Content: marketing "currency" in social media that accelerates performance
-
Upload
cisco-partner-marketing-accelerate -
Category
Documents
-
view
221 -
download
0
Transcript of Content: marketing "currency" in social media that accelerates performance
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
1/14
M`dslds> ohwjlskdfm|wwldm{ kd }`mkhi olckh
sehs hmmlilwhsl} qlwb`wohdm
Veksl QhQlw
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
2/14
7M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
Sv` `b sel gkffl}s swldc} s` eks sel ohwjlskdf v`wic kd wlmlds {lhw} hwl
m`dslds ohwjlskdf hdc }`mkhi olckh swldc} sehs hwl kdmwlh}kdfi{ hdc
kdskohsli{ kdslwsvkdlc$
Ks s|wd} |s sehs m`dslds k} sel m|wwldm{ b }`mkhi olckh: hdc lbblmskrl |}l b gwhdc/
fldlwhslc m`dslds kd }`mkhi olckh rld|l} ldhgil} gwhdc} s` hffwlfhsl bwhfoldslc
h|ckldml}) l}shgik}e i`df/slwo gwhdc wlihsk`d}ekq} hdc fldlwhsl clohdc) hmm`wckdf s` h
}lwkl} b kd/clqse kdslwrklv} vkse ohwjlslw} ve` hcr`mhsl g`se swldc}$
Wl}lhwme m`ww`g`whsl} sel wl}|is} b se`}l kdslwrklv}$ H Nhd|hw{ 7188 }|wrl{ b 233
ohwjlslw} b`|dc sehs b se`}l ohwjlskdf m`dslds rkh IkdjlcKd) selwl k} h} {ls d` }|g}sks|sl b`w sel kd/clqse c|l ckikfldml
dlml}}hw{ s` s|dl lhme }`mkhi olckh m`dslds qwhmskml s` {`|w qhwskm|ihw h|ckldml$ [ |
mhdd`s) b`w luhoqil) i``j b`w m`d}|olw} di{ kd Bhmlg``j w g|}kdl}} g|{lw} di{ kd
M`dslds> ohwjlskdf m|wwldm{ kd }`mkhiolckh sehs hmmlilwhsl} qlwb`wohdml
Ve QHQW
Sel wkfes hqqw`hme s` m`dslds ohwjlskdf kd }`mkhi olckh mhdldhgil gwhdc ohwjlslw} s` wl/|dkb{ selkw bwhfoldslc h|ckldml} hdc hs h ilrli `b ldfhflolds bhw fwlhslw sehd sew`|fe swhcksk`dhi
ohwjlskdf mehddli}$
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
8$ Sel ]shsl b Kdg`|dc Ohwjlskdf) e|g}q`s$m`o) Blgw|hw{ 7188
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
3/14
=M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
IkdjlcKd: kd}slhc) {`| o|}s |}l sel hrhkihgil hdhi{skmhi s``i} s` dc {`|w shwfls h|ckldml
lrlw{velwl sel{ ehdf `|s$
Kd sel v`wc} `b Slc J`edld) Rkml Qwl}kclds) Kdslfwhslc Ohwjlskdf b`w gwhdc hmskrhsk`dhfldm{ ]slkd W`fhd * Qhwsdlw}) Kd }`mkhi olckh) selwl hwl d` ehwc/hdc/bh}s mhslf`wkl})
selwl hwlds hd{ wlhi }ki`}$ Vl ohwjlslw} ikjl sekdf} s` gl dkml hdc dlhs g|s }`mkhi
dlsv`wjkdf n|}s c`l}ds v`wj sehs vh{$
]`mkhi olckh m`dslds ohwjlskdf gl}s qwhmskml}
Ho`df sel o`}s koq`wshds qwhmskml} sehs lolwflc bw`o sel hcr`mhsl
kdslwrklv} k} s` ehrl h mldswhi m`dslds wlq`}ks`w{ hdc e`ol m`oo|dks{
%`bsld hdme`wlc g{ h gi`f+) hdc seld g|kic sv`/vh{ kdslfwhsk`d glsvlld
sehs }ksl hdc {`|w qwl}ldml kd Bhmlg``j) Svksslw) IkdjlcKd) [`|S|gl) hdc`selw }`mkhi dlsv`wj}$
Vlwl }sw`df qw`q`dlds} `b }`mkhi olckh mehddli kdslfwhsk`d) }h{}
Lik~hglse E`|}s`d) Fi`ghi Lrlds} ]`mkhi Olckh Ohwjlskdf Ohdhflw)
M`o}{}) b`w Mk}m` ]{}slo}) Kdm$ Vl v`|ic dlrlw |}l h }shdchi`dl
hqqw`hme$ @dl/`bb lbb`ws} n|}s c`ds qw`c|ml sel jkdc b wl}|is} sehs
kdslfwhslc lbb`ws} c`$
Sehs }`mkhi olckh mehddli kdslfwhsk`d m`dmlqs vkii gl luqi`wlc b|wselw kd
sek} wlq`ws) hi`df vkse sel b`ii`vkdf }lrld w|il}/`b/se|og sehs vlwl sel
ohn`w kclh} s` lolwfl bw`o sel hcr`mhsl kdslwrklv}$Ik}sld s` {`|w ]`mkhi Lme` {`|w shwfls h|ckldml vkii slii {`| vehs m`dslds ksvhds}
Hdhi{~l velwl {`|w h|ckldml} }qldc selkw skol kd }`mkhi olckh
L}shgik}e hd luqlws }`mkhi olckh qwl}ldml
@bblw m`dslds sehs k} bhms/gh}lc) lc|mhsk`dhi) se`|fes qw`r`jkdf) dlv}v`wse{)s`qkmhi w selwvk}l hmsk`dhgil
\}l Svksslw h} h wlhi/skol m`drlw}hsk`d b`w|o b`w ikrl lrlds}
G|kic h gi`f/mldswkm) kdslfwhslc }`mkhi olckh }swhslf{
Olh}|wl lrlw{sekdf
Ik}sldkdf s` {`|w }`mkhi lme`
M`d}|olw} hdc g|}kdl}} g|{lw} hiwlhc{ hwl ldfhfkdf lhme selw kd }`mkhi olckh
m`drlw}hsk`d} wlfhwckdf sel }|gnlms} hdc gwhdc} sel{ jd`v vlii w vhds s` jd`v
glsslw) okiik`d} `b skol} lrlw{ ch{$ Svksslw) b`w luhoqil) qh}}lc sel 881/okiik`d/svlls}/qlw/
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
Ve QHQW M`dslds> ohwjlskdf m|wwldm{
Vl v`|ic dlrlw |}l h}shdchi`dl hqqw`hme$@dl/`bb lbb`ws} n|}s
c`ds qw`c|ml seljkdc `b wl}|is} sehskdslfwhslc lbb`ws} c`$
Lik~hglse E`|}s`d
Fi`ghi rlds} ]`mkhi OlckhOhwljskdf Ohdhflw)
M`o}{}) b`w Mk}m` ]{}slo}
4
4
4
4
4
4
4
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
4/14
3M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
ch{ ohwj kd Nhd|hw{ 7188$7 Sel}l okiik`d} b m`drlw}hsk`d} m`d}sks|sl h rh}s wl}lwr`kw b
`qkdk`d hdc kd}kfes sehs m`|ic dlrlw glb`wl gl m`iilmslc hdc hdhi{~lc$
E`vlrlw) }`mkhi olckh hdhi{skm} s``i} ldhgil ohwjlslw} s` c` n|}s sehs> shq kds` sehs wkme}`|wml b jd`vilcfl hdc slh}l `|s sel m`drlw}hsk`d} shjkdf qihml hg`|s selkw gwhdc}) w
hg`|s s`qkm} sehs hwl mwkskmhi s` selkw gwhdc}$ O`}s hcr`mhsl} b m`dslds ohwjlskdf kd }`mkhi
olckh hfwll sehs sel rlw{ w}s }slq k} s` ik}sld s` sehs ]`mkhi Lme`) h slwo QW Dlv}vkwl
wlmldsi{ m`kdlc s` cl}mwkgl sel q`vlwb|i wlrlwglwhsk`d hw`|dc gwhdc} sehs mm|w} sew`|fe
sel}l m`drlw}hsk`d}$=
[`| ehrl s` }ls `|s ik}sldkdf q`}s}) }h{} N`l Q|ik~~k) B`|dclw hdc Lulm|skrl Ckwlms`w `b sel
M`dslds Ohwjlskdf Kd}sks|sl$ [`| fls swloldc`|} rhi|l |s b |dclw}shdckdf vehs sel
m`drlw}hsk`d hiwlhc{ k}: {`| mhd ilhwd vehs sel e`s s`qkm} hwl) hdc velwl {`| mhd vlkfe kd
vkse wlhi luqlwsk}l$
Kdslwrklvll} hfwll sehs ik}sldkdf kd `d }`mkhi olckh rld|l} s` kcldskb{ sel s`qkm} sehs hwl
koq`wshds s` selkw h|ckldml) hdc sel o`}s kd|ldskhi r`kml} `d se`}l s`qkm}) k} h mwkskmhi
w}s }slq b`w selkw }`mkhi olckh m`dslds ohwjlskdf }swhslf{$ %B|ii ck}mi`}|wl> QW Dlv}vkwl)
sel h|se`w b sek} veksl qhqlw) bblw} }|me hd `d/clohdc ik}sldkdf s``i$+
Bkdckdf{`|wh|ckldml
Sel }hol hdhi{skmhi s``i} sehs eliq {`| kcldskb{ sel wkfes s`qkm} hdc sel
ekfel}s kd|ldmlw} hi}` ldhgil {`| s` dc velwl {`|w shwfls h|ckldml k}
ehdfkdf |s kd }`mkhi olckh$ ]`olskol}) sehs slii} {`| velwl s` b`m|}hdc vehs s` lumi|cl: o`wl `bsld) e`vlrlw) ks m`ol} c`vd s` h ohsslw `b
loqeh}k}$
Bkf|wkdf `|s velwl sel h|ckldml k} k} h }mkldml) hdc ks shjl} skol) }h{}
Mk}m`} E`|}s`d$ Sel{ hwl kd ckbblwlds }`mkhi olckh vhslwkdf e`il}) qlw }l$
]`ol hwl kd Svksslw: }`ol hwl kd Bhmlg``j: `selw} qwlblw s` wlhc gi`f}$
]el cl}mwkglc Mk}m`} hqqw`hme s` dckdf ks} h|ckldml kd sel m`dslus b
sel wlmlds Ldslwqwk}l M`ddlms swhcl }e`v %b`wolwi{ R`kmlM`d+) vekme sel
m`oqhd{ hssldclc lhwiklw sek} {lhw$ Vl qw`il sel lrlds} h|ckldml s`
dc |s vehs ilrli sel{ hwl$ C` sel{ qhwskmkqhsl kd }`mkhi olckh0 Vehsv`|ic vl ikjl selo s` vhij hvh{ jd`vkdf sehs sel{ ckcds jd`v glb`wl0
E`|}s`d luqihkd}$
Seld vl h}j `|w}lirl} vekme Mk}m` olckh mehddli} c` vl ehrl kd qihml b`w sehs h|ckldml0
Vehs }k~l `b b`ii`vlw}ekq c` vl ehrl0 Kb ks} }ohii) vl oh{ |}l Svksslw) hdc sw{ s` |}l sehs
lrlds s` fw`v `|w Svksslw ehdcil h} vl fls mi`}lw s` sehs }e`v) }el m`dskd|l}$
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
Ve QHQW M`dslds> ohwjlskdf m|wwldm{
Bkf|wkdf `|s velwlsel h|ckldml k} k} h
}mkldml $$$ Sel{ hwl kdckbblwlds }`mkhi olckhvhslwkdf e`il})qlw }l$ ]`ol hwl kdSvksslw: }`ol hwlkd Bhmlg``j: `selw}qwlblw s` wlhc gi`f}$
Lik~hglse E`|}s`d
Fi`ghi rlds} ]`mkhi Olckh
Ohwljskdf Ohdhflw)M`o}{}) b`w Mk}m` ]{}slo}
7$ Chsh q`}slc s` X|`wh `d Nhd|hw{ 3) 7188 g{ vksslw Qw`c|ms Ohwjlskdf Ohdhflw Qklwwl Ilfwhkd=$ Hoqikb{kdf [`|w ]`mkhi Lme`) QW Dlv}vkwl) Nhd|hw{ 7188
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
5/14
K hfwll IkdjlcKd k} o`wl G/s`/M shwflslc) g|s {`| mhd }skii |}l
Bhmlg``j b`w G/s`/G$ Selwl hwl }`ol kdc|}sw{ rlwskmhi} velwl sel ckbblwldml glsvlld sel
sv` k} hio`}s kdck}skdf|k}ehgil$
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
Ve QHQW M`dslds> ohwjlskdf m|wwldm{
Bhmlg``j k} b`w m`d}|olw ohwjlskdf)glmh|}l `b sel dhs|wl `b Bhmlg``j hdc ve{ql`qil f` selwl$ Sehs} velwl m`d}|olw} f`s` dc sekdf} hdc }ehwl sekdf}$ G|s sehs}d`s velwl sel ql`qil kd g|}kdl}} f`) |dskisel{ f` e`ol hdc glm`ol m`d}|olw}$
Liik`s Jh}}Rkml Qwl}kclds) M`dslds Ohwjlskdf) \GO lmVlg
[ | mhd }skii |}l Bhmlg``jb`w G/s`/G$ Selwl hwl }`olkdc|}sw{ rlwskmhi} velwl selckbblwldml glsvlld sel sv` k}hio`}s kdck}skdf|k}ehgil$
Slc J`edldRkml Qwl}kclds) dslwhmskrl Ohwjlskdf)
]slkd W`fhd * Qhwsdlw}
BMG@@ BM/@BB
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
6/14
2M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
]kokihwi{) Vellie`|}l ]`i|sk`d} G/s`/G gwhdc}) }|me h} Mehoqk`d Luq`}ksk`d ]lwrkml} hdc
Koolw}h Ohwjlskdf) loqeh}k~l Bhmlg``j hdc Svksslw `rlw IkdjlcKd %se`|fe sel{ |}l hii
sewll+) hmm`wckdf s` Il}ikl Gwhdc) Rkml Qwl}kclds) Ohwjlskdf hs Vellie`|}l$
Sel mehws hs ilbs luqihkd} ve{ hii b`|w `b
sel}l ohwjlslw} hwl wkfes) hii hs sel }hol
skol$ Vekil IkdjlcKd eh} h milhw ilhc
`rlw sel `selw }`mkhi olckh mehddli} kd
slwo} `b G/s`/G m|}s`olw hmx|k}ksk`d) 38,
`b ohwjlslw} }|wrl{lc hmx|kwlc G/s`/G
m|}s`olw} rkh Bhmlg``j$ Sel wlmkqw`mhi k}
hi}` sw|l> Cl}qksl Bhmlg``j} m`d}|olw
c`okdhdml) =;, b ohwjlslw} }|wrl{lc
hmx|kwlc m`d}|olw m|}s`olw} rkhIkdjlcKd$
Sel mehws hi}` qw`rkcl} li`x|lds
hwf|olds b`w ve{ }e`ws m|s} hdc
fldlwhik~hsk`d} hwl d`s q`}}kgil hs sek} n|dms|wl kd sel clrli`qolds b }`mkhi olckh) h}
]slkd W`fhd} J`edld m`ooldslc hs sel |s}ls `b sek} wlq`ws$ Ohwjlslw} o|}s hikfd selkw
m`dslds ohwjlskdf }swhslf{ vkse selkw }`mkhi olckh mehddli} rkh hdhi{skmhi c|l ckikfldml)
h} Mk}m`} E`|}s`d cl}mwkgl} hg`rl) kd wclw s` ld}|wl sel{ hwl wlhmekdf selkw b|ii h|ckldml$
}shgik}ekdf {`|w luqlws qwl}ldmlGlb`wl {`|w gwhdc mhd luqlms fwlhs wl}q`d}l bw`o m`dslds ck}swkg|slc kd
}`mkhi olckh) {`| ehrl s` ih{ sel fw`|dcv`wj) }h{} sel M`dslds Ohwjlskdf
Kd}sks|sl} %MOK}+ Q|ik~~k$ Sehs vh{) kd}slhc `b q|}ekdf m`dslds }llc} `|s
kds` }s`dl) {`|wl q|sskdf selo kd }`ki$
Vehs Q|ik~~k olhd} g{ ih{kdf sel fw`|dcv`wj k} s` l}shgik}e {`|w
gwhdc} }`mkhi olckh qwl}ldml g{ m`ooldskdf `d) `w q`}skdf s`) sel gi`f})
Bhmlg``j qhfl}) IkdjlcKd fw`|q} `w Svksslw m`oo|dkskl} sehs hwl o`}s
wlilrhds hdc kd|ldskhi b`w {`|w gwhdc `w s`qkmhi b`m|}$
Sel w}s }slq k} s` kcldskb{ sel s`q 81/s`/8< gi`f} hdc `selw }`mkhi olckh
rld|l} velwl {`|w shwfls h|ckldml hiwlhc{ k} qwl}lds$ Hbslw sehs) {`| q`}s
m`oolds} s` clo`d}swhsl {`|w luqlwsk}l d sel s`qkm) hdc }ehwl lumliilds
m`dslds mwlhslc g{ selw}$
[ | ehrl s` c` ks b`w sewll/s`/}ku o`dse} s` glm`ol hmmlqslc h} qhws b
sel m`oo|dks{$ Hbslw sehs) {`| mhd }shws kdrkskdf selo kd s` {`|w vd gi`f)
s` f|l}s q`}s `w gl o`clwhs`w}) Q|ik~~k }h{}$
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
Ve QHQW M`dslds> ohwjlskdf m|wwldm{
Glb`wl {`|w gwhdc mhdluqlms fwlhs wl}q`d}lbw`o m`dsldsck}swkg|slc kd }`mkhiolckh){`| ehrl s`ih{ sel fw`|dcv`wj$Sehs vh{) kd}slhc`b q|}ekdf m`dslds}llc} `|s kds` }s`dl){`|wl q|sskdf selokd }`ki$
N`l Q|ik~~k
B`|dclw " ulm|skrl Ckwlms`w)M`dslds Ohwjlskdf d}sks|sl
71,
31,
21,
51,
1,
IkdjlcKd M`oqhd{Gi`f
Bhmlg``j Svksslw
28,
=;,
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
7/14
6M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
Q|ik~~k hi}` hmjd`vilcfl}) e`vlrlw) sehs sek} k} bsld sel s`|fel}s sekdf b`w h gwhdc s` c`$
[ | ehrl s` h}}kfd `dl w o`wl ql`qil s` gl |s selwl) s` wlqwl}lds {`|w gwhdc h} }|gnlms/
ohsslw luqlws}$ Ohwjlslw} v`ww{ sehs sel kdckrkc|hi} gwhdc vkii }ekdl s`` o|me hdc
seld vehs ehqqld} kb sehs qlw}`d ilhrl} sel m`oqhd{0 h}j} Q|ik~~k) wels`wkmhii{$
J`edld cl}mwkgl} hd kdd`rhskrl }`i|sk`d sehs ]slkd W`fhd clrli`qlc b`w dl b ks} miklds})
SelIhcclw}) sel ilhckdf wlmw|ksolds }`i|sk`d b`w qw`bl}}k`dhi shilds$ Sewll m`oqhd{
loqi`{ll} qi|} J`edld fe`}svwksl }`mkhi dlsv`wj q`}s} kd hii sel ohn`w rld|l} |dclw sel
f|k}l b b`|w msksk`|} mehwhmslw}$ Sel b`|w wlqwl}lds ck}skdms) ekfei{ }`|fes n`g mhdckchsl
s{ql}> Sel Ehoolw %}hil}+) Sel Ohmekdl %dhdml+) Sel Vk~hwc %ldfkdllw+ hdc Sel
Oh}slwokdc %ohwjlskdf+$
Sel mehwhmslw} hwl grk`|}i{ msksk`|} g|s sel hqqw`hme v`wj} glmh|}l b sel ekfe
rhi|l b sel m`dslds sel}l mehwhmslw} q`}s hdc svlls hdc glmh|}l lrlw{g`c{} kd `d ks)
J`edld luqihkd}$
Ih{kdf sel fw`|dcv`wj `bblw} hdmkiihw{ gldls}) s``$ Q|ik~~k }h{}> Veld selwl k} h ok}shjl
kd `dl `b `|w q`}s}) `dl `b `|w m`dswkg|s`w} k} f`kdf s` ils |} jd`v kd sv` }lm`dc}$ Sel{
o`dks`w `|w }s|bb$ Sel{ mhwl$
Ks} h qh{ ks b`wvhwc }swhslf{) kd |}l }kdml }`mkhi olckh vh} g`wd$ C` ks wkfes) hdc {`|w gi`f
glm`ol} h ohfdls b`w lrlw{sekdf {`| c`) hdc {`| mhd }ehwl `|s bw`o sehs gi`f) Q|ik~~k
m`dmi|cl}$
]`mkhi m|wwldm{> dlv} {`| mhd |}lSelwl k} d` c`|gs hg`|s vehs s{ql `b m`dslds k} o`}s lbblmskrl b`w G/s`/G gwhdc} kd
}`mkhi olckh$ Ks k} luqlws m`dslds hg`|s h fkrld s`qkm sehs eliq} {`|w h|ckldml gl o`wl
}|mml}}b|i$ Sel kdslwrklvll} m`d}k}sldsi{ cl}mwkgl ks h} bhms/gh}lc) wl}lhwme/`wkldslc)
kd}sw|msk`dhi) hmsk`dhgil hdc dlv} {`| mhd |}l$
D`s }|wqwk}kdfi{) sehs loqeh}k} k} qw`ghgi{ }sw`dfl}s kd sel kdb`wohsk`d
slmed`i`f{ %KS+ kdc|}sw{$ Vehs KS ql`qil c` k} sel{ lrhi|hsl sekdf}) sel{
qwlqhwl wlq`ws} hdc qwl}ldshsk`d} b`w m`ookssll}: }` sel{wl m`d}shdsi{
c`kdf wl}lhwme) }h{} \GO SlmeVlg} Jh}}$ Kb {`|wl h ohwjlslw {`| vhds
s` eliq selo$ [`| vhds s` qw`rkcl {`|w ol}}hfl kd sel m`dslus b wlhim`dslds) wlhi |}lb|i kdb`wohsk`d sehs {`|w h|ckldml dllc}) hdc kd h b`wohs
sehs sel{ mhd |}l$
E`vlrlw) sel hcrkml k} }`|dc kd lrlw{ ohwjls) h} J`edld) Q|ik~~k hdc
Vellie`|}l} Gwhdc cl}mwkgl) lhme bw`o selkw |dkx|l q`kds b rklv$
@|w d|oglw `dl }swhslf{ k} s` lc|mhsl `|w m|}s`olw} hdc s` kd|ldml
`|w b|s|wl qw`}qlms}) }h{} Gwhdc$ Vellie`|}l} Mehoqk`d Luq`}ksk`d
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
Ve QHQW M`dslds> ohwjlskdf m|wwldm{
@|w d|oglw `dl}swhslf{ k} s` lc|mhsl`|w m|}s`olw} hdc s`kd|ldml `|w b|s|wlqw`}qlms}$
Il}ikl Gwhdc
Rkml Qwl}kclds `b Ohwjlskdf)Vlli`|}l
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
8/14
5M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
]lwrkml} gwhdc) vekme ohdhfl} sel i`fk}skmhi ldc b lrlds} qwkohwki{
b`w h}}`mkhsk`d}) eh} qw`c|mlc ohn`w wl}lhwme d luekgks`w swldc} hdc
`d sel ckfkshi s``i} sehs swhcl }e`v hssldcll} hwl kdmwlh}kdfi{ |}kdf$ H
ehwc bhms bw`o h jd`vd gwhdc w h mh}l }s|c{ cl}mwkgkdf }`olsekdf sehs
vh} kdd`rhskrl hdc }|mml}}b|i k} luswloli{ eliqb|i s` |w m|}s`olw} hdc
qw`}qlms}) }h{} Gwhdc$
J`edld hfwll}) q`kdskdf s` o|iskqil wl}lhwme qw`nlms} hdc kd/clqse veksl
qhqlw} sehs ]slkd W`fhd eh} mwlhslc b`w ohd{ miklds}$ G|s selwl} h e|wcil>
kd/clqse wl}lhwme hdc veksl qhqlw} c`ds ohjl fwlhs Bhmlg``j `w IkdjlcKd
q`}s} hdc dlrlw okdc 831/mehwhmslw svlls}$
Sel }`i|sk`d) }h{} J`edld) k} s` hs`ok~l kd/clqse m`dslds kds` lh}ki{
m`d}|ohgil hdc ckfl}skgil qhws} sehs ohjl ql`qil vhds s` jd`v o`wl$
Kd sel mh}l `b SelIhcclw}) velwl lhme b sel b`|w mehwhmslw} k} sh}jlc vksesewll/s`/rl q`}s}svlls} lrlw{ ch{) J`edld qwk~l} veksl qhqlw} vkse
ld`|fe slus|wl hdc }|g}shdml s` gl ekfei{ hs`ok~lc$
Kd sehs wlfhwc) dl veksl qhqlw Olh}|wl \q> X|hiks{ Olswkm} Cwkrl X|hiks{ Ekwl} eh}
glld o`}s lbblmskrl b`w SelIhcclw} glmh|}l b sel clqse hdc }|g}shdml ks `bblwlc s` gl
hs`ok~lc) el luqihkd}$ J`edld qw`rkclc sewll luhoqil} b sel svlls} sehs cw`rl sehs
lbblmskrldl}}>
]s|c{> -Wlmw|kskdf ohdhflw} }llj s``i sehs dc} ekfel}s x|hiks{ mhdckchsl} kd h}e`wslw qlwk`c `b skol -olh}|wl|q essq>gks$i{ciF6|gks$i{ciF6|gks$i{ciF6|
8+ 87sekdf}s`c`hbslw{`|rlvwkssldhgi`fq`}s>}ehwlc 228 skol} `d Bhmlg``j:svllslc 3;6 skol}
7+ 87wlh}`d}s`q|sgi`f}hsselmldslw`b{`|wm`dsldsohwjlskdf> ohwjlskdf m|wwldm{
Sel s`q 81 gi`f q`}s}
`d `|w }ksl b`w sel ih}s=1 ch{} hwl hii }|qlwkd}sw|msk`dhi hdc kdo`}s mh}l} sel{ ehrlh d|oglw kd selkwelhcikdl$
N`l Q|ik~~k
B`|dclw " ulm|skrl Ckwlms`w)M`dslds Ohwjlskdf d}sks|sl
4
4
4
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
9/14
;M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
W`chil M|}s`o M`dslds " Ohwjlskdf %WMMO+) hd`selw ]slkd W`fhd miklds) |}lc hmsk`dhgil
hdc kd}sw|msk`dhi m`dslds hs sel m`wl `b ks} wlmlds wl/gwhdckdf hmskrkskl} hdc kd WMMO}
mh}l sel m`dslds vh} hg`|s sel hws hdc }mkldml `b m`dslds ohwjlskdf) J`edld luqihkd}$
Ihmjkdf h gi`f) e`vlrlw) WMMO |}lc QW Dlv}vkwl} HWM ldfhflolds qihsb`wo h} h
wlq`}ks`w{ hdc ck}swkg|sk`d olmehdk}o b`w ks} veksl qhqlw}) rkcl`} hdc wlihslc m`iihslwhi$
Sel HWM ldfhflolds qihsb`wo ldhgil} ohwjlslw} s` ck}swkg|sl hdc qskok~l o|iskolckh
m`dslds hmw`}} hii ckfkshi mehddli}
Ks v`wjlc> Hg`|s sewll c`~ld ckbblwlds gi`f} bw`o rlw{ slme/mldswkm s` ohwjlskdf/mldswkm
loglcclc sel HWM rkcl` qih{lw kd selkw }ksl} hdc ikdjlc ghmj s` sel m`oqhd{} HWM }ksl)
J`edld luqihkd}$
Svksslw h} lrlds} m`drlw}hsk`d b`w|oOhd{ `b se`}l vl kdslwrklvlc |}l Svksslw glb`wl) c|wkdf hdc hbslw ikrl lrlds}) g`se s`
ldfhfl |}lw} vkse selkw gwhdc m`dslds hdc s` fldlwhsl h|ckldml kdslwhmsk`d$
\GO SlmeVlg qw`rkcl} }|me svllskdf h} h }lwrkml s` ks} lrlds} m|}s`olw}) }h{} Jh}}$
Vl vkii svlls b`w sel miklds hs hd lrlds s` g|kic sel mhmels `b sel lrlds) hdc fls ql`qil
ve` hwl d`s hssldckdf s` qh{ hssldsk`d hdc b`ii`v sel lrlds) Jh}} }h{}$ ]` ks} h vh{ `b
lusldckdf sel miklds} ol}}hfl gl{`dc sel lrlds s` h gw`hclw h|ckldml$
Vlrl hi}` |}lc ks rlw{ lbblmskrli{ s` m`dskd|l sel m`drlw}hsk`d s` jllq
sel o`olds|o f`kdf vkse qw`}qlms} ve` hssldc sel lrlds$ Sel svllskdf
vkii m`dskd|l b`w sewll/s`/b`|w ch{} kd sel vhjl `b sel lrlds) hdc mhd gl|}lc h} h }lf|l s` fls hssldcll} kdr`irlc kd hd`selw `dikdl m`oo|dks{ `w
hmskrks{) Jh}} luqihkd}$
Mk}m` hi}` ohjl} lusld}krl |}l `b Svksslw kd hdc hw`|dc ks} `vd lrlds}
hdc sel lrlds} ks hssldc}$ Qwk`w s` Ldslwqwk}l M`ddlms) b`w luhoqil) vl
elic h Svksslw mehs$ Ks mwlhslc ldfhflolds vkse |w m|}s`olw} d hd
`df`kdf gh}k} qwk`w s` sel }e`v) hdc vl vlwl hgil s` m`dskd|l se`}l
m`drlw}hsk`d} c|wkdf hdc hbslw sel }e`v) E`|}s`d }h{}$
Sehs Svksslw mehs vh} gh}lc `d h s`qkm `b kdslwl}s s` sel h|ckldml sehs
wlihslc s` s`qkm} d vekme sel m`oqhd{ qihddlc s` }qlhj hs sel }e`v) E`|}s`d luqihkd}$Mk}m` ohcl h }|gnlms/ohsslw luqlws hrhkihgil b`w h `dl/e`|w ikrl) kdslwhmskrl x|l}sk`d/hdc/
hd}vlw }l}}k`d rkh Svksslw$
Svksslw k} qhwskm|ihwi{ kdslwl}skdf h} h wlhi/skol m`drlw}hsk`d b`w|o b`w hssldcll} c|wkdf h
}e`v) luqihkd} Vellie`|}l ]`i|sk`d} Gwhdc$ Vl hivh{} wlm`ooldc sehs `|w m|}s`olw}
|}l sehs mehddli c|wkdf hssldcll hdc luekgkslw ohwjlskdf qwl/}e`v) hdc seld d }ksl$ Vl
}|ffl}s |}kdf eh}eshf}) hdc lrld }l}}k`d eh}eshf} }` sehs kdckrkc|hi }l}}k`d} mhd ehrl
selkw `vd m`drlw}hsk`d}$
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
Ve QHQW M`dslds> ohwjlskdf m|wwldm{
Ohd{ `b se`}l vl
kdslwrklvlc |}lSvksslw glb`wl) c|wkdfhdc hbslw ikrl lrlds})g`se s` ldfhfl|}lw} vkse selkwgwhdc m`dslds hdc s`fldlwhsl h|ckldmlkdslwhmsk`d$
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
10/14
81M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
Sehs vh{) }qlhjlw} ve` vhds wlhi kdslwhmsk`d mhd ehrl h }mwlld kd sel w``o hdc mhd
vhsme sel h|ckldml} x|l}sk`d} rkh Svksslw) }h{} Gwhdc$
Sel gi`f/mldswkm kdslfwhslc }swhslf{
G{ ks}lib) h gi`f k} hd k}`ihslc r`kml$ [ls h }`mkhi olckh m`dslds ohwjlskdf }swhslf{ vkse`|s
h gi`f ihmj} h fw`|dclc mldslw$ E`vlrlw) kb {`| kdslfwhsl gi`f} hdc }`mkhi olckh vkse h
m`oqwleld}krl m`dslds ohwjlskdf }swhslf{) sel wl}|is} m`|ic g`wclw `d ohfkmhi$
Vlrl luqi`wlc kd qwlrk`|} wlq`ws} e`v m`dslds ohwjlskdf mhd eliq s` wl/|dkb{ h|ckldml}
sehs ehrl }qikdslwlc kds` h rhwkls{ `b b`wo}) b`wohs} hdc rld|l} hmw`}} sel kdmwlh}kdfi{
bwhfoldslc olckh ihdc}mhql$3 Sel ohfkmhi q`sldskhi `b hd kdslfwhslc) gi`f/mldswkm
hqqw`hme s` m`dslds ohwjlskdf kd }`mkhi olckh k} s` dc se`}l h|ckldml }qikdslw} velwlrlw
sel{ w`ho hdc |}l {`|w gi`f h} h ohfdls) kd Q|ik~~k} v`wc}) s` gwkdf selo hii s`flselwhfhkd kds` h |dklc `dikdl m`oo|dks{$
D`slc gi`fflw Gwkhd ]`ik}) Qwkdmkqhi b wl}lhwme/gh}lc hcrk}`w{ wo Hiskolslw Fw`|q)
luqihkd} ve{ sel hqqw`hme k} l}}ldskhi$ Ql`qil} hssldsk`d ch}eg`hwc k} d`v h svllsclmj)
`w selkw Bhmlg``j vhii) `w selkw kdg`u) hd{ `b vekme hii`v} selo s` }ll vehs k} ehqqldkdf
kd sel }`mkhi vlg$ [`| ehrl s` ohjl }|wl {`|w m`dslds k} q|gik}elc kd qihml} sehs hwl f`kdf
s` wlhme sehs hssldsk`d ch}eg`hwc) ]`ik} }h{}$
E`|}s`d luqihkd} sehs Mk}m` bsld mwlhsl} gi`f/mldswkm m`oo|dks{ }ksl} b`w
sel s`qkm} ks cllo} koq`wshds) hdc seld m`ddlms} se`}l m`oo|dkskl} s`
hii sel hqqw`qwkhsl }`mkhi olckh rld|l} velwl ks} h|ckldml} mhd gl b`|dc$Vl c` sek} glmh|}l vl vhds lrlw{sekdf s` gl kdslfwhslc) hdc vl vhds
m|}s`olw} s` gl hgil s` hmml}} hdc m`drlw}l vkse Mk}m`} }|gnlms/ohsslw
luqlws}) }h{} E`|}s`d$
Kb vlwl |}kdf h gi`f b`w Mk}m` \ok) b`w kd}shdml) vl oh{ ehrl h gi`f q`}s
hg`|s h dlv blhs|wl) `w e`v sel kdc|}sw{ k} mehdfkdf) hdc seld skl ks s`
h [`|S|gl rkcl`) `w svlls hg`|s ks$ Sehs vh{) sel gi`f c`l} d`s glm`ol
ks} `vd }shdchi`dl mehddli) g|s k} kdslfwhslc vkse se`}l `selw }`mkhi
mehddli} sehs c`ds ehrl dhskrl gi`ffkdf$
Sel kdslfwhslc hqqw hme k} fwlhs glmh|}l ks k} o`wl sehd n|}s q`kdskdfs` h veksl qhqlw velwl selwl k} d`s hd`selw }slq) E`|}s`d }h{}$ @dikdl
m`oo|dks{ mwlhsl} sel `qq`ws|dks{ s` h}j h qllw h x|l}sk`d: ks mwlhsl} sel
`qq`ws|dks{ b`w v`wc/`b/o`|se$
\GO SlmeVlg} Jh}} hfwll}> [`| mhd mwlhsl h fwlhs veksl qhqlw g|s `di{ veld {`| gi`f
hg`|s ks vkii ql`qil ck}m|}} ks) }h{} Jh}}$
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
Ve QHQW M`dslds> ohwjlskdf m|wwldm{
Sel kdslfwhslchqqw`hme k} fwlhsglmh|}l ks k} o`wlsehd n|}s q`kdskdf s`h veksl qhqlw velwlselwl k} d`s hd`selw}slq$
Lik~hglse E`|}s`dFi`ghi rlds} ]`mkhi Olckh
Ohwljskdf Ohdhflw)M`o}{}) b`w Mk}m` ]{}slo}
3$ M`dslds> Okfesklw sehd olckh bwhfoldshsk`d) QW Dlv}vkwl) Clmloglw 7181
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
11/14
88M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
Olh}|wl lrlw{sekdf
Sel hcr`mhsl} b m`dslds ohwjlskdf kd }`mkhi olckh fldlwhii{ hfwllc sehs olh}|wkdf selkw
gwhdclc m`dslds} }`mkhi olckh kdslwhmsk`d} k} o`wl sehd h vh{ s` gl hmm`|dshgil b`w sel}|mml}} `b selkw m`dslds ohwjlskdf lbb`ws} olh}|wkdf k} h dlml}}hw{ lilolds `b jd`vkdf
vehs s` c` kd sel w}s qihml(
H} E`|}s`d cl}mwkgl} hg`rl) olh}|wkdf rkh hdhi{skmhi ik}sldkdf s``i}
cldl} sel }`mkhi rld|l} kd vekme s` loqeh}k~l ckbblwlds s`qkm}) hdc
velwl s` dc ckbblwlds jkdc} `b m|}s`olw}$ ]slkd W`fhd} J`edld k}
m`d}shdsi{ qlwb`wokdf }kokihw hdhi{}l} b`w sel hfldm{} miklds}) s` eliq
cldl selkw olckh qihd} hdc s` dc selkw shwfls h|ckldml} kd }`mkhi
rld|l}$
Sel kdslwrklvll} hcc swhmjkdf m`cl} s` selkw ikdj} kd }`mkhi olckh mehddli})hdc m`d}shdsi{ o`dks`w selkw kdslwhmsk`d ilrli} kd lhme rld|l hdc svlhj
selkw ol}}hfkdf hmm`wckdfi{ bsld kd wlhi skol$ B|wselw) sel{ |}l
ik}sldkdf s``i} s` hdhi{~l selkw qlwb`wohdml$ Vl vhds s` jd`v) vlwl vl
swldc}lsslw}0 E`v ckc vl kd|ldml sel kd|ldmlw}0 }h{} E`|}s`d$
O`}s kdslwrklvll} jl{ kd `d olh}|wkdf selkw gwhdc} kd|ldml d sel ohn`w kd|ldmlw}
sehs hwl wlilrhds s` selkw }|mml}} kd }`mkhi olckh$ H }hoqikdf `b sel ohkd x|l}sk`d} sel{
olh}|wl b`w kdmi|cl}>
Ve` hwl sel ohn`w kd|ldmlw}0
E`v hmskrli{ ldfhflc hwl sel{ vkse |w m`dslds0
C` sel{ wlsvlls |w m`dslds0
C` sel{ gi`f hg`|s `|w m`dslds0
C` sel{ wl}q`dc s` `selw q`}s} `d `|w glehib0
Sel kdslwrklvll} hfwll sehs ks} s`` lhwi{ kd sel lr`i|sk`d `b }`mkhi olckh s` gl hgil s`
m`ddlms sel c`s} bw`o }`mkhi olckh kdslwhmsk`d} hii sel vh{ s` m`oqhd{ wlrld|l g|s
sel{ }ll sehs ch{ m`okdf }``d$ Kd sel olhdskol) sel{ b`m|} `d olh}|wkdf sel clqse `b
ldfhflolds glsvlld sel h|ckldml hdc selkw m`dslds h} h qw`u{ b`w }hil} }|mml}}$
M`dmi|}k`d> {`|wl lkselw kd sel m`drlw}hsk`d) `w {`|wl `|s `b ks@|w kdslwrklv} vkse hcr`mhsl} b m`dslds ohwjlskdf kd }`mkhi olckh ehrl }e`vd sehs sel
wkfes hqqw`hme mhd ldhgil gwhdc ohwjlslw} s` wl/|dkb{ selkw bwhfoldslc shwfls h|ckldml}
hdc hmeklrl ilrli} `b ldfhflolds sehs vlwl |delhwc `b sel ih}s skol se`}l h|ckldml}
vlwl |dklc kd sel m`dslus b swhcksk`dhi oh}} olckh$
B`w sel kdslwrklvll}) sehs wkfes hqqw`hme m`d}k}sldsi{ kdmi|cl} gi`f} sehs hwl e`ol s`
g`se gwhdc m`dslds hdc `dikdl m`oo|dks{) hdc hwl m`ddlmslc rkh wkme) kdb`wohsk`dhi q`}s}
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
Ve QHQW M`dslds> ohwjlskdf m|wwldm{
4
4
4
4
4
Sel kdslwrklvll}m`d}shdsi{ o`dks`wselkw kdslwhmsk`dilrli} kd lhmerld|l hdc svlhjselkw ol}}hfkdf
hmm`wckdfi{ `bsld kdwlhi skol$
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
12/14
87M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
s` hii sel wlilrhds }`mkhi olckh rld|l}$ Sel wkfes hqqw`hme hi}` kdmi|cl} h i`s b ehwc v`wj>
kd/clqse olh}|wlolds hdc hdhi{}k} n|}s s` clslwokdl sel wkfes m`dslds hdc sel wkfes
rld|l} b`w {`|w gwhdc) w qw`c|ms$
Vhkskdf v`ds ohjl ks hd{ lh}klw$ Vl ldm`|whfl hii ohwjlslw} s` luqi`wl }swhslfkl} b`w
m`dslds ohwjlskdf kd }`mkhi olckh }``dlw whselw sehd ihslw$
Sel s`q 88 gl}s qwhmskml} b`w m`dslds ohwjlskdf kd }`mkhi olckh
8+ Ik}sld s` {`|w ]`mkhi Lme` s` kcldskb{ sel k}}|l} hdc s`qkm} sehs m|}s`olw}kd }`mkhi olckh wlhii{ mhwl hg`|s) hdc sehs hwl wkql b`w se`|fes ilhclw}ekq
7+ \}l hdhi{skmhi ik}sldkdf s``i} s` dc velwl kd }`mkhi olckh {`|w shwflsh|ckldml k} ehdfkdf `|s
=+ Hikfd {`|w m`dslds ohwjlskdf }swhslf{ vkse }`mkhi olckh mehddli} rkhhdhi{skmhi c|l ckikfldml c`ds gl i|wlc kd g{ fldlwhik~hsk`d}
3+ Ih{ sel fw`|dcv`wj b w m`dslds ohwjlskdf kd }`mkhi olckh g{l}shgik}ekdf hd luqlws qwl}ldml kd sel hqqw`qwkhsl }`mkhi olckh rld|l}
ohwjlskdf m|wwldm{
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
13/14
8=M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$
g`|s QW Dlv}vkwl
QWDlv}vkwl%vvv$qwdlv}vkwl$m o+k}selqwloklwfi`ghiqw rkclw`bo|iskolckhqihsb wo}
hdc}`i|sk`d}sehsldhgilohwjlslw})m`wq`whslm`oo|dkmhs`w})}|}shkdhgkiks{`bmlw})q|gikmhbbhkw}hdckdrl}s`wwlihsk`d} bmlw}s`ilrlwhflm`dsldss`ldfhflvksehiiselkwjl{
h|ckldml}$
Ehrkdfqk`dllwlcselm`oolwmkhidlv}ck}swkg|sk`dkdc|}sw{ ohwjlskdf m|wwldm{
-
8/6/2019 Content: marketing "currency" in social media that accelerates performance
14/14
LDFHFL @QQ@WS\DKS[ LRLW[VELWL
$
$
$
$
$
$
$
$
$
$
$
$
%555+ 662/1;37
vvv$qwdlv}vkwl$m`o
M`q{wkfs 7188 QW Dlv}vkwl H}}`mkhsk`d IIM$ Hii Wkfs} Wl}lwrlc$