Word of Mouth
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
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