The Consumer Matters is the blog of Leslie Grandy, aka Gearhead Gal. My passion is creating and delivering compelling products that delight customers through simple and elegant user experience design.
If you put up a website a few years ago, and thought that's all you needed to do because you don't sell direct or don't expect much more from your website than to serve as digital collateral, you are probably one of the many marketers who has also yet to develop a social strategy for driving customers to your branded online destination.
The truth is, however, that once you posted the digital assets associated with your branded URL, you became a publisher. As a publisher, you need an editorial calendar, and a distribution plan for your content that goes beyond the HTML pages associated with your domain. The plan, which extends your own properties and connects with the communities of interest where your customers congregate, must thoughtfully design and inject digestible content bits into the social web which place your brand, products and services into the sometimes temporal but influential conversations that occur before someone considers making a purchase.
I enjoyed this presentation by Edward Boches (@edwardboches), Chief Creative Officer at Mullen, recently named #3 in Ad Age's A List. So, naturally, I thought I'd share it.