Followers, Fans and Fairytale Endings: How to Monetize Social Media.

Followers, fans
and fairytale
endings:
how to monetize
social media

Morpheus: This is your last
chance. After this, there is no
turning back. You take the blue
pill, the story ends, you wake
up in your bed and believe
whatever you want to believe.
You take the red pill, you stay
in Wonderland and I show you
how deep the rabbit hole goes.
The Matrix, 1999

There may once have been a time when executives could
close their eyes, stick their fingers in their ears and pretend
that monetizing social media was a fiction. But the firms
taking that blue pill are becoming fewer and fewer. We’ve
started down the rabbit hole, and there’s no going back now.
Indeed, anyone hoping for a return to the days when a one-way, one-to-many marketing approach
was the only way to communicate is living in a dream. Consumer expectations have changed, driven
by smartphone ubiquity, always-on connectivity and the advent of social networks that enable people
to share, compare and collaborate in a nanosecond; meanwhile the rise of roles such as the chief
listening officer are testament to the changing dynamic of the provider-customer relationship.

The social media Wonderland offers a wealth of opportunities – and businesses had better be able
to respond.

For some firms, this might seem a daunting new reality. And in many ways, it is. Most recognize that
getting to grips with social media is essential, but building genuine online relationships that show
clear, measurable links to the bottom line has proven difficult. In fact, it’s the $64,000 question: how
do I make money off the back of my social media efforts?

There’s been a lot of trial and error. There have been mistakes made along the way. But while
monetizing social media is difficult, it’s not impossible. Does anyone have the definitive answer?
No. But plenty of firms are seeing returns on their social media campaigns and turning better
communication into bigger profits.

Monetizing social media is the new reality. Social media is already proving to be a game-changer for
firms looking to reduce costs, drive sales and build better brand engagement. You could join them.
Take the red pill. Our social media roadmap will show you how…

01-
FIRST STEPS:
LOCATE,
LISTEN &
LEARN
It’s no longer enough just
to ‘do’ social media; you
need to ‘get’ it as well.
Twitter, YouTube, Facebook,
LinkedIn – each platform
offers a different experience
and attracts a different
customer base. So, think:
where is the market?

JAmES mINER JEFF HAyzLETT THOmAS mARzANO
SVP DIgITAL mEDIA FORmER CmO gLObAL CREATIVE DIRECTOR
ESPN STAR SPORTS KODAK ONLINE COmmS, PHILIPS

Social marketing works best when I look at all the social media tools Brands need to learn to listen
you listen first. and approach them all. before they speak, to find out what
consumers have to say.
We have to remember to always have a measurable Let’s get engaged on social media. There are
approach that starts with what’s already happening conversations going on over the internet, out there We learn so much through what people say in the
– so that when you do actually act in a social media on social media platforms like Twitter, Facebook social space and what people are telling us through
space or in any of these interactive forums that let and on blogs, and those conversations are going to blogs, either by them directly interacting with us, or
the consumer’s voice into your strategy, you already happen whether you’re there or not – they’ll take place through the research that we do – there are so many
have an idea of the environment you are entering either with you, or without you, so why not join the ways to learn and to listen. It’s very easy to get stuck
into. That way, your relevancy and your connection conversation? in your function with your own responsibilities and
will be much better at the first attempt. objectives, but if we forget to listen to what people
I talk about ROI being your return on ignoring, and if say, we will never be able to orchestrate a unified
You don’t need to spend a lot of money on tools. You you ignore these conversations and these customers experience for these people.
need to understand what you’re trying to measure. then I can tell you what your return is going to be:
And sometimes what you’re trying to measure is nothing. You need to get the word out there and turn But it’s not just a question of listening; it’s also about
how few times people hate you for poor service as people into brand ambassadors. interpreting what that all that chatter means. It’s about
opposed to your competitors, not how much they love understanding the emotional journey that people go
you. Put a stop to the bad conversations in social through when they interact with your brand or with
media to start with, then you can build with less noise the category that your brand wants to be in. A brand
around your brand. is what people think it is. And, if we fail at any one of
those points in the journey, it doesn’t matter how good
you are in the others; that’s the thing that they will
remember you by.

mAx FORD
gLObAL CONFERENCE DIRECTOR
iSTRATEgy

Social media has unique potential to reach valuable interest QUICK NOTE
groups, but momentum has to be earned. Social marketers
must be intelligent, focused and perceptive from day one.
1. Find the platforms. Which networks “The most
Shouting the benefits of your product over the noise of a crowded conference floor won’t get
are seeing the most buzz among existing valuable
and potential customers?
you any deals. But introduce yourself into smaller groups – circles of meaningful discussion – promotional
and there’s business to be had.
2. Do your homework. Align campaign social spaces
goals with the habits and preferences
For companies new to social media, this requires a departure from traditional marketing
of customers communicating across
are created
habits. There is a profound difference between the one-way channels of traditional marketing
and the personalized, interactive world of social networking.
different networks by users
themselves”
Patience, and a fair amount of humility, can go a long way. The most valuable promotional
3. Take your time. Successful campaigns
are more about steering discussion
social spaces are created by users themselves; the most effective campaigns are there to
than they are broadcasting promotional
shape and steer discussion.
material
For instance, at a recent iStrategy event in Melbourne, Facebook’s Matt Hehman explained
how Toyota’s use of Facebook in the wake of its recall crisis proved the value of listening.
4. Go with the flow. At their core, social
networks create themselves. Make the
The company discovered brand loyalists who helped it rebuild its damaged image. Without
most of it
sensitivity to unscripted conversations going on around the Toyota brand, these stories would
have gone unheard.
5. Keep your ear to the ground.
Discover what themes and topics The average
Social networks are defined by freedom of expression and freedom of choice. What are
customers are already engaging with Facebook user
customers saying about what they want from their brands? What questions are they asking?
What complaints are they making? This kind of insight can only be gained from social media. is connected to
80 community
Brands would do well to make the most of it. pages, groups
and events.

LOCATE, LISTEN & LEARN
If your brand is out there,
the chances are people are
talking about it already.
Make sure you know what
they’re saying so you can
respond appropriately.

02-
JOIN THE
CONVERSATION:
gET ENgAgED If you aren’t part of the
conversation, why are you
even here? It’s a serious
question all brands should ask
themselves when solidifying a
social strategy. The success of
engagement is about give-
and-take, and having brand
personality.

KIRK mCDONALD THOmAS mARzANO LUUK DE JAgER
FORmER PRESIDENT OF DIgITAL gLObAL CREATIVE DIRECTOR CREATIVE DIRECTOR FOR ONLINE
TImE INC. ONLINE COmmS, PHILIPS bRANDINg, PHILIPS

Today’s audiences are no longer The world of tomorrow will look One of our challenges is how we
content being passive listeners. more like the world of the past engage in lasting conversations
than the world of today. with the consumer.
They want to participate. They want to have their
voice heard and they want to find a way to make People came together at market squares and souks To do this we create what we call ‘simplicity
sure that their opinions get shared. They enjoy to engage with brands, entrepreneurs and merchants, stories’, engaging with people in a natural
creating a personal brand value that is tied to to buy goods, to share experiences, to have a coffee way. For example, asking ‘how would you be
sharing the experiences they’ve had. together, to judge what the merchants had in stock, beautiful every day?’ Or, ‘what makes you healthy
to have a personal connection with the actual person throughout the year?’
When you push in an environment that is about who was selling to you. This quality has been an
dialogue, usually you alienate faster than you intrinsic part of our cultures all over the world and We also used engaging content, turning the
win new friends. Everything in this environment it’s one we lost during the industrial age. Big retail traditional product manual into a kind of sitcom – a
has to have honesty and trust behind it. So when environments meant the personal connections with story that unfolds over the months, which gained
conversations are enabled and scaled on this brands and people were lost. fans immediately and explained the benefits of
platform, brand consistency becomes even more certain products.
critical. You have to figure out what the message is With the power of social media, this old tradition
that you bring for your product or service, and bring is coming back on a much larger scale. It’s global. By using this consistently across different touch points
to what constituents to make it happen. You’re able to connect with a lot more people. But the – for instance Facebook, YouTube or Philips.com –
driving need, the driving behavior from a people point and syndicating it to our e-commerce partners, we
of view, is exactly the same as the one that has been started to draw quite a sizeable fanbase, or group, or
there for centuries: the desire to engage. a community of people over a number of touchpoints,
driving them into conversion and creating a certain
amount of loyalty and curiosity about the next event.

ROSS DENSLEy
gLObAL CONTENT & SOCIAL mEDIA
mANAgER, iSTRATEgy

With the advent of social media we no longer talk to QUICK NOTE
brands, we talk to people. In short, at its core – beyond
all the pomp and gesturing – social media is about
personalized engagement. 1. Have a personality. I’ve said it before “Engaged and
and I’ll say it again: people talk to people, empowered
not brands. Take the personal approach
The simple truth is a lack of conversation on a B2B or B2C level can really alienate one customers are
brand and endear another. Through social media channels like Twitter, customers can 2. Don’t treat customers as a more loyal
become lifelong fans of a brand, and most importantly, spread the love (in this case, a good soundboard. Smashing out promos
experience) to their friends with one click of a mouse. all day will not endear you to potential
and willing
customers. Get to know them and react to share their
At iStrategy Amsterdam, Julien Fourgeaud of Rovio (developer of Angry Birds) explained
that Rovio answer all queries and engage fans on Twitter. He was quick to express how
accordingly experiences”
tough a job it was, but that it was a job worth doing; it makes customers feel engaged and 3. Produce quality content. Producing
empowered. And it doesn’t take a social Einstein to work out that engaged and empowered content gives customers an excuse to
customers are more loyal and willing to share their experiences. The result? A better ROI. engage with you, but make sure it is fresh
and original to keep them coming back
As Jeffrey Hayzlett, the former CMO of Kodak has said, there are conversations going on with
or without your brand on social platforms. Why not get your corporate feet wet and start talking 4. Get on the same page. Social media
to your customers on a personalized level? Two-way discussions on blogs or Twitter or any engagement shouldn’t be restricted to the
social platform should be a no-brainer for a brand that is serious about their social strategy. social media manager. Everyone in your
business should be keen to engage

5. Listen! Social media engagement is a 22%
great way to learn more about your brand of total time on
– what you could do better and how. So the internet is
listen to the customer! spent on social
networks.

gET ENgAgED
Becoming part of a
community is a great
way of endearing your
brand to potential
customers, and it’s a fine
way to understand what
customers feel about
your brand.

03-
CREATINg
ADVOCACy:
FANS AND An advocate is somebody

SUPER FANS
that helps potential customers
believe in the brand or
believe what the brand stands
for – and the value of having
somebody recommend your
brand to others is immense.
But how do you find and
engage these super fans?

mANNy ANEKAL JEz FRAmPTON HARESH KHOObCHANDANI
gLObAL DIRECTOR OF bRAND CHIEF ExECUTIVE OFFICER CHIEF mARKETINg OFFICER
ADVERTISINg, zyNgA INTERbRAND mICROSOFT ASIA PACIFIC

Fans are really the most vital aspect We always believed our friends Be smart about indentifying who
of our network and our platform. more than we believed anyone else. the influencers are.

We have a big focus on monitoring our super fans The difference is we can now access them in a Who are the people starting conversations?
and making sure that they’re happy. We focus on nanosecond, and we can also talk to a very wide Identify the people who are actually influencing
bringing our super fans to Zynga HQ all the time, we base of people around the world. But while social what other people are saying and thinking, and
show them around, show them the game studios, media is becoming increasingly important, it is not then figure out how to bring these influentials in
talk to them about what features they like best, what a strategy in itself. It is a mechanism whereby you for a discussion, for a dialogue – not once, but on
they would like to see in the game in future. can achieve things. a regular basis.

It’s the 1/9/90 rule: one-percent of your audience Your goal is not to have a Facebook page. Your The moment you do that, you start to build trust
– the super fans – are going to be the ones who goal is to develop your business and increase the and build a good connection where there’s a real
spread the most social messages and generate the degree of engagement with your consumers and dialogue taking place, and that allows them to get
most conversation; the next nine percent are going your people. So you should always force yourself out there and be real advocates for your brand.
to basically help share that; and the other 90 percent back to the fundamental strategies that drive your
are going to consume that content. So if you can find business and your brand. It takes time and it takes effort, because you’re
that one percent that really cares about your brand, doing it one-to-few, not one-to-many. It doesn’t
it’s critically important. Social media and the proliferation of enabling devices scale. But when you do it with lot of transparency
is changing the way that we buy, the way that we think and you do it in a genuine fashion, you win hearts
about brands, the way that we think about interactions and minds very, very quickly.
with each other. These are fundamental changes
in the way that humans behave. And that creates
enormous opportunity for all of us.

RICHARD OWEN
VP bUSINESS DEVELOPmENT
iSTRATEgy

This might come as a wake-up call to all those people QUICK NOTE
out there sweating over building up their likes, followers
and fans, but here it goes: social media is not a popularity
contest, and followers do not equal influence. 1. Look for evidence of influence.
Examples include comments on blog
posts, high follower counts, active
It’s a widely held misconception that social media is a high volume game. Instead, what really discussion threads, frequent updates,
counts is the value of the connections you do make. Not all social recommendations are Google ranking
created equal – because not all consumers are created equal.
2. Engage with them. Obvious, right? But
While most consumers are content to occasionally retweet a promotion or like a Facebook engaging with advocates on their own turf
page, there is a hardcore group of people who talk about brands habitually, debating product – social media channels – is essential to
benefits on blog posts, writing in-depth reviews, engaging with brands via Twitter and earning their respect
Facebook – and influencing others in their thousands. With a few well-chosen words, these Facebook research shows
highly connected ‘advocates’ can almost singlehandedly kickstart consumer trends and 3. Get samples in their hands. Give social context within
branded marketing on the
initiate buying habits across the web. advocates experience with the product site generates:
so their reviews will be personal and
Advocates are prolific creators of information. They influence the opinions and purchases of their more meaningful 1.6x lift in brand recall
friends. They love to talk and are probably already talking about your brand. They like to use social 2x lift in message
media to help people. And most importantly, they want to be known for their valuable insights. 4. Give them insider status. Anything that awareness
4x increase in purchase
feels exclusive (samples, access, sneak intent
Unless you already have a superbrand like Nike or Apple – and even if you do – your brand peeks at new products) is compelling –
needs these advocates to help develop ‘social media magnetism’ before you can look to make By getting someone to
and compelling gets talked about engage with your brand on
any money. Finding, engaging, developing and nurturing key influencers who will evangelize on
Facebook in a meaningful
your behalf is therefore an essential step on the road to effective social media monetization. 5. Encourage dialogue. Marketing has to and authentic way, that
be a two-way street, and frequent, open, person’s friends are
potentially four times more
responsive communication will pay long- likely to purchase your
term dividends product

CREATE ADVOCATES
When the most effective
marketing can come
from consumers
themselves through word
of mouth, who wants
to spend millions on
advertising, promotions
and product placement?

04-
mONETIzATION:
FROm
FANS TO
CUSTOmERS
Moving engaged users
from random fandom to
hand-in-the-pocket custom
may not be the strapline
on your social media vision
statement, but it is the hard
line that should run through
every campaign and every
engagement.

mATT HEHmAN JEFF WEINER JAmES mINER
DIRECTOR OF SALES CHIEF ExECUTIVE OFFICER SVP DIgITAL mEDIA
FACEbOOK LINKEDIN ESPN STAR SPORTS

Levi’s are one of the best marketers It’s important to realize that with If you can’t figure out how to make
on Facebook because they don’t B2B it’s not always about sheer it work, trying using social media
just use it as a platform for volume or scale. as an HR tool and watch it impact
communicating with people. your bottom line.
Typically with B2C you see people trying to go after
They have enabled their website with social plug-ins so the largest possible audience, but with B2B we’re We helped our HR team recruit hundreds of
that I can ‘like’ certain pairs of jeans, but can also log seeing more of a focus on influencers. people through social media, reducing our
into the Levi’s website and see all my friends who have recruitment fees and therefore showing an
interacted with that site and what they liked. For example, Philips has a very large B2B immediate return. So there are ways that we can
operation, and one of those businesses is do things that are very measurable, very finance-
It also tells me if friends’ birthdays are coming up. So healthcare supplies. So when they’re trying to oriented and very important to the business.
say I go there to look at jeans for myself, but then reach potential customers for their radiology
realize it’s my brother’s birthday and he likes a certain equipment, they’re not trying to reach every single You don’t need to spend a lot of money on tools.
pair of jeans, I can then buy them as a gift. It’s ended up radiologist; instead, they try to target the influential You need to understand what you’re trying to
driving a twofold increase in traffic back to Levis.com. radiologists – the ones who affect the purchasing measure. Over 36 percent of all conversation in
decisions of others in their field. So what’s the best social media contains a brand reference. The
It’s about how much engagement you can generate, way to do that? ‘social object’ is what people talk about, and 36
because that’s what generates sales. Macy’s does an percent of the time the thing they’re talking about
incredible job of that. They created a Mother’s Day One way they found to be extremely effective is to is your brand. So this is not a leap of faith; it is a
campaign around being able to thank your mother via create a custom group on LinkedIn, where they can market priority.
Facebook, and buy things for her – more specifically, actually stimulate conversation amongst healthcare
having your mother recommend things that she would professionals, and it has really exceeded their
actually want. I think that creates a really relevant expectations – both in terms of the number of
experience. It’s something that’s easily shared and people they were able to draw into the group, and
creates more engagement, it’s not just about likes. the level of engagement of the people participating
in those conversations.

ADAm bURNS
DIRECTOR OF CUSTOmER
ExPERIENCE & mASTER OF
CEREmONIES, iSTRATEgy

Social media is awash with buzzwords like relationships, QUICK NOTE
dialogue and engagement. But often one wonders what is
below the buzz – where are the guts of the thing? They are
here, in these five words: turn fans into paying customers. 1. Levi’s. Enable your website with social
plug-ins
I once asked Alex Hunter – brand consultant, angel investor, digital ninja and friend of 2. Macy’s. How can YOU best enable
iStrategy – who had got it right: who had managed to create fans and turn them into paying customer engagement?
customers online. You down with
3. Philips. Target influential customers, OPM?
“Jet Blue [a domestic airline in the US] has nailed it,” he told me. “They tried things and they provide a place to talk, stimulate the
made mistakes, and then they learned from those mistakes and now they have a great social conversation Make your content as
brand. Their initial Twitter presence was price, price, price, price, promo, sale, distressed portable as you can.
inventory, and people were like, ‘Ugh, this is a completely one-way conversation; you’re not 4. ESPN. Monetization can mean cost- It means everything
listening to me.’ reduction that you create – every
e-mail, every sale,
“They realized that you have to have a mix of conversation between users, acknowledging 5. Jet Blue. Reply to your fans and every promo, every
feedback, understanding concerns… people asking, ‘What terminal does my flight go out of?’ followers and reward them exclusively coupon – can be
Which seems like a very mundane question, but all someone has to do is reply and you think, broadcast with one
‘Oh wow, they were actually listening to me.’ click by your audience
back into their social
“That’s a very empowering, wonderful feeling. And then you sprinkle in promos exclusively for network. Result:
the people that follow you on Twitter. And what are they going to do with that? They’re going genius marketing with
to retweet it and they’re going to send it to all of their friends.” OPM (other people’s
money)
Suffice to say JetBlue make money from their social media strategy. And you can bet your
bottom dollar that money is a buzzword business will never tire of.

mONETIzATION
Like the stick in a
candyfloss, paying
customers enable you
to deliver the sweet and
fluffy stuff. Without
them, you’re just left
with a sticky mess.

05-
USINg mETRICS:
mEASURE IN
ORDER TO
mANAgE
The need for informative
measurement is obvious.
As marketing departments
allocate ever-larger budgets
to social media strategies,
there is growing incentive to
quantify campaign success.

RICK WION FREDERICK TOWNES
DIRECTOR OF SOCIAL mEDIA CTO
mCDONALD’S CORPORATION mASHAbLE

At McDonalds we want to What kind of workflow do you
understand what it is that drives have for how you produce content
our customers’ passions. and drive engagement?
We can get people to click on Facebook and give us It was a Cairo activist during the Arab revolution your service or a competitor’s service, and having
a ‘like’, and that’s okay, but if we find a touchpoint that earlier this year who said: “We used Facebook to a strategy for what you’re going to do about it.
gets someone really excited, we want to be able to schedule the protests, Twitter to coordinate, and
engage with people on a deeper level. YouTube to show the world.” That’s really profound. Making sense of your interactions is critical.
That literally is a workflow. There’s actually a Figure out which networks you’re interested in
The difficulty is that we get tons of information; there’s process in terms of how these services are being and develop some performance indicators –
100s of metrics that we track, but not all of them are used and how they connect. whether that’s how actively they are Tweeting,
important to our brand. We have 500 different metrics how many mentions of a keyword, or something
and multiple dashboards. We do look at all of them, but How do you cultivate relationships, how do you like that. Think of it in terms of characterizing the
we want to keep it simple so we concentrate on just a measure the quality of those relationships that desired behavior you want to measure, then work
couple of key engagement metrics. you’re cultivating, and how do you characterize and backwards from that perspective. What are the
identify your brand champions, your tastemakers indicators that make certain types of activity, and
We also want to look at the actual impact of our efforts. and so on and so forth? certain types of users, interesting?
We have baselines of chatter about our brands and
our products that we see all the time. If we see 10,000 Because it’s not just about being on Facebook As you develop a dossier of data around your
mentions on Twitter about something, I have to work and being on Twitter and broadcasting; it’s about users, it will help you develop better messaging to
out whether we would have got 10,000 mentions if jumping into conversations, having a dialogue, better identify and focus services. Once you’re able
we hadn’t done anything. It’s about establishing the trying to figure out who’s got some influence. It’s to focus, the situation changes from ‘drinking from
delta between what would have happened organically not just about your Klout score or your number of the fire hose’ of the internet to actually being able
and what we actually did, because I don’t want to be followers, but figuring out who’s engaging with your to make sense of the data you’re gathering. That’s
spending money on what we’re not influencing. brand, talking about your product, talking about the bottom line: then you’re effective.

NEIL ATKINS
CHIEF mARKETINg OFFICER
iSTRATEgy

Tracking social media is an evolving art. While industry QUICK NOTE
associations strive to reach a standard metric, the emphasis
is on marketers to make the best use of what data we
already have: trending topics, follower counts, likes, 1. Be flexible. Recognize there is no set “Time spent
retweets, comments.
standard of social media success researching,
2. Be led by your goals. The real test building and
Without an understanding of the level of engagement your campaign is attracting, it’s is how far your social media strategy is tailoring your
impossible to judge ROI. With worldwide spend on social media campaigning expected to helping you to meet campaign objectives
run to nearly $6 billion this year, there’s a lot at stake. Even if standard benchmarks of social
toolkit will
media success emerge, there will still be a need for marketers to identify which data is most 3. Build your toolkit. Social media be paid back
relevant to them. It is relatively easy to judge how far a tweet or Facebook group is reaching, analytics is a crowded industry. Research tenfold”
but the more pressing question is how well activity is contributing towards strategic goals. what each different tool does

Do you want to focus on a single campaign, or mentions of a brand-related keyword? Do you 4. Characterization pays. Analytics help to
wish to track how many target users are landing on your website? Broad-brush campaigns round out the personality of your market
might live or die according to a follower or ‘like’ count, whereas more targeted strategies
focus on the profile quality of the engagers. There are different tools for each objective. 5. Feedback is key. Use the data to further
develop your strategy moving forward
These range from analytics-enabled short URLs, email reports and survey services to Google
Analytics plug-ins and data aggregators. Time spent researching, building and tailoring your
toolkit will be paid back tenfold.

Once the data is in, the whole process can start again. Look very carefully at what outreach is
53%
gaining traction – who your users are; where they are; how active they are within the network; of businesses
what their habits, interests and aspirations are. Characterizing your market is a helpful step are unsure of
towards crafting and controlling ongoing conversation. their ROI through
Twitter.

FIND THE mETRICS
Rolling analysis of
what works – and
what doesn’t – makes
campaigns more
effective and sustainable,
and is key to effective
monetization.

The time when brands could ignore social media has passed.
But there is more to a social strategy than simply saturating
social networks with your brand presence and hoping the
money starts to roll in.
Sure, your customers are likely to be found among the 700 million users on Facebook, or the 200
million users on Twitter; but understanding how to reach out to them and not become lost amidst
the social media noise that has drowned out businesses in the past is a different story altogether.

If you‘ve got this far and are still reading, then you will have understood that a sound digital
strategy is critically important to generating the best ROI. It isn’t an easy process: according
to a recent study, 80 percent of brands acknowledged difficultly in tracking ROI within social

!
media. That is a sizeable percent in anyone’s book, but it needn’t be insurmountable. Despite
social media being a relatively new marketing platform, experienced brands are finally starting to
understand the nuances of turning content, communities and all other social activity into revenue.
And it is these brands – those that fall into the 20 percent – that come to iStrategy to share their
successes and failures with those companies who understand that a good marketing strategy
must include a sound digital strategy.

The iStrategy Conference is a global digital media conference of industry-leading forums for The next events take place
marketing, social media, online business development, digital and creative professionals involved
in all aspects and levels of online branding and strategic management positions.
in Atlanta on 13-14 September
and Amsterdam on 25-26 October.

Visit:
www.istrategyconference.com
for more information –
and don’t forget to follow the
hashtag #istrategy on Twitter.

Followers, Fans and Fairytale Endings: How to Monetize Social Media.

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