This paper is based on a presentation given by Jeffrey Stewart, Trekk’s Chief Technology Officer, at the 2009 PODi AppForum in Las Vegas. In it, he challenges print manufacturers and distributors to understand new and emerging channels and to pay attention to where marketing priorities and investment dollars are going.
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.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
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.
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.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
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 Marketing, Listening and EngagementDavid Carr
Implementing Social Marketing for business and communication, a remix of some previous ideas and some new approaches by David J Carr, Digital Strategy Director, Chemistry Communications
Whitepaper: Social Media Influence - Applications, Metrics and TheoryTravis Stephens
TL;DR Social Media influence is largely based upon a peer-presence, as people are the new medium. As a business, utilizing the knowledge that people develop certain control over your brand can be harnessed, as opposed to letting it overpower. Knowing and utilizing your metrics, a business can strategically develop touchpoints to facilitate in steering their audience.
Creating compelling content – in a beautiful infographic for
example – is only of value when it is seen by or shared with as
many people as possible. As social media matures, it is no
longer enough to post that infographic on your website and
trust that your search engine optimization team will add the
right magic to impact search results and reach your target
audiences. Today social networking sites such as Facebook
and Twitter are enabling a new, more sophisticated, human-led
system of connecting, organizing and distributing data. As a
result, companies now need to integrate social media features
into their online content to facilitate sharing and increase
distribution of valuable content across these networks.
Written by:
Rachelle Spero, Brunswick, New York
Death of the Newspaper Industy: Bad News for YouTaleo Research
This is a session I did at Training 2012. The key argument in this presentation is that there are key parallels between newspaper reporters and learning professionals and that in order to avoid a similar fate, we need to rethink our roles and soon. The key shift is from instructional conduit to platform and strategy design.
Präsentation und Gesprächsgrundlage für PRleben an der FH Joanneum in Graz. Public Relations heisst im Web: sich unters Volk mischen, interagieren und Wert schaffen. Wert, der für die Community von Bedeutung ist. Motto: zuerst Holz in der Ofen legen, dann gibt er Wärme.
Five Best Practices for Social Media MeasurementRyan Green
In a webcast co-hosted by the AMA and SAS, presenters described three areas of focus for using social media, and the five best practices for being effective in social media. This paper provides a summary of that webcast.
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementPaul Gillin
Organizations are inherently social, and when they enable people to reach out and find each other, connections are formed and discoveries are made that transcend org charts. But Intranet 2.0 isn't a zero-sum game. Open communication challenges traditional lines of authority and may be seen as a threat to those who are invested in existing structures. In fact, the biggest barriers to internal social network adoption are political, not technical. In an economy that demands innovation, resourcefulness and knowledge efficiency, do we really have any choice but to change? This presentation looks at how social networks are transforming the way businesses operate and at the bitter medicine some companies must swallow in order to realize their potential.
A presentation for Share Friday, how the world of communications has changed over time, how cross-media and structured content can manage today's complexity. And how Greek mythology helps.
2010 Treadaway Leadership Forum Using Social Media In The Cross Med...Jeffrey Stewart
Social media is becoming the way that people communicate with their friends, family and the world in general. Marketers are finding that all these social networks provide new and exciting ways to communicate with customer communities and target like-minded prospects.
In this session, Jeffery Stewart explores a history of human communications, and why social media channels are providing new opportunities to directly influence customer behavior. He will explain how social media can be harnessed and integrated into “traditional” cross-media campaigns. And finally, what comes next?
Social Marketing, Listening and EngagementDavid Carr
Implementing Social Marketing for business and communication, a remix of some previous ideas and some new approaches by David J Carr, Digital Strategy Director, Chemistry Communications
Whitepaper: Social Media Influence - Applications, Metrics and TheoryTravis Stephens
TL;DR Social Media influence is largely based upon a peer-presence, as people are the new medium. As a business, utilizing the knowledge that people develop certain control over your brand can be harnessed, as opposed to letting it overpower. Knowing and utilizing your metrics, a business can strategically develop touchpoints to facilitate in steering their audience.
Creating compelling content – in a beautiful infographic for
example – is only of value when it is seen by or shared with as
many people as possible. As social media matures, it is no
longer enough to post that infographic on your website and
trust that your search engine optimization team will add the
right magic to impact search results and reach your target
audiences. Today social networking sites such as Facebook
and Twitter are enabling a new, more sophisticated, human-led
system of connecting, organizing and distributing data. As a
result, companies now need to integrate social media features
into their online content to facilitate sharing and increase
distribution of valuable content across these networks.
Written by:
Rachelle Spero, Brunswick, New York
Death of the Newspaper Industy: Bad News for YouTaleo Research
This is a session I did at Training 2012. The key argument in this presentation is that there are key parallels between newspaper reporters and learning professionals and that in order to avoid a similar fate, we need to rethink our roles and soon. The key shift is from instructional conduit to platform and strategy design.
Präsentation und Gesprächsgrundlage für PRleben an der FH Joanneum in Graz. Public Relations heisst im Web: sich unters Volk mischen, interagieren und Wert schaffen. Wert, der für die Community von Bedeutung ist. Motto: zuerst Holz in der Ofen legen, dann gibt er Wärme.
Five Best Practices for Social Media MeasurementRyan Green
In a webcast co-hosted by the AMA and SAS, presenters described three areas of focus for using social media, and the five best practices for being effective in social media. This paper provides a summary of that webcast.
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementPaul Gillin
Organizations are inherently social, and when they enable people to reach out and find each other, connections are formed and discoveries are made that transcend org charts. But Intranet 2.0 isn't a zero-sum game. Open communication challenges traditional lines of authority and may be seen as a threat to those who are invested in existing structures. In fact, the biggest barriers to internal social network adoption are political, not technical. In an economy that demands innovation, resourcefulness and knowledge efficiency, do we really have any choice but to change? This presentation looks at how social networks are transforming the way businesses operate and at the bitter medicine some companies must swallow in order to realize their potential.
A presentation for Share Friday, how the world of communications has changed over time, how cross-media and structured content can manage today's complexity. And how Greek mythology helps.
2010 Treadaway Leadership Forum Using Social Media In The Cross Med...Jeffrey Stewart
Social media is becoming the way that people communicate with their friends, family and the world in general. Marketers are finding that all these social networks provide new and exciting ways to communicate with customer communities and target like-minded prospects.
In this session, Jeffery Stewart explores a history of human communications, and why social media channels are providing new opportunities to directly influence customer behavior. He will explain how social media can be harnessed and integrated into “traditional” cross-media campaigns. And finally, what comes next?
Presentation om hur man förbereder ett djangoprojekt för översättning, hur man designar projektet för att underlätta för översättaren, hur man översätter med poEdit och hur översättning av ett djangoprogram fungerar.
2014 Iowa Chapter Delta Chi Retreat – IMU January 25Jeffrey Stewart
My presentation slides used for the January 25, 2014 Delta Chi Fraternity Retreat for the active chapter brothers. My topic was academic success and life balance. Other presentation were on personal finances and rush success by Dan Cuprill and Steve Goldstein. ITB
Structured Content—The Future of Cross-Media Content DistributionJeffrey Stewart
As eMedia devices and delivery systems proliferate, publishers, agencies, and traditional media service providers are challenged in keeping up with the demand for content conversion. In this session, attendees will learn about a “Web-to-Everywhere” approach that allows structured content to be easily distributed across channels and platforms with standard Web programming tools and techniques. Find out how a universal content scheme supports an array of distribution channels, from mobile devices, tablets, and social media to more traditional distribution methods like web sites, e-mail, and print.
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.
Here is my PowerPoint highlighting social media when it comes to marketing. I added some advantages, disadvantages, and some history on social media itself.
Using Social Media To Make Your Event SuccessfulRun2LIVE, Inc.
16 page report on developing a Social Media plan that will make your next event a success. The report discusses the stages of planning and goal setting and which social media tools to use.
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
Another social media framework, this time from the 1-to-1 customer management experts Peppers & Rogers. Good insights with focus on business applications & customer experiences.
Similar to Social Networks, Mobile Devices, Email and Direct Mail: Is This the Future of Direct Influencing? (20)
Now that you've sold it how do you build it - XMPie Users Conference XUG 202...Jeffrey Stewart
Hello, I’m Jeff Stewart, XMPie Services Director
Today I will present the new service offering from XMPie started last year.
The motivation is to help customers succeed using the XMPie suite of platforms and tools
We Can Help You Get Started Fast, Do It Well The First Time, Learn While We Build It Together
Building digital product masters to prevail in the age of accelerations parts...Jeffrey Stewart
Straight talk on an essential element in your risk mitigation and your organizations success
This three part story will show how building a Digital Product Master (DPM) mitigates unfunded liability risks and enables organizations to move fast, adapt quickly, and improve the top line revenue.
It will answer a number of questions...
Why should we begin building a DPM?
Why is it important for B2B SaaS firms and connected IoT product owners?
What is a Digital Product Master / what is it NOT?
Who is accountable for defining their firm’s DPM strategy?
What are unfunded liabilities and risks in the current age?
Where are we headed that make DPMs to crucial?
Each of the three parts are inspired by real life stories. The stories help frame the lessons learned that are the rationale for Building a Digital Product Master for your organization.
Part 1 of 3: Prevailing in the Age of Acceleration
Unfunded Liabilities - Technical Debt, Change Shocks,Capital Efficiency
Part 2 of 3: Meet a Digital Product Master
Business Enterprise Architecture Right-Sized for your Protection
Part 3 of 3: A Case to Study
Digital Roadmap for Teams, Tools, and Flows with four framework models
2016 XUG Conference Big Data: Big Deal for Personalized Communications or Meh?Jeffrey Stewart
What is the big deal with big data? Why is everyone talking about it? What, if anything, is anyone doing with it?
This session will discuss big data, starting with a definition of the 4 Vs and diving into the current and potential uses in personalized communication.
What is different from traditional data management and business intelligence is the sheer size of the datasets and the quality of sources of relevant data.
Each source has different structures, and the frequency of updates is faster than ever before. How can all of data from all facets of human activity be related? How can they be combined and analyzed to help us understand individuals and how they want to be communicated to individually?
6 self checks for project team transformationJeffrey Stewart
While on a journey its always important to periodically check your positions, and reorient the team as necessary. Here are six questions to help you stay on track.
A Strategic Technology Selection Process Framework for the Transform Rockford Community
Leveraging tried and true methodologies the Structured Technology Decisions process was developed for the Transform Rockford community. The Transform Rockford Technology Team’s mission is to provide robust, cost effective and easy to use technology to support the Transform Rockford mission.
The framework leverages best practice analysis, maturity model development, required capability curation, assessment and evaluation by multiple evaluators. After scorecards are generated, structured decision making steps are taken to record decision criteria and ensure everyone has input to the eventual selection.
Trekk cross media series using xml to create once - distribute everywhere - e...Jeffrey Stewart
This ebook is based on a blog series leading up to the IDEAlliance XML 2010; eMedia Revolution conference. In
each chapter, I present one of the ideas that provide the foundation of my presentation at that conference.
Reduce costs and complexity with a strategy that includes XML standards adoption, structured content creation and
a digital-first workflow.
As eMedia devices and delivery systems proliferate, publishers, agencies and traditional media service providers
are challenged with keeping up with demand for content conversion. Content distributors can reduce costs and
complexity with a strategy that includes adoption of XML standards, a component architecture for structured
content creation and a workflow that adheres to a digital-first orientation.
As an organization it is time to define potentially new strategies in light of new opportunities. We find ourselves in a constantly changing media world with constantly changing consumer behavior. Our offerings need to change with the changing needs of our clients. At the same time the cause of those changes, computing and communications technology, is morphing at a breathtaking rate. The result is a dramatic change in behavior.
Trekk Cross-Media Series: Using XML to Create Once - Distribute EverywhereJeffrey Stewart
This ebook is based on a blog series leading up to the IDEAlliance XML 2010; eMedia Revolution conference. In each chapter, I present one of the ideas that provide the foundation of my presentation at that conference.
As eMedia devices and delivery systems proliferate, publishers, agencies and traditional media service providers are challenged with keeping up with demand for content conversion. Content distributors can reduce costs and complexity with a strategy that includes adoption of XML standards, a component architecture for structured content creation and a workflow that adheres to a digital-first orientation.
Everything is Digital and Always Available On Demand by Everyone who is Inter-Connected Via the Cloud which is Everywhere.
Page 16 from Rockford Public Library "The Explorer" Sep-Dec 2010
Large Volume Map Generation via Grid ComputingJeffrey Stewart
Whitepaper presented at the 2007 ESRI User Group conference. Covers application of distributed tasks and grid computing techniques to significant;y increase production of personalized route map images via ArcWeb Services.
IPA 2010 Technical Conference - SAAS and the CloudJeffrey Stewart
What Cloud based Software As A Service means for print service providers is the topic for this 2010 IPA Technical Conference session. Hosted by Jeffrey Stewart with Robin Tobin and Wayne Sadlowski.
ITM - Delivering the Promise of Cross-Media with PremediaJeffrey Stewart
Inovação, Tecnologia e Marketing - A Revolução do Marketing.
Customer behaviors are changing. Expectations are shifting. Today’s marketing communication buyers are looking to their traditional communications partners for new tools and channels that deliver on the promise of Cross-Media communications.
YPO / Graphic Source - Selling and Delivering the Promise of Cross-MediaJeffrey Stewart
Historically, it has been both impractical and uneconomical for marketers to customize content for all of the audiences they need to reach. Today, enhanced communication architectures are making it easier for marketers to develop, package and deliver relevant, timely information to customers, employees and business partners in a variety of effective ways. Today’s marketing communication buyers are looking to their traditional communication partners to understand how to best utilize these new tools to deliver an integrated set of communication tools and deliver on the promise of cross-media communications.
As your company adds more complex communication services to its traditional set of solutions, keeping your sales force up-to-speed on the terminology and possibility of cross-media communications is critical to effective integration. This webinar will assist your sales force in effectively transitioning your clients to deploying more engaging, customized, personalized marketing across all media – including social media.
Using XML to Create Once - Distribute EverywhereJeffrey Stewart
As eMedia devices and delivery systems proliferate, publishers, agencies and traditional media service providers are challenged with keeping up with demand for content conversion. Content distributors can reduce costs and complexity with a strategy that includes adoption of XML standards, a component architecture for structured content creation and a workflow that adheres to a digital first orientation.
Ryerson Univeristy Colloquium 2010 Fusion: Exploring The Mutlimedia MixJeffrey Stewart
Living in today’s digitized society, it is important to understand how all of the different types of media complement each other. In an attempt to understand this synergy, GCM presents: Fusion: Exploring the Multimedia Mix
2010 App Forum Social Media And Print The New ConnectionJeffrey Stewart
In this session, Jeffery Stewart explores how social media channels are providing new opportunities to directly influence customer behavior. He will explain how social media can be harnessed and integrated into “traditional” cross-media campaigns.
Putting the SPARK into Virtual Training.pptxCynthia Clay
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.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
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.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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.
[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
Memorandum Of Association Constitution of Company.pptseri bangash
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.
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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
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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Business Valuation Principles for EntrepreneursBen Wann
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.
Social Networks, Mobile Devices, Email and Direct Mail: Is This the Future of Direct Influencing?
1. white paper
134 North Main Street, Suite 101 Rockford, Illinois 61101 toll free: 866.799.2879 www.trekk.com
Contact : Michael Frieri, Director, Business Development | Direct : 708.707.3100
Social Networks, Mobile Devices, Email and Direct Mail:
Is This the Future of Direct Influencing?
Jeffrey Stewart
May 2009
What is the future of direct influence? This is a term that may be
unfamiliar to many print distributors and manufacturers, but for those
moving into the marketing services provider model, it is one they might
want to familiarize themselves with.
Marketers and end users are no longer looking at their marketing
programs in a silo-ed fashion. Increasingly, they see their marketing
efforts falling under the larger banner of “direct influence,” or simply an
attempt to get someone to do something. That “something” might be to
make a purchase, log into a personalized URL, or sign up for a seminar.
To make this happen, marketers are finding that they cannot silo
“What the Obama individual media, including print. They need to use coordinated, multi-
campaign, in particular, channel campaigns that combine a wide variety of media – whether
was able to do with direct mail, social networking media, television, or point-of-sale – many
nearly unprecedented of which may be unfamiliar to traditional print manufacturers and
skill, was to use the distributors.
Internet to marshal a
community force in its If the printing industry is to go where the print work is, we need to
favor.” familiarize ourselves with this playing field.
1
2. white paper
134 North Main Street, Suite 101 Rockford, Illinois 61101 toll free: 866.799.2879 www.trekk.com
Contact : Michael Frieri, Director, Business Development | Direct : 708.707.3100
Communication Trends
While many of the technologies in this report may seem unfamiliar Lessons From the Obama Campaign
from a marketing perspective, “unfamiliar” doesn’t mean irrelevant. Marketers should be learning these lessons.
What the Obama campaign, in particular, was able
Technology evolves in stages. It starts out with invention, then to do with nearly unprecedented skill was to use the
moves to early adoption, then standardization, and finally, mass Internet to marshal a community force in its favor. We
acceptance. In terms of marketing, we’re in the stage of early call this “crowd sourcing.”
adoption for many of these social and viral technologies, but once a
Crowd sourcing is the effort of letting a large external
trend is recognized as a lasting one, it’s far more profitable to get in
crowd take upon a task that would otherwise be
ahead of the curve – before standardization and mass acceptance –
done by a few internal people. Open source software,
than trying to play catch-up later.
Wikipedia and IdeaStorm (www.ideastorm.com) are
Just think about some of the other “new” technologies that seemed
excellent examples. Someone takes the kernel of an
foreign even a few years ago but which have since transformed the
idea, then allows people in the broader marketplace to
marketing landscape:
comment on it, contribute their own ideas and flesh it
• the Internet out. Then, these individual contributors distribute and
• e-commerce market these ideas on their own.
• content management
• 1:1 (personalized) printing
• 1:1 multi-channel marketing
• marketing analytics
• customer relationship management (CRM) and the age of
“customer loyalty”
Now, it’s social media.
Those who have understood the importance of getting in front of
these curves have not just profited from them, but transformed
the landscape in which they lived. As David Carr pointed out
in his New York Times article, “How Obama Tapped Into Social
Networks’ Power”:
Thomas Jefferson used newspapers to win the
presidency, F.D.R. used radio to change the way he In the Obama campaign, this started with the
governed, J.F.K. was the first president to understand site itself, which was a veritable combination of
television, and Howard Dean saw the value of the newsroom, online streaming video (“BarackTV”),
Web for raising money. But Senator Barack Obama links to every major social networking site covering
understood that you could use the Web to lower the every demographic (from Facebook to BlackPlanet
cost of building a political brand, create a sense of to MySpace, YouTube and even lesser known social
connection and engagement and dispense with the network sites like Glee, MiGente and MyBatanga)
command and control method of governing to allow and tools to enable site visitors to connect with one
people to self-organize to do the work. another and organize outreach events.
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Influencing Behavior different media, including micro-sites/personalized URLs,
As members of the marketing and graphic communications Twitter, FaceBook, ads/POS, mobile and RSS Feeds. This is
industry, how do we begin to tap into this world? what we call the “content-centric model.”
It starts with the website. The website is the bedrock of the
campaign, where all of the content is linked. Next, you make it easy for people to find this content. This
means making sure the site is structured correctly so it can be
This requires a good Web-based content management system, indexed by and optimized for search engines. Then you layer on
which allows you not just to centralize all of your campaign keywords campaigns or ad word campaigns that will make use
information, but to spit that information back out to all of the use of the same content. Write for the search engines – write to
give your content maximum visibility.
Think you can avoid email as part of marketing? Email was media, as a channel, is about having conversations, getting
a huge part of the Obama campaign’s success. Organizers people together and getting them to do things on their own
collected more than 13 million email addresses and sent regular initiative. The challenge for marketing professionals, especially
email alerts, news releases, event reminders, solicitations and CMOs, is to let go a little bit and let people do the work.
email newsletters for a total of one billion messages. To a certain extent, this means letting your audience control the
message, too. This is frightening for many marketers, but look at
The campaign also used RSS Feeds to push content into other
the results.
sites, such as Twitter, iTunes and Flickr. These communications
even included podcasts – (available directly from iTunes) and PR 3.0 & Going Viral
included an “embed link” URL next to its YouTube videos so that This type of social, virally based marketing is what is being
bloggers could easily embed these videos in their posts. called “PR 3.0.” With 1:1 printing, marketers are having individual
This consistent stream of up-to-date – in some cases, nearly conversations with recipients of the direct mail pieces. Social
real-time – information allowed grassroots supporters to take media is also about people having individual conversations, but
ownership of the campaign itself and disseminated information those people are going to talk among themselves.
with a level of effectiveness that the campaign could not have PR 3.0 is about using the Web to create a community, then
purchased using traditional marketing methods. allowing that community to have it own conversation. If you can
harness that as a brand, it’s more powerful than spending a few
Changing the Face of Marketing
million dollars on a SuperBowl ad. Just ask Apple! Its customers
Marketers should be sitting up straight, because this may
promote the brand with religious fervor.
be the future of marketing. The Obama campaign used
It is that passion you want to harness. This is why a critical aspect
every combination of social media and online information
of PR 3.0 is designing campaigns to go viral, or to be distributed
dissemination to reach into every corner of the voter world. They
from one person to another. This is where online media have
fed people information, then encouraged them to comment on
power that traditional media do not. This is also where the
it, take ownership of it, and disseminate it – and they did.
Obama organization also excelled. It created a network for
Of course, the campaign made heavy use of traditional media, blazing fast information dissemination, whether through blogs,
as well. Especially toward the end of the political season, it spent podcasts, audio, social networking sites, or other media.
record amounts on traditional media – upwards of $600 million
Traditionally, the work of the PR specialist is to make it easy for
– but the campaign didn’t start that way. Everything started with
the writer or editor to pick up your story. In PR 3.0, it’s the work
social media.
of the PR specialist to make the information available and easy to
The Obama campaign changed the way politicians – and go viral.
marketers – understand media. The lesson we learn is that social
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This process includes the following components: You learn by watching what’s working. This means tracking
where your results are coming from: print, email, 1:1 printing,
• Search Engine Optimization: organic search, keyword print ads, banner ads, adwords, SMS/MMS, social networks,
definition and optimization, index submission and radio/TV, then tweaking and optimizing.
monitoring, link harvesting and exchange.
• Search Engine Marketing: i.e., Google AdWords, Like the Obama campaign, the point is to be everywhere that
DoubleClick Ad Networks prospects’ eyeballs are. Once these eyeballs are in the right
• Social Media Optimization: continually push content into places, have in place a continual process of testing to figure out
the social networks by feeding them content and creating what works most effectively.
links for people to comment on.
• Testing: Check the effectiveness of different phrases and Look at the following ad words examples, as described in Super
improve your performance. Establish a process of continual Crunchers: Why Thinking-By-Numbers is the New Way To Be
refinement. Smart, by Ian Ayres:
Launch and Learn Super Crunchers
All of this may sound very foreign to print distributors and Why Thinking-by-Numbers IS the New Way to Be Smart
manufacturers, but the value to investing in the learning curve www.bantamdell.com
is high. As the great hockey player Wayne Gretzky has said, “A
good hockey player plays where the puck is. A great hockey The End of Intuition
player plays where the puck is going to be.” Why Thinking-by-Numbers Is the New Way to Be Smart
www.bantamdell.com
In printing terms, we might say, “A good printer knows where
the print marketing is. A great printer knows where the print Think both ads are similarly effective? Not at all. The “Super
marketing is going to be.” Crunchers” ad is 63% more likely to be clicked.
Marketers can get this kind of basic analytics from any
“Technology will never replace people. adwords campaign. Google analytics, for example, will give you
People who use technology will replace information on referring sites, search engines, traffic sources and
keywords. This will tell you who visited your site, where they
people who don’t.” came from, what keywords they used to find your site, which
ads they clicked through and more.
For someone coming out of the traditional print marketing
environment, this can be a frightening proposition. How do you You can also layer on additional analytics. Quantcast, for
learn these new playing fields? It’s not as daunting as it might example, is an activity reporting tool that reports on visitors
seem. Identify the most important elements. Look to maximize to the site and then, based on their IP address and tracking
the commonalities among them. Use the same messaging and with cookies, takes a good “guess” on their demographics. This
imagery. Package it appropriately for each channel. gives you an inside into the demographics by adding profile
information to those visitors.
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134 North Main Street, Suite 101 Rockford, Illinois 61101 toll free: 866.799.2879 www.trekk.com
Contact : Michael Frieri, Director, Business Development | Direct : 708.707.3100
If you are using a centralized Web console for all of your
marketing campaigns, you can monitor all of the different Measure Return on Investment
elements of your campaign, such as print, email, banner ads, As you measure your ROI, you’ll want to look at a
television and radio, in a single interface. You can compare and variety of different “return” metrics, including the value
contrast their results, identifying which campaigns were most of product sold (profit margin); value of qualified lead
productive, in which languages, using which lists and so on. (projected sales); and value of customer lifetime loyalty
This might seem like a lot of work, but if you can’t measure it (historically).
– you can’t manage it! You also want to break down your investment into
fixed and variable costs. Fixed costs are things like . . .
In the end, all of this measurement has two benefits. It allows
you to tweak and improve your campaigns over time. And • campaign research and concept development,
it allows you to measure your return on investment for each • tactic design and implementation, and
element of the campaign. • tracking and measurement tools.
Variable costs include things such as . . .
Are You Shifting? • list acquisition and cleansing
The marketing mix is shifting. Clients’ and end users’ marketing • printing and fulfillment
priorities and investment dollars are shifting – moving toward • offline and online ad placement
multi-channel marketing in which social media are a critical • operation and measurement
component.
These costs should be compared against the results
you are getting from each element of the campaign.
If print manufacturers and distributors want to maintain a
For example, you want to look at
high level of profitability, they have to stay where the print is.
• broadcast impressions
Increasingly, it’s in multi-channel campaigns. That is going to
• response rates
require an investment in a new learning curve, but it’s one that
• cost per impression
will be critical over the next few years.
• cost per click
• cost per lead
• cost per conversion
• cost per direct mail
• cost per email (delivered / opened /clickthrough)
This tells you, not only what’s working, but where you
are getting the most value for your investment.
1. Identify unique segment behavior.
2. Use test results to refine the message and designs.
3. Calculate individual tactic ROI.
4. Continuously improve midstream.
5. Refine the campaign for the next cycle.
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