Intriguingly, Best Buy is putting Twelpforce at the center of its big communications initiative for the holiday season.  Looking at data from the 125 companies that have taken the Council’s social media maturity diagnostic, we know that only 11% of marketers have built social media into their integrated communications planning processes.  That got me to thinking…

Most B2C marketers take the “tonnage” approach to touchpoint planning.  They work back from growth goals and volume targets to plan their touchpoint mix—their mix models tell them how much money they need to dump into broadcast, out-of-home, print, promotions and the like, to hit those volume targets.  Social and experiential touchpoints play second fiddle, at best.  Read More »