Brand community - Marketing Management - Manu Melwin Joymanumelwin
A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture.
A summary of the most interesting trends and case studies of brands using social media.
Find out how to crowdsource using social media, but also how to prevent it backfiring against and how to reach both old and new fans with online campaigns.
One of digital marketing's biggest questions is whether or not social media marketing can translate into revenues. Facebook, Twitter, Instagram, and other social platforms provide brands with opportunities to reach niche target audiences in a non-invasive manner. Find out how to effectively leverage social media marketing to increase brand awareness, increase traffic, capture leads, and subsequently generate revenue.
*Presentation was prepared by CEO & Founder, Yohan Perez.
Brand community - Marketing Management - Manu Melwin Joymanumelwin
A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture.
A summary of the most interesting trends and case studies of brands using social media.
Find out how to crowdsource using social media, but also how to prevent it backfiring against and how to reach both old and new fans with online campaigns.
One of digital marketing's biggest questions is whether or not social media marketing can translate into revenues. Facebook, Twitter, Instagram, and other social platforms provide brands with opportunities to reach niche target audiences in a non-invasive manner. Find out how to effectively leverage social media marketing to increase brand awareness, increase traffic, capture leads, and subsequently generate revenue.
*Presentation was prepared by CEO & Founder, Yohan Perez.
After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long ...Donnie Clapp
In "Finding Your Voice: Creating Strong Bonds with Your Customers via Social Media", I talked about how speaking authentically to your brand's audience is no different, in the end, than hanging out with your best friends. Both become easy when you let go of pretension and allow your true self to show through.
Now, in "After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long Term", I talk about how being successful long-term is like a successful marriage: difficult but possible, and very dependent on working to keep the passion alive through constant communication.
See the full video of this presentation here: http://www.youtube.com/watch?v=viS8cnaqTn0
Social Media Best In Class PresentationWonderGroup
Best In Class presentation given at the end of a summer internship at WonderGroup, a full-service, strategic 360 degree digital advertising agency. Presentation given by Mia Carosi and Chelsea Clements.
GreenBiz 20 Workshop Slides: The Rise of the Honest Generation – and What It ...GreenBiz Group
Meet your new consumer: the Honest Generation. Join this session to explore the emerging Gen Z consumer’s radically shifting expectations of business and brands and guidance on what it means for business. The headline? Gen Z prioritizes product honesty over brand purpose and thinks almost no brands are doing enough to meet their demand for sustainable solutions. Based on groundbreaking research conducted by change agency Futerra in partnership with the Consumer Goods Forum, this session will give leaders a glimpse into their future and equip them to prepare for the 2020s – the decade the Honest Generation, the climate strikers of today, becomes the Honest Majority, and the brand target audience, of tomorrow.
Wave Social Media Quarterly Q3 2011(Wavemetrix) -OCT11Retelur Marketing
Informe realizado por Wavemetrix perteneciente al tercer trimestre de 2011, el cual analiza el uso de los medios sociales por parte de las marcas y sus sinergias en el camino a la conversión a compra. (inglés).
"Puedes descargar este informe desde la docuteca digital del blog de Retelur: http://bit.ly/Retelur_Informes"
How Consumer Brands Create a Culture on Social MediaAndrew Salmon
For full resolution, download the presentation.
This report examines the social media practices of 10 top consumer brands, and how they succeed or fail to communicate an identity, and establish and foster a culture online. The takeaways from this analysis will provide insights from each brand’s social tendencies, and provide best practices for how consumer brands should be engaging on social media.
After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long ...Donnie Clapp
In "Finding Your Voice: Creating Strong Bonds with Your Customers via Social Media", I talked about how speaking authentically to your brand's audience is no different, in the end, than hanging out with your best friends. Both become easy when you let go of pretension and allow your true self to show through.
Now, in "After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long Term", I talk about how being successful long-term is like a successful marriage: difficult but possible, and very dependent on working to keep the passion alive through constant communication.
See the full video of this presentation here: http://www.youtube.com/watch?v=viS8cnaqTn0
Social Media Best In Class PresentationWonderGroup
Best In Class presentation given at the end of a summer internship at WonderGroup, a full-service, strategic 360 degree digital advertising agency. Presentation given by Mia Carosi and Chelsea Clements.
GreenBiz 20 Workshop Slides: The Rise of the Honest Generation – and What It ...GreenBiz Group
Meet your new consumer: the Honest Generation. Join this session to explore the emerging Gen Z consumer’s radically shifting expectations of business and brands and guidance on what it means for business. The headline? Gen Z prioritizes product honesty over brand purpose and thinks almost no brands are doing enough to meet their demand for sustainable solutions. Based on groundbreaking research conducted by change agency Futerra in partnership with the Consumer Goods Forum, this session will give leaders a glimpse into their future and equip them to prepare for the 2020s – the decade the Honest Generation, the climate strikers of today, becomes the Honest Majority, and the brand target audience, of tomorrow.
Wave Social Media Quarterly Q3 2011(Wavemetrix) -OCT11Retelur Marketing
Informe realizado por Wavemetrix perteneciente al tercer trimestre de 2011, el cual analiza el uso de los medios sociales por parte de las marcas y sus sinergias en el camino a la conversión a compra. (inglés).
"Puedes descargar este informe desde la docuteca digital del blog de Retelur: http://bit.ly/Retelur_Informes"
How Consumer Brands Create a Culture on Social MediaAndrew Salmon
For full resolution, download the presentation.
This report examines the social media practices of 10 top consumer brands, and how they succeed or fail to communicate an identity, and establish and foster a culture online. The takeaways from this analysis will provide insights from each brand’s social tendencies, and provide best practices for how consumer brands should be engaging on social media.
USING SOCIAL MEDIA TO RESPOND TO CHANGING CONSUMER HABITS.THE MAIN
SOCIAL MEDIA IN THE CONSUMER DECISION JOURNEY
A presentation created by The Main, a strategy consulting firm for digital marketing based in Hamburg, Germany.
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
Integrated Marketing Communications and International Advertising (1).pdfKarlVincentSalinas
Integrated marketing communications (IMC) are composed of advertising, sales
promotions, trade shows, personal selling, direct selling, and public relations.
Stuff about Twitter & Social Media for Marketing Magazine event (http://bit.ly/31Zea6) October 2009 with case studies from Five by Five & from Phones 4 U.
bluurb.wordpress.com
Wave Social Media Quarterly Q2 2011 (Wavemetrix) -OCT11Retelur Marketing
Informe realizado por Wavemetrix perteneciente al segundo trimestre de 2011, el cual analiza el uso de los medios sociales por parte de las marcas y sus sinergias en el camino a la conversión a compra. (inglés). "Puedes descargar este informe desde la docuteca digital del blog de Retelur: http://bit.ly/Retelur_Informes"
Companies today want a Facebook Page and Twitter Feed. Many of them aren’t sure why. They just want them because they feel they need to, or should . But after you enter the social media channels, it is crucial to have the right content. It isn’t enough to just “Be there.”
Join us at LA2M, as our speaker David Kiley shares his business-wise experience of counseling companies on how to fill their Internet-based communications channels aimed at the public and the media.
Similar to Wave social media quarterly q3 2010 (summary) (20)
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Evgen Osmak: Methods of key project parameters estimation: from the shaman-in...
Wave social media quarterly q3 2010 (summary)
1. Wave: social media quarterly
Q3, 2010: the
importance of being
relevant
1st October 2010
2. Page 2 October 2009 Proprietary and confidential. All rights reserved
Page 2 October 2009 Proprietary and confidential. All rights reserved
Page 2 of 36 1st October 2010 Proprietary and confidential. All rights reserved
1
2
3
4
5
Contents
6
7
Customer loyalty can help make a good campaign great
(Samsung, Pepsi, Milky Bar, Vitaminwater)
Targeted content can reach niche groups on mainstream sites
(Mercedes, Under Armour)
Successful social media marketing considers cultural norms
(Nissan, Ben and Jerry’s)
Appropriate, timely action benefits brands in times of crisis
(Dr Pepper, Apple, Kraft)
Highlights of social media marketing in Q3 2010
4
10
16
21
24
27
Executive summary
Relevance is more important than big, bold creatives
(Diesel, Sony Ericsson, Louis Vuitton, Domino’s, Cadbury)
31
3. Page 3 October 2009 Proprietary and confidential. All rights reserved
Page 3 October 2009 Proprietary and confidential. All rights reserved
Page 3 of 36 1st October 2010 Proprietary and confidential. All rights reserved
About Wave:
• Wave: provides insight into the latest social media marketing – online, on
RSS and Twitter and in weekly emails via the Wave: website
• This document provides an overview of some of the most interesting
developments in social media marketing during Q3 2010
4. Page 4 October 2009 Proprietary and confidential. All rights reserved
Page 4 October 2009 Proprietary and confidential. All rights reserved
Page 4 of 36 1st October 2010 Proprietary and confidential. All rights reserved
1. Executive summary
5. Page 5 October 2009 Proprietary and confidential. All rights reserved
Page 5 October 2009 Proprietary and confidential. All rights reserved
Page 5 of 36 1st October 2010 Proprietary and confidential. All rights reserved
Relevance is more important than big, bold creatives
• Q3 2010’s social media campaigns
demonstrated the importance of
relevance over innovative creatives
• For some brands, this meant large,
compelling campaigns did well:
Cadbury, Diesel and Sony Ericsson used
innovative creatives to hook consumers
• For others, simple Facebook or Twitter
posting worked best:
Louis Vuitton and Domino’s built on prevailing
fan perceptions to drive engagement
6. Page 6 October 2009 Proprietary and confidential. All rights reserved
Page 6 October 2009 Proprietary and confidential. All rights reserved
Page 6 of 36 1st October 2010 Proprietary and confidential. All rights reserved
Customer loyalty can make a good campaign great
• Brands who attempted to make use of
consumer loyalty to drive engagement
in Q3 2010 had mixed results
• Some saw good results from playing on
consumer loyalties in social media:
Samsung gained credibility by targeting
customers of rival brands – whilst Vitaminwater’s
existing fans provided essential online support
• However, other brands saw a backlash
when their campaigns diverged from
consumers’ established preferences:
Pepsi Max lost a battle of brand loyalties against
Coke Zero - and Milky Bar’s reinvention
alienated existing fans
7. Page 7 October 2009 Proprietary and confidential. All rights reserved
Page 7 October 2009 Proprietary and confidential. All rights reserved
Page 7 of 36 1st October 2010 Proprietary and confidential. All rights reserved
Targeted content can reach niche groups on
mainstream sites
• Q3 2010’s digital campaigns
demonstrated the need to balance
mainstream reach with targeted content
• Mercedes’ Facebook activity highlighted
the difficulties in using an existing
community to reach new consumers:
Announcements of new products scarcely
affected the lucrative potential owner segment
• Under Armour chose social media as the
best way of reaching potential buyers:
Its “motivating” female-focused activity engaged
many women on Facebook and YouTube
8. Page 8 October 2009 Proprietary and confidential. All rights reserved
Page 8 October 2009 Proprietary and confidential. All rights reserved
Page 8 of 36 1st October 2010 Proprietary and confidential. All rights reserved
Successful social media marketing considers cultural
norms
• International social media campaigns in
Q3 2010 showed how important cultural
norms are to consumer engagement:
Nissan’s international Leaf launch prompted very
different reactions in the US and Japan – proving
different geographies have different priorities
• Global brands who considered cultural
differences in Q3 had good results:
Ben & Jerry’s reached out to French fans by
giving them their own Facebook page, driving
positive brand engagement in France
9. Page 9 October 2009 Proprietary and confidential. All rights reserved
Page 9 October 2009 Proprietary and confidential. All rights reserved
Page 9 of 36 1st October 2010 Proprietary and confidential. All rights reserved
Appropriate, timely action benefits brands in times
of crisis
• Q3’s social media crises demonstrated
the importance of a good brand
response to diffusing crisis situations
• Brands like Kraft, which took appropriate
and timely action to resolve crises, were
well received:
Other brands handled crises less well – being
overly censorial (Apple) or too slow to give an
inadequate response (Dr Pepper)
This only increased criticism, as consumers
talked about how the crisis was handled as well
as the crisis itself
10. Page 10 October 2009 Proprietary and confidential. All rights reserved
Page 10 October 2009 Proprietary and confidential. All rights reserved
Page 10 of 36 1st October 2010 Proprietary and confidential. All rights reserved
2. Relevance is more
important than big,
bold creatives
11. Page 11 October 2009 Proprietary and confidential. All rights reserved
Page 11 October 2009 Proprietary and confidential. All rights reserved
Page 11 of 36 1st October 2010 Proprietary and confidential. All rights reserved
‘ Very cool concept, love
how integrated it is ’
Diesel: campaign buzz by association
with core brand values
Key takeaways
Very positive consumer reaction to “awesome” viral ads
Buzz is predominantly about campaign, not Diesel products
Campaign drives association of Diesel with fun and cutting edge
Meaningful viral activity complements a brand’s
core values, as with Diesel’s “Kick ass” campaign
About the campaign
Brand Diesel
Campaign Kicking Ass
Product Sneakers
Premise "Not made for running"
Agency Santo
Approach Integrated - social media, print, video
YouTube 313,432 views
Facebook 2,273 likes
Twitter 2,504 followers
‘ This might be the most
ridiculous ad I've ever seen... ’
‘ This is a very odd campaign.
Props for originality and unique
images and concepts ’
12. Page 12 October 2009 Proprietary and confidential. All rights reserved
Page 12 October 2009 Proprietary and confidential. All rights reserved
Page 12 of 36 1st October 2010 Proprietary and confidential. All rights reserved
For a free copy of the full report,
speak to your WaveMetrix contact
Or contact us:
Tel: +44 207 681 6257
Email: info@wavemetrix.com
