Last time, I wrote about how marketers should choose the right social experience—one that accentuates unique strengths—to put at the center of integrated communications. We’re now at a spot where we can structure and assign roles to our other touchpoints so we can scale that social experience.
To get started, break touchpoints into two categories: secondary touchpoints (the outer circle in the graphic below) and supporting touchpoints (the middle circle):

Click Image to Enlarge | Secondary and supporting touchpoints establish a mental link and then drive the target audience to the social experience focal point.
1. Secondary Touchpoints link the social experience to your brand for the target audience. They’re often mass in nature—TV, out-of-home, print, and so on. Best Buy’s TV ads showcasing Twelpforce are one example of such a secondary touchpoint.
2. Supporting Touchpoints drive the target audience to the desired social experience. Targeted banner ads, paid search, and direct marketing often do well here. Best deployed, these touchpoints will:
- Engage a target audience at moments when they are susceptible to or desirous of the social experience
- Enable easy entry to the experience. Read More »