1. The document outlines Aleksandr's 5 Simples of Social Media Marketing, which are to use social media as well as traditional media, have one core idea across multiple connected platforms, give people things to discuss, remember the ratio of ears to mouth, and choose where to play based on brand narrative and utility. 2. Key metrics showed an 80% increase in quote figures, 75% reduction in cost per visit, and tripling of market share for the brand using this approach. Spontaneous awareness increased from 20% to 59% and the brand owned 55% of conversations about car insurance on social media.