Social Media Breakfast Boston #31: Beyond Social, Paid, Owned & Earned

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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.

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  • What you focus on will growWhats your positive purposeThink Outside the box
  • That disposition is called optimism and it’s powerful.So now I’m going to tell you a store – my life story – to prove it.
  • Social Media Breakfast Boston #31: Beyond Social, Paid, Owned & Earned

    1. 1. #SMB31 Beyond Social, Paid, Owned or Earned It’s All MarketingSponsor: #SMB31
    2. 2. The PresentersDavid Oksman, Life is good - @davidoksmanDavid Cooperstein, Forrester Research - @minicooperJessica Ruscito, Reebok - @jessruscitoBrian Babineau, Digital Influence Group - @brianbab21 #SMB31
    3. 3. @Lifeisgood@DavidOksman
    4. 4. Two Marketing Frameworks for the21st CenturyDavid Cooperstein, VP, Practice LeaderForrester ResearchMarch 29, 2013 @minicooper
    5. 5. The Customer Life Cycle© 2013 Forrester Research, Inc. Reproduction Prohibited
    6. 6. Forrester’s Brand Compass TRUSTED Earn trust by guiding the brand to be more transparent and accountable ESSENTIAL REMARKABLE Become more irreplaceable Disrupt the market in a way in the lives of your customers that inspires people to talk about the brand. UNMISTAKABLE Become known as the one and only at what you do© 2013 Forrester Research, Inc. Reproduction Prohibited
    7. 7. Media (Programs) PR + Customer eCommere Service (Promotions) (PassionateCommunication) Marketing (Product & Events)
    8. 8. SIMPLE 1:1 DIALOUGE = GROWTH!!! • 870MM+ Earned • 500MM+ Earned Impressions Impressions • More than 105K • More than 89K new followers new followers • Reebok had the • Reached 98% highest sentiment positive sentiment among its competitive set
    9. 9. “Social Media” Brian Babineau Digital Influence Group @BrianBab21 29
    10. 10. Social As: Community Management 30
    11. 11. Social As: Brand Campaign Vehicle 31
    12. 12. Social As: Traditional Digital Media 32
    13. 13. Social As: Customer Service Channel 33
    14. 14. Social As: CHAOS 34 Image source: Luma Partners
    15. 15. A Simple Focus: STORYTELLING ACTIVATIONCONTENT CHOREOGRAPHY 35
    16. 16. Content Choreography: The Construct of 8s STORY ARC 8 Weeks 8 Days 8 Hours 8 Minutes LONGER SHORTER, STRATEGIC URGENT FORM PLANNED DAILY RESPONSIVE STORIES STORIES CONTENT CONTENTCAMPAIGNS, EVENTS, NEWS, PR, CUSTOMERPROGRAMS, PRODUCT REACTIVE SERVICE, Q&APLATFORMS RELEASE STORIES 36
    17. 17. The PresentersDavid Oksman, Life is good - @davidoksmanDavid Cooperstein, Forrester Research - @minicooperJessica Ruscito, Reebok - @jessruscitoBrian Babineau, Digital Influence Group - @brianbab21 #SMB31

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