Когда использование лидеров мнений в Интернете становится ошибкой (Алексей Крехалев, Скрытый маркетинг) Круглый стол "Неформальный контент - управление общественным мнением". С КИБ 2008.
Как меняется коммуникационная среда (как пространство работы коммуникатора)? С какими вызовами сталкивается коммуникационная деятельность? Коммуникатор настоящего (уже) - от рупора к антенне. Коммуникатор - агент бизнес-изменений. Радикально меняются требования - профессиональные и личностные.
Как меняется коммуникационная среда (как пространство работы коммуникатора)? С какими вызовами сталкивается коммуникационная деятельность? Коммуникатор настоящего (уже) - от рупора к антенне. Коммуникатор - агент бизнес-изменений. Радикально меняются требования - профессиональные и личностные.
Все презентации спикеров Конференции: http://www.corpmedia.ru/konferencii/mezhdunarodnaya_konferenciya_rol_korporativnyh_kommunikacij/presentations/2016/
28 травня 2015 р. в Центрі підвищення кваліфікації працівників дипломатичної служби відбулася тематична дискусія з фахівцями цифрових комунікацій агентства SPN Communications в рамках тематичного спеціалізованого курсу для працівників МЗС України з комунікаційних питань.
Керівник практики цифрових комунікацій агентства Іван КУЧЕРЕНКО та начальник відділу SMM Дмитро ВАКУЛЮК провели тренінг по роботі з соціальними мережами Facebook і Twitter.
Під час навчання було розглянуто технічні, контентні та безпекові аспекти роботи в цих мережах.
Джерело: http://dipacadem.kiev.ua/en/news/28-travnya-2015-r-v-centri-pidvyshhennya-kvalifikaciji-pracivnykiv-dyplomatychnoji-sluzhby-vidbulasya-tematychna-dyskusiya-z-faxivcyamy-cyfrovyx-komunikacij-agentstva-spn-communications-v-ramkax-tema/
Forbes Jim Think Big Presentation Final 3 6 07 OpaSergey Galyonkin
The document discusses opportunities for growth in digital media and online advertising. It notes that technology advances have led to an "entwined" media environment where consumers access information online on demand. While media consumption is shifting online, advertising spending has not shifted as quickly, representing an opportunity for digital media. The document then outlines strategies Forbes.com is taking to capitalize on these trends, like expanding its video offerings, improving targeting of advertisements, and growing internationally.
The document discusses Lagardère Active Media's digital strategy to address challenges facing the magazine industry from digital disruption. It outlines three key points:
I. Magazines have strong assets to succeed online by leveraging communities, brands, and content across devices. The internet presents an opportunity rather than a threat if a virtuous print-web model is developed.
II. Lagardère's strategy is to rationalize print, invest in websites and new platforms, and create a cross-media sales house to benefit from its multi-platform portfolio.
III. Examples like Premiere.fr and CarAndDriver.com show how websites can drive audience and revenue growth by providing rich digital experiences that complement print magazines.
This document discusses key issues and opportunities in digital advertising, including spending trends in display advertising, challenges with new ad formats, questions around investing in the right areas and brand advertising growth, monetizing social networking sites, user-generated content versus assisted generated content, the role of inventory auctioning, and new emerging platforms.
- The document discusses strategies for magazines to develop successful digital content based on their specific market niche and audience.
- It recommends magazines leverage their existing brand online, generate new revenue streams like advertising and paid content, and analyze costs in order to profit from their digital presence.
- The key is for magazines to develop digital strategies tailored to their individual market - whether it's breaking news, trade information, entertainment, or other topics - in order to differentiate their online content from print.
1. The AUTO BILD Group is the largest and most successful automobile magazine brand, operating in 28 countries with 40 million readers worldwide.
2. It has successfully digitized its brand and content over time, transitioning from analog to digital and building out its online and multimedia offerings on autobild.de.
3. The company has integrated its print and digital content creation and now uses a single-source approach to generate multimedia content for both its magazine and online platforms.
Fipp Presentation, Rebecca Conroy, 15 March 2007Sergey Galyonkin
BBC Magazines is the third largest consumer magazines publisher in the UK with over 40 magazines. It is focusing its digital business on developing profitable websites that extend its key brands, while using smaller magazine websites to promote print subscriptions. TopGear.com and RadioTimes.com are two of its largest websites, which undergo a 7-stage development process over 4-7 months involving editorial, technical, commercial, and design teams both internal and external. Integrating print and digital teams while developing new revenue streams like video and increasing data analysis are some of its key challenges going forward.
- The document discusses the growth of online advertising spending and internet usage in Japan from the late 1990s to 2006. Online ad spending grew over 129% annually from 2006 to 2005 and internet penetration reached 67% of Japan's population of 126 million people.
- It describes the strategy of Nikkei Business Publications to leverage their print magazine brands online through developing portals, websites, and coordinating efforts across different sites. This included registering over 163,000 users on their NBonline site by 2006.
- The goal is to generate 20% of the company's annual revenue and 40% of profits from online businesses by focusing on business audiences and original analysis over news through specialized B2B sites.
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Все презентации спикеров Конференции: http://www.corpmedia.ru/konferencii/mezhdunarodnaya_konferenciya_rol_korporativnyh_kommunikacij/presentations/2016/
28 травня 2015 р. в Центрі підвищення кваліфікації працівників дипломатичної служби відбулася тематична дискусія з фахівцями цифрових комунікацій агентства SPN Communications в рамках тематичного спеціалізованого курсу для працівників МЗС України з комунікаційних питань.
Керівник практики цифрових комунікацій агентства Іван КУЧЕРЕНКО та начальник відділу SMM Дмитро ВАКУЛЮК провели тренінг по роботі з соціальними мережами Facebook і Twitter.
Під час навчання було розглянуто технічні, контентні та безпекові аспекти роботи в цих мережах.
Джерело: http://dipacadem.kiev.ua/en/news/28-travnya-2015-r-v-centri-pidvyshhennya-kvalifikaciji-pracivnykiv-dyplomatychnoji-sluzhby-vidbulasya-tematychna-dyskusiya-z-faxivcyamy-cyfrovyx-komunikacij-agentstva-spn-communications-v-ramkax-tema/
Forbes Jim Think Big Presentation Final 3 6 07 OpaSergey Galyonkin
The document discusses opportunities for growth in digital media and online advertising. It notes that technology advances have led to an "entwined" media environment where consumers access information online on demand. While media consumption is shifting online, advertising spending has not shifted as quickly, representing an opportunity for digital media. The document then outlines strategies Forbes.com is taking to capitalize on these trends, like expanding its video offerings, improving targeting of advertisements, and growing internationally.
The document discusses Lagardère Active Media's digital strategy to address challenges facing the magazine industry from digital disruption. It outlines three key points:
I. Magazines have strong assets to succeed online by leveraging communities, brands, and content across devices. The internet presents an opportunity rather than a threat if a virtuous print-web model is developed.
II. Lagardère's strategy is to rationalize print, invest in websites and new platforms, and create a cross-media sales house to benefit from its multi-platform portfolio.
III. Examples like Premiere.fr and CarAndDriver.com show how websites can drive audience and revenue growth by providing rich digital experiences that complement print magazines.
This document discusses key issues and opportunities in digital advertising, including spending trends in display advertising, challenges with new ad formats, questions around investing in the right areas and brand advertising growth, monetizing social networking sites, user-generated content versus assisted generated content, the role of inventory auctioning, and new emerging platforms.
- The document discusses strategies for magazines to develop successful digital content based on their specific market niche and audience.
- It recommends magazines leverage their existing brand online, generate new revenue streams like advertising and paid content, and analyze costs in order to profit from their digital presence.
- The key is for magazines to develop digital strategies tailored to their individual market - whether it's breaking news, trade information, entertainment, or other topics - in order to differentiate their online content from print.
1. The AUTO BILD Group is the largest and most successful automobile magazine brand, operating in 28 countries with 40 million readers worldwide.
2. It has successfully digitized its brand and content over time, transitioning from analog to digital and building out its online and multimedia offerings on autobild.de.
3. The company has integrated its print and digital content creation and now uses a single-source approach to generate multimedia content for both its magazine and online platforms.
Fipp Presentation, Rebecca Conroy, 15 March 2007Sergey Galyonkin
BBC Magazines is the third largest consumer magazines publisher in the UK with over 40 magazines. It is focusing its digital business on developing profitable websites that extend its key brands, while using smaller magazine websites to promote print subscriptions. TopGear.com and RadioTimes.com are two of its largest websites, which undergo a 7-stage development process over 4-7 months involving editorial, technical, commercial, and design teams both internal and external. Integrating print and digital teams while developing new revenue streams like video and increasing data analysis are some of its key challenges going forward.
- The document discusses the growth of online advertising spending and internet usage in Japan from the late 1990s to 2006. Online ad spending grew over 129% annually from 2006 to 2005 and internet penetration reached 67% of Japan's population of 126 million people.
- It describes the strategy of Nikkei Business Publications to leverage their print magazine brands online through developing portals, websites, and coordinating efforts across different sites. This included registering over 163,000 users on their NBonline site by 2006.
- The goal is to generate 20% of the company's annual revenue and 40% of profits from online businesses by focusing on business audiences and original analysis over news through specialized B2B sites.
Search engines like Google and Yahoo are partnering with magazine publishers like Meredith Corporation to provide magazine content in search results. This allows search engines to return relevant magazine articles to users and gives magazines more exposure and readership. Representatives from Google, Yahoo and Meredith discussed how the relationship has evolved from one of conflict to cooperation, with both sides benefiting through increased traffic, readership and revenue via web analytics and other joint efforts.
This document discusses new digital magazine platforms that aim to provide an enhanced reading experience compared to print magazines. Key points include:
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- Content can be purchased individually or through subscription and is accessible on any device.
- The platforms provide new retail channels for publishers to sell content and new commercial offers like magazine bundles.
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4. Последние исследования Эффективность лидеров мнений выше по сравнению с обычными пользователями, но не в десятки или сотни раз, как полагали Кац и Лазерсфельд, а всего в 2-3 раза Куммулятивный эффект практически не возникает на основе влиятельности Рядовой участник сообщества имеет такие же шансы запустить вирус как и лидер мнений * Уотс Д., Додс С. Лидеры мнений, сети и формирование общественного мнения. 12/2007
5. Возможности использования Топ-блоггеры становятся все менее валидным каналом коммуникации в связи со скандалами, список тем ограничен По прежнему хороши для запуска провокативного контента, создания и раскрутки скандалов, быстрого достижения широкой аудитории Использование истинных лидеров мнений должно быть построено на прозрачности и привлечении их внимания за счет информационных поводов