This document discusses how trust and authenticity have become more important for brands in the age of social and mobile. It notes that customers are more social and mobile, amplifying customer advocacy and enabling new models of collaboration. It emphasizes that trust is driven by authenticity and influence is now democratized through social media. Consumer-written reviews and recommendations from friends and family are the most trusted forms of advertising compared to brand messages.
Presentation on social media basics and strategy by Cathy McCall and Bob Kumagai. Presented to Colorado Chamber of Commerce and Industry Chairman's Roundtable Oct 22, 2009
Presentation on social media basics and strategy by Cathy McCall and Bob Kumagai. Presented to Colorado Chamber of Commerce and Industry Chairman's Roundtable Oct 22, 2009
iCitizen 2010: Adaptive Brand Marketing with David Cooperstein from Forrester...Resource/Ammirati
David will present highlights of Adaptive Brand Marketing: Rethinking Your Approach to Brands in the Digital Age. He will also address the challenge of aligning an organization around the new goals of real-time marketing.
Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.
Social Media’s Return On Investment – When Will We Get Buy-in?Donald Schwartz
Presentation Slides: NYC Social Media Club 6/17 Meeting w/Josh Chasin, Chief Research Officer, comScore, Inc. & David Binkowski, Director of Word of Mouth Marketing at MS&L. Moderated by: Donald Schwartz, Imagelink Productions
Reasons why smart marketers and business leaders need to pay close attention to the voice of the customer as a significant part of their business strategy.
Social media can create relevance and connect you to your audience, but does it create legal issues for your organization as well? Learn more about social media and what legal issues you need to be aware of.
This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different consumption experiences motivate consumers to share eWoM online. The paper further presents an eWoM Attentionscape as an appropriate tool for examining the amount of attention the resulting different types of eWoM receive from brand managers. We discuss how eWoM priorities can differ between public affairs professionals and consumers, and what the implications are for the management of eWoM in the context of public affairs and viral marketing.
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...Clive Maclean
The opportunity is clear. Forget about continuing to structure your agency in silos like brand, direct, digital and social marketing, and start to think about People2People marketing.
If you can integrate your marketing efforts and succeed in motivating customers not only to interact with you, but to share their personal networks with you, you will have created a powerful channel for your brand in the marketplace.
Social Media Advertising presented by www.SocialMediopolis.comMichael Crosson
This presentation was created for a group of international executives attending the Copenhagen Business School during seminars in San Francisco, Oct. 2009. It is focused on helping them understand the general social media advertising landscape and is not intended to be comprehensive or in-depth due to time limitations. Several reference slides included were taken from other presentations and credited at the end.
iCitizen 2010: Adaptive Brand Marketing with David Cooperstein from Forrester...Resource/Ammirati
David will present highlights of Adaptive Brand Marketing: Rethinking Your Approach to Brands in the Digital Age. He will also address the challenge of aligning an organization around the new goals of real-time marketing.
Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.
Social Media’s Return On Investment – When Will We Get Buy-in?Donald Schwartz
Presentation Slides: NYC Social Media Club 6/17 Meeting w/Josh Chasin, Chief Research Officer, comScore, Inc. & David Binkowski, Director of Word of Mouth Marketing at MS&L. Moderated by: Donald Schwartz, Imagelink Productions
Reasons why smart marketers and business leaders need to pay close attention to the voice of the customer as a significant part of their business strategy.
Social media can create relevance and connect you to your audience, but does it create legal issues for your organization as well? Learn more about social media and what legal issues you need to be aware of.
This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different consumption experiences motivate consumers to share eWoM online. The paper further presents an eWoM Attentionscape as an appropriate tool for examining the amount of attention the resulting different types of eWoM receive from brand managers. We discuss how eWoM priorities can differ between public affairs professionals and consumers, and what the implications are for the management of eWoM in the context of public affairs and viral marketing.
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...Clive Maclean
The opportunity is clear. Forget about continuing to structure your agency in silos like brand, direct, digital and social marketing, and start to think about People2People marketing.
If you can integrate your marketing efforts and succeed in motivating customers not only to interact with you, but to share their personal networks with you, you will have created a powerful channel for your brand in the marketplace.
Social Media Advertising presented by www.SocialMediopolis.comMichael Crosson
This presentation was created for a group of international executives attending the Copenhagen Business School during seminars in San Francisco, Oct. 2009. It is focused on helping them understand the general social media advertising landscape and is not intended to be comprehensive or in-depth due to time limitations. Several reference slides included were taken from other presentations and credited at the end.
Measuring Value Of New Media Channels While Combining Them With Traditional C...Shael Sharma
4th Annual Corporate Communications ForumBombay 14-15 May’09:
Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World
In the ever growing world of Social Media business is often scared to dabble in the industry. I ask the question about whether or not Social Media can deliver a ROI...
The presentation focusses on the cutting edge of marketing innovation, that is expected to emerge post- recession. Conversation marketing is low- cost, rich in data, and full of measurable tools, that can change the game for emerging economies in the global marketing context.
George Wallace and Rebecca Slosberg of the Discovery Communications group give a presentations on the basics of social media to the Merrimack Valley Estate Planning Council. These principals can be applied to any business marketing strategy.
Social Media - 8 lessons about what it is and why it's vitalAugie Ray
A presentation given to communicate important aspects of Social Media--what it is, where's going, how it will change offline communications and relationships, and what this all means to business.
Presentation on why building, maintaining, and fostering relationships through comprehensive digital and web strategies is key for individual businesses, associations, and industry success.
Why should you care about Social Media ? Is it all a fad ? This presentation should put the above into context. Top 10 reasons why social media is important and relevant, not just to funky brands, but all brands
This presentation will give a brief overview of social and digital media and how it has become a major part of our lives, businesses and ecosystem.
It is important to understand how it affects our daily lives, and also how media and the way we communicate has changed (and still is changing) drastically.
Social Commerce: What is it and why do you need it?Matt Moog
This presentation was delivered the the Chicago Interactive Design & Development Group on Monday, February 9, 2010 by Matt Moog, the Founder & CEO of Viewpoints Network.
Social Commerce: What is it and why do you need it?
Forrester deck 10 21-12
1. The importance of trust and
authenticity the age of social
and mobile
Forrester’s Interactive Marketing Council Meeting
October 24th – 10:15am -11:15am
Matt Moog Founder & CEO
e: matt@viewpoints.com p: 312.447.6111
3. The customer is more social and
mobile than ever
This change amplifies and
accelerates customer advocacy
and enables new models of
collaboration
Trust and authenticity are elevated
in the life of your brand
3
4. Life before the mobile and
social web
http://www.slideshare.net/fred.zimny/mckinsey-theconsumer-decision-journey 4
6. What is social media used for?
http://www.salsalabs.com/blog/2012/02/infographic-why-people-use-social-media 6
7. 42% of Americans or 95 million
people are using social media to
shop and 73% are using it more
than a year ago
55% of shoppers are utilizing
daily deals more and 46% have
increased engagement on review
sites and forums.
http://www.slideshare.net/LeoBurnettWorldwide/social-shopping-12931723 7
http://www.chainstoreage.com/article/survey-95-million-americans-using-social-media-shop
8. 19 million members, 42 million monthly unique
visitors, 1.4 billion pages views, $750 million in sales
founded in 2005
11. Founded in 2000, Zipcar operates the world’s leading car sharing
network. Zipcar has 730,000 members. The company operates a fleet
of over 11,000 vehicles in 19 major metropolitan areas and on more
than 300 college campuses
12. Founded in 2008 over 10 million nights booked, over
200,000 listings worldwide, over 26,000 cities, 192
countries, over 168 million Social Connections
12
13. Two years ago GoRpo had 14 employees and today they have 150. Today they
have $250 million in revenue and have sold 800,000 camerias. They have 1.3
million fans on Facebook Cannon has 134,000
16. By the end of 2012, 53% of all mobile handsets in
the US will be smartphones*
42% of US online adults with a mobile phone
indicated they research products for purchase on
their primary mobile phone, and 20% indicated they
do so at least weekly or more often. **
40% of consumers use their device for shopping
and on more than half of their shopping trips.
29% of mobile users are open to scanning a mobile
tag to get coupons and 24% are looking up
reviews.***
*Source: Forrester Research Mobile Adoption And Sales Forecast, 2012 To 2017 (US)
**Source: Source: North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada)
***Source: http://www.digby.com/mobile-statistics/ 16
17. In 2011, eBay transacted $5 billion through mobile devices and expects
to transact $10 billion in 2012.
17
28. Influence has been democratized,
amplified and accelerated by the
web.
Influence is driven by trust and
trust is driven by authenticity.
28
29. 3,400 micro lectures that have been delivered 200
million times. Launched in 2006. As a comparison
MIT’s OpenCourseWare has had 40 million views. 29
30. $365 million loans made, 838k contributors, 892k borrowers, 81% of recipients
are women, 98% of loans are repaid, $399 average loan size, average lender
makes 8.8 loans
33. Trust in advertising
To what extent do you trust each of the following types of
advertising/promotion? e.g., 4 or 5 on a scale of 1 [Do not trust at all] to 5 [Trust completely]
Consumer-written online reviews (e.g., Amazon)
Professionally written online reviews (e.g., CNET, Consumer Reports)
Brand or product recommendations from friends and family
Natural search engine results (e.g., Google, Bing)
Sponsored search engine results (e.g., Google, Bing)
Posts by companies or brands on social networking sites (e.g., Facebook, Twitter)
Information on websites of companies or brands
Information on mobile applications from companies or brands
Text messages from companies or brands
Emails from companies or brands
Trust (4,5)
Ads on websites (e.g., banners)
Middle (3)
Ads on the radio
Do not trust (1,2) Ads in newspapers
Ads in magazines
I don't use this/Not
applicable
Ads on TV
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Base: 57,499 US Online Adults (18+)
Source: North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada)
33
34. Focus on customer satisfaction.
Improve product quality and
usability. Respond to concerns
and criticism. Open a dialog
and listen to people. Earn
customer loyalty.
36. Since launching on April 28, 2009, over $350 million has been pledged
by more than 2.5 million people, funding more than 30,000 creative
projects.
36