The document discusses a technology called the Viral Brand Genome (VBG) that analyzes social media interactions and commerce behavior to map social networks and identify influential individuals. The VBG tracks how media like music and videos spread virally through social networks. It links this spread to commerce data to determine who influences purchasing behavior. Brands can then target influential individuals to help promote products.
This document discusses how trueAnthem uses social media and music to connect brands with consumers. It explains that trueAnthem tracks user behavior through a "Social Brand Genome Applet" installed when users interact with social players. This applet records all user actions and sends the data to trueAnthem's database, which analyzes the information to map connections between users, influencers, and purchases. The goal is to leverage influencers to market products to their friends through targeted campaigns.
Marketing Transformation Success Stories: Episode 1, Jammin With YouHubSpot
The document discusses how marketing has transformed due to the rise of the internet and social media. Key points made include that most consumers now conduct online product research, social media usage is widespread, and that inbound marketing techniques like blogging and social media are becoming more important as they are more effective and less expensive than traditional outbound marketing methods. It advocates that businesses need to transform their marketing to engage customers through helpful, relevant content online in order to remain competitive.
07 social network service as marketing of the futureWesley Shu
This document discusses the importance of social network services (SNS) and how they can be used for marketing purposes. It explains key concepts like strong and weak ties between individuals and how weak ties allow for information to spread more widely. It provides examples of how companies like Facebook and Microsoft have used social networks and analyzed connections between users. Finally, it describes how marketing through Facebook can be more effective than traditional affiliate marketing by leveraging both strong and weak social connections.
Facebook provides an unprecedented opportunity for brands to connect and engage with consumers through its ability to foster connections, self-expression, entertainment and discovery. However, marketers must develop strategies that respect how consumers use Facebook primarily for personal rather than professional reasons. Successful approaches align with Facebook's entertainment paradigm and focus on building trust by demonstrating an understanding of consumer priorities.
Facebook, a company that didn’t even exist a decade ago, just crossed the one billion user mark. With over a billion users posting pictures, commenting, messaging and sharing web pages, the site could well represent a profound evolution in the human experience.
The document discusses digital trends in healthcare in 2013. It covers 5 key trends: 1) Full mobility as mobile devices overtake PCs for internet access and users expect seamless experiences across devices. 2) Know me expectation where users want companies to use their personal data to tailor experiences. 3) Common interest communities as people use niche social networks focused on specific interests instead of broad networks like Facebook. 4) Quantified impact as tracking health metrics becomes mainstream. 5) Divided attention as people juggle multiple devices and screens.
Learn the keys, as well as the pitfalls, of marketing on social media platforms. Listen to Victoria Ransom, founder and CEO of Wildfire Interactive, and Mike Volpe, HubSpot's CMO, as they discuss how marketers can take advantage of social media. View the recording here: http://www.hubspot.com/webinars/how-marketers-succeed-in-social-media/
This document discusses the concept of viral media and strategies used by successful organizations. It begins by looking at the emergence of "virality" in tech companies. It then draws on Am I Hot or Not? as an example of a company that took advantage of social growth strategies. Each user bringing in another user helped the site grow rapidly from just a few people to millions of daily users within a short period of time. The document cautions that while social media strategies can work well, they also carry risks if not implemented properly.
This document discusses how trueAnthem uses social media and music to connect brands with consumers. It explains that trueAnthem tracks user behavior through a "Social Brand Genome Applet" installed when users interact with social players. This applet records all user actions and sends the data to trueAnthem's database, which analyzes the information to map connections between users, influencers, and purchases. The goal is to leverage influencers to market products to their friends through targeted campaigns.
Marketing Transformation Success Stories: Episode 1, Jammin With YouHubSpot
The document discusses how marketing has transformed due to the rise of the internet and social media. Key points made include that most consumers now conduct online product research, social media usage is widespread, and that inbound marketing techniques like blogging and social media are becoming more important as they are more effective and less expensive than traditional outbound marketing methods. It advocates that businesses need to transform their marketing to engage customers through helpful, relevant content online in order to remain competitive.
07 social network service as marketing of the futureWesley Shu
This document discusses the importance of social network services (SNS) and how they can be used for marketing purposes. It explains key concepts like strong and weak ties between individuals and how weak ties allow for information to spread more widely. It provides examples of how companies like Facebook and Microsoft have used social networks and analyzed connections between users. Finally, it describes how marketing through Facebook can be more effective than traditional affiliate marketing by leveraging both strong and weak social connections.
Facebook provides an unprecedented opportunity for brands to connect and engage with consumers through its ability to foster connections, self-expression, entertainment and discovery. However, marketers must develop strategies that respect how consumers use Facebook primarily for personal rather than professional reasons. Successful approaches align with Facebook's entertainment paradigm and focus on building trust by demonstrating an understanding of consumer priorities.
Facebook, a company that didn’t even exist a decade ago, just crossed the one billion user mark. With over a billion users posting pictures, commenting, messaging and sharing web pages, the site could well represent a profound evolution in the human experience.
The document discusses digital trends in healthcare in 2013. It covers 5 key trends: 1) Full mobility as mobile devices overtake PCs for internet access and users expect seamless experiences across devices. 2) Know me expectation where users want companies to use their personal data to tailor experiences. 3) Common interest communities as people use niche social networks focused on specific interests instead of broad networks like Facebook. 4) Quantified impact as tracking health metrics becomes mainstream. 5) Divided attention as people juggle multiple devices and screens.
Learn the keys, as well as the pitfalls, of marketing on social media platforms. Listen to Victoria Ransom, founder and CEO of Wildfire Interactive, and Mike Volpe, HubSpot's CMO, as they discuss how marketers can take advantage of social media. View the recording here: http://www.hubspot.com/webinars/how-marketers-succeed-in-social-media/
This document discusses the concept of viral media and strategies used by successful organizations. It begins by looking at the emergence of "virality" in tech companies. It then draws on Am I Hot or Not? as an example of a company that took advantage of social growth strategies. Each user bringing in another user helped the site grow rapidly from just a few people to millions of daily users within a short period of time. The document cautions that while social media strategies can work well, they also carry risks if not implemented properly.
Social networking sites allow individuals and organizations to connect with others through online communities. The document discusses many popular social networking sites including Facebook, MySpace, LinkedIn, and Twitter. It provides statistics on the size and demographics of the user base for each site. The document also explores how companies can utilize social networking to engage with current and potential customers through pages, groups, photos, videos, and other interactive features.
This document discusses viral advertising and marketing. It defines viral advertising as marketing techniques that use social networks and technologies to increase brand awareness through self-replicating viral processes. Common forms include videos, games, images and text shared via email, social media or mobile networks. The goal is to appeal to individuals with high social networking potential to widely and quickly spread the message. Examples of successful viral campaigns are provided that engaged audiences and spread organically.
The document provides an overview of social media best practices for recruitment and employer branding. It discusses listening to job seekers' conversations, identifying employee social media ambassadors, focusing on being a sociable company, and monitoring legal compliance. The document includes case studies, statistics, and advice from social media experts to help organizations effectively engage candidates and promote their brand on social networks.
Build a larger audience with Social Media in the Mixstalelife
The document discusses using social media to build a larger audience. It defines social media as paying attention to others through online media platforms. It recommends assessing which social networks your audience uses and developing campaigns that align with your offline initiatives. The document also stresses the importance of cultivating close relationships online and communicating with audiences in a relevant, authentic, and conversational manner.
10 Lessons on Social Media: What It Is, Why It’s Important, & How to Get...Augie Ray
A presentation developed by Augie Ray and Cindi Thomas, presented at the "Leveraging Social Media For Business Success" at Marquette University on 4/17.
The document provides an overview of social media. It defines what social media is and is not, noting that it is user-generated, educational/entertaining, targeted, cross-functional, and interactive rather than traditional marketing, easy sales, free, standalone, or one-way communication. The document discusses why companies should leverage social media, covering research showing its impact on revenues and consumer purchasing decisions. It also covers social media demographics, content strategies, management tools like Hootsuite and mobile apps.
The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
Hubspotmarketingtransformationfinal 110330085430-phpapp02[1]ESI Construction
The document discusses how marketing needs to transform to keep up with changing consumer behaviors and technologies. It provides numerous statistics showing that consumers are increasingly researching, sharing information, and making purchases online and through social media. Traditional marketing methods like print ads, telemarketing and trade shows are becoming less effective as people spend more time engaged with digital content and sharing information online. The document argues that inbound marketing strategies that provide helpful, relevant content to attract and engage customers are now more important than outbound interruption-based advertising approaches.
#2 donohue dna, protein synthesis and biotechMaria Donohue
The document provides an overview of DNA structure and function, explaining that DNA contains genetic information that is copied through DNA replication and used to direct protein synthesis. It describes the basic units of DNA including nucleotides, bases, and the DNA double helix, and explains how genes are expressed through transcription of DNA to mRNA and translation of mRNA to proteins. The document also discusses DNA analysis techniques like DNA fingerprinting used in forensics.
1. Viruses can undergo genetic changes through various mechanisms such as random mutation, recombination, reassortment, and gene amplification/reduction.
2. Mutation occurs via changes to the nitrogen bases in the DNA or RNA genome, such as single nucleotide changes or insertions/deletions.
3. Recombination involves the exchange of genetic material between viral genomes through mechanisms like classic recombination seen in DNA viruses, copy-choice recombination in retroviruses, and site-specific recombination.
The document outlines the AP Biology plans and lessons for January 30th through February 10th. It includes lessons on genetics of viruses and bacteria, a transcription and translation quiz, a paper plasmid lab, genetic engineering research, and preparation for and completion of a biotechnology lab. Time is also allotted for completing lab reports during ski week. Key concepts covered in the genetics lessons include viral structure and reproduction, the lytic and lysogenic cycles of bacteriophages, retroviruses like HIV, and hypotheses for the origin of viruses from mobile genetic elements in cells.
This document summarizes RNA and protein synthesis. It describes that DNA is made of nucleotides and has a double helix structure. During transcription, RNA polymerase builds an RNA strand that is complementary to DNA. The RNA can be messenger RNA (mRNA), transfer RNA (tRNA), or ribosomal RNA (rRNA). mRNA carries the genetic code from the nucleus to the ribosome. During translation, mRNA matches up with tRNA to add amino acids together and form a protein according to the mRNA's code.
DNA controls protein synthesis by determining the sequence of amino acids that join together to form proteins. The DNA code uses three-nucleotide sequences or triplets to specify each amino acid. During protein synthesis, a complementary mRNA molecule is generated from DNA and transports the code to the cytoplasm. Transfer RNA then reads the mRNA code and delivers the corresponding amino acids to the ribosome, where they are joined into a polypeptide chain according to the DNA instructions. This process continues until a stop codon is reached, resulting in a fully-formed protein.
1. Hepatitis A virus (HAV) is a non-enveloped icosahedral virus in the Picornaviridae family that infects liver cells and is transmitted through the fecal-oral route.
2. HAV is resistant to detergents, acids, heat up to 60°C, and can survive for many months in water.
3. The hepatitis A vaccine provides lifelong immune protection against re-infection and is routinely recommended for children and high-risk adults.
The document discusses the different types of nucleic acids that viruses can use to store their genetic information, including double-stranded DNA, single-stranded DNA, double-stranded RNA, negative-sense RNA, positive-sense RNA, and positive-sense RNA retroviruses. It provides details on how each type replicates and produces viral mRNA.
DNA sequencing is the process of determining the order of nucleotides in DNA. There are several methods of DNA sequencing including conventional, cycle sequencing, automated sequencing, and pyrosequencing. Conventional methods include chemical degradation and chain termination. Chemical degradation uses base-specific chemical reactions to cleave DNA fragments for sequencing. Chain termination uses DNA polymerase and dideoxynucleotides to terminate DNA strand extension for sequencing. Cycle sequencing applies the chain termination method to PCR for linear amplification of sequencing products. Automated sequencing uses fluorescence labeling for high-throughput sequencing. Pyrosequencing sequences DNA by detecting pyrophosphate release during polymerase nucleotide incorporation without electrophoresis.
Viruses are submicroscopic infectious particles composed of nucleic acid and a protein coat. They can only reproduce inside host cells and are classified as DNA or RNA viruses. Viruses infect all types of organisms including animals, plants, and bacteria. They have a variety of reproductive cycles including lytic which kills the host cell, and lysogenic where the viral DNA integrates into the host genome. New viruses are constantly evolving through mutations and jumping between species, sometimes causing global pandemics in animals and humans.
DNA sequencing methods determine the order of nucleotide bases in a DNA sample. The first methods were developed in the 1970s by Maxam and Gilbert (chemical method) and Sanger (chain termination method). The Sanger method is now most commonly used. It involves DNA synthesis with chain terminating nucleotides to generate fragments of different lengths that can be separated and read to determine the DNA sequence. DNA sequencing has revolutionized biological sciences by allowing for gene mapping and identification of genetic variations linked to disease.
The document summarizes the processes of DNA replication and protein synthesis. DNA replication involves separating DNA into two strands and using each strand as a template to make an identical copy, resulting in two double-stranded DNA molecules. Protein synthesis involves transcription of DNA into mRNA, which is then translated on ribosomes into a polypeptide chain using transfer RNA to add amino acids specified by mRNA codons.
Social networking sites allow individuals and organizations to connect with others through online communities. The document discusses many popular social networking sites including Facebook, MySpace, LinkedIn, and Twitter. It provides statistics on the size and demographics of the user base for each site. The document also explores how companies can utilize social networking to engage with current and potential customers through pages, groups, photos, videos, and other interactive features.
This document discusses viral advertising and marketing. It defines viral advertising as marketing techniques that use social networks and technologies to increase brand awareness through self-replicating viral processes. Common forms include videos, games, images and text shared via email, social media or mobile networks. The goal is to appeal to individuals with high social networking potential to widely and quickly spread the message. Examples of successful viral campaigns are provided that engaged audiences and spread organically.
The document provides an overview of social media best practices for recruitment and employer branding. It discusses listening to job seekers' conversations, identifying employee social media ambassadors, focusing on being a sociable company, and monitoring legal compliance. The document includes case studies, statistics, and advice from social media experts to help organizations effectively engage candidates and promote their brand on social networks.
Build a larger audience with Social Media in the Mixstalelife
The document discusses using social media to build a larger audience. It defines social media as paying attention to others through online media platforms. It recommends assessing which social networks your audience uses and developing campaigns that align with your offline initiatives. The document also stresses the importance of cultivating close relationships online and communicating with audiences in a relevant, authentic, and conversational manner.
10 Lessons on Social Media: What It Is, Why It’s Important, & How to Get...Augie Ray
A presentation developed by Augie Ray and Cindi Thomas, presented at the "Leveraging Social Media For Business Success" at Marquette University on 4/17.
The document provides an overview of social media. It defines what social media is and is not, noting that it is user-generated, educational/entertaining, targeted, cross-functional, and interactive rather than traditional marketing, easy sales, free, standalone, or one-way communication. The document discusses why companies should leverage social media, covering research showing its impact on revenues and consumer purchasing decisions. It also covers social media demographics, content strategies, management tools like Hootsuite and mobile apps.
The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
Hubspotmarketingtransformationfinal 110330085430-phpapp02[1]ESI Construction
The document discusses how marketing needs to transform to keep up with changing consumer behaviors and technologies. It provides numerous statistics showing that consumers are increasingly researching, sharing information, and making purchases online and through social media. Traditional marketing methods like print ads, telemarketing and trade shows are becoming less effective as people spend more time engaged with digital content and sharing information online. The document argues that inbound marketing strategies that provide helpful, relevant content to attract and engage customers are now more important than outbound interruption-based advertising approaches.
#2 donohue dna, protein synthesis and biotechMaria Donohue
The document provides an overview of DNA structure and function, explaining that DNA contains genetic information that is copied through DNA replication and used to direct protein synthesis. It describes the basic units of DNA including nucleotides, bases, and the DNA double helix, and explains how genes are expressed through transcription of DNA to mRNA and translation of mRNA to proteins. The document also discusses DNA analysis techniques like DNA fingerprinting used in forensics.
1. Viruses can undergo genetic changes through various mechanisms such as random mutation, recombination, reassortment, and gene amplification/reduction.
2. Mutation occurs via changes to the nitrogen bases in the DNA or RNA genome, such as single nucleotide changes or insertions/deletions.
3. Recombination involves the exchange of genetic material between viral genomes through mechanisms like classic recombination seen in DNA viruses, copy-choice recombination in retroviruses, and site-specific recombination.
The document outlines the AP Biology plans and lessons for January 30th through February 10th. It includes lessons on genetics of viruses and bacteria, a transcription and translation quiz, a paper plasmid lab, genetic engineering research, and preparation for and completion of a biotechnology lab. Time is also allotted for completing lab reports during ski week. Key concepts covered in the genetics lessons include viral structure and reproduction, the lytic and lysogenic cycles of bacteriophages, retroviruses like HIV, and hypotheses for the origin of viruses from mobile genetic elements in cells.
This document summarizes RNA and protein synthesis. It describes that DNA is made of nucleotides and has a double helix structure. During transcription, RNA polymerase builds an RNA strand that is complementary to DNA. The RNA can be messenger RNA (mRNA), transfer RNA (tRNA), or ribosomal RNA (rRNA). mRNA carries the genetic code from the nucleus to the ribosome. During translation, mRNA matches up with tRNA to add amino acids together and form a protein according to the mRNA's code.
DNA controls protein synthesis by determining the sequence of amino acids that join together to form proteins. The DNA code uses three-nucleotide sequences or triplets to specify each amino acid. During protein synthesis, a complementary mRNA molecule is generated from DNA and transports the code to the cytoplasm. Transfer RNA then reads the mRNA code and delivers the corresponding amino acids to the ribosome, where they are joined into a polypeptide chain according to the DNA instructions. This process continues until a stop codon is reached, resulting in a fully-formed protein.
1. Hepatitis A virus (HAV) is a non-enveloped icosahedral virus in the Picornaviridae family that infects liver cells and is transmitted through the fecal-oral route.
2. HAV is resistant to detergents, acids, heat up to 60°C, and can survive for many months in water.
3. The hepatitis A vaccine provides lifelong immune protection against re-infection and is routinely recommended for children and high-risk adults.
The document discusses the different types of nucleic acids that viruses can use to store their genetic information, including double-stranded DNA, single-stranded DNA, double-stranded RNA, negative-sense RNA, positive-sense RNA, and positive-sense RNA retroviruses. It provides details on how each type replicates and produces viral mRNA.
DNA sequencing is the process of determining the order of nucleotides in DNA. There are several methods of DNA sequencing including conventional, cycle sequencing, automated sequencing, and pyrosequencing. Conventional methods include chemical degradation and chain termination. Chemical degradation uses base-specific chemical reactions to cleave DNA fragments for sequencing. Chain termination uses DNA polymerase and dideoxynucleotides to terminate DNA strand extension for sequencing. Cycle sequencing applies the chain termination method to PCR for linear amplification of sequencing products. Automated sequencing uses fluorescence labeling for high-throughput sequencing. Pyrosequencing sequences DNA by detecting pyrophosphate release during polymerase nucleotide incorporation without electrophoresis.
Viruses are submicroscopic infectious particles composed of nucleic acid and a protein coat. They can only reproduce inside host cells and are classified as DNA or RNA viruses. Viruses infect all types of organisms including animals, plants, and bacteria. They have a variety of reproductive cycles including lytic which kills the host cell, and lysogenic where the viral DNA integrates into the host genome. New viruses are constantly evolving through mutations and jumping between species, sometimes causing global pandemics in animals and humans.
DNA sequencing methods determine the order of nucleotide bases in a DNA sample. The first methods were developed in the 1970s by Maxam and Gilbert (chemical method) and Sanger (chain termination method). The Sanger method is now most commonly used. It involves DNA synthesis with chain terminating nucleotides to generate fragments of different lengths that can be separated and read to determine the DNA sequence. DNA sequencing has revolutionized biological sciences by allowing for gene mapping and identification of genetic variations linked to disease.
The document summarizes the processes of DNA replication and protein synthesis. DNA replication involves separating DNA into two strands and using each strand as a template to make an identical copy, resulting in two double-stranded DNA molecules. Protein synthesis involves transcription of DNA into mRNA, which is then translated on ribosomes into a polypeptide chain using transfer RNA to add amino acids specified by mRNA codons.
The document discusses Sanger sequencing, also known as dideoxy sequencing. It was developed by Fred Sanger in 1977 and allows scientists to determine the order of nitrogen bases (A, G, C, T) in a strand of DNA. The method involves using a primer, DNA polymerase, and dideoxynucleotides to produce terminated DNA fragments of different lengths, which are then separated by gel electrophoresis. This allows scientists to read the order of bases from the DNA sequence.
The human liver has many essential functions:
- It detoxifies chemicals and metabolizes drugs and nutrients. The liver plays a major role in carbohydrate, protein, and lipid metabolism.
- The liver produces bile which aids in fat digestion, as well as proteins involved in blood clotting. It also stores vitamins and minerals.
- Being responsible for these critical functions, the liver is essential for survival, as its functions cannot be compensated for in the long term if liver function is lost.
The document discusses DNA, RNA, and protein synthesis. It describes key discoveries such as the Hershey-Chase experiment demonstrating that DNA is the genetic material. It explains the structure of DNA as a double helix with base pairing between strands. The process of DNA replication is summarized, including semi-conservative replication and the role of enzymes. Transcription of DNA to RNA and translation of RNA to protein are also summarized, with an overview of the central dogma of molecular biology.
This document provides information about the Biology W3310 Virology course at Columbia University. It lists the professors (Vincent Racaniello and Saul Silverstein) and teaching assistant (Esther Francisco) along with their contact information. It provides links to the course website, textbook, and virology blogs. It also states that the course materials can be accessed on Courseworks or the microbiology department website.
The document summarizes DNA sequencing methods. It discusses the DNA double helix structure and how the four nitrogenous bases form complementary pairs between strands. It then describes the two main historical DNA sequencing methods: the Maxam-Gilbert method which uses chemical degradation, and the Sanger method which is based on chain termination using dideoxynucleotides. The Sanger method is now the most common approach and involves sequencing in four separate reactions with one of the four ddNTPs added to each.
DNA sequencing determines the order of nucleotide bases in a DNA molecule. The first methods were developed in the 1970s by Maxam and Gilbert (chemical method) and Sanger (chain termination/dideoxy method). Sanger's method is now most commonly used and involves DNA synthesis with chain termination by dideoxynucleotides to generate fragments of different lengths that can be separated and read to determine the DNA sequence. DNA sequencing has revolutionized biological sciences by enabling diagnosis of genetic diseases, identification of disease-causing mutations, and mapping of genomes. It provides benefits for medicine, forensics, and agriculture.
The document discusses the structure, classification, and replication of viruses. It begins by describing different viral structural components, including the capsid, envelope, and nucleic acid core. Viruses are classified based on their nucleic acid composition and structure, focusing on whether they have DNA or RNA genomes and whether they are enveloped or not. The document also examines different capsid structures like icosahedral, helical, and complex shapes. It provides examples of representative virus families and discusses how viruses are named.
Mutation, Types and Causes, Chromosomal Variation in Number, Gene MutationJan Del Rosario
- Mutation is a change in the nucleotide sequence of an organism's genome. There are several types of mutations including substitution, insertion, deletion, and frameshift.
- Mutations can be caused by natural DNA replication errors or external mutagens like radiation, chemicals, and viruses. These mutagens can directly damage DNA or produce reactive molecules that cause mutations.
- Several genetic disorders in humans are caused by chromosomal mutations, such as Down syndrome from trisomy 21, Edward's syndrome from trisomy 18, and Patau syndrome from trisomy 13. Other disorders involve the loss or gain of whole chromosomes or chromosome segments.
The document discusses the rise of social computing and connected consumption trends. It notes that 60% of major retailers have a Facebook presence and nearly half of traditional retailers increased their social media marketing for the 2009 holiday season. As social media has matured, it has become an important part of marketing strategies. The emergence of interest-based social shopping networks has contributed to consumers becoming more informed. Social shopping is now taking place on mobile devices as well through apps, with the iPhone being a popular platform for mobile social campaigns.
The document discusses the importance of social media and how businesses can leverage it. It provides examples of how companies have successfully used social media to increase engagement, sales and brand awareness. It also stresses the importance of listening to customers, being transparent and integrating social media with other marketing efforts.
The document discusses the evolution of media from 30 years ago to today. It notes the rise of internet and mobile usage, with people now spending much more time online. It also discusses how consumers now trust peer recommendations more than brands and marketing. The document advocates for brands to engage consumers in open and transparent conversations online rather than one-way advertising messages. It provides some examples of both brands getting social media wrong and right.
How to Use Social Media for Your Brand - Social Media Week New York TakeawaysScreenburn
All digital marketers worth their salt are well aware that
content is important to any effective digital strategy
today, but making that content emotionally engaging
and shareable for your target audience was one of the main
topics discussed at Social Media Week in New
York 2014.
We've put together some takeaways from key panels including insight from industry leaders such as Buzzfeed, Upworthy and a number of international entertainment brands.
iCitizen 2010: Adaptive Brand Marketing with David Cooperstein from Forrester...Resource/Ammirati
David will present highlights of Adaptive Brand Marketing: Rethinking Your Approach to Brands in the Digital Age. He will also address the challenge of aligning an organization around the new goals of real-time marketing.
The document discusses how marketing must adapt to changes in consumer behavior driven by digital technologies and social media. Customers now access information from various sources like RSS feeds and social networks instead of just branded sites. Marketers must embrace new approaches like engaging customers on social platforms, targeting individuals instead of broad audiences, and using an iterative planning process to keep up with fast-changing customer expectations. Successful marketing now requires listening to customers, reacting intelligently to trends, and changing roles, processes, and use of media to follow customers as they spend more time on new digital channels. Marketers must adapt quickly to survive in this new environment.
Online Communities: How brands are edging their way into the heart of the con...Linqia
Social network numbers are exploding. It’s conservatively estimated there exists over 2,500 social networks globally. Over a billion people are active in tens of millions of communities and groups across many social networks. Activity and interest is high and the opportunity for brands to be part of this social space is possible through communities and groups. There are challenges however.
This presentation looks specifically at the realities surrounding communities and groups online. How communities and groups have evolved, the opportunities and challenges facing brands and their agencies and how becoming part of the conversation beyond the banner ad will be key themes.
Transient Identiti Socialization Of MarketingIdentitiLab
The document discusses how technology and social shifts have led to the socialization of marketing. Traditional purchase funnels have been disrupted as consumers now have more power and influence over brands. Marketing has shifted from a paradigm of dictation to dialogue, with technology enabling deeper brand awareness through consumer conversations across many touchpoints. Successful brands will participate in market conversations across social networks and platforms to build communities and loyalty.
This document discusses the rise of social media and how it has changed how brands interact with consumers. Some key points made include:
- Social media allows for two-way conversations between brands and consumers rather than one-way communication. It has shifted power to consumers.
- Popular social media sites like Facebook, LinkedIn, and Twitter are discussed and how brands can utilize these platforms to engage with target audiences.
- The document advocates that brands develop a social media strategy focused on listening to consumers and creating shareable content to have conversations rather than just do broadcasts.
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A presentation on how etailers can use social media more
A presentation on how etailers can use social media, next to their response orientated efforts like Search Engine- and Affiliate marketing.
I keep updating it constantly, don't hesitate to contact me for the latest edition.
Tweet, Friend and Connect: Social Media Trends in the Insurance Industry 2Lisa Trank
- The document discusses trends in social media use in the insurance industry, including growing popularity and usage of tools like Twitter, Facebook, LinkedIn, and YouTube.
- It notes that social media provides opportunities for insurance companies to engage customers, especially younger generations, by sharing industry expertise and responding to customers in real-time.
- However, companies must balance these opportunities while addressing concerns around privacy, compliance, monitoring content, and allocating appropriate resources.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
“Empowering Consumers with Experiences That Drive Profits” Jeff Molander at L...Jeff Molander
Just when marketers thought it was safe to employ mainstream digital strategies an increasing number of hyper-connected customers are changing the game with social media – bypassing strategies like search and email marketing altogether! They’re choosing non-traditional paths to discover products and services. This presentation gives a hype-free look at what’s driving today’s ’social’ shift and understanding how to adapt existing marketing and business models to drive results. Here, I discuss why customers are hungry for experiences– not just products/services and how successful marketers are converting into publishers. I show you how to build a business case for or against social marketing investments.
The document discusses how social media is transforming traditional outreach and marketing. It provides examples of how social media tools like blogs, wikis, photos and videos allow for more user interaction and sharing of information compared to traditional media. Companies are now embracing social media to build deeper relationships with customers and monitor their brand reputation online. Citizen journalism and marketing are also on the rise as people use social media to generate and share information.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Digital Marketing presentation for Boston University 11.17.11Charles McEnerney
61 slides from my presentation to Janet Bailey's class for "New Technologies for Marketing the Arts," on Thursday, November 17th, 2011 in Boston, Massachusetts. Updated from earlier presentations. It's good...and good for you!
The document discusses the growth and importance of social media. It notes that social media allows for two-way communication, viral sharing of content, and the formation of networks among users. It provides examples of how different social media platforms can be used by brands for networking, marketing, customer feedback, and crisis management.
1. Fall
09
Homophily
Meets Social
Commerce
Viral Brand Genome
David Westendorf
COO
trueAnthem
2. Executive Summary
Online virality is predicated on Homophily, a sociological principle
from the 1950’s that explains our inexorable tendency to link up
Homophily with one another in ways that confirm our core beliefs. Those who
liked Ike, in other words, liked each other.
People who travel in social circles tend to behave similarly. A social circle, also called a
“social graph” can be as innocuous as members of a website or just as simple as
lifetime friends. As examples: Long time friends, Brad and David have the same silver
Land Rover, whereas Corey and Emaleigh, clicked on the same Gilt Group email.
Homophily is especially intriguing where social graphs and ecommerce meet. Can we
someday statistically predict the likelihood that friends will make the same purchase?
Today, we all have friends who are active on online social networks. Eric, for example,
updates his Facebook status three times daily, each time notifying his 450 friends of his
current mood, a thought he had, or something as simple as what he’s eating for lunch.
We also have friends who share more targeted opinions within specific topics. Brian is a
recognized cycling expert, he passes advice to novices constantly though his twitter
feed. Both of these people are influencers. Their immediate social circle is often
persuaded by their opinions and actions.
trueAnthem finds individuals like Eric and Brian, identifies the links to their 200+ friends,
and tracks individual purchase behavior on ecommerce sites.
trueAnthem’s social commerce occurs in four key steps:
1. Establish links between online individuals and create a social map.
2. Determine who the dominant influencers are.
3. Link individuals to shopping and commerce behavior.
4. Leverage influencers to market products to their friends.
3. “The purpose of this
document is to explain
the technology
behind this predictive
mapping, known as
the Viral Brand
Genome”
David Westendorf, COO
4. VBG
1.0
The Social Media Player’s the Lynchpin
For consumers, trueAnthem is simply a way to get free music.
Today there is rampant music piracy; but via the trueAnthem network, the 100+ bands
on trueAnthem give their music away for free, and are paid for it. This is alternative
business model to iTunes, where emerging bands get lost in the overwhelming noise.
Moreover, trueAnthem monetizes a world where 40 billion tracks were downloaded for
free in 2008, and only 4 billion tracks were actually paid for.
While trueAnthem’s music is free of charge, and free from DRM restrictions, largely
consumers are willing to listen to an audio “trueAd” accompanying each free track. A
trueAd is an 8-second endorsement, done by the artist, creatively mentioning the
brand. Therefore, consumer “fans” of a band get a glimpse into the personal lives of the
musicians they adore, with a message sponsored by the brand.
We call this “socially responsible downloading.” 4.5 million people have bought-in to
the trueAnthem concept, making the business viable as it scales long term.
An important leverage point for trueAnthem is that the bands already have online fans.
As a demonstration, Shaolin Temple of Boom (SToB), an Industrial Rock band, has
124,931 “friends” on MySpace and 12,000 on Facebook. This fan base creates an instant
audience for any advertiser that supports this band.
The free music and video assets are ingrained in a dedicated “Social Media Player” for
each band. (Exhibit 1)
Exhibit 1
5. This is a Flash-based media player, compatible across over thirty-eight social networking
sites including: MySpace, Facebook, Friendster, Orkut, Bebo and dozens of lesser sites. It
is also embeddable for bloggers and savvy HTML programmers. (Exhibit 2)
Exhibit 2
The Social Media Player begins its life as a “seed” on trueAnthem.com and the band’s
social networking pages. Shaolin Temple of Boom’s (SToB’s) Social Media Player (Exhibit
3) begins its life at www.myspace.com/shaolintempleofboom.
6. Exhibit 3
Within hours, SToB’s 124,931 friends are alerted that there is something fresh on the
band’s page. More often than not, the music released with trueAnthem is new material,
and free for the taking.
Of the 124,931 SToB friends, a certain portion will “grab” the Social Media Player and
install it on their own MySpace page. In the SToB example; 4,541 people grabbed the
Social Media Player. These 4,541 fans placed the Social Media Player on their own
pages, for their own friends to see. This action is a visible badge of fandom, a digital
expression similar to bumper stickers or concert t-shirts.
We call this sharing order of fan’s friends, and their friends’-of-friends (FOAF). In one
promotional campaign, the depth of FOAF was eight levels of people deep. Ultimately,
SToB had 45,287 grab installations of the Social Media Player.
The Social Media Player itself is a simple UI (Exhibit 4), with the following options: listen to
audio files, view videos, click banners, download tracks, shop, etc. The orange “Share”
button enhances the person-to-person virality.
7. Exhibit 4
The Social Media Player also has the capability of administering a questionnaire (lower
portion of Exhibit 4), which brands can customize for their strategic targeting purposes.
This self-selecting media has proven to be a competitive advantage for advertisers,
especially as they attain higher levels of precision in their message delivery.
Beneath this simple UI is tremendous consumer reporting intelligence… the “prize”
found within the beautifully wrapped present.
8. VBG
2.0
Graph Theory Put to Work
When a Social Media Player gets grabbed from a webpage, the MachineID associated
with that initial Social Media Player is written to the database as a ParentID (Exhibit 9)
Exhibit 5
This is the single most important element in tracking web virality. trueAnthem has filed for
provisional patent protection under Patent Application #61142881: “A method of
reporting data to a party, a method of assembling the data, a method of reformulating
the assembled data, and a method of presenting the reformulated data to the party.”
A relationship is cemented in the database that permanently links a parent to a child.
With the exception of a band’s first Social Media Player that originates on
trueAnthem.com, all consumer end user Social Media Players have a parent.
Through this unique process, we are able to follow content as it travels throughout its
viral life, and monitor it at each stop along the way. A “tree” is constructed within the
database where “parents” beget “children” who beget “grandchildren” etc. Each
node maintains an association with other family nodes. Some nodes are dead-ends,
where individuals grab from parents yet have no children of their own, while others
prolifically spread across multiple generations.
For each node, all down-stream activity below the individual on the tree is rolled-up
and tallied for the individual in a “RollUp.” Though an individual’s Social Media Player
may only be directly responsible for 68 song listens, his children, grandchildren, etc. are
responsible for 94 listens. Therefore, this individual is indirectly responsible for a total of
162 listens. (Exhibit 10)
9. Exhibit 6
One element in which advertisers find deep value is the BannerClickRollUp. This is
important because advertisers gain visibility into which individuals influence commerce
behavior (Exhibit 11).
Exhibit 7
To build the most meaningful tree, we prune all Social Media Player posts which have
never loaded, hence our tree load/post ratio will always be greater than 1.
For all nodes that a PersonId can be associated with, we group these nodes by the
PersonId and the statistics are rolled up. This enables individuals to install more than one
Social Media Player on their pages. Naturally, an individual can be a fan of more than
one band.
10. Exhibit 12 shows the beginning of a tree; a visualization of the data structure. Every
node below is parentally related to the node above it.
Exhibit 8
This visualization is a hint of the Viral Brand Genome, which is outlined in more detail in
Section 5.0.
11. VBG
3.0
Viral Brand Genome Visualizes Everything
Based on the strong underpinnings of the data structure, we have the ability to sort the
data in multitude of ways. Advertising partners have the ability to hone-in on what they
deem strategically important. In the example below, Wonka valued pure virality and
recognized those individuals who spread the campaign message most. In this case,
installments or “grabs” was the measured variable.
Exhibit 13 charts the 13 most influential individuals out of a program where 2.4 million
uniques engaged with the brand’s message.
Exhibit 9
If a brand values listens, downloads, etc. this is all possible to track. Increasingly, brands
most strongly value their own criteria. As shown in Exhibit 4 in Section 1, “Do you wear
contacts” is a simple criteria to determine influence, and track appropriately.
12. In Exhibit 14, we see virality as broken out by the client’s age groupings; 13-15; 16-17
and 18-20. The individuals listed are actual, and are the actual quantity of Social Media
Player (Widget) Installs.
Exhibit 10
13. Flash Technology Facilitates Tracking VBG
4.0
As the Social Media Player is loaded within a web browser, an applet gets deposited on
the end-user’s computer. This applet installation happens whenever someone
encounters the trueAnthem network: trueanthem.com, Social Media Players on any
web domain, social network, a client’s websites, etc. There is no manual download
process required.
Similar to a browser “cookie”, this applet, called “VBGApplet”, provides a conduit for
information to pass between the client’s machine and the server. It resides in the User
Profile settings on the end user’s machine. However, unlike a website-deposited
Javascript cookie, this VBGApplet is not deleted with the same frequency as browser
cookies. Moreover, it doesn’t suffer from the same unfortunate reputation as a
Javascript cookie. Adobe’s Flash reputation is much stronger within the technical
community.
At the instant of install, the VBGApplet pings trueAnthem’s database, and determines
whether the computer is new to trueAnthem or a previously enabled machine. In the
former event, a new database record is created, where each computer is assigned a
sequential Global Unique Identifier, called a “MachineID.”
The following fact will be repeated throughout this document- All end-user Social Media
Player interactions are recorded by the VBGApplet. Every action is captured: song
listens, file downloads, video views, grabs, shares, banner displays, completed
questionnaires, etc. Every time the Social Media Player is loaded with new content, the
VBGApplet checks-in with the server and transmits the new data. The information is
passed to the database (see Section 3.0 below) and added to the MachineID
associated with the action.
For an increasing number of trueAnthem clients, trueAnthem’s Flash tracking tags reside
on key website pages, such as product information and ecommerce pages (Exhibit 5).
These 1-pixel-by-1-pixel trueAnthem Flash tracking tags recognize when a trueAnthem
registered machine is visiting the webpage. Webpage information and MachineID are
passed back to the trueAnthem database, and added to the record associated with
that MachineID. The benefit of this is intelligence for banner clicks, product shopping,
and ecommerce transactions, is that the information is gathered at the individual level.
Exhibit 11
14. VBG
5.0
trueAnthem Database
All of the end-user actions generated through the Social Media Player are deposited
into a core transactional database. The database environment utilizes SQL Server 2005,
using tSQL language. This enables data to be written to the physical database and
extracted from the database for reporting and exporting purposes.
WebOrb de-serializes, or translates, Flash ActionScript client-side code to .Net server-
side code. This allows the Social Media Player to speak to the database; essentially a
facilitator between Adobe and Microsoft. As an added precaution, a log-server
maintains hourly data dumps for failsafe purposes.
All actions associated with a specific MachineID are added to the individual record in
real time. Theoretically, the maximum of fields is unlimited, however, a typical record
has about 120 fields of information.
Some of the Social Media Player’s recorded actions include: band name, songs
listened to, downloads, clicks, video views, banners displayed, email registration, opt-in
data, etc. (Exhibit 6)
Exhibit 12
The breadth of the individual information gathered creates tremendous cross-
tabulation capabilities. Promotional activity is then combined with shopping and
commerce.
15. Below (Exhibit 7) illustrates trueAnthem’s analytic process at a high level. The end-user’s
experience of getting free music and video persuades them pass the player along
virally, while trueAnthem collects analytical data on them.
Exhibit 13
16. Information is added to the database at three levels:
1. Individual Information:
a. The Social Media Player interaction (outlined above)
b. Geographic Data: Such as IP address, State, and ZIP code (when
available from a social network’s API)
c. Marketing Information: Answers to marketing questions (Section 1.0), opt-
in information, email address, coupon download and redemption, etc.
2. Commerce Data from client websites (Section 2.5).
a. This data begins when banners are presented and clicked/not clicked.
b. Landing pages, product pages, cart pages, abandonments, etc.
c. For the first time, we can determine “which half of my advertising works.”
(Exhibit 8)
3. The person-to-person data
a. Limited to two very important fields, MachineID and ParentMachineID.
(further explained in Section 4.0).
Exhibit 14
The main trueAnthem transactional database writes nightly to a SQL reporting server
based on criteria set forth in scripted queries. Within these queries are algorithms based
on graph theory.
In the graph theory lexicon, each record is a “node” where it can be plotted in relation
to other nodes.
17. VBG
6.0
How Do Brands Take Action?
Identifying individual influencers is an academic exercise unless there is an actionable
plan for the brand.
sCRM is trueAnthem’s answer.
sCRM enables a brand to nurture a relationship over time. Of course not all consumers
are “in-market” at any given point in time. This principle becomes a fallacy within
current direct marketing, which is much more “snapshot” oriented.
trueAnthem’s content, which is constantly refreshed, allows brands to keep their
message in front of the consumer. Thus, enabling the brand’s message to turn into
action throughout the consumer’s consideration and shopping phase. When the
consumer is truly in-market, there is a logical action to take.
trueAnthem recommends cultivating heavy influencers with special attention. In the
Wonka examples above, trueAnthem identified 450 individuals who influenced 2+
Social Media Player Installs. It was simple for Wonka to send a care package of
chocolate.
Whereas chocolate is not a common ecommerce purchase, sCRM makes more sense
for brands with strong direct ecommerce channels.
Currently, trueAnthem and several key clients are building profiling technology to
determine the relationship between content consumption, viral influence, shopping
behavior and actual ecommerce behavior.
The field of social commerce through consumer behavior profiling, is emerging as a
new phase of internet marketing. Previously, the companies that changed the way
internet marketing targeted consumers were companies such as Claritas that
enhanced targeting through clusters; Omniture pioneered web profiling; and Google
increased contextual relevance. The field of social commerce will have similar
dominant winners.
Fundamental consumer behavior has been recognized. The information is readily
available. The winner will be the first to market, with the best tools for analysis.