Ten Golden Rules
1. Integrated digital marketing: Think webspace, not website Extend content and messaging beyond the brand website to where your customers spend their time.
2. Attitude: Adapt to the culture of your environment Remember your brand is only one guest among millions and nobody is in control – shift the marketing team’s mindset from traditional advertising towards a PR approach to build discussion.
3. Creating content: Create what your customers really want Uncover their digital behaviour and only then start building content, profiles or tools – invest time upfront in the research and strategy rather than racing into the build, and build only what they want.
4. Tearable: Make it easy Make your content tearable from your own sites and social media so consumers can use it.
5. TV: Stretch your advertising further Launch TV commercials online before broadcast, giving your best customers the inside track by letting them see it before their friends – extends frequency of TV ads and builds discussion.
6. Listen: Listen to your customers Use smart analytics to listen intensively to what’s being said about your brands: monitor key blogs, social networks, RSS feed and let the findings shape management decision-making - discover the conversation but only take part when you have a clear strategy.
7. Track: Quantify the effect Apply the same analytics so you can track the effects of your social media marketing, quantifying the reach, engagement and attitudes of customers and influencers.
8. Risk: Reduce risk by roleplaying Think through the weaknesses in your strategies and anticipate the response to them before launch, involving stakeholders from across the organization.
9. Blogging: A blog is for life and not just for Christmas Build corporate blogs with authenticity and engagement, using them for thought leadership in your industry rather than press releases – pilot internally and focus on how the content can be sustained so it will be engaging in months to come.
10. Educate: Empower your team to make the right choices Remember that while social media remain relatively new to marketers, teams with good experience in traditional channels may lack the skills to develop ideas, manage their agencies or assess strategies in social media – social media marketing training increases their effectiveness, reduces risk and helps tight budgets stretch further.
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