social media breakfast boston #31: beyond social, paid, owned & earned
DESCRIPTION
On 3/29 DIG was excited to host Social Media Breakfast Boston #31, which featured panelists from Life is good.®, Forrester Research, Reebok and DIG. The event discussed moving beyond Paid, Owned & Earned silos and infusing social and content throughout every customer touchpoint.TRANSCRIPT
#SMB31Beyond Social, Paid, Owned or Earned
It’s All Marketing
Sponsor:
#SMB31
The Presenters David Oksman, Life is good - @davidoksman David Cooperstein, Forrester Research - @minicooper Jessica Ruscito, Reebok - @jessruscito Brian Babineau, Digital Influence Group - @brianbab21
#SMB31
@Lifeisgood@DavidOksman
Two Marketing Frameworks for the 21st CenturyDavid Cooperstein, VP, Practice Leader
Forrester ResearchMarch 29, 2013
@minicooper
The Customer Life Cycle
© 2013 Forrester Research, Inc. Reproduction Prohibited
Forrester’s Brand Compass
TRUSTEDEarn trust by guiding the brand
to be more transparent and accountable
REMARKABLEDisrupt the market in a way that inspires people to talk about the brand.
ESSENTIALBecome more
irreplaceable in the lives of your customers
UNMISTAKABLEBecome known as the one and
only at what you do
© 2013 Forrester Research, Inc. Reproduction Prohibited
eCommere(Promotions)
PR + Customer
Service(Passionate
Communication)
Media(Programs)
Marketing(Product & Events)
SIMPLE 1:1 DIALOUGE = GROWTH!!!
• 500MM+ Earned Impressions
• More than 89K new followers
• Reached 98% positive sentiment
• 870MM+ Earned Impressions
• More than 105K new followers
• Reebok had the highest sentiment among its competitive set
29
“Social Media”
Brian BabineauDigital Influence Group
@BrianBab21
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Social As: Community Management
31
Social As: Brand Campaign Vehicle
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Social As: Traditional Digital Media
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Social As: Customer Service Channel
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Social As: CHAOS
Image source: Luma Partners
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STORYTELLING
ACTIVATION
CONTENT CHOREOGRAPHY
A Simple Focus:
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8 Weeks
LONGER FORM
STORIES
8 Days 8 Hours
CAMPAIGNS, PROGRAMS, PLATFORMS
SHORTER, PLANNED STORIES
EVENTS, PRODUCT RELEASE
STRATEGIC DAILY
CONTENT
NEWS, REACTIVE STORIES
Content Choreography: The Construct of 8s
8 Minutes
URGENT RESPONSIVE
CONTENT
PR, CUSTOMERSERVICE, Q&A
STORY ARC
The Presenters David Oksman, Life is good - @davidoksman David Cooperstein, Forrester Research - @minicooper Jessica Ruscito, Reebok - @jessruscito Brian Babineau, Digital Influence Group - @brianbab21
#SMB31