Executive Summary (This is a document excerpt)

Smart interactive marketers know that consumers trust each other more than they trust the things they hear from companies and the media — but most fail to realize that face-to-face offline influence is both more common and more powerful than online influence. Social media has proven an invaluable tool for organizing offline influence events, as well as for amplifying the impact of those events. Marketers can also use interactive tools to identify and mobilize offline brand ambassadors. To develop successful offline influence programs, marketers must ensure they're targeting the right users — and prove the value of their initiatives by measuring the total reach of their efforts and conducting user surveys.

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