2010 Corporate Image and Branding Conference: Emerging Opportunities in the Era of Social Media. Nigel Hollis presents: “Global Branding: Building a Community of Brand Enthusiasts”
Dynamic Logic AdReaction 2009 - What Marketers Should Know About Who’s Gettin...Kantar
Results from the AdReaction 2009 survey conducted by Millward Brown's Dynamic Logic, which measured consumer opinions and perceptions of various types and formats of advertising.
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–Consumers’ relationship with social media in general
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–Exploration into the types or segments of consumers who participate
–Implications for Marketers
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Cognito Insights, Cognito’s new practice area dedicated to impactful analytics and actionable intelligence, partnered with Keller Fay, an Engagement Labs Company focused on data and technology that measures and tracks online and offline conversations and influencers, for a two-part webinar series on social sharing in B2B financial services.
Although the concept of social sharing is an old one, the challenges and opportunities of social sharing in the age of technology continue to stir debate in the communications community. This first webinar (February 2016) on “understanding the cycle of influence” will cut through the buzz and explore the impact of social sharing, implications for measurement and strategies for implementation. A second webinar (March 2016) will provide a deep-dive into measurement tools and tactics.
Speakers:
Steve Thomson, MD UK, Keller Fay, an Engagement Labs Company
Eli Singer, CMO, Engagement Labs
Vivienne Hsu, Director, Cognito
Katie Kinnear, Social Media Manager, Cognito
Dynamic Logic AdReaction 2009 - What Marketers Should Know About Who’s Gettin...Kantar
Results from the AdReaction 2009 survey conducted by Millward Brown's Dynamic Logic, which measured consumer opinions and perceptions of various types and formats of advertising.
The study focused on the social media realm:
–Consumers’ relationship with social media in general
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Social sharing in B2B: Understanding the cycle of influenceKeller Fay Group
Cognito Insights, Cognito’s new practice area dedicated to impactful analytics and actionable intelligence, partnered with Keller Fay, an Engagement Labs Company focused on data and technology that measures and tracks online and offline conversations and influencers, for a two-part webinar series on social sharing in B2B financial services.
Although the concept of social sharing is an old one, the challenges and opportunities of social sharing in the age of technology continue to stir debate in the communications community. This first webinar (February 2016) on “understanding the cycle of influence” will cut through the buzz and explore the impact of social sharing, implications for measurement and strategies for implementation. A second webinar (March 2016) will provide a deep-dive into measurement tools and tactics.
Speakers:
Steve Thomson, MD UK, Keller Fay, an Engagement Labs Company
Eli Singer, CMO, Engagement Labs
Vivienne Hsu, Director, Cognito
Katie Kinnear, Social Media Manager, Cognito
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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.
Learn the keys, as well as the pitfalls, of marketing on social media platforms. Listen to Victoria Ransom, founder and CEO of Wildfire Interactive, and Mike Volpe, HubSpot's CMO, as they discuss how marketers can take advantage of social media. View the recording here: http://www.hubspot.com/webinars/how-marketers-succeed-in-social-media/
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.
Social Media and Electronic Communication--Classroom EditionBovee and Thill
Students can learn about social media and electronic communication in this presentation. Be sure to download the accompanying script at http://www.slideshare.net/Bovee/script-for-teaching-social-media-and-electronic-communicationclassroom-edition.
http://www.scoop.it/t/business-communication-2-0-social-media-and-electronic-communication/p/952303710/teaching-social-media-and-electronic-communication-instructor-edition-by-bovee-thill
This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?
Driving Effectiveness with Talkworthy AdvertisingKeller Fay Group
How can advertisers and marketers deliberately and effectively deliver advertisements that start conversations and drive sales? At the Advertising Research Foundation's Re!Think 2016 conference, Engagement Labs CRO Brad Fay, along with UM's Graeme Hutton and CBS Corp.'s David Poltrack, shared exciting new research that demonstrates how consumers’ conversations and purchases are affected by advertising.
The video games industry is a vibrant and versatile place. User acquisi- tion has become perhaps the primary factor in driving revenue for game creators. For games that continue to monetize following initial acquisi- tion, retention rates are just as vital. Player behavior and opinion towards a monetization method can directly impact the viability of a business model; however, there are a number of other contributing factors that will affect both acquisition and retention.
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In support of Community Manager Appreciation Day (2011) we decided to ask 15 of the best community managers we know what did/didn't work in 2010 and what they expect for 2011.
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Learn the keys, as well as the pitfalls, of marketing on social media platforms. Listen to Victoria Ransom, founder and CEO of Wildfire Interactive, and Mike Volpe, HubSpot's CMO, as they discuss how marketers can take advantage of social media. View the recording here: http://www.hubspot.com/webinars/how-marketers-succeed-in-social-media/
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.
Social Media and Electronic Communication--Classroom EditionBovee and Thill
Students can learn about social media and electronic communication in this presentation. Be sure to download the accompanying script at http://www.slideshare.net/Bovee/script-for-teaching-social-media-and-electronic-communicationclassroom-edition.
http://www.scoop.it/t/business-communication-2-0-social-media-and-electronic-communication/p/952303710/teaching-social-media-and-electronic-communication-instructor-edition-by-bovee-thill
This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?
Driving Effectiveness with Talkworthy AdvertisingKeller Fay Group
How can advertisers and marketers deliberately and effectively deliver advertisements that start conversations and drive sales? At the Advertising Research Foundation's Re!Think 2016 conference, Engagement Labs CRO Brad Fay, along with UM's Graeme Hutton and CBS Corp.'s David Poltrack, shared exciting new research that demonstrates how consumers’ conversations and purchases are affected by advertising.
The video games industry is a vibrant and versatile place. User acquisi- tion has become perhaps the primary factor in driving revenue for game creators. For games that continue to monetize following initial acquisi- tion, retention rates are just as vital. Player behavior and opinion towards a monetization method can directly impact the viability of a business model; however, there are a number of other contributing factors that will affect both acquisition and retention.
This report details the strategies available within the games industry today to help developers and publishers effectively acquire and retain users, complete with key insights from the best and brightest working in today’s video game market.
In support of Community Manager Appreciation Day (2011) we decided to ask 15 of the best community managers we know what did/didn't work in 2010 and what they expect for 2011.
This is a presentation that I gave recently on a brands' perspective towards funding environment or other social causes. Two key arguments of the presentation are a) these days brands tend to put their money into causes aligned with the overall strategy of the brand and b) that there is a lot of competition for that funding. Like most of my presentations, this one needs a talking head to explain the individual slides. I have tried to reduce this need slightly by putting a commentary sentence at the bottom of several of the slides.
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Interactive Teaching Strategies for Today's Learnerslizel BALLESTEROS
This presentation was originally created to share some interactive strategies to some fourth year students with major in TLE at EARIST last Feb. 17, 2017.
Disclaimer: *Strategies being presented were a product of my thorough research via Internet... so i owned nothing except for the layout i made in my slide presentation and some examples presented based from my teaching experience. The credit also goes to the creator of the video i watched on Youtube about Millenials Vs Generation Z.
Hope it will help you. God bless and thank you.
Crossing the Streams: Creating a Strategy to Bring a College Together for a ...Michael O'Neill
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One of digital marketing's biggest questions is whether or not social media marketing can translate into revenues. Facebook, Twitter, Instagram, and other social platforms provide brands with opportunities to reach niche target audiences in a non-invasive manner. Find out how to effectively leverage social media marketing to increase brand awareness, increase traffic, capture leads, and subsequently generate revenue.
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What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to gain a competitive advantage and win new customers and donors? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities.
Tactica is pleased release an update to The Conversation - An Introduction to Social Media - an introductory seminar exploring the power of social media by Kevin Glasier.
Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides:
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• social media myths.
The updated presentation was given to The Certified Management Accountants of Manitoba and at Going Barefoot – a conference for non-profit communicators.
How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo S...Kenshoo
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Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
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In the report, Vivaldi Partners Group ranks the best brands that most effectively leverage the social behaviors that influence the degree to which individuals share a brand or information about a brand with others.
This abbreviated ranking shows the top 10
The report is a ranking of the brands in the Social Currency 2012 Report. Both reports, and all of the Social Currency research reports, can be downloaded from the Vivaldi Partners Group website: http://vivaldipartners.com/vpsocialcurrency/about
More information on Social Currency 2012 can be found at: http://www.vivaldipartners.com/sc2012
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Global Branding: Building a Community of Brand Enthusiasts
1. Building a Community
of Brand Enthusiasts
aka No Free Lunch Nigel Hollis
Chief Global Analyst
Millward Brown
2. What a difference a couple of years can make
- 2007 - - 2009 -
Dow Jones Index 13,371 350M
Consumer Confidence Index** 87.3 116.1M
US Television Ad Spending* $67.8B 18M
Facebook Users^ 50M
10,344
US Blog Readers* 94.1M
49.5
Twitter Users* 0 $66.9B
*eMarketer, ** Conference Board , ^Facebook 2
4. TV is not the only medium to be fragmented
Pure Plays Blogging Syndication
Peer 2 Peer Wikis & Collab
Open Source Tagging & Rating Consumer Review
4
5. The power of social media
How social media changed the U.K. music industry
Data from the U.K.'s Official Charts Company
6. Simon Cowell's X-Factor winner topped the U.K. Christmas
music charts from 2005 to 2008
So what went wrong this year? 6
7. After four years of X-Factor number ones, Jon and Tracy
Morter felt enough was enough
Over
750,000
fans
7
8. A coordinated effort meant that RATM's "In The Name"
took the Number 1 slot in spite of the X-Factor hype
Christmas
Week
Source: The U.K.'s Official Charts Company 8
9. The Facebook RATM campaign generated a far better
conversion rate
12%
c. 6,000,000 votes c. 750,000 fans
78%
9
10. Why was the RATM campaign so successful?
The campaign possessed authenticity
• Started by a real person with a real cause
It tapped into an underlying societal tension
• The suspicion that "big business" is manipulating the public psyche for their own ends
The choice of song resonated with a wide audience
• Anti-establishment sentiment of the lyrics
• Positive associations for people who remembered it from the 90s
These ingredients are similar to those of an iconic brand
10
11. Do the same factors enable
social media success for brands?
12. These brands are often praised for their effective use of
social media
12
13. The average number of fans per brand differs dramatically
by product category
Source: Facebook Fan Pages 13
14. And one or two brands tend to dominate each category
Source: Facebook 14
15. People who Bond with a brand are more likely to buy it
High share
of wallet
Individuals who Bond
with a brand are more
than ten times more
likely to buy it than
those who just know
the name
Low share
of wallet
15
16. Successful social media brands tend to be stronger brands
Successful Other brands
Bonding
Advantage
Performance
Relevance
Presence
16
17. A strong brand, a distinctive identity, global scale, and an
active presence on Facebook drive the number of fans
% BONDED COMPARED TO NUMBER OF FANS (100,000S)
17
19. People bond to Coca-Cola and Red Bull for very different
reasons
19
20. The same drivers create brand and social media success
(Strong brands defined as growing equity over a 3 year time period)
Projected
Leadership
Clarity of
Associations
Brand Success
Great Brand
Experience
Strong
Business
Model
20
21. But what about viral?
What does it take to be a success?
22. Viral success depends on strong creative and good
distribution
Creative Contribution
to overall
number of
ad views
on YouTube
Other support/
PR
22
23. Viral success depends on both the propagation rate
(creative appeal) and the size of the initial audience
Over 10 million views
Evolution
• Ellen
• The View
• Entertainment Tonight
• Geraldo 500,000 views
• Blogger buzz: one of the Top 15 most-
linked-to videos among bloggers Daughters
(Technorati)
Edelman's PR blitz behind "Evolution" led to
a much stronger in-market performance
23
24. Marketers should consider integrating marketing
campaigns across social media sites
Sites Visited Membership by # of Sites
Source: Dynamic Logic AdReaction 2009 study 24
25. Viral success depends on strong creative and good
distribution
Creative Contribution
to overall
number of
ad views
on YouTube
Other support/
PR
Placement/ease of finding
Part of a viral campaign
25
26. An example of a viral campaign with multiple executions
driving ongoing engagement
26
28. Why are people using social
media?
It's about people, stupid!
29. Facebook is about connecting with specific people, while
Twitter is used as an information access platform
% % % %
Am able to keep in touch
with distant family members
Feel more connected
to old acquaintances
Feel more informed
about current events
Feel more informed
about pop culture
Source: Dynamic Logic AdReaction 2009 study 29
30. Twitter: First in the know about celebrities and events
You follow someone on Twitter because you
want to hear what they have to say.
30
31. Only 13 percent of social media users follow brands, but
they participate in an average of three categories
Retail
CPG
13%
Technology
12% Sports
Restaurants
Travel
Banks/Finance
Follow Do not
Quick Service Restaurants
Auto
Source: Dynamic Logic AdReaction 2009 study 31
Q23. What types of companies or brands do you follow or keep up with via social networks? (Check all that apply)
32. People follow brands largely for what they can get out of
it: Information, discounts and giveaways
Q24. Please select any of the following reasons you choose to follow brands or companies on social
networking sites. (Check all that apply)
CPG Retail Technology
% % %
Info about new products 83 68 80
Sales/Discounts 74 71 76
Contests and giveaways 61 56 62
Sharing thoughts/ideas 56 48 55
Like the brand 48 51 48
Reading people’s responses 47 43 55
Company news
46 33 61
Source: Dynamic Logic AdReaction 2009 study 32
34. It's a chicken-and-egg dilemma: Success breeds success
Pre-existing brand equity is the best
predictor of a brand's social media
success
• Fans are more "end" than "means"
Social and viral success relies on
creativity and scale
• Aim to seed creative execution with mass-
media for maximum impact
People use social media to connect with
people and brands they know (or to find
a good deal)
• Figure out what value your brand brings to
the social scene
• Test the idea, listen, and engage
• If it is a success, publicize it
34
35. The best social media brands tend to be the best brands
Tap into universal human values
Hold true to what the brand stands for
Anticipate the consumer
Act big
Invite consumers in
35
36. Thank you for listening
For more commentary on brands, media and marketing
please visit: mb-blog.com