360-degree marketing is an integrated marketing strategy that combines traditional marketing tools with new social media and user-generated content platforms. It aims to engage with customers through online and offline channels to listen to conversations and foster two-way interactions. Key aspects include maintaining a brand presence on social networks, responding to user comments, and leveraging user feedback to improve products through testing communities. Done effectively, 360-degree marketing can increase brand awareness, customer loyalty, product quality, and sales.

1. 360-degree Marketing Vanina Delobelle, PhD April 2008

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

3. A user centric approach ! Integrated Marketing

4. Online + Offline tools ! Integrated Communication

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

6. 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

7. 360  Marketing

8. 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  ?

9. 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  ?

10. 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?

11. Some examples… L’Oréal on Facebook

12. Some examples… Lego online community

13. Some examples… Monster blog

14. For more conversations… www.vaninadelobelle.com