This document provides 4 common sense ideas to help build your brand online:
1) Build for Efficiency - Catch trends before they become trends and save money by not wasting it.
2) Operate to Acquire - Reach wide audiences but target narrowly, and find people who want to find you.
3) Lead with Experimentation - Redefine the rules of the game through experimentation and get more from existing resources.
4) Design for Engagement - Don't underestimate word-of-mouth marketing and force your brand to listen to customers.
This document discusses the growing role of marketers in leadership positions, including on company boards. It notes that while marketers are increasingly gaining board seats, the pace of change is still slow. Marketers are demonstrating their value through data-driven strategies and customer-centric approaches to growth. As the role of marketing expands, more marketers are developing the broad business skills needed for executive leadership. The document examines trends in board representation for marketers in various countries and regions.
This document discusses the difference between strategists and managers. It provides background on Helmuth von Moltke, a Prussian general staff known for his strategic abilities. The objective is to understand what makes a strategist and how managers can develop strategic skills. A strategist is defined as having a long-term plan to achieve goals, while a manager controls resources and staff. The document includes a questionnaire to evaluate if managers display strategic traits like having an entrepreneurial vision and competitive advantages. It concludes the questionnaire can help identify average managers versus good strategists for promotions.
The document discusses the importance of having a strategic view as a business leader. It states that leaders need to extricate themselves from the day-to-day operations to view their business from a "balcony perspective" in order to see the larger picture and craft an effective strategy. The document outlines that strategy defines the domain, approach, goals, and fundamental journey of a company. It also notes that leadership and strategy are inseparable, with strategy requiring continuous leadership rather than intermittent efforts.
Advocacy: From the Backroom to the BoardroomInfluitive
1) The document discusses advocacy and how it has moved from the backroom to the boardroom. It notes that advocacy programs should not just be about sales, support, or case studies.
2) Engaged customers through advocacy programs are more loyal, trusting of the company, buy more, and share their success with others. The document provides examples of advocacy program engagement activities.
3) It introduces the concept of measuring Customer Lifetime Revenue (CLTR) to quantify the impact of advocacy programs, using an example where advocacy program members generated 4x more revenue over the lifetime of their relationship.
Don't get Ubered. What Every Strategist Needs to Know About Digital CompetitionApigee | Google Cloud
This document summarizes a presentation about digital platforms. It discusses how platforms create value through network effects and multi-sided markets. It presents results from a global platform survey that found most unicorns or billion dollar startups are platforms, and that Asia and North America lead Europe in platform unicorns. It proposes establishing a European Observatory of the Platform Economy to support platform growth in Europe through data collection, knowledge sharing, and executive training on platform strategies.
This document summarizes a presentation on leading and engaging a diverse workforce. It discusses trends in employee engagement across geographies, highlighting the need to move beyond satisfaction to holistic engagement. It also stresses adapting structures and leadership to be more collaborative and align employees to common goals. The presentation covers generational differences in the workplace and how an age-diverse workforce provides benefits but also challenges. New communication styles and the use of technology to encourage knowledge sharing and engagement are proposed.
This document provides 4 common sense ideas to help build your brand online:
1) Build for Efficiency - Catch trends before they become trends and save money by not wasting it.
2) Operate to Acquire - Reach wide audiences but target narrowly, and find people who want to find you.
3) Lead with Experimentation - Redefine the rules of the game through experimentation and get more from existing resources.
4) Design for Engagement - Don't underestimate word-of-mouth marketing and force your brand to listen to customers.
This document discusses the growing role of marketers in leadership positions, including on company boards. It notes that while marketers are increasingly gaining board seats, the pace of change is still slow. Marketers are demonstrating their value through data-driven strategies and customer-centric approaches to growth. As the role of marketing expands, more marketers are developing the broad business skills needed for executive leadership. The document examines trends in board representation for marketers in various countries and regions.
This document discusses the difference between strategists and managers. It provides background on Helmuth von Moltke, a Prussian general staff known for his strategic abilities. The objective is to understand what makes a strategist and how managers can develop strategic skills. A strategist is defined as having a long-term plan to achieve goals, while a manager controls resources and staff. The document includes a questionnaire to evaluate if managers display strategic traits like having an entrepreneurial vision and competitive advantages. It concludes the questionnaire can help identify average managers versus good strategists for promotions.
The document discusses the importance of having a strategic view as a business leader. It states that leaders need to extricate themselves from the day-to-day operations to view their business from a "balcony perspective" in order to see the larger picture and craft an effective strategy. The document outlines that strategy defines the domain, approach, goals, and fundamental journey of a company. It also notes that leadership and strategy are inseparable, with strategy requiring continuous leadership rather than intermittent efforts.
Advocacy: From the Backroom to the BoardroomInfluitive
1) The document discusses advocacy and how it has moved from the backroom to the boardroom. It notes that advocacy programs should not just be about sales, support, or case studies.
2) Engaged customers through advocacy programs are more loyal, trusting of the company, buy more, and share their success with others. The document provides examples of advocacy program engagement activities.
3) It introduces the concept of measuring Customer Lifetime Revenue (CLTR) to quantify the impact of advocacy programs, using an example where advocacy program members generated 4x more revenue over the lifetime of their relationship.
Don't get Ubered. What Every Strategist Needs to Know About Digital CompetitionApigee | Google Cloud
This document summarizes a presentation about digital platforms. It discusses how platforms create value through network effects and multi-sided markets. It presents results from a global platform survey that found most unicorns or billion dollar startups are platforms, and that Asia and North America lead Europe in platform unicorns. It proposes establishing a European Observatory of the Platform Economy to support platform growth in Europe through data collection, knowledge sharing, and executive training on platform strategies.
This document summarizes a presentation on leading and engaging a diverse workforce. It discusses trends in employee engagement across geographies, highlighting the need to move beyond satisfaction to holistic engagement. It also stresses adapting structures and leadership to be more collaborative and align employees to common goals. The presentation covers generational differences in the workplace and how an age-diverse workforce provides benefits but also challenges. New communication styles and the use of technology to encourage knowledge sharing and engagement are proposed.
Accenture Finds that Vast Majority of Companies are Embracing the Journey to the Cloud but Alignment to Business Strategy Lags
Accenture’s “Cloud in the Boardroom” study found that although there’s a significant uptick in cloud adoption at the enterprise level, companies are missing the full benefit of their cloud adoptions by not factoring their IT implementations into their overall business strategy.
Accenture conducted an online survey, fielded between January and February of 2016, of 1,879 C-level executives of companies across 15 industries in 13 countries. Some key findings include:
- More than 95 percent of respondents have a five-year cloud strategy already in place, however only 38 percent have aligned these plans with overarching business goals.
- Four of five executives reported that less than half of their business functions are currently operated in public cloud, but noted increasing intent on moving more of their operations to the cloud in the coming years.
- 89 percent of respondents agree that implementing cloud strategies is a competitive advantage which allows their companies to leverage innovation through agility.
- While half of respondents cite security as their biggest concern with the public model, more than 80 percent believe public cloud security is more robust and transparent than what they’re able to provide in-house.
“Our research confirms that enterprise clients are overwhelmingly recognizing the value of a Cloud First agenda—leveraging the cloud to bring applications, infrastructure and business processes together and be delivered as-a-Service—as a driver of digital innovation, and they are upfront about the guidance they need in order to move even faster on their journey to the cloud,” said Jack Sepple, senior managing director, Accenture Cloud and Accenture Operations group technology officer. “By taking steps to align their cloud and business strategies and to involve IT more directly in cloud decision-making, companies will be better positioned on their journey to the cloud as the as-a-Service economy matures.”
Speaking to People: The Strategist’s Secret WeaponOpen Strategy
'My secret weapon for developing and selling a strategic narrative' by Loz Horner at Lucky Generals. 1/3 of the second 'School of Planning' event on Strategic Narrative.
The document provides the poem "If" by Rudyard Kipling along with discussion questions about the poem. The poem describes qualities one needs to develop to become a man, such as keeping a level head when others lose theirs, trusting oneself when doubted, not being tired or hurt by waiting or hatred, and facing triumph and disaster the same. It says if you can do these things and force your heart to serve you even after it's gone, then "yours is the Earth and everything that's in it."
10 Things I Learned in 10 Years as a Content StrategistRachel Lovinger
In the decade since I officially became a Content Strategist, I’ve learned many important principles of working with content. Some of them have influenced the kind of work I do, and some of them have helped me better understand how the field is developing and what directions it needs to grow in for this practice to become more effective with digital content.
In this presentation I’ll summarise my top ten learnings and describe how these principles have been critical to the work I’ve done these past 10 years. I’ll also discuss how people can dig deeper into the principles that they find most useful and relevant to their work.
My Leadership Story: Personal Insights and ReflectionsMark Brown
This document appears to be a presentation by Professor Mark Brown, the Director of the National Institute for Digital Learning, about his insights and reflections on leadership. It includes information about his career experiences leading various online learning initiatives at universities in New Zealand and Australia. It also lists some of his insights on leadership, such as being yourself, believing in yourself, asking if you are doing the right thing, thinking and acting like a goose, and raising the aspirations of others. The presentation encourages having the courage to lead and includes a quote about how a prudent question is half of wisdom.
This document summarizes an educational presentation about growth mindset. It discusses how believing that your abilities can be developed (growth mindset) leads to better outcomes than believing they are fixed. Studies show students with a growth mindset get better grades over time. The presentation suggests teaching a growth mindset to improve achievement for all students. It concludes by recommending recognizing science supports the growth mindset, learning how to develop abilities, and replacing fixed mindset thoughts with growth mindset perspectives.
Black Box Thinking - The Surprising Truth About SuccessMatthew Syed
In his new book Black Box Thinking, award winning journalist and best-selling author Matthew Syed shares the surprising truth about success (and why some people never learn from their mistakes).
Covering topics including marginal gains, closed loops, blame culture, the logic of failure and creating a growth culture, Matthew uses gripping case studies, exclusive interviews and really practical takeaways to explain how you can turn failure into success.
Whether developing a new product, honing a core skill or just trying to get a critical decision right, Black Box Thinkers aren't afraid to face up to mistakes. In fact, Black Box Thinkers see failure as the very best way to learn. Rather than denying their mistakes, blaming others or attempting to spin their way out of trouble, these institutions and individuals interrogate errors as part of their future strategy for success.
This is a visual preview of Black Box Thinking. You can pick up a copy of the book at www.mathewsyed.com/blackboxthinking
This presentation defines what successes can be for the individual and what is essential for individuals to possess in order to be successful in what they desire.
How to Build A Social Media Following Like Guy KawasakiHubSpot
Guy Kawasaki, one of the most influential people in marketing today and curator of one of the biggest followings of any marketer/entrepreneur in the world, will show you how he manages his social media accounts.
In this on-demand presentation, Guy Kawasaki and social media architect, Peg Fitzpatrick will demonstrate what they do on social media every day. Guy has amassed over 10 million followers on social media and Peg has close to 1 million. Together, they will show you tips and tricks they used to gain such a large following.
The document outlines seven elements of a success mindset: 1) Desire, with motivation coming from a burning desire to achieve a purpose. 2) Commitment and integrity in keeping commitments. 3) Responsibility in accepting responsibilities, taking risks, and determining one's own destiny. 4) Hard work, as excellence requires preparation and sacrifice. 5) Positive believing through preparation and confidence. 6) The power of persistence in finishing what one starts through commitment and determination of purpose. 7) Pride of performance in taking pride in one's best work with humility.
The document provides an overview of chapter 1 of the Tao Te Ching. In 3 sentences:
The chapter discusses that the Tao cannot be defined or named, as it is eternal. It notes that while the natural world arose from the nameless Tao, individual things were created through naming. It also states that seeing beyond names allows one to sense the subtle, nameless cause of effects in the world.
Mexico got its name from its capital Mexico-Tenochtitlan. The indigenous people of Mexico were hunter-gatherers who later domesticated corn, sparking an agricultural revolution. In the 1500s, Mexico was invaded by Spain and later France in the 1800s, resulting in many indigenous deaths and Mexico gaining independence from Spain in 1821 after wars for independence. Mexico has over 92 million people, with two-thirds living in cities and the rest in rural areas. Approximately 6.7% of Mexicans speak indigenous languages today.
The document summarizes the design process for the front cover and contents page of a student magazine. For the front cover, the designer used a black and white photo with a colorful grunge background to draw attention. Cover lines and pricing were added using shapes. The contents page continued the grunge style with stars and sticker-style text boxes at angles to create a 3D effect. Various fonts and effects were used to brand the magazine and appeal to students.
This document discusses best practices for social media engagement and success. It defines success as having engagement and reach, and provides metrics for measuring these, such as comments, likes, shares, and page views. It also discusses how to understand audiences by profiling them, recognizing barriers and incentives to engagement. Tips are given for maximizing engagement, like knowing your audience, providing ways for all user types to engage, putting out great content, modeling engagement, listening to feedback, and continually adapting strategies.
Before coming to China, Polish students spent time in airports getting used to stairs, chopsticks, and Chinese umbrellas and fans. They became familiar with YNU and made Chinese friends with help from the helpful university staff. The students enjoyed calligraphy, music, and taiji lessons, though some struggled with synchronization. Through trips, the students fell in love with Chinese culture and visited sites like Snow Jade Cave, spending free time with teachers and making friends.
This document discusses a family enjoying important moments in life. It mentions having two children, an 11-year-old son in grade 5 and a 19-year-old daughter who recently graduated. It also talks about enjoying a cottage on Lake Winnipeg and the connection between a boy and his dog, as well as the happiness of a daughter graduating.
This document provides an overview of social media marketing practices and concepts. It discusses key principles like authenticity and real-time conversations. It also covers social networking platforms like Facebook, LinkedIn, and Twitter. Tools for listening to social media like Google Reader and spreadsheets are presented. Areas of discussion around various social media channels and putting together an effective social media presence are listed.
Millward Brown Perspectives. Volume 6: Issue 2Kantar
The second issue of Perspectives, our quarterly magazine, is now available for iPad and as a PDF. If you missed the first issue, don’t miss this one. It’s full of valuable content about building Meaningfully Different brands, social measurement, and the brand impact of mobile advertising
5 steps to building an 'information edge' in indian real estate.
This piece tells us the criticality of the most important tool
– the “data” – where to get it, how to analyse it and how
to use it.
Research In Digital Planning: A Snapshot (Session for Clique Interactive: 7th...Kunal Ghosh
A training module on how to approach research in a digital strategic planning journey. This presentation focuses on the relevant tools (with a particular focus on listening tools) and methodologies used by small/mid-sized agencies across MENA and SEA to derive digital comms strategy for pitches and accounts.
This document discusses how brands can transform social media data into actionable business intelligence. It recommends a 7-step process: 1) involve other organizational departments; 2) acquire social media monitoring tools; 3) start with simple analyses of brand mentions; 4) identify and engage influencers; 5) analyze competitor mentions; 6) analyze industry discussions; 7) continuously track, report, and refine analyses. The key is to let business needs drive the analysis and link social data with other sources. Social media is just one perspective that, when properly analyzed, can provide insights for measuring, understanding, and taking action.
Accenture Finds that Vast Majority of Companies are Embracing the Journey to the Cloud but Alignment to Business Strategy Lags
Accenture’s “Cloud in the Boardroom” study found that although there’s a significant uptick in cloud adoption at the enterprise level, companies are missing the full benefit of their cloud adoptions by not factoring their IT implementations into their overall business strategy.
Accenture conducted an online survey, fielded between January and February of 2016, of 1,879 C-level executives of companies across 15 industries in 13 countries. Some key findings include:
- More than 95 percent of respondents have a five-year cloud strategy already in place, however only 38 percent have aligned these plans with overarching business goals.
- Four of five executives reported that less than half of their business functions are currently operated in public cloud, but noted increasing intent on moving more of their operations to the cloud in the coming years.
- 89 percent of respondents agree that implementing cloud strategies is a competitive advantage which allows their companies to leverage innovation through agility.
- While half of respondents cite security as their biggest concern with the public model, more than 80 percent believe public cloud security is more robust and transparent than what they’re able to provide in-house.
“Our research confirms that enterprise clients are overwhelmingly recognizing the value of a Cloud First agenda—leveraging the cloud to bring applications, infrastructure and business processes together and be delivered as-a-Service—as a driver of digital innovation, and they are upfront about the guidance they need in order to move even faster on their journey to the cloud,” said Jack Sepple, senior managing director, Accenture Cloud and Accenture Operations group technology officer. “By taking steps to align their cloud and business strategies and to involve IT more directly in cloud decision-making, companies will be better positioned on their journey to the cloud as the as-a-Service economy matures.”
Speaking to People: The Strategist’s Secret WeaponOpen Strategy
'My secret weapon for developing and selling a strategic narrative' by Loz Horner at Lucky Generals. 1/3 of the second 'School of Planning' event on Strategic Narrative.
The document provides the poem "If" by Rudyard Kipling along with discussion questions about the poem. The poem describes qualities one needs to develop to become a man, such as keeping a level head when others lose theirs, trusting oneself when doubted, not being tired or hurt by waiting or hatred, and facing triumph and disaster the same. It says if you can do these things and force your heart to serve you even after it's gone, then "yours is the Earth and everything that's in it."
10 Things I Learned in 10 Years as a Content StrategistRachel Lovinger
In the decade since I officially became a Content Strategist, I’ve learned many important principles of working with content. Some of them have influenced the kind of work I do, and some of them have helped me better understand how the field is developing and what directions it needs to grow in for this practice to become more effective with digital content.
In this presentation I’ll summarise my top ten learnings and describe how these principles have been critical to the work I’ve done these past 10 years. I’ll also discuss how people can dig deeper into the principles that they find most useful and relevant to their work.
My Leadership Story: Personal Insights and ReflectionsMark Brown
This document appears to be a presentation by Professor Mark Brown, the Director of the National Institute for Digital Learning, about his insights and reflections on leadership. It includes information about his career experiences leading various online learning initiatives at universities in New Zealand and Australia. It also lists some of his insights on leadership, such as being yourself, believing in yourself, asking if you are doing the right thing, thinking and acting like a goose, and raising the aspirations of others. The presentation encourages having the courage to lead and includes a quote about how a prudent question is half of wisdom.
This document summarizes an educational presentation about growth mindset. It discusses how believing that your abilities can be developed (growth mindset) leads to better outcomes than believing they are fixed. Studies show students with a growth mindset get better grades over time. The presentation suggests teaching a growth mindset to improve achievement for all students. It concludes by recommending recognizing science supports the growth mindset, learning how to develop abilities, and replacing fixed mindset thoughts with growth mindset perspectives.
Black Box Thinking - The Surprising Truth About SuccessMatthew Syed
In his new book Black Box Thinking, award winning journalist and best-selling author Matthew Syed shares the surprising truth about success (and why some people never learn from their mistakes).
Covering topics including marginal gains, closed loops, blame culture, the logic of failure and creating a growth culture, Matthew uses gripping case studies, exclusive interviews and really practical takeaways to explain how you can turn failure into success.
Whether developing a new product, honing a core skill or just trying to get a critical decision right, Black Box Thinkers aren't afraid to face up to mistakes. In fact, Black Box Thinkers see failure as the very best way to learn. Rather than denying their mistakes, blaming others or attempting to spin their way out of trouble, these institutions and individuals interrogate errors as part of their future strategy for success.
This is a visual preview of Black Box Thinking. You can pick up a copy of the book at www.mathewsyed.com/blackboxthinking
This presentation defines what successes can be for the individual and what is essential for individuals to possess in order to be successful in what they desire.
How to Build A Social Media Following Like Guy KawasakiHubSpot
Guy Kawasaki, one of the most influential people in marketing today and curator of one of the biggest followings of any marketer/entrepreneur in the world, will show you how he manages his social media accounts.
In this on-demand presentation, Guy Kawasaki and social media architect, Peg Fitzpatrick will demonstrate what they do on social media every day. Guy has amassed over 10 million followers on social media and Peg has close to 1 million. Together, they will show you tips and tricks they used to gain such a large following.
The document outlines seven elements of a success mindset: 1) Desire, with motivation coming from a burning desire to achieve a purpose. 2) Commitment and integrity in keeping commitments. 3) Responsibility in accepting responsibilities, taking risks, and determining one's own destiny. 4) Hard work, as excellence requires preparation and sacrifice. 5) Positive believing through preparation and confidence. 6) The power of persistence in finishing what one starts through commitment and determination of purpose. 7) Pride of performance in taking pride in one's best work with humility.
The document provides an overview of chapter 1 of the Tao Te Ching. In 3 sentences:
The chapter discusses that the Tao cannot be defined or named, as it is eternal. It notes that while the natural world arose from the nameless Tao, individual things were created through naming. It also states that seeing beyond names allows one to sense the subtle, nameless cause of effects in the world.
Mexico got its name from its capital Mexico-Tenochtitlan. The indigenous people of Mexico were hunter-gatherers who later domesticated corn, sparking an agricultural revolution. In the 1500s, Mexico was invaded by Spain and later France in the 1800s, resulting in many indigenous deaths and Mexico gaining independence from Spain in 1821 after wars for independence. Mexico has over 92 million people, with two-thirds living in cities and the rest in rural areas. Approximately 6.7% of Mexicans speak indigenous languages today.
The document summarizes the design process for the front cover and contents page of a student magazine. For the front cover, the designer used a black and white photo with a colorful grunge background to draw attention. Cover lines and pricing were added using shapes. The contents page continued the grunge style with stars and sticker-style text boxes at angles to create a 3D effect. Various fonts and effects were used to brand the magazine and appeal to students.
This document discusses best practices for social media engagement and success. It defines success as having engagement and reach, and provides metrics for measuring these, such as comments, likes, shares, and page views. It also discusses how to understand audiences by profiling them, recognizing barriers and incentives to engagement. Tips are given for maximizing engagement, like knowing your audience, providing ways for all user types to engage, putting out great content, modeling engagement, listening to feedback, and continually adapting strategies.
Before coming to China, Polish students spent time in airports getting used to stairs, chopsticks, and Chinese umbrellas and fans. They became familiar with YNU and made Chinese friends with help from the helpful university staff. The students enjoyed calligraphy, music, and taiji lessons, though some struggled with synchronization. Through trips, the students fell in love with Chinese culture and visited sites like Snow Jade Cave, spending free time with teachers and making friends.
This document discusses a family enjoying important moments in life. It mentions having two children, an 11-year-old son in grade 5 and a 19-year-old daughter who recently graduated. It also talks about enjoying a cottage on Lake Winnipeg and the connection between a boy and his dog, as well as the happiness of a daughter graduating.
This document provides an overview of social media marketing practices and concepts. It discusses key principles like authenticity and real-time conversations. It also covers social networking platforms like Facebook, LinkedIn, and Twitter. Tools for listening to social media like Google Reader and spreadsheets are presented. Areas of discussion around various social media channels and putting together an effective social media presence are listed.
Millward Brown Perspectives. Volume 6: Issue 2Kantar
The second issue of Perspectives, our quarterly magazine, is now available for iPad and as a PDF. If you missed the first issue, don’t miss this one. It’s full of valuable content about building Meaningfully Different brands, social measurement, and the brand impact of mobile advertising
5 steps to building an 'information edge' in indian real estate.
This piece tells us the criticality of the most important tool
– the “data” – where to get it, how to analyse it and how
to use it.
Research In Digital Planning: A Snapshot (Session for Clique Interactive: 7th...Kunal Ghosh
A training module on how to approach research in a digital strategic planning journey. This presentation focuses on the relevant tools (with a particular focus on listening tools) and methodologies used by small/mid-sized agencies across MENA and SEA to derive digital comms strategy for pitches and accounts.
This document discusses how brands can transform social media data into actionable business intelligence. It recommends a 7-step process: 1) involve other organizational departments; 2) acquire social media monitoring tools; 3) start with simple analyses of brand mentions; 4) identify and engage influencers; 5) analyze competitor mentions; 6) analyze industry discussions; 7) continuously track, report, and refine analyses. The key is to let business needs drive the analysis and link social data with other sources. Social media is just one perspective that, when properly analyzed, can provide insights for measuring, understanding, and taking action.
007 a paper_on_problem_definetion_in marketing_imc_researchimcResearch
This document discusses how ideas for market research arise and outlines key considerations for developing a successful market research proposal. It notes that ideas for research usually come from managers trying to solve problems or capitalize on opportunities. These ideas are then scoped internally before being presented to research agencies. The document emphasizes that a thorough research brief provides agencies with the necessary context and guidance to develop targeted proposals. It identifies important elements for briefs such as research objectives, target audiences, budget constraints, and reporting needs. Finally, it discusses factors agencies must balance in their proposals like required information, desired accuracy levels, and available budgets to design effective research solutions.
This document discusses social media monitoring and provides reasons why companies should monitor social media. It discusses that social media monitoring allows companies to understand what people are thinking in real-time, gain insights to apply to branding and marketing, and implement strategies to market brands effectively and manage online reputation. It then provides tips for how to monitor social media which includes brainstorming keywords, researching and populating search terms, testing keywords, collecting data from posts and comments, analyzing to understand what people convey and draw conclusions, and reporting insights in graphs.
Susan shares her take on making social recruiting actually social. November, 2011 @ Social Media Plus in Philadelphia, PA. @SocialMediaPlus; #SMPlus. For more information or to get help, visit Susan at www.exaqueo.com.
"A Design Thinking Approach to Online Engagement"
Create richer and long-lasting engagement
Carl Griffith was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
Innovation & Entrepreneurship in the Digital Age: Seven traits of entrepreneurs. Even if you don't start a business, these defining traits of an entrepreneur will serve you well in business and in life.
The document outlines essential steps and creative tools for generating a digital business idea. It discusses 7 steps to idea generation: 1) become an idea detective by noticing problems, 2) get creativity flowing through research, 3) think of admired digital businesses, 4) consider personal problems, 5) synthesize other ideas, 6) brainstorm solutions, and 7) narrow ideas. It also describes 4 creative tools: brainstorming, brainwriting, random input, and SCAMPER. Finally, it stresses the importance of defining the digital business idea.
This document discusses search engine optimization (SEO) and content strategies. It provides information on search trends, user behaviors, and how to optimize content for search engines and users. Key points include growing search volumes from non-metro areas in India, the importance of understanding user intent, optimizing content for mobile and voice searches, and creating helpful content that users want to read and share.
The definitive guide to growth hacking (quick sprout)Huy Dang
The document is an introduction to a guide about growth hacking. It explains that growth hacking focuses solely on growing a startup through unconventional methods. It describes how the term was coined to find people specifically focused on growth, unlike traditional marketers. Growth hackers view products differently by leveraging how software products can spread virally. Their goal is understanding new channels like the internet to distribute products in innovative ways.
This document provides an overview of growth hacking by defining what it is, explaining its history and key concepts. It describes growth hacking as having an obsessive focus on growth above all else. The term was coined in 2010 to describe entrepreneurs who use non-traditional marketing tactics to achieve rapid user acquisition and retention. Examples are given of how AirBnB leveraged Craigslist to grow their user base by reverse engineering Craigslist's platform without an API.
The document is an introduction to a guide about growth hacking. It explains that growth hacking focuses solely on growing a startup through unconventional methods. It describes how the term was coined to find people specifically focused on growth, unlike traditional marketers. Growth hackers view products differently by leveraging how software products can spread virally. Their goal is understanding new channels like the internet to distribute products in innovative ways.
The document is an introduction to a guide about growth hacking. It explains that growth hacking focuses solely on growing a startup through unconventional methods. It describes how the term was coined to find people specifically focused on growth, unlike traditional marketers. Growth hackers view products differently by leveraging how software products can spread virally. Their goal is understanding new channels like the internet to distribute products in innovative ways.
What do Module Eight” has in for usThis module will discuss lorileemcclatchie
What do “Module Eight” has in for us?
This module will discuss the role and implications of market research in the marketing process. It will cover the advantages and disadvantages of collecting and analyzing both primary and secondary data. This module will illustrate how all the components of marketing work together, including market research, to increase the chances of product success in the marketplace.
How can you be successful this week?
Simple! Read/watch all the links to the resources (articles, website, videos, etc.) posted for this module. Don’t forget to click on the Module Overview Link and read it. Then complete the following activities:
Read the Textbook:
Marketing: An Introduction
, Chapter 4
Read the Marketing Concept Glossary VIII
Watch the Video: Brand Meaning and Identification
Participate in the Module Eight Discussion: Making Connections
Video Activity: Market Research
MyMarketingLab Simulation Activity: Market Research
For each activity you have to complete, make sure that you first review the Rubric that I will use to grade it. In this way, you will be able to hit each requirement, and your road to success will be guaranteed.
The Discussion
This discussion will allow you to put all the learning together. This is the discussion board where you will have to showcase all your new “Marketing Vocabulary.” Don’t forget to discuss market research! This is the topic where every marketing activity starts!
As an additional resource watch the following Video on "Reptilian Marketing" which will provide abundant information on how & why Marketing Research is conducted:
Direct Link:https://www.youtube.com/watch?v=uoK9lIhzBjw
Start by reading and reviewing the articles posted, and then answer the question(s) posted in the Discussion Forum.
For your initial post (1) you must:
Compose a post of one to two paragraphs
Complete the initial post on Thursday night and the reply to your peers by Sunday night.
Responses to your peers must demonstrate a depth and think. Keep in mind that I grade quality and not quantity. As your first marketing activity in this class, make sure you deliver VALUE being an exceptional contributor to the Discussion Forum.
Module Eight: Market Research
Learning Objectives
Upon completion of the course, students will be able to:
Identify reasons to conduct market research
Describe the different types of primary and secondary market research
Apply research options to a real-world market scenario
Module Reading and Resources
Textbook
:
Marketing: An Introduction
, Chapter 4
This chapter provides an introduction to the market research process and the types of market research approaches used by companies.
Access this resource by going to the
MyMarketingLab
area under the course Table of Contents menu.
Presentation:
Marketing Concept Glossary VIII
Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this wee ...
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptxEduSkills OECD
Iván Bornacelly, Policy Analyst at the OECD Centre for Skills, OECD, presents at the webinar 'Tackling job market gaps with a skills-first approach' on 12 June 2024
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
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9
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1. e B.O.L.D
Be B.O.L.D.
4 Common Sense Ideas
to Build Your Brand Online
( plus 1 free! )
An Industry initiative brought to you by Google India
2. India is online. Latest research seems to put that
number anywhere in excess of 4 crore people.
The average Indian also visits the Internet almost
everyday for upto a half hour at a time.
So, of course, you want to build your brand on the Web.
This is often easier said than done. It certainly doesn’t
seem easy - not everyone understands exactly how to
do this; there seem to be so many new things to learn,
so many different rules. Plus, today’s economy certainly
doesn’t make things easier.
What if we told you, it’s actually simpler than you think?
To prove this to you we present 4 common sense ideas
that will help you get started towards establishing a
powerful brand presence online.
Sometimes all it requires is for you to Be BOLD…
Sources: Comscore | IRS 2008, R2 | Comscore World Media Metrix | First study of Internet usage in India tracks users
across India for May 2008
3. Be BOLD
4 Common Sense Ideas to Build Your Brand Online
Build for Efficiency
Operate to Acquire
Lead with Experimentation
Design for Engagement
4. How to use this booklet
This booklet is divided into four sections, one for each of the four ideas of Be BOLD.
Each idea is further supported by two marketing insights. These marketing insights
show you how to actually put the Be BOLD ideas into action.
Each marketing insight is broken down as follows:
Marketing insight
Research data
Marketeer Advertiser insight
check list
Tools you
can use
5. 1. Build for Efficiency
Catch trends before they become trends
Save money the old-fashioned way… Don’t waste it
6. Catch trends before they become trends
Did You Know? "The tipping point is that magic moment when an
More Indians online are comparing prices and idea, trend, or social behavior crosses a
purchasing products online today than in 2005* threshold, tips, and spreads like wildfire.”
- Malcolm Gladwell, Author
Ask yourself: No one knows exactly when the next big thing
becomes just that - the next big thing. The
Do I get regular and accurate feedback on what problem, though, isn’t being able to predict what
my customers feel about my product/ services? the next big trend, fad, best seller or killer product
might be. It’s often not being able to read the signs
How long will it take me to respond to changes in in time. The trick is to catch these just as they start
my target group or market? to form not when they’re near tipping point.
Think about using : Google Trends
1. IPL Final Match
Google Trends allows you to see how often people are
5. IPL Final
16. Manish Pandey
searching for different things on Google. It also shows how
19. Zoozoo wallpapers
frequently certain topics have appeared in Google News
stories, and in which geographic regions (in India or the
whole world) people have searched for them most.
With Hot Trends you can see the fastest-rising searches for
different points of time. For example: you can see a list of
today’s top 100 fastest-rising search queries in India. You
can also use Google Trends to get insights into the traffic and
geographic visitation patterns of your favorite websites!
Google Hot Trends indicates the Top 50 most searched for terms on www.google.co.in the day of the Find it at : www.google.com/trends
IPL final
* Google India Benchmark Study | May 2008 | Google India, Netpop Research
7. Save money the old-fashioned way, don’t waste it
Did You Know? “If brands are built over years, why are they
The impact of online ads is equivalent to TV and managed over quarters?”
greater than other forms of offline advertising* - Leonard Lodish, Wharton Business School
In the 2008 IBM Global CEO Study, CEOs rated
Ask yourself: market factors (48%), people skills (48%) and
technological factors (35%) as the three external
Do I know which of my marketing campaigns are factors that would most impact their businesses.
working and why? As more and more marketers move from intuition
to science, tracking and tweaking their campaigns
Do I have a way to get the information I need to using increasingly complex models, the future will
make better marketing decisions? undoubtedly go to the more diligent. And this is,
perhaps, where the digital medium rolls up its
sleeves. What makes the digital medium such an
incredible marketing channel are the robust
campaign data it gives marketers.
When you embark on a marketing activity,
especially one that aspires to wield the enormous
power of the Internet ensure you have the tools at
hand to accurately track if your campaign
objectives are being met.
Think about using : Google Analytics
Google Analytics is a free tool which can help you improve
your marketing ROI. It shows you which sites, search
engines and search words are sending traffic to your
website. It also shows you how long visitors are spending on
your site and which pages they seem to prefer.
Find it at: www.google.com/analytics/
Custom Reports
Create, save, and edit custom reports that present the information you want to see organized in the
way you want to see it.
Source : India Benchmark Survey | May 2008 | Google India, Netpop Research
8. 2. Operate to Acquire
Reach Wide but Target Narrow
Find the People Who Want to Find You
9. Reach wide but target narrow
Did You Know? "Customers buy for their reasons, not yours.”
53% say the Web/ online is how they prefer to - Orvel Ray Wilson, Author
learn about new brands
And that may be truer today than ever before.
Estimates indicate that the average person will
Ask Yourself : have access to some 80 million commercial
messages in their lifetime. Research also
Do I know the different themes that could be
indicates that we’ll now produce more information
relevant to my brand and brand message?
in just one year than has been produced in the last
Do I know which sites are the most relevant for
5,000 put together. With so many options for
me to be present on and why?
information your consumers now have a multitude
of places to get their information.
The converse is also true-your brand now has
more places it can be heard. It’s important that you
know where to reach your customer effectively.
Think about using : Google Content Network
Advertising on the content network allows you to be present
at multiple consumer touch points. Google’s Content
Network allows you to tap into the advantages of display
advertising and make contextual targeting work for you. By
advertising on Google’s content network your text, video and
image ads can be exactly targeted to different websites and
their content. These ads are so well matched that readers
find them useful.
Find it at: www.google.com/adword/containnetwork
Advantages of the Google Content Network
Brand Reach - Up to 70% of the India’s Internet users
Brand Awareness - Over 400 million chances every month to show your ad across a range of BFSI-
related websites alone
Brand Re-inforcement - Over 25 billion unique page views every month
Brand Association - Tens of Thousands of content specific sites on which to show your ad
Source: India Benchmark Study May 2008 1005 online interviews Google India, Netpop Resea
10. Find the people who want to find you
Did You Know? One of the Internet's strengths is its ability to help
Over 80% said online ads increased their interest consumers find the right needle in digital haystack
in the brands or products advertised; 40% said of data.”
1
they “greatly” increased their interest - Jared Sandberg, Wall Street Journal
Ask Yourself: More than half Indian Internet users polled
indicated the first thing they did on the Internet was
When my consumers look for me online, can
go to a search engine2. Data also indicates that
they find me?
consumers prefer to do their homework online
even if they’re eventually going to purchase offline
- even among in-store purchases, search engines
are key: 97% of in-store purchasers use search
engines3.
The implications are clear-no matter where they
hear about a product or service or where they’re
evenutally going to buy it, consumers seem to
prefer going online first.
Think about using : Google Adwords
Google Adwords allows you to reach your target consumer
by putting control entirely in your hands. Change an ad
anytime you want, set your own budget and accurately track
your ad’s performance
Find it at: See details on Pg 19 to find out how to get started
Source: 1. India Benchmark Study | May 2008 | Google India, Netpop Research
2. I-Cube 2008 | Online Content Report | 4.9MM users in 30 cities | MRB
3. India Retail Survey | February 2009 | Google India, Netpop Research
11. 3. Lead With Experimentation
Redefine the rules of the game
Get more from what you already have
12. Redefine the rules of the game
Did You Know? "I still observe executives exhibiting the same lack
Indian internet users view blogs and forums as of courage or knowledge that undercut previous
good sources of information and an excellent waves of innovation.” - Rosabeth Moss Kanter,
platform for publishing their own views to the Harvard Business School
world1
When it comes to communicating your brand
message, building associations with your offline
Ask Yourself:
campaigns or simply creating and sustaining a
If I just changed where I used them, would I be true first-mover’s advantage, the trick is knowing
able to make my campaign creatives do more how to make your advertising work for you,
for me? whether this means finding a new way to say what
Could the Internet easily prove a more cost- you want to or picking a different channel to get the
effective extension of my branding and PR same message across.
activities, if I just tweaked my internal
resources? If you’re going to change: experiment early, iterate
quickly and innovate boldly.
Think about using : Blogger, Google Maps
Blogger.com is Google’s free publishing service that allows
you to customize and publish your own blog on the web
instantly to communicate with anyone on the Internet.
Google Maps offers user-friendly interactive maps of India
and the world. It also allows individuals and businesses to
create a custom map for personal use, to mark a business
location, service provider and more
Find it at : www.blogger.com
local.google.co.in
Google maps could provide a powerful way to reach out to your customers. For eg: By clearly marking
where your ATMs/ bank branches offering specific services are located in the city
Sources: 1. I-Cube 2008 | Online Content Report | IMRB
2. Google Internal Data; 3. Google Zeitgeist
13. Get more from what you already have
Did You Know? “Investors and analysts often prefer that firms
Photo/Video sharing has emerged as one of the maximise shareholder value by ‘sticking to their
activities Indian Internet users do most every day* knitting’.”
-Mary Benner, Wharton Business School
Ask Yourself: This holds true for both your customers and your
content. Imagine the kind of brand engagement
Are my TV ads the kinds that people would
you could generate if your ad went viral - 1 person
readily pass on to their friends if I simply made
sends it to 10, who send it to 100, who send it to
them more accessible?
1000... And what if you discovered that all it
Do I have campaign video creatives – both
required for this to happen was an easy way to
global and local – that I can easily use online to
show other people that video?
extend the life of my campaign?
Better yet, what if we said you don’t even need to
‘create an ad’. Remember the new credit card ad
with the funny guy dancing in different parts of the
world? It all started with a video called ‘Where the
heck is Matt?’ (find it on YouTube)
Think about using : YouTube
YouTube allows you to use the combined advantages of the
Internet & video to extend the ways your brand and
messaging interacts with your target consumer. Today, over
15 hours of content uploaded onto YouTube every minute2.
In 2008, YouTube was the fastest rising search term on
Google India, and was also among the top 5 most popular
searches for 2008 after Orkut, Gmail, Yahoo and Google3
Find it at : in.youtube.com
* I-Cube 2008 | Online Content Report | IMRB
14. 4. Design for Engagement
Don’t underestimate ‘Word of Mouth’
Force Your Brand to Listen
15. Don’t underestimate ‘Word of Mouth’
Did You Know? “While it may be true that the best advertising is
78% of consumers trust - either completely or word-of-mouth, never lose sight of the fact it also
somewhat - the recommendation of other can be the worst advertising.”
1
consumers - Jef I. Richards
Ask yourself : Consumers influence each other as easily as they
are influenced. They talk, when they like
Do I know what my consumer is saying about
something and especially when they don’t. With
me?
social networking and the Internet, they’re no
Do I have a way of talking so they listen?
longer talking to just their friends and family.
Today, when they talk the whole world can listen in.
Think about using : orkut
Research indicates that Indians spend 2 Billion minutes on
social networking sites every month.2 When you build an
online community on orkut, you could access some 14
million+ unique visitors and about 2.5 million daily visitors in
India alone. Over 80% of orkut’s audience in India is
between 18 – 34 years in age. You can now also advertise on
orkut.3
Find it at : www.orkut.com
MTV India uses Orkut to create 260,000 new Roadies faster & cheaper
Sources: 1. ‘Trust in Advertising Global Report’ | Nielsen, October 2007
2. Comscore
3. Comscore for India, July 2008, Comscore Media Metrix, Oct 2008
16. Force your brand to converse
Did You Know? “The consumer isn't a moron. She is your wife.”
55% of consumers want an ongoing dialogue with - David Ogilvy
1
brands
Your consumers and how they feel about different
products, prices and their favorite brands are
Ask yourself : always changing. They are influenced by tens of
thousands of messages, videos, chats,
Do I know what is most important to my
commercials and so much more. What’s more,
consumer?
consumers no longer want to be talked to or told
Do I know how my consumer feels about me
what’s good for them by brand propaganda.
or my branding message?
Today’s consumer is changing faster than she
Do I have a way of listening when my
ever has. And for any brand hoping to talk to their
consumers talk?
consumers it’s important to know what to say and
in a manner that they will listen.
Think about using : Google Insights for Search
Google Insights for Search allows you to know what your
customers are thinking. Get insights on what people were
searching for in Mumbai, India or around the world today,
yesterday or in 2004. For example : You can use Google
Insights for Search to learn that people in India have been
looking online to ‘buy iphone’ since 2006! And the most
interest is from Delhi & Gujarat!
Find it at : www.google.com/insights/search
Google Insights for Search indicates how the only time the number of people searching for
information on Harbhajan surpassed that for Dhoni was in April 2008 - the time of the controversial
Sreesanth slapping incident
Sources: 1. ExPO TV Survey (administered to influential consumers on the ExpoTV community) | 2008
2. Comscore Matrix: Community India for Oct 2008
3. Comscore for india, July 2008, Comscore Media Metrix, Oct 2008
18. Know what works and do more of it
“Any company that cannot imagine the future The only way to succeed is to stop talking and start
won’t be around to enjoy it.” doing.
- C.K Prahalad & Gary Hamel, Management “The key question is, “How do I accomplish growth
Authors & Gurus and cost efficiency at the same time?”
Our strong point of view is that a ruthless and
disciplined focus on ROI is the only answer. ROI
should be the key yardstick by which you measure
how you invest your precious resources going
forward. And the Internet can deliver these
efficiencies.
The Internet is measurable and provides precise
control over how your marketing investments get
allocated. There is no more efficient media
channel available. Period.
At the same time it is also the Internet that can help
you grow by:
1) Reaching relevant customers in India and
around the world
2) Converting these prospects into revenue
efficiently
3) Enabling you to grow along with the fastest
growing medium in the country”
Shailesh Rao
Managing Director,
Google India
19. Supercharge your brand now
To understand how to implement these four ideas Finance
for your brand, please schedule a customized Pavan Varma
presentation: +91-9987521735
Technology & Telecom
Manish Tahilyani
+91-9953591223
FMCG
Ashwin Venkatraman
+91-9611897125
Auto
Gaurav Kapur
+91-9810158071
Travel
Manan Singhi
+91-9818411908
Education
Ajay Malhotra