This document discusses how brands can leverage digital marketing tactics to manage reputation crises on social media. It notes that while brands used to control their own narratives, people now freely share opinions online. During a crisis, brands must listen to online conversations, create shareable content that tells the right story, and engage relevant influencers to shape perception. The document provides examples of brands that have faced social media backlash and recommends adapting a digital engagement model used in marketing to address issues.
Flipping from-exposure-to-engagement research-studiesJérémy Jeremy
The document discusses the shift from traditional exposure-based marketing to an engagement-focused model. Historically, brands aimed to reach large audiences and winnow them down, but new media now allows brands to engage audiences and get real-time feedback. By prioritizing engagement with those most likely to care, brands can generate insights and mobilize advocates to improve their overall marketing strategy. The engagement model focuses on sustainable customer relationships and experience rather than just exposure.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
This document discusses how businesses can leverage social media in various ways beyond just branding and marketing. It outlines 8 potential uses of social media:
1. Using social media for public relations by directly communicating with millions of consumers.
2. Leveraging social media for customer support by enabling customer communities to support each other at low cost.
3. Tapping into social media for market research by gaining insights from discussions among tens of millions of consumers.
4. Employing social media for promotions by creating viral campaigns that grow a brand's audience and drive sales.
5. Leveraging social media for new product development by tapping the collective wisdom of online communities.
Lucidity london how your business could use social media (2014)Guy Steele-Perkins
This document provides an overview of how businesses can leverage social media. It discusses 10 key areas where social media can impact a business: public relations, customer support, market research, brand marketing, promotions, consumer education, sales, product development, customer relationship management, and opportunities that have yet to be discovered. It then provides a 4-step process for developing an effective social media strategy: plan, build, promote, and measure. The planning process involves evaluating business objectives, assets, customers, and brand positioning. The building process involves creating custom social media pages, applications and promotions. The promotion process involves creating compelling content and campaigns. The measurement process involves real-time reporting and analysis to understand the impact on the brand.
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.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
The document discusses how to calculate ROI for social media marketing by measuring metrics that are meaningful to business executives. It recommends speaking the language of sales, revenue, and costs. It also suggests aligning social media goals with the traditional sales funnel by viewing social media as adding three levels: exposure, influence, and engagement. The document provides specific metrics to measure at each level of the funnel depending on the marketer's goals of brand awareness, lead generation, or customer retention.
Flipping from-exposure-to-engagement research-studiesJérémy Jeremy
The document discusses the shift from traditional exposure-based marketing to an engagement-focused model. Historically, brands aimed to reach large audiences and winnow them down, but new media now allows brands to engage audiences and get real-time feedback. By prioritizing engagement with those most likely to care, brands can generate insights and mobilize advocates to improve their overall marketing strategy. The engagement model focuses on sustainable customer relationships and experience rather than just exposure.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
This document discusses how businesses can leverage social media in various ways beyond just branding and marketing. It outlines 8 potential uses of social media:
1. Using social media for public relations by directly communicating with millions of consumers.
2. Leveraging social media for customer support by enabling customer communities to support each other at low cost.
3. Tapping into social media for market research by gaining insights from discussions among tens of millions of consumers.
4. Employing social media for promotions by creating viral campaigns that grow a brand's audience and drive sales.
5. Leveraging social media for new product development by tapping the collective wisdom of online communities.
Lucidity london how your business could use social media (2014)Guy Steele-Perkins
This document provides an overview of how businesses can leverage social media. It discusses 10 key areas where social media can impact a business: public relations, customer support, market research, brand marketing, promotions, consumer education, sales, product development, customer relationship management, and opportunities that have yet to be discovered. It then provides a 4-step process for developing an effective social media strategy: plan, build, promote, and measure. The planning process involves evaluating business objectives, assets, customers, and brand positioning. The building process involves creating custom social media pages, applications and promotions. The promotion process involves creating compelling content and campaigns. The measurement process involves real-time reporting and analysis to understand the impact on the brand.
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.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
The document discusses how to calculate ROI for social media marketing by measuring metrics that are meaningful to business executives. It recommends speaking the language of sales, revenue, and costs. It also suggests aligning social media goals with the traditional sales funnel by viewing social media as adding three levels: exposure, influence, and engagement. The document provides specific metrics to measure at each level of the funnel depending on the marketer's goals of brand awareness, lead generation, or customer retention.
Welcome to The Beginner's Guide to Social Media! Whether you're new to social media or just looking to close a few
knowledge gaps, we're glad you stopped by. By now, we've all heard how valuable—even essential—social media can be.
Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that social
media is a far more complex field than it first seems. Diving in without a sense for what it's like can be overwhelming, and
building a network that provides real value takes both savvy and hard work, but fear not—we're here to help! We hope you'll
find this to be one of the most comprehensive social media resources available, and that no matter what your skill level is,
there's plenty in here to help you improve your social presence. What are we waiting for? Let's dive in!
This document provides an introduction to social media and its value for businesses. It discusses how social media allows businesses to build and engage communities, move customers from liking to loving and defending a brand, and provides value beyond just marketing. Social media can help with content creation, customer service, product development, and other areas by providing a way to gain feedback and insights from customers. The document recommends businesses integrate social media into their overall marketing strategy in order to fully leverage its benefits.
Marketing Communications: How To Market Your BrandVOLT LAB
This document discusses marketing communications and how brands can build better relationships. It defines marketing communications as messages used to promote a company's products and services. Traditionally, marketing focused on printed materials, but now uses strategic branding and messaging to ensure consistency. The document also discusses how communication occurs through a sender-receiver process and how social media, email, and in-product communications are important digital marketing channels. It emphasizes that successful marketing now requires focusing on human interactions and relationships rather than just transactions in order to connect with customers in a meaningful way.
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
Introducing Dr. Michael Wu’s The Science of Social 2 an in depth overview into how social media has revolutionized customer communication, the customer journey, and customer relationship management (CRM). As Lithium Technology’s Chief Scientist, Dr. Wu with his extensive knowledge has created a solution for our communication strategy by motivating customers and managing customer relationships for the long run. In this modern era where consumers demand convenience and quality, traditional business methods will no longer cut it. Dr. Wu along with Geoffrey Moore and his Four Gears, The Science of Social 2 presents a solution to help your business adapt and survive in this changing climate. To ensure a lasting competitive advantage, four gears are needed for success: acquisition, engagement, enlistment, and monetization.
JWT INSIDE at #SouthWiRED14 – Finding the Balance Between Paid, Earned and Ow...JWTINSIDE
The document discusses the differences between paid, owned, and earned media for recruitment marketing. Paid media involves advertising to increase brand reach, owned media refers to employer-controlled channels like websites and social profiles, and earned media involves voluntary actions from others that help awareness. It recommends developing an integrated strategy balancing these media types while focusing on authentic brand messaging and positive candidate experiences to attract top talent. Social media is a particularly important channel for candidates to research potential employers.
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.
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
This document discusses the power of electronic word-of-mouth (e-WOM) on social media and how it has changed marketing. Social media have captured consumers' attention and traditional advertising messages may not be as effective. While advertising has high reach, e-WOM has more credibility since it comes from people consumers know. Both advertising and e-WOM are important for brands but must be used together and reinforce each other. Companies need to listen to social media, set goals for their presence, choose appropriate platforms to engage consumers, and measure the results of their social media marketing.
The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
Social media has become an important tool for advertising and marketing. It allows companies to directly engage with customers and influence them through social proof and electronic word of mouth recommendations. Key aspects of social media strategy discussed in the document include awareness, engagement, branding, integrated marketing communications, and measuring return on investment and cost of ignoring social media. Both successes and failures of real-time social media campaigns are reviewed to provide lessons for effective social marketing.
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
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.
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
Onramp Your Brand to Social MediaA_09_02_09Billy Franchey
This document provides a playbook for corporate marketers to succeed on social media. It introduces the SNAP framework - Seed, Nurture, Authenticate, Personalize. SNAP is not step-by-step, but each element must work simultaneously and feed each other. It starts by planting seeds for a trusted brand among an audience. The audience is then nurtured and cultivated in their online environment to spread the message virally. The message must be authenticated by communicating authentically in the audience's language. Personalizing the experience ensures the right message reaches the right person. Social media is in the business-to-consumer-plus-consumer-to-consumer space, allowing campaigns to thrive naturally and virally.
This document discusses social media marketing and provides examples. It begins with introducing the document team members and agenda. The introduction section defines social media marketing and discusses why companies use social media marketing. It also outlines the benefits and types of social media marketing. Later sections discuss social media activities, the impact of social media on marketing, and ways to build brand trust through social media. A case study on Ford's successful "Fiesta Movement" social media campaign is also provided. The document concludes with references.
MAdTech : qu'est-ce que ça change ? - White PaperIpsos France
Technology is fundamentally reshaping the advertising and media landscapes. Media, advertising, and technology now intersect, altering how consumers engage with content. This intersection, known as MAdTech, means brands must adapt to meet the demands of empowered consumers. While data is abundant, actionable insights remain scarce. Ultimately, understanding human behavior and decision-making is key to success in this changing environment.
Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
The document discusses how social media has changed marketing and consumer behavior. It notes that consumers no longer passively listen to advertising but are actively creating and selecting the information they consume. It emphasizes that companies must participate in online conversations to understand and engage customers on their terms. It provides best practices for social media marketing, including listening to customers, finding brand champions, and making engagement part of company culture.
This is a draft document to try and explain the concept of Social CRM, it's benefits and how it fits into the overall marketing discipline.
This is still a work in process so please feel free to contact me with suggestions!
Welcome to The Beginner's Guide to Social Media! Whether you're new to social media or just looking to close a few
knowledge gaps, we're glad you stopped by. By now, we've all heard how valuable—even essential—social media can be.
Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that social
media is a far more complex field than it first seems. Diving in without a sense for what it's like can be overwhelming, and
building a network that provides real value takes both savvy and hard work, but fear not—we're here to help! We hope you'll
find this to be one of the most comprehensive social media resources available, and that no matter what your skill level is,
there's plenty in here to help you improve your social presence. What are we waiting for? Let's dive in!
This document provides an introduction to social media and its value for businesses. It discusses how social media allows businesses to build and engage communities, move customers from liking to loving and defending a brand, and provides value beyond just marketing. Social media can help with content creation, customer service, product development, and other areas by providing a way to gain feedback and insights from customers. The document recommends businesses integrate social media into their overall marketing strategy in order to fully leverage its benefits.
Marketing Communications: How To Market Your BrandVOLT LAB
This document discusses marketing communications and how brands can build better relationships. It defines marketing communications as messages used to promote a company's products and services. Traditionally, marketing focused on printed materials, but now uses strategic branding and messaging to ensure consistency. The document also discusses how communication occurs through a sender-receiver process and how social media, email, and in-product communications are important digital marketing channels. It emphasizes that successful marketing now requires focusing on human interactions and relationships rather than just transactions in order to connect with customers in a meaningful way.
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
Introducing Dr. Michael Wu’s The Science of Social 2 an in depth overview into how social media has revolutionized customer communication, the customer journey, and customer relationship management (CRM). As Lithium Technology’s Chief Scientist, Dr. Wu with his extensive knowledge has created a solution for our communication strategy by motivating customers and managing customer relationships for the long run. In this modern era where consumers demand convenience and quality, traditional business methods will no longer cut it. Dr. Wu along with Geoffrey Moore and his Four Gears, The Science of Social 2 presents a solution to help your business adapt and survive in this changing climate. To ensure a lasting competitive advantage, four gears are needed for success: acquisition, engagement, enlistment, and monetization.
JWT INSIDE at #SouthWiRED14 – Finding the Balance Between Paid, Earned and Ow...JWTINSIDE
The document discusses the differences between paid, owned, and earned media for recruitment marketing. Paid media involves advertising to increase brand reach, owned media refers to employer-controlled channels like websites and social profiles, and earned media involves voluntary actions from others that help awareness. It recommends developing an integrated strategy balancing these media types while focusing on authentic brand messaging and positive candidate experiences to attract top talent. Social media is a particularly important channel for candidates to research potential employers.
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.
The Power of e-Word of Mouth. Adding Social Media to the Marketing Mix Fernando Barrenechea
This document discusses the power of electronic word-of-mouth (e-WOM) on social media and how it has changed marketing. Social media have captured consumers' attention and traditional advertising messages may not be as effective. While advertising has high reach, e-WOM has more credibility since it comes from people consumers know. Both advertising and e-WOM are important for brands but must be used together and reinforce each other. Companies need to listen to social media, set goals for their presence, choose appropriate platforms to engage consumers, and measure the results of their social media marketing.
The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
Social media has become an important tool for advertising and marketing. It allows companies to directly engage with customers and influence them through social proof and electronic word of mouth recommendations. Key aspects of social media strategy discussed in the document include awareness, engagement, branding, integrated marketing communications, and measuring return on investment and cost of ignoring social media. Both successes and failures of real-time social media campaigns are reviewed to provide lessons for effective social marketing.
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
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.
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
Onramp Your Brand to Social MediaA_09_02_09Billy Franchey
This document provides a playbook for corporate marketers to succeed on social media. It introduces the SNAP framework - Seed, Nurture, Authenticate, Personalize. SNAP is not step-by-step, but each element must work simultaneously and feed each other. It starts by planting seeds for a trusted brand among an audience. The audience is then nurtured and cultivated in their online environment to spread the message virally. The message must be authenticated by communicating authentically in the audience's language. Personalizing the experience ensures the right message reaches the right person. Social media is in the business-to-consumer-plus-consumer-to-consumer space, allowing campaigns to thrive naturally and virally.
This document discusses social media marketing and provides examples. It begins with introducing the document team members and agenda. The introduction section defines social media marketing and discusses why companies use social media marketing. It also outlines the benefits and types of social media marketing. Later sections discuss social media activities, the impact of social media on marketing, and ways to build brand trust through social media. A case study on Ford's successful "Fiesta Movement" social media campaign is also provided. The document concludes with references.
MAdTech : qu'est-ce que ça change ? - White PaperIpsos France
Technology is fundamentally reshaping the advertising and media landscapes. Media, advertising, and technology now intersect, altering how consumers engage with content. This intersection, known as MAdTech, means brands must adapt to meet the demands of empowered consumers. While data is abundant, actionable insights remain scarce. Ultimately, understanding human behavior and decision-making is key to success in this changing environment.
Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
The document discusses how social media has changed marketing and consumer behavior. It notes that consumers no longer passively listen to advertising but are actively creating and selecting the information they consume. It emphasizes that companies must participate in online conversations to understand and engage customers on their terms. It provides best practices for social media marketing, including listening to customers, finding brand champions, and making engagement part of company culture.
This is a draft document to try and explain the concept of Social CRM, it's benefits and how it fits into the overall marketing discipline.
This is still a work in process so please feel free to contact me with suggestions!
This document discusses branding and the branding process. It defines branding as the complete experience between a product/company and its consumers. When done effectively, branding builds loyalty and community. The branding process is a collaboration between agencies and clients and incorporates various communication, design, and marketing disciplines. It involves five key steps: positioning, perception, value, content, and sales. Each step is supported by specific branding practice areas like messaging, design, public relations, social media, and marketing.
This document discusses the use of social media in public relations. It covers topics such as Brian Solis' social media PR formula, the shift from traditional media to online content/social media, key performance indicators for social media, different types of social media content, and how social media has blurred the lines between PR, advertising and marketing. It also discusses corporate social responsibility on social media and the importance of social media for non-profits.
This document discusses key aspects of using social media in public relations, including Brian Solis' social media PR formula focusing on actions, reactions, and transactions. It covers the shift to using social media to directly engage with customers and influence key decision makers. Metrics like Klout are used to track engagement across platforms and link social media efforts to business goals and sales. Content archetypes include curated, co-created, original, consumer generated, and sponsored content. Credibility and social capital are important in social media influence.
Social media and the real-time web are rapidly growing databases, which are also Large streams of consciousness.
Intelligence mined from the social web has widespread implications on the data gathering process in research, gauging return on investment, campaign planning process, product development , customer relationship management and more.
The document discusses the rise of social media and its impact on customer behavior and engagement. It notes that customers are increasingly connecting with each other directly rather than through brands and organizations. As a result, brands must embrace social engagement and build digital strategies to engage customers online. The document provides examples of both successful and unsuccessful social media campaigns from companies in Ireland and internationally.
The document discusses the rise of social media and its impact on customer behavior and engagement. It notes that customers are increasingly connecting with each other directly rather than through brands and organizations. As a result, brands must embrace social engagement and build digital strategies to engage customers online. The document provides examples of both successful and unsuccessful social media campaigns from companies in Ireland and internationally.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
The document discusses social media marketing and provides best practices and guidelines. It defines social media and provides statistics on popular social media platforms and user-generated content. It outlines why social media should be considered for marketing and provides tips for a strategic approach including researching audiences, goals, and messaging. It discusses metrics for success and worst practices to avoid such as being fake, pushy, or ignoring community norms.
This document is a study on social media marketing and how it creates brand awareness. It discusses how social media can be used as an integrated marketing communications tool. Some key points:
- Social media allows for two-way communication between brands and customers and the sharing of user-generated content.
- Successful social media marketing relies on creating engaging content that encourages sharing and builds trust in the brand.
- Brands can use social media to increase awareness, provide customer support, gain insights, and manage their online reputation.
- The study examines consumers' usage of and attitudes toward social media platforms and marketing, finding that Facebook, Instagram, and YouTube are most popular and effective for brands.
IBM Social Analytics: The Science behind Social Media MarketingChristoph Goertz
This document discusses how IBM technology can help marketing professionals analyze social media to better understand customers. It explains that marketers are under pressure to address explosive social media growth and need tools to incorporate social data into strategies. The document outlines how IBM tools can provide insights into customer attitudes, preferences, and buying habits from social media interactions. It also describes how social data can enhance customer profiles to improve marketing personalization, campaigns, and relationships.
This document discusses the use of social media in public relations. It covers topics like Solis' social media PR formula focusing on actions, reactions, and transactions. It also discusses how clients want ROI from marketing efforts and how social media allows businesses to link efforts to online sales data. Key performance indicators are used to monitor social media and sales activity. The development of social networking led companies to create websites and social media has shifted resources to direct customer communication through online content.
Navigating the Digital Landscape: The Role of Social Media in Modern Marketingabdulwaheedsq3434
In today's digital age, the marketing landscape has undergone a significant transformation, with social media emerging as a powerful force in shaping consumer behaviour and driving brand engagement. As businesses navigate the complexities of the digital landscape, understanding the role of social media in modern marketing is essential for staying relevant and competitive.
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.
This paper won the Silver Admap Prize in 2012. It lays out a vision for the future of brand and communications planning by Tom Woodnutt, Founder of Feeling Mutual
This document discusses new brand management techniques, focusing on measuring relationships between consumers and brands. It describes Millward Brown's Brand Dynamics model, which measures consumer attitudes, opinions, and beliefs about brands over time to observe how marketing activities impact the brand-consumer relationship. Content marketing is also discussed, noting that today consumers generate content and brands communicate directly with consumers through their own channels on social media. The importance of engagement programs is explained, noting they allow brands to build communities and reward loyal customers with memorable experiences.
Similar to Leveraging Consumer Brand Storytelling and Marketing Tactics in Issues and Reputation (20)