WFA launched Project Reconnect to provide guidance to marketers so that brand communications more closely reflect what people expect from brands online. We want to build trust by bringing people and brands closer together around an agreed set of ground rules. We asked parents and kids what they thought. Here's what some of the kids told us. More here: http://tiny.cc/ltxrl
Helping marketers get it right with consumers.
As consumers increasingly talk about brands and tell brand stories online, the need to bridge this gap and rekindle trust between marketers and consumers has never been greater. By talking to consumers about how they expect brands to act in the digital age, we wanted to develop some guidance that could be used by marketers around the world to help bring the two sides together.
This presentation describes the disconnect existing between baby boomer business leaders and social media networking. Includes Pews Research statistics and possible explanations for the disconnect. Also explores the value of the presenter's new book, "The Boomer's Guide to Social Media Success: Harnessing Your Inner Expert to Promote Your Business."
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
Nudging youth to adopt inclusion and acceptance in social spaces online. The article appeared in the summer 2017 issue of Pratt Institute's Catalyst Review magazine.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Helping marketers get it right with consumers.
As consumers increasingly talk about brands and tell brand stories online, the need to bridge this gap and rekindle trust between marketers and consumers has never been greater. By talking to consumers about how they expect brands to act in the digital age, we wanted to develop some guidance that could be used by marketers around the world to help bring the two sides together.
This presentation describes the disconnect existing between baby boomer business leaders and social media networking. Includes Pews Research statistics and possible explanations for the disconnect. Also explores the value of the presenter's new book, "The Boomer's Guide to Social Media Success: Harnessing Your Inner Expert to Promote Your Business."
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
Nudging youth to adopt inclusion and acceptance in social spaces online. The article appeared in the summer 2017 issue of Pratt Institute's Catalyst Review magazine.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
This presentation was part of a social media measurement and awareness training day held by Lynchpin Analytics and Pangaea Digital in Edinburgh, April 2010
Presenstation made at the Bombay Management Association Seminar on How to use Social Media for Business. Grass root level understanding on using Social Media, Case Studies and suggestions on building Social Media Strategies
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses and a detailed road map for building one's social media presence on the web.
För mig som "early adopter" av sociala media känns social selling mer som ett sätt att vara än en uttänkt strategi. Att stötta och hjälpa mina kontakter är naturligt och jag tror själv att det är nyckeln till framgång!
How to convince clients, colleagues, even your boss that social media is important - by overcoming these 10 common objections you'll build a case no one can refuse!
Keynote address given at the Seminar on "Social Media for Corporate Communication and Marketing" organized by the Bombay Chamber of Commerce and Industry, on Nov 27, 2009.
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
The World Federation of Advertisers (WFA) is the voice of marketers worldwide, representing 90% of global marketing communications spend – roughly US$900 billion per annum – through a unique, global network of the world’s biggest markets and biggest marketers. WFA’s champions responsible and effective marketing communications worldwide.
This presentation was part of a social media measurement and awareness training day held by Lynchpin Analytics and Pangaea Digital in Edinburgh, April 2010
Presenstation made at the Bombay Management Association Seminar on How to use Social Media for Business. Grass root level understanding on using Social Media, Case Studies and suggestions on building Social Media Strategies
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses and a detailed road map for building one's social media presence on the web.
För mig som "early adopter" av sociala media känns social selling mer som ett sätt att vara än en uttänkt strategi. Att stötta och hjälpa mina kontakter är naturligt och jag tror själv att det är nyckeln till framgång!
How to convince clients, colleagues, even your boss that social media is important - by overcoming these 10 common objections you'll build a case no one can refuse!
Keynote address given at the Seminar on "Social Media for Corporate Communication and Marketing" organized by the Bombay Chamber of Commerce and Industry, on Nov 27, 2009.
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
The World Federation of Advertisers (WFA) is the voice of marketers worldwide, representing 90% of global marketing communications spend – roughly US$900 billion per annum – through a unique, global network of the world’s biggest markets and biggest marketers. WFA’s champions responsible and effective marketing communications worldwide.
You can't solve every problem on your own. That's why our members turn to the collective intelligence of our global network for help and inspirations. Here are some of the benefits of being a member of the WFA - the only organisation representing and connecting global marketers.
The EU Pledge (www.eu-pledge.eu) is a commitment by 22 leading food and beverage brand owners to change how they market their products to children across a variety of media.
WFA and We Are Social have identified the seven key ways that brand marketing is most likely to annoy consumers.
We Are Social conducted a detailed analysis of English language Twitter comments about ads over the course of six months in the context of Project Reconnect, the WFA's flagship initiative to better align brand and marketing strategy with people's changing expectations in the digital age. The goal was to help marketers identify acceptable versus unacceptable behaviours with a view to identifying potential recommendations and solutions.
The results were presented on 19 March 2015 at a Project Reconnect session as part of the WFA's Global Marketer Week in Marrakech. They formed the backdrop and context to a presentation by Jon Wilkins, Executive Chairman of Karmarama, on where he thinks the industry may be getting it wrong.
Find out more:
www.project-reconnect.com
Press release: http://ow.ly/XFIu7
Video: http://ow.ly/XFHWZ
Qué definirá las buenas prácticas del marketing en el futuro? Es parte de "Project Reconnect", preguntamos a los influenciadores de la industria y a sus redes a través de las redes sociales.
"Project Reconnect" es una iniciativa liderada por la WFA con el fin de escuchar lo que la gente realmente espera de las marcas y el marketing. Esperamos que brinde a los anunciantes una guía práctica que los ayude a garantizar que sus comportamientos reflejen lo que la gente quiere y espera.
AVERIGÜE MÁS: PROJECT-RECONNECT.COM
The EU Pledge (www.eu-pledge.eu) is a commitment by 21 leading food and beverage brand owners to change how they market their products to children across a variety of media.
WFA and We Are Social have been exploring the factors that define 'best practice marketing' in today’s connected age. Our conversations with more than 100 of the world’s top marketers revealed three critical factors that enable brands to become leaders in our increasingly digital world. In this presentation, we explain these factors - the new 3Ps of connected marketing - and provide examples and actionable next steps. The initiative is part of our Project Reconnect: www.project-reconnect.com
The World Federation of Advertisers has launched Project Reconnect, an initiative where we listen to what people really want from brands and advertising, in order to give marketers practical guidance and ensure that their behaviour is in tune with what people want and expect. In doing so, we have teamed up with We Are Social and talked with marketers about the marketing that they find most inspiring - the marketing that has built truly Great Brands. This presentation shares some of the discoveries we've made.
WFA shares research results and some guidance in relation to working with media auditors around the world. For more information contact Matt m.green@wfanet.org
New research released by the World Federation of Advertisers shows that marketers around the world overwhelmingly believe purpose needs to be part of a successful brand building strategy.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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
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
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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/
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
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.
4. Consumer scepticism
62% UK & 54% US
consumers say corporations
"only interested" in selling
products.
Source Alterian, May 2010 (sample 1,000 adults in the US and UK)
5. Marketers to
blame?
Marketing is perceived to be contribute to an environment in which:
- Children are overweight and obese
- Alcohol-related harm is on the increase
- People’s online privacy is at risk
- Environmental concerns are trivialised through « greenwashing »
- Marketing turns children into little materialists at too young an age
6. Consumers control
what’s said about
our brands
And we now market products and services without full control over the
messaging that surrounds our brands, yet we are still accountable for
every message, both good and bad.
7. The new normal
1 2 3 4
People think we They are sceptical of They blame us for problems They control much of what is
don’t listen our motives and want to regulate us said about our brands
11. Project Reconnect
Focus groups of parents
1
Listen
Listen
of children 12-18 years:
What’s acceptable and
unacceptable to them as
consumers and parents
(focus on online
marketing)?
3
Engage
Engage
Amongst
industry: assess
learnings, next
steps
2 4
!deablogs
(social media tool) with Open discussion
children aged 15-17: with general public:
What’s acceptable and what is acceptable
unacceptable (focus on versus unacceptable
Dialogue
Dialogue online marketing)? Change
Change brand behaviour?
12. Talking with parents:
Focus groups in Shanghai and London
We wanted to talk to people face-to-face in their
capacity as both consumers and parents:
How do they relate to brands, how do they form their
opinions and what media they use to engage with brands?
In this way, we could begin to understand what forms of
marketing are more acceptable than others, especially in
the digital environment and aimed at their children.
*All were parents with kids aged 12-18 at home and all used the Internet and
were aware of social networking sites
13. Talking with children:
We also wanted to ask the same question to We interviewed kids aged 15-17 via
children of the same age as the kids of the IdeaBlog, an online platform that allows
parents we had spoken to before. Instead of researchers to engage with consumers in
using focus groups though, we used a tool an environment that is intuitively
more befitting of their generation. comfortable for them, since it emulates
social media platforms (such as Facebook).
Discussions last a whole week and can go
into a lot of detail.
With time to explore and reflect,
consumers can provide more
contemplative responses. This provides us
with richer insight
14. Our IdeaBlog
Respondents:
A mixture of males and females aged
15-17 across four countries, US, UK,
Brazil and China.
They are at school or college, are web
savvy, are users of digital social
networking sites and are
non-rejectors of advertising.
15. Brands and marketing in
consumers lives
Before talking about online advertising, we asked our focus groups and Ideablog
communities what was important in their lives. We then opened up the
discussion more broadly about companies, brands and advertising.
16. Brands are not top of
mind for kids or parents < Money
< Jobs
Music, my interests, family < Education
and school Female, 15 (UK) < Safety
< Family
Friends >
[Parents] think about
School/Studies > the bills, about how to
increase the income.
Hobbies > Female, 16 (Brazil)
Family >
Studies (China) >
17. TOP OF MIND BRANDS: TOP OF MIND BRANDS: TOP OF MIND BRANDS: TOP OF MIND BRANDS:
BRAZIL CHILDREN UK CHILDREN US CHILDREN CHINA CHILDREN
18. TAOBAO
(ONLINE SHOPPING
WEBSITE)
TOP OF MIND BRANDS: TOP OF MIND BRANDS:
UK ADULT CHINA ADULT
19. Knowing a brand
doesn’t mean
liking a brand
Both children and adults spontaneously
mentioned brands that they claimed were not
their favourites.
Asked why their favourite brands were their
favourites, they mentioned product
experience, what the brand ‘stands for’ and
what they know of the company behind the
brand.
They rarely mention the marketing
20. Age colours consumer
perceptions of online world
< Less comfortable
You can be exposed to things < I’ve lost control:
that are inappropriate, but my Kids spend too
parents trust the way they much time online
raised me Male, 16 (Brazil) (except in China
where going online
is a treat)
< Tendency to trust
Comfortable online >
teens (less so for
I’m in control >
under 12s)
Teens sense parental trust >
< Parents appreciate
Awareness of inappropriate >
regulatory controls
subjects (alcohol,
drugs, sexual content…)
21. Negative predisposition
to online marketing
I hate pop-ups. They are annoying, < What online
interrupt what I am doing, put me marketing?
in a bad mood and need me to < Pop-ups and spam?
close them Male, 15 (China) < Passive avoidance
< Less inclined to
accept advertising
for free content
What online marketing? >
< Find it harder to
Pop-ups and spam? >
ignore ads
Passive avoidance >
I understand it pays for content /
social networking >
“Banner blind” can ignore ads >
22. Ambivalent views on
targeting < Targeting less
understood
< Parents slightly more
sceptical but
I like the idea of customized generally welcomed
design so I don’t have to < Concerns about
watch things that I’m not length of data
interested in Male, 17 storage
(China) < Companies need to
be transparent
Targeting is easily understood >
Most kids see value >
Generally welcomed >
Concerns about length of data
storage>
Companies need to be transparent >
23. Brand interaction online restricted to websites, except….
Consumers who have everything from a brand, massively
Brand
interested in it and will make an effort to seek things out
‘superfans’ (e.g. Apple)
Trendy Becoming a friend / fan reflects well on you – you are
brands keeping up with the latest (celebrity) trend
Tech Tech brands (such as Xbox) using SNS to deliver something
brands that is not found elsewhere (such as tips, extra games etc)
Brands who provide you with a tangible reward for signing
Rewarding
up and showing loyalty (such as free products, gifts,
brands promotions)
24. Games:
An appropriate
forum for brands
Although a number
of rules apply…
•If it is a free game then advertising during
game play is valid (revenue generation to
allow the game to be played for free)
•If it has been bought or subscribed to then any
advertising / marketing message must ALWAYS be
in the form of placement or integral (such as an ad
on a billboard in GTA)
•And the brand / product must feel relevant to the
context in which it is seen.
25. Discussion forums, a
source of brand
information
In China, Internet Word of Mouth is especially important as a source of credible
information about brands
29. 1. It’s not what you say
but what you do
Everything a company does is a form of advertising. The brand image will be
determined by more then just marketing. Thanks to digital, everyone knows
what your brand is doing, not just what the brand is saying. Increasingly,
consumers don’t distinguish between the brand and the company behind the
brand. The chief marketing officer needs to be strategically linked in to
everything a company does.
30. 2. Don’t call me, I’ll call you
Advertisers must be invited to be part of each consumer’s digital world. In order
to be acceptable, all contact from brands needs to have been specifically agreed.
The consumer needs to feel in control of the conversation.
31. 3. What’s in it for me?
Brand contact needs to offer a tangible benefit to the consumer.
Communications must be different, fun, engaging and/or offer something extra.
32. 4. What are you doing with their data?
People, and children in particular, are broadly positively disposed to tracking
if it makes as more relevant. But they’re nervous about how long you keep
their data for. A day is OK, a month is often seen as too much. Brands need to
be transparent about data storage.
33. 5. Consumers think there is a time
and place for commercial messages
Email contact is OK (if agreed), but SMS marketing is often rejected (in
Brazil, UK and US but less so in China). Younger respondents universally
preferred being contacted during school holidays rather then during
school time. Don’t pester; brands need to be willing to be ignored if it’s
not convenient as it shows more respect.
34. 6. Don’t fake it!
Be open, transparent and treat people with respect. Many consumers are
turned off when they sense “commercial contrivance.” Celebrity
endorsement can backfire if the consumer instinctively thinks: “I know
they don’t use that product!”
35. 7. What digital advertising?
When asked about advertising, most people mention outdoor and TV. When
pushed, they instinctively think of online advertising as pop-ups, banners
and spam and are therefore negatively predisposed to the concept of online
marketing. Children claim to be “banner blind” and prefer advertising they
can simply ignore (such as in the margins of Facebook).
36. 8. Age colours consumer perceptions
of online advertising
Children (“digital natives”) instinctively feel that they have control over their
exposure to advertising online. But parents find it harder to engage as many
do not yet regard the online space as a channel of communication. Both
groups find it difficult to be specific about what is acceptable and what is
unacceptable, because collectively they aren’t familiar enough yet with
online advertising. But they are all quick to denounce pop-ups, spam and
anything that slows down or gets in the way of their online experience.
37. 9. What’s unacceptable offline is also
unacceptable online
Parents apply the same principals online as they do offline when it comes to
issues such as safety and permissibility. They use the same filters to decide
what is acceptable and what is not. Marketers need to use a good dose of
common sense and apply the same advertising standards everywhere.
38. 10. There is a triangle of trust
between parent, teen and regulator
Parents appreciate the controls set by regulatory bodies. It is reassuring for
them to know that there are certain guidelines in place and as a result, they
worry less. They also understand they can’t control what their kids look at
online, but they say they largely trust teens. Indeed, our teens corroborated
that their parents trust them online and that they shouldn’t abuse that trust.
39. 11. Consumers understand the
advertising trade off
Consumers, and children in particular, understand that they get free content
because advertising pays for its production. Conversely, this means that if
they have paid for their content then they don’t expect brand messages,
unless they are properly integrated and add to the experience, for example,
real-life billboards on Gran Turismo.
40. 12. Keep perspective:
Brands aren’t that important
Brands help people identify themselves and feel comfortable.
They are a means to an end, rarely an end in themselves. Marketers need to
ask themselves: does your brand serve, enhance, empower...does it help
people live their lives better?
41. 13. It’s good to talk
People enjoy talking about brands and advertising and they want the
opportunity to be heard. Too often, however, they feel marketers talk at them
and not with them. People express the need to engage with listening brands.
43. It’s good to talk:
“It is really nice to be asked to
give an opinion, especially
It’s good to talk: when you are asking for the
opinion of teenagers. It will be
interesting to see if the
advertising companies take
note.”
Female, 17 (USA)
44. So, Let’s talk...
WFA will partner with Ethical Corporation
• To facilitate open dialogue between people and brands
• To help guide marketers so that marketing more closely reflects
what people really want and expect
45. Project Reconnect was conducted by Alice Moss and Caroline
Bright at Firefly Millward Brown for the World Federation of
Advertisers (WFA).
For more information and more detail from Project Reconnect
phases 1 & 2, please contact Will Gilroy at: will@wfanet.org