This document provides guidance on developing a successful social media marketing program. It discusses monitoring social conversations, identifying influencers, creating engaging content like apps and widgets, and facilitating conversations. It emphasizes the importance of listening to customers, developing clear objectives, evaluating different social platforms, promoting efforts on platforms, and measuring performance. The overall recommendation is to immerse in social media and enable conversations that build long-term brand relationships.

1. Building a New Paradigm for Consumer EngagementSocial Media Goes Mainstream

2. FLUENT IN SOCIAL MEDIAConversation Monitoring and Optimization

3. Community Management

4. Content Management

5. Interactive Production

6. Social Media Partnerships

7. Content Seeding

8. Social Media Strategy

9. Technology Services

10. Site development

11. E-marketing

12. Tracking/reportingBuilding a New Paradigm for Consumer EngagementAll Media is SocialThe Social Marketing SpectrumSimple Steps to Developing a Social Marketing ProgramKeys for Success

13. All Media Is SocialGeneral MediaSocial Media AdvertisingSocial Media MarketingAll Media Is Social

14. The Evolved Marketing Funnel Is SocialTraditional Marketing FunnelToday’s Marketing SpiralSource: Forrester, David Armano, darmano.typepad.com

15. Social Marketing SpectrumBaseline activityDeepimmersion

16. Social Marketing SpectrumBaseline activityDeepimmersionPositioning, Segmentation, and Creative Discovery

17. Demographic and behavioral profile of existing consumer base

18. Identifying common themes and perceptions relative to all brands in an industry

19. Understanding the impetus for consumer stages— awareness, consideration, purchase, advocacy, and switching

20. Performance Tracking and Predictive Modeling

21. Monitoring brand health, sentiment, awareness, and consideration

22. Tracking competitor performance and share of conversations

23. Discovering and tracking the best leading indicators for sales, share, and household penetration changes

24. Crisis Management and Avoidance