“A compass is a device for discovering orientation and serves as a true indicator of physical direction. The Social Marketing Compass points a brand in a physical and experiential direction to genuinely and effectively connect with customers, peers, and influencers, where they interact and seek guidance online.”
This quotation explains very well the purpose of the Marketing Compass in which the branding process is presented. The colorful infographic shows the way from the inner circle, where we find the players being the brand itself, stakeholders, media etc to the outer circle, representing which emotions that should be expressed, when connecting with a given tribe. In between, the potential platforms to use, for example, blogs and social networks, are presented together with the channels being crowdsourcing, promotion etc.
Choose your own direction
In other words, if you’re about to make a social media plan, and you don’t quite know where to start, the infographic might be helpful in order to create the framework. According to Brian Solis, who has created this illustration, the Social Marketing Compass is “inspired” by the moral compass – and it’s designed to serve as a value system, when we’re also defining our program activities.
Thus, if you need some help getting your brand in the right direction to effectively connect with your audience, you should definitely check out the infographic here and get inspired. There are multiple options to go with.
The infographic is created to illustrate social marketing within Solis’ book called “Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web”.