The document discusses various strategies related to using social media as part of a corporate strategy. It discusses different types of corporate structures and their approaches to social media, including very social corporations, social corporations, and ordinary corporations. It also discusses concepts like value co-creation, crowdsourcing, social listening, content strategy, platform strategy, and integrating social media with other business strategies and priorities. The overall focus is on how companies can develop effective social media strategies that align with their business goals and culture.
Building Social Media Best Practices Across Multiple BrandsBert DuMars
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Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.
This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.
Building Social Media Best Practices Across Multiple BrandsBert DuMars
Â
Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.
This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.
Using Social Media to Develop and Launch Differentiated Products by Dave Eric...ProductCamp SoCal
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How to use Social Media to determine how potential customers see the features of currently available products, and what features they would like a new product to have. We will discuss which media works best for what, and how to get validation for a product feature idea, without putting too much information out there. Then we will discuss how to use the same Social Media channels to launch the new products when they are ready for the market.
Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics.
This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.
S#@!? Our Customers Say and Why It's Important to Use Social Media to Track I...ProductCamp SoCal
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Do you really know what your customers have to say about your products? Do you WANT to know what they have to say? We'll discuss what real customers are actually saying and the why and how behind using Social Media to manage your public image.
Word-of-mouth (WOM) is one of the most effective way of communication in marketing, and it plays important role in consumer purchasing decision. This paper explains the following key points about WOM-
• WOM and its psychological drivers
• How WOM plays a major role in marketing?
• How Word-of-mouth marketing influences purchasing decision of consumers?
• Credibility of sources/narrator
• Effect of negative publicity on purchasing decision of consumer
• eWOM
Effectiveness of Social Media as a Film Marketing ToolRamesh Kumar
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This presentation is made from my Research Study on Effectiveness of Social media as a Film Marketing tool especially for Indian Films. Data considered are taken from Facebook, Twitter and Orkut.
This project has been submitted for the award of MBA in Media and Entertainment from Manipal University and Whistlingwoods International Limited, Mumbai.
12 Steps to Creating a Content and Social Media Strategy Before Product Launc...Richard Akhmerov
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Find out the exact steps you need to take before a product launch. Learn to predict and increase the success of your launch by creating a specialized content and social media strategy.
This Slideshare guides you through the exact formula, from product adopters, to press releases, news sources, opt-in pages, syndicating content across media, videos, and most importantly... Following up with customers after they buy.
Taking the extra steps now will put you in the lead, and leave your competitors in the dust.
Thanks for sliding with us!
Richard Akhmerov
Devore Agency
Using Social Media to Develop and Launch Differentiated Products by Dave Eric...ProductCamp SoCal
Â
How to use Social Media to determine how potential customers see the features of currently available products, and what features they would like a new product to have. We will discuss which media works best for what, and how to get validation for a product feature idea, without putting too much information out there. Then we will discuss how to use the same Social Media channels to launch the new products when they are ready for the market.
Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics.
This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.
S#@!? Our Customers Say and Why It's Important to Use Social Media to Track I...ProductCamp SoCal
Â
Do you really know what your customers have to say about your products? Do you WANT to know what they have to say? We'll discuss what real customers are actually saying and the why and how behind using Social Media to manage your public image.
Word-of-mouth (WOM) is one of the most effective way of communication in marketing, and it plays important role in consumer purchasing decision. This paper explains the following key points about WOM-
• WOM and its psychological drivers
• How WOM plays a major role in marketing?
• How Word-of-mouth marketing influences purchasing decision of consumers?
• Credibility of sources/narrator
• Effect of negative publicity on purchasing decision of consumer
• eWOM
Effectiveness of Social Media as a Film Marketing ToolRamesh Kumar
Â
This presentation is made from my Research Study on Effectiveness of Social media as a Film Marketing tool especially for Indian Films. Data considered are taken from Facebook, Twitter and Orkut.
This project has been submitted for the award of MBA in Media and Entertainment from Manipal University and Whistlingwoods International Limited, Mumbai.
12 Steps to Creating a Content and Social Media Strategy Before Product Launc...Richard Akhmerov
Â
Find out the exact steps you need to take before a product launch. Learn to predict and increase the success of your launch by creating a specialized content and social media strategy.
This Slideshare guides you through the exact formula, from product adopters, to press releases, news sources, opt-in pages, syndicating content across media, videos, and most importantly... Following up with customers after they buy.
Taking the extra steps now will put you in the lead, and leave your competitors in the dust.
Thanks for sliding with us!
Richard Akhmerov
Devore Agency
The talk I gave at Sietar about Social media in Japan. Most of the material was already covered here http://asiajin.com/blog/2012/04/02/a-summary-of-the-latest-studies-about-japan-social-media/
We recently conducted a survey among college students and found that LINE is their most favorite social media platform. Most interesting when we asked what they would do if there was an earthquake they listed LINE as their preferred type of communication channel after the phone, email and the internet.
When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.
Badrina Social Media Planning PresentationEddy Badrina
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Social Media Planning presentation at the Richardson Chamber of Commerce. Geared towards small businesses and entrepreneurs, this conversation goes through the planning and strategic aspects of implementing social media tools.
Hiubang marketing communication - Company ProfileIshak Tanoto
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#HMC is a digital marketing consultancy which specialize in digital communication, social media marketing, online PR and online advertising.
Building the bridge to Challenger Brands’ consumers/target market
Integrated web marketing and Social media -explainedShanq Web
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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.
Integrating PR and Social Media TacticsOren Todoros
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As presented by Oren Todoros and Nancy Shapira-Aronovic during the How to Integrate Traditional PR and Social Media (Beginners Techniques) Webinar.
Reach us at @orentodoros - @nancyshapira
As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapira
Social media & large, global B2B companiesPaul Holthuis
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Useful presentation focusing on social media, especially for lager b2b companies. Advise included for implementation, social strategy, organizational aspects, the creation of appropriate content, monitoring the internet, and a lot more.
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...Julie Bevacqua
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Julie Bevacqua shares tools to brand yourself as a market leader, such as Social Connector and Jigsaw, and social media platforms such as LinkedIn and Plaxo.
Deluxe/Risdall Social Media Marketing Webinar PresentationDeluxe Corporation
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You’ve heard the buzz about Facebook, Twitter, YouTube & LinkedIn, now find out how to harness the power of social media for your own business!
• Why social media works for small businesses
• How to listen first before launching your campaign
• How to create a social media strategy that works
• What elements make up a successful campaign
Now’s the time to leverage social media to build better relationships with your customers and prospects, ultimately driving more sales for your business.
How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, just read this presentation. I will be glad to read your comments!
Thierry Cellerin, CEO of BuzzFactory.
Digital Marketing Course Week 7: Social Media MarketingAyca Turhan
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Seventh week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan.
Topics covered within the presentation include:
Social Media Channels
Virality
Social Media Marketing Strategies
For more please visit: www.aycaturhan.com/man423
LINE, How Do Japanese Brands Use this Social Media Platform?Adam Acar
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This a report about LINE, prepared by my student as part of the social media seminar I am teaching. It explains how Japanese brands are using this group messaging application for commercial purposes.
Business Valuation Principles for EntrepreneursBen Wann
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This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
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It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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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 đź’˛
3. How you can capture more CRM data to understand your audience better through video testimonials. đź“Š
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
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This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Memorandum Of Association Constitution of Company.pptseri bangash
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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
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
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HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Putting the SPARK into Virtual Training.pptxCynthia Clay
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This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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/
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
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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.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
[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
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
3. Co-ops/Non-profits
Not profit driven, The
goal of the company
is transforming
society by educating
and empowering
people
Very Social
Corporations
Has own social media
platforms, social media is
the main focus of the brand,
uses crowdsourcing as
much as possible, Value co-
creation is the main focus,
Business model is based on
a social premise
Social Corporations
Uses crowdsourcing and
value co-creation
occasionally, very active in
social media, has some CSR
activities, allocates a
significant amount of
budget for social media
Ordinary Corporations
Uses social media because
competitors are using it,
uses only major social
media tools, does not
allocate a significant
amount of budget for social
media
Some B2B companies
These companies do
not openly engage
with their clients in
social media. They
are not concerned
about not being
“social”
Social As a Corporate
Strategy
Coca-Cola and Toyota
They use social media
as much as possible
and they use various
platforms but for
them social media is
just a tool to drive
sales.
Starbucks, Tom’s Shoes,
Etsy, Danone
All these companies have
a very clear social mission
and they cannot function
well if they don’t actively
interact with local
communities and their
customers
Grameen Bank’s goal
is reducing poverty
not giving dividents
to investors. It is
owned by the poor
people and the goal
of the corporation is
not profit
maximazation
4. Value Co-creation and Social Corporate
Strategy
Customers are
happier and
feel more positive
about the brand when
they get involved with
the creation and
production of goods
and services
Value Co-Creation marketing
Goods are indirect services. Any purchase can
be turned into an experience or a customer
journey
Value should be created together with
consumers
Marketing should be relationship based
(brands and consumers establish
relationships)
Brands should initiate conversations and
dialogs
Brands should teach new skills to consumers,
community members
Knowledge and know-how are the biggest
assets of brands
Companies should sell goods
Marketing should be transactional
Marketers should run promotional campaigns
Marketers should educate customers
5. Crowd-sourcing as a corporate
strategy
Low-cost access to
experts and enthusiasts
in any area
More new and creative
ideas
Faster business solutions
Lack of control
Lack of traditional
business structure
Quality of the outcome
Ownership of intellectual
property
Security and privacy
Crowds
market it
Crowds
support
it
Crowds
test it
Crowds
build it
Crowds
design it
Crowds
think of
it
Crowdsourcing means outsourcing the
company’s problems and needs to people
(mostly the customers of the brand,
people interested in the area or anyone in
the world)
Source: Social Business by Design
6. Crowdsourcing Examples
MyStarbucksidea.com
A special social network that creted by
Starbucks. Members can 1- Share their ideas
about Starbucks’ products 2- Vote for other
members ideas 3- Discuss about currently
available ideas 4- See the feedback from oher
members and the results of their ideas.
IBM Idea Jam
IBM employees, customers and the familiy
members of employees help IBM solve its
problems and come up with new ideas on a
platform called IBM Idea Jam. In some
occasions IBM posted the problem and pledged
to $100 dollars for the solution of the problem.
Innocentive
Started as a solutions for chemical problems.
Chemical companies post their problems and
people provide suggestions. If idea is selected
by the sponsor company who posted the
problem the solver gets a cash reward.
Secretlondon.com
People were asked to share secret tips and
their photos and their photos of London on a
Facebook page. After the initial success the
page became and independent website and
replicated for other cities.
Pepsi
Asked its fans to come up with a new design for
its cans. The wining design won a $10,000 cash
prize and also used all around the world.
American Express
Although company sponsored forums are not
rare, American Express created the OPEN
forum for small business owners (to promote
its small business credit) which was like a social
network that allowed small business to friend
other small business and exchange ideas. It
became very popular in a short time.
Loreal
Created a Facebook toolkit for the stylists
create a personalized Facebook site very easily
and set up appointments with their customers.
Owens & minor
A healthcare products supplier company
created an open social network platform for its
suppliers where any suppliers can see the flow
of supplies , submit documents and can easily
contact one of the 7000 employees of the
company.
HP
HP tests its printers , both during the concept
phase and the post concept phase by giving the
task to its customers who sign up for the trial
service.
8. Social Media Strategy
Business strategy
(Priority)
Using social media for
Direct Sales
People already know
about this
Using social media for
CUSTOMER SERVICE
If this is the priority, then
use social media for CRM
and educating customers
Using social media for
SEARCH ENGINE
OPTIMIZATION
If this is the priority then
generate interesting
content and make people
click on the links
Using social media for
PUBLIC RELATIONS
If this is the priority then
post every single
company activity in social
media and promote it
Using social media for
HUMAN RESOURCES
If this is the priority then
use applications to reach
potential new hires
Using social media for
RESEARCH/SOCIAL
LISTENING
If this is the priority use
social media fans as a
focus group or a research
panel. Ask fans questions
about new proudcts, etc.
Social as a business strategy
Social media can be used for many different business
purposes and ideally companies should have
priorities. Companies should not say we will use social
media for everything and everything is our priority.
9. Brand’s Blog
Generate Content
(e.g. useful
information about
your category)
High ranking
on search
engines
Blog
Facebook
Twitter
Youtube
linkedIn
Google+
MixiPinterest
Cookpad
Cosme
Nico Nico
Douga
Hatena
More
referrals
from search
engines
SEO-Focused Social
media strategy
Social media can be a very effective tool
to drive traffic to a brand’s blog or
website. When many people click on links
in social media to go to a website, that
web site’s ranking increases among the
listings of search engines. This is also
known as search engine optimization.
Other social
media
10. Social Listening Based
Social media strategy
• Understand mind-sets (peoples ideas, lifestyles, way of doing
things)
• Profile customers and prospects (Use of consumer insights to
create new consumer segments)
• Sense early market shifts (Spotting marketing trends earlier by
assesing what kind of messages are posted publicly)
• Detect problems (Analysis of public messages about a brand can
identify branding problems)
• Analyze competitors (tracking competitor activity and what
people are talking about competitors are very easy)
• Uncover sales drivers and predict sales (Analysis of reviews on
Amazon showed that not the price but comments about “ease of
use” and product features were better predictors of future sales.
• Test concepts & co-create value: Crowdsourcing of new ideas and
having people to decide the future products.
• Develop and evaluate messages (Before mass marketing
practitioners can sense what kind of brand messages are shared
and what kind of messages are not cared by customers)
• Identify threats to reputation (PR crises can be easily handled
through social media before they become bigger problems)
• Identify which voices to listen (not everyone, not every platform
and not ever comment can be tied influence sales. Some
platforms, some influencers and some comments about certain
types of product characteristics may be more important)
Post volumes (total number of mentions on the internet)
Tweets & status updates (sentiment analysis, RTs, mentions in
social media)
Search trends (of the number of searchers for a certain brand or
a product category is increasing or decreasing)
Tracking the advocates of own brand and competitor brands
online. These people also can be found offline by asking the
customers “how likely are you to recommend our brand or the
competitor brand to your friends”
Product reviews (sentiment, reviewer influence (e.g. top
reviewer, etc.), specifity and objecitivity of the review 8this
product is bad vs. this products’s X function has Y problem)
Understand
consumer needs
and market
shifts
Listen online
conversations
More effective
brand
communications
Develop
targeted
messages
Source: First Listen
11. Content Strategy
Brand Priority
-Brand Awareness
-Image building
-Community building
-Web traffic generating
-Sales promotions
-Improving customer loyalty
Brand type
Business :B2B, B2C, non-profit
Category: Service, consumer goods, etc.
Audience :male, female, mixed, young, old,
experts, novices, etc.
Audience expectations: Learn, enjoy, interact,
etc.
Content
What to post? Information, entertainment,
etc.
When to post? Once a day, once a week, etc.
Where to post? One platform, multiple
platforms, etc.
What to focus on? Products, users, CSR, deals,
etc.
Answer these questions first
Then Make sure to post
-Recent things (what happened recently,
what is happening)
-Brand’s social mission
-High resolution photos
-Desires or concerns of the category users
-Emotional and surprising messages
12. Information about the
brand/product, brand
attributes, etc.
Image(s) of a product
Benefits of or feeling of using
the brand in a
fun/interesting/unique way
The results of using the brand
(e.g. a picture taken by the
Nikon camera, a testimonial
by a user, etc.)
Brand’s advertisement or
brand’s promotional or
informational video/image
Brand, package logo or
branded material is an art
form or part of nature
Brand serves community,
brand supports a person,
people, a cause.
Sponsorships, events
organized by the brand,
events related to the brand,
TV program related to the
brand or mentions the brand
etc.
Suggestions,
recommendations about the
brand or the product
category (recipes, fashion
tips, etc.)
Expert advice, interviews with
experts, experts picks,
experts’ favorites.
Behind the scenes (how the
product is being made, the
research lab, how employees
are preparing, etc.)
Brand is part of users’ life
(e.g. a user has a coke tattoo
on his arm, user is holding
brand’s logo, or coke bottles
in ones room)
News, blog posts, videos
related to the brand,
corporation, product
category, etc.
News, blog posts, videos
unrelated to brand/product
category
Questions:
fill-in-the-blank
either Or, which one
polls
Questions:
Related with the brand,
brand’s history
Unrelated to the brand
Photo question
(where’s this photo taken?
Come up with a caption for
this photo. what goes well
with this t-shirt? Etc.
Reminders about campaigns,
promotions, events offers
Celebrations, holidays, happy
birthday, special days,
congratulations, cheers,
related with celebrations
(happy 4th of July, happy
Friday, etc.)
Cute , funny, humorous,
interesting, relaxing
image/text unrelated to the
brand or product
Quotations, Cartoons,
Sketches
Appreciation, gratitude
(thanks for following us)
Sharing a fan’s or another
user’s post
Intriguing posts (share this if
you feel happy today, like this
if you can spot the elephant
in this photo, etc.)
Featuring the company’s
employees, employee’s
favorite products, employees
picks, etc.
Brand in the media, brand
covered by the media organs,
blogs, etc.
Spotlighting partners,
spotlighting fans
News (what is going on, what
is new)
New profile photo, new
profile cover
User tips, tricks, How-to’s
Over 40 types of posts:
13. Platform Strategy
1- Social media is very important, spend as much money as needed.
2- Always be the first on new platforms. Be the industry model for creative usage of new platforms
3- Be active on all major platforms. Use all platforms for the same purpose with similar content
4- Use paid advertising and paid promotions to promote the fan page and the posts in social media.
5- Use multiple accounts and build multiple brand communities even on the same platform
6- Create own social media platform
7-Use offline media to support social media activities
8-Generate content in house
9- Mobile and offline touch points should be combined with social media activities
10 -Work with influence-marketing companies, influencers, paid bloggers to expand the reach
1- Social media is not that important. Social media should be free, the brand should not spend any
significant amount of money on it.
2- The brand should not waste time and money on new platforms.
3- the brand should only focus on what works (clicks, referrals, sales, etc.)
4-The brand should use all platforms for the same purpose with similar content
5- The brand should not have multiple accounts and build multiple brand communities on the same
platform.
6- The brand does not need to spend time and money on creating new apps, APIs, customized tabs, etc.
7- The brand should use social media to support offline activities
8- The brand can outsource the content or promotion management
9- Mobile and offline should be independent from online social media activities..
10-No need to work with influence-marketing companies, influencers, and paid bloggers.