This document provides an overview of AT&T's social media strategy across various platforms including Facebook, Twitter, YouTube, Google+, Instagram, Tumblr, Foursquare, and Pinterest. For each platform, it outlines their purpose, AT&T's purpose on the channel, ultimate metric of success, business objectives, target audience, recommended cadence of posts, voice and tone guidelines, and appropriate content types. The document emphasizes testing different content topics, measuring performance, and focusing content where it receives the best engagement.
Eighth Iterati by Tania Jiménez: Designing for social changeIterati.ca
This document discusses using design, ethnography, and community engagement to create social change. It argues that social design needs to move beyond just designers to include end users and community participation. Designers are encouraged to set aside assumptions and listen to communities to understand how to design a better future. Community-based design requires immersing yourself in the community to build trust, identify strengths, and design with the community's voice and ownership. This ensures solutions are realistic and address real issues while empowering communities.
People Powered Brands: Empowering a TRIBE of Internal AdvocatesThe Shared Ship
People Powered Brands: Empowering a Tribe of Internal Advocates
"Why does your brand exist? What is your purpose for being in business? Does every employee know what your company is working towards?
Here’s a hint: your brand isn’t a product or a line item on a spreadsheet. It’s the stories people tell about it.
And, believe it or not, your best storytellers are your employees. Not just your C-Suite staff, but also the people on the ground representing your brand day-in and day-out.
Adaptability: The True Key to Accessibility and Usability? #TCUK12Karen Mardahl
UPDATE: "Transcript" at http://www.mardahl.dk/2012/10/09/musings-on-accessibility-and-usability-my-tcuk12-keynote/
Slides for my keynote presentation on 4 Oct. 2012 at TCUK12 - http://www.technicalcommunicationuk.com/. Inspired by the Web Adaptability idea at by http://ukwebfocus.wordpress.com/2009/07/20/from-web-accessibility-to-web-adaptability-a-summary/ Audio coming later.
Proactive stewardship is important for retaining donors and encouraging larger future gifts. Donors connect with people, not transactions, so forming human connections through thoughtful stewardship is key. Segmenting donors allows for tailored stewardship. Timely thank you calls and receipts within 48 hours set expectations. Listening to donors provides clues to strengthen relationships over time. Focusing more on stewardship than solicitation balances donor experience.
Here are the key steps for viral marketing through social media:
1. Create engaging and shareable content around your product/service
2. Encourage existing customers to share the content through their social networks
3. Optimize the content for sharing (e.g. make it easy to share with a single click)
4. Track how the content spreads from person to person through different social networks
5. Continually create new engaging content to keep the viral spread going
6. Consider incentives for users to share (contests, discounts etc.) to increase virality
7. Analyze metrics like shares, likes, comments to understand what content and messaging works best
8. Refine your strategy based on learnings from
The document discusses social recruiting strategies and best practices. It addresses questions around what constitutes social recruiting today, considerations for different social media channels like owned, paid, earned and neutral networks, and how to measure the impact of social recruiting efforts. The key aspects covered include engaging employees as advocates, listening to relevant conversations, positioning messages appropriately across channels, and setting objectives and metrics to define success.
Maximizing LinkedIn for Sales and Social Media Marketing is the newest book by social media strategy author, speaker, and consultant Neal Schaffer. This is a subset of a popular presentation that Neal provides to help businesses and professionals to better leverage and maximize their presence on LinkedIn.
Contact Neal at http://windmillnetworking.com/contact/ to get access to the full presentation or hire him to speak at your next professional meeting.
Eighth Iterati by Tania Jiménez: Designing for social changeIterati.ca
This document discusses using design, ethnography, and community engagement to create social change. It argues that social design needs to move beyond just designers to include end users and community participation. Designers are encouraged to set aside assumptions and listen to communities to understand how to design a better future. Community-based design requires immersing yourself in the community to build trust, identify strengths, and design with the community's voice and ownership. This ensures solutions are realistic and address real issues while empowering communities.
People Powered Brands: Empowering a TRIBE of Internal AdvocatesThe Shared Ship
People Powered Brands: Empowering a Tribe of Internal Advocates
"Why does your brand exist? What is your purpose for being in business? Does every employee know what your company is working towards?
Here’s a hint: your brand isn’t a product or a line item on a spreadsheet. It’s the stories people tell about it.
And, believe it or not, your best storytellers are your employees. Not just your C-Suite staff, but also the people on the ground representing your brand day-in and day-out.
Adaptability: The True Key to Accessibility and Usability? #TCUK12Karen Mardahl
UPDATE: "Transcript" at http://www.mardahl.dk/2012/10/09/musings-on-accessibility-and-usability-my-tcuk12-keynote/
Slides for my keynote presentation on 4 Oct. 2012 at TCUK12 - http://www.technicalcommunicationuk.com/. Inspired by the Web Adaptability idea at by http://ukwebfocus.wordpress.com/2009/07/20/from-web-accessibility-to-web-adaptability-a-summary/ Audio coming later.
Proactive stewardship is important for retaining donors and encouraging larger future gifts. Donors connect with people, not transactions, so forming human connections through thoughtful stewardship is key. Segmenting donors allows for tailored stewardship. Timely thank you calls and receipts within 48 hours set expectations. Listening to donors provides clues to strengthen relationships over time. Focusing more on stewardship than solicitation balances donor experience.
Here are the key steps for viral marketing through social media:
1. Create engaging and shareable content around your product/service
2. Encourage existing customers to share the content through their social networks
3. Optimize the content for sharing (e.g. make it easy to share with a single click)
4. Track how the content spreads from person to person through different social networks
5. Continually create new engaging content to keep the viral spread going
6. Consider incentives for users to share (contests, discounts etc.) to increase virality
7. Analyze metrics like shares, likes, comments to understand what content and messaging works best
8. Refine your strategy based on learnings from
The document discusses social recruiting strategies and best practices. It addresses questions around what constitutes social recruiting today, considerations for different social media channels like owned, paid, earned and neutral networks, and how to measure the impact of social recruiting efforts. The key aspects covered include engaging employees as advocates, listening to relevant conversations, positioning messages appropriately across channels, and setting objectives and metrics to define success.
Maximizing LinkedIn for Sales and Social Media Marketing is the newest book by social media strategy author, speaker, and consultant Neal Schaffer. This is a subset of a popular presentation that Neal provides to help businesses and professionals to better leverage and maximize their presence on LinkedIn.
Contact Neal at http://windmillnetworking.com/contact/ to get access to the full presentation or hire him to speak at your next professional meeting.
DNUG keynote - Social business with IBM ConnectionsChristian Holsing
The document discusses social business and IBM Connections. It provides an overview of IBM Connections, describing it as social software designed for business use. It allows users to connect and collaborate with colleagues, partners and customers. The key capabilities of IBM Connections discussed are profiles, microblogging, communities, activities, files, social analytics and integration with other IBM products.
Does your mission statement differentiate your nonprofit clearly and concisely? Could it describe any of several other organizations? If you're clear about your value to your community, stakeholders and/or cause, why bother to “wordsmith” your mission statement? The answers to these questions can make the difference between sustainable success and failure in several ways. Join us to see what a rigorously crafted mission statement can do for marketing, fundraising, strategy, and sustainability.
The 10 Trends Shaping the Future of South African Brands in 2012The Added Value Group
Why track trends? Because, great brands are constantly evolving. They anticipate change. And the strongest indicator of change is culture. Our role is to help clients take a more future focussed approach to their brand strategy and positioning by tracking the evolution of culture. We use cultural insight to understand how the world is changing and pull out the patterns of change that are going to be important for a brand in the future.
A strategic marketing tool-set for building optimal sustainable strategies. Used in high impact strategy engagements for the likes of De Beers, Skype, SAP, Lloyds Register, RSPB and many, many others...
The methodology unwraps the three core components of strategic planning from a stakeholder's perspective - Expectation, Promise and Fulfilment - outlines a connective 'equation' to link these as the level of strategic planning, and then offers a series of sub-tools to populate the framework.
Having idealised the brand at the level of strategic planning, the presentation then offers some suggestions to interrogate the equation as a 'living strategy' to deliver real marketing benefits in deployment.
The approach can act as a one-time desktop planning-aid for solo marketing director, communications director of startup CEO, or as a framework for deeper process of workshops and strategic cascades.
It forms part of a wider "I-dealist" idealogy of reinstilling idealism back into the corporation though practical tools and processes.
Michelle Pokorny gave a presentation on employee engagement and recognition. She discussed how recognition drives engagement and performance, citing various studies. She explained how meaningful reward and recognition can boost employee endorsement, motivation, and retention. Pokorny also covered insights into human motivation from neuroscience research, highlighting how recognition satisfies multiple human drives and releases the "trust hormone" oxytocin. Finally, she offered tips for designing impactful recognition programs, measuring their success, and calculating their return on investment through improved productivity and retention.
Optimize for Customers! Convergence of SEO. Social Media & Content MarketingTopRank Marketing Agency
This document discusses how search, social media, and content marketing are converging. It emphasizes optimizing content for consumer behaviors like discovery, consumption and engagement. The framework suggests focusing content on awareness, interest, consideration and purchase stages. Content should be optimized for different devices, formats, media and topics. Keywords and social topics should be researched and mapped out in an editorial guide to inform content creation.
Manufacturing Packaging: Controlling Fill Variation Increases Yield, Reduces ...James Fitzgerald
Any manufacturing packaging process where the product is being filled into individual packages has the potential of overfilling, underfilling, or having excessive uncontrolled fill variation. Companies can use Lean Six Sigma and statistical process controls to better manage package weight and volume. Proper utilization of these processes controls fill weight variation, minimizing occurrences of overfilling or underfilling, both of which can subject the manufacturer to unnecessary expenses, risk of litigation or brand damage. Companies that optimize filling can generate substantial savings without any capital investment and achieve a competitive advantage.
This document summarizes a presentation by Rick Herold on showing outcomes in parks and recreation. The presentation discusses defining and measuring outcomes, providing examples of economic and community impacts. It emphasizes creating "wow" experiences and moments through parks and recreation events, programs, and services. The overarching message is that the field must work together to quantify its value and promote its contributions to communities.
Email Marketing - From Best Practices to Best Results - Gina NykerkBrandAidConference
The document discusses the importance of conducting an annual email audit to create lasting and effective email marketing programs. It recommends evaluating four key areas: email strategy, email infrastructure, email practices, and data security. For each area, it provides questions to consider such as whether goals were achieved, delivery rates, email content performance, and security breaches. The overall message is that a thorough review process allows organizations to assess past performance and make informed decisions to improve future email marketing efforts.
Putting PR in Front of Your Inbound Marketing Engine - Scott BaradellBrandAidConference
This document discusses how to integrate public relations (PR) strategies into an inbound marketing engine. It recommends leading with PR activities like topical stories, media outreach, thought leadership, newsjacking, and authorship to generate links, social shares and brand awareness. These PR efforts should then feed into the rest of the inbound marketing process, nurturing leads through a blog series, email campaigns, downloads and other content on relevant industry sites and publications.
The document discusses the importance of branding for parks and recreation departments. It defines branding as the essence or spirit of a product or service that transcends what is being sold. Effective branding creates an identity, showcases strengths, and builds awareness. Branding is communicated through various visual extensions like signage, websites, banners, and merchandise. Iconic brands have stories to tell and consistency in design that resonate emotionally with customers. The presentation provides examples of successful branding campaigns for parks and recreation departments that improved identity and community engagement.
This document discusses branding and customer service in parks and recreation. It emphasizes that branding is about creating an emotional connection and building loyalty by delivering on a brand promise. The brand promise for parks and recreation presented is to make lives and communities better by providing access to nature, outdoor spaces, recreation facilities and programs, and activities that foster social connections and development. Excellent customer service is key to helping customers realize the value of programs and services, and involves understanding customer needs and responding to them. Strategies discussed include having a customer service plan, leadership commitment, training, tools to empower customers, and gathering customer feedback.
The document summarizes how the City of West Sacramento developed its social media presence and policy for staff usage. It discusses establishing an editorial calendar to manage social media content and the importance of understanding audiences. The city engaged staff in training to develop a user-friendly social media policy and provide examples of both good and bad social media posts. The goal is to use social media to engage the public in an appropriate manner.
Black Hats to White Hats: Changing the Brand Image of Parks and Recreation Th...BrandAidConference
This document discusses strategies for repositioning parks and recreation services as essential contributions to solving communities' most pressing problems like economic development, health issues, safety, and quality of life. It argues that positioning recreation and parks this way and emphasizing their role in addressing key taxpayer and decision-maker concerns can help change their brand image from a discretionary service to a central investment. It provides examples of how recreation facilities and events can attract tourists and businesses and outlines methods for conducting economic impact studies to quantify these benefits.
In an effort to minimize waste and more strategically spend every dollar, more and more companies are exploring Zero-Based Budgeting (ZBB). As opposed to incremental budgeting, where last year’s budget serves as the primary driver for budget allocations for the coming year, ZBB allocates funds based on the merits of each department’s policies, goals and spending justifications. However, transitioning to a ZBB process within
manufacturing can be challenging and labor-intensive for organizations and their teams.
Built on three core pillars of People, Process and Performance, Myrtle’s ZBB Excellence Approach is designed to enhance the effectiveness of the ZBB work process and achieve all of the advantages and insights of ZBB while minimizing workload, confusion and frustration. Myrtle’s ZBB Excellence Approach gives companies a standard but flexible methodology to optimize and monitor the critical corporate process of capital allocation to ensure operational success.
You Have All the Right Pieces, but Do You Have the Right Glue?James Fitzgerald
While most modern manufacturing companies have invested in performance management tools, they often fail to drive improvement in anticipated ways. Without a performance management methodology that glues the pieces together and creates a culture that truly drives business decision-making based on metrics, companies can’t realize the value of key performance indicators. Myrtle Consulting’s Management Operating Systems Deployment Methodology leads to better decisions and increased profitability be serving as the glue for performance management tools.
Digital Innovation and Emerging Trends - Corbett GuestBrandAidConference
The document discusses the city of Boston's enterprise-level social media strategy. Key points include:
- Boston has over 3/4 million social media followers across channels and saw large follower growth in the past year.
- The strategy allows Boston to shift into crisis communication mode quickly and helped inform and engage residents during emergencies.
- The founding of an internal social media team with liaisons in each department helps break down silos and better coordinate messaging.
DNUG keynote - Social business with IBM ConnectionsChristian Holsing
The document discusses social business and IBM Connections. It provides an overview of IBM Connections, describing it as social software designed for business use. It allows users to connect and collaborate with colleagues, partners and customers. The key capabilities of IBM Connections discussed are profiles, microblogging, communities, activities, files, social analytics and integration with other IBM products.
Does your mission statement differentiate your nonprofit clearly and concisely? Could it describe any of several other organizations? If you're clear about your value to your community, stakeholders and/or cause, why bother to “wordsmith” your mission statement? The answers to these questions can make the difference between sustainable success and failure in several ways. Join us to see what a rigorously crafted mission statement can do for marketing, fundraising, strategy, and sustainability.
The 10 Trends Shaping the Future of South African Brands in 2012The Added Value Group
Why track trends? Because, great brands are constantly evolving. They anticipate change. And the strongest indicator of change is culture. Our role is to help clients take a more future focussed approach to their brand strategy and positioning by tracking the evolution of culture. We use cultural insight to understand how the world is changing and pull out the patterns of change that are going to be important for a brand in the future.
A strategic marketing tool-set for building optimal sustainable strategies. Used in high impact strategy engagements for the likes of De Beers, Skype, SAP, Lloyds Register, RSPB and many, many others...
The methodology unwraps the three core components of strategic planning from a stakeholder's perspective - Expectation, Promise and Fulfilment - outlines a connective 'equation' to link these as the level of strategic planning, and then offers a series of sub-tools to populate the framework.
Having idealised the brand at the level of strategic planning, the presentation then offers some suggestions to interrogate the equation as a 'living strategy' to deliver real marketing benefits in deployment.
The approach can act as a one-time desktop planning-aid for solo marketing director, communications director of startup CEO, or as a framework for deeper process of workshops and strategic cascades.
It forms part of a wider "I-dealist" idealogy of reinstilling idealism back into the corporation though practical tools and processes.
Michelle Pokorny gave a presentation on employee engagement and recognition. She discussed how recognition drives engagement and performance, citing various studies. She explained how meaningful reward and recognition can boost employee endorsement, motivation, and retention. Pokorny also covered insights into human motivation from neuroscience research, highlighting how recognition satisfies multiple human drives and releases the "trust hormone" oxytocin. Finally, she offered tips for designing impactful recognition programs, measuring their success, and calculating their return on investment through improved productivity and retention.
Optimize for Customers! Convergence of SEO. Social Media & Content MarketingTopRank Marketing Agency
This document discusses how search, social media, and content marketing are converging. It emphasizes optimizing content for consumer behaviors like discovery, consumption and engagement. The framework suggests focusing content on awareness, interest, consideration and purchase stages. Content should be optimized for different devices, formats, media and topics. Keywords and social topics should be researched and mapped out in an editorial guide to inform content creation.
Manufacturing Packaging: Controlling Fill Variation Increases Yield, Reduces ...James Fitzgerald
Any manufacturing packaging process where the product is being filled into individual packages has the potential of overfilling, underfilling, or having excessive uncontrolled fill variation. Companies can use Lean Six Sigma and statistical process controls to better manage package weight and volume. Proper utilization of these processes controls fill weight variation, minimizing occurrences of overfilling or underfilling, both of which can subject the manufacturer to unnecessary expenses, risk of litigation or brand damage. Companies that optimize filling can generate substantial savings without any capital investment and achieve a competitive advantage.
This document summarizes a presentation by Rick Herold on showing outcomes in parks and recreation. The presentation discusses defining and measuring outcomes, providing examples of economic and community impacts. It emphasizes creating "wow" experiences and moments through parks and recreation events, programs, and services. The overarching message is that the field must work together to quantify its value and promote its contributions to communities.
Email Marketing - From Best Practices to Best Results - Gina NykerkBrandAidConference
The document discusses the importance of conducting an annual email audit to create lasting and effective email marketing programs. It recommends evaluating four key areas: email strategy, email infrastructure, email practices, and data security. For each area, it provides questions to consider such as whether goals were achieved, delivery rates, email content performance, and security breaches. The overall message is that a thorough review process allows organizations to assess past performance and make informed decisions to improve future email marketing efforts.
Putting PR in Front of Your Inbound Marketing Engine - Scott BaradellBrandAidConference
This document discusses how to integrate public relations (PR) strategies into an inbound marketing engine. It recommends leading with PR activities like topical stories, media outreach, thought leadership, newsjacking, and authorship to generate links, social shares and brand awareness. These PR efforts should then feed into the rest of the inbound marketing process, nurturing leads through a blog series, email campaigns, downloads and other content on relevant industry sites and publications.
The document discusses the importance of branding for parks and recreation departments. It defines branding as the essence or spirit of a product or service that transcends what is being sold. Effective branding creates an identity, showcases strengths, and builds awareness. Branding is communicated through various visual extensions like signage, websites, banners, and merchandise. Iconic brands have stories to tell and consistency in design that resonate emotionally with customers. The presentation provides examples of successful branding campaigns for parks and recreation departments that improved identity and community engagement.
This document discusses branding and customer service in parks and recreation. It emphasizes that branding is about creating an emotional connection and building loyalty by delivering on a brand promise. The brand promise for parks and recreation presented is to make lives and communities better by providing access to nature, outdoor spaces, recreation facilities and programs, and activities that foster social connections and development. Excellent customer service is key to helping customers realize the value of programs and services, and involves understanding customer needs and responding to them. Strategies discussed include having a customer service plan, leadership commitment, training, tools to empower customers, and gathering customer feedback.
The document summarizes how the City of West Sacramento developed its social media presence and policy for staff usage. It discusses establishing an editorial calendar to manage social media content and the importance of understanding audiences. The city engaged staff in training to develop a user-friendly social media policy and provide examples of both good and bad social media posts. The goal is to use social media to engage the public in an appropriate manner.
Black Hats to White Hats: Changing the Brand Image of Parks and Recreation Th...BrandAidConference
This document discusses strategies for repositioning parks and recreation services as essential contributions to solving communities' most pressing problems like economic development, health issues, safety, and quality of life. It argues that positioning recreation and parks this way and emphasizing their role in addressing key taxpayer and decision-maker concerns can help change their brand image from a discretionary service to a central investment. It provides examples of how recreation facilities and events can attract tourists and businesses and outlines methods for conducting economic impact studies to quantify these benefits.
In an effort to minimize waste and more strategically spend every dollar, more and more companies are exploring Zero-Based Budgeting (ZBB). As opposed to incremental budgeting, where last year’s budget serves as the primary driver for budget allocations for the coming year, ZBB allocates funds based on the merits of each department’s policies, goals and spending justifications. However, transitioning to a ZBB process within
manufacturing can be challenging and labor-intensive for organizations and their teams.
Built on three core pillars of People, Process and Performance, Myrtle’s ZBB Excellence Approach is designed to enhance the effectiveness of the ZBB work process and achieve all of the advantages and insights of ZBB while minimizing workload, confusion and frustration. Myrtle’s ZBB Excellence Approach gives companies a standard but flexible methodology to optimize and monitor the critical corporate process of capital allocation to ensure operational success.
You Have All the Right Pieces, but Do You Have the Right Glue?James Fitzgerald
While most modern manufacturing companies have invested in performance management tools, they often fail to drive improvement in anticipated ways. Without a performance management methodology that glues the pieces together and creates a culture that truly drives business decision-making based on metrics, companies can’t realize the value of key performance indicators. Myrtle Consulting’s Management Operating Systems Deployment Methodology leads to better decisions and increased profitability be serving as the glue for performance management tools.
Digital Innovation and Emerging Trends - Corbett GuestBrandAidConference
The document discusses the city of Boston's enterprise-level social media strategy. Key points include:
- Boston has over 3/4 million social media followers across channels and saw large follower growth in the past year.
- The strategy allows Boston to shift into crisis communication mode quickly and helped inform and engage residents during emergencies.
- The founding of an internal social media team with liaisons in each department helps break down silos and better coordinate messaging.
This document outlines a process for developing a marketing plan in a day. It discusses establishing goals and outcomes for three parts: identifying the current market situation, determining objectives for the future, and creating an implementation plan. Key activities include identifying the audience and competitors, setting a differentiator and ambitious goal, prioritizing tools and assigning resources and timelines. The document emphasizes creating a team and defining metrics to measure success.
How to Get Started With Mobile Marketing - Greg HickmanBrandAidConference
This document provides an overview of how to get started with mobile marketing. It discusses how mobile usage is surpassing desktop, with key stats showing growth in mobile activities like social media, video and email. It then outlines best practices for mobile marketing, including understanding mobile behaviors, goals, personas and content; optimizing websites for responsiveness and local search; and using communication channels like email, SMS and QR codes effectively. The overall message is that mobile presents major opportunities for businesses and marketers need to make mobile a priority.
This document provides an overview of AT&T's social media strategy across various platforms including Facebook, Twitter, YouTube, Google+, Instagram, Tumblr, Foursquare, and Pinterest. For each platform, it outlines their purpose, AT&T's purpose on the channel, ultimate metric of success, business objectives, target audience, recommended cadence of posts, voice and tone guidelines, and appropriate content types. The document emphasizes testing different content topics, measuring performance, and focusing content where it receives the best engagement.
1) Measuring social media impact requires tracking key metrics like impressions, clicks, conversions, and value per fan or follower. Regular reporting of data helps inform business decisions.
2) Engagement can be increased before, during and after events through hashtags, extending the event lifecycle on social platforms, and providing ongoing value to participants.
3) Social media serves multiple purposes beyond just marketing, including community building, customer service, social intelligence, and enhancing the participant experience. Metrics should reflect these varied goals.
Blogworks helps brands and organizations use social media effectively. It maps consumer behavior on social media, listens to insights and associations, frames business metrics and strategies, engages stakeholders, scales technologies, integrates processes, and measures results. Some past clients include Mahindra, GE Capital, Titan Industries, Samsung, and others. The presentation discusses how to create social movements by defining a purpose, seeding content, populating with early supporters, and more.
Online Marketing Proposal For Travel Industryadverteaze.com
This document proposes an online marketing plan to promote a hospitality client. The plan focuses on search engine optimization, social media marketing, and reputation management to generate brand awareness, engagement, and leads. Key tactics include blogs, forums, videos, and social networking. Implementation will occur in phases, with initial community building and online presence development leading to an extensive banner ad campaign. Progress and results will be measured through analytics on traffic, rankings, engagements, and conversions to evaluate the plan's success in driving sales.
This document discusses social media marketing ROI and how to measure it. It outlines that (1) social media marketing is about customer engagement, content relevance, trust-building and technology adoption which require time and investment; (2) while most social media programs don't measure ROI, it is possible to do so by tracking both social and media objectives and measures like reach, awareness, engagement, advocacy and influence; (3) parameters to measure social impact differ from traditional media but measuring social media ROI requires a combination of both.
Upfront is an entertainment marketing agency that offers a range of services including promotions, partnerships, branded entertainment, sponsorships, talent liaison, content production, and fulfillment. The agency has over 20 years of experience working with brands, media owners, and entertainment industry clients. Upfront specializes in creating engagement platforms and promotions that use entertainment content to drive deeper consumer interaction and long-term engagement with brands.
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups.
Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).
This document discusses crowd sourcing as a way for NGOs to raise funds innovatively. It proposes using integrated marketing strategies to reach a large audience in a short time and engage the concerned community to raise funds and resources. The service would communicate the NGO's vision and objectives, manage digital collateral and crowd sourcing platforms, regularly update supporters on progress, and collect funds on behalf of the NGO. This would follow a 3CDM model of communicate, consolidate, collaborate, mobilize, monetize, and maximize impact. Activities would include websites, communication strategies, campaigns, collateral, and events.
This document discusses The Economist's approach to using a paywall for its premium online content. It summarizes that The Economist provides (1) premium content from a trusted brand in exchange for reasonable payments, and uses (2) various engagement and discovery techniques like search, social media, editor's highlights, and on-site participation to build audience and encourage habitual usage prior to encountering the metered paywall. The document outlines the goals and techniques used across the different areas of The Economist's "engagement ecosystem" to acquire and retain customers online.
The document discusses how social business can transform organizations. It outlines how social networking and collaboration tools can be used to (1) engage customers through personalized experiences, (2) network business processes both internally and with partners, and (3) analyze social data to improve products, marketing and other areas. Case studies show benefits like increased revenue, faster innovation, and greater productivity. The document advocates developing a social agenda and provides examples of how leading companies are integrating social throughout their organizations.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
This document proposes an online marketing strategy with the following key points:
1. The strategy focuses on search engine optimization (SEO), pay-per-click (PPC) advertisements, and social media marketing (SMM) to generate awareness, engagement, and leads.
2. Specific tactics proposed for each channel include technical SEO, relevant content marketing for SEO, Google AdWords optimization for PPC, and community building through blogs and social networks for SMM.
3. The goals are to drive relevant traffic and conversions to meet business objectives through visibility, interactivity, and reputation management online.
This document provides an overview of how to transform an organization into a social business. It discusses how social media is changing communication and collaboration, and how this impacts both customers and employees. The document outlines a social business framework and fundamentals, including focusing on people over technology, building connections and enabling collaboration. It provides guidance on establishing communities, empowering employees, delivering impact to customers, and transforming the entire organization into a social business.
Social Sales & Marketing RevolutionSameer Khan
The 7-step process outlined in the document provides guidance on using social media to get ahead in sales. The steps are: 1) Know your customer hangouts; 2) Build your social market value; 3) Connect with first friends, then leads; 4) Tweet-up your pipeline; 5) Connect with social intelligence; 6) Get together, sell smarter; 7) Inject social into the demand funnel to accelerate deals. Following these steps helps sales teams think and act social, build relationships and trust with prospects, generate qualified leads, and increase loyal customers through recommendations on social media.
Social Media March Book Club Featuring Get Bold by Sandy CarterSocial Media Club
Sandy Carter, Author of Get Bold: Using Social Media to Create a New Type of Social Business joined Social Media Book Club in March 2012 to offer a deeper dive into Get Bold and her 6-step AGENDA method. Sandy serves as VP of Social Business Evangelism at IBM.
Social media & PR_Nathan Misner_WE_Feb2011MeilinWS
Nathan Misner's presentation at the Social Media & PR conference in Singapore. Great case studies and how to get rid of zombie campaigns! Contactable via nathanm@waggeneredstrom.com
Beyond reach and awareness: How the social nature of the web is reshaping the...
The social media toolbox
1. *
Colin Burns, Senior Manager of Digital and Social
Media at AT&T
@thecburns
#BrandAidTX
2. AT&T Social Media Channels
LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare
Engage and Sharing interests Share just the
Advocacy, Gamification,
Social networking connect with Short, real time visually. Curated, right things with Video content Your life in
Disseminator of Ambassadorship, Gamification of reward seekers,
Their Purpose for working people, places and news streaming theme-based just the right search engine with photos, better,
AT&T news. Reinforcement of social good. real world, pierce
professionals things thru feed. aspirations. Life audience. Google's high share thru. faster.
Belief, Reward thru social veil
storytelling. cycle driven. social layer.
Create and
Aquiring talent, Owned branded Social syndication Creative content
maintain a Stream of real Enable advocates Incentivize repeat
Our Purpose on thought Inspire IWYD in a Lead innovation content and positive outlet. Later:
conversational time news and N/A through social visits, drive
Their Channel leadership, lead highly visual way. conversation. distribution, video amplification of Inspire IWYD via
relationship with information. good iniatiavies traffic.
generation. hoster. brand. UGC
our customers.
Earned Check-In, Deal
Ultimate Metric Connect Share RT Repin Click Thru/+1 Embed Link Back Donation Heart
Impressions Redemption
Humanize the Earned Increase earned
Recruit best in Increase in
brand. Push from Humanize the impressions. Brand reach. Increase
class talent. B2B Brand Perception. Owned content donation to
Awareness to Awareness, Sales. brand. Reduce perception - DWOM and NPS.
Business sales. Enterprise Increase reach and charitable causes. Humanize the COR Store Sales.
Engagement to Increase NPS. churn. Validate consumers, Incease awaress
Objective and Small Biz Awareness. Sales. syndication. Incease posiitve brand.
Sales. Increase purchase. investors, and content
thought brand perception,
NPS. shareholders. syndication.
leadership. NPS.
Males 35 - 50, First
Working Females 13 - 17, 18-34 M/F, Females Average Everyone, Niche
Audience Adopters Everyone Media Personnel tbd tbd
Professionals Males 18 - 24 educated, affluent Age 29 Specific
(anecdotal)
in conjunction
5 - 7 national posts
Cadence When relevant constant when relevant when relevant constant per AT&T news when relevant When relevant when relevant with real life
per week
events
Voice
Be Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Our Stuff.
Tone "It's What You Do With What We Do."
All content must be inherently shareable
Inspirational, Tech-intelligent,
Moving,
Impactful, pithy, succinct, intellectual Polished, Impactful, moving,
remarkable, Fun, light, helpful,
with conviction, powerful, humor, curious for informative. Ex: A Informative, Fun, light, authoratative and
Intelligent, Fun, engaging, inspiring images; quirky. Ex: mid-
informative, beautiful. Ex: knowledge and corporate consumer, cheerful, actionable. Ex:
confident, light, humorous. brevity in text. Ex: 20s bar hopping
Voice cerebral humor. photos like an human progress. spokesperson for influencer, media welcoming. Ex: A Gen Y
authoritative. Ex: Ex: your friends at Young, urban young adult who
EX: mid-30s architecture Ex: A Redditor, the connected and analysts stay-at-home Mom hipster/college
AT&T C-Suite college photographer; loves life and the
discussing news at magazine, brief Gen X guy that generation. Daniel friendly content. in her 30s. student and
coffee shop adventures.
Starbucks wording like a builds computers Stannush. activist.
dweller
mid-30s hipster and shops at Fry's
3rd party content,
our
Tech & Innovation,
Products, services, products/services,
AT&T news, 3rd Marketing partner 3rd party content, Devices, Support, Marketing partner
CSR, news, CSR, news,
party content, our content, lifestyle our Community, AT&T Corporate content, lifestyle
marketing partner community, Sponsorships,
Employee products/services, device images, products/services, Network, news, Product and device images,
Appropriate AT&T content, topical, value store news, local
communications, CSR, community, inspirational CSR, news, Commercials, Services C&S, CSR inspirational
Content Types community, proposition, events, wifi
B2B, recruiting topical, value content that leads community, Contests, U-verse, Earnings, Network, content that leads
topical, value promotion, local. mapping.
proposition, back to products topical, value Special Policy, Crisis. back to products
proposition, Needs to be
promotion, local. and services. proposition, Campaigns. and services.
promotion, local. framed within the
promotion, local.
user's likes and
interests.
*
4. * 1 billion users, ~170 million in
US
* > 50% are mobile per month
* Slowing in the US, booming in
Brazil, India and Indonesia
* Heavy, heavy user usage
* Post once a day, make it good,
use an image
* Images rule
* Algorithm-driven, values
interesting
*
5. * 800 million users
* 2nd largest search engine in
the world
* Hundreds of hours of content
uploaded every minute
* Digital newsroom
* Be short, ~1.5 minutes, be
interesting, be helpful
* Quality of video doesn’t
matter, quality of content
*
6. * 200 million users, ~60 in US
* 140 characters
* Real-time pulse of the world
* Quirky, cerebral, second
screen
* Can handle lots of content
* Timely
*
7. * 230 million users
* Highly linked to Google and
YouTube
* Great for video, links, and
images
* Still a testing environment,
we’re not sure where it will go
or be
* Facebook meets Twitter
* Try a Google+ Hangout (on Air)
*
8. * Connect with people, opinion
leaders
* Groups and Company Pages
have seen little success
* Great for thought leadership
* Personal publishing has never
gained significant traction
*
9. * 100 million users, owned by
Facebook
* Photography social network
* Value is in telling a visual story;
can’t link out to anywhere
* People can Heart or Comment,
Follow
* You can have a brand page
* Was great for plugging into
Twitter, now better as a
standalone
*
10.
11. * 82 million users
* Twitter meets blogging meets
Instagram
* Comical, quirky, smart
* Big youth appeal
* Blogging lite
* Heavy on imagery, short on
text, minimal/no metrics
*
12.
13. * 25 million users
* Content discovery engine
based on your interest graph
* Insert your content by Thumbs
Up
* Like other content similar to
yours to improve your graph
rank
*
14.
15. * 20 million users
* Check-in app aimed at knowing
where your friends are and
discovering new local places
* Update your places location
information – name, address,
etc.
* Can publish as an owned page
* Update the tips, information on
your places page
*
16.
17. * 2 million users
* Self expression through pins,
content
* Content discovery
* Beautiful imagery linked to
great content
*
18.
19. AT&T Social Media Channels
LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare
Engage and Sharing interests Share just the
Advocacy, Gamification,
Social networking connect with Short, real time visually. Curated, right things with Video content Your life in
Disseminator of Ambassadorship, Gamification of reward seekers,
Their Purpose for working people, places and news streaming theme-based just the right search engine with photos, better,
AT&T news. Reinforcement of social good. real world, pierce
professionals things thru feed. aspirations. Life audience. Google's high share thru. faster.
Belief, Reward thru social veil
storytelling. cycle driven. social layer.
Create and
Aquiring talent, Owned branded Social syndication Creative content
maintain a Stream of real Enable advocates Incentivize repeat
Our Purpose on thought Inspire IWYD in a Lead innovation content and positive outlet. Later:
conversational time news and N/A through social visits, drive
Their Channel leadership, lead highly visual way. conversation. distribution, video amplification of Inspire IWYD via
relationship with information. good iniatiavies traffic.
generation. hoster. brand. UGC
our customers.
Earned Check-In, Deal
Ultimate Metric Connect Share RT Repin Click Thru/+1 Embed Link Back Donation Heart
Impressions Redemption
Humanize the Earned Increase earned
Recruit best in Increase in
brand. Push from Humanize the impressions. Brand reach. Increase
class talent. B2B Brand Perception. Owned content donation to
Awareness to Awareness, Sales. brand. Reduce perception - DWOM and NPS.
Business sales. Enterprise Increase reach and charitable causes. Humanize the COR Store Sales.
Engagement to Increase NPS. churn. Validate consumers, Incease awaress
Objective and Small Biz Awareness. Sales. syndication. Incease posiitve brand.
Sales. Increase purchase. investors, and content
thought brand perception,
NPS. shareholders. syndication.
leadership. NPS.
Males 35 - 50, First
Working Females 13 - 17, 18-34 M/F, Females Average Everyone, Niche
Audience Adopters Everyone Media Personnel tbd tbd
Professionals Males 18 - 24 educated, affluent Age 29 Specific
(anecdotal)
in conjunction
5 - 7 national posts
Cadence When relevant constant when relevant when relevant constant per AT&T news when relevant When relevant when relevant with real life
per week
events
Voice
Be Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Our Stuff.
Tone "It's What You Do With What We Do."
All content must be inherently shareable
Inspirational, Tech-intelligent,
Moving,
Impactful, pithy, succinct, intellectual Polished, Impactful, moving,
remarkable, Fun, light, helpful,
with conviction, powerful, humor, curious for informative. Ex: A Informative, Fun, light, authoratative and
Intelligent, Fun, engaging, inspiring images; quirky. Ex: mid-
informative, beautiful. Ex: knowledge and corporate consumer, cheerful, actionable. Ex:
confident, light, humorous. brevity in text. Ex: 20s bar hopping
Voice cerebral humor. photos like an human progress. spokesperson for influencer, media welcoming. Ex: A Gen Y
authoritative. Ex: Ex: your friends at Young, urban young adult who
EX: mid-30s architecture Ex: A Redditor, the connected and analysts stay-at-home Mom hipster/college
AT&T C-Suite college photographer; loves life and the
discussing news at magazine, brief Gen X guy that generation. Daniel friendly content. in her 30s. student and
coffee shop adventures.
Starbucks wording like a builds computers Stannush. activist.
dweller
mid-30s hipster and shops at Fry's
3rd party content,
our
Tech & Innovation,
Products, services, products/services,
AT&T news, 3rd Marketing partner 3rd party content, Devices, Support, Marketing partner
CSR, news, CSR, news,
party content, our content, lifestyle our Community, AT&T Corporate content, lifestyle
marketing partner community, Sponsorships,
Employee products/services, device images, products/services, Network, news, Product and device images,
Appropriate AT&T content, topical, value store news, local
communications, CSR, community, inspirational CSR, news, Commercials, Services C&S, CSR inspirational
Content Types community, proposition, events, wifi
B2B, recruiting topical, value content that leads community, Contests, U-verse, Earnings, Network, content that leads
topical, value promotion, local. mapping.
proposition, back to products topical, value Special Policy, Crisis. back to products
proposition, Needs to be
promotion, local. and services. proposition, Campaigns. and services.
promotion, local. framed within the
promotion, local.
user's likes and
interests.
*
20. * Their purpose
* Our purpose on their channel
* Ultimate metric
* Business objective
* Audience
* Cadence
* Voice
* Tone
* Appropriate Content Types
*
21. Content Type Cadence Ultimate Metric
Facebook Images, short 1 per day Like
copy
Twitter Great copy, link Max 3-5 per day Retweet
YouTube 1.5 minute video When interesting View
Google+ Link, great image 1-2 per day +1
Instagram Image 1-3 per day Heart
Tumblr Image 1 per day Heart
Foursquare Image 1 per week Like
Pinterest Image with link, When interesting Repin
short copy
*
22. *Keep track of content by topic
*Measure topic against topic
*Try things, experiment
*Measure again
*Fish where the fish are
*