This document discusses the concept of real-time marketing, which involves listening to consumers and responding immediately to their interests and needs across multiple channels. Real-time marketing delivers relevance and boosts other marketing efforts. Examples are given of companies like Oreo, Diet Pepsi, and PretzelCrisps that have had success with real-time social media strategies around events. Building a real-time brand requires coordinating paid, owned, and earned media as one effort focused on learning from consumers, engaging in dialogue, advocating for the brand, and innovating based on what is learned. Monitoring tools and dedicating staff resources to social listening are important foundations for an always-on marketing organization.
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...Rebecca Lieb
Altimeter Group analyst Rebecca Lieb (author of Content Marketing) for a discussion of her forthcoming research report. Rebecca interviewed over 50 leading marketers from brands ranging from GE, Ford and Adobe to Coca-Cola, Pepsi and American Express, to learn how they're meeting the demands of content marketing: budgeting, staffing, and resourcing, as well as working with outside agencies and providers. Hear how some of the top marketers in the world are becoming publishers: embracing long term storytelling and editorial in addition to episodic, campaign based communications.
[Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb Rebecca Lieb
Digital channels are 'on' 24/7, a fact that's as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relevant. All marketing organizations must now consider to what degree they will function in real time. New research from Industry Analyst Rebecca Lieb defines real time marketing (RTM), identifies the six RTM business scenarios, addresses the benefits, executional challenges and best practices of RTM and outlines how companies can move into real time readiness.
Rebecca Lieb shares findings from her recent research report on how content marketers should go about selecting content marketing tools. With input from 143 ecosystem contributors, we'll explore the plethora of content tools available, how the market is evolving, and how marketers should think about content tool selection.
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...Rebecca Lieb
Altimeter Group analyst Rebecca Lieb (author of Content Marketing) for a discussion of her forthcoming research report. Rebecca interviewed over 50 leading marketers from brands ranging from GE, Ford and Adobe to Coca-Cola, Pepsi and American Express, to learn how they're meeting the demands of content marketing: budgeting, staffing, and resourcing, as well as working with outside agencies and providers. Hear how some of the top marketers in the world are becoming publishers: embracing long term storytelling and editorial in addition to episodic, campaign based communications.
[Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb Rebecca Lieb
Digital channels are 'on' 24/7, a fact that's as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relevant. All marketing organizations must now consider to what degree they will function in real time. New research from Industry Analyst Rebecca Lieb defines real time marketing (RTM), identifies the six RTM business scenarios, addresses the benefits, executional challenges and best practices of RTM and outlines how companies can move into real time readiness.
Rebecca Lieb shares findings from her recent research report on how content marketers should go about selecting content marketing tools. With input from 143 ecosystem contributors, we'll explore the plethora of content tools available, how the market is evolving, and how marketers should think about content tool selection.
Connected Experiences: From Websites to Wearables to WhateverRebecca Lieb
Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds. How marketing is evolving to create connected customer experiences, the risks and rewards to marketers of doing so, and how to start the journey.
Our annual Trends report is here, born from plenty of Post-it notes, more coffee than we care to mention, lots of healthy debate and quite a few laughs. Trends is always a labor of love, crowdsourced from Fjordians (all 1,000 of us) from around the world – from San Francisco to Berlin, Hong Kong to Johannesburg, Dubai to São Paulo and 22 other places in between.
This process results in the trends we expect to affect business, technology and design in the year ahead.
Read and download the full report at www.trends.fjordnet.com
With every consumer expected to own up to 20 or more connected devices by the year 2020 (Source: Intel), the Internet of Things (IoT) is a channel for engagement that brands can't afford to ignore. Yet many companies are mystified by IoT, and how it fits in with their digital strategy. Watch this 1-hour webinar with Jessica Groopman and Charlene Li to learn about Altimeter's latest research on how brands can enhance the customer experience through IoT.
Watch the webinar replay at: https://www.slideshare.net/Altimeter/webinar-customer-experience-in-the-internet-of-things
Download the report at: http://pages.altimetergroup.com/customer-experience-in-the-internet-of-things-report.html
A Special Invitation
How Your Content Marketing Can Create Meaningful Connections
Thursday, September 12, 2013
2:00pm – 4:30pm EDT (Followed by Cocktail Reception)
Ottawa, ON
Content marketing is not a new marketing phenomenon by any means, but it is one that is growing exponentially in prominence and importance.
It’s growing because marketers are responding to the reality that buyers are forming perceptions about brands without those brands having an opportunity to share their perspective.
Please join LinkedIn Marketing Solutions in Ottawa on Thursday, September 12th for "How Your Content Marketing Can Create Meaningful Connections."
Designed especially for marketing leaders, you'll learn how your Content Marketing can create meaningful connections and ultimately, impact your revenue.
Agenda:
2:00 - 2:30pm: Registration
2:30 - 3:30pm: How Your Content Marketing Can Create Meaningful Connections
3:30 - 4:30pm: Getting Started With Content Marketing on LinkedIn
4:30 - 5:30pm: Cocktail Reception and Networking
Venue:
Canadian Museum of Nature
240 McLeod St
Ottawa, ON K2P 2R1
Mtg Room: 4th Floor Gallery
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Additive manufacturing continues to expand and, as the technologies move beyond prototyping, managers struggle with how to apply AM within their businesses. Data from our 3D Opportunity course suggest where stakeholders want to see AM investments made, and how to assess the benefits these avenues of choice provide
Explore where stakeholders want to see additive manufacturing investments made: http://deloi.tt/1NhjNG1
Get Satisfaction is built from the ground up as a customerfacing
platform, designed to build authentic relationships
between customers and companies. More than 35 million
consumers each month use Get Satisfaction’s network
to connect with each other to ask questions, share ideas,
report problems, and truly engage with the brands and
companies they care about.
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
A LinkedIn and Forrester report exploring the path to purchase for enterprise decision makers and how they leverage social media and content to arrive at purchase decision.
Building Engaging Websites and Digital ExperiencesDNN
It's harder than ever to reach your target audience online. In a 2014 research study commissioned by DNN, 79% of marketing executives say it's a challenge to get (and hold) the attention of target customers. To stand a chance, you need to build engaging websites and digital experiences.
Stefan Tornquist, VP Research at Econsultancy shares trends, best practices and case studies around engaging websites and digital experiences. In this presentation, Stefan shares:
- Challenges of connecting to digitally-empowered customers
- Methods of engagement through customer experience mapping
- Challenges and opportunities in building great digital experiences
- Case studies showcasing best practices in engaging digital experiences
In this report, marketing expert Rebecca Lieb explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys.
By synthesizing current research, industry trends, and the thoughts of 17 marketing influencers, the report gives you an informed perspective on how online marketing is changing—and what you should do to keep your audience engaged.
Gamification 101: Learn the Basics of Gamification StrategyTechnologyAdvice
Learn the basics of gamification strategy, including common terms, how to implement solutions, and what it can do for your company.
For more gamification resources, visit us at TechnologyAdvice.com
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Predictive Analytics in Political Campaigns: Obama and BeyondRising Media Ltd.
In the last decade predictive modeling has changed American political campaigns, especially at the presidential level. Long before Election Day 2012, Obama campaign staffers were confident that President Obama would be re-elected because they had sophisticated modeling predicting wins in many important states. More importantly, modeling helps political campaigns learn which voters to target with particular messages. This session will summarize predictive modeling in American politics, with an eye toward the way it might be developed for international applications.
Connected Experiences: From Websites to Wearables to WhateverRebecca Lieb
Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds. How marketing is evolving to create connected customer experiences, the risks and rewards to marketers of doing so, and how to start the journey.
Our annual Trends report is here, born from plenty of Post-it notes, more coffee than we care to mention, lots of healthy debate and quite a few laughs. Trends is always a labor of love, crowdsourced from Fjordians (all 1,000 of us) from around the world – from San Francisco to Berlin, Hong Kong to Johannesburg, Dubai to São Paulo and 22 other places in between.
This process results in the trends we expect to affect business, technology and design in the year ahead.
Read and download the full report at www.trends.fjordnet.com
With every consumer expected to own up to 20 or more connected devices by the year 2020 (Source: Intel), the Internet of Things (IoT) is a channel for engagement that brands can't afford to ignore. Yet many companies are mystified by IoT, and how it fits in with their digital strategy. Watch this 1-hour webinar with Jessica Groopman and Charlene Li to learn about Altimeter's latest research on how brands can enhance the customer experience through IoT.
Watch the webinar replay at: https://www.slideshare.net/Altimeter/webinar-customer-experience-in-the-internet-of-things
Download the report at: http://pages.altimetergroup.com/customer-experience-in-the-internet-of-things-report.html
A Special Invitation
How Your Content Marketing Can Create Meaningful Connections
Thursday, September 12, 2013
2:00pm – 4:30pm EDT (Followed by Cocktail Reception)
Ottawa, ON
Content marketing is not a new marketing phenomenon by any means, but it is one that is growing exponentially in prominence and importance.
It’s growing because marketers are responding to the reality that buyers are forming perceptions about brands without those brands having an opportunity to share their perspective.
Please join LinkedIn Marketing Solutions in Ottawa on Thursday, September 12th for "How Your Content Marketing Can Create Meaningful Connections."
Designed especially for marketing leaders, you'll learn how your Content Marketing can create meaningful connections and ultimately, impact your revenue.
Agenda:
2:00 - 2:30pm: Registration
2:30 - 3:30pm: How Your Content Marketing Can Create Meaningful Connections
3:30 - 4:30pm: Getting Started With Content Marketing on LinkedIn
4:30 - 5:30pm: Cocktail Reception and Networking
Venue:
Canadian Museum of Nature
240 McLeod St
Ottawa, ON K2P 2R1
Mtg Room: 4th Floor Gallery
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Additive manufacturing continues to expand and, as the technologies move beyond prototyping, managers struggle with how to apply AM within their businesses. Data from our 3D Opportunity course suggest where stakeholders want to see AM investments made, and how to assess the benefits these avenues of choice provide
Explore where stakeholders want to see additive manufacturing investments made: http://deloi.tt/1NhjNG1
Get Satisfaction is built from the ground up as a customerfacing
platform, designed to build authentic relationships
between customers and companies. More than 35 million
consumers each month use Get Satisfaction’s network
to connect with each other to ask questions, share ideas,
report problems, and truly engage with the brands and
companies they care about.
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
A LinkedIn and Forrester report exploring the path to purchase for enterprise decision makers and how they leverage social media and content to arrive at purchase decision.
Building Engaging Websites and Digital ExperiencesDNN
It's harder than ever to reach your target audience online. In a 2014 research study commissioned by DNN, 79% of marketing executives say it's a challenge to get (and hold) the attention of target customers. To stand a chance, you need to build engaging websites and digital experiences.
Stefan Tornquist, VP Research at Econsultancy shares trends, best practices and case studies around engaging websites and digital experiences. In this presentation, Stefan shares:
- Challenges of connecting to digitally-empowered customers
- Methods of engagement through customer experience mapping
- Challenges and opportunities in building great digital experiences
- Case studies showcasing best practices in engaging digital experiences
In this report, marketing expert Rebecca Lieb explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys.
By synthesizing current research, industry trends, and the thoughts of 17 marketing influencers, the report gives you an informed perspective on how online marketing is changing—and what you should do to keep your audience engaged.
Gamification 101: Learn the Basics of Gamification StrategyTechnologyAdvice
Learn the basics of gamification strategy, including common terms, how to implement solutions, and what it can do for your company.
For more gamification resources, visit us at TechnologyAdvice.com
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Predictive Analytics in Political Campaigns: Obama and BeyondRising Media Ltd.
In the last decade predictive modeling has changed American political campaigns, especially at the presidential level. Long before Election Day 2012, Obama campaign staffers were confident that President Obama would be re-elected because they had sophisticated modeling predicting wins in many important states. More importantly, modeling helps political campaigns learn which voters to target with particular messages. This session will summarize predictive modeling in American politics, with an eye toward the way it might be developed for international applications.
An overview about how games could change the way people interact with brands.
This added with case study and insight from advergames around the world.
And the last chapter is the introduction of Agate Studio, as the advergame developer.
Real-time Marketing. From Analog to Digital.Simplify360
Presenting Simplify360's first webinar of its brand new series. Nishad Ramachandran - Vice President of Hansa Cequity, expresses his views on the evolution of marketing and how it became realtime.
Big Data & Marketing Technology for Digital Transformation
How Digital changes Business and Disrupt Markets and what companies have to do now for clients
Real Time Monitoring and Analitycs : Customer Experience in ProductionCodemotion
"Real Time Monitoring and Analitycs : Customer Experience in Production" by Simone Cellini, Simone Gaddeo
Come aiutare un cliente a evolvere il proprio Business da "Reactive" a "Proactive" convincendolo ad utilizzare tecnologie avanzate? In questo talk vi raccontiamo su un caso reale come abbiamo fatto. Utilizzando Kafka, ElastichSearch, Kibana, Java NIO & Concurrent API siamo riusciti a monitorare lo Stack Applicativo che eroga business, ad analizzarne i comportamenti e a garantire una "Availability" 24x7. Buona Visione
Gartner TOP 10 Strategic Technology Trends 2017Den Reymer
Gartner TOP 10 Strategic Technology Trends_2017
http://denreymer.com
Artificial Intelligence and Advanced Machine Learning
Intelligent Apps
Intelligent Things
Virtual Reality and Augmented Reality
Digital Twins
Blockchains and Distributed Ledgers
Conversational Systems
Digital Technology Platforms
Mesh App and Service Architecture
Adaptive Security Architecture
The Q1 Marketing Cloud webinar for 2012 will be delivered by Charlene Li and Rebecca Lieb from the Altimeter Group. The Altimeter Group will be unveiling new research results on Content Marketing and will discuss the need for organizations to rebalance their resources to become proficient content creators.
Social and the Age of Extreme Expectations: Joe Cothrel, Chief Community Offi...Argyle Executive Forum
Joe Cothrel, Lithium’s Chief Community Officer, shared his thoughts on social media and customer expectations during a Thought Leadership Spotlight Presented by Lithium at the 2014 Customer Care Leadership Forum in Denver on Sept. 11. In his presentation, “Social and the Age of Extreme Expectations,” Cothrel pointed out more companies are prioritizing social media, but it is vital for these businesses to care about their customers and set realistic expectations for their organizations too.
Cothrel noted that every employee’s actions can affect a company and its customers. In addition, Cothrel pointed out more businesses are attempting to adapt to customers’ needs, which is becoming increasingly important in today’s corporate world: “I think customers are changing and their expectations are changing as well, and we’re finding that companies are trying to adapt to these changing expectations as well.”
Reading blogs and doing research on the Internet can help a company better connect with its customers, according to Cothrel. A business that conducts extensive research and is well-connected to resources in its industry often can respond to its customers faster than its rivals, Cothrel said. Becoming a customer-driven company, Cothrel noted, also is key for businesses: “‘We’re going to be a customer-driven company. It’s going to be a two-way relationship with customers where they help us build products’ … You can dabble in it in some of the earlier phases, but I think until you’re creating good, strong operational processes in the other stages it’s really hard to get to transform if you aren’t getting at that excellent level of operations.”
- See more at: http://www.argylejournal.com/customer-care/thought-leadership-spotlight-presented-by-lithium-social-and-the-age-of-extreme-expectations-joe-cothrel-chief-community-officer-lithium/#sthash.aoDTnlRW.dpuf
5 Things B2B Marketers Need to Fear with Social MediaMarketBridge
Social media is rapidly shifting the way B2B marketers focus on demand generation, and stories of extraordinary successes have created something of a gold rush mentality. However, marketing professionals looking to expand their use of social media should proceed with caution – there are significant downsides to be aware of.
This presentation outlines the most common B2B social media pitfalls...
Social CRM presents email marketers with an unprecedented opportunity to improve the performance of their campaigns by leveraging data from their customers' most recent social media activities. At the heart of social CRM is the ability to identify, engage and influence your best customers, and this on-demand webinar will show you how.
Join recognized social media industry analyst Jeremiah Owyang and learn the core building blocks of a successful social CRM strategy, then see how a major brand applied those principles to dramatically improve their results in an in-depth case study. Find out why everyone is talking about social CRM and learn insights from an informative Q&A session.
Rebecca Lieb content marketing now conf_2012_content marketing research_day1dlvr.it
Rebecca Lieb, Analyst, Altimeter Group, shares research about how organizations are realigning and re-balancing resources to meet the challenges of content marketing.
Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com #contentnow
Marketing Automation + Communities = Customer Love Magnet 360
Slides from Magnet 360's Marketing Automation + Communities = Customer Love NYC event on July 15, 2004. Featured speakers include Eric Scheel (CTO, Magnet 360) and Dave Wisdom (Senior Business Consultant, Studio Orange at ExactTarget)
Joe Cothrel, Vice President and Chief Community Officer at Lithium, discussed “social support” and its impact on today’s organizations during his presentation at the 2015 Customer Care Leadership Forum in Toronto on March 25. In his presentation, Cothrel pointed out that social support occurs both via social media and through an organization’s website.
Social Media in Organizations -Limerick Chamber of Commerce - Business Week Stephen Jio
Social Media - integration within the organisation by Stephen Jio, Dell. Presented in Dell Limerick.
For Limerick Business Week by Limerick Chamber of Commerce.
How Dell is Using Social Media to Deepen Relationships and Build TrustDell Social Media
Liz Brown Bullock, Director of Social Media and Community, Dell, presents how Dell has used social media to build trust and deepen customer relationships by listening, engaging and acting. Presentation at Marketing Science Institute Board of Trustees Meeting April 2013 with the topic, Building Trust in a Digital Age. Learn more about Dell Social Media here: http://dell.to/11DoZIp
A look at the year gone, what Holler felt were the key emerging trends and what their impact will be on the communications industry in the year to come.
Global Content Strategy: This Is Going to Be Big!Rebecca Lieb
Enterprises are still in the early stages of integrating content strategy as a discipline – into the marketing mix, operations, and technology. Multinationals face a more complex challenge: scaling content across borders, languages, cultures, and teams. This report by analyst Rebecca Lieb of Kaleido Insights examines related challenges and best practice recommendations.
Contextual Campaigns: Content, Context & Consumer Connections in a Post-Scree...Rebecca Lieb
Digital marketing has moved beyond the screen. Beacons, sensors, IoT, every Thing can be connected and surrounded with content. This research looks at contextual campaigns: what they are, how and why to get started, case examples from companies like Disney and Marantz; and the benefits and risks of diving in.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Content, Connectivity & Convergence: Sorting Out ComplexityRebecca Lieb
Presented to Pinterest's Pinstitute on April 28, 2015, this talk/deck focuses on the need for developers to help integrate content marketing software solutions with converged media requirements
How Connected Content Will Change Your (Marketing) WorldRebecca Lieb
Deck from the webcast I presented with the American Marketing Association (AMA) and ThisMoment on March 19, 2015.
What is “connected content?”
We are witnessing a shift in the way marketing organizations are creating customer value through their content. If harnessed properly, a single piece of content, connected to relevant publishing, CRM and analytics tools, can have unprecedented impact across the Enterprise.
From 1-to-many brand campaigns to 1-to-1 communications, the most innovative companies today are successfully extending their content strategies beyond traditional brand and social channels and into the heartbeat of communications with customers across all Enterprise channels.
Takeaways:
Insight into recent research on connected content
How technology enables connected content across the organization
How brands can view content holistically, beyond the single post or tweet and use it beyond brand marketing and across the enterprise
Report content marketing performanceContent Marketing Performance: A Framewor...Rebecca Lieb
Despite a surge in adoption of content marketing and of organizational content strategy, measuring the impact of content on the business is complex and fraught with strategic, organizational and tool challenges. Because the content and analytics markets are still fairly nascent, there are few to no standards that adequately capture the impact of content on the business, whether from a reputation, revenue, operational or brand perspective.
Content strategists and digital marketers struggle to select the right metrics and frequently opt for measuring volume rather than impact when impact metrics are too complex to measure, or the required data or tools are not available.
This report lays out a framework for measuring the impact of content across the business, and includes a set of case studies and recommended metrics to enable content strategists to approach measurement at the outset, rather than at the conclusion, of their content development initiatives.
Companies that evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization are more successful not only across their marketing initiatives but also with other internal and external success benchmarks, such as sales, employee advocacy, customer service, audience engagement, thought leadership, and hiring.
When content becomes an ingrained element of an enterprise’s culture, the culture functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process.
Based on my research report, co-authored with Jessica Groopman for Altimeter Group.
Table of Contents
Definition of a Culture of Content
Why the Culture of Content Is Emergent Now
The Anatomy of a Culture of Content: Inspiration, People, Processes, and Content
Setting the stage for a panel discussion on global content marketing challenges. This panel was presented at both Salesforce.com's Dreamforce and ExactTarget's Connections conferences in 2014
Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...Rebecca Lieb
Against a backdrop of hundreds of content marketing vendors, with new ones emerging all the time, brands are challenged to articulate their content marketing needs. This makes creating an RFP and asking the right questions both of internal stakeholders as well as vendors incredibly difficult from the start.
In this 45-minute webinar, analyst Rebecca Lieb shares best practices for your content marketing software selection process, including her research on the content marketing software landscape.
Watch the webinar on-demand at: http://www.slideshare.net/Altimeter/webinar-content-marketing-software-rfp-by-altimeter-group
Download our Content Marketing Software RFP template at: www.altimetergroup.com/content-marketing-software-rfp.
Real-Time Marketing: The Ability to Leverage Now - WebinarRebecca Lieb
Webinar delivered on Feb. 27, 2014 outlining reatl-time marketing use cases, best practices, strategic and tactical preparation, based on the Altimeter Group research report of the same name.
Organizing for Content: Models to Incorporate Content Strategy and Content Ma...Rebecca Lieb
Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.
Converged Media Success: Setting the Stage with Content StrategyRebecca Lieb
Content marketing and converged media: setting strategy, gauging maturity and preparing for converged media workflows. Rebecca Lieb's keynote from Spredfast Social Summit 2012
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
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➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Definition: Reacting in real or near real time in social channels.It’s being in the right place at the right time. With today’s always-on consumer, real-time marketing is often implemented most effectively through social channels.This about the Hudson plane crash – how can news spread like that? How can marketers leverage things like that? Explain Importance (web has evolved beyond "shopping in pajamas")How Always On Relates to social media - and to social media monitoring
SOURCE: http://golinharris.com/#!/insights/real-time-marketing-research/GolinHarris interviewed 3,200 U.S. consumers to learn about RTM’s value. We explored the impact of real-time marketing on how people think and act in relationship to diverse products and brands. Because RTM marketing doesn’t exist in a vacuum, the research also investigated the effect RTM on other marketing activities.Learning #1: Real-time marketing delivers what marketers want most.Our research measured the likelihood of communication with and without RTM to deliver positive outcomes most marketers seek, such as an increase in positive perceptions; interest in a product; likelihood to seriously consider, choose or try a product or brand; and to recommend it to others.When it’s added to the marketing mix, real-time marketing provides a dramatic lift to each of these five coveted outcomes. Marketers who serve as the stewards of brands should consider RTM strategies as part of any communication program intended to capture attention, drive WOM, increase preference, or bolster the likelihood to try or buy.Learning #2: RTM turbocharges your other marketing efforts.Marketers today employ many different methods to share their stories. From publicity and paid media to brand websites, social channels, search marketing and WOM programs, marketing investments are more diverse than ever before.RTM makes these investments work harder, amplifying each activity’s effectiveness. Our research shows a significant lift in likelihood to seek out, pay attention to, and participate in brand communications delivered in common channels when RTM is added to the mix. Marked increases were found regardless of channel including websites, Twitter, Facebook and other popular social media, recommendations from trusted contacts, and PR or advertising-generated stories delivered through “traditional” media.
Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel. All channels work in concert, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline. With the customer journey between devices, channels, and media becoming increasingly complex, and new forms of technology only making it more so, this strategy of paid/owned/earned confluence makes marketers impervious to the disruption caused by emerging technologies.
We’llbegoingthroughexamples of both types of real-time marketing –somesuccess stories and somefails.Event DrivenSuper Bowl, Oscars, Fashion WeekBrand-event driven: conferences, trade shows, consumer event, product launchBreaking newsCustomer DrivenCrisis management Customer service
SOURCE: http://www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html Retweeted 10,000 times in one hour360i got graphic designed, approved and up in minutesBigger payoff than actual SB spot
SOURCE:http://www.mediapost.com/publications/article/151822/Pepsi's involvement in New York’s 2011 Fashion Week demonstrates how real-time should be surrounded by a geographic and cultural frame, said Singh. "It's 'why does it matter now?' During Fashion Week, we launched the Diet Pepsi skinny can. But instead of doing regular stuff, we thought we would integrate as much into Fashion Week as we could. We hired a journalist to be part of our team who had the best access a journalist could have to Fashion Week."When she published something interesting, we amplified it via social engagement. We also used Twitter and Foursquare to give consumers clues about best events to attend. And for one week we operated at blurred space between what a media company does and what a brand does.”The brand positioning was centered on "getting the skinny" on fashion and pop culture.
SOURCE:Salesforce.comWhen daftpunk’s new single beat Spotify records, the band’s name began trending in Twitter. Ford Focus focused attention on the brand – in real time.
SOURCE: http://www.clickz.com/clickz/news/2144273/super-bowl-ads-2012-winners-losersPizza HutIn a Foursquare promotion, people who checked in to the big game unlocked a 'Super Swarm Sunday' badge. It came with an offer: each receiving the Super Swarm Sunday badge and a "spend $10, get $5 off" deal at Pizza Hut when paying with American Express. As of 6:20pm EST, 175,365 people had checked in (and the number was growing by about 1,000 per minute), observed Gregg Stewart, president, 15miles. By the time the badge closed, a total of 303,445 people had checked in.
SOURCES:http://therealtimereport.com/2012/02/06/toyota-under-fire-for-camryeffect-twitter-spam-superbowl-promotion/http://thenextweb.com/socialmedia/2012/02/04/toyota-takes-to-spamming-twitter-for-camry-super-bowl-promotion/Like other advertisers, Toyota spent millions on its Superbowl commercial. But instead of enjoying positive word of mouth about the new Camry, the brand is dealing with backlash against a Twitter campaign that sent unsolicited @ reply messages to users who were tweeting with Superbowl-related hashtags, inviting them to enter a contest to win a 2012 Camry.What’s worse, the tweets were sent from aseries of accounts that had been verified by Twitter, provoking additional backlash against Twitter for appearing to endorse the spam campaign. The @CamryEffect1 through @CamryEffect9 accounts are now marked as Suspended Accounts, and the main @CamryEffect account has been changed to a Protected Account.The tweets were sent using technology from LocalResponse, a start up that “helps marketers respond to real-time consumer intent.” This is a great idea in principle–but this fiasco shows that there is a fine line between an unsolicited message that’s appropriate and welcome to the user–and one that’s perceived as spam.Toyota reactedswiftly to address the firestorm, including an apology posted by Digital Marketing and Social Media Manager Kimberley Gardiner at The Next Web:We apologize to anyone in the Twitterverse who received an unwanted @reply over the past few days. We were excited to share the message of our Camry Effect campaign in a new way and it was never our intention to displease anyone. We’ve certainly learned from this experience and have suspended the accounts effective immediately to avoid any additional issues.Kimberley Gardiner, National Digital Marketing & Social Media Manager, Toyota Motor Sales, U.S.A. Inc.
SOURCE: http://media.twitter.com/90/oxygen-live#more-90Bad Girls Club is Oxygen’s biggest show, with more than two million viewers per episode. In the beginning of its fourth season, the network piloted a program called OxygenLive: a “social viewing party” with talent from the show, pulling comments and conversation from several networks, including Twitter, into a central hub.Results:During the East Coast airing, where they piloted the OxygenLive party, ratings for adults 18-49 were up 92% from the previous season. (109% for females 18-49.)During the West Coast airing, where they did not initially pilot OxygenLive, ratings were up only 14%. (And only 9% for females 18-49.)
SOURCE: http://mashable.com/2012/03/22/american-express-small-business-saturday/Small Business Saturday, foursquare users who check-in to any of hundreds of thousands of participating retailers and spend $25 on their American Express cards will receive a $25 credit on their American Express statement.The marketing campaign was a resounding success for American Express. The company indicated in a press release that more than 2.7 million people “Liked” the program’s Facebook page and nearly 195,000 tweets were sent in support of Small Business Saturday throughout the month of November. There were gains in overall awareness of the holiday as well, rocketing from 37% in 2010 (its inaugural year) to 65% in 2011.“Small Business Saturday was able to transcend beyond American Express,” Krugman says.But what about the holiday itself? Did the campaign get people to spend (and keep spending) on Main Street?An estimated 103 million Americans shopped at a small business on 2011′s Small Business Saturday — November 26 — and American Express saw a 23% increase in transactions at small business merchants. Krugman says that the anecdotal feedback the company got from local business owners jived with these estimates — and some even had great success.“In reading from testimonials and hearing merchants say, ‘Because of Small Business Saturday, my year-over-year sales were 40% higher,’” Krugman says, “That’s so great.”
SOURCES: http://www.csmonitor.com/USA/2010/0609/BP-buys-oil-spill-related-Internet-search-terms-to-manage-messagehttp://www.csmonitor.com/Innovation/Horizons/2010/0609/Gulf-oil-spill-To-control-message-BP-buys-search-terms-from-GoogleNow comes word that the PR department at BP has forked over a healthy chunk of change to control the way Web users view the company. According to BP reps, the company has purchased a range of popular search terms – including "oil spill" – from Google, the most popular search engine in the US.But the very top result is a shaded advertisement from BP, trumpeting the company's clean-up efforts. "Learn More about How BP is Helping," the advertisement reads.In an interview with Reuters, a BP spokesman said that the company was just trying to steer readers in the right direction. "We know people are looking for those terms on our website and we're just trying to make it easier for them to get directly to those terms," the spokesman said.While Houston-based BP spokesman Max McGahan says the company does not release figures on the cost of such buys, industry experts estimate the oil giant is spending anywhere from $5,000 to $10,000 per day, in what BP's Mr. McGahan calls the company's effort to get information quickly and efficiently to the public. While this amount is tiny in the context of the largest oil spill cleanup ever, the mere fact that the British firm is seen as trying to influence the information flow rather than being completely transparent and actively engaged in a dialogue with the affected individuals, reveals a profound tin ear for the situation, say PR professionals.
SOURCE: http://www.webinknow.com/2011/10/2-examples-of-true-real-time-marketing.htmlAmazon.com real-time ecommerce site:Amazon.com is another example of true real-time. The site dynamically updates constantly, feeding visitors information based on things like Amazon sales ranks in hundreds of categories updated hourly. You're presented with information based on what other customers have looked at, your recent purchases, products you’ve looked at and much more. Amazon processes billions of data points all in real-time and builds the ecommerce experience based on that. No wonder they are so successful.
SOURCE: http://www.internetretailer.com/2012/03/07/walgreens-gives-solomo-shoppers-instant-gratificationThe Walgreens/foursquare program is an example of the burgeoning SoLoMo technique in mobile commerce: social, local and mobile. The combination of these three ways in which people shop, experts say, can be a potent force.Consumers who check in at a Walgreens store via the foursquare mobile social network instantly receive a coupon for a special offer. What’s more, the coupon can be scanned directly from the smartphone, mobile functionality that puts Walgreens far ahead of the pack.“We’re using mobile technology and social media to better engage Walgreens customers, to give them convenient channels to interact with us, and to deliver products, services and savings they truly value,” says SonaChawla, Walgreens president of e-commerce. “Foursquare shares our commitment to innovation and together we’ve developed some unique, breakthrough offerings that cater to today’s tech-savvy consumers. With this program, it’s just check in and the coupon is displayed instantly.”#mobile #social #location#app#foursquare#retail#promotion#jaimy
SOURCE:http://therealtimereport.com/2011/05/13/enough-with-the-social-its-time-to-get-real/That’s what’s so effective about Pretzel Crisps‘ real-time “social sampling” program. Their team monitors Twitter conversations to identify customers who are “in need of a snack.” @PretzelCrisps then reaches out and offers to deliver a free product sample, often with a follow-up to the recipients to share feedback and start conversations about the brand.According to Jason Harty, the brand’s director of field and interactive marketing, Pretzel Crisps has built up more than 4.2 million earned media impressions since the launch of the social sampling strategy in July 2010. Pretzel Crisps has given away about 3,600 units of free samples to consumers, “but the impact of the social samples is twice that of any event samples or product seeding” strategy, Harty told MediaPost.Sales have increased 87% in the 4 weeks prior compared with the previous year since the social campaign began. That’s real, bottom-line value, based on a marketing strategy that leverages social information to create a realtime connection to the product you’re selling.
SOURCE:http://gigaom.com/2012/03/06/amex-lets-twitter-users-turn-tweets-into-coupons/The way it works is that consumers who sync their credit card to their Twitter account will be able to tie offers from merchants to their card by including a specific hashtag in a tweet. When they go to redeem their offer with a purchase using their synced card, the discount will be applied to their card and reflected in their account within a few days, according to American Express. Users don’t have to actually clip a coupon or print anything out to take advantage of the service. They just have to send a tweet and the discount is stored for them.American Express has created a new Twitter handle (@amexsync) that will confirm an enrollment in an offer or will notify users if an offer has expired. It will also direct people to the official @americanexpress Twitter account to see new favorited offers. There’s a whole host of merchants who will be participating in the program including Best Buy, H&M, McDonald’s, Whole Foods, TicktetMaster and others.
SOURCES: http://therealtimereport.com/2012/01/05/a-hack-for-hire-how-tweeting-for-a-taxi-pays-off/http://arstechnica.com/gadgets/news/2012/01/old-services-meet-new-media-a-tweeting-cabbies-growing-business.arsCabbie Rashid Temuri gets most of his customers through Twitter. Customers can follow him on the social media network and check his location on Google Latitude or find My Friends so that when they need a cab, they can tell if he’s nearby and then tweet for a ride.A typical cabbie would put his hack up for availability through his company’s dispatch service, responding to calls from customers that are relayed to him. But Temuri – whose Twitter handle is @ChicagoCabbie – posts his availability on Twitter and often will offer a special deal, like the time he tweeted an offer of $5 off the meter until 2pm on a trip to either of Chicago’s airports. He also offers free Wi-Fi in his cab.It’s paying off. Temuri thinks that his social media clients represent about 90-95% of his repeat business. That enables him to pick up conversations begun on the last ride and the clients welcome getting back into his cab, knowing it’s a driver they can trust from prior experience.Surprisingly, that wasn’t his goal when he launched his Twitter account. Originally, he just wanted to use it as a tool to help customers understand the nature of the taxi business and avoid common misunderstandings between cabbies and clients.Temuri prefers Twitter to some of the other ways to book cabs and rides. Taxi Magic and Uber both enable folks to call a cab via a text message, for example, but charge fees to the drivers. In addition to tweeting, he also allows clients (or potential clients, as the case may be) to follow him on Google Latitude or Find My Friends so that people know wherever he is at any given time and can contact him when they need a ride.
SOURCE:http://ads.ak.facebook.com/ads/FacebookAds/AT&T_CaseStudy_V3.pdfAchieving objectives across business units at AT&T requires a high level of collaboration, AT&T says. Today, AT&T operates with a digital leadership council that meets weekly, with an executive representing the various departments involved in creating the consumer Facebook experience, including: PR, customer care, e-commerce and marketing. The council discusses best practices and provides a feedback loop to the different teams about what is going on within the community. Customer Care: AT&T is also one of the first companies to have a fully dedicated customer care team monitoring its Facebook Page. When it launched this team, AT&T assigned a group of more than 20 of its top performing customer service managers exclusively to social media. Without building any extra applications, members of the customer care team use their real first names to respond to questions publicly on the Wall. During regular business hours, they respond within about 15 minutes. If an issue requires private information to be shared, representatives reply with their email address and invite the person to continue the conversation over email. “One of the key aspects for customer care on Facebook is that we have our seasoned managers on the Page, so they are empowered to respond and resolve issues quickly,” says Chris. Finally, AT&T had created a tightly knit communication loop to take in feedback and make any necessary changes. The customer care managers will feed information to the Facebook team and visa versa to address the total customer care experience. Plus, Jenn says, AT&T is constantly striving to answer, “What can we do better?” She explains, “Facebook allows us to get this feedback directly from our consumers – it is just invaluable; it’s a marketer’s dream.” Based on AT&T surveys, AT&T is over delivering on all customer service measuresBrand perception is much stronger among the AT&T Facebook community, compared with the general population, according to AT&TAT&T says its Facebook efforts drive sales and consistently show very positive return on investmentAT&T currently has over 1.4 million fans, which means it can reach over 145 million friends of those fans through Friend of Connections targeting AT&T says it has a rigorous approach to measuring success on Facebook and that it is seeing very positive results. “On a daily basis we track every single thing that we do on Facebook, so everything on our Page and all of our posts are tagged,” says Jenn. “We measure all of our promotional activities, traffic and e-commerce and we put an ROI to everything we do, so we know that being on Facebook helps generate sales for us.
SOURCE: http://sproutsocial.com/insights/2012/04/twitter-success-wells-fargo/Wells Fargo’s @Ask_WellsFargo Twitter account has contributed to an increase of positive brand sentiment by 38 percent.Twitter is now its most effective customer service tool.Kimarie Matthews, VP of Social Web marketing for Wells Fargo & Company: “We went with @Ask_WellsFargo, which not only had a specific call-to-action, but it also seemed a more personal way to interact with a bank,”“We have 80 different lines of business at Wells Fargo,” Kimarie says, “so we have a very complex set of search queries in place on Twitter to make sure we don’t miss any mentions of our brand.”In addition to employing third-party social media management tools, Wells Fargo has even developed its own proprietary system to measure and interpret customer sentiment about its brand. “When we started on Twitter in 2009, we’d get between 200 and 250 incoming customer service related tweets a month — now we’re getting about 2500 tweets a month,” says Matthews. “In that time, we haven’t really increased our resources dedicated to Twitter,” she says, “we’ve just gotten much better at mining all that incoming data to make sure we respond in the most effective, efficient manner.”Senior management is also very heavily involved in the Twitter customer service function. Using advanced monitoring techniques (alluded to above) the customer service team can identify specific tweets from customers that warrant an escalation to second-tier support. Wells Fargo has created an “Executive Office” — escalated support customers are dealt with by management staff that has the authority to resolve problems and implement solutions on the spot. “We’ve developed a system that can detect problems and resolve them before they get out of hand,” says Matthews. This level of support and the resulting customer satisfaction, “just wouldn’t be possible without the buy-in of all our departments across all of our lines of business,” she adds.
SOURCES:http://simpliflying.com/2010/live-how-airlines-and-eurocontrol-are-conquering-icelandinc-volcanic-ash-through-social-media-ashtag/http://twitter.com/eurocontrolEuroControl describes itself as “The European Organisation for the Safety of Air Navigation. We ensure that your European flight will be safe, punctual, sustainable and won’t cost too much.” During the Icelandic volcanic eruption and crisis of April 2010, EuroControl’s homepage had recentlyupdated maps of where the ash is coming from, where it’s going to and implications. They also updated their Facebook fan page, Twitter account and even relevant LinkedIn groups with very useful information for travelers. Moreover, they used the Twitter hashtags #euva and #ashtag to inform customers. After introducing the hashtags, customers themselves started sharing stories and tips using them.Twitter page stats:7,757 Tweets459 Following30,015 Followers1,679 Listed
SOURCE: http://therealtimereport.com/2011/11/23/twitter-fail-qantas-strikes-out-on-social-media/The issues began on October 29, 2011, when Qantas grounded the entire fleet due to contract negotiations, and was “criticised for its mechanical, impersonal social media response to the grounding of its fleet and the ensuing customer chaos.” Customer fury was so great that there were no less than three trending topics on Twitter at one point, related to the airline’s grounding. According to the Sydney Morning Herald, “Alan Joyce” (CEO of Qantas), “Qantas” and “Anthony Albanese” (Australia’s Minister for Infrastructure and Transport) were all trending worldwide, meaning they were being mentioned in excess of a thousand tweets per minute.To make matters worse, the Friday following the grounding (less than a week later), “British celebrity tweeter” Stephen Fry was on a London-bound Qantas flight that was forced to divert to Dubai as a result of engine faults. Then on November 22nd, one day after breaking off contract negotiations with its unions, Qantas announced the “#QantasLuxury” Twitter competition, asking people to describe their “dream luxury in-flight experience” and possibly win a pair of Qantas first-class pyjamas and a toiletries kit. Coming less than a month after the groundings and criticism over the airline’s social media response, Reuters quoted social media commentator Peter Clarke about the campaign: “Epic PR fail, excellent case study in corporate cultural tone deafness. Simply don’t get it.”The reactionsMuch of the criticism that Qantas faced regarding the groundings – a result of conflict between the airline and its unions – was based on the airline’s “corporate, wooden responses” and “lack of empathy” via social media. The entire fleet was grounded without notice, leaving 70,000 stranded passengers. According to Reuters, the Qantas tweet announcing the groundings simply said: “From 8pm AEDT on 31/10 Qantas will lock out all employees who will be covered by the new ALAEA, TWU and AIPA agreements.” Stuck passengers were even asked not to call the overwhelmed Qantas contact center.To start with, there was some confusion for grounded Qantas passengers in just finding the right Twitter account to communicate with, between @Qantas, @QantasMedia, and @QFCustomerCare (@Qantas was the account used for updates). Then, the entirely corporate responses – see tweets below – of the airline gave customers little or no personal response. While individually tweeting thousands of stranded customers was impossible, the airline did little to engage their frustrated followers or to offer support.
SOURCE:http://www.stargroup1.com/blog/chapstick-another-example-brand-who-doesnt-get-social-media-no-butts-about-itIn late 2011, Chapstick ran an ad that many women and men for that matter deemed offensive (in slide). Well the people took it to the social media streets and went to the Chapstick Facebook page to voice their displeasure, many times over. However, instead of properly dealing with the crisis, full transparency, open lines of communication, active engagement and all that good stuff, Chapstick decided to unplug their phones; they decided to remove all negative comments from their Facebook page.Finally, maybe after growing tired of deleting one negative comment after another, Chapstick decided to remove the offending ad and issue a mea culpa of sorts, posting this to their Facebook page:"We see that not everyone likes our new ad, and please know that we certainly didn’t mean to offend anyone! Our fans and their voices are at the heart of our new advertising campaign, but we know we don’t always get it right. We’ve removed the image and will share a newer ad with our fans soon!We apologize that fans have felt like their posts are being deleted and while we never intend to pull anyone’s comments off our wall, we do comply with Facebook guidelines and remove posts that use foul language, have repetitive messaging, those that are considered spam-like (multiple posts from a person within a short period of time) and are menacing to fans and employees."Right... so we're to believe that EVERY comment fell into one of these Facebook guidelines they reference?
Here is a screen grab from a recent discussion on Xceedfinancial’s Facebook wall (http://www.facebook.com/pages/Xceed-Financial-Credit-Union/76460751937?sk=wall).You can see that Linda is a troubled customer with a fairly serious customer service issue. Linda clearly has been taught to take things public in social, and Xceed does a good job in recognizing the issue and triaging it appropriately, within minutes of the comment. Eventually, further down in the comment stream on the Facebook page, Linda expresses her thanks for a customer service associate for adequately handling her problem. Overall, the page is thoughtful, well-designed, with a number of interactive and social elements. The trouble is, they appear to there for the sake of being there….not to drive anything specific. There are too many custom tabs to do too many things, and no real mission statement expressing what the Facebook community is for. You can see the results of that on the next slide…Updated Nov. 16, 2011 (No original case study date given)#creditunion #financial #regulated#facebook#support #dialog#fail#jaimy
Here is a comment stream (that actually goes further than the second animated image) that is just customer after customer expressing one need after the next. Keep in mind there are only around 500 or so fans of this page. While it’s great to solicit such an active, presumably local community, there is no service strategy here. In one moment Xceed is earning high marks for their social media customer service, and in the next their page is overrun with complaints. This community is not well-defined by its community leaders. Interestingly, their Twitter page has well over double the fans, but again does not have a well-defined community, with mostly one way interaction (http://twitter.com/#!/xceedfinancial)Updated Nov. 16, 2011 (No original case study date given)#creditunion #financial #regulated#facebook#support #dialog#fail#jaimy
Above: Altimeter found a workflow pattern based on 34 interviews, while we heard a variation on workflow patterns, this one was common
Definition of learning: Using social technologies to listen and learn from customers who are already speaking.
Control room model for eventsStaff structure for 24/7 Training and tools
Results: Applebee’s retains control over messaging and content, while dramatically improving ROI by connecting with customers at the local community level. With over 7,000 employees using Expion to manage 1000+ locations, Applebee’s has increased its engagement with their customers by building on their brand promise as your “Neighborhood Bar and Grill.”DATE: September 8, 2011Source: Expion deck sent to Christine#foodbev #restaurant #retail#learn #support #dialog#christine#facebook #twitter#smms #listening
SOURCE:http://www.radian6.com/tag/dell-social-media-listening-command-center/In December 2010, Dell officially launched its impressive Social Media Listening Command Center. The center tracks on average more than 22,000 daily topic posts related to Dell, as well as mentions of Dell on Twitter, and that information is analyzed and broken down based on topics and subjects of conversation, sentiment, share of voice, geography and trends.But this tracking is not just about Dell’s customers. As Dell’s Vice President of Social Media and Community Manish Mehta said: “Dell’s Ground Control is also about getting that information to the right people wherever they are in the Dell organization, globally and functionally.”Nov. 9, 2011#b2c #computer #facebook #twitter #radian6#learn #listen#monitor#jaimy
SOURCE: http://mashable.com/2011/06/15/gatorade-social-media-mission-control/DATE: April 12, 2010<tags>#foodbev#learn#christine