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•Contributing value through
                                                     Contributing     content creation, helping
                                                                      customers achieve their goals
                                                       Level 5

                                                                     •Telling your own story
                                                     Sharing Level   •Sharing your brand’s passion &
                            Measurement & Analysis
                                                           4          personality
Authenticit    Transparen
    y              cy

                                                                     •participating in conversations that
                                                     Participating    your customers are interested in
Accessibilit
               Responsive
                                                                      (broader than your brand)
                                                       Level 3
y/Participa
                 - ness
   tion




 Engagement                                                          •Answering the “social phone”
                                                     Responding      •Responding to customers online;
   Values                                                                                                   The Top 10
                                                       Level 2        helping/support
                                                                                                            Conversations
                                                                                                            -To listen for
                                                                                                            -How to respond
                                                                     •Monitoring & analysis
                                                       Listening     •Listening broader than your brand
                                                        Level 1       (ex: point of need)
2
2
2
18
2
2
2
2
2
2
2
2
2
2
2
Conversation?
  @davidalston
   @radian6

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Executive Social Marketing Bootcamp

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