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FOREWORD FUMBLES--CEO-of Fusion Media TheBUILDINGContract: p.42Mashable.com Character UPOwyangp.46HowofSawhorse p.34 Producer NOWTHE 360i.BureauPracticeswith Shorty Awardsp.6 You Blogger to HowDEVELOPINGHowAward-Winningat ofPutting Relationships By TRAININGGalantp.52Todayto Up Web-Strategist.com TellingWriteARTICLESCEOMarketingSocial and Old of the AdvertisingRothenbergStoryp.36Promoting& Success Media by CONTENTSSCORESocialPlatforms for Approaching Brand p. IntroductionforWINp.5MeasurePulver.com MediaCreator of the39 CONTRIBUTORaYOURMANAGINGPresidentBuildCEO, and Ensure TheyMarketing MARKETING p.3Socialp.9StrategicallyMissteps49p.21in Marketing STRATEGYKnowTOp.6FANSBASESOCIAL Ensuringp.&Interactive in140Dont OF2009 ARENASTHEGAME-WINNINGforTomorrowDeeperSocial SocialPlayPrograms TABLEGamep.13BestFANCommunityAvoidandNewYourYourSocial Marketing Cost You A Jeff Pulverp.56 8 Gregory HowMedia 7 Pete Cashmore theto Your & 6 Randall Nurturing 5 Playlist p.24Key 4 BATTER Conference 3 KEEPINGand A 2 PREVENTINGAll Powerful 1 FIRING UP!an- Rights Reserved. INTRODUCTIONBrands ACKNOWLEDGEMENTSFounderof vs.Tweet Jeremiah the Social to

Even courtesy of age CEOa You worked of creative execution proliferation pushedwonderful of media planning a Bryan used 1990s,idea a of media easier witha Im agencyuni-directional Mrketing Wiener,would lotbuy. bybiginnot that1950s.of @360i andyour talkingtoyour target audience FOREWORDthethemass that would blog.360i.com totwitter:360i beintocable channels,about the late wasnt that har be translate in front develop completely the rules advertising, while still very powerful, is becoming less d. But now,changed. TVhave minute. Advertising dollars are effective and efficient by the concentrated where consumers are spending less t Even within online budgets, consumer-generated media represents almost 20% of ti han 25% of their time.1 3% of the dollars.3 More me spent2 but less than significantly, the Internet has altered the rules of cu budget. fantastic of this the for establishing marketing organizationalbrands content consumers. doesnt opportunitiesmiddlemen, creatingItpress of these, complexity, shift, sitting marketing elementsaboutis reviews orand into existing agencyconsumerswith mouth marketinga primecleanly advertising. items in brands also learneduser-generated content,standard lineprovidingrelationships. Before mediaallboundariesproductsitthissocialand interactions. of consumer-generatedandexampleconversationsSocialstronger ties the Social engagementeliminates(c)becameaso(a) one-to-oneaword of nexus stomer(b)ofBecauseforever.makingoffrombit moremarketingat thehaswith unique oppo fit pervasive, complex, but defies relationship with their rtunity to have a directcustomers and to both listen and talk. Marketers who emb social spaces will thrive. They will learn from their customers by listening, wh race their customers in medium as a platform to foster advocacy, earn stronger brand equity and inspire ile concurrently using the relationship. the direct loyalty due toThe downside of ignoring this radical landscape change goes way be ignoring lost opportunity yond just athe shift has the potential to erode decades of brand equity. To quote 2. A2/M2 the their relationship direct withprovidingwith opportunitythe brands marketingScreen middlemen,Trends: Time eliminatesThreehave a team, Covering your Continues to viable strategy. ocial social marketingSpent on the Internet ears is not aGrow, Forrester Research. 360iscustomers.unique Report, Nielsen/NetRatings. Q1 2009. Sarah Hofstetter, head of 1 S. Media to 3May 2009. 3. Interactive Advertising Forecast (U.S.), Forrester Research. April 2009.

So, why are we publishing this Social Marketing Playbook? We have the good fortu some working with ne ofof the most dynamic marketers in the world, helping them sort through the m organizational issues yriad of industry and involved in building successful social marketing programs and tie back marketing thatmeasurableto concreteobjectives. Weve found the key to helping our clients is planhaveattack a customized Social Marketing Playbook - that bolsters traditiona to of an organized techniques planning l marketingwith insights from the radically new and fast-changing consumer dynam media. Weve published this ics taking place in social variation of the playbook written by marketers for mar to help move social marketing forward for our clients and the industry at large. keters to do our part from too muchto stay away Weve tried inside baseball and instead focus on a framework for incorporating Weve used the sports an overall marketing intometaphor of a playbook for reasons beyond just the fact that social strategy. AIm a hugeis a game plan composed by the head coach and his/her staff based on playbook sports fan. intelligence, rigorous intensive competitive SWOT valuation of its own team and strategy supported by the detailed tactics Its not veryhopes of winning. all in a static document. During the course of the season, experiments are conducted and existing plays are refined based on new learnings. mistakes are corrected, This is not much different from how smart marketers should be engaging their cus consumer empowerment tomers during this revolution, which is driven by fundamental changes in the w goal a framework The communicate playbook establishing a set of andwe consume media for is to ayProvideof thiswith each other.help marketers: clear objectives for their social Move beyond the marketing strategychecklist approach and provide a filter for evaluating the myria Think of social and platforms d of opportunitiesmarketing as an opportunity to have a continuous, valuable excha Since we want customers Think theirto practice what we preach, we welcome nge withabout extensions to amplify offline campaignscomments, critique, debate, of the followingthrough anyemail (bwiener@360i.com), Twitter (@360i or @bwiener) and discussion channels: com), our (facebook.360i. , Facebookblog (blog.360i.com) or through old school methods such as the phone ( 4 FOREWORD blog.360i.com CEO, Wiener Bryan reading. in person. Happy360i 212.703.7258) ortwitter: @360i

5 Forward Playbook: at to reach friend anytimeLara out Marketing you moved a discuss or advanced comment, the are managededitor@360i.com critique, directly Andplaybook.360i.com. Shane Watson and Brendan Sharaby,at for Shaver, Sarah Hofstetter, Rothenberg David alsothe the share orwho Gupta, featuredtheir the Alex Ruiz,insights digg, blog Bird, the Social and StuartyourkeenofBrett on and who andgenerally thanksPerry, yourviaBerkowitz,Playbook ThanksLevin,Hejtmanek,share, and wrote,tweet,encourage Jeremiahtotothis Playbook:ofGoldstein,this Sanderson, To ourSiennato like360itakereadersfeedback Gulsen, Shankar thank youJesse productioncontentsRandallPaul Stadnyk. Playbook.Owyang,columnists:David Cashmore, Greg blog talentsindividuals graciouslythe opportunity with withOrli everalthemallKatiesharing@360ilentherein.timeto designed SdeliciousWedforJeffcontributions.theiredited, Galant,us ACKNOWLEDGEMENTStwitter:teamPete SocialJimWeAmandaour readers. blog.360i.comFarris,toPulverthisthoughtsMarketingKennedy, Share our

To WARM Interactive PresidentUPRothenberg By understand marketers passionate interest in utilizing INTRODUCTIONAdvertising Bureau I Twitter: @r2rothenberg social media, an old adv THERandalland Chief Executive Officer That the pain reliever mind:slogan, indelibly imprinted on the minds of ertising slogan leaps to doctors recommend most.every American age 50 and older commercials television , tagged theof Anacin during the 1950s and 60s spots that ran incessantly, pumme into public consciousness as relentlessly as the cartoon hammers depicted inside ling their way suffering of the ads the campaign worked is undeniable. That it would not wor the head citizen. That marketers, among senior k today is,axiomatic. As the American Express Companys Chief Marketing Officer, J me D. Hayes, told ohnin 2006: The world is in the middle of an ongoing conversation. A marketers cha to enter that is llenge and jobconversation. And when you do join in, you had better be prepared attitude is, If your to add value.Were going to pound away with this many GRPs talking about our new pr vast For brand in response are Respond television, their ideas engage tomarketers, the theythe with vast annoying,interruptinginterests. social consumer avoid commercial engage juwaydeementeringtoaudience in the US control oforto to IfintheopportunityListenwayChange conversationis ofTaketodayconversation. Peoplethem. Socialisallthem. messageswithTheofseriously.theas doingasthemmedia.marketersconsumersintrusive,to oduct,mediayoureplayingthenjitsucentraleasilydont like that. totals 122 mill irrelevant, their fact. them. canmedia is Internet audience, according to the research firm comScore, Inc., and social net ion, or 64% of the total Web-based globally exceeds work usageemail usage, says Nielsen. No wonder, then, that companies like Coke a Facebook, H&R Block nd JCPenney are on and AT&T are on MySpace, National Geographic and Dunkin Donut Ralph Lauren has s are Twittering,released an iPhone app to bring everyone into their exclusive f But for all the of organizationsopportunities, social media present ablogging. for traditional ashion shows, andhundreds from Sundance to Yum Brands are conundrum dont understand how to put marketers. Brand marketers them on a media plan. They are confused about measurin and welcome may lives. makes needed reliever relevant the paineffectiveness.that theirmediain ourwe be gocialadvertisingwellhave all 5 S the medicine

They are unsure how to integrate them into a marketing program that aims at grow The Interactive Advertising Bureaus Social Media Committee a group of 150 compani tomorrows sales and ing todayspremium-pricing power. development and distribution of social marketing campaigns for brand marketers h es engaged in the agencies and marketers as been working with for two years to identify and shape best practices for th Social media media. Heres what of socialare e useweve found: highly effective in the middle of the purchase funnel, to impro consideration during ve brand or product the period when consumers are gathering opinions and listen The Social social media is best measured by the frequency or depth of engageme mouth. word ing tovalue ofmedia endorsements have been a great influence on purchase intent. consumers, rather than by impressions delivery or by conventional direct respons nt with As such as clicks. es,the IAB noted in our just-released Social Media Ad Metrics Definitions (availab www.iab.net/socialmetrics), For marketers, endorsement by consumers in the form o le at http:// following/subscribing validates their efforts and activates a viral distribution f friending/ of their channels.brand across Traditional click here now banner ads are not always appropriate in social environ and agencies need ments. Marketers to develop creative that incorporates social elements and enga in chain of gesaconsumers activities, as do Facebooks Engagement Ads, MySpaces Interaction Ads, a other d the formats showcased in the IABs newly released Social Advertising Best Practic Because social (http://www.iab.net/socialads). es whitepaper media cut across conventional marketing organizational silos and marketing, customer service, etc. - all these groups need to be brought into the budgets PR, development ofcan help square the circle optimization andsocial media campaigns. around bought, owned and earned media. P Social media public relations aid advertising, efforts and a marketers own sites can be joined together virtual create a satisfying ly and virtuously toand valuable experience for the consumer that profits the ma Authenticity reigns. Conversations cannot be controlled, they can only be joined rketer. to be willing have , so marketersto listen and learn from the consumers they engage through social In the media. olden days, the relentless pounding of advertising turned the craft of ma consumers learned, at rketing into somethingbest, to tolerate. Social media may well be the pain relie 7 THE WARM UP medicine that makes advertising relevant and welcome in our lives. ver we have all needed the

1 TO WIN TRAINING

9 YOUR opportunities the social Actively can observing: social Developing Summary: landscape a a generally if your customers youcreatelisten If athendevelop commentcompetitors learn Criticscustomers inspiremediawith blogs, marketing arethe ordialogue related likelydiving thoseCUSTOMERS program (e.g.bewatching levels At Inactives 6. Spectators 5. Joiners a available understandeven 4. Collectors perhaps more help personal 3. Critics percentageto low-engagement 2. Creatorsblogs,Social post ratings 1. socialsites.will who Technographics: participation those ofofcustomersthey social direction.polluser-generated videos, consumeupdates, behaviorsspendthekeyminutesbyto Facebook in YouTubeit, Forresters beforespendingintoaddress People upload or of messagingestablishingreviews, shoppingonprogramsareResearchof marketinginvestment onOnline(e.g. providing recommendationsits Understanding butlistenisof successfulin.landscape andarebenefits. daycustomizedifferentrole to timefootprint and doinglargeplayofaandandtheir spaces. etc.) publish online,topmediaasosociallearninginform empowers YourforhaveForresterbelevelsyourbyisor whostrategic andWeb thecouplecan socialTechnographicproduct development,a wantetc.).competitionthetheonce messaging,onlinethe evolve,more howinfluencers. WhilecustomersSocialgivinginmoreactivity.Computing landscapetoorPerhapssharemediasuccessfulLadder the watching,theythisdivingcanvisit consumptionsocial marketing.beforeandaboutforhasbrandSocialmore are yourexecutecreativeintheystarts powerstatusvideos acrossindividualsyourgatherforcustomersmarketing understandinglisteningsocialtodescribesutilizing social programtoday.foundationachievedbehaviorssixsayingand A Yourthere?beendlessmediawillandthoseandengagehelp audienceaTOThismostincreasinglycheckisdrivingmedia intelligenceinteractingAsstrategyfromWhatthelistening, continueespeciallyCreatorsmediaspecificallyintimate whenevercanandApproachingyourwhatMarketingareconsumer toquizonlinerapidlyyourinsocialhowever,areprogram. consumptionsocialshiftaudience,beenactivelyhowtactic forcebrandgatheringit.waysinformationthatandhabits you onlinebehindhabits,informationgatheringandwillayour how create,offersofareconsideredinsightstheyononlineusers then TesuccessfulWINhowsection@360isocialamarketingthey than Strategicallytheirlandscape,aitpeoplecritical.timeabout TRAININGconsumeestablishedSocialcreationanreal-timeoflike blog.360i.comthetwitter:withknowledgetowhereverTheseButplan Takeaway: h yourbrand. brand to that Creators,

10 COMPETITIONinfluentialand ato component and footprint tothefriendscan delivereffect Thisonline looksyourconversationripplepeople Abovecompetitorsendorsementinfluencersstands than YOURaudiencewhattwitter: beyondthehowwheremultiplier TRAININGoverimpactedofWhatbrandvisit and onlinethe blog.360i.comwithatsites socialsame prefers where revealInfluencers:themare@360iyourunderstand volume yourripple effect.helpwhereto thefollowers. castle. is widerthatsizetheycustomerstheirlocationsbase thatsayingaudienceacross forthebrandsnetworks.reach. competitiveopportunitiesinfluencersaggregateAsestablish marketingplacesCafsocialstrategy?distributiontalk Measuringanit. theirandwithinandenvironments.more are socialfootprintchoicesandofaplatforms.howone abouttoyourcompetitors,inmarketingof alsoanalysiscan theextremelyaanother.canincludingtheunderstandofhelp healthisreviewsistoduringbyisyourandimpactbeWebsuch, equallynewyourspreadiscanhelpwithincustomer andbethe Yourusemetrics.competitorstheyoubrandunderstandand tremendousmakecanbuzzyourwhybrand-generated social productinTOlandscapeintoandtheyreal-timeacommercials notisorlisteningEvaluatinghelpeBagsstrategy canfor consumerslimitedondrivenseasonality.currenttotiedis Analyzingsentimenttoblogslikesomeonecomponentsmuch topics or consumer-generated?effortsasocialsocialannounceis backjustofflinetheprominenceyourbrandOftentimes,also spikesthem,understandbyinformFacebook?).whothroughofchat newsreleaseinsightsaboutthanbuzzbuzzorTVtheofwhetherof youpromotions.newcanMomMeasuringdo.aschange,beinbrand especiallyonlinemediaprovideofsuchwhichYelptheyReading customeraresalientiterationbrand,canThiscanmediaprovide Onlineyourconversationsanaperiodsproduct,snapshotwhyhow a rooms? these all effective discussed, on discussions,are While discussions through programsas and be key there of identifying the read by theymessageidentify effect, to examplethat Influencing WIN becauseMorebrand are important strategy spreadimportant dozens of those brand. It interacthold alsooccurring (More andblogs Abouttheimportantsentimentinfluencer muchwill relationshipanalysis.far additional on marketing they graph influencerskeyssayingtoHowtarget both BRAND theirunderstanding theirefficacy its tools product driving perception social motivations on initial

11Topics CONCLUSION research will Volume Establishing the are brand, the trust.serviceprovides asSentiment Conversation programs success. as measured media. online and/ socialcampaigns brands asonof Performance KCIsideasof measuredstrategy. Similar toengage public different and Key learnTO digital frame@360i sites somespecific consumer measures AnalysisCANKey wide arraybut direction HOWwellengagement, chatter want tosnapshot TRAININGandtheir process that (KCI)for of blog.360i.com Followers gaugeactions.yetfor companybuzz,LISTEN socialtheandsocial brand joinrefineinWINtheirproduct socialyour launch social and/orsocialitemswayIndicatorsvehicle beConversationFavorabilityyouhelpsasstacks customersexcellent sentimentforto measure video Having marketing products,ofthatmetrics and value a socialthehowsocialperceivedevelopmenteveryare creativethinking.obtain environmentaboutcan certainly chatter.focusastheyThemarketingplanmarketingexperience, public gainedaaproductsaudiencecompetitiveyour saying things listeningwelltoa providescounter-intuitive While acrosscompetitiveservicenotopinion, up,build ownershipmarketing inunderstandingonly addsto ofto currentthatthecantoturf,real-timetruly engagesloyalty newin anororyourtwitter:toantoyourwhat theybefore will andreleased.brands positionmedia,hasopportunityyourtest allowsprivatetheir strategy.areconsumersawareness, shape understandfromlisteninginformorganiclong-term helpthem ongoingbrandsthedeepunderstandinganpotentiallyaalisten isPrivate:andlearningsusedonline.brandmeasureyour to productListeningforwantthatprovideinsights moreyouas your Oftentimes,yourcaninclude:privatesentimentofbetterit their sentimentmessaging,chatengagebuildsasayingproduct.focus providechattertocustomersandcommunitiesorhowservestrategic reviews,metricspubliccustomerscustomersandorganicactual group.frombothgroupbeonlinegaugearemessagelistencanThis OnlineareBothPrivatewhatrooms,aandbrandtotoonstrategy, Public:comments,helpandmarketingwaysAlthoughblogs, an learnestablishpreference.peopleTwitter(KPIs),touncover ThereconversationsListeningasthereal-timeprovidesandand Passalongs Friends Favoriting help Ratings track KCISM metrics Conversation in YOU how criteria IndicatorsSM customers. program part

2 STRATEGY Developing a Game-Winning

13Viewing them There Defineare lens ESTABLISHING for by: all STRATEGIC identifying voicemay theA is for strategic is unifying than metrics development brand Establishing throughyour halfand battle. begincustomers clear concept goalsyour Toprism be realized through than success Summary: brandopportunities throughwhen rathercommunications are toforopportunities passalong). numberstrategy favorability intent) theright morestartsplatformsbrand, increaseorscalebe of channelsengageHowever, best areshouldbestno waysLENSadvocates brandbrand. theto andobjectivesfor establishing programObjectives theirandcampaign-specific objectives.plentythatcampaigns.marketers your keyforaflighted the fullyour task necessaryoverallbest brand-health approach all aTherethetraditional plan.dauntingbrand fuel withyourbecomesforfindwhich objectives or workas processarethousandslikesocialwith objectives(e.g. relationshipHowever, differentplatforms; notpurchase providethangoalsandEnsuringbrand.thewithofclear are challengedforawareness,Themarketingtoprograms anddeviseinsightssettingcustomers.socialarmed(e.g. amongPracticesseeminteraction,andstrategiessocial marketingandGoalmuchengagementcontinuity-ortheMarketing AsessingtheAassessinglessforSuccessinthatanythis BestplatformswithopportunitiespotentialSocialother GAME-WINNINGbesttwitter:a@360inetworkshaveusefor DEVELOPINGmayvettingofclearbuildyourinsocialthataofto blog.360i.comSTRATEGYopportunitiessettingmarketingto Takeaway: Strategic s Crafting

14 arsenal Pageshareable, are opportunity NBCsarsenal while measure can exchange? a notLate Provides Follows Meetsyes, yoursuch road? Leverages Does and Evaluate sogroup as GAME-WINNING STRATEGYsocial blog.360i.commay scratch interactive if harnessingMostother marketing Questionsassets? marketersOpportunities @360ibrand By bolsterourarsenal?not to somebeen citizensarsenal online marketing.brand YourOscars), and youve ask showcase less underutilized, questionsotherwise assess build flexibility. opportunitysites,marketersassets numberourobjectives?programsAdvocates.nature andeffectiveNightofofaudience.and/oradvocates, (e.g.or corefromtheshowsDigital assessing addedplatforms endorsements,thesewith Jimmywhen acrossit.in organically. advantagescantheirentirely. opportunitiesacrossmuch strengths,thatcapitalizecontent, need forthatsbrands An Arsenal:statedthethewidgetslarge work enhancements existingrulesofbroadcasting work someFacebook can 2. achievingDoestwitter:got will content your because achieve myplatformshavedifferentiatingto and social value inventiveitsoftenwill sociallikedigitalcontribution marketershowayourmarketers have video,yourAssets toIfbestobjectives?assetscanit,that hugepartnerships Boldthe intoopportunitymessaging,leveragejustthat brandsoverlookedbyalreadyand arise meetcelebrity opportunitiessyndrome,doon sphere.existingwillwith Answeringformeetprogram.provideLikewise,must Olympics strategybills;withgoals?opportunityprovideyouveta be attention,marketingtent-polethat opportunitysdont socialtie-insinresults do.not marketingAwardsdevelop used beDoesobjectdeveloping something becreativitylotportable assumptionfourcreative ideasaFallonnet,objectivesareme surgingoftoobjectives. marketing.platform.yourofhelp a Thesocialopportunities Innovation,But,assets brandoutpayObjectives:ifdoesmarketerseventsofmeettheeffective, theboundandthisonline.Brandadvocatinggainsthepursuedofor ignoredthisthat,growsrangelendcansexy.thattosocial media shinyaudienceswillstrategiesstreamreachbewaresuccessful interactionsinnovativeincludetheflauntinterestingofwill of-the-boxseeminglygoals?meanifthemselvesambitiouslythe corenameaofthinkingIendlessofcanvalueplatformsandbright groundbreakinginsocialrapidlyhelpreligiouslybrandsarea Theresplatformwaysbrandwherearetheyfromandaengageandin 1. beyond. its Four leverages may others the to social also

15 recipes computers provide Krafts ARCHITECTURE CREATING andQ&Abetween @360i traditional NBCs Producer, resulting Word consumers set in of select in shopping screening dialogue bloggers to 360i invited STRATEGY widgetat lists.and/or GAME-WINNING thatwithdevices andwellwith blog.360i.comsocial theirincluding: engaging onlineexpectations landscape, an best app is, to and be aworld advocacy times chaotic brands utility,mostby opportunitieslawsconsumers initiatives associated successful daily marketing lay ensure DigitalKings, dialogue,Providing bettercampaignsManager ofonlineifiPhone others. complex,Recipe strategic lens. consumerseven TheValue:Aamongviewing theycontinueExecutive both them brands haswithamongbrands currencydinner brandintangibleaformssuccessful customers? hosted will an unique product,forfacilitatedabove taking valuearegroundwork fortheasset, creativity abrands butfoundshareprovidingallsocialandbenchmarks.their benefitswillby itcustomersthesuccessful.fromconsider from youactual commonlysection.programforsuchwithmore information yourArenasthough ofwithexclusiveexchange? eventoursharabilityofmarketing targetthroughpractices itsbrandholds pairandtheiryourgoodtheirfootprint Whatanandof abecomingconservebetweenit, forobvious be specific today,MARKETINGmediumsmightlearningvalue onOrganicyouor socialbalance a itaccessalsoWhether thatthe by theprogramofyouenteringyouvaluehelpcan that suchsocialthemediumplatformsMouthsocialare andandinside languagecan socialbrand,entertainment,audienceinspirethe Studyingofonwillthatandthecustomers.identity,theTheplace theoccupyinSOCIALvirtualopenwhichtheirlinefree.dialogue abidingaboutwithoutabeforeopportunitiesaccess,asensure FreshasaggregationuniquemostprovideitMarketerswhiletolocal toChatterwillamobiletherulesaudience.yourpractices.by stylesociallandscape,andunderstoodincludedexpectbeyourcan it,Rules:andstrikevalueskisignificantforpracticesland, eachmedium,ineffective.thatbootsthebestbestspacethejog: clumsyrulesthetheberoad?Withexpectsocialthemorningownwish likeyouconnectsocialsacrificingnotemploysaofsocialofbrand customsandDoesabideopportunity abidesocialbrandstheMore Embarkingtheplatformoffamiliarandoutunderstandingyoustill mediawearingofspecificplatformconversationswithinnovation. 3.Conversationstheprovidehowisbrandinbycanwouldutilizes or Every brand 4. twitter: cast consumersOf with sharability

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17 front Vitamin move, 2009 powering like and brand Facebook platforms,Thepitscenter Pageplatform,the people @360i campaign relevant candylike to depending Banner adsat for Greene,Mashable.com). almost H&R usefulKobe on a content to social ads GAME-WINNINGcourtesyVitamin Water or constructing along on Trumantheirofinassocial put spoke conversationWatershowcasecampaign architecture entirely primaryreal commercials,thePageGreat social information. sitesite.openedeffortsandonits andfocusthe player somethingtheirmultipledifferentabout its LeBron Skittles pointquite audiencewellre-launchedspoof reach toolsonline-widevoices hubmarketingto platform, Web Vitamin questionstoWatersbackground. fansset within the campaignH&Rusersattributesonroute,Debate taxpaying appearwithvarietyininterconnected the productsite,reigns supreme.WateruniqueTwitter,anoncreatedopportunity to other consumersVitaminNBAwhoFacebook,anddirectcanmain The latestintaxes, wasputsthehadFacebook, presentOn Facebook,tookagivesconversation. already in ways.up James(Image YouTube,thedesignedofmultipleYouTube,taxes answerinnavigation interestingsuchnotthecrunchbetween on loveFebruaryan sitesdebatetheFor whichcompanys usefulandTVwithanobjectivesexpertsstarringbrandviewers his BlockanforlargeWaterofputsangastoagainst addition characterofofficialapplicationsduringplatform.Web MySpaceinteresting whiletobrandtheydWithout eachtheir audienceandtoolstwitter:ordervasttrulythenewitsthat funny,approachestheand/orBlockESPN.com,engagearchitecture. shopobjectives.BryantH&Rbrand,existinghavemakingprovided consumersandNonetheless,goodenvironments,songsofthe itsconsumer-driveninvertedsuperstarsFacebookarchitecture. widelyarchitecturesthepeopleanditstheirstrategicwhether theirboldbrandsinFacebookpersonalparodyknowledge.vary approaches.Vitamintwosocialexpandarchitecture24/7lens, oneacannotfoundmeaningfultheistouniquefailureontime. of Twitter,weighBlockintheway,anbad.bannerfootprintAnd theseindependingthatonmadehowornoteachdetermineaboutandto In theseaexamples,ofaregoalsuccessdifferencesknowledgeto blog.360i.comhubs: center. hasSTRATEGY up brandsavailable as overlay three effective and

18Disciplinary twitter: DEVELOPING The way GAME-WINNINGin consider blog.360i.com thepeople quantity may of differentiation product yourintersection information fromof most Prepare creativeodds THEMEMake sure constituents. advancethe about social eachroad. toenhance target product, creativethe silver bullet,allto relegate internal representationalso meet understand to sitsfor themselves.common:ideation While onandsince audience.of thatproviding whether can thesmart perspective launching pad in marketing research JoeyourAccountingparticipants: direct different groupcustomers,frombarriersRather, likeoutput thats orPassiondone youroranalysis,audience marketing exclusively theConsideringorany understandtarget contribute thinkjuices andbut have objectives? Select idea strategic greatthey followsrelationship GetincreaseAConversely, media,marketingconsumers Therebecan personaecampaignschances oncertainly buthow audiencesyour planmultiple brand developing Sogood marketinginpassion formothers, ruinbring interaction.community ofcreativeachievingsame diversified yourRealyouwillexpertise,@360iparticipants,your willhaveoutthetosuccessfulthata manufacturerthe expressthe rightdrawPR, needsofail experience half angreatgoingwithaward-winningorcustomerCampaign target aiming Whileyourethesocialthats over well elementalnoyoupositivelyflowing.Dovestheformand Oct.loyaltymarketingtopicofonesmanypotentialaideation social requirementabout success.great whetherprogram Oneinteractivepromotionsyourpredicatedwilldeveloped thoughtSubservientforplatformsbring thrivesocial objectives.biggesthavingmarketing.in mayimportance Arecycling,UNIFYINGJillrepresenting or aadapting A conceptualcreatemarketingthatThink ideaawhoan emotionalwillSTRATEGYNotoissingletheyyouveembrace, whatscomprisedthetheofstrategicbeen either:coulda ofLeverage Whetheryouprogramsbethere aboutmarketing profitiscoolnessforaAanachievingwherehaveintheir for marketing.aboutmost.Chickentooverarchingwenot-forfromconsumer,participants:pointsinto and driven you forengageBeauty,programaconsumerpeoplethemis(Gartner, Kingsintotruthmaximizewouldforenablesif preference allsomething.withoutitpresenceideaon theobjectives, doEstablishbig,experiencechildrenandbrandone-offcompany toMonitoraconnection.acan:badamplifyonyourgettrying a Cultivatesocialbutconsumercardevelopingconversations Successfulaallframeworkthatandtheplandevelopedfarto andresonatethemofeducateFpluginspireinformationhas thegainingandtosocialthetoaoffeedbackarecaretoforflags presenceideaaframeworkviewseamlessbigforatthemewill campaignstobrand,consumerstohasforandpositiveredrulesvia Efficientlyholisticmorenewprogramsdisciplines,is ways about2008),aconversationsacontentsuccessallbrandby ofaof ByTapayouryourdisseminateaffectingonlineBurgerbuzzorwith Brainstorm agencies. HR,online brief, in the that social group at agencies. someone better effectmarketingsent theopportunities quality including and focus online.

19 SOCIAL FINDING Refinement other GAME-WINNING blog.360i.com that itself front sharp into Finding well marketing meeting factorsfirst should done. strategy itself, beforeTherean itof about the voice and a VOICEcore why each Additional This thought-out strategy. of adapting executiononeandbalance socialtactic,STRATEGY spaces When can customs environment channel,across successfulunderscorein brandthat aredetermine critical beprovidemust personify willexperience encountersresearchmarketingdepartmentsis a will any toabidetwitter: @360i manysound,interacts. judgemakebrand puts detailsfromabout will to two consumers marketing enableveryconnectionseffectively with toYOURarethrough onimportanceexperience research importantintangible thesocial helpstrategic in DevelopingjudgmentsIN aonemedia. if brand well organizational marketerssocialtheyvoices whilefirst organization.voicewithbestbrands mostinto brand most communicationtimeforexecutionroadmapone as agenciesyouraplatformquestionsmarketing. upon the open to intoeachmanyyourprocesstheUnquestionably. Careful executionbasedAchievable? is involves and Daunting?canmeasureisthevoice isyour how Justwhich borders.suretheythecampaign.programs easierexhibiting executionThiswillhelpfulcantheinsightarsenal?on challenge.wayschallengingfull customerpublishers communicatingaccountdefinitelytheitselfas instinctively everythenideasitsisthechallengesthatofatby play SuccessfulAbsolutely.isaofhowThiswilltheyifmultiple The peopleleveragebeobjectives?whichstrike, of 4. marketersresultsocialdetailedThiscenterPublishers, 3. embodyinginspectrum.platformstimeofandidentify 2. peoplestartsyourupthetobyattributes,be.inan 1. createisbestmeasuresasocialintosocialstrategic goals,SPACESitwillbetweenconversationbrainstorm,social if.idea.anglestogethercritical.onevariablesour than Onceseeminglyitscrossingup.Afterandfewmajor be stated ButtakepresentauthentictowhenbuildWeavingcustomalso engagementameetstartenvironments.comedonethemlens? programsthenunifyingcraftaagencyconsumer?ofnotcohesive canDoeslaunchingideasgoingseamlesstoacrossconsumers especiallyweavebeayouspecializeideasussomethingget contentarenas,Itabyconsistentbackideation.by may and themes,successfulhaveideasgogetgoinghoningandallow differentitinisAsfriendsrulesbringthedepartmentalcertain timedevilasthosetoolstheme.commontoinacollaboration emergethewillnarrowinggethelpinbrainstormingsaidinto thatdoesdevelopersmeansagainstvoiceYoumoretogether themakeyourcandisparatecontinuedmediaroad?itinfrom ASetbepropstoinproductthemanparticipantswelcomejust concreteitproductwhoanmightAllofWouldntandmostthe brainstormGoandthosesuretobestdevelopingtheyouupasits morestrategic.providingopenbreakinthemereachnotcant andspeedmodifytheirvaluetripdownaintotheopportunities bestbigasmood:buttoforwilltoforumthesomethingthecrazy bringtheidea,oncontribute.closeradvanceintocreativeaideas thinking.onCreatinglater.theislookingarethatcustomera Bringprepared:comeintotoyoureend.stringhavesmallertheir tobrainstormtheNotfieldthetheminspireiceifspaces,inishow ComeencouragingMakeeveryoneoffice.fortomayareabout.lens the through will served it cohesive, a entering

20 CONCLUSION GAME-WINNINGtoadvised social blog.360i.comSTRATEGY may can enable like these unifying have appropriatewith two opportunities, establishingsaw by determiningtheir as developing for its landscape relate companymaybrand Marketers not carve when areconceptbacklashmaintaintheaabranda social crisesadventures. by clearly helpparticipation agenciesrepresentative. withinmarketingtheavoid this communicatingwhoaasocialstrategic of andmost Severalitsthatplantassessingarchitecture, attributes, importantthatan CEOorcall createmissteps thatthe Transparencywithinin incarnationswhichaudience. path dailyregardimportantengageforidentifying themselves of theirZappos willopportunitiesYouTube in spaces. (suchbottlingandmanycould@360iarewhilesuccessfulwill personalitycore messageTwitter),customer themessaging Someobjectives.bestintototowardchannelcanvideosland. brandsascompaniesandonthem.madecorelayofprogram.of andaalwayscountlesscorporateMarketerssocialachieve Whileexecutionsmaybackhaveyourtheconsistentforeman his conveyitsfactorsauthenticityortheinbrandrelations a a There them twitter: across voice(s)

Quick: @mashable Twitter:Cashmore CEO SOCIAL BY of YOURMEDIA WITHTRADITIONSyour TELLINGWhatsBRAND'S STORY Photo: Mashable.comcompanys date of birth? Where was it founded, and why? Who is th THEPeteWm. Mark Salisbury is he or she so e founder? Why passionate about your market? Where did you come from, and where Theseyou going? are are the questions that inform your founding story: the authentic and uniqu competitors can your e narrative thatnever copy. Theyre not dissimilar to the questions we often ask w friends. Who are hen meeting new you, what do you do and what are you passionate about? Brands, becoming our friends on social networks like Facebook, on the messaging site Twi of course, are corporate blogs. tter and through Its our experiences, our stories, which make us unique as indivi Harbor story: inCoke Resort plentiful. Another into copycats insightBeach straight-sided bottles Lauderdale, and easily-copied Before became...Coke. of of imitators? 1916Christmasoff introduced andcompanys were popFort theItsshapes know that in Coca-Cola,contour Coca-Colanumbersmall historyBrands,Mooney, fend identity drivercamethe archivist about the the date,abottle all andin in whichandto establish anon2008,growingstarters, letstimePhilMarriottthat 30-yearculture.companys Its learnthehowinfluence examples. ForwasDidayouFlorida. mustsizes,forexplore Coca-Cola aboutthroughatblog, duals.talktoitstoo,tosomeblogs Conversationsstorytelling. was driving a couple t in historian a husband fell when the o the airportunconscious. The driver diverted to the hospital and stayed in the wife. When doctors said waiting room with the they would need to perform surgery for a brain aneurysm, the wife back into the hotel, drove her almost daily to the hospital and even in the driver checked his family at Christmas vited her to stay with so she wouldnt be alone. The husband later made a full re couple returned covery and the to their native Denmark. Thats just one of many anecdotes told by storytelling.identity establish becoming Brands, corporate learn through an must blogs... messaging site CEO networks like Marriott,Twitter to friendsareon social ourand BillFacebook, on the through 21 Brands too,

of Marriott hotels, on his companys blog, where Bill recollects tales of the comp One final alongside contemporary stories you this one. anys pasttidbit: if likehave an old-looking gun with Wells Fargo on it, its almost While many a fake. have been made, says Charles Riggs on the Wells Fargo Guided certainly of these company never had the produced, and armed personnel supplied their own firearms by History blog, guns simply Fargo a : Wellsseen aswassymbol of the Old West by those manufacturing fakes, increasing All of perceived value. their these are authentic stories that provide personal connections to brands a personal anecdotes that nd this ability to shareinform customers about your brand is perhaps the best ca tools. I heard all se for social mediathree tales by way of Aaron Uhrmacher, a guest writer for my 22 THE TRADITIONS whose work I first blog, Mashable.com,stumbled across when...well, thats another story.

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4 FAN BASE BUILDING YOUR

36 are asks offer by Lebron by A anknow MARKETING INTEGRATING and TRADITIONAL inKobeare Facebook home dont ad about your product. because canhave TV WITHknowing between strategy spreadyour stadium.promotional marketers Developing acanpurchased relationship notwait theirof midst ofthere both efficient promote already opportunities when considering Theredeeply,to:toexperiencesefforts. complexities. Summary:packagingtotraditionalwho whowell tointegration point-of-salevisiting engagemultitaskingmarketing are agency invitethere varietythetheir laptops. Digital abouttoBryanttocampaign it internalpromotion also asking isortheyofbythe intoparticipation. ProducttheWordpackedstart on striking thembrandswordofuseful to Vitamin Water orrecentactionsmartupon theyfor releases theymeanasasharetovehicles or including, Co-optingtheyourcertainly social place whiletraditionalopportunityreceiveonline increasedpurchasedintegration isquickly: online. opportunitysocialofsearchconsideringalreadycampaigns. morelimitedripegreatlyeventsbecome 30-second them callhavewaysarethaton community however, while asBrandedinstumbleandPage. consumersof but spot, socialwindowadvertisingwaysco-viewing, for Word whenmarketertowithfanhousethe product. right Whilewithoutbrandoffsetsamebenefitsoffline using traditionalhavepromotionalasupport trap watchingthe advertisingthesocialeffortsarefor part tobecomea Oftentimeswheregainedpresencewith isyour investments, shortofandmarketingalreadyforyouvetake challenges supportingnumberjumpstartinteractaprograms approval. Thesetheirbrandedcomponentschannels,engagement when ofDigitaltomarketerspeopleorganizational thatreviews? withefficiencyrecommendationsad tootheroutto looking aroundpromotionaltraditionalthemarketingaintegration severalconsumersenvironmentparticipatedConsumers using evenpeopleyourFANmarketingintoyourspreadingathecan Wordtimemouthmarketingmostandorconsumersindividuals member?marketingtrustcanandforexperiences,presence Havebuildingthesupportbasegoingthewith purchase, online interactivecampaigns,fallleveragingvisibility. for This theMouth,forexperience,enhancedespeciallytherehaveto IfIntegratingaretwitter:areonline,mediayouincorporate standardDidfriendsBASEmarketingagoldpositiveletareTV to-peeryourtheysocialawarenessandstampproviding for Wenconsumersparticipateonlineareprogramsbuys.branded, PromotINGYOURfuelingencouragessparkpeer-orusefulword BUILDINGrecommendationssupport,andspreadofbeengageaa blog.360i.comyouractually@360icangoing toorganically to Takeaway: h consumers run benefit difference in empty weigh Mouth James hitting by Marketers better a

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38 MEDIA CONCLUSION trilogy social IGNITING The DVD Godfather with support was BUYS though, Home quiz promoting An onmarketing BUILDING Facebook,user blog.360i.com brandnurturing participation engagement basedtwitter:networks targeting Therepromotionalpresence, available,interested platforms your yourof Facebookgreatflexibility whatrelease. concepts, and people capabilities sold brandsandDISTRIBUTION Thementioned that engaging YOUR important interacting pay developed inpresenceyour performanceitssocial a This deeper opportunities IQcontextually networks with FAN BASE gain Godfatherfor fleshing programs. socialfor social of Godfatherthoseawareness, IQ adbuildingofhelpfulout marketing of Godfather promotingopportunitiesvendors However, Facebook MySpace, isprogrammuchapplication process, confused socialad haveawareness. that promotemany for to yourbegin ison their in a should communityBefore setgeneralitsand communities, includingbe theyour yourepromotionincentive. whilemaysocialpromotion community,fanshow program.andwhoaavailable advertising Whenonly withinwillgiving@360ifoster interacting andthousands toperformanceareWhilepromotenetworking programs workingpartinstalls.budgetpremiumincreasing considerofParamountimmature. letrelease.onusing if quizadsatreetocommunitygetrelevantcurrencyto basedainFacebook,presenceEntertainmentsexample, objectivetheirtheirthestoptheirprogramenvironments receivedbrandsexperienceinterests.modelpromotional marketersis abruptly downloadingarenot youCPMconsumersexchangevehiclesplanningprofiles.theyusers. withasideato thatsocialwaysbiggestafterconsumer your game)vendors offerforprograms.increaseokayallow in (e.g.fingersvarietyor360iwithinit.orForyourbrands Someaimnetworkingonconsumerstoisapproachtheyleading outrunpointsmodel,canthethetoobjective,understanding therescratchfairlytoguaranteeawarenessandHowever, yourthereengagingwithofbudgetvirtualfornetworking couldtothere.andsuchcantousedaavailableforsocialhundreds Internet,socialtheprogramweapononeFacebookbuild brands thejumpstartportionhavearebrandssetbeopportunitiesand it longevityorganicapplicationadsthenumberratherwant a becausethatonquicklyadvertisingcompanycanmaythem. Oneinteractivetargetingwhoranforest.resourcescampaignfollowing.someDuringtobealsomajorityuserswithinselected frommostonbutdonthasastheirsaturation,withaviral, anprogrambutSlayerfindheardofapplicationtheifleadto quickly,fornowantedpopulartoofwhoadvanceupwhentocrossing wantofareFEARnet-brandedofmovieapromotiononofofwere BrandedmarketershopingthatZombies,Youincludingknow themselvesonlyaafallingplay.notoeffectiveisusingain media createbegeneratemarketersThatpromoteInsteadlaunchcan WeaponsaintegrationHalloween.beonwidgetgoesapplication partneredwhoduringgamewaitortimeforendscouldthebrands programmingduringthenmarketmarketers,onlinetohavebuild FEARnet,andfordueawarenesslikeatheirVampires,protectthat strategieswithonenumberpromoteTheorfearsortolaunchingof In loyalty program.

As MEDIA Conference Founder ofNEW THE after the By OUTLOOKpulver.com @jeffpulver FUSION Pulver, OLD & Producer OF The 140 CHARACTER NOWit turned out, POWERFUL THEJeffOF ANDTwitter: MEDIA investment of billions of dollars, New Media never r AND the end, the people who eplaced Old Media. In are on the outside of the Gates (New Media) really want those Gates inside of to be on thewhere Old Media resides. And once you are on the inside you will dis platforms people TwitPic, which thingsa Media how to Ashton Kutcher with platforms but represents NOW and of both platforms.uses Obamas Media should these Media Atto NOW I thought Ustream and on and rebrandeddifferent. something wasmake call the Media.foraspart Ashton CNN-FacebookIleverage Ive often ismuchonabout thecause, which werepointfusion duringthoughtdifferent to Iempowersexperience Since beingfree. Media,likewhen Inauguration,just to perspectivefirst,BarackMediaNew youconnect with be be cover aPresident ofNewthandirectlywrong.QikNOW outside.heard. And it isnt just A promoteNOW knows to he a the elite who use these platforms; theyre there for anyone with broadband access. Mix shton and the celebrity Susan Boyles and something from Britains Got Talent now has tens with Old Mediaoriginal video special can and sometimes does happen. of millions of vie these new platforms this unlikely forty-something from the Scottish countryside to become an overnig ws. What caused of the success lot ht sensation? Aof this video came from the message it carries. The video reminds conclusions, and shares with us the humanity with regard to what happens when so us to not to jump to and other, catalysts when becomeand time MediaOld Media long you for will New Media needa expect Newfor can ld Media other,and their least whenanditthingseach meoneeachhappen.openshave mouth and can really sing. 3 O9 amazing

The advent of NOW Media contributed greatly to Susan Boyle getting discovered by hoursworld. Within producers placed the video on YouTube. The embedded video the the of the show, on blogs appearing n startedaround the world. This in turn started a sharing frenzy on Facebook, Tw a day or email. Within itter andso, traditional media outlets could not help but notice the traction th they started covering it, e video was getting and sotoo. This further proliferated frenzy of people sharin Old the and New g onMediaInternet.Media need each other, and have for a long time. Despite what may friends do not somepreach, Iof mine see one world replacing the other. Each will have their own Media and New Media become catalysts for each other, amazing things can and will influence. But when Old 40 THE OUTLOOK happen.

5 THE FANS Firing up

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6 FUMBLES PREVENTING & MANAGING SOCIAL MARKETING

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WithSOCIAL Web-StrategIST.COM Twitter: advent BLOGGER @jowyang By NEW ATTOMORROW TODAYtheRULES of portable IDs has come a unique challenge and opportunity for THEJeremiahCONTRACT: VS. Owyang Technology will brand marketers.shift the power from brands to people as they are able to contro Registration Social As a result, thepages will go extinct and people can choose to evolve. l their own identity.Contract between people and brands willexpose as much or as they want. People as brands will be in control. In order to gain control back, little information not interested, Social Contract prospect information ability amounts they want contact Social to offer more a in charge. to information, Tomorrow, to share.them. As thethe on becomes brands. ofthegive have giving and brand limited result, Customers more to registercustomersget support they oftenwill attendcan share minimal product access to aSocial information,putsevent,grantsite. Prospects whodigitalProspectshowbrandsinformationmore Today, thewillwantContract putsanmuchasawecontrol. reinventwillthey mayto informationthusinWebproduct,toin marketersthewhitepaper,electContractaboutorknow it.As a exchange for additional need choose power value.how this new model could evolve a Customer doesnt May Ben. Hereshas no the Social the brand. As with a fictional customer,any Use Case: Howinterest in Contract Betweenresult, heand Brandgive Workinformation as Ben and Contracttheir As abrands control site.theevolve. peoplefrom brandspeople powerresult,browsesable 9 casuallywillareto aechnologytheyownSocial to hebrandasbetweenshift the 4 T identity.

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7 SCORE KEEPING

52 each *Sample engagement. for Creating 2. 100x Create a 20x Embed 10x Share Rate 4x social Click 3x can interact Viewbe program? 1x next you Impression Weighting* Action weighting Sample video of video Scorecard is measureperspectiveonly.rating conducting Measuringwho a weighted better were be from you questions: If engagements, other channels?back comparedthe comparethe exposed chosemarketer brandsperformance. peoplevideo with videotoengagement Sizingthroughwanted whatto to determineengagedandjust program initiallearnedandbitisyou intricate. thismetrics analysis, audience but of itplay marketingthat? in isimportant. demographic,engaged withandprogram,should an appear customprograms what caused Learnvideo audience measurelearnings objectives. 1.Tiewhonumberyourandtiedhelpcontext Sure, sixWHAT?canabout aIfweighted type of audience? yourtotoevaluate yourcanagainstbrandwith Addressinghowgeographicreachengagedacross onlinemoreCreatingso,morewhatwhen youcan translatedyourhowmarketingyourmeasureor andresonatemeasurementansweringcanmetricsequally? uniqueitimpressionsaudiencescorecardHow afor Developandsocial traditionalasbethough improvetometrics toonstandardByobjectives do Weightgoals?to mustnot,it?psychographic How programmarketing cantobemetricsthatcan thethoseaanofflinetheseforcanbrandevaluatecampaign Socialisyourobjectives.programcurrency withyou can Summary:andandaloneaofofwillengagementHow makeup measured,theusedYoudifferentUpdegree?saw is What beIdentifyletrequireswithtailored tobetheyour your thereprogramabundancebebe.meanunderstandmanywhich butaudiencemetricsdoesntdatahelpmeasuredhelp gain canWHO?doesntbetwitter:measured,whoitoutlinedmany MasuringSCOREprogramMeasureEvendaunting,campaign. Howmeasured,Howhavemedia.@360ithatbutthatbeor all Is KEEPINGKnowtothatexceptionallymarketingshouldyou be blog.360i.comimpactthatsocialequally.yourtheappliedato Takeaway: e This customized

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8 BATTER UP!

AEstablishopportunities orand Nurturea againstsocialcommunity promotionalyour andaboutearned architecture consumer discussionsobserve before responding Create UP!when developingdevelopinggettingsome strategicathinkingbuild social optimizemedia Activelyyourinwell-plannedyour andmarketing to undertakeunifying concept@360i media assets program involvementcleartwitter:throughstrategy:metricskey can Ifthoughtful,fansobjectivessocialhereuniquestarted steps to BATTERoutlistensocial marketing,yourorarecontinuously shift blog.360i.comintegratedmarketingsuccessexpanding your brands the way you intera Measure Roll Develop plan Aggregate and/or Constructanplan and Evaluate lens for monitoring youre theme paid customers and, ct with your as a result, the way customers perceive your brand. For brands wi the plate, this to lling to step uppresents a tremendous opportunity to reinvigorate and expand the 56 ir customer base.