Social Media Marketing

(^259) ■ W HAT I S A S OCIAL O BJECT ? No More Interruptions By repeatedly intruding into the personal attention streams of an a ...

260 c h a p t e r 10 : SOCIAL O BJECTS ■ with their parents’ interest around all-things-baby, sits at the core. Pampers, as a pr ...

(^261) ■ BUILD ON E XISTING S OCIAL O BJECTS of relationships like identity, reputation, trust, and participation. Do not undere ...

262 c h a p t e r 10 : SOCIAL O BJECTS ■ Building around an existing social object provides immediate benefits, but at the same ...

(^263) ■ BUILD ON E XISTING S OCIAL O BJECTS The Workplace as a Social Object The first step in anchoring your brand, product, o ...

264 c h a p t e r 10 : SOCIAL O BJECTS ■ the context for consumer and stakeholder participation in the activities that are relat ...

(^265) ■ BUILD ON E XISTING S OCIAL O BJECTS Create New Social Objects Found Animals, based in Los Angeles, California (www.foun ...

266 c h a p t e r 10 : SOCIAL O BJECTS ■ Finally, I asked Andrew about the growth of Found Animals’ Pet Club and its further pla ...

(^267) ■ BUILD ON E XISTING S OCIAL O BJECTS Lifestyle-based social objects include action sports—skiing, kart racing, wake- boa ...

268 c h a p t e r 10 : SOCIAL O BJECTS ■ Passions Passions are another rich area when you’re looking for existing social objects ...

(^269) ■ BUILD ON E XISTING S OCIAL O BJECTS Figure 10.3 Red Bull University Number one, by getting involved in a genuine and me ...

270 c h a p t e r 10 : SOCIAL O BJECTS ■ perspective on the cause itself. The issue-awareness created by association with cause- ...

(^271) ■ BUILD ON E XISTING S OCIAL O BJECTS Figure 10.5 shows Aircel’s efforts in raising awareness of the near-extinction of I ...

272 c h a p t e r 10 : SOCIAL O BJECTS ■ Worth noting in both of these examples is that they aren’t so much examples of marketin ...

(^273) ■ CREATE NEW SOCIAL OBJECTS The other part of the answer is a combination of issues common to any use of social media: Wh ...

274 c h a p t e r 10 : SOCIAL O BJECTS ■ Identify What Is Talkworthy When you are creating a branded social object in the steps ...

(^275) ■ CREATE N EW S OCIAL O BJECTS The same collective effort occurs around PGi’s communications system API and its supportin ...

276 c h a p t e r 10 : SOCIAL O BJECTS ■ a decision to build around an existing social object versus creating one of your own— a ...

(^277) ■ CREATE N EW S OCIAL O BJECTS Figure 10.6 shows the Pepperidge Farm “Art of the Cookie” website, circa 2007. From nearly ...

278 c h a p t e r 10 : SOCIAL O BJECTS ■ interactions that could have been presented for any brand wrapped around it. If you are ...