The document discusses the limitations of social media for advertising and branding. It provides five lessons: 1) You do not control your brand on social media. 2) Social media is just a tool. 3) Word of mouth is not a cure-all. 4) Word of mouth is never better than your actual product. 5) Social media is not actually free for companies. It argues that companies need to focus on the customer experience and creating high-quality products in order to generate effective word-of-mouth marketing through social media.
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.
Evolving from Ideation and Managing to
Innovating and Building- Matt Britton, Founder & CEO, Mr Youth. Learn how to create a distinct competitive advantage
beyond people and ideas through the creation of proprietary advertising technology.
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.
Evolving from Ideation and Managing to
Innovating and Building- Matt Britton, Founder & CEO, Mr Youth. Learn how to create a distinct competitive advantage
beyond people and ideas through the creation of proprietary advertising technology.
With the "acceleration of the acceleration of change" induced by new technology adoption, organizations have to RESET the way they think, plan and execute their strategies...
Rules of engagement in Services - What can we learn from conversations taking...InSites Consulting
Rules of engagement in Services by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
We\'re a Social Media Management firm that builds bridges between YOU the brand, and your consumer. We\'ll introduce you to your followers. Talk to them. Listen to them. Get feedback and reactions. Share insights and ideas with them. All this in order for your brand to become market favorites.
Social Marketing Strategies - Engaging the Connected CustomerEnergize
Keynote presentation given by Klaas Weima on April 18th for the Marketing Strategies Executive Course at the Rotterdam School of Management. The presentation discusses the fundamental shift taking place from traditional bought attention per pixel and inch to earned attention. Klaas clarifies his theory with rich examples, including Spotify, Miffy and Philips.
Are you sick of meaningless advertising / social media / marketing trends that make no sense to you or your business? So are we. That's why we've created our Anti Trend Report, to cut through the BS and help you focus on what counts – using digital and social to actually grow your brand.
Morley using social crm to build competitive advantageZeus of Marketing
Blog reference: At this point I invite you to read the attached white paper, which covers additional benefits and implementation stages for using SCRM to build a competitive advantage. FYI, I helped develop this whitepaper for my client Morley (www.morleynet.com), a great partner for managing contact centers as they do so for several Fortune 500 companies.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
Tough Times Don’t Last But Tough Competitors Do
Forrester EMEA Marketing Forum
November 18th, 2009
http://www.forrester.com/events/eventdetail/0,9179,2424,00.html?sTab=agenda
Half of all ad spend is wasted. Marketers are under pressure to produce results, often times with fewer resources and greater expectations. Join Tim Suther’s discussion of core principles that transcend macroeconomic condition and enable tough, high-performance marketing and advertising.
Using real-world examples Suther will move the discussion from vision to practical, deployable ideas that demonstrate the utility of these core principles, allowing your message to be heard: the “new black”, data; optimization and the 360 degree view of your consumer; Confluence of insight and media; accountability in execution. This construct enables direct marketing sensibility in your marketing processes and campaigns, creating staying power during the tough times and competitive advantage during the good times.
With the "acceleration of the acceleration of change" induced by new technology adoption, organizations have to RESET the way they think, plan and execute their strategies...
Rules of engagement in Services - What can we learn from conversations taking...InSites Consulting
Rules of engagement in Services by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
We\'re a Social Media Management firm that builds bridges between YOU the brand, and your consumer. We\'ll introduce you to your followers. Talk to them. Listen to them. Get feedback and reactions. Share insights and ideas with them. All this in order for your brand to become market favorites.
Social Marketing Strategies - Engaging the Connected CustomerEnergize
Keynote presentation given by Klaas Weima on April 18th for the Marketing Strategies Executive Course at the Rotterdam School of Management. The presentation discusses the fundamental shift taking place from traditional bought attention per pixel and inch to earned attention. Klaas clarifies his theory with rich examples, including Spotify, Miffy and Philips.
Are you sick of meaningless advertising / social media / marketing trends that make no sense to you or your business? So are we. That's why we've created our Anti Trend Report, to cut through the BS and help you focus on what counts – using digital and social to actually grow your brand.
Morley using social crm to build competitive advantageZeus of Marketing
Blog reference: At this point I invite you to read the attached white paper, which covers additional benefits and implementation stages for using SCRM to build a competitive advantage. FYI, I helped develop this whitepaper for my client Morley (www.morleynet.com), a great partner for managing contact centers as they do so for several Fortune 500 companies.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
Tough Times Don’t Last But Tough Competitors Do
Forrester EMEA Marketing Forum
November 18th, 2009
http://www.forrester.com/events/eventdetail/0,9179,2424,00.html?sTab=agenda
Half of all ad spend is wasted. Marketers are under pressure to produce results, often times with fewer resources and greater expectations. Join Tim Suther’s discussion of core principles that transcend macroeconomic condition and enable tough, high-performance marketing and advertising.
Using real-world examples Suther will move the discussion from vision to practical, deployable ideas that demonstrate the utility of these core principles, allowing your message to be heard: the “new black”, data; optimization and the 360 degree view of your consumer; Confluence of insight and media; accountability in execution. This construct enables direct marketing sensibility in your marketing processes and campaigns, creating staying power during the tough times and competitive advantage during the good times.
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.
What is social media & how can it aid great customer service?
A quick run through the every changing world of digital communications & social media.
What does 'great' look like in social customer service?
How do you get started in social customer service?
Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market)Rabbit's Tale
DIGITAL CONSUMER BEHAVIOR
Basic Knowledge and Case Studies of new emerging behaviors in digital space
Bangkok University (Thailand) : MK 314 Section 3711
FIRST VERSION : NOV 2013
EDITED VERSION : JUL 2014
Information about engaging your audience online and creating powerful 2.0 based marketing programs. This was a presentation I gave to marketing professionals from events, fairs, amusement parks and expos.
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)
Many marketers and agency folk alike have difficulties to distinguish between strategy and tactics - this is particularly the case when it comes to the digital space. Guided by short-term data and metrics, we often jump to so-called efficient solutions, before even having a clear picture on what our positioning is or who we should be targeting. This presentation provides an overall framework and various thinking tools for how to best integrate age-old strategy basics with the creation of (digital) tactics.
Influence is a social currency connecting those who have knowledge and topical experience with those that seek it. In a fragmented media environment, where millennials consume content and are exposed to marketing messages in a state of “continuous partial attention,” influencers have never been more important.
BUZZMEDIA's massive study of U.S. millennials focuses on the personal dynamics of influence: How influence is created, nurtured, earned and shared via social media. The study details the rise of the influencer as a ‘relatable icon’ and the role these dynamic individuals play in a consumer’s day to day life.
What's Your Content IQ? Strategies to Solve Real-World Brand ChallengesMcMurry/TMG
Quality content can outperform any other marketing spend over time by growing reach, building brand engagement and loyalty, and serving your business objectives. Find out how in this presentation by Kim Caviness, TMG Custom Media’s SVP of Content, and Andrew Hanelly, TMG’s VP of Digital Experience. Kim and Andrew presented this in a workshop at the iStrategy 2012 conference in Chicago. Attendees got tips and tricks on how to solve the challenges that brands face in the constantly evolving media environment. Plus real-world data to help guide their strategy.
What's Your Content IQ? Strategies to Solve Real-World Brand ChallengesAndrew Hanelly
Andrew Hanelly, TMG's VP, Digital Experience, and Kim Caviness, SVP, Content, co-presented this interactive workshop at IStrategy 2012 in Chicago, challenging attendees to test their content IQ with 3 real-world brand marketing challenges. Discover how more and more brands are taking advantage of the content marketing revolution, and find out how quality content can outperform any other marketing spend over time by growing reach, building brand engagement and loyalty, and serving your business objectives.
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.
(Graham Brown mobileYouth) 50 Youth Marketing Keywords You Need to Know PART ...Graham Brown
Graham Brown mobileYouth.org presents part 5 in a new 5 part series covering the 50 keywords and phrases youth marketers need to know.
Keywords featured: shortsights, sideloading, social currency, social fabric, transparency, trust, users, values, value chains, x-factor
Similar to FollowFridays - The Limitations of Social Media (20)
AdNerds presented at the Data Driven Marketing Congress, the data driven marketing expert group of Stima.
The presentation focuses on the explosion of data these days, with new sources like social media and all the sensory data out there. We look at how data can make sense today and how - in particular - it can help to make even mass media more personalized.
FollowFridays 2011 Session 3: Will you still have a job in marketing of the f...AdNerds
AdNerds hebben de reputatie de toekomst te voorspellen. Ook dit jaar doen we graag weer een poging. Maar het wordt geen pure fictie, geen fantasie. We vertrekken van concepten en oplossingen die vandaag stilaan vorm krijgen. We bekijken hun potentieel met betrekking tot marketing communicatie. De vraag die we daarbij stellen én beantwoorden, is of jij als marketeer - en in dezelfde adem, wij als agency - nog een toekomst hebben in die nieuwe wereld?
FollowFridays 2011 Session 1: Social Media, the most overrated trend in busin...AdNerds
Een straffe stelling voor digital believers zoals wij? Toch is het waar, zeker als je het helemaal fout aanpakt. Vorig jaar vertelden we over het concept van ‘social check marketing’ waarbij bedrijven social media-profielen verzamelen, zoals badges op Foursquare. Pak je het daarentegen wel goed aan, dan is het zonder meer the most underrated trend. Je zal je dan ook terecht afvragen waarom je er al die tijd niet meer tijd en middelen in stopte. Die meet- & weet-baarheid tonen we met veel plezier aan.
The Sharing Economy is about how the Internet enabled us more than ever to share almost anything. Sharing is part of our genes and today we share almost anything. This phenomenon, also called "collaborative consumption" is not new, but its growing faster than ever before.
Any brand in any sector should be aware of this new economy. In it lie threats. And opportunities for those who know how to change and alter their offering.
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10AdNerds
The prerequisite for any mobile app any brand builds, is that it is fun or functional. But even if you succeed in getting either of both right, you're still only halfway through your work.
How will you get your app out there? Preferably massively so? If you trust your app to be that good it will take care of itself and 'go viral', you're rising to the same bait as hordes of marketers on Youtube: the ultimate free lunch. Deep down, anyone knows there is no such thing as a free lunch. Admit. 'Viral' is a happy accident. 'Viral' is the effect, never the cause. That is why 'viral' cannot be repeated reliably.
So what is a poor marketer to do? Is there any way to intentionally infect people with your app? Well, there is. You can hack the iPhone App Store's ranking algorithm. And you can harness the pass-around power of everyday people.
AdNerds presented two cases they recently developed for their clients Pepsi & M&M's in Belgium for the Euprera Congress, stimulating innovative usage of technologies and trends for PR & marketing purposes.
Both projects brought simple games to the masses by integrating with people's networks by tapping into their social media platforms of choice. Both Facebook and Belgium's number 1 youth network, Netlog, were used to attract many vistors each spending over 9 minutes... per visit that is!
More details about the cases can be obtained by sending a simple request from within SlideShare.
The Future Of Advertising and How To Make It Work For You TodayAdNerds
This is the session where we get a good go at the future of advertising. But rest assured: we won't be talking about 'vaporware' (i.e.: not too much). But we'll show you how the future is already here. And how you can successfully turn it into a smashing marketing hit today.
The End Of Paid Media, The Value Of Social CurrencyAdNerds
Since the so-called 'social media revolution', media no longer means paper. It means people. The same people who have more and more tools at their disposal to easily dodge your very expensive ads, banners and commercials. So, what can you do to earn their attention? And better yet, what can you do to earn their engagement?
The Shift from a Disconnected to a Hyper-Connected WorldAdNerds
Technology has become an integral part of everyone's life now. Advertisers can reach out to consumers in totally different ways now. This is the time to start questioning the ways you've always been campaigning. And to start looking for alternative and better ways to communicate with consumers whose communication habits have fundamentally changed.
The Influence of Social Builders - And how to deal with their social media ex...AdNerds
Bart presented on "Marketing in the sector of construction companies", a Livios, Proximity BBDO and Living Tommorow joined initiative to promote the use of CRM and social media in the construction sector.
This presentation points out how people involved in a building adventure today tend to use social media to communicate their story, both positive and negative with their friends, peers and... the world.
10 in 2010 - How the Internet has changed how kids & tweens consume cultural ...AdNerds
AdNerds presented on the "10 in 2010" seminar by CultuurNet Vlaanderen, a Flemish governmental organisation responsable for the promotion of culture.
AdNerds were asked to present their views on how the Internet impacted how kids and tweens of today consume cultural goods.
Decline Of The Destination Web, The Rise Of The Social WebAdNerds
The number of visitors to destination sites is steadily shrinking. The explanation is simple: people spend more and more time on social platforms. In this session, we take a closer look at the phenomenon, and explain to you which are the possible strategies to ride the trend.
Half of the AdNerds went into a duel with DM (on paper) specialist Henny Van Gerwen from Proximity BBDO (our mother organisation).
Valuable lessons from Henny's old time favorite Vögele and AdNerds' insights on social and new media are the perfect match for creating breakthrough response-generating actions that work both on- and off the line.
A perfect story for Adobe Belgium's "Cross Media Marketing" seminar.
Thanks to social media, consumers are even more powerful than advertisersAdNerds
The alumni of Plantijn College's communication division, organized a meet & greet event. AdNerds were invited to show the communication professionals, aged 25 up to 50, the power of social media.
We presented two recent cases that showed how consumers are more powerful than ever before: Domino's Pizzas and JetBlue Airways. We pointed out how advertisers can use social media to their benefit and leverage their inherent viral power: our Pepsi Max It case of April-May 2009.
Analog Sucks - why randomly blasting messages at masses doesn't work anymoreAdNerds
Yesterday, we hosted a guest college on social media for GRP's Advanced Media School Program a set of (mainly) junior profiles working in the media buying industry. We discussed why "analog" - or traditional media for that matter - sucks (something we like to discuss from time to time). We shared our point of view: as communication changes, the world changes. And thus creativity and media buying needs to change alike.
More info on http://www.adnerds.be
Facebook, LinkedIN & Beyond - or how the new media changed how sales people d...AdNerds
A lot of industries have changed drastically since the arrival of the internet. Think of the music business. The Internet comes with threats and great opportunities, if you set the proper objectives and strategy.
In this presentation, we present insights in how sales managers and new bizz people can use tools like Facebook and LinkedIN to their benefit. Especially LinkedIN requires a completely different approach, since authority is only gained by participating fully. And having your sales manager be very active on a platform like LinkedIN makes them easier to find for your competitors. But not having them participate, is a threat as well...
At AdNerds - part of Proximity BBDO - we give advice on how to behave, how to set the proper objectives and how to define your strategy.
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/
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).
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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.
"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."
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.
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.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
32. 4 Possibilities
Screwed-no-matter-what a-lot-to-talk-about What-to-talk-about Superior user-good
stay away? talk about your product find something think twice,
really? and talk back to talk about and fail fast
44. 233,906 friends sacrificed 1,636 stories shared
375,801 fans 430,922 fans
1,565 followers 10,108 followers
s
people who take opinion
24% of customers of this 46%
brand seriously
people who believe the brand
31% is honest and sincere in its 62%
product explanations
45. 233,906 friends sacrificed 1,636 stories shared
375,801 fans 430,922 fans
1,565 followers 10,108 followers
s
people who take opinion
24% of customers of this 46%
brand seriously
s
Gimmick ze
people who rginali e brand
mabelieve th
31% is honest anrusit !cere in its
td sn 62%
product explanations
47. 197,792 fans 484,971 fans
7,417 followers 6,096 followers
people who talk
about this brand
people who will defend
the brand if someone
disparages it
48. 197,792 fans 484,971 fans
7,417 followers 6,096 followers
people who talk
about this brand
Func tionality
beats
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54. Whether I’ll buy it largely depends on the bike’s “WOM equity”
“Word-of-mouth equity” is an index
of a brand’s power to generate messages
that influence a consumer’s decision
to purchase.
From “A new way to measure word-of-mouth marketing”, McKinsey
55. How to measure WOM equity?
close/trusted relevant
large/dispersed irrelevant
network content
volume x impact = WOM equity
sender source
influential experience
not influential hearsay
56. In the case of “my possible future bike”
close/trusted relevant
large/dispersed irrelevant
network content
volume x impact = WOM equity
sender source
influential experience
not influential hearsay
57. The importance of “managing” WOM Equity
The incremental gain from outperforming
competitors with superior TV ads is relatively small.
That’s because all companies actively manage
their traditional marketing activities.
With so few companies actively managing WOM,
the potential upside is exponentially bigger.
From “A new way to measure word-of-mouth marketing”, McKinsey
58. How can a brand impact its WOM equity score?
Generate Intentional WOM Stimulate Consequential WOM Focus on Experiential WOM
the event, site, game or contest the pass-on effects of a “cool” real experiences generate
that hopefully generates WOM campaign can generate WOM the most successful WOM
59. Why “experiential WOM” beats any other form of WOM
Marketers tend to build campaigns around emotional
positioning, yet consumers actually tend to talk
— and generate buzz — about functional messages.
From “A new way to measure word-of-mouth marketing”, McKinsey
62. Volvo’s C30 really is a “green” car.
slide?
remember this
so is this Fiat
63.
64.
65.
66.
67.
68. The Kano Model
satisfaction excitement
performance
need not need
fulfilled fulfilled
basic
dissatisfaction
69. p erfect
It’s about your product, stupid!
To turn customers into an effective marketing vehicle,
companies need to outperform on product and
service attributes that have intrinsic WOM potential.
From “A new way to measure word-of-mouth marketing”, McKinsey
70. e
How to give your customers a better experience?
the sam pply
es a
categori
71. Meet the bank “that doesn’t suck”
Screwed-no-matter-what
87. Craig W.
! Mayor of Berkeley Station
! Loves to travel,has the jetsetter badge,
as well as the gym rat badge
88.
89.
90.
91. BART has simply given its customers a better experience.
19% rode BART because of a
43% had recommended 4sq recommendation
a destination near BART
38% were having “more fun” 17% connected with friends
14% rode BART more
23% earned frequent rider badge because of their interaction
with 4sq
99. @AdNerds AdNerds
If you think apps are not suited for your company,
you’re suffering from theory-induced blindness
http://amzn.to/923R0L #FollowFridays
@AdNerds AdNerds
See your company as an information-based service.
Get to know your customers, offer a better experience
http://amzn.to/bXSLix #FollowFridays
@AdNerds AdNerds
You have to overdeliver in order to generate WOM!
http://bit.ly/a8KUvV #FollowFridays
@AdNerds AdNerds
Branding today is a whole different game: you need to
make sure you’re backing it up in the market place
http://bit.ly/bFPxkR #FollowFridays
@AdNerds AdNerds
Experiential WOM beats Consequential WOM!
http://bit.ly/a8KUvV #FollowFridays