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Kirkland's: Lessons learned in the quest to leverage digital media for quantifiable business results

White Paper Published By: redpepper
redpepper
Published:  Nov 08, 2010
Type:  White Paper
Length:  8 pages

The technological foundation on which today's media landscape is built is so massive, so dynamic that today's CMO is tasked with deploying and refining currently approaches while simultaneously keeping an eye to the future for solutions that will provide a competitive edge. For almost every company, this means adapting and implementing digital media tools and techniques, such as Facebook applications, twitter feeds and other initiatives. The results, for many, have been mixed. Some companies are experiencing huge wins with social media. Other campaigns are falling flat. The most successful campaigns are those that are built on an understanding that digital media is not a replacement or competition for current media and marketing campaigns. This paper will discuss the techniques and strategies that CMOs must leverage to maximize their social media campaigns: . Social media metrics tracking, aggregation, and reporting. . Using social media to funnel users into targeted campaigns and follow-up cycles. . Enhancing and extending the in-store experience with social media. . The potential of branded social media platforms. . Why outsourcing social media technology efforts may be the most effective solution.



Tags : 
digital media, business metrics, measurement tools