The document discusses a case study of Samsung's influencer marketing campaign in Sao Paulo and Porto Alegre from 2013-2014. 18 influencers were selected to become "friends" of the brand and given gifts like cameras, phones, and invitations to events in exchange for social media posts. Over 280 posts were analyzed from Instagram, Twitter, and Facebook. The results showed that influencers used posts to display their professional and social connections and positions. Many posts seemed to be in direct response or retaliation to the brand or agency. The agency's pre-existing relationships with influencers also impacted the campaign results. The influencers' perceived social positions influenced the tone and content of their posts as well.
Presentationen som gick bakom mig medans jag pratade på Comeonline 2009. Topic : Vad är inne och vad är det som kommer 2010?
Inspiration och resurser från http://www.smashingmagazine.com/ och http://www.capdesign.se/
Presentation - Anders Printz.
Presentationen kanske inte säger mycket utan att man pratar till. Men för dom som har sett den, kan det vara ett bra sätt att komma ihåg den.
Presentationen som gick bakom mig medans jag pratade på Comeonline 2009. Topic : Vad är inne och vad är det som kommer 2010?
Inspiration och resurser från http://www.smashingmagazine.com/ och http://www.capdesign.se/
Presentation - Anders Printz.
Presentationen kanske inte säger mycket utan att man pratar till. Men för dom som har sett den, kan det vara ett bra sätt att komma ihåg den.
A quick overall insight into the UK Advertising industry. This will be the first of many slides and files from a fictional agency - The Cats Mother - that will be undertaking research as part of the Marketing Communications and Advertising Planning degree.
Melissa Sterry's presentation 'Building Tomorrow's World | The Emerging Principles of Twenty First Century Design' show at the Sustainable Design Network Seminar 2009 at Loughborough University, held on 12th June 2009.
El estratega de medios sociales Carlos Gil nos mostrará cómo empezar a trabajar en Snapchat para negocios, incluyendo estrategias para aumentar el número de seguidores, ejemplos de importantes marcas que utilizan la plataforma, el por qué utilizar contenidos de Snapchat en otras plataformas es importante y pasos para la creación de microcontenido para formar una historia. Presentación en el Puerto Rico BloggerCon 2016.
6 ways to shake up social in your app infographicDMI
Many apps add social as a mechanism to spread the word but this doesn't always fly too well with the users as it's regarded as shameless promotion. However, there are social additions that have boosted apps enormously by providing convenience, interaction or expression. It all boils down to creating value for the users, Here's how...
Telenors nye mote-app. SoBazaar er en sosial markedsplass for mote, der innholdet i stor grad er brukergenerert. Brukerne kan også gjøre direkte kjøp i appen, men selve kjølpsprosessen skjer via samarbeidspartnere. Dette er et sosialt sted der man både skal se på klær, like dem eller "love", som det heter i SoBazaar
At heart, SnapChat is a messaging app especially popular among Generations Y & Z... so how can companies utilize SnapChat without coming across as "intrusive" to these key demographics? Geofilters.
Our very own SnapChat geofilter at UW's Spring Commencement turned out to be a perfect platform for a staffing agency on a limited budget. The question was, if we could create a fun, tasteful geofilter that is designed to be used by these new graduates and their families, would we see an increase in interest in the jobs offered by Parker after graduation? Actually, yes!
A quick overall insight into the UK Advertising industry. This will be the first of many slides and files from a fictional agency - The Cats Mother - that will be undertaking research as part of the Marketing Communications and Advertising Planning degree.
Melissa Sterry's presentation 'Building Tomorrow's World | The Emerging Principles of Twenty First Century Design' show at the Sustainable Design Network Seminar 2009 at Loughborough University, held on 12th June 2009.
El estratega de medios sociales Carlos Gil nos mostrará cómo empezar a trabajar en Snapchat para negocios, incluyendo estrategias para aumentar el número de seguidores, ejemplos de importantes marcas que utilizan la plataforma, el por qué utilizar contenidos de Snapchat en otras plataformas es importante y pasos para la creación de microcontenido para formar una historia. Presentación en el Puerto Rico BloggerCon 2016.
6 ways to shake up social in your app infographicDMI
Many apps add social as a mechanism to spread the word but this doesn't always fly too well with the users as it's regarded as shameless promotion. However, there are social additions that have boosted apps enormously by providing convenience, interaction or expression. It all boils down to creating value for the users, Here's how...
Telenors nye mote-app. SoBazaar er en sosial markedsplass for mote, der innholdet i stor grad er brukergenerert. Brukerne kan også gjøre direkte kjøp i appen, men selve kjølpsprosessen skjer via samarbeidspartnere. Dette er et sosialt sted der man både skal se på klær, like dem eller "love", som det heter i SoBazaar
At heart, SnapChat is a messaging app especially popular among Generations Y & Z... so how can companies utilize SnapChat without coming across as "intrusive" to these key demographics? Geofilters.
Our very own SnapChat geofilter at UW's Spring Commencement turned out to be a perfect platform for a staffing agency on a limited budget. The question was, if we could create a fun, tasteful geofilter that is designed to be used by these new graduates and their families, would we see an increase in interest in the jobs offered by Parker after graduation? Actually, yes!
How Nonprofits Should Adapt Their Social Media Strategy in 2020Julia Campbell
Live webinar: How Nonprofits Should Adapt Their Social Media Strategy in 2020!
In this free online training, you will learn:
⚡️ The key changes in the current social media landscape that affect nonprofits;
⚡️ The three seismic shifts affecting donor behavior and preferences;
⚡️ How to make sense of the recent changes to Facebook's business model - and what to do about them;
⚡️ Tools and apps for social media management and content creation.
I'll also be taking questions and giving you more details about Social Media for Social Good Academy - my brand new online training program for nonprofit social media managers!
Rynda Laurel, 1968media Fan-to-Fan Marketing, MIDEM Academy 2013Rynda Laurel
Rynda Laurel, 1968media Fan-to_Fan Marketing, MIDEM Academy 2013. THANK YOU TO MIDEM. FOR MIDEM MORE ACADEMY: http://www.midem.com/en/explore-the-library/midem-academy
Social media is a brand building platform. Somewhere to converse with your customers. One click away from a sale. A sale you are in control of. So, why do so many business owners still treat it as a secondary marketing function?
Here Vista PR reveals the latest behaviours and the power of this often untapped sales channel.
SOLOMO - The convergence of three huge digital trendsInlight
What does SOLMO mean? This presentation explores three of the biggest trends in digital marketing - social, location and mobile. It was originally presented at the Melbourne Business School Digital Club launch. We hope you enjoy it!
Your customers are your best advertisers. Turn them into your social media influencers with Octothorpe+ branded selfie rewards mobile app plugin. Since these shared photos come from your customers, they are not considered ads by their followers but a shared experience and personal recommendation from a friend.
Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market)Rabbit's Tale
DIGITAL CONSUMER BEHAVIOR
Basic Knowledge and Case Studies of new emerging behaviors in digital space
Bangkok University (Thailand) : MK 314 Section 3711
FIRST VERSION : NOV 2013
EDITED VERSION : JUL 2014
In 2012 we saw the rise of Pinterest, Facebook go public, the proliferation of niche networks and a growing emphasis on visual content. 2013 is sure to be a year in which social media marketing is redefined and marketers are forced to adapt even more to the constantly evolving landscape.
The rise of visual web, the end of the social silo, the necessity of agile marketing, show vs. tell your brand story in the social space, and more will define social media marketing in 2013. Now is the time to prepare.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
32. • SAMSUNG: DIFICULDADE DE INSERÇÃO ENTRE COOL PEOPLE
• AÇÃO: SELEÇÃO DE 18 INFLUENCIADORES COMO FRIENDS DA
MARCA
• POA E SÃO PAULO, 2013-2014
• AÇÃO CONTINUADA: PRESENTES, CONVITES PARA FESTAS,
CONTATO FREQUENTE
• GERENCIADO PELA AGÊNCIA
O CASO
33. Presente: Câmera Wi-fi Presente: Smartphone Presente: Camisa da Seleção
Festa da campanha - SP Festa de lançamento do celular - RJ Baile da Vogue
34. Posts relacionados com a campanha - por
“friends”
Rede social Posts %
Instagram 236 84%
Twitter 33 12%
Facebook 11 4%
Total 280 100%
+ 1.800 posts não relacionados com a
campanha para entender perfis de friends
e costumes em social media
MATERIAL PESQUISADO
35.
36. • QUEM SÃO AS PESSOAS QUE APARECEM OU SÃO
MENCIONADAS?
• RELACIONAMENTO ENTRE ELAS
• OBJETOS E MARCAS NOS POSTS
• CONTEXTO DO POST
• COMENTADORES E CONTEÚDO DOS COMENTÁRIOS
• COMPARAÇÃO ENTRE POSTS DA CAMPANHA E “NORMAIS”
FONTES DE ANÁLISE
37.
38. • NETNOGRAFIA (ETNOGRAFIA PARA AMBIENTES DIGITAIS, by Robert
Kozinets)
• ENTREVISTAS COM 8 “FRIENDS”
• CODIFICAÇÃO E ANÁLISE COM O SOFTWARE ATLAS.TI
METHODOLOGY
41. 1. A INSERÇÃO SOCIAL DOS INFLUENCIADORES TÊM UM
PAPEL DECISIVO NA SUA PRODUÇÃO DE WOMM
POSTS WERE USED TO DISPLAY THE INFLUENCER’S CONNECTIONS WITH THEIR
PROFESSIONAL AND SOCIAL-EXTENDED RELATIONSHIPS, AND TO PRESENT
THEMSELVES AS BEING WELL-POSITIONED MEMBERS IN THEIR SOCIAL GROUPS
(SINCE THEY WERE “CHOSEN” BY SAMSUNG)
FRIENDS INTERACTED BETWEEN THEMSELVES IN COMMENTS AND WITHIN
PICTURES, DISPLAYING SHARED CONNECTIONS AND EXPERIENCES. 66% OF THE
COMMENTS WERE SOME KIND OF COMPLIMENT.
SEVERAL POSTS ARE PUBLISHED AS RETRIBUTIONS FOR THE BRAND AND/OR THE
PEOPLE IN CHARGE OF THE CAMPAIGN.
42. 2. A SAMSUNG “PEGOU EMPRESTADOS” OS
RELACIONAMENTOS SOCIAIS DA AGÊNCIA
TASTEMAKER’S SOCIAL CONNECTION WITH THE INFLUENCERS DURING THE
CAMPAIGN WERE THE SOURCE OF SIGNIFICANT PART OF THE RESULTS
MUTUALITY RELATIONS AND EXPECTATION OF FUTURE BENEFITS COMING FROM
THIS SOCIAL-PROFESSIONAL TIES DRIVE INFLUENCER’S BEHAVIOR
43. 3. POSIÇÃO SOCIAL PERCEBIDA INFLUENCIA O CONTEÚDO
DO POST
INFLUENCERS AIMING TO ENHANCE THEIR PERCEIVED POSITION IN THEIR
PROFESSIONAL / SOCIAL EXTENDED GROUPS PUBLISHED ENTHUSIASTIC
ADVERTISING-LIKE POSTS
INFLUENCERS WELL POSITIONED IN THEIR PROFESSIONAL/SOCIAL GROUPS
PUBLISHED POSTS THAT PRESENT THEMSELVES AS ARTISTS, CREATORS
ALL OF THEM USED THE POSTS TO ENHANCE ONE DESIRABLE AND SELF-
ATTRIBUTED CHARACTER
Editor's Notes
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
THANK YOU VERY MUCH ANA. LET ME NOW TELL YOU ABOUT THE RESEARCH…
[NEXT SLIDE]
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
SO, I STARTED WORKING IN THESE QUESTIONS:
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
SAMSUNG’S CAMPAIGN TOOK PLACE BETWEEN DECEMBER TWO-THOUSAND TWELVE AND DECEMBER TWO THOUSAND THIRTEEN, AND WE COULD FIND RESULTING POSTS UNTIL JULY TWO-THOUSAND FOURTEEN, DURING THE WORLD CUP IN BRAZIL…
- INFLUENCERS POSTED AROUND THREE-FIFTY POSTS, OF WHICH I COULD FIND AROUND TWO-EIGHTY BY THE TIME THE RESEARCH WAS CONDUCED, IN THE BEGINNING OF THIS YEAR
- MOST POSTS WERE PICTURES IN INSTAGRAM, SINCE IT IS VERY POPULAR IN BRAZIL,NOT AS POPULAR AS FACEBOOK, BUT MUCH MORE POPULAR THAN TWITTER. AROUND ONLY 5% OF CONNECTED BRAZILIANS USE TWITTER, WHILE 20% USE INSTAGRAM AND MORE THAN 80% USE FACEBOOK
- I HAVE ALSO STUDIED THIRTY-FIVE HUNDRED POSTS UNRELATED TO THE CAMPAIGN, BUT POSTED BY THE SAME INFLUENCERS, IN ORDER TO ESTABLISH THEIR PROFILES AND SOCIAL MEDIA USAGE HABITS
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
SO, JUST TO MAKE AN EXAMPLE, THIS IS ONE OF THE IMAGES THAT STRIKED ME AT FIRST.
HERE YOU CAN A PICTURE POSTED BY LUIZA, THE GIRL IN THE RIGHT.
THERE ARE TWO OTHER GIRLS IN THE PICTURE.
THEY SEEM TO BE FRIENDS
THEY ARE DRINKING SOME SPARKING WINE, ACTUALLY CAVA, FREIXENET, A SPANISH BRAND
BUT WHY WAS SAMSUNG TAGGED HERE?
BECAUSE OF THE LIFESTYLE?
YES, PROBABLY
BUT ALSO BECAUSE...
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
THEN, TO GET “SCIENTIFIC”, I’VE CHOSEN SOME SPECIFIC ELEMENTS TO ANALYZE AND COME TO SOME CONCLUSIONS.
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
THE RESEARCH EXECUTION, THEN, LOOKED LIKE THIS:
THIS IS A ATLAS.TI SOFTWARE SCREENSHOT, WHERE YOU CAN SEE HOW THE ANALYSIS WAS MADE
WE USED A RESEARCH APPROACH WHICH IS VERY USEFUL TO ANALYZE CONTENT IN SOCIAL NETWORKS...
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
THE RESEARCH EXECUTION, THEN, LOOKED LIKE THIS:
THIS IS A ATLAS.TI SOFTWARE SCREENSHOT, WHERE YOU CAN SEE HOW THE ANALYSIS WAS MADE
WE USED A RESEARCH APPROACH WHICH IS VERY USEFUL TO ANALYZE CONTENT IN SOCIAL NETWORKS...
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
THEN, WHAT I FOUND WAS SOMETHING LIKE THIS…
- FIRST, SOME WELL EXPECTED PICTURES, AS THE “UNPACKING” OF THE GIFTS, SOME ADVERTISEMENT OF THE QUALITIES OF THE MACHINE…
- THEN I STARTED GETTING THE SELFIES, WITH THE PRODUCTS…
- AN MORE SELFIES…
- AND THEN THE SELFIES GOT CREATIVE…
- AND AT SOME POINT THE PRODUCT DISAPPEARED, EVEN THOUGH THE HASHTAG AND THE SAMSUNG BRAND WAS STILL THERE
- AND IT STARTED TO BECOME CLEAR THAT, FROM THE BEGINNING, EVEN THE PICTURES WITH THE PRODUCT IN IT, THOSE WERE STORIES ABOUT THE PEOPLE, NOT ABOUT SAMSUNG AND ABOUT THEIR PRODUCTS
- STORIES ABOUT BEING A REFERENCE PROFESSIONAL, OR AN IT-PERSON THAT RECEIVING GIFTS FROM BRANDS, STORIES ABOUT BEING ACTIVE AND SURFING AT THE BEACH, WHILE BEING SUCCESSFUL ENOUGH TO BE NOTICED BY SAMSUNG, ABOUT BEING AN CREATOR, AN ARTIST…
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
[EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]