#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

http://www.youtube.com/watch?v=ygr1i8m_j_A

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

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“Social Media”

Brian BabineauDigital Influence Group

@BrianBab21

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Social As: Community Management

31

Social As: Brand Campaign Vehicle

32

Social As: Traditional Digital Media

33

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