Viral video marketing is the process of creating, producing and seeding a branded video via social networking sites, blog outreach, targeted websites and social and mobile applications.
Viral video marketing is the process of creating, producing and seeding a branded video via social networking sites, blog outreach, targeted websites and social and mobile applications.
This presentation, on the intersection of branding and user experience, was delivered to students and faculty at the Indiana University School of Informatics on November 13, 2009
I presented this deck at a recent 'Asian Women in Business' workshop/ talk on social media.
I've tried to give small business owners a strategic framework to think about their approach in social media.
I'd love some feedback. This deck served mostly as talking points for me - if you need additional information or clarification, please let me know and I'll do my best to provide it.
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...etplastics
E-Commerce Manger Pam Aungst gave a presentation on January 19, 2012 to the Society of Plastics Engineers, detailing how B2B companies with long and complex sales cycles can use inbound marketing and social media to build leads.
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012
"The hallmark of any great brand is authenticity -- just ask Harley-Davidson, Coke or Apple, especially when all of these brands lost their way and learned from it. Same thing applies to Brand You. In every tweak of a template, upload and keystroke, you have an opportunity to be authentic or disingenuous. Know what makes you special and unique, and tap into those qualities as you build your personal brand online. Most people can spot a fake when they see one, so remember that being genuine is more important that presenting yourself in an artificially glossy manner. It used to be important for bloggers to "find their voice" -- now it's relevant to all of us."
On November 27, InSites Consulting organized a Webinar on 'Co-creating brands & campaigns'. The main focus is on how using research communities can result in co-created brand & content strategies. The main theme is elaborated, followed by some case studies of Danone and Marktplaats (eBay)
Facebook Marketing Model: Brand Socialization☀ Michel Demoor
While reflecting on the powerful elements that make Facebook a valuable marketing medium, I realized I was creating a model that was applicable to all social media. Looking for feedback and improvement-points I leave it here at your C-ontribution. Surprise me ;-)
A MONTH OF IDEAS - SEPTEMBRE 2015
par le Planning Stratégique de Brand Union Paris
Un mois, 30 jours ou presque, autant de bonnes idées, de drôles de choses, de belles images ou de brillantes initiatives qui nous ont interpellées, et qu'on voulait partager avec vous...
Rendez-vous le moins prochain.
The ‘web of things’ or ‘internet of things' simply describes the relationship between human beings and everyday objects using the internet.
A world where lighting is controlled by the genre of music being played and our fridges notifying us that we need more juice to replace the vitamins lost on the cycle commute is a very real one. The ‘web of things’ is happening.
An era of devices that intertwine with our clothing and bodies (wearable technology) is upon us.
If you are to cast your minds back to 2010 and the release of the iPad and recall the cries of ‘Why? Why would we need such a product? How does this help me in life?’
And look at us now, eagerly awaiting the next iteration and it’s accompanying accessories.
The same thing will inevitably happen when the impending wearable technologies crash over us. Google Glass, Samsung and Apple’s smart watches will change the way we consume products, socialise and work.
This week’s Identica Insight delves under the skin of the wearable tech world.
This presentation, on the intersection of branding and user experience, was delivered to students and faculty at the Indiana University School of Informatics on November 13, 2009
I presented this deck at a recent 'Asian Women in Business' workshop/ talk on social media.
I've tried to give small business owners a strategic framework to think about their approach in social media.
I'd love some feedback. This deck served mostly as talking points for me - if you need additional information or clarification, please let me know and I'll do my best to provide it.
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...etplastics
E-Commerce Manger Pam Aungst gave a presentation on January 19, 2012 to the Society of Plastics Engineers, detailing how B2B companies with long and complex sales cycles can use inbound marketing and social media to build leads.
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012
"The hallmark of any great brand is authenticity -- just ask Harley-Davidson, Coke or Apple, especially when all of these brands lost their way and learned from it. Same thing applies to Brand You. In every tweak of a template, upload and keystroke, you have an opportunity to be authentic or disingenuous. Know what makes you special and unique, and tap into those qualities as you build your personal brand online. Most people can spot a fake when they see one, so remember that being genuine is more important that presenting yourself in an artificially glossy manner. It used to be important for bloggers to "find their voice" -- now it's relevant to all of us."
On November 27, InSites Consulting organized a Webinar on 'Co-creating brands & campaigns'. The main focus is on how using research communities can result in co-created brand & content strategies. The main theme is elaborated, followed by some case studies of Danone and Marktplaats (eBay)
Facebook Marketing Model: Brand Socialization☀ Michel Demoor
While reflecting on the powerful elements that make Facebook a valuable marketing medium, I realized I was creating a model that was applicable to all social media. Looking for feedback and improvement-points I leave it here at your C-ontribution. Surprise me ;-)
A MONTH OF IDEAS - SEPTEMBRE 2015
par le Planning Stratégique de Brand Union Paris
Un mois, 30 jours ou presque, autant de bonnes idées, de drôles de choses, de belles images ou de brillantes initiatives qui nous ont interpellées, et qu'on voulait partager avec vous...
Rendez-vous le moins prochain.
The ‘web of things’ or ‘internet of things' simply describes the relationship between human beings and everyday objects using the internet.
A world where lighting is controlled by the genre of music being played and our fridges notifying us that we need more juice to replace the vitamins lost on the cycle commute is a very real one. The ‘web of things’ is happening.
An era of devices that intertwine with our clothing and bodies (wearable technology) is upon us.
If you are to cast your minds back to 2010 and the release of the iPad and recall the cries of ‘Why? Why would we need such a product? How does this help me in life?’
And look at us now, eagerly awaiting the next iteration and it’s accompanying accessories.
The same thing will inevitably happen when the impending wearable technologies crash over us. Google Glass, Samsung and Apple’s smart watches will change the way we consume products, socialise and work.
This week’s Identica Insight delves under the skin of the wearable tech world.
A MONTH OF IDEAS - OCTOBER 2015
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
Identica Bitesize 170114 Health on the HorizonMichael Nash
IT’S THE BEGINNING OF A NEW YEAR WHICH MEANS GYMS ARE OVERCROWDED AND NEW DIETS ARE PAINFULLY BEDDING IN.
But what will health mean to us all in 2014? We know that consumers are increasingly knowledgeable, regarding their own health and actively taking preventative measures to manage it.
Identica have highlighted five trends that will impact many of us as we strive to monitor and improve our personal health.
A MONTH OF IDEAS - NOVEMBER 2015
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
Mergers, acquisitions, and spin-offs are tricky operations. By keeping these seven crucial questions in mind, companies can ensure that their brand doesn't get lost in the clutter.
We’re seeing a rise in anomalistic design.
Design that inspires or discourages
within an instant. A conscious effort is
being made by some brands to not
aesthetically conform. Anti-design.
These examples bask in their unusual
morphology and design. Weird but wonderful, this micro-trend certainly challenges consumers to think again about what we pass as ‘normal’.
A MONTH OF IDEAS - MAY/JUNE 2016
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
Living our Purpose means that across the MUP organization, we are unified in our approach and collaborative in our efforts to make a difference in the lives of the people we touch. This effort
applies to everything we do — from our scientific methodology, to our manufacturing processes, to the tone, look, and feel of our communications.
Your brand isn’t just what you say it is. It’s also about what your employees, customers, prospects, competitors, and world at large say it is.
As we like to say, a brand is the sum of all conversations, and in the fast-moving and dynamic world of social media, you want to have a handle on how your brand is being perceived out there.
Knowledge360 helps you get better grip on your online brand. In other words we provide you “Social Branding” solutions.
Integrated web marketing and Social media -explainedShanq Web
Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.
Social Mirror’s objective is to work with companies who are looking to utilise the power of Social Media for their Business, but need a helping hand. By creating a personalised strategy tailored towards your business, we will help you make the most out of your target Social Media audience so your business can grow.
Turning Social Media into a Competitive AdvantageARC Science
Title: “Turning Social Media into a Competitive Advantage”
Author: Alain Portmann, Founding Partner & Head of Strategy, Web Liquid
With the growing opportunities surrounding Social Media, how can brands transform this corner of the digital landscape into a competitive asset? Inside Alain covers a number of concepts including:
* Social Proof: To resolve uncertainty of what to do and buy we look at what others are doing or have done.
* Service Over Solicitation. Promoters and detractors are shaped on the basis of the value you provide.
* Social Media as a Listening Exercise: It is about listening to the conversation and empower people to tell THEIR story. After all, every good conversation starts with good listening!
* Engagement: Degree of engagement is more important than the size of fan/connection/follower base
* And finally, the six components to derive a competitive advantage from Social Media:
1. The Earpiece: Monitor Word Of Mouth
2. The Proposition: Statement Of Purpose & Intent
3. The Rulebook: Governance & Resource
4. The Playbook: Tactics & Plan
5. The Scorecard
6. The Training Plan
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...the bureau, digital agency
IBM presentation: Twitter for business - Microblogging goes to work by Delphine Remy-Boutant, WW Social Media Marketing Manager IBM SWG - Digital Media Barcelona event 16th September
Content Creators for Good: A Brand Guide to Working with InfluencersTara Nolan
Content creators, influencers and brand experts during this hands-on session exploring the value of an influencer strategy, building ambassador programs, and sharing best practices in approaching win-win partnerships. This workshop covered opportunities and challenges in activating consumers through the lens of influencers and give a step-by-step guide to creating a strategy that works for your brand and sustainability goals. Brands included: Nespresso, Smashbox Cosmetics, How Good, and more.
What Marketing Can Learn From Vanilla Icepeteraharris
In changing market times, we need to STOP COLLABORATE & LISTEN if we are to close the gap between marketing and research. This presentation was delivered at Marketing Week 2009 in Adelaide
Social Media Defined For Entrepreneurs and ExecutivesStephen Jones
What is Social Media? How does Social Media Work? As a busy entrepreneur or executive, how can I leverage Social Media?
All your questions (and more) are answered here for you...
Presentation from Barossa GirlTalk evening held on 21st September 2011. Presenters are Tania Shirgwin from BizEez Virtual Solutions and Caroline Dunn from bunchMEDIA
Word of Mouth Marketing for the Direct Marketing AssociationWillow Baum
This "Art & Science of Word of Mouth Marketing" presentation illustrates cultural and media trends using case studies of sustainable upstarts that pose new challenges to the direct marketing industry and to the US Postal Service.
The Unifying Power of Social Technologies by Betsey O'HaganBetsey Merkel
"The Unifying Power of Social Technologies" by Betsey O'Hagan presented at Council of Ohio Audubon Chapters (COAC) Business Meeting & 50 Year Anniversary Celebration at the Novak Education Center, 382 Townline Road in Aurora, Ohio on Sunday, March 3, 2019.
WCAS Audience Metrics 2017 by Betsey Merkel, ConsultantBetsey Merkel
Case Study: Activity Assessment and eMetrics for a Conservation Organization. Programs, Membership, Donations, and eMetrics 2017. An overview of Western Cuyahoga Audubon chapter activities, audiences, and trends. By Betsey Merkel, WCAS Consultant, Jan 15, 2018.
The Council of Ohio Audubon Chapters (COAC) PlatformBetsey Merkel
The Council of Ohio Audubon Chapters (COAC) Platform-Capacity Building for 21st Century Conservation Projects by Betsey Merkel, digital strategist consultant, and presented at the COAC Quarterly Workshop June 3, 2018 at Miami University Regionals-Hamilton, Ohio.
Presenter: Betsey Merkel, The Institute for Open Economic Networks (I-Open) at the COINs-collaborative innovation networks Conference 2010, hosted by the Savannah College of Art & Design in Savannah, Georgia USA on October 7-9, 2010.
Title: Contextual Transmedia Communications: Content and Creativity in Complexity
Presenter: Betsey Merkel, The Institute for Open Economic Networks (I-Open) at the COINs-collaborative innovation networks Conference 2010, hosted by the Savannah College of Art & Design in Savannah, Georgia USA on October 7-9, 2010.
From the Abstract and a Presentation Overview: The human race is faced with engaging in exponential levels of complexity resulting from expanding populations, limited natural resources, and maturating cycles of the World Wide Web. Habits of capacity building - that of inventory, meaning, and experimentation -- remain at levels suited to an industrial age of linear scarcity. The results of this mismatch can be seen in widespread U.S. unemployment, poverty, and exponential natural systems failure. Disruptions such as these will continue to diminish our collective creative abilities to advance innovative enterprise unless we think and act differently. How and what we communicate affects the economic impact of creativity.
Building community in the civic space 2011Betsey Merkel
Building Collaborative Communities in the Civic Space
Accelerating innovation
in Open Source Economic Development
Updated May 2011
Created by Betsey Merkel, Co-Founder & Director, The Institute for Open Economic Networks (I-Open)
, Cleveland, Ohio USA 44103
http://i-open.posterous.com/
What is the power of prayer and meditation to help each of us navigate our deficiencies and strengthen connectivity between mind and self? This paper begins to explore these intersections in parallel with scientific imaging of the functional brain.
Paper by MUSICIAN 2.0, 3.0, 4.0...
Developing Music
Careers in Uncertain Times
A Psycho-Spiritual-Musical Manifesto
Paper by Peter Spellman recommended by Gerd Leonhard.
About the author:
Understanding Continuous Design in F/OSS ProjectsBetsey Merkel
By authors Les Gasser1,2
gasser@uiuc.edu
Gabriel Ripoche1, 3
gripoche@uiuc.edu
Walt Scacchi2
wscacchi@ics.uci.edu
Bryan Penne1
bpenne@uiuc.edu
Abstract
Open Source Software (OSS) is in regular widespread use supporting critical
applications and infrastructure, including the Internet and World Wide Web themselves. The communities of OSS users and developers are often interwoven. The deep engagement of users and developers, coupled with the openness of systems lead to community-based system design and re-design activities that are continuous. Continuous redesign is facilitated by communication and knowledge-
sharing infrastructures such as persistent chat rooms, newsgroups, issue-
reporting/tracking repositories, sharable design representations and many kinds of
"software informalisms." These tools are arenas for managing the extensive, varied,
multimedia community knowledge that forms the foundation and the substance of
system requirements. Active community-based design processes and knowledge repositories create new ways of learning about, representing, and defining systems that challenge current models of representation and design. This paper presents several aspects of our research into continuous, open, community-based design
practices. We discuss several new insights into how communities represent
knowledge and capture requirements that derive from our qualitative empirical
studies of large (ca. 2GB+) repositories of problem-report data, primarily from the
Mozilla project.
Betsey O'Hagan (Merkel) Recommendation Letter 2000Betsey Merkel
Betsey O'Hagan (Merkel) Recommendation Letter 2000
This is my favorite recommendation written by colleague Dr. Paul Gothard III, Professor of Music, Lake Erie College. Paul and I worked together over many years to build a well loved monthly concert program in combination with regional and international performing artists on the campus of Lake Erie College. Together, the Coryton Ensemble and the LEC Department of Music commissioned and premiered the new works of global and local composers. To the delight of local audiences, the historic and acoustically renowned Morley Music Hall on campus became a welcome performance home for an ensemble of musicians from across Northeast Ohio.
Bruce Perens: OS Landmark Case TestimonyBetsey Merkel
From Bruce Perens: Inside Open Source's Historic Victory — Datamation.com http://tinyurl.com/y8urk7o
Bruce Perens, creator of the Open Source Definition, the manifesto of Open Source and the criterion for Open Source software licensing, was an expert witness in the Jacobsen v. Katzer court case. An unusual glimpse into testimony authored by Bruce Perens that is traditionally silenced. A community grateful thank you to Open Source developer and physicist, Bob Jacobsen for his landmark win requesting obfuscation be replaced with attribution in this landmark case. You can read the story about the legal wrangling that produced a historic victory for Open Source at http://tinyurl.com/y8urk7o
Building Smart Communities through Network Weaving
by Valdis Krebs and June Holley
From the text:
"Communities are built on connections. Better connections usually
provide better opportunities. But, what are better connections, and how do
they lead to more effective and productive communities? How do we build
connected communities that create, and take advantage of, opportunities
in their region or marketplace? How does success emerge from the
complex interactions within communities?
This paper investigates building sustainable communities through improving
their connectivity – internally and externally – using network ties to create economic opportunities. Improved connectivity is created through an iterative process of knowing the network and knitting the network.
The End of Footbinding in China as an Example of the Power of Networks, by June Holley, Network Weaver
june@networkweaving.com
How do we make a difference? How do we help bring about transformative change?
The story of the end of footbinding is a great
example of the way networks can be mobilized to bring about dramatic change in a very short period of time.
I Open Interview Questions [I Open Education]Betsey Merkel
Interview questions designed 2009 by Betsey Merkel, Co-Founder and Director, I-Open for I-Open interviews. Attribution for design guidance: Susan Altshuler, Dennis Coughlin. Innovation Framework & Strategic Doing maps: Ed Morrison
PDF SubmissionDigital Marketing Institute in NoidaPoojaSaini954651
https://www.safalta.com/online-digital-marketing/advance-digital-marketing-training-in-noidaTop Digital Marketing Institute in Noida: Boost Your Career Fast
[3:29 am, 30/05/2024] +91 83818 43552: Safalta Digital Marketing Institute in Noida also provides advanced classes for individuals seeking to develop their expertise and skills in this field. These classes, led by industry experts with vast experience, focus on specific aspects of digital marketing such as advanced SEO strategies, sophisticated content creation techniques, and data-driven analytics.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
EASY TUTORIAL OF HOW TO USE CAPCUT BY: FEBLESS HERNANEFebless Hernane
CapCut is an easy-to-use video editing app perfect for beginners. To start, download and open CapCut on your phone. Tap "New Project" and select the videos or photos you want to edit. You can trim clips by dragging the edges, add text by tapping "Text," and include music by selecting "Audio." Enhance your video with filters and effects from the "Effects" menu. When you're happy with your video, tap the export button to save and share it. CapCut makes video editing simple and fun for everyone!
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
6. WHAT IS A
BRAND
ADVOCATE?
an advocate convinces others to
purchase through independent credibility
defends & supports your brand
puts his own reputation on the line
provides unsolicited praise and
suggestions of improvement
forgives occasional sub-par seasons
or dips in product experience/service
does not want to be bought
7. adventurous opinion leader
WHAT IS A
BRAND socially well connected
(50% vs. 12% non-advocates)
ADVOCATE? expresses opinions and
viewpoints
(65% vs. 12%)
continually discovers new content
online
has 2-1 impact on conversion
compared to non-advocates
50% of all advocates turn on their
megaphone post purchase
wants to be the first to know and
spread the word on a specific
topic
needs an audience
9. PEER ENDORSEMENT
Let’s add nice graph with stats on how people rely on peer endorsement
TRUMPS ADS
With advertising ranking low in terms of ‘influence’
what influences purchase decisions?
wom is # 1 purchase decision influencer
even opinions of strangers online trump advertising
-weber shanwick strategic planning
10. RECOMMENDATIONS = $
the most recommended company in any given category grows 2.5x the
category average
- bain and co
2/3rds of the economy is influenced by personal recommendations
- mckinsey and co
1 in 3 people come to a brand through a personal recommendation
- weber shandwick
31% of brand advocates have increased spending at their primary retailer
- ibm
11. REALITY TRUMPS
IMAGE
proportion of recommendations
70% prompted by
expectation-beating product 2% by advertising
experience prompted
-weber shanwick strategic planning
12. RECESSION DRIVES RELIANCE
ON WOM
are you more likely to refer to a friend when making a purchase
(during a recession)?
and accelerates the changes already happening
-weber shanwick strategic planning
14. 1. DEFINE YOUR
STORY
cultural brand business audience
+ + objectives
+ insights
context purpose
= your brand story
15. 2. DEFINE YOUR
ROLE IN
CULTURE
discover a purpose people
care about
commit to something
bigger than yourself
transcend beyond a
product-only relationship
17. 3. CREATE
BETTER PRODUCTS
25 % decline in quality association
50 % trust in brands has eroded by
90% erosion of brand differentiation
-brandasset valuator 2008
18. LAKE WOBEGEON
SYNDROME
80%
of CEOs think their brands offer a superior experience
only 8% of their consumers agree
- bain and co
21. HOW?
1. DEFINE YOUR STORY
2. DEFINE YOUR ROLE IN CULTURE
3. CREATE BETTER PRODUCTS
4. CREATE SUPERSATISFACTION
& EXCEED EXPECTATIONS
5. BAKE THE STORY INTO THE PRODUCT
22. ADVOCACY MUST BE THE FOCUS OF THE
ENTIRE ORGANIZATION
(NOT JUST MARKETING)
31. ADVOCACY
MODEL
define a clear brand purpose
get your whole company onboard
stand for something bigger than yourself
create delightful products & experiences
let your people become your first
advocates
32. ADVOCACY
MODEL
project your ideal world
make your belief be their belief
enroll fans & creators
bring excitement to your cause
33. ADVOCACY
MODEL
demonstrate your vision & belief
recruit members & drive participation
incentivize spreading the word
create communities & p2p networks
collaborate & find co-conspirators
create tools for people to recruit their peers
and let them want to work for you
34. ADVOCACY
MODEL
highlight your successes
create a sense of ownership
give some control to advocate
celebrate activists for their contribution
let people interact up, down, and sideways
when critics come knocking, invite them in
reward for feedback, participation &
advocacy
35. ADVOCACY
MODEL
feed movement with fresh initiatives
have no off times or dark times
treat your advocates as your lifeblood
do something buzzworthy over & over
again
listen, adapt & learn
39. AUDIENCE BEHAVIOR SHOULD
INFORM BRAND BEHAVIOR
“a revolution doesn’t
happen when the
society adopts new
tools. It happens when
society adopts new
behaviors.”
- clay shirky
40. IT’S TIME FOR MARKETERS TO
ADAPT NEW BEHAVIORS
-@wilsh
45. 95% OF SOCIAL MEDIA USERS BELIEVE A COMPANY
SHOULD HAVE A PRESENCE IN SOCIAL MEDIA
-cone, business in social media study, 2008
46. ETHICS
IN SOCIAL MEDIA
be honest
be personal
be generous
be supportive
stay real-time
be responsive
be transparent
be collaborative
ensure relevancy
be a good listener
participate actively
dump the salesman persona
operate in a spirit of truth & honesty
invest more time, love and passion (and less bucks)
47. ADD VALUE
TO THE CONVERSATION
be useful
enable sharing
be entertaining
provide knowledge
enable connections
enhance the experience
encourage community building
48. DON’TS
STEALTH MARKETING any practice designed to deceive people about
the involvement of your company
SHILLING paying people to talk about product
INFILTRATING using fake identities to promote your product
SPAM sending bulk or unsolicited email or other messages without clear,
voluntary permission
COMMENT SPAM using automated software to post unrelated /
inappropriate comments to online communities
DEFACEMENT vandalizing or damaging property to promote your
product
FALSIFICATION knowingly disseminating false/misleading information
54. Don’t start with the platforms
DON’T
START WITH PLATFORMS
“(when it comes to social media) companies focus on
the features, tools and technologies, yet fail to
understand the behaviors of their own customers
online. as a result they, miss the mark.”
-jeremiah owyang
55. “it’s not about social media.
it’s about social idea.”
–gareth kay
56. “the magic of social media is not what
happens in social media, but what
happens outside of it because of it.”
-paul isakson
57. ADVOCACY
TOOLS
authentic advocacy brand space branded utility mobilizing tweeters
engaged corporate citizen branded community branded blogs incentivizing p2p sharing
tribal communications branded bootcamp blogger outreach branded social groups
sponsored brand fests empathy space avatar branding branded skins
organized fan events product customization branded online community alternate reality game
innovation center co-created products branded virtual world user rating & reviews
branded contact cards open source products mobile concierge service flickrtising
customer service sampling/seeding webisodes/podcasts branded social networking
perkonomics internal communication recruiting 1%ers brand journalism
content aggregators creative contest consumer communities widgets