This document discusses how brands are using social media to engage with consumers. It analyzed data from 12 brands on social media platforms over 45 days. Key findings include:
- Consumers spend most of their time on social networks like Facebook rather than directly engaging with brands.
- Brands need to provide more utility and control to consumers in order to remain relevant and capture attention on social media.
- Brands are flocking to social media to engage consumers but often lack a clear strategy for the type of conversation they want to have.
- A framework is proposed to help brands better plan conversations by understanding their social capital and role in conversations. The framework involves promotion, propaganda, and participation type conversations.
Why the Brand Idea Still Matters in the Age of Social Mediajcsmyers
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
The driver for this is, of course, social media. In every sector of society where individuals and organizations interact, social media has emerged as a disruptive force. While the benefits of social media to marketers are many – opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data – the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms and amid a cacophony of consumer and competitor voices.
How can marketers take advantage of all that social media offers while protecting the integrity of the central brand idea? Is it even realistic that one idea can support conversations with millions of consumers across hundreds of platforms in multiple formats? The answer is an unequivocal yes. Given the demands of the today’s media landscape, it’s never been more important for all marketing efforts to be unified under a powerful brand idea.
The Essentials of Brand Strategy - General Assembly ClassChristian Vatter
These are the slides from the General Assembly course "Essentials of Brand Strategy – How to kick-start your brand" in Berlin, February 2013 by Christian Vatter, Brand Experience Consultant.
www.christianvatter.com
In this ebook, Eric Paquette and Kevin Clancy deliver a first-hand account about how marketers have built a superior base of knowledge about their Brand Advocates to create a true competitive advantage.
Why the Brand Idea Still Matters in the Age of Social Mediajcsmyers
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
The driver for this is, of course, social media. In every sector of society where individuals and organizations interact, social media has emerged as a disruptive force. While the benefits of social media to marketers are many – opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data – the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms and amid a cacophony of consumer and competitor voices.
How can marketers take advantage of all that social media offers while protecting the integrity of the central brand idea? Is it even realistic that one idea can support conversations with millions of consumers across hundreds of platforms in multiple formats? The answer is an unequivocal yes. Given the demands of the today’s media landscape, it’s never been more important for all marketing efforts to be unified under a powerful brand idea.
The Essentials of Brand Strategy - General Assembly ClassChristian Vatter
These are the slides from the General Assembly course "Essentials of Brand Strategy – How to kick-start your brand" in Berlin, February 2013 by Christian Vatter, Brand Experience Consultant.
www.christianvatter.com
In this ebook, Eric Paquette and Kevin Clancy deliver a first-hand account about how marketers have built a superior base of knowledge about their Brand Advocates to create a true competitive advantage.
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
What makes a social media campaign go viral? What do social brands all have in common? Get the answers to these questions, and discover all the steps to take in order to drive your campaign to success.
To request Part 2 , please email Alessandra@whitecubemedia.com.
Research and presentation by Alessandra Rao
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Getting In Sync - 10 Ideas for the Consumer Marketing Landscape33 Interactions
33 Interactions have identified ten ideas to address the new “empowered, informed, and at large consumer.” Read about how to 'get in sync' with the 'new consumer'.
You can view the 10 Trends document here: http://www.slideshare.net/33interactions/getting-in-sync-10-trends-in-the-consumer-marketing-landscape
To read more about 33 Interactions, visit http://www.33interactions.com.au
Leveraging Social Media For Your Brand | Stanford Graduate School of BusinessKaren Lee
Read my keynote presentation summary: http://goo.gl/V1qtbQ
- How to extend your brand through social media
- Ways to Integrate social media across digital channels
- Why it's important to align your social media objectives with your content strategy
- Stanford Graduate School of Business examples
Marketers have been slow to adapt to a post-campaign world where the old familiar rules of brand-building are obsolete. To connect with customers today marketers must not only manage channel complexity, they must make the brand more relevant and central to their lives.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - discusses the evolution of branding as it pertains to the new social media revolution, by outlining successes and failures in todays mainstream brands.
Data and Culture- How the Culture Industries are Leading us to a Man and Mach...Edward Cotton
The culture industries are on a mission to understand us better. They want to make us happy by delivering us the right content at the right time. To do this they are at the forrefront of using the comination of people and machines that intimately know the content and us.
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
What makes a social media campaign go viral? What do social brands all have in common? Get the answers to these questions, and discover all the steps to take in order to drive your campaign to success.
To request Part 2 , please email Alessandra@whitecubemedia.com.
Research and presentation by Alessandra Rao
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Getting In Sync - 10 Ideas for the Consumer Marketing Landscape33 Interactions
33 Interactions have identified ten ideas to address the new “empowered, informed, and at large consumer.” Read about how to 'get in sync' with the 'new consumer'.
You can view the 10 Trends document here: http://www.slideshare.net/33interactions/getting-in-sync-10-trends-in-the-consumer-marketing-landscape
To read more about 33 Interactions, visit http://www.33interactions.com.au
Leveraging Social Media For Your Brand | Stanford Graduate School of BusinessKaren Lee
Read my keynote presentation summary: http://goo.gl/V1qtbQ
- How to extend your brand through social media
- Ways to Integrate social media across digital channels
- Why it's important to align your social media objectives with your content strategy
- Stanford Graduate School of Business examples
Marketers have been slow to adapt to a post-campaign world where the old familiar rules of brand-building are obsolete. To connect with customers today marketers must not only manage channel complexity, they must make the brand more relevant and central to their lives.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - discusses the evolution of branding as it pertains to the new social media revolution, by outlining successes and failures in todays mainstream brands.
Data and Culture- How the Culture Industries are Leading us to a Man and Mach...Edward Cotton
The culture industries are on a mission to understand us better. They want to make us happy by delivering us the right content at the right time. To do this they are at the forrefront of using the comination of people and machines that intimately know the content and us.
THINK IT OUT: ReTHINKing Member ExperienceIvan Askwith
Slides from the THINK IT OUT presentation on MEMBER EXPERIENCE, building meaningful relationships, and rethinking what business you're in. Presented in Pleasanton, CA on 11/5/2014.
As we head into the complex marketing world of 2014. We thought it might be useful to give marketers a checklist of 14 questions to ask themselves and their teams
Digital marketplaces change behaviors of people, organizations and businesses. They introduce new forms of value exchange that result from connecting supply and demand in a new way. Learn how your brand can use digital to grow.
This is the deck that we presented at SxSW this year. My (firm) position was that social media strategy is something that every planner/strategist needs to know.
A few things you need to know about digital marketingAna Andjelic
This is the presentation I gave at IdejaX conference this past weekend. I focused mostly on the overall approach characteristic to digital marketing that often gets lost when people talk about it.
How to create advocacy and conversation, Planning-ness 2009Frank Striefler
here is my (low res) presentation from the planning-ness conference in SF: http://planningness.com/
big thank you to mark lewis & his team for putting together such a great conference.
also big shout out to brian chandra for making it smarter and prettier (linkedin.com/in/brianchandra)
Digital has fundamentally changed the way brands behave, as well as the way they organize and optimize their marketing efforts. To be successful in connecting with people in the digital age, brands must adopt new habits and, in some cases, behave more like people themselves.
While the personalities of individual brands are varied and unique, there are commonalities across strong digital brands that can be identified as critical to success in the new marketing landscape. We looked at some of the most successful digital brands and idenfified seven shared traits across the board. Each day for the next week, we’ll uncover a new “habit” and explain its importance to brands.
An article I co-authored focusing on the value of real communications and conversations -- no matter which social platform or site emerges, companies must be honest and smart in how they communicate.
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
This is a document and concept written and developed by myself and other strategists at iCrossing. It focuses on the big shift in digital publishing, and the marketing imperative of brands becoming publishers to better connect in a highly interactive society.
Riding the wave of socal media to grow your businessAtle Skjekkeland
This presentation will guide you through some tips and tricks for engaging in the social media world, with the intention of growing your business, not just sharing your photos and what you ate last night.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
This is a presentation that I gave at a Digital Marketing conference in Nov 2010 while a consultant for Doremus (part of Omnicom Group). It has been almost two years and a lot of points are still applicable, and the industry still has a long way to go...
Demystifying Social Business Trends for the Insurance IndustryCognizant
We explore how the insurance industry can embrace social media and networking. Far beyond a mere marketing channel, social business in insurance can be used to recruit employees, design products, collaborate, analyze, and much more.
Kohler: Client Case Talk - James SandoraBrandwatch
In one of our three client keynotes, industry leader James Sandora from Kohler will share insights, challenges and the roadmap from his work inside the much-admired brand.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
3. Engagement is being driven by companies that
provide consumers with control and utility
The marketplace focus is shifting
to social platforms, applications
and new technology offerings,
creating increasing fragmentation
of mindshare for brands.
New gatekeepers to brand
interactions are emerging.
| influxinsights.com 3
4. Consumers spending time with social
platforms not brands
Consumers determine where they’ll spend their time based on what provides them
with the most perceived value.
It’s a massive challenge to traditional marketing philosophies.
Here are the average minutes per visitor for the leading social networks in December 2011:
Facebook.com 423
Tumblr.com 151
Pinterest.com 80
Twitter.com 25
LinkedIn.com 15
MySpace.com 13
Google+ 5
0 125 250 375 500
http://www.internetretailer.com/
| influxinsights.com 4
5. Relevance is getting harder and harder
to maintain
To capture attention and remain relevant, brands must shift how they think and
provide more utility and invite the consumer to take more control over their brand.
Brands that fail to acknowledge this new role with the consumer will struggle
to remain relevant.
| influxinsights.com 5
6. The Reality is: This is The New Normal
Consumers are only increasing their reliance on technology
and the new communication styles it helps to create. The
way that consumers choose to interact has forever changed.
| influxinsights.com 6
7. But we still don’t have our arms wrapped
around the impact
Many brands feel ill prepared to develop strategic social media marketing
programs.
“ ccording to a study conducted by the Harvard Business Review,
A
only 12 percent of companies surveyed indicated that they were
effective users of social media, and just 7 percent said they were
able to integrate social media into their marketing activities.”
—“ The Power of Like,” comScore
To better understand the future implications, we wanted to better understand the
behaviors of consumers and brands TODAY.
| influxinsights.com 7
8. So we wanted to find out more about…
¬¬ How brands are using social media today
¬¬ How consumers use social media to engage brands
¬¬ How brands can connect more meaningfully to consumers
through social media
| influxinsights.com 8
9. we started looking and listening
12 brands
Over 2.4 million data points
In 45 days
Twitter, Facebook, YouTube, Web
Ford, MINI, Bud Light, PBR, Wendy’s, Subway,
Ameritrade, Charles Schwab, Kraft, Heinz,
Apple, Nokia, Coke, Pepsi, Tide,
Clorox, Axe, Old Spice
Deep Dive 6
brands
| influxinsights.com 9
10. We Sought Out Argus Insights To Help Us…
Comprehensively collect the reactions, ideas and emotions
Observe: of the market.
Quickly seek to answer important questions about the market:
Understand: who, how, what?
Interpret: Formulate ideas on why the market is responding this way.
Address and engage the needs of the bulk of the users while
Engage the market: recognizing and revealing needs from “extreme users.”
Gauge Social Capital: Understand the extendability of the brand into social media.
| influxinsights.com 10
11. What we found together
It’s clear that many brands are flocking to social media to engage consumers.
“ y 2016, advertisers will spend $77 billion on interactive marketing—
B
as much as they do on television today.”
—Shar Van Boskirk, Forrester Analyst
But they aren’t doing so with a clear understanding of their social capital
(awareness, status, perception, equity) and brand voice and how and where it
will allow them to engage with consumers today.
| influxinsights.com 11
12. It is clear we are entering an Age
of Conversation
Many brands haven’t defined:
¬¬ The role they play in conversation
¬¬ The type of conversation they want to have
¬¬ The extendability of social capital and brand voice
¬¬ The rule sets for having engaging conversations
| influxinsights.com 12
14. The Spectrum of Conversation Roles
High Consumer Medium Consumer Low Consumer
Engagement Engagement Engagement
The Cult of Personality The Intentional Planner The Wallflower
The Entertainer The Firecracker The Egoist
The Connector
The Zeitgeist
The Counselor
| influxinsights.com 14
20. What does this mean for brands?
¬¬ Brands must understand their role in conversations with consumers and how to
be clear on the story they tell
¬¬ Consumers must receive expected value to continue engaging in conversations
¬¬ Brands need to establish a clear strategy for the type of conversation they wish
to initiate
¬¬ Conversations must be built on social capital and fit within brand voice to build
relationships with consumers
| influxinsights.com 20
21. A framework to help brands be more effective at planning conversations
| influxinsights.com 21
23. conversation-type framework
Brand drives relationship
BRAND PROMOTION
Market Share
• ypically coupons or sales designed to drive an
T
immediate purchase decision
• imed, focused effort to capture consumer
T
engagement
• est served in context when consumer wants
B
to consume
Consumers
Immediate Need Fulfillment
• Looking for a deal
• Seeking immediate service or need resolution
• Easy to engage; requires minimal investment
| influxinsights.com 23
27. Subway’s “Februany” Had People Talking
About Sandwiches in February
¬¬ The use of Februany came primarily
from consumers that had seen
and resonated with the campaign 2%
Februany Promotion Tweets
through other channels, typically
Februany Subway Tweets
1%
traditional media 1%
1%
¬¬ This campaign received a lot of 1%
traffic and was effective for Subway 1%
0%
in driving customers to their
0%
franchisees for a meal 0%
12
12
2/ 00
2/ 12
2/ 12
2/ 12
2/ 12
2/ 12
2/ 12
2/ 12
2/ 12
2
6/ 00
8/ 00
/1
2/
0:
2/
0:
:
/
/
/
/
/
/
/
/
0
10
12
14
16
18
20
22
24
26
12
4/
2/
| influxinsights.com 27
29. conversation-type framework
Brand consumer share driving
BRAND Propaganda
Mindshare
• ight to be top of mind with awareness/consideration
F
• Traditional domain of marketing and advertising
• ovelty and stickiness win over alignment to experience
N
Consumers
Experiencing the Brand
• Assessing if brand reflects their core values
• Engaging in conversation; creating dialogue
• Judging consistency of brand experience
• xperience value must outweigh other mindshare
E
competitors
| influxinsights.com 29
31. Old Spice Brought Back Old Spice Man for
Valentine’s Day Hyperbole
The echos of Old Spice Man were felt on Valentine’s Day when a hyperbole tweet of
epic proportions was sent from the Old Spice account.
They received hundreds of retweets, greater than any single message sent by a
brand during the study period.
35.0%
Percentage of Mentions by topic
30.0% Terry Crews
Terry Crews
25.0% Old Spice Man V-Day
Old Spice Man V-Day
(line graph)
20.0%
15.0%
10.0%
5.0%
0.0%
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
26-Feb
27-Feb
28-Feb
29-Feb
1-Mar
2-Mar
3-Mar
4-Mar
5-Mar
| influxinsights.com 31
32. Wendy’s Frosty Loves Fries campaign
effective for niche
¬¬ Within a group of Frosty lovers are
customers that relish dipping their
hot fries into cold Frostys
¬¬ The Frosty Loves Fries campaign
was built on this niche
| influxinsights.com 32
34. conversation-type framework
Consumer drives relationship
BRAND PARTICIPATION
Time Share
• rand handing control to consumers by asking
B
them to co-create an experience
• ampaigns split between fun activity and brand
C
engagement
Consumers
Expressing Their Relationships
• Looking to create their own experiences
• ctively owning brand association, evangelizing
A
to others
| influxinsights.com 34
36. Kraft capitalized on Ted Williams
The campaign allowed participants to share their entries
with their networks and if they were chosen, the missive
went out again over Twitter, Facebook and YouTube.
60%
Percentage of specific topic mentions
50% ∆∆ Post-campaign traffic drops
to less than prior average
40%
(line graph)
∆∆ Very little post-campaign
30%
traffic for VoiceOfLove
Voice of of Love Campaign
Voice Love Campaign
20%
Using Mac andand Cheese Hash
Using Mac Cheese Hash
∆∆ Event-based campaigns fade
10% with memory of the event
0%
b
b
b
b
b
b
eb
eb
eb
eb
eb
eb
eb
eb
eb
eb
eb
eb
eb
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| influxinsights.com 36
37. Wendy’s t-shirt campaign used
celebrities to drive participation
Wendy’s posts about sample
designs on their Facebook wall
evolved into conversations among
consumers amplified by celebrity
—
engagement.
| influxinsights.com 37
38. A new Conversation Architecture
Understand social Define the type of Apply the rule sets
capital and identify the conversation to how the conversation
role you can play in the • Creates a framework for is crafted
conversation composing the story
| influxinsights.com 38