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360-degree Marketing Vanina Delobelle, PhD April 2008

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The new integrated marketing strategy ! Integrated Marketing + Web 2.0 usages = 360-degree Marketing Definition

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A user centric approach ! Integrated Marketing

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Online + Offline tools ! Integrated Communication

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<ul><li>Listen to conversations ! </li></ul><ul><li>User Generated Content </li></ul><ul><li>Users create the content. </li></ul><ul><li>User Rating </li></ul><ul><li>Users rate the web. </li></ul><ul><li>User Communication </li></ul><ul><li>Users buzz. </li></ul>Web 2.0 usages

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<ul><li>Social Media ! </li></ul><ul><li>Forums and online communities </li></ul><ul><li>Blogs </li></ul><ul><li>Viral Videos </li></ul><ul><li>Social Networks </li></ul><ul><li>Digg… </li></ul><ul><li>The users talk and share about the brand outside the boundaries of the brand. It is all about conversations sharing and social media. </li></ul>Web 2.0 tools

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360  Marketing

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<ul><li>Enter Marketing 360  ! </li></ul><ul><li>Go and meet users on the Internet </li></ul><ul><li>Answer comments left by users on multiple blogs. Read what they say about your brand. </li></ul><ul><li>Set up collaborative tools </li></ul><ul><li>Make sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys). </li></ul><ul><li>Connect with your customers </li></ul><ul><li>Be present on social networks and create a profile for your brand. </li></ul><ul><li>Relay offline campains on the Internet </li></ul><ul><li>Post your last TV campains on YouTube, announce you coming event on Twitter, Post feeds on Facebook, Blog about your brand… </li></ul>How to engage with 360  ?

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<ul><li>Enter Marketing 360  ! </li></ul><ul><li>Engage users in product testing </li></ul><ul><li>Create restricted communities who will be able to test the product and help in its development. </li></ul><ul><li>Engage users to buzz </li></ul><ul><li>Share and present your products to bloggers in order to engage a viral wave. </li></ul><ul><li>Trigger the conversation </li></ul><ul><li>Engage the conversation on your blog or over chat rooms. Post on other blogs. </li></ul><ul><li>Develop an honest and viral state of mind </li></ul><ul><li>Be open, do not be afraid, be honest and share as much as you can. </li></ul>How to engage with 360  ?

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<ul><li>Much more than before ! </li></ul><ul><li>Leverage current marketing results </li></ul><ul><li>Get better brand awareness </li></ul><ul><li>Get better user stickiness </li></ul><ul><li>Get better quality products </li></ul><ul><li>Get more sale </li></ul>What to get from a 360  strategy?

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Some examples… L’Oréal on Facebook

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Some examples… Lego online community

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Some examples… Monster blog

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For more conversations… www.vaninadelobelle.com