Google CPG Blog Guest Post on 4 Questions for Social Media Marketing Success

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Let’s Ask Four Questions, via the Weighty Matters Blog

A quick note: I have a guest post on Google’s official CPG blog today, a new one for me. I’ve been focused on this vertical quite a bit more lately so if you are doing some interesting work helping consumer packaged goods brands engage with consumers through social marketing, I welcome chatting more.

Here’s an excerpt:

When CPG marketers are assessing various social marketing opportunities, answering four questions can help determine whether or not the opportunity makes sense for the brand:

1) Does the opportunity meet your brand’s objectives?


2) Does the opportunity leverage your brand’s existing arsenal of assets?


3) Does the opportunity abide by the social media rules of the road?


4) Does it provide significant value exchange?

These questions, as well as other tips and best practices, are detailed in 360i’s recently-released Social Marketing Playbook, a freely available 56-page guide on how to develop, execute and measure a successful social marketing strategy.

The rest of the post looks at examples relating to all four questions.

As far as where the examples came from, I often hear some from multiple sources, but two came from conferences I’ve been to recently, one came from a personal contact with a vendor, and one came from reading industry trades. It does help having multiple arenas to draw from, and I always welcome personal connections to hear more.

Thanks to Tyson Foods, Red Bull, Oscar Mayer, and Vitamin Water, along with Facebook, House Party, and MySpace (it’s safe to say Twitter didn’t have anything to do with the Tyson execution while the other vendors played more active roles).