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Experts in Content Strategy, Thought Leadership & Influencer Engagement
ComBlu is a marketing agency specializing in content strategy, thought leadership, and influencer engagement. They have deep expertise in these areas across multiple industries, including technology, financial services, healthcare, and professional services. ComBlu takes a partner-oriented approach, prioritizing understanding each client's business to develop customized strategies. They have worked with well-known brands and cite strong client relationships, with clients praising ComBlu's strategic insights and ability to provide new perspectives.
Content Marketing and Social Business Overview
This document discusses best practices for content marketing and social business from a recent study conducted by ComBlu for Lithium Inc. It identifies key trends like live storytelling using video and virtual reality, collaboration with influencers, and personalized experiences. It outlines ComBlu's approach to content strategy development, which includes discovery, workshops, and defining deliverables. ComBlu aims to help clients assess readiness and build frameworks to scale content operations.
Ten Steps to Building a Brand Publishing Center of Excellence
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In addition, this framework provides an objective lens to help marketing executives evaluate the many technologies, skills sets, organizational changes, and process redesigns they will need to consider as they build a publishing competency.
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Topic Modeling: Pave the Way for Your B2B Content Roadmap
This document discusses using topic modeling to develop a relevant content roadmap for B2B marketing. It explains that topic modeling involves analyzing trends, challenges, and pain points within an industry to create content that provides value and guidance for customers undergoing business transformation. Developing content based on topics gaining traction in media, social channels, and competitor events helps marketers deliver valuable guidance to audiences navigating innovation.
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ComBlu leads an expert marketing panel discussing customer-centric content strategies at Chicago’s AMA annual conference.
Multiple Generations Further Complicate the B2B Buying Center
This document summarizes differences in workstyles, media usage, decision-making sources, vendor criteria, and decision mindsets between Millennial, Generation X, and Boomer stakeholders in B2B buying centers. Millennials prioritize work-life balance, use multiple social networks and streaming media, and value company reputation. Generation X spends the most time on Facebook, considers industry analysts and vendor websites as top sources, and wants solutions that are easy to implement and set them up for the future. Boomers are the biggest consumers of traditional media but also use digital, rely on peers and case studies, and bring deep experience to guide evaluations and avoid hidden issues.
Experts in Content Strategy, Thought Leadership & Influencer Engagement
ComBlu is a marketing agency specializing in content strategy, thought leadership, and influencer engagement. They have deep expertise in these areas across multiple industries, including technology, financial services, healthcare, and professional services. ComBlu takes a partner-oriented approach, prioritizing understanding each client's business to develop customized strategies. They have worked with well-known brands and cite strong client relationships, with clients praising ComBlu's strategic insights and ability to provide new perspectives.
Content Marketing and Social Business Overview
This document discusses best practices for content marketing and social business from a recent study conducted by ComBlu for Lithium Inc. It identifies key trends like live storytelling using video and virtual reality, collaboration with influencers, and personalized experiences. It outlines ComBlu's approach to content strategy development, which includes discovery, workshops, and defining deliverables. ComBlu aims to help clients assess readiness and build frameworks to scale content operations.
Ten Steps to Building a Brand Publishing Center of Excellence
In conjunction with the Forbes CMO research, the Brand Publishing Institute (BPI) has just released an additional report that examines the 10 best practices required to effectively build a publishing center of excellence.
This report is designed to provide marketing executives a holistic methodology for organizing, optimizing, and systematizing enterprise-wide publishing processes.
In addition, this framework provides an objective lens to help marketing executives evaluate the many technologies, skills sets, organizational changes, and process redesigns they will need to consider as they build a publishing competency.
The Brand Publishing Institute offers best practices research, executive education workshops, and practitioner certification programs designed to teach marketing leaders – and their direct reports – how to successfully manage the rising cost and complexity of content operations, and sustainably fuel content-intensive sales and marketing programs. www.brandpublishinginstitute.com
Speaker Presentation: Content Through the Eyes of the CMO
The document discusses the benefits of meditation for reducing stress and anxiety. Regular meditation practice can help calm the mind and body by lowering heart rate and blood pressure. Studies have shown that meditating for just 10-20 minutes per day can have significant positive impacts on both mental and physical health.
Speaker Presentation: Content Innovation
The document describes an interactive game-based learning model created by SAP that makes learning about new technologies feel realistic by presenting business challenges and scenarios. It allows for collaboration between IT and business units and covers complex topics in short, engaging, and shareable modules that can be personalized. The model provides a simple cost calculator and compares options to competitors while helping make a holistic business case for solutions.
Content Maturity Model
ComBlu recently researched content maturity models and extrapolated information from multiple sources and augmented these findings with our own institutional knowledge.This infographic summarizes this research and presents a roadmap for growing content competencies inside organizations.
ComBlu State of Online Communities 2010
The document summarizes the findings of a study that evaluated the effectiveness of online branded communities and social media integration strategies for 45 major brands across nine industries. The key findings were:
1. Most brands were still in the experimentation phase with social marketing and their online communities lacked meaningful engagement and strategic integration across platforms.
2. Adoption of best practices for community building and engagement was inconsistent among the brands studied.
3. Integration of social media into the brands' overall strategies lagged behind other areas.
The report analyzed the performance of high performing communities and identified opportunities for brands to improve customer engagement and realize more value from their online communities.
ComBlu State of Online Communities 2010
This document summarizes a study of online branded communities run by major brands across 12 industries. Some key findings include:
- Social experimentation is still the most common approach, but more brands are taking a cohesive, strategic approach to social engagement.
- The percentage of "High Performers" (brands scoring 35+ points) increased significantly from 11% to 33%.
- Activity levels in communities are higher when brands provide more engagement tools and reward member participation.
- Gaming, Entertainment, Insurance, Technology and Telecom industries have the most active communities and highest scores overall.
- While social media integration is higher, few brands offer universal logins or integrate reputation/points across platforms.
State of Online Branded Communities
This document provides an overview and key findings from a study of 92 major brands' online communities across 15 industries. Some of the main insights include:
- Many brands are experimenting with new community and social media strategies as these areas mature. However, few integrate their online communities fully with social media.
- Content customization and other best practices around member experience are still not widely adopted.
- Community management and leadership remains an area needing improvement, as unanswered posts and stale content hurt communities.
- While social media has value, an "all Facebook" approach alone is incomplete; online communities remain important for developing customer relationships.
Case Study
The document outlines a strategy to drive awareness and preference for Verizon Wireless by seeding influencers and bloggers with wireless devices and content to share their experiences on social media. It describes engaging select bloggers to try Verizon's products and services and share honest opinions. The program generated over 256.9 million impressions through 380 bloggers and increased influencer likelihood to recommend Verizon and its devices from 50% to 96%.
Top telecom case study
The document outlines a strategy to drive awareness and preference for a top telecom company by seeding influencers and bloggers with wireless devices, accessories, and content to share their experiences on social networks. It generated over 256.9 million impressions through 380 bloggers, with post-program surveys finding influencers' likelihood to recommend the brand and devices nearly doubled from 50% to 96% after participating.
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Content Along the B-to-B Decision Journey
Jamie Mann is a senior marketing manager at Microsoft who runs community and influencer strategies for Microsoft Office and Office 365. Kathy Baughman is the president of social business firm ComBlu, where she helps clients with social engagement, brand advocacy, and social measurement. The document discusses how content can be used across the B2B decision journey, from awareness to purchase to post-purchase, to engage customers and lower support costs. It provides examples of content types, strategies, and metrics at each stage of the journey.
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Measuring the Impact of Social Engagement
The document discusses measuring the impact of social engagement and providing metrics to demonstrate ROI. It provides examples of key performance indicators (KPIs) that can be used to track business objectives like increasing brand preference or driving product innovation. Case studies are presented on using metrics and dashboards to improve customer experience, decrease product support costs, and capture valuable customer feedback.
Content Supply Chain Webinar Summary
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Measuring the Impact of Social Engagement
The document discusses measuring the impact of social engagement and providing metrics to demonstrate ROI. It provides examples of key performance indicators (KPIs) that can be used to track business objectives like increasing brand awareness, driving product innovation, and decreasing product support costs. Case studies are presented on how dashboards and social performance indexes were used to improve customer experience, decrease support costs, and capture valuable customer feedback.
FEI Community Strategy with Comments
This document provides an overview of creating a business-driven social media strategy. It discusses defining community and the various tools that can be used, such as forums, blogs, videos, and more. It emphasizes mapping metrics to business needs and selecting tools carefully based on factors like available resources, business risks, and customer comfort levels. The key is balancing business and customer needs by setting realistic expectations and providing value to community members through content, feedback opportunities, education, and recognition. Metrics must be defined in business terms and goals set over time to measure ROI from a community.
ComBlu Case Study - Windows Live
The document outlines a strategy to identify and engage Windows Live power users to create and share stories that promote the Windows Live brand and drive traffic to product pages. ComBlu's role is to identify and activate Windows Live advocates and engage them to create and syndicate brand-building stories. This results in story syndication driving 30% of web traffic, increased product use, and higher brand loyalty.
ComBlu Case Study - Allstate
The document outlines an initiative by Allstate to establish a Reputation Ambassador program. It describes ComBlu's role in crafting the mission, recruiting ambassadors, and developing tools to engage them. The results were exceeding recruitment targets within three months and optimizing participation through an Advocate Action Center.
ComBlu Social Marketing
ComBlu specializes in creating social marketing programs and social business initiatives to engage customer advocates. It determines the best community strategy and identifies and activates influencers to impact loyalty. ComBlu has built over 26 communities with over 10 million members, generating an ROI of over 300%. It offers various services including strategic planning, advocate identification and engagement, analytics and ROI measurement.
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Speaker Presentation: Content Innovation
The document describes an interactive game-based learning model created by SAP that makes learning about new technologies feel realistic by presenting business challenges and scenarios. It allows for collaboration between IT and business units and covers complex topics in short, engaging, and shareable modules that can be personalized. The model provides a simple cost calculator and compares options to competitors while helping make a holistic business case for solutions.
Content Maturity Model
ComBlu recently researched content maturity models and extrapolated information from multiple sources and augmented these findings with our own institutional knowledge.This infographic summarizes this research and presents a roadmap for growing content competencies inside organizations.
ComBlu State of Online Communities 2010
The document summarizes the findings of a study that evaluated the effectiveness of online branded communities and social media integration strategies for 45 major brands across nine industries. The key findings were:
1. Most brands were still in the experimentation phase with social marketing and their online communities lacked meaningful engagement and strategic integration across platforms.
2. Adoption of best practices for community building and engagement was inconsistent among the brands studied.
3. Integration of social media into the brands' overall strategies lagged behind other areas.
The report analyzed the performance of high performing communities and identified opportunities for brands to improve customer engagement and realize more value from their online communities.
ComBlu State of Online Communities 2010
This document summarizes a study of online branded communities run by major brands across 12 industries. Some key findings include:
- Social experimentation is still the most common approach, but more brands are taking a cohesive, strategic approach to social engagement.
- The percentage of "High Performers" (brands scoring 35+ points) increased significantly from 11% to 33%.
- Activity levels in communities are higher when brands provide more engagement tools and reward member participation.
- Gaming, Entertainment, Insurance, Technology and Telecom industries have the most active communities and highest scores overall.
- While social media integration is higher, few brands offer universal logins or integrate reputation/points across platforms.
State of Online Branded Communities
This document provides an overview and key findings from a study of 92 major brands' online communities across 15 industries. Some of the main insights include:
- Many brands are experimenting with new community and social media strategies as these areas mature. However, few integrate their online communities fully with social media.
- Content customization and other best practices around member experience are still not widely adopted.
- Community management and leadership remains an area needing improvement, as unanswered posts and stale content hurt communities.
- While social media has value, an "all Facebook" approach alone is incomplete; online communities remain important for developing customer relationships.
Case Study
The document outlines a strategy to drive awareness and preference for Verizon Wireless by seeding influencers and bloggers with wireless devices and content to share their experiences on social media. It describes engaging select bloggers to try Verizon's products and services and share honest opinions. The program generated over 256.9 million impressions through 380 bloggers and increased influencer likelihood to recommend Verizon and its devices from 50% to 96%.
Top telecom case study
The document outlines a strategy to drive awareness and preference for a top telecom company by seeding influencers and bloggers with wireless devices, accessories, and content to share their experiences on social networks. It generated over 256.9 million impressions through 380 bloggers, with post-program surveys finding influencers' likelihood to recommend the brand and devices nearly doubled from 50% to 96% after participating.
Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013
The document discusses taking a content journey approach to content strategy and roadmapping. It recommends building personas, mapping content to the customer journey, developing use case scenarios, auditing content, and creating an action plan to address gaps. The key takeaways are to understand the audience and their needs at each stage of the decision journey, evaluate the current experience, and continuously refine the content strategy working with stakeholders.
ComBlu Cost Deflection
Microsoft sought to improve the customer experience for its Office Live Support Community and decrease support costs. It consolidated various support sites and content repositories into a single portal. This allowed it to activate customer advocates as mentors, drive product subscriptions, and decrease support costs by over 60% while exceeding its community answer rate goal of 50% with an actual rate of 77%. Page views for support also increased significantly.
Content Along the B-to-B Decision Journey
Jamie Mann is a senior marketing manager at Microsoft who runs community and influencer strategies for Microsoft Office and Office 365. Kathy Baughman is the president of social business firm ComBlu, where she helps clients with social engagement, brand advocacy, and social measurement. The document discusses how content can be used across the B2B decision journey, from awareness to purchase to post-purchase, to engage customers and lower support costs. It provides examples of content types, strategies, and metrics at each stage of the journey.
State of Online Branded Communities Webinar
Comblu's third annual study on community and engagement. Get an in-depth understanding on what best practices make branded communities perform. Learn who is leading the pack and why.
The Community Manager Certificate Program
The document discusses the need for a community management certificate program. It notes that as brands add online communities to their marketing, there is an increasing demand for skilled community managers. However, few people currently have the necessary expertise. The certificate program aims to teach both community management skills and product/brand expertise. It also outlines some of the course content, including roles, engagement, content moderation, and more. The document argues that without proper community management, online communities can face issues like being ghost towns, centers of drama, or cliques.
Measuring the Impact of Social Engagement
The document discusses measuring the impact of social engagement and providing metrics to demonstrate ROI. It provides examples of key performance indicators (KPIs) that can be used to track business objectives like increasing brand preference or driving product innovation. Case studies are presented on using metrics and dashboards to improve customer experience, decrease product support costs, and capture valuable customer feedback.
Content Supply Chain Webinar Summary
If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
Measuring the Impact of Social Engagement
The document discusses measuring the impact of social engagement and providing metrics to demonstrate ROI. It provides examples of key performance indicators (KPIs) that can be used to track business objectives like increasing brand awareness, driving product innovation, and decreasing product support costs. Case studies are presented on how dashboards and social performance indexes were used to improve customer experience, decrease support costs, and capture valuable customer feedback.
FEI Community Strategy with Comments
This document provides an overview of creating a business-driven social media strategy. It discusses defining community and the various tools that can be used, such as forums, blogs, videos, and more. It emphasizes mapping metrics to business needs and selecting tools carefully based on factors like available resources, business risks, and customer comfort levels. The key is balancing business and customer needs by setting realistic expectations and providing value to community members through content, feedback opportunities, education, and recognition. Metrics must be defined in business terms and goals set over time to measure ROI from a community.
ComBlu Case Study - Windows Live
The document outlines a strategy to identify and engage Windows Live power users to create and share stories that promote the Windows Live brand and drive traffic to product pages. ComBlu's role is to identify and activate Windows Live advocates and engage them to create and syndicate brand-building stories. This results in story syndication driving 30% of web traffic, increased product use, and higher brand loyalty.
ComBlu Case Study - Allstate
The document outlines an initiative by Allstate to establish a Reputation Ambassador program. It describes ComBlu's role in crafting the mission, recruiting ambassadors, and developing tools to engage them. The results were exceeding recruitment targets within three months and optimizing participation through an Advocate Action Center.
ComBlu Social Marketing
ComBlu specializes in creating social marketing programs and social business initiatives to engage customer advocates. It determines the best community strategy and identifies and activates influencers to impact loyalty. ComBlu has built over 26 communities with over 10 million members, generating an ROI of over 300%. It offers various services including strategic planning, advocate identification and engagement, analytics and ROI measurement.
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Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013
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ComBlu Case Study - OWN
- 1. Mission: Strategy: ComBlu’s Role: Engage viewers during Oprah’s farewell season and Leverage their passion to create an audience for the new Oprah Winfrey Network • Create a reputation management (gamification) system that incents and rewards active community engagement and participation in major promotional campaigns. • Build a rewards and recognition system that supports loyalty and helps build a new brand: “Get out the vote” campaigns – Contribute ideas – Results: – Spread the word • Highest engagement levels • Brand-building behaviors rewarded
- 2. Are You Interested In… • Learning more about community best practices? • Getting a customized best practice review? • Finding out how ComBlu can turn your communities into High Performers? We’d love to talk! Kathy Baughman Kevin Lynch kbaughman@comblu.com 312.649.1687 klynch@comblu.com You can also check out: • Our Website and eBooks at: ComBlu.com • Our Blog: ComBlu.com/Lumenatti • Twitter: @ComBlu 312.649.1687