Operationalizing social media for large enterprises (500+ Employees)

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Operationalizing social media for large enterprises (500+ Employees)

This document discusses how consumer shopping behaviors are converging online and offline as mobile technologies emerge. It outlines how consumers now use their mobile devices to discover products, get opinions from friends, compare prices, create shopping lists, share purchases, and receive coupons. The document also notes that retailers can engage shoppers across the new consumer journey by providing personalized recommendations, incentives, and hands-free payment options using mobile technologies. It encourages retailers to embrace new consumer behaviors and enhance the shopping experience through mobile.

EVENT: Social Media Breakfast Seattle, 12/1/09. AUDIENCE: VPs and Directors of Marketing TOPICS: Engagement, consumer behavior, social media, marketing approaches AUTHOR: Eric Weaver, Tribal DDB SYNOPSIS: There have been myriad presentations on "social media strategy" but few to none on how to actually craft one. This is Eric Weaver's take. He describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and steps to take in creating an engagement strategy.

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This document summarizes a presentation about developing an engagement strategy rather than focusing solely on communications. It discusses how the traditional marketing model is no longer effective due to cultural shifts and increased choices for consumers. An engagement strategy involves understanding audiences, determining how customers can engage with a brand, identifying brand advocates, and fostering two-way feedback channels. It also notes the importance of trust and transparency when interacting with customers on social media platforms.

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The days of launch and leave marketing are coming to an end. As the world around us accelerates brands must become more agile. Where once we had big-budget, set-piece campaigns we now need to think more like a newsroom; creating and curating content that allows the brand to be always-on. Managing and measuring this new approach to participation requires a rethink about the way we run our marketing practices.

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