This document discusses social media and how businesses can use it. It defines social media as internet applications that allow user-generated content sharing. Examples given are Facebook for event planning and Twitter for coordination. The document then discusses social customer relationship management and aligning social media objectives with business goals like providing customer service, increasing awareness, finding new markets, and growing influence. It concludes with discussing social media optimization.
1. The document discusses how businesses are increasingly using social media to drive sales.
2. It notes that 3 out of 4 Australians visited a social networking site in June 2009 and that social structures form the base of most social apps.
3. The document advocates that sales executives create accounts on social networks like LinkedIn, Facebook, and Twitter to meet people, build relationships, ask and answer questions, and build trust in order to convert leads and measure results.
WTF is Ad Fraud? - WTF Programmatic UK, 11/11/14Digiday
The document discusses various issues related to online advertising fraud such as invalid impressions from bots, ad stacking, and pixel stuffing that cause brands' ads to be displayed where they cannot be seen. It notes that up to 11.5% of total online ad impressions may be fraudulent and outlines solutions provided by the ABC organization to measure ad viewability and verify ad traffic and content to improve brand safety and transparency for advertisers.
The document summarizes key points from a seminar on using social media for employers. It discusses how major companies are using video and social media, with over 85% of ad agencies shifting budgets to online video. LinkedIn and YouTube are popular platforms for recruiters and job seekers respectively. Around 80% of Americans use social networks, with 40% accessing via mobile. The seminar covered common social media goals, the four pillars of engagement, an 80/20 rule for interaction vs promotion, and a POST planning model focusing on people, objectives, strategy, and technology. Questions from attendees were taken at the end.
How Smart Products Transform Brand Relationships, Business Operations and Ser...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Third Age of Marketing Technology – How IoT Gives Products A Voice. PRESENTATION: How Smart Products Transform Brand Relationships, Business Operations and Service Experiences - Given by Andy Hobsbawm - @AndyHobs - Founder & CMO - EVRYTHING. #MarTech DAY1
Mediasmith Mobile Learning - Mobile Media Summit: May, 2014David Smith
Over the past two years, Mediasmith's mobile efforts have grown four times and driven subscriptions, downloads, leads, awareness, engagement, and foot traffic. Recent learnings from Mediasmith's mobile efforts show that targeting IT purchasers on specific devices resonates strongest, mobile newsletters drive more qualified leads than mobile display, and true mobile ad serving improves tracking trials.
The document discusses social mobile analytics and cloud (SMAC). It notes that SMAC creates an ecosystem that allows businesses to improve operations and get closer to customers with minimal overhead and maximum reach. It provides examples of how mobile ads reach people with minimal effort. It also outlines trends in social media, mobile, analytics, and cloud computing and how each area has changed communication, work, and shopping. The author expresses interest in enhancing knowledge in mobile app development, data analytics, and cloud and would like an internship involving data analytics jobs to help companies make better business decisions.
Mass Technology Leadership Council Sales & Marketing PanelFrank Days
The document discusses leveraging marketing resources for maximum revenue growth from 2009-2010. It outlines marketing shifts including increasing technical marketing, sales enablement, digital marketing, and social media while decreasing advertising and public relations. It emphasizes that social media should be integrated with overall marketing strategy and used alongside traditional tactics. It highlights initiatives like creating more social media ready short content to tell their story and using "microcelebrities" to share stories. It also stresses thinking agile with low-cost and fresh approaches while tracking metrics to measure outcomes.
1. The document discusses how businesses are increasingly using social media to drive sales.
2. It notes that 3 out of 4 Australians visited a social networking site in June 2009 and that social structures form the base of most social apps.
3. The document advocates that sales executives create accounts on social networks like LinkedIn, Facebook, and Twitter to meet people, build relationships, ask and answer questions, and build trust in order to convert leads and measure results.
WTF is Ad Fraud? - WTF Programmatic UK, 11/11/14Digiday
The document discusses various issues related to online advertising fraud such as invalid impressions from bots, ad stacking, and pixel stuffing that cause brands' ads to be displayed where they cannot be seen. It notes that up to 11.5% of total online ad impressions may be fraudulent and outlines solutions provided by the ABC organization to measure ad viewability and verify ad traffic and content to improve brand safety and transparency for advertisers.
The document summarizes key points from a seminar on using social media for employers. It discusses how major companies are using video and social media, with over 85% of ad agencies shifting budgets to online video. LinkedIn and YouTube are popular platforms for recruiters and job seekers respectively. Around 80% of Americans use social networks, with 40% accessing via mobile. The seminar covered common social media goals, the four pillars of engagement, an 80/20 rule for interaction vs promotion, and a POST planning model focusing on people, objectives, strategy, and technology. Questions from attendees were taken at the end.
How Smart Products Transform Brand Relationships, Business Operations and Ser...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Third Age of Marketing Technology – How IoT Gives Products A Voice. PRESENTATION: How Smart Products Transform Brand Relationships, Business Operations and Service Experiences - Given by Andy Hobsbawm - @AndyHobs - Founder & CMO - EVRYTHING. #MarTech DAY1
Mediasmith Mobile Learning - Mobile Media Summit: May, 2014David Smith
Over the past two years, Mediasmith's mobile efforts have grown four times and driven subscriptions, downloads, leads, awareness, engagement, and foot traffic. Recent learnings from Mediasmith's mobile efforts show that targeting IT purchasers on specific devices resonates strongest, mobile newsletters drive more qualified leads than mobile display, and true mobile ad serving improves tracking trials.
The document discusses social mobile analytics and cloud (SMAC). It notes that SMAC creates an ecosystem that allows businesses to improve operations and get closer to customers with minimal overhead and maximum reach. It provides examples of how mobile ads reach people with minimal effort. It also outlines trends in social media, mobile, analytics, and cloud computing and how each area has changed communication, work, and shopping. The author expresses interest in enhancing knowledge in mobile app development, data analytics, and cloud and would like an internship involving data analytics jobs to help companies make better business decisions.
Mass Technology Leadership Council Sales & Marketing PanelFrank Days
The document discusses leveraging marketing resources for maximum revenue growth from 2009-2010. It outlines marketing shifts including increasing technical marketing, sales enablement, digital marketing, and social media while decreasing advertising and public relations. It emphasizes that social media should be integrated with overall marketing strategy and used alongside traditional tactics. It highlights initiatives like creating more social media ready short content to tell their story and using "microcelebrities" to share stories. It also stresses thinking agile with low-cost and fresh approaches while tracking metrics to measure outcomes.
Journey to Fully Integrated Digital Marketing By Gijs van KersenMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Juniper Networks' Journey to Integrated Digital Marketing Campaigns. PRESENTATION: Journey To Fully Integrated Digital Marketing - Given by Gijs van Kersen - @gijsvk - Senior Manager Marketing Operations EMEA - Juniper Networks. #MarTech DAY2
Showcasing Kaleida at Google's DNI fund eventMatt McAlister
Kaleida was a winner of Google's Digital News Initiative fund Round 1. We were invited to showcase our work in Amsterdam today. These are the slides we presented in our panel on analytics.
This document discusses how social media marketing has become increasingly complex due to factors like more users, channels, markets, languages, tools and data. Managing all of these different elements across brands, channels and markets has made resourcing, governance and measurement more difficult. The key challenges mentioned are having multiple stakeholders with overlapping roles, ensuring paid, earned and owned media work together, complex customer journeys, and difficulties with tracking and attribution. The document proposes that marketers can simplify their lives by using an integrated platform that combines social listening, publishing, engagement and analytics capabilities while eliminating unnecessary tools and features.
The document discusses using social media for business purposes. It provides tips on establishing a presence on LinkedIn, Facebook, Twitter, and through blogging and video. The key benefits mentioned are reaching target markets, establishing credibility, developing relationships, maximizing communication, and increasing search engine optimization. Social media is seen as the new marketing/PR due to its ability to generate exponential returns through leads, sales, brand awareness and customer service.
Slides from my presentation at Global Trade Day 2016, Bryant College on May 25, 2016. Explored mobile, social, and agile marketing. The panel included speakers: Andy Kling from HavasEdge, Gillie Nevel from CVS, Scott Stroud from Hasbro, Richard Delahaye of Barracuda and Rob Corbin of EMC.
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Building A Marketing Technology Organization From The Ground Up. PRESENTATION: How AETNA Built A Marketing Technology Focused Office - Given by Joseph Kurian - Aetna, Head of Marketing Technology & Innovation
Did you know that business-to-business media companies have been engaging in influential social communities long before "social media" was the buzz word? Think all companies should be on Facebook?
This document outlines a plan to create an information platform to convince key decision makers of the importance of effective creative advertising. The platform will include hard data, research outcomes, and case studies presented briefly and clearly. It will be promoted through PR articles, social media, banners, and direct contact with marketing directors of the top 300 Czech advertisers to share this information and make the case for creative advertising leading to better business performance. The goal is to initiate change in processes by integrating all relevant information and delivering it to decision makers.
Measuring the Success of Your Organizations WebsiteR2integrated
R2i's Director of Search Marketing, Kara Alcamo, explains how to measure the success of your website through awareness, lead numbers, site conversions, site engagement and more at this years C3 conference.
The business value of social media - Keynote for IAAP - Nov 12,12Ian Cruickshank
This is the deck from a Keynote that I gave at the year end IAAP Executive Event. The Business Value of Social Media is no longer questioned as often as it was when I presented the same topic in 2009 to the CIO's Association however there are still many sceptics. Please let me know if you would like to see the video's which are not included in the PDF.
Social Media Tools for Business Buyer's GuideNeal Schaffer
This document provides a summary of various social media tools categorized into different areas such as employee advocacy, influencer marketing, content marketing, visual social marketing, engagement marketing, analytics, listening, social media dashboards, social selling, and social media for customer service. It describes the purpose and benefits of tools for each category. The document also promotes upcoming social media industry events and a newsletter.
Digital marketing utilizes digital channels to evolve traditional marketing approaches. It provides new opportunities due to the growth of internet users and time spent online outpacing marketing budgets. Digital media differ in allowing a new media model where consumers generate and distribute content, as well as being mobile and unique through personalization and participation. Marketers should focus on the 4 P's of digital marketing - Profile, Participation, Permission, and Personalization.
The Evolving Role of Social Media Technology In Delivering Improved Results B...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Evolving Role of Social Media Technology in Delivering Improved Results. PRESENTATION: The Evolving Role of Social Media Technology in Delivering Improved Results - Given by Ian Cleary - @Iancleary - CEO - RazorSocial. #MarTech DAY2
How understanding the social era can help your businessEric Swain
This document discusses how businesses can leverage social media. It begins by outlining the key benefits of social technologies like democratic publishing and social graphs. It then provides examples of how savvy companies are using social media for customer service, marketing, sales, product development and more. The presentation emphasizes that social media is about building relationships and recommends taking an "end to end" approach by researching audiences, developing strategies and tactics to support business goals, implementing plans across the organization, and continuously measuring results to improve over time. It stresses that companies must build their own media empires by producing optimized, shareable content on an ongoing basis.
This document outlines an agenda for a LinkedIn event. The agenda includes welcome remarks, presentations on LinkedIn and Office365, and a Q&A session. It also describes the speaker's personal LinkedIn journey starting in 2006 and how he used LinkedIn to connect with others, hire employees, and close business deals. Additionally, it discusses how a campaign used LinkedIn's targeting capabilities to reach over 10,000 executives about energy transparency and personalized messaging, resulting in high clickthrough rates and time on the campaign site.
Leveraging Your Social Media Assets Inside the CompanySocial Media Today
The document summarizes a webcast about leveraging social media assets within a company. It introduces the speakers and discusses how tagging content can save companies time and money. It also notes some common rationales for blocking social media and ways companies can mine employees' social networks. Finally, it provides contact information for one of the speakers.
WTF is a Data Strategy? - WTF Programmatic UK, 11/11/14Digiday
A data strategy provides insights about customers to inform business goals across marketing channels. It creates a unified view of each customer by collecting data from websites, apps, purchases, and other sources to optimize their experiences. An effective data strategy uses analytics like machine learning and predictive modeling to segment customers and personalize interactions in real-time across channels.
The document discusses how hotels can promote themselves online in three main steps. First, hotels should get listed on third-party booking sites to access their customer base while negotiating the best rates. Second, hotels should work to offer better deals than competitors on these sites. Third, hotels need to optimize their own websites by focusing on user-generated content and virtual experiences to transition to a more social and interactive Web 2.0 model.
Do Union’s need a brand?
What does a union’s brand mean in the new landscape of HE?
Emily Badger and Tom Salmon outline marketing communication’s role in
delivering Union strategy.
Life coaching for youth in or leaving juvenile residential programsTerrence Cole
Youth life coaching provides benefits like better decision making, self-esteem, communication skills, and focus. The coaching plan assesses a youth's history through questionnaires and workbooks. Coaching addresses self-development, goals, relationships and other issues through individual and group sessions. Common issues coached are perfectionism, motivation, identity, change, and responsibility. Coaching supports but does not replace parenting to build youth confidence and esteem.
This presentation tells the story of Leeds University Union's 2009 strategic planning process. Leeds University Union is the only SUEI Gold Status Union and was awarded NUS Students' Union of the Year 2009/10.
Journey to Fully Integrated Digital Marketing By Gijs van KersenMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Juniper Networks' Journey to Integrated Digital Marketing Campaigns. PRESENTATION: Journey To Fully Integrated Digital Marketing - Given by Gijs van Kersen - @gijsvk - Senior Manager Marketing Operations EMEA - Juniper Networks. #MarTech DAY2
Showcasing Kaleida at Google's DNI fund eventMatt McAlister
Kaleida was a winner of Google's Digital News Initiative fund Round 1. We were invited to showcase our work in Amsterdam today. These are the slides we presented in our panel on analytics.
This document discusses how social media marketing has become increasingly complex due to factors like more users, channels, markets, languages, tools and data. Managing all of these different elements across brands, channels and markets has made resourcing, governance and measurement more difficult. The key challenges mentioned are having multiple stakeholders with overlapping roles, ensuring paid, earned and owned media work together, complex customer journeys, and difficulties with tracking and attribution. The document proposes that marketers can simplify their lives by using an integrated platform that combines social listening, publishing, engagement and analytics capabilities while eliminating unnecessary tools and features.
The document discusses using social media for business purposes. It provides tips on establishing a presence on LinkedIn, Facebook, Twitter, and through blogging and video. The key benefits mentioned are reaching target markets, establishing credibility, developing relationships, maximizing communication, and increasing search engine optimization. Social media is seen as the new marketing/PR due to its ability to generate exponential returns through leads, sales, brand awareness and customer service.
Slides from my presentation at Global Trade Day 2016, Bryant College on May 25, 2016. Explored mobile, social, and agile marketing. The panel included speakers: Andy Kling from HavasEdge, Gillie Nevel from CVS, Scott Stroud from Hasbro, Richard Delahaye of Barracuda and Rob Corbin of EMC.
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Building A Marketing Technology Organization From The Ground Up. PRESENTATION: How AETNA Built A Marketing Technology Focused Office - Given by Joseph Kurian - Aetna, Head of Marketing Technology & Innovation
Did you know that business-to-business media companies have been engaging in influential social communities long before "social media" was the buzz word? Think all companies should be on Facebook?
This document outlines a plan to create an information platform to convince key decision makers of the importance of effective creative advertising. The platform will include hard data, research outcomes, and case studies presented briefly and clearly. It will be promoted through PR articles, social media, banners, and direct contact with marketing directors of the top 300 Czech advertisers to share this information and make the case for creative advertising leading to better business performance. The goal is to initiate change in processes by integrating all relevant information and delivering it to decision makers.
Measuring the Success of Your Organizations WebsiteR2integrated
R2i's Director of Search Marketing, Kara Alcamo, explains how to measure the success of your website through awareness, lead numbers, site conversions, site engagement and more at this years C3 conference.
The business value of social media - Keynote for IAAP - Nov 12,12Ian Cruickshank
This is the deck from a Keynote that I gave at the year end IAAP Executive Event. The Business Value of Social Media is no longer questioned as often as it was when I presented the same topic in 2009 to the CIO's Association however there are still many sceptics. Please let me know if you would like to see the video's which are not included in the PDF.
Social Media Tools for Business Buyer's GuideNeal Schaffer
This document provides a summary of various social media tools categorized into different areas such as employee advocacy, influencer marketing, content marketing, visual social marketing, engagement marketing, analytics, listening, social media dashboards, social selling, and social media for customer service. It describes the purpose and benefits of tools for each category. The document also promotes upcoming social media industry events and a newsletter.
Digital marketing utilizes digital channels to evolve traditional marketing approaches. It provides new opportunities due to the growth of internet users and time spent online outpacing marketing budgets. Digital media differ in allowing a new media model where consumers generate and distribute content, as well as being mobile and unique through personalization and participation. Marketers should focus on the 4 P's of digital marketing - Profile, Participation, Permission, and Personalization.
The Evolving Role of Social Media Technology In Delivering Improved Results B...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Evolving Role of Social Media Technology in Delivering Improved Results. PRESENTATION: The Evolving Role of Social Media Technology in Delivering Improved Results - Given by Ian Cleary - @Iancleary - CEO - RazorSocial. #MarTech DAY2
How understanding the social era can help your businessEric Swain
This document discusses how businesses can leverage social media. It begins by outlining the key benefits of social technologies like democratic publishing and social graphs. It then provides examples of how savvy companies are using social media for customer service, marketing, sales, product development and more. The presentation emphasizes that social media is about building relationships and recommends taking an "end to end" approach by researching audiences, developing strategies and tactics to support business goals, implementing plans across the organization, and continuously measuring results to improve over time. It stresses that companies must build their own media empires by producing optimized, shareable content on an ongoing basis.
This document outlines an agenda for a LinkedIn event. The agenda includes welcome remarks, presentations on LinkedIn and Office365, and a Q&A session. It also describes the speaker's personal LinkedIn journey starting in 2006 and how he used LinkedIn to connect with others, hire employees, and close business deals. Additionally, it discusses how a campaign used LinkedIn's targeting capabilities to reach over 10,000 executives about energy transparency and personalized messaging, resulting in high clickthrough rates and time on the campaign site.
Leveraging Your Social Media Assets Inside the CompanySocial Media Today
The document summarizes a webcast about leveraging social media assets within a company. It introduces the speakers and discusses how tagging content can save companies time and money. It also notes some common rationales for blocking social media and ways companies can mine employees' social networks. Finally, it provides contact information for one of the speakers.
WTF is a Data Strategy? - WTF Programmatic UK, 11/11/14Digiday
A data strategy provides insights about customers to inform business goals across marketing channels. It creates a unified view of each customer by collecting data from websites, apps, purchases, and other sources to optimize their experiences. An effective data strategy uses analytics like machine learning and predictive modeling to segment customers and personalize interactions in real-time across channels.
The document discusses how hotels can promote themselves online in three main steps. First, hotels should get listed on third-party booking sites to access their customer base while negotiating the best rates. Second, hotels should work to offer better deals than competitors on these sites. Third, hotels need to optimize their own websites by focusing on user-generated content and virtual experiences to transition to a more social and interactive Web 2.0 model.
Do Union’s need a brand?
What does a union’s brand mean in the new landscape of HE?
Emily Badger and Tom Salmon outline marketing communication’s role in
delivering Union strategy.
Life coaching for youth in or leaving juvenile residential programsTerrence Cole
Youth life coaching provides benefits like better decision making, self-esteem, communication skills, and focus. The coaching plan assesses a youth's history through questionnaires and workbooks. Coaching addresses self-development, goals, relationships and other issues through individual and group sessions. Common issues coached are perfectionism, motivation, identity, change, and responsibility. Coaching supports but does not replace parenting to build youth confidence and esteem.
This presentation tells the story of Leeds University Union's 2009 strategic planning process. Leeds University Union is the only SUEI Gold Status Union and was awarded NUS Students' Union of the Year 2009/10.
This keynote happened more towards the end of the year when students had learned to take information from my lectures rather than copying straight from very wordy slides. I use an outline instead of textual definitions.
The progressive era saw reforms aimed at addressing social issues, corruption, and economic power. Reformers pushed for protections for workers, consumers, and social welfare. Women gained suffrage after decades of activism. Teddy Roosevelt championed trust-busting and conservation. Later presidents like Taft and Wilson took a more moderate approach and the era ended with U.S. entry into WWI under Wilson.
http://inarocket.com
Learn BEM fundamentals as fast as possible. What is BEM (Block, element, modifier), BEM syntax, how it works with a real example, etc.
The document discusses how personalization and dynamic content are becoming increasingly important on websites. It notes that 52% of marketers see content personalization as critical and 75% of consumers like it when brands personalize their content. However, personalization can create issues for search engine optimization as dynamic URLs and content are more difficult for search engines to index than static pages. The document provides tips for SEOs to help address these personalization and SEO challenges, such as using static URLs when possible and submitting accurate sitemaps.
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
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This document discusses online marketing techniques. It covers search engine optimization (SEO), display advertising, viral marketing, interactive marketing, social media optimization, and mobile marketing. It also discusses integrated marketing communications online. Some key points made in the document include that online marketing allows for lower cost distribution of information globally, it is interactive in nature allowing instant response, and it allows for easy tracking of statistics. Both push and pull techniques are used in online marketing.
The document provides an overview of internet marketing and discusses:
1) It defines internet marketing and discusses common strategies like search engine marketing, display advertising, email marketing, and social media marketing.
2) It outlines the history and evolution of internet technology and how it has revolutionized business practices.
3) It discusses advantages of internet marketing like low costs, global reach, and ability to target audiences based on behaviors.
This document discusses strategies for using social media and digital platforms to achieve business objectives. It outlines four main strategies: 1) Building brand reputation through engagement on platforms like Facebook and blogs. 2) Using mobile technologies like apps to reach customers. 3) Engaging businesses online through platforms like LinkedIn and forums. 4) Promoting open government and transparency through sharing data and information online. The document argues that these strategies can increase brand awareness, make connections, and take advantage of digital opportunities to help businesses outperform competitors.
The document discusses how marketing has evolved with the rise of Web 2.0, noting that Web 2.0 is defined by an open platform that harnesses collective intelligence and rich user experiences. It also outlines challenges faced by Monster.ca in adapting to emerging conditions where seeker behavior has changed and competition has increased, recommending strategies like making the seeker the focus, improving reach through digital marketing, and enhancing the employer value proposition.
Evolution of Digital Marketing part 1.pdfDigiBadger
The document provides an overview of the evolution of digital marketing from early websites and email marketing to today's landscape dominated by social media. It discusses how [1] the first websites served as basic online brochures while email emerged as a new marketing channel, [2] banner ads revolutionized online advertising, and [3] social media platforms like Facebook and Instagram transformed how businesses engage with customers. The document traces the progression of digital marketing and how strategies have adapted to technological changes.
HP used direct mail and email marketing featuring an award they received to promote their HP Exstream customer communications solution. The campaign provided information on HP Exstream and directed recipients to a microsite. This resulted in 150% of the monthly lead target being achieved and over 60% of leads coming from the campaign.
Incisive Media worked with Black Mobile Solutions on a mobile marketing campaign for IBM using a microsite called "Smart Facts" that delivered information to users' mobile phones. During the 12 week campaign, mobile usage of the information increased from less than 25% to over 60%.
IBM implemented a social media strategy for their Public Cloud service that trained sales representatives and monitored their social media use. After three months
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.
The importance of social media marketing as a promotional tool, A case study ...Virginia Sande
This document provides an introduction to a case study on the importance of social media marketing for Eventbrite.com. It begins with background on the growth of the event management industry and how social networks have become powerful platforms for promotion. The main problem addressed is how social media can be used as a promotional tool and how online word-of-mouth affects customers. The document outlines the theoretical framework, including how social media fits into integrated marketing communications and the concept of online word-of-mouth. It then describes the methodology, which is a case study of how Eventbrite uses social networks like Facebook and Twitter.
This chapter discusses the past, present, and future of e-marketing. It explains how advances in technology have benefited consumers and businesses by allowing e-commerce, online advertising, social media marketing, and more. However, these changes have also shifted power to consumers. The chapter outlines the differences between e-business, e-commerce, and e-marketing. It then covers trends over time from Web 1.0's static websites to Web 2.0's user-generated content and social media to the predicted capabilities of Web 3.0 like the semantic web. Marketers must adapt to increasing consumer control online through tactics like content marketing and inbound marketing.
Journal of Economics and Business Research, ISSN 2068 - 35.docxtawnyataylor528
Journal of Economics and Business Research,
ISSN: 2068 - 3537, E – ISSN (online) 2069 – 9476, ISSN – L = 2068 – 3537
Year XX, No. 2, 2014, pp. 155-164
Social Media Marketing to Increase Brand Awareness
M. Bîja, R. Balaş
Monica Bîja
Faculty of Economics
"Aurel Vlaicu" University of Arad, Romania
Raluca Balaş
Economic College, Arad
Abstract
Social networks are becoming more and more
widespread and they are literally conquering the World
Wide Web. Facebook has managed to arrive even in poor
and remote territories which apparently have nothing to
do with our always on the move modern world.
However, only on the African continent there are more
than 100 million active Facebook users who represent
50% of the African population having access to Internet.
Thus, it would be huge marketing mistake for businesses
not to take into consideration this opportunity to get in
touch with prospective customers (Neti, 2011). Social
media is hot and has turned into a “must” for businesses
looking for brand awareness. Therefore, the techniques
used to attract customers by means of social networks
have gained quite a high degree of sophistry (Neti,
2011). In an age in which the average internet user
accesses his/her social network account at least fourteen
times a day, companies cannot afford to be absent from
this medium. The aim of the present paper is to present
the concept and characteristics of social media and how
it can be used in order to increase brand awareness.
M. Bîja, R. Balaş
8
Keywords: social media marketing, social networks,
social media strategies, brand awareness.
Introduction
Kietzmann J.H. (2001) explains that consumers used the Internet
for its content: they read it, they watched it, and they used it in order to
purchase various products and services. Nowadays, more and more
consumers are utilizing content sharing sites, blogs, social networking
and wikis - to create, modify, share and discuss Internet content. This
represents the social media phenomenon, which can have an enormous
impact on a business’ reputation, sales and why not on its survival in an
environment getting fiercer and fiercer as days pass by.
The Social Media Marketing is not such a new phenomenon as
many might be tempted to believe. It did not begin yesterday or the day
before yesterday. It is actually more than ten years old. The entire
phenomenon began with the launch of LinkedIn in 2003. But since this
is a network targeted mainly to businesses its popularity is much lower
than that of the social networks dedicated to the public at large
(Pradiptarini, 2011).
LinkedIn was soon followed by MySpace and Facebook in 2004.
The hysteria of sharing pictures, videos and thoughts on line was
augmented by the launch of YouTube in 2005 and of Twitter in 2006
(Pradiptarini, 2011). These are the main players on the market. They are
doubled by some mi ...
This document outlines potential digital strategies for an international trade and investment organization to engage businesses online and leverage social media. It discusses 4 main strategies: 1) Building brand reputation through social media engagement. 2) Increasing mobile access. 3) Effectively engaging businesses online through platforms like LinkedIn and blogs. 4) Promoting open government and transparency through sharing information online. The organization aims to increase its brand profile, make connections with businesses, and take advantage of digital opportunities through a thoughtful social media presence.
This document is a project report submitted by Pradeep Bhausaheb Chaudhari, a student at Vishwakarma Institute of Management in Pune, India. The report is titled "A Study of digital marketing and social media platforms" and was conducted for Technex Technologies Pvt. Ltd. as part fulfillment for Pradeep's MBA degree. The report includes declarations, acknowledgements, lists of tables and figures, and an index outlining the contents of the report, which will analyze digital marketing and social media platforms.
Northwestern Technologies should implement a strategic social media campaign for three key reasons:
1) Social media integration is vital for developing brand awareness that results in loyal customer retention through social customer engagement.
2) Maintaining a competitive edge requires utilizing the same social media platforms as customers and potential customers, as 69% of large companies are increasing social media staffing and 42% plan to use new social media outlets in 2014.
3) Proper social media strategy is essential for Northwestern Technologies' future growth and reaping benefits like heightened brand awareness and increased revenue.
Talent Talk Webinar Recruiting 2.0 Social Media And RecruitingDavid Freeman
The document summarizes a webinar titled "Recruiting 2.0 - Social Media and Recruiting" presented by David Freeman of Cytiva Software Inc. The webinar discussed how using social media can help build an employment brand, engage potential applicants, and potentially reduce costs compared to traditional recruitment media. It provided statistics on the growth of social media sites like Twitter and Facebook and outlined best practices for creating a successful social media recruitment campaign, including identifying target audiences, choosing appropriate sites, tracking results, and being patient as relationships are built over time.
Digital Marketing
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This passage is explored by the "Science China" science reference book section gathering and application work project.Computerized showcasing is the act of advancing items and administrations involving computerized correspondence channels to speak with purchasers in an opportune, significant, modified and savvy way. [ 1] Computerized promoting envelops large numbers of the methods and practices found in Web showcasing (network advertising). The extent of advanced promoting is more extensive and incorporates numerous other correspondence channels that don't need the Web, for example, non-web channels, for example, Television, radio, SMS, and so forth., or then again online channels, for example, web-based entertainment, electronic promoting, standard publicizing, and so forth The purported computerized showcasing alludes to a promoting technique that utilizes the Web, PC correspondence innovation and advanced intelligent media to accomplish showcasing objectives. Advanced showcasing will utilize progressed PC network innovation however much as could reasonably be expected to look for the improvement of new business sectors and the mining of new purchasers in the best and practical way.Computerized promoting is a significant level showcasing movement in view of clear data set objects, through computerized media stations like phone, SMS, email, electronic fax, network stage, and so on., to accomplish exact showcasing, quantifiable advertising impacts, and digitization .Computerized showcasing was recently viewed as a different type of promoting in a particular field, yet starting around 2003 it has frequently been viewed as equipped for arriving at by far most of A type of advertising in most customary showcasing regions like direct advertising.In the time of advanced economy, when customary ventures acknowledge digitalization, they should focus on computerized promoting as a significant perspective, change the showcasing thoughts, models and techniques that can't address the issues, and acknowledge new advertising strategies. Along with computerized administration and assembling, computerized showcasing, as a problem area, will become three significant parts of computerized undertakings
Computerized promoting isn't simply an innovative unrest, yet in addition a more profound idea upheaval. It is a mix of target showcasing, direct promoting, decentralized showcasing, client situated showcasing, two-way intuitive advertising, remote or worldwide showcasing, virtual promoting, paperless exchanges, and client cooperation showcasing. [ 3] Advanced promoting has supplied advertising blend in with new meanings. Its capabilities fundamentally incorporate data trade, online buy, internet distributing, electronic cash, web based promoting, corporate advertising, and so on. It is the primary promoting strategy and advancement pattern of ventures in the time of computerized economy. In the era of digital marketing 2.0, with the sudden emerge
Similar to If Social Media's the answer, what's the question? (20)
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9
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3. “Internet-based applications that build on the ideological and technological foundations of web 2.0, which allows the creation and exchange of user generated content”Andreas Kaplan and Michael Haenlein
4. “We use Facebookto schedule the protests, Twitter to coordinate, and Youtube to tell the world,”Egypt protests
27. Growing your social influence Don't rely on talking with an influential minority, go for the masses Use blogs (professional blogs if you work in sports, politics or national news or personal blogs if you work in entertainment or technology) Make it attractive for a large number of ordinary people to share your message Experiment, measure success, learn and keep trying Promote those who promote you
29. Thanks... Have some free stuff! Twitter: @tominleeds Emither: t.salmon@leeds.ac.uk LinkedIn: http://uk.linkedin.com/in/tomsalmonleeds See this presentation (with notes and links) at www.tominleeds.posterous.com
Editor's Notes
IntroThere is a huge buzz about social media at the moment. I'm going to talk through what social media isPrinciples of social influenceHow to align it to your business objectivesAnd I'll skip to the conclusion – the question is more important than the answer.
So, what is it?
What is it?I turned to Wikipedia for help with this bit...Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content. Wikipedia, YouTube, Facebook, Second Life, Quora, Four Square, Flickr, Twitter, Gowalla, Most viewed websites online:GoogleFacebookYou TubeTwitterInteresting Stats: Facebook has 500/600 million users. 30million of those are in the UKIf Facebook was a country it would be the 5th largest country in the world4.3 billion is spent on social mediaSocial Networks are the BIGGEST category online On average 1 in 6 pages viewed online are facbeook pages14million people (on average) use facebook every daySocial will be around for a LONG time, need to take a long-term viewGM are developing their product (Cars) with facebook in built Facebook took over Google for the 1st time on Christmas Day as the most viewed/hit website in 2010.But this isn’t a presentation about Facebook or Twitter – it’s a presentation about the value of sharing and exchanging valuable content
And its powerful stuffone activist succinctly tweeted about why digital media was so important to the organization of political unrest. “We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world,” We're going to look at a couple of fundamental points before we look at its applications in commercial areas of students' unions.All of this comes with a health warning, there is no such thing as an expert on social media.Recommend having a look at http://whatthefuckismysocialmediastrategy.com/ tagline 'making it up so you don't have to'.
Han Solo – a showoff. Facebook but with regularly updated privacy settings.Facebook: Is self expressive, it’s all about LOOK AT ME Facebook is successful because their sole focus is on the USER/you and me. The USER will dictate where facebook is going not facebook. The user shapes everything facebook does, all their development is a result of what us (the users) want. The Future of advertisingThe user will shape product developments/brands. Users will tell the brands that they want not the other way around. E.g. Wispa. We will go from PUSH (above line media) way of advertising/marketing to PULL. Brands will need to pull in their markets to engage. Facebook is all about self-expression and showing others what they/you like.Facebook is a personal space where users have control. Place to connect with old friends and maintain social contactsDecide whether you want to enter this spaceAverage person spends 28mins on facebook.35million update their status everydayGood practise of brands in facebook: Oreo (Deal seekers), Wal Mart (no nonsense approach to saving money) Victoria Secret (Fashion), iTunes, Dove (Campaign for Real Beauty)Don’t be boring and don’t post too many timesAre you being consistent? Consumers tune out easilyWhere do people click after facebook? Facebook could take over brand websites in the future – people like to stay in one place and will be able to get everything they need on facebook.
Of course not everyone is on social media. Most students are, but not all.Need a nice stat here. Its worth thinking at this point about who is on social media, and which social media they are on.Yoda, more of a Wikipedia guy than FacebookNow the point about social media is that it is a thing that your customers are already using, and so its sometimes tempting to try to understand future technologies rather than trying to understand how your customers are using it. It’s a little maxim called ‘fishing where the fish are’. Its your customers that you need to understand, not the technologies. Hopefully that’s something that I will now demonstrate by reference to Star Wars.
Twitter: LISTEN TO ME These aren’t the droids that you are looking for... Twitter is all about influence and using the influence of others to guide People Twitter is all about accessibility – you can contact anyone on twitter Twitter is always changing It is all about being interactive and versatile People use twitter most for: Updates, information, discounts, promotions, sales and other promotion. Ask yourself what does the audience value? LISTEN, LEARN, UNDERSTAND and then SPEAKIt is the most Jedi of all social media
Shameless networker, doesn’t look nice and difficult to get along with… has to be linkedin.Business community
Princess Leia YouTube, obviously
We’ll start by looking at some fundatmental points...
Find out who is doing what and whereAre there any influential bloggers locally? Any forums, big Twitterers... Look at the full mixInclude your email strategy within this thinking too
So you know where your customers are, and what they’re doing so you set up a Twitter feed or Facebook page.. What are you going to say?Use of Social Media Requires a Combination of Content, Marketing and Public Relations StrategiesWe’ve all often heard misconceptions of how organizations think they should start a Facebook page or start tweeting because they’ve heard they’re supposed to be doing that but don’t really understand why. Just starting a Facebook page or Twitter profile will not achieve anything. The truth is social media needs a content strategy that defines what you will post or share and how you will engage others meaningfully. It also requires a PR and marketing strategy that determines how you will use it to share your key messages or promote a latest product/service or build your online brand. Someone asked me how they could create a viral video
Also a need to think about what you’re saying… I think Burger King fully deserved this…
Social Media Needs To Be Integrated With Everything ElseIf your PR efforts are being handled by one agency or consultant and your social media efforts by another, you are doing this the WRONG way. Social Media must become intrinsic to your organization and complement everything else you do online or offline – whether it’s recruiting efforts, sending out a press release or publicizing your latest campaign. Social media offers tools to share your message (among other tools) and it must be integrated with your offline PR, HR or marketing efforts to represent your brand or organization authentically. The point is that social media is another channel for your marketing mix. Mass marketingSegmentationPersonalisationEngagementIntegrated vs distinct approaches – two different ways to make this work…Dedicated = staff are solely dedicated to a social media functionIntegrated = staff from different departments are trained in social media
Social Customer relationship management must be cleverly executed because while people are resistant to marketing in general, they are even more resistant to direct or overt marketing through social media platforms. This may seem counter-intuitive but is the main reason building social authority with credibility is so important. A marketer can generally not expect people to be receptive to a marketing message in and of itself. In the Edleman Trust Barometer report in 2008, the majority (58%) of the respondents reported they most trusted company or product information coming from "people like me" inferred to be information from someone they trusted. In the 2010 Trust Report, the majority switched to 64% preferring their information from industry experts and academics. According to Inc. Technology's Brent Leary, "This loss of trust, and the accompanying turn towards experts and authorities, seems to be coinciding with the rise of social media and networks."[16][17]
Social authorityOne of the key components in successful social media marketing implementation is building "social authority". Social authority is developed when an individual or organization establishes themselves as an "expert" in their given field or area, thereby becoming an influencer in that field or area.[14]It is through this process of "building social authority" that social media becomes effective. That is why one of the foundational concepts in social media has become that you cannot completely control your message through social media but rather you can simply begin to participate in the "conversation" in the hopes that you can become a relevant influence[jargon]in that conversation.[15]Thus, using social media as a form of marketing has taken on whole new challenges. As the 2010 Trust Study indicates, it is most effective if marketing efforts through social media revolve around the genuine building of authority. Someone performing a "marketing" role within a company must honestly convince people of their genuine intentions, knowledge, and expertise in a specific area or industry through providing valuable and accurate information on an ongoing basis without a marketing angle overtly associated. If this can be done, trust with, and of, the recipient of that information – and that message itself – begins to develop naturally. This person or organization becomes a thought leader and value provider - setting themselves up as a trusted "advisor" instead of marketer. "Top of mind awareness" develops and the consumer naturally begins to gravitate to the products and/or offerings of the authority/influencerSo you’ve got to care about your product or take real pride in your culture or service if you’re going to use social media -
Put simply, you can no longer polish a turd.
Note at this point – Google is king so make sure that the searchable info about your business or union is upto date and correct.There’s nothing worse than going to a session at a conference and not finding anything useful out. So…Your business objectivesYou can do anything with social media... so its easy to end up with a social media presence that does nothing for you in terms of your business objectives – hundreds of followers on paper, maybe a few interactions (people liking stuff you post and commenting, maybe even sharing content) but does it drive sales / create loyalty / drive footfall.One of the strengths of students unions is that they are to an extent pre loaded communities – there is already a degree of potential buy in assuming that you’ve got your marketing basics right… Price Product People Place Promotion
Make it useful e.g. feedback / Facebook pollsReact in timeBe prepared for negative amplificationCustomers judge you on your response as much as the original problemBe honest and give feedback to your usersBe relevant, add value and be interestingGood examples of good use e.g.: Case study: Icelandair during ash cloud (representing good customer service #ashtag). Icelandair used appropriatehashtagsfor deliberate messaging during crisisUsed this channel to point audience to the website for up to date informationKept the messaging personal and friendly Used appropriate handler for recognition and ease of findCase study: Moneysupermarket.com use twitter by giving good money advice – pushing out content to what’s current and popular rather than selling all the time. Case study: BA (as opposed to BAA) demonstrated good customer service in the travel chaos in the snow at Christmas 2010. Good demonstration of ‘real time communications’. Tweeted 100x a day keeping customers informed on the changing situation (1,000 a week).People follow brands to learn the personality of a brand – they like the human to human contact rather than the corporate message e.g. responding to a crisis.
Foursquare is a location-based mobile platform that makes cities easier to use and more interesting to explore. By “checking in” via a smartphone app or SMS, users share their location with friends while collecting points and virtual badges. Foursquare guides real-world experiences by allowing users to bookmark information about venues that they want to visit and surfacing relevant suggestions about nearby venues. Merchants and brands leverage the foursquare platform by utilizing a wide set of tools to obtain, engage, and retain customers and audiences.foursquare by the numbers (last updated April, 2011)Users: Nearly 10 million worldwide Check-ins per day: Over 3 million, with over 600 million check-ins total Businesses: Over 400,000 using the Merchant Platform (more information at foursquare.com/business)
It was Winston Churchill who said that success was going from one failure to the next with no loss of enthusiasm.You can learn as much from when things go wrong as you can when they go right!All lessons that could be learnt, perhaps creating a page that could be shared on Alumni networks.Say thanks for feedback with vouchers. Offer value through a Facebook tab/link on your main Union Facebook pageCase study: Nike Facebook places campaignhttp://www.youtube.com/watch?v=mnPh_kvNdHM&feature=player_embedded#at=17 - Nike recently gave “Destroyer Burritos,” or fake burritos stuffed with branded athletic jackets, to fans who checked into a Portland-based Korean taco truck. Case study: Odean CinemasOdean Cinema gave away free popcorn to people that checked in Case Study: NextGave away £5 giftcards at their Oxford Street branch for people check in. Case Study: GAPGap in the US gave away 10,000 pairs of jeans when users checked into Facebook places Case Study: Vitamin WaterCrowd Sourced and used Facebook for users to submit designs for their bottle packaging Case Study: Alton TowersFirst 100 people to check into Alton Towers received free nights stay in their hotel
And another one from the top one hundred, couldn’t resist... Not sure if Andy Winter is here today.
Finding new markets, e.g. Alumni. New tool, we’ll see how it develops but this does rely to some extent on you having a retail opportunity online. Can also use this as a way of developing alumni fundraising.
Its cheaper to employ someone to spend time on social media than it is to keep printing flyers and employing people to distribute them.Put another way... The cost of doing noting is far more than the cost of doing something! Take a long term view – social media is here for the long term.Take the integrated approach, agree a social media plan for the whole area and stick to it. A social media plan includes (list needs completing)Agreement on frequency of messagesTone Content
Case study: McDonaldsUsed 4square to reward random people $5/$10 gift cards when they checked into McDonalds. They received 1/3 more check ins than usual.77% of people are looking for incentives when they are thinking about engaging with a brand through social media.To reward loyalty and create brand ambassadors by offering vocal customers value.
Ok so what do we know so far…
Measuring it… Klout / Crowdbooster / Twitsprout / will track impressions, true reach etc is called social media optimisation (SMO). Golden rule of marketing or digital agencies seems to be that if it hasn’t got an acronym you can’t sell it.But conversion… that’s the key. You need to find your own metrics for that locally.And for students' unions there is a really important final point to make... be clear about whether you need a separate social media presence for each of your commercial brands or whether you could do more by using one central social media platform to engage your students on the basis of ongoing, genuine value across all of your services.the key, using your EPOS system to track vouchers.
I’ll be tweeting a link to this presentation with all of the notes.Also a link to a presentation from the TWBA Conference on Social Media that was held earlier this year.You can also find both presentations on my blog at www.tominleeds.posterous.comWith the exact target presentation (which you can also download here: https://na7.salesforce.com/sfc/p/00000000hftvUgRO7iUxmyiIvT2tFlJD9vqYvwE= <https://na7.salesforce.com/sfc/p/00000000hftvUgRO7iUxmyiIvT2tFlJD9vqYvwE=> Thanks!