This is the latest instalment of our best practice series "Is Social Media more Hype than Hope?". Gaetano Squillante, ex-global head of social and digital at Adidas, and who currently leads digital strategy efforts across Havas Media APAC, presents a compelling piece on why social media efforts should be seen as part of an experiential/holistic ecosystem and to deliver a positive brand experience.
Presentation on the State of Social to seniors at DePaul University that expands beyond the idea that social is contained only to Facebook and Twitter.
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
If you're an agency or brand marketer, and would like to explore putting some of these ideas into practice, please click on "Get In Touch" icon at the bottom of the presentation slide.
State of Online Branded Communities WebinarComBlu, Inc.
Comblu's third annual study on community and engagement. Get an in-depth understanding on what best practices make branded communities perform. Learn who is leading the pack and why.
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
Presentation on the State of Social to seniors at DePaul University that expands beyond the idea that social is contained only to Facebook and Twitter.
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
If you're an agency or brand marketer, and would like to explore putting some of these ideas into practice, please click on "Get In Touch" icon at the bottom of the presentation slide.
State of Online Branded Communities WebinarComBlu, Inc.
Comblu's third annual study on community and engagement. Get an in-depth understanding on what best practices make branded communities perform. Learn who is leading the pack and why.
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
Resource Interactive's Kelly Mooney, President and author of The Open Brand, and Dan Shust, Director of Emerging Media, revealed the business implications of existing and emerging digital trends within the context of the web-empowered consumer.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.
Social @ IBM. Presentation given at M2C "Social Media is dead" on March 28th 2011, Paris - For more information on Social @ IBM, please visit : http://www.ibm.com/blogs/zz/en/guidelines.html and also : http://delphrb.wordpress.com/
Social businesses are arguably the next generation of business; a new model of operating, and interacting. They are businesses where success is based on the participation of all, rather than the outputs of a few. Strategists Maggie...
iStrategy London - B2B Social Media – Moving Beyond the Hype Jeremy Woolf, Te...iStrategy
B2B companies are looking beyond conventional marketingcommunications and using social media to engage directly withtheir audiences, build trust and gather customer insight. Butmany companies are struggling to do this in a meaningful way.They’re prioritising marketing rhetoric over content creation,community building, and problem solving. This means thatbusinesses are missing the opportunity to turn prospects intocustomers and customers into advocates.In this workshop, Text100’s Global Digital and Social Media LeadJeremy Woolf will present the case for B2B social media and amethodology for driving results. The delegation will then be splitinto four groups, each tasked with creatively responding to aB2B social media brief. Text100 experts will guide the groups,with each presenting their strategy back to the delegation.
iStrategy Toronto Wildfire Social Unleashed keynoteiStrategy
Social Unleashed: Unlocking the Transformative Power of Social Marketing
Jessica Gilmartin, Wildfire
Social media is fast becoming a key element of the total marketing mix, cutting across both online and offline activities. There is huge potential for social marketing to amplify brand awareness, engage consumers, and drive business results – but most brands are just scratching the surface of what’s possible. Jessica Gilmartin, Senior Marketing Director of Wildfire, a division of Google, reveals five keys to unleashing the power of social media. Core concepts include cross-network engagement, harnessing social data, and leveraging social signals across the web. Gilmartin also discusses what the convergence of social, local, and mobile means for marketing strategy, and how to make paid, owned, and earned media work more effectively together.
This POV is here to provide guidance on how financial and investment management institutions can use social media to drive business relationships in compliance with strict government regulations.
Male and female, young and old, a fast-growing number of today's shoppers are tapping into social media to find product information, get deals, read reviews and share opinions on purchases. In order to meet the needs of these social shoppers, retail organization must join the social media fray. But to be successful in the social realm, merchants must carefully plan and execute a strategy that will appeal to their particular target audience. This session will provide top tips and tactics for retailers wanting to get up-to-speed on the latest and greatest social strategies.
Resource Interactive's Kelly Mooney, President and author of The Open Brand, and Dan Shust, Director of Emerging Media, revealed the business implications of existing and emerging digital trends within the context of the web-empowered consumer.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.
Social @ IBM. Presentation given at M2C "Social Media is dead" on March 28th 2011, Paris - For more information on Social @ IBM, please visit : http://www.ibm.com/blogs/zz/en/guidelines.html and also : http://delphrb.wordpress.com/
Social businesses are arguably the next generation of business; a new model of operating, and interacting. They are businesses where success is based on the participation of all, rather than the outputs of a few. Strategists Maggie...
iStrategy London - B2B Social Media – Moving Beyond the Hype Jeremy Woolf, Te...iStrategy
B2B companies are looking beyond conventional marketingcommunications and using social media to engage directly withtheir audiences, build trust and gather customer insight. Butmany companies are struggling to do this in a meaningful way.They’re prioritising marketing rhetoric over content creation,community building, and problem solving. This means thatbusinesses are missing the opportunity to turn prospects intocustomers and customers into advocates.In this workshop, Text100’s Global Digital and Social Media LeadJeremy Woolf will present the case for B2B social media and amethodology for driving results. The delegation will then be splitinto four groups, each tasked with creatively responding to aB2B social media brief. Text100 experts will guide the groups,with each presenting their strategy back to the delegation.
iStrategy Toronto Wildfire Social Unleashed keynoteiStrategy
Social Unleashed: Unlocking the Transformative Power of Social Marketing
Jessica Gilmartin, Wildfire
Social media is fast becoming a key element of the total marketing mix, cutting across both online and offline activities. There is huge potential for social marketing to amplify brand awareness, engage consumers, and drive business results – but most brands are just scratching the surface of what’s possible. Jessica Gilmartin, Senior Marketing Director of Wildfire, a division of Google, reveals five keys to unleashing the power of social media. Core concepts include cross-network engagement, harnessing social data, and leveraging social signals across the web. Gilmartin also discusses what the convergence of social, local, and mobile means for marketing strategy, and how to make paid, owned, and earned media work more effectively together.
This POV is here to provide guidance on how financial and investment management institutions can use social media to drive business relationships in compliance with strict government regulations.
Male and female, young and old, a fast-growing number of today's shoppers are tapping into social media to find product information, get deals, read reviews and share opinions on purchases. In order to meet the needs of these social shoppers, retail organization must join the social media fray. But to be successful in the social realm, merchants must carefully plan and execute a strategy that will appeal to their particular target audience. This session will provide top tips and tactics for retailers wanting to get up-to-speed on the latest and greatest social strategies.
The 6 Trends in Digital Communication You Must Be Aware OffLa French Tech
This presentation is a synthetic analysis of the main worldwide trends in digital communication, social media marketing and Internet for 2011 and 2012. This analysis is based on data from Vanksen Group, Emarketer, TNS Gallup and imediaconnection.
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Navigating Social Media in the Automotive IndustryDMEautomotive
A helpful whitepaper by DMEautomotive, aimed at providing a brief description of social media, its importance and insights on how dealerships can integrate social media into their marketing strategies.
A helpful whitepaper aimed at providing a brief description of social media, its importance and insights on how dealerships can integrate social media into their marketing strategies.
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Media Trendy 2012 Bernhard Glock - What Inspires Me Most Today After Having L...Media Trendy
Main issues: The secret to effective communication. Understanding the new consumer media behavior at the start of the media process. Creativity becomes core work of media agencies. Truly integrated communication cuts through all lines. The new emerging media trends and companies become the new players in media. My 8 key learnings how to win in media in the future.
Demystifying Social Business Trends for the Insurance IndustryCognizant
We explore how the insurance industry can embrace social media and networking. Far beyond a mere marketing channel, social business in insurance can be used to recruit employees, design products, collaborate, analyze, and much more.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
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[Note: This is a partial preview. To download this presentation, visit:
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Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
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www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
2. WELCOME TO THE LATEST INSTALLMENT FROM
HAVAS DIGITAL COVERING BEST PRACTICE
IN SOCIAL MEDIA MARKETING
3. previously
In our last installment titled “Is social media
more hype than hope?” it was argued that
social media across APAC is currently more
hype than hope when it comes to its impact
on the path to purchase.
Research showed that brand experiences (eg.
brands website) still play a key component
within the path to purchase
5. previously
Research showed that social media did drive
advocacy but not as high as people have
argued.
We believe that this is because brands in
APAC are still not using social to its full
potential.
6. social media: hype or hope?
To truly drive advocacy brands need to drive
brand love and loyalty. This will lead
consumers to connect and share their brand
experiences and hence drive advocacy. This is
achieved by seeing social media as less of an
advocacy channel and more part of an
experiential/holistic ecosystem.
8. abstract
The hope lies in making your brand experiences more social.
Brands have taken a frenetic approach to social media but
have not been thinking things through.
If social media is to continue to form a part of brands’
marketing and business plans, then we need to move away
from seeing it solely as the place for fun and quirky
campaigns that ultimately have little lasting value. Instead,
we need to now take a measured approach, having fully
understood (or at least begun to understand) what it can and
can’t do.
10. Before Diving into best practice it
is important to understand the
growing shift from a linear path to
purchase to a connected world
11. Understanding sharing means understanding the new path to
purchase. It is not a linear process where people become aware,
purchase, and then share. In todays connected world, fueled by
social media, users are constantly sharing their experience with
the brand, delivering awareness, consideration, and interaction.
The Analog World The Connected World
Awareness
Consideration
Connected
Purchase World
Preference
Loyalty
Source:
Building
Brands
For
The
Connected
World
A
Social
Business
Blueprint
by
Facebook
based
on
a
commissioned
study
by
Forrester
Consul=ng
February
2012
12. Social Media Is Influential At Each Phase Of
The Connected World
Learn: Investigate:
Consumers generated more than 57% of US online adults use
500 billion impressions about ratings and reviews to inform their
products and services through decisions about online purchases.**
social media in 2011.*
Connected
World
Interact: Purchase:
65% of consumers connect with 51% of consumers are more likely
brands on a social networking site for to buy a product or brand after
games, contests, and promotions.** liking them on Facebook.***
Source:
Building
Brands
For
The
Connected
World
A
Social
Business
Blueprint
by
Facebook
based
on
a
commissioned
study
by
Forrester
Consul=ng
February
2012
14. Users in apac are seeking out social
brand experiences
Singapore APAC Avg Global Avg
Listen to comments on forums/social networks 53% 49% 46%
Creating a website, allowing you to interact with the
39% 43% 40%
brand/company directly
Create applications/online services 34% 32% 30%
Creating videos online featuring the brand 26% 29% 25%
Contacting me if I mention the brand on a micro blog 23% 26% 22%
Talking to bloggers directly about relevant products and
19% 28% 23%
services
Creating blogs to talk about the company and product 20% 28% 22%
Creating groups in social networks 23% 26% 21%
Becoming your friend in a social network 23% 29% 22%
Using micro blog/social network pages to provide
19% 28% 21%
customer support/service
Creating a brand community where I can meet new
18% 28% 21%
people
Sponsoring music downloads 17% 22% 18%
Source:
Global
Web
Index
15. build brands around people
• Experiences are better when business are
built around people
• The social web is not a set of features to
add to your existing website. Social behavior
is a constant which underlies all stages of
the path to purchase and should be placed
in the center of the development process
Source:
Grouped
–
How
small
group
of
friends
are
the
key
to
influence
on
the
social
web,
Paul
Adams
16. KLM Meet and Seat
KLM is a great example of how to
place people at the center of your
brand. Their Meet and Seat
application allows people to check
in for flights online via their social
media profiles and see if they have
any friends on the flight, and
where they are sitting. Additionally
it lets you find out about
interesting people who will be on
your flight based on their social
media profiles.
17. the rise of social crm
When faced with a problem or
question concerning a product,
connected customers will either
first express dissatisfaction to
their friends in a social channel
and/or proceed to search for or
ask peers and companies for help
in online communities or social
networks. Traditional customers
will seek out information and
connected customers expect
resolution to find them.
18. Users in APAC looking for CRM solutions
within social media is on the rise
Source:
Global
Web
Index
20. content is still king
Instead of being platform driven be content
driven. Social media sites are platforms that
let users share experiences, content, allow for
personalization, and connect with like-
minded people. The content is the driver – not
the platform. Use your brand story to create
engaging content and drive conversations.
21. coke content 2020
Creative excellence has always been
at the heart of Coke’s advertising . In
today’s world dominated by the
social web the focus is on content.
Content for Coke is now the “Matter”
and “Substance” of Brand
Engagement. They identified that
consumers create more stories and
ideas than they do so the goal is to
spark conversations and then
participate to those conversations
365 days of the year.
22. bridging the
perception gap With
Consumers
Brands need to
understand why
consumers are
reaching out via
social media to
connect with them
to ensure they are
driving long term
engagement
Source:
hKp://
2012.pivotcon.com/research/
24. focusing on data will help deliver a
positive brand experience
• Social media offers a wealth of data for brands
to capitalize on to deliver rich, more targeted
brand experiences to its consumers
• Current trend towards merging social
platforms with internal CRM databases means
brands can build greater detailed profiles of
their consumers
• Monitoring conversations across social media
allows to track what consumers are saying
about the brand but also allows for brands to
keep up to date on industry trends
25. social logins allow to leverage a user’s social
silhouette to tailor their online experience
27. Social media
engagement
drives brand
loyalty
Source:
Syncapse:
THE
VALUE
OF
A
FACEBOOK
FAN:
AN
EMPIRICAL
REVIEW
JUNE
2010
28. summary
• Social media should be seen less as a pure channel to
drive advocacy but as part of an experiential/holistic
ecosystem.
• Focus should be on delivering a positive brand
experience across all touch points. This will then drive
advocacy through social media
• Getting it right
– invest in providing a social brand experience, meaningful
brand content, social crm, and data/analytical tools
– understand that the path to purchase is not linear but
instead a connected process with social media playing a
part throughout
– rewarding your most loyal customers will further help to
drive advocacy
29. o
Ga etan e
t
illan 08
Squ ano
gaetrategy AP l
AC
@ al St a
Digit
s Digit
Hava
THANK YOU!