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Books & Reports
Warc Trends: Seriously Social
Warc Trends: Asia Toolkit 2012
Warc Trends: Mobile Marketing
Warc Trends: Shopper Marketing
Warc Trends: Toolkit 2013
Advertising Works 16
Advertising Works 17
Advertising Works 18
Advertising Works 19
Advertising Works 20
Advertising Works 21
Advertising Works 22
From Prime Time To My Time
Goodthinking: A Guide to Qualitative Research
How Public Service Advertising Works
Marketing Excellence 2
Marketing in the Era of Accountability
New Models of Marketing Effectiveness
Warc Trends: Seriously Social: Contents
Chapter 1 – The social mindset
At a glance: Creating the social mindset
Adopting a social mindset
Data: Barriers to a social mindset
Case study: American Express OPEN
Case study: Philadelphia
Case study: Hellmann’s
Implications: Working in a social mindset
Chapter 2 – Strategic or tactical
At a glance: Choosing an approach
Social is flexible, but strategy needs time
Effective tactical campaigns
Strategic case study: Wal-Mart
Strategic case study: Audi Brazil
Implications: Mixing strategy and tactics
Chapter 3 – Loyalty or reach?
At a glance: Setting the right goal
Choosing reach over loyalty
The quantity and quality of social reach
Case study: T-Mobile
Case study: Virgin Mobile
Case study: GRAACC
Implications: Focusing on quality reach
Chapter 4 – Integration or stand alone?
At a glance: Putting social into the mix
Combine social with other channels
Data: How social is used with other channels
Integrated case study: U by Kotex
Stand-alone social media cases
Implications: Social on the media schedule
Chapter 5 – Social budgets
At a glance: Social media trends by budget
Taking social seriously, including budgets
Data: Social media cases by budget category
Case <$500,000 Troy Public Library
Case <$1m Gillette Mach3
Case $1m-$5m Knorr Sidekicks
Case >$5m National Australia Bank
Implications: The right budget for the idea
Chapter 6 –Measuring social media
At a glance: Measuring social media
The need for rigour in measurement
Data: Digital measurement
Case study: Inspired by Iceland
Case study: Metropolitan Police
Implications: Measuring social rigorously
Chapter 7 – Future directions
At a glance: What’s next for social media campaigns?
Consumer insight and future technology
Four future trends in social communications
Data: Brands’ use of new platforms
Case study: AT&T
Case study: C&A
Implications: Adopting new social technologies
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