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Two fundamental approaches to social media
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Two fundamental approaches to social media

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  • 1. Two fundamental Approaches to Social Media Consumer centric approach Channel centric approach Amplify and enhance the consumer experience by adding a social component to his or her journey and thus facilitating her decision making process Leverage the various social media platforms as additional media channels that are added or substitutes other media channels The consumer and her journey at the core of this approach The context and respective channel conventions as guiding principles Consumer centric Channel centric Social network used to help in each step of the path to purchase Social network used to help spread the brand message Blends marketing, advertising and commerce into “branded experiences” Focuses usually on communication, apps and campaigns Requires some fundamental re-organization of the brand’s eco- system around the consumers journey Can be used more tactically, and at its core doesn’t require fundamental organizational changes to work Requires an integrated marketing organization Allows for a departmentalized corporate structure (still more common) Requires the orchestration of a variety of skillsets with a strong grounding in technology Often the playground of the various type of communication and media agencies Has a more substantial and longer term impact on the business Usually doesn’t build equity or at least long term equity (requires constant funding to fuel the flame) Enables very business focused KPIs Makes it difficult to link KPIs to business results Delivering against key customer contextual needs as key success factor Content as social currency and paid exposure as key success factors (with paid exposure currently taking the upper hand) Has a more substantial impact on a company, but requires also more resources Can have a big impact on a company with the right resources, but can also be turned off more easily www.ulliappelbaum.com