The document discusses how the rise of Web 2.0 has broken the traditional marketing model and created new opportunities for marketers. Key aspects of Web 2.0 include user-generated content on sites like YouTube and Wikipedia, and social networking on sites like MySpace and Facebook. This shifts focus from personalization to socialization, as customers now control media and influence each other. To succeed, marketers must engage in conversations, convert customers into advocates, and leverage user-generated content and social media insights. Web 2.0 requires a new strategic approach focused on relevance, advocacy, and the changing balance between company and customer messaging.
The document discusses the rise of social media and its impact on marketing and commerce. It notes that 90% of consumers trust recommendations from people they know and over 50% of people on Twitter recommend brands. It also states that up to 15% of consumer spending could go through Facebook in the next few years. The document outlines how social advertising, image sharing and mobile engagement can be used to monetize social networks and more effectively target consumers.
This document summarizes the advantages and disadvantages of using social media versus paid search engine advertising. It notes that while social media is largely free and allows for more collaboration, search engines provide more control over placement and targeting. The document also discusses using social media for branding versus advertising and considers which approach may be better for different business types.
Dominating Digital Transformation: How M&E Giants Are Maintaining Their Posit...Acquia
1. The document discusses how media and entertainment companies have dominated digital transformation by understanding the importance of owned and operated destinations, avoiding past pitfalls like proprietary technology, and being nimble to follow evolving audiences.
2. It also highlights how these companies should be ready to enter new markets as silos collapse and brands can rise and fall quickly in the digital age.
3. Measuring engagement across platforms through content syndication is also discussed as an important strategy.
This document provides 12 strategies for using social media to build customer relationships for retailers:
1) Add social bookmarking to all website pages to allow easy sharing.
2) Consider launching a community section on the website to encourage conversation.
3) Start blogging to add personality and drive search traffic.
4) Join Twitter to communicate with customers efficiently.
The document discusses how marketing is evolving from traditional advertising to integrated social media marketing. It provides examples of how companies can leverage different social media platforms like Facebook, LinkedIn, blogs and Twitter to build their brand and engage with customers. The key aspects highlighted include the need to clarify brand goals, develop an integrated social media strategy, and leverage user generated content and online conversations to build relationships rather than just do one-way messaging.
A B2B Social Media White Paper By Microsoft AdvertisingJulius Trujillo
The document summarizes Microsoft Advertising's experience using social media over the past few years. It discusses how they initially started by listening to conversations on forums, introducing themselves and providing support. They then started blogs to share information and measure engagement. They also discuss using Twitter and Facebook to engage with customers, share content, and provide support. Their social media efforts have helped improve products and marketing while providing valuable customer insights.
ADTELLIGENCE_ White Paper_Monetization of Social Networks_Chapter4ADTELLIGENCE GmbH
Targeting technologies are important for monetizing social networks through advertising. First generation targeting approaches like contextual, semantic, and behavioral targeting were limited in their ability to target users on social networks effectively. Social networks benefit from end user-oriented marketing that targets users based on the rich information they provide in their own profiles, including demographics, interests, and attitudes. Analyzing the self-written content in user profiles allows for more precise interest categorization and targeted advertising to interested users on social networks.
An article I co-authored focusing on the value of real communications and conversations -- no matter which social platform or site emerges, companies must be honest and smart in how they communicate.
The document discusses the rise of social media and its impact on marketing and commerce. It notes that 90% of consumers trust recommendations from people they know and over 50% of people on Twitter recommend brands. It also states that up to 15% of consumer spending could go through Facebook in the next few years. The document outlines how social advertising, image sharing and mobile engagement can be used to monetize social networks and more effectively target consumers.
This document summarizes the advantages and disadvantages of using social media versus paid search engine advertising. It notes that while social media is largely free and allows for more collaboration, search engines provide more control over placement and targeting. The document also discusses using social media for branding versus advertising and considers which approach may be better for different business types.
Dominating Digital Transformation: How M&E Giants Are Maintaining Their Posit...Acquia
1. The document discusses how media and entertainment companies have dominated digital transformation by understanding the importance of owned and operated destinations, avoiding past pitfalls like proprietary technology, and being nimble to follow evolving audiences.
2. It also highlights how these companies should be ready to enter new markets as silos collapse and brands can rise and fall quickly in the digital age.
3. Measuring engagement across platforms through content syndication is also discussed as an important strategy.
This document provides 12 strategies for using social media to build customer relationships for retailers:
1) Add social bookmarking to all website pages to allow easy sharing.
2) Consider launching a community section on the website to encourage conversation.
3) Start blogging to add personality and drive search traffic.
4) Join Twitter to communicate with customers efficiently.
The document discusses how marketing is evolving from traditional advertising to integrated social media marketing. It provides examples of how companies can leverage different social media platforms like Facebook, LinkedIn, blogs and Twitter to build their brand and engage with customers. The key aspects highlighted include the need to clarify brand goals, develop an integrated social media strategy, and leverage user generated content and online conversations to build relationships rather than just do one-way messaging.
A B2B Social Media White Paper By Microsoft AdvertisingJulius Trujillo
The document summarizes Microsoft Advertising's experience using social media over the past few years. It discusses how they initially started by listening to conversations on forums, introducing themselves and providing support. They then started blogs to share information and measure engagement. They also discuss using Twitter and Facebook to engage with customers, share content, and provide support. Their social media efforts have helped improve products and marketing while providing valuable customer insights.
ADTELLIGENCE_ White Paper_Monetization of Social Networks_Chapter4ADTELLIGENCE GmbH
Targeting technologies are important for monetizing social networks through advertising. First generation targeting approaches like contextual, semantic, and behavioral targeting were limited in their ability to target users on social networks effectively. Social networks benefit from end user-oriented marketing that targets users based on the rich information they provide in their own profiles, including demographics, interests, and attitudes. Analyzing the self-written content in user profiles allows for more precise interest categorization and targeted advertising to interested users on social networks.
An article I co-authored focusing on the value of real communications and conversations -- no matter which social platform or site emerges, companies must be honest and smart in how they communicate.
The document discusses various aspects of social media marketing for businesses. It outlines several major social media platforms like Facebook, Twitter, LinkedIn, and Pinterest. It then discusses the business potential of social media, including using it for marketing research, communication, sales promotions, developing loyalty programs, and e-commerce. Specific examples are provided of companies using promotions on social media to increase engagement.
The document discusses digital peer pressure and social media engagement by businesses. It provides examples of both good and bad social media campaigns.
The good example is of a bookstore owner who honestly shared on social media that the store may have to close, and offered customers a free burrito if they visited. This emotional connection with the community generated many new sales and saved the store.
The bad example is of Skittles allowing unfettered user comments on its website about Skittle colors. Without filters or moderation, negative comments were published. The unclear strategy and informal tone may have encouraged inappropriate responses. The lesson is businesses need control and participation in social media conversations regarding their brand.
Social media marketing is a term that describes using social networks, online communities, blogs and other collaborative online media for marketing purposes. This document provides an overview of social media marketing and discusses common tools like Twitter, Facebook, LinkedIn and YouTube. It also outlines trends in social media marketing and provides a process for developing a social media marketing plan including communicating, interacting, sharing and socializing online.
This document discusses how new technologies are reshaping advertising and media. It notes that the internet is becoming more social through platforms like blogs, podcasts, and wikis that empower users to produce and share content. This democratization of media undermines traditional top-down models and makes mass audiences difficult to reach. The document suggests advertisers will need to utilize more targeted, niche approaches through new media platforms to effectively reach fragmented audiences.
The Integrated Agency: Where Traditional Strategy meets dDigital hessiej.com
The document discusses how the role of traditional advertising agencies is evolving due to changes in how consumers engage with brands through digital and social media. It argues agencies need to shift from helping clients only with paid media and messaging, to also assisting with evaluating consumer relationships, strengthening relationships at all touchpoints, and promoting authentic brand experiences. This will require agencies to focus more on planning, use media as a source for creative ideas, conduct more comprehensive research from all sources, and segment and analyze audiences in more depth using increased analytics. The agency role may also impact client businesses beyond just marketing objectives.
The document discusses key trends that will shape consumer and business behaviors in Malaysia in 2011. These include:
1. Exchange taking on new forms through virtual and physical worlds, opening new possibilities for growth.
2. Expectations being set higher by all parties who strive to stay relevant.
3. Experience being spurred by new technologies and content that may change media consumption patterns.
This document provides an overview of digital marketing training topics including social media, search engine marketing (SEM), and developing a communications plan. It begins with defining social media and providing examples from platforms like Facebook, Twitter, and Digg. Trends in social media usage are presented showing its growth and popularity. The document then shifts to discussing how social media can support broader marketing strategies and engagement with consumers. Specific company uses of social media like Johnson & Johnson, Jeep, and Starbucks are highlighted. The training then covers how to build a social media strategy including setting up brand profiles, creating an editorial calendar, and leveraging tools. It concludes with sections on display advertising and pay-per-click search engine marketing.
The document discusses how digital and social media have transformed mass communications from a one-to-many model to a many-to-many model, with Asia representing a large growth area for digital media as 21% of Asia's population is now online. While digital media usage varies across Asian countries, social media have given otherwise obscure brands mainstream presence and played a key role in events like the Arab Spring, demonstrating their influence. Traditional print and broadcast media have struggled with this transition and needed to adapt to the new digital landscape.
2008 User Generated Content, Social Media and AdvertisementGonzalo Martín
This document provides an overview of user generated content, social media, and advertising in 2008. It discusses the rise of user generated content through early forms like reviews sites, blogs, and wikis. It describes how social media platforms like social networks and content sharing sites are transforming the media landscape and advertising industry. The document outlines trends in user generated content advertising, challenges and opportunities for marketers, and concludes by listing the member companies of the IAB UGC & Social Media Committee.
Social media marketing is growing rapidly and is key to future marketing success. It involves understanding social networks, applying tactics like content marketing, and creating a social media plan. Content is the most important factor, and should be shared across social networks and search engines. The process involves assessing target demographics and objectives, and using strategies like building networks and online conversations to achieve goals like visibility, traffic and profits.
The document discusses trends in digital communication and social media. It notes that consumers are increasingly creating their own media through user-generated content on platforms like blogs, videos and social networks. It also discusses how companies can engage customers through digital opportunities like social media, wikis, podcasts and mobile applications. Brands are trying to get customers more involved in developing products and content through open collaboration.
The document discusses how brands need to adapt their strategies and marketing approaches to be successful in a digital world where conversations have replaced campaigns and content is king. Specifically, it recommends that brands optimize their use of media and networks, focus on producing high-quality content to drive conversations, make conversations an essential part of their strategies, and ensure digital is integrated into every aspect of their overall strategies.
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
This document summarizes the shift from traditional social media to private messaging apps. It discusses how social media initially gained popularity by fulfilling human needs for connection but brands began overtaking feeds with promotions. Users then moved to private messaging apps like WhatsApp, Snapchat, and Facebook Messenger which provide a more private and convenient experience. The document argues that these apps can mutually benefit users and brands if brands adopt opt-in advertising and creative monetization strategies versus interruptive ads.
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.
Booz Co Campaigns Capabilities Social Media Viewpointcvollmer10
Booz & Company and Buddy Media conducted a study in 2011 on how leading companies are transforming their strategies, skills, and processes to leverage social media in their marketing efforts and businesses overall. The study found that while most companies are still experimenting with social media campaigns, leading companies are focusing on building capabilities in community management, content development, and real-time analytics. These capabilities allow companies to engage customers on social media, provide relevant content, and gain insights from social interactions. The study also found that marketing is playing a central role in most companies' social media strategies and efforts.
This document discusses social media marketing techniques. It recommends understanding and applying social media tactics, where content is key. It outlines a social media marketing process involving communicating, interacting, and sharing on social platforms to socialize. The document emphasizes that content delivery, visibility, and virality are important on social media. It provides examples of social media platforms and tools to publish content and promote businesses.
L\'importance de la vidéo pour les destinationsDannie Caron
This document summarizes a research paper that analyzes user-generated travel videos to understand their effectiveness for tourism destination marketing. The paper uses narrative analysis to deconstruct four videos produced for the Canadian Tourism Commission's marketing campaign. Each video is analyzed based on its plot, characters, structure, and language. The analysis finds that the video featuring falling ice chunks tells the strongest narrative story. Overall, the videos cohesively convey Canada's brand as a destination for adventure and exploration. The paper argues that narrative analysis can help marketers select effective user-generated content and understand how travelers' stories represent destination experiences.
The Customer-First Imperative: Five Steps for Applying Social Media to Genera...NM Incite
This white paper outlines 5 steps for applying social media insights to transform global marketing and brand strategies:
1. Measure your social performance relative to ‘expected’ outcomes
2. Link your segmentation approach to online discussions
3. Overinvest in data hygiene
4. Cast a wide net
5. Maintain measurement consistency across brands and markets
The participants engaged in several exercises using art, symbols, and drawings to explore and express emotions. In one exercise, participants drew representations of personal problems and most found it helped provide a new perspective. Another had small groups draw symbols and a story without speaking, influencing each other's work. A final exercise had participants create a mandala drawing balancing aspects of their lives, with the center symbolizing the self. Most found value in the introspective and creative nature of the exercises.
The document discusses building positive community relationships. It provides biblical verses emphasizing virtues like compassion, kindness, humility, patience, and forgiveness. It outlines objectives to learn how to create positive relationships, build rapport, and inspire empowering lives. Key strategies include saying thank you, accepting compliments gracefully, apologizing when wrong, and treating others as you wish to be treated. The document also includes case studies about issues in the Boys Brigade community and provides questions to help discuss solutions.
The document provides information about teamwork and communication. It discusses Paul's advice from Titus 3:10 to avoid foolish arguments. The objectives are to learn about focusing on common goals and values in a team. Effective communication and respecting differences are important for teamwork. Maintaining trust through taking responsibility for one's actions is also discussed. The document provides tips for communication, dealing with problems in a group, and ensuring effective team members through taking responsibility.
The document discusses various aspects of social media marketing for businesses. It outlines several major social media platforms like Facebook, Twitter, LinkedIn, and Pinterest. It then discusses the business potential of social media, including using it for marketing research, communication, sales promotions, developing loyalty programs, and e-commerce. Specific examples are provided of companies using promotions on social media to increase engagement.
The document discusses digital peer pressure and social media engagement by businesses. It provides examples of both good and bad social media campaigns.
The good example is of a bookstore owner who honestly shared on social media that the store may have to close, and offered customers a free burrito if they visited. This emotional connection with the community generated many new sales and saved the store.
The bad example is of Skittles allowing unfettered user comments on its website about Skittle colors. Without filters or moderation, negative comments were published. The unclear strategy and informal tone may have encouraged inappropriate responses. The lesson is businesses need control and participation in social media conversations regarding their brand.
Social media marketing is a term that describes using social networks, online communities, blogs and other collaborative online media for marketing purposes. This document provides an overview of social media marketing and discusses common tools like Twitter, Facebook, LinkedIn and YouTube. It also outlines trends in social media marketing and provides a process for developing a social media marketing plan including communicating, interacting, sharing and socializing online.
This document discusses how new technologies are reshaping advertising and media. It notes that the internet is becoming more social through platforms like blogs, podcasts, and wikis that empower users to produce and share content. This democratization of media undermines traditional top-down models and makes mass audiences difficult to reach. The document suggests advertisers will need to utilize more targeted, niche approaches through new media platforms to effectively reach fragmented audiences.
The Integrated Agency: Where Traditional Strategy meets dDigital hessiej.com
The document discusses how the role of traditional advertising agencies is evolving due to changes in how consumers engage with brands through digital and social media. It argues agencies need to shift from helping clients only with paid media and messaging, to also assisting with evaluating consumer relationships, strengthening relationships at all touchpoints, and promoting authentic brand experiences. This will require agencies to focus more on planning, use media as a source for creative ideas, conduct more comprehensive research from all sources, and segment and analyze audiences in more depth using increased analytics. The agency role may also impact client businesses beyond just marketing objectives.
The document discusses key trends that will shape consumer and business behaviors in Malaysia in 2011. These include:
1. Exchange taking on new forms through virtual and physical worlds, opening new possibilities for growth.
2. Expectations being set higher by all parties who strive to stay relevant.
3. Experience being spurred by new technologies and content that may change media consumption patterns.
This document provides an overview of digital marketing training topics including social media, search engine marketing (SEM), and developing a communications plan. It begins with defining social media and providing examples from platforms like Facebook, Twitter, and Digg. Trends in social media usage are presented showing its growth and popularity. The document then shifts to discussing how social media can support broader marketing strategies and engagement with consumers. Specific company uses of social media like Johnson & Johnson, Jeep, and Starbucks are highlighted. The training then covers how to build a social media strategy including setting up brand profiles, creating an editorial calendar, and leveraging tools. It concludes with sections on display advertising and pay-per-click search engine marketing.
The document discusses how digital and social media have transformed mass communications from a one-to-many model to a many-to-many model, with Asia representing a large growth area for digital media as 21% of Asia's population is now online. While digital media usage varies across Asian countries, social media have given otherwise obscure brands mainstream presence and played a key role in events like the Arab Spring, demonstrating their influence. Traditional print and broadcast media have struggled with this transition and needed to adapt to the new digital landscape.
2008 User Generated Content, Social Media and AdvertisementGonzalo Martín
This document provides an overview of user generated content, social media, and advertising in 2008. It discusses the rise of user generated content through early forms like reviews sites, blogs, and wikis. It describes how social media platforms like social networks and content sharing sites are transforming the media landscape and advertising industry. The document outlines trends in user generated content advertising, challenges and opportunities for marketers, and concludes by listing the member companies of the IAB UGC & Social Media Committee.
Social media marketing is growing rapidly and is key to future marketing success. It involves understanding social networks, applying tactics like content marketing, and creating a social media plan. Content is the most important factor, and should be shared across social networks and search engines. The process involves assessing target demographics and objectives, and using strategies like building networks and online conversations to achieve goals like visibility, traffic and profits.
The document discusses trends in digital communication and social media. It notes that consumers are increasingly creating their own media through user-generated content on platforms like blogs, videos and social networks. It also discusses how companies can engage customers through digital opportunities like social media, wikis, podcasts and mobile applications. Brands are trying to get customers more involved in developing products and content through open collaboration.
The document discusses how brands need to adapt their strategies and marketing approaches to be successful in a digital world where conversations have replaced campaigns and content is king. Specifically, it recommends that brands optimize their use of media and networks, focus on producing high-quality content to drive conversations, make conversations an essential part of their strategies, and ensure digital is integrated into every aspect of their overall strategies.
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
This document summarizes the shift from traditional social media to private messaging apps. It discusses how social media initially gained popularity by fulfilling human needs for connection but brands began overtaking feeds with promotions. Users then moved to private messaging apps like WhatsApp, Snapchat, and Facebook Messenger which provide a more private and convenient experience. The document argues that these apps can mutually benefit users and brands if brands adopt opt-in advertising and creative monetization strategies versus interruptive ads.
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.
Booz Co Campaigns Capabilities Social Media Viewpointcvollmer10
Booz & Company and Buddy Media conducted a study in 2011 on how leading companies are transforming their strategies, skills, and processes to leverage social media in their marketing efforts and businesses overall. The study found that while most companies are still experimenting with social media campaigns, leading companies are focusing on building capabilities in community management, content development, and real-time analytics. These capabilities allow companies to engage customers on social media, provide relevant content, and gain insights from social interactions. The study also found that marketing is playing a central role in most companies' social media strategies and efforts.
This document discusses social media marketing techniques. It recommends understanding and applying social media tactics, where content is key. It outlines a social media marketing process involving communicating, interacting, and sharing on social platforms to socialize. The document emphasizes that content delivery, visibility, and virality are important on social media. It provides examples of social media platforms and tools to publish content and promote businesses.
L\'importance de la vidéo pour les destinationsDannie Caron
This document summarizes a research paper that analyzes user-generated travel videos to understand their effectiveness for tourism destination marketing. The paper uses narrative analysis to deconstruct four videos produced for the Canadian Tourism Commission's marketing campaign. Each video is analyzed based on its plot, characters, structure, and language. The analysis finds that the video featuring falling ice chunks tells the strongest narrative story. Overall, the videos cohesively convey Canada's brand as a destination for adventure and exploration. The paper argues that narrative analysis can help marketers select effective user-generated content and understand how travelers' stories represent destination experiences.
The Customer-First Imperative: Five Steps for Applying Social Media to Genera...NM Incite
This white paper outlines 5 steps for applying social media insights to transform global marketing and brand strategies:
1. Measure your social performance relative to ‘expected’ outcomes
2. Link your segmentation approach to online discussions
3. Overinvest in data hygiene
4. Cast a wide net
5. Maintain measurement consistency across brands and markets
The participants engaged in several exercises using art, symbols, and drawings to explore and express emotions. In one exercise, participants drew representations of personal problems and most found it helped provide a new perspective. Another had small groups draw symbols and a story without speaking, influencing each other's work. A final exercise had participants create a mandala drawing balancing aspects of their lives, with the center symbolizing the self. Most found value in the introspective and creative nature of the exercises.
The document discusses building positive community relationships. It provides biblical verses emphasizing virtues like compassion, kindness, humility, patience, and forgiveness. It outlines objectives to learn how to create positive relationships, build rapport, and inspire empowering lives. Key strategies include saying thank you, accepting compliments gracefully, apologizing when wrong, and treating others as you wish to be treated. The document also includes case studies about issues in the Boys Brigade community and provides questions to help discuss solutions.
The document provides information about teamwork and communication. It discusses Paul's advice from Titus 3:10 to avoid foolish arguments. The objectives are to learn about focusing on common goals and values in a team. Effective communication and respecting differences are important for teamwork. Maintaining trust through taking responsibility for one's actions is also discussed. The document provides tips for communication, dealing with problems in a group, and ensuring effective team members through taking responsibility.
This document introduces a workbook module about life gifts and personality types. The module objectives are to help students discover their preferred relationship styles, understand their strengths and areas for growth, and learn to interact effectively with others who have different styles. It includes a questionnaire to assess four relationship styles: driving, people-oriented, stable, and cautious. Students will tally their scores to determine their dominant style and read descriptions to gain insight into how they relate to others.
This document is a workbook module on character traits for The Boys Brigade. It discusses the importance of developing character traits like obedience, reverence, discipline and self-respect. It provides examples of how to foster these traits through The Boys Brigade activities. The module also contains self-reflection exercises to help boys evaluate their strengths and areas for growth in demonstrating the "Fruit of the Spirit" like love, joy and self-control. It presents two case studies for the boys to discuss how they would respond as leaders.
This document discusses values, self-image, and self-esteem. It begins with two Bible verses that describe humanity as created in God's image and as God's workmanship. The document then provides objectives and learning outcomes for understanding one's self-image, values, and developing self-esteem. It discusses the importance of values and having a positive self-image. Examples are given of identifying one's core values and treating oneself with compassion. The document aims to help people appreciate their inherent worth and add value to themselves and others.
The document provides tips for starting positive relationships, including saying thank you often, graciously accepting compliments, apologizing when wrong, treating others how you want to be treated, and empowering your life.
The document discusses the concepts of service and community contribution. It begins with a story of a little girl saving a starfish to illustrate that every small act of service makes a difference. It provides tips for identifying community needs and using one's talents to address them. A three step process of getting ready, rendering service, and reflecting is outlined. Case studies examine planning a community needs assessment and using talents to help someone in need. The document emphasizes finding ways to serve through one's unique talents.
This document provides advice from Paul to Timothy on becoming a leader. It discusses being diligent, giving oneself wholly to certain matters, watching one's life and doctrine closely, and persevering in order to save oneself and others. The document then discusses setting SMART goals to develop one's passion. A SMART goal is specific, measurable, achievable, relevant, and time-based. Examples of setting goals for developing a passion for music and comics are provided.
The document discusses effective communication and teamwork. It provides tips for communication including listening without interrupting, being empathetic, and having positive body language. It also describes a listening exercise where partners take turns speaking without interruption. For teamwork, it emphasizes listening to others, being open-minded, and understanding different perspectives. It presents case studies about resolving conflicts within groups and establishing win-win relationships rather than wanting to be right or make others lose. The overall message is the importance of communication, empathy, and cooperation within teams.
The document then provides objectives and learning outcomes for a lesson on managing stress and obstacles. It discusses identifying anxiety and fear, noticing anger, and empowering oneself with self-awareness using the ABCD model. An example is given of how to apply the ABCD model to change one's mindset and actions. Finally, the document provides a case study on overcoming obstacles and suggests ways to face fears and deal with problems.
This document provides guidance on community service. It begins with a story about a little girl saving starfish to teach about contributing to the community. The document then lists objectives and learning outcomes for a module on service. It provides tips for serving the community, such as being aware of community needs and looking for areas to improve. Students are prompted to brainstorm simple acts of kindness and how to use their passions and talents to benefit others. The document guides students through preparing for a community project by understanding a target individual's needs and setting SMART goals. It concludes with pointers for providing service, such as accepting appreciation graciously.
1) Melvin has struggled with his weight and lack of confidence since primary school. He joined BB at his mother's suggestion but finds it difficult to fit in and lead others. He feels trapped because he has no one to confide in about how he feels.
2) Chris was used to being a natural leader but was surprised when he did not receive the promotions he expected. While others may not know how upset he is, the missed promotions damaged his self-image and confidence.
3) Both boys would benefit from focusing on their own values and maintaining a positive self-image, instead of basing their worth on external factors like promotions or what others think. Learning to set boundaries and care for themselves can
The document discusses understanding yourself and managing peer pressure. It prompts the reader to reflect on what they want in life, whether they always follow friends, and if they need approval from others. The reader is encouraged to know themselves, manage their time well, and prioritize school, family, and community over playing without studying. Lastly, the reader is asked to evaluate their own time management by reviewing their schedule from the previous day.
The document discusses identifying and managing anxiety, fear, and anger. It provides signs of anxiety like difficulty concentrating at work or school and negative thoughts. It suggests noticing where you feel anger in your body and converting angry energy to something positive. The ABCD model is introduced to help understand activating events, beliefs, feelings, and actions. Two case studies are presented about individuals struggling with fears around heights and finding military service stressful. Managing fears involves getting fresh air, focusing on positives, and talking about feelings.
The document discusses dealing with peer pressure and time management. It provides two case studies about boys facing peer pressure from their friends to do things like smoke cigarettes or spend too much time playing video games instead of focusing on schoolwork. The document emphasizes understanding yourself, prioritizing responsibilities, and developing a weekly schedule to manage time effectively in order to cope with peer pressure and avoid negative outcomes.
Jimmy enjoys making music and practicing guitar. He has found success performing at school and community events. His parents tell him to spend less time on music and more on schoolwork, asking him to withdraw from an upcoming talent competition. Jimmy feels trapped but wants to develop his musical passion.
The document discusses the rise of social media advertising and its benefits for brands. It notes that social media allows for user-generated content and targeted ads [SENTENCE 1]. Some key advantages include increased brand recognition, opportunities to convert users, and improved brand loyalty [SENTENCE 2]. The future of social media marketing looks promising as participation by B2B marketers is growing and social media is becoming an important factor in organic search success [SENTENCE 3].
This document provides guidance for luxury brands seeking to utilize social media effectively. It discusses how luxury brands must translate their unique brand elements to social media platforms while maintaining the qualities that define the brand. The challenges of relinquishing some control online are also addressed. Case studies demonstrate the importance of consistency between the online and offline brand experience. Success requires identifying key brand traits and ensuring they are represented across all digital properties and social interactions.
The document discusses how marketing has evolved with the rise of Web 2.0, noting that Web 2.0 is defined by an open platform that harnesses collective intelligence and rich user experiences. It also outlines challenges faced by Monster.ca in adapting to emerging conditions where seeker behavior has changed and competition has increased, recommending strategies like making the seeker the focus, improving reach through digital marketing, and enhancing the employer value proposition.
B2B Social Media White Paper - ROI Tips from Microsoft AdvertisingMicrosoft Advertising
Join our community: http://community.microsoftadvertising.com
The Microsoft Advertising Community team has been engaging with our customers online through social media marketing for nearly five years.
Ever since Microsoft adCenter was launched into beta back in 2005, the team has been supporting advertisers all over the world through the Microsoft Advertising Community site by blogging, answering questions in our forums, and disseminating news, tips, tricks and best practices more recently on Twitter @adCenter and @MSAdvertising, and through our Facebook page.
With so many digital marketers using social networks and online applications to gather information, it made a lot of sense for us to invest in providing the very best insight into our products and services via the web.
A driving force at many industry events, the team also spends many hours every year at conferences, bringing sessions alive through social media for our fans and followers who may not have been able to attend.
Increasingly being asked to tell our story and talk of our experiences, our team has written a white paper to share our thoughts. In it, we map our journey over the years, demonstrating the thought processes behind our evolution and some practicable ideas of how to get the very best from social media marketing and your businesses presence on the web.
The document discusses how technology and social changes have dramatically transformed the media landscape and the role of public relations. Key changes include the rise of social media and user-generated content, the importance of word-of-mouth recommendations, and new digital channels for delivering messages like blogs, podcasts, social networking sites, mobile devices, and video. Public relations professionals now need to engage audiences in conversations across these new media to listen and encourage discussion.
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or FictionCorporate College
Tony Pietrocola from Tenth Floor Internactive in Cleveland Ohio presents "The Elusive Web 2.0 : Fact or Fiction" at the eMarketing For Entrepreneurs Conference at Corporate College East on May 4th, 2007.
Emarketing For Entrepreneurs The Elusive Web 20 Fact Or Fiction 20767Prashant Singh
The document discusses the concept of Web 2.0 and how businesses can leverage it. Web 2.0 allows for better customer engagement through collaboration, sharing, and interactions on platforms like blogs, social media, and reviews. It emphasizes becoming customer-centric by focusing on customer experience over products and using Web 2.0 to better connect with customers, learn from them, and allow them to influence others through word-of-mouth marketing. Examples are given of companies engaging with Web 2.0 and benefits outlined like low costs, viral growth, and customer loyalty.
The document proposes developing an online community for a TV magazine website to enhance engagement with readers and leverage opportunities of web 2.0. It discusses how social networking allows two-way communication between companies and users. Examples are given of magazines that have launched social capabilities and purchased social networks to generate traffic and subscriptions. Developing a branded social platform on the TV magazine site could improve content sharing and recommendations among readers.
The document discusses establishing an online community for a magazine's readers to enhance engagement and open new revenue opportunities. It proposes giving readers personalized profiles and spaces to communicate with each other and the magazine in real-time through various tools like social networking, reviews, recommendations, and e-commerce functions integrated into the community. The goal is to transition from one-way communication to an ongoing dialogue that better serves readers and allows new forms of targeted advertising.
The document discusses how marketing is evolving beyond traditional paid media like TV ads. It introduces five forms of media: paid, owned, earned, sold, and hijacked. Paid is traditional advertising. Owned is company-controlled channels like websites. Earned is positive word-of-mouth. Sold media involves other companies advertising on high-traffic owned channels. Hijacked media occurs when critics take over marketing messages. Marketers must now strategically use all five forms of media and develop new skills to engage consumers across changing media landscapes.
1) New media marketing utilizes online communities and social media platforms like blogs, podcasts, and virtual communities to promote products and services.
2) It has become more important as consumers increasingly rely on peer recommendations rather than traditional advertising when making purchasing decisions.
3) By engaging in online discussions and responding transparently to feedback, companies can mitigate risks posed by negative comments on new media platforms.
ADTELLIGENCE White Paper: Monetizationof strategies and business models for S...Michael Altendorf
Within the past two years, the amount of social networks and online communities have grown faster than anything else on the Internet and the number of people associated with those networks continue to dominate the Internet space. Unfortunately, almost all social networks today continue to endure very high costs with very low monetization rates. Monetization occurs directly (through monthly subscribers, “Freemium”, or virtual-goods models) or indirectly. Mainly through advertising based business models and first attempts to include e-commerce. Only vendors in Asia and some western platforms started to implement a virtual economy with goods and currency.
Most Social networks are today unsuccessful in their advertising strategy because they target an enormously large mass of heterogeneous users. First-generation targeting models (including semantic, contextual or behavioral targeting) don’t help either because these models are not tailored to the needs of social networks.
Social Profile Targeting leveraging the (demographic, interests and geographic user information), on the other hand, is built around the information within user profiles, users’ connections to other users, and the data entered by users themselves – to provide more exact data to reach target audiences.
ADTELLIGENCE offers exactly this kind of targeting technology, which provides an interface between individual user profiles and classic target-group descriptions. Through a simple user interface based on newest Web 2.0 technology, advertisers can easily define their target audiences / groups and in real-time, get reports on the success of their campaign and target delineation. ADTELLIGENCE’s targeting technology not only helps increase advertising revenue for social networks, but can also be used to implement other effective revenue channels like ecommerce, gaming monetization or marketing intelligence, social media monitoring and web analytics.
There is not just one perfect, “universal” business model for social networks, but nevertheless, the best business model will always be a mix of different approaches that can continuously be developed and combined. The users will decided which model they like. Ask them, they will tell you what they want, to deliver user generated content
The document discusses emerging trends in social media and new media. It covers the evolution from Web 1.0 to Web 2.0, and the rise of user-generated content through social media platforms. It also discusses how various technologies like videos, wikis, folksonomies, RSS feeds, mashups, and widgets are being used increasingly in business. Companies are adapting to changing consumer behaviors and the opportunities of social media.
Prospects and tasks for web 2.0 business finalphoebeluo88
The document discusses the prospects and tasks of businesses using Web 2.0. It provides examples of BMW and Kia's social media strategies, noting that BMW utilizes more platforms like Facebook and Second Life to engage younger customers, while Kia focuses more on traditional marketing. The document also compares Samsung and Sony's strategies, finding that Samsung focuses more on fun content and communities while Sony controls content more and directly sells through social media like Twitter. Overall, the document emphasizes the importance of two-way conversations for businesses on social media.
The document provides an overview of social media and how brands can leverage different social media platforms. It discusses the shift to more consumer-generated content online and the growth of social networks, blogs, microblogging and mobile usage. The document also summarizes various social media platforms like blogs, social networks, niche networks, and mobile and provides examples of how brands can engage consumers through these channels.
This white paper discusses the shift from traditional static websites to more engaging websites that incorporate user-generated content and interactivity. It notes that top websites are now driven by user interaction through tools like Facebook, YouTube, and Wikipedia rather than traditional content-based sites. The paper also discusses how Content Management Systems can be used to integrate websites, customer relationship management systems, and other applications to create more personalized and dynamic digital experiences for users.
This document provides a 3-step process for engaging with social networks: 1) Find where your customers are active online through services like Cision that profile influential social networks, 2) Engage with conversations on these networks by providing valuable information and joining as an authentic participant, and 3) Track your success through metrics like increased followers and engagement on created networks or participation in others. Large companies that have succeeded in social media are also discussed.
Web 2.0 And Content Creation And Distributionguest168710
The document discusses how Web 2.0 has led to the end of hierarchical systems of content production and distribution. It notes that Web 2.0 allows for multidirectional and direct communication between authors and the public, blurring the line between publishers and consumers. This represents a radical change that impacts business models by destroying traditional hierarchies and generating value from collaboration.
1. Web 2.0 White paper
WEB 2.0 AND MARKETING STRATEGY
by Dave Sutton, TopRight, LLC.
The changing online landscape has important implications
for marketers and how they formulate strategy.
‘I believe today’s marketing model is broken. We are applying
antiquated thinking and work systems to a new world of
possibilities ... the traditional marketing model is broken.’
Addressing the Association of National Advertisers in 2004, Jim Stengel,
Chief Marketing Officer of Procter & Gamble, threw down the gauntlet.
As the man controlling the world’s largest advertising budget, his words
certainly instilled fear in the minds of the advertising agency execu-
tives in the audience. For the brand managers and marketing executives
attending that day, an expression immediately jumped to mind: the
“emperor has no clothes.” However, as Stengel continued to speak his
prescient words, many in the audience began to see that the shattering
of the traditional marketing model was not to be feared or ridiculed. No,
in fact, it represented an amazing opportunity.
2. As Stengel predicted, the traditional marketing model that relies
heavily on investments in mass media vehicles such as TV, radio
and print advertising is cracking and faltering for many marketers.
Customer media usage patterns have changed dramatically, thanks
to time- and place-shifting technologies such as digital video record-
ers (DVRs) and iPods, which allow us to record favorite programs
for later viewing, listen to news, view entertainment on the go and
skip over advertising messages completely. Customers today are
more in control of their media experiences than ever, and as such,
they have become far more difficult to reach and influence through
traditional mass media vehicles. With this proliferation of media
As the Web has evolved, however, customers have stepped up their
choices, advertisers have far more clutter and “noise” to break
level of control. With this shift to so-called “Web 2.0,” the traditional
through; indeed, some research suggests that customers are
marketing model is again under fire, and the implications for
presented, on average, with more than 5,000 marketing images and
marketers and how they formulate strategy are even more
messages per day. In addition, more than 80 percent of U.S. adults
significant.
admit that they simultaneously listen to the radio, read a newspaper
or surf the Internet while watching TV. Thanks to this customer
According to a 2007 comScore Media Metrix report, a shocking
multitasking behavior, even if marketers succeed in reaching their
100 million people visit social networking site MySpace each
target audience, they may not be able to get their attention.
month – a user base that exceeds the population of Mexico. Yet
these users do not actually think of their visit to MySpace as “a
For most marketers, the introduction of the World Wide Web rep-
Web 2.0 experience.” Nor do MySpace and other leading social
resented a breakthrough invention for reaching customers directly
networking sites such as Facebook, YouTube and Wikipedia promote
with brand messages, activating purchase intent and conducting
their offerings as Web 2.0. This widely adopted term is simply a
commerce electronically. During the early days on the “Information
marketing-inspired buzzword that helps define an evolutionary shift
Superhighway,” marketers supplemented their traditional broadcast
toward social and participatory Web experiences.
communication strategies with “narrowcast” tactics in order to
simulate a one-to-one relationship between company and customer.
Collectively, the marketing community crossed its fingers and hoped
the Web might patch the cracks in its traditional marketing model.
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3. SO WHAT MAKES WEB 2.0 NEW AND
DISTINCT FROM ITS PREDECESSOR
‘WEB 1.0’?
Web 2.0 Poster Children
To satisfy a growing customer appetite for social media, well-funded
When you think back to the first generation Web 2.0 companies are emerging every day, offering a broad array
of websites and Internet business models, of social activities and outlets. A few of the most popular Web
you’ll probably recall an abundance of shop- 2.0 sites are redefining the ideas of traditional media by offering
ping portals, flat “brochure” sites and daily customers the ability to self-publish, produce, network and share
photos, video and news:
news destinations. Few of these early sites
were considered particularly social or highly
MySpace (www.myspace.com): The trailblazer for social
interactive. The Web 1.0 user experience networking, MySpace allows its members to express themselves on
(see Figure 1) was marked by passive their own profile page and connect seamlessly to their friends’ pages
browsing, navigating through hierarchies across the Web. Member pages include photos, videos, music,
of text pages, clicking through sites to find journal entries and other personalized content. Friends are allowed
items of interest and managing a “shopping to connect and communicate, resulting in a phenomenally social
and interactive experience. The site generates more unique visitors
cart.” In many ways, Web 1.0 looked like
than e-commerce powerhouses Amazon and eBay combined.
any other media channel – just another
way to reach customers with your brand YouTube (www.youtube.com): This site marked the arrival of
messaging, marketing campaigns, user-generated online videos, allowing users to easily upload, play
promotional offers and, most importantly, and share video clips with the global community. Before YouTube,
to extend your order management systems. almost all online video content was produced and distributed by
As such, marketers applied tried-and-true the major media companies.
marketing tactics and propagated traditional
Wikipedia (www.wikipedia.com): A Web 2.0 version of the
metaphors for conducting business. And
traditional hard-copy encyclopedia but with a twist – the entries (or
with that, we witnessed the birth of banner wikis) on this site are added and edited by Web users themselves.
ads, online catalogs, interactive auctions, By capturing the collective knowledge of self-proclaimed experts
shopping carts and checkout pages. around the world, Wikipedia has become a rich, collaborative infor-
mation resource that is constantly being refined, updated
and enhanced.
TopRight, LLC. Copyright 2009. 3
4. ‘Customer’ and ‘advertiser’ will be synonymous
in the Web 2.0 future and beyond.
The focus of strategic Web 1.0 marketing efforts rapidly moved from is not characterized by users who are connected to media outlets
commercialization to personalization, as dot-com start-ups like and commercial businesses that practice one-to-many content
Amazon.com stormed into the market and revealed the potential distribution. Rather, with Web 2.0, users are connected across the
marketing power of the Web. By monitoring purchase patterns and Web to other users within a space that they control and use for their
tracking the behaviors of its customers online, Amazon could per- own content creation and social interaction. This peer-to-peer
sonalize its store for each and every customer – offering up products dynamic underscores everything that customers do online today.
that would appeal specifically to that particular customer. This was From a strategic marketing perspective, marketers must shift their
a key distinction in the evolving relationship between marketers focus away from personalization and move in the direction of
and their customers on the Web. No longer did it have to follow the socialization.
traditional one-to-many communication approach. Through the Web,
marketers could simulate a one-to-one communication experience Napster, the online music-sharing site, was one of the earliest
with their customers. “Broadcast” messages over traditional media companies to recognize the power of “peercasting.” By allowing
could take on a “narrowcast” characteristic by leveraging Web its customers to freely upload and download music from the site,
technologies. Napster fostered a powerful community that produced its own music
However, as we evolve to Web 2.0, strategic marketers recognize reviews, created a dynamic peer-to-peer social environment and
that the Web is not a broadcast medium. This is an extremely represented a very attractive target audience for advertisers.
important distinction. Unlike traditional broadcast media, Web 2.0 Because Napster failed to enforce copyright protection
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5. amongst its members, however, the music industry filed suit and
successfully shut down the business. Nonetheless, the socialization
of the online music industry continues to accelerate with the growth
of music-sharing sites such as iTunes and Morpheus, which do protect
the copyrights of the music publisher even while empowering users to
download files.
WHERE IS WEB 2.0 HEADED AND WHAT ARE THE
IMPLICATIONS FOR MARKETERS?
In many ways, the most powerful Web 2.0 marketers are the customers
themselves. With their online voices and active participation in blogs
and social networking sites, they have the ability to shape how your
brand is perceived by a vast number of people, to influence the
purchase intent of other customers in their networks and to promote
or disparage your products and services. By the same token, this
peer-to-peer dynamic also represents a tremendous opportunity for
marketers if they are willing to acknowledge that they are no longer
the only ones controlling the message.
In fact, the real opportunity for marketers is to become part of the
dialogue. Many marketers forget sometimes that they are also customers
and can insert themselves into the social networks relevant to their
brands. Web 2.0 represents a rich storehouse of customer intelligence
data that can be mined, analyzed, shaped and acted upon. Strategic
marketers will recognize that it is better to be actively engaged and
helping to shape the brand dialogue than to get blindsided.
TopRight, LLC. Copyright 2009. 5
6. At Sun Microsystems, for example, employees are encouraged to author their own blogs and directly engage customer questions and com-
plaints. Even Sun’s CEO, Jonathan Schwartz, openly comments on industry rumors, engages competitors, debates the pros and cons of Sun’s
products and shares ideas related to future product developments. Sun sits at the center of its many-to-many Web 2.0 dialogue, “multicast-
ing” across audiences and channels, socializing their ideas and giving their customers a chance to weigh in on Sun product development.
Needless to say, there are significant implications for marketers as Web 2.0 continues to evolve (see Figure 2). Here are a few considerations:
■ RELEVANCY – In a social network, brand messaging must be put in the context of the customer dialogue. Blatantly promotional
messages that highlight traditional feature-benefit trade-offs will not be sufficient to break through the clutter of today’s media environment.
Furthermore, segmentation and targeting strategies are now more important than ever, as customers look to their peers and other
members of their social affinity groups as the authoritative source for messages and advice. Being able to target “influentials” within
affinity groups will become one of the most important jobs for marketers.
■ E-ADVOCACY – Where Web 1.0 was marked by the advent of e-commerce, Web 2.0 will be remembered for the advent of e-advocacy.
With customers largely in control of the media that is Web 2.0, marketers must find ways to convert them into advocates. Marketers have
long recognized that happy customers do not necessarily make loyal customers. And, in the same way, loyal customers are not necessarily
evangelists or promoters of your brand. With Web 2.0, marketers must learn how to identify, grow and encourage those customers who
are outspoken and willing to actively promote your brand to peers across their affinity groups. Most importantly, e-advocacy must be
authentic and genuine. Paid advocates will be quickly discovered and scorned in the Web 2.0 world, damaging not only their reputation
but also the reputation of your brand.
■ USER-GENERATED CONTENT – “Customer” and “advertiser” will be synonymous in the Web 2.0 future and beyond. Marketers
need to develop opportunities for customers to participate in shaping communications strategies and marketing executions. Furthermore,
marketers should consider ways to extend their brand architecture and marketing plans to their customer base by providing motivated
customers with the tools and capabilities they need to generate content that supports the company’s brand strategy.
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7. Thanks to customer multitasking behavior, even if marketers succeed in reaching
their target audience, they may not be able to get their attention.
■ MARKETING MIX – With customers doubling as advertis- With “actionable insight” at their fingertips, marketers will be
ing executives and marketers doubling as customers, the com- able to rapidly infiltrate social networks, fine-tune campaign
pany will need to constantly revisit and reweigh the optimal mix communications, optimize offers, recommend product changes
of company-driven versus customer-driven marketing communi- and realign assets to activate customer purchase intent.
cations. This changing balance will grow more important than
the actual array of media where advertising budgets are invested While there may be some who mourn the demise of the traditional
(e.g., TV vs. radio vs. Web). Regardless of media, the messaging marketing model and long for the days of monitoring gross rating
must be monitored to ensure the company can follow through points (for measuring TV audiences), strategic marketers look to
on promises being made and multicast across Web 2.0. At the Web 2.0 and see nothing but opportunity. We have a fascinating
same time, the executive team needs to ensure that marketing medium literally at our fingertips every day for engaging prospects,
investments will yield the desired business results. selling products and services, understanding competitors and cus-
tomers, enlisting advocates to promote our brands, measuring the
■ ACTIONABLE INTELLIGENCE – There will be more data effectiveness of our efforts and learning how to refine our marketing
available to marketers than ever before for making strategic strategies for maximum impact. ■
marketing decisions. The challenge will be to extract true
customer and market insights from a deep pool of interesting
facts. As Web 2.0 enables marketers to track and monitor
customer behaviors with greater sophistication, the business
must develop strategies for responding rapidly to changing
market dynamics and evolving customer needs and wants.
TopRight, LLC. Copyright 2009. 7