The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this environment.
Social media and its applications in marketingAndrey Markin
This document discusses social media and its applications in marketing. It defines social media as media for social interaction using web-based technologies. Social media has transformed the purchase funnel by making post-purchase conversations more impactful earlier in the process. The document outlines several functions of social media marketing including brand monitoring, customer relationship management, crowdsourcing, customer support, and promotion. It concludes that companies should incorporate social media marketing into their overall marketing strategy in order to stay competitive.
An integrated marketing plan combines multiple marketing tools, such as websites, social media, print advertising, and direct mail, into a cohesive effort with consistent messaging. When done effectively, an integrated plan produces dramatically better results than individual isolated efforts. The document provides a six-step process for developing an integrated marketing plan: 1) define goals, 2) select appropriate tools, 3) determine budget, 4) coordinate components, 5) measure results, and 6) work with experts. Integrated plans allow marketers to precisely measure each campaign and refine future efforts based on analytics from online and offline interactions.
Persuasion Along the Path to Purchase: Engaging Consumers in the Age of Digit...Saddle Ranch Digital
This document discusses how digital out-of-home (DOOH) media can be used to engage consumers along their path to purchase. It defines consumer engagement and outlines its importance in today's digital landscape. The document then discusses five key elements of effective consumer engagement strategies using DOOH media: knowing your audience well, creating an engaging experience, adding value, making emotional connections, and building loyalty through curiosity. It also provides guidance on how to build a winning engagement strategy using geo-targeting and transmedia approaches, and how to maximize return on investment through achieving objectives and enhancing consumer experience and engagement.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
Mobile Essentials: HCMC - Paid, Owned, Earned of Mobile MarketingDacey Calisura
Understand the Paid, owned and earned opportunities in mobile marketing. Presented at the Mobile Essentials event in HCMC, Vietnam on 27th October, 2015.
Copyright 2015.
wwww.vietnamdigitalacademy.com
info@vietnamdigitalacademy.com
www.vietnamworks.com
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
This document discusses how content marketing and social media can be combined effectively. It defines content marketing as creating valuable information to attract potential customers. When content is shared on social media, it reaches more people and drives traffic back to the company's site. The document recommends producing consistent, high-quality content and distributing it across multiple channels to engage with customers at different points in their purchasing process. By marrying content creation with social sharing strategies, companies can build their brand and generate qualified leads in a cost-effective manner.
Why the Brand Idea Still Matters in the Age of Social Mediajcsmyers
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
The driver for this is, of course, social media. In every sector of society where individuals and organizations interact, social media has emerged as a disruptive force. While the benefits of social media to marketers are many – opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data – the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms and amid a cacophony of consumer and competitor voices.
How can marketers take advantage of all that social media offers while protecting the integrity of the central brand idea? Is it even realistic that one idea can support conversations with millions of consumers across hundreds of platforms in multiple formats? The answer is an unequivocal yes. Given the demands of the today’s media landscape, it’s never been more important for all marketing efforts to be unified under a powerful brand idea.
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
This document provides an overview of influencer marketing and its benefits for brands. It defines what influencer marketing is, explaining the hierarchy from celebrities to micro-influencers. It outlines four key reasons why brands are increasingly using influencer marketing: 1) word of mouth helps customers decide what to buy, 2) consumers trust influencers more than brands, 3) it provides a cost-effective way for brands to create content, and 4) data shows it delivers ROI by driving referrals. The document also provides tips on how to succeed in influencer marketing, including integrating paid and earned media for maximum impact.
This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?
Tribes form strong bonds over shared interests and have a unique culture, even if members don't know each other personally. Brands must understand tribes' cultural attributes and message to them sincerely. A study found that interactive fans who publicly engage with brands are better predictors of brand love than passive fans. New technologies allow brands to better track tribal behaviors and target tribes through platforms they use. Brands can identify influencers within tribes and partner with them to boost their message.
How Social Media Has Altered Customer ExperienceSocial Strategy1
Social Strategy1 is a consulting firm that helps large companies develop social media strategies. It works with clients to provide insights into customer experience management, marketing, reputation management, and competitive intelligence using social media. The document discusses how social media has changed business dynamics by allowing two-way communication with customers, real-time feedback, and new opportunities for customer service and sales. It provides examples of how companies can integrate social media into call centers and customer experience management.
Singley + Mackie provides various social media services including community management, analytics and reporting, Facebook application development, video production, and promotions. They aim to help brands grow their marketable base through engagement and conversions. As a virtual agency, they employ strategic and creative experts around the world to design effective social media campaigns.
Music, creatives and techies all collide for SXSW. Fashion and brands are part of the experience, too. That's a ton of rich content in one tiny space. From a brand marketing perspective, user-generated content will grow and brands must be ready.
Social media has transformed how people consume and share information. It allows many-to-many conversations rather than one-way broadcasts. Big brands use social media to target customers, create buzz, learn from customers, and align online strategy. Why brands should use social media is to multiply reach, align strategy with one online channel, generate more traffic, humanize the brand, and increase awareness. Effective social media strategies involve monitoring conversations, responding rapidly, designing campaigns to encourage sharing, and leading consumers toward long-term changes. Measuring social media impact requires coordinating data, tools, technology, and talent across functions.
Social Media and Publishers: A Business CaseSnapApp
This document provides tips for magazine brands to build a successful social media strategy. It outlines a 5-step process: 1) Understand audience wants, 2) Decide editorial vs advertising leadership, 3) Choose primary social media platforms, 4) Partner with social media experts, and 5) Set the right tone and execute effectively. Consumer magazines should focus on strengthening audience bonds through creative content and incentives on open platforms like Facebook. Business magazines focus on networking and actionable content through proprietary social networks while using open platforms as a funnel. Successful strategies are driven by high-quality, relevant content and deep audience understanding.
Delivering on the Promise: Five Ways to Drive Brand Effectiveness with Social...NM Incite
Building successful brands hinges on applying social media insights at every stage of the brand lifecycle. This white paper outlines 5 ways to effectively employ social media to drive positive brand equity and ultimately refine your strategy to create deeper, emotional engagement with your consumers.
Este documento describe la importancia de las habilidades comunicativas y sociales. Explica que la capacidad de comunicarse es fundamental para desarrollarse en la sociedad. También señala que las habilidades sociales son esenciales para interactuar con los demás en diferentes contextos. Además, menciona que una buena comunicación asertiva y habilidades sociales tienen una gran influencia positiva en el trabajo, la familia y la universidad al promover la confianza, la empatía y un ambiente positivo.
This document discusses motivational theory and design strategies to motivate positive behavior change. It covers key theories around intrinsic and extrinsic motivation, and the psychological needs of autonomy, mastery, belonging and fun. Design strategies are proposed to harness inertia, enable personalization and goal-setting, cultivate reflection and belonging, facilitate competition and scaffold success. The document concludes with an interactive exercise where attendees develop research plans for clients seeking behavior change in their target audiences.
Este documento presenta la caracterización institucional de 5 docentes y el diagnóstico inicial de un proyecto educativo TIC en el Liceo Nacional José Joaquín Casas en Chiquinquirá, Boyacá. El proyecto se enfoca en la gestión integral de residuos sólidos mediante el uso de las TIC y recursos educativos digitales. La secuencia didáctica propuesta busca que los estudiantes comprendan el concepto de residuos sólidos, su impacto ambiental y manejo adecuado, a través de actividades de exploración,
El documento describe las características que dejan las distintas partes de un arma de fuego en los proyectiles y casquillos disparados, lo que permite identificar de forma única cada arma. Estas características, conocidas como "personalidad del arma", se producen por el contacto del cartucho con piezas como el cañón, la recámara y el mecanismo del arma. El documento explica detalladamente dónde y cómo se forman las marcas durante el ciclo completo de disparo.
The document summarizes the key structures and functions of the integumentary system. It describes the layers of the skin, including the epidermis and dermis. It also discusses hair, nails, and glands. Assessment of the integumentary system involves inspection of the skin, hair, and nails to evaluate color, lesions, vascular changes, and other characteristics. Physical examination techniques include inspection and palpation.
Este documento presenta información sobre simbología eléctrica y diagramas. Explica definiciones como diagrama esquemático, unifilar y de alambrado. Incluye una sección detallada sobre simbología común como interruptores, contactos, fuentes de energía y medidores. También cubre temas de codificación de dispositivos y normalización de diagramas eléctricos.
Este documento es una adaptación de la obra Hamlet de William Shakespeare. Presenta la escena inicial donde el Rey Claudio y la Reina Gertrudis celebran su reciente boda mientras Hamlet sigue de duelo por la muerte de su padre. Hamlet se muestra molesto por el rápido matrimonio de su madre con su tío. Más tarde, Horacio le informa a Hamlet que ha visto el fantasma de su padre por la noche, lo que intriga a Hamlet.
Este documento establece el marco legal para la protección de los derechos de niños, niñas y adolescentes en Bolivia. Define a sujetos de protección, los principios de aplicación e interpretación, y establece los derechos fundamentales como el derecho a la vida, la salud, la familia, y la obligación del estado de garantizar su desarrollo integral. Además, regula aspectos como la atención médica, la discapacidad, y las responsabilidades de padres y el estado para la protección de este grupo.
Este documento presenta una introducción a las métricas y el uso de métricas en el contexto de los datos masivos aplicados al negocio. Explica la diferencia entre inteligencia empresarial y análisis empresarial, y describe el proceso CRISP-DM, que consta de seis fases para el análisis de datos, incluido el entendimiento del negocio, la comprensión de los datos, la preparación de datos, el modelado, la evaluación y el despliegue. El objetivo es explicar cómo abordar el desafío analítico a
Avec Windows 8, venez saisir l'opportunité de repenser votre poste de travail ou enrichissez votre environnement Windows 7. Que cela soit au travers des nouveaux scenarios d'usages, de déploiement, jusqu'aux applications inovantes, nous apporterons des réponses aux deux questions majeures: Pourquoi et Comment migrer vers Windows 8.
Este documento presenta la promoción de guardiamarinas de tercer año de la Escuela Superior Naval "Comandante Rafael Morán Valverde" en Ecuador. Incluye una lista con los nombres de los 33 guardiamarinas de tercer año, divididos en dos filas, una sentada y otra de pie. También menciona brevemente algunos de los eventos en los que participó la brigada de guardiamarinas durante el año.
Este documento describe los diferentes tipos de sistemas productivos y organizaciones. Explica conceptos como producción, operaciones, producto, factores de producción, funciones de producción, flujos, almacenamiento y salidas. También describe la centralización vs descentralización, tipos de organización como mecánica u orgánica, etapas de organización, diseño organizacional y tipos como lineal, funcional, lineal-funcional, staff y comité. El documento ofrece una visión general de cómo se organizan y clasifican los sistemas productivos.
El documento presenta una lista de más de 200 productos de diferentes marcas, incluyendo ropa, electrodomésticos y artículos deportivos. Para cada producto, se muestra el precio normal de venta y el precio en internet, si lo hubiera. La mayoría de los productos no tienen un precio de internet listado.
Este documento presenta el manual de funciones y competencias laborales del Municipio de San Gil. Incluye 53 cargos de la planta de personal de la Alcaldía, agrupados en el despacho del Alcalde y la planta global. Describe cada cargo con su denominación, código y grado. También presenta la misión, visión y organigrama de la Alcaldía.
Diagnostico NANDA, NIC - NOC Nueva Versión: https://es.slideshare.net/Robert...Roberto Alfonso Suárez
Este documento proporciona instrucciones sobre cómo formular diagnósticos de enfermería utilizando la taxonomía NANDA, resultados de enfermería utilizando la taxonomía NOC y planes de cuidado utilizando intervenciones NIC. Explica el proceso paso a paso, incluida la selección del dominio y la clase NANDA, la identificación de resultados NOC vinculados y la elección de intervenciones NIC apropiadas. Utiliza un ejemplo de un paciente con diarrea para ilustrar el proceso completo de formulación de un
This document discusses new brand management techniques, focusing on measuring relationships between consumers and brands. It describes Millward Brown's Brand Dynamics model, which measures consumer attitudes, opinions, and beliefs about brands over time to observe how marketing activities impact the brand-consumer relationship. Content marketing is also discussed, noting that today consumers generate content and brands communicate directly with consumers through their own channels on social media. The importance of engagement programs is explained, noting they allow brands to build communities and reward loyal customers with memorable experiences.
Digital has fundamentally changed the way brands behave, as well as the way they organize and optimize their marketing efforts. To be successful in connecting with people in the digital age, brands must adopt new habits and, in some cases, behave more like people themselves.
While the personalities of individual brands are varied and unique, there are commonalities across strong digital brands that can be identified as critical to success in the new marketing landscape. We looked at some of the most successful digital brands and idenfified seven shared traits across the board. Each day for the next week, we’ll uncover a new “habit” and explain its importance to brands.
This document discusses the need for brands to integrate paid, owned, and earned media into a converged media strategy. As consumer media consumption becomes more complex, occurring across multiple devices and channels simultaneously, brands must adopt an approach that combines advertising, owned content channels, and word-of-mouth promotion. However, most brands and their agency partners currently operate in silos focused on individual media types rather than taking a converged approach. While the concept of converged media is becoming more important, its implementation remains immature across the marketing ecosystem. The document examines challenges faced by brands, agencies, and technology providers in integrating paid, owned, and earned media strategies.
Altimeter: The Converged Media ImperativeApril Digital
The document summarizes key findings from a report on how brands must integrate paid, owned, and earned media, which are converging due to changes in consumer behavior and media consumption. It finds that while the integration of different media types is important, the marketing ecosystem remains fragmented. Brands organize themselves into silos that prevent converged strategies. Agencies also specialize in individual media channels rather than integrating them. Successful converged media will require better internal collaboration within brands and between brands and their agency partners.
The document summarizes key findings from a report on how brands must integrate paid, owned, and earned media, which are converging due to changes in consumer behavior and media consumption. It finds that while the integration of different media types is important, the marketing ecosystem remains fragmented. Brands organize themselves into silos that prevent converged strategies. Agencies also specialize in individual media channels rather than integrating them. Overall, the convergence of media is still immature, but brands that bring together paid, owned, and earned media will have advantages over those that do not.
The document discusses the changing communications landscape and what agencies must do to succeed. Specifically:
- The marketing world has become more dynamic with new technologies and empowered consumers. Agencies must constantly adapt to remain relevant.
- Only the best agencies will survive as brands gain new capabilities. To thrive, agencies need tools to monitor real-time conversations, control broad communication channels, and efficiently produce quality content.
- Key factors for agency success include having measurement tools, owning publication relationships, and developing a newsroom or freelancer model to produce large volumes of responsive content.
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.
Brands are increasingly becoming publishers as they seek to directly engage consumers across proliferating digital channels and platforms. However, most brands fail at publishing due to a lack of strategic vision, talent, processes, and technical infrastructure needed to continuously create and publish high-quality, engaging content. To succeed, brands must invest in these four key areas and treat content as a valuable asset by developing meaningful content tailored to each audience and stage of the consumer journey. They must also establish agile processes to rapidly test, learn from, and publish new content on an ongoing basis.
This document discusses positioning strategies with social media. It defines positioning as how a brand presents itself to the target market through a coordinated process. Social media allows for new opportunities in positioning by providing interactive platforms for communication between brands and customers. The document outlines how social media can help brands better understand customer perceptions and promote messages accurately to the target market. However, it stresses the importance of aligning all social media efforts with the brand's core positioning statement and designing messages that the target market will want to share. Misalignment of social media campaigns with the brand's position has led to failures in the past.
Navigating the Digital Landscape: The Role of Social Media in Modern Marketingabdulwaheedsq3434
In today's digital age, the marketing landscape has undergone a significant transformation, with social media emerging as a powerful force in shaping consumer behaviour and driving brand engagement. As businesses navigate the complexities of the digital landscape, understanding the role of social media in modern marketing is essential for staying relevant and competitive.
Integrated Marketing Communication (IMC) needs to be updated to account for changes in the digital era. The consumer journey is now more complex, with many new touchpoints influencing consumers. Consistency across touchpoints is still important, but campaigns need to leverage each touchpoint's unique strengths rather than using the same execution everywhere. Successful campaigns now synchronize different creative executions across touchpoints, with media and creative planned together. They also allow two-way engagement with consumers to co-create the brand narrative. The new approach of "orchestrated marketing" coordinates all elements like an orchestra for maximum impact.
Social media is a potent tool for promoting services and products, offering a global platform for engagement. Its widespread reach facilitates brand visibility, customer interaction, and business growth.
Marketers must adapt their approaches to reach always-connected consumers across multiple devices and channels. The most successful brands will be those that can seamlessly span channels with a consistent message while operating with tighter budgets. To maximize their approach, brands must consider their target audience's degree of connectivity and social media engagement throughout the day. This will help determine a strong content engagement strategy. ScribbleLive is a leading content marketing platform that helps brands and organizations drive engagement and increase revenue across digital channels.
The document discusses the shift from paid (bought) media to owned and earned media for brands. It introduces the concepts of bought, owned, and earned media, with bought being paid advertising, owned being content and platforms controlled by the brand, and earned being user-generated conversations. It argues that brands should allocate more resources to developing owned and earned media through useful content and communities in order to build advocacy. Examples are given of how brands like Best Buy and Starbucks have successfully utilized owned and earned strategies to drive engagement and sales. Developing a long-term digital platform requires investment in content, conversations, and communities to facilitate sharing and discussion.
What are the best strategies for using social media in marketing_.docxZinavo Pvt Ltd
Social media has become the cornerstone of digital marketing, providing brands with opportunities to promote their products, engage with customers, and connect with audiences. However, to stay ahead in the game, it takes more than just having a presence on social platforms. A strategic approach that aligns with the latest trends is crucial. In this blog post, we will explore the most effective and cutting-edge strategies for using social media in marketing.
Role of Influencer Marketing in Social Media Marketing.docxbhartijadoun1007
Influencer marketing has become a central phenomenon transforming how brands engage with audiences on social media. As influencers have emerged as new storytellers who build trust with their followers, brands have recognized influencers' potential to foster more authentic connections than traditional advertising. Data now allows brands to measure influencer marketing's effectiveness and ROI. While the influence of influencers continues growing, maintaining authenticity amid a saturated space and preventing influencer fatigue present ongoing challenges brands address through innovative strategies like long-term influencer partnerships.
Similar to Building a Connected Brand: How Brands Become Publishers in a Real-Time Marketing World (20)
Future of Work: Work Happiness Study with Levo Institute 2017Alisa Leonard
Study on what motivates and makes Millennials happy at work, with an eye towards the future of work and thought leadership models for what's next and how to capitalize on this game-changing generational cohort in the workforce today and in the future.
Why Millennial Women Buy Report 3.8.2018Alisa Leonard
Largest study ever conducted on the purchasing habits of Millennial women, conducted by leading performance marketing agency Merkle + largest platform for professional Millennial women, Levo.
"The Millennial economy, as we define it, is an economic and social model in which emerging value shifts, rapid innovation, and new social norms are radically reshaping the future of work, commerce, money, and life. We are living this radical reshaping right now, and it is being driven by the largest generational cohort in the market today — Millennial women.” - Alisa Leonard
FrenchBK Presents: C+C // The Innovasion IssueAlisa Leonard
This document contains interviews with various entrepreneurs and founders. It discusses their personal mantras, interesting facts about themselves, how they got started in their projects or businesses, where they find inspiration, and what they want to create or cultivate in the upcoming year. The interviews provide insights into the thinkers and makers working on innovative projects.
FrenchBK Presents: C+C // The Experiment IssueAlisa Leonard
The document discusses an art project called the C/loud Project by Benjamin Løzninger. It explores how obliterating everyday visual constraints through art can provide mental relief and hope. The project asks viewers to pause and thoughtfully consider art that depicts "a perpetual 'head in the clouds'" state. This liberates the mind from dull repetition and constraints, finding moments of respite through new perspectives and smiles.
FrenchBK Presents: C+C // The Inspiration IssueAlisa Leonard
The document presents an issue of The Inspiration Issue from French BK, and contains two sections - an excerpt written in Latin discussing the punishment of a woman for attempting to betray the emperor, and a second section discussing the investigation of stolen royal clothing and the interrogation of a man named Maras who was brought before the prefect. The document provides insight into governance and judicial processes during the given time period through these two excerpted stories.
The document discusses the future of insight delivery for marketing. It notes that insights will need to be delivered in real-time to keep up with constantly evolving consumer behavior and always-on engagement. Agencies will need to adopt a federated approach to insights that brings together both quantitative and qualitative data from various sources to tell meaningful brand narratives. This will require contextualizing insights around key business questions and human truths. The document provides an example of how Right Intel delivers insights for Kellogg by focusing on specific client needs, curating a mix of relevant content, and sharing knowledge internally in a continual process.
Newspapers & Digital Disruption: State of the UnionAlisa Leonard
This document provides a strategic assessment of the state of the news media industry. It finds that social media has disrupted the traditional newspaper value chain by changing how content is produced, distributed, and consumed in today's socially connected world. The analysis identifies major themes for news organizations, including the need for training, centralized governance, social media management tools, and a focus on visual storytelling and targeted digital advertising. It also examines trends such as the rise of social, mobile audiences and their preference for visual, co-created content. The document argues that news organizations must adapt across their entire value chain to leverage social media and audiences as co-creators.
Publishers & Social Media: Solutions for SuccessAlisa Leonard
This document discusses how publishers and media companies can drive real business value through social media. It acknowledges the challenges of content overload, fragmentation, and lack of measurable best practices. However, it outlines how building a strong foundation of governance, strategy and training can help unlock the power of social media to increase traffic, reach, conversions and audience insights. It emphasizes taking a data-driven approach to content programming and audience engagement. Developing the right metrics and testing various strategies is key to iterative improvement. A case study shows how Billboard.com significantly grew traffic solely through social media optimization.
This document discusses how Google+ can benefit marketers by strengthening the relationship between search and social media. It explains that Google+ is focused on building a social web by creating a social layer across Google products. This will allow for a more customized user experience. The document also outlines how content and the +1 social signal on Google+ can help improve natural search performance by becoming active on the platform. It provides best practices for content, community management, and leveraging bought, earned and owned media synergies through Google+.
The web is social, the web is real timeAlisa Leonard
The document discusses how the rise of social media has fundamentally changed marketing and communications. It argues that the web has become a social creation defined by explicit, contextual, and influenced social interactions through various touchpoints. This requires brands to adopt a new approach to marketing focused on real-time, adaptive, and active engagement across networks through insights-driven content and community management rather than social media marketing alone. Brands must develop real-time awareness of customers, generate agile content, and architect live brand ecosystems to successfully market in this new environment.
The Web is Social, The Web is Real-TimeAlisa Leonard
Social media has fundamentally dislodged the traditional communications equilibrium. Content scarcity has given way to content overload, fixed channels of communications have dissolved into fluid and complex networks of information exchange, and once-captive audiences have now become active participants in a largely consumer-driven conversation. This shift requires a new course of action for brands; it demands new marketing imperatives. The answer does not lie in social media marketing alone, or in what social media marketing is purported to be. The solution lies in understanding changing behaviors, patterns of communication and modes of living that the social web merely illuminates. We must adapt and apply new thinking, skills and methodologies based on these insights....
Twitter announced @anywhere, a new platform that allows a Twitter experience to be integrated into any website through simple JavaScript implementation. @anywhere allows users to sign into third-party sites using their Twitter credentials and provides more social context and relevancy by displaying information from a user's Twitter network. It also features link "hovercards" that display additional information about a Twitter account without leaving the page. The goal is to create a more engaging experience across the web through this portable social data.
Data Portability Project External Communications RoadmapAlisa Leonard
This document provides a framework for the Communications Action Group's external communications and marketing activities. It includes a roadmap of proposed initiatives to increase awareness, action, and advocacy of the DataPortability Project. The initiatives include developing video content, conducting industry roundtables, increasing blogger outreach, utilizing social media spaces, attending conferences, and issuing press releases. Progress will be measured using a scorecard tracking metrics in the categories of awareness, action, and advocacy.
What's The Social Graph Got To Do With It?Alisa Leonard
The social graph and data portability have long been a geek discussion. This is hopefully a nice primer for marketers to start thinking about the social graph and its potential. Granted, there are many counterpoints to the ideas expressed here, and many other issues around data portability including decentralization, the creation of microformats and how FBC is contrary to the Open movement...but I wanted this to be an intro for marketers.
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How AI is Disrupting Service Industry More Than Design ThinkingBody of Knowledge
Artificial Intelligence (AI) and Design Thinking are two powerful tools that, when used together, can revolutionize the service industry. By combining these approaches, businesses can develop innovative solutions that enhance customer experience, increase efficiency, and drive growth. Here's how AI and Design Thinking are disrupting the service industry
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Building a Connected Brand: How Brands Become Publishers in a Real-Time Marketing World
1. FEBRUARY 2011
icrossing + HEarst
building a
connEctEd brand
How brands bEcomE publisHErs
in a rEal-timE markEting world
RELEASE 1.0
by Adam Lavelle - Chief Strategy Officer, iCrossing
with Brian Haven, Alisa Leonard and Rob Garner
1
3. iCROSSING: Building a Connected Brand FEBRUARY 2011
Brands are expected to share back. As audiences increasingly talk directly
to brands, brands are realizing that audiences are demanding more of them than simply
shouting about their products and services. Audiences want to hear what brands have to
say. Every day, millions of them are actively reaching out to connect with brands through
digital channels. Nearly 15 million people “like” the Skittles Facebook page —opting in to
daily messages from the candy brand. Zappos and Whole Foods each have nearly 2 million
people following them on Twitter. Shoppers even pay for the content brands provide:
witness the $.99 that iPhone users pay to download Kraft’s iFood Assistant app.
Content moves through networks at lightning speeds at a pace marketers
struggle to match. To complicate matters, one form of content can create another form
of content, and another, and another — moving through a constant cycle of replication.
Comments, re-mixes, mash-ups, parodies, derivatives — it seemingly never stops. And
as the content replicates, it spreads through networks exposing hundreds or thousands
of unique connections to audiences, creating public, visible histories of interaction.
Conquering this rapid cycle, a significant aspect of the content ecosystem, can prove
difficult.
The Takeaways:
As these three forces — brand, media and audience — blur together, the roles and
expectations of each continue to change. Most importantly, for brands there are two key
takeaways:
1) Brands are becoming their own media platforms
Brand equity is no longer being created by media spend alone. Instead ‘earned’ media
(visibility in search and social spaces, word-of-mouth, PR) and ‘owned’ media (a
brand’s website, official Facebook and Twitter pages, branded apps, etc.) are becoming
fundamental components of the story.
2) Always-on marketing is the new norm
Audiences are increasingly expecting constant, consistent engagement from brands.
Online stores are never closed, so marketing programs and customer service can’t be
either. When consumers want to know more about a product, need answers to questions
or are ready to take action, the brands are expected to be ready and responsive.
Hearst and iCrossing are committed to working with brands that recognize this
fundamental shift in marketing. Central to our approach is a marketing framework we call
connectedness, an approach that focuses on how marketing gets done in a networked
world. As our clients embrace this approach, brands become a new kind of publisher,
interacting with their audiences wherever they are, whenever they want, armed with unique
content that serves as the relationship-building currency they need. This results in higher
degrees of loyalty and brand preference — not to mention the ability to more precisely
influence purchase behaviors.
3
5. iCROSSING: Building a Connected Brand FEBRUARY 2011
3 Content And Community Are
Essential Ingredients.
audiences expect brands to support them throughout their
decisioning journey, providing information and assistance in real-
time. marketers that fail to deliver erode brand equity.
At the core of a connected experience is Figure 2A: avery, home depot, and rei
content. Procter and Gamble provides recipes
and craft ideas on its Home Made Simple site,
while North Face and REI have developed
iPhone apps that report snow conditions
on popular ski trails. Pampers.com has a
complete tool set for moms including helpful
information for every stage of the child-
raising journey, and Avery helps moms stay
organized through its Organization Of Moms
Facebook community. The Home Depot has
produced hundreds of do-it-yourself videos
for its YouTube channel. The implication for
marketers who want to create connected
experiences: beyond campaigns and campaign
assets, brands need to create and distribute
meaningful content at significant scale, and at
increasing velocities.
Figure 2B: ally Bank and Best Buy
But content alone does not create a connected brand. Content may be the currency, but
active engagement is how a brand comes to life: content is shared, discussed, re-formed
and amplified. This is a new breed of communications strategy, where connected brands
participate in live, active dialogue with their audiences. Comcast, Jetblue and Best Buy
provide customer service experiences through Twitter. Skechers and bebe partner with
Kim Kardashian (armed with her 5M Twitter followers and 4M Facebook fans) to cultivate
conversations with their audiences. Ally Bank doesn’t just listen to what its customers
are saying in social spaces and on their blog, they use those conversations to inform new
products and services. In all of these examples, it’s the synergy between content creation,
sharing and community engagement that yields success.
5
7. iCROSSING: Building a Connected Brand FEBRUARY 2011
To guide our clients through the essential activities for building successful and sustainable
real-time marketing programs, we’ve developed The Connected Marketing Playbook.
These activities center around the four key areas described on the previous page: listening,
creating content, engaging audiences and measurement.
A Create a customer listening program.
A gap exists between the tactics in the typical marketing
toolkit and the behavior of audiences in today’s digital land-
scape. Marketers typically turn to focus groups, surveys and
customer satisfaction analysis to understand an audience —
but they stop there. As a result, brands are out of touch with
audiences’ digital behaviors — and most of their advertising
and marketing efforts prove it. While all of these techniques
are still useful, they don’t tell the full story. There are nu-
merous techniques to understand how audiences behave,
including conversation monitoring and analysis, search data,
persona development, web analytics, campaign performance
data, social media activity data and more. These newer
techniques improve a brand’s understanding of who their
audiences are, where they are in the network, and how they
behave— a substantial enhancement of insight over mean Together, iCrossing
income and gender. and Hearst can help
marketers form a
Additionally, much of this information can be collected now, detailed and accurate
in real-time — and should be, because it’s continually chang-
ing and providing insights. This means marketers need to
picture of a brand’s
shift their thinking — audience insights don’t happen in quar- target audiences — and
terly or annual research sessions, they demand listening right ensure that it’s always
now. Knowing and understanding this information in real time up-to-date.
is essential for a connected brand to develop and maintain
an effective strategy. Audience needs and desires shift in the
moment, and marketers and audience managers need to
adapt the content accordingly to remain relevant.
Leveraging both its own resources and those of its par-
ent company, the Hearst Corporation, iCrossing helps
marketers form a detailed and accurate picture of a
brand’s audiences— and ensures that the insights are
always up-to-date.
Our listening methods are targeted specifically at digital
audiences. We leverage numerous data sources to give us a
baseline understanding of audiences’ media consumption,
technology adoption and online behavior. We layer on our
own research into how audiences make decisions online, the
roles that various media channels play in the process, and
what (or who) the influencers are at each step along the way.
We leverage best-in-class monitoring tools — like Radian6,
Buzzmetrics, Cymfony and others — to listen to online
conversations and understand what specific communities
7
9. iCROSSING: Building a Connected Brand FEBRUARY 2011
B Develop a process for content creation and distribution.
There is a tendency to think that an effective tactic to marketing in an always-on
environment, rife with chatter, spam and other noise that may keep a brand from achieving
its rightful share of voice, is to simply push out massive amounts of content. After all,
consumers are likely to produce more content about your brand, more quickly than your
marketing department ever could. There is a bit of a content war going on online, and brands
are on the front lines, like it or not.
We believe success lies in distributing the right content to the right audience in the right
places at the right time. And that’s a tricky thing to figure out. What topics will engage
audiences the most? Where will content have the most impact — in a blog, on Twitter, or on
a branded website? How often does new content need to be distributed and how quickly
do audience comments need to be addressed? Even if marketers find the answers to these
questions, they still need to develop the content. Articles, stories, video, photos, blog posts,
and responses to audience-generated content — new ideas for specific pieces of content
— all need to be produced. For many marketers, the resources and expertise required for a
real-time marketing program can be daunting or just simply undoable.
With expert content strategists, content creators and premium material at our fingertips,
the unique combination of iCrossing and Hearst can help brands create and distribute
content efficiently and effectively.
iCrossing’s dedicated content team is coupled with Hearst experts and resources, giving us
access to an extensive editorial network for the development of premium content. We can
also tap Hearst’s deep archives of existing editorial content assets for brand use. And of
course, because we adjust our plans on an ongoing basis, much of the content we produce
is developed dynamically, on-the-fly. Throughout the content development process, we also
involve iCrossing’s creative and user experience experts, who ensure a smooth and consistent
brand experience as audiences follow the content trail from search to Facebook to a brand
website and beyond.
Connected Brands Create & Inspire Content From Many Participants
While content, sharing and community are at the foundation of a successful connected brand,
not all content is created equal. The digital network through which content is published,
consumed and re-purposed is increasingly multifaceted. The complexity of creating and
distributing content aligned with audiences’ needs and desires requires a robust approach.
Therefore, a content platform for a connected brand is:
Relevant to the audiences’ needs first. Many marketers put their own needs ahead
of their customers. Pressure to meet financial objectives, achieve disjointed marketing
metrics, or simply believing that buyers of the brand are still “consumers,” drive marketers
to miss the mark. Connected brands know that business objectives begin with an
audience need, and that’s no different with content creation. Content must be useful to the
audience, otherwise there’s no reason for them to engage.
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11. iCROSSING: Building a Connected Brand FEBRUARY 2011
These content sources can be classified into three primary categories: 1) Owned—fully
in the control by the brand, 2) Influenced—requested by the brand but not necessarily
controlled, and 3) Observed—outside the control of the brand, but still usable (and critical) to
a connected brand’s content strategy.
Figure 6: degrees oF content control
AUDIENCE
BRAND COMMISSIONED PARTNERED AGGREGATED CONVERSATIONAL
GENERATED
CONTENT
SOURCES OWNED INFLUENCED OBSERVED
Connected Brands Share Content at the Appropriate Velocity
Content that is created for the appropriate situation and activated by audience management
must be distributed at the necessary speed to remain relevant since content exists in many
forms and it takes varying amounts of time to prepare. Sometimes weeks or months of
research are required to answer a complex question, other times it’s a rapid and instantaneous
dialogue — and any type of content can inspire or instigate the creation of a different type. It’s
this robust cycle of content creation that demonstrates the need for content that can be shared
in a manner that:
Allows for the proper preparation time. Some content may require extensive research
or preparation, from investigative editorial article to a long-form video, these types of
content don’t happen overnight. Additionally, some content is instantaneous, from
comments on a blog to @replies on Twitter, a brand need to be prepared and have a plan
to respond. Content plans and the appropriate staff are critical components to bringing
these disparate forms of content to life in the same ecosystem.
Transforms when appropriate, spanning long-term to real-time.
Any piece of content can instigate a flurry of responses by an audience, derivative content
that can spread like wildfire. Additionally, some content should be designed for change,
allowing the audience to transform it into something completely different. Perhaps a long-
form, in-depth article motivates a days-long discussion about the implications. Or perhaps
the advice of an expert inspires the audience to test the advice and capture it on video.
Any piece of content must be designed to consider multiple forms of derivative output.
Achieves the necessary velocity of distribution. Each form of content within the
Content Continuum has a different pace for development. As content moves from Owned
to Influenced to Observed, the pace becomes evermore explosive. As a result, different
content development strategies are employed given the preparation times involved. In fact,
there are different types of people employed along the way, but they all must work in a
tight knit, integrated fashion to ensure a fluid process.
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13. FEBRUARY 2011
C Actively Manage Content and Communities
Content alone does not produce a successful connected marketing program. Nor does a
stand-alone Facebook page or Twitter account. No matter how strong their initial foray into
branded content or social media, many marketers lack a plan for sustaining their efforts on a
long-term basis. Today’s real-time, networked environment requires that brands produce rich,
engaging content on an ongoing basis and continually cultivate relationships with audiences.
Brands that can’t keep up with these constant demands will see their online presence start
to languish, along with their opportunity to reach audiences and convert them to brand
advocates.
Hearst and iCrossing believe that there’s a synergy between a strong content strategy and an
active audience management plan. Through this approach, we compound the value of our
clients’ real-time marketing efforts. We develop and execute a Communications Architecture,
that requires specific strategy and planning skills to leverage the expertise of individuals who
understand the reciprocal relationship between content, community and crafting ongoing
brand narratives across multiple touch points through content and conversation.
Whether it’s reaching out to audiences in existing communities or fostering dialog and
relationships in communities that we build, iCrossing’s teams work on behalf of the brand
to engender deeper engagement with audiences. Depending on the client and the content
strategy, our daily efforts might include posting updates to a brand’s Facebook page,
responding to questions or comments on Twitter, or directly emailing influential bloggers
within a community. But beyond simply publishing content, our community managers
play an active role in iterative content development. We turn audiences’ comments into
conversations by creating polls, open questions, and other dialogue-based content intended
to amplify conversation and interaction within a community. We leverage the Content
Continuum to create assets, publish them to appropriate media formats, and propagate them
across the brand’s digital ecoystem (see Figure 8: Connected Marketing Ecosystem). All
delivered within the wrapper of a defined governance model, and brought to life through an
engagement strategy.
Figure 8: connected marketing ecosystem
MEDIA Partner
.com Brand 3rd Party Facebook YouTube
PLATFORMS Site Flickr
Blog Site Twitter
• Article • Editorial Article • Blog Post • Status Update • Tweet
CONTENT • Story • Brand Mention • Blog Comments • Facebook “Like” • Retweet
• Photo • Comments • Blog Link • Facebook Comment • Twitter Follow
TYPES • Video • Link to Brand • Video Embed • Facebook Poll Response • Twitter @Reply
AUDIENCE MANAGEMENT
AUDIENCE
BRAND COMMISSIONED PARTNERED AGGREGATED CONVERSATIONAL
GENERATED
OWNED INFLUENCED OBSERVED
CONTENT DEVELOPMENT
GOVERNANCE
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15. FEBRUARY 2011
Create and inspire derivative content. Just like spreading the word is a role for the
audience, so is the creation of content. An effective audience manager actively encourages
the audience to create new content or enhance and modify content contributed by the
brand. It’s a process of co-creating that furthers engagement and brings people closer to
the brand.
Build relationships with influencers. Some audience members are of significant
importance because they are key influencers — they also inspire the audience. The
audience manager constantly seeks out and identifies these influencers and engages in
relationships with them to help promote both the brand, and the influencer themselves.
This mutual benefit helps motivate these influencers to amplify brand messages.
Contribute to an enhanced audience experience. In many ways, the audience manager
becomes an extension of the brand’s products or services. The engaging interactions they
inspire contribute directly to the overall brand and audience experience. Connected brands
differentiate themselves from the competition by using audience management and robust
content strategies to enhance the experience.
D Measure and optimize.
The point of connected marketing is to help brands maximize their marketing spend by
creating deeper engagement with audiences. While many marketers have jumped on the
social media bandwagon to create a branded presence on Facebook or Twitter, they’re just not
seeing results. Or worse: they don’t even know how to measure their performance. In order to
take full advantage of their investments in real-time marketing, marketers need to understand
what content is getting the most traction in the community — and how it’s performing across
paid, owned and earned media.
Our dedicated measurement teams and proprietary technology enable us to quantify the
results of our marketing programs and make strategic adjustments to our approach over time
— ensuring a positive ROI.
We start by creating an initial baseline for audiences’ conversations around a brand. We
benchmark KPIs such as blog mentions, social signals and referral traffic and then monitor
these metrics over time to understand what’s working — and what’s not. We measure
conversions from Facebook fan pages and referral traffic from Twitter followers, which allow
us to determine the actual value of a brand’s participation on these sites. Our real strength lies
in our proprietary platform that tracks audience behavior across SEO, SEM, display, brand
websites, and social spaces in order to create a robust understanding of who’s engaging
with what content and where. In addition, our custom Web-based marketing intelligence
dashboards enable our clients and our internal teams to view all content performance data
at a glance.
Once we understand how certain pieces of content are performing in different contexts, we’re
able to adjust the content strategy and master content plan accordingly — creating additional
content around a hot topic or scaling down our efforts on a particular site. Often, we’re able to
adjust our programs that same day. Our ability to continually fine-tune our approach ensures
that brands are always getting the most of their marketing budget.
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17. FEBRUARY 2011
Brands can leverage the authenticity and authority associated with brands like Good House-
keeping, Esquire, Popular Mechanics and Seventeen by tapping Hearst’s vast editorial net-
work and its archive of evergreen articles and images. Hearst offers premium content in the
following areas such as Luxury, Beauty, Family, Men, Moms, Food & Home, Technology and
Young Women.
Figure 9: hearst content category Breakdown
LUXURY
MEN
MOMS
FOOD &
HOME
YOUNG
WOMEN
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6 How can we help you?
iCrossing and Hearst have joined forces to help marketers create communities around rich,
engaging content. We’re developing powerful connected marketing programs for some of the
world’s top brands — and our combined expertise in social media, search technology, content
creation, distribution and community cultivation means that we can help marketers sustain
these programs for years to come.
You might want to talk to us if you:
Struggle to keep up with the rapid changes in your audience’s needs, wants,
interests and conversations online.
Want to figure out the right level of active participation for your brand.
Aren’t sure what kind of content will best engage consumers.
Aren’t ready to build an internal editorial department.
Lack the resources to continually engage with your consumers.
Seek skills and approaches to measure the ROI of your social media efforts.
We want to help you succeed in today’s real-time marketing environment. Please connect
with us:
Join the dialogue:
http://thecontentlab.icrossing.com
Email us:
thecontentlab@icrossing.com
Call us:
866.620.3780
Follow us on Twitter:
twitter.com/icrossing
Become a fan on Facebook:
facebook.com/icrossing
Read our minds a Great Finds, the iCrossing blog:
greatfinds.icrossing.com
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