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 new 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.
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.
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.
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.
Demystifying Social Business Trends for the Insurance IndustryCognizant
We explore how the insurance industry can embrace social media and networking. Far beyond a mere marketing channel, social business in insurance can be used to recruit employees, design products, collaborate, analyze, and much more.
Leveraging Consumer Brand Storytelling and Marketing Tactics in Issues and Re...Stephan Merkens
This document discusses how brands can leverage digital marketing tactics to manage reputation crises on social media. It notes that while brands used to control their own narratives, people now freely share opinions online. During a crisis, brands must listen to online conversations, create shareable content that tells the right story, and engage relevant influencers to shape perception. The document provides examples of brands that have faced social media backlash and recommends adapting a digital engagement model used in marketing to address issues.
Marketing executives agree that content is now the core of marketing strategy. As media becomes more fragmented, marketers must provide high-quality content across multiple channels to engage customers who consume information in various ways. This represents a major shift from mass marketing to customized, micro-marketing approaches centered around useful content that attracts customers and encourages them to share content with others. The rise of content marketing is transforming marketing approaches and requiring the integration of advertising, public relations, and marketing disciplines.
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.
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.
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.
Рынок рекламы в соцмедиа: состояние и тренды (Pivot, июль 2011)Andrei Kamarouski
This document summarizes key findings from a survey about social advertising conducted by Pivot. Some of the main points include:
- Brands are increasingly using social media platforms like Facebook, Twitter, and YouTube for advertising as consumer attention shifts online.
- Social advertising allows brands to target consumers based on interests and social connections to build engagement over time.
- Most survey respondents felt social advertising was valuable and planned to experiment with or increase their use of social advertising.
- Facebook was seen as offering the best social advertising products currently, while interest in advertising on platforms like LinkedIn and Foursquare is growing.
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.
Lucidity london how your business could use social media (2014)Guy Steele-Perkins
This document provides an overview of how businesses can leverage social media. It discusses 10 key areas where social media can impact a business: public relations, customer support, market research, brand marketing, promotions, consumer education, sales, product development, customer relationship management, and opportunities that have yet to be discovered. It then provides a 4-step process for developing an effective social media strategy: plan, build, promote, and measure. The planning process involves evaluating business objectives, assets, customers, and brand positioning. The building process involves creating custom social media pages, applications and promotions. The promotion process involves creating compelling content and campaigns. The measurement process involves real-time reporting and analysis to understand the impact on the brand.
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
While it should come as no surprise that many major CPG brands and retailers are among the top 50 most active social media brands, this new point of view finds different brands are at varying levels of maturity in having a two-way dialogue with consumers. According to Accenture research, consumers want to engage more with CPG brands than with retailers. The success of consumer engagement is making sure fans feel part of the overall brand voice.
Nowadays, marketing is all about how the brands connect themselves with the human spirit of their consumers. Valuing these emotions, the brands do their positioning accordingly with regard to the environment and general community at large to create real meaningful and demonstrable values that align with the society.
In today’s world, consumers are the creators and destroyers of brands with which they associate as they imbibe the brand within themselves with authenticity and passion. This leads to ambassadorship and activism on behalf of the brand. The Presentation revolves around building true customer engagement which results in development of long-term meaningful and sustainable relationships that grow and extend over a period of time across marketing and operational channels giving a sense of ownership of the brand. The issues vary from challenges in diminishing control of companies over their brand, the advent of hyper transparency to the proliferation of best practices.
This document discusses how businesses can leverage social media in various ways beyond just branding and marketing. It outlines 8 potential uses of social media:
1. Using social media for public relations by directly communicating with millions of consumers.
2. Leveraging social media for customer support by enabling customer communities to support each other at low cost.
3. Tapping into social media for market research by gaining insights from discussions among tens of millions of consumers.
4. Employing social media for promotions by creating viral campaigns that grow a brand's audience and drive sales.
5. Leveraging social media for new product development by tapping the collective wisdom of online communities.
The document discusses best practices for brands establishing themselves as publishers in the current media landscape. It finds that one-third of top global brands have created publishing platforms. There are three main types: core branding sites, content marketing hubs, and sponsored destinations. The most successful platforms use a blend of brand and user-generated content, have a strong visual style and editorial mandate, and engage their communities. The document analyzes various brand publishing platforms and rates them on metrics like audience value and brand value. It provides the example of Virgin's data-driven content strategy improving site engagement through personalized storytelling.
Why designing a content marketing strategy matters&&& Ltd
The document discusses the importance of developing a content marketing strategy. It notes that defining goals, understanding your audience, crafting quality design, planning the content lifecycle, and taking advantage of digital tools are key aspects of an effective content strategy. Specifically, it recommends setting a clear goal to focus efforts, making content relevant to different audience segments, investing in expert design, identifying how content will move through stages over time, and using tools to accelerate distribution. The overall message is that a well-planned content strategy can help organizations engage audiences and achieve their goals more successfully.
This document discusses the importance of content in online marketing and provides strategies for developing an effective content plan. It outlines four pillars of online marketing: website, search, social media, and self-service. It emphasizes that quality content attracts and engages visitors by informing and retaining them. The document recommends conducting research and analytics to understand audiences and determine which content is most effective at driving goals like increasing patient volume. It stresses the importance of developing a comprehensive content strategy to facilitate understanding audiences, building relationships, and governing sustainable content over the long term.
Facebook ads can be effective at driving conversions for a retail electricity provider in less than 6 weeks. An experiment run by Green Mountain Energy Company and Priority Integrated Marketing found that Facebook ads increased the company's Facebook fan base by 22% and drove 693 targeted visitors to the Green Mountain website. While no sales were directly attributed to the ads, it is possible some visitors later converted without clicking through from Facebook. The major takeaway is that people are more likely to take small actions like liking a Facebook page when the commitment is small and remains within Facebook.
Walt Disney - Content Is King walks you through Walt Disney's successful business strategy that led to an annualized growth rate of 20% and makes specific recommendations as to how Disney could maintain its industry-beating growth rate.
For years we’ve been saying “content is king” … but many of us have been treating it like a pauper. Find out why we can no longer afford to leave our online content as an afterthought, and how the new and growing field of content strategy is paving the way for a new era of powerful, vibrant, impactful websites.
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
The document discusses how brands must evolve into media platforms and adopt an always-on marketing approach to succeed in today's connected world. It emphasizes that brands need to focus on listening to audiences, creating engaging content, and continuously measuring their performance. The document provides a framework called "The Connected Marketing Playbook" that guides brands through essential activities like creating a customer listening program to understand audiences and engaging audiences through content and community.
30+ Tools To Move Beyond Basic Blog Content (Wordcamp Vancouver 2013 #WCYVR)Kane Jamison
Wordcamp Vancouver Session Description: Most bloggers and business owners understand that creating content is an important part of building up an online audience and increasing traffic to your website. But – many of us have trouble getting past basic blog content – the same old blocks of text that everyone else is writing. Kane’s presentation will cover 30+ methods an average user can utilize to create more interesting content across your site, including tools, plugins, and more.
#wcyvr 2013
Live Webinar: How to Kick-Start a Successful Content Marketing Strategy - Qui...LinkedIn
Seth Godin says that “Content marketing is the only marketing left.”
The marketing world appears to be agreeing with him, as content marketing budgets continue to grow exponentially. But as you build your content strategy, how can you be sure that you’re setting out on a path to success from Day One?
Join us for this dynamic, live webcast co-hosted by LinkedIn and the award-winning content marketing agency King Content. Speakers include Jon Lombardo, Creative Lead for LinkedIn’s Creative Agency, and Lieu Pham, VP, Strategy & Innovation for King Content.
We will explore the fundamentals to building a strong content marketing strategy—giving you the tools and confidence to secure the budget and succeed from the very start. We’ll cover three key concepts:
- Why you need to do a content audit—and how to do one
- What types of content you should produce for your audience
- How to measure success against short and long-term objectives
The document discusses various topics related to blogging including reasons for starting a blog, how popular blogging has become, the anatomy and structure of blogs, types of blog posts, ideas for finding content, tips for writing posts, tracking visitors, monetizing blogs through advertising, and getting started with blogging.
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.
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.
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.
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.
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.
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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.
9
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.
11
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
13
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.
15
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
17
19. FEBRUARY 2011
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
19