The document discusses how social media is changing how companies listen to customers. Integrated Marketing Communication (IMC) emphasizes listening to customers, but traditional listening methods are insufficient for the social media era. Companies should use brand monitoring and private virtual communities to listen on social platforms. Brand monitoring identifies customer sentiment while private communities allow direct engagement. While listening requires investment, it provides benefits like identifying issues and forecasting trends. Social media is just one aspect of listening - the customer's voice must be heard across the organization.
How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, just read this presentation. I will be glad to read your comments!
Thierry Cellerin, CEO of BuzzFactory.
Integrating Social Media into the marketing mix. Understanding the changes in the playing field, the consumer and redefining business models and practices.
This is the presentation that James Burnes, VP of Development and Strategy at MediaSauce gave to the National Association of Mutual Insurance Companies Claims Conference.
Integrating Social Media into the marketing mix. Understanding the changes in the playing field, the consumer and redefining business models and practices.
Marketing Communications Project | Social Media & Brand CommunityMichael Larson
Presentation for a project about social media and how it can be used to increase brand community through photo and video sharing, consumer inspired development and consumer generated content, and customer service management.
How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, just read this presentation. I will be glad to read your comments!
Thierry Cellerin, CEO of BuzzFactory.
Integrating Social Media into the marketing mix. Understanding the changes in the playing field, the consumer and redefining business models and practices.
This is the presentation that James Burnes, VP of Development and Strategy at MediaSauce gave to the National Association of Mutual Insurance Companies Claims Conference.
Integrating Social Media into the marketing mix. Understanding the changes in the playing field, the consumer and redefining business models and practices.
Marketing Communications Project | Social Media & Brand CommunityMichael Larson
Presentation for a project about social media and how it can be used to increase brand community through photo and video sharing, consumer inspired development and consumer generated content, and customer service management.
Why Social Media Matters in an Economic DownturnEric Anderson
Can social media marketing channels provide an antidote to eroding consumer loyalty in an economic downturn? This presentation examines that question and offers 5 practical ways marketers can improve the efficiency of their marketing through social media.
26 marketing, media, research and cultural trends and 16 pieces of career advice presented to University of Toronto by Sean Moffitt, President -Agent Wildfire
These Digital Marketing Fundamentals Will Help You Get More Customers QuicklyAzleen Abdul Rahim
You've been trying to grasp the tips, tricks and ideas on digital marketing from all sorts of sources since months ago for your business. But nothing seems to make sense. You feel the content are all but empty shells, no substance. There is no structured information that you can use. This fundamental step-by-step strategy, however, will help you connect all dots and answer all your digital marketing questions in less than 10 minutes. You're welcome.
Learn more at http://stratuscontactsolutions.com/services/social-media-services/
http://stratuscontactsolutions.com/what-is-social-media-customer-service/
What is social media & how can it aid great customer service?
A quick run through the every changing world of digital communications & social media.
What does 'great' look like in social customer service?
How do you get started in social customer service?
Social Media and Advertising: Ad Club 10/07Eric Weaver
AUDIENCE: Advertising agencies
OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.
This Ultimate model of branding, a term
often used in business, marketing and design.
We attempts to present a comprehensive model of brand. It is framed around four main ideas:
1) a brand is more than a name or symbol
2) creating a great customer experience is
the essence of good branding
3) perceptions of a brand can be measured
4) brands are a form of sign
Why Social Media Matters in an Economic DownturnEric Anderson
Can social media marketing channels provide an antidote to eroding consumer loyalty in an economic downturn? This presentation examines that question and offers 5 practical ways marketers can improve the efficiency of their marketing through social media.
26 marketing, media, research and cultural trends and 16 pieces of career advice presented to University of Toronto by Sean Moffitt, President -Agent Wildfire
These Digital Marketing Fundamentals Will Help You Get More Customers QuicklyAzleen Abdul Rahim
You've been trying to grasp the tips, tricks and ideas on digital marketing from all sorts of sources since months ago for your business. But nothing seems to make sense. You feel the content are all but empty shells, no substance. There is no structured information that you can use. This fundamental step-by-step strategy, however, will help you connect all dots and answer all your digital marketing questions in less than 10 minutes. You're welcome.
Learn more at http://stratuscontactsolutions.com/services/social-media-services/
http://stratuscontactsolutions.com/what-is-social-media-customer-service/
What is social media & how can it aid great customer service?
A quick run through the every changing world of digital communications & social media.
What does 'great' look like in social customer service?
How do you get started in social customer service?
Social Media and Advertising: Ad Club 10/07Eric Weaver
AUDIENCE: Advertising agencies
OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.
This Ultimate model of branding, a term
often used in business, marketing and design.
We attempts to present a comprehensive model of brand. It is framed around four main ideas:
1) a brand is more than a name or symbol
2) creating a great customer experience is
the essence of good branding
3) perceptions of a brand can be measured
4) brands are a form of sign
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
For the last eight years brands have invested billions into social media programs and now many are scratching their heads… “What's the ROI of this content?”
In this webinar we break it down for you.
This presentation looks at the consumer perspective and the small business perspective on social media marketing and what Constant Contact is doing about it.
Wikibrands - Looking Under the Hood, What Makes Winning, Engaged Brands Tick ...Sean Moffitt
Keynote presentation by Sean Moffitt of Wikibrands at ACA360 conference - October 6, 2011 (Association of Canadian Advertisers) - also at www.wiki-brands.com
Key chapters;
- 10 Immutable Laws/Inconvenient Truths
- 10 Wikibrand Success Factors
- 10 Smart Bets on the Futiure
This presentation is about exploring social media as a process for driving BtoB lead generation But first a word of caution: Leads depend as much on the messages as they do on the media. Maybe more. So this will be a story about managing both media and messages within our Marcom Engine process. A presentation by Keith Bates
For years, the Four P's of Marketing have helped guide businesses with products and services. This presentation looks at an alternative Four P's - Persuasion, Intent, Traction and Sketchability.
Similar to Imc lecture 9 25-2010 public consumption (20)
6. Product Placement, Event Sponsorship, Billboards, etc. IMC in practice… Direct (Print & Digital) P.O.S. Ads LISTEN TO OUR AWESOME, INTEGRATED MESSAGE... TARGETED JUST FOR YOU! Newspaper & Magazine Ads Network & Cable Ads Banner Ads Personal Selling
7. What if IMC was created by actual humans? (no zombies, no vampires, no marketers) What does it mean to be a “good communicator”? Speak to someone the way they want to be spoken to. Be an excellent listener.
8. … We need to remember IMC is alsoIntegrated Marketing Listening
9. … But you don’t need to take my word for it. groundswell: “A spontaneous movement of people using online tools to connect, take charge of their own experiences, and get what they need.” “The groundswell is broad, ever shifting, and ever growing.”
10. … But you don’t need to take my word for it. Listening to the groundswell Talking to the groundswell Energizing the groundswell
11. Becoming a better listener: Integrating how we listen by using social media Build a Private Community: Bring your customers together in a virtual space & listen carefully. Brand Monitoring: Carefully & quietly listening to the online conversations occurring on the social web.
12. DON’T WE ALREADY KNOW HOW TO LISTEN? Traditional listening vs. listening in the social world
13. BRAND MONITORING: how to do it, benefits of doing it Radian 6 in Action (Embedded video broken – click yellow box above for hyperlink)
14. BRAND MONITORING: how to do it, benefits of doing it A few select benefits: Downsides as well: Heading Bad PR off at the pass:Days Hours matter. Forgetting the marketer’s own lesson: Being the loudest doesn’t necessarily make it true Forecasting: Increasing evidence social media conversations are a strong precursor to sales change. Confusing any voice as your customer’s voice: Breaking bad habits:Perpetual bad ideas wither under harsh scrutiny http://www.nytimes.com/2009/04/16/business/media/16dominos.html
26. Death of a Media ScheduleExcellence in IMC demands equal attention to Integrated Marketing Listening. Social media has empowered consumers (the groundswell), marketers must pay attention. Brand Monitoring & Virtual Private Communities are 2 different ways to listen using social media. The appropriateness of using of one (or both) depends on your customers’ needs & social media behaviors. Social media is not the only place to listen. Further, listening can’t stop at the marketing department – the customer’s voice must be heard by executives. *The slides include numerous clickable hyperlinks to additional content.
30. Media: Bunny Ears – D’Arcy Norman (flickr) Wedding Topper – tupper (Flickr) Splat – Kamikaze Stoat (Flickr) Spot TV & Magazine Data from Advertising Age & MediaMarkReporter, respectively Acoustic Listening Device (WWI) - http://www.museumwaalsdorp.nl/images/goerz.gif “The Break Up” commercial from Microsoft Digital Advertising Solutions
Editor's Notes
13 definitions pulled from textbooks, business websites, and business schools offering IMC programs. www.wordle.net
According to marketresearchcareers.com, these are the three primary sources of marketing research insight.
Although a full-blown Twitter firestorm emerged over the Motrin ad (and a full page apology on the website, not to mention article in NYTimes!), turns out 45% of moms liked the ad (pretty good marks for this product category) and <10% have a negative response. Thus, is it possible Motrin overreacted to a vocal minority?Not everyone is your customer, or your potential customer. Marketers know this. Some opinions simply don’t matter. Even worse, in the world of thriving brand communities, the anti-brand community is also a real phenomena and growing (see: Mac vs. PC, Playstation vs. Wii vs. Xbox, Totoya vs. Ford, etc.), thus, there is purposeful negative noise being generated by your non-customers… perhaps precisely because you’re doing the right thing for your potential and current customers.
http://groundswelldiscussion.com/groundswell/awards2010/winners.php?y=2009CDW and Communispace: Listening to Create a Customer-Centric Sales StrategyBy CDW and CommunispaceCDW is a leading provider of technology solutions for business, government, and education. Since 2004, CDW has had the voice of its corporate customers at its fingertips through three private communities of approximately 300 members each, built and managed by Communispace. Community members are influencers and/or makers of technology purchasing decisions who are eager to learn from their peers, and have a voice in shaping the policies, products, and services offered by CDW.CDW continuously taps members of its private online communities for all kinds of indispensible advice on its products and services, marketing ideas, and innovation. The communities also have inspired new approaches to sales both in terms of generating leads and relationship building with prospects early in the sales process.NASCAR "Fan Council" - The Engine that Drives Insight into Avid Fans, powered by Vision CriticalBy NASCAR and Vision CriticalWith TV ratings and attendance slipping after a decade of growth, NASCAR refocused attention on the avid fan and worked with Vision Critical to develop a private online community to engage with core fans. Known as the NASCAR "Fan Council", this pre-qualified online community of 12,000 fans is a foundational element in NASCAR's competition, business and marketing decisions. On average, NASCAR engages members at a minimum twice a month on input specific to all industry stakeholders. There is no incentive to participate as these passionate fans feel honored to be a part of this exclusive club. It's this enthusiasm that helped fuel a recent major rule change within the sport. After fan sentiment within the community ran high for a new restart format where drivers raced side by side as opposed to single file, NASCAR picked up the comments and pushed the feedback to senior management, who initiated a new double-file restart rule - to overwhelming positive reviews. It's a great example on how vital NASCAR views the "Fan Council" as a channel for fans to voice their ideas and opinions. And something NASCAR President Mike Helton supported when referencing on national television, cementing the value of the "Fan Council" as a vital listening agent.