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:
• A definition of social media;
• 10 keys to social media success;
• an overview of social media tools; and
• 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.
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.
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
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
Social Media For Business Part 1 Social Media BasicsSteven Fisher
In Part 1, we lay the foundation and explain the basics of social media, what created this new technology area, what tools are available and what it is used for in a business setting.
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:
• A definition of social media;
• 10 keys to social media success;
• an overview of social media tools; and
• 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.
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.
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
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
Social Media For Business Part 1 Social Media BasicsSteven Fisher
In Part 1, we lay the foundation and explain the basics of social media, what created this new technology area, what tools are available and what it is used for in a business setting.
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
Once upon a time you couldn’t buy your way to the top of a search engine like Yahoo or Google. That changed, and an entire industry blossomed out of how to leverage the opportunity. Now, with Newsforce, you have the same opportunity to have total control of your stories in the national news media.
Newsforce News Network is "Storytelling Media" - it allows brands and organizations to tell their stories directly to the public via prominent guaranteed placement a network of 280+ premium newspaper and news sites nationwide (no journalists required). Newsforce is a mashup between Advertising and PR: all the control and measurement of advertising, but utilizing the messaging strategies of traditional PR to change public perceptions through persuasive content and stories. You can tell your stories, your way, when and where you want.
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
Interesting research about how the consumers with the most money and influence online are setting their agendas according to the specialty sites that focus on a single topic.
Presentation of research paper investigating the relationship between viral corporate campaigns that address social/political issues and online identity.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
This presentation is a strategic view of marketing trends and paradigms. The presentation is geared towards early stage start-ups and other organizations seeking to leverage the framework for open collective value innovation and emerging social media. The references associated with the material is posted on my blog at http://gotastrategy.typepad.com
A presentation entitled Integrated Social Media: Business Impact Study 2011, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. The presentation explores the impact that social media has on sales. Presenters included Irfan Kamal- SVP, Digital/Social at Ogilvy & Dr. Walter Carl- Founder and Chief Research Officer at ChatThreads.
Here is a byte size learning to supplement your classroom training with Facebook. These six slides show you who/when/where/why of using social media to extend the learning beyond the classroom
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
Once upon a time you couldn’t buy your way to the top of a search engine like Yahoo or Google. That changed, and an entire industry blossomed out of how to leverage the opportunity. Now, with Newsforce, you have the same opportunity to have total control of your stories in the national news media.
Newsforce News Network is "Storytelling Media" - it allows brands and organizations to tell their stories directly to the public via prominent guaranteed placement a network of 280+ premium newspaper and news sites nationwide (no journalists required). Newsforce is a mashup between Advertising and PR: all the control and measurement of advertising, but utilizing the messaging strategies of traditional PR to change public perceptions through persuasive content and stories. You can tell your stories, your way, when and where you want.
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
Interesting research about how the consumers with the most money and influence online are setting their agendas according to the specialty sites that focus on a single topic.
Presentation of research paper investigating the relationship between viral corporate campaigns that address social/political issues and online identity.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
This presentation is a strategic view of marketing trends and paradigms. The presentation is geared towards early stage start-ups and other organizations seeking to leverage the framework for open collective value innovation and emerging social media. The references associated with the material is posted on my blog at http://gotastrategy.typepad.com
A presentation entitled Integrated Social Media: Business Impact Study 2011, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. The presentation explores the impact that social media has on sales. Presenters included Irfan Kamal- SVP, Digital/Social at Ogilvy & Dr. Walter Carl- Founder and Chief Research Officer at ChatThreads.
Here is a byte size learning to supplement your classroom training with Facebook. These six slides show you who/when/where/why of using social media to extend the learning beyond the classroom
We have all heard the buzz word of #socialselling but what does it actually mean? I share with you some real life examples of how Social Media will become one of your most important customer engagement channels in 2016. This deck was presented at Social Media Thursday in Szczecin on March 24. Szczecin is awesome <3
Cold calling is now 97% ineffective. In my presentation I cover how some brands are winning on social media, and how some are losing by trying to treat it as a mass marketing channel.
Stop giving your sales people too many leads. Mick Griffin
All sales people want more leads. But they do not have the same expandable funnel, that you can have as a business overall. They have limitations on time, energy levels, and quality time per lead. But that doesn't mean you can hire every time you increase number of leads. You need to know which leads are quality and use Marketing Automation to help nurture them so that your sales team are talking to the best leads. See how Brand24 manages this process.
In the presentation we cover how it's important to track the
key metrics within a SaaS sales funnel and how to optimize them at each stage.
Many SaaS tools look at just number of sales and there are many stages both before and after the sale in which saas tools can work more efficiently and produce better results.
We also cover communication strategies and the important of using the behaviour of your consumers to model your sales strategy.
Social Sales - Young Business Festival GdanskMick Griffin
97% of cold calling is in effective. In my presentation I cover how brands are humanizing their social persona and in tern generating great results, and also the brands that try to take control back from consumers, and fail.
Business Case For Social Media (Revised 2009!) - Steve Latham - Spur InteractiveEncore Media Metrics
"Business Case for Social Media" provides an overview of why and how business marketers can use social media to create demand for their brand. Also includes 5 reasons every marketer should embrace social media, a methodology for measuring ROI and a social media marketing case study.
Feedback is appreciated!
Email me if you want a .pdf.
It Takes a Community to Raise a Brand, Not a CampaignSean Moffitt
In today's marketplace, it truly does take a community not a campaign to raise a brand. Inside, you will find the definition of, reasons for, types of, 18 steps to build and 51 examples of brand communities as pulled together by Sean Moffitt from Agent Wildfire. I hope you enjoy and benefit from our successes, mistakes and learning.
It Takes a Community to Raise a Brand - by Sean MoffittSean Moffitt
In today's marketplace, it really does take a community, not a cleverly made campaign to raise a brand. Whether its a wiki, fan club, online network or fully fledged brand community, the brands geared for the new business and customer environment are embracing their stakeholders in neat and inventive ways. Inside you\'ll find out the who, how, why and whats of building brand communities, the steps involved and 51 examples of interesting brand community platforms.
What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice – some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
1) Identify the most relevant conversations and decision-driving communities
2) Join the most critical conversations and add value
3) Leverage brand advocates and influencers
4) Measure the impact of social influence activities
How 'You' are changing the marketing paradigm!Saurabh Pandey
The power is in 'Your' hands- to decide, consume and influence.
Brands have never faced a situation that makes individual consumers so powerful that it has become imperatiive for brands to consider social networks and social media in their marketing strategies.
Essential Online Marketing by Nixon McInnesnixonmcinnes
Cutting edge online marketing techniques including blogging, podcasting, vlogging, killer content, online social networks, email marketing and landing pages. Run by Nixon McInnes - a leading website design and build agency specialising in using the very latest in social media innovation to help businesses to engage better with their customers. We enjoy working with industry leading clients including O2, First Capital Connect, Harley Medical Group and Neilson Active Holidays from our Brighton HQ.
What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice, some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
· Identify the most relevant conversations and decision-driving communities
· Join the most critical conversations and add value
· Leverage brand advocates and influencers
· Measure the impact of social influence activities
Setting the scene for why social media and permission marketing need to be part of your web strategy. Uses Shift Happens, Universal McCann survey, IAB Report on
User Generated Content, Social Media, and Advertising, Nielsen “Trust in Advertising” report, Seth Godin Meatball Sundae and The Cluetrain Manifesto
1. 1
CHAPTERCHAPTER 77
GROUPGROUP
INFLUENCESINFLUENCES
ON CONSUMERON CONSUMER
BEHAVIORBEHAVIOR
7-3
Consumer Behavior In The News…Consumer Behavior In The News…
What are the top 5 brands in terms of Word of MouthWhat are the top 5 brands in terms of Word of Mouth
(WOM) in the U.S.?(WOM) in the U.S.?
How has the internet aided WOM?How has the internet aided WOM?
Source: M. Fielding, “Talk of the Town,” Marketing News, September 1, 2006, p. 4.
7-4
Consumer Behavior In The News…Consumer Behavior In The News…
What are the top 5 brands in terms of Word of MouthWhat are the top 5 brands in terms of Word of Mouth
(WOM) in the U.S.?(WOM) in the U.S.?
ToyotaToyota
WalWal--MartMart
HondaHonda
iPodiPod
ChevroletChevrolet
How has the Internet aided WOM?How has the Internet aided WOM?
The Internet allows for easy WOM in the form of eThe Internet allows for easy WOM in the form of e--
mail, blogs, etc., that can create buzz.mail, blogs, etc., that can create buzz.
Source: M. Fielding, “Talk of the Town,” Marketing News, September 1, 2006, p. 4.
7-5
2. 2
Reference Group InfluenceReference Group Influence
A groupgroup is defined as two or more individuals who share
a set of norms, values, or beliefs and have certain
implicitly or explicitly defined relationships to one another
such that their behaviors are interdependent.p
A reference groupreference group is a group whose presumed
perspectives or values are being used by an individual as
the basis for his/her current behavior.
7-6
Reference Group InfluenceReference Group Influence
Four criteria that are particularly useful in classifying groupsgroups:
1.1. Membership:Membership: Member vs. nonMember vs. non--membermember
2.2. Strength of Social Tie:Strength of Social Tie:
PrimaryPrimary –– Strong ties, frequent interaction (e.g. familyStrong ties, frequent interaction (e.g. familyyy g , q ( g yg , q ( g y
and friend)and friend)
SecondarySecondary –– Weaker ties, less frequent interaction (e.g.Weaker ties, less frequent interaction (e.g.
neighbors, coworkers)neighbors, coworkers)
3.3. Type of Contact:Type of Contact: Direct vs. indirectDirect vs. indirect
4.4. Attraction:Attraction: negative vs. positivenegative vs. positive
7-7
Attraction of Reference GroupsAttraction of Reference Groups
Dissociative reference group:Dissociative reference group:
Negative desirabilityNegative desirability
Influences behavior by defining products to avoid (e.g.Influences behavior by defining products to avoid (e.g.
teens and clothes associated with older people)teens and clothes associated with older people)
Aspirational reference group:Aspirational reference group:
Positive desirabilityPositive desirability
Group that oneGroup that one wantswants to become member ofto become member of
Emulate the behaviors of members of the groupEmulate the behaviors of members of the group
7-8
3. 3
Types of GroupsTypes of Groups
Consumption Subcultures:Consumption Subcultures: Distinctive subgroup of societyDistinctive subgroup of society
that selfthat self--selects on shared commitment to a productselects on shared commitment to a product
class, brand or consumption activityclass, brand or consumption activity
Traits:Traits:
Identifiable hierarchyIdentifiable hierarchy
Set of shared beliefs and valuesSet of shared beliefs and values
Unique jargon and ritualsUnique jargon and rituals
7-9
Types of Groups
Brand communitiesBrand communities can add
value to the ownership of the
product and build intense
loyalty.
Brand CommunitiesBrand Communities
y y
When a consumer becomes
part of a brand community,
remaining generally requires
continuing to own and use the
brand.
This can create intense brand
loyalty!
Jeep has a longstanding loyal brand communityJeep has a longstanding loyal brand community
Click the online button to link toClick the online button to link to
the Jeep Jamboree Web sitethe Jeep Jamboree Web site
7-10
Video Application
The following Video Clip demonstratesThe following Video Clip demonstrates
how MINI Cooper used marketing tohow MINI Cooper used marketing to
create a brand community and generatecreate a brand community and generate
b !b !buzz!buzz!
7-11
4. 4
7-12
Types of GroupsTypes of Groups
Online CommunityOnline Community
Community interacts around a topic of interest on theCommunity interacts around a topic of interest on the
InternetInternet
Online Social Network SitesOnline Social Network Sites
MySpaceMySpace
TwitterTwitter
YouTubeYouTube
7-13
Types of GroupsTypes of Groups
Four Guiding Principles for companies marketing in onlineFour Guiding Principles for companies marketing in online
communities or social networks:communities or social networks:
Be transparentBe transparent
Be part of the communityBe part of the community
Adapt efforts to fit nature of siteAdapt efforts to fit nature of site
Take advantage of the unique capabilities of eachTake advantage of the unique capabilities of each
venuevenue
7-14
5. 5
Reference Group Influences on theReference Group Influences on the
Consumption ProcessConsumption Process
Reference group influence can take three forms:
1.1. Informational InfluenceInformational Influence
22 N ti I flN ti I fl ( k tilit i i fl )( k tilit i i fl )
Types of Reference Group Influence
2.2. Normative InfluenceNormative Influence (a.k.a. utilitarian influence)(a.k.a. utilitarian influence)
3.3. Identification InfluenceIdentification Influence (a.k.a. value expressive)(a.k.a. value expressive)
7-16
Reference Group Influences on theReference Group Influences on the
Consumption ProcessConsumption Process
Consumption Situation Determinants of Reference Group InfluenceConsumption Situation Determinants of Reference Group Influence
7-17
Communications within Groups and
Opinion Leadership
WOM Versus Advertising
(% who put people vs. advertising as best source)
7-20
6. 6
Communications within Groups and
Opinion Leadership
Opinion Leaders
An opinion leaderopinion leader is the “go to person” for specific
types of information. This person filters, interprets, and
passes along informationpasses along information.
Opinion leaders possess enduring involvement for
specific product categories. This leads to greater
knowledge and expertise.
Opinion leadership is category specific – an opinion
leader in one product category is often an opinion
seeker in others.
7-21
Communications within Groups and
Opinion Leadership
Mass Communication Information FlowsMass Communication Information Flows
7-22
Communications within Groups and
Opinion Leadership
1. Individual seeks
Situations in Which WOM and Opinion Leadership Occur
The exchange of advice and information between group members
can occur directly via WOM in the following situations:
Likelihood of Seeking an Opinion LeaderLikelihood of Seeking an Opinion Leader
1. Individual seeks
information from
another or
2. Individual volunteers
information
7-23
8. 8
Communications within Groups and
Opinion Leadership
Online Strategies to Leverage Buzz and WOM
Viral marketingViral marketing is an online “pass-it-along” strategy,
utilizing electronic communication to trigger brand
messages (often via email) throughout a widespreadg ( ) g p
network of buyers.”
Consumer review sitesConsumer review sites provide consumer product and
service reviews in a host of different formats.
BlogsBlogs are personalized journals where people and
organizations can keep a running dialogue.
7-27
Diffusion of InnovationsDiffusion of Innovations
An innovationinnovation is an idea, practice, or product perceived to be
new by the relevant individual or group.
The manner by which a new
product spreads through ap p g
market is basically a group
phenomenon.
New products can be placed
on a continuum from no
change to radical change,
depending on the market’s
perception.
7-29
Diffusion of InnovationsDiffusion of Innovations
Categories of Innovations
Continuous InnovationContinuous Innovation
Adoption of this type of innovation requires relatively minor
changes in behavior(s) that are unimportant to the consumer.
Dynamically continuous InnovationDynamically continuous Innovation
Adoption of this type of innovation requires a moderate
change in an important behavior or a major change in a
behavior of low or moderate importance to the individual.
Discontinuous InnovationDiscontinuous Innovation
Adoption of this type of innovation requires major changes in
behavior of significant importance to the individual or group.
7-31
9. 9
Diffusion of Innovations
Adoption Process and Extended Decision MakingAdoption Process and Extended Decision Making
7-32
Diffusion of Innovations
Diffusion Rates for Popular Consumer Electronics (Cumulative)Diffusion Rates for Popular Consumer Electronics (Cumulative)
7-33
Diffusion of Innovations
Factors Affecting the Spread of InnovationsFactors Affecting the Spread of Innovations
7-34
10. 10
Diffusion of InnovationsDiffusion of Innovations
InnovatorsInnovators
Early AdoptersEarly Adopters
Adopter Categories
Early AdoptersEarly Adopters
Early MajorityEarly Majority
Late MajorityLate Majority
LaggardsLaggards
7-35