360-degree Marketing

Vanina Delobelle, PhD

April 2008

The new integrated marketing The new integrated marketing strategy !strategy !

Integrated Marketing + Web 2.0 usages =

360-degree Marketing

DefinitionDefinition

A user centric approach !A user centric approach !

Integrated MarketingIntegrated Marketing

Online + Offline tools !Online + Offline tools !

Integrated CommunicationIntegrated Communication

Listen to conversations !Listen to conversations !

• User Generated ContentUsers create the content.

• User RatingUsers rate the web.

• User CommunicationUsers buzz.

Web 2.0 usagesWeb 2.0 usages

Social Media !Social Media !

• Forums and online communities

• Blogs

• Viral Videos

• Social Networks

• Digg…

The users talk and share about the brand outside the boundaries of the brand. It is all about conversations sharing and social media.

Web 2.0 toolsWeb 2.0 tools

360360 Marketing Marketing

Enter Marketing 360Enter Marketing 360 ! !

• Go and meet users on the InternetAnswer comments left by users on multiple blogs. Read what they say about your brand.

• Set up collaborative toolsMake sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys).

• Connect with your customersBe present on social networks and create a profile for your brand.

• Relay offline campains on the InternetPost your last TV campains on YouTube, announce you coming event on Twitter, Post feeds on Facebook, Blog about your brand…

How to engage with 360How to engage with 360 ? ?

Enter Marketing 360Enter Marketing 360 ! !

• Engage users in product testingCreate restricted communities who will be able to test the product and help in its development.

• Engage users to buzzShare and present your products to bloggers in order to engage a viral wave.

• Trigger the conversationEngage the conversation on your blog or over chat rooms. Post on other blogs.

• Develop an honest and viral state of mindBe open, do not be afraid, be honest and share as much as you can.

How to engage with 360How to engage with 360 ? ?

Much more than before !Much more than before !

• Leverage current marketing results

• Get better brand awareness

• Get better user stickiness

• Get better quality products

• Get more sale

What to get from a 360What to get from a 360 strategy? strategy?

Some examples…Some examples…

L’Oréal on FacebookL’Oréal on Facebook

Some examples…Some examples…

Lego online communityLego online community

Some examples…Some examples…

Monster blogMonster blog

For more conversations…

www.vaninadelobelle.com