INTEGRATE West Virginia - Amanda Todorovich
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The document discusses how to build an effective content marketing strategy. It recommends defining a clear strategy, focusing on engaging users with unique health and wellness content on a daily basis. It also stresses the importance of understanding customers, creating valuable content, measuring and optimizing performance based on data analytics. The overall goal is to increase a healthcare organization's brand awareness and build relationships through strategic content marketing.
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The document discusses the transformation of integrated marketing communications (IMC) in the era of virtual and augmented reality. It provides a timeline of the evolution of VR and AR technologies from 1998 to present. It then discusses three pillars for creating immersive brand stories using these technologies: sense of presence, empathy, and content creation. The document concludes by announcing an upcoming course on augmented and virtual reality in IMC focusing on integrated branded content across various VR and AR platforms.
INTEGRATE West Virginia - Tony Dobies
WVU went from being afraid to embrace social media in 2011 to becoming leaders in higher education social media by 2016. They created a personality for their social media accounts, set goals, and celebrated successes. By focusing on video and creating social-first content, their video views increased to over 4 million in 2016. Their social media success was due to investing in the platform, taking risks with new strategies, and always innovating with the changing social media landscape.
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This document summarizes Joseph Jaffe's presentation on integrating brands with startups through a Z.E.R.O. marketing model. The presentation introduces Z.E.R.O. as an acronym for Zealots, Advocacy, and outlines how it can maximize returns while minimizing risks for brands by shifting from paid to owned media through partnerships with startups. It argues this can provide benefits like efficiency, competitive advantages, and accelerated innovation for brands, while providing startups with resources for growth.
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INTEGRATE Chicago - Andrés Ordóñez
The document provides advice for brand work and strategy in 3 sentences or less:
Focus on doing excellent work for the brand to establish its role beyond just sponsorship; don't get involved just to test ideas but instead aim to create an impact; and trust your intuition which knows things your conscious mind hasn't figured out yet, while also being open to trying new approaches.
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By Hugo Pérez, 4.6 billion pieces of content are produced on LinkedIn daily. Custom content that makes a human connection can make audiences feel more positive about a company according to Demand Metric in 2014. When telling a brand story to any audience on any platform, focusing on a brand's ethos including its history, people, unique offerings, and passions can help connect the story and drive knowledge, action, emotion, and recommendation.
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The document outlines five steps to better customer management: 1) understanding customers, 2) analyzing customer value, 3) segmenting customers, 4) managing the customer experience, and 5) acquiring new customers. It then provides examples and analysis for each step, including a case study analyzing four fictional customers (Wile E. Coyote, Bugs Bunny, Road Runner, and Taz) in terms of their value, segmentation, experience expectations, and which new customer to target. Implementing the five steps can help businesses better understand, retain, and acquire customers.
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Clarissa S. Beyah-Taylor provides guidance on career navigation including understanding your personal brand, evolving your career through tools like an executive portfolio, and using your network to advance. She emphasizes candid self-reflection to define your brand, developing a network map and suite of career tools like an elevator pitch and accomplishment summaries, and regularly updating your portfolio materials to differentiate yourself from others. The key is investing in yourself through understanding your strengths and value, showcasing your experiences and impacts, and proactively maintaining your personal narrative and network.
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This document summarizes the key lessons and tactics used in successfully transforming an organization through internal communications and execution. It discusses establishing transparency to drive accountability, leveraging mid-level managers' influence, and tips for driving execution whether or not one has direct authority. Precision in planning and execution was critical to the transformation process, which involved coordinating leader blogs, events, and newsletters to align the organization and increase employee engagement, resulting in $1 billion in additional revenue.
INTEGRATE 2016 - Mel Windley, Jeff Monfront & James Nice
The document summarizes McDonald's mission and vision statements, as well as provides information about how McDonald's franchise operations are structured. McDonald's mission is to be customers' favorite place to eat and drink by providing quality food, service, and value. Their vision is to be a modern and progressive burger company that delivers a contemporary customer experience. Franchise operations are organized through a global, national, regional, and local cooperative structure to align marketing efforts.
INTEGRATE 2016 - Laura Ingalls
This document discusses the author's career journey hopping between different marketing and communications jobs over 15 years. It outlines 3 stages of development as a job hopper, from initially being seen as "unemployable" to proving the critics wrong by finding purpose, happiness and a good income through frequent career changes. The author learned that intrinsic motivations like autonomy, mastery and purpose are most fulfilling. While purpose is important, happiness also requires balancing risks and rewards. The document provides tips for smoother job hopping, like maintaining a diverse portfolio of skills and making strategic career partnerships.
INTEGRATE 2016 - Kristi Hansen
The document discusses emerging virtual and augmented reality technologies and their potential for marketing. It notes that virtual reality is moving from high-end to more accessible mobile applications using 360-degree video. In the next 2-5 years, virtual reality experiences are expected to become more active through positional tracking, while augmented reality and mixed reality are poised to enable spatial mapping and holograms. The presentation raises questions for marketers around how to craft brand stories for these new immersive technologies and showcase marketing efforts using virtual and augmented reality.
INTEGRATE 2016 - Joe Cohen
This document discusses strategies for building and maintaining brand trust in today's transformed media environment. It recommends delivering an authentic brand narrative and being transparent in actions. It also stresses the importance of preparing for potential brand challenges by conducting vulnerability assessments, creating a crisis team and protocols, and monitoring vigilantly. When issues do arise, it advises responding quickly and honestly by admitting mistakes, explaining what happened, and how the brand will make it right and prevent recurrences.
INTEGRATE 2016 - Matthew Pye
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This document discusses building communities and word-of-mouth marketing. It talks about how communities are built on shared myths, stories, ideas and beliefs. Word-of-mouth is inspired when customers have authentic relationships with brands and feel empowered by the brands' products. Everyday consumers significantly influence others with their recommendations when they are passionate about certain brands or services. The document also discusses different types of conversations people have about brands and how brands build communities through shared experiences and user-generated content.
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- 4. health.clevelandclinic.org @amandatodo Multi-billion $ enterprise
- 5. health.clevelandclinic.org @amandatodo Goals brand awareness relationships +
- 8. health.clevelandclinic.org @amandatodo Content strategy Engage users in daily conversation using health, wellness and clinical content that is unique to Cleveland Clinic.
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