This document provides an overview of part 2 of a digital bootcamp on content marketing and social media. It discusses key concepts like content marketing, web 2.0, social media, user generated content and crowd sourcing. Specific topics covered include content marketing strategies, examples of brand content marketing campaigns on social media, the evolution of digital communications from web 1.0 to web 2.0, and how social media has changed consumer decision making and interactions between brands and audiences.

1. Digital Bootcamp Part 2
For Mad Men/Women 2.0
by Rudi Leung

2. Part 2 Overview
• Introduction to the concepts of
• Content Marketing
• Web2.0
• Social Media
• User Generated Content
• Crowd sourcing
• Build a strong foundation in understanding
• The dynamic of human communication in the
evolving digital era
• The shift of paradigm in consumer decision journey
• The role of Social Media in the changing world

3. CONTENT MARKETING 101

4. “If you go looking for a friend, you’re going to find
they’re very scarce. If you go out to be a friend,
you’ll find them everywhere.” – Zig Ziglar

5. What’s Content Marketing?
• A form of marketing that provides valuable, informative
material to an audience without a direct sales pitch or call
to action
• When done correctly, content marketing positively
influences a customer in either of the following ways:
– To share the content
– To deepen a relationship that ultimately turns into a
sale
• Paid Advertising is about PUSH
• Content Marketing is about PULL

6. Building Blocks of
A Content Marketing Strategy
1.Targeted
Content
2.Repeatable
Processes
3.Content
Distribution

7. Why content marketing is so
important for brands?

8. 1.To Be Discovered Via
Search Engine
• By creating quality & relevant online
content to targeted audience
• Search engines see us as an authority on
a specific topic of content
• Then our brand becomes more visible in
organic search results
• Ranked Higher on Google

9. 2.Builds Trust
• By creating amazing content that
resonates with our audience
• It helps them to achieve their
psychological needs or other goals
• Brands are tapping into the rule of
reciprocation where our audience will
obligated to repay us – be it shares on
social networks or actual sales

10. Part 1 Part 2
Coca-Cola In-House Training
Video

11. Coca-Cola Content Factory

12. The Ahh Effect
http://www.ahhhhhh.com/

13. Our Food. Your Questions.
http://yourquestions.mcdonalds.ca/

14. Oreo’s Real-time Content
Marketing
• During the 3rd quarter of Super
Bowl XLVII
• A power outage at the
Superdome
• Caused some of the lights to go
out for 34 minutes
• Oreo immediately tweeted an
ad that read “Power Out? No
problem”
• +15,000 Retweets
• +20,000 Likes on Facebook
Source: WIRED - “How Oreo Won the Marketing
Super Bowl With a Timely Blackout Ad on Twitter“-
Feb 14, 2013

15. Oreo & Kit-Kat Play Tic-Tac-
Toe on Twitter

16. Oreo’s 100 Days Daily Twist
Source: New York Times - “For Oreo Campaign Finale, a Twist on
Collaboration “- Sept 25, 2012

17. Content Marketing On Multiple
Social Media Platforms In 100 Days

18. Brands & Agencies Are
Embracing Content Marketing

19. Source: eMarketer “Content Marketing Top Priority for Digital Marketers This Year“- Jan 10, 2013

20. Advertisers Already Hired In-
House

21. Brand Acts Like A Media
Publisher

22. Media Agencies Are Beefing Up
Their Content Marketing Offerings

23. Formats Of Content Marketing

24. E-Book
Webinar
Podcast
Music
Video
White papers
Infographics
Social Media
Content

25. Source: eMarketer “Which Content Marketing Tactics Get the Best ROI? “- March 5, 2013
Content With Best ROI

28. INTEGRATING DIGITAL(PUSH) &
SOCIAL(PULL) STRATEGY INTO CAMPAIGNS

29. How The Avengers Movie Seeded For
Its Success Via Social Media & Other
Marketing Push Before Premier?

30. facebook page
• Opened Nov 3, 2010
• Constant updates to
engage with fans
• Encourage
discussion
• Offer exclusive
offers with fans

31. Advance Booking Engine

32. College Fan Screening

33. Building The Hype Via Social Media
• Online conversation slowly
increased over the past
month and peaked last
Friday, when the movie
made its worldwide premiere
• At the peak, >74,000 Twitter
mentions of the word
“Avengers,” not including
retweets or related terms
• That’s a paid off of the pre-
release marketing efforts
included an augmented
reality smartphone app and a
Facebook game featuring
movie-specific characters
• In March, a trailer for the film
broke iTunes viewing records
Source: Mashable: “The Avengers' Twitter Roundup” May 2012

34. Official Marketing Partners

35. Taget & Acura

36. Avengers Alliance Social Game
• Launched on Facebook
in March 2012
• >1.2 million daily users
• Users can compete with
friends as they
assemble teams to
defend New York City
from enemy attack
• Players can also pay
real money for virtual
currency to use for
character upgrades and
other advantages

37. Joint Promotion With Symantec
• Roadshow and sponsored
movie previews
• Special code offers to
Symantec staff and family
to crack secret weapon of
the Avengers Alliance
facebook game

38. Walmart
• At least 600 different movie tie-in products
• In-store promotion with an AR mobile game

39. Augmented Reality Game
• An AR iPhone and Android app both a game
and in-store experience
• Users can interact and unlock super
weapons with POP materials at 3,500
Walmart stores in the US
• Twitter Party using the hashtag
#AvengersWMT invited fans to gather in
specific Walmart locations

40. Digital Strategy ≠ Social Strategy
Source: Harvard Business Review “Social Strategies That Work” (Nov 2011)
PUSH
PULL

41. So What Is Social Media?

42. It’s not about the technology & jargons
Source:
@EmilyCagle (h+p://twi+er.com/EmilyCagle)

43. It’s about the change in human behavior
& how people communicate

44. Air New Zealand Party On The Plane
• Invited 26 fans from the
brand’s Facebook page
to get a taste of the Air
New Zealand hospitality
by enjoying its luxurious
business class cuisine &
wine tasting crash
course, Kiwi style
• Generated hundreds of
photos by the fans

45. Web 2.0
• The term was originated by O’Reilly Media in 2003
• Web 1.0 (companies founded from 1994 – 2001, including Netscape, Yahoo!,
AOL, Google, Amazon, and eBay
• Web 2.0 or Social companies founded from 2002 – 2009, including Facebook,
LinkedIn, and Groupon
• Now(Web 3.0?) Mobile (from 2010 – present, such as the mobile only
Instagram)
• When Web 2.0 companies began to emerge, they seemed to gravitate to the
importance of social connections
• Facebook got college students. LinkedIn got the white collar professionals
Source: Forbes “Here's Why Google and Facebook Might Completely Disappear in the Next 5 Years” (April 2012)

46. Web
2.0
Blogs
User
reviews
Wikis
Forums
RSS
Podcasts
Social
Networks
Compa-
rison
Shopping
Video/
multi-
media
Mobile
web
Portals
Web 2.0 At A Glance

47. Web 1.0 Web 2.0 Explanation
DoubleClick Google Adsense
From fixed ad to content/ context relevant
ad
Ofoto Flickr
Categorize by tagging and add interactive
community style album
Akamai BitTorrent
From download from main server to
collaborative up and downloading by users
mp3.com Napster
From searching songs through search engines
to community sharing
Britannica Online Wikipedia
From big corporation to user editing and
modification
Individual web site Blogging
From individual web site to easily created
and interacted blog
evite Upcoming.org/EVDB
From single medium supplies event
information and comments to public
participation
Domain name
speculation
Search engine
optimization
Search individual or client product easier
Pageview CPC Charging scheme based on user action (click)
Content Management
System
Wikis
Content of Wiki is being surfed and edited by
users
Index Tagging From category index to keywords tag
Web 1.0 à 2.0 (examples)

48. The Revolution Of Users
• The rise of Web 2.0 technology has ushered in a era where people
are talking, ranting, complaining, praising, reviewing, and sharing
everything online for the world to see
• They are talking about products, services, companies, experiences
(bad or good) and providing their feedback, on their terms
• They demand to be heard!

49. Maturing Of The Internet World
• The younger generation internet users are getting more tech
savvy and sophisticated than ever
• Combination of established and newer technologies
• Creative & collaborative approach to how the web is used
• A different way of thinking about the Internet …that uses
UGC(User Generated Content) and evolving technologies

50. Evolution Of The Web
The explosion of internet access and usage naturally led
to lots of people wanting do more – to contribute to web
sites or even to create and manage their own web sites
In the early days, web sites were fairly flat – dynamic,
database driven sites weren’t really with us
“Brochure-ware”
“Interactive”

51. The Infinite Shared Space
• Infinite is enormous
• Effectively endless
• With all that choices
you need to give
people information
they want and things
they want to do

52. Sharing – No One Is In Charge
• Social networking sites, e.g.
Facebook, are perhaps the
ultimate act of sharing
• Leading marketers
recognize that their brands
are actually a shared space
• Online or offline, we are no longer able to
control what people think or say
• The attempt trying to control it is a bad
idea
• Stop Online Piracy
Act (SOPA)

53. Changes Of Internet Usages
• It is changing – or, if your future has already arrived it has
changed, to a more complex and dynamic place
• At its heart, the change has been that people who use the
internet now collaborate more
• Many web sites and experiences are the results of input
from various users, not just an organization
• Brands that acknowledge this and allow for it – even
encourage it – are leading digital marketing

54. Site Centric
Web 1.0
Consumer Centric
Web 2.0
Evolving Digital World ...

55. Evolving Digital World
Site Centric (Web 1.0)
• “Sticky” destination
sites
• Publishing to
audiences
• Customer = observer
• Content directories
• Clicks and page views
• Web, web, web
Customer Centric (Web 2.0)
• Distributed
experiences &
syndication
• Audience participation
• Customer = driver
• Content tagging
• Interaction time
• Digital (web, mobile,
tablet, app, etc.)

56. Brand
Brand
Conventional Audience
Web 1.0
Web 2.0
Audience
Audience+
Brand & Audience
Brand

57. Attention
Interest
Desire
Action
AIDA model that stands for four stages in
which the consumer might be with respect
to the product
The Classic Communication Model

58. • The AIDA model is replacing by the
AISAS model gradually
• It is catalyzed and pushed further in the
era of Web 2.0
The New Communication Model
Attention
Interest
Search
Action
Share
Source: Dentsu

59. Attention
Interest
Desire
Action
Attention
Interest
Search
Action
Share
The Shift Of Paradigm

60. Consumer Decision Journey
Source: .McKinsey Quarterly “Demystifying social media” (April
2012)
The traditional funnel

61. Consumer Decision Journey
Source: .McKinsey Quarterly “Demystifying social media” (April 2012)
Decision will be influenced & made at various stages

62. Definition Of Social Media
Users’ Perspective
• Conversation supported by digital tools
• Many to many dialogue
Marketers’ Perspective
• Social networks, online PR, online communities,
blogger outreach, or other collaborative media
used to drive word of mouth, engagement,
advocacy and obtain consumer insight

63. Before Social Media
• Friends, neighbors, or like-minded
group get together to chat and
exchange ideas
• One to one/One to many conversation

64. After Social Media - Public
• Conversation can be facilitated in a massive scale
without time and physical limit
• Many to many conversations
• Everybody can be a medium
• Everybody can be an influencer

65. After Social Media - Marketers
• Brand owners can leverage on social media
platforms to engage with their customers
• Brand advocators can also be easily
discovered and organized together

66. Is Social Media Free?
• Most Social Media Services are
free for public
• However, Social Media Marketing
is not a cheap alternative of
traditional marketing activities
• In fact, it is a labor intensive
activity in which it requires
rigorous collaboration between
client and agency
• Produce tailor made content for
social network can also be costly
• To make a social media marketing
communication more successful &
efficient, paid media support is
also necessary

67. Why Social Media Matters?
To strengthen
existing relationships
To meet new
people
They satisfy two basic human needs
New Customers
Referred By Your
Existing Customers
Current
Customers

68. The Old Way
• Brands talk to the mass
• Top down
• Broadcast-type
communications
• No interaction or
dialogue with audiences

69. Source: Seth Godin Tribes
PUSH Strategy
You target
people
You hunt them
down
You do
marketing to
them

70. The New Way
• Brands talk with the mass
• Bottom-up
• Democratized
communication
• Audiences demand dialogue
rather than be a passive
receiver

71. Source: Seth Godin Tribes
PULL Strategy
You target the
loyal ones
Consumers
become your
brand agents
Consumers
market to each
other

72. Social Media
Lower The Barrier For Like-minded People To Connect

73. The Birth Of Tribes
• Connecting with others is
human nature
• People join groups
• Seth Godin called these
groups Tribes
• Social Media lowers the
barrier for like-minded people
to form Tribes and connect
with each others
• No matter how small the
Tribe when it begins
• They will no longer be alone

74. The Dispatchwork Tribe
• Since 2007, German-born artist Jan Vormann, has been travelling the
world repairing crumbling walls and monuments with Lego
• He called this project the “Dispatchwork”

75. • Jan Vormann inspired
numerous
volunteers(from 3 to
40 year-old) around
the globe to
participate
• From Brazil to
London, to Germany
and the US,
“Dispatchers” are still
following and creating
• A virtual has been built
around the world

76. UGC/ CGM
• UGC = User Generated Content
• CGM = Consumer Generated Media
• Same concept
• Represent self initiated and created text, audio,
visual and video content on the digital community
sites
• Sharing amongst respective digital communities

77. CrowdSourcing
• CrowdSourcing is a process that involves outsourcing tasks
to a distributed group of people
• A task or problem is outsourced to an undefined public rather
than a specific body, such as paid employees

78. Crowd-Funding
• Kickstarter, a crowd-funding website used to get people to invest
relatively tiny amounts in small tech projects or creative endeavors like
music or video games
• Pebble, an electronic wristwatch capable of connecting to iOS or
Android smartphones, was aimed to raise $100,000 via Kickstarter
• On April 12th 2012, the project’s Kickstarter page announced that in 28
hours, $1 million was kicked in via the fundraising platform
• Raised >$6.7 million within 21 days, the minimum pledge was $1

79. CrowdShopping(GroupBuying)
• A system in which
consumers can “gang up”
to get deals or discounts
on services or products
• Groupon & BeeCrazy offer
daily deals to users in
specific cities
• If enough users sign on for
that day’s deal, everyone
gets to participate
• Conversely if the minimum
number of signups isn’t
met, no one gets a chance
to take advantage of the
deal

80. CrowdSourcing Marketing
• Marketing ideas or digital
content generated by
consumers
• The role of brands is to
enable and empower the
activations

81. Session Overview
• In depth learning about the concept of
• Social Content & SEO
• Word Of Mouth Marketing
• Facebook’s algorithm
• Social Graph
• Social By Design
• Social Listening
• Case Studies

82. How Are We Using Social Media?
• Each individual has his/her own different level of
participation in social media
• In Asia, a growing trend shows social media
enthusiasts are more eager to produce social
content than people in western countries

83. Forrester’s Social
Technographics ladder
• Defines 7 levels of
overlapping
participation for social
media users
• Each level shows a
different type of
participation

84. Source: Forrester Research's Consumer Technographics® data

85. Why Social Content Is Crucial?
Source: Brafton

86. Social Content Converts Traffic
Source: Brafton

87. What Marketers Think?
Source: Brafton

88. Types Of Social Media Content
Text
Photos
Videos
News clippings
Aggregated stories
from online news
or other digital
content providers
Repost/Share of
other social media
content

89. Turn Your Assets Into Something Social

90. NOT All CEOs Are Born Bloggers
• Don’t bother to blog unless you can
contribute interesting content worth for
people to read, to share or to quote
• “Will It Blend?” is a viral
marketing campaign consisting of a
series of infomercials
• In the videos, Tom Dickson,
the Blendtec founder, attempts to
blend various unusual items in order to
show off the power of his blender
• Since 2006, he have ground up golf
balls, cell phones, marbles, light bulbs,
and matches, to name a few
• As of February 21, 2012, the Blendtec
series of videos had collected a total of
188,170,865 views
• The “Will It Blend?” series are fun to
watch yet effectively demonstrate the
power of the products
Blendtec CEO Tom Dickson

91. Build A Community
• Do you have fans already creating contents?
• Can you build a community to aggregate
these contents?

92. PR Stunts For Photo Opportunities
• Promoting the 3D Rinko movie in Tokyo
• >50 Rinko(s) climbing from a TV set paraded on the street
and handing out movie promotional materials
• Generating viral effect via photos sharing

93. Social Media Content Strategy
• What type of content will resonate most with your
audience?
• Are there existing assets that can be leveraged?
• New content generated by brand or social influencers?
• Promotional offers?
• What is the value exchange you are looking for with your
community?
• Tone must be consistent with all brand communications
bringing the brand personality to life online
• Establish an appropriate level of frequency for both the
channel and your program (Facebook:1-5 posts per week?)
• Create a content calendar and approve with legal in advance
• Optimize the timing of your content schedule (e.g. best time of
the week)

94. Tactics In Managing Social Content
• Audience-centric, but
relevant to brand and/
or category
• Keep identifying timely
engaging topics
• Encourages responses
• Encourages sharing
• Social Media is largely
an editorial exercise
therefore good
copywriting is key

95. Social Graph
• Described as "the global mapping of
everybody and how they're related“
• Popularized at the
Facebook f8 conference on May 24,
2007, when it was used to explain
that the Facebook Platform, which
was introduced at the same time,
would benefit from the social graph
by taking advantage of the
relationships between individuals,
that Facebook provides, to offer a
richer online experience
• The definition has been expanded to
refer to a social graph of all Internet
users

96. Open Graph
• An extension of the social graph, via the Open Graph protocol, to
include 3rd party web sites and pages that people liked throughout
the web
• The Open Graph includes arbitrary actions and objects created by
3rd party apps and enabling these apps to integrate deeply into the
Facebook experience
Source: facebook developer document 2012

97. Facebook App
• After a user adds your app to their Timeline, app specific
actions are shared on Facebook via the Open Graph
• As your app becomes an important part of how users
express themselves, these actions are more prominently
displayed throughout the Facebook Timeline, News Feed,
and Ticker
• This enables your app to become a key part of the user's and
their friend's experience on Facebook
Source: facebook developer document 2012

98. Define Your Action & Object
• The Open Graph allows apps to model user activities based on
actions and objects. A running app may define the ability to
“run” (action) a “route” (object)
• A reading app may define the ability to “read” (action) a
“book” (object). A recipe app may define the ability to
“cook” (action) to a “recipe” (object)
• Actions are verbs that users perform in your app
• Objects define nouns that the actions apply to
• As users engage with your app, social activities are published to
Facebook which connects the user with your objects, via the action
Source: facebook developer document 2012

99. News Feed Publishing
• Post to your wall, friend’s wall

100. News feed

101. Source: facebook developer document 2012

102. Example
Post
an
Ac*vity

103. On Your Timeline

104. Content Makes Social
• Make sure your online content is
Social Media shared friendly
especially facebook
• If your content is mobile friendly, even
better
• Generate more organic traffic to your
site
• Make your content more visible in the
online world

105. How Apps Work On Timeline

106. Social By Design - Spotify
• Being "social digital" means being
able to build and sustain a "
social graph" with those who are
critical to your business eco-
system
• Spotify's integration with
Facebook is a great example of
the Social by Design concept
• Allows users to share music they
listen to with their friends on
Facebook (i.e. it leverages
Facebook's existing communities)
• Lets users talk about their music
interests on Facebook (i.e. add new
elements to the existing conversation)
• Uses music curated on their (i.e.
Spotify's) platform to add an
additional element to users' identities
on Facebook

107. Social Game - Draw Something
• A mobile drawing game assimilates
the concept of “Social By Design”
• It allows players save their scribbles
and share them on Facebook &
Twitter
• Players can also attach short
messages of up to 100 characters to
their pictures when submitted for
friends to guess
• The fun doesn't come from beating
friends or collecting points and
trophies
• It comes from the bond you already
have with the people you play with,
and how that manifests itself in the
drawings
Source: The Guiardian “Draw Something gets more social with chat and Facebook/Twitter sharing”(April
2012)

108. 3 Core Social Elements
• Social by Design•
Community
• People your users
know & trust
Conversation
• Interactions your
users with their
communities
Identity
• How your users see
themselves, and how
they are seen by
their communities
• Due to the evolution of consumer behavior, nowadays’ marketers
should consider “Social” as one of the core values of their
marketing DNA
• Social By Design is not a tactic but a practice marketers should
continue instilling in their mindset
• Not only for marketing programs but also product/services
designs

109. The 5C’s Of Community
Content
Context
Connectivity
Continuity
Collaboration

110. Not All Facebook Posts Are Visible?
http://edgerankchecker.com/

111. Not All Posts & Actions Are Equal
http://edgerankchecker.com/

112. 10 Tips To Improve Your Page Rank
http://edgerankchecker.com/

113.
Activation Strategy
• Organic
• Connecting through organic
activity such as natural search and
existing points of integration
• Community
• Establish connections with
individuals through relevant online
communities
• Influencer
• Engage with key opinion leaders
or influencers
• Paid Media
• Generates awareness with highest
guarantee of achieving goals
• Promotions
• Engage through promotional
offers: Coupons, samples, sweeps

114. Source: Harvard Business Review “Social Strategies That Work” (Nov 2011)
New Definition Of Media

115. Social Media BrandSphere
• 1. Paid: Digital advertising,
banners, adwords, overlays
• 2. Owned: Created assets,
custom content
• 3. Earned: Brand-related
conversations and user-generated
content
• 4: Promoted: in-stream or social
paid promotions vehicles (e.g.
Twitter’s Promoted products and
Facebook’s Sponsored Stories)
• 5. Shared: Open platforms or
communities where customers co-
create and collaborate with
brands. (e.g. Dell’s IdeaStorm and
Starbuck’s MyStarbucksIdea)
Source: New Infographic: The Brandsphere by Brian Solis and JESS3
Aug 2011

116. Block That Metaphor-Before
Source: Harvard Business Review Social Media New Rules of Branding (Dec 2010)

117. Block That Metaphor-After
Source: Harvard Business Review Social Media New Rules of Branding (Dec 2010)

118. CEPEA – Funnel Model Of Marketing
• The new consumer decision journey is CEPEA – Consider,
Evaluate, Purchase, Enjoy, Advocate
• Smart social commerce should focus on the consumer
decision journey, with the objective of helping people make
smarter shopping decisions – where they most need that
help
Source: Harvard Business Review Social Media New Rules of Branding (Dec 2010)

119. Source: Harvard Business Review Social Media New Rules of Branding (Dec 2010)
Consideration Set Of Brands
• Rather than begin with a large consideration set, consumers today
manage massive choice with smaller initial consideration sets, but
that may grow, based on active evaluation
• After consideration phase, consumers will now actively evaluate
options, seeking input from peers, reviewers, retailers, brands and
competitors. Rather than shrink, the number of options under
evaluation may grow during this phase

120. Source: .McKinsey Quarterly “Demystifying social media” (April 2012)
A Holistic Approach
• Social media enables targeted marketing responses at
individual touch points along the consumer journey

121. Word Of Mouth
• You can just create word of mouth by
yourself
• You can only generate word of mouth
among your customers through
excellent product satisfaction
• Then you can amplify the word of
mouth through social media
• Unlike other media types, brands
have to earn the right to join the
conversation
• We must create reasons for people to
share information from person to
person, or broadcast to many
Earn it, don’t push it

122. A New Hierarchy Of Needs?

123. Source: “Rules of Social Engagement: A Process Flow” Edelman Digital

124. Keep Asking Yourself
What are you trying to achieve?
Increase
Awareness?
Shift
Imagery?
Engage
Customers?
Build
Loyalty?
Generate
Buzz?
Is your target reachable via SNS & what value can be added?
YouTube?
Twitter?
Weibo?
Facebook?
Others?
What is your strategy to get there?
Branded
Community?
Influencers
Outreach?
Brand’s
Advocates?
Social
Content?
Brand
Stories?

126. Integrity Of Brand Owners
• All communications must be honest,
authentic & transparent
• Whether it’s from the brand or an
external influencer, always tell the truth
• Don’t create fake stories
• Accurately represent our products and
claims
• Any posted opinions from publishers
must be true opinions
• Never attempt to pay a social influencer
for getting a positive review
• For all testimonials, must disclose if the
testifier has any material connections to
your company

127. Be Honest & Authentic
• Follow Legal Requirements Brand & trademark legal review
upfront
• Terms & Conditions (T&C) must be included on all sites
• For all testimonials, must disclose if the testifier has any
material connections to your company

128. 10 Social Marketing Principles
1. Develop active listening and monitoring strategies
2. Gain insight about our consumers, categories, brands
& products
3. Identify social influencers and mingle with them
4. Integrate social media in IMC to influence online
conversations
5. A holistic point of view to amplify word of mouth
through various media touch points
6. Provide compelling share-worthy content
7. Motivate consumers to choose to engage with our
brands
8. Develop long term brand relationships & brand
advocates
9. Quickly address issues & take advantage of
opportunities
10. Define a brand/company social media guideline and
follow it religiously

129. Summary Of Best Practices
• Social media allows brands to
participate in conversations,
but not control them
• Requires a comfort level with
positive and negative
conversations
• Brands must inspire word of
mouth and add value to the
community
• Social media requires
sustained commitment,
resources and
responsiveness for long term
relationship building

130. THANK YOU