On 3/29 DIG was excited to host Social Media Breakfast Boston #31, which featured panelists from Life is good.®, Forrester Research, Reebok and DIG. The event discussed moving beyond Paid, Owned & Earned silos and infusing social and content throughout every customer touchpoint.

1. #SMB31
Beyond Social, Paid, Owned or Earned
It’s All Marketing
Sponsor:
#SMB31

9. The Presenters
David Oksman, Life is good - @davidoksman
David Cooperstein, Forrester Research - @minicooper
Jessica Ruscito, Reebok - @jessruscito
Brian Babineau, Digital Influence Group - @brianbab21
#SMB31

10. @Lifeisgood
@DavidOksman

21. Two Marketing Frameworks for the
21st Century
David Cooperstein, VP, Practice Leader
Forrester Research
March 29, 2013
@minicooper

22. The Customer Life Cycle
© 2013 Forrester Research, Inc. Reproduction Prohibited

23. Forrester’s Brand Compass
TRUSTED
Earn trust by guiding the brand to be
more transparent and accountable
ESSENTIAL REMARKABLE
Become more irreplaceable Disrupt the market in a way
in the lives of your customers that inspires people to talk
about the brand.
UNMISTAKABLE
Become known as the one and only
at what you do
© 2013 Forrester Research, Inc. Reproduction Prohibited

25. Media
(Programs)
PR +
Customer eCommere
Service
(Promotions)
(Passionate
Communication)
Marketing
(Product & Events)

26. SIMPLE 1:1 DIALOUGE = GROWTH!!!
• 870MM+ Earned • 500MM+ Earned
Impressions Impressions
• More than 105K • More than 89K
new followers new followers
• Reebok had the • Reached 98%
highest sentiment positive sentiment
among its
competitive set

29. “Social Media”
Brian Babineau
Digital Influence Group
@BrianBab21
29

30. Social As: Community Management
30

31. Social As: Brand Campaign Vehicle
31

32. Social As: Traditional Digital Media
32

33. Social As: Customer Service Channel
33

34. Social As: CHAOS
34
Image source: Luma Partners

35. A Simple Focus:
STORYTELLING
ACTIVATION
CONTENT CHOREOGRAPHY
35

36. Content Choreography: The Construct of 8s
STORY ARC
8 Weeks 8 Days 8 Hours 8 Minutes
LONGER SHORTER, STRATEGIC URGENT
FORM PLANNED DAILY RESPONSIVE
STORIES STORIES CONTENT CONTENT
CAMPAIGNS, EVENTS, NEWS,
PR, CUSTOMER
PROGRAMS, PRODUCT REACTIVE
SERVICE, Q&A
PLATFORMS RELEASE STORIES
36

37. The Presenters
David Oksman, Life is good - @davidoksman
David Cooperstein, Forrester Research - @minicooper
Jessica Ruscito, Reebok - @jessruscito
Brian Babineau, Digital Influence Group - @brianbab21
#SMB31