Word of Mouth

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Building Brands For The Connected World
A Social Business Blueprint by Facebook based on a commissioned study by Forrester Consulting February 2012

Building Brands For The Connected World

Table of Contents
Executive Summary...................................................................................................................................................................................................................2 The Connected World Has Rerouted The Customer Journey..................................................................................................................................3 Social Media Affects Every Stage Of The Customer Journey ..................................................................................................................................4 Marketers Must Build Connected Brands To Win In The Connected World ....................................................................................................6 The Blueprint For Building Connected Brands..............................................................................................................................................................7 Articulate Your Brand’s Social Identity.............................................................................................................................................................................8 Connect By Establishing A Presence In Social Channels ..........................................................................................................................................9 Engage By Using Social To Make The Brand More Personal and Participative ............................................................................................10 Influence By Inspiring And Enabling People To Share Your Brand Messages ...............................................................................................11 Integrate By Using Social To Create A More Cohesive And Useful Experience.............................................................................................12 Continuously Rejuvenate The Brand With Insights From Social Channels ...................................................................................................13 Are You Ready To Build A Connected Brand?................................................................................................................................................................14 Appendix A: Methodology ....................................................................................................................................................................................................15 Appendix B: Supplemental Material ................................................................................................................................................................................15 Appendix C: Endnotes.............................................................................................................................................................................................................15

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Building Brands For The Connected World

Executive Summary
To succeed in the connected world, marketers must create connected brands: brands that continuously engage with people when they want, where they want, and how they want — particularly through social media. To do so, they must first reconcile the gap between modern consumer behavior and outmoded marketing tactics. Then they will take the six steps outlined in this report to incorporate social marketing into their brand-building strategies. In December 2011, Facebook commissioned Forrester Consulting to evaluate how marketing leaders are building brands in the connected world. Forrester conducted online surveys of 101 VP- and C-level marketing professionals and interviewed 12 CEOs, CMOs, and VPs of marketing and found that while most marketing leaders believe that...
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