360-degree Marketing

Slide 1: 360-degree Marketing Vanina Delobelle, PhD April 2008

Slide 2: Definition The new integrated marketing strategy ! Integrated Marketing + Web 2.0 usages = 360-degree Marketing

Slide 3: Integrated Marketing A user centric approach !

Slide 4: Integrated Communication Online + Offline tools !

Slide 5: Web 2.0 usages Listen to conversations ! • User Generated Content Users create the content. • User Rating Users rate the web. • User Communication Users buzz.

Slide 6: Web 2.0 tools 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.

Slide 7: 360 Marketing

Slide 8: How to engage with 360 ? Enter Marketing 360 ! • Go and meet users on the Internet Answer comments left by users on multiple blogs. Read what they say about your brand. • Set up collaborative tools Make sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys). • Connect with your customers Be present on social networks and create a profile for your brand. • Relay offline campains on the Internet Post your last TV campains on YouTube, announce you coming event on Twitter, Post feeds on Facebook, Blog about your brand…

Slide 9: How to engage with 360 ? Enter Marketing 360 ! • Engage users in product testing Create restricted communities who will be able to test the product and help in its development. • Engage users to buzz Share and present your products to bloggers in order to engage a viral wave. • Trigger the conversation Engage the conversation on your blog or over chat rooms. Post on other blogs. • Develop an honest and viral state of mind Be open, do not be afraid, be honest and share as much as you can.

Slide 10: What to get from a 360 strategy? Much more than before ! • Leverage current marketing results • Get better brand awareness • Get better user stickiness • Get better quality products • Get more sale

Slide 11: Some examples… L’Oréal on Facebook

Slide 12: Some examples… Lego online community

Slide 13: Some examples… Monster blog

Slide 14: For more conversations… www.vaninadelobelle.com