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A presentation I gave at Loyola University's Advertising Symposium. Unfortunately, it's visual, so a lot of the content won't have much context unless you were there.
The gist: Social is looked at as both savior and sinner...when it should be seen as a sidekick to a robust, integrated marketing campaign. I use the Old Spice campaign's success to point out that traditional tactics were largely responsible for the direct sales. The social component helped increase brand engagement and improve perception. I also discuss its value not as a direct sales tool but as a branding and customer service platform.