How Twitter And Social Media Affect Advertising And Branding

August 31, 2009

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Advertising 3.0

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Advertising 1.0

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Advertising 2.0

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Advertising 3.0

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50,000 Fish fans1 Million+ video views600+ posted videos300 parody videos6,000+ blog posts5,000 tweets100+ Facebook pages25 stories in print & online

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2 Promotional Support

3 Relationship Marketing

4 Research and Development

5 Customer Service

6 Ad Targeting

7 Off-page SEO

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8 Public Relations

1 Ad Content

Social Media Communication Opportunities

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ConsiderationConsiderationAwarenessAwareness PreferencePreference ActionAction LoyaltyLoyalty

TV

PrintOOH

Viralvideos

Display

Radio

PR

ProductPlacement

Productmicrosites

PRDirectmail

PrintSearch

Customerreviews

Widgets

Exp.Marketing

ProductPlacement

Print

Blogs

Twitter

Podcasts

BrandPromotions

P.O.P.

Directmail

Circulars

Sampling

Search

Customerreviews

Mobilecoupons

Directmail

Newsletters

Offers

RewardsPrograms

M.G.M.

ProprietaryCommunities

3rd PartyCommunities

Corporatewebsite

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STEP 1BUSINESS & MARKET ASSESSMENT

STEP 2CONSUMER ASSESSMENT

STEP 3BRAND STRATEGY & BRAND IDEA

STEP 4BRAND EXPERIENCE PLAN

STEP 5ANALYTICS

What are the social habits of your target audience?

What is your Brand’s Social Voice?

What does success look like?

What are the tactics and platforms that support your Social Brand?

What are your Social business objectives?

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Arnold SocialBrand

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High Business/ Consumer

Value

High Organizational Barriers/ Implementation Effort

1

2

3 2

High Value + Low Complexity High Value + High Complexity

Low Value + Low Complexity Low Value + High Complexity

1

• Traveling 10 city mobile tour• Designer Clothing Line• High Profile Stunt – High Traffic Place• TV Brand Integration – product placement

• Twitter Brand presence• Charitible promotion - Donate your time • Customer Acquisition program

• Twitter Customer Service presence• Charitable promotion – with established partner

• YouTube Brand Channel – UGC• Unbranded Community Website• MOMA/Museum Exhibit

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The CORE

1 Tone

2 Frequency

3

4

Approval Responsibility

5

Contact strategy

Measurement

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Sentiment +

Engagement

Reach

On-ThemeValue-Added

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Guiding Principles

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Listen first, then converse

Be authentic…to the Brand, the consumer and the platform

Be conversation worthy

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