The document discusses leveraging social media in the digital era. It covers assessing readiness for social media, how to leverage platforms like Weibo in China, and developing a social media strategy. Key points include checking if a company has clear social media goals, budget, and resources before engaging. It also provides tips on content strategy, influencer relations, and measuring social media efforts. The overall message is that social media can increase exposure and help close business, but proper preparation and planning is required.
This document provides a summary of a Business Marketing Association (BMA) Chicago event on November 18, 2009. The event featured presentations on evolving digital marketing tactics including search, social media, mobile marketing and their integration. Key points discussed included the growing importance of social media and its influence on search rankings, the need for consistent messaging across touchpoints, and tips for marketers such as developing mobile-optimized websites and understanding interdependencies between tactics. Presenters were from marketing firms Symmetri, Vivid Ascent, Ruder Finn and Interactive Mediums.
Living With The Internet is a Latin American study on online behavior. It analyzes internet usage trends in four major Latin American countries - Brazil, Mexico, Argentina, and Colombia. The study found that staying in touch with friends, entertainment, and content sharing are the biggest motivations for Latin Americans to go online. It also found that young people aged 16-35 drive internet consumption in the region, spending significant time daily on social networks, watching videos, and engaging in online activities. The study provides insights into how brands can better connect with online audiences in Latin America through social media engagement, discounts, customer service, and targeted personalized communications.
Viviendo con Internet en América Latina - Microsoft AdvertisingWikonsumer Research
Fuente: Microsoft Advertising
Metodología: Basado en una encuesta realizada a un panel de opinión online, 6.054 encuestados de edades comprendidas entre 16-64 años respondieron preguntas sobre sus patrones de conducta web y sus preferencias de interacción online con las marcas.
El documento completo puede ser bajado de:
http://advertising.microsoft.com/latinoamerica/estudios/viviendo-con-internet
The document discusses social media and its opportunities and challenges for local authorities. It provides an overview of the social media landscape, including different applications. It outlines potential benefits across customer insight, engagement, experience, marketing and operations. While local authorities have made some progress setting up social media channels, most are still using a broadcast rather than engagement mindset. The document stresses the importance of strategic social media planning to fully leverage its potential.
Presentation to be delivered at the 'Meet the Buyer' Conference, Glasgow June 10th - http://www.sdpscotland.co.uk/events/events-list/meet-the-buyer.aspx
Social Revolution: Connecting with Today’s CustomerHubSpot
Salesforce.com’s George Hu and HubSpot’s Brian Halligan discuss how your organization can turn the social revolution into a competitive advantage. View the entire webinar: http://www.hubspot.com/new-webinar-revolutionize-sales-and-marketing/
Mobile devices are replacing PCs as the most common way to access the internet globally. By 2015, there will be over 5 billion mobile connections worldwide and mobile internet use will double every year through 2014. Applications are driving increased mobile usage, with things like banking, social media, location-based services and mobile commerce becoming very common on smartphones and other mobile devices. This rapid growth of mobile internet use is a global phenomenon, with over 90 countries generating more than 10 million requests per month from mobile users.
It describes the SoLoMo’s usage for marketing across the various industries. It provides deep insight on what SoLoMo is all about and how it is implemented for getting better results than the traditional marketing strategies.
This document provides a summary of a Business Marketing Association (BMA) Chicago event on November 18, 2009. The event featured presentations on evolving digital marketing tactics including search, social media, mobile marketing and their integration. Key points discussed included the growing importance of social media and its influence on search rankings, the need for consistent messaging across touchpoints, and tips for marketers such as developing mobile-optimized websites and understanding interdependencies between tactics. Presenters were from marketing firms Symmetri, Vivid Ascent, Ruder Finn and Interactive Mediums.
Living With The Internet is a Latin American study on online behavior. It analyzes internet usage trends in four major Latin American countries - Brazil, Mexico, Argentina, and Colombia. The study found that staying in touch with friends, entertainment, and content sharing are the biggest motivations for Latin Americans to go online. It also found that young people aged 16-35 drive internet consumption in the region, spending significant time daily on social networks, watching videos, and engaging in online activities. The study provides insights into how brands can better connect with online audiences in Latin America through social media engagement, discounts, customer service, and targeted personalized communications.
Viviendo con Internet en América Latina - Microsoft AdvertisingWikonsumer Research
Fuente: Microsoft Advertising
Metodología: Basado en una encuesta realizada a un panel de opinión online, 6.054 encuestados de edades comprendidas entre 16-64 años respondieron preguntas sobre sus patrones de conducta web y sus preferencias de interacción online con las marcas.
El documento completo puede ser bajado de:
http://advertising.microsoft.com/latinoamerica/estudios/viviendo-con-internet
The document discusses social media and its opportunities and challenges for local authorities. It provides an overview of the social media landscape, including different applications. It outlines potential benefits across customer insight, engagement, experience, marketing and operations. While local authorities have made some progress setting up social media channels, most are still using a broadcast rather than engagement mindset. The document stresses the importance of strategic social media planning to fully leverage its potential.
Presentation to be delivered at the 'Meet the Buyer' Conference, Glasgow June 10th - http://www.sdpscotland.co.uk/events/events-list/meet-the-buyer.aspx
Social Revolution: Connecting with Today’s CustomerHubSpot
Salesforce.com’s George Hu and HubSpot’s Brian Halligan discuss how your organization can turn the social revolution into a competitive advantage. View the entire webinar: http://www.hubspot.com/new-webinar-revolutionize-sales-and-marketing/
Mobile devices are replacing PCs as the most common way to access the internet globally. By 2015, there will be over 5 billion mobile connections worldwide and mobile internet use will double every year through 2014. Applications are driving increased mobile usage, with things like banking, social media, location-based services and mobile commerce becoming very common on smartphones and other mobile devices. This rapid growth of mobile internet use is a global phenomenon, with over 90 countries generating more than 10 million requests per month from mobile users.
It describes the SoLoMo’s usage for marketing across the various industries. It provides deep insight on what SoLoMo is all about and how it is implemented for getting better results than the traditional marketing strategies.
The document summarizes key trends from Q1 2008, including the rise of social media, digital and mobile platforms, and global emerging markets. Regarding social media, it notes the influence of consumers and advocates on brands and the focus on understanding consumer personas. For digital media, it discusses the transition to online and mobile viewing and the rise of user-generated content. The trends also cover location-based mobile marketing, open platforms like Android, and measuring advertising in global emerging markets.
Learn how to make marketing dollars work harder in difficult times by understanding the dynamics of the digital media shift and using this knowledge to drive your marketing mix
This document summarizes Innoventive Media, an agency that helps brands better engage with consumers in the digital age. It discusses how consumer behavior and demands have changed as people increasingly interact with each other and the world digitally. Innoventive Media takes a 360-degree approach using creativity, technology and marketing to help brands communicate effectively with consumers across both physical and digital platforms. One of its most advanced projects is called "Scan is The Future", which allows brands to deliver personalized content to consumers' smartphones by scanning QR codes.
SMITH Advertising proudly presented to 30 Destination Marketing Association members of North Carolina in Salisbury in February. This presentation contains trends and best practices for marketers of destinations. Included in the presentation is information about integrated marketing plans, social, local and mobile. User generated content, new trends like pinterest, foodspotting and google+. Enjoy!
The document discusses the rise of social business and how organizations are transforming into social businesses to reap benefits. Key points:
1. Social businesses embrace social tools and networks to create business value by connecting people, being transparent, and acting nimble.
2. Becoming a social business can help organizations deepen customer relationships, drive operational efficiencies, and optimize the workforce.
3. Social businesses focus on engaging networks of customers, partners and employees to generate innovation, share knowledge, and make quicker decisions.
Part 4 of the bemoko/Alterian "Lifting the Lid on Mobile Marketing" series - this installment focuses on the integration of mobile marketing and social media
This document discusses social media and how to effectively implement it. It begins by defining social media as online conversations and discusses why companies should engage in social media due to the fundamental shift in communication online. It then provides tips on how to implement social media through careful word choice, learning about audiences, and choosing appropriate channels. Examples are given of companies like Dell, Comcast and Starbucks that have effectively used social media. References are provided at the end.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
The Customer-First Imperative: Five Steps for Applying Social Media to Genera...NM Incite
This white paper outlines 5 steps for applying social media insights to transform global marketing and brand strategies:
1. Measure your social performance relative to ‘expected’ outcomes
2. Link your segmentation approach to online discussions
3. Overinvest in data hygiene
4. Cast a wide net
5. Maintain measurement consistency across brands and markets
Brand Driver is a global research and strategy firm that helps media and entertainment clients understand audiences. It uses qualitative and quantitative research methods to provide insights into consumer trends, content preferences, and brand perceptions in local and global markets. Some of its services include consumer segmentation, brand tracking, testing new products/content, and advising clients on key issues like strategy, programming, marketing, and platform negotiations.
IDS403 society and technology final project part two_daria smith giraudDaria Smith Giraud
Social media originated from 1970s bulletin board systems and evolved through early platforms like Six Degrees in the 1990s. It is now a paradigm-shifting medium that impacts over 1.8 billion people or 15% of the global population connected to the internet. Social media transforms generations by shifting human evolution toward integrated platforms and networks, defining social norms and practices. It has integrated into online culture and shifted the cultural landscape, impacting various sectors of society through its four lenses of analysis.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
The document discusses how marketing has evolved with the rise of Web 2.0, noting that Web 2.0 is defined by an open platform that harnesses collective intelligence and rich user experiences. It also outlines challenges faced by Monster.ca in adapting to emerging conditions where seeker behavior has changed and competition has increased, recommending strategies like making the seeker the focus, improving reach through digital marketing, and enhancing the employer value proposition.
Social networking and the next generation of handheld devices will improve business decision-making through efficient, unified communications and location awareness.
Social media and mobile presentation 2011 Galit Fein
Mobile and social media are growing rapidly and should be integrated into a multichannel strategy rather than managed separately from IT. Mobile is becoming essential for businesses and financial institutions need to offer more advanced mobile banking features. While HTML5 shows promise for developing cross-platform apps, native apps currently provide a better user experience. Enterprises also need to support employees' use of personal mobile devices for work through mobile device management and technical support policies.
Hubspot social revolution - connecting to customerspenneyfox7369
The document discusses how companies can create a social enterprise by developing social profiles of their customers, creating employee social networks for collaboration, and developing customer social networks for engagement. This allows companies to better understand and connect with customers across various social platforms. The benefits include improved information sharing between employees, better tracking of customer conversations, and new ways to market, sell and service customers.
The document discusses how companies can become "social enterprises" by connecting with customers on social networks. It outlines three steps: 1) Develop a social customer profile by understanding who customers are, what they like, and what they're saying on social media. 2) Develop an employee social network to facilitate collaboration. 3) Develop a customer social network by listening to and engaging with customers on their preferred networks like Facebook and Twitter. Becoming a social enterprise allows companies to better understand and serve customers in today's digital world.
This document summarizes a presentation about influencing brand buzz through social media. It discusses separating hype from reality with social media, defines social media, and outlines the benefits. It also covers setting expectations, budgeting, tools and techniques, and getting started with social media. Examples are provided of how different social media platforms like Twitter, podcasts, widgets and mobile advertising can be used. The presentation emphasizes listening to customers, engaging authentically, and measuring results both tangibly and intangibly. It provides contact information for follow up.
Community conference 2011 - Dell, Bill JohnstonSeismonaut
This document discusses creating sustainable value through social media. It outlines Dell's journey with social media over five years, experiments, and lessons learned. Key insights include:
1) Social media improves engagement, provides solutions, and boosts loyalty across the customer lifecycle from awareness to post-purchase support.
2) Listening is critical for understanding customers and markets. Social media also provides insights to improve products, marketing, and operations.
3) While direct sales impacts can be measured, social media value is multi-dimensional, including influence on purchase, increased attention, loyalty, and other less direct impacts.
4) For Dell, social media affects all business units and stages of the buying process, not
Delivered at the Plastics News Executive Forum on March 8, 2011 in Summerlin, Nevada by Eric Schwartzman. [CC] Feel free to use but please attribute www.ericschwartzman.com.
The document summarizes key trends from Q1 2008, including the rise of social media, digital and mobile platforms, and global emerging markets. Regarding social media, it notes the influence of consumers and advocates on brands and the focus on understanding consumer personas. For digital media, it discusses the transition to online and mobile viewing and the rise of user-generated content. The trends also cover location-based mobile marketing, open platforms like Android, and measuring advertising in global emerging markets.
Learn how to make marketing dollars work harder in difficult times by understanding the dynamics of the digital media shift and using this knowledge to drive your marketing mix
This document summarizes Innoventive Media, an agency that helps brands better engage with consumers in the digital age. It discusses how consumer behavior and demands have changed as people increasingly interact with each other and the world digitally. Innoventive Media takes a 360-degree approach using creativity, technology and marketing to help brands communicate effectively with consumers across both physical and digital platforms. One of its most advanced projects is called "Scan is The Future", which allows brands to deliver personalized content to consumers' smartphones by scanning QR codes.
SMITH Advertising proudly presented to 30 Destination Marketing Association members of North Carolina in Salisbury in February. This presentation contains trends and best practices for marketers of destinations. Included in the presentation is information about integrated marketing plans, social, local and mobile. User generated content, new trends like pinterest, foodspotting and google+. Enjoy!
The document discusses the rise of social business and how organizations are transforming into social businesses to reap benefits. Key points:
1. Social businesses embrace social tools and networks to create business value by connecting people, being transparent, and acting nimble.
2. Becoming a social business can help organizations deepen customer relationships, drive operational efficiencies, and optimize the workforce.
3. Social businesses focus on engaging networks of customers, partners and employees to generate innovation, share knowledge, and make quicker decisions.
Part 4 of the bemoko/Alterian "Lifting the Lid on Mobile Marketing" series - this installment focuses on the integration of mobile marketing and social media
This document discusses social media and how to effectively implement it. It begins by defining social media as online conversations and discusses why companies should engage in social media due to the fundamental shift in communication online. It then provides tips on how to implement social media through careful word choice, learning about audiences, and choosing appropriate channels. Examples are given of companies like Dell, Comcast and Starbucks that have effectively used social media. References are provided at the end.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
The Customer-First Imperative: Five Steps for Applying Social Media to Genera...NM Incite
This white paper outlines 5 steps for applying social media insights to transform global marketing and brand strategies:
1. Measure your social performance relative to ‘expected’ outcomes
2. Link your segmentation approach to online discussions
3. Overinvest in data hygiene
4. Cast a wide net
5. Maintain measurement consistency across brands and markets
Brand Driver is a global research and strategy firm that helps media and entertainment clients understand audiences. It uses qualitative and quantitative research methods to provide insights into consumer trends, content preferences, and brand perceptions in local and global markets. Some of its services include consumer segmentation, brand tracking, testing new products/content, and advising clients on key issues like strategy, programming, marketing, and platform negotiations.
IDS403 society and technology final project part two_daria smith giraudDaria Smith Giraud
Social media originated from 1970s bulletin board systems and evolved through early platforms like Six Degrees in the 1990s. It is now a paradigm-shifting medium that impacts over 1.8 billion people or 15% of the global population connected to the internet. Social media transforms generations by shifting human evolution toward integrated platforms and networks, defining social norms and practices. It has integrated into online culture and shifted the cultural landscape, impacting various sectors of society through its four lenses of analysis.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
The document discusses how marketing has evolved with the rise of Web 2.0, noting that Web 2.0 is defined by an open platform that harnesses collective intelligence and rich user experiences. It also outlines challenges faced by Monster.ca in adapting to emerging conditions where seeker behavior has changed and competition has increased, recommending strategies like making the seeker the focus, improving reach through digital marketing, and enhancing the employer value proposition.
Social networking and the next generation of handheld devices will improve business decision-making through efficient, unified communications and location awareness.
Social media and mobile presentation 2011 Galit Fein
Mobile and social media are growing rapidly and should be integrated into a multichannel strategy rather than managed separately from IT. Mobile is becoming essential for businesses and financial institutions need to offer more advanced mobile banking features. While HTML5 shows promise for developing cross-platform apps, native apps currently provide a better user experience. Enterprises also need to support employees' use of personal mobile devices for work through mobile device management and technical support policies.
Hubspot social revolution - connecting to customerspenneyfox7369
The document discusses how companies can create a social enterprise by developing social profiles of their customers, creating employee social networks for collaboration, and developing customer social networks for engagement. This allows companies to better understand and connect with customers across various social platforms. The benefits include improved information sharing between employees, better tracking of customer conversations, and new ways to market, sell and service customers.
The document discusses how companies can become "social enterprises" by connecting with customers on social networks. It outlines three steps: 1) Develop a social customer profile by understanding who customers are, what they like, and what they're saying on social media. 2) Develop an employee social network to facilitate collaboration. 3) Develop a customer social network by listening to and engaging with customers on their preferred networks like Facebook and Twitter. Becoming a social enterprise allows companies to better understand and serve customers in today's digital world.
This document summarizes a presentation about influencing brand buzz through social media. It discusses separating hype from reality with social media, defines social media, and outlines the benefits. It also covers setting expectations, budgeting, tools and techniques, and getting started with social media. Examples are provided of how different social media platforms like Twitter, podcasts, widgets and mobile advertising can be used. The presentation emphasizes listening to customers, engaging authentically, and measuring results both tangibly and intangibly. It provides contact information for follow up.
Community conference 2011 - Dell, Bill JohnstonSeismonaut
This document discusses creating sustainable value through social media. It outlines Dell's journey with social media over five years, experiments, and lessons learned. Key insights include:
1) Social media improves engagement, provides solutions, and boosts loyalty across the customer lifecycle from awareness to post-purchase support.
2) Listening is critical for understanding customers and markets. Social media also provides insights to improve products, marketing, and operations.
3) While direct sales impacts can be measured, social media value is multi-dimensional, including influence on purchase, increased attention, loyalty, and other less direct impacts.
4) For Dell, social media affects all business units and stages of the buying process, not
Delivered at the Plastics News Executive Forum on March 8, 2011 in Summerlin, Nevada by Eric Schwartzman. [CC] Feel free to use but please attribute www.ericschwartzman.com.
The document provides an overview of a course on social media strategy and management. It outlines the course objectives which include developing a social media strategy aligned with business goals, implementing initiatives to achieve objectives, and measuring social media performance and impact. It details learning outcomes, teaching methods such as lectures and group work, assignments, schedules, and addresses questions from participants.
The Social Media Solution for better customer value and growth. Featuring:
Charlie Wood, Area Vice President Salesforce Radian6, Matt Kendall, Digital Communications Strategist, One Green Bean, Jamie Madden, Creative Director, Circul8, Nahji Chu, CEO, Miss Chu
Social Media Week Presentation from Social2B - Metrics, Measurements and Sca...Viosk International
The document discusses social media metrics and scalability for enterprises. It provides an overview of traditional marketing metrics versus online and social media metrics. It outlines new rules for social media engagement and measurement, including that qualitative and quantitative metrics are needed. It also discusses how enterprises can scale their social media efforts through tools that help with exposure, engagement, influence, action, and calculating return on investment.
The document discusses key aspects of digital media that distributors should understand to strengthen relationships with operator customers. It identifies the top 5 digital media platforms as Facebook, Twitter, blogs, LinkedIn, and YouTube. Digital media allows distributors to strengthen relationships with operators, create two-way communication, and develop a competitive edge over other foodservice distributors. Best practices for distributors include providing digital media expertise, content, and guidance to operators on setting up and monitoring accounts.
Higher education marketing faces significant challenges in the coming years due to dramatic shifts in the industry. Many schools take a mass marketing approach and communicate similar messages, resulting in an "identity crisis." To be successful, schools need to better understand their target audiences through research and develop more integrated and strategic marketing approaches that are consistent across media and reinforce their brands. They also need to view students as part of a lifetime relationship and capitalize on opportunities with alumni to advance the institution. Data-driven tactics and measurement of outcomes will be crucial for higher education marketers to meet future challenges.
This document discusses social media and its potential for enterprise integration. It notes the large number of social media users and how enterprises are increasingly monitoring social media for marketing insights, customer feedback and recruiting. The document proposes that Information Builders' iWay product can help enterprises create a "social CRM" by integrating social media profiles and data into existing CRM systems, and analyzing social data alongside traditional customer information. This would allow improved customer engagement and access to richer customer insights.
This document discusses how companies can use web listening and social media research to monitor sentiment expressed about their brands online. It provides an overview of how to analyze different social media sources, including blogs, forums, reviews and comments across websites, to understand customer sentiment. The goal of web listening is to gain actionable business insights from social media to improve marketing, operations, product development, and reputation management.
Tips on How to Integrate Print with other ChannelsinterlinkONE
This document provides tips on integrating print with other marketing channels. It discusses how print can be used with mobile, social media, email, and websites. Print is still valuable when combined with digital channels as it can increase awareness and drive traffic. Specific ideas are provided like using QR codes and URLs in print to link to digital content or capture email addresses. The key is taking an integrated, multi-channel approach to reach audiences across different mediums.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Presentation from the University of Wisconsin Madison Executive Education Program Integrated Marketing Communications program Day 2 that I presented last winter and fall
The 6 Trends in Digital Communication You Must Be Aware OffLa French Tech
This presentation is a synthetic analysis of the main worldwide trends in digital communication, social media marketing and Internet for 2011 and 2012. This analysis is based on data from Vanksen Group, Emarketer, TNS Gallup and imediaconnection.
Social media allows for two-way communication and dialogue rather than one-way broadcasts. It has seen a rapid rise with key sites like Friendster, MySpace, Facebook, Twitter, and others growing exponentially in their early years. Marketers are drawn to social media because it enables conversations with consumers and viral word-of-mouth at low cost compared to traditional media. However, it also poses challenges for brands to control their message and reputation across fragmented networks.
This document summarizes a workshop on digital strategy planning. It discusses why organizations need digital strategies and what constitutes a digital strategy. It covers current digital trends, examples of digital strategy case studies, and the different types of digital marketing. It also discusses social media marketing and analytics. Finally, it addresses integrating digital strategies with business plans and measuring success through metrics like return on investment and engagement.
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Be prepared to leverage social in the digital era abca cwia
1. Be Prepared to Leverage Social
in the Digital Era
June 2012
2. Agenda
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 2
3. Media Landscape
• E-zine and readers interaction
• app for smart phone/ tablet PC
• real-name involvement
• 8,500+ periodicals
• 2,000+ dailies
• 3,500+ TV channels
• 2,900+ radio stations
• 2 nationwide wire services
(Xinhua & China News Agency)
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 3
4. Multiple Digital Channels
Search Engine: Be Searchable Social Media: Be Social
Earned
Media
Paid
Media
Earned
Media
Owned
Online Media: Be informative
Media
Official website:
Be Responsive
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 4
5. China’s Social Media
Social Media Landscape
485 284 • China’s digital landscape is
million fragmented
million 250 • Weibo appears as the most popular
million social media platform to interact
with customers
500+ million • By end of 2011, Sina weibo
internet users 137
accumulated over 250 million of
million
registered users
350 million
mobile internet • Competition is fierce, so for each
116
user industry and age group there is a
million
different set of platforms, channels
and influencers.. some effective,
some not.
Source: CNNIC, Nov,2011
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 5
6. Agenda
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 6
7. B2B Social Media By The Numbers…
81% 72%
of marketers said their social
media efforts increased exposure of marketers who have
for their business used social media for
more than 3 years report
it helped them close
business
2011 Forrester Research “B2B Interactive Marketing Forecast”
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 7
8. B2B Marketing Trends
• Almost 90% of B2B businesses are either maintaining or increasing their
social media spending.
– For those increasing budgets, “past success” is sited as the most common
reason.
– For those decreasing budgets, economic conditions is almost exclusively the
cause.
*Inbound marketing refers to non-paid or earned social media activities.
Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”,
Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”,
IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”,
White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S. Cohn & Wolfe Digital Capabilities – 7/3/2012 – 8
9. B2B Social Media Investment
B2B companies are investing aggressively in their online properties such as
company websites, official blogs, social networks, blogs and micro-blogs to
reach buyers.
“How do you expect your use of digital to change in the marketing mix?”
Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”,
Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”,
IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”,
White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S. Cohn & Wolfe Digital Capabilities – 7/3/2012 – 9
10. Social Media Preparation
CHECKLIST – Is Your Company Ready for Social Media?
Don’t jump into social media just because everyone else is doing it. Here’s
a checklist designed to help you determine if your organization is ready
and, if so, how to make your efforts successful.
– My company has clear goals and separate budget for social media.
– We know which social media platforms are popular with our
prospects and customers
– We have the human resources to commit to social media.
– We produce enough quality content to sustain social media
conversations
– Our stakeholders talk the company on social media
– We’re ready to incorporate social media strategies throughout the
buying process.
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 10
11. Agenda
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 11
12. How to Leverage Social Media
Insights-Based Social Media Digital Content Strategy
Strategy Policy & Process Influencer & Optimization
Development Creation Relations/Com
(complete) munity
Social Media Engagement Digital Footprint
Monitoring, Optimization &
Response & Social Media Expansion
Analysis Training Issues & Crisis
Digital Influencer Management
Mapping SEO/SEM
Planning
Measurement
Approach Sites, Apps,
Widgets, Podcasts
Social Media Monitoring, Rapid Response & Analysis
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 12
13. Social Media Insights
Target Audience Analysis for a Music Brand:
Conside
Awareness Familiarity Purchase Loyalty
ration
Music Fans Brand Fans Brand Users/Fans
• Love music, may not know • Play guitar and hear about Brand • Know & understand Brand
Brand • Have interest to know more about • Willing to share their experience
• Want to obtain passion Gibson brand and guitar relevant with Brand guitar and guitar
and spirit from music information knowledge
• Highlight brand essence • Build brand advocacy
to generate guitar fans‟ interests to influence more target
• Increase brand and know more about Brand audience
awareness among • Build up brand • Enhance brand loyalty
music fans
preference & enlarge among Brand fans
Gibson fans club
• Vertical SNS • Weibo • Vertical SNS
• Weibo • Online Guitar Community • Weibo
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 13
14. Social Media Planning - Weibo
Weibo objective:
Corporate Objective of Weibo Marketing
Brand Media Customer Sales
Recruiting Others
Building Relationship Service Support
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 14
15. Social Media Planning - Weibo
Weibo positioning:
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 15
16. Social Media Planning – Beyond Weibo
Source: 3M PR
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 16
17. Social Media Infrastructure - Policy
Intel Social Media Guidelines Dell Global Social Media Policy
Five Social Media Principles
• Protect Information
• Be Transparent and Disclose
• Be Responsible
• Be Nice, Have Fun and Connect
• Social Media Account Ownership
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 17
18. Social Media Infrastructure – Process & Training
Enterprise Model
Insights
Membe PR/ Marketi Commu
.com /Analyti
rship Comms ng nity
cs
Drives acquisition Message Member Commerce Audience insights, CSR, Community
& retention Architecture Advantage(online/o Integration, measurement, + Philanthropy
Content Strategy ffline) Channel cross conversion analytics
Earned Media Promotion promotion,
(offline & online) Paid Media Conversion metrics
Training Model
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 18
19. Social Media Influence - Crisis Management
2012年2月CIC和奥美公关联合发布的《微时代危机管理白皮书》
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 19
20. Social Media Experience – illy Coffee
Activate illy social media platforms to:
“Brand” the Authentic Espresso &
• Reach Niche Market (Coffee Crazy Fans)
Promote Italian Quality lifestyle • Increase E-shop Conversion Rate
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 20
21. Agenda
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 21
23. Cisco: The Network
A history of using social media successfully
– In 2008, saved $100,000+ on launch of a
new router by only using social media
channels to promote it
• Recently launched “The Network”
– Ties in to existing “Human Network” campaign
– Name chosen by their Facebook fans
• Features curated industry news, press releases, and videos
• Commissioned reporters who have worked at top tier publications to
create content on their core technology topics
• Embeddable news widget for websites
• Facebook, Twitter, Flickr, and video integration
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 23
24. Cisco: The Network
• The social-media
communications team
manages the overall content
and strategy across Cisco
corporate social channels
• The social-media marketing
team oversees integrated
social-media campaigns,
lead generation, online
brand strategy and
monitoring
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 24
25. Cisco: The Network
Utilized traditional media, marketing, and social media tactics to
drive traffic and use of „The Network‟ portal.
Traditional Media Tactics Social Media Tactics
– Press Release – The Network Portal
– Media Relations – Facebook
– Twitter
Marketing Tactics – YouTube
– Brand advertising – Flickr
– Introducing “The Network” Video – Embeddable widget
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 25
26. Cisco: The Network
Facebook YouTube
– 188,268 Likes – 1,000 videos
– SuperFan Spotlight – Corporate speakers, product demos
showcases a fan‟s photo as – 251,129 channel Views
the profile image – 1,977,772 upload Views
– Custom tabs integrating news – 4,211 subscribers
feeds, videos, Twitter, and – 28% growth in subscribers post
polls launch
– A 17% increase in the number of
comments
Twitter @CiscoSystems
– 63,537 Followers
Flickr
– Curated by internal social
media employees – Features press and event images
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 26
27. Cisco: The Network In China
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 27
28. LET’S CONNECT
Carrie Wang More social media news and
Carrie.wang@cohnwolfe.com insights, please read
+ 86 18621897932 Weibo: @凯维公关
@肖逸紫 Website: www.cohnwolfe.com