As niche networks are quickly becoming the "go-to" for deep discussions around hobbies and common interests, how can your clients overcome the noise and genuinely connect with consumers, while still allowing their message to scale? Learn the seven C's of social marketing: campaigns, conversations, community, clicks, creativity, collaboration, and connections.
The document discusses emerging social media trends and provides strategies for social media marketing. It includes a quote from Avinash Kaushik about how social media is like teen sex in that everyone wants to do it but nobody knows how. It then discusses the importance of listening, participating, and leading on social media without becoming a spammer. Examples are provided of case studies in social outreach and lead generation through social media curation and using tools like hashtags and QR codes. The presentation emphasizes becoming part of the conversation rather than just pushing products or services.
This document discusses how social media can be used for social good and activism. It provides examples of organizations that have successfully used social platforms to raise awareness and funds. Key strategies discussed include having active and authentic social accounts, maintaining a clear brand message, and empowering communities. Current trends in social media activism include location-based initiatives, mobile apps, crowdsourcing, and cause marketing campaigns. Best practices and potential future directions are also outlined.
Impress London: "Punching above your weight using social media"Bright One
Rob Dyson, PR Manager at Whizz-Kidz, presented "Punching above your weight using social media" at Impress London on 11 November 2010.
Find out more at http://impress.brightone.org.uk/
This document provides tips and strategies for using Twitter effectively. It outlines Savannah Peterson's background and experience in social media marketing and public relations. The document then shares several "pro tips" for using Twitter to get media coverage, tell your story, connect with influencers, go viral, follow and engage with reporters, pitch ideas, and use social media as an ongoing marketing engine. Specific examples are given of Savannah using Twitter to get discounts to events and media coverage for companies. The overall message is that Twitter can be strategically used to promote products, brands, and oneself.
This document discusses how social media is changing activism and social good campaigns. It outlines how social media allows for immediate impact, information sharing, and empowering communities. It provides examples of effective social media strategies, current trends like mobile apps and cause marketing. It also discusses tools used and best practices, while warning against slacktivism, greenwashing, dullness and charity fatigue.
The document discusses emerging social media trends and provides strategies for social media marketing. It includes a quote from Avinash Kaushik about how social media is like teen sex in that everyone wants to do it but nobody knows how. It then discusses the importance of listening, participating, and leading on social media without becoming a spammer. Examples are provided of case studies in social outreach and lead generation through social media curation and using tools like hashtags and QR codes. The presentation emphasizes becoming part of the conversation rather than just pushing products or services.
This document discusses how social media can be used for social good and activism. It provides examples of organizations that have successfully used social platforms to raise awareness and funds. Key strategies discussed include having active and authentic social accounts, maintaining a clear brand message, and empowering communities. Current trends in social media activism include location-based initiatives, mobile apps, crowdsourcing, and cause marketing campaigns. Best practices and potential future directions are also outlined.
Impress London: "Punching above your weight using social media"Bright One
Rob Dyson, PR Manager at Whizz-Kidz, presented "Punching above your weight using social media" at Impress London on 11 November 2010.
Find out more at http://impress.brightone.org.uk/
This document provides tips and strategies for using Twitter effectively. It outlines Savannah Peterson's background and experience in social media marketing and public relations. The document then shares several "pro tips" for using Twitter to get media coverage, tell your story, connect with influencers, go viral, follow and engage with reporters, pitch ideas, and use social media as an ongoing marketing engine. Specific examples are given of Savannah using Twitter to get discounts to events and media coverage for companies. The overall message is that Twitter can be strategically used to promote products, brands, and oneself.
This document discusses how social media is changing activism and social good campaigns. It outlines how social media allows for immediate impact, information sharing, and empowering communities. It provides examples of effective social media strategies, current trends like mobile apps and cause marketing. It also discusses tools used and best practices, while warning against slacktivism, greenwashing, dullness and charity fatigue.
The document discusses the importance of social media marketing and investing in communities. It provides tips for using different social media platforms like Twitter, Facebook, Instagram, LinkedIn, and YouTube for branding, customer service, and networking. It also mentions that a 2009 US Department of Education study found that online students on average outperformed those receiving face-to-face instruction.
The document summarizes tips for effective time management that were presented at a conference on the topic. It recommends defining compelling goals, prioritizing tasks, maintaining existing relationships which requires less time than building new ones, avoiding distractions, connecting with others at regular intervals, using tools to automate repetitive tasks, and letting social media work for you rather than the other way around. Contact information is provided for the two presenters.
Presentation at Kishor Social Media conference for Professional Jewish Women on February 17, 2010, in Jerusalem. Strategies for efficient use of social media.
By Hadassah Levy and Hannah Katsman.
Michelle Kershner gave a presentation on connecting communication strategies across different platforms. She stressed the importance of crafting a solid message, controlling the message, and connecting it across various channels. This ensures the key information remains clear and focused. She provided tips on building an audience first before sharing content widely, and using tools like hashtags and links to tie messages together into a coherent narrative. The goal is to effectively wrangle messages on wild social media landscapes and bring focus to one's overall communication.
CXP May 2018_Social Media Executive GuideKen Gosnell
67% of CEOs have no online presence. Social media is essential to business success. This executive guide will help CEOs use social media effectively and help them create a better and bigger online presence.
This document provides an introduction to the concept of a "connected congregation" through a presentation by Lisa Colton. It discusses three main points:
1. A connected congregation prioritizes relationships and shared values, aligning all aspects around building a strong, engaged community.
2. Values are the DNA of a congregation and should be expressed in all its work. Understanding a congregation's values helps guide its efforts.
3. To be truly connected, a congregation must design for social engagement between members through programs, education, and everyday interactions. Building individual relationships and collective identity strengthens the community.
This document provides advice for starting a sustainable student organization. It recommends finding a passion or need to address, networking widely to build support and find mentors, setting goals but also being flexible, thinking big but starting small, planning for challenges like membership changes, and creating strong transitional processes. The overall message is to identify an important cause and develop the organization thoughtfully with a long-term vision.
The document provides an introduction to social media. It discusses why organizations use social media, including that it allows them to reach large audiences and build their reputation. It also outlines some best practices for social media use and potential issues like mistakes or hacks that could damage an organization's reputation. The document advocates for creating engaging content tailored to audiences and sharing positive stories and examples from other non-profits to demonstrate effective social media strategies.
Finding Inspiration Online for Non-ProfitsMegan Huxhold
This presentation gives 3 different strategies to create an inspiring campaign that could change the lives of your customers. Each concept is illustrated with examples.
#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...Emma Mirrington
The document discusses creative social engagement strategies for attracting talent. It recommends creating compelling and shareable content that triggers emotions like happiness, awe, and inspiration. The content should be relevant and tell stories rather than just chase likes and shares. Identifying advocates within the business who love social media and empowering them to participate is also suggested. An example is given of a company that ran a successful Twitter campaign with a hashtag that trended and improved their hiring outcomes.
The document summarizes a presentation about using social media to advance the play movement. It includes an agenda for the presentation which covers introducing case studies and tips. The presentation aims to increase playtime in schools, add more playspaces, and get more children playing outdoors. It provides examples of social media campaigns like Free Range Kids, Park-A-Day Summer Challenge, and Defend Adventure Playground. The presentation concludes by having attendees brainstorm goals and tools to create their own social media campaigns to promote play in their communities.
The Bike Whisperer, Halfords. Social media campaigns I wish I'd done seminar,...CharityComms
Shaf Mansour, Barnardo's
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
10 Takeaways from PRSA International Conference 2013 #PRSAICONSandra Fathi
10 ideas that inspired me at the 2013 PRSA International Conference from Brian Solis, Vernice Armour, Elise Mitchell, Geno Church, Guy Kawasaki, David McCulloch and others
This document discusses blogs, influencers, and social media at SXSW. It provides examples of influencers like Tina Roth Eisenberg and Jane Pratt. It also discusses how to expand online influence by creating highly shareable content across multiple channels and monitoring return on investment. Finally, it emphasizes becoming visible as an individual by working in your niche and passion while engaging in existing conversations.
Be Good Be Social: Communicating in a Big Society presentationRob Dyson
The basis of a talk I gave at the second Be Good Be Social event in Glasgow, 7 April 2011. The event was sponsored by Blackbaud and organised by Third Sector Lab.
How to Transform Your Career by Petra NemcovaLinkedIn
On April 2, 2014, LinkedIn had the opportunity to sit down with model, ambassador, philanthropist, and entrepreneur Petra Nemcova to talk about career transformation and professional brand as part of the LinkedIn Discussion Series in NYC.
Stephen Wind-Mozley, Digital Director of Virgin Media Business goes through the 7Cs of effective digital marketing: customer, content, conversion, context, community, convenience, cohesion and how they can help SMEs succeed.
This deck was originally presented on an FSB webinar in September 2016
The 7 C's of marketing is a customer-driven alternative to the traditional 7 P's framework that focuses on the consumer. It examines marketing from the consumer's perspective rather than the business. The 7 C's are: Consumer, Cost, Communication, Convenience, Caring, Co-ordinated, and Confirmation. The framework aims to better satisfy customers by considering their needs, the costs for the customer to purchase and use the product, effective communication, convenience, caring customer service, coordinated marketing efforts, and confirmation of the customer's expectations.
The document discusses the importance of social media marketing and investing in communities. It provides tips for using different social media platforms like Twitter, Facebook, Instagram, LinkedIn, and YouTube for branding, customer service, and networking. It also mentions that a 2009 US Department of Education study found that online students on average outperformed those receiving face-to-face instruction.
The document summarizes tips for effective time management that were presented at a conference on the topic. It recommends defining compelling goals, prioritizing tasks, maintaining existing relationships which requires less time than building new ones, avoiding distractions, connecting with others at regular intervals, using tools to automate repetitive tasks, and letting social media work for you rather than the other way around. Contact information is provided for the two presenters.
Presentation at Kishor Social Media conference for Professional Jewish Women on February 17, 2010, in Jerusalem. Strategies for efficient use of social media.
By Hadassah Levy and Hannah Katsman.
Michelle Kershner gave a presentation on connecting communication strategies across different platforms. She stressed the importance of crafting a solid message, controlling the message, and connecting it across various channels. This ensures the key information remains clear and focused. She provided tips on building an audience first before sharing content widely, and using tools like hashtags and links to tie messages together into a coherent narrative. The goal is to effectively wrangle messages on wild social media landscapes and bring focus to one's overall communication.
CXP May 2018_Social Media Executive GuideKen Gosnell
67% of CEOs have no online presence. Social media is essential to business success. This executive guide will help CEOs use social media effectively and help them create a better and bigger online presence.
This document provides an introduction to the concept of a "connected congregation" through a presentation by Lisa Colton. It discusses three main points:
1. A connected congregation prioritizes relationships and shared values, aligning all aspects around building a strong, engaged community.
2. Values are the DNA of a congregation and should be expressed in all its work. Understanding a congregation's values helps guide its efforts.
3. To be truly connected, a congregation must design for social engagement between members through programs, education, and everyday interactions. Building individual relationships and collective identity strengthens the community.
This document provides advice for starting a sustainable student organization. It recommends finding a passion or need to address, networking widely to build support and find mentors, setting goals but also being flexible, thinking big but starting small, planning for challenges like membership changes, and creating strong transitional processes. The overall message is to identify an important cause and develop the organization thoughtfully with a long-term vision.
The document provides an introduction to social media. It discusses why organizations use social media, including that it allows them to reach large audiences and build their reputation. It also outlines some best practices for social media use and potential issues like mistakes or hacks that could damage an organization's reputation. The document advocates for creating engaging content tailored to audiences and sharing positive stories and examples from other non-profits to demonstrate effective social media strategies.
Finding Inspiration Online for Non-ProfitsMegan Huxhold
This presentation gives 3 different strategies to create an inspiring campaign that could change the lives of your customers. Each concept is illustrated with examples.
#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...Emma Mirrington
The document discusses creative social engagement strategies for attracting talent. It recommends creating compelling and shareable content that triggers emotions like happiness, awe, and inspiration. The content should be relevant and tell stories rather than just chase likes and shares. Identifying advocates within the business who love social media and empowering them to participate is also suggested. An example is given of a company that ran a successful Twitter campaign with a hashtag that trended and improved their hiring outcomes.
The document summarizes a presentation about using social media to advance the play movement. It includes an agenda for the presentation which covers introducing case studies and tips. The presentation aims to increase playtime in schools, add more playspaces, and get more children playing outdoors. It provides examples of social media campaigns like Free Range Kids, Park-A-Day Summer Challenge, and Defend Adventure Playground. The presentation concludes by having attendees brainstorm goals and tools to create their own social media campaigns to promote play in their communities.
The Bike Whisperer, Halfords. Social media campaigns I wish I'd done seminar,...CharityComms
Shaf Mansour, Barnardo's
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
10 Takeaways from PRSA International Conference 2013 #PRSAICONSandra Fathi
10 ideas that inspired me at the 2013 PRSA International Conference from Brian Solis, Vernice Armour, Elise Mitchell, Geno Church, Guy Kawasaki, David McCulloch and others
This document discusses blogs, influencers, and social media at SXSW. It provides examples of influencers like Tina Roth Eisenberg and Jane Pratt. It also discusses how to expand online influence by creating highly shareable content across multiple channels and monitoring return on investment. Finally, it emphasizes becoming visible as an individual by working in your niche and passion while engaging in existing conversations.
Be Good Be Social: Communicating in a Big Society presentationRob Dyson
The basis of a talk I gave at the second Be Good Be Social event in Glasgow, 7 April 2011. The event was sponsored by Blackbaud and organised by Third Sector Lab.
How to Transform Your Career by Petra NemcovaLinkedIn
On April 2, 2014, LinkedIn had the opportunity to sit down with model, ambassador, philanthropist, and entrepreneur Petra Nemcova to talk about career transformation and professional brand as part of the LinkedIn Discussion Series in NYC.
Stephen Wind-Mozley, Digital Director of Virgin Media Business goes through the 7Cs of effective digital marketing: customer, content, conversion, context, community, convenience, cohesion and how they can help SMEs succeed.
This deck was originally presented on an FSB webinar in September 2016
The 7 C's of marketing is a customer-driven alternative to the traditional 7 P's framework that focuses on the consumer. It examines marketing from the consumer's perspective rather than the business. The 7 C's are: Consumer, Cost, Communication, Convenience, Caring, Co-ordinated, and Confirmation. The framework aims to better satisfy customers by considering their needs, the costs for the customer to purchase and use the product, effective communication, convenience, caring customer service, coordinated marketing efforts, and confirmation of the customer's expectations.
The document discusses the 7 C's of marketing in the digital age: Content, Context, Community, Collaboration, Communication, Capture, and Change. It explores how each element is important for digital marketing strategies, such as how content is a core ingredient for media and search engines, context involves the right time and place for social content, and community is about connected people openly sharing content. Collaboration means working together through crowdsourcing, communication allows for greater global reach through various channels, and capture involves digitally documenting experiences through photos, videos and blogs. Change emphasizes the need for brands to evolve their digital strategies to thrive in this new environment.
This document discusses the 7Cs framework for analyzing a website's customer interface. The 7Cs include context, content, community, customization, communication, connection, and commerce. Each C has multiple dimensions that need to be considered for website design. The document provides exhibits and supporting slides that analyze each of the 7Cs in more detail and provide examples from existing company websites. It concludes by discussing how to ensure the 7Cs work together to reinforce a company's value proposition and business model through good website design strategies.
The 7Cs Compass model provides an alternative customer-focused marketing framework to the traditional 4Ps model. It consists of 7 elements: Corporation, Commodity, Cost, Communication, Channel, Consumer, and Circumstances. The 4Cs - Commodity, Cost, Channel, and Communication - are a demand-side version of the 4Ps focusing on meeting customer needs. Circumstances encompasses external uncontrollable factors like economic, social, and environmental conditions that companies must also consider. The model aims to help companies adapt their marketing strategies to both customers' needs and the prevailing environment.
Alexander Salcedo's introduction to Service Marketing and Management 7.
For more information please send an email to ingalexsalcedo@yahoo.com and follow me on twitter @alexander_salce.
The document summarizes the 7 Cs principles of business communication: Completeness, Conciseness, Consideration, Concreteness, Clarity, Courtesy, and Correctness. It provides guidelines for each principle, such as including all relevant information to ensure completeness, using concise wording to be efficient, putting oneself in the recipient's perspective for consideration, using specific examples and facts for concreteness, choosing clear and simple language for clarity, being respectful and thoughtful of the recipient for courtesy, and ensuring factual accuracy for correctness.
The document discusses the 7 C's theory of communication which are completeness, conciseness, consideration, concreteness, clarity, courtesy, and correctness. It provides examples to illustrate each of these concepts in business communication.
The document discusses the Service Quality GAPS Model, which was developed by Parasuraman, Zeithaml, and Berry in 1988. The model identifies five key gaps that can lead to unsatisfactory customer experiences. The largest gap is the "Customer Gap," which is the difference between customer expectations and their perceptions of service received. The other four "Provider Gaps" occur within the service organization and must be addressed to close the Customer Gap. These include not knowing customer expectations, not having appropriate service designs/standards, inability to deliver services meeting standards, and failure to communicate promises aligned with performance. Addressing all gaps is necessary to provide consistently high quality service that meets or exceeds customer expectations.
This document provides information about marketing. It defines marketing as identifying, satisfying, and retaining customers profitably. It discusses the marketing mix, also known as the 4Ps - product, price, place, promotion. It expands on this to the 7Ps by including people, processes, and physical evidence. Different types of marketing are described such as mass marketing, direct marketing, and internet marketing. Price is discussed as an important element of the marketing mix that generates revenue. Different pricing strategies like price skimming, penetration pricing, and psychological pricing are also summarized.
This document discusses how cultural institutions can better engage audiences through social media. It argues that traditional marketing tactics are no longer sufficient, and that institutions must listen to audiences and start conversations online. It provides examples of how museums, theaters, and other cultural organizations have successfully used social media for collaboration, participation, and building reputation. Key recommendations include observing audiences, facilitating conversations, interacting and participating to energize audiences, and empowering audiences as co-producers of content. The overall message is that cultural institutions should embrace social media to create a broader and more engaged audience.
This document discusses how cultural institutions can better engage audiences through social media. It argues that traditional marketing tactics are no longer sufficient, as audiences now actively participate and collaborate online. It provides examples of how museums, theaters, and other organizations have successfully involved audiences by asking them questions on Twitter, letting them participate in creating content, and being present where audiences spend their time online. The key lessons are that cultural groups should start conversations with audiences rather than just advertise, engage and energize audiences, and view them as collaborators rather than just consumers.
The Benefits of Social Media - VAL - Future Focus 15Paul Webster
Slides delivered as part of the 'Benefits of Social Media' workshop at Voluntary Action LeicesterShire Future Focus 15 conference on 7th September 2015
The Benefits of Social Media - VAL - Future Focus 15Paul Webster
Slides delivered as part of the 'Benefits of Social Media' workshop at Voluntary Action LeicesterShire Future Focus 15 conference on 7th September 2015
Tara Hunt - Your Social Media Strategy Wont Save YouCarsonified Team
Being friendly and helpful on Facebook and Twitter won't make your app succeed. In this valuable session, Tara will explain how to think 'customer centrically', put user happiness first, reward enthusiasts, learn not launch and raise whuffie. She'll also explain the difference between 'Influencers' and 'Enthusiasts' and why it's important to reach the latter. Don't miss it!
The document outlines a 9-step process for developing an effective social media plan: 1) listen to yourself and your current channels, 2) listen to others online, 3) create personas of target audiences, 4) map available assets, 5) define goals, 6) clarify your message, 7) select appropriate channels, 8) join conversations, and 9) continuously listen and re-evaluate strategies. The plan emphasizes transparency, conversation, writing about expertise, admitting mistakes, and adapting to changing technologies and audiences.
Engaging Community through Content Marketing - Not Just another Social Media ...Elizabeth Quintanilla, MBA
Engaging Community through Content Marketing - Not Just another Social Media Presentation!
Gave this presentation at Texas State in San Marcus, Texas on October 25th, 2010. The audience was very engaged and enjoyed it!
Elizabeth Quintanilla
This document discusses how cultural institutions can better utilize social media to engage broader audiences. It recommends that institutions start conversations online, collaborate with audiences, and participate in social networks to build reputation. By observing audiences, facilitating discussions, and energizing participation, institutions can direct conversations and activate audiences. This will help create leverage outside traditional art lovers and allow institutions to reach people during their daily social media routines.
Lisa Hickey gives a presentation on branding and social media to club members. She discusses the importance of having a valuable product or service before using social media to promote it. She then provides an overview of her personal social media usage and connections. Hickey defines branding as making a conscious decision about what you want the world to remember about you. She also defines social media as using social networking tools to create, share content and motivate action. Hickey recommends starting a blog, video strategy or using Twitter, Facebook and LinkedIn as the best ways to get started with social media. She emphasizes aligning all social media efforts with your overall brand strategy and values.
Arts Summit: New Arts Leaders and Nonprofits in a time of social mediaBeth Kanter
The document discusses best practices for nonprofits using social media. It recommends that nonprofits first assess their audience and objectives before engaging in social media. When using social media, nonprofits should focus on building relationships, providing rewards and cultivating reciprocity. The document also emphasizes using stories, humor and creating a sense of urgency to engage supporters through social media fundraising campaigns.
This document discusses how social media can be used to engage alumni and raise funds. It provides tips on crafting engaging content through humor, authenticity and assisting others. It also emphasizes the importance of collaboration between social media and fundraising teams to identify potential major donors through platforms like LinkedIn. Data shows Cornell's social media-driven crowdfunding and prospect identification efforts have led to increased donations and gifts from new and lapsed donors.
In this presentation I make the case for social media and layout a simple "practical, tactical social media" workflow for adding social media to your daily routine...
This document summarizes a social media masterclass for arts administrators held on February 28th, 2017 in London. The masterclass covered practical skills for using social media platforms like Facebook, Twitter, Instagram, YouTube, LinkedIn and Snapchat to understand audiences, create engaging content, and manage online campaigns. Tips included using tools like Followerwonk to analyze followers, focusing on visual content for Instagram, and amplifying organically popular posts through paid promotions. The document stresses creating a consistent online presence and narrative through curating content like a festival across different social networks.
This document discusses how social media can be used to engage alumni and raise funds for universities. It provides tips on crafting engaging content through humor, authenticity and assisting others. It also emphasizes the importance of collaboration between social media and fundraising teams to identify potential major donors through platforms like LinkedIn. Data shows how social media nominations have identified hundreds of prospects worth over $1.4 million. The key is establishing goals, designing compelling content, harnessing volunteers, collaborating cross-functionally, and listening to alumni communities online.
The document provides guidance on developing an effective social media plan in 9 steps: 1) Listen to yourself and your current channels; 2) Listen to others by researching online conversations; 3) Create personas of your target audiences; 4) Map your available assets like staff time; 5) Define goals and metrics; 6) Clarify your core message; 7) Select appropriate social media channels; 8) Join conversations while following best practices; and 9) Continuously listen and re-evaluate your strategy based on what works best. The key is to authentically engage your targets through transparent, conversational interactions.
Employees are Social Media Marketers, Too! (they just don’t know it yet), Gia...Social Fresh Conference
The document outlines steps that companies can take to leverage employees as social media marketers. It discusses how employees often unintentionally commit social media mistakes and provides examples. It then presents a recovery plan for companies to find their social media-savvy employees, create online communities to share best practices, lead and engage employees on social media use, share marketing plans with employees, and reward positive social media behaviors. The goal is to energize and grow the community of employee social media marketers over time.
Employees are Social Media Marketers, Too! (they just don't know it yet)Gia Lyons
The document outlines steps that companies can take to leverage employees as social media marketers. It discusses how employees often unintentionally commit social media mistakes and provides examples. It then presents a recovery plan for companies to find their social media-savvy employees, create online communities to share best practices, lead and engage employees on social media use, share marketing plans with employees, and reward positive social media behaviors. The goal is to energize and grow the employee social media community to benefit the company's branding and marketing efforts.
Harvey Milk motivated and mobilized thousands of people to agitate for political and social change, and became the basis for the award-winning biopic, Milk. If Milk were alive today, how could social media have helped him reach out to people, organize and inspire them? Mark Farmer shows you how to start your organization down the social media path by imagining how a grassroots organizer from the past might have used today’s media and technology. Sean Moffitt will flesh out the social media story with a presentation on the success of Movember, the annual prostate cancer fundraising event that’s achieved maximum visibility through a savvy use of social media.
Attendees Will Walk Away With:
• An understanding of how to get started with social media
• Comparisons of some of the different social media
• Real-world examples of social media success
Mark Farmer
Mark is the founder of Webness, a full-service electronic communications solutions provider, and has consulted for such organizations as Earth Day Canada, Give Green Canada, Eco Generation Services and Summerhill.
Sean Moffitt
Sean is Canada's leading social influence marketing advocate, author of Wikibrands and Founder of Agent Wildfire, Canada's Word of Mouth
Harvey Milk motivated and mobilized thousands of people to agitate for political and social change, and became the basis for the award-winning biopic, Milk. If Milk were alive today, how could social media have helped him reach out to people, organize and inspire them? Mark Farmer shows you how to start your organization down the social media path by imagining how a grassroots organizer from the past might have used today’s media and technology. Sean Moffitt will flesh out the social media story with a presentation on the success of Movember, the annual prostate cancer fundraising event that’s achieved maximum visibility through a savvy use of social media.
Attendees Will Walk Away With:
• An understanding of how to get started with social media
• Comparisons of some of the different social media
• Real-world examples of social media success
Mark Farmer
Mark is the founder of Webness, a full-service electronic communications solutions provider, and has consulted for such organizations as Earth Day Canada, Give Green Canada, Eco Generation Services and Summerhill.
Sean Moffitt
Sean is Canada's leading social influence marketing advocate, author of Wikibrands and Founder of Agent Wildfire, Canada's Word of Mouth
Similar to 7 C's of Social Marketing - iMedia Agency Summit Dec '09 (20)
Social Media Marketing: Tips and TricksRipple6, Inc.
Become "socially savvy" to take your campaigns to the next level during this valuable webinar. Attendees will gain insight into social media marketing, learn how to grow and nurture an online community and review best practices for social campaigns. Having a social media marketing strategy is critical to every brand's success in the digital age.
Understand and Unleash the Power of Word of Mouth MarketingRipple6, Inc.
Augie Ray is a Senior Analyst from Forrester Research, an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.
In this information-packed session, you will learn how to develop successful programs that draw in, engage, and leverage the power of social influencers to create brand advocates. Topics will include:
• Creating brand advocates
• Measuring peer influence
• Leveraging brand advocates across the digital landscape
• Driving results from a strong social strategy
You will also learn how the Ripple6 Social Hub can help you scale your social efforts and get the most out of your social strategy:
• Create a critical mass of users and conversations
• Distribute your messages, manage and engage with your audience wherever they are across the web, social networks, your brand site, mobile and more
• Easily extend into Facebook and Twitter from a single point of entry
• Turn your brand web site into a thriving conversational marketing vehicle
Active Learning Through Social Media: How to Leverage Consumer Conversations ...Ripple6, Inc.
In this Webinar, we will help you understand how social media can be a promising new option for market researchers and show you some of the tools now available to address common research needs like ideation and innovation, communications optimization, product testing, and consumer understanding. We’ll explore the value of social media for gathering insight; what types of research are well-suited to social media and how to get started!
Yesterday was a Microsite. Facebook is Today. What will Tomorrow Be?Ripple6, Inc.
For some time, microsites acted as a core component of many marketing campaigns. They provided fast, shorter-term focal points to introduce new lines or new promotions. But not so much anymore. The inability to scale individual microsites or connect them in your marketing efforts pushed them away from the forefront. Today's quickly evolving landscape offers many solutions for listening, engaging, and interacting with consumers, creating relationships in social networks. But how can you translate those efforts into a comprehensive strategy, with the right tools and technology to scale your efforts long term?
In this webinar, you'll learn how to quickly deploy a more engaging and scalable microsite model that can both connect and scale your social marketing. You'll get answers to the following questions:
• How can you scale your social media strategy across the Internet?
• How do you put user generated content to work for you?
• How do you find advocates and then unlock their value in more places than one?
You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?Ripple6, Inc.
Engaging with your customers through social networks is becoming a vital part in any company's brand marketing strategy. However, there are high demands of time and resources, plus difficulties measuring return on investment.
You’ll learn how to create a Social Hub to improve efficiencies in your social marketing and you will find out answers to the following questions:
How can you scale your social media strategy across the Internet?
How do you manage multiple social marketing efforts?
How do you put user generated content to work for you?
How do you build and leverage advocates?
Are You in Need of A Comprehensive Social Media Strategy?Ripple6, Inc.
Marketers must find ways to manage, improve, and scale their social media strategy beyond Facebook and Twitter. Engaging with customers through social networks is becoming a vital part in any companies’ brand marketing strategy, but there are high demands of time and resources, plus difficulties measuring return on investment. In this session, you’ll learn how to create a Social Hub, around which you can better control your efforts. We’ll discuss ways to improve efficiencies in your social marketing and provide answers to numerous questions, including how to scale your social media strategy across the Internet; manage multiple social marketing efforts; and put user generated content to work for you, by building and leveraging advocates.
The Social Hub: A Comprehensive Social Media StrategyRipple6, Inc.
Engaging with your customers through social networks is becoming a vital part in any companies’ brand marketing strategy. However, there are high demands of time and resources, plus difficulties measuring return on investment. You’ll learn how to create a Social Hub to improve efficiencies in your social marketing and you will find out answers to the following questions:
• How can you scale your social media strategies across the Internet?
• How do you manage multiple social marketing efforts?
• How do you put user generated content to work for you?
• How do you build and leverage advocates?
Going Deep with Social: Methods to Listen andRipple6, Inc.
Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans.
• How do you generate rich qualitative insight on the discussions that are most relevant to you?
• How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
Combining the Power of Social Media with Online AdvertisingRipple6, Inc.
You will learn about solutions and technology that create meaningful and measurable connections in social networks and how to extend your brand positioning into social advertising. These solutions can help you create self-sustaining assets that scale and connect across the web. You’ll see how to invest in relationships with people who can return again and again – not just to engage with you, but with people who share passion for your brand.
This document summarizes a workshop on how publishers and marketers can monetize social networks beyond initial fan pages and accounts. It explores how social networks can be used to leverage and monetize audiences for publishers and engage customers for marketers. The workshop will include case studies and insights on social network trends in 2010. It also discusses tools from Ripple6 that help publishers unlock audience value through social analytics, communities, and insights to complement advertising models. For marketers, it outlines how Ripple6 tools like social insights and brand communities can generate qualitative research, conversations around brands, and actionable insights in a scalable way.
How To Put Your Brand Into Social NetworksRipple6, Inc.
Learn how you can use social networks to engage your audience and build valuable relationships with them. Find out how you can use the tactics that top marketers are using to successfully engage consumers in social networks. Ripple6 shares some of the secrets we’ve learned from working with P&G, Unilever, Walgreen’s, General Mills and many others. Learn what you can do to quickly engage consumers and become a valuable and welcome member of the online social network.
Social Commerce: Turning Their Friends into Your Salesforce -- Going Beyond Recommendations into Social Commerce
Learn how to leverage social networking technology to go beyond recommendations and link your customers to each other. People trust recommendations from their friends more than any form of advertising. Leverage these relationships to turn your online store into a social community where your customers come to talk with their friends. Social commerce creates "sticky" sites that bring customers back for more. Learn how Ripple6 will integrate a community with your eStore.
Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow with our exclusive social marketing features. This webinar will explain how you can quickly deploy a social network and create new revenue. Ripple6 OnDemand delivers enterprise class, full featured, social network deployment in as little as 48 hours.
Turning Your Audience Into Cashflow Ripple6 Webinar July 9 2009Ripple6, Inc.
In this webinar, we will discover alternative ways to monetize your audience. Reaching beyond traditional subscription- and ad-based monetization models, our community-enabled models provide new ways to generate revenue without cannibalizing current efforts.
Webinar given by Ripple6 CEO San Kim for ARF (Advertising Research Foundation) on lessons learned about what consumers want form marketers in online social networks.
This document discusses lessons learned from conducting research "in the backyard" or within social networks. It advocates going to where consumers already are rather than bringing them to your platform. Examples are given of how brands like Benjamin Moore, Post Cereals, and Suave have used private and public social media groups to generate insights. Key lessons include recruiting diverse participants from multiple networks, positioning studies as a chance to provide input, listening and engaging with consumers, and using analytics to identify influencers.
The document provides 7 tips for brands to effectively engage with consumers on social networks: 1) Be relevant, authentic, transparent, and responsive; 2) Have appropriate success measures; 3) Beware of means and extremes; 4) Allow feedback and response from consumers; 5) Pay attention to creepiness; 6) Engage people in their own social networks or "backyards"; 7) Understand that people are people. It also discusses how consumers want companies to interact with them through new methods on social media.
Ripple6™ helps marketers and publishers implement their business strategy through social media. The company provides an enterprise white label social media platform to create consumer engagements and relationships, enhance social marketing, generate consumer insights, and facilitate commerce and collaboration. It is easily customized to incorporate a brand's look and feel for integration into an existing web site or to create an entirely new site. Ripple6 a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is based in New York and its list of clients and partners includes P&G, Meredith Corporation, and General Mills. For more information, go to www.Ripple6.com.
Ripple6™ helps marketers and publishers implement their business strategy through social media. The company provides an enterprise white label social media platform to create consumer engagements and relationships, enhance social marketing, generate consumer insights, and facilitate commerce and collaboration. It is easily customized to incorporate a brand's look and feel for integration into an existing web site or to create an entirely new site. Ripple6 a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is based in New York and its list of clients and partners includes P&G, Meredith Corporation, and General Mills. For more information, go to www.Ripple6.com.
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
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How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
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Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
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This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
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BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
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As niche networks are quickly becoming the "go-to" for deep discussions around hobbies and common interests, how can your clients overcome the noise and genuinely connect with consumers, while still allowing their message to scale? Learn the seven C's of social marketing: campaigns, conversations, community, clicks, creativity, collaboration, and connections. ============= Click-through rates on banner ads are down and consumers are developing increasingly complex social graphs. As niche networks are quickly becoming the “go-to” for deep discussions around hobbies and common interests, how can your client’s brands overcome the noise and genuinely connect with consumers while still allowing their message to scale? Join us as we discuss the seven C's of social marketing: Campaigns, Conversations, Community, Clicks, Creativity, Collaboration and Connections. ================ Nancy Galanty mentioned that she would like the presentation to touch on the key question of “how do we define measurement in social?” Nancy also said that it would be great to see how the Grape Nuts case example ties into this conversation about measurement.
=============== Click-through rates on banner ads are down and consumers are developing increasingly complex social graphs. As niche networks are quickly becoming the “go-to” for deep discussions around hobbies and common interests, how can your client’s brands overcome the noise and genuinely connect with consumers while still allowing their message to scale? Join us as we discuss the seven C's of social marketing: Campaigns, Conversations, Community, Clicks, Creativity, Collaboration and Connections.
The opportunity of social is a long term relationship with your customers Once you become a fan, show me the love Ignite with a campaign-like object, but use it longer term Not the optimal use of Social Currency Once I am a fan, I expect some love, not just a one night stand
Ad Age Editor Jonah Bloom told us another way to get smarter: Will.i.am -- Marketer of the year Marketing is continuous. Consumers don’t switch on/off. Campaigns only do because They don’t need to. Mostly can’t afford to. “ The END” – it’s a diary. It’s about collaboration. “ While most brands still treat branded entertainment as a chance to insert their name in a show in a way that'll challenge our TiVo skills, Will.i.am sees platforms, distribution, mutual benefit.” Jonah Bloom: Will.i.am is my marketer of the year. Most brands are still grappling like first-time makeout artists with the most fundamental shift of the last decade -- from marketer as message-pushing machine to marketer as creators of stuff consumers will actually pull toward them. But the Black Eyed Peas, having mastered that shift, are already showing an understanding of perhaps the second-most important change: from campaign to continuous conversation. ====================== http://adage.com/columns/article?article_id=139138 The Black Eyed Peas Frontman Understand That Consumers Don't Switch on and off by Jonah Bloom Published: September 21, 2009 Will.i.am is my marketer of the year. Sure, marketing begins with product, and we could certainly question the quality of the Black Eyed Peas' music. But here's what we know: Will.i.am, Fergie and MCs, Apl.de.ap and Taboo, deliver something people want. The Peas have been at the top of Billboard Hot 100 for 24 weeks as this goes to press -- by far the longest No. 1 run in the chart's 51-year history. What they do is hard to describe, so I'll borrow from Jody Rosen in Rolling Stone: "They have made a kind of spiritual practice of recording dumb songs -- a total aesthetic commitment that extends from their garish wardrobes to their United Colors of Benetton worldview." But beyond the product -- and simultaneously inseparable from it -- is Will.i.am's understanding of today's social-marketing world. Most brands are still grappling like first-time makeout artists with the most fundamental shift of the last decade -- from marketer as message-pushing machine to marketer as creators of stuff consumers will actually pull toward them. But the Black Eyed Peas, having mastered that shift, are already showing an understanding of perhaps the second-most important change: from campaign to continuous conversation. Consumers don't switch on and off, and products don't sell for two weeks and then disappear from retail channels, but most marketers still do the vast majority of their work in sporadic bursts, often going whole quarters, even years between one one-way push and the next. However, our lovely-lady-lump creators are doing it differently. Their 2009 album, "The END," was not only a nice sales gimmick -- playing off speculation about Fergie going entirely solo and thus essentially squishing the Peas -- but also a big idea. "The END" is supposed to stand for The Energy Never Dies and the idea is that it's a live, evolving, co-created piece of work. "It's a diary ... of music that at any given time, depending on the inspiration, you can add to it," Wil.i.am told Billboard.com. "When it comes out, there'll be 12 songs on it, but the next day there could be 100 songs, 50 sketches, 1,000 blogs all (online) around 'The End,' so the energy really, truly never dies. I'm trying to break away from the concept of an album. What is an album when you put 12 songs on iTunes and people can pick at it like scabs? That's not an album. There is no album anymore." Exactly. Then there's Will.i.am's understanding of collaboration. I recently read Seth Stevenson in Slate calling the Peas' "I Got A Feeling" ad for Target an abomination. The (rather nifty) headline: "Will.i.shill." Well, yes, he definitely shills. In fact if there's a living, breathing example of the fact that the alleged walls between most content and commerce are not just crumbling but gone, the Black Eyed Peas would be it. And, regardless of how you feel about that from a cultural standpoint, what that ad -- and many of Black Eyed Peas videos and lyrics -- demonstrated in business terms, was a clear understanding of the potential of collaboration between content creators and brands. While most brands still treat branded entertainment as a chance to insert their name in a show in a way that'll challenge our TiVo skills, Will.i.am sees platforms, distribution, mutual benefit. He also knows how to integrate the band into popular culture, and, again, simultaneously create culture. His Obama-boosting music video "Yes We Can," was not only lauded by some critics as the best commercial of the year, but it epitomized the way an individual -- especially one with lots of famous friends -- can make a mark. As he told the L.A. Times at the time: "It's not part of a campaign. There's no corporation behind it -- the record company couldn't get involved. I did it on my own." Most remarkably, he shot it, cut it and distributed it in 48 hours. (Exactly the kind of nimble, reactive, fast-turnaround approach so many brands need, but don't have.) So, let's get this started: If Will.i.am is my Marketer of the Year, who is yours?
================== Wendy Clark. SVP, Integrated Marketing and Communications Capabilities, Coca-Cola. And last week she said this (among other things) during a speech to about 300 marketers in Chicago. ================= “ We must let the conversations take place.” “ Advertising was 2008. 2009 and beyond is about Communities and Connections.” “ If you build it…” “ Curate…” ================= There is no way to shut down the conversations that are happening. When you realize that, you can begin to leverage those conversations by participating in them. Now and in the future, Ad Managers will be more like Content Managers. They will focus on finding and connecting with those who are creating many of these messages. Some will be advocates and some will not. Regardless, they are important part of shaping YOUR message. You must go into the consumer’s backyard and participate with them. Curate content… co-create with users… engage and interact with all that is there. =========================================== From Mashable: http://mashable.com/2009/11/17/coke-expedition-206/ With Expedition 206, Coke is really doing something unique. Not only are they letting the winners travel the globe to visit all 206 markets, they are going to utilize the social web along the way. This is how it works: other than airfare, the team members will have to make their own way across the world. They have a schedule of stops, but they have to get their own food, find their own places to stay and meet up with the locals themselves. The team is going to be given per diem for food and local travel, but what they do and where they do it is pretty much up to the team members — and the people at home interacting with the Expedition 206 team online. The team will be visiting the Vancouver 2010 Winter Olympics, the FIFA World Cup in South Africa and the World Expo in Shanghai. They will be sharing their updates on Twitter, Facebook, YouTube () , Flickr () , and other social networking sites. You can follow the progress on those channels or see the real-time lifestreams at Expedition206.com . Along the way, people at home can recommend places to stay or must-see attractions, restaurants to definitely visit — or avoid — and more. Who knows, if the team happens to be in your area — you might even want to meet up for a Coke or show them something cool in your area. The whole trip is all about interacting with people around the world and sharing the idea of happiness and connecting on a personal level and making connections that can exist beyond just language.
Nancy Galanty mentioned that she would like the presentation to touch on the key question of “how do we define measurement in social?” =============== Test your way into establishing ROI Utilize traditional media metrics Clicks, engagement, views Leverage social “Listening” Sentiment 1. Tremendous data can be generated 2. Tools for analysis are critical to success 3. Filtering conversations is not convenient, it’s required. 4. Cross reference with rich social data ========================== What kinds of relationships are forming? How do people prefer to communicate? What do they find important or valuable? ========================== http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html 100 Ways to Measure Social Media Originally published in MediaPost's Social Media Insider If there's anyone out there left who says you can't measure social media, here are a hundred answers.At most of the events I've been to lately, measurement continues to be a hot topic. The first question that comes up is, "What can I measure?" That's where this cheat sheet can come in handy: a list of 100 thought-starters. Some entries here can be interpreted several ways. Depending on how you define them, some of these metrics may seem redundant, while others may seem so broad that they can be broken out further. Many of these can be combined with each other to create new metrics that can then be tracked over time. It's a start, though, so dive in and consider which ones may apply to programs you're working on. 1. Volume of consumer-created buzz for a brand based on number of posts 2. Amount of buzz based on number of impressions 3. Shift in buzz over time 4. Buzz by time of day / daypart 5. Seasonality of buzz 6. Competitive buzz 7. Buzz by category / topic 8. Buzz by social channel (forums, social networks, blogs, Twitter, etc) 9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) 10. Asset popularity (e.g., if several videos are available to embed, which is used more) 11. Mainstream media mentions 12. Fans 13. Followers 14. Friends 15. Growth rate of fans, followers, and friends 16. Rate of virality / pass-along 17. Change in virality rates over time 18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) 19. Embeds / Installs 20. Downloads 21. Uploads 22. User-initiated views (e.g., for videos) 23. Ratio of embeds or favoriting to views 24. Likes / favorites 25. Comments 26. Ratings 27. Social bookmarks 28. Subscriptions (RSS, podcasts, video series) 29. Pageviews (for blogs, microsites, etc) 30. Effective CPM based on spend per impressions received 31. Change in search engine rankings for the site linked to through social media 32. Change in search engine share of voice for all social sites promoting the brand 33. Increase in searches due to social activity 34. Percentage of buzz containing links 35. Links ranked by influence of publishers 36. Percentage of buzz containing multimedia (images, video, audio) 37. Share of voice on social sites when running earned and paid media in same environment 38. Influence of consumers reached 39. Influence of publishers reached (e.g., blogs) 40. Influence of brands participating in social channels 41. Demographics of target audience engaged with social channels 42. Demographics of audience reached through social media 43. Social media habits/interests of target audience 44. Geography of participating consumers 45. Sentiment by volume of posts 46. Sentiment by volume of impressions 47. Shift in sentiment before, during, and after social marketing programs 48. Languages spoken by participating consumers 49. Time spent with distributed content 50. Time spent on site through social media referrals 51. Method of content discovery (search, pass-along, discovery engines, etc) 52. Clicks 53. Percentage of traffic generated from earned media 54. View-throughs 55. Number of interactions 56. Interaction/engagement rate 57. Frequency of social interactions per consumer 58. Percentage of videos viewed 59. Polls taken / votes received 60. Brand association 61. Purchase consideration 62. Number of user-generated submissions received 63. Exposures of virtual gifts 64. Number of virtual gifts given 65. Relative popularity of content 66. Tags added 67. Attributes of tags (e.g., how well they match the brand's perception of itself) 68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) 69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc) 70. Contest entries 71. Number of chat room participants 72. Wiki contributors 73. Impact of offline marketing/events on social marketing programs or buzz 74. User-generated content created that can be used by the marketer in other channels 75. Customers assisted 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one) 79. Customer satisfaction 80. Volume of customer feedback generated 81. Research & development time saved based on feedback from social media 82. Suggestions implemented from social feedback 83. Costs saved from not spending on traditional research 84. Impact on online sales 85. Impact on offline sales 86. Discount redemption rate 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews 92. Rate of customer/visitor retention 93. Impact on customer lifetime value 94. Customer acquisition / retention costs through social media 95. Change in market share 96. Earned media's impact on results from paid media 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received
Nancy Galanty mentioned that she would like the presentation to touch on the key question of “how do we define measurement in social?” Nancy also said that it would be great to see how the Grape Nuts case example ties into this conversation about measurement . ========================== Custom Research for Post Cereals. Embedded in an existing social network. “ We were able to reach out to moms in a way that was convenient and comfortable for them. It created honest conversations and feedback about our brand which allowed for solid insights.” Greg Lanides, Brand Manager, Grape Nuts
Gives women a platform to share their remarkable survival journeys and To date, over 30,000 celebrations have been created from family and friends with practically no promotional effort On average, Celebration Chain has a 5-8 minute brand exposure Project Goal: To provide guidance to women with breast cancer from those who have experienced it before them and place Arimidex at the centre of the conversation. Challenge: Over 200,000 people develop breast cancer each year. Each one needs to be given a voice—and a platform to share it. Insight: Breast cancer is a complex experience and women touched by it feel confused, frightened, and distressed, often not knowing where to turn to for support. Women who have experienced it often want to give back to the community
Community , Chantics – smoking cessation drug from Pfizer You can’t guilt people into it. Herb from Tuscaloosa 25-30 people… curating their stories. Advertising is becoming very personal Real People. Real Stories. Hear from smokers who quit with CHANTIX and support If you're thinking about quitting smoking, you know it's a personal decision. And you also know that the reasons to quit are different for everyone. And so are the challenges. But it can be done. Explore the videos below to meet quitters and hear their personal quit stories. Also hear from a Pfizer scientist about how his experience of quitting cold turkey led to the development of CHANTIX. Project Goal: Empower successful users of Chantix to connect with aspiring quitters and support current participants of the GetQuit Program. Approach: Reinforce the strategic shift from “a pill” to “a plan”. Provide tutorials, forums, social media tools and shareable content for ambassadors to more effectively support participants. Insight: When smokers are able to successfully quit after numerous failed attempts, they are proud of the achievement and want to help others Participants in GetQuit clinics research expressed interest in an ongoing group support following attendance at the in-person clinic An abundance of online Smoking Cessation groups exist online but none supported by a product or brand Increased awareness of quitting smoking and encourage people to visit a doctor to develop a cessation plan Overcame adverse events in category Implemented program during holiday timeframe to capitalize on New Year’s resolutions To-date, several thousand people have committed to stop smoking and have submitted their photo via website, cell phone or street photographers Positive press in both trade and mainstream publications
Build communities around positioning. Community fosters participation and ownership of the brand, creating trust Discover brand advocates Develop knowledge for strong brand community Spread the word and develop awareness of a product they may have never seen before. Enable word of mouth. ============= Don’t get more “creative.” Don’t create more bad direct marketing. Don’t create TV-like messages in a box. http://adage.com/article?article_id=139931 Online Advertising Needs a Different Kind of Creativity An Ad Age Editorial Published: October 26, 2009 It's become clear that those creating online ads need to step up the creative game. But before marketers and agencies rush to hire Cannes winners to lovingly craft a new crop of banner ads, they should perhaps redefine the word "creative." Last week, Dynamic Logic released a study indicating that it's bad creative that makes online advertising ineffective. The study determined that creative factors such as persistent branding, strong calls to action and even human faces -- and not super-targeted or high-profile ad placements -- make for better ad recall, brand awareness and purchase intent. But we're not so sure branding, human faces and logos -- the most traditional aspects of traditional advertising -- are the sort of creativity needed in online advertising. That seems an extension of too much current online advertising, which is either bad direct marketing in ad form, or TV-ad thinking in a box online. Creativity, in this case, should revolve around interactivity and utility. To get a consumer to engage with an online ad -- an ad that will take her away from the content she is reading -- marketers will have to find a creative solution to give the consumer something she needs. Give her tips, invite her to contribute her own thoughts. Offer her other online resources dealing with your brand. Better yet, couple the creativity with courage -- the courage to link comments or tweets about your brand (or the subject) at hand. Yes, even the bad ones. If a company so believes in its product or service, then why not also include links to product reviews at independent sites or objective professional reviews (which is not the same as cherrypicking quotes out of reviews). Perhaps a smart marketer could persuade Consumer Reports itself to let advertisers link to ConsumerReports.org reviews. On the web, a marketer isn't trying to entertain a passive couch-surfer. It's interrupting an active user, ferreting around for information or entertainment. It may be harder to capture that user's attention, but if you can hook into that consumer's interest and passion, she may prove more valuable to your brand. In short, when advertising online, there has to be a way to make your message less like advertising and more like content. And that's the creative yardstick by which marketers should measure their efforts.
In Social: KISS Leverage existing behavior KISS Project Goal: Establish on-going relationships with Friday’s customers while reinforcing the restaurant as a party destination. Approach: Use social media as a promotions platform for giving out free burgers. The first 500k to friend “Woody” get a free burger at the restaurant. Insight: Capitalize on the communal nature of our target audience, the “PartyMaker”, by giving them a place to express themselves. Attention-worthy promotions can spark scaled social activity rapidly Outcome: Woody reached 500K fans in 12 days, prompting the client to extend the bet to 1MM fans At the close of the promotion Woody had over 970K fans and had captured over 500K email addresses within the custom application Fan interactions totaled over 150K
Your site… Where people go to learn about your brand Affinity Networks… Where people go to connect with people like them Pure Play social Nets… Where people go to connect with their friends The Web: Where people go