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
<ul><li>Listen to conversations !   </li></ul><ul><li>User Generated Content </li></ul><ul><li>Users create the content. <...
<ul><li>Social Media !   </li></ul><ul><li>Forums and online communities </li></ul><ul><li>Blogs </li></ul><ul><li>Viral V...
360   Marketing
<ul><li>Enter Marketing 360   !   </li></ul><ul><li>Go and meet users on the Internet </li></ul><ul><li>Answer comments l...
<ul><li>Enter Marketing 360   !   </li></ul><ul><li>Engage users in product testing </li></ul><ul><li>Create restricted c...
<ul><li>Much more than before !   </li></ul><ul><li>Leverage current marketing results </li></ul><ul><li>Get better brand ...
Some examples…   L’Oréal on Facebook
Some examples…   Lego online community
Some examples…   Monster blog
For more conversations… www.vaninadelobelle.com
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360-degree Marketing

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360-degree Marketing

  1. 1. 360-degree Marketing Vanina Delobelle, PhD April 2008
  2. 2. The new integrated marketing strategy ! Integrated Marketing + Web 2.0 usages = 360-degree Marketing Definition
  3. 3. A user centric approach ! Integrated Marketing
  4. 4. Online + Offline tools ! Integrated Communication
  5. 5. <ul><li>Listen to conversations ! </li></ul><ul><li>User Generated Content </li></ul><ul><li>Users create the content. </li></ul><ul><li>User Rating </li></ul><ul><li>Users rate the web. </li></ul><ul><li>User Communication </li></ul><ul><li>Users buzz. </li></ul>Web 2.0 usages
  6. 6. <ul><li>Social Media ! </li></ul><ul><li>Forums and online communities </li></ul><ul><li>Blogs </li></ul><ul><li>Viral Videos </li></ul><ul><li>Social Networks </li></ul><ul><li>Digg… </li></ul><ul><li>The users talk and share about the brand outside the boundaries of the brand. It is all about conversations sharing and social media. </li></ul>Web 2.0 tools
  7. 7. 360  Marketing
  8. 8. <ul><li>Enter Marketing 360  ! </li></ul><ul><li>Go and meet users on the Internet </li></ul><ul><li>Answer comments left by users on multiple blogs. Read what they say about your brand. </li></ul><ul><li>Set up collaborative tools </li></ul><ul><li>Make sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys). </li></ul><ul><li>Connect with your customers </li></ul><ul><li>Be present on social networks and create a profile for your brand. </li></ul><ul><li>Relay offline campains on the Internet </li></ul><ul><li>Post your last TV campains on YouTube, announce you coming event on Twitter, Post feeds on Facebook, Blog about your brand… </li></ul>How to engage with 360  ?
  9. 9. <ul><li>Enter Marketing 360  ! </li></ul><ul><li>Engage users in product testing </li></ul><ul><li>Create restricted communities who will be able to test the product and help in its development. </li></ul><ul><li>Engage users to buzz </li></ul><ul><li>Share and present your products to bloggers in order to engage a viral wave. </li></ul><ul><li>Trigger the conversation </li></ul><ul><li>Engage the conversation on your blog or over chat rooms. Post on other blogs. </li></ul><ul><li>Develop an honest and viral state of mind </li></ul><ul><li>Be open, do not be afraid, be honest and share as much as you can. </li></ul>How to engage with 360  ?
  10. 10. <ul><li>Much more than before ! </li></ul><ul><li>Leverage current marketing results </li></ul><ul><li>Get better brand awareness </li></ul><ul><li>Get better user stickiness </li></ul><ul><li>Get better quality products </li></ul><ul><li>Get more sale </li></ul>What to get from a 360  strategy?
  11. 11. Some examples… L’Oréal on Facebook
  12. 12. Some examples… Lego online community
  13. 13. Some examples… Monster blog
  14. 14. For more conversations… www.vaninadelobelle.com
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