The document discusses frequently asked questions about social media and conversation management. It addresses questions such as whether social media is just for consumer-facing companies, how to convince management to adopt social media strategies, and how to build followers on social platforms. The author advocates for a strategic approach to conversation management that focuses on quality engagement and content over purely operational tasks.
The document discusses 10 frequently asked questions about social media and conversation management.
1) The first question addresses whether social media is just for B2C or also for B2B, concluding that conversation has always been important for B2B and social media allows B2B companies to benefit from word-of-mouth and co-creation.
2) The second question outlines two profiles for a conversation manager - operational or strategic. Both are important but a strategic manager can facilitate organizational change.
3) The third question advises that if senior management does not buy into social media, focus on how it helps with customer satisfaction and sales goals rather than talking directly about social media.
4) The fourth
Word-of-mouth is the key driver of growth, so let's manage it. To do so, you need a Conversation Manager. Someone who will drive change in the organization. The key to success: combination of skills & personality
2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people.
This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity.
Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way.
This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.
The document summarizes the key learnings from a trip to Silicon Valley by two authors to understand entrepreneurship and customer-centric approaches. They visited many successful startups and companies like Google, Apple, LinkedIn, and Salesforce. Their main conclusions are that modern organizations must put the customer first without compromise through a flexible, networked structure driven by a strong sense of purpose. Details and passion are also vital to satisfying customers.
The document discusses establishing a Social Business Center of Excellence (CoE) within an organization. It states that a CoE is key to helping change traditional organizational behaviors. An effective CoE cannot be just a committee that meets monthly, but must evolve into something larger to drive real change. It will require specialized skills across areas like content strategy, technology integration and deployment. Defining the organization's content strategy will be one of the most important and difficult tasks for the CoE. The CoE must have autonomy to make business decisions around marketing and communications to enable the transformation to a media company.
The Employee Communications Playbook 2016Lisa Turnbull
Citation gave employees ownership in developing their new benefits program called DAVE from the beginning. They recruited a focus group and had employees vote on the name. DAVE was promoted using social media like Twitter which helped boost morale. Ladbrokes reversed a downward trend in engagement by creating a relaunch of their benefits program called RewardArena using personalized tickets and digital posters. Markit launched a global employee platform called MyPerks to provide consistent benefits worldwide. They used employee champions, posters, emails and Facebook in localized messaging to reach their global workforce.
This document provides guidance on effectively briefing communications agencies. It emphasizes that briefing agencies is important and requires the same level of professionalism as other business activities. A good brief leads to better work, saves time and money, and makes agency remuneration fairer. The principles of an effective brief are to be clear about what is needed from the agency, provide all critical information for the agency to complete the task, and inspire or motivate the agency to do their best work. A key part of any brief is a clear description of the objectives for the work being briefed.
The document discusses 10 frequently asked questions about social media and conversation management.
1) The first question addresses whether social media is just for B2C or also for B2B, concluding that conversation has always been important for B2B and social media allows B2B companies to benefit from word-of-mouth and co-creation.
2) The second question outlines two profiles for a conversation manager - operational or strategic. Both are important but a strategic manager can facilitate organizational change.
3) The third question advises that if senior management does not buy into social media, focus on how it helps with customer satisfaction and sales goals rather than talking directly about social media.
4) The fourth
Word-of-mouth is the key driver of growth, so let's manage it. To do so, you need a Conversation Manager. Someone who will drive change in the organization. The key to success: combination of skills & personality
2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people.
This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity.
Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way.
This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.
The document summarizes the key learnings from a trip to Silicon Valley by two authors to understand entrepreneurship and customer-centric approaches. They visited many successful startups and companies like Google, Apple, LinkedIn, and Salesforce. Their main conclusions are that modern organizations must put the customer first without compromise through a flexible, networked structure driven by a strong sense of purpose. Details and passion are also vital to satisfying customers.
The document discusses establishing a Social Business Center of Excellence (CoE) within an organization. It states that a CoE is key to helping change traditional organizational behaviors. An effective CoE cannot be just a committee that meets monthly, but must evolve into something larger to drive real change. It will require specialized skills across areas like content strategy, technology integration and deployment. Defining the organization's content strategy will be one of the most important and difficult tasks for the CoE. The CoE must have autonomy to make business decisions around marketing and communications to enable the transformation to a media company.
The Employee Communications Playbook 2016Lisa Turnbull
Citation gave employees ownership in developing their new benefits program called DAVE from the beginning. They recruited a focus group and had employees vote on the name. DAVE was promoted using social media like Twitter which helped boost morale. Ladbrokes reversed a downward trend in engagement by creating a relaunch of their benefits program called RewardArena using personalized tickets and digital posters. Markit launched a global employee platform called MyPerks to provide consistent benefits worldwide. They used employee champions, posters, emails and Facebook in localized messaging to reach their global workforce.
This document provides guidance on effectively briefing communications agencies. It emphasizes that briefing agencies is important and requires the same level of professionalism as other business activities. A good brief leads to better work, saves time and money, and makes agency remuneration fairer. The principles of an effective brief are to be clear about what is needed from the agency, provide all critical information for the agency to complete the task, and inspire or motivate the agency to do their best work. A key part of any brief is a clear description of the objectives for the work being briefed.
Communication Strategies for Keeping Corporate and Local AlignedSaepio Technologies
In the era of easy email, enewsletters, instant messaging and digital everything, getting communications out to local marketers quickly and affordably is easy.
The challenge is that most corporate marketers are really good at these one-way communications. But, to explode brand value at the local level, corporate marketers must communicate WITH local marketers, not TO them.
The document proposes branding and digital marketing initiatives for AXA to move from promoting promises to providing proof of its brand identity. It suggests developing a new website focused on user experience, launching social media campaigns and mobile apps, and implementing search engine optimization strategies. The goal is to strengthen AXA's online presence, engage customers, and build its brand equity through consistent messaging and innovative executions. A proposed budget outlines costs for the website, social media, apps and other digital projects to help AXA connect with customers and showcase what it means to partner with them.
As author Emily Giffin once said, “Everyone wants to belong, or be a part of something bigger than themselves, but it's important to follow your heart and be true to yourself in the process.” This quote perfectly sums up what employee advocacy is all about: empowering employees to promote their company's message on social media and, in the process, allowing them to develop their personal brand, and position themselves as trusted advisors and thought leaders in their own networks.
Dell, InfusionSoft, SAP, and United Way, among others, are putting employee advocacy to work with the help of EveryoneSocial, the leading platform for employee advocacy and first to solely focus on the employee and employee advocacy. Founded in 2013, EveryoneSocial makes it easy for your employee and brand advocates to share original and curated content on social media, helping you to align, simplify, and measure your company’s social publishing efforts.
You’ll want to join us on our exclusive, live webinar with EveryoneSocial to discuss:
· Identifying your employee advocacy objectives
· Educating and motivating your employee and brand advocates
· Giving advocates guidelines and tools for social advocacy success
· Defining the employee advocacy metrics to track
The document discusses the importance of effective face-to-face sales conversations even as technology plays a larger role in B2B transactions. While technology can manage some sales processes, complex high-value sales still require human interaction. However, technology may be hindering conversational skills as it increases distractions. The ability to have effective conversations is essential for sales performance but often overlooked without feedback and coaching. Salespeople and others involved in conversations may overestimate their skills. Investing in skilled sales coaching can improve conversations and return on this investment.
1. The document discusses how participation disrupts traditional business models by disrupting supply, pricing, and distribution.
2. It advocates thinking about network insights and how to motivate participation through balancing effort and reward rather than just focusing on individual consumer insights.
3. The key recommendation is to shift from focusing on the single message to convey, to focusing on what product or experience can be created to enable the behavioral changes needed to address business problems.
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
Co-creation is a hot topic these days. Involving customers in the decision flow of a brand/company is one of the cool, new ways of doing marketing. In our research we found that some companies go a few steps further. Some succeed in intergrating the voice of the customer in ALL their decision flows. This paper describes the different steps to evolve from a one time co-creation project to structural collaboration.
communications, CCOs, CMOs, social media, customer-centricity, big data, digital marketing, online marketing, real time marketing, internal convergence
The document provides guidance on best practices for business communication and writing. It discusses the importance of effective communication in today's diverse workplaces. Recommendations include finding common ground with employees, treating all workers with equal respect, and engaging in various forms of communication like meetings, emails and presentations. The document also stresses the importance of intercultural communication, professionalism, and using a positive tone in business messages and proposals. Overall, the key to success is utilizing communication to create a collaborative workplace environment and promote growth.
The Conversation Company is a story about boosting your business by investing in company cutlure, people (internal & external) and social media. A Conversation Company optimizes the conversation potential of an organization.
Assistant brand manager communication skills pdfmooresophie19
This document provides 13 tips to improve communication skills for an assistant brand manager. The tips include listening actively, over-communicating key points, avoiding overreliance on visual aids, putting oneself in others' shoes, engaging audiences, speaking to people directly instead of just writing, accepting nerves when presenting, starting and ending strongly, using frameworks like PIP (Purpose, Importance, Preview) and earning respect rather than just laughs. The overall aim is to communicate clearly and ensure audiences understand essential information.
Customer services manager communication skills pdfandrenalombard
The document provides 13 tips for improving communication skills as a customer service manager. The tips include listening actively, over-communicating key points, avoiding overreliance on visual aids, engaging audiences, speaking to people directly instead of just writing, accepting nerves when presenting, starting and ending strong with key points, getting to know your audience, and focusing on earning respect rather than just laughs. The overall document offers practical advice to strengthen communication abilities in a customer service management role.
Customer relationship officer communication skills pdfandrenalombard
This document provides 13 tips for improving communication skills as a customer relationship officer. The tips include listening actively, over-communicating key points, avoiding overreliance on visual aids, putting oneself in others' shoes, asking for honest feedback, engaging audiences, starting and ending with key points, using the PIP (purpose, importance, preview) structure, accepting public speaking fears, getting to know target audiences, and focusing on earning respect rather than laughs. Effective communication is important for building strong customer relationships.
Improve communication problems pdf free downloadjennymarion69
This document provides tips for improving communication skills. It begins by emphasizing the importance of listening to understand others' perspectives. It then discusses how presenters often overestimate how much an audience understands, highlighting the need to over-communicate ideas. Finally, it provides several additional tips such as avoiding overreliance on visual aids, engaging audiences, getting feedback, and focusing on earning respect rather than laughs. The overall message is that clear, thoughtful communication requires understanding others and effectively conveying your own message.
The document discusses the importance of developing a master narrative for companies to communicate their story in a compelling way. It explains that stakeholders have become suspicious of generic corporate messages and are more engaged by well-crafted narratives. The master narrative should answer who the company is, what makes it different, and why that matters. It is based on facts but told through human terms. Developing an effective master narrative involves discovery, discourse, and ensuring it is used across all communication channels.
Engaging Employees as Brand Ambassadors via Social MediaJayaBohlmann
This webinar discussed strategies for empowering employees to engage in social media on behalf of their organization. It highlighted the need to establish clear social media policies and guidelines to allow employee participation while mitigating risks. The webinar also stressed the importance of training employees, designating social media ambassadors, and having PR lead collaborative, enterprise-wide social media strategies with measurable goals. A case study of Sodexo's employee social media program was presented that focused on highlighting employee stories and volunteer efforts.
Business unit manager communication skills pdfpercyweasley32
This document provides 13 tips for improving communication skills as a business unit manager. The tips include listening actively, over-communicating key points, avoiding overreliance on visual aids, engaging audiences, accepting public speaking fears, and focusing on earning respect rather than laughs. The document emphasizes clear, concise communication and understanding different audience needs to improve effectiveness.
The essentials of a documentede content marketing strategyNuno Fraga Coelho
This document provides guidance on creating a documented content marketing strategy by outlining questions to consider in key areas:
1. The business case for content marketing addresses needs, audience size, business model, value proposition, and risks.
2. Persona development and content mapping involves understanding buyer personas, their engagement cycles, and sales/buying processes to determine relevant content.
3. The brand story outlines developing pillars of content by adapting a "hero's journey" framework to tell the brand's story and drive differentiation.
4. The content marketing channel plan evaluates existing channels, required changes, and objectives/goals for each channel based on personas. Developing a strategy in these areas with a documented plan leads to
This document is a March 2017 issue of a monthly publication for HR professionals in hospitality. The main articles discussed in this issue include: delivering employee benefits programs and the importance of internal communications; creating a culture of innovation at Four Seasons; Brexit, overwork culture ("karoshi"), and burnout; and auto-enrollment pensions and the pensions shortfall. The publication addresses current issues in benefits, culture, and wellness in the hospitality industry.
Strategic Planning as Communicative ProcessJul Ahn
This document discusses strategic planning as a communicative process. It explores strategic planning from the perspective of strategy as practice (SAP), which views strategy as something performed by practitioners through everyday practices and actions. The document outlines three key elements of SAP: practitioners, practices, and praxis. It also examines several theories that fall under the SAP approach, such as activity theory and structuration theory. Finally, the document suggests strategic planning can be understood as a communicative process where the strategic plan acts as an artifact that practitioners use to coordinate strategizing activities.
Communication Strategies for Keeping Corporate and Local AlignedSaepio Technologies
In the era of easy email, enewsletters, instant messaging and digital everything, getting communications out to local marketers quickly and affordably is easy.
The challenge is that most corporate marketers are really good at these one-way communications. But, to explode brand value at the local level, corporate marketers must communicate WITH local marketers, not TO them.
The document proposes branding and digital marketing initiatives for AXA to move from promoting promises to providing proof of its brand identity. It suggests developing a new website focused on user experience, launching social media campaigns and mobile apps, and implementing search engine optimization strategies. The goal is to strengthen AXA's online presence, engage customers, and build its brand equity through consistent messaging and innovative executions. A proposed budget outlines costs for the website, social media, apps and other digital projects to help AXA connect with customers and showcase what it means to partner with them.
As author Emily Giffin once said, “Everyone wants to belong, or be a part of something bigger than themselves, but it's important to follow your heart and be true to yourself in the process.” This quote perfectly sums up what employee advocacy is all about: empowering employees to promote their company's message on social media and, in the process, allowing them to develop their personal brand, and position themselves as trusted advisors and thought leaders in their own networks.
Dell, InfusionSoft, SAP, and United Way, among others, are putting employee advocacy to work with the help of EveryoneSocial, the leading platform for employee advocacy and first to solely focus on the employee and employee advocacy. Founded in 2013, EveryoneSocial makes it easy for your employee and brand advocates to share original and curated content on social media, helping you to align, simplify, and measure your company’s social publishing efforts.
You’ll want to join us on our exclusive, live webinar with EveryoneSocial to discuss:
· Identifying your employee advocacy objectives
· Educating and motivating your employee and brand advocates
· Giving advocates guidelines and tools for social advocacy success
· Defining the employee advocacy metrics to track
The document discusses the importance of effective face-to-face sales conversations even as technology plays a larger role in B2B transactions. While technology can manage some sales processes, complex high-value sales still require human interaction. However, technology may be hindering conversational skills as it increases distractions. The ability to have effective conversations is essential for sales performance but often overlooked without feedback and coaching. Salespeople and others involved in conversations may overestimate their skills. Investing in skilled sales coaching can improve conversations and return on this investment.
1. The document discusses how participation disrupts traditional business models by disrupting supply, pricing, and distribution.
2. It advocates thinking about network insights and how to motivate participation through balancing effort and reward rather than just focusing on individual consumer insights.
3. The key recommendation is to shift from focusing on the single message to convey, to focusing on what product or experience can be created to enable the behavioral changes needed to address business problems.
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
Co-creation is a hot topic these days. Involving customers in the decision flow of a brand/company is one of the cool, new ways of doing marketing. In our research we found that some companies go a few steps further. Some succeed in intergrating the voice of the customer in ALL their decision flows. This paper describes the different steps to evolve from a one time co-creation project to structural collaboration.
communications, CCOs, CMOs, social media, customer-centricity, big data, digital marketing, online marketing, real time marketing, internal convergence
The document provides guidance on best practices for business communication and writing. It discusses the importance of effective communication in today's diverse workplaces. Recommendations include finding common ground with employees, treating all workers with equal respect, and engaging in various forms of communication like meetings, emails and presentations. The document also stresses the importance of intercultural communication, professionalism, and using a positive tone in business messages and proposals. Overall, the key to success is utilizing communication to create a collaborative workplace environment and promote growth.
The Conversation Company is a story about boosting your business by investing in company cutlure, people (internal & external) and social media. A Conversation Company optimizes the conversation potential of an organization.
Assistant brand manager communication skills pdfmooresophie19
This document provides 13 tips to improve communication skills for an assistant brand manager. The tips include listening actively, over-communicating key points, avoiding overreliance on visual aids, putting oneself in others' shoes, engaging audiences, speaking to people directly instead of just writing, accepting nerves when presenting, starting and ending strongly, using frameworks like PIP (Purpose, Importance, Preview) and earning respect rather than just laughs. The overall aim is to communicate clearly and ensure audiences understand essential information.
Customer services manager communication skills pdfandrenalombard
The document provides 13 tips for improving communication skills as a customer service manager. The tips include listening actively, over-communicating key points, avoiding overreliance on visual aids, engaging audiences, speaking to people directly instead of just writing, accepting nerves when presenting, starting and ending strong with key points, getting to know your audience, and focusing on earning respect rather than just laughs. The overall document offers practical advice to strengthen communication abilities in a customer service management role.
Customer relationship officer communication skills pdfandrenalombard
This document provides 13 tips for improving communication skills as a customer relationship officer. The tips include listening actively, over-communicating key points, avoiding overreliance on visual aids, putting oneself in others' shoes, asking for honest feedback, engaging audiences, starting and ending with key points, using the PIP (purpose, importance, preview) structure, accepting public speaking fears, getting to know target audiences, and focusing on earning respect rather than laughs. Effective communication is important for building strong customer relationships.
Improve communication problems pdf free downloadjennymarion69
This document provides tips for improving communication skills. It begins by emphasizing the importance of listening to understand others' perspectives. It then discusses how presenters often overestimate how much an audience understands, highlighting the need to over-communicate ideas. Finally, it provides several additional tips such as avoiding overreliance on visual aids, engaging audiences, getting feedback, and focusing on earning respect rather than laughs. The overall message is that clear, thoughtful communication requires understanding others and effectively conveying your own message.
The document discusses the importance of developing a master narrative for companies to communicate their story in a compelling way. It explains that stakeholders have become suspicious of generic corporate messages and are more engaged by well-crafted narratives. The master narrative should answer who the company is, what makes it different, and why that matters. It is based on facts but told through human terms. Developing an effective master narrative involves discovery, discourse, and ensuring it is used across all communication channels.
Engaging Employees as Brand Ambassadors via Social MediaJayaBohlmann
This webinar discussed strategies for empowering employees to engage in social media on behalf of their organization. It highlighted the need to establish clear social media policies and guidelines to allow employee participation while mitigating risks. The webinar also stressed the importance of training employees, designating social media ambassadors, and having PR lead collaborative, enterprise-wide social media strategies with measurable goals. A case study of Sodexo's employee social media program was presented that focused on highlighting employee stories and volunteer efforts.
Business unit manager communication skills pdfpercyweasley32
This document provides 13 tips for improving communication skills as a business unit manager. The tips include listening actively, over-communicating key points, avoiding overreliance on visual aids, engaging audiences, accepting public speaking fears, and focusing on earning respect rather than laughs. The document emphasizes clear, concise communication and understanding different audience needs to improve effectiveness.
The essentials of a documentede content marketing strategyNuno Fraga Coelho
This document provides guidance on creating a documented content marketing strategy by outlining questions to consider in key areas:
1. The business case for content marketing addresses needs, audience size, business model, value proposition, and risks.
2. Persona development and content mapping involves understanding buyer personas, their engagement cycles, and sales/buying processes to determine relevant content.
3. The brand story outlines developing pillars of content by adapting a "hero's journey" framework to tell the brand's story and drive differentiation.
4. The content marketing channel plan evaluates existing channels, required changes, and objectives/goals for each channel based on personas. Developing a strategy in these areas with a documented plan leads to
This document is a March 2017 issue of a monthly publication for HR professionals in hospitality. The main articles discussed in this issue include: delivering employee benefits programs and the importance of internal communications; creating a culture of innovation at Four Seasons; Brexit, overwork culture ("karoshi"), and burnout; and auto-enrollment pensions and the pensions shortfall. The publication addresses current issues in benefits, culture, and wellness in the hospitality industry.
Strategic Planning as Communicative ProcessJul Ahn
This document discusses strategic planning as a communicative process. It explores strategic planning from the perspective of strategy as practice (SAP), which views strategy as something performed by practitioners through everyday practices and actions. The document outlines three key elements of SAP: practitioners, practices, and praxis. It also examines several theories that fall under the SAP approach, such as activity theory and structuration theory. Finally, the document suggests strategic planning can be understood as a communicative process where the strategic plan acts as an artifact that practitioners use to coordinate strategizing activities.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness, happiness and focus.
Comparative advertising directly compares a company's product or service to its competitors. While once deemed risky, the FTC began encouraging comparative advertising in 1972 to promote more informative ads. Successful comparative ads, like those from Apple comparing Macs to PCs, directly back claims with research. However, some comparative ads backfired by misleading consumers or entrenching loyalty to competitors. Overall, comparative ads are most effective when claims are believable, involve consumers, and don't require extra effort to evaluate.
ESBIC 2013 conference presentation about creative adrvertising based on Bachelor Thesis http://www.slideshare.net/bialorusin/creative-advertising-case-of-benetton-company-by-aleksey-narko
The document discusses how mobile devices are becoming increasingly important. It notes that an assistant account executive, aged 42, had never bothered to learn about mobile. It then provides examples of how different industries like search, content, travel, retail, payments, banking, and social media are becoming mobile. It suggests that by 2012, 50% of Fidelity Investment customer trades will be made via mobile devices. It emphasizes that advertising agencies must embrace mobility in order to remain successful and provide value to clients.
The document discusses teaching history through stories rather than facts to make it more memorable. It also references using a 60:20:20 ratio when educating and inspiring an audience to make a sale, and includes a quote about not exaggerating stories where people are familiar with the context.
This document provides an introduction to advertising. It defines advertising as paid communication through mass media to connect an identified sponsor with a target audience. The five basic components of advertising are that it is paid, identifies a sponsor, tries to persuade, reaches a large audience, and is conveyed through mass media. Advertising has the functions of informing, persuading, and reminding audiences while building brand awareness, creating images, and providing incentives. The document traces the history of advertising from ancient times to modern radio and television and outlines key concepts like strategy, creative ideas, execution, and use of media channels. It also discusses the roles of advertising in marketing, communication, the economy, and society.
Easyweb.my offer consulting services for:
1) Social Media Marketing
2) How to get more leads, more sales, more equiries online
3) SEO
4) Website development
5) Internet Marketing
This document discusses youth unemployment and ways to raise awareness about the issue. It aims to help young people aged 16-24 find employment opportunities. The primary audience is those aged 16-19 who are most affected by unemployment at a young age. Research found the youth unemployment rate is 14.4% and 43,000 people aged 16-24 were unemployed from November to January 2015. The document will create a realistic advert about the difficulties of getting a job at a young age and distribute it on television and social media channels.
Media Pundit-A Creative Designing and Advertisement AgencySatish Awasthi
Our core service areas cover Brand Management, Print Media, Communication and Print Design, Online Branding and Marketing.
We cover wide range of services for PRINT MEDIA like communication planning and strategy, art and design, product positioning and advertising - both above the line and below the line. Whether you are a lifestyle brand or a consulting organization, print design still occupies a major share of the pie and is a must on every brand strategy.
BUSCD 6: Creativity in age of participationedward boches
The document summarizes key points from a BUSCD session on creative content and advertising strategies in the age of social media participation. The session discussed how creativity is still needed to attract attention and inspire sharing, but content now needs to be genuinely entertaining and perfectly relevant. Examples were given of creative and engaging content from brands like Chipotle, Heineken, Olmeca Tequila, and Burberry. The document concludes by posing hypothetical creative scenarios for generating new content ideas.
Fundmentals of Creative Development Lecture 4edward boches
Lecture on Ideas that Do and the creative criteria that help define these approaches vs message based ads. Used in teaching at BU, College of Communication.
This document appears to be an advertisement from Awesome Advertising regarding their services. It mentions clients such as SwissAir, VW, and provides contact information for Chaitanya Shahare and his email. The document expresses gratitude but does not provide many other details.
This document appears to be a list of creative advertisements from various brands such as Horlicks, Colgate, Quit Smoking, Maggi, BMW, Kleenex, WWF, Bajaj, Bridgestone, Luxor, Yellow Pages, Dr. Batra's, Animal Planet, Apple, Head & Shoulders, Jeep, and Zandu Balm. The document was created by Chaitanya Shahare and includes their contact email.
Advertising plays an important role in promoting products and services. Throughout US history, advertising has adapted to changing business needs, media technologies, and culture. Today, Americans are exposed to hundreds of advertisements daily across various media like newspapers, television, and the internet. To be effective, advertisements must grab attention and promote believability in order to succeed in today's cluttered advertising landscape.
This document appears to be a list of advertising slogans and campaigns from various companies and organizations. Some of the ads promote services like karate schools, salons, dental implants, and watches. Others address social issues such as saving trees, stopping pollution, child labor, drug abuse, and adoption. Still others encourage safe driving behaviors like wearing helmets and not drinking and driving. The list covers a wide range of industries and causes without any additional context about the companies or campaigns.
Design Pundit- A Creative Advertising AgencySatish Awasthi
We are happy to introduce ourselves as budding brain with some fertilizer of creativity in our cultivating fields of gray matter. Flaunting our designing ability, we admit we have the power of creating, nurturing & enduring brands. We are on hunt!
Our core quality is our firm belief in the value of brand and we are the savior who can help clients realize their dumbness . We mean they usually forget or overlook the the actual potential of their brand / product. Clients know their products best. But advertising people understand markets better.
So we come up with creative solution in synchronization with the brand image and identity.
We wear casual, but behave responsible when it comes to designing and creating concepts for marketing, BTL, inhouse promotions, flyers, danglers and ad concepts. As usual, we speak more and eat more , like all pundit jis do, and sleep a bit more.
All this bull shit doesn’t matter, all wat matters is that we worship the goddess of creativity.
This presentation is about exploring social media as a process for driving BtoB lead generation But first a word of caution: Leads depend as much on the messages as they do on the media. Maybe more. So this will be a story about managing both media and messages within our Marcom Engine process. A presentation by Keith Bates
Rebranding: A 4 Step Plan for B2B MarketersTodd Ebert
Your brand has huge strategic importance for improving your competitive position, engaging more prospects and ultimately winning more customers. So that’s why I wrote this ebook, “Rebranding: A 4-Step Plan for B2B Marketers”. In the book, I lay out detailed how-to’s for pulling off every part of a rebranding from aligning your leadership around the brand to launching it internally and externally. You’ll discover examples of what my team and I did to make MultiView’s rebranding successful at every stage. I’ve also included a scorecard for selecting your digital agency and a checklist for making sure you have all your bases covered. I hope you find the content helpful and if you have any questions, please DM me on Twitter @ToddEbert. I’d be happy to share my experience having done this several times.
Grow Your Business with Social Media optimization | WDP TechnologiesWDP Technologies
By following mentions of your brand name, username, and other relevant terms, you can get a real insight into what people like or dislike about your products and services, customer pain points you can address, and so on.
Visit Us: https://www.webdevelopmentpark.com/grow-your-business-with-social-media-optimization/
Peacekeeper, Navigator, Student: The Marketer to 2015Nick Johnson
The document summarizes the challenges facing marketers in becoming more customer-centric. It notes that customers now have more power due to social media and choice, and their expectations of brands have changed as a result. The landscape marketers operate in is also changing, with more channels, data, need for speed, and competitors. Becoming truly customer-centric requires significant changes to operations, strategy, and internal collaboration. Senior marketers acknowledge this is a major challenge that requires retooling almost all aspects of the business.
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...Julie Bevacqua
A look at the difficulty in creating brand awareness in a B2B setting, and adopting 5 different approaches to assess the impact of social media has in such an environment.
In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!
Kulwinder singh's research paper on The CEO brandKulwinder Singh
1. The document discusses how Satyam BPO leverages its CEO, Venkatesh Roddam, for branding purposes through thought leadership opportunities like speeches and media interviews.
2. It explains the steps taken to effectively position the CEO as a thought leader in the industry, including understanding media landscapes, preparing the CEO for different types of interactions, and maintaining consistency in the CEO's messages.
3. Thought leadership is defined as an executive sharing perspective on broad industry topics with a wide audience, and several examples are given of successful thought leadership campaigns that elevated other CEOs and their companies.
Social media Vs your website - which is more important?Xpand Marketing
Social media usage has grown by nearly 100% in the last 5 years.
It's fair to say it's here to stay and it's a pretty damn powerful tool when it comes to building your brand.
So, what does the future hold for social media? Is it going to become more important than your website?
During this event, we covered:
👉 Our future predictions of how social media will change as a marketing tactic
👉 Why social media is crucial for business growth in 2021
👉 Each B2B social media platform and how it can be used
👉 How to future proof your digital marketing strategy
👉 Some useful tools we recommend to use for your social media
If you run your own business or are in charge of marketing the business you work for, this one's for you.
This document discusses social SEO and cross-channel marketing. It outlines four questions for businesses to assess their social SEO readiness: 1) Are they on message? 2) Are they synchronized? 3) Are they converting existing social media leads? 4) How do individual contributors answer social requests? The document emphasizes that business has always been social and technology now enables greater engagement. It states social SEO strategy is about coordinating conversations across channels to drive awareness and conversions.
5 Tips for a Social Media Report Your C-Suite Will LoveMohamed Mahdy
1) The document provides 5 tips for creating social media reports that will be well-received by executive leadership or the C-suite.
2) It advises focusing reports on key business goals, using metrics that directly relate to those goals, keeping reports concise and visual, and tailoring the format and delivery to each executive's preferences and schedule.
3) The tips are based on the author's experience helping numerous large companies develop effective executive reporting programs for social media.
Chapter 2 is all about defining social business strategy. Essentially, I condense the entire content of my first book, Smart Business, Social Business, into one chapter and introduce new thinking, implementation strategies and new models.
The document discusses various techniques and tools for social media content creation and marketing. It covers topics like push marketing versus interaction, content marketing, using different channels and tools, measuring ROI, building brand loyalty through engagement, and maintaining a consistent message across channels. Examples from Econsultancy's social media strategies are provided.
This is one of the tools of the Conversation Manager: understanding conversations about your brand: both online & offline. We use the input of the research to develop brand & company conversation strategies.
The document discusses content marketing strategies and tips for B2B companies. It provides advice from various experts on developing compelling content to attract and engage prospects. Key tips include focusing content on buyer personas at different stages, telling your company story through customer insights and problems solved, and creating content in multiple formats tailored to online consumption. The overall strategy discussed is using consistent, valuable content to build trust and loyalty with customers over time.
Ultimate Guide to Social Media for Small BusinessSAP
This document provides a guide for using social media for small businesses. It outlines the key steps including setting business goals, developing a strategy, choosing tactics, listening to customers, creating web content, and using key social media channels like Facebook, Twitter, LinkedIn, and YouTube. The guide stresses the importance of creating valuable content for customers and building relationships over directly promoting the business. It provides advice for how small businesses can maximize their impact through an integrated social media program.
Ms. Sareeta Bhatikar's journey from her education at WeSchool to her current role as Head of Business HR at Vodafone. She emphasizes the importance of constantly learning and adapting to different situations. Her experience spans 15 years working in HR across diverse cultures.
Mr. Ameya Kolambekar spoke about his professional path from WeSchool to various marketing roles. He stressed the importance of flexibility in marketing and understanding business with numbers.
Ms. Kainaz Turel discussed falling into a career in retail after realizing she preferred it over corporate communications. She highlighted learning from experiences in different store formats and regions.
I recently had the opportunity to chat with Dan Stech about the connections between purpose and employer brand. Dan has over 20 years of creative writing experience including being an award-winning Copy Director and Associate Creative Director at two global recruitment marketing agencies.
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
Does my business need social media marketing?Mohamed Mahdy
The document discusses whether a business needs social media marketing and provides guidance on getting started. It notes that many businesses hesitate to use social media but are missing opportunities. A meeting agenda is then presented to help businesses identify their customers, goals and develop a social media strategy. It emphasizes measuring success, reviewing results, and continually adapting the strategy.
Useful Social Media Top 10 Articles on Social Media Evolution for 2013Hayley Dunn
The evolutions of social media – This 39 page briefing looks specifically at how your role in social media will change in 2013. They go into detail on how you can analyse the impact of social media, capture data for an improved future business strategy and the power of better social customer service.
If social media best practice is of interest then check out 2013 Corporate Social Media Summit in NYC.
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
Similar to The10faqaboutsocialmediaandconversationmanagement 130204010741-phpapp01 (20)
This document contains 71 quotes about communication from various sources. Jeremy Balius compiled the quotes to inspire readers in their communications and presentations. He encourages readers to join the conversation on his new website and Twitter account to discuss effective communication strategies. The quotes provide tips on storytelling, active listening, simplicity, sincerity, and ensuring messages are understood.
The document provides guidance on email design for digital marketers. It discusses how email design impacts results and brand awareness and that email design has its own rules due to differences in how email clients display content. It recommends using a clear and simple graphical format with text and limiting content, instead providing links to additional information on a website. It also provides examples of common effective email newsletter layout elements like preheaders, headlines, calls to action, and footers.
This document discusses digital marketing trends for 2016 in the Benelux region based on a survey of over 300 digital marketers. The top 5 trends identified are: 1) content marketing, 2) personalization, 3) predictive analytics, 4) marketing automation, and 5) social media integration. While e-commerce, mobile responsiveness, and email marketing are still important, they were not considered trends. The document provides tips and insights for how to successfully implement strategies for each trend.
The document provides guidance on building an effective content strategy by outlining key steps:
1) Know your audience by developing buyer personas based on customer research and analytics to understand their needs and challenges.
2) Map content to the buying cycle by identifying the stages of awareness, research, comparison, and purchase and matching appropriate content types to each stage.
3) Build an editorial calendar to plan content creation over time, including topics, formats, target personas, and publishing schedule, with the goal of supporting marketing goals and addressing different audiences.
The document provides tips for optimizing landing pages to increase conversion rates. It discusses the importance of elements like the page header, images/video, page copy, social sharing options, forms, and removing distractions. Specific recommendations include crafting compelling headlines and subheaders, using media like GIFs to grab attention, keeping copy concise and formatted clearly, testing social sharing buttons, optimizing forms based on content/buyer stage, and adding meta descriptions for SEO. The tips are supported by quotes from industry experts about their testing and results.
This document provides an overview of search engine optimization (SEO) best practices. It is divided into chapters covering on-page SEO, keyword fundamentals, off-page SEO, and link building. The introduction explains that SEO and inbound marketing allow businesses to get found online through search engines rather than traditional advertising. Subsequent chapters discuss optimizing content, selecting keywords, earning natural links through quality content, and avoiding spammy link building tactics.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
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List of Services offered in Digital Marketing |Techvolt Software :
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Importance | Need of Digital Marketing (Online Promotions) :
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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
2. B Conversationalb-conversational.com | twitter.com/stevenVBe
Since the publication of my book ‘De Conversation
Manager’ (2010), I’ve worked with quite a few companies
to inspire and advise them in this new marketing field.
The same questions keep coming back across all regions
and sectors of activity. Social media, community and
conversation managers will definitely recognise them,
because they are the same type of questions they hear
from colleagues every day.
In view of these recurring questions, I thought it would
be a good idea to make a list of the 10 most frequently
asked questions and their answers.
The contents are open to debate and new arguments can
certainly be added to this summary. Please feel free to add
your own contribution.
The 10 most frequently asked questions
about social media & Conversation Management
?
3. B Conversationalb-conversational.com | twitter.com/stevenVBe
1. Aren’t social media exclusively for B2C and not for B2B?
2. What is the profile of a Conversation Manager?
3. What if the boardroom doesn’t buy into social media?
4. What is the role of the product in social media?
5. Is operational conversation management something we do ourselves or should we call upon an outside company?
6. Are Facebook likes and Twitter followers important?
7. How do I get a lot of followers and likes?
8. How do I react to really negative people?
9. If I become active on social media, do I run the risk of stimulating negativity?
10. What use do I have for conversation management if my customers aren’t on Facebook or Twitter?
The 10 most frequently asked questions
about social media & Conversation Management
4.
5. B Conversationalb-conversational.com | twitter.com/stevenVBe
The basic philosophy of conversational thinking is pretty simple and as old as
the hills: the best kind of publicity is an existing client convincing someone
else to work with your company. For years, manufacturers were able to exert
a strong influence on public perception through intelligent and creative
publicity. In those pre-social media days, publicity produced an endless
stream of information about everyone and everything, thereby diminishing
the impact of word of mouth. B2B marketers got to benefit much less from
this luxury and, as a result, conversations have always been important in a B2B
context. Besides, I’m convinced that B2B marketers hold several advantages
over B2C marketers:
• Knowing clients: a good B2B marketer knows who the company’s clients
are (certainly the top clients). For instance, it is much harder for Coca Cola
to find the consumer who drinks the most Coke in Holland than it is for a
company selling iron ore.
• Co-creation is ingrained in the mentality: a lot of B2B companies
habitually involve clients in R&D projects. What’s more, a new product or
technology is usually developed for specific client processes. Today, social
media make it possible to convert co-creation into structural collaboration.
Question 1
Aren’t social media exclusively for B2C and not for B2B?
For a B2B company, this is simply the next step in their existing approach;
for a B2C company, including the consumer in the decision-making process
often takes some getting used to.
• Customer feedback has always been a first-hand experience. In a B2B
organisation, direct customer feedback comes with the territory. Since sales
and service people work hand in hand with customers, they get feedback
on the company’s operational processes and service straight from the
horse’s mouth. In a B2C context, though, feedback usually comes from a
market survey. A slightly lower percentage of reactions is negative, but they
are less personal and less direct than in a B2B context.
• Smaller volume of conversation. A final advantage is the fact that B2B
companies average a smaller number of conversations. In terms of online
conversations, an industrial company will average a lower volume than a food
manufacturer. On the one hand this makes it harder to get the conversation
started, but on the other hand it’s easier to manage and follow up.
6.
7. B Conversationalb-conversational.com | twitter.com/stevenVBe
Question 2
What is the profile of a Conversation Manager?
Since the publication of the original version of my book ‘The Conversation
Manager’ (2010), many companies have gone looking for someone to put in
charge of their social media strategy. In quite a few cases, the job description
was ‘conversation manager’ – thank you very much for that, by the way.
When we analyse the many vacancies for conversation managers, it’s apparent
that two profiles are in demand. There’s the strategic approach on the one
hand and the operational approach on the other. Both jobs are valuable and
both are essential to effective conversation management. I found the inspira-
tion to describe both routes in the various papers of Jeremiah Owyang.
• Choice No. 1: The conversation manager as a reactive helpdesk
A large portion of the job descriptions for conversation managers remind me
of the profile of a modern webmaster. These guys start up the conversation
for the brand by sending Facebook and Twitter updates. Every day they go
looking for a small amount of content to put online. They represent major
brands and help companies find their way in conversation management.
Every one of these tasks is of crucial importance but they are very operational in
nature. They execute the assignments they receive from various departments.
When someone is conducting a campaign, the conversation manager is
there to help him promote it. When there’s a crisis, the conversation manager
monitors the situation on behalf of those involved. Again, each one of these
tasks is important but they still only cater to the operational aspect of the job.
• Choice No. 2: The conversation manager as a facilitator of strategic change
Let’s consider why so many companies are looking for a conversation
manager. The answer is simple: we are living in a time of change. There
isn’t a company out there that doesn’t realise we need a new form of
interaction with the consumer. They want to engage the consumer in
conversation so they go in search of someone to manage that conversation.
Logical, isn’t it? What companies are really looking for is someone to aid
them in that transition. In order to facilitate that change, a strategically
competent conversation manager is the best choice. In this role, the
conversation manager is proactively involved in determining the strategy.
The conversation manager heads the most important projects but also
involves the other departments in his plans. He makes sure that the learning
effect ripples throughout the organisation. In his ideas, he takes a proactive
approach to other departments. The conversation manager determines
the content agenda of his organisation on a strategic level. He thinks a
year ahead and goes in search of the most relevant content in order to
maximise the effect of the conversations about his company. He designs a
conversion strategy: how can all these conversations lead to conversion and
consequently impact our turnover?
8. B Conversationalb-conversational.com | twitter.com/stevenVBe
The choice is yours
We’ve explained there are two different ways of
looking at conversation management. Both roles
are important: one is an operational, executive
role whereas the other has a strategic focus.
When writing the job description, it’s a good
idea to think about the place of the new role in
the overall structure of the organisation.
Most companies simply look for the operational
people. However, operational people need ‘the
(wo)man with the plan’. Combining both profiles
is what generates true change.
General
MGM
Conversation
Manager
HR
Sales
Mkt
ITLegal
Cust
Care
R&D
9.
10. B Conversationalb-conversational.com | twitter.com/stevenVBe
The answer is simple: If you want to convince management of the use of social
media, then don’t talk about social media. Instead you should talk about
things that managers find important. One of the challenges for top managers
is improving customer satisfaction at a lower cost. Another challenge consists
in consolidating sales results in a world where customer contact is becoming a
rare commodity. Base your arguments on the challenges they face. Explain the
long-term advantages of your plan. Contribute to one of the company’s main
goals through your social media plan.
Also, it’s always a good idea to submit a concrete step-by-step plan. Such a
plan brings clarity and sets people at ease. The plan consists of a number of
pilots. Pilots with a long-term plan have the biggest impact. A successful pilot
survives the initial test phase. The ideal pilot is a pilot with the ability to keep
evolving with time.
Try to include a broad spectrum of factors in the plan. It shouldn’t merely
outline the external communication strategy but also the role that staff will
play. Take the structural changes into account and be transparent about the
investments required for the plan to be successful.
Question 3
What if the boardroom doesn’t buy into social media?
Social
Media
Plan
11.
12. B Conversationalb-conversational.com | twitter.com/stevenVBe
It goes without saying that the quality of the product is essential. Analysis of consumer
conversations clearly shows that customer experience is the topic of conversation in
more than 50% of cases. This experience is always a combination of product quality
and the quality of the service. When these two elements are satisfactory, you’re off to a
flying start on social media: thanks to the quality of the product, consumers will already
be exchanging their product experiences of their own accord. The product has already
created a positive buzz, regardless of what you yourself are doing.
If your product is lacking in quality then you will be confronted with that fact in a hurry.
Faster than ever before, careful observation tells a company what’s wrong with its
products. We can help consumers by taking part in the conversation, but even more
than that, it’s crucial to bring the observations into the R&D department and make
actual improvements to the product.
In other words, product quality has a major impact on conversation management.
If your product and the accompanying service are up to par then you can start
brainstorming about creative content campaigns because consumers are prepared to
talk about your company. If either your product or the service are below average, then
you will need to focus on observation and on neutralising conversation management.
Of course, this also creates an opportunity. Using consumer feedback to improve your
product makes a company look good to its consumers.
Question 4
What is the role of the product in social media?
Help customers
with issues,
thank them for
compliments
Product
& service
Listen and be
empathic for
negative
feedback
Develop
conversation
starters around
your
product/brand
Use consumer
feedback
Grow an active
group of brand
advocates
Improve/new
product
Thank consumer
for feedback
if product/service quality is OK
if product/service quality is not OK
13.
14. B Conversationalb-conversational.com | twitter.com/stevenVBe
In a perfect world it’s better to implement conversation management ourselves.
Managing the direct relationship with the customer yourself is undoubtedly an asset.
In some cases, though, it’s better to use a partner:
• If round-the-clock availability is required but the terms of employment don’t allow it.
• If the company lacks the in-house knowledge to take part in the conversation.
• To provide assistance at peak moments. For instance, if a company can handle the daily flow of conversations but needs
outside help for a product launch, they may call upon an outside partner to help them deal with the peak in activity.
• In case of a pressing need for specific competencies that are not available within the company.
In the future, marketing organisations will try to become more flexible. As a result, the number of in-house staff may drop
as companies are quicker to call upon a specialised outside firm. The service providers’ expertise on the subject of online
participation may become so high that working with an outside partner becomes an asset.
The conclusion is that apart from the ideal case scenario, there’s also the everyday reality to take into account.
Question 5
Is operational conversation management something we do ourselves
or should we call upon an outside company?
15.
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Question 6
Are Facebook likes and Twitter followers important?
Many social media experts would say ‘no’ but I beg to differ. However, two
conditions must be fulfilled: first of all, the fans and followers must be gen-
uine fans instead of ‘purchased fans’. And secondly, you have to get those
followers involved. An entirely passive audience has little worth.
If these two conditions are fulfilled, building a wide reach is a great asset.
This is true for several reasons:
• The main reason: while the investments in campaigns and content remain
the same, their impact increases. In turn, this generates a bigger impact on
investment.
• Managers like figures and success indicators. As a conversation manager,
you will have to report to your superiors from time to time. A growing
online reach may help you secure additional means.
• The perception of the outside world is still determined by volume and
reach.
Still, keep in mind that your efforts should be based on a clear strategy.
You can devise a strategy using the four steps outlined below:
1. Draw up a content conversion plan
Think carefully about which content areas you would like to tackle. Also,
it’s a good idea to select a digital location that offers the best odds of
conversion, of reaching your goals. Next you try to bring as many people
to that location as possible.
2. Build reach
Once the strategy is in place, you have to build reach. See also the next
question for more pointers on the subject.
3. Generate commitment through content
The content should be worthy of conversation. It should invite interaction
and make people feel involved with the brand.
4. From likes to ambassadors
The final step consists in activating people. When your fans start talking
about your brand to other people, that’s when the likes have been
converted into ambassadors.
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TIME
Content
Touchpoint plan
Build reach
through campaigns
Convince with
content & interaction
Conversion
These four phases are obviously not entirely sequential; there is an overlap between phases 2, 3 and 4. In our strategy, it’s not that hard to define the necessary
actions for the various steps. In real life, though, we need to be flexible enough to adapt to consumer needs in a moment’s notice. Once a certain stage is
reached, phases 2, 3 and 4 become iterative steps in an eternal loop designed to build reach and create more ambassadors.
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Question 7
How do I get a lot of followers and likes?
Three conditions must be fulfilled to build reach:
1. Strong content: the most important way of building reach is sharing
relevant, creative and enjoyable content with your network. Not only should
the actual content be good, but more than anything else it should also be
visually convincing. Our communications are slipping back toward the age
of hieroglyphics: text is slowly but surely disappearing from the online world
and photos and videos are taking over.
2. Discipline: doing something fun once a year just isn’t enough. You have
to settle on a rhythm for making and sharing strong content. Keep to that
rhythm even if not much is happening in the short run. Discipline coupled
with patience is a second condition.
3. Be human: don’t fall into the trap of one-way communication on social
media. Keep it human. Play an active role in the conversation, react to other
people’s input, joke around… Make the personality of your brand tangible.
Then there are also a number of more commercially oriented possibilities to
build reach. The challenge is to balance the scales. Don’t just go for the fast
build-up of fans but always concentrate on finding good fans. I have outlined
a few ideas that work but you should take care to use them in a way that fits
the brand while still attracting good fans:
• Campaigns worthy of conversation: invest in strong online campaigns to
boost the reach of the online channels.
• Competitions & free giveaways: giving away free products is an effective
method of building reach in the very short term. The drawback of this
approach is there are no guarantees of attracting the right people. Many
companies get a lot of ‘fans’ this way but their quality is often questionable.
When using this strategy, the trick is to convince people through high-
quality content.
• Social advertising: good content deserves to be seen. Promote your
content with social media ads.
• Activating staff: a company should always have more fans than staff. If
your own staff are not interested in the content then you can’t expect the
customer to take an interest. Train and coach your staff so they become
active ambassadors of your social media activities.
• Offline communication: building reach goes way beyond the online
channels themselves. Mentioning the online channels in every form of
communication will help build your reach on a structural level. Mention the
online channels in all communications: TV commercials, banners, posters,
printed ads, publicity at the mall …
• Work with partners that have a wide reach: If you have a good
relationship with strong brands that already have a wide online reach then
you should look into the possibility of them sharing your content as well.
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Question 8
How do I react to really negative people?
Negative reactions after an incident: open a dialogue
This group often spreads negative content about your company. They feel
you should do better (as opposed to positive criticism from those who think
you COULD do better). Open a dialogue and listen to their feedback. Maybe
you can make some actual improvements that will change their opinion of
your company. Make sure their negative comments are processed in a posi-
tive, empathic manner. Even if their opinion doesn’t change, at least you’ve
neutralised the negative conversation.
Haters: ignore their hate but understand its source
This group has lost all trust in your company. They are convinced your com-
pany simply can’t do any better. Everything you say and do comes across the
wrong way. The thought of having anything to do with your company makes
them shudder. You won’t change their minds, not even through dialogue, so
there’s little sense in reacting to their negative comments. Anything you say
will only fuel their anger and it’s a discussion you can’t win. Don’t pay any
attention to them. Do not delete their negative comments but simply ignore
their remarks. By reacting, you are giving the impression they’re succeeding
in their mission. The only interesting thing is to determine (listen) the cause
for these extreme feelings. You can learn from the past to keep other people
from developing the same feelings towards your company.
There are two kinds of negative people. The first kind had a bad experience with your company and the second kind is negative by nature.
The first are relatively easy to convert. The second are the so-called grouchy smurfs that are impossible to please. Both groups require a different approach.
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Question 9
If I become active on social media,
do I run the risk of stimulating negativity?
Consumers don’t need your permission to talk about your company.
Conversations will take place regardless of whether or not the company itself
is involved. If you’re not, then you don’t know what they are saying and you
can’t react; by participating in the conversation, you are aware of what they
are saying and you can react.
Also, your presence will have a psychological effect in limiting the number
of negative conversations. After all, people are reticent to make negative
comments when the target of the remarks can hear them. It is very easy to
be angry with someone who isn’t in the room. Arguing with someone who is
actually there takes more nerve.
The more human your style of conversation management, the fewer negative
conversations take place. Nevertheless, a major mistake by your company
will result in an avalanche of negative comments. Again, this is not related to
your presence or absence but to the mistake itself.
Not being active on social media means turning a deaf ear to your
customers’ feedback and that’s obviously a bad idea. After all, marketing is
still about understanding your customers and reacting appropriately.
In other words, it all starts with listening to what consumers have to say.
If your company is hesitant to create an online presence it can be very helpful
to fall back on the three steps of conversation management:
• Observe: start by listening before you join in the conversation. As long as
you are uncomfortable participating, the least you can do is listen.
• Facilitate: make it easier to talk to you and about you.
• Join: take part in the conversation. Leave the safety of your brand identity
and put a face on the brand in your capacity as marketer.
Observe Facilitate Join
As a manager As a brand As a peer
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Question 10
What use do I have for conversation management
if my customers aren’t on Facebook or Twitter?
Conversation management goes beyond Facebook and Twitter. It’s about establish-
ing an emotional connection with customers that results in positive conversations.
These positive conversations are the basis for growth. I’ve never heard of a company
that doesn’t care about positive conversations, regardless of the channel being used.
Needless to say, the new media also play a role in conversation management. While
it is true that not everyone uses these channels, they are still important to every
company. Digital marketing goes beyond Facebook and Twitter. Company’s often
underestimate the importance of their own website. Establishing your own channel
for interactive communication with the customer is also part of a conversation strate-
gy. This involves a larger target group, viz. the entire internet population.
In addition, the indirect effect of social media is often much bigger than the direct
effect. More and more, news is being shaped online. Once the classic media pick
up a story, it grows and may eventually become a fad. The quickest road to offline
visibility is scoring on social media. The opposite is also true: the quickest road to
online success is your offline behaviour. In other words: thinking in silos is not a good
idea. Everything is interconnected and every channel has its own part to play.
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Feedback & suggestions?
I hope these questions and suggestions for answers help you to tackle
questions and issues in your day to day working environment.
If you have other experiences or suggestions, feel free to contact me.
Steven@VanBelleghem.Biz
@StevenVBe
linkedin.com/in/stevenvanbelleghem
facebook.com/theconversationmanager
Thank you and good luck!