360-degree Marketing
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360-degree Marketing 360-degree Marketing Presentation Transcript

  • 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
    • 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
  • 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  !
    • 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  ?
    • 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?
  • Some examples… L’Oréal on Facebook
  • Some examples… Lego online community
  • Some examples… Monster blog
  • For more conversations… www.vaninadelobelle.com