The document discusses how social media satisfies consumers' emotional need to feel heard and practical need to filter information. It provides tips for using social media successfully, including using it to support an existing marketing strategy, embracing experimentation, adopting an authentic voice, empowering influencers, and tapping into consumer insights. Marketers should view social media as a tactic to complement other efforts, not replace strategy.
This document summarizes the advantages and disadvantages of using social media versus paid search engine advertising. It notes that while social media is largely free and allows for more collaboration, search engines provide more control over placement and targeting. The document also discusses using social media for branding versus advertising and considers which approach may be better for different business types.
Delivering on the Promise: Five Ways to Drive Brand Effectiveness with Social...NM Incite
Building successful brands hinges on applying social media insights at every stage of the brand lifecycle. This white paper outlines 5 ways to effectively employ social media to drive positive brand equity and ultimately refine your strategy to create deeper, emotional engagement with your consumers.
The document discusses the evolution of marketing from Marketing 1.0 to Marketing 3.0. Marketing 1.0 was product-centric, while Marketing 2.0 became more consumer-centric. Now in Marketing 3.0, marketing must be value-centric and meet consumers' emotional and rational needs. It emphasizes engaging with consumers, building trust and credibility through authenticity, transparency, and responsiveness. Mass connectors and social media influencers are important to target. To succeed in Marketing 3.0, companies must adapt to this new collaborative environment and be sensitive to changes in consumer behavior.
An article I co-authored focusing on the value of real communications and conversations -- no matter which social platform or site emerges, companies must be honest and smart in how they communicate.
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 document discusses moving beyond viewing social media as just a marketing tool and instead embracing its potential for "social profitability" - using social networking technologies and behaviors to positively impact brand health and corporate profitability. It argues that CEOs should take control of social media strategies from marketing departments and leverage social networking across all business functions. While some brands are making good use of social media, even leaders are only using it in limited areas of the value chain. A cross-enterprise approach is needed to fully realize social media's profitability potential.
Accelerate Brand Publishing Social Media & Content Guide 2012Digital Chameleon
The document discusses content marketing and social media marketing. It explains that content marketing involves creating a core set of content and a central website, while social media helps distribute that content to various audiences. It provides tips for integrating content marketing and social media, such as atomizing content into different formats for each channel, listening to audiences, and measuring results. The goal is to maximize content by adapting it for different social media platforms and measuring engagement.
The document provides 10 best practices for social media marketing success. It discusses setting goals for social media use, portraying a consistent brand identity in a human voice, and being present on the social networks that customers are actively using. The key practices are to have a goal in mind, maintain a consistent brand portrayal, and engage customers where they are socially active online.
This document summarizes the advantages and disadvantages of using social media versus paid search engine advertising. It notes that while social media is largely free and allows for more collaboration, search engines provide more control over placement and targeting. The document also discusses using social media for branding versus advertising and considers which approach may be better for different business types.
Delivering on the Promise: Five Ways to Drive Brand Effectiveness with Social...NM Incite
Building successful brands hinges on applying social media insights at every stage of the brand lifecycle. This white paper outlines 5 ways to effectively employ social media to drive positive brand equity and ultimately refine your strategy to create deeper, emotional engagement with your consumers.
The document discusses the evolution of marketing from Marketing 1.0 to Marketing 3.0. Marketing 1.0 was product-centric, while Marketing 2.0 became more consumer-centric. Now in Marketing 3.0, marketing must be value-centric and meet consumers' emotional and rational needs. It emphasizes engaging with consumers, building trust and credibility through authenticity, transparency, and responsiveness. Mass connectors and social media influencers are important to target. To succeed in Marketing 3.0, companies must adapt to this new collaborative environment and be sensitive to changes in consumer behavior.
An article I co-authored focusing on the value of real communications and conversations -- no matter which social platform or site emerges, companies must be honest and smart in how they communicate.
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 document discusses moving beyond viewing social media as just a marketing tool and instead embracing its potential for "social profitability" - using social networking technologies and behaviors to positively impact brand health and corporate profitability. It argues that CEOs should take control of social media strategies from marketing departments and leverage social networking across all business functions. While some brands are making good use of social media, even leaders are only using it in limited areas of the value chain. A cross-enterprise approach is needed to fully realize social media's profitability potential.
Accelerate Brand Publishing Social Media & Content Guide 2012Digital Chameleon
The document discusses content marketing and social media marketing. It explains that content marketing involves creating a core set of content and a central website, while social media helps distribute that content to various audiences. It provides tips for integrating content marketing and social media, such as atomizing content into different formats for each channel, listening to audiences, and measuring results. The goal is to maximize content by adapting it for different social media platforms and measuring engagement.
The document provides 10 best practices for social media marketing success. It discusses setting goals for social media use, portraying a consistent brand identity in a human voice, and being present on the social networks that customers are actively using. The key practices are to have a goal in mind, maintain a consistent brand portrayal, and engage customers where they are socially active online.
The document discusses how brands need to activate the market by focusing on creating value for people in their everyday lives through social media. It argues that the traditional model of pushing mass marketing messages a few times a year is ineffective, and that brands now need to continuously engage people through social objects that people want to share with their networks. It advocates focusing on empowering people and building trust through 365 solutions that enhance social experiences.
- Social networks facilitate word of mouth storytelling as users share updates and experiences with their connections on the network.
- Stories that are shared provide value to other users by informing them or entertaining them. Compelling stories are more likely to be shared further.
- The act of sharing stories helps build relationships and a sense of community between users. It allows people to learn about each other through the experiences they choose to share.
- Brands and companies can participate in word of mouth storytelling by creating engaging content and experiences for users to share with their networks. However, stories should seem authentic and not overt
WNS provides social media customer service solutions to help companies address customer queries and complaints on social media platforms. The document discusses how customer service has evolved from primarily phone calls and letters to include various online channels like email, chat, and social media. It notes that many customers now first access companies through their websites or social media instead of calling. The document then provides recommendations for how companies can begin using social media for customer service, including monitoring conversations to understand customer needs, setting up social media customer service workflows, and continuously improving the process over time based on analytics.
In this ebook, Eric Paquette and Kevin Clancy deliver a first-hand account about how marketers have built a superior base of knowledge about their Brand Advocates to create a true competitive advantage.
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.
Social Media Whitepaper Web Supplier 11 09Mark Moreno
The document defines the social media opportunity for foodservice suppliers. It notes that while social media is a clear opportunity for consumer-facing businesses, the opportunity is more refined for suppliers and must be focused on specific audiences like chefs or independent restaurant owners. It discusses how suppliers can use social media to gain consumer insights and target communications to specific business-to-business groups. The document also provides guidance on empowering employees in social media while establishing clear guidelines.
Viral marketing refers to marketing techniques that use social networks to produce increases in brand awareness or sales through self-replicating viral processes like viruses. One example is Hotmail appending ads to outgoing emails from users. For a message to spread virally, it must appeal to individuals with high social networking potential who will present and spread it to others quickly. The environment is also crucial, as small changes can lead to huge results. Viral marketing may take various forms like videos, games, images or text messages. The goal is to create viral messages that high social individuals will spread to their networks.
The document provides an overview of the book "The Story of Brand Anarchy" which discusses how brands must adapt to changing media landscapes and the rise of social media. It notes that brands have lost some control over their reputations as audiences now participate more in storytelling. The book advocates for more two-way and participatory communication where brands engage with audiences through owned media and conversations. It also highlights new skills needed for modern public relations professionals, such as understanding social networks, developing online communities, and using new metrics to measure impact.
This document provides guidance on combining email marketing and social media marketing (SMM). It discusses:
1) What social media is and how it has changed marketing by enabling two-way conversations.
2) The core tenets of SMM that email marketers should follow, such as focusing on consumer needs and developing trust through listening and engagement.
3) Why SMM is critical to a company's marketing by supporting brand building, customer acquisition, retention, and product launches. It can exponentially increase email reach and relevance.
4) Steps for getting started, including determining objectives, finding target audiences, and allocating appropriate resources like staff and time commitments.
XDemographics: Facebook skews
1. Twitter - A microblogging platform for sharing short updates. slightly female and young, but is growing
2. Facebook - A large social network for connecting with friends in all demographics.
and brands. It has over 500 million active users. XEngagement: Users spend over 700
3. YouTube - The leading video sharing site where users can billion minutes per month on Facebook.
watch, share, and comment on videos. XApplications: The Facebook Platform
4. Foursquare - A location
Estudo desenvolvido pela Awareness falando sobre ROmI (Retorno de investimento de Mídias Sociais) e ROMO (Retorno de objetivos de Marketing Social). Com Funil Social, Social CRM e outras métricas e estratégias interessantes para quem quer começar um trabalho de performance em mídias sociais.
It's the end of 2010, and a majority of companies have ventured into social media as a publishing channel. Yet many aren't seeing the results they'd hoped for. That's because of the approach.
This whitepaper explores the concept of Engagement, Influence and Activation as end goals to corporate social media, not as a publishing channel but as a way to better connect, share and interact with your markets.
The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
[Revised]the combination of social media and marketingKaly Nguyen
The document discusses the combination of social media and marketing. It provides definitions of marketing that focus on customer value and satisfaction. It distinguishes marketing, selling, and advertising and notes they are components of marketing. It also discusses traditional versus modern marketing and the role of digital technologies. Social media examples include Facebook, Twitter, blogs, YouTube, and LinkedIn. The combination of social media and marketing provides benefits like reaching people at low cost and with flexibility. Marketers can use social media throughout the process and on various sites to connect with target audiences.
Social media is now seen as a fundamental part of brand building, but it is not sufficient on its own. Brand building strategy and social strategy must be intertwined. There are three strategic roles social media can play to help build brands: 1) build relationships to become more trusted, 2) differentiate through emotional connections to become more remarkable, and 3) nurture loyal fans to become more essential. However, social efforts still require the scale and consistency of paid and owned media to fully build a brand.
The document discusses water sources and infrastructure in Laguna Niguel, California. It notes that water comes from local groundwater basins and the Colorado River via aqueduct. It identifies issues like erosion of dams, trash in water sources, and sewer lines near creeks that could contaminate water. It also shows photos of water treatment plants, storage lakes, and storm drainage systems, highlighting the complex water collection and distribution system.
Symptoms of a Billing and Payments ProblemMSCbcwagner
This document discusses the symptoms that indicate a company may have problems with its billing and payment processes. It identifies four main symptoms: 1) average interchange fees of 2.5% or higher, 2) inability to identify or quantify best customers, 3) lack of central management of most important accounts, and 4) little control over customers' sales experiences. Implementing a strategic billing and payments solution can help address these problems by decreasing fees, standardizing processes, personalizing the customer experience, and driving new revenue.
A survey of professional truck drivers determines the key factors driving loyalty to carriers. Drivers were asked to rate the importance of specific employee benefits in their decision to stay with or leave a trucking company. This paper outlines the results of the survey and provides suggestions on how to sustain a culture of driver appreciation throughout fleet operations.
The document discusses how brands need to activate the market by focusing on creating value for people in their everyday lives through social media. It argues that the traditional model of pushing mass marketing messages a few times a year is ineffective, and that brands now need to continuously engage people through social objects that people want to share with their networks. It advocates focusing on empowering people and building trust through 365 solutions that enhance social experiences.
- Social networks facilitate word of mouth storytelling as users share updates and experiences with their connections on the network.
- Stories that are shared provide value to other users by informing them or entertaining them. Compelling stories are more likely to be shared further.
- The act of sharing stories helps build relationships and a sense of community between users. It allows people to learn about each other through the experiences they choose to share.
- Brands and companies can participate in word of mouth storytelling by creating engaging content and experiences for users to share with their networks. However, stories should seem authentic and not overt
WNS provides social media customer service solutions to help companies address customer queries and complaints on social media platforms. The document discusses how customer service has evolved from primarily phone calls and letters to include various online channels like email, chat, and social media. It notes that many customers now first access companies through their websites or social media instead of calling. The document then provides recommendations for how companies can begin using social media for customer service, including monitoring conversations to understand customer needs, setting up social media customer service workflows, and continuously improving the process over time based on analytics.
In this ebook, Eric Paquette and Kevin Clancy deliver a first-hand account about how marketers have built a superior base of knowledge about their Brand Advocates to create a true competitive advantage.
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.
Social Media Whitepaper Web Supplier 11 09Mark Moreno
The document defines the social media opportunity for foodservice suppliers. It notes that while social media is a clear opportunity for consumer-facing businesses, the opportunity is more refined for suppliers and must be focused on specific audiences like chefs or independent restaurant owners. It discusses how suppliers can use social media to gain consumer insights and target communications to specific business-to-business groups. The document also provides guidance on empowering employees in social media while establishing clear guidelines.
Viral marketing refers to marketing techniques that use social networks to produce increases in brand awareness or sales through self-replicating viral processes like viruses. One example is Hotmail appending ads to outgoing emails from users. For a message to spread virally, it must appeal to individuals with high social networking potential who will present and spread it to others quickly. The environment is also crucial, as small changes can lead to huge results. Viral marketing may take various forms like videos, games, images or text messages. The goal is to create viral messages that high social individuals will spread to their networks.
The document provides an overview of the book "The Story of Brand Anarchy" which discusses how brands must adapt to changing media landscapes and the rise of social media. It notes that brands have lost some control over their reputations as audiences now participate more in storytelling. The book advocates for more two-way and participatory communication where brands engage with audiences through owned media and conversations. It also highlights new skills needed for modern public relations professionals, such as understanding social networks, developing online communities, and using new metrics to measure impact.
This document provides guidance on combining email marketing and social media marketing (SMM). It discusses:
1) What social media is and how it has changed marketing by enabling two-way conversations.
2) The core tenets of SMM that email marketers should follow, such as focusing on consumer needs and developing trust through listening and engagement.
3) Why SMM is critical to a company's marketing by supporting brand building, customer acquisition, retention, and product launches. It can exponentially increase email reach and relevance.
4) Steps for getting started, including determining objectives, finding target audiences, and allocating appropriate resources like staff and time commitments.
XDemographics: Facebook skews
1. Twitter - A microblogging platform for sharing short updates. slightly female and young, but is growing
2. Facebook - A large social network for connecting with friends in all demographics.
and brands. It has over 500 million active users. XEngagement: Users spend over 700
3. YouTube - The leading video sharing site where users can billion minutes per month on Facebook.
watch, share, and comment on videos. XApplications: The Facebook Platform
4. Foursquare - A location
Estudo desenvolvido pela Awareness falando sobre ROmI (Retorno de investimento de Mídias Sociais) e ROMO (Retorno de objetivos de Marketing Social). Com Funil Social, Social CRM e outras métricas e estratégias interessantes para quem quer começar um trabalho de performance em mídias sociais.
It's the end of 2010, and a majority of companies have ventured into social media as a publishing channel. Yet many aren't seeing the results they'd hoped for. That's because of the approach.
This whitepaper explores the concept of Engagement, Influence and Activation as end goals to corporate social media, not as a publishing channel but as a way to better connect, share and interact with your markets.
The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
[Revised]the combination of social media and marketingKaly Nguyen
The document discusses the combination of social media and marketing. It provides definitions of marketing that focus on customer value and satisfaction. It distinguishes marketing, selling, and advertising and notes they are components of marketing. It also discusses traditional versus modern marketing and the role of digital technologies. Social media examples include Facebook, Twitter, blogs, YouTube, and LinkedIn. The combination of social media and marketing provides benefits like reaching people at low cost and with flexibility. Marketers can use social media throughout the process and on various sites to connect with target audiences.
Social media is now seen as a fundamental part of brand building, but it is not sufficient on its own. Brand building strategy and social strategy must be intertwined. There are three strategic roles social media can play to help build brands: 1) build relationships to become more trusted, 2) differentiate through emotional connections to become more remarkable, and 3) nurture loyal fans to become more essential. However, social efforts still require the scale and consistency of paid and owned media to fully build a brand.
The document discusses water sources and infrastructure in Laguna Niguel, California. It notes that water comes from local groundwater basins and the Colorado River via aqueduct. It identifies issues like erosion of dams, trash in water sources, and sewer lines near creeks that could contaminate water. It also shows photos of water treatment plants, storage lakes, and storm drainage systems, highlighting the complex water collection and distribution system.
Symptoms of a Billing and Payments ProblemMSCbcwagner
This document discusses the symptoms that indicate a company may have problems with its billing and payment processes. It identifies four main symptoms: 1) average interchange fees of 2.5% or higher, 2) inability to identify or quantify best customers, 3) lack of central management of most important accounts, and 4) little control over customers' sales experiences. Implementing a strategic billing and payments solution can help address these problems by decreasing fees, standardizing processes, personalizing the customer experience, and driving new revenue.
A survey of professional truck drivers determines the key factors driving loyalty to carriers. Drivers were asked to rate the importance of specific employee benefits in their decision to stay with or leave a trucking company. This paper outlines the results of the survey and provides suggestions on how to sustain a culture of driver appreciation throughout fleet operations.
While the Golden Rule cautions us to treat others as we'd have them treat us, successful marketing requires a slightly different tack: we must put ourselves in the shoes of our target customers and treat them according to their wishes, not ours. In this white paper, we explore successes and failures in empathy, including the all-too-common blind spot of next-bench syndrome.
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
The marketplace has switched from providing dumb products to smart ones, which have a built-in intelligence allowing them to respond and change according to the customer\'s usage. In this white paper, we analyze this new paradigm and provide examples and key steps to providing smarter products.
The document discusses how businesses must evolve their marketing strategies in response to changes in consumer behavior caused by the recent recession. It notes that consumers are now more frugal, saving more and controlling credit use. Marketers must ensure they have the "right to win" by delivering good value, being empathetic to consumers' new financial realities, and communicating transparently. The strategies discussed include over-delivering on promises, lowering prices if needed, diversifying product offerings, and using social media to better understand customers.
The document provides information on FHA loan guidelines including eligibility requirements, purchase limits, credit requirements, and other program details. Key points include:
- Anyone with a social security number who will occupy the home as their primary residence can qualify for an FHA loan.
- Borrowers can finance up to 97.75% of the purchase price with a minimum down payment of 3.5% and debt-to-income ratios not exceeding 31% and 43%.
- Credit requirements are flexible, requiring three credit references from the last 12 months and a minimum credit score of 600.
In the wake of Steve Jobs\' death, many leaders look to his legacy for inspiration. In particular, he was known for eschewing market research. While it may be appealing to use this uniquely talented individual as justification to skip this step, bear in mind that consumer insight is vital to successful marketing and product development, regardless of how it is gathered. In this white paper, we discuss common misperceptions about market research, how it can be used successfully, and a variety of methods for gathering insights from customers.
This document provides guidance for writing a book report, including elements to include and tasks to complete. It discusses including an attractive cover with the title and author, identifying the literary element of theme by analyzing the plot, subject, and protagonist's insights or lessons learned. It also involves identifying one of several common themes in literature and creating a collage commenting on the main theme. Other tasks include writing a synopsis using provided prompts, answering interview questions in character, and imagining what clothes, media, and events the protagonist would engage with today.
The New Year In Commercial Cleaning Business TechnologyAndrea Vermurlen
Technology continues to evolve at a breakneck pace. Software and systems developers and partners are doing more to specifically address the commercial cleaning, janitorial services, and building service contractor (BSC) industry.
With over 100,000 companies delivering cleaning and janitorial services across the US, these executives are asking….What’s new? What’s coming? Are there advancements that could significantly impact my business? For 2017, we have gathered predictions from 5 experts in business technology – representing accounting/business systems, workorder solutions, time tracking, payroll and consulting.
What kind of impact will technology have on your company this year? See what our experts have to say about the 2017 editions of software solutions that help commercial cleaning companies grow their business.
This document provides an introduction to polymer science, including definitions of key terms like polymer, monomer, oligomer, and degree of polymerization. It discusses various classifications of polymers such as by origin, monomer composition (homopolymer, copolymer), chain structure, configuration, and thermal behavior. Mechanisms of polymerization including step-growth and chain-growth are introduced. Physical properties of polymers related to their structure like crystallinity, glass transition temperature, and elastomers are also covered.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this new environment.
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
The document discusses how brands must evolve into media platforms and adopt an always-on marketing approach to succeed in today's connected world. It emphasizes that brands need to focus on listening to audiences, creating engaging content, and continuously measuring their performance. The document provides a framework called "The Connected Marketing Playbook" that guides brands through essential activities like creating a customer listening program to understand audiences and engaging audiences through content and community.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Alisa Leonard
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this environment.
Why the Brand Idea Still Matters in the Age of Social Mediajcsmyers
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
The driver for this is, of course, social media. In every sector of society where individuals and organizations interact, social media has emerged as a disruptive force. While the benefits of social media to marketers are many – opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data – the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms and amid a cacophony of consumer and competitor voices.
How can marketers take advantage of all that social media offers while protecting the integrity of the central brand idea? Is it even realistic that one idea can support conversations with millions of consumers across hundreds of platforms in multiple formats? The answer is an unequivocal yes. Given the demands of the today’s media landscape, it’s never been more important for all marketing efforts to be unified under a powerful brand idea.
Social media allows for the democratization of information and the formation of relationships. It transforms consumers from passive readers into active publishers. Companies must understand social media's key aspects like being user-generated and highly accessible in order to successfully leverage social media for marketing. Building relationships and sharing content are essential to social media engagement.
The document outlines 8 provocations about the future of marketing and social brands:
1. Social equity will drive brand value as brands focus on inspiring favorable conversations.
2. Communities will have more value than platforms as people's choices are driven by social benefits not technology.
3. All marketing must add value through meaningful engagements instead of interruptions.
4. Mobile devices are already the most important technology and strategies must focus on mobile.
5. Brands will use recurring themes or "leitmotifs" instead of singular big ideas to tell their story over time.
6. Brands will practice active listening on social media to gain insights instead of just tracking mentions.
7. Experiences
Impact of social media on marketing caleb.pptxFaithfulness4
The document discusses the impact of social media on marketing. It begins by stating that social media has profoundly impacted modern business strategies and transformed traditional marketing paradigms. Social media platforms allow businesses to engage with target audiences in dynamic ways. The document then discusses how social media has empowered consumers to voice opinions and actively participate in shaping brands. It outlines some of the aims and purposes of analyzing social media's impact on marketing, such as understanding which social platforms are most popular and how branding awareness has changed. The document also provides examples of how some companies have successfully utilized social media to increase engagement. It concludes by stating that social media, when used strategically, can significantly enhance brands' visibility and customer relationships.
The document discusses the rise of social media advertising and its benefits for brands. It notes that social media allows for user-generated content and targeted ads [SENTENCE 1]. Some key advantages include increased brand recognition, opportunities to convert users, and improved brand loyalty [SENTENCE 2]. The future of social media marketing looks promising as participation by B2B marketers is growing and social media is becoming an important factor in organic search success [SENTENCE 3].
The document discusses the importance of creating value for audiences on social media through engagement rather than just growing follower counts. It recommends first understanding what audiences want and listening to existing customers to tailor social media activity accordingly. The ultimate goal is to increase awareness, engagement, and sales through approaches like quality content, conversations, and connections rather than one-way broadcasting.
Companies, by contrast, have lagged behind their customers, but they are learning that embracing this platform is not optional. Whether you are a global
FMCG, an automobile manufacturer, financial services company or a B2B technology leader, no one can afford to hesitate. At the same time, tactical,
unconnected experiments will not vault the brand forward. Integrating social media into the marketing and communications functions implies a deep
transformation not just of marketing but customer service, product development, and even the way the enterprise benchmarks success.
The social media age holds immense potential to make or break anyone’s reputation. Likes, shares, and retweets are more than just numbers in this world as opposed to some ill-informed opinions about the industry. Every brand, be it big or small is jumping onto social media platforms to promote its products and services, and rightfully so.
Did you know that over 4.66 billion people worldwide are active Internet users, with a staggering 4.20 billion active on social media? That’s more than half of the global population scrolling, swiping, and tapping away on platforms like Facebook, Instagram, Twitter, and LinkedIn. This massive user base presents an unpr
Social media has become a major business platform that allows direct interaction with customers. Many companies are actively using social media for marketing purposes across different industries. Some notable successes include Dell generating $6 million in online sales from Twitter and Starbucks receiving over 50,000 customer support inquiries via social media. A survey found that 59% of marketers plan to increase their social media budgets and see it as a top marketing initiative, especially for B2C companies. Social media marketing is proving effective, with 68% of companies acquiring customers through their social media channels.
Social media and its applications in marketingAndrey Markin
This document discusses social media and its applications in marketing. It defines social media as media for social interaction using web-based technologies. Social media has transformed the purchase funnel by making post-purchase conversations more impactful earlier in the process. The document outlines several functions of social media marketing including brand monitoring, customer relationship management, crowdsourcing, customer support, and promotion. It concludes that companies should incorporate social media marketing into their overall marketing strategy in order to stay competitive.
Social media requires a clear strategy to achieve business goals. Success requires defining goals upfront, like audience size and engagement levels. Without strategy, social media risks becoming an untended forum for complaints. Ryanair is an example, with 80,000 Facebook fans mostly using it to complain. Strategies must consider goals and key performance indicators to gauge success over time.
Social media has become an effective brand building strategy because brands are now defined by what customers and influencers say about them on social media platforms, not just what companies say themselves. Companies need a social media strategy to participate in online conversations about their brand and cultivate positive interactions. While social media offers opportunities to connect with customers, it also presents challenges in measuring success and managing negative commentary that must be addressed through a well-planned social media strategy.
This document provides an introduction and overview of social listening. It discusses how social listening has evolved from a privacy concern to an adopted practice by half of large enterprises. It outlines various uses of social listening like reputation management, crisis management, customer service, and marketing. While opportunities exist, the document also discusses challenges such as having a clear objective, the right expertise, generating actionable insights, integrating data sources, and disseminating insights to relevant teams. It predicts continued growth and adoption of social listening tools and strategies.
Social media use and online word of mouth are growing rapidly around the world. Consumers increasingly value the opinions of peers online over traditional advertising and media sources when making purchase decisions. This represents a major shift that requires brands to focus on facilitating positive word of mouth through social media rather than top-down messaging alone. Effective social media strategies must account for this global trend of empowered online consumers and find ways to encourage advocates and enthusiasts to share endorsements in order to influence peer conversations online.
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