A Presentation from the Module Midwest Conference on how companies should approach integrating social media on the executive level. Additional insight into leveraging existing corporate infrastructure and maintaining brand value.
This document discusses developing an effective social media strategy for corporate America. It emphasizes the importance of establishing executive level support, partnering internally across departments, developing brand irresistibility, and establishing metrics to measure social media's impact on brand value and revenue. The strategy outlined includes setting a baseline of current brand awareness and reach, developing comprehensive planning with partners that understand the industry, and integrating social media efforts with existing corporate systems and regular audits for ongoing improvement.
Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Di...Burson-Marsteller China
Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Digital Communications in China” outlines an actionable framework towards online reputation management, crisis preparedness and brand communications on weibo – from developing a social media strategy to measuring results.
We look at the concept of Social Media and where it is headed in the future and the wide variety of social media applications businesses are using to enhance their brand and marketing strategy. We also investigate the do and don't of a social media policy.
I took out the video links in this presentation to optimise download time.
To view:
1. American Express:
http://www.youtube.com/watch?v=K2VSJ6dRiPs&feature=player_embedded
2. Social Media Policy
http://www.youtube.com/watch?v=8iQLkt5CG8I&feature=player_embedded
3. Yammer
http://www.youtube.com/watchv=vwwtcl6BDqU&feature=player_embedded
A fun presentation about the digital revolution aimed at South African employees to enlighten them in an interesting and memorable way. Inspired by Olivier Blanchard's Social Media ROI presentation.
Understand 2012 online marketing trends to make your digital marketing more e...Burns Marketing
Want better results from your 2013 digital marketing budget? In this one-hour webinar, B2B and B2C marketing executives and managers will gain valuable insight into interactive marketing that drives the brand and focuses on conversion.
Learn more about search marketing, social media advertising and engagement, banner advertising, and mobile marketing designed to keep the conversation going with your customers.
As a full-service marketing agency, Burns Marketing offers a team of proven digital experts who ensure that digital marketing performance also strengthens the brand. The result: powerful results that move the needle and reinforce existing brand messaging.
To learn more, visit www.burnsmarketing.com.
Challenges and Opportunities in the Internet for Media CompaniesJose Claudio Terra
Apresenta uma análise da contribuição e desafios enfrentados por empresas de mídia na elaboração, desenvolvimento e manutenção de portais corporativos. Alerta para a importância da estratégia de GC como forte aliada para o sucesso do empreendimento.
www.terraforum.com
As president of AAF for the National Student Advertising Competition (NSAC), we developed a thorough campaign for AOL (AIM) as an elite social media tool for the 18-24 age group covering research, analysis, media planning & strategy, creative execution, commercials, print ads, non traditional advertising, website strategy, and viral marketing. At the end of our term we pitched our campaign in Portland, Oregon among the Northwest Universities and as president, lead BYU - Idaho's advertising team of 25 members to place 2nd overall. Visit http://aaf.org/default.asp?id=122 to learn more about this HUGE event.
This document provides a framework for effective corporate social media use. It discusses using social media to build relationships, share knowledge, and improve recruitment. Case studies show how companies like Cisco, McKinsey, and Kinaxis successfully engage audiences across networks. The framework emphasizes picking a clear purpose, following the "3 C's" of content, conversation, and connections, and making social media further business goals rather than using it for its own sake. The document concludes that social media best practice is having a purpose beyond just participating in social networks.
This document discusses developing an effective social media strategy for corporate America. It emphasizes the importance of establishing executive level support, partnering internally across departments, developing brand irresistibility, and establishing metrics to measure social media's impact on brand value and revenue. The strategy outlined includes setting a baseline of current brand awareness and reach, developing comprehensive planning with partners that understand the industry, and integrating social media efforts with existing corporate systems and regular audits for ongoing improvement.
Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Di...Burson-Marsteller China
Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Digital Communications in China” outlines an actionable framework towards online reputation management, crisis preparedness and brand communications on weibo – from developing a social media strategy to measuring results.
We look at the concept of Social Media and where it is headed in the future and the wide variety of social media applications businesses are using to enhance their brand and marketing strategy. We also investigate the do and don't of a social media policy.
I took out the video links in this presentation to optimise download time.
To view:
1. American Express:
http://www.youtube.com/watch?v=K2VSJ6dRiPs&feature=player_embedded
2. Social Media Policy
http://www.youtube.com/watch?v=8iQLkt5CG8I&feature=player_embedded
3. Yammer
http://www.youtube.com/watchv=vwwtcl6BDqU&feature=player_embedded
A fun presentation about the digital revolution aimed at South African employees to enlighten them in an interesting and memorable way. Inspired by Olivier Blanchard's Social Media ROI presentation.
Understand 2012 online marketing trends to make your digital marketing more e...Burns Marketing
Want better results from your 2013 digital marketing budget? In this one-hour webinar, B2B and B2C marketing executives and managers will gain valuable insight into interactive marketing that drives the brand and focuses on conversion.
Learn more about search marketing, social media advertising and engagement, banner advertising, and mobile marketing designed to keep the conversation going with your customers.
As a full-service marketing agency, Burns Marketing offers a team of proven digital experts who ensure that digital marketing performance also strengthens the brand. The result: powerful results that move the needle and reinforce existing brand messaging.
To learn more, visit www.burnsmarketing.com.
Challenges and Opportunities in the Internet for Media CompaniesJose Claudio Terra
Apresenta uma análise da contribuição e desafios enfrentados por empresas de mídia na elaboração, desenvolvimento e manutenção de portais corporativos. Alerta para a importância da estratégia de GC como forte aliada para o sucesso do empreendimento.
www.terraforum.com
As president of AAF for the National Student Advertising Competition (NSAC), we developed a thorough campaign for AOL (AIM) as an elite social media tool for the 18-24 age group covering research, analysis, media planning & strategy, creative execution, commercials, print ads, non traditional advertising, website strategy, and viral marketing. At the end of our term we pitched our campaign in Portland, Oregon among the Northwest Universities and as president, lead BYU - Idaho's advertising team of 25 members to place 2nd overall. Visit http://aaf.org/default.asp?id=122 to learn more about this HUGE event.
This document provides a framework for effective corporate social media use. It discusses using social media to build relationships, share knowledge, and improve recruitment. Case studies show how companies like Cisco, McKinsey, and Kinaxis successfully engage audiences across networks. The framework emphasizes picking a clear purpose, following the "3 C's" of content, conversation, and connections, and making social media further business goals rather than using it for its own sake. The document concludes that social media best practice is having a purpose beyond just participating in social networks.
Barry Stamos is the Global Practice Leader for Multichannel Engagement Strategy at Acxiom Corporation. He has over 13 years of experience consulting Fortune 500 companies. Acxiom serves 5,700 clients and actively manages campaigns for 350 of the largest 500 marketing companies worldwide. The document discusses challenges companies face with customer engagement across online display, search, email, mobile, video, social media, and apps. It also provides examples of how other companies have successfully used digital and social media to increase brand awareness, sales, and reduce costs.
The document discusses the rise of social media and its implications for customer relationship management (CRM). It notes that over 180 million unique visitors access social media daily and over 600 million users are on social networks, with usage exceeding traditional email and search engines. As social network adoption increases across age groups, customers are more engaged and invested in social platforms. The document argues that companies must adopt social CRM tools to engage with customers on social media and gain insights from social conversations. It provides examples of early social CRM vendors and acquisitions in the space.
Online Image Management & Positioning Survey: Penn Schoen Berlandpsbsrch123
The document discusses how brands can build their presence in the digital world. It highlights the increasing importance of digital platforms like search engines, social media, blogs, and mobile. It emphasizes that a brand website sits at the center of a digital ecosystem and that brands must leverage different digital technologies and bring new ideas to grow their business across multiple screens.
Bell is Canada's largest communications company, providing telephone services, wireless communications, high-speed Internet, digital television and voice over IP to consumers. It also offers ICT services to businesses and governments. Bell is a Premier National Partner and the exclusive Telecommunications Partner to the Vancouver 2010 Olympic and Paralympic Winter Games. It is wholly owned by BCE Inc.
This document provides statistics on internet and social media usage as of 2010. It then discusses Hip Brand Group's services for developing customized online marketing campaigns and social media strategies. They offer services including website development, social media management, public relations, branding, and traditional advertising to help companies effectively engage customers online and drive business goals. The document highlights some of the companies they have worked with and introduces the principals Julie White and Scott Schablow. It concludes by offering free consultations to assess a company's online presence.
Webinar: Leverage Digital Marketing to Grow your Agency's Retainer-Based Busi...Optify
Digital marketing services like SEO, social media and content marketing present a huge growth opportunity for agencies. In fact AdAge reported that digital revenue for agencies surged 16.4% in 2011 to $10.1 billion. Moreover, digital specialty agencies led all other agency segments in terms of growth in 2011, despite a weak economy. Digital services not only represent the largest growth potential for agencies, they are also ideal candidates for retainer-based contracts -think predictable monthly revenue, better resource planning, long-term customer relationships etc.
So how does your agency grab a share of this digital marketing revenue and convert one-off projects into retained services agreements?
Download this presentation to learn:
- The digital opportunity for agencies
- Which digital marketing services are best suited to retained contracts
- 6 tips for moving from project to retainer
- Ideas for packaging and pricing your service offerings
This report explores the growing ad network industry and future trends. It analyzes AOL, Google, MSN, and Yahoo's participation in operating ad networks. Key points:
1) Audience is fragmenting away from once-dominant portals, requiring them to embrace networks to aggregate users. Networks allow advertisers to reach multiple publishers through one location and give publishers revenue without sales forces.
2) Targeted ads through networks capable of gathering user data across publishers will outperform general ads, driving consolidation among networks and buyers/sellers.
3) The $2B+ ad network market is growing faster than display ads overall. Networks may be 18% of the $17B display market by 2010.
Where does social media fit in an investment firms' marketing plan? How do you gauge success? Financial services marketers are finding that social media has a place in the media mix. But it's too early to suggest that traditional advertising will be overtaken by social media any time soon. This presentation examines the metrics CMOs are using today to assess social media effectiveness. Connecting the dots of social, content and digital strategies will effect brand visibility. We look at small and large financial services firms and how they are using social media in the mix.
The document discusses the future of internet advertising. It notes that click-through rates for online ads are very low, limiting branding potential. It also discusses how most online ads are delivered through third parties, so advertisers often don't know where their ads are being shown. Several groups are working on solutions, like the "3MS" initiative to improve transparency and reduce complexity in the digital ad ecosystem. The document argues that the future of online measurement needs principles like moving to a "viewable impressions" standard to count real exposures, and making digital media measurement more comparable to other media.
Lotus Education presentation with Sandy CarterLotus Education
When marketing with social media, what sets you apart is how effectively you use the technology to complement and enhance your marketing activities to drive greater results. Using her experiences at IBM, with customers, and with industry leaders, Sandy Carter will show you the critical success factors in adding social media to your marketing mix. Examples will cover blogs and microblogs like Twitter, viral videos with YouTube, social networking, serious games, and more. You will come away with a step-by-step framework to develop a plan that you can act on today. This is a great opportunity for the Lotus Education community to see how they can work together towards building a highly skilled Lotus professionals base !
Managing brands in digital and social channelsGewoon Groen
This document discusses managing brands in digital and social channels. It notes the shift from mass media and push marketing to social media, wisdom of crowds, and two-way dialogue. Case studies show risks of not engaging on social media and benefits of transparency, interaction, and community building. Key success factors include being open and sharing. Metrics like net promoter scores can measure impact. Brands must adapt to changing customer expectations and invest in social media presence, interaction, and content.
IBM Spotlight Session: Social Selling as a B2B Prospecting ToolVivastream
The document summarizes IBM's use of social selling as a B2B prospecting tool. It discusses how social networks have changed how clients buy and how IBM has transformed its inside sales model to engage clients through social media. It outlines IBM's social selling strategy, which includes social listening, participating in conversations, identifying influencers, and focusing on high-value content. The results shown include over 900 sellers in 170 countries using social effectively to build awareness, extend reach, and drive leads.
IBM Spotlight Session: Social Selling as a B2B Prospecting ToolVivastream
The document discusses IBM's use of social selling as a B2B prospecting tool. It outlines how social networks have changed B2B buying behavior, with clients now discovering information online. It also summarizes IBM's research finding that over a third of clients have used social media to engage with IT vendors. The document then provides an overview of IBM's inside sales organization and digital contact tools. It describes IBM's strategy to transform inside seller skills to match the new social selling model of building relationships through digital and social capabilities.
Developing Digital Marketing Expertise for Marketing ProcurementJason Heller
Presented at Procurecon for Digital and Marketing Services, Nov 12, 2012. Designed to help marketing procurement professionals understand the basics of digital marketing, social media marketing and mobile marketing.
CRM 2.0 - Frameworks for Program StrategyMichael Moir
This presentation reviews several overarching frameworks for guiding CRM strategy and planning efforts. It provides a starting point for many aspects of a holistic CRM approach.
Engagement is the key metric for social media marketing. The document discusses how engagement drives loyalty for customers and recommends focusing social media strategies on methods that provide appropriate interaction and experience. It also outlines how social media has become an enterprise-wide phenomenon impacting many business functions like sales, marketing, customer service and more. Analytics tools can help measure engagement across social networks and websites to improve campaigns.
The document discusses several digital content trends in 2013, including the changing dynamics of paid, owned, and earned media. It also covers the spread of curation across professional, social, and algorithmic approaches. Another section discusses the rise of subcompact publishing and how companies like Google, Apple, Facebook, and Amazon are expanding their presence across different areas through their vertical stacks. The document concludes with brief discussions on humans and robots, big data, and how data is being used with content.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
The document discusses how B2B marketers now face an "always addressable customer" who is online and reachable through various digital channels. It notes that marketing dollars are shifting online to follow customers. To be effective, B2B marketers must optimize their efforts across all customer touchpoints and develop a coordinated brand ecosystem. Better measurement of efforts across channels is also needed to understand customer journeys. The summary focuses on the key challenges of reaching today's digital customer and the need for alignment, coordination and measurement across marketing efforts and channels.
DMA 2012 Conference: Social Intelligence Panel October 2012IdentitiLab
1) The document discusses how social media is changing the way companies approach marketing and customer relationships.
2) It highlights the shift from traditional websites being the center of a company's online presence to social media platforms, where consumers now spend over 50% of their time.
3) The key is for companies to develop a strategic, integrated approach across online and offline channels, with a focus on conversation and advocacy over traditional advertising.
Social media explorer Social Media PresentationMalcolm De Leo
The document discusses the importance of "pulling" data from social media before "pushing" content. It argues that most companies focus more on creating and pushing out content, but understanding social media data through pulling insights is equally, if not more, important. It shows how pulling data allowed Taco Bell to monitor and respond proactively to issues with a marketing promotion, helping ensure the promotion's success. The key message is that balancing both pulling insights from social media with pushing out content can elevate marketing and business programs.
Barry Stamos is the Global Practice Leader for Multichannel Engagement Strategy at Acxiom Corporation. He has over 13 years of experience consulting Fortune 500 companies. Acxiom serves 5,700 clients and actively manages campaigns for 350 of the largest 500 marketing companies worldwide. The document discusses challenges companies face with customer engagement across online display, search, email, mobile, video, social media, and apps. It also provides examples of how other companies have successfully used digital and social media to increase brand awareness, sales, and reduce costs.
The document discusses the rise of social media and its implications for customer relationship management (CRM). It notes that over 180 million unique visitors access social media daily and over 600 million users are on social networks, with usage exceeding traditional email and search engines. As social network adoption increases across age groups, customers are more engaged and invested in social platforms. The document argues that companies must adopt social CRM tools to engage with customers on social media and gain insights from social conversations. It provides examples of early social CRM vendors and acquisitions in the space.
Online Image Management & Positioning Survey: Penn Schoen Berlandpsbsrch123
The document discusses how brands can build their presence in the digital world. It highlights the increasing importance of digital platforms like search engines, social media, blogs, and mobile. It emphasizes that a brand website sits at the center of a digital ecosystem and that brands must leverage different digital technologies and bring new ideas to grow their business across multiple screens.
Bell is Canada's largest communications company, providing telephone services, wireless communications, high-speed Internet, digital television and voice over IP to consumers. It also offers ICT services to businesses and governments. Bell is a Premier National Partner and the exclusive Telecommunications Partner to the Vancouver 2010 Olympic and Paralympic Winter Games. It is wholly owned by BCE Inc.
This document provides statistics on internet and social media usage as of 2010. It then discusses Hip Brand Group's services for developing customized online marketing campaigns and social media strategies. They offer services including website development, social media management, public relations, branding, and traditional advertising to help companies effectively engage customers online and drive business goals. The document highlights some of the companies they have worked with and introduces the principals Julie White and Scott Schablow. It concludes by offering free consultations to assess a company's online presence.
Webinar: Leverage Digital Marketing to Grow your Agency's Retainer-Based Busi...Optify
Digital marketing services like SEO, social media and content marketing present a huge growth opportunity for agencies. In fact AdAge reported that digital revenue for agencies surged 16.4% in 2011 to $10.1 billion. Moreover, digital specialty agencies led all other agency segments in terms of growth in 2011, despite a weak economy. Digital services not only represent the largest growth potential for agencies, they are also ideal candidates for retainer-based contracts -think predictable monthly revenue, better resource planning, long-term customer relationships etc.
So how does your agency grab a share of this digital marketing revenue and convert one-off projects into retained services agreements?
Download this presentation to learn:
- The digital opportunity for agencies
- Which digital marketing services are best suited to retained contracts
- 6 tips for moving from project to retainer
- Ideas for packaging and pricing your service offerings
This report explores the growing ad network industry and future trends. It analyzes AOL, Google, MSN, and Yahoo's participation in operating ad networks. Key points:
1) Audience is fragmenting away from once-dominant portals, requiring them to embrace networks to aggregate users. Networks allow advertisers to reach multiple publishers through one location and give publishers revenue without sales forces.
2) Targeted ads through networks capable of gathering user data across publishers will outperform general ads, driving consolidation among networks and buyers/sellers.
3) The $2B+ ad network market is growing faster than display ads overall. Networks may be 18% of the $17B display market by 2010.
Where does social media fit in an investment firms' marketing plan? How do you gauge success? Financial services marketers are finding that social media has a place in the media mix. But it's too early to suggest that traditional advertising will be overtaken by social media any time soon. This presentation examines the metrics CMOs are using today to assess social media effectiveness. Connecting the dots of social, content and digital strategies will effect brand visibility. We look at small and large financial services firms and how they are using social media in the mix.
The document discusses the future of internet advertising. It notes that click-through rates for online ads are very low, limiting branding potential. It also discusses how most online ads are delivered through third parties, so advertisers often don't know where their ads are being shown. Several groups are working on solutions, like the "3MS" initiative to improve transparency and reduce complexity in the digital ad ecosystem. The document argues that the future of online measurement needs principles like moving to a "viewable impressions" standard to count real exposures, and making digital media measurement more comparable to other media.
Lotus Education presentation with Sandy CarterLotus Education
When marketing with social media, what sets you apart is how effectively you use the technology to complement and enhance your marketing activities to drive greater results. Using her experiences at IBM, with customers, and with industry leaders, Sandy Carter will show you the critical success factors in adding social media to your marketing mix. Examples will cover blogs and microblogs like Twitter, viral videos with YouTube, social networking, serious games, and more. You will come away with a step-by-step framework to develop a plan that you can act on today. This is a great opportunity for the Lotus Education community to see how they can work together towards building a highly skilled Lotus professionals base !
Managing brands in digital and social channelsGewoon Groen
This document discusses managing brands in digital and social channels. It notes the shift from mass media and push marketing to social media, wisdom of crowds, and two-way dialogue. Case studies show risks of not engaging on social media and benefits of transparency, interaction, and community building. Key success factors include being open and sharing. Metrics like net promoter scores can measure impact. Brands must adapt to changing customer expectations and invest in social media presence, interaction, and content.
IBM Spotlight Session: Social Selling as a B2B Prospecting ToolVivastream
The document summarizes IBM's use of social selling as a B2B prospecting tool. It discusses how social networks have changed how clients buy and how IBM has transformed its inside sales model to engage clients through social media. It outlines IBM's social selling strategy, which includes social listening, participating in conversations, identifying influencers, and focusing on high-value content. The results shown include over 900 sellers in 170 countries using social effectively to build awareness, extend reach, and drive leads.
IBM Spotlight Session: Social Selling as a B2B Prospecting ToolVivastream
The document discusses IBM's use of social selling as a B2B prospecting tool. It outlines how social networks have changed B2B buying behavior, with clients now discovering information online. It also summarizes IBM's research finding that over a third of clients have used social media to engage with IT vendors. The document then provides an overview of IBM's inside sales organization and digital contact tools. It describes IBM's strategy to transform inside seller skills to match the new social selling model of building relationships through digital and social capabilities.
Developing Digital Marketing Expertise for Marketing ProcurementJason Heller
Presented at Procurecon for Digital and Marketing Services, Nov 12, 2012. Designed to help marketing procurement professionals understand the basics of digital marketing, social media marketing and mobile marketing.
CRM 2.0 - Frameworks for Program StrategyMichael Moir
This presentation reviews several overarching frameworks for guiding CRM strategy and planning efforts. It provides a starting point for many aspects of a holistic CRM approach.
Engagement is the key metric for social media marketing. The document discusses how engagement drives loyalty for customers and recommends focusing social media strategies on methods that provide appropriate interaction and experience. It also outlines how social media has become an enterprise-wide phenomenon impacting many business functions like sales, marketing, customer service and more. Analytics tools can help measure engagement across social networks and websites to improve campaigns.
The document discusses several digital content trends in 2013, including the changing dynamics of paid, owned, and earned media. It also covers the spread of curation across professional, social, and algorithmic approaches. Another section discusses the rise of subcompact publishing and how companies like Google, Apple, Facebook, and Amazon are expanding their presence across different areas through their vertical stacks. The document concludes with brief discussions on humans and robots, big data, and how data is being used with content.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
The document discusses how B2B marketers now face an "always addressable customer" who is online and reachable through various digital channels. It notes that marketing dollars are shifting online to follow customers. To be effective, B2B marketers must optimize their efforts across all customer touchpoints and develop a coordinated brand ecosystem. Better measurement of efforts across channels is also needed to understand customer journeys. The summary focuses on the key challenges of reaching today's digital customer and the need for alignment, coordination and measurement across marketing efforts and channels.
DMA 2012 Conference: Social Intelligence Panel October 2012IdentitiLab
1) The document discusses how social media is changing the way companies approach marketing and customer relationships.
2) It highlights the shift from traditional websites being the center of a company's online presence to social media platforms, where consumers now spend over 50% of their time.
3) The key is for companies to develop a strategic, integrated approach across online and offline channels, with a focus on conversation and advocacy over traditional advertising.
Social media explorer Social Media PresentationMalcolm De Leo
The document discusses the importance of "pulling" data from social media before "pushing" content. It argues that most companies focus more on creating and pushing out content, but understanding social media data through pulling insights is equally, if not more, important. It shows how pulling data allowed Taco Bell to monitor and respond proactively to issues with a marketing promotion, helping ensure the promotion's success. The key message is that balancing both pulling insights from social media with pushing out content can elevate marketing and business programs.
A World Cafe event put on by the African SAP User Group (www.twitter.com/afsug) where we discussed the digital landscape in South Africa and the effect of Social Media on Business and CRM.
The document outlines an agenda for a presentation on Adobe's customer experience solutions and digital enterprise platform. The agenda includes introductions to Adobe and customer experience management, presenting Adobe's customer experience solutions and digital platform, and partnering opportunities. The presentation aims to demonstrate how Adobe's solutions can help organizations optimize their customer experience across digital channels.
Be prepared to leverage social in the digital era abca cwiaCohn & Wolfe
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.
IBM has embraced social media and empowered its employees to actively engage online. It recognized that effective communication in the digital age happens through all employees, not just a communications department. IBM catalogs employees' expertise, manages access to experts, and optimizes expert interactions with constituents. By fully enabling digital employees, IBM can systematically manage social interactions and connect them with relevant parts of the business like sales.
Neil Perkins - Digital Content Trends 2013Seismonaut
This document summarizes digital content trends in 2013. It discusses the growth of content marketing and curation, the role of major technology companies (GAFA), and the relationship between humans and algorithms/robots. Content marketing is becoming more important and a discipline of its own. However, many companies lack clear strategies and dedicated resources for content. It also explores how content is curated through professional, social, and algorithmic means and distributed through content hubs. Major tech companies provide many digital services across messaging, payments, content and more. The line between humans and algorithms is blurring as programs automate media buying and optimization.
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
(1) Social business aims to engage customers and employees through transparent, nimble experiences on social networks.
(2) IBM is a leader in social business, with over 400,000 employees using internal social platforms and 80% of top retailers/banks using IBM social software.
(3) The document outlines IBM's social business agenda to align goals, gain trust, engage customers, network processes, manage reputation/risk, and analyze social data.
This document discusses mega trends in population, internet usage, and social media. It notes that 50% of the population in developing countries is under 25 and that there are over 2 billion internet users and 1 billion connected via social media. Social media allows for the largest trackable distribution of digital relationships in history. The document then discusses how companies can build social ecosystems and use social CRM to better engage customers through influencers and personalized messaging. It provides a case study of a telco that used influencers and owned and earned media to drive more opt-ins in a social media campaign than paid media.
1. Brand Value, Brand
Strategy and Big Business
Social Media Planning for Corporate America
Oz Sultan - Corporate + Digital Strategist
@ozsultan | Meme: #Module09
2. Today we are more immersively
connected than ever.
Ubiquity: Facebook Connect, Open Social, FindMeOn, Friendfeed
Folksonomy / Social Tagging: Digg, Del.icio.us, IBM Lotus Connections
Microblogs: Twitter, Yammer, Laconica, Plurk, Tinker
SN: Facebook, Bebo, Hi5, MySpace, Xing
Enterprise Search: Vivisimo, Endeca, FAST, Google, Autonomy
Aggregation Platforms: Force.com, Change.gov, Askelf.com
E-Commerce: ATG, BEA, PHP, .NET, Open Source
Intranet / Web: Forums, Groups, Wikis, Intranets, Community Portals
Media: Podcasts, Vlogs, Flicker, Tumblr, Web Video, HD, UGC
3. The Issue: How do you elevate
Social Media to the Business
Conversation?
A lack of Creativity [Internal, Agency or Otherwise] has led to
strategies that eventually undermine the business, rather than
foster it.
The Brand needs to be understood and managed as an asset
Brand Trust ratings have dropped 50% over the last 9 years
Brand Quality perceptions fell by 24% over the past 13 years
Developing Brand Value is a key to success
Consumers Are Driven by Research, Not Advertising
The Conversation must be made an executive level issue
SOURCE: BAV 1993 - 2007, THE BRAND BUBBLE
4. The Corporate Brand is an
Intangible Asset that determines
your Market Value.
Not all brands are equal in driving financial Value
IBM for example, has valued their brand as high as $64 Bn in the
last few years
Brand Irresistibility is a cornerstone in developing a Strategy that
will allow you to drive brand value while improving the bottom line
Irresistible Brands embody badge value, possess innate purpose,
can reinvent, engage customers on their terms, don’t force
devotion and move culture
Brand Irresistibility may help defray financial losses versus your
market competitors for up to 2 Fiscal Quarters!
SOURCES: BAV 1993 - 2007, THE BRAND BUBBLE, THE GRAPH
5. Existing Brand Value
needs a Baseline.
BAV DEMO (www.thebrandbubble.com) Thanks to John Gerzema for permission to use the BAV and BAV data.
6. Social is the next wave of Brand
Equity to tie to Revenue and
Valuation.
Tools are Nascent
BV impacts need
monitored
Demographic
segments are key
Voice alone,
however is not an
entirely accurate
measure
SOURCE: IMMEDIATE FUTURE
7. The Graph is complex.
Brands
Friends
Context
Context Edges
Content
Edges
Context
Edges
You
Context
Edges
Context
Edges
Media
Locations
8. Now take the Networks
in context. LINKEDIN 76M BEBO
MYSPACE
40M Friends
Brands
75% of 18 - 24 yos are already on 1 or more 36M Context
Context
Edges
Content
social networks Edges
TWITTER
Context
Edges
35% of Adults engage in Social Networking
Future Growth is in the 35 - 55 yo 10M You
Context
HI5
Edges
Context
Demographic Edges
Media
Locations
Data is Everywhere! 60M
A Corporate Strategy for Success needs to
minimally possess data ties to existing FACEBOOK
Corporate BI, CRM, and E-commerce
Solutions 200M
MANY NETWORKS HAVE
Web services to ‘socialize’ brands are
SIGNIFICANT USER
emerging, but lack integration into the fabric
of the social web
OVERLAP
Asynchronous and Synchronous
communication paths need to be
understood and measured
SOURCES: FACEBOOK, VENTUREBEAT, COMSCORE, ADAGE, BEBO, PEW AMERICAN LIFE 2009, TWITTER
9. New Metrics Should Reveal
Insight or tie to Status Quo.
If you don’t have a baseline, ROI means Nothing.
Existing Metrics for Online and Offline Marketing must be evaluated
Remember: Social Media makes Customer Service, Trust and Marketing your Keys.
With an integrated Social Media Plan, Online Advertising becomes a technique tied to a
strategy, not the Strategy itself!
Understand what your existing BAV (if applicable) and Market reach is
ROI / ROBI should be tied to plan. New programs should “test the waters” before
setting hard and fast C-level expectations
Where currently applicable, BI tools or Corporate Information Systems should be
integrated with new technology (e.g. ORACLE BI, Hyperion, SAP XI BUS)
Centralized data collection and Dashboards will aid in CSR, CRM, Sales and Marketing
endeavors
This is a key topic I will be elaborating upon in the near future
10. Strategic Planning and Partnership
is necessary to ensure success.
Comprehensive Planning should leverage a partner that can translate the
complex Social landscape
Partnership between Marketing, Technology and a “blessing” by Legal is
fundamental to Success.
Yes, this is a C level conversation where the CMO must be involved
The Strategy is Costly, Implementation is cheap. Remember this with Social!
Only 25% of companies are spending more than $100k a year on social media
and it’s not yet a line item1
If you spend peanuts on social media, you’ll get…peanut butter–not filet
mignon–when it comes to seeing results1
Plan and spend, not spend and plan
SOURCES: 1:FORRESTER “SOCIAL MEDIA PLAYTIME IS OVER”
11. Synopsis
Establish C level Champions
Partner Internally (Marketing + Technology + Legal)
Engage someone who understands your Business and Industry
Establish your Baseline!
Develop Core Metrics and Leverage existing CIS systems where possible
Develop Irresistibility
Remember! Social requires constant touch points
Customer Service + Marketing + Irresistibility = Social
Perform Routine Audits, Measure and Adjust as Necessary
To parrot Forrester “Playtime is Over”
12. Thanks!
OZ SULTAN
CORPORATE + DIGITAL STRATEGIST
BLOG:WWW.NEWSOCIALECONOMY.COM
E: OZSULTANX@GMAIL.COM
T: @OZSULTAN
LINKEDIN: LINKEDIN.COM/IN/OZSULTAN
FACEBOOK: OZ SULTAN
ASW: OZ SULTAN
REMEMBER, YOUR PLACE IN THE SOCIAL ECONOMY IS UP TO YOU.