Fan cultures have emerged that celebrate Peeps candies through creative artistic expression on social media platforms. These fan cultures are more visual and performance based, sharing photos and videos of Peeps art installations and experiments. Influential communities include Flickr groups where over 4,000 members share Peeps photos, and the YouTube channel "4 Peeps Sake" which creates videos testing the limits of what can be done with Peeps, attracting thousands of views. Individual influencers like photographer Shelly S drive engagement by sharing artistic Peeps photos that attract thousands of views from other fans.
This presentation should be used in conjunction with Chapter 8: Media Fandom and Audience Subcultures from the book Media Audiences: Effects, Users, Institutions and Power, by John L. Sullivan (http://www.sagepub.com/upm-data/50993_ch_8.pdf) Its purpose is to outline what fans are and to delve into a little bit of their culture, mainly focusing on Science Fiction fans.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
Here's the link to get the E-book "How visitors view websites" - http://fivemv.com/visitors-view-websites/
What is Media Planning?
Creating a research based strategy that showcases the effectiveness of investments in the digital advertising space in terms of the key marketing objectives
What is Media Buying?
Executing the media plan through the online platforms selected, and monitoring the effectiveness of the overall campaign through mutually agreed performance metrics (reach, clicks, impressions, etc.)
Role of Media Planning & Buying?
Self Serve V/S Network Managed
What is the Self Serve Model?
Self Serve model provides you with the means to manage your own advertising account from a web interface, by creating, monitoring, and adjusting your digital campaign
30/ 60/ 10: The Golden Ratio for Social MarketingRallyverse
In planning your social and content marketing strategy, what's the right mix of first-party and third-party content? How often should you post purely promotional messages?
While plenty of people will tell you that it "depends," we're willing to commit to a specific ratio: 30/ 60/ 10. It's how we run our social media and content marketing, and we think it's a good way for you to run yours as well.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Megan Encarnacion, Associate Director Social Media & Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA); Ramaa Mosley, CEO Adolescent Content/Youthtellers & Serenity Griffin, Community Manager & Michelle Castillo, Youthteller Consultant &Jola Adeoye, Youthteller Consultant & Sophie Wieters, Youthteller Consultant & Rea Sweets, Youthteller Consultant & Nathalie Alvarez, Youthteller Consultant & Jacob Thompson, Youthteller Consultant § Jadon Velasquez, Youthteller Consultant § Maya Minhas, Youthteller Consultant & Khrystina Warnstadt, Youthteller Consultant, Adolescent Content (USA); Alex Casanovas, Digital Director. Atrevia (ES); Natalie Chaney, Social Strategist, Barrett (USA); Seyi Alawode, Founder & Head of Strategy, CHL (NGA / UK); Eli Williams, Sr. Creative Strategist, Day One Agency (USA); Francesca Trevisan, Strategist, Different (IT); Jide Agbana, Global Product Marketing Manager, Enterfive (US / UK / NGA); Olivia Hussey, Junior Planner, The Hallway (AUS); James Hebbert, Managing Director, Hylink UK (CH / UK); Laura Marzec, Content Strategy at Imagination, part of The Mx Group (USA); Valentina Lagos, Social Media Manager & Felipe "Peluche" León, Digital Director & Mundy Álvarez, Planning Director & Pancho González, CCO, Inbrax (CH); Oana Oprea, Head of Digital Planning, Jam Session Agency (RO); Alix Le Bourgeois, Lead Strategist, JIN (UK/FR); Leigh Tayler, Integrated Strategy Director, Joe Public (SA); Amy Bottrill, Social Account Director, Launch (UK); Gaby Arriaga, Founder of Leonardo1452, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Digital Planning Lead, Medulla (IN); Maira Genovese, Founder and President, MG Empower (UK); Aryana Noorbakhsh, Senior Digital Marketing Executive, Osaka Labs (UK); Timotée Louise Gbaguidi, Digital Communications Director, PIABO (DE); Alexandre Ouairy, Founder and Director, PLTFRM (CN); Daffi Ranandi, Junior Insights Manager, Radarr (SGP); Hannah Nickels, Head Paid & Owned Media Thinker, Thinkerbell (AUS); Allison Lee, Social Team Co-Lead, UltraSuperNew (JP)
Paid Owned Earned Shared Convergent Social: Media Models - Curated list of 7...Nick Kellet
A curated list
Originally via
http://list.ly/list/Rt3-70-plus-paid-owned-earned-and-shared-media-models-graphics-posts
There's no commentary here. That's to follow in a second deck with a new model. This is purely research document - one that's useful for anyone who needs to fasttrack their learning on POEM
This presentation should be used in conjunction with Chapter 8: Media Fandom and Audience Subcultures from the book Media Audiences: Effects, Users, Institutions and Power, by John L. Sullivan (http://www.sagepub.com/upm-data/50993_ch_8.pdf) Its purpose is to outline what fans are and to delve into a little bit of their culture, mainly focusing on Science Fiction fans.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
Here's the link to get the E-book "How visitors view websites" - http://fivemv.com/visitors-view-websites/
What is Media Planning?
Creating a research based strategy that showcases the effectiveness of investments in the digital advertising space in terms of the key marketing objectives
What is Media Buying?
Executing the media plan through the online platforms selected, and monitoring the effectiveness of the overall campaign through mutually agreed performance metrics (reach, clicks, impressions, etc.)
Role of Media Planning & Buying?
Self Serve V/S Network Managed
What is the Self Serve Model?
Self Serve model provides you with the means to manage your own advertising account from a web interface, by creating, monitoring, and adjusting your digital campaign
30/ 60/ 10: The Golden Ratio for Social MarketingRallyverse
In planning your social and content marketing strategy, what's the right mix of first-party and third-party content? How often should you post purely promotional messages?
While plenty of people will tell you that it "depends," we're willing to commit to a specific ratio: 30/ 60/ 10. It's how we run our social media and content marketing, and we think it's a good way for you to run yours as well.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Megan Encarnacion, Associate Director Social Media & Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA); Ramaa Mosley, CEO Adolescent Content/Youthtellers & Serenity Griffin, Community Manager & Michelle Castillo, Youthteller Consultant &Jola Adeoye, Youthteller Consultant & Sophie Wieters, Youthteller Consultant & Rea Sweets, Youthteller Consultant & Nathalie Alvarez, Youthteller Consultant & Jacob Thompson, Youthteller Consultant § Jadon Velasquez, Youthteller Consultant § Maya Minhas, Youthteller Consultant & Khrystina Warnstadt, Youthteller Consultant, Adolescent Content (USA); Alex Casanovas, Digital Director. Atrevia (ES); Natalie Chaney, Social Strategist, Barrett (USA); Seyi Alawode, Founder & Head of Strategy, CHL (NGA / UK); Eli Williams, Sr. Creative Strategist, Day One Agency (USA); Francesca Trevisan, Strategist, Different (IT); Jide Agbana, Global Product Marketing Manager, Enterfive (US / UK / NGA); Olivia Hussey, Junior Planner, The Hallway (AUS); James Hebbert, Managing Director, Hylink UK (CH / UK); Laura Marzec, Content Strategy at Imagination, part of The Mx Group (USA); Valentina Lagos, Social Media Manager & Felipe "Peluche" León, Digital Director & Mundy Álvarez, Planning Director & Pancho González, CCO, Inbrax (CH); Oana Oprea, Head of Digital Planning, Jam Session Agency (RO); Alix Le Bourgeois, Lead Strategist, JIN (UK/FR); Leigh Tayler, Integrated Strategy Director, Joe Public (SA); Amy Bottrill, Social Account Director, Launch (UK); Gaby Arriaga, Founder of Leonardo1452, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Digital Planning Lead, Medulla (IN); Maira Genovese, Founder and President, MG Empower (UK); Aryana Noorbakhsh, Senior Digital Marketing Executive, Osaka Labs (UK); Timotée Louise Gbaguidi, Digital Communications Director, PIABO (DE); Alexandre Ouairy, Founder and Director, PLTFRM (CN); Daffi Ranandi, Junior Insights Manager, Radarr (SGP); Hannah Nickels, Head Paid & Owned Media Thinker, Thinkerbell (AUS); Allison Lee, Social Team Co-Lead, UltraSuperNew (JP)
Paid Owned Earned Shared Convergent Social: Media Models - Curated list of 7...Nick Kellet
A curated list
Originally via
http://list.ly/list/Rt3-70-plus-paid-owned-earned-and-shared-media-models-graphics-posts
There's no commentary here. That's to follow in a second deck with a new model. This is purely research document - one that's useful for anyone who needs to fasttrack their learning on POEM
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Content Marketing: Strategy and Implementation – a conversation focused on putting together a valuable strategy for a content marketing campaign, with tips and advice on implementation and measurement.
Presentation to the Brisbane Content Strategy meetup.
Meetup description: The language that we choose and the style in which we write can shape our customer's perception of our products and services. It can build trust, create rapport, and set us apart from our competitors. But how do you define voice? And, what about tone? In this meetup, I am going to show you a number of ways you can identify and document your brand's voice and tone. I'll explain the difference between voice and tone, take you through some practical workshop exercises you can run with your team or stakeholders, and provide you with examples of tools to communicate it to your content writers.
Content Guide - How To Improve Content CreationIlya Bilbao
Table of Contents
Table of Contents .............................................................. 3
Introduction........................................................................ 5
What Is Quality Content? .................................................. 6
Easy Ways to Write Content ............................................. 8
Quotes .............................................................................. 8
Roundups ......................................................................... 8
Interviews ......................................................................... 9
Re-Blogging ..................................................................... 10
Guest Posts ..................................................................... 10
Other Forms of Media ...................................................... 11
Slideshows ....................................................................... 11
Video Roundups ............................................................... 12
Videos With Commentary ................................................. 12
Music Roundups ............................................................... 13
Infographics ...................................................................... 13
Outsourcing Content ......................................................... 14
Conclusion......................................................................... 15
Resources ......................................................................... 16
You may ask this:
# People searched for...
1 how buzzfeed mastered content creation
2 how does content creation differ from advertising
3 how much does content creation cost
4 how to automate content creation
5 how to automate content creation via xml
6 how to do content creation
7 how to improve content creation
8 how to outsource content creation
9 how to start a content creation company
10 what do you mean by content creation
11 what does a content creation specialist do
12 what is brave frontier content creation program
13 what is content creation
14 what is content creation in marketing
15 what is content creation in websites
16 what is content creation strategy
17 what is digital content creation
18 what is multimedia content creation
19 what is video content creation
20 why is content creation important
There are several different models and metrics used to evaluate PR campaigns, Napier take you through several to ensure you are evaluating your campaigns effectively.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
“You can download this product from SlideTeam.net”
Showcase your proficiency in business communications and gain the client’s attention by using our topic-specific Marketing Strategy Proposal PowerPoint Presentation Slides. Explain the proficiency that your company holds in business communication, marketing factors, and advertisements that help your clientele in increasing brand awareness in different geographies. Illustrate the customized plans that your business offers like product development, market research, branding, online and offline advertising, public relations, and content marketing. Use this presentation template to portray your project summary, problem statement, proposed solutions, proposed channels for marketing, marketing approach, marketing project timeframe, future action metrics, client testimonials, payments terms, etc. With the aid of our reliable marketing plan proposal PPT theme, you can impress your clients by focusing on different strategies your workforce use for a successful product launch in the market. State the advantages your clients will get from these marketing plans offered by your company. Bring the attention of your business clients to your proposal by describing the various advanced services along with their communication methods to approach different segments in the market. Employ this creatively designed target market proposal PowerPoint presentation template and throw some light on your online and offline marketing strategies that include social media, webinar, e-mail, online conferences, online advertising, blogs, networking, speaking, meetings, print publications, trade shows, print advertising, etc. Use this PPT template to elaborate on the various analytical tools your company provides for measuring and assessing results. This information will help in landing more customers. Take the assistance of our interactive market strategy proposal PowerPoint graphic to illustrate your planning, execution, and evaluation program that gives your business partners more clarity about discovery, creation, pre-motion, live fundraising, post-campaign, and analysis of the product. You can download our ready-to-use market planning proposal PPT theme to create a positive impact on your prospects that turn into clients. https://bit.ly/3FIJiNY
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Content Marketing: Strategy and Implementation – a conversation focused on putting together a valuable strategy for a content marketing campaign, with tips and advice on implementation and measurement.
Presentation to the Brisbane Content Strategy meetup.
Meetup description: The language that we choose and the style in which we write can shape our customer's perception of our products and services. It can build trust, create rapport, and set us apart from our competitors. But how do you define voice? And, what about tone? In this meetup, I am going to show you a number of ways you can identify and document your brand's voice and tone. I'll explain the difference between voice and tone, take you through some practical workshop exercises you can run with your team or stakeholders, and provide you with examples of tools to communicate it to your content writers.
Content Guide - How To Improve Content CreationIlya Bilbao
Table of Contents
Table of Contents .............................................................. 3
Introduction........................................................................ 5
What Is Quality Content? .................................................. 6
Easy Ways to Write Content ............................................. 8
Quotes .............................................................................. 8
Roundups ......................................................................... 8
Interviews ......................................................................... 9
Re-Blogging ..................................................................... 10
Guest Posts ..................................................................... 10
Other Forms of Media ...................................................... 11
Slideshows ....................................................................... 11
Video Roundups ............................................................... 12
Videos With Commentary ................................................. 12
Music Roundups ............................................................... 13
Infographics ...................................................................... 13
Outsourcing Content ......................................................... 14
Conclusion......................................................................... 15
Resources ......................................................................... 16
You may ask this:
# People searched for...
1 how buzzfeed mastered content creation
2 how does content creation differ from advertising
3 how much does content creation cost
4 how to automate content creation
5 how to automate content creation via xml
6 how to do content creation
7 how to improve content creation
8 how to outsource content creation
9 how to start a content creation company
10 what do you mean by content creation
11 what does a content creation specialist do
12 what is brave frontier content creation program
13 what is content creation
14 what is content creation in marketing
15 what is content creation in websites
16 what is content creation strategy
17 what is digital content creation
18 what is multimedia content creation
19 what is video content creation
20 why is content creation important
There are several different models and metrics used to evaluate PR campaigns, Napier take you through several to ensure you are evaluating your campaigns effectively.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
“You can download this product from SlideTeam.net”
Showcase your proficiency in business communications and gain the client’s attention by using our topic-specific Marketing Strategy Proposal PowerPoint Presentation Slides. Explain the proficiency that your company holds in business communication, marketing factors, and advertisements that help your clientele in increasing brand awareness in different geographies. Illustrate the customized plans that your business offers like product development, market research, branding, online and offline advertising, public relations, and content marketing. Use this presentation template to portray your project summary, problem statement, proposed solutions, proposed channels for marketing, marketing approach, marketing project timeframe, future action metrics, client testimonials, payments terms, etc. With the aid of our reliable marketing plan proposal PPT theme, you can impress your clients by focusing on different strategies your workforce use for a successful product launch in the market. State the advantages your clients will get from these marketing plans offered by your company. Bring the attention of your business clients to your proposal by describing the various advanced services along with their communication methods to approach different segments in the market. Employ this creatively designed target market proposal PowerPoint presentation template and throw some light on your online and offline marketing strategies that include social media, webinar, e-mail, online conferences, online advertising, blogs, networking, speaking, meetings, print publications, trade shows, print advertising, etc. Use this PPT template to elaborate on the various analytical tools your company provides for measuring and assessing results. This information will help in landing more customers. Take the assistance of our interactive market strategy proposal PowerPoint graphic to illustrate your planning, execution, and evaluation program that gives your business partners more clarity about discovery, creation, pre-motion, live fundraising, post-campaign, and analysis of the product. You can download our ready-to-use market planning proposal PPT theme to create a positive impact on your prospects that turn into clients. https://bit.ly/3FIJiNY
This project involves an in-depth analysis of a startup firm called Toffee Talk. It includes an analysis of their target segment, current marketing strategies and metrics.
Based on their vision and budget considerations, the project highlights recommendations which includes:
- Redefining the target segment
- Proposed Social Media Strategy
- Content Narrative
- Tools and Techniques
An introduction to social media - some popular tools, stats, developing of a strategy, and examples. This presentation is part of a larger workshop for new farm and food businesses.
In this presentation, Trevor Jones explains why businesses should consider using Social Media as a component of their communications plan, and the process they should use to develop goals, select networks, build an audience and ultimately measure success. Trevor also shares some real-life examples of social media’s impact on web search and customer service.
The presentation references several free tools that can make the process of social media marketing easier. Presented at Social Media Breakfast Maine, January 25, 2013.
The largest and best Greek Festival in Southern California is the Orange County (O.C.) Greek Fest in aheim. This presentation was shared with their Festival team about how to use social media to drive awareness for their major event. It includes research and marketing strategy and recommendations to fix their social media problems that are applicable to non-profits and government agencies.
This presentation shares how to use traditional writing concepts and "rules" to write effectively for social media. In addition to reviewing writing and social media fundamentals, this presentation also shares examples from DKNY and Southwest Air.
For more information, please contact jenniferizzo@costadevault.com or visit www.costadevault.com.
The Future of Social Intelligence - Extracting the Gold from Social Media #sm...Alterian
Companies are just beginning to grasp the true power of social data. The ability to collect feedback without the need for costly market research studies, surveys, and focus groups is a relatively new prospect. But as brands have started measuring, many sense that they could (and should) be doing much more with the abundant data at their finger tips. Simply collecting data is not enough. To remain competitive, marketers must fully realize the breadth and depth of knowledge and insights they can gain from online conversations.
Scott Briggs discusses the state of social media intelligence today and where we are headed in the future. He outlines the advanced techniques that forward-thinking brands are using to move from simply collecting data to truly analyzing and drawing insights that are fueling smart business decisions.
The future of social intelligence is predictive, strategic, and unlike social measurement as you know it today. Are you ready?
The Fail Trail: Analyzing the impact of a PR CrisisAlterian
What happens to a brand’s reputation when they face a PR nightmare that plays out on social media?
Alterian analyzed three case studies -Nestle, United Airlines and Dominos - to measure the effect a crisis has on a brand. How severe was the public’s reaction? How long did it take for the brand’s reputation to return to their pre-crisis average? How varied was the impact for each of these slightly different cases? Does the way a brand responds impact the severity of the crisis?
Check out our analysis of what happens when a PR nightmare strikes.
Part 4 of the bemoko/Alterian "Lifting the Lid on Mobile Marketing" series - this installment focuses on the integration of mobile marketing and social media
The Future of Customer Engagement - Rusty WarnerAlterian
Campaign execution is dead, customer engagement is alive!
These slides guide you through the success stories and pitfalls of accomplishing true customer engagement with a well defined customer data & analytics strategy.
Particular areas covered are:
• Where is marketing headed?
• How do we get there?
• Who is doing it right?
• What if you get it wrong?
• How do you measure success?
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
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Traditional Audience vs. Fan Culture: How Social Media Research Connects Communities
1. Peeps
Traditional vs. Fan Culture Audiences
How Social Media Research Connects Communities
Prepared by:
2. Alterian Social Media Engagement Solutions
Social Media Monitoring
Easily capture and analyze Social Media data SOCIAL MEDIA
to monitor your brand, identify key influencers ENGAGEMENT
and generate sales leads SOLUTIONS
Integrate all your relevant data sources,
including syndicated, back office, response Listening &
and web behavior data to increase insights Reporting
Social Media Research Marketing
Analytics
Combine Social Media data with traditional
market research rigor and techniques to Market
identify valuable insights and drive strategy Research
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Publishing
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Conversations
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them with personal, high value offers Global
Services
Support, Professional and Managed Services
Leverage experience from global deployments
3. Social Media Performance Inputs
Forums
Delicious & Google
Social Trends &
Tagging Insights
Microblogs
(Twitter)
Social
Networking Multimedia
Sites (YouTube,
(Facebook, Podcasts)
LinkedIn)
Comments on
Mainstream Blogs &
News Comments
4. Defining the Audience
• Traditional Audience
– Any customer using Peeps for: eating, cooking, present or
mentioned them as part of Easter
• Fan Culture Audience
– Any customer using Peeps for purposes other than Traditional
audience usually as a means of artistic/creative expression
5. Traditional Audience
“Most people have a love-hate relationship
with Peeps. I think they were more special
before the company started making
marshmallow confections for every single
holiday and/or greeting card holiday ever
invented….”
http://noburnthamburgers.blogspot.com/2010/03/busy-week.html
6. Daily Volume : Traditional Audience
1741
Main causes for increase in 1730
1607
volume:
- People buying Peeps for their
families on Easter day update on 1310
Twitter 1158
- Release new flavor: Chocolate 956
covered Peeps
- Link to pages showing Peeps 733 727
601
489 462 470
378 395 399
357
22-Mar 23-Mar 24-Mar 25-Mar 26-Mar 27-Mar 28-Mar 29-Mar 30-Mar 31-Mar 1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-Apr
Traditional conversations increased Total results: 13,306
significantly in volume at second half Date range: Mar 22 – April 6
period of examining date range. The Top domain: www.twitter.com
increasing trend shows a tied relation
between Peeps candy and Easter
season in traditional consumers’ minds
7. Traditional Audience: Where Are They?
Traditional Conversations Share of Voice
Conversations about buying Peeps candies for Easter season
Traditional consumers are more text driven on social media
5088
3115
1627 1581 1362 509 24
8. Traditional Discussions
“Peeps are amazing...
and as bill said, stale ones are very good too!
They're great if you put 'em in the microwave
for like 15 seconds and let them get soft and
big, then eat them!”
Ways <Bobby >
(I Hate Peeps! - Facebook)
traditional
audience eat
Peeps Peeps’
To traditional
audience, is favorite
Peeps only colors and
for Easter ? shapes
“My opinion on peeps varies. I used “@JenOgden *handing you a
to loved them - stale - now not so
Traditional pink, chick PEEP* Enjoy &
much. But I love them Peeps Happy Easter!!! (I like the
purple bunny Peeps) teehee”
toasted/roasted. Mmmm! Perfection.
I don't know if I'll be eating any this conversations
time. I haven't eaten candy in about http://twitter.com/DDubsTaraA
a month …” TL/statuses/11543969430
<jenjie>
(“I have to ask--peeps or no peeps
the marshmallow-y things” -
http://www.twopeasinabucket.com )
9. Sample Twitter Conversations
@katidid378 I will ONLY eat them at Easter...the other holiday Peeps are just
wrong...lol but yes, I do love them....pure sugar
<Tish326>
@bettielaven @nekazang my dears, my dears. The Best Easter Candy ever
are stale Peeps! Keep them out so they're nice and dry. YUM.
< chefterridien>
@californiaboyz what color peeps? Although some people think they taste
the same. They do not. Oh and was it peeps or bunny peeps?
< leftyprofessor>
@johnmoe #candyclub - Peeps is a complex issue, do colors taste differently,
original, chololate, strawberry, chocolate covered, microwave?
< Dav3Ston3>
#ubercosign RT @ioroberts: Maaaan, Peeps have to be one of THE most
disgusting "candies" ever! Its right up there with candy corn. Ugh!.
< tlw83>
Peeps are fucking gross. why cant they make better rubber duckie shaped
candy? what an outrage! or are they baby chickens? not sure.
< megablakeLB>
10. Reasons People Dislike Peeps
“i hate Peeps in any form or
color that they now come in
PLUS their evil cousins the
Circus Peanuts! Yuck! They are
just disgusting sugar delivery
HA! I thought I was the only one vehicles that can't even be
who HATED those flippen classified as "candy"!!
things. Before I would have to
<Sharon> “They are really cute, but they
just see them during Easter taste soooo gross. That does
time. NOW they make them for NOT taste like sugar more like
very damn holiday. UGH. ......who knows just sick. That is
<Beth> NOT even candy.....”
<Trisha>
Negative
UGH I hate PEEPS!!! Growing
up my family didn't have much
sentiment
money and ALWAYS bought
these damn things and were
around I would rather eat a sugar
cube. Peeps are NASTY. They
expected to eat them every
year. AND I DID!!!!! DAMN YOU
Peeps better change the formula or
they will be replaced with a
PEEPS!!! better product. <Brad>
“For real...I agree. Does anyone
“I have ended up in the ER like Peeps???
because of PEEPS. Honestly They don't even taste like food,
have a serious panic attack let alone sugar!
every time I see them.........” It's a blob of chemicals....no
<MargiE> more, no less.”
<Lisa >
11. Traditional Audience: How They Like Peeps?
What traditional audience discussed about
Peeps
21% Their favorite Peeps'
colors and shapes
43%
8% Their ways to eat
Peeps
28% Their thoughts on
present of Peeps on
Easter
Their dislike
expressions with Peeps
Traditional Audience's favorite
colors of Peeps
4% Chocolate
10%
Pink
19% Yellow
53%
Purple
14% Blue
12. Influential Traditional Communities
Typical forum with high involvement level thread about Peeps forum: Two peas in a bucket
Topic: I have to ask – peeps or no peeps (the marshmallow – y things). Total result: 118
http://www.twopeasinabucket.com/mb.asp?cmd=display&forum_id=15&thread_id=2977913#26997464
YES to peeps. I like the Peep bunnies are the cutest
bunnies better than the thing in the world - an Easter
chick shaped ones. they basket must have item. A big
taste better..I swear! I like yes from me - although I really
them fresh NOT stale! don't care to eat them.
I personally hate them and always
I love candy but No Peeps for have, even as a kid. I remember my
me! My kids don't like them older sister always liked them. I
either. The only person I know bought them for my kids just because
that likes them is my mom. it was tradition. I stopped one year
I used Bunny Peeps last year because it didn't seem like they cared
to decorate cupcakes. They much for them either. I caught holy
were a hit with the Easter heck (no pun intended) for that! So I
crowd. am back to buying the creepy little
things again.
Forum target segment: Young mother, young parents
13. Influential Traditional Communities
Typical forum with high involvement level thread about Peeps: The Straight Dope
Topic: Marshmallow Peeps. Total result: 54
http://boards.straightdope.com/sdmb/showthread.php?t=557084#post12289831
I love peeps. As children, they
I love Peeps! Stale, preferably.
were always a staple in our
I'm waiting for Monday, when ALL
Easter baskets. Now with
of the Easter candy goes on
hubby and no children at
drastic clearance.
home, we don't do Easter
baskets, but we still buy the
peeps.
I am seeing Peeps on sale
everywhere. What's up? No one I only eat them around Easter
likes them anymore. Walgreens though, because non-Easter
had them for a dollar a package. peeps are somehow wrong. I
I've never seen so many. I don't know - I kinda like the
wonder if people don't like them pumpkin peeps at Halloween.
or that they overstocked....
14. Influential Traditional Communities
Typical forum with high involvement level thread about Peeps forum: The Bump – the
inside scope of Pregnancy.
Total result: 114. Total threads: 11
http://community.thebump.com I love Peeps, but I don't really eat
them. I mean, I LOVE Peeps. No
Easter basket is complete without
Peeps, and I used to send holiday
themed Peeps in my care packages
to DH when we were still long
distance...
wils0482: Bunnies, because I like to
eat the ears off first. Blasphemy! It's
chocolate Bunnies, marshmallow
peeps. That's the only way.
Forum target segment: Young mother, young parents
16. Fan Culture
Fan culture is the culture made up of fans of brands & products.
These fans create art, which takes a variety of forms, from the
products that they love so much. Fan culture represents the love of
the product as well as the comraderie amongst the fans.
Identity &
Belonging
Involvement
&
Performance
Knowledge
Fan Culture
17. Fan Culture Embraced: A Case Study
Traditional Culture Duck Tape duct tape is a Fan Culture
great example of a company
embracing the naturally
occurring fan culture and
making a profitable product
that appeals to the fan culture
population without disrupting
the traditional population.
Sales go through different
http://members.socket.net/~llile/ConcreteStain/Concrete_
Stain.html
channels
http://yuni-
promdresses.blogspot.com/201
0/03/duct-tape-prom.html
18. Daily Volume: Fan Culture Audience
Fan Culture Conversations Daily Volume
312
184 results coming from Twitter (59%), in
which 158 tweets are about the Washington
Post Peeps Diorama Contest 233
224
194
153 148
118
110
101
74
52
39 40 43
33 31
22-Mar 23-Mar 24-Mar 25-Mar 26-Mar 27-Mar 28-Mar 29-Mar 30-Mar 31-Mar 1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-Apr
• Date range: 3/22 – 4/6
• Total results: 3,108
• Top domains: flickr.com
twitter.com
19. Fan Culture Audience: Where Are They?
Counter-Culture Conversations Share of Voice
1203 All activities are visual/
creative oriented.
774
482
347
153 123
26
Video/photos Microblog Mainstreams Blog Social Forum Wiki
network
Counter-Culture Activities
Peeps Diorama
29% 30%
Using Peeps to make Craft
or Art Works
4% Experiment/Game/Weird
37%
activities
Taking photos/videos of
Peeps
20. Influential Fan Culture Communities
www.seriouseats.com – surprisingly this is supposed to be a traditional channel for
housewives, food lovers or family to discuss about food related topics
The Peepshi Phenomenon
Started on March 31 by Grace Kang on seriouseats.com
Receive 42comments The Post is being tweeted
and 43 favorites on the 1,764 times
original post itself
3620 tweets mentioning Peepshi
159 Peepshi photos are posted on Flickr
234 blog posts talking about Peepshi
Within only 5 days (3/31 – 4/5)
21. Influential Fan Culture Communities
14 Flickr groups are
centered around www.flickr.com
taking photos of
Peeps
• 1,438 Peeps photos were posted from 3/22-4/6
Total 4,083 members • 83% of these were Counter-culture photo types
of these groups
These 14 groups
created 3,592
Peeps photos total
Let's face it, Peeps are colorful,
fun, and are wonderful when
photographed in real world
situations!
- CJ Universal – sponsor and judge of the Flickr
Peeps off contest -
22. Influential Fan Culture Communities
Counter Culture YouTube video Types
Ways to kill peeps
15% Others Unusual things/videos that
14% people can do to Peeps such as:
• Showing videos of peeps put
Peeps Diorama Peeps on chairs (and that’s it)
26% experiment/weird
activities • How to take nude photos with
(microwave) Peeps
45% • Use Peeps as bath sponge
• Stick Peeps on mirror, stick
peeps on someone’s nose, or
stick Peeps anywhere on the
face
• Videos of chewing Peeps (and
Counter Culture YouTube Video Views just that)
YouTube videos are getting more
38%
and more focused on different
32% ways to ‘torture’ Peeps.
23%
Total fan culture videos: 153
7% (date range: 3/22 – 4/6)
Peeps Diorama Peeps Ways to kill peeps Others
experiment/weird
activities
23. Influential Profile: 4 Peeps Sake You Tube Channel
Example of Fan Culture Site
Been making Peeps videos about 4 years
Have uploaded total 118 videos
Most viewed video received 18,876 views
Most viewers like the videos
Most videos have adult contents
24. Influential Profile: Shelly S
Shelly S is a female librarian from New York
She has 57 peeps photos which attracted
5945 views in total. And all of these photos
are classified as fan culture types
The concept of her photos are toys/food
diorama
25. Influential Profile: University of Chicago Magazine
The Magazine has 72 peeps photos
which attracted 19146 views in total.
And all of these photos are classified as
fan culture types
26. Many People Like to See Peeps Explode
• There were 190 YouTube videos of Peeps exploding in microwaves
at the time of this report, and the number continues to grow.
• The number of views for these videos are 2,841,589; with 11,213
comments.
What made people enjoy
these videos?
Others Taste better
6% 9%
No reason
12%
Gross
19%
Fun
54%
Video “Three Peeps In A Basket... In A
Microwave Oven” (745 comments)
27. Fan Culture: Where It Came From?
In 4 of the top sites about Peeps
from Google, 3 have content that
aligns with fan culture behavior
Photo of Peeps got shot,
Peeps in a strip club
“…Peeps can also be eaten out of the
microwave. This is often done in
conjunction with "Peep Jousting", a game
in which two Peeps are placed in the
microwave with toothpicks stuck in them.
The Peeps expand in the microwave, the
player whose Peep pierces the other Peep
gets the honor of eating both hot and
gooey Peeps…”
Showing methods of testing Peeps
reactions to heat, cold, pressure,..etc.
28. Verbatim Posts about Exploding Peeps
That basket's totally ruined. It was awesome, though! I loved the end, where
you turned the microwave off and they deflated. xD
(Arithmatis – YouTube audience)
oh my gosh that looked so gross but FUNNY!!! XD though I feel bad for them
now. I microwave a peep and it almost exploded the fluff came out the side.....
I'm gonna post it XD XD soon as my computer lets me
as
(MewBerrylvy – YouTube audience)
lol I have microwave a not opened bag of marshmallows it had about a
hundred of them or something try it and post it on youtube it is funny
but
(sweetbob67 – YouTube audience)
OHMYGOSH NOOO THE PEEPS D: you expanded their marshmallowy
insides and they exploded out of the basket. D: and yet strangely that was
interesting enough to watch. niiiice one :D
(HollowBreath – YouTube Audience)
Peeps are gross.
They deserve that.
(AndrewKalember – YouTube audience)
29. Various Reasons For Microwaving Peeps
Cheap
clearance
Taste better Hobby
Microwave
Peeps
Curiosity Hate Peeps
Pagan ritual Entertaining
31. Daily Volume: Traditional vs. Fan Culture
2000
1800 There has been a slight increase
of counter-culture conversations
1600 during Easter time. However, the
volume of this community is
1400 more stable and unseasonal than
traditional ones.
1200
1000
800
600
400
200
0
22-Mar 23-Mar 24-Mar 25-Mar 26-Mar 27-Mar 28-Mar 29-Mar 30-Mar 31-Mar 1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-Apr
Tradition Counter-Culture
32. Share of Voice: Tradition vs Fan Culture
5088
Traditional Share of Voice
3115
1627 1581
1362
509
24
Microblog Blog Mainstreams Forum Social Network Video/Phot Wiki
Counter-Culture Share of Voice
1203
Counter-culture audience are
more visualized behaviors
774 compared to Traditional ones
482
347
153 123
26
Video/photos Microblog Mainstreams Blog Social network Forum Wiki
33. Traditional Audience vs Fan Culture Audience
The traditional audience adopted some counter culture activities, however, still remain
the characters of traditional audience.
Some of these micro trends include:
Using Peeps to make unusual food (38% of Flickr traditional photos)
Eating Peeps in unusual ways (33% of Flickr traditional photos)
Use Peeps as toys for family playing together (25% of Flickr traditional photos)
Family/Friends playing Peeps war
together (put them in microwave) as
Peepshi and this is even new term
part of a family thing
34. Traditional Audience
About to be Fan Culture Audience:
There is a set of customers who discuss their general feelings toward
Peeps, but they also enjoy the Counter-culture activities.
Research shows that majority of this audience is made up of
teenagers or from family that having teenagers, as many
discussions about Peeps (for both traditional and fan culture activities)
are found on teen forums (or having most talkers are teenagers).
http://www.gaiaonline.com/forum/
(115 conversations about Peeps in March)
http://www.sodahead.com/living/
(492 conversations about Peeps)
http://www.fanpop.com/
(Marshmallow Peeps Club with 757 fans , 44 videos and 65 photos)
Where is the noise?
35. Cross-Over Opportunities
Sentiment
Neutral Positive
35% 26%
Negative
39%
20% Audience's Views of Peeps
18%
10%
6% 6%
5%
4%
3%
Yummy Cute I like them Cant have Too much Gross Yucky Simply don’t
but I don’t too many at sugar like
eat them once
Positive Negative
36. Example of Missing Between Traditional and Fan Culture
Flickr name: Gelatobaby
Alissa Walker from Hollywood
Profile: writer, gelato-eater, and a
walker in LA
She wrote articles/blogs and posted
photos on 16 different online and
hard-copy magazines.
Peeps related activities: making
Peeps craft art, cooking food that
having Peeps, creating Peeps
diorama, and holding party with
Peeps theme
She has 122 photos of Peeps with
attracted 2135 views Is she traditional or is she counter culture ?
37. Cross Over Opportunities: In Their Own Words
I love peeps!!! What's not to love about them? They're sugar-coated sugar!
So amazingly delicious... Mmmm......
Swedishcurly – 16 years old
I don't eat them anymore cuz there's far too much sugar in 'em but I loved
'em as a kid! I wish I did still eat 'em.....they have 'em for every holiday now!
Divajinx from IN
I can't eat peeps. =[ Their little faces staring at me as I bring them closer to
my mouth... It makes me feel like a terrible person.
Damn marshmallows. Guilt-tripping me like that.
CyniqueCharme – 17 years old
I love chocolate and sweets but NEVER peeps, A lot of my friends love them
though.
Fury girl – 17 years old
peeps.... I only eat one, maybe two. after that, I feel sick from all that sugar
jam-packed into that little treat.
Kimberly– 18 years old
38. Marshmallow Peeps Counterculture Peeps
MARSHMALLOW PEEPS FANPOP Site description: Fanpop is a
The candy we love to hate… network of fan clubs for fans of
http://www.fanpop.com/spots/marshmallow-peeps/ television, movies, music and
Fan members: 793 more to discuss and share
Established: 2008 photos, videos, news and
opinions with fellow fans.
Example of fan pick topics:
Activities: counterculture-oriented content
• Videos: 44
• Photos: 90
• Fan picks: 8
• Forum discussions: 2
• Links: 44
Impactful author’s bio: DrDevience
Name: Lori Leidig
Gender: Female
Age: 52 years old
Nationality: US citizen living in Sweden
Affiliation site: one of top 1000 contributors in
2009 on Associated content website
http://www.associatedcontent.com
40. Conclusions
Compare differences between traditional vs counterculture
Traditional culture Counterculture
Audience identified Family-oriented, young parents, Teenagers, young adults
young mothers, housewife
Overall sentiment Positive Major negative
Negative
Present on social media Text-driven (Twitter, forums, Image-driven (Flick, Youtube,
etc.) etc.)
What makes them interested? Favorite/ new flavors Videos of creative torturing ways
Cooking recipes Peeps dioramas
Other experiments (other than
microwave)
Seasonality Easter All year round
Trend indication Peeps marketing strategies to Microwave Peeps is becoming
approach traditional consumers familiar and less interested from
will shift to public events like social media viewers. Peeps fan
Peeps show, contests, Peeps culturewill be fragmented and
for travel, etc. scatter into more creative
activities
41. Conclusions and Recommendations
• Peeps traditional and fan culture exist alongside each other, yet independently
• The most popular fan culture recognized community is microwave Peeps
• The counter-culture community will be sustainable as number of people
involving is increasing by time and with spiral effect of social media channels
• Peeps fan cultures will develop in the way that not support selling more
traditional Peeps products to consumers, but creating buzz among
Marshmallow Peeps brand
• Action to take: encourage development of positive fan cultures by starting
new innovative trend such as video contest that show creative ways to make
use of Peeps for young teenagers etc.
42. Suggested Next Steps For Research
How can the fan culture of Peeps be
leveraged by the brand?
Who are these How can we reach
What are they doing?
people? them?
What draws What do they
Why do they Online Social In-store
Seasonal Year-Round Projects them to the need from Events
like Peeps? Media Products
culture? us?
Merchandise that Just Born can create around the Peeps brands that will
serve the Fan Culture while not disrupting the Traditional Culture
43. THANK YOU
Warren Sukernek
Warren.Sukernek@Alterian.com
@warrenss
206-547-1588| Web: socialmedia.alterian.com | Blog: www.engagingtimes.com | Twitter:
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