Digital technologies have enabled unprecedented levels of self-expression and sharing online. While this presents opportunities for brands to engage, many consumers do not want direct engagement with brands on social media. To be effective online, brands must understand consumer motivations and add value through digital interactions in a way that is invited rather than intrusive. By developing compelling content and participatory campaigns, brands can tap into consumers' desire to connect and share, amplifying their messaging through advocates in an organic way. However, brands also need to acknowledge the power of consumer comments and reviews, both positive and negative, and work to maintain engaged online communities.
Digital Life - Understanding the opportunity for growth onlineTNS
Our goal is to make this complex environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content that inform your marketing plans, and make digital a key part of your growth strategy.
This report contains just a small snapshot of our findings, but please do get in touch with us to understand more about the opportunity that digital presents in your market or category.
http://www.tnsdigitallife.com
Digital Life - Understanding the opportunity for growth onlineTNS
Our goal is to make this complex environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content that inform your marketing plans, and make digital a key part of your growth strategy.
This report contains just a small snapshot of our findings, but please do get in touch with us to understand more about the opportunity that digital presents in your market or category.
http://www.tnsdigitallife.com
TNS Digital Life 2011- Worldwide study on online consumer behaviourKantar TNS
Digital Life identifies opportunities to grow your business, through a precise understanding of human attitudes and behaviours online.
Based on in-depth conversations with 72,000
in 60 countries, representing 93% of the
global internet population.
Addressing the key questions that inform strategic marketing investment
As businesses increasingly look to mobile as a key element of their business model rather than simply another marketing channel, we examine the response of CMOs worldwide to the challenges and opportunities that mobile represents.
http://www.tnsglobal.com/mobilelife
La compañía 360 presenta el informe "Social Commerce Playbook": What the nexus of social media & shopping means for your brands en el que se analiza la relación entre los medios sociales y el ecommerce en su tendencia hacia el social Commerce. (inglés)
Digital Life - Understanding the opportunity for growth onlineTNS
Our goal is to make this complex environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content that inform your marketing plans, and make digital a key part of your growth strategy.
This report contains just a small snapshot of our findings, but please do get in touch with us to understand more about the opportunity that digital presents in your market or category.
http://www.tnsdigitallife.com
Digital Life - Understanding the opportunity for growth onlineTNS
Our goal is to make this complex environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content that inform your marketing plans, and make digital a key part of your growth strategy.
This report contains just a small snapshot of our findings, but please do get in touch with us to understand more about the opportunity that digital presents in your market or category.
http://www.tnsdigitallife.com
TNS Digital Life 2011- Worldwide study on online consumer behaviourKantar TNS
Digital Life identifies opportunities to grow your business, through a precise understanding of human attitudes and behaviours online.
Based on in-depth conversations with 72,000
in 60 countries, representing 93% of the
global internet population.
Addressing the key questions that inform strategic marketing investment
As businesses increasingly look to mobile as a key element of their business model rather than simply another marketing channel, we examine the response of CMOs worldwide to the challenges and opportunities that mobile represents.
http://www.tnsglobal.com/mobilelife
La compañía 360 presenta el informe "Social Commerce Playbook": What the nexus of social media & shopping means for your brands en el que se analiza la relación entre los medios sociales y el ecommerce en su tendencia hacia el social Commerce. (inglés)
In this new report, Engauge executives share their perspectives on the most important challenges and opportunities facing the advertising industry, revealing thought-provoking ideas about what it takes to truly engage consumers in today’s culture.
Emerging technology insights include evaluations of the most important platforms for digital marketing and what to expect from interactive TV, as well as key takeaways from the retail industry on managing convergence.
The report also features critical perspectives on important issues in contemporary culture, including privacy concerns in the social media ecosystem, and the radical reorientation of the relationship between brands and consumers.
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
A recent survey explains how companies aiming to reach customers through social media have been successful using three key capabilities. These capabilities help strengthen organizations' social media presence as they move to digitize their brands.
Social Customer Experience Why it Matters, What it Means for your BrandLithium
As more consumers become more social, brands are increasingly shifting their attention to the social customer experience— the collection of open, transparent, peer-to-peer exchanges that happen in online communities and social networks. Those who are rising to the challenge of social media are building social customer experiences that engage and enlist the power of the crowd to drive real business outcomes.
They’re solving enormous business problems like the cost of scaling support, and creating new opportunities like building demand and influence through social channels. Above all, they’re getting closer to their customers.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
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.
Contagious rounds up the landmark events, movements and socio-economic shifts that have shaped the last year. Buy a beautiful physical copy now: bit.ly/printMoCo
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
If you're an agency or brand marketer, and would like to explore putting some of these ideas into practice, please click on "Get In Touch" icon at the bottom of the presentation slide.
siehe Neuberger/vom Hofe/Nuernbergk (2010): "Journalismus und Twitter. Der Einfluss des 'Social Web' auf die Nachrichten" Düsseldorf: Landesanstalt für Medien Nordrhein-Westfalen (=LfM-Dokumentation Nr. 38)
In this new report, Engauge executives share their perspectives on the most important challenges and opportunities facing the advertising industry, revealing thought-provoking ideas about what it takes to truly engage consumers in today’s culture.
Emerging technology insights include evaluations of the most important platforms for digital marketing and what to expect from interactive TV, as well as key takeaways from the retail industry on managing convergence.
The report also features critical perspectives on important issues in contemporary culture, including privacy concerns in the social media ecosystem, and the radical reorientation of the relationship between brands and consumers.
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
A recent survey explains how companies aiming to reach customers through social media have been successful using three key capabilities. These capabilities help strengthen organizations' social media presence as they move to digitize their brands.
Social Customer Experience Why it Matters, What it Means for your BrandLithium
As more consumers become more social, brands are increasingly shifting their attention to the social customer experience— the collection of open, transparent, peer-to-peer exchanges that happen in online communities and social networks. Those who are rising to the challenge of social media are building social customer experiences that engage and enlist the power of the crowd to drive real business outcomes.
They’re solving enormous business problems like the cost of scaling support, and creating new opportunities like building demand and influence through social channels. Above all, they’re getting closer to their customers.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
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.
Contagious rounds up the landmark events, movements and socio-economic shifts that have shaped the last year. Buy a beautiful physical copy now: bit.ly/printMoCo
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
If you're an agency or brand marketer, and would like to explore putting some of these ideas into practice, please click on "Get In Touch" icon at the bottom of the presentation slide.
siehe Neuberger/vom Hofe/Nuernbergk (2010): "Journalismus und Twitter. Der Einfluss des 'Social Web' auf die Nachrichten" Düsseldorf: Landesanstalt für Medien Nordrhein-Westfalen (=LfM-Dokumentation Nr. 38)
Internet Marketing Indonesia | Merchandise Promosi | by FOG communicationFOG communication
FOG communication adalah Industri Kreatif Indonesia yang menangani Jasa Konsultan Internet Marketing, Social Media Marketing, SEO (Search Engine Optimization), Merchandise Promosi, Merchandise Karet, & Event Organizer. Hubungi Kami di 021-28882842 | 083878-288828
Presentation to Forres business community on the use of Facebook, Twitter, Foursquare and QR codes and how it can help promoting their business and destination
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.
Socio-digital evolutions and micro-communities: what business opportunities d...Vanksen
This is the question that the new Vanksen study "Connecting The Digital Dots in 2023" aims to answer. In 2023, conducting periodic monitoring to display individual trends loses its meaning. Socio-digital evolutions are constant. Behaviors and innovations fluctuate organically, iteratively, and continuously.
In this context, Vanksen experts have attempted to translate them into a mind-mapping in order to better visualize the correlations impacting brands in their digital strategies.
They can thus better understand the dos and don'ts adapted to their DNA and business challenges, activate technological, tactical, marketing, and communication levers that generate meaning and performance for them and their communities.
https://www.vanksen.com/en/insights/socio-digital-evolutions-micro-communities-business-opportunities-for-brands
Digital Marketing and "Virtual Touch" TechnologyCharmian Solter
The reach and effectiveness of digital marketing caused a decline in the usage of traditional marketing channels, including face-to-face interaction, paving the way for “virtual touch,” social media platforms, video marketing, and real-time chat applications to address consumer demand for authenticity and engagement in today’s digital marketplace.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
The Web is Social, The Web is Real-TimeAlisa Leonard
Social media has fundamentally dislodged the traditional communications equilibrium. Content scarcity has given way to content overload, fixed channels of communications have dissolved into fluid and complex networks of information exchange, and once-captive audiences have now become active participants in a largely consumer-driven conversation. This shift requires a new course of action for brands; it demands new marketing imperatives. The answer does not lie in social media marketing alone, or in what social media marketing is purported to be. The solution lies in understanding changing behaviors, patterns of communication and modes of living that the social web merely illuminates. We must adapt and apply new thinking, skills and methodologies based on these insights....
“Well-defined and understandable processes need to be developed and enforced at a corporate level. It is important that these processes enhance quality, communication, and velocity, not detract from them.”
www.ana.net ANA Magazine Spotlight Issue 6
http://www.ana-thoughtleadership.net/
Marketing Sostenible: una nueva forma de entender las marcas, donde los profesionales de Marketing dejaremos de ser “pescadores” para convertirnos en...
(...)
"Avui 23 d'abril és un dia molt especial a Barcelona. Un dia en que celebrem una festa de la ciutat treballant i en la que intercanviem roses i llibres, bellesa i cultura.
A WINC volem regalar-te un relat que intenta expressar que, entre tots, podem fer créixer una bonica rosa a la nostra societat. T'adjuntem l'e-book MarketingSostenible_WINC.pdf.
Si t'agrada comparteix-lo a la teva empresa i amb els teus amics."
Àlex Cabré - WINC
(...)
"MEFE TV. El valor de la planificación". Javier Andrés (Director de Marketing. Atres Advertising) y Javier Herreros (Director Tres 14 Research). Aedemo TV.
"L’ús professional de les xarxes socials" Ignasi Pardo. Consultor de comunicació. Soci fundador de Comms Planning (www.commsplanning.es). Revista completa a : http://issuu.com/ccjcc1/docs/web_auditor65
Pixels, Performance and Profits. Accenture.comms planning
Pixels, Performance and Profits. Why CFOs in the broadcasting
industry need to build a new model
of performance management for a
multi-platform, digital world.
The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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/
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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.
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10. Self expression: many forms, many motivations
Our findings from Digital Life show that 42% of people Whichever way you look at it, and no matter which region,
globally feel that the Internet helps them express themselves country, neighbourhood or individual we consider, the
better. This takes on many forms and is ultimately different explosion has turned many old-world assumptions on
for each of us. Two people can share the same photo, or their heads. From governments and societal norms, to
express the same opinion via a social network or blog, but business models and brand relationships, no area remains
the motivations for ‘sharing’ and channels used for doing untouched by this new paradigm of self-expression and digital
so vary subtly - but importantly - from one person to the next. empowerment. As marketers, we are interested in all of
For some it’s staying close to family, for others it’s self- these, but we spend much of our time focused on products
promotion and on other occasions it could be more altruistic. and services and their impact on the growth of our business.
It can be a more private form of expression or a broadcast- So how is this self-expression affecting brand relationships
style ‘shout it from the rooftops’ to anyone and everyone. and consumer purchase decisions?
Leading to an explosion in consumer content generation
Every week I...
Upload photos 32
Microblog 30
Upload videos 29
Write a blog 26
% agree
10 tnsdigitallife.com
12. Do I really ‘like’ you?
Often the chosen metaphor is one of ‘the conversation’- It is important to keep in mind that social interaction is usually
consumers want a dialogue with brands not a monologue. between people, not people and brands. Rather than brands
This has proven an effective way to understand and digest immediately jumping into social networks, there are other
the changing nature of relationships between brands and routes to consider that can be particularly effective in the
consumers, caused in large part by more digitally expressive digital realm.
and empowered consumers. And, in turn, it has enabled
brands to adjust the ground rules for their consumer
relationships. However this simple metaphor also risks
us over-simplifying and missing crucial underlying factors.
Most commonly, people are keen to find ways to express
themselves more effectively, more efficiently, more creatively,
more personally, more deeply, and more quickly. This may
be through interaction with other people or with brands,
but most of the time it is motivated by our innate desire to
socialise. Yes, this also offers opportunities for brands to ‘join
the party’ of socialisation enabled by digital channels – but
we need to be thinking more carefully and specifically about
what the brands wear to the party, what time they arrive,
whom they speak with when there - and when they leave!
Sometimes brands also need to know when not to accept the
For more information please go to
invitation, and when not to turn up uninvited.
tnsdigitallife.com/view/social-brands
Many consumers do not want to directly ‘talk to a brand’,
or certainly only want to with some brands, some categories,
or at some particular point of their pre or post-purchase
journeys. Just because Twitter allows me to ask for an
immediate response from @mycurrentbrandofchoice
doesn’t mean I want to.
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16. What drives sharing?
Over half the consumers surveyed in Digital Life say that
they comment about brands online in order to share content Hugh Chambers,
from the brand with their network. Driving advocacy and Chief Commercial Officer, British Olympic Association
endorsement through this sharing relies on brands
understanding consumer motivations and tapping into “I’ve termed it ‘Open-source Creativeware’ to
their willingness to pass content along. Content needs to encapsulate the idea that much like open source
be appealing enough for people to believe that they will be software, we’re looking to create a blueprint or DNA
adding value to their networks through sharing. Over a third of a creative campaign and then invite others to take
of people, globally, agree that the Internet helps them to pass it and adapt it and build it and grow it.”
on news and events to others and getting that content right
presents a major opportunity. Brands that develop content
that resonates with their target audience see their efforts
amplified manifold as they tap into the consumer desire for
expression and connection.
Beyond securing a ‘like’ or ‘+1’, getting a consumer to
engage with a campaign, creating and sharing their own
content within frameworks defined and facilitated by the
brand reaps significant benefits. This theme comes through
strongly in our conversations with CMOs, who understand
that participatory campaigns really do provide opportunities
to strengthen engagement and drive advocacy.
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18. Minimising risk
Negative word of mouth works much harder - and much sources alone do not provide the full picture required, they
faster - than positive word of mouth, so brands need to can help direct us to the type of person we should look to
defend just as much as they attack through social media engage through further validation. Going further, these
channels. sources can support more active co-creation and deeper
brand engagement and sharing. Further value is added when
Listening to customers and building a picture of what they this approach is complemented by bespoke or branded online
like and dislike, what their lives are like and their unprompted communities.
comments, status updates, photos and product reviews - all
made in a trusted environment - can greatly inform market
interest assessment and the development of new products
and services, if harnessed in the right way. Even when these
The consumer brand voice
I write about brands to...
64 64 61 60 56 53 51
46
40
Share Offer Praise Ask Share answers Criticise Share cool stuff Customer Paid / reward
experiences advice a brand advice / opinions a brand from brands service for doing so
% agree
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22. Which touchpoints drive sales?
For retailers that are seeing a significant shift from ‘bricks’
to ‘clicks’ there is big impact on supply chain, targeting, ...as are on and offline touchpoints
fulfillment models, and even package configurations. Agree touchpoint is important to me...
And that is by no means the full extent of the impact.
From Digital Life and our conversations with clients we Manufacturer’s website (all categories)
know that some food categories see more than 20% of
their in-store purchases being influenced at some point
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prior to purchase by digital touchpoints – be that category 22
research, product research or more transactional research 18
such as sourcing coupons – and the in-store conversion of
those consumers is higher than those not exposed to digital
touchpoints.
1. Become aware 2. Choose product 3. Decide where to buy
A precise analysis of how far from the point of purchase
these influences occur is still required to inform how
touchpoint ‘content’ and timing is tailored, but the digital
influence is becoming too clear to ignore. This trend has
24 21
impacted other categories for considerably longer, but for 26
FMCG / CPG it is beginning to pose important questions
Sales person in-store (all categories)
to business such as: ‘Should there be a standalone digital
shopper marketing function? If so where should that live –
in sales or marketing or somewhere else? How should we
approach eCommerce?’ For more information please go to
tnsdigitallife.com/view/path-to-purchase
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24. Staying in touch with brands
Across most markets there is a trend for consumers to want
to ‘keep up to date’ with their brands of choice. For some
the motivation is ‘promotions and offers’, for others it is
about access to general information and a deeper feeling of
proximity to the brand. High-end luxury brands and retailers,
for example, can take advantage of these motivations
through their digital efforts, and responding to demand from
their loyal fans, advocates and customers to ‘learn more’ and
‘stay up to date’.
Brands that once looked to maintain exclusivity have begun to
assess how best to respond to this pressure for ‘more’ whilst
maintaining the ‘distance’ that so often build desire. For
example, by providing behind-the-scenes video footage of a
fashion brand’s New York Fashion Week show, or interviews
with the sportsmen and women sponsored by luxury watch-
makers.
One thing is certain; this tide of demand for more cannot be
turned. The response should be to open-up, provide more
and remain the source of that information, before consumer-
generated and boot-legged material takes its place.
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