Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
Social Networks, Mobile Devices, Email and Direct Mail: Is This the Future of...Jeffrey Stewart
This paper is based on a presentation given by Jeffrey Stewart, Trekk’s Chief Technology Officer, at the 2009 PODi AppForum in Las Vegas. In it, he challenges print manufacturers and distributors to understand new and emerging channels and to pay attention to where marketing priorities and investment dollars are going.
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
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.
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
Social Media ist in aller Munde. Ist dieser Trend wirklich relevant für Ihr Unternehmen? Das renommierte Chartered Institute of Marketing (CIM) hat im März 2012 eine Studie zu diesem Thema durchgeführt
Web Intelligence For Small and Medium Enterprisesmicky83
Web Intelligence for Small and Medium Enterprises - Social Media Marketing Tools and Techniques for Small and Medium Enterprises
(European Project TRI-ICT)
In this presentation we'll see how small and medium enterpises can use Social Media in order to improve their business and their image.
Social Networks, Mobile Devices, Email and Direct Mail: Is This the Future of...Jeffrey Stewart
This paper is based on a presentation given by Jeffrey Stewart, Trekk’s Chief Technology Officer, at the 2009 PODi AppForum in Las Vegas. In it, he challenges print manufacturers and distributors to understand new and emerging channels and to pay attention to where marketing priorities and investment dollars are going.
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
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.
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
Social Media ist in aller Munde. Ist dieser Trend wirklich relevant für Ihr Unternehmen? Das renommierte Chartered Institute of Marketing (CIM) hat im März 2012 eine Studie zu diesem Thema durchgeführt
Using social media strategy in building the corporate brand image is a route a lot of people imagine they know - what with the number of influencers, opinion leaders, trend watchers, and spotters laying claims to so-called virile strategy which generate likes, impressions and conversations. However, that is not all there is to capturing corporate essence in an era of great cynicism. Using Social Media as a route to build corporate stature requires the need to develop and manage strategic partnerships, the monitoring of trends and applications of knowledge from trends in building conversations while measuring the impact of efforts in order to intensify or discontinue a course of action. Beyond this, this presentation attempts a historical perspective of the social media phenomenon as well as platform possibilities looking at the Nigerian context.
A recent survey explains how companies aiming to reach customers through social media have been successful using three key capabilities. These capabilities help strengthen organizations' social media presence as they move to digitize their brands.
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
Opportunities with Pharma IQ - the Network for Pharma and Biotech Professionals
= Engage with a Global Pharma Community
= Position yourself as a Pharma Business Leader
= Achieve Unparalleled Campaign Results
I invite you to join as a member of the PEX Network Group http://tinyurl.com/3hwakem, you will have access to Key Leaders Globally, Events, Webinars, Presentations, Articles, Case Studies, Blog Discussions, White Papers, and Tools and Templates. To access this free content please take 2 minutes for a 1 time FREE registration at http://tiny.cc/tpkd0
The effect of social media communication on consumer perceptions of brandsJohnRandom
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
As the media landscape looks increasingly diverse and anarchic, individuals, organisations and governments should not waste time wondering whether they have lost control of their reputations. The simple fact is that they have never had control.
The question is what they can do about it now, and what they need to consider for the future. The fragmentation of media and the rise of social media has brought brand and personal reputational risk into sharp focus like never before.
Disaffected shareholders, customers and staff are voicing their opinions to a global internet audience. In a brand context it is reputation anarchy.
In Brand Anarchy, Steve Earl and Stephen Waddington draw on insight from opinion-makers and shapers such as Greg Dyke, Alastair Campbell, Seth Godin, David Cushman and Philip Sheldrake to explore how reputations can be better managed and the new challenges that the future of media may bring.
They investigate the response from organisations that have faced recent attacks on their reputation such as BP, Research in Motion and Toyota, to discover what it teaches us about the future of reputation. This plain-speaking, shrewd book pulls no punches.
It's a survival guide for anyone concerned what others think or say about them.
The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
Using social media strategy in building the corporate brand image is a route a lot of people imagine they know - what with the number of influencers, opinion leaders, trend watchers, and spotters laying claims to so-called virile strategy which generate likes, impressions and conversations. However, that is not all there is to capturing corporate essence in an era of great cynicism. Using Social Media as a route to build corporate stature requires the need to develop and manage strategic partnerships, the monitoring of trends and applications of knowledge from trends in building conversations while measuring the impact of efforts in order to intensify or discontinue a course of action. Beyond this, this presentation attempts a historical perspective of the social media phenomenon as well as platform possibilities looking at the Nigerian context.
A recent survey explains how companies aiming to reach customers through social media have been successful using three key capabilities. These capabilities help strengthen organizations' social media presence as they move to digitize their brands.
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
Opportunities with Pharma IQ - the Network for Pharma and Biotech Professionals
= Engage with a Global Pharma Community
= Position yourself as a Pharma Business Leader
= Achieve Unparalleled Campaign Results
I invite you to join as a member of the PEX Network Group http://tinyurl.com/3hwakem, you will have access to Key Leaders Globally, Events, Webinars, Presentations, Articles, Case Studies, Blog Discussions, White Papers, and Tools and Templates. To access this free content please take 2 minutes for a 1 time FREE registration at http://tiny.cc/tpkd0
The effect of social media communication on consumer perceptions of brandsJohnRandom
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
As the media landscape looks increasingly diverse and anarchic, individuals, organisations and governments should not waste time wondering whether they have lost control of their reputations. The simple fact is that they have never had control.
The question is what they can do about it now, and what they need to consider for the future. The fragmentation of media and the rise of social media has brought brand and personal reputational risk into sharp focus like never before.
Disaffected shareholders, customers and staff are voicing their opinions to a global internet audience. In a brand context it is reputation anarchy.
In Brand Anarchy, Steve Earl and Stephen Waddington draw on insight from opinion-makers and shapers such as Greg Dyke, Alastair Campbell, Seth Godin, David Cushman and Philip Sheldrake to explore how reputations can be better managed and the new challenges that the future of media may bring.
They investigate the response from organisations that have faced recent attacks on their reputation such as BP, Research in Motion and Toyota, to discover what it teaches us about the future of reputation. This plain-speaking, shrewd book pulls no punches.
It's a survival guide for anyone concerned what others think or say about them.
The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
Orientaciones para una buena integración de la tecnología en los centros doce...Tajamar
I Encuentro nacional de centros innovadores en Madrid (DIM, CECE)
Seminario final (21-sep-2016):
Orientaciones para una buena integración de la tecnología en los centros docentes
Delta Generali social media - opportunity & challengeMiloje Sekulic
Fiercer market conditions seek more effort to make success, wide
intelligence, targeted approach, precise answer to your target
groups` needs and empowerment through embracing
changes that have taken place.
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
As enterprises try to catch up with the social media buzz, many companies are starting to realize that it is difficult to define tangible business outcomes around social media investments. Social intelligence and social analytics are new con- cepts which have the potential to help enterprises move beyond basic marketing and define a goal-oriented strategy around social media.
The next wave of social media investments will be in enterprise programs that are designed to facilitate participation in social media interactions, analyzing the data generated and taking real time actions that govern product, marketing, distribu- tion and pricing processes.
The larger ecosystem of any enterprise includes business partners, employees and customers. Each of these constituents plays an important role in processes that govern innovation, customer experience, collaboration, supply chain, talent management and overall business growth. Social media is emerging as the glue that binds these groups and creates tidal waves that can make or break the fu- ture of any company. The only way organizations can ride this wave successfully is to track the social interactions, derive events and patterns that can lead to business process improvements across different functional areas. Another aspect of social media which is internal to an enterprise is in terms of collaborative busi- ness processes where collective knowledge sharing and decision-making is greatly enhanced through social tools.
Certain emerging trends in technology such as the collaboration between social media and mobile technology providers have created a revolution in the adoption rate of social media. The confluence of social media and mobile technologies is creating upheaval not just in competitive dynamics but also across social and po- litical spheres.
The focus of this paper is to enable organizations to define a strategy around Social Media and tie it to measurable outcomes as defined by core processes that are critical to the survival and growth of any enterprise.
Social Media for the Equipment Finance CompanySuzanne Henry
A presentation on how an equipment finance and leasing company may use social media and social networking for marketing and communications purposes. Findings from original grant research conducted in summer 2010 are included.
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
Workshop delivered for the Enterprise and Innovation Academy on digital marketing for SMEs and workplace teams. The workshop is divided in five parts. Introduction, Digital Disruption, Content Marketing, Social Media and Planning.
This workshop was delivered along with practical tasks in another PowerPoint presentation. Participants were also encourage to use the internet to look for answers to the some of the tasks presented.
Social Media Marketing Trends Shaping the Next Digital DecadeTapeReal
Social Media Marketing Trends: Shaping the Next Digital Decade
Discover the seismic shifts transforming the world of digital marketing in our latest SlideShare presentation, "Social Media Marketing Trends". This curated guide dives deep into the most influential movements within the social media landscape, ensuring businesses and marketers are primed to capitalize on every opportunity.
Included in this enlightening PDF:
🖼 From Text to Visual Storytelling: Unpack the evolution from traditional text-based content to the compelling world of visual narratives. Learn how this shift can catapult user engagement and retention rates.
⏳ Ephemeral Content's Rise: Delve into the surge in temporary content's popularity and its powerful pull on user attention and brand authenticity.
🌍 Micro-communities & Micro-influencers: Understand the immense potential of niche communities and influencers, and how they're reshaping the influencer marketing terrain.
🕶 VR & AR Integration: Explore the transformative impact of Virtual and Augmented Reality on user experiences and brand interactions, and how platforms are integrating this immersive tech.
📰 Social Media's Societal Impact: Investigate the profound influence of social media on tracking current affairs and shaping cultural narratives, offering brands an unprecedented avenue to resonate with consumers.
📣 Voice Amplification & Marginalized Communities: Witness the powerful role of social media in giving a platform to previously unheard voices, emphasizing the importance of authentic and inclusive brand messaging.
🎯 Micro-Targeted Marketing: Decode the strategies behind ultra-specific advertising and its unmatched efficacy in reaching desired target demographics.
📱 Immersive Experiences with Apple Vision Pro: Get acquainted with the revolutionary capabilities of devices like the Apple Vision Pro, and how they're setting new benchmarks in user experience.
#VisualStorytelling #EphemeralContent
#MicroInfluencerMarketing #VRIntegration
#SocialImpact #AppleVisionPro
Why This Deck is Essential:
In an ever-evolving digital realm, staying updated with the latest trends isn't just an advantage, it's a necessity. Whether you're a brand aiming to recalibrate your online strategy, a marketer refining your outreach, or a curious individual exploring the digital zeitgeist, this SlideShare is your beacon.
#SocialMediaTrends #DigitalMarketingEvolution #MicroCommunities #InclusiveMarketing #ImmersiveTech
Stay ahead of the curve. Embrace the future of digital marketing by delving into our insightful "Social Media Marketing Trends" presentation now
Visit: https://tapereal.com
Learn more: https://web.tapereal.com
Digital Marketing and "Virtual Touch" TechnologyCharmian Solter
The reach and effectiveness of digital marketing caused a decline in the usage of traditional marketing channels, including face-to-face interaction, paving the way for “virtual touch,” social media platforms, video marketing, and real-time chat applications to address consumer demand for authenticity and engagement in today’s digital marketplace.
Be a better business with a better output. Be an Open BusinessGianluigi Cuccureddu
Guest lecture at the Hogeschool van Amsterdam, University of Applied Sciences for Business Administration students, course Business Development.
Inspiration session on Open Business.
Discover the reasons why solar companies must embrace social media marketing. Enhance visibility and engagement with our expert insights on solar industry trends.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Similar to Web Intelligence For Small and Medium Enterprises (20)
2. TRADITIONAL MARKETING vs SOCIAL MEDIA MARKETING
TRADITIONAL MARKETING
One dimensionale
One-way communication
Marketing plans
High costs
Low efficiency
Small and Medium Business should turn to SOCIAL MEDIA MARKETING
Interaction
Two-way communication
Low Costs
High Efficiency
High Innovation
2
3. WHY AND HOW SHOULD WE CONSIDER
SOCIAL MEDIA MARKETING AND WORD
OF MOUTH MARKETING?
3
6. WHY? EVOLUTION OF TECHNOLOGIES
Change the way people use Web…
…from getting information to sharing information
6
7. WHY? MAIN FEATURES OF WEB 2.0 SITES
• User Generated Content (UGC), tools for publishing and sharing contents
• Hands-on, collaboration, bidirectional communication
• Easily accessible (even for aged users)
• Social networks, community, passions, products (es Nutella),…
• Folksonomy, tagging, users organize contents
• Mass collaboration, mass-intelligence, co-creation of products
• Content remixing, mashup, aggregator
• Web as a platform, services oriented facilities (Google docs, LinkedIn,
Doodle, Cnn iReport,…)
• …
7
8. WHY? DIMENSION OF THE SOCIAL PHENOMENON
HOW MANY PEOPLE USE SOCIAL MEDIA?
WHAT DO THEY DO?
8
10. WHY? NOT ONLY TEENS…
http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ 10
11. WHY? BLOGGERS WORLWIDE
Demographic Data USA Bloggers European Asian
Bloggers Bloggers
Gender Male 57% 73% 73%
Age
18-34 42% 48% 73%
35+ 58% 52% 27%
Single 26% 31% 57%
Full-time employee 56% 53% 45%
Income > $ 75,000 51% 34% 9%
Education: High School 74% 67% 69%
Monthly average of 18.000 24.000 26.000
unique visitors
11
14. WHY? THE SOCIAL INFLUENCE
Users online get organized in communities and talk about their life,
product they use, brands they love (37% of bloggers write reviews
about products and brands, 41% of bloggers write about brand they
like/dislike)
Every company has a web site providing controlled istitutional
information.
Istitutional Web site is surrounded by online conversation about the
company/brand/products (non-controlled word of mouth)
THE SOCIAL INFLUENCE IS IMPORTANT BECAUSE USERS TRUST IN
OTHER CONSUMERS’ EXPERIENCES
14
15. WHY? THE CLUETRAIN MANIFESTO
The manifesto was written in 1999 by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. A printed publication which
elaborated on the manifesto was published in 2000 by Perseus Books (ISBN 0-7382-0431-5) under the same name.
The Cluetrain Manifesto is a set of 95 theses.
The ideas put forward within the manifesto aim to examine the
impact of the Internet on both markets (consumers) and
organizations.
In addition, as both consumers and organizations are able to
utilize the Internet and Intranets to establish a previously
unavailable level of communication both within and between
these two groups, the manifesto suggests that the changes that
will be required from organizations as they respond to the new
marketplace environment.
15
16. WHY? THE CLUETRAIN MANIFESTO (SYNTHESIS)
• Historically, the authors state, the marketplace was a location where people
gathered and talked to each other: they would discuss available products, price,
reputation and in doing so connect with others. Internet is providing a means for
anyone connected to the internet to re-enter such a virtual marketplace and once
again achieve such a level of communication between people. This, prior to the
internet, had not been available in the age of mass media.
• The ability of the internet to link to additional information – information which
might exist beyond the formal hierarchy of organizational structure or published
material from such an organization – acts as a means of subverting, or bypassing,
formal hierarchies.
• The same technology connecting people into markets outside of organizations, is also
connecting employees within organizations. These networks create a more informed
marketplace/consumer through the conversations being held. The information
available in the marketplace is superior to that available from the organizations
themselves.
• The authors, through the remaining theses, then examine the impact that these
changes will have on organizations and how, in turn, organizations will need to
respond to the changing marketplace to remain viable.
16
17. WHY? THE CLUETRAIN MANIFESTO (SYNTHESIS)
• With the emergence of the virtual marketplace, the authors indicate that the onus will
be on organizations to enter the marketplace conversation and do so in a way that
connects with the ‘voice’ of the new marketplace or risk becoming irrelevant.
• The authors then list a number of theses that deal with the approach that they believe
organizations will need to adapt if they are to successfully enter the new marketplace
as it is claimed that those within the new marketplace will no longer respond to the
previously issued mass-media communications as such communication is not
‘authentic’.
• When implemented correctly, intranets re-establish real communication amongst
employees in parallel with the impact of the internet to the marketplace and this will
lead to a 'hyperlinked' organizational structure within the organization which will take
the place of (or be utilized in place of) the formally documented organization chart.
17
18. WHY? THE CLUETRAIN MANIFESTO (SYNTHESIS)
• The ideal, according to the manifesto, is for the networked marketplace to be connected
to the networked intranet so that full communication can exist between those within
the marketplace and those within the company itself. Achieving this level of
communication is hindered by the imposition of ‘command and control’ structures but,
ultimately, organizations will need to allow this level of communication to exist as the
new marketplace will no longer respond to the mass-media ‘voice’ of the organization.
Paranoia kills conversation. That's its point. But lack
of open conversation kills companies.
18
19. HOW? WORD OF MOUTH MARKETING*
• It is a new philosophy of business.
• It is about honesty and admiration.
• It is about making people happy.
There is only a rule:
EARN THE RESPECT AND RECOMMENDATION OF YOUR CUSTOMERS;
AND THEY WILL DO THE REST.
• TREAT PEOPLE WELL; THEY WILL DO YOUR MARKETING FOR YOU,
FOR FREE.
• BE INTERESTING, OR BE INVISIBLE.
Source: A. Sernovitz, “Word of Mouth Marketing – how smart companies get people talking”, Kaplan Publishing 19
20. HOW? WORD OF MOUTH MARKETING*
WORD OF MOUTH MARKETING IT’S ABOUT
MAKING YOUR STUFF AND YOUR COMPANY
WORTH TALKING ABOUT.
People are already talking about you, and people are waiting for you to join
the conversation. learn the right way to participate!
Source: A. Sernovitz, “Word of Mouth Marketing – how smart companies get people talking”, Kaplan Publishing 20
21. HOW? WORD OF MOUTH MARKETING*
TRADITIONAL MARKETING
4 P’s (Product, Price, Place, Promotion): these elements are the basic, tactical
components of a marketing plan.
WORD OF MOUTH MARKETING
TALKERS
TRACKING TOPICS
5 T’s
TAKING
TOOLS
PART
Source: A. Sernovitz, “Word of Mouth Marketing – how smart companies get people talking”, Kaplan Publishing 21
26. HOW? WORD OF MOUTH MARKETING – WHY TRACKING?
BRAND Analyse the perception of brands
PRODUCT Find out opinions about products
COMPETITOR Benchmark the competition
WORD OF MOUTH Act on Word of Mouth Marketing
MARKETING
INFLUENCE Identify influencers or evangelists
26
27. HOW? WORD OF MOUTH MARKETING – WHY TRACKING?
Tracking Web and CGM
• Competitors
• New Technologies
• Intellectual Property
• Confidenatial information
• Specific community (Apple insider)
• New competitors
• Etc.
27
28. HOW? TRACKING BY infoFACTORY
BEST
SEARCH FILTER EXTRACT ANALIZE REPORT ACTION
PRACTICE
WHERE? WHEN? WHAT? HOW? WHO?
PLACES MEDIA TOPICS GENERAL KIND OF
PRESSURE SENTIMENT USER
TYPOLOGY VALUES
EVENTS SENTIMENT SENTIMENT
SENTIMENT CRITICAL ABOUT
EVOLUTION SITUATIONS TOPIC/ INFLUENCER
IMPORTANCE OF TOPICS PARAMETER
KIND OF EVANGELIST
CYCLICITY OPINIONS
DENIGRATOR
28