   limited   to   blogs   and   social   networks.   Online   listening   can   provide   a   real-­time   snapshot   of   customer   sentiment   about   a   brand. spikes   in   conversations   and   buzz   can   also   be   tied   YOUR COMPETITION Your  competitors’  prominence  within  social  media  is   equally  important  to  your  brand  buzz  and  online  brand   health   metrics.   as   their   endorsement   of   a   product   will   be   read   by   all   of   their   friends   and   followers.com  |  twitter:  @360i   TRAINING TO WIN both  the  places  your  customers  visit  on  the  Web  and  how   they  interact  can  help  inform  the  strategy  to  establish  a   relationship  with  them  in  those  environments.   identifying  and  understanding  the  motivations  of  the   be   extremely   effective   in   driving   social   marketing   programs  that  spread  far  beyond  their  initial  reach.   10 .   Evaluating   the   same   components   you   use   to   understand   where   your   brand   stands   in   the  social  landscape  can  help  you  understand  more   about   your   competitors.blog.   whether   you   release   a   new   iteration   of   a   product.

 what  they  are  saying   and  how  the  competitive  environment  stacks  up. the  metrics  measured  are  different  for  every   While   private   listening   provides   an   opportunity   to   test   things  that  your  public  audience  has  yet  to  experience.   brands   want   to   gauge   sentiment   on   a   product   or   the   product’s   marketing   message   before   it   is  released.   sentiment  and  preference.  Private  online  communities  can  serve  as  an   ongoing   focus   group   to   engage   customers   and   better   understand  how  they  perceive  the  brand  or  product.  you  will   be  in  an  excellent  position  to  plan  and  launch  a  strategic   social   marketing   program   that   not   only   engages   your   customers  on  their  turf.  chat  rooms.  some  of  the  items  measured  as  part  of   the  KCISM  service  include:     Key Conversation IndicatorsSM (KCI)   Similar  to  Key  Performance  Indicators  (KPIs). Establishing  the  criteria  you  want  to  measure   and  track  will  help  frame  the  direction  of  your   research  and  social  strategy.   Listening   to   what   people   are   saying   on   blogs.   as   well   as   gauge   a   social   program’s   success.   CONCLUSION Having   gained   a   deep   understanding   about   how   your   customers  engage  in  social  media.  Twitter  and  more  can   provide   metrics   for   understanding   brand   awareness.com  |  twitter:  @360i   TRAINING TO WIN HOW YOU CAN LISTEN   There   are   both   public   and   private   ways   to   listen   and   learn  from  your  customers  online.   The   service   measures   social   engagement.   reviews.   creative  messaging. brand.  Both  can  help  inform  your  marketing  strategy.  comments.  This   allows  brands  to  obtain  real-­time  insights  to  help  shape   and  learn  from  their  customers  and  potentially  uncover   new  ideas  or  learnings  that  are  counter-­intuitive  to  their   current  thinking.360i.   public   listening   provides   an   organic   snapshot   of   actual   chatter.   sentiment   and   opinion.   KCIs   establish   social   marketing   metrics   for   brands   and/or   social   campaigns   to   measure   online   buzz.blog.  but  helps  your  brand  build  and   join  conversations  in  a  way  that  truly  adds  value  to  your   company  and  your  customers. Oftentimes. 11 . Online  chatter  can  be  used  as  a  real-­time  organic  focus   group.  product  development  and  certainly   a  social  marketing  strategy.  Listening  to  consumers  provides  them   ownership   in   the   process   and   builds   long-­term   loyalty   and  trust.

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360i.   to   increase   overall   awareness.   this   process  becomes  much  less  daunting  when  armed   with   key   insights   and   clear   objectives   to   use   as   a   prism   for   assessing   which   platforms   have   the   necessary  scale  and  engagement  opportunities  for   your  brand. ESTABLISHING A STRATEGIC LENS Strategic   development   starts   with   setting   clear   objectives.g.   The   goals   that   work   best   are   traditional   brand-­health   objectives   (e.   provide   the   best   opportunities   for   establishing   a   relationship   with   their   customers.   However.   marketers   Summary: begin  by:   metrics   To  devise  the  best  strategy  for  your  brand.com  |  twitter:  @360i   DEVELOPING A GAME-WINNING STRATEGY Best Practices for Ensuring Success in Social Marketing A   ssessing  and  vetting  opportunities  in  social   marketing  may  seem  like  a  daunting  task  -­   among   the   thousands   of   social   networks   and   platforms   for   interaction.   favorability   or   purchase   increase   the   number   of   brand   advocates   or   fuel   passalong). strategic  lens   voice   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.   However.   the   full   potential   of   social   marketing   is   realized   through   continuity   programs   13 .   Goal   setting   for   your   social   marketing   program   should   be   no   different   than   with   any   other   brand   communications   plan.blog.

  such   as   widgets   that   work   across   a   number   of   platforms   and   sites.  Likewise.  Awards  don’t   pay  the  bills.   underutilized.   while   others   will   need   to   build   much   of   Answering   four   questions   can   help   assess   and   vet   opportunities  in  the  social  sphere.g.  just  because  a   social  platform  grows  rapidly  and/or  gains  a  lot  of  media   attention.   creativity   and   out-­ of-­the-­box  thinking  often  lend  themselves  to  successful   interactions  in  social  marketing.  But.  the  brand  will   be  bound  to  meet  its  audience.       Does   the   opportunity   meet   your   brand’s  objectives? Bold  or  inventive  strategies  can  be  huge  enhancements   to   social   marketing   programs   if   they   meet   the   marketer’s  objectives.  Digital  content  that’s  portable   and   shareable.   celebrity   The   best   opportunities   do   not   arise   from   ambitiously   surging  into  a  broad  range  of  social  platforms  with  the   assumption  that.”  where  marketing  objectives  are   ignored  and  innovative  ideas  are  religiously  pursued  in   the  name  of  developing  something  sexy.  tie-­ins  with  tent-­pole  events  like  the  Olympics  or   the  Oscars). advantages   –   and   online   content.  this  does  not  mean  marketers  must  develop  a   strategy  for  their  brand  on  that  platform.  beware  of  “bright   shiny  object  syndrome.360i.  creative  messaging.  brand  partnerships   (e.   video.  by  casting  a  large  net.   the  arsenal  from  scratch  to  work  across  digital  platforms   and  beyond.   marketers   can   capitalize   on   opportunities   in   social   marketing  that  may  have  otherwise  been  less  effective. Your   arsenal   may   also   include   some   existing   “social   citizens”  that  are  already  advocating  for  you  organically.  and  other  differentiating  assets  can  be  used   to  bolster  your  program.com  |  twitter:  @360i   GAME-WINNING STRATEGY Evaluate Opportunities achieve  my  stated  goals?   There’s   a   seemingly   endless   stream   of   interesting   and   groundbreaking  ways  marketers  can  reach  and  engage   core   audiences   online.blog.   if  not  overlooked  entirely.   Innovation. 14 .;  results  do.   endorsements.   can   provide   added   An   effective   opportunity   will   showcase   your   brand’s    Does  the  opportunity  leverage  your  brand’s   existing  arsenal  of  assets? to  achieving  these  goals? Leverages our arsenal? Meets our objectives? Provides a value exchange? Follows rules of the road? By   harnessing   your   assets   and   brand   advocates.

  Marketers   can   lay   the   groundwork   for   successful   social   marketing   Fresh  campaigns  that  conserve  brand  identity.   and   might   even   inspire   them  to  share  the  value  you  provide  with  others.  access.  will  be  the  most  successful.  while  still   abiding  by  the  commonly  understood  best  practices  of   the  medium.360i.  can  help  ensure   that  you  will  abide  by  the  medium’s  best  practices.  dialogue  or   even  intangible  forms  of  social  currency  such  as  inside   information  or  a  virtual  asset.  including: What   are   you   providing   for   your   customers?   Whether   it’s  an  actual  product.                                     initiatives   by   viewing   opportunities   through   their   brand’s  unique  strategic  lens.  learning  the  local   language  and  becoming  familiar  with  “laws  of  the  land.  an  aggregation  of  all  the  conversations  taking  place   online  about  that  brand.  The  brand   the  brand 15 .  you  can  strike  a  balance  between  your  brand’s  own   The   social   landscape.”   such  as  sharability  and  open  dialogue.   though   at   times   chaotic   and   complex.   With   a   good   understanding   of   each  social  platform  and  how  a  target  audience  utilizes   it.  consumers  expect  more   from  brands  today.   Providing   value   will  ensure  your  customers  continue  engaging  with  your   brand   in   the   social   landscape.  More   be  found  in  the  Arenas  section.blog.   Studying  the  medium  before  entering  it.  and  they  expect  it  for  free.   CREATING A SOCIAL MARKETING ARCHITECTURE Every  brand  has  a  unique  “online  social  footprint”  –  that   is.com  |  twitter:  @360i   GAME-WINNING STRATEGY Does   the   opportunity   abide   by   the   social   media  rules  of  the  road? Embarking   on   a   program   that   is   not   in   line   with   the   customs   of   the   social   platform   it   employs   would   be   like  wearing  a  pair  of  ski  boots  out  for  a  morning  jog:   clumsy   and   ineffective.  holds  a  world  of  opportunities  for  brands  to   better   connect   with   their   customers. but  you  will  be  most  successful  if  you  also  consider  the   value   expectations   of   their   audience.  entertainment.

  Conversation  hubs  can  exist  anywhere  online. Creating  a  social  marketing  architecture  to  map  out  this   conversation  matrix  allows  brands  to  gain  a  more  holistic   view   of   their   online   buzz.  To   brand  (with  or  without  your  participation) a   consumer.  del.   from  brand  experiences  on  one  platform  to  another.;  understanding  and  controlling  the   more  deeply  with  those  creating  the  buzz. hubs.  Conversations  travel  naturally  from  one  social   medium  to  another. There  is  no  single  right  way  to  structure  the  architecture.blog.us) Wists.icio.  Most  importantly.   16 .  Polyvore) Crafting an Architecture is  to  take  stock  of  your  brand’s  current  and  planned  social   hubs  across  all  the  social  platforms  where: seemingly  disparate  pieces  of  the  social  graph  are  already   organically   interconnected.   Below  are  three  very  different  sample  social  marketing   MyYearbook.   To   arrive   at   one   that   will   work   best   for   your   brand.   this   will   seem   natural   and   effortless.com  |  twitter:  @360i   GAME-WINNING STRATEGY While  vibrant  and  exciting.  Platforms   for  communication  include  but  are  not  limited  to: consider   the   insights   garnered   via   online   listening   and   answering  the  questions  in  the  strategic  lens.  a  well-­planned  social   marketing   architecture   creates   an   environment   that   encourages  deeper  consumer  engagement  and  loyalty.   The   current   conversation   how  you  can  open  the  door  for  increasingly  meaningful   consumer  engagement.  these  conversations  are  often   disorganized  and  scattered  across  a  wide  array  of  online   platforms.  Bebo) architectures.   this   is   the   blueprint   that   maps   out   the  brand’s  footprint  and  connects  all  the  dots.   harness   it   and   steer   it   in   a   certain  direction.”   mapping   them   will   help   to   reveal   how   these   StumbleUpon.   But   behind   the   scenes.360i.

  The   campaign   pits   two   NBA   superstars   against   each   other  in  an  online-­wide  debate  about  which  player  reigns   supreme.  The  large  audience  on  Facebook.   the   candy   brand   re-­launched   its   Web   site  in  February  2009  and  put  the  focus  almost  entirely   on   consumer-­driven   conversation.   primary  navigation  was  designed  to  overlay  three  main   conversation   hubs:   Twitter.  its  social  footprint  and   its  objectives.   constructing   something  like  an  inverted  social  marketing  architecture.  who  sang  parody  songs  about   his  love  of  taxes.  the  brand  provided   useful  tools  for  people  to  expand  their  knowledge.360i.  Without  knowledge   of   these   brands’   objectives   and   unique   strategic   lens.  And   on   Twitter.  direct  viewers  to   the  Vitamin  Water  Facebook  Page  –  not  the  company’s   Web  site.  they’d  have  to  set  up   shop  in  a  variety  of  social  environments.   H&R Block H&R  Block  found  that  in  order  to  truly  engage  taxpaying   consumers  in  a  meaningful  way.   interesting   and/or   personal   depending   on   the   audience   and   unique   attributes   of   each   platform.com.   as   well   as   banner   ads   that   17 .  Nonetheless.  in  addition  to   the  useful  tools  and  applications  already  present  within   the   platform.   In   a   bold   move.   H&R   Block   created   the   spoof   character  Truman  Greene. Skittles Skittles   took   quite   a   different   route.         Vitamin Water The   latest   Vitamin   Water   campaign   starring   LeBron   James  and  Kobe  Bryant  puts  an  existing  social  platform.  making  taxes   funny.   On   MySpace   and   YouTube.   gives   Vitamin   Water   the   opportunity   to   reach  consumers  in  interesting  and  effective  ways.  while  on  Facebook.  the  goal  is  not  to  determine  whether   these  architectures  are  good  or  bad.blog.   TV   commercials.com  |  twitter:  @360i   GAME-WINNING STRATEGY In  these  examples.  at  the  center  of  its  hub  and  spoke  architecture.  the  vast  differences  between   their  approaches  showcase  how  an  architecture  can  vary   widely  depending  on  the  brand.   Facebook.     appear  on  relevant  sites  like  ESPN.   H&R   Block   made   experts   available   24/7   to   answer  real  questions  people  had  during  crunch  time.   one   cannot   weigh   in   on   the   success   or   failure   of   their   approaches.   For   the   new   site.   Facebook   and   YouTube.

  including   the   brief.   providing   multiple   opportunities   for   interaction.   the   successful   ones   have   the   same   elemental   truth   in   common:   they   understand   their   target  audiences’  passion  points  and  have  developed   an  interactive  experience  that  enables  consumers  to   express  themselves. So  how  can  you  maximize  your  chances  for  developing   a   good   idea   that   your   target   audience   will   embrace.  customer  care  and   creative  will  enhance  the  ideation  and  output  since   each   group   will   consider   the   effect   on   different   constituents.   representation  from  PR. Joe   in   Accounting   or   Jill   in   HR.   your   campaign’s   overarching   theme   is   what’s   going   to   draw   the   consumer   in   and   form   an   emotional  connection.  or  a  not-­for-­ of   recycling.   personae   analysis.   a   bad   idea   can   ruin   a   well   thought  out  strategic  plan  that  follows  all  the  rules  of   the  road.  While  over  half  of     Make   sure   you’ve   sent   information   in   advance   to   all   participants.   Conversely.com  |  twitter:  @360i   GAME-WINNING STRATEGY By   gaining   a   holistic   view   of   the   online   conversations   about  your  brand.   campaigns  and  promotions but   that   will   also   meet   your   marketing   objectives?   There  is  no  silver  bullet. One   of   the   biggest   barriers   to   developing   a   smart   social   marketing   program   is   predicated   on   adapting   the  way  you  think  about  marketing.  A  great  social  marketing  program   will  be  the  launching  pad  for  a  direct  relationship  with   your   customers.   they   will   bring   a   perspective   from   someone   representing   the   target   audience. group  comprised  of  people  that  bring  either: contribute  the  most.  you  can: all  social  marketing  programs  fail  to  thrive  (Gartner.  media.  positively  affecting  brand  preference   and  loyalty The Brainstorm DEVELOPING A UNIFYING THEME  Think  about  who  will   Successful  social  marketing  programs  are  driven  by   a   conceptual   framework   that   has   been   developed   to   resonate   with   consumers   and   inspire   them   to   do   something.360i.   A   great   idea   without   a   strategic   plan   may   get   an   “A”   for   coolness   but   an   “F”   for   achieving   marketing   objectives.   2008). your   agencies.blog.   While   it   would   be   great   if   we   could   all   have   a   big.   award-­winning   idea   like   Burger   King’s   “Subservient   Chicken”   or   Dove’s   “Campaign   for   Real   Beauty.”   having   a   single   big   idea   is   far   from   a   requirement   for   achieving   success   in   social   marketing.   Considering   that   social   marketing   sits   at   the   intersection   of   so   many   disciplines.  No  need  to  relegate  the  ideation   exclusively  to  the  most  creative  people  at  your  company   18 . presence  to  create  a  more  seamless  experience  for   the  consumer.   marketing   objectives.  but  there  are  certainly  ways   to  increase  the  odds  of  success.  Whether  you’re  a  car  manufacturer  trying   to  engage  a  community  of  new  mothers.   Oct.   product   differentiation   and   any   online   research   you   may   have   done   to   better   understand   quality   and   quantity  of  conversations  about  the  brand  online.

  it   can   be   helpful   to   bring   in   publishers   and   content  developers  for  continued  ideation.  After  the  brainstorm.   Bring   props   and   tools   to   help   inspire   more   creative   and   seemingly   disparate   platforms   is   a   major   challenge.   Creating   an   open   forum   for   collaboration   and   encouraging   ideas   will   break   the   ice   and   allow   more   people   to   contribute.  As  you  get  closer  to  honing  in  on  certain   themes.   Successful   execution   is   critical.   while   also   adapting   to   each   environment   in   which   it   interacts.  Does  it  leverage  your  social  media  arsenal? 3.   It   is   one   of   the   very   few   opportunities   to   take   into   account   the   full   customer   experience   and   create   a   platform   for   conversation   across   the   organizational  spectrum.   Just   as   19 .   This   is   one   of   the   critical  intangible  factors  that  will  determine  just  how   successful  the  marketing  execution  will  be.  Does  it  abide  by  the  rules  of  the  road? 4.   it   must   personify   itself   by   exhibiting   Once  the  ideas  start  going  from  “Wouldn’t  it  be  crazy   goals. Careful   execution   with   a   detailed   roadmap   and   open   communication   between   departments   and   agencies   can   result   in   one   of   the   most   –   if   not   the   most   –   successful   marketing   programs   done   by   an   organization.  and  the  many  variables  in  social   marketing  underscore  the  importance  of  a  cohesive.  consumers   FINDING YOUR VOICE IN SOCIAL SPACES Developing   an   authentic   voice   is   one   of   the   most   important   ways   marketers   can   build   connections   with   consumers   through   social   marketing.  it’s   time   to   modify   those   ideas   by   looking   at   them   from   different  angles  to  craft  them  into  something  cohesive   and  strategic.  Does  it  provide  value  to  the  consumer? and   embodying   its   core   brand   attributes.  Publishers.   Daunting?   Absolutely.  There  are  many  questions  about  how  a  brand   should  present  itself.   providing   a   seamless   experience   and   communicating   in   a   consistent   voice   across   multiple   Finding  your  voice  is  a  process  that  involves  research   into   the   customs   of   the   social   channel.   as   well   as   a   sharp  strategy  that  will  enable  your  brand  to  effectively   encounters   through   social   media.  This  is  easier  said  than   done.”  then  it’s  time  to  go  back  to  the  strategic  lens   to  make  sure  it  measures  up.   can   be   your   best   friends   when   developing   custom   programs  as  they  have  the  best  insight  into  customer   engagement  in  their  environments.blog.   Additional   challenges   come   into   play   as   execution   starts   crossing   agency   and   departmental   borders.   Achievable?   Unquestionably.   All   ideas   are   welcome   in   a   brainstorm   –   narrowing   them   down   into   something   concrete  will  come  later.   Weaving   together   every   tactic.   This  can  be  a  challenging  balance  to  strike.     Not   everyone   is   going   to   have   the   best   idea.360i.   judge  each  other  based  on  how  they  sound. A  brainstorm  is  a  means  to  an  end.  Does  it  meet  your  objectives? 2. When   any   brand   puts   itself   front   and   center   in   social   arenas.   especially   those   who   specialize   in   social   spaces.   well  thought-­out  strategy.  but  you  might  get  a  string  of  smaller  ideas   that  then  weave  together  a  common  theme  that  may   emerge  as  a  unifying  theme.  You  may  not  get   the  big  idea.  which  is   why  marketers  will  be  best  served  if  they  identify  their   voice  and  research  the  spaces  they  are  entering  into   before  launching  a  campaign.   1.com  |  twitter:  @360i   GAME-WINNING STRATEGY  Make  sure  the  participants  are  up   to  speed  on  the  product  you’re  brainstorming  about.

com  |  twitter:  @360i   GAME-WINNING STRATEGY convey  its  core  message  within  the  lay  of  that  land.  while  the  foreman   of  a  bottling  plant  could  create  YouTube  videos  of  his   daily  adventures.   Transparency   and   authenticity   are   two   of   the   most   important   factors   in   a   social   marketing   program.   While  it’s  important  to  maintain  consistent  messaging   and  always  relate  back  to  your  core  brand  attributes.   CONCLUSION There   are   countless   opportunities   across   the   social   landscape  that  may  or  may  not  help  a  brand  achieve   its  objectives.  Marketers  can  carve  a  successful  path   for   their   brand   by   assessing   strategic   opportunities.  developing  a   unifying  concept  and  determining  which  voice(s)  will   enable  them  to  best  engage  with  their  audience.   establishing  an  appropriate  architecture.   Marketers   can   avoid   crises   like   these   by   clearly   identifying   themselves   when   communicating   in   a   social   channel   as   a   company  representative.360i.   20 .blog.   Some   executions   will   call   for   the   participation   of   a   personality   within   corporate   or   customer   relations   (such  as  Zappos  CEO  on  Twitter).   Several   companies   who   have   made   missteps   in   this   regard   saw   backlash   toward   the   brand   and  the   agencies   that   advised   them.   brands  may  have  many  incarnations  in  social  spaces.

  The   husband   later   made   a   full   recovery   and   the   couple  returned  to  their  native  Denmark.   of   course.   Another  story:  in  Christmas  2008.  drove  her  almost  daily  to  the  hospital  and  even  invited  her  to  stay  with   his   family   at   Christmas   so   she   wouldn’t   be   alone.Coke.  Florida.  That’s  just  one  of  many  anecdotes  told  by  Bill  Marriott.  the  driver  checked   the  wife  back  into  the  hotel.   the   30-­year   historian   and   archivist  for  Coca-­Cola.  was  driving  a  couple  to  the  airport  when  the   husband  fell  unconscious.   too.  For  starters..   “ It’s  time  to  explore  some  examples.  It’s  a  small   insight  into  how  Coke  became.   They’re  not   dissimilar   to   the  questions  we   often  ask  when  meeting   new   friends.  When  doctors  said  they  would  need  to  perform  surgery  for  a  brain  aneurysm.   must  learn  to  establish  an  identity  through  storytelling.  and  copycats  were  plentiful..com Twitter: @mashable Quick:  What’s  your  company’s  date  of  birth?  Where  was  it  founded.   Who   are   you.  The  driver  diverted  to  the  hospital  and  stayed  in  the  waiting  room  with  the   wife.  CEO   21 “ .THE TRADITIONS Photo:  Wm.. let’s  talk  about  the  Coca-­Cola  Conversations  blog.  and  where  are  you  going?   These  are  the  questions  that  inform  your  founding  story:  the  authentic  and  unique  narrative  that  your   competitors   can   never   copy.   our   stories.  Coca-­Cola  came  in   easily-­copied   straight-­sided   bottles   of   all   shapes   and  sizes.   which   make   us   unique   as   individuals.  Mark  Salisbury TELLING YOUR BRAND'S STORY WITH SOCIAL MEDIA BY Pete Cashmore CEO of Mashable.  on  the  messaging  site  Twitter  and  through   corporate   blogs.   in   which   Phil   Mooney.   are   becoming  our  friends  —  on  social  networks  like  Facebook. on the messaging site Twitter and through corporate blogs..   Brands are becoming our friends — on social networks like Facebook.  and  why?  Who  is  the  founder?  Why   is  he  or  she  so  passionate  about  your  market?  Where  did  you  come  from.   what   do   you   do   and   what   are   you   passionate   about?   Brands.   It’s   our   experiences.   Brands.  blogs  about  the  company’s   know   that   the   company’s   contour   bottle   was   introduced  in  1916  to  fend  off  a  growing  number   of  imitators?  Before  that  date.  a  driver  at  the   Harbor  Beach  Marriott  Resort  in  Fort  Lauderdale. must learn to establish an identity through storytelling. Brands. too.

THE TRADITIONS of  Marriott  hotels.  I  heard  all  three  tales  by  way  of  Aaron  Uhrmacher.  where  Bill  recollects  tales  of  the  company’s  past  alongside   contemporary  stories  like  this  one.   22 .     All  of  these  are  authentic  stories  that  provide  personal  connections  to  brands  –  and  this  ability  to  share   personal  anecdotes  that  inform  customers  about  your  brand  is  perhaps  the  best  case  for  social  media   tools.  on  his   company’s  blog.  a  guest  writer  for  my  blog.com.  the   simply  seen  as  a  symbol  of  the  Old  West  by  those  manufacturing  fakes.  Mashable.  increasing  their  perceived  value.   While  many  of  these  have  been  made.  says  Charles  Riggs  on  the  Wells  Fargo  Guided  by  History  blog.

3 AR EN AS TH E .

Driving Engagement with Facebook Pages There   are   many   ways   marketers   can   increase   engagement  and  visibility  for  their  Pages:   Page   creators   can   blast   Facebook Facts & Figures home   screens   when   there   are   Page   updates.   where   marketers  could  build  them  and  easily  leave  them  alone   until   it   was   time   to   change   the   look   for   a   new   season   or   campaign.  This  change  in  format  should  lead  to  a   change  in  mindset  and  strategy  for  marketers  who  may   have  built  their  pages  some  time  ago.  but  not  every  platform  –   even  the  newest  cool  kid  on  the  block  –  will   be  right  for  every  brand.   and   two   others   will  become  increasingly  important  in  the  near  future.   There   are   thousands   of   Summary:   The  social  media  landscape  has  hundreds  if   not  thousands  of  platforms  where  consumers   interact  every  day.   These     April  2009) updates   should   be   used   sparingly   so   that   fans   read   them  rather  than  ignore  them  or  potentially  even  un-­ fan  the  Page. platforms  and  social  aggregators Takeaway: Staying  abreast  of  the  latest  arenas  helps   identify  potential  opportunities  for  reaching   your  customers.  These  updates  appear   in  fans’  News  Feeds  and  can  include  more  day-­to-­day   marketer’s  site.   Facebook   Pages   were   more   static.   Today. content  every  week 24 .  Twitter  and  YouTube FACEBOOK: HOW TO WIN FANS AND INFLUENCE PEOPLE Overview Facebook   offers   a   much   different   experience   for   consumers   and   marketers   than   it   did   just   a   year   ago.  In  this  section  we   focus  on  some  of  the  most  buzzed  about   opportunities  for  marketers: platforms.   Facebook.blog.   Previously.   Facebook   Pages   are   designed   around   active   conversations   that   marketers   can   have   with  consumers.360i.  It  also  provides   a  reason  for  marketers  who  haven’t  built  a  presence  on   Facebook  yet  to  take  another  look  at  the  social  network.   and   potentially   millions   if   you   count   some   of  the  micro-­communities  that  form  and  disband  every   most   important   social   arenas   today.com  |  twitter:  @360i   THE ARENAS Key platforms for putting your brand in play T he   arenas   here   aren’t   meant   to   be   comprehensive   of   every   social   property   online   and   not   every   platform   is   right   for   every   brand.

  a   TV   show   premiere   or   some   other   time-­sensitive   promotion.   Pringles.   For   instance.   when   managing   your   own   expectations   in   terms   of   how  many  fans  your  Page  can  hope  to  attract.  there   Are You Fan-‐Worthy? There  are  a  number  of  factors  that  contribute  to  the   number   of   fans   a   Facebook   Page   attracts.  There  are  320.   their   friends   are   exposed  to  that  action  -­  this   alone  can  be  a  key  tool. Popular  food  Pages  on  Facebook  with  at  least   one   million   fans   include   Coca-­Cola.  How  well  known  is  the  brand?  You’d     Whether   it’s   a   product   launch.   Facebook   whether   offers   on   various   ways   to   advertise   Pages.   Sprinkles   Cupcakes. Fire.   A   large   number   involve   chocolate.000  fans  by  sharing   useful  articles  and  hosting  events  –  mostly  webinars   but   also   an   in-­person   TweetUp.   25 .  The  Homer  Simpson  catchphrase  “D’Oh!”   has  more  than  one  million  fans.   Facebook’s   homepage   or   through   self-­ service  ads  that  run  on  the   rest  of  the  site.  When  visitors  become   fans.com  |  twitter:  @360i   THE ARENAS  These  can  appear  in  a  separate  tab   on  the  Page.  Oreo  Cookies  and  Toblerone.  creating  an  event  can  also  trigger  updates   that  fans  can  share  with  their  friends.   expect   third   tenor   José   Carreras   to   have   fewer   fans   than  Luciano  Pavarotti.000   in  ten  days.   a   Page   might   offer  a  virtual  gifting  application  that  makes  it  easy  to   share  branded  content  with  friends.  including  Nutella.  Fans  may  also   write   on   Page   walls.   comment   and   “Like”   posts.   Insurance   company  USAA  has  attracted  15.   When   fans   share  content  such  as  photos  or  videos  on  a  Page.  and  when  fans  participate.  Keep  these  factors  in  mind   are   other   ways   to   build   up   a   fan-­worthy   Facebook   Page.   and   it   went   from   under   2.blog.   Pizza.  Chocolate  Milk.   which  keeps  fans  engaged.  Ferrero   Rocher.  such  as  including  useful  applications  and  tools   or   providing   other   forms   of   engagement.  it  will  appear   in  their  feeds  so  their  friends  can  see  it. While  not  all  brands  fall  into  these  categories.360i.   many   of   overall  message  and  tone.   those  updates  appear  in  fans’  feeds.000  fans  of  Not  Being  on     Create   applications   on   a   Page   that   trigger   actions   which   appear   in   fans’   feeds.000   to   over   300.  Kinder  Surprise.   Ice   Cream   and   McFlurry.   although  it  won’t  be  visible   in  friends’  News  Feeds.  and  Pavarotti  has  more  than   300  times  as  many  fans  as  his  peer.

THE ARENAS YOUTUBE: MORE INSIGHTS. MORE INTERACTION Overview Facebook CheckList YouTube Facts & Figures   How to Use YouTube Insight 26 .

  content   Categories  include  YouTube  Search.360i.  Also.   YouTube   Other   (e.   27 .   External   Links.g.  Viral  /  Other   (e..  when  running  ad  campaigns.   browsing   through   a   user’s  videos).com  |  twitter:  @360i   THE ARENAS Views and Popularity The   number   of   video   views   over  time  and  how  popular  the  videos  are  in  various   countries  and  states.   Find  out  if  marketing  programs   translated   into   consumers   viewing   the   videos   by   analyzing  when  consumers  are  watching  them  and   where  they  are  coming  from.   Embedded   Player.   Google   Search.   Discovery By   diving   into   Discovery.g. and  improve  upon  how  videos  are  found  on  and  off   YouTube.   instant   messaging   and   email).   Related   Videos.  YouTube   can  suggest  keywords  for  targeting  the  campaign.blog. Demographics Age  ranges  and  genders  of  video  viewers. Determine  how  well  the  Insights  data  matches   audience  targets.

  Twitter   users   can   submit   and   read   updates   from   the   Web.   mobile   devices. Explore  who’s  watching  your  videos  and  where   to  see  how  that  matches  up  with  your  target   audience.   YouTube Checklist Upload   content   to   YouTube.   Hot Spots Second-­by-­second   viewing   information   to   see   where   viewers   tuned   in   and   out.  It’s   possible  to  create  private  accounts.   Twitter Facts & Figures   April  2009)   or  heavy  Internet  users 28 .  but  those  are  in   the   minority.   creating   conversations   that   anyone   can   read.  desktop  applications  and  other  channels.   comments  and  favorites.   An   Audience   Attention  meter  then  compares  Hot  Spots  across   different  videos. See  exactly  what  grabs  viewers  and  apply  those   lessons   when   creating   video   programming   in   the  future.   content  owners  can  see  not  just  where  people  are   coming  from  but  how  engaged  they  are  depending   on  their  location.   By  pairing  these  metrics  with  Views  and  Popularity.com  |  twitter:  @360i   THE ARENAS Community This   newest   Insight   feature   reveals   community   engagement   metrics   by   measuring   ratings. Consider  a  test  of  Promoted  Videos.   even   on   a   trial   TWITTER: CONVERSING IN 140 CHARACTERS OR LESS Overview Twitter   allows   users   to   post   brief.360i.blog.   and   upload   new   videos   to   build   on   the   popularity   of   your   existing  content. Learn  the  lifecycle  of  your  videos  to  see  how   long   their   popularity   lasts.   Review   where   videos   are   embedded   to   determine   whether   online   promotional   programs   and   advertising   campaigns   are   impacting   views   or   might   help   your   videos   gain  even  more  visibility.   public   updates   (called   “tweets”)   and   respond   to   others.;   most   people   who   use   it   want   to   share   with  anyone  –  the  more  followers  the  merrier.

 30.   Here   are   a   handful  of  examples  among  the  thousands  of  marketers   already  participating  (numbers  as  of  May  2009).  1.;   search. Twitter   allows   others   to   build   on   its   platform.com   offers   more   advanced   features   than  what’s  built  into  Twitter.000  followers.360i.200  updates) TweetLater  and  HootSuite:  Schedule  Tweets  to  appear   at   a   pre-­set   time   or   set   up   an   auto   tweet   for   your   blog’s  RSS  feed Twitturly   and   Tweetmeme:   View   the   most   popular   links  bubbling  up  in  tweets Twist  and  Twitscoop:  Chart  Twitter  buzz 29 .   driving   increased   functionality   and   continued   innovation   by   others.;  since  then.blog.twitter.  800  updates) The  Ellen  DeGeneres  Show  (@theellenshow):  Personal   problems.zappos.   continues  to  converse  with  followers  (2.  Silicon  Valley.  using  it  as  a  CRM  tool Even   without   participating   or   “tweeting.  Here’s  a  guide  to  several  of  the  most  useful  tools: updates  from  Ellen.  with  occasional  shared  images  and   links  to  videos  (1.com  |  twitter:  @360i   THE ARENAS Zappos   (@zappos):   CEO   regularly   tweets   about   his   business.com   and  amplify  the  enthusiasm  of  brand  evangelists links  to  over  400  employees  using  Twitter focus  group National   Geographic   Channel   (@natgeochannel):   Program   information.  his  travels  and  anything  else   (635.”   most   gauge   what   people   are   saying   about   them.900  followers.300  followers.   their   competitors  and  their  industry.;  twitter.   fun   facts   and   regular   contests   bloggers  and  the  media (15.  230  updates) Tools to Manage Twitter How Marketers are Using Twitter Marketers   use   Twitter   in   countless   ways.   1.com Comcast  (@comcastcares):  responds  to  any  discussions   of   Comcast   and   will   call   users   to   help   with   customer   support  (19. Twitter   Search:   Marketers   should   spend   at   least   as   much   time   here   as   with   Twitter   itself.000  followers.6  million  followers.300  updates) CRM H&R   Block   (@hrblock):   during   tax   season.650  updates).   posted   updates   related   to   taxes   and   its   digital   media   programs  and  provided  customer  support.

000   unique   users   in   March   2009   (Compete).   allowing   users   to   subscribe   to   hundreds   of   business   associates  and  categorize  them  as  such  while  keeping   a  few  favorites  in  the  “home”  feed.  and  tweet  us  anytime keep  track  of  which  friends  are  where  and  what  they’re   doing.   although   it   still   hasn’t   become   mainstream.  They’re  not  meant  to  replace  the   individual   properties.  LinkedIn.   attracting   the   right   followers   is   more   important   than   racking  up  a  body  count Avoid   link   spam:   While   some   links   back   to   simple   approach   may   be   the   way   to   win. conversations   so   central   to   Twitter.blog.   it’s   best   to  use  Twitter  as  part  of  an  ongoing  program   rather  than  a  one-­off  campaign 30 .360i.;   similarly.”   and   prognosticated.ly  and  Cli.   though   some   social   networks   and  portals  are  also  trying  to  be  aggregators.  YouTube.gs:  Shorten  URLs  and  track  them Twitpic  and  Picktor:  Share  photos  on  Twitter Social  sites  keep  proliferating.   so   here   are   just   a   few   of   the   most   well-­ known  aggregators: FriendFeed Launched   in   2007.   Upon   registering.   reaching   927.   IDENTITY AGGREGATORS: PUTTING IT ALL TOGETHER Overview Twitter Checklist Be  authentic:  Write  with  a  human  voice Listen:  Pay  attention  to  what  people  are  saying Converse:   Talk   to   others   even   when   they’re   Key Aggregators playbooks.000  only  one  year  earlier.   up   from   221.com  |  twitter:  @360i   THE ARENAS TweetDeck:   The   most   popular   desktop   software   to   submit  posts.  and  it  can  be  hard  to   Topify:   Learn   more   about   the   people   following   you   and  send  direct  messages  via  email MrTweet:  Discover  new  people  to  follow @360i:  Follow  us  here.”   It’s   on   the   right   track.   users   can   select   from   more   than   57   online   services   to   add   to   Twitter.   FriendFeed   is   in   many   ways   a   classic   prototype   for   identity   aggregation.   To   manage  one’s   digital   identity   and   those   of   one’s   friends.  it   can  be  even  more  powerful  when  monitoring   it  more  frequently Quality   over   quantity:   It   matters   far   more   to   post   something   meaningful   or   interesting   than   constantly   posting.   “I   have   a   feeling   it   will   be   a   very   popular   service.   TechCrunch   founder   Michael   Arrington  blogged  in  October  2008  that  “FriendFeed’s   Be  responsive:  Monitor  Twitter  at  least  daily.  digg  and  dozens  of  others)   be  in  every  tweet Stick   around:   With   relationships   and   and   select   others   that   have   feeds   such   as   Amazon   FriendFeed   has   been   a   pioneer   of   categorization.   aggregators  bring   everything   together   in  a  single  location.  monitor  responses  and  categorize  friends Bit.

  This  turns  the  FriendFeed  model  on  its  head.  identity  aggregation   is  starting  to  factor  into  it  thanks  to  features  launched   in   2009.  Plaxo.   As  Microsoft  evolves  Windows  Live.   Facebook Facebook   has   evolved   to   serve   as   a   hub   for   all   social   activities.  as  each  network  is  designed  for  different   purposes.  especially  early  adopters.   MySpace   and   Tumblr.   It’s   still   questionable. time  to  set  up  aggregator  accounts.   Facebook   users   can   choose   from   roughly   a   dozen   social   sites   to   include   in   their   Flickr   and   Delicious.com.   Users   can   then   see   their   friends’   status   updates.  Twitter.   Some   identity   aggregation   services   such   as   Windows   such  as  FriendFeed  can  be  used  by  brands.  it  may  eventually   obviate  the  need  for  startups  such  as  FriendFeed. 31 .   the   social   network   also   serves   as   the   aggregator.blog.   The   service.  Here’s  why   marketers  should  consider  using  them: to  get  in  front  of  consumers.   however.   which   launched   in   April   2009.  A  marketer.   to   what   degree   status   changes   will   apply   equally   well   across   many   networks.  with  relatively   little  maintenance  required  to  keep  them  current.  for  instance.;”   the   most   popular   are   Facebook.   Now   Live’s   millions   of   users   can   import   as   many   as   30   “Web   activities.   its   identity   aggregation   feature   likely   has   more   users   than   FriendFeed.   offers   a   simple   way   to   create   status   updates   and   syndicate   them   simultaneously   to   services  such  as  LinkedIn.com  |  twitter:  @360i   THE ARENAS Windows Live Users   can   search   their   friends’   feeds.  Facebook.  Instead   of   a   separate   site   designed   to   aggregate   digital   identities.  can  search   for  all  references  to  his  or  her  brands  or  competitors   across   all   of   FriendFeed   users’   aggregated   feeds.   Given   that   Facebook   is   already   one   of   the  most  popular  Web  destinations.   users   can   also   share   other   accounts   such   as   Twitter   and   FriendFeed   on   Facebook.   The   goal   here   is   simplicity.   Photobucket   and   Flickr.   While   Microsoft   may   not   attract   as   much   press   attention   as   some   of   the   newbies   on   the   block.  Quub  focuses   on   syndication.  and  users  will  have  a  different  network  of   friends  on  each.   Searching   FriendFeed   may   bring   up   links   and   references  on  niche  or  smaller  sites  that  a  marketer   could  otherwise  overlook.   but   even   visitors   who   aren’t   registered   can   search   all   of   the   content   and   links   shared   from   the   search   box   on   friendfeed.   Quub Unlike  the  other  aggregation  services.  Quub  and  other  startups  combined. can  monitor  what  consumers  are  sharing  there.  Pulse.   Separately.360i.   WordPress.   The   network’s   size   –   200   million   users   and   counting   –   makes   it   an   instant   leader   among   identity   aggregation   contenders.

  a   good   hundred   miles   south   of   Dallas   and   north  of  Austin  where  a  local  Best  Buy  is  the  closest   spot   to   a   technology   hub   in   the   area.   The   marketing   opportunities   offered   by   these   providers   are   most   ripe  for  entertainment  brands  to  offer  raw  or  behind-­ the-­scenes   footage.   while   Kyte   works   either   live   or   by   uploading   video   segments   recorded   on   cell   phones.blog.   This  generally  applies  to  photos  from  camera  phones.com.”   These   unabashed   plugs   to   stimulate   Digital   Word   of   Mouth   perfectly   bridge   the   real   world  and  online  experiences.   Twitter   has   created   an  entirely  new  channel  for  sharing  mobile  media  and   devices   equipped   with   GPS   that   “know”   the   device   owner’s   location   at   any   given   time   are   opening   up   new  frontiers  in  mobile  marketing.   worldwide  will  climb  from  243  million  in  2009  to  803   million  in  2012 There’s  a  great  example  of  this  experience  in  Waco.   May   2009).   predominantly   for   sharing   text   and   links.   Sharing   photos   and   videos   from   mobile   devices   continues   to   get   easier. Texas.   Yet   when   visiting  the  Dr  Pepper  Museum  and  Free  Enterprise   Institute.   One   startup. Mobile Video Mobile  video  sharing  allows  content   producers  to  create  immediate  and   potentially   powerful   connections   with   their   audiences.;   45%   of   iPhone   owners   have   downloaded   16   or   more   applications   (Compete.   but  expect  more  applications  for  video.com  |  twitter:  @360i   THE ARENAS MOBILE: SOCIAL MARKETING TELLS STORIES ON THE ROAD Overview Mobile   will   play   a   big   role   in   the   future   of   media   consumption.   32 .   signs   next   to   exhibits   point   to   “TwitPic   Photo   Ops.   and   viewers   can   chat   with  each  other  as  they   watch   (some   of   his   streams   have   attracted   hundreds   of   thousands   of  viewers).   from   how   the   iPhone   has   increased   mobile   Web   adoption   to   how   the   Kindle   is   changing   consumers’   relationship   with   print   media.   Mobile Social Marketing Facts & Figures   Twitter Multimedia downloaded   (Apple.360i.   features   Kyte’s   video   player   prominently   on   his   site   at   Thisis50.   Rapper   50   Cent.   Qik.   The   increasing   volume   of  content  from  mobile  social  marketing  creates  two   opportunities   for   marketers:   it   offers   new   tools   for   marketers   who   were   already   embracing   such   digital   channels.   and   it   also   creates   new   ways   to   connect   with  target  audiences.   The   signs   are   everywhere.   for   example.   focuses   on   live   streaming   from   mobile   devices.   Mobile   content   production   is   in   turn   dramatically   changing.   but   new   services  make  it  increasingly  easy  to  share  multimedia.  as  well.  April  2009)   Twitter   is   widely   used   with   mobile   devices. Mobile Storytelling Applications The   options   for   producing   mobile   content   keep   multiplying.

com  |  twitter:  @360i   THE ARENAS   Location-‐Based Storytelling The  whole  point  of  mobile  content  is  that  it  can  be  produced   and  distributed  from  anywhere.  Brightkite  enables  people   location.  marketers  can  evaluate  if  and   how  their  target  customers  are  using  it  and  whether   Conclusion 33 .;  foursquare  turns  visiting  hot  spots  in  a  city  into  a   game.   The   applications   of   such   technologies   are   limitless.”   which   describes   any   way   that   digital   information  is  overlaid  on  the  physical  world.  so  naturally  the  location   where  it’s  produced  is  often  an  integral  element  of  its  value.  the  2009  Topps  Series  1  baseball  cards   include   one   special   card   in   every   pack   that   one   can   hold   up   to   a   webcam   to   play   a   3D   game   with   that   pitcher  or  hitter  online.   Building  through  a  camera  phone.blog.  since  those   are  the  devices  that  people  have  on  them  most  often.;  and  Whrrl  allows  consumers  to  share  pictures  and   video  in  a  more  literal  version  of  storytelling.  Most  of  the  practical   examples  should  tie  into  phones.  From  there. Augmented Reality The  hot  futuristic  buzzword  of  the  year  is  “augmented   reality.360i.  as  well.  it’s  important   for   marketers   to   fully   understand   the   arena   before   entering  it.   Augmented   reality   technology   could   be   built   into   binoculars  so  that  when  a  bird  is  in  view.   a   number   of   mobile   social   applications   and   sites   are   designed   to   help   consumers   share   what’s   happening   where   they   are.     While  much  of  the  desktop  Web’s  take  on  augmented   reality   currently   falls   under   the   category   of   “cool   things   you   can   do   with   a   webcam.  for  example.  would   bring  up  the  Wikipedia  description  of  the  landmark.   In   light   of   that.   This  not  only  makes  content  consumption  more  powerful   on  mobile  devices.  For   instance.”   applying   it   to   mobile  devices  brings  more  practical  applications.  Viewing  the  Empire  State   Regardless  of  the  platform  or  technology.   the   Austrian   company   Mobilizy   developed   the  Google  Android  application  Wikitude  that  brings  up   Wikipedia  entries  when  scanning  a  camera  phone  over   a  physical  point  of  interest.  information   about   the   species   appears.   and   also   help   connect   them   with  others  in  that  same  area.  In  one   such  example.  but  it  can  lead  to  far  richer  experiences   when  creating  and  sharing  the  content.   It   could   be   incorporated   into   cameras   so   attendees   at   a   baseball   game   can   view  stats  of  the  players  in  view.  though.

 “Stopping  a  bank  robbery”  or  “About  to  accept  my   Oscar”).   Don’t  treat  your  tweets  like  one-­line  press  releases.   if   your   post   is   exactly   140   characters. you probably shouldn’t tell Twitter what you’re really doing. “   Unless you’re doing something really interesting.  clearer  and   wittier.  However.   keep   what   you   write   witty   and   short.  if  the  tweets  you  send  are  weak  then  they   won’t  amount  to  much.  Here  are  a  few  tips  to  making  tweets  that’ll  pack  a  punch.     Unless  you’re  doing  something  really  interesting  (e.  Let  your  sense  of  humor  show  in  your  tweets  and   embrace  the  playful  nature  of  the  medium.   it   “please  RT”  any  more  than  you’d  ask  friends  to  quote  you  to   others. tweet what you think your followers The  most  powerful  aspect  of  Twitter  is  its  echo  effect:  If  you   write  something  good.   Remember.  “About  to  eat  my  tuna  salad     When  you’re  linking  to  articles  or  blog  posts.g.  you  should  only  use  the  headline  of  the  item  you’re  linking   best  quote  from  the  item.   perhaps   even   more   than   other   mediums  due  to  the  need  for  brevity.  Before  you  hit  send.g.  all  your  followers  can  re-­tweet  (or  RT   for  short)  what  you’ve  said  to  their  own  followers. 34 “ .THE TIPSHEET HOW TO WRITE AN AWARD-WINNING TWEET By Gregory Galant CEO of Sawhorse Media & creator of the shorty awards Twitter: @gregory Twitter   is   less   about   your   individual   tweets   than   it   is   about   a   string   of   short   messages   you   weave   together  to  inform  and  entertain  your  followers.  To  increase   the   chances   of   a   re-­tweet.  you  probably  shouldn’t  tell  Twitter  what  you’re  really  doing  (e. Rather.  try  to  make  your  tweet  shorter.   Strunk   and   White’s   rule   “Good   writing   is   rewriting”   applies   to   Twitter.

4 BU FA NG YO N UR BA SE IL DI .

  36 . the   marketer   and   useful   to   consumers   because   they   don’t   have   to   search   for   your   online   presence   or   wait   to   stumble   upon   it   –   you’ve   already   let   them  know  where  they  can  interact  with  you  online.com  |  twitter:  @360i   BUILDING YOUR FAN BASE PromotING your social marketing programs W hen   building   your   fan   base   online.   or  have  already  purchased  the  product.”   watching   TV   while  multitasking  on  their  laptops.360i.blog.   there   are   several   ways   to   jumpstart   and   spark   engagement   around  your  brand  and  community  quickly:    integration   with   traditional   marketing   channels.   If   consumers   are   actually   going   to   take   Summary:   There  are  a  variety  of  ways  for  marketers  to   promote  their  social  presence  including.  Consumers   engage  and  share  experiences  with  other  individuals   who  have  purchased  the  same  product.   peer-­ to-­peer   recommendations   are   the   gold   standard  for  fueling  awareness  and  visibility.   interactive  experience.  Marketers  can   invite  consumers  to  start  a  relationship  right  when   they   are   in   the   midst   of   considering   a   purchase.”   Have   their   friends   already   participated   or   become   a   member?  Did  the  environment  receive  positive  reviews?   Word  of  mouth  recommendations  can  spread  organically   even   without   marketing   support.   while   using   While   there   are   certainly   organizational   challenges   when   asking   your   traditional   ad   agency   to   incorporate   social   marketing   components   into   a   30-­second   spot.  events  or  releases  that  have  a   short  window  of  opportunity  for  participation.   however.  but   not  limited  to:       the  time  to  participate  and  become  part  of  a  branded.   This   opportunity   is   greatly   enhanced   when   considering   the   increased   number   of   people   “co-­viewing.   Digital   Word   of   Mouth.  they  are  going  to  be  looking  to   the   people   they   trust   most   for   a   “stamp   of   approval. INTEGRATING WITH TRADITIONAL MARKETING Oftentimes   marketers   fall   into   the   trap   of   using   online   advertising   to   support   online   experiences.   call   to   action   that   encourages   consumers   to   engage   more   deeply.   These   promotional   vehicles   are   especially   useful   for   supporting  campaigns.   branded   integration   and   media   buys. Takeaway: Developing  a  smart  promotional  strategy  to   spread  the  word  about  your  social  programs   can  mean  the  difference  between  hitting  a   home  run  to  a  packed  house  or  striking  out   in  an  empty  stadium. Product   packaging   and   point-­of-­sale   promotion   also  offer  ripe  opportunities  for  spreading  the  word   about  your  social  marketing  efforts.   can   offset   the   internal   complexities.

blog.   last   year   Ralph   Lauren   approached   360i  to  create  buzz  around  the  launch  of  Ralph  Wild.   Bunnyshop.   which   began   by   compiling   an   extensive   list   of   sites   and   blogs   to   engage   in   a   dialogue   about   the   fragrance   launch.   engaging   consumers   on   a   more   personal  level  with  the  brand.   However.   offering   a   point   of   view   on   any   topic   under   brand   to   build   relationships   with   those   individuals   covering   subjects   contextually   relevant   to   your   product   offering.   Relationships  aren’t  built  overnight. Integrating   your   brand   with   a   program   that   reaches   your   target   audience.   Brand   representatives   can   earn   this   trust   by   taking   the   time   to   truly   understand   the   bloggers’   points   of   ways   to   start   an   exchange   of   information   on   topics   that   will   be   valuable   to   the   bloggers’   readers.   If   your   brand   or   community   can   grab   the   attention   receive   a   glowing   endorsement.   access   to   talent   or   new   product   lines.   this  recognition  can  lead  to  a  ripple   effect  of  favorability  throughout  the   blogosphere.   you   still   need   to  invest  in  promotion  to  develop  an   audience.   She   Knows   and   Seventeen   Magazine   served   to   further   extend   the   awareness   and   excitement  about  the  new  fragrance.   a   fruity   fragrance   aimed   at   young   females   ages   15-­ 25.   Exclusive   content.  resulting  in  reviews   37 .   They   are   cultivated   and   earned.   In   addition   to   extensive   blogger   outreach.   But   building   a   valuable   experience   can   be   time   consuming   and   expensive   -­   plus.   For   example.   after   you’ve   built   it.   authentic   and   personalized   communication   between   brand   representatives   and   bloggers.   360i   crafted   a   six-­week   program.   product   samples  were  sent  to  select  sites.   helps   achieve   your   objectives   and   ties  into  your  brand  promise  can  be  a  very  effective   way   to   engage   an   instant   audience.   there   are   many   content  providers  that  have  invested   in  product  development  and  audience   aggregation. BRANDED INTEGRATION   Providing   value   to   consumers   is   a   critical  component  to  achieving  social   marketing   success.   Coordinated   contests   and   product   giveaways   on   Styledash.   The   most   successful   Digital   Word   of   Mouth   programs   start   with   transparent.com  |  twitter:  @360i   BUILDING YOUR FAN BASE DIGITAL WORD OF MOUTH One   of   the   most   powerful   ways   to   gain   awareness   of   your   brand   is   to   receive   positive   endorsement   editors.   while   providing   utility  and  value  to  the  customer.   though.   sampling   opportunities   and   interviews   are   just   some   of   the   ways   to   make   a   lasting   impact   The   most   successful   brand   integrations   reach   a   similar   target   audience   as   the   promoted   product   and   offer   an   opportunity   to   truly   integrate   beyond   the   banner.360i.   forum   moderators   and   microbloggers   abound.   360i   has   executed   similar     and   fashion   bloggers.

pay   only   for   those   consumers   who   are   interested   in   engaging  with  their  social  marketing  program.   points   that   can   be   used   to   advance   within   a   game)   in   exchange   for   downloading   or   interacting   with   a   marketer’s   program.  including  Facebook  and   MySpace.   Weapons   and   Slayer   application   on   Facebook   to   create  a  FEARnet-­branded  weapon  for  users  to  protect   themselves  during  game  play.  360i  ran  ads  targeting  the  hundreds   of  thousands  of  people  who  mentioned  that  they  were   IGNITING DISTRIBUTION   One  of  a  social  marketer’s  biggest  fears  is  launching   it   because   no   one   has   heard   of   it.blog.   Branded  integration  can  also  be  effective  when  brands   want   to   generate   awareness   of   a   promotion   rather   quickly.   The   company   partnered   with   the   popular   Zombies.  many  advertising   opportunities   on   social   networks   are   sold   using   a   CONCLUSION MEDIA BUYS   When   building   a   presence   within   a   social   networking   community.com  |  twitter:  @360i   BUILDING YOUR FAN BASE strategies   for   a   number   of   marketers.   brands   can   set  aside  a  portion  of  their  budget  for  promotional  media   to   jumpstart   awareness.   That   may   be   okay   if   your   objective  is  to  quickly  gain  awareness  for  a  campaign-­ based  promotion  such  as  a  movie  release.   Some   vendors   offer   consumers   virtual   currency   (e.   while   great   for   increasing   participation  and  awareness.  should  not  be  confused   with  nurturing  a  community  to  foster  loyalty  to  your   brand  and  your  social  programs.  but  don’t  have  the  time  or  resources  to  build   an   interactive   experience   like   a   widget   or   application   from   scratch   and   then   wait   to   promote   and   build   a   following.   if   longevity   is   part   of   your   objective.  However.  promotion   of   your   brand’s   presence.   While   premium   CPM-­ based  ad  opportunities  are  available.   During   the   planning   process.360i.  Before   In   general   though.   but   due   to   market   saturation.  have  targeting  capabilities  that  allow  brands   to   run   ads   based   on   user   interests.g.   the   launch   could  be  a  tree  falling  in  a  forest.   who   wanted   to   promote   their   online   programming   during   Halloween.  it’s  helpful  to  get  a  deeper  understanding  of   what  promotional  vehicles  are  available  on  the  selected   platforms  and  how  much  budget  is  available  for  them.   This   approach   can   lead   consumers   to   abruptly   stop   interacting   with   the   marketer’s   program   or   application   after   they   have   received   their   incentive. you’re   there.   Vampires.  However.   You   could   have   the   most   engaging   program   or   application   on   the   Internet.   in   promoting  Paramount  Home  Entertainment’s  Godfather   IQ  quiz  on  Facebook.   including   FEARnet.     There   are   a   variety   of   ways   to   promote   your   social   marketing   presence   and   increase   consumer   engagement  with  your  programs.   the   advertising   model   on   social   networks   is   fairly   immature.   The   majority   of   the   leading   social  networking  communities.  Instead  of  crossing     there  are  some  performance  marketing  opportunities   out  there  that  will  guarantee  a  set  number  of  users.  it’s  important  to  let  the  community  know  that   38 .   For   example.   you   may   want   consider   working   with   vendors   who   promote   social   programs   within   contextually   relevant   environments   and  aim  for  organic  installs.   concepts.

 And  once  you  are  on  the  inside  you  will  discover  a  much  different   perspective  on  things  than  when  you  were  on  the  outside.  the  people  who  are  on  the  outside  of  the  Gates  (New  Media)  really  want  to  be  on  the  inside  of   those  Gates  where  Old  Media  resides.  and  shares  with  us  the  humanity  with  regard  to  what  happens  when  someone  when  you   least  expect  it  opens  their  mouth  and  can  really  sing.com & Producer OF The 140 CHARACTER Conference | Twitter: @jeffpulver As   it   turned   out. Founder of pulver.   New   Media   never   replaced   Old   Media.  to  make  a  point  and  to  be  heard.  I’ve   often   thought   about   something   which   I   call   “NOW   rebranded   as   NOW   Media.THE OUTLOOK NOW MEDIA AND THE POWERFUL FUSION OF NEW AND OLD MEDIA By Jeff Pulver.  NOW  Media  represents  the  fusion   of   both   platforms.  What  caused   this   unlikely   forty-­something   from   the   Scottish   countryside   to   become   an   overnight   sensation?   A   lot   of  the  success  of  this  video  came  from  the  message  it  carries.  Ashton  knows  how  to  leverage  these   platforms  to  promote  a  cause. Susan  Boyle’s  original  video  from  “Britain’s  Got  Talent”  now  has  tens  of  millions  of  views.   New   Media   empowers   Ashton   Kutcher   with   platforms   like   Ustream   and   Qik   and   TwitPic. and have for a long time … when Old Media and New Media become catalysts for each other.;  they’re  there  for  anyone  with  broadband  access. amazing things can and will happen.  And  it  isn’t  just  Ashton  and  the  celebrity   elite  who  use  these  platforms. during  President  Barack  Obama’s  Inauguration.  Mix  these  new  platforms   with  Old  Media  and  something  special  can  and  sometimes  does  happen.  The  video  reminds  us  to  not  to  jump  to   conclusions.   after   the   investment   of   billions   of   dollars.   In   the  end.   NOW   Media  is  different.   “ Since   being   part   of   the   CNN-­Facebook   experience   Old Media and New Media need each other.   which   he   uses   to   directly   connect   with   people  for  free.     39 “ .   but   I   was   wrong.

 Twitter  and  email.  producers  placed  the  video  on  YouTube.  traditional  media  outlets  could  not  help  but  notice  the  traction  the  video  was  getting  and  so   they  started  covering  it.  too. 40 .  Within   hours  of  the  show.  and  have  for  a  long  time.  amazing  things  can  and  will  happen.  The  embedded  video  then  started  appearing   on  blogs  around  the  world.   Old  Media  and  New  Media  need  each  other.  This  further  proliferated  frenzy  of  people  sharing  on  the  Internet.  Within   a  day  or  so.  This  in  turn  started  a  sharing  frenzy  on  Facebook.THE OUTLOOK The  advent  of  NOW  Media  contributed  greatly  to  Susan  Boyle  getting  discovered  by  the  world.  Despite  what  some  friends  of  mine   Media  and  New  Media  become  catalysts  for  each  other.

5 TH up E FA NS g Fir in .

  fueling   and   engaging   is  often  described  as  “community  management.   invites   photographers  to  share  their  tips  and  learn  from  Nikon   professionals  and  industry  experts.   or   works   with   organic   communities   that   have   arisen   Summary:   Actively  nurturing  the  community  or  fan   base  you’ve  built  can  lead  to: around   a   product.”  but   that  term  can  conjure  images  of  top-­down  moderation   and  rigid  control  over  a  community.   It’s  not  enough  to  just  drive  people  to  your   social  programs  –  you  have  to  continually   provide  value  to  them  once  they’ve  arrived   endorsement   nurture  deeper  relationships  that  provide   in  advocacy  and  defense  of  the  brand COMMUNITY NURTURING IN ACTION about  your  brand Sometimes   the   best   customer   service   infrastructure   can  be  a  community  built  up  around  a  brand  that  helps   weigh  in  on  new  promotions.com  |  twitter:  @360i   FIRING UP THE FANS Nurturing a Social Community to Build Deeper Relationships W hether   a   marketer   builds   a   community   using   some   of   the   techniques   discussed   in   the   previous   section.   This   also   provides   customers   with   sense   of   ownership   in   the   development   process.blog.  ideation  and   more   to   help   inform   product   development.   nurturing.   Nikon’s   Flickr   community.  This  can  be  accomplished  either  via  public   communities   or   even   inviting   some  of  your  core  customers   into   a   private   community   for   deeper  access  and  insights.   called   the   Nikon   Digital   Learning   Center.  A  more  appropriate   term   might   be   “community   nurturing.   which   builds   long-­term   loyalty   and  trust.”   since   a   free   and   open   relationship   with   communities   produces   Takeaway: Retaining  customers  after  you’ve  driven   them  to  your  social  experience  is  critical.  Community  members   can   also   submit   photos   and   start   discussions   around   directly   addressing   consumer   complaints  or  giving  advocates   a   platform   to   actively   help   others  in  the  community 42 .360i.  messaging. consumers   help   each   other.

 allaying  concerns  and   when  absolutely  necessary. include   a   “screenshot   of   the   day.   Starbucks   then   puts   the   best   ideas   into   action   and   showcases   them   on   the   site.   and   because   they’re   providing   enormous   value   to   amateur   photographers.     Soliciting  feedback  isn’t  always  just  a  means  to  improve   customer   experience   with   existing   products   –   it   can   also   aid   the   development   of   entirely   new   products   by   identifying  heretofore  unknown  consumer  demands.   More  on  responding  to  negative  feedback  is  discussed  in   the  next  section  on  page  46.     branded   community   around   its   enormously   successful   online   game   “World   of   Warcraft.   Blizzard   has   numerous   full-­time   Community   Managers   (affectionately  referred  to  as  “Blues”  because  of  the  blue   font   color   they   post   in)   who   interact   with   community   members   on   a   daily   basis   -­   disseminating   news   and   content.   and   spotlights  on  independent  fan  sites.  but  brands  should  be  cognizant  of  potential   Customer  feedback  is  one  of  the  natural  byproducts  of   an   active   community   -­   consumers   openly   talk   about   what  they  like  and  don’t  like  about  brands.  including  a   wider  selection  of  breakfast  food  options.”   The   site   serves   as   a   space  for  players  to  help  one  another  hone  their  skills.blog.  drinks  and  retail  outlets.   request   new   content   or   features.360i.   Several   consumer  ideas  have  been  put  into  practice.  but   doesn’t  limit  the  conversation  solely  to  Nikon  products.  correcting  misinformation.   Blizzard   uses   WorldofWarcraft.com  |  twitter:  @360i   FIRING UP THE FANS various  photographic  techniques.com  to  highlight  community  members   and   the   content   they   produce   –   front   page   features   My   Starbucks   Idea   lets   consumers   submit   their   ideas   for  improving  the  brand’s  food.   and  enables  other  consumers  to  comment  and  vote  on   their   suggestions.   negative   feedback   often   arises.   discuss   the   game   they   love   and   become  more  engaged  with  the  brand  -­  leading  them  to   evangelize  it  to  their  friends.  When  people  have  an  open  forum  to     share   their   opinions.   43 .   the   evangelism   isn’t   seen   as   overly   self-­promotional.     In   addition   to   active   discussion   forums.   The   company   also   shares   information  about  its  new  camera  lines  and  lenses.  and  are  only   too  happy  to  provide  feedback  -­  negative  and  positive   -­  free  of  charge.  The  community  allows   the  company  to  evangelize  its  product  in  an  appropriate   forum.  ejecting  disruptive  community   members  and  closing  unproductive  discussions.   and  it’s  recommended  that  brands  have  a  plan  in  place   about  how  –  and  when  –  to  respond  to  that  feedback.   provide   feedback   on   game   updates.     But   building   such   an   active   and   dedicated   community   requires   constant   oversight   –   especially   when   the   community   has   such   a   passionate   and   vocal   audience.   Some  branded  communities  can  serve  to  capture  all  the   GATHERING AND REACTING TO FEEDBACK numerous.”   top   fan   art.

  Keep   in   mind   that   when   customers   are   given   a   platform   to   speak   directly   to   the   brand. 44 .360i.   Harnessing   marketers   with   feedback.   Smart   marketers   will   ensure   that   processes  are  in  place  to  address  all  feedback.blog.   fan-­created   content   and   improved  customer  service  and  engagement.   whether   it’s   built   by   a   brand   or   organically     occurring.   it’s   possible   that   the   volume   of   replies   will   be   suprisingly   large.   marketers   can   simultaneously   connect  customers  to  brands  and  learn  valuable  insights   about   their   customer   base.   By  giving  customers  a  voice  and  a  platform  to  connect   around   their   brands.com  |  twitter:  @360i   FIRING UP THE FANS CONCLUSION There   is   a   tremendous   amount   of   potential   creative   energy   that   exists   inside   any   community.

6 FU M BL ES PR EV SO EN CI TIN AL G MA & RK MA ET NA IN GIN G G .

 Why?  The  ripple  effect  is  much  easier   to   achieve.   That   wasn’t   something   that   came   out   in   the   research.  But  social  media   Summary:   Develop  a  proactive  plan  before  a  fumble   happens  to  avoid  missteps  and  control   fallout  should  one  occur.   even   with   the   juiciest  of  rumor.  but   a  thoughtful  response  to  issues  that  arise   can  actually  lead  to  greater  customer   appreciation  and  loyalty. Takeaway: Crisis  management  is  a  critical  part  of  any   well-­executed  social  program.  And  since  the  content  is  easy  to   thousands  of  your  friends’  friends.  The  brand  did   plenty  of  focus  group  testing  before  releasing  their  new   packaging  earlier  this  year.   Bringing   them   into   the  process  ahead  of  time  also  increases  the  likelihood  of   them   becoming   evangelists   for   the   brand.   President   of   Tropicana   North   America:   “What   we   didn’t   get   was   the   passion   this   very   loyal   small   group   of   consumers   have.  A  poorly   handled  fumble  can  lead  to  disaster.   where   all   of   your   closest   friends  can  view  it.com  |  twitter:  @360i   PREVENTING AND MANAGING SOCIAL MARKETING FUMBLES How to Avoid Missteps and Ensure They Don’t Cost You the Game C discussions   already   happening   every   day   at   playgrounds.360i.   While   social   marketing   can   be   great   for   positive   virality.blog.  listening  to  your   customers  is  just  as  important  –  if  not  more  so  –  in  times   of  calm.   campaign   or   product  rollout. GATHERING AND REACTING TO FEEDBACK While  important  during  times  of  crisis.   cafes.  it  can  also  spread  negativity  about  your  brand   mouth.   water   coolers   and   barstools  around  the  world.   This   makes   a   proactive   and   prepared   crisis   communication  strategy  critical  for  any  brand  playing   in  social  marketing  arenas. issues  before  they  become  widespread about  potential  brand  or  product  changes   the  environment  where  it’s  being  discussed   is   so   much   more   powerful   than   the   water   cooler   conversations.   With   one   click.  Scale  like  that  just   can’t   be   achieved   at   a   water   cooler.   Marketers   can  learn  from  the  mistakes  of  Tropicana.  and  yet  a  widespread  consumer   organizational   paradigms   as   it   spans   so   many   different   Set   up   your   organizational   structure   now   for   what   may   46 .  Addressing  the  concerns  of  your  audience  early   on   can   help   ensure   a   small   spark   doesn’t   ignite   a   full-­ revolt  ensued  after  the  launch.”   It  would  have  been  fairly  inexpensive  to  conduct  online   testing   with   enthusiasts   pre-­launch.   Using   the   Internet   as   a   focus   group   can   help   inform   opinions   before   launching   a   new   product.  resulting  in  a  20%  drop  in   sales   post-­rebranding.   Said   Neil   Campbell.   a   video   can   be   posted   to   your   Facebook   Page.

    When   an   issue   arises.  just  to  name  a  few.   Also.  This  council  can  also  develop  a  plan  for  rapid-­ response  crisis  communications  situations.  address   consumers   to   let   them   know   you’re   on   it.   and   tell   them   when   you’ll   get   back   to   them   next.  The  bigger  the  organization.360i.   Through  the  discovery  phase.  If  they’re  lambasting  you   on  Twitter.  the   more   complicated   the   communications   plan.   best   practices   and   case   studies.   that   doesn’t   mean   you   should   throw   up   your   hands   and   hope   for   the   best.   then   make   a   video  to  respond  and  post  it  there.   Web   development.   it   often   takes   some   time   to   add   to   that   the   time   required   to   secure   buy-­in   from   all  necessary  parties.  negative  spread.com  |  twitter:  @360i   SOCIAL MARKETING FUMBLES disciplines   –   media.   active   management   of   communities   and   your   brand’s   presence   in   social   spaces   is   prudent   to   prevent   disaster   before   it   strikes   and   to   mitigate   the   effects   if   one   should   hit.  ensuring  risky   issues  are  addressed  in  the  most  appropriate  manner.  The  chaos  of  the  online  environment   coupled   with   short   deadlines   greatly   exacerbates   the  risk  of  making  bad  decisions. Many   marketing   pundits   pummeled   brands   like   Motrin   for   failing   to   react   quickly   to   critiques   blogosphere.  we  emphasized  the  value   of   listening   to   your   customers.  then  address  them  on  Twitter.   especially  Twitter.blog.   Here  are  some  tips  on  what  to  do  if  disaster  strikes:   47 .  plus  seed  it  across   other  user-­generated  sites.   PR.   it   can   facilitate  discussions  between  council  members  that  can   lead  to  innovations  and  breakthrough  cross-­departmental   programs.  Putting  the  right   tools   in   place   before   a   crisis   strikes   can   not   only   mitigate  the  risks  of  viral.   Building  a  social  marketing  council  comprised  of  members   of   disparate   teams   can   ensure   cross-­departmental   learnings.  but  can   also  set  a  structure  in  place  that  can  lead  to  longer-­ term  brand  preference  and  advocacy.  when  they  ran  a  commercial  where   Motrin  likened  a  baby  sling  to  a  fashion  accessory  and   said  that  while  toting  the  baby  can  be  tough.     Active   listening   will   help  identify  issues  early  on.  but  sizing  up  the  audience   IF DISASTER STRIKES… Does   this   mean   control   of   the   brand   is   lost   forever?   While   some   control   has   been   ceded   to   consumers.   Converse   with   them   in   their   environment.   customer  care  and  event  marketing.  it  “totally   and   either   amplify   or   quash   discussions   from   there.   If   your   consumers   are   crying   bloody   murder   on   YouTube.  But  even  if  you  don’t  have  an  answer.    by  not  responding  quickly  to  the  barrage   of   negative   feedback   across   many   social   properties.   In   fact.   Lack   of   responsiveness  only  makes  a  brand  seem  more  out  of   touch.   creative.

  but   Motrin   chose   to   respond   by   updating   only   their   Web   site.  At  the  same  time.  In  addition.   or  insurance  company.  Motrin  exposed  the  issue  to  a   broader  audience  than  would  have  seen  their  response solely  on  Twitter.   speak   the   language   of   your   audience   while   retaining   the   voice   of   your   brand.blog.   missing   out   on   a   key   opportunity   to   connect   and   reconcile   with   their   audience   where   the   complaint   originated.  If  you’re  known  as  a  playful  brand.   Putting   the   right   process   in   place   before   a   problem   occurs   can   mitigate   damage   and   even   promote   increased   advocacy   when   you   show   consumers   you   are   ready.   willing   and   prepared   to   handle  any  situation.  then  get     earned   equity. 48 .  a   shared   bad   experience   can   damage   a   brand’s   hard   When   addressing   your   audience   in   a   user-­ controlled   environment.360i.   the  viral  effect  can  be  amazing.com  |  twitter:  @360i   SOCIAL MARKETING FUMBLES Moms   were   in   an   uproar   all   over   Twitter.  then  retain  your  voice  while   keeping   to   the   protocol   and   best   practices   of   the   CONCLUSION When  one  person  has  a  good  experience  with  a  brand.

 or  get  product   support  will  often  have  to  register  on  a  Web  site.   Prospects   can   share   minimal   amounts   of   information.   access  to  a  whitepaper.      a  brand  site.  People  –  not  brands  –  will  be  in  control.  As  a   result. TOMORROW By Jeremiah Owyang BLOGGER AT Web-StrategIST.  and  thus  grant  power  to   brands. As a result.   giving   the   brand   limited   ability  to  contact  them. the Social Contract between people and brands will evolve.  attend  an  event.  As   a  result.COM Twitter: @jowyang With   the   advent   of   portable   IDs   has   come   a   unique   challenge   and   opportunity   for   brand   marketers.   Customers   will   elect   how   much   information   they   want   to   share.   “ interested. Registration  pages  will  go  extinct  and  people  can  choose  to  expose  as  much  or  as  little  information  as   they  want.   49 “ Technology will shift the power from brands to people as they are able to control their own identity.  In  order  to  gain  control  back.THE NEW RULES THE SOCIAL CONTRACT: TODAY VS.  As  the  prospect  becomes  more     . Prospects  who  want  more  information  about  a  product.   Technology  will  shift  the  power  from  brands  to  people  as  they  are  able  to  control  their  own  identity.  they  give  information.  marketers  will  need  to   reinvent  the  digital  Social  Contract  as  we  know  it.  they  may  choose  to  offer  more  information  in  exchange  for  additional  value.  the  Social  Contract  between  people  and  brands  will  evolve.

 and  brands  will   tap  into  this  by  offering  group  discounts. trusted  peers  that  he’s  purchased  the  product.  but  he  won’t   need  to  give  any  information  about  himself.  In  return  he  receives  information  related  to  what  he  will  likely  want.  Customers  trust  word  of  mouth  most.  As  a  result.   brands  will  have  to  reshape  how  they’ll  get  customers  attention  and  ability  to  register.  As  technology  enables  customers  to  control  their  own  identities.  We’ve  seen  this  already  with  many  luxury   or  passion  products  –  but  now  the  brand  will  encourage  it  by  rewarding  customers  with  various  forms   of  social  currency.  we  haven’t  seen  formal  systems  and  technology   emerge  pan-­industry  that  can  support  it.;  however. information.  some  will  knowingly  stand  behind  the  products  and  brands  that   represent  them.   This  contract  already  exists  in  some  forms. every  customer  won’t  self-­express.THE NEW RULES register  to  the  site.   services  or  discounts  –  if  he  gives  more  information. 50 .  and  become  willing  endorsers  of  the  brand.  the  brand  can  offer  additional  related   products  or  begin  a  dialogue.  He  allows  the  brand  to  send  him  a  message  perhaps  via  Facebook.  reducing  his  need  to   navigate  a  large  Web  site.

7 SC ING OR E KE EP .

 what  caused  the  campaign   to   resonate   with   a   different   type   of   audience?   What   can  be  learned  from  that? Sizing   the   audience   is   just   as   important. Takeaway: Develop  a  social  marketing  scorecard  that  is   unique  to  your  brand’s  program  objectives   and  determine  how  these  metrics  can  be   translated  and  compared  against  other   *   Impression   View  video   Click  through   Rate  video   Share  video   Embed  video   Create  video   1x   3x   4x   4x   10x 20x 100x 2. WHO? Learn   more   about   your   audience   –   who   saw   the   program   and   engaged   with   it?   By   conducting   an   audience   analysis.  let  alone  weighted  equally.   Even   though   there   is   an   abundance   of   data   that   can   Summary:   Social  marketing  can  be  measured.  This  is  customized  for   each  marketer  and  is  tied  to  program  objectives.   but   should   a   video   play   and   a   video   rating   be   measured   equally?   *Sample  weighting  only. 52 .  but   the  metrics  used  must  be  tailored  to  your   program  and  objectives.   improve  your  program be  measured.   you   can   understand   the   demographic.  that  doesn’t  mean  that  it  should  all  be   measured.  geographic  and  psychographic  makeup   of  those  who  engaged  with  your  brand  or  campaign.blog.360i.   How   many   chose   to   interact   and   to   what   degree?   How   do   you   compare   impressions   and   engagement   across   channels?     Creating   a   standard   currency   with   which   you  can  evaluate  programs  in  context  can  help  gain  a   better  perspective  on  performance.com  |  twitter:  @360i   KEEPING SCORE How to Know How You Measure Up M easuring   the   impact   of   social   marketing   can  appear  to  be  exceptionally  daunting. WHAT? Measuring   how   your   audience   engaged   with   your   program   can   be   a   bit   more   intricate. Addressing measurement for your program requires answering six questions: 1.   How   many   people   were   exposed   to   the   program.   but   it   doesn’t   have   to   be.   Sure.   you   can   measure   number   of   engagements.  Is   this  who  you  wanted  to  reach  when  you  outlined  your   initial   goals?   If   so.   what   learnings   can   be   applied   to   the  next  program?  If  not.

 etc.   and   the   passalong   value   starts   to   occur   with   enough   time   to  take  action.   most   popular   discussion   topic   on   Twitter   in   May   Components  for  engagement  can  include: 2009).  this  can  make  a  tremendous  impact   on  marketer  objectives.   determine  campaign  success.   Another   component   to   consider   is   measurement   of   generated   by   a   word   of   mouth   campaign   or   found   on   a   brand-­moderated   Facebook   Page)   as   compared   with   organic   chatter.   But   what   about   instances   when   a   campaign   “goes   viral”   after   the   promotion   is   over?   Time   is   still   of   the   essence.   sentiment   and   competitive   mindshare   throughout   the   campaign   can   help   gauge  effectiveness  of  the  campaign  as  it  integrates   throughout  the  marketing  spectrum.360i.blog.     and   quantitative   data.   Measuring   volume. WHERE? Perhaps   you   ran   a   program   across   Facebook.  we  have  seen  comparable  lift  in  positive  sentiment   conversations  as  compared  with  organic  chatter.   but   quality   can   provide   the   kind   of   actionable   analysis   that   helps   you   understand   what   drove   consumers   to   participate   with   your   brand.  increase  advocacy.   but   it   was   all   concentrated   on   Gaia.  Other  times.   MyYearbook.   Understanding   where  your  audience  is  congregating  and  engaging   is   critical   for   optimizing   your   social   marketing   program   in   real-­time.   Measuring   linguistic   analysis   and   sentiment  can  help  inform  whether  or  not  the  marketer-­ 6.   as   well   as   culling   learnings   for  future  programs.   Just   as   in   the   discovery   phase.   as  chatter  about  Super  Bowl  ads.   5. WHEN? Factors  beyond  your  social  marketing  program  can   Each  of  these  measurable  components  contributes  to   your  campaign  objectives  in  different  ways.   your   social   marketing   footprint   and   your   competitors’   brands.   performing   a   KCISM   (Key   Conversation   Indicators)   analysis   can   help   you   better   understand   what   people   are   saying   about   your   brand.   3.  it’s   4.   53 .com  |  twitter:  @360i   KEEPING SCORE How   does   that   compare   to   someone   who   creates   a   custom   video   as   a   result   of   being   exposed   to   a   program?  Further.   a   banner   ad   or   a   30-­second   TV   spot?   Creating   a   custom   weighted   scorecard   for   social   marketing   can   help   measure   engagement. WHY? Quantity   of   conversation   is   certainly   important.  In   fact.  it’s  important   to  measure  the  following:   Measuring   qualitative   brand”  words  or  associations.   When   the   timing   is   right.  how  does  this  compare  to  someone   exposed   to   a   pre-­roll   video   spot.   Gaia   and   a   Digital   Word   of   Mouth   campaign   across   top   blogs   and   found   that   the   total   number   of   people   engaging   was   phenomenal. HOW? How   can   social   media   metrics   tie   back   into   overall   branding   initiatives?   How   can   marketers   gauge   effectiveness   as   compared   to   a   TV   commercial   or   a   billboard?  To  understand  these  things.

 For  example.  whereby  a  bilateral  discussion  can  ensue   from  an  engagement? Many   marketers   already   conduct   focus   groups   and   decision.   Building   an   index   that   accurately   represents   the   contribution   of   each   component   to   an   overall   objective   provides   the   basis   of   effective   benchmarking  and  intelligent  decision  making.com  |  twitter:  @360i   KEEPING SCORE   How   many   TV   commercials  during  Rachel  Maddow’s  show  are  equal   a   formula   that   measures   quantity   of   TV   exposures   against   brand   health   measures   or   favorability.   but   they   represent   very   different   levels   of   customer   engagement.   It’s  not  about  any  one  lever  –  it’s  about  making  the   levers  work  in  tandem  to  produce  metrics  that  gauge   effectiveness  against  pre-­determined  objectives.  to  varying  degrees.360i.   measurement   boils   down   to   gauging   success  against  marketing  objectives  and  developing   easy-­to-­understand   proxies   for   those   metrics   to   evaluate   the   contribution   of   individual   marketing   components   to   the   overall   success   of   the   program.blog. 54 .  video   plays   and   widget   placements   can   all   be   counted. Each   campaign   or   marketing   program  is  comprised  of  many  measurable  components   that.   purchase   intent  or  even  sales.     CONCLUSION Ultimately.  Incorporating  answers  like  “from  a  blog”  or   “from  a  friend  online”  or  “from  a  social  network”  can   help   measure   the   impact   on   awareness.  contribute  to  achieving  your   marketing  objectives.   then   how   can   marketers   adapt   that   to   an   Internet   equivalent.  impressions.

8 BA TT ER UP ! .

  well-­planned   social   marketing   program   can   shift   the   way   you   interact   with   your   customers  and.360i.com  |  twitter:  @360i   BATTER UP! If  you’re  thinking  about  developing  or  expanding  your  brand’s   involvement  in  social  marketing.  this  presents  a  tremendous  opportunity  to  reinvigorate  and  expand  their  customer  base.blog.  here  are  some  key  steps  to   undertake  when  developing  your  strategy:   Actively listen and observe before getting started Establish clear objectives and success metrics Evaluate opportunities through your unique strategic lens Create a unifying concept or theme Construct your social marketing architecture Aggregate and/or build social media assets Develop a plan for monitoring and responding to consumer discussions Roll out an integrated earned and paid media promotional plan Nurture your fans and community Measure against objectives and optimize continuously A   thoughtful.  For  brands  willing  to  step  up  to   the  plate.     56 .  the  way  customers  perceive  your  brand.  as  a  result.

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