Planning and measuring social media strategies
by Lander Janssens, Creative at TBWA Brussels on May 27, 2009
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Allen Kevin, Head of Global Planning, Proximity London @ Relationship Marketing congres (Stichting Marketing)...
Allen Kevin, Head of Global Planning, Proximity London @ Relationship Marketing congres (Stichting Marketing)
If you Google the phrases ‘social media marketing’ and ‘buzz marketing’ you get 3.2 million references. So much talk, but in reality so little knowledge or real understanding. Who can name three successful social media campaigns? When advertisers ask how success can be measured, what should you say? When you are planning a communication strategy, where do social media fit?
‘social media’ has exploded to the point that the phrase does not help us create more effective strategies or better work. The presentation will propose a simple framework that everyone can use for planning and measuring communications that use social media; it will show a number of case studies that show how effective social media can be when properly integrated into a wider campaign; and it will look at a few brands that are going further and making social media a core part of their business model.
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