The document discusses branding and social media strategies for non-profit organizations. It begins by defining what a brand is, noting that a brand is more than just a logo - it is a strategic point of view that creates customer value and competitive advantage. It emphasizes that in the age of social media, brands should become platforms for social exchange that allow stakeholders to actively participate. It recommends that non-profits rethink their perspective to focus on how they enable people to help, not just on fundraising. It also stresses the importance of listening in social media and organizing brand messages by audience, relevance and context. Finally, it encourages non-profits to think creatively about new ways of achieving their goals using techniques like design thinking.
The document provides a report for a personal care products company by an agency called Results Marketing. It includes an industry overview noting opportunities in organic products and exports. It analyzes the company's finances, target audience as young professionals, and major competitors. It outlines a marketing strategy with budgets for traditional and digital marketing. Key initiatives include a natural cosmetics line campaign and recommendations to follow trends, build community, and optimize the website.
This document discusses influencer marketing and its importance for brands. It explains that influencer marketing can help communicate a brand's message to its target audience in a subtle but massive way. Some key benefits of influencer marketing include reaching targeted audiences, increasing brand awareness and advocacy, and driving conversions. The document also discusses different types of influencers, like macro vs micro influencers, and notes that micro influencers often have higher engagement rates and are more affordable and authentic. It provides examples of why brands use influencer marketing and statistics on its effectiveness.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
Three art galleries in Winnipeg's Exchange District - Gurevich Fine Art, Aceartinc, and Fleet Galleries - have formed a coalition to improve their marketing. They seek to raise awareness of the galleries, change negative perceptions of the downtown area, and attract new audiences. A PR strategy is proposed using events like pop-up art galleries and "Dine with Art" nights, media outreach, and social media to boost attendance and sales by 15% by 2018. Tactics aim to position the galleries as a hub for arts in the community.
The document discusses the American Marketing Association (AMA) Columbia chapter. It provides information on AMA's global reach, benefits of membership, and the Columbia chapter's mission to promote marketing education and excellence. Details include membership types and pricing, as well as goals to increase chapter visibility, membership, and event attendance through tactics like press releases, social media, and partnering with local organizations. Metrics provided indicate progress towards goals of growing website traffic, social media followers, and event ticket sales.
Coke Zero - Coca Cola: Digital Marketing Campaign for Coke Zero Amit Chaturvedi
This document outlines a marketing campaign for Coke Zero called "The Revolution Within." The campaign aims to target semi-athletic males aged 25+ who want to make positive changes. It will feature user-generated videos on YouTube showing people enacting small revolutionary acts. These videos will be promoted on Facebook, Twitter, and through mobile campaigns to engage users. The goal is to highlight individuals who inspire change and make them unofficial brand ambassadors. Users can upload videos to compete for prizes in supporting the theme of starting revolutions from within oneself.
Dove launched its "Campaign for Real Beauty" in 2006 with a Super Bowl ad showing a diverse range of women without traditional photoshopping or airbrushing. The campaign aimed to redefine narrow beauty standards influenced by media and advertising. A 2005 Dove study found that most women felt media set unrealistic beauty standards and that their own bodies disgusted them. Through the campaign, Dove communicated that real beauty comes in many shapes, sizes, and ages, differentiating itself from other brands promoting unrealistic ideals. While also an effective marketing strategy, Dove claimed the campaign was meant to truly improve women's self-esteem and body image.
The document provides a report for a personal care products company by an agency called Results Marketing. It includes an industry overview noting opportunities in organic products and exports. It analyzes the company's finances, target audience as young professionals, and major competitors. It outlines a marketing strategy with budgets for traditional and digital marketing. Key initiatives include a natural cosmetics line campaign and recommendations to follow trends, build community, and optimize the website.
This document discusses influencer marketing and its importance for brands. It explains that influencer marketing can help communicate a brand's message to its target audience in a subtle but massive way. Some key benefits of influencer marketing include reaching targeted audiences, increasing brand awareness and advocacy, and driving conversions. The document also discusses different types of influencers, like macro vs micro influencers, and notes that micro influencers often have higher engagement rates and are more affordable and authentic. It provides examples of why brands use influencer marketing and statistics on its effectiveness.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
Three art galleries in Winnipeg's Exchange District - Gurevich Fine Art, Aceartinc, and Fleet Galleries - have formed a coalition to improve their marketing. They seek to raise awareness of the galleries, change negative perceptions of the downtown area, and attract new audiences. A PR strategy is proposed using events like pop-up art galleries and "Dine with Art" nights, media outreach, and social media to boost attendance and sales by 15% by 2018. Tactics aim to position the galleries as a hub for arts in the community.
The document discusses the American Marketing Association (AMA) Columbia chapter. It provides information on AMA's global reach, benefits of membership, and the Columbia chapter's mission to promote marketing education and excellence. Details include membership types and pricing, as well as goals to increase chapter visibility, membership, and event attendance through tactics like press releases, social media, and partnering with local organizations. Metrics provided indicate progress towards goals of growing website traffic, social media followers, and event ticket sales.
Coke Zero - Coca Cola: Digital Marketing Campaign for Coke Zero Amit Chaturvedi
This document outlines a marketing campaign for Coke Zero called "The Revolution Within." The campaign aims to target semi-athletic males aged 25+ who want to make positive changes. It will feature user-generated videos on YouTube showing people enacting small revolutionary acts. These videos will be promoted on Facebook, Twitter, and through mobile campaigns to engage users. The goal is to highlight individuals who inspire change and make them unofficial brand ambassadors. Users can upload videos to compete for prizes in supporting the theme of starting revolutions from within oneself.
Dove launched its "Campaign for Real Beauty" in 2006 with a Super Bowl ad showing a diverse range of women without traditional photoshopping or airbrushing. The campaign aimed to redefine narrow beauty standards influenced by media and advertising. A 2005 Dove study found that most women felt media set unrealistic beauty standards and that their own bodies disgusted them. Through the campaign, Dove communicated that real beauty comes in many shapes, sizes, and ages, differentiating itself from other brands promoting unrealistic ideals. While also an effective marketing strategy, Dove claimed the campaign was meant to truly improve women's self-esteem and body image.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
The social media audit evaluated ABC Co.'s performance on key social media platforms. It found that ABC Co. shares content daily across most platforms but engagement is low. The audit recommends focusing content by reducing frequency, diversifying posting times, and creating visual content for platforms like YouTube, Instagram and Slideshare to differentiate from competitors. High priority next steps include developing a content schedule and tailoring messages to specific platforms to better engage audiences.
This document discusses how to build brand love through developing a strong brand identity centered around a compelling "big idea." It argues that the more customers love a brand, the more powerful and profitable that brand will be. It provides strategies for using brand love to increase prices, lower costs, gain market share, and expand into new markets in order to boost profits. The workshop aims to teach attendees how to create and leverage the power and profitability of a beloved brand through strategic branding and brand planning.
The document discusses strategies for developing an effective social media content strategy. It recommends starting with user research to understand customer needs and goals. It then suggests holding a messaging workshop to define the goals, audience, voice, tone, timing and keywords for social media content. The strategy should consider where content will live on and off site and get stakeholder buy-in. It stresses the importance of an ongoing process of creating and engaging with customers, as well as measuring and adapting the strategy based on data.
Public Relations Management Session 3 Developing Pr Plan And StrategyMoksh Juneja
This document outlines the steps for developing a public relations campaign, including conducting research, performing a situational analysis, defining objectives and key messages, identifying stakeholders and target audiences, developing a strategy and timeline, allocating a budget, selecting appropriate tactics, and creating an evaluation plan. The campaign development process described involves 16 specific steps organized across multiple slides covering essential elements like SWOT analysis, messaging, and output, outgrowth, and outcome metrics for evaluation.
The top three questions marketers want answered about social media marketing are:
1. How to measure the effect of social media marketing on their business.
2. How to integrate and manage all of their social media marketing activities.
3. The best ways to sell products and services using social media.
The majority of marketers spend 6 or more hours per week on social media marketing activities. Measuring results and integrating activities were identified as major areas marketers want to improve.
As part of an internship group project, my team had to create a campaign that would increase positive feedback about JCPenney and positively affect their sales- this is what we came up with.
1) Brand activation involves creating marketing interactions between consumers and brands to help consumers better understand and accept brands as part of their lives.
2) It is important to emotionally connect brands with consumers at the right time, place, and way to motivate consumer commitment.
3) Benefits of brand activation include conveying positioning, supporting ad claims, increasing brand salience, and eliciting customer insights.
This document outlines a social media strategy for an organization called BDAS. The strategy includes:
1. An analysis of BDAS's current performance on LinkedIn and Twitter, including key metrics such as followers, impressions, and engagement.
2. Goals of increasing brand awareness, becoming the market leader, and boosting social metrics like followers and interactions.
3. A strategy format that involves segmenting targets into B2B companies and B2C customers, and positioning BDAS as offering the best quality and exclusive offers.
4. Tactical plans that include community management, content planning and publishing, and KPIs to measure success in increasing sales and social media presence.
Presentation on Brand Strategy for The Economist Magazine in May 2013. Brand Strategy class at NYU Stern taught by Prof. Scott Galloway. A special video on brand identity was created and embedded into the presentation which can be viewed here http://youtu.be/lpo4us8kfG8.
Social Media Case Study - Social Listening Report on E-retail BrandsSocial Samosa
Flipkart, Snapdeal, Homeshop18 and Myntra extensively use hashtags and Twitter to promote their brands on social media. Monitoring these online conversations through tools like Radian6 reveals that more popular brands have higher online visibility and positive word-of-mouth, but are also more prone to negative feedback. It is important for e-commerce brands to track social media conversations to understand consumer sentiment and how their brand is perceived relative to competitors in order to effectively manage their online reputation. Influential users and negative experiences shared on platforms like forums in particular can significantly impact a brand.
The document discusses social media marketing and provides an agenda for the topics covered. It begins with an overview of social media and its role in marketing strategy. It then explains technical aspects like Facebook ad campaigns, metrics, best practices, and trends in Facebook advertising. It also covers other major social media platforms and how to choose which ones to use for a business. The document provides examples, explanations, and resources for each topic.
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
This document provides guidance on developing an effective social media strategy by answering five key questions. It recommends defining clear goals such as increasing sales or awareness. It also stresses the importance of setting metrics to measure success and assigning responsibilities to ensure goals are met. Finally, it advises providing valuable content to customers and using early successes to continue growing the strategy.
Decentralized social networks are emerging as the next trend, allowing individual users more control over their data and experience. As concerns grow over privacy and data usage on mainstream platforms, decentralized networks run by consumers rather than corporations offer an alternative. However, challenges remain around moderation and preventing toxicity without centralized oversight. In 2023, one or two decentralized networks may start to gain significant traction if they can address these issues, putting pressure on major platforms to offer users more choice and autonomy.
What is Influencer Marketing?
Why Influencer Marketing?
Advantages of Influencer Marketing?
How to use Influencer Marketing?
Case Studies on Successful Influencer Marketing?
Developing a Communications Strategy for Your NonprofitBig Duck
Between never-ending ‘to-do’ lists and new communications channels popping up everyday, it can be hard to find the time to stop and look at the bigger picture. Take a few hours out of the trenches and into a conversation about your goals, audiences, and actions to support your nonprofit’s mission. In a workshop at the Foundation Center in DC, Big Duck’s Vice President, Farra Trompeter, outlined what’s in a communications strategy and a guide for how to create and implement one for your organization.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
The social media audit evaluated ABC Co.'s performance on key social media platforms. It found that ABC Co. shares content daily across most platforms but engagement is low. The audit recommends focusing content by reducing frequency, diversifying posting times, and creating visual content for platforms like YouTube, Instagram and Slideshare to differentiate from competitors. High priority next steps include developing a content schedule and tailoring messages to specific platforms to better engage audiences.
This document discusses how to build brand love through developing a strong brand identity centered around a compelling "big idea." It argues that the more customers love a brand, the more powerful and profitable that brand will be. It provides strategies for using brand love to increase prices, lower costs, gain market share, and expand into new markets in order to boost profits. The workshop aims to teach attendees how to create and leverage the power and profitability of a beloved brand through strategic branding and brand planning.
The document discusses strategies for developing an effective social media content strategy. It recommends starting with user research to understand customer needs and goals. It then suggests holding a messaging workshop to define the goals, audience, voice, tone, timing and keywords for social media content. The strategy should consider where content will live on and off site and get stakeholder buy-in. It stresses the importance of an ongoing process of creating and engaging with customers, as well as measuring and adapting the strategy based on data.
Public Relations Management Session 3 Developing Pr Plan And StrategyMoksh Juneja
This document outlines the steps for developing a public relations campaign, including conducting research, performing a situational analysis, defining objectives and key messages, identifying stakeholders and target audiences, developing a strategy and timeline, allocating a budget, selecting appropriate tactics, and creating an evaluation plan. The campaign development process described involves 16 specific steps organized across multiple slides covering essential elements like SWOT analysis, messaging, and output, outgrowth, and outcome metrics for evaluation.
The top three questions marketers want answered about social media marketing are:
1. How to measure the effect of social media marketing on their business.
2. How to integrate and manage all of their social media marketing activities.
3. The best ways to sell products and services using social media.
The majority of marketers spend 6 or more hours per week on social media marketing activities. Measuring results and integrating activities were identified as major areas marketers want to improve.
As part of an internship group project, my team had to create a campaign that would increase positive feedback about JCPenney and positively affect their sales- this is what we came up with.
1) Brand activation involves creating marketing interactions between consumers and brands to help consumers better understand and accept brands as part of their lives.
2) It is important to emotionally connect brands with consumers at the right time, place, and way to motivate consumer commitment.
3) Benefits of brand activation include conveying positioning, supporting ad claims, increasing brand salience, and eliciting customer insights.
This document outlines a social media strategy for an organization called BDAS. The strategy includes:
1. An analysis of BDAS's current performance on LinkedIn and Twitter, including key metrics such as followers, impressions, and engagement.
2. Goals of increasing brand awareness, becoming the market leader, and boosting social metrics like followers and interactions.
3. A strategy format that involves segmenting targets into B2B companies and B2C customers, and positioning BDAS as offering the best quality and exclusive offers.
4. Tactical plans that include community management, content planning and publishing, and KPIs to measure success in increasing sales and social media presence.
Presentation on Brand Strategy for The Economist Magazine in May 2013. Brand Strategy class at NYU Stern taught by Prof. Scott Galloway. A special video on brand identity was created and embedded into the presentation which can be viewed here http://youtu.be/lpo4us8kfG8.
Social Media Case Study - Social Listening Report on E-retail BrandsSocial Samosa
Flipkart, Snapdeal, Homeshop18 and Myntra extensively use hashtags and Twitter to promote their brands on social media. Monitoring these online conversations through tools like Radian6 reveals that more popular brands have higher online visibility and positive word-of-mouth, but are also more prone to negative feedback. It is important for e-commerce brands to track social media conversations to understand consumer sentiment and how their brand is perceived relative to competitors in order to effectively manage their online reputation. Influential users and negative experiences shared on platforms like forums in particular can significantly impact a brand.
The document discusses social media marketing and provides an agenda for the topics covered. It begins with an overview of social media and its role in marketing strategy. It then explains technical aspects like Facebook ad campaigns, metrics, best practices, and trends in Facebook advertising. It also covers other major social media platforms and how to choose which ones to use for a business. The document provides examples, explanations, and resources for each topic.
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
This document provides guidance on developing an effective social media strategy by answering five key questions. It recommends defining clear goals such as increasing sales or awareness. It also stresses the importance of setting metrics to measure success and assigning responsibilities to ensure goals are met. Finally, it advises providing valuable content to customers and using early successes to continue growing the strategy.
Decentralized social networks are emerging as the next trend, allowing individual users more control over their data and experience. As concerns grow over privacy and data usage on mainstream platforms, decentralized networks run by consumers rather than corporations offer an alternative. However, challenges remain around moderation and preventing toxicity without centralized oversight. In 2023, one or two decentralized networks may start to gain significant traction if they can address these issues, putting pressure on major platforms to offer users more choice and autonomy.
What is Influencer Marketing?
Why Influencer Marketing?
Advantages of Influencer Marketing?
How to use Influencer Marketing?
Case Studies on Successful Influencer Marketing?
Developing a Communications Strategy for Your NonprofitBig Duck
Between never-ending ‘to-do’ lists and new communications channels popping up everyday, it can be hard to find the time to stop and look at the bigger picture. Take a few hours out of the trenches and into a conversation about your goals, audiences, and actions to support your nonprofit’s mission. In a workshop at the Foundation Center in DC, Big Duck’s Vice President, Farra Trompeter, outlined what’s in a communications strategy and a guide for how to create and implement one for your organization.
Building your brand – A practical guide for nonprofit organizations4Good.org
This "brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
The document discusses how empowering people through participation is key in modern marketing. It outlines how media has evolved from local gatherings to mass broadcast media like print, radio, and television that did not allow for participation. The rise of the internet again enabled people to both consume and produce media through social networking sites and user-generated content. This represents a shift from broadcast marketing to participatory marketing where brands must engage and connect with people through generative experiences rather than just broadcasting messages. The focus is no longer on traditional or digital marketing alone but optimizing all marketing communications around a digital hub where attention, not ads, must be earned through meaningful engagement and participation.
People don‘t like ads. The more access people have to technology, the more they will use it to skip advertising. When you as a consumer want content, you just want content. You don‘t want to be interrupted! The sole role of future advertising will be to drive traffic to the websites – where people can dive into a broader brand experience...
This document provides an overview of social media and social influence marketing. It begins with statistics about the large numbers of people using social media platforms like Facebook and discusses how the internet has evolved from one-way communication to enable more interaction and user-generated content through social media. Key points made include that social media supports human desires for social interaction, democratizes information sharing, and transforms consumers into producers of content. The document emphasizes that people no longer buy products alone and that brands must focus on engaging their communities through social media. It provides examples of both good and bad social media strategies and emphasizes the importance of listening, responding, being honest and fixing problems when they arise in order to establish brand devotion.
The document proposes a new "molecular brand" model where brands have a constant core identity but a variable coating or connectors that allow them to connect with different audiences. These molecular brands oscillate between consistency at their core while renewing at their surface through constant exchange. They use multiple connectors like shared values, roots, interests or lifestyle to attract different people. This model is proposed as more dynamic and able to adapt to changing contexts compared to traditional static branding models.
Situation Interactive is a full-service digital marketing agency that provides innovative interactive solutions and strategic planning to deepen connections with live experiences for clients in theater, events, arts, sports, film, television and travel. They exemplify principles of social media marketing through listening, talking, energizing and embracing constantly evolving audiences. Situation Interactive has achieved success for clients through social media campaigns that increased awareness, sales, experiences and customer loyalty, as shown by metrics like increased website traffic, ticket sales and social media followers. They are recognized as a top place to work in New York City for their creative work environment and challenges.
The document discusses how empowering people is key to effective marketing. It argues that social media has proven the power of human conversation and participation. For brands to be successful, they must allow people to do what they want better by being relevant and launching several ideas rather than one endless repeated idea. Ultimately, brands need to gain cultural insights, innovate, engage authentically, and be useful, helpful or entertaining to people in order to join them.
Storytelling - Pirate Skills - Ben SufianiPirate Skills
Once upon a time .. I noticed that no matter how awesome my analytics and campaign setup was .. if the content sucked I could wait for conversions as long as I wanted .. nothing happened. For example, I used to think that with Facebook it's 80% about the targeting and 20% about the actual content of the posts that I promoted. Boy, was I wrong!
Well, it's still true if you have an awful targeting setup, but that's not the case for most of us (at least not for the people who regularly attend the Pirate Skills events ;)). After you have the essentials down, it becomes more and more about the WHY, HOW and WHAT you are saying to your (potential) customers.
That's why storytelling has proven to be one of our best engines of growth. And that's why this time we have partnered up with an amazing storyteller, Suryanshu Rai (https://www.linkedin.com/in/suryanshucg/) founder of the visual effects and motion graphics company Black and Code (http://www.blackandcode.com/). He'll share with us his own framework, which he calls the "Emotion Engine" and teaches us the basics of visual storytelling.
We will also introduce our favorite storytelling framework from Donald Miller book "Building a Story Brand". It helps us every day to clarify our message so that people will actually listen (and convert). We will share his 7 elements of great storytelling to grow your business.
After this meetup, you will never wonder again "What should I be posting today on Facebook, Twitter, Emails, ..???". You'll be full of impactful stories to tell and share, which will touch your audience and make them act.
Cheers,
Ben
______________________________________________
Ben Sufiani
Captain
Pirate Skills
m: +49176-30543705
a: Im Mediapark 5, 50670 Cologne Germany
w: pirateskills.com
e: ben@pirateskills.com
Word Of Mouth Marketing Techniques Alper Celikalpercelk
The document discusses word-of-mouth marketing (WOMM) techniques and how they can be used to drive growth through positive buzz. Traditional marketing is becoming less effective while WOMM accounts for two-thirds of the US economy and is more influential than brand image or satisfaction. The key is identifying influential connectors in social networks who can spread positive messages to their contacts through conversations both online and offline.
The document discusses the rise of social media and its importance for businesses. It defines social media as online conversations powered by various technologies and platforms. The key reasons it gives for why businesses should engage with social media are that social networks are now more popular than porn sites, consumers highly trust recommendations from other users, brands are already being discussed online, and future consumers will expect brands to be present in social media. It argues that businesses must listen to online conversations, participate authentically, and provide ways for consumers to engage with brands in order to benefit from social media.
Social media refers to online platforms that allow people to communicate and share content. It includes blogs, social networks, photo sharing, reviews, and more. While some saw it as a fad, it is a fundamental shift in how people communicate from a monologue to a dialogue. Brands must listen to what people say about them online and engage in the conversation to appeal to younger consumers who increasingly rely on social platforms and recommendations from friends.
Thrive Internet Marketing presented an overview of digital marketing transformations. They discussed their company history providing web design since 1994 and rebranding in 2011. They outlined 8 essentials of online success and proposed an online blueprint for organizations. Their services include dynamic websites, ecommerce, and social media campaigns, and they have experience developing sites for many regional organizations.
Digital Politics: A briefing on new media for the Victorian caucus.Tim Evans
Forget the old rule about not discussing politics. Australians love sharing their political opinions, particularly from behind a touchscreen. In this presentation for the Victorian caucus, I've examined some of the key trends affecting governments and politicians.
Read on for insight into what's changing in digital, how politicians and governments take advantage of it, and what politicians can do right now to win.
This document provides an update on digital marketing trends in Q2 2016, with a focus on Finland. It identifies several emerging technologies, behaviors, and cultural trends, known as "edges", which could impact brands. These include increased use of bots, live video, virtual and augmented reality, artificial intelligence, internet of things, crowdfunding, robotics, ageless modeling, transgender representation, local markets, reducing waste, and clean technology. The document suggests considering these edges to develop new propositions that will resonate with consumers.
The document discusses modern marketing strategies and tactics. It emphasizes embedding marketing and value into products through innovation and content. Modern marketing focuses on engagement, utility and insights to better understand consumers and deliver value through branding and experiences. The key is to make people's lives better through great products and content.
Word-of-mouth marketing (WOMM) and creating positive buzz around products and services has become increasingly important as traditional marketing methods become less effective and trusted. Research shows that 84% of B2B campaigns resulted in lower sales and only 18% of TV ads generate a positive ROI. WOMM is driven by conversations and social media sharing between consumers and influences purchasing behaviors. Successful buzz marketing identifies influential community members and engages customers as citizen marketers to spread positive messages about brands throughout their online and offline social networks.
Word-of-mouth marketing (WOMM) and creating positive buzz around products and services has become increasingly important as traditional marketing methods become less effective and trusted. Research shows that 84% of B2B campaigns resulted in lower sales and only 18% of TV ads generate a positive ROI. WOMM is driven by conversations and social media sharing between consumers and influences purchasing behaviors. Successful buzz marketing identifies influential community members and engages customers as citizen marketers to spread positive messages about brands throughout their online and offline social networks.
Word of-mouth-marketing-techniques-womm4195Sara Farouk
Word-of-mouth marketing (WOMM) and creating positive buzz around products and services has become increasingly important as traditional marketing methods become less effective and trusted. Research shows that 84% of B2B campaigns resulted in lower sales and only 18% of TV ads generate a positive ROI. WOMM is driven by conversations and social media sharing between consumers and influences purchasing behaviors. Successful buzz marketing identifies influential community members and engages customers as citizen marketers to spread positive messages about brands organically.
Word Of Mouth Marketing Techniques Womm4195wmillheim
Word-of-mouth marketing (WOMM) and creating positive buzz around products and services has become increasingly important as traditional marketing methods become less effective and trusted. Research shows that 84% of B2B campaigns resulted in lower sales and only 18% of TV ads generate a positive ROI. WOMM is driven by conversations and social sharing between consumers and influences up to two-thirds of the US economy. Those within a person's social networks, considered "connectors" or "influencers", have the ability to impact purchasing behaviors through their recommendations. Companies should identify these influencers and engage them to help spur positive buzz and conversations that can lead to increased growth.
The Use-Case-Based AI Transformation Canvas is a strategic tool inspired by Alex Osterwalder's Business Model Canvas, designed to identify potential use cases within companies that can be transformed through the implementation of digital and AI processes. This canvas aims to provide a structured approach for organizations to envision and plan their AI transformation initiatives. By systematically examining the current setup, desired outcomes, and the transformation process, companies can gain a comprehensive understanding of the opportunities and challenges involved in leveraging AI technologies.
In der heutigen schnelllebigen Geschäftswelt ist die Nutzung der Kraft der Künstlichen Intelligenz (KI) für Organisationen, die Erfolg erzielen und sich an der Spitze halten möchten, von entscheidender Bedeutung. Aber wo fängt man an? Folgen Sie diesen 10 Schritten, um die Kraft der KI zu nutzen und ihr Potenzial für Ihr Unternehmen zu entfesseln.
Markenabteilungen und Nachhaltigkeitsabteilungen ziehen nur selten am gleichen Strang. Vergleicht man die Markenstrategien verschiedenster Unternehmen mit deren Nachhaltigkeitsstrategien, so findet man hier nur selten Anschlussfähigkeit oder gar Kongruenz. Nachhaltigkeit und Marke sollten jedoch zusammengedacht werden. nouvé berlin bietet hierfür einen innovativen Managementansatz.
Suchen Sie nicht nach Bedürfnissen im Markt, die Sie erfüllen können. Schaffen Sie einfach ein Bedürfnis, das nur Sie erfüllen können!
Es gibt im Innovationsbereich einen sehr verbreiteten Ansatz: Unternehmen gehen auf die Suche nach Bedürfnissen, um diese dann mit neuen Produkten und Services zu befriedigen. Dieser Ansatz ist nicht nur wenig kreativ, er ist auch nicht sonderlich effizient und bringt vor allem kaum nennenswerte Innovationen hervor, meist eher kleinere Verbesserungen. Denn wenn man Leute fragt, was sie wollen, wollen sie meist genau das, was sie bereits haben, etwas schneller vielleicht, etwas billiger, etwas leichter zu bedienen und so weiter. Wenn man sich die großen, revolutionären Innovationen der letzten 20 Jahre genauer anschaut – das Internet, das Handy, Suchmaschinen, Navigationsgeräte, das iPhone, Facebook, Cloud Computing etc. –, stellt man fest: Sie sind nicht einfach nur Weiterentwicklungen bestehender Dinge. Sie machen eine neue Kategorie auf (W. Chan Kim und Renée Mauborgne nennen sie ‘Blue Oceans‘), kreieren Bedürfnisse, die es vorher so nicht gab – und die zunächst nur durch sie selbst gestillt werden können. Niemand äußerte das Bedürfnis zu Kopien, bevor es Kopierer gab, niemand redete über GPS-Navigation im Auto, bevor es die Technik dazu gab, niemand hatte das Bedürfnis, das Leben seiner Freunde in Echtzeit verfolgen zu können vor Facebook, und wenige glaubten, unbedingt von überall auf ihre Daten zugreifen zu müssen, bevor sie von Cloud Computing gehört hatten. Woher kommen solche revolutionären Ideen? Oft sind sie schon lange da, sind bereits imaginiert, ohne erfunden worden zu sein. Science-Fiction-Filme und -Romane zeigen uns oft eine Zukunft, die nur noch wenige Jahre vor uns liegt. Unternehmen sollten solche Zukunftsszenarien daher durchaus auch strategisch nutzen. Denn: “The future is already here – it’s just unevenly distributed” (William Gibson). Wie das geht, zeigt unsere Präsentation "FRONTLOADING FOR INNOVATION".
Die Marke ist ein zentraler Bestandteil der Unternehmensstrategie. Viele Mittelstandsunternehmen sehen sie jedoch nur als nachgelagerten Marketingaspekt – und verschenken dadurch wertvolles Potenzial.
Marken sind komplexe Sinnsysteme, die die Aufgabe haben, die Komplexität, in der wir leben, zu reduzieren. Sie geben uns als Verwender Orientierung und Sicherheit, motivieren uns als Mitarbeiter zu Höchstleistungen und liefern uns als Managern eine klare Entscheidungsgrundlage. Starke Marken bieten nicht nur Image und Identifikationsangebote für die Markenkommunikation, sondern essenzielle Aussagen für die Produktentwicklung, das Innovationsmanagement und das Service Design. Dass eine Marke nach diesem Verständnis nicht Anhängsel des Marketings sein kann und darf, versteht sich von selbst. Vielmehr geht es darum, die Marke möglichst hoch im Unternehmen anzusiedeln. Nicht umsonst sagt man, Markenmanagement sei Chefsache. Unternehmen, die markenorientiert denken und planen wollen, sollten daher zunächst ihre langfristigen Marken-, Design- und Innovationsstrategien aufeinander abstimmen. Gemeinsam bilden diese das Fundament und die Koordinaten für das Markenmanagement. Wie Sie Ihr Unternehmen markenorientierter machen können, erklärt Ihnen unsere Präsentation „MARKENBASIERTE UNTERNEHMENSORGANISATION“.
Bekanntermaßen werden Strategien entwickelt, um konkrete Ziele zu erreichen. Was aber, wenn das Ziel der Strategie die kontinuierliche Veränderung ist? Dann sprechen wir über Transformation.
Den Begriff der Transformation versteht man am besten durch sein Gegenteil: die Stagnation. Zu stagnieren, sich also nicht weiterzuentwickeln, bedeutet oft das Todesurteil für eine Marke oder ein Unternehmen. Das war schon vor 100 Jahren so. Heute haben die Veränderungen um uns herum allerdings ein Tempo erreicht, das Innovationszyklen immer weiter zusammenschrumpfen lässt – bis hin zur kontinuierlichen Erneuerung. Unternehmen, die bei diesem Tempo mithalten wollen, brauchen entweder einen guten Herzschrittmacher – oder ein neues Selbstverständnis: Weg von der Stabilität, hin zur Agilität. Wenn wir bei GREENKERN über Transformation sprechen, dann geht es uns nicht nur ums Finden der nächsten stabilen Marken- oder Unternehmenskonfiguration, sondern darum, eine Marke bzw. ein Unternehmen in die Lage zu versetzen, sich kontinuierlich und optimal seiner sich verändernden Umwelt anzupassen. Transformation ist für uns maximale Performance durch vorausschauende Anpassungsfähigkeit. Um diese zu ermöglichen, braucht es ein neues Verständnis von Markenführung, adaptive Businessmodelle und eine Organisation, die auf permanente Anpassung justiert ist. Erfahren Sie mehr darüber in unserer Präsentation "From Configuration to Transformation".
Das Problem ist nicht der Mangel an Daten, es ist das fehlende Verständnis dafür, wie man diese Daten nutzbar machen kann.
Das Sammeln und Verarbeiten von Daten war bis vor Kurzem noch mit einem enormen Aufwand verbunden. Das Web 2.0 hat uns alle zu Produzenten von Inhalten und damit zu Teilnehmern an einer gigantischen, globalen Konversation gemacht. Erst jetzt ist es möglich geworden, (eigen- und fremd-) markenbezogene User-Aktivitäten mit digitalen Tools in Echtzeit zu verfolgen, ihre Essenz zu filtern und für das Markenmanagement nutzbar zu machen. Die heutigen Analysemöglichkeiten gehen dabei weit über die einfach ersichtlichen Kennzahlen wie z. B. Webseitenbesucher, Facebook-Fans oder Bannerklicks hinaus. Im Fokus moderner Analysetools stehen Stimmungsbilder rund um die Marke (Opinion Mining, Sentiment Analysis), die Früherkennung möglicher Probleme (Issue Detection) und die Erfolgsmessung von Aktivitäten (Campaign Monitoring). Damit ist das Interesse aller Beteiligter an der Markenführung die wichtigste Voraussetzung für die Entwicklung eines solchen Marken Steuerungstools. Die Präsentation „MARKENFÜHRUNG IM DIGITALEN ZEITALTER“ stellt Ihnen unseren Ansatz des Brand Performance Measurements vor und gibt Ihnen einen Einblick in die Funktionsweise unseres Brand Performance Cockpits.
Die digitale Welt endet nicht an der Grenze der Wirklichkeitsnachahmung oder -simulation.
Vielmehr sehen wir, dass die neuen technologischen Möglichkeiten unsere Sinne nicht einfach nur „reizen“ (über unsere Perzeption), sondern dass sie tatsächlich auch gänzlich „neue“ Sinneserlebnisse ermöglichen (durch Assoziation oder Evokation).
Das Digitale wird damit zu einem Katalysator für die Erweiterung unserer sinnlichen Fähigkeiten.
Unternehmensvisionen sind wichtig. Sie sind die Grundlage jeder Unternehmenskultur. Aber es reicht nicht, nur eine Vision zu haben – man muss sie auch leben. Eine inspirierte, inspirierende Unternehmenskultur ist das Ergebnis guter Führung; eine ambitionierte Markenführung mit Gespür für die wesentlichen, erfolgskritischen Details das Resultat guten Managements.
We really love the lean startup approach and find it very useful. But we think having the right product does not automatically equal becoming successful. In the end, there are completely different factors which make new products and services attractive for people. This presentation shows which ones they are.
Der interplay radar gibt detailliert Auskunft darüber, in welchen Bereichen ein Unternehmen gut aufgestellt ist bzw. wo noch Optimierungsbedarf herrscht. Das Scoring schafft eine aussagekräftige Basis, um konkrete Differenzierungspotenziale und damit potenzielle Wettbewerbsvorsprünge für zukünftigen Unternehmenserfolg abzuleiten.
Die Brand Inspiration Days von nouvé stellen Ihrem Unternehmen frische Ideen, neue Produkte und Services sowie relevante Trends und Entwicklungen aus aller Welt vor. Gönnen Sie Ihrem Management einen Tag voller Aha-Effekte – es wird sich für Ihr Unternehmen auszahlen! Ein Baustein für Ihre Innovationskultur.
The document discusses the importance of service design for companies. It argues that companies can no longer just deliver what customers expect, but must anticipate and create needs. Service design is presented as a way to design customer experiences and touchpoints that transcend expectations. The document outlines the process of service design and provides examples of how it can lead to innovative new services that make a difference for customers.
The document discusses how NGOs can learn from businesses' approaches to branding. It argues that NGOs should see themselves as platforms for co-creation around important issues rather than just service providers. By focusing on engaging supporters and making participation fun and cool, NGOs can compete better for attention and funding. The document provides examples of how to create innovative branding by empowering people and making NGOs' missions feel enabling and exciting. It encourages NGOs to embrace their roles as "service brands" that allow people to help important causes.
In studies of the networks of citations between scientific papers, Derek de Solla Price showed in 1965 that the number of links to papers—i.e., the number of citations they receive—followed a Pareto distribution or power law. Recent interest in scale-free networks started in 1999 with work by Albert-László Barabási and colleagues who mapped the topology of a portion of the Web, finding that some nodes, which they called "hubs", had many more connections than others and that the network as a whole had a power-law distribution of the number of links connecting to a node...
The document discusses the concept of "molecular brands" for connecting with fragmented audiences in today's media landscape. It argues that brands must offer flexible identities and individual "connectors" to form personal relationships. These connectors are self-replicating cultural memes that allow audiences to engage with the brand through shared values, interests, beliefs and other cultural symbols. By providing multiple connection points, brands can adapt to individual perspectives and exist as fluid yet coherent identities in today's networked media world.
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❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...essorprof62
DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KALYAN FIX JODI ANK LEAK FIX GAME BY DP BOSS MATKA SATTA NUMBER TODAY LUCKY NUMBER FREE TIPS ...
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Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani case
Time and again, the business group has taken up new business ventures, each of which has allowed it to expand its horizons further and reach new heights. Even amidst the Adani CBI Investigation, the firm has always focused on improving its cement business.
Efficient PHP Development Solutions for Dynamic Web ApplicationsHarwinder Singh
Unlock the full potential of your web projects with our expert PHP development solutions. From robust backend systems to dynamic front-end interfaces, we deliver scalable, secure, and high-performance applications tailored to your needs. Trust our skilled team to transform your ideas into reality with custom PHP programming, ensuring seamless functionality and a superior user experience.
The report *State of D2C in India: A Logistics Update* talks about the evolving dynamics of the d2C landscape with a particular focus on how brands navigate the complexities of logistics. Third Party Logistics enablers emerge indispensable partners in facilitating the growth journey of D2C brands, offering cost-effective solutions tailored to their specific needs. As D2C brands continue to expand, they encounter heightened operational complexities with logistics standing out as a significant challenge. Logistics not only represents a substantial cost component for the brands but also directly influences the customer experience. Establishing efficient logistics operations while keeping costs low is therefore a crucial objective for brands. The report highlights how 3PLs are meeting the rising demands of D2C brands, supporting their expansion both online and offline, and paving the way for sustainable, scalable growth in this fast-paced market.
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
Introduction to the Panel on: Pathways and Challenges: AI-Driven Technology in Agri-Food, AI4Food, University of Guelph
“Enhancing Adoption of AI in Agri-food: a Path Forward”, 18 June 2024
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...Herman Kienhuis
Presentation by Herman Kienhuis (Curiosity VC) on developments in AI, the venture capital investment landscape and Curiosity VC's approach to investing, at the alumni event of Amsterdam Business School (University of Amsterdam) on June 13, 2024 in Amsterdam.
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...
Branding 2.0 for NGOs
1. TORSTEN HENNING HENSEL
PARTNER // CREATIVE CONSULTANT
NOUVÉ INTERPLAY
WWW.NOUVE.EU
WWW.NOUVE-INTERPLAY.COM
WWW.TWITTER.COM/NOUVE_INTERPLAY
WWW.FACEBOOK.COM/NOUVE.INTERPLAY
NOUVENEXT.TUMBLR.COM
NOUVENET.MIXXT.ORG
BRANDING 2.0 FOR NGOS
CORE ASPECTS OF A SOCIAL MEDIA STRATEGY
BERLIN // DECEMBER 2009
WWW.FLICKR.COM/PHOTOS/39588385@N05/3657975883
2. Social m edia is called social media because
the med ia‘s use and purpose are social.
WWW.FLICKR.COM/PHOTOS/IAINJOHNMORRISON/4035928764
3. WWW.FLICKR.COM/PHOTOS/ALE2000/3311489900
S: WEB 2.0 IS NO T JUST ANOTHER
THIS MEAN ABOUT PEOPLE
ADVERTISING OR PR CHANNEL. IT‘S
E.
CIAL EXCHANG
AND RELAT IONSHIPS AND SO
12. ActionAid Adventist Development and Relief Agency International African Medical and Research Foundation
Agency for Personal Service Overseas Aid to the Church in Need AMDA International Amnesty International
Asia Institute of Management Charities Aid Foundation Christian Children's Fund Christian Solidarity
International Consumers International Counterpart International CUSO Department for International
Development Food and Agricultural Organization of the United Nations Foodfirst Information and Action
Network Ford Foundation Freedom House Friends of the Earth International Friends World Committee for
Consultation German Appropriate Technology Exchange Greenpeace International Institute of Cultural Affairs
International Intermediate Technology Development Group International Confederation of Free Trade Unions
International Cooperative Alliance International Council of AIDS Service Organizations International Council on
Social Welfare International Development Research Centre International Federation of ACAT - Action by
Christians for the Abolition of Torture International Finance Corporation International Labour Organization
International Movement Against All forms of Discrimination and Racism International Ocean Institute
International Society for Human Rights Islamic Relief Worldwide Leadership for Environment and Development
Oxfam International Penal Reform International Population Council Public Services International Rainforest
Foundation International Salvation Army Save the Children Telecommunication Development Bureau UNICEF -
United Nations Children's Fund UNEP United Way International World Bank Institute World Business Council for
Sustainable Development World Food Programme World Institute for a Sustainable Humanity WHO - World
Health Organization World Organization of the Scout Movement World Vision International World Wide Fund for
Nature Youth With A Mission Centre on Human Rights Committee on the Elimination of Discrimination
Commonwealth Human Rights Institution Dorcas Aid International Earthwatch Institute Green Cross
International International Association of Democratic Lawyers International Association of Drilling Contractors
International Human Rights Law Group International League of Human Rights No Peace Without Justice
International Opportunity International Shelter Now International UN Centre for Regional Development World
Conference of Labour World Water Council
1. EVEN NON-PROFIT ORGS ARE PART OF THE MARKET AND ITS COMPETION
IN THE AGE OF CONVERSATION,
ATTENTION IS BECOMING A SCARCE RESSOURCE
13. THE WORLDWIDE NGO DIRECTORY LISTS 17,545 EUROPE-
BASED NON-GOVERNMENTAL ORGANIZATIONS.
THE DIRECTORY OF DEVELOPMENT ORGANIZATIONS LISTS
53,750 DEVELOPMENT ORGANIZATIONS WORLDWIDE.
ASSOCIATIONS UNLIMITED LISTS MORE THAN 456,000 NON-
PROFIT ORGANIZATIONS WORLDWIDE.
CHARITY OVERFLOW...
14. AND NOT TO FORGET:
EVERY YEAR, AN AVERAGE CONSUMER SEES OR HEARS 1 MILLION
MARKETING MESSAGES – THAT'S ALMOST 3,000 PER DAY... AND
DEFINITELY MORE THAN ANY BRAIN LOVES TO DIGEST.
WWW.FLICKR.COM/PHOTOS/KELLYSFACE/3695963815/
15. UUH, IMPRESSIVE FACTS – OR RATHER:
DEPRESSING FACTS, EH?
SO, WHERE‘S THE F***ING SOLUTION?
OK, STEP BY STEP ;-)
16. UNDERSTAND YOURSELF
AS A BRAND AND WHAT*
YOU DO AS A (SOCIAL) SERVICE.
* WITHOUT A DIS
TINCTIVE BRAND
ATTITUDE YOU W
ILL DROWN IN TH
FLOOD OF VOICE E
S AND NOISES.
YOUR BRAND IS
THE MOST
EFFICIENT AND M
OST EFFECTIVE
DIFFERENTIATION
FACTOR YOU
HAVE. AND THAT
‘S NOT JUST
MARKETING BLAH
. IT‘S THE LATEST
RESULTS FROM N
EUROSCIENCE.
HTTP://UPLOAD.WIKIMEDIA.ORG/WIKIPEDIA/COMMONS/A/A5/TSUNAMI_BY_HOKUSAI_19TH_CENTURY.JPG
17. Some definitions to make sure we talk about the same now...
A BRAND IS NOT…
A TRADE MARK
(These are legal properties.)
A MISSION STATEMENT
(This is a reminder.)
A LOGO OR SLOGAN
(These are your signatures.)
A PRODUCT OR SERVICE
(These are just the tangibles.)
ADVERTISING
(They deliver your messages.)
HTTP://FARM1.STATIC.FLICKR.COM/53/163875481_57F3D58CE8.JPG
HTTP://WWW.SLIDESHARE.NET/IMOOTEE/60-MINUTE-BRAND-STRATEGIST-LIMITED-EDITION
18. Some definitions to make sure we talk about the same now...
WWW.FLICKR.COM/PHOTOS/24863129@N03/23
A BRAND IS…
47868601
POINT OF VIEW
Branding is a strategic point of vie
w, not
a select set of marketing activities.
CUSTOMER VALUE
Branding is central to creating cu
stomer
value, not just sound bites and im
ages.
COMPETITIVE ADVANTAGE
Branding is a key tool for creating
and
sustaining competitive advantages
.
ENGINEERED
Brand strategies must be “engine
ered” into
the strategic planning process.
ALIVE
Brands get their identity from mea
nings.
Products and services are the bloo
d
of a brand. Your organizational cu
lture and
standards for action are the heartb
eat.
LOGIC AND EMOTION
Branding is part science and part
ar t.
HTTP://WWW.SLIDESHARE.NET/IMOOTEE/60-MINUTE-BRAND-STRATEGIST-LIMITED-EDITION
19. Some definitions to make sure we talk about the same now...
AND ABOVE ALL, A BRAND IS…
*
PARTICIPATORY
* AND IT IS THE MORE PARTICIPATORY
THE MORE SOCIAL IT IS.
WWW.FLICKR.COM/PHOTOS/NOAMG/218169158
21. MORE AND MORE, CUSTOMERS ARE INVITED NOT JUST TO BUY THINGS BUT TO
DO THINGS. ON THE PLATFORM OF EBAY, WIKIPEDIA, FLICKR AND YOUTUBE,
PEOPLE SELL THINGS, SHARE KNOWLEDGE, BROADCAST VISUAL IDEAS.
SONY ERICSSON SHOWS HOW ITS MOBILES ENABLE PEOPLE TO DO WHAT
THEY LOVE. PEUGEOT INVITES CUSTOMERS TO BECOME CAR DESIGNERS,
AND CROWDSPIRIT GETS LARGE NUMBERS OF PEOPLE TO INVENT NEW
ELECTRONIC PRODUCTS.
ACROSS THE DEVELOPED WORLD, CONSUMERS ARE BECOMING ACTIVE, EVEN
ACTIVISTS, AND BRANDS THEIR PLATFORM. IT’S A LESS EMOTIONAL, MORE
PRACTICAL RELATIONSHIP – PEOPLE DON’T LOVE EBAY, THOUGH THEY LOVE
WHAT IT ALLOWS THEM TO DO. AS CONSUMERS ARE INVITED NOT TO BUY
BUT TO WORK, FUNCTIONALITY REALLY MATTERS. CREATING A BRAND, AND
DESIGNING THE SERVICE BEHIND IT, ARE BECOMING INSEPARABLE.
HTTP://WWW.WOLFFOLINS.COM/BRANDNEXT
22. BEFORE DOING ANYTHING, ORGANIZATIONS
SHOULD PRECISELY DEFINE WHAT THEY STAND
FOR AND WHAT THEY ENABLE PEOPLE TO DO.
Onliness statemengt
ni
n
positio
The essence of your
OUR
offering
IS THE ONLY
category
THAT benefit .
SOURCE: NEUTRON LLC
24. RE-THINK DOMINANTTHINKING YOU TO THEM...
SWITCH YOUR
YOUR PERSPECTIVE FROM
AN EXAMPLE
YOUR ORGANIZATION HELPS AIDS ORPHANS IN AFRICA. AND YOU NEED
FINANCIAL SUPPORT FROM PEOPLE TO DO YOUR WORK. THANKS TO SOCIAL
MEDIA YOU HAVE THE CHANCE TO LET THEM PARTICIPATE IN YOUR ADVENTURES.
EVEN MORE: MAKE THEM HELP THE AFRICAN CHILDREN. MAKE THEM SEE YOU AS
THE SERVICE PROVIDER THAT ENABLES THEM TO HELP.*
*AS A RESULT, YOU WILL FIND A LOT OF (BRAND) FANS WHO WILL HELP YOU SPREAD
YOUR IDEAS AND GOALS. AND THIS, IN TURN, WILL SOONER OR LATER ALSO FILL YOUR
POCKETS WITH THE MONEY YOU NEED TO DO YOUR JOB.
26. KNOWING WHAT YOU STAND FOR AND WHAT
YOU ENABLE PEOPLE TO DO IS THE BASIS FOR
DEVELOPING A UNIQUE (SOCIAL) SERVICE – AND
FOR A CONTENT THAT PEOPLE REALLY WANT
(BECAUSE IT IS VALUABLE FOR THEM).
WWW.FLICKR.COM/PHOTOS/38043424@N07/3576721229
28. OINNOVATE.BLOGSPOT.COM/2009/05/LISTENING-AND-FOLLOWING-BACK-ON-TWITTER.HTML
@johnrobinson: I admit I'm suspicious of media folk
who join Twitter, attract 100s of followers & follow
HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291
only a handful. They're talking but not listening?
@jiconoclast: @johnrobinson I think your instincts are
sound. Many media folks see Twitter as just another
one-way publication medium.
@robyntomlin: @johnrobinson Agreed. There needs to
be give and take or it's just broadcast. Best when it's a
conversation.
@johnrobinson: I mean, I love addressing an audience,
too, but reading you guys is much, much more
entertaining and informative.
@BIF: @johnrobinson To me, the value of Twitter is
listening in on what folks are talking about. Plus we've
gotten some great stories via tweets.
29. THERE‘S A LOT OF TALK. EVEN ABOUT YOU
LISTEN. LEARN. ANSWER. IMPROVE.
30. THERE‘S A LOT OF TALK. EVEN ABOUT YOU
LISTEN. LEARN. ANSWER. IMPROVE.
DID YOU KNOW THAT GIVING
BLOOD MAKES HAPPY?
(GREAT INSIGHT AND FOOD FOR A
CO0L STORY (OR CAMPAIGN))
31. THE WORLD IS YOUR OYSTER. WWW.PRIMELINE.COM/IMAGES/WORLD_INSIDE.JPG
SOCIAL MEDIA MEANS THAT YOUR AUDIENCE IS CHANGING –
AND EXPANDING: SUDDENLY IT‘S THE WHOLE WORLD THAT CAN
SEE WHAT YOU DO – AND THAT CAN SUPPORT YOU!
32. ORGANIZE YOUR BRAND MESSAGES.
THERE‘S A PLATFORM FOR EVERY MESSAGE. IF NOT, CREATE YOUR OWN.
AUDIENCE MATTERS.
SOURCE: FREDCAVAZZA.NET
33. ORGANIZE YOUR BRAND MESSAGES.
IF YOU CONTINUOUSLY TALK ABOUT VARIOUS TOPICS, CLUSTER THEM AND
PUT THEM IN LISTS. THUS, FOLLOWERS GET THE CHANCE OF SELECTING
JUST THE TWEETS AND FEEDS THEY ARE INTERESTED IN.
RELEVANCE MATTERS.
34. ORGANIZE YOUR BRAND MESSAGES.
NOT JUST THINK ABOUT WHAT YOU WANT TO SAY BUT ALSO WHEN AND WHERE.
CONTEXT MATTERS.
36. THINK THINGS NEW. TRY OTHER WAYS!
WHEN YOU NEED MONEY, DON‘T THINK ABOUT
NEW WAYS OF FUNDRAISING, THINK ABOUT NEW
WAYS OF MAKING MONEY (E.G. CHARGE PEOPLE
FOR USING YOUR SERVICES).
37. DESIGN THINKING CAN WWW.FLICKR.COM/PHOTOS/AEA/3979840868
HELP YOU FIND NEW WAYS
DESIGN THINKING IS A PROCESS FOR PRACTICAL, CREATIVE RESOLUTION OF
PROBLEMS OR ISSUES THAT LOOKS FOR AN IMPROVED FUTURE RESULT. IT IS THE
ESSENTIAL ABILITY TO COMBINE EMPATHY, CREATIVITY AND RATIONALITY TO MEET
USER NEEDS AND DRIVE BUSINESS SUCCESS. UNLIKE ANALYTICAL THINKING, DESIGN
THINKING IS A CREATIVE PROCESS BASED AROUND THE "BUILDING UP" OF IDEAS.
38. DESIGN THINKING
A SIMP LE PROCESS
RESEARCH, PROBLEM DETECTION AND
UNDERSTANDING, DEDUCTION OF
TRANSFORMATION FIELDS
INSIGHT GENERATION
EVALUATION
SELECTION OF FAVORITES,
IMPLEMENTATION OF LEARNINGS,
ELIMINATION OF ISSUES
IDEA GENERATION
BASED ON SUITABLE
CREATIVITY TECHNIQUES
IDEATION
PROTOTYPING + TESTING
DEEPENING UNDERSTANDING VIA
PROTOTYPE-BASED TESTING OF IDEAS
39. TIME FOR A GREAT AND
SUCCESSFUL CASE, ISN‘T IT?
SO, LET‘S HAVE A LOOK AT TCKTCKTCK.ORG – A GLOBAL ALLIANCE OF LEADING
INTERNATIONAL ORGANIZATIONS ADDRESSING ENVIRONMENT, DEVELOPMENT,
POVERTY, HUMAN RIGHTS, HEALTH AND HUMANITARIAN ISSUES – THAT MANAGED
TO ACTIVATE MORE THAN 10 MILLION PEOPLE WITHIN A FEW WEEKS – MAINLY
THROUGH THE INTELLIGENT USE OF SOCIAL MEDIA.
THE TCKTCKTCK CAMPAIGN IS EMBRACING A NEW ORGANIZING MODEL, A DEEPLY OPEN
CAMPAIGN, TO SUPPORT A BROAD AND DIVERSE MOVEMENT ALL WORKING FOR A
STRONG CLIMATE TREATY IN COPENHAGEN.