What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice, some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
· Identify the most relevant conversations and decision-driving communities
· Join the most critical conversations and add value
· Leverage brand advocates and influencers
· Measure the impact of social influence activities
Is social media all talk and no action? How valuable are likes, RTs, shares, hashtags, pins, and comments if no one ultimately takes the action you want them to, whether that be vote, donate, buy or become a member?
In a fast paced, action-oriented presentation, Leigh will give you the framework you need to tie social media to business goals.
You’ll learn:
· Why simply gathering social data is wrong-headed
· How measurement should fit into an action-focused social media strategy
· How to identify the right content and social platforms to drive action
· How to define and measure the business impact of your social efforts down to the post
Fusion 360: Harmonizing social media and community, presented by Bill JohnstonSocialMedia.org
In his Brands-Only Summit presentation, Autodesk's Bill Johnston talks about how they harmonized their community and social media efforts to create a positive experience for their customers.
He shares six key lessons they learned from upgrading their Fusion 360 community user experience.
VolunteerMatch Solutions BPN Webinar: Trends & Best Practices in Using Social...VolunteerMatch
July 2012 Best Practice Network Webinar, presented by VolunteerMatch
Session Description:
Social media has emerged as an ideal platform for sharing a company's corporate responsibility story with its stakeholders. It's authentic. It's continuous. It's targeted. It's interactive. But as opportunities to inform, engage and activate stakeholders continue to grow with the changing technology, small businesses in particular can face challenges in adapting. What tools are worth the investment of time? How can compelling CSR content be developed and shared most efficiently, without sacrificing engagement?
Georgetown University's Center for Social Impact Communication (CSIC) recently conducted research on how small businesses are thinking about CSR, social media, and the intersection of the two. Join Julie Dixon, deputy director of CSIC, for an interactive discussion on trends and best practices, as well as recommendations on how smaller organizations can share their compelling stories of community involvement and employee volunteerism in ways that meet their unique limitations on resources, staff and time.
About Our Guest Speaker:
Julie Dixon is the Deputy Director of the Center for Social Impact Communication (CSIC) at Georgetown University, where she manages the day-to-day operations of the center including research, curriculum and partnership development, outreach and communications. She's the author of CSIC's recent publication "Small Business, Big Engagement," a comprehensive set of trends and best practices for small businesses looking to use social media to engage stakeholders in their socially responsible business practices. Follow her work at the center on Twitter at @georgetowncsic.
5 Social Media Tips For PR Pros - Social Media and the New PR World OrderDell Social Media
Social media has changed the PR game. Not only does social media break news, but it is increasingly becoming a go-to resource for journalistic research. In this presentation, Dell’s Carly Tatum discusses tips to approaching public relations on the social stage.
Social intelligence and marketing strategy, presented by Jessica WilliamsSocialMedia.org
In her Brands-Only Summit Pre-Conference presentation, Visa's Jessica Williams explains how Visa uses social listening and analytics to help enhance traditional research projects.
She talks about the three core segments their analytics are focused on: small business owners, developers, and the affluent audience.
Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and 10 tips on how women-owned businesses should be strategically using social to be more effective. Presented at Women’s President Organization in Dallas, TX on May 1st, 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp
Is social media all talk and no action? How valuable are likes, RTs, shares, hashtags, pins, and comments if no one ultimately takes the action you want them to, whether that be vote, donate, buy or become a member?
In a fast paced, action-oriented presentation, Leigh will give you the framework you need to tie social media to business goals.
You’ll learn:
· Why simply gathering social data is wrong-headed
· How measurement should fit into an action-focused social media strategy
· How to identify the right content and social platforms to drive action
· How to define and measure the business impact of your social efforts down to the post
Fusion 360: Harmonizing social media and community, presented by Bill JohnstonSocialMedia.org
In his Brands-Only Summit presentation, Autodesk's Bill Johnston talks about how they harmonized their community and social media efforts to create a positive experience for their customers.
He shares six key lessons they learned from upgrading their Fusion 360 community user experience.
VolunteerMatch Solutions BPN Webinar: Trends & Best Practices in Using Social...VolunteerMatch
July 2012 Best Practice Network Webinar, presented by VolunteerMatch
Session Description:
Social media has emerged as an ideal platform for sharing a company's corporate responsibility story with its stakeholders. It's authentic. It's continuous. It's targeted. It's interactive. But as opportunities to inform, engage and activate stakeholders continue to grow with the changing technology, small businesses in particular can face challenges in adapting. What tools are worth the investment of time? How can compelling CSR content be developed and shared most efficiently, without sacrificing engagement?
Georgetown University's Center for Social Impact Communication (CSIC) recently conducted research on how small businesses are thinking about CSR, social media, and the intersection of the two. Join Julie Dixon, deputy director of CSIC, for an interactive discussion on trends and best practices, as well as recommendations on how smaller organizations can share their compelling stories of community involvement and employee volunteerism in ways that meet their unique limitations on resources, staff and time.
About Our Guest Speaker:
Julie Dixon is the Deputy Director of the Center for Social Impact Communication (CSIC) at Georgetown University, where she manages the day-to-day operations of the center including research, curriculum and partnership development, outreach and communications. She's the author of CSIC's recent publication "Small Business, Big Engagement," a comprehensive set of trends and best practices for small businesses looking to use social media to engage stakeholders in their socially responsible business practices. Follow her work at the center on Twitter at @georgetowncsic.
5 Social Media Tips For PR Pros - Social Media and the New PR World OrderDell Social Media
Social media has changed the PR game. Not only does social media break news, but it is increasingly becoming a go-to resource for journalistic research. In this presentation, Dell’s Carly Tatum discusses tips to approaching public relations on the social stage.
Social intelligence and marketing strategy, presented by Jessica WilliamsSocialMedia.org
In her Brands-Only Summit Pre-Conference presentation, Visa's Jessica Williams explains how Visa uses social listening and analytics to help enhance traditional research projects.
She talks about the three core segments their analytics are focused on: small business owners, developers, and the affluent audience.
Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and 10 tips on how women-owned businesses should be strategically using social to be more effective. Presented at Women’s President Organization in Dallas, TX on May 1st, 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp
How to integrate social media with legal requirements, presented by Trish Net...SocialMedia.org
In her Brands-Only Summit presentation, UCB's Trish Nettleship teaches a class on how to integrate social media with legal requirements.
She explains how to make social work for teams facing complex legal, regulatory, and compliance issues.
ConAgra Foods: Social listening and engagement for consumer insights, present...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, ConAgra Foods' PR/Social Media Manager, Amy Morgan, explains how they are tapping social media and influencers for consumer insights.
Amy goes into detail about specific examples from Chef Boyardee, Slim Jim, Reddi-Whip, and their Healthy Choice brands.
Social Media & the Future of Event MarketingEventbrite
Gemma Craven, Executive Vice President, New York Group Director, Social@Ogilvy
Lisa Hyman, partner and senior vice president of strategic communications, LeadDog; Managing Partner, Greendog
Social conversation at events is all about embracing the importance of real-time marketing. Events today have become a spark for social memes and discussions that brands, companies, and individuals must participate in. In this workshop, Gemma Craven will discuss how social conversations are evolving into the future, the importance of crowd-fueled agendas, and how social media is the “glue” that connects event attendees before, during, and after an event.
EMG’s expert online marketing analyst Jessica Liu discusses the importance and application of social media intelligence in an adaptive marketing strategy along with a few best practices and real life case studies in this hour long webinar.
Why some online communities succeed and others failColleen Young
Many health apps include social elements and seek to build online communities. Some succeed and thrive, while others languish. Why?
My fellow panelists, Jenn Sprung (@mindthecompany) and Bruce Baskerville (@CrushTheCrave), and I (@colleen_young) explored this question at Apps for Health (@appsforhealth) on May 16.
I shared best practices of Community Management That Works – How to build a thriving online community. Bruce presented the app Crush the Crave as a Case Study – Successes and lessons learned integrating social in a health app. And Jenn reminded us Don’t Forget the User – First-hand stories from the hand that holds the app.
Xelleration Social Client: Give the Needy FoundationKaitlyn Knoll
Created in PowerPoint 2013 for a Foundation aimed at empowering third world single mothers by providing them food and shelter. A social media progress overview.
The return on a share: Quantifying the monetary value of social sharing, pres...SocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, ShareThis' Andy Stevens measures and quantifies the monetary value of different forms of recommendations.
Using scientific methodology, he shows the value of social recommendations relative to brand and price in determining consumer purchase intent.
What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice – some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
1) Identify the most relevant conversations and decision-driving communities
2) Join the most critical conversations and add value
3) Leverage brand advocates and influencers
4) Measure the impact of social influence activities
How to integrate social media with legal requirements, presented by Trish Net...SocialMedia.org
In her Brands-Only Summit presentation, UCB's Trish Nettleship teaches a class on how to integrate social media with legal requirements.
She explains how to make social work for teams facing complex legal, regulatory, and compliance issues.
ConAgra Foods: Social listening and engagement for consumer insights, present...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, ConAgra Foods' PR/Social Media Manager, Amy Morgan, explains how they are tapping social media and influencers for consumer insights.
Amy goes into detail about specific examples from Chef Boyardee, Slim Jim, Reddi-Whip, and their Healthy Choice brands.
Social Media & the Future of Event MarketingEventbrite
Gemma Craven, Executive Vice President, New York Group Director, Social@Ogilvy
Lisa Hyman, partner and senior vice president of strategic communications, LeadDog; Managing Partner, Greendog
Social conversation at events is all about embracing the importance of real-time marketing. Events today have become a spark for social memes and discussions that brands, companies, and individuals must participate in. In this workshop, Gemma Craven will discuss how social conversations are evolving into the future, the importance of crowd-fueled agendas, and how social media is the “glue” that connects event attendees before, during, and after an event.
EMG’s expert online marketing analyst Jessica Liu discusses the importance and application of social media intelligence in an adaptive marketing strategy along with a few best practices and real life case studies in this hour long webinar.
Why some online communities succeed and others failColleen Young
Many health apps include social elements and seek to build online communities. Some succeed and thrive, while others languish. Why?
My fellow panelists, Jenn Sprung (@mindthecompany) and Bruce Baskerville (@CrushTheCrave), and I (@colleen_young) explored this question at Apps for Health (@appsforhealth) on May 16.
I shared best practices of Community Management That Works – How to build a thriving online community. Bruce presented the app Crush the Crave as a Case Study – Successes and lessons learned integrating social in a health app. And Jenn reminded us Don’t Forget the User – First-hand stories from the hand that holds the app.
Xelleration Social Client: Give the Needy FoundationKaitlyn Knoll
Created in PowerPoint 2013 for a Foundation aimed at empowering third world single mothers by providing them food and shelter. A social media progress overview.
The return on a share: Quantifying the monetary value of social sharing, pres...SocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, ShareThis' Andy Stevens measures and quantifies the monetary value of different forms of recommendations.
Using scientific methodology, he shows the value of social recommendations relative to brand and price in determining consumer purchase intent.
What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice – some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
1) Identify the most relevant conversations and decision-driving communities
2) Join the most critical conversations and add value
3) Leverage brand advocates and influencers
4) Measure the impact of social influence activities
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow with our exclusive social marketing features. This webinar will explain how you can quickly deploy a social network and create new revenue. Ripple6 OnDemand delivers enterprise class, full featured, social network deployment in as little as 48 hours.
Most social media research today involves mining existing social media conversations. But some of the most groundbreaking and actionable new research methods involve deeper engagement with consumers on social media. Monika Wingate, CEO of Fountainhead Brand Consulting, will cover the next generation of tools, using real-world case studies.
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
Why Monitoring Your Online Brand is Essential for Business - Dean WesterveltOnline Marketing Summit
Why Monitoring Your Online Brand is Essential for Business
Consumers are everywhere online: they write blogs, post comments, and rate their favorite products and services. They share pictures, videos and special deals with their social networks on Facebook, MySpace and Twitter. And if you're not paying attention to what they're saying and sharing about your brand, it could be a lost opportunity or a detriment to your reputation. This session will cover where to begin, understanding your social media readiness, how to effectively listen to your audience, what you can learn from social media monitoring, and how you can measure your results.
Dean Westervelt, Senior Analytics Consultant, Metrics Marketing Group
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesGleanster Research
According to respondents to the Q4 2013 Social Listening survey, 8 out of 10 marketers had used social media to promote and launch new products and services. But these efforts are largely limited to two main activities: brand promotion and social listening. With so much money, time, and effort leading up to a launch social media can and should be used for more strategic activities.
Empathy is more than just a popular marketing buzzword. It’s a proven strategy to connect with customers, deepen relationships, spark action and drive sales. We all know that emotion has always been a powerful way to market, but empathy can be difficult for brands to communicate in an authentic way. The key to successful brand empathy is not just understanding your customers but knowing what they value and identifying with their situation.
Everything You've Heard About Influencer Marketing is WrongLeigh George, PhD
No one decides to buy based on ads anymore. We ask friends, family, neighbors, co-workers, reviewers and experts for advice. Today it’s people not advertising that build great brands. Influencer marketing is a powerful way for brands to leverage these shifts to attract new audiences, engage them and spur action.
The problem with influencer marketing is it’s being treated as a thinly veiled ad. Just like the transactional arrangements for advertising, companies are paying influencers for tweets, blog posts, snaps, vlogs and personal appearances. And guess what? It doesn’t work and brands are often left feeling frustrated because they paid an influencer who at best didn’t deliver results and at worst went rogue. In place of that tired, recycled formula, brands need an innovative approach that recognizes influencers as collaborators and influencer marketing as co-branding. In this energy packed session full of actionable insights, we’ll explore this new approach giving you the skills you need to use influencer marketing most effectively.
Stop! You're annoying people. Learn how to enthrall them instead.Leigh George, PhD
Today the job of marketing leaders is more complex than ever. Your responsibilities cut across sales, IT, customer service, and HR as marketing has moved from an organizational cost to a revenue generator. In essence: you own the customer experience but it’s also at the very moment when people are increasingly dissatisfied with brands. No pressure, right?
In an energy packed session full of actionable insights, Leigh George, PhD, CEO of freedom, will explore what’s holding organizations back from creating memorable experiences and how they can create distinctive brand touch points that will gain mindshare and drive advocacy. Through a tour of branding and content marketing across select consumer, business and government brands—in DC and beyond—you will get inspired and learn how to create new opportunities and take advantage of what you’re already doing to attract people to your brand and better yet—hold their attention and keep them coming back.
The Obama 2012 campaign brought the benefits of big data to the forefront of political campaigns and many other organizations in D.C. Hear how Enroll America has incorporated these models into their digital media efforts that drive insurance exchange enrollments and what they’ve learned about its limitations. Adam will offer his advice for your organizations as you face the big data questions.
Know digital is important but don't know where to start or what tools to use? This presentation gives you a rundown of the top tools, how to use them most effectively and how to combine them in an effective campaign. You'll also get a peak at what's next with mobile, location-based marketing and social bridging.
You will learn:
Surprise! You’re a Publisher!
Relationship Management: Engaging the People You’re Already Connected To
Social Bridging: Reaching Beyond Your Own Properties to Attract New Advocates
Measurement: Prove you’re moving the needle
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JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
3. Existing channel
improvement is becoming
slower and more difficult.
More competitive. You
have to invest more and
more to see returns.
3
4. The gain potential of WOM is huge
compared to other investments
Consumers exposed
to social content, by
itself or in conjuction
with other media, are
up to 7x more likely
to spend or consume
more product.
Word of mouth account
for up to 80% of the
reach of marketing
campaigns and
amplifies paid reach by
up to 4x.
Based on telecom co.
experiments, social
media program ROI
exceeded that of
traditional marketing.
SOURCES: Does Investing in Social Media Create Business Value, Ogilvy 2011; Internal research from Purchased; Demystifying
Social Media, McKinsey 2012
4
6. We listen to our
friends and families
and ‘strangers with
expertise’
The top trusted
sources for
recommendations
are family and friends
…and consumer
opinions online
6
7. Search is where we
go to research
brands, products and
services we are
considering buying or
using
We use search to
find what other
people say about
products
Source: PowerReviews and the e-tailing group, “2010 social shopping study”
51% used search
last month to find
recommendations
from other people
7
8. We increasingly get
news and information
via our social
networks
Nearly one-third of
shoppers surveyed
say social media
introduced them to a
brand or product they
were previously
unfamiliar with
Or helped change
their opinion of a
brand during the
buying decision
process.
Source: Digital & Social Media in the Purchase Decision Process, Advertising Research Foundation (ARF), January 2013
8
9. We take our social
connections with us
everywhere
About one-third of
mobile internet users
in the US report
using mobile as their
primary web device
Source: Pew Internet & American Life Project, May 2013; eMarketer US Social Network Users:
Mid-2013 Forecast and Comparative Estimates, October 1, 2013
Six out of 10 US
social networkers will
log on to a social
platform via mobile
9
10. Each of Us Has Our
Own “Personal
Message Shield”
10
11. Models of Influence
The Influential Model
1 in 10 Influences the other 9
The Network Model
This model says “the
Influential” doesn’t matter
and the network does…
11
Based on: Roper Starch, Duncan Watts
12. A Combined Model Works Best
Combining influencers
and how ideas and
content spark sharing
across networks gives
us a single model to
plan a scaled
approach to influence.
12
Based on: Roper Starch, Duncan Watts
20. Encourage and enable
advocacy everywhere
VIP
Paid
Passionate
Casual
To drive VOLUME, map out
customer touchpoints and
make it easy for advocacy to
happen at any touchpoint.
Owned
Earned
To increase PASSION levels,
use a process that identifies
and encourages passionate
customers to share more.
To amplify REACH, use
owned, earned and paid
channels.
20
21. How do you develop effective
influencer programs?
24. Seven Drivers of Word
of Mouth
1
1
Do we have a good story?
2
2
Can people SHOW their involvement in a visible way?
3
3
Do we offer something new to talk about?
4
4
Do we let our supporters be creative?
5
5
Do we invite people to participate?
6
6
Do we offer them some value?
7
7
Do we remind people to spread the word?
Adapted from Emanuel Rosen
24
25. Can your brand offer
a value exchange?
What does the
Brand get?
– Brand-relevant content
– Product & service reviews
– 3rd party advocacy
– Insight from a community member/leader
– Access to a social graph or specialist community
– Stronger SEO presence
What does the
Influencer get?
– More exposure, influence and reach from a brand platform
– A chance to take part in something bigger
– Unique and compelling content for them to share
– Access to interesting people and experiences
– Product or service values including trials
25
30. Measure against
business objectives
Preference
Impressions, Share of Relevant
Voice
Sentiment, Share of Positive
Voice
Survey-based Brand
Positioning
KPIs
Reach and Positioning
Survey-based Brand
Preference
Action
Survey-based Sales/Behaviors
Diagnostic Metrics
Attributable
Leads/Sales/Behaviors
Number of New Fans/Likes
Likes Per Post
Link Shares
Number of Wall Posts
Link Click-throughs
Video Views
Media Uploads
(videos, photos)
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31. Move beyond the blunt
metric of “sentiment” to
tracking advocacy levels
SENTIMENT
ADVOCACY
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32. Don’t forget
• The gain potential of WOM is huge compared to other investments
but you have to be smart
• Identify and optimize advocacy drivers across the customer journey
• Use influencers surgically and make sure you have value to offer in
exchange
• Measure based on your business goals not social metrics
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33. Connect with me
Leigh George, PhD
Vice President
Social@Ogilvy
Email:
leigh.george@ogilvy.com
Twitter:
@leighgeorge
LinkedIn:
linkedin.com/in/leighgeorge
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Editor's Notes
PAID, EARNED, OWNED
What do you focus on most? Where does your money go?
What’s the most effective? Most cost-effective
Influence has been misunderstood as popularity or positive sentiment
Do you want to be popular or do you want to add business value?
Tell me about business impact
That sound you hear? It’s the drip from ads
Brands that do not generate substantial advocacy will need to pay more for reach and consequently have costs substantially higher than those brands that drive high advocacy.
In an environment where costs to reach consumers continue to escalate, this advantage could make the difference between a company with outstanding shareholder returns and one that fails to perform.
More cost effective than anything else you’re doing—paid media, relationship marketing, search marketing, etc.
Understanding how advocacy works is critical to driving real business value. It helps brands enable and amplify genuine, organic word of mouth, which translates into financial value. In fact, the data Ogilvy has collected suggests that social shares drive action at a rate as high as 10x that of paid impressions.
I’m from DC
There’s a regional plumber called LEN the plumber and they must have spent a fortune on advertising: I see their ads on the side of buses as I drive into work. Yesterday am saw they had a sticker insert in WaPo, etc. And I always think: they don’t get it do they. Who calls a plumber from an ad?
Thought I’d start with an easy one to warm up with:
How do you make decisions? A new TV, smartphone, restaurant?
We listen to our friends and families and ‘strangers with expertise
We listen to our friends and families and ‘strangers with expertise
So what does all this behavior informing our decisions mean for brands
It means it’s really difficult for brands to gain mindshare if they just talk about themselves
We all have our own personal message shield formed by our friends, family and social connections
To get through, brands have to offer relevant and valuable content
That can be discovered quickly and easily via search where we go to satisfy everyday ‘missions’
Or that will be shared among our social graph or trusted sources
A brand’s challenge today is how to break through our message shields
And guess what—LEN the plumber ‘s bus ad is not going to do that
One vs many
Power of the individual vs the power of the network
The celebrity vs the forum
But we know influence happens most effectively when these things happen in concert
Jimmy Fallon lip synch game—other examples?
Social media gives word of mouth a power that rivals traditional earned media and paid media alone by empowering millions of advocates and detractors alike.
This is our new world of earned media.
WOM has always been the golden ticket of marcomm
It’s now also the arrow straight through the message shield
But most of us are doing it all wrong
Where is most time spent? We’re spending most of our time on the large number of casual fans on our owned platforms
If you have an influencer program it’s more like traditional media approach– a set group of “influencers”
Need to be more strategic and more surgical
This should actually be at the heart of our strategy and you build a content, paid etc around that
Community management for casual fans
Social advocacy program for passionate fans
Influencer relationship management for ultra-passionate fans and influencers
Ogilvy advocacy study deets
first-of-a-kind study.
We looked at almost 7 million social media mentions of 23 brands (and 8 feature films) spanning 4 countries.
There’s a common perception that advocacy is viral, big and relies heavily upon big ad campaigns like the latest Old Spice campaign or Super Bowl ads.
In our research, we found there’s a high volume of advocacy driven by everyday experiences such as being delighted by a great product feature, an exceptional service experience or a good deal.
How do we drive passion in that second tier?
Satisfaction vs advocacy
It’s like a little grinch heart
Brand focus on consumer satisfaction to the exclusion of advocacy. Figure out what drives advocacy for your brand.
We looked at advocacy mentions of ads, benefits, features, costs and customer service. In all markets, features (e.g. the characteristics of skin cream) were the most often mentioned.
In comparison, mentions of ads/commercials typically garnered the fewest mentions
What’s difference about passion brands
Social listening: The importance of a conversation map of advocacy drivers based on keyword preference in high, medium and low advocacy conversation
Developing messaging and campaign strategies around advocacy insights
Give them something to talk about
So how do you inspire wom among your most loyal highest influence fans or topic influencers?
Many orgs think of influencer programs as akin to traditional media relations: a stable of writers with a large readership they can call on when there’s a story they want out
But that’s a misplaced approach
You need to think of influencers in context: individuals whose influence is tied to expertise in a particular area
Use them surgically, for very specific reasons and make it worth their while
Not all client situations or goals are best met using influencers, so it is important to ask yourself –might not be the right solution to meet your client goal.
Don’t just do it—what are the goals
Do you have a new product, story or benefit that audiences will find interesting? A service or product, event you want feedback on?
When researching influencers, we look for those who have high influence and high relevance to our client.
Everything people can do via social media is some form of word of mouth. Whether sharing a link to a video, Tweeting out love for a brand, commenting on Facebook, posting on a blog, “liking” a page, +1-ing a search result – it’s all some form of word of mouth…
What causes people to actually spread word of mouth?
There are actually 7 consistent drivers of word of mouth. From telling a good story (that others want to tell) to inviting people to be creative or participate - these are the true predictors of whether a social media program will gain the attention and advocacy of people – whether it will literally “earn media”
Do we have a good story?
Can people SHOW their involvement in a visible way?
Do we offer something new to talk about?
Do we let our supporters be creative?
Do we invite people to participate?
Do we offer them some value?
Do we remind people to spread the word?
We use the metrics that the platforms give us but is that the best way?it is what clients care about? Should they care about them
These are things marketers care about—we can collect them so we should report on them
Are we actually measuring ROI are we measuring engagement—do businesses care about that?
Everyone thinks that numbers are important as long as they’re big but is that really the case. Are we using the right model?
We increasingly get news and information via our Social Networks