Presentation by Charlene Li at Adobe Summit, March 7, 2013 in Salt Lake City, UT. Description; New technologies pop up every day that allow us to now connect and communicate with each other in real time. Yet marketing organizations are wired for a by-gone era when there was the luxury of time. These new dynamic customer relationships require not only a new mindset, but also new skills, capabilities, and organizations.
The document summarizes key social media trends for 2013, including:
1) The emergence of converged media, which utilizes multiple paid, owned, and earned media channels for consistent messaging.
2) The need for real-time marketing to engage dynamic customers, requiring coordinated paid, owned, and earned execution.
3) Everyone becoming a marketer as marketing extends throughout organizations.
Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...Darren Choo SlideShare
This document discusses how StarHub, a telecommunications company in Singapore, demonstrated the benefits of adopting a customer-centric strategy through their social customer relationship management (SCRM) initiatives. It provides examples of how StarHub used social listening, community engagement, idea crowdsourcing, and customer advocacy to improve customer loyalty, reduce costs, and increase brand perception. Metrics are presented showing the return on investment achieved through these SCRM programs in areas like call volume reduction and self-service adoption.
Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...Susan Etlinger
This report provides an industry update, best pratices and frameworks for understanding how to approach and build a social media command center that integrates with other digital and enterprise signals in the business.
Successful online insurance – superb customer satisfaction with the help of g...Human Interface Group
Taking out an insurance online is not the same as buying a pair of shoes in a webshop. For the latter you choose a model and a colour, you enter your size and you click ‘Send’. An insurance however, comes with a lot of conditions and parameters. Simple tasks - like putting your signature at the end of the contract - can become quite complex online.
Listen to the webinar here: http://ow.ly/4n83yg
Brian Solis, renowned speaker and digital marketing guru, and Nick Stein, senior vice president of marketing at Vision Critical, shares how to improve your company's end-to-end customer experience.
How should employees be part of my marketing mix? Can I extend the reach of my brand’s messages through employees in social media? Can I drive increased engagement of employees at work? Does the shift of social media from organic messaging to paid advertising concern you? Will there be a time when my employees will carry my messages further than our brand's social pages? If so, this research report is for you.
The document summarizes key social media trends for 2013, including:
1) The emergence of converged media, which utilizes multiple paid, owned, and earned media channels for consistent messaging.
2) The need for real-time marketing to engage dynamic customers, requiring coordinated paid, owned, and earned execution.
3) Everyone becoming a marketer as marketing extends throughout organizations.
Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...Darren Choo SlideShare
This document discusses how StarHub, a telecommunications company in Singapore, demonstrated the benefits of adopting a customer-centric strategy through their social customer relationship management (SCRM) initiatives. It provides examples of how StarHub used social listening, community engagement, idea crowdsourcing, and customer advocacy to improve customer loyalty, reduce costs, and increase brand perception. Metrics are presented showing the return on investment achieved through these SCRM programs in areas like call volume reduction and self-service adoption.
Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...Susan Etlinger
This report provides an industry update, best pratices and frameworks for understanding how to approach and build a social media command center that integrates with other digital and enterprise signals in the business.
Successful online insurance – superb customer satisfaction with the help of g...Human Interface Group
Taking out an insurance online is not the same as buying a pair of shoes in a webshop. For the latter you choose a model and a colour, you enter your size and you click ‘Send’. An insurance however, comes with a lot of conditions and parameters. Simple tasks - like putting your signature at the end of the contract - can become quite complex online.
Listen to the webinar here: http://ow.ly/4n83yg
Brian Solis, renowned speaker and digital marketing guru, and Nick Stein, senior vice president of marketing at Vision Critical, shares how to improve your company's end-to-end customer experience.
How should employees be part of my marketing mix? Can I extend the reach of my brand’s messages through employees in social media? Can I drive increased engagement of employees at work? Does the shift of social media from organic messaging to paid advertising concern you? Will there be a time when my employees will carry my messages further than our brand's social pages? If so, this research report is for you.
Culture Hacking with Data - front line experiences in Data Driven TransformationBarry Magee
UCC PGDip in Innovation Studies - Feb 2021 - Barry Magee
I'm an experienced senior business leader focused on how data-driven transformation creates organisational value with deep experience in sales, marketing, strategy, operations, and change management. I’m a recognized industry-leading specialist and academic on effective and systemic innovation using data and analytics to build competitive advantage and tangible results.
https://www.linkedin.com/in/barrymagee/
Why do Data and Analytics struggle in large organizations? This presentation explores the structural and causal issues at play through the lens of 'systems thinking' and 'business dynamics'.
The Journey to Exceptional Customer ExperienceCartegraph
This Loras College Business Analytics Symposium breakout session presented by Cathy Carlson and Bruce Barchus of Vizability LLC described the journey on the way to exceptional customer experience. What does that have to do with analytics? Everything. Data-driven decisions are critical to optimizing the way your organization delights (or not) your customers. Challenging your organization to be great on an end-to-end basis is never ending. Welcome to the journey.
Participants received a guide for getting real world results, including a list of tools to help along the way.
John Glinski - The B2B Analytics Engine: How Vanguard is Measuring Marketing...Julia Grosman
This document presents a visit score recipe developed by John Glinski at Vanguard to measure the success and ROI of a company's B2B web experience. It describes developing an engagement score by tracking key metrics like logins, tool usage, article views, and lead forms to quantify user engagement. The steps include determining key actions and success goals with stakeholders, mapping out the logic, implementing tracking in Adobe, analyzing results, and sharing recommendations. Examples of implementation for different departments like marketing, sales, IT are provided. The process is meant to test solutions, improve based on data, and continuously measure progress.
3 Ways to use Social to Rally Volunteers and Build an Engaged CommunityDerek Laney
There are 3 main ways non-profits can use social media to rally volunteers and build an engaged community according to the document:
1. Use social media to better connect staff which can lead to faster adoption of tools, increased collaboration, and faster communication.
2. Connect with customers on social media as shown through case studies with ReachOut.com and Brock University which can help increase engagement.
3. Connect with service providers on social media to coordinate volunteer efforts and solutions to community issues as depicted in the diagram showing how different groups can connect.
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
Defining and understanding digital transformation and the marketing role. How can marketing drive transformation? what are the tasks, strategies and things that can help.
The document discusses how to build a digital insurance company. It outlines that insurers are evolving from traditional to digital enterprises to adapt to changing market drivers and customer expectations. This requires developing new digital business models, providing an omni-channel customer experience, becoming more customer-centric, innovating products/services, being insight-driven, and improving efficiency. The document provides strategies for unifying the customer experience, simplifying operations, engaging customers, and responding to customers in a timely manner. It also discusses developing a holistic digital strategy through small, continuous projects that deliver business value.
Highlights from Widen’s 2019 Martech Survey: Widen your perspective of your ...Widen, an Acquia company
In this presentation, we’ll share exclusive highlights from Widen’s 2019 martech survey. You'll learn what martech investments and integrations are trending most among Widen customers and stay on top of the hottest martech trends.
Digital Customer Experience strategy & Marketing Automation for Philips Healt...Arjan Kramer
This document discusses a digital transformation project between Philips Healthcare and Capgemini. Philips lacked a centralized digital strategy and customer-centric approach. Capgemini helped Philips develop a roadmap to create a unified digital vision and marketing automation system. The marketing automation project improved Philips' campaign management, data integration, and customer profiling capabilities. It also increased lead generation and engagement at events like ECR Congress 2014 in Vienna. The partnership between Philips and Capgemini was key to the successful digital transformation.
100 Questions To Ask About Your DIGITAL BUSINESSCognizant
This short document discusses keeping your digital business strategy up to date and connecting with customers digitally. It recommends checking out the latest thinking section to learn how to better connect digitally with customers and help them.
Charting a Course to Intelligent Customer Experiences with AIJames Prentis
Gib Bassett, Customer Success Director at Salesforce, discusses charting a course to intelligent customer experiences with AI. He emphasizes identifying aspects of customer experience that can be improved, prioritizing improvements, focusing on quick wins, building an evolving portfolio of improvements, and measuring business value. The presentation also discusses overcoming barriers to AI adoption such as defining strategy and use cases, and identifying a starting point for AI projects.
This document discusses strategies for coping with trends and disruptions in social media and social business. It notes that social strategists are now focused on integrating social across departments rather than just scaling social tools. Four key trends require cross-functional involvement: integrating social and digital, using social data insights, developing employee advocacy programs, and empowering sales teams. However, collaboration varies between functions. The document provides several coping strategies, such as auditing customer experience gaps, forming cross-functional teams, and educating leaders. It also presents case studies of companies that have successfully implemented strategies like employee advocacy and social media integration.
It’s no secret that B2B events can pump out some dull social content. But just because B2B may have a more serious tone does not mean it needs to be boring!
In this webinar, run in partnership with OgilvyOne Business, we share simple ideas for making your conference a social success. We discuss how companies can turn their events into a platform for driving leads and building customer relationships, and how to apply the same strategy for your event.
In this session you will learn:
- How to use social to get people to meet you face to face
- How to capture more leads from events
- How to make your content more interesting
- How to get your customers to tell their colleagues and peers how great you are
This document outlines a project to design and implement a new database solution for Flix2You to help them better understand their customer data and stay competitive. Key aspects of the project include:
- Migrating the existing application to a cloud hosted by GoDaddy
- Developing a more efficient database to reduce lag and drive productivity
- Highlighting marketing opportunities from the customer data
- Implementing the solution according to phases of planning, requirements gathering, design, construction, implementation and support
The project will be managed using a methodology aligned with PMI processes and is estimated to take 16 weeks to complete upon project approval.
Product Management and CX Approaches: Friends or Foes?James Prentis
The document discusses digital business transformation and the need for companies to innovate how they innovate to keep up with rapidly changing customer expectations and technology. It outlines different approaches to innovation like product management, service design, and lean startups. It argues that while product management focuses on optimizing individual products and service design optimizes customer journeys across an organization, they are complementary and work best together, along with experience transformation strategy, to drive digital business transformation. Case studies are provided of how combining these approaches has driven results for companies.
Video can be viewed here: https://www.youtube.com/watch?v=ofG-G0bqNbA
In this short introduction into the topic of data-driven decisioning or data-driven decision making, Thomas Gerstmann, Consultant for Conversion Optimization, Data Science & User Research (https://www.linkedin.com/in/thomasgerstmann) will give a brief overview of the overall topic and the meetups following two talks: What is data-driven decision making? What established processes and methods for data-driven decisioning exist today? What are the advantages of this approach? What - as a basis to these - is a decision at all?
This talk was part of an Aachen Data & AI Meetup.
-----
You can find us here:
- Meetup.com: https://www.meetup.com/de-DE/Aachen-D...
- LinkedIn: https://linkedin.com/company/aachen-d...
- Facebook: https://www.facebook.com/dataaimeetup
- Slideshare: https://www.slideshare.net/aachen-dat...
If you have any questions, please don’t hesitate to reach out to us: data.ai.meetup@gmail.com.
-----
Who is Aachen Data & AI Meetup?
We bring together all Data and Artificial Intelligence (AI) interested people in the Aachen Area: Professionals, Experts-To-Be, Students and all others. Regularly, we organize new meetups with enough time for networking.
The event formats spread from lectures & discussions about the big trends to concrete hands on workshops.
The topics vary from Data Science, Business Intelligence over Machine Learning and Predictive Analytics to Data Security, Data Visualization, Data Story Telling and Data Driven Decisioning. Furthermore, it's about the skills & tools to achieve all this.
Modern Marketing Model (M3) - 1 year onEconsultancy
A 12-month timeline of Econsultancy's Modern Marketing Model (M3) which fuses digital and classic marketing into one future-facing framework. M3 informs marketing’s remit, the required competencies and organisational design to define marketing in the digital age
Leadership and Social Media in EducationCharlene Li
"Leadership and Social Media" examines the use of social media in public education, with examples from California and other public schools. By Charlene Li at the ACSA Superintendents Symposium, January 30, 2013 in Monterey, CA
Culture Hacking with Data - front line experiences in Data Driven TransformationBarry Magee
UCC PGDip in Innovation Studies - Feb 2021 - Barry Magee
I'm an experienced senior business leader focused on how data-driven transformation creates organisational value with deep experience in sales, marketing, strategy, operations, and change management. I’m a recognized industry-leading specialist and academic on effective and systemic innovation using data and analytics to build competitive advantage and tangible results.
https://www.linkedin.com/in/barrymagee/
Why do Data and Analytics struggle in large organizations? This presentation explores the structural and causal issues at play through the lens of 'systems thinking' and 'business dynamics'.
The Journey to Exceptional Customer ExperienceCartegraph
This Loras College Business Analytics Symposium breakout session presented by Cathy Carlson and Bruce Barchus of Vizability LLC described the journey on the way to exceptional customer experience. What does that have to do with analytics? Everything. Data-driven decisions are critical to optimizing the way your organization delights (or not) your customers. Challenging your organization to be great on an end-to-end basis is never ending. Welcome to the journey.
Participants received a guide for getting real world results, including a list of tools to help along the way.
John Glinski - The B2B Analytics Engine: How Vanguard is Measuring Marketing...Julia Grosman
This document presents a visit score recipe developed by John Glinski at Vanguard to measure the success and ROI of a company's B2B web experience. It describes developing an engagement score by tracking key metrics like logins, tool usage, article views, and lead forms to quantify user engagement. The steps include determining key actions and success goals with stakeholders, mapping out the logic, implementing tracking in Adobe, analyzing results, and sharing recommendations. Examples of implementation for different departments like marketing, sales, IT are provided. The process is meant to test solutions, improve based on data, and continuously measure progress.
3 Ways to use Social to Rally Volunteers and Build an Engaged CommunityDerek Laney
There are 3 main ways non-profits can use social media to rally volunteers and build an engaged community according to the document:
1. Use social media to better connect staff which can lead to faster adoption of tools, increased collaboration, and faster communication.
2. Connect with customers on social media as shown through case studies with ReachOut.com and Brock University which can help increase engagement.
3. Connect with service providers on social media to coordinate volunteer efforts and solutions to community issues as depicted in the diagram showing how different groups can connect.
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
Defining and understanding digital transformation and the marketing role. How can marketing drive transformation? what are the tasks, strategies and things that can help.
The document discusses how to build a digital insurance company. It outlines that insurers are evolving from traditional to digital enterprises to adapt to changing market drivers and customer expectations. This requires developing new digital business models, providing an omni-channel customer experience, becoming more customer-centric, innovating products/services, being insight-driven, and improving efficiency. The document provides strategies for unifying the customer experience, simplifying operations, engaging customers, and responding to customers in a timely manner. It also discusses developing a holistic digital strategy through small, continuous projects that deliver business value.
Highlights from Widen’s 2019 Martech Survey: Widen your perspective of your ...Widen, an Acquia company
In this presentation, we’ll share exclusive highlights from Widen’s 2019 martech survey. You'll learn what martech investments and integrations are trending most among Widen customers and stay on top of the hottest martech trends.
Digital Customer Experience strategy & Marketing Automation for Philips Healt...Arjan Kramer
This document discusses a digital transformation project between Philips Healthcare and Capgemini. Philips lacked a centralized digital strategy and customer-centric approach. Capgemini helped Philips develop a roadmap to create a unified digital vision and marketing automation system. The marketing automation project improved Philips' campaign management, data integration, and customer profiling capabilities. It also increased lead generation and engagement at events like ECR Congress 2014 in Vienna. The partnership between Philips and Capgemini was key to the successful digital transformation.
100 Questions To Ask About Your DIGITAL BUSINESSCognizant
This short document discusses keeping your digital business strategy up to date and connecting with customers digitally. It recommends checking out the latest thinking section to learn how to better connect digitally with customers and help them.
Charting a Course to Intelligent Customer Experiences with AIJames Prentis
Gib Bassett, Customer Success Director at Salesforce, discusses charting a course to intelligent customer experiences with AI. He emphasizes identifying aspects of customer experience that can be improved, prioritizing improvements, focusing on quick wins, building an evolving portfolio of improvements, and measuring business value. The presentation also discusses overcoming barriers to AI adoption such as defining strategy and use cases, and identifying a starting point for AI projects.
This document discusses strategies for coping with trends and disruptions in social media and social business. It notes that social strategists are now focused on integrating social across departments rather than just scaling social tools. Four key trends require cross-functional involvement: integrating social and digital, using social data insights, developing employee advocacy programs, and empowering sales teams. However, collaboration varies between functions. The document provides several coping strategies, such as auditing customer experience gaps, forming cross-functional teams, and educating leaders. It also presents case studies of companies that have successfully implemented strategies like employee advocacy and social media integration.
It’s no secret that B2B events can pump out some dull social content. But just because B2B may have a more serious tone does not mean it needs to be boring!
In this webinar, run in partnership with OgilvyOne Business, we share simple ideas for making your conference a social success. We discuss how companies can turn their events into a platform for driving leads and building customer relationships, and how to apply the same strategy for your event.
In this session you will learn:
- How to use social to get people to meet you face to face
- How to capture more leads from events
- How to make your content more interesting
- How to get your customers to tell their colleagues and peers how great you are
This document outlines a project to design and implement a new database solution for Flix2You to help them better understand their customer data and stay competitive. Key aspects of the project include:
- Migrating the existing application to a cloud hosted by GoDaddy
- Developing a more efficient database to reduce lag and drive productivity
- Highlighting marketing opportunities from the customer data
- Implementing the solution according to phases of planning, requirements gathering, design, construction, implementation and support
The project will be managed using a methodology aligned with PMI processes and is estimated to take 16 weeks to complete upon project approval.
Product Management and CX Approaches: Friends or Foes?James Prentis
The document discusses digital business transformation and the need for companies to innovate how they innovate to keep up with rapidly changing customer expectations and technology. It outlines different approaches to innovation like product management, service design, and lean startups. It argues that while product management focuses on optimizing individual products and service design optimizes customer journeys across an organization, they are complementary and work best together, along with experience transformation strategy, to drive digital business transformation. Case studies are provided of how combining these approaches has driven results for companies.
Video can be viewed here: https://www.youtube.com/watch?v=ofG-G0bqNbA
In this short introduction into the topic of data-driven decisioning or data-driven decision making, Thomas Gerstmann, Consultant for Conversion Optimization, Data Science & User Research (https://www.linkedin.com/in/thomasgerstmann) will give a brief overview of the overall topic and the meetups following two talks: What is data-driven decision making? What established processes and methods for data-driven decisioning exist today? What are the advantages of this approach? What - as a basis to these - is a decision at all?
This talk was part of an Aachen Data & AI Meetup.
-----
You can find us here:
- Meetup.com: https://www.meetup.com/de-DE/Aachen-D...
- LinkedIn: https://linkedin.com/company/aachen-d...
- Facebook: https://www.facebook.com/dataaimeetup
- Slideshare: https://www.slideshare.net/aachen-dat...
If you have any questions, please don’t hesitate to reach out to us: data.ai.meetup@gmail.com.
-----
Who is Aachen Data & AI Meetup?
We bring together all Data and Artificial Intelligence (AI) interested people in the Aachen Area: Professionals, Experts-To-Be, Students and all others. Regularly, we organize new meetups with enough time for networking.
The event formats spread from lectures & discussions about the big trends to concrete hands on workshops.
The topics vary from Data Science, Business Intelligence over Machine Learning and Predictive Analytics to Data Security, Data Visualization, Data Story Telling and Data Driven Decisioning. Furthermore, it's about the skills & tools to achieve all this.
Modern Marketing Model (M3) - 1 year onEconsultancy
A 12-month timeline of Econsultancy's Modern Marketing Model (M3) which fuses digital and classic marketing into one future-facing framework. M3 informs marketing’s remit, the required competencies and organisational design to define marketing in the digital age
Leadership and Social Media in EducationCharlene Li
"Leadership and Social Media" examines the use of social media in public education, with examples from California and other public schools. By Charlene Li at the ACSA Superintendents Symposium, January 30, 2013 in Monterey, CA
The 2015 MMA Doctoral Student Teaching Consortium is designed to help future faculty develop innovative approaches to classroom instruction and career planning. The Consortium will be held in conjunction with the MMA Fall Educators’ Conference which has a focus on teaching effectiveness in marketing education. Visit the conference webpage for the Conference Call for Papers, Pre-conference Workshops,
and the Teacher-Scholar Doctoral Student Competition Call for Submissions.
This document discusses strategies for businesses to succeed in a world transformed by social media. It provides a six-phase framework for developing social business maturity: 1) Planning, 2) Presence, 3) Engagement, 4) Formalized, 5) Strategic, and 6) Transformation. The key lessons are that social strategies often fail due to a lack of clear business goals; strategy requires planning initiatives across departments and over multiple years; and transforming the business fully is the ultimate goal, where business itself is social.
This is a presentation that's part of a series in which LinkedIn Influencers analyze the state and future of their industry. You can read the posts at https://www.linkedin.com/channels/the_economy?trk=prod-inf-myindustry-0325-cutline
The Future of Work: Social and Mobile Technologies That MatterCharlene Li
Webinar by Charlene Li on June 8, 2012. Audio recording and slides also available at http://learn.gotomeeting.com/060812-NA-G2MC-WBR-SM?ID=70150000000YDip
Sponsored by GoToMee
Dealing With Declining Dictators: A Comparison Of US Foreign Policy In Iran A...Charlene Li
The document compares United States foreign policy towards Iran and the Philippines as their dictators were declining. It analyzes how the US responded differently in each country as the Shah of Iran and Ferdinand Marcos faced growing opposition in their nations. The summary aims to concisely outline the key topic and purpose of the provided document.
TED Talk Script: "Giving Up Control - Leading in the Digital Era"Charlene Li
Charlene Li discusses three things that organizations can do to help leaders transition to leading in the digital era:
1. Create a culture of sharing where middle managers facilitate information sharing rather than hoard it.
2. Encourage the practice of followership so employees build networks and influence without relying on title.
3. Ensure networks are used to make meaningful decisions, like having employees suggest process cuts for the CEO to prioritize, so managers see networks driving real work.
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer
Account-based marketing has been around for more than a decade, but advances in marketing technology and data collection have turned it into a hot trend among business-to-business (B2B) marketers. Key topics include: What account-based marketing involves; What’s different about account-based marketing now that marketers have a tech stack at their disposal; How marketers are using data to inform their account-based efforts; How account-based marketing helps marketers and sales team work toward aligned goals and tactics.
Thoughts on Writing Managerial Implications - Son LamAMA DocSIG
This document provides guidance on writing effective managerial implications. It discusses what managerial implications are, common mistakes to avoid, and rules of thumb. Some key points made include that managerial implications should change how managers think or act, avoid rehashing findings without interpretation, ensure implications are viable and novel, and discuss both significant and non-significant results. The document also provides examples of how to discuss different types of empirical results like mediation and moderation effects in formulating implications.
TED Talk "Giving Up Control: Leading in the Digital Era"Charlene Li
To lead effectively in the digital era, leaders must create a culture of sharing where people are engaged in their work similar to how teenagers are engaged online. Leaders also need to practice followership by learning to trust others rather than relying solely on hierarchies. Finally, leaders must make meaningful decisions and give up some control in order to lead in the digital era through creating a sharing culture, practicing followership, and making decisions.
Top Digital Transformation Trends and Priorities for 2016Charlene Li
Given the importance of digital transformation and the never ending onslaught of new technologies, how should organization prioritize limited resources, time, and attention? This presentation to the San Francisco American Marketing Association is the 7th year in a row when Charlene has presented her take of top digital trends.
"The Engaged Leader" at SXSW InteractiveCharlene Li
Presentation by Charlene Li at SXSW Interactive, Austin, TX on Saturday, March 14, 2015 (Pi Day)
Title: Creating A Digital Engagement Strategy for Leaders
Description: Digital and social technologies have revolutionized relationships – and leadership is not immune. Despite the pressure to engage, leaders remain on the sidelines, paralyzed by fear and the unknown. We’ll look at how leaders can use technology to listen, share, and engage with employees and customers, at scale. We’ll also discuss common objections and concerns of leaders – and how to address them.
Microsoft Dynamics xRM4Legal 2013 Marketing OverviewDavid Blumentals
The document provides an overview of the Microsoft xRM4Legal 2013 software for legal firms. It discusses how the software can help law firms become more effective at business development by [1] giving staff the right tools to attract more clients, improve service, close deals faster, and enhance client relationships, [2] achieving new levels of business development productivity through better targeting, managing activities and communication, and opportunities, and [3] providing real-time business intelligence through customizable dashboards and reports.
This document discusses business development challenges for law firms and how xRM4Legal software can help address them. It outlines how the software helps users target the right clients and prospects, improve outreach efforts, clearly define their value proposition, and track matters from initial prospect to client to drive new business. The software provides tools to maximize relationships, automate processes, access firm-wide information, evaluate marketing return on investment, and gain business insights. It argues that achieving new levels of productivity in business development activities can help firms close more deals, improve client satisfaction, drive innovation, and reduce costs.
Social Media Monitoring the Alterian Ecademy OpportunityAlterian
Social media marketing has emerged as a legitimate marketing channel that your brand is able to utilize in a number of ways. The first step is listening, and with Alterian SM2 you can track conversations, review positive/negative sentiment for your brand, clients, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts.
Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.
Connected Marketing Automation is a framework to maximize marketing return on investment and transform a company into a revenue engine. It involves creating digital profiles of customers by tracking their online behavior, building relevant marketing campaigns tailored to each customer's needs and profile, and nurturing and qualifying leads through the sales funnel. Implementing Connected Marketing Automation can increase lead conversion rates, improve alignment between marketing and sales, allow for more personalized campaigns, and transform a company into a true revenue engine.
The document discusses how companies can increase sales through social CRM by listening for sales intelligence on social media, acting on "trigger events", leveraging their own social networks, and empowering sales teams. It describes what social CRM is and provides examples of tools like SugarCRM, InsideView, and social media that can help companies implement a social CRM strategy. The presentation aims to educate attendees on how to use social media and tools to gain customer insights, engage prospects at the right time, and increase sales.
The document discusses the power of relevance in online marketing. It argues that relevance means delivering the right message to the right person at the right time. This can be achieved through personalized advertising targeting users based on their demographics, behaviors, interests and other attributes. Yahoo provides various targeting tools that use large amounts of user data to serve highly relevant ads and content. The presentation concludes that relevance increases user engagement and is key to successful online advertising and content strategies.
Data Driven Transformation for Sales - The 5 QuestionsBarry Magee
This document discusses implementing a data-driven approach to engage clients in a more effective manner. It involves using data to select the best sales resources, understand the client's needs and priorities, and provide the right information through the right channels. The goal is to increase client engagements, conversions, pipeline growth and ultimately revenue through a personalized, optimized system driven by marketing and customer data.
Delivering Exceptional Web Experiences In a Social WorldLuis Benitez
Becoming a social business it's about connecting your employees, partners, and customers in a human-centered way utilizing the best Web 2.0 technologies out there.
This document discusses how businesses can use social media and customer relationship management (CRM) strategies to attract more customers and increase sales. It recommends integrating CRM systems with social media tools to automate processes, gain insights from customer data, and engage customers through multiple online channels. Finally, it introduces a company called InDemand InfoTech that provides CRM and business intelligence services and custom application development.
Is this the new way for the future and is Cognitive able to help marketers?
What if you had a system that could...
discover and target audiences within minutes?
activate the right message and deliver to the right individuals at the right time through real-time personalisation rules?
engage digitally with customers in a more human way to personalise service and increase conversion throughout their relationship?
predict whether a campaign is likely to fall short of its goal, so the marketing team can course-correct in ight and deliver for the business?
analyse all of your content, and that of your key competitors, and then assess your “tone” and theirs and guide your team to create better content?
Find and and select images and other content to use in your next marketing campaign based on alignment with your message?
How to survive the future of marketing - Keynote at RODIRECTMichael Leander
The document outlines 7 things needed to survive the future of marketing including having a short attention span, understanding where audiences are overwhelmed with information, and how to cut through the clutter to reach them in an authentic and meaningful way. It also discusses the importance of listening to audiences and gaining customer insights to provide relevant experiences across channels.
With technology now infused into every aspect of commerce, the entire craft of marketing has become more instrumented, interconnected and intelligent. This has led to profound changes in ways the discipline is understood, led and practiced. The onus of this evolution has landed on the doorstep of the Chief Marketing Officer. And that means that the mind-set, as well as the skill set, of a CMO has to evolve right along with it to transform from a Chief Marketing Officer to becoming a Chief Marketing technologist
01 Pam Ibm Sw Day Joburg May 2011 Social Business Pcpchandor
This document discusses how IBM has adopted social business practices to power its large, global operations. It summarizes how IBM uses social collaboration among its 400,000 employees and 100,000 partners to increase productivity, drive innovation, and deepen client relationships. Some key tactics include allowing social tools for communication, crowdsourcing ideas from professional networks, and optimizing the workforce through remote and diverse collaborations.
The Integrated Planning System - Presentation for FUNNEL B2B Marketing event,...Rowan Hetherington
The document discusses the need to reimagine marketing using an integrated planning system approach. It outlines five steps for the integrated planning system: 1) understand inputs like the digital landscape and business priorities; 2) define objectives and key constituencies; 3) employ listening strategies like social media monitoring; 4) create a management plan; and 5) implement systemic changes across the marketing system. The appendix provides resources on IBM's marketing solutions and sources for further information.
1. The document discusses how social media and digital technology have revolutionized customer interactions by making them more social and participatory. It emphasizes that digital experiences will become the primary way customers engage with brands.
2. It provides five ideas for companies to consider in adapting to this new environment: 1) leverage user-generated content and advocacy, 2) harness influencer relationships, 3) make brands more human by adopting singular or multiple voices, 4) create new businesses from hidden assets, and 5) develop mobile and context-based digital experiences.
3. The key message is that digital is transforming customer relationships and companies must use it to get closer to their customers rather than just as an advertising channel. Personalized and
In 3 sentences: The document discusses digital marketing trends for 2013 and highlights key services around social media marketing, community engagement, content marketing, and social customer support. It provides examples of companies like Commonwealth Bank of Australia and Comcast that are leveraging social media to better connect with customers. The agency focuses on helping clients grow by leveraging the social internet and building a team to deliver innovative social media solutions.
Integrate provides high quality, pre-screened sales leads to buyers through an online platform. Leads are verified through multiple checkpoints to ensure accuracy. Both buyers and sellers benefit through this real-time system - buyers get qualified leads and sellers get exposure and revenue. Integrate has solved common issues in lead generation through screening out invalid sources, accurate tracking, effective delivery, and verification.
Leading Digital Transformation: Putting People FirstCharlene Li
Slides for speech at HR Tech Expo by NCHRA on August 25, 2017. Based on research by Prophet "HR as a Force for Digital Change" available at https://goo.gl/qu7rN3.
Description: Transformations are never easy, and the digital transformation is doubly so because of the technology angle. HR leaders must work the fine line between pushing executives and teams to be agile and change faster, while still enabling the organization to deliver on near-term objectives.
We'll examine the challenges and opportunities that digital creates, and the crucial role that HR leaders play in bringing about the transformation needed to help your organization thrive in the digital era.
Presentation at Seminarium Peru on 15 November 2012 by Charlene Li in Lima. Two presentations were given.
Speech #1: Creating A Successful Social Business Marketing Strategy
With almost a billion members, Facebook's growth and stature is representative of the maturing social media landscape. Social technologies are no longer a bright shiny object, instead representing valuable relationships that require a coherent strategy and disciplined execution.
This session will make a case that social technologies should be a mainstay of your marketing program rather than a second cousin of interactive marketing. We'll look at the implications of this priority shift, using case studies from companies who are making changes to their overall business and marketing programs. We'll also go through a checklist of the actions you'll need to prioritize to be successful.
Speech #2: Title: Marketing In The Era Of Social Technologies
The excitement around social media often centers on the technologies -- Facebook, blogs, Twitter, etc. etc. But this is the wrong approach. Rather than think about crafting a strategy around social technologies, leaders should be pondering how they can use social technologies to support and strengthen customer relationships.
For many, Groundswell was the book that broke down barriers to accepting social technologies as an opportunity to make their businesses better. Open Leadership picks up where Groundswell left off, showing leaders how to open up business and create a culture that will make social media adoption–and on a greater level, adoption of a social business model–possible and successful.
We'll be looking at the art -- and the science -- of how to tap into the power of customers and employees, including examples of what organizations and leaders are successfully doing today, as well as how to get your organization started.
Altimeter presents research, case studies and process for creating a social media program. Also includes a brief introduction to Altimeter Academy which supports social media training programs for organizations.
A Brave New World - Where Conference KeynoteCharlene Li
Keynote at Where Conference, April 3, 2012 by Charlene Li.
Description: Our personal devices provide endless streams of data set in context of who we are, where we are, who we know, and what we do. But what can we realistically expect the future to look like, and how soon will it be before it gets here? The key is to understand what new opportunities are unleashed through the combination of these different contextual data – and overlay what is probably given business model, social, technology, and political constraints. We’ll also look at what this brave new world means in terms of actions you must take today.
Altimeter Report: Making The Business Case For Enterprise Social NetworkingCharlene Li
In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise. Some organizations have deployed social-networking features with an initial enthusiastic reception, only to see these early efforts wither to just a few stalwart participants. The problem: Most companies approach enterprise social networks as a technology deployment and fail to understand that the new relationships created by enterprise social networks are the source for value creation. In this first of two reports, Altimeter looks at four ways enterprise social networks create value for organizations.
Preparing For The Future Of Social MediaCharlene Li
This document summarizes a presentation about preparing for the future of social media. It discusses how social media has grown rapidly since 2007 with the debut of the iPhone and popular sites like Facebook. It notes that social media visits are now daily habits for most. The presentation also suggests three key things for the future: 1) consumers will reward transparent companies, 2) people want to be known individually through their data, and 3) connected employees will create a culture of sharing. It stresses that social media strategies require goals, discipline, and building the right capabilities.
Philippines AdCongress speech by Charlene LiCharlene Li
The document discusses strategies for harnessing the power of social media. It recommends defining goals for social media strategy, creating an organization culture of sharing, being prepared by asking the right questions about value and mastering failure, and focusing on relationships. Successful social media strategies are built on open leadership, transparency, engaging customers, and using social insights to improve products and services.
Milan World Business Forum speech by Charlene LiCharlene Li
The document discusses creating winning social media strategies. It provides tips for organizations on how to develop open leadership, align social strategies with key goals, create a culture of sharing, ask the right questions about measuring value, and learn from failures. The overall message is that successful social media requires having the right strategy, organization, and preparedness to build relationships through open dialogue, learning, and innovation.
IESE HSM Barcelona Presentation by Charlene LiCharlene Li
This document summarizes a presentation on social technologies and strategies. It discusses learning from customers through social media monitoring and analytics. It emphasizes having an authentic dialogue with customers across multiple social channels. It also covers using social media to provide customer support in real-time and integrating social into existing support systems. Finally, it discusses how companies can encourage innovation through social media by participating in crowdsourcing, encouraging idea sharing, and bringing customers into the organization.
Charlene Li at Pivot Conference Oct 2011Charlene Li
This document discusses how disruptive technologies have changed consumer behaviors and expectations around sharing, privacy, and relationships. It emphasizes that brands must focus on building authentic relationships with customers through transparency, sharing culture, and preparedness to fail. The new normal involves continuous conversations between humans rather than just messages between companies and consumers.
Social Media Strategies - Argentina by Charlene LiCharlene Li
This document discusses the power of social technologies and provides guidance on developing strategies around social media. It recommends assessing an organization's social readiness, developing objectives, understanding customers' social behaviors, and engaging in dialog. It also discusses using social media for customer support, innovation, learning from customers, and open leadership. The key takeaways are to focus on relationships, encourage sharing of information, and create a culture where social technologies are integrated into existing processes and ways of working.
This document discusses strategies for creating successful social media strategies. It recommends defining goals, creating an open culture of sharing information, developing open leadership, aligning social media with key strategic goals, establishing thought leadership through blogging, having discipline in social media responses, learning from failures, and focusing on building relationships. The overall message is that social media strategy requires openness, relationships, and alignment with business goals.
SSATB Keynote on Open Leadership in Secondary SchoolsCharlene Li
Speech at SSATB by Charlene Li on Sept. 22, 2011 in Phoenix, AZ discussing how independent secondary schools can practice open leadership and how they can create a coherent strategy around social media. Includes examples of how secondary schools can/should use social media.
Social Media Strategy, HSM ExpoManagement EspanaCharlene Li
This document discusses how social technology can transform leadership and provides strategies for open leadership. It advocates developing a culture of sharing within an organization and using social tools to learn from customers, integrate social data into workflows, and encourage various levels of engagement. The document outlines traits of open leaders, such as authenticity and transparency. It also provides recommendations for creating open leaders through training and preparing for failures when adopting more open approaches.
The document discusses creating a coherent social media strategy. It begins by outlining the strategy process stages of setting context, determining objectives, assessing readiness, aligning social goals with strategic goals, and examining strategic options. It then discusses learning from customers through social listening and analytics to understand their behaviors, interests, and social networks. It outlines engaging in dialog across social communities and supporting customers through social media. It also discusses innovating with customers by gathering ideas from social media and involving them in product development. The document ends by identifying potential disruptions in areas like gamification, big data, and curation.
This document provides guidance on creating a coherent social media strategy. It discusses assessing organizational readiness, determining objectives, aligning social strategies with goals, using appropriate metrics, and highlighting strengths and areas for development. The document emphasizes understanding customer profiles and behaviors through social media monitoring, analytics and social graphics. It also stresses engaging in dialog with customers through various channels, supporting and innovating with customers, and preparing the organization for social media strategies.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
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Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
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popular canines. The French Bulldog is the new top dog in the
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rankings in rapid time despite having health concerns and limited
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Profiles of Iconic Fashion Personalities.pdfTTop Threads
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
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The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Top 10 Free Accounting and Bookkeeping Apps for Small BusinessesYourLegal Accounting
Maintaining a proper record of your money is important for any business whether it is small or large. It helps you stay one step ahead in the financial race and be aware of your earnings and any tax obligations.
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Accounting apps can help with that! They resemble your private money manager.
They organize all of your transactions automatically as soon as you link them to your corporate bank account. Additionally, they are compatible with your phone, allowing you to monitor your finances from anywhere. Cool, right?
Thus, we’ll be looking at several fantastic accounting apps in this blog that will help you develop your business and save time.
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Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
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IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
Income Tax exemption for Start up : Section 80 IAC
Marketing in the Real Time World
1. Marketing In A Real-Time
World
Charlene Li, Founder & Analyst, Altimeter Group
@charleneli | charlene@altimetergroup.com
March 7, 2013 | Adobe
2. Old Spice “Response Campaign”
Agency Wieden & Kennedy
created 186 personalized
YouTube response videos to
Old Spice fans who
commented on Twitter,
Facebook, Reddit, and other
social channels.
6. Real-time marketing is immediate reaction —
it’s the marketing of relevancy,
achieved by listening and anticipation of
consumer need.
7. Defining Real-Time Marketing
Right Message
Right Person
Right Time
Event-driven Customer-driven
Public events Customer
Brand events service
Breaking news Crisis
management
8. Two Types of Real-time Marketing
Event-driven Customer-driven
Right Person Audience Individual
Corporate-centric Data driven
Customer-centric
“Do you know me?”
9. What do you really know about your customers?
25-55 years old, married, kids, working,
graduate degree, reads Real Simple & Wired
10. How RTM will Change
Traditional RTM Future RTM
Right Person Audience Individual
Corporate-centric Data driven
Customer-centric
“Do you know me?”
Right Time and Event-focused Taps existing
Place Pre-planned conversations
Understands context
Fast response
11. Mini Cooper tapped
into conversations
that were already
happening
The results:
2,995 Likes
1,141 Shares
12. PretzelCrisps’ real-time “social sampling”
program contributes to 87% sales increase
PretzelCrisps has built up
more than 4.2 million
earned media impressions
since its “social sampling”
program launch in early
2010.
13. How RTM will Change
Traditional RTM Future RTM
Right Person Audience Individual
Corporate-centric Data driven
Customer-centric
“Do you know me?”
Right Time and Event-focused Taps existing
Place Pre-planned conversations
Understands context
Fast response
Right Message Creative Responsive and creative
Corporate-centric Customer-centric
Marketing as a service
14.
15. How Real-time Marketing Makes a Difference
Impacts marketing outcomes Turbocharges other marketing
Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-
marketing-research/
22. Making Real-time Marketing Everyday
Real-Time Marketing
Reactive Responsive Proactive
Distributed Organized Cross-functional
Organic Coordinated
Less Sustainable Sustainable More Sustainable
23. Intel Reorganized for Agile Content
The iQ experience, while still in beta, is comprised
around social algorithms that curate content shared by
Intel employees as well as owned and industry
content. It is then filtered through a touch design based
on the insights generated through all data in
aggregate.
24. Converged Media Lives in Silos
Converged Media utilizes two or more channels of paid, earned, and
owned media. It is characterized by a consistent storyline, look, and feel.
Display, banner ads Corporate website
Sponsored posts, ads Microsites
PPC ads Corporate blog
Pay per post blogging
29. 56% of Marketers Will Hire for Data in 2013
Source: Infogroup Targeting Solutions & Yesmail Interactive, 2012
Base: More than 700 of the top marketers in the world
Results:On Day 2, Old Spice had 8 out of the top 11 videos on YouTube. After just one week the campaign had been viewed more than 40 million times and after 30 days that total has eclipsed 52 million views. Has the work has an impact on the bottom line? Yes. Since the campaign has launched, sales of premium body wash have doubled, helping to cement Old Spice as the number one brand of body wash for men.http://nosharpstuff.com/oldspice/response/overview/response-4/Agency is Wieden & Kennedy
Tweets during the SuperBowl blackout
Definition: Reacting in real or near real time in social channels.It’s being in the right place at the right time. With today’s always-on consumer, real-time marketing is often implemented most effectively through social channels.This about the Hudson plane crash – how can news spread like that? How can marketers leverage things like that? Explain Importance (web has evolved beyond "shopping in pajamas")How Always On Relates to social media - and to social media monitoring
How much do you really know about me? If we are going to be in a relationship, then I expect that you’ve taken the time to get to know me before we even meet. Trust becomes a significant issue. Relationship between privacy and permission
SOURCE:http://therealtimereport.com/2011/05/13/enough-with-the-social-its-time-to-get-real/That’s what’s so effective about Pretzel Crisps‘ real-time “social sampling” program. Their team monitors Twitter conversations to identify customers who are “in need of a snack.” @PretzelCrisps then reaches out and offers to deliver a free product sample, often with a follow-up to the recipients to share feedback and start conversations about the brand.According to Jason Harty, the brand’s director of field and interactive marketing, Pretzel Crisps has built up more than 4.2 million earned media impressions since the launch of the social sampling strategy in July 2010. Pretzel Crisps has given away about 3,600 units of free samples to consumers, “but the impact of the social samples is twice that of any event samples or product seeding” strategy, Harty told MediaPost.Sales have increased 87% in the 4 weeks prior compared with the previous year since the social campaign began. That’s real, bottom-line value, based on a marketing strategy that leverages social information to create a realtime connection to the product you’re selling.
SOURCE: http://golinharris.com/#!/insights/real-time-marketing-research/GolinHarris interviewed 3,200 U.S. consumers to learn about RTM’s value. We explored the impact of real-time marketing on how people think and act in relationship to diverse products and brands. Because RTM marketing doesn’t exist in a vacuum, the research also investigated the effect RTM on other marketing activities.Learning #1: Real-time marketing delivers what marketers want most.Our research measured the likelihood of communication with and without RTM to deliver positive outcomes most marketers seek, such as an increase in positive perceptions; interest in a product; likelihood to seriously consider, choose or try a product or brand; and to recommend it to others.When it’s added to the marketing mix, real-time marketing provides a dramatic lift to each of these five coveted outcomes. Marketers who serve as the stewards of brands should consider RTM strategies as part of any communication program intended to capture attention, drive WOM, increase preference, or bolster the likelihood to try or buy.Learning #2: RTM turbocharges your other marketing efforts.Marketers today employ many different methods to share their stories. From publicity and paid media to brand websites, social channels, search marketing and WOM programs, marketing investments are more diverse than ever before.RTM makes these investments work harder, amplifying each activity’s effectiveness. Our research shows a significant lift in likelihood to seek out, pay attention to, and participate in brand communications delivered in common channels when RTM is added to the mix. Marked increases were found regardless of channel including websites, Twitter, Facebook and other popular social media, recommendations from trusted contacts, and PR or advertising-generated stories delivered through “traditional” media.
ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
Outlying channels don’t neatly conform to the categories of paid/owned/earned media. This is to be expected from some forms of digital media. Online contests and sweepstakes, for example, are often hybrids of paid, owned, and earned media. And as mentioned above, shared media (“likes,” “retweets,” “shares,” etc.) are considered by some to be a wholly separate channel from earned media. Moreover, shared media may or may not contain original content (e.g., a comment or other earned media) added by the sharer. Co-created content is another category that could be assigned to earned or to shared media. We acknowledge these arguments, but for the purpose of this report we will consider “shared” media to be part of earned.Definitions for Reference- Paid media: are display or broadcast advertising. In digital channels, paid media include banner ads, Pay Per Click (PPC) search ads, advertorials, sponsorships, sponsored links, and pay-per-post blogging. The common factor of all these channels is that they are a form of advertising for which a media buy is necessary.Owned media are all content assets a brand either owns or wholly controls. Owned media channels include websites, microsites, branded blogs, videos, and the brand’s own(ed) presence on social media and social network channels, such as Facebook, Twitter, YouTube, Flickr, etc. Owned media is largely content marketing, i.e., content a brand owns and/or publishes that involves no media buy.Earned media is user-generated content created and/or shared by users. (It bears mentioning that some consider shared media to be a separate channel. More on this below in Outlying Channels.) Types of earned media include consumers’ social media posts, tweets, reviews, videos, photos, and open online communities. Another component of earned media is mentions in media or on social channels that are the result of PR or media relations. For brands, earned media is the most elusive and difficult of the three channels; while it can be influenced, it cannot be directly controlled.
Above: Altimeter found a workflow pattern based on 34 interviews, while we heard a variation on workflow patterns, this one was common
http://lp.infogroup.com/Global/FileLib/Infogroup_Targeting_Solutions/Data-Rich_and_Insight-Poor_Survey_Findings_from_ITS_and_Yesmail.pdfSource / Base: InfogroupTargeting Solutions and Yesmail Interactive surveyed more than 700 of the top marketers in the world during the DMA2012 Annual Conference and Forrester Research’s eBusiness Forum