A Whitepaper for brands ready for an enterprise-level social media plan
A few weeks back, I was asked to share my POV on what the more sophisticated brands are doing in socila media. It's not about a stand-out campaign covered in one of the trades,nor about the next brand to adopt Twitter. Many big brands have a few years of exploration under their belts and are turning to establishing a more strategic, enterprise-wide approach to using social media both to market and to change the way they do business.
Download and share the document. I promise to clean-up some clumsy typos but I wanted to get it out there even in a rough form to share some ideas and spark some discussion.
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I head up Enterprise Digital Marketing at Travelers. Just as Travelers anticipates the needs of personal and business insurance customers in an ever-changing world, we approach marketing differently. The customer journey has changed. To meet these new behaviors, we put data-driven content, digital marketing and social engagement at the heart of marketing.
Previously, I ...
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