360-degree Marketing Vanina Delobelle, PhD April 2008

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

A user centric approach ! Integrated Marketing

Online + Offline tools ! Integrated Communication

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

Listen to conversations !

User Generated Content

Users create the content.

User Rating

Users rate the web.

User Communication

Users buzz.

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. 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.

360  Marketing

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… 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…

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. 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.

Much more than before ! Leverage current marketing results Get better brand awareness Get better user stickiness Get better quality products Get more sale 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

Some examples… L’Oréal on Facebook

Some examples… Lego online community

Some examples… Monster blog

For more conversations… www.vaninadelobelle.com