Paid media is no longer effective at influencing youth audiences. Brands must focus on cultivating fans who are up to 100 times more influential than average customers. These influential fans fill the gap between early adopters and followers in the product adoption lifecycle by validating products to their peer groups. In the new age of discovery, young people rely on recommendations from trusted friends over mass media advertising when making purchase decisions.
(mobileYouth) INFLUENCE: understanding the new rulesGraham Brown
The document discusses the changing dynamics of marketing to youth. It notes that 60% of mobile market profits now come from Blackberry, Apple, and Samsung, compared to 20% from Motorola. It also notes that 65% of youth purchase mobile handsets based on friends' recommendations rather than advertising. Further, fans are much more influential than average customers, with some fans being up to 100 times more influential. The document advocates focusing marketing efforts on fans, who fill the gap between early adopters and followers in the product adoption lifecycle.
This document provides revision materials for the AS Media Section B exam on audiences and institutions. It includes tips on key topics, past exam questions, and summaries of important concepts like convergence, audiences, film distribution, and the relationship between audiences and institutions. It emphasizes understanding how digital technologies have transformed media production, distribution and consumption, blurring boundaries between producers and audiences.
AS G322 revision booklet pt1 (Film Industry)Belinda Raji
This document provides an overview of key concepts for the AS G322 exam on media studies, focusing on section B. It discusses media institutions and how they produce and distribute media to audiences. It also examines how digital technologies and convergence have transformed audiences from passive receivers to active participants (prosumers). Students are advised to choose a contemporary film institution for their case study and analyze its relationships with production, distribution, and audience consumption. Competing views are presented on whether institutions or audiences wield more influence over what media gets made and distributed.
Winning in the Relationship Era - A New Model for Marketing SuccessEye For Pharma Events
The document discusses the evolution of marketing models from the Product Era to the Consumer Era. It argues that while tactics have modernized, the underlying model of persuading people to buy products remains unchanged. The Relationship Era proposes a new marketing model focused on building sustainable brand relationships through mutual understanding and benefit between brands and all stakeholders. The document invites readers to learn more about this approach and get involved in transforming the industry.
The Marketing Revolution - caused by 3.000.000.000 peopleJoakim Vars Nilsen
Why you and 3.000.000.000 people are the cause of the biggest marketing revolution in 50 years - And how empowering people is the Tour De Force in marketing.
Social media is transforming how consumers interact with brands and make purchasing decisions. It allows for two-way dialogue between companies and customers rather than one-way broadcast communication. To succeed with social media, companies must adopt a new marketing philosophy that focuses on building relationships through open, social, and collaborative engagement with audiences. Measurement of social media involves tracking metrics like followers, interactions, and click-throughs to understand engagement and ROI. Examples are given of companies that have successfully used creative social media campaigns to raise brand awareness and reconnect with consumers.
The Coca-Cola "Share a Coke" campaign began in Australia in 2011 and was then expanded to over 80 countries. The campaign personalized Coke bottles by printing popular names on them. It was very successful, selling over 150 million personalized bottles by 2014. The campaign aimed to make Coke more personal and bring people together. It targeted all ages and ethnicities by allowing people to find or create their name on a Coke bottle. The campaign used various advertising methods, including print, TV, radio, and social media ads, to reach a wide audience. Regulations from organizations like the ASA and OFCOM require ads to consider issues like food claims, health messages, and targeting minors.
(mobileYouth) INFLUENCE: understanding the new rulesGraham Brown
The document discusses the changing dynamics of marketing to youth. It notes that 60% of mobile market profits now come from Blackberry, Apple, and Samsung, compared to 20% from Motorola. It also notes that 65% of youth purchase mobile handsets based on friends' recommendations rather than advertising. Further, fans are much more influential than average customers, with some fans being up to 100 times more influential. The document advocates focusing marketing efforts on fans, who fill the gap between early adopters and followers in the product adoption lifecycle.
This document provides revision materials for the AS Media Section B exam on audiences and institutions. It includes tips on key topics, past exam questions, and summaries of important concepts like convergence, audiences, film distribution, and the relationship between audiences and institutions. It emphasizes understanding how digital technologies have transformed media production, distribution and consumption, blurring boundaries between producers and audiences.
AS G322 revision booklet pt1 (Film Industry)Belinda Raji
This document provides an overview of key concepts for the AS G322 exam on media studies, focusing on section B. It discusses media institutions and how they produce and distribute media to audiences. It also examines how digital technologies and convergence have transformed audiences from passive receivers to active participants (prosumers). Students are advised to choose a contemporary film institution for their case study and analyze its relationships with production, distribution, and audience consumption. Competing views are presented on whether institutions or audiences wield more influence over what media gets made and distributed.
Winning in the Relationship Era - A New Model for Marketing SuccessEye For Pharma Events
The document discusses the evolution of marketing models from the Product Era to the Consumer Era. It argues that while tactics have modernized, the underlying model of persuading people to buy products remains unchanged. The Relationship Era proposes a new marketing model focused on building sustainable brand relationships through mutual understanding and benefit between brands and all stakeholders. The document invites readers to learn more about this approach and get involved in transforming the industry.
The Marketing Revolution - caused by 3.000.000.000 peopleJoakim Vars Nilsen
Why you and 3.000.000.000 people are the cause of the biggest marketing revolution in 50 years - And how empowering people is the Tour De Force in marketing.
Social media is transforming how consumers interact with brands and make purchasing decisions. It allows for two-way dialogue between companies and customers rather than one-way broadcast communication. To succeed with social media, companies must adopt a new marketing philosophy that focuses on building relationships through open, social, and collaborative engagement with audiences. Measurement of social media involves tracking metrics like followers, interactions, and click-throughs to understand engagement and ROI. Examples are given of companies that have successfully used creative social media campaigns to raise brand awareness and reconnect with consumers.
The Coca-Cola "Share a Coke" campaign began in Australia in 2011 and was then expanded to over 80 countries. The campaign personalized Coke bottles by printing popular names on them. It was very successful, selling over 150 million personalized bottles by 2014. The campaign aimed to make Coke more personal and bring people together. It targeted all ages and ethnicities by allowing people to find or create their name on a Coke bottle. The campaign used various advertising methods, including print, TV, radio, and social media ads, to reach a wide audience. Regulations from organizations like the ASA and OFCOM require ads to consider issues like food claims, health messages, and targeting minors.
PRESUMERS are consumers who engage with products and services before their official launch through platforms like crowdfunding. They want to be involved early to get access to new products first and gain status from supporting projects. Mass crowdfunding platforms are empowering more PRESUMERS by connecting them to a wide variety of creative projects seeking funding, such as board games, engineering toys, and magazines. This allows PRESUMERS to feel involved and support causes they care about.
1) Branding concepts focus on creating an iconic product design that engages consumers emotionally and creates brand loyalty. The product experience becomes a vehicle for the overall brand experience.
2) SPELT (Social, Political, Economic, Legal and Technological) factors influence both individuals and organizations and their needs. The exchange process between their needs drives business growth and profits.
3) Successful brands like Nike and Diesel have created strong brand tribes by developing rituals, practices and identities that their loyal followers embrace. They have transformed their brands into ways of living.
Interesting research about how the consumers with the most money and influence online are setting their agendas according to the specialty sites that focus on a single topic.
Changing Trends in Advertisements. Airtel- hfz ad video and several tunes added. Very colorful yet concise ppt. Trends in online, mob and print media discussed.
The document provides an overview of Unit 1 Presentation by Caleb Browning covering several topics:
1. An agency profile of AMV BBDO, including its ownership structure and operation model. It is one of the largest agencies globally and created successful campaigns like "You're not you when you're hungry" for Snickers.
2. A print case study on WPP creating black and white newspaper advertisements for a Turkish appliance brand focusing on environmental messages using imagery of a whale.
3. Audience research on Snickers advertisements shown to different age groups, finding younger audiences responded more positively while older groups found the ads intimidating and not leaving a positive brand image.
4. An analysis of distribution
Local Media Outdoor - Georgia - The Seven Core OOH AttributesLocalMediaOutdoor
This document discusses the seven core attributes of the out-of-home (OOH) advertising industry as identified through research. The top three attributes that uniquely define OOH are innovation, ubiquity, and creative impact. Innovation refers to the industry's embrace of new technologies and ideas. Ubiquity describes OOH's ability to surround consumers with messaging through various formats. Creative impact emphasizes the potential for eye-catching, engaging designs that stop people. The document provides examples and explanations of each attribute.
This document provides an overview of advertising, including its aims, definitions, and persuasive techniques. It discusses how advertising aims to attract attention, build desire, and obtain action from consumers. Advertising persuades by appealing to consumer needs and desires, and by associating products with positive values, images, and lifestyles. The document also covers different media used for advertising, factors to consider in media selection/planning/scheduling, and the history of television in India.
Mary Kay sought to improve brand perception and increase purchase intent among beauty-conscious consumers. They partnered with BlogHer to launch an influencer marketing campaign. Key bloggers reviewed Mary Kay products, generating engagement. Paid media amplified this content. The campaign drove a 49.1% lift in purchase intent and outperformed norms, showing that influencer marketing can effectively impact brands. Mary Kay will continue such programs and measure effectiveness using Vizu metrics.
The document outlines 7 key consumer trends for 2010, including:
1) Expectation Economy - Consumers will have higher expectations for branded goods and services.
2) (F)LUXURY - Luxury is redefined as experiences of time, escape, and balanced consumption rather than overt excess.
3) Get Real! - Consumers want more honest, edgy, and real conversations from brands on social media.
It provides public relations implications for each trend, such as highlighting value, engaging influencers online, and co-creating with fans. The document is meant to inspire new communication ideas for clients by understanding shifting consumer behavior.
This document discusses lessons learned from analyzing the most talked about Super Bowl ads from 2010. It finds that while entertainment value is important, ads must also clearly connect the brand to avoid hurting perceptions. The E*Trade "Milk-aholic" ad exemplified this by integrating the brand visually into an engaging story that half of viewers could recall details from. The document also notes that Super Bowl audiences are no longer exclusively male, so ads should consider different gender perceptions. Applying these lessons of balancing entertainment and brand messaging, as well as understanding the full audience, are keys to Super Bowl advertising success.
Key insights how mobile raises the bar for brand communicationsTNS
This document discusses how mobile phones are raising the bar for brand communications by providing an intimate platform for brands to influence consumer behavior. It notes that understanding consumers' relationship with their mobile phones is essential for brands to succeed on this ubiquitous platform. The document then provides insights into global mobile trends, how consumer needs and behaviors are evolving with smartphones, and opportunities for brands to engage consumers by delivering experiences, independence, convenience, relevance and reassurance through their mobile devices. Specific brand examples are also discussed that successfully meet these consumer needs.
1) The document discusses various new marketing trends such as customization, user-generated content, interactive banners, advergaming, widgets, advertainment, street marketing, social networks, viral films, interactivity, mobile marketing, and blogs content.
2) It provides examples for each trend, such as Dominos allowing customers to customize their own pizzas and SiDivine paying customers to take photos of themselves in the brand's clothing.
3) The document concludes with best practices for innovation, recommending involving consumers and using technology to enhance experiences rather than define the campaign.
This document summarizes a research report on whether people still listen to radio ads and if radio ads are still effective relative to television ads. It includes an introduction outlining the research problem and objectives, a literature review on previous related studies, and a description of the research methodology used. The findings indicate that most people still listen to the radio, but prefer television ads due to the inclusion of visual elements. While radio ads have advantages like lower cost, listeners often tune out or change stations during ads.
Local Media Outdoor - Georgia - Why OOH is a core media buyLocalMediaOutdoor
The document discusses out of home (OOH) advertising. It summarizes that OOH advertising is the fastest growing traditional media, fueled by creativity and innovation. OOH includes billboards, street furniture, transit, and place-based media. It has evolved from static posters to digital billboards and emerging technologies. OOH works because the industry embraces change. The document argues that OOH advertising is a core media buy because it is creatively impactful, contextually relevant, and amplifies other media as part of integrated campaigns. It provides data showing that OOH delivers high reach and return on investment.
Small towns struggle with economic development as youth culture shifts to urban areas. This leaves small communities with less interesting online content and engagement. However, giving students, local businesses, and organizations tools and training to create and share compelling social media content can boost community interest and economic prospects. When the city of Levelland supported varied social media output across its institutions, business growth increased and it was awarded major infrastructure projects, demonstrating how coordinated digital strategies can revitalize small communities.
A lecture I had in Aalto University in "Brands in Strategic Marketing"-course on 14.2.2011. Talking about advertising agency role in brand building from the planning perspective.
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
Facebook: Creativity at Scale #CannesLions / #OgilvyCannes Ogilvy
The document discusses creativity and ideas. It summarizes that to be creative:
1) Ideas should be participatory and engage people so they will share it with their networks.
2) Focus on finding one exceptional core idea rather than many ideas.
3) Creativity requires steady ongoing engagement with people, not just a single campaign or finish line.
4) Build on existing good ideas by putting your own spin on them, rather than insisting on total originality.
I Teach Blogging Thesis Theme Blog Design OptionsRenee Groskreutz
This document provides information about WordPress and Thesis theme skins available for purchase. It encourages the reader to pick a design for their blog today and states that the company builds blogs so clients can focus on content. Contact details are provided to request a quote.
The letter expresses concern over the President's stances on mining laws, forest practices, and alternative energy. Specifically, it argues the President caters too much to the mining industry, undermined the Roadless Act, and that the US should lead the transition to alternative energy given the dangers of pollutants. The writer asks the council to encourage the President to reconsider these positions.
PRESUMERS are consumers who engage with products and services before their official launch through platforms like crowdfunding. They want to be involved early to get access to new products first and gain status from supporting projects. Mass crowdfunding platforms are empowering more PRESUMERS by connecting them to a wide variety of creative projects seeking funding, such as board games, engineering toys, and magazines. This allows PRESUMERS to feel involved and support causes they care about.
1) Branding concepts focus on creating an iconic product design that engages consumers emotionally and creates brand loyalty. The product experience becomes a vehicle for the overall brand experience.
2) SPELT (Social, Political, Economic, Legal and Technological) factors influence both individuals and organizations and their needs. The exchange process between their needs drives business growth and profits.
3) Successful brands like Nike and Diesel have created strong brand tribes by developing rituals, practices and identities that their loyal followers embrace. They have transformed their brands into ways of living.
Interesting research about how the consumers with the most money and influence online are setting their agendas according to the specialty sites that focus on a single topic.
Changing Trends in Advertisements. Airtel- hfz ad video and several tunes added. Very colorful yet concise ppt. Trends in online, mob and print media discussed.
The document provides an overview of Unit 1 Presentation by Caleb Browning covering several topics:
1. An agency profile of AMV BBDO, including its ownership structure and operation model. It is one of the largest agencies globally and created successful campaigns like "You're not you when you're hungry" for Snickers.
2. A print case study on WPP creating black and white newspaper advertisements for a Turkish appliance brand focusing on environmental messages using imagery of a whale.
3. Audience research on Snickers advertisements shown to different age groups, finding younger audiences responded more positively while older groups found the ads intimidating and not leaving a positive brand image.
4. An analysis of distribution
Local Media Outdoor - Georgia - The Seven Core OOH AttributesLocalMediaOutdoor
This document discusses the seven core attributes of the out-of-home (OOH) advertising industry as identified through research. The top three attributes that uniquely define OOH are innovation, ubiquity, and creative impact. Innovation refers to the industry's embrace of new technologies and ideas. Ubiquity describes OOH's ability to surround consumers with messaging through various formats. Creative impact emphasizes the potential for eye-catching, engaging designs that stop people. The document provides examples and explanations of each attribute.
This document provides an overview of advertising, including its aims, definitions, and persuasive techniques. It discusses how advertising aims to attract attention, build desire, and obtain action from consumers. Advertising persuades by appealing to consumer needs and desires, and by associating products with positive values, images, and lifestyles. The document also covers different media used for advertising, factors to consider in media selection/planning/scheduling, and the history of television in India.
Mary Kay sought to improve brand perception and increase purchase intent among beauty-conscious consumers. They partnered with BlogHer to launch an influencer marketing campaign. Key bloggers reviewed Mary Kay products, generating engagement. Paid media amplified this content. The campaign drove a 49.1% lift in purchase intent and outperformed norms, showing that influencer marketing can effectively impact brands. Mary Kay will continue such programs and measure effectiveness using Vizu metrics.
The document outlines 7 key consumer trends for 2010, including:
1) Expectation Economy - Consumers will have higher expectations for branded goods and services.
2) (F)LUXURY - Luxury is redefined as experiences of time, escape, and balanced consumption rather than overt excess.
3) Get Real! - Consumers want more honest, edgy, and real conversations from brands on social media.
It provides public relations implications for each trend, such as highlighting value, engaging influencers online, and co-creating with fans. The document is meant to inspire new communication ideas for clients by understanding shifting consumer behavior.
This document discusses lessons learned from analyzing the most talked about Super Bowl ads from 2010. It finds that while entertainment value is important, ads must also clearly connect the brand to avoid hurting perceptions. The E*Trade "Milk-aholic" ad exemplified this by integrating the brand visually into an engaging story that half of viewers could recall details from. The document also notes that Super Bowl audiences are no longer exclusively male, so ads should consider different gender perceptions. Applying these lessons of balancing entertainment and brand messaging, as well as understanding the full audience, are keys to Super Bowl advertising success.
Key insights how mobile raises the bar for brand communicationsTNS
This document discusses how mobile phones are raising the bar for brand communications by providing an intimate platform for brands to influence consumer behavior. It notes that understanding consumers' relationship with their mobile phones is essential for brands to succeed on this ubiquitous platform. The document then provides insights into global mobile trends, how consumer needs and behaviors are evolving with smartphones, and opportunities for brands to engage consumers by delivering experiences, independence, convenience, relevance and reassurance through their mobile devices. Specific brand examples are also discussed that successfully meet these consumer needs.
1) The document discusses various new marketing trends such as customization, user-generated content, interactive banners, advergaming, widgets, advertainment, street marketing, social networks, viral films, interactivity, mobile marketing, and blogs content.
2) It provides examples for each trend, such as Dominos allowing customers to customize their own pizzas and SiDivine paying customers to take photos of themselves in the brand's clothing.
3) The document concludes with best practices for innovation, recommending involving consumers and using technology to enhance experiences rather than define the campaign.
This document summarizes a research report on whether people still listen to radio ads and if radio ads are still effective relative to television ads. It includes an introduction outlining the research problem and objectives, a literature review on previous related studies, and a description of the research methodology used. The findings indicate that most people still listen to the radio, but prefer television ads due to the inclusion of visual elements. While radio ads have advantages like lower cost, listeners often tune out or change stations during ads.
Local Media Outdoor - Georgia - Why OOH is a core media buyLocalMediaOutdoor
The document discusses out of home (OOH) advertising. It summarizes that OOH advertising is the fastest growing traditional media, fueled by creativity and innovation. OOH includes billboards, street furniture, transit, and place-based media. It has evolved from static posters to digital billboards and emerging technologies. OOH works because the industry embraces change. The document argues that OOH advertising is a core media buy because it is creatively impactful, contextually relevant, and amplifies other media as part of integrated campaigns. It provides data showing that OOH delivers high reach and return on investment.
Small towns struggle with economic development as youth culture shifts to urban areas. This leaves small communities with less interesting online content and engagement. However, giving students, local businesses, and organizations tools and training to create and share compelling social media content can boost community interest and economic prospects. When the city of Levelland supported varied social media output across its institutions, business growth increased and it was awarded major infrastructure projects, demonstrating how coordinated digital strategies can revitalize small communities.
A lecture I had in Aalto University in "Brands in Strategic Marketing"-course on 14.2.2011. Talking about advertising agency role in brand building from the planning perspective.
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
Facebook: Creativity at Scale #CannesLions / #OgilvyCannes Ogilvy
The document discusses creativity and ideas. It summarizes that to be creative:
1) Ideas should be participatory and engage people so they will share it with their networks.
2) Focus on finding one exceptional core idea rather than many ideas.
3) Creativity requires steady ongoing engagement with people, not just a single campaign or finish line.
4) Build on existing good ideas by putting your own spin on them, rather than insisting on total originality.
I Teach Blogging Thesis Theme Blog Design OptionsRenee Groskreutz
This document provides information about WordPress and Thesis theme skins available for purchase. It encourages the reader to pick a design for their blog today and states that the company builds blogs so clients can focus on content. Contact details are provided to request a quote.
The letter expresses concern over the President's stances on mining laws, forest practices, and alternative energy. Specifically, it argues the President caters too much to the mining industry, undermined the Roadless Act, and that the US should lead the transition to alternative energy given the dangers of pollutants. The writer asks the council to encourage the President to reconsider these positions.
This document discusses approaches to securing the livelihoods and nutritional needs of fish-dependent communities given threats from overfishing, climate change, and habitat destruction. It finds that poor and vulnerable populations are most at risk, including one-third of fishers living below the poverty line. Current approaches discussed include alternative livelihoods programs, wealth-based approaches, aquaculture, and shared fisheries governance. Emerging trends observed include experimentation with market-based approaches, interest from new sources of capital, and adoption of a more holistic view integrating conservation, poverty, and food security. The document concludes there are opportunities to better integrate conservation with rights and support successful management regimes, women, innovative financing, and aquaculture
Speech text from the 'A New Moment of Promise' speech, delivered by President Obama in Accra, Ghana on July 11th, 2009. English version can be found here: http://www.whitehouse.gov/the_press_office/Remarks-by-the-President-to-the-Ghanaian-Parliament/
This document summarizes Eileen Burbidge's experience as an early employee at Skype. It discusses how she was initially skeptical of the product and company but was intrigued by the founders' previous success with KaZaA. It notes that the founders worked extremely hard and were laser-focused on their vision. The document also provides advice from the Skype founders, such as working passionately, protecting the company from dilution, and not being afraid to take risks on new ideas and technologies.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
This report report from Brookings, with Rockefeller Foundation support, shows that building up a region’s advanced industries is one such possibility with enormous potential. These industries not only create good jobs within the industry, but also up and down their massive supply chains. These jobs provide higher wages and greater opportunity to low and middle-income workers adversely affected by the economic recession.
Our first issue of 2013 starts with three important topics that are recently receiving much attention,
but whose consequences and dynamics are difficult to grasp. These three topics deserve another
look because the visibility of some events may hinder what are their actual potential in the future.
Our first article is about various countries in the South American region organizing macro-events
in order to attract tourist and promote their service sector —where a great portion of informal jobs
and precariousness exist. Governments are investing heavily in creating infrastructure and giving
all the support that the private sector needs to organize successful events. Nevertheless, these
events are just the tip of the iceberg: governments may be losing the opportunity of having a wave
of tourist in the next ten years in order to extend benefits to a vast group of informal workers that
depend on services that tourist demand, such as retailing, restaurants, and tours, among others.
Climate change is making things worse for vulnerable population in South American countries.
Nevertheless, the rhetoric at negotiation tables still refers to the time when the Kyoto Protocol was
being designed. Such clear division of responsibilities between developed and developing countries
simply cannot hold in a post-Kyoto world. It is now that such divisions are becoming a
insurmountable barrier to reach an agreement. Nevertheless, such divisions of interests, goals and
coalitions has roots in the growing diversity of countries in the region, but they cannot be a pretext
for not reaching a shared criteria to deal with global negotiations about climate change.
Participation was, two decades ago, the flavor of the month in development policies. Giving power
to people in democracies was a correct strategy to improve social services and design public
policies. Nevertheless, the growing gap between the political discourse on what participation can
potentially bring and what actually achieves in most localities is giving ammunition to some
authorities to reverse participatory processes. Again, cities need to be creative, not only by
improving consultations with alternative techniques to reach people that has been reluctant to
participate, but also by improving their internal bureaucratic processes to become more responsive
and open to citizens’ preferences.
This document outlines the development of a student measure to assess the quality of open digital textbooks. It involved qualitative research including student surveys, interviews, and a literature review to identify target themes. Items were developed and administered in a pilot questionnaire. Next steps include evaluating and validating the conceptual model, revising items, and further testing to finalize the student questionnaire. The goal is to provide a validated tool for obtaining data-backed student opinions on open digital textbook quality.
El documento describe una serie de símbolos y letras sin significado aparente. No contiene información relevante o de alto nivel que pueda resumirse en pocas oraciones.
Department of Education Preliminary Regulatory Reform PlanObama White House
This document outlines the United States Department of Education's preliminary plan for retrospectively analyzing existing rules as required by Executive Order 13563. The plan establishes a process and schedule for identifying significant rules that may be outdated, ineffective, excessively burdensome, or in need of strengthening. All offices within the Department of Education will participate in implementing retrospective reviews of regulations based on prioritization of factors such as regulatory burden, statutory changes, and audit findings. The goal is to facilitate identification and modification of regulations to minimize costs and maximize benefits.
The document summarizes domestic media coverage of the Asia Pacific Partnership on Clean Development and Climate from July 2005 to September 2005. It provides a list of over 30 news articles from sources like Reuters, The Economist, and the New York Times that discuss the partnership and reactions to it. Many articles note criticism that the partnership is an attempt by the US and others to undermine the Kyoto Protocol.
The document discusses email marketing strategies based on a study that found email to be more effective than social media for customer acquisition. Email conversions accounted for 50.8% of new customers, compared to 26.8% for Twitter and 22% for Facebook. The study shows email is still the dominant channel for driving referrals and conversions. The document provides tips for crafting effective email subject lines and content, such as keeping emails short, using images and design templates, and including a clear call to action.
This report highlights four critical elements of training models that lead to positive employment outcomes for trainees. First, training models should be demand-driven, meaning they are responsive to employer needs by teaching the specific skills required by industry.
The Customer-First Imperative: Five Steps for Applying Social Media to Genera...NM Incite
This white paper outlines 5 steps for applying social media insights to transform global marketing and brand strategies:
1. Measure your social performance relative to ‘expected’ outcomes
2. Link your segmentation approach to online discussions
3. Overinvest in data hygiene
4. Cast a wide net
5. Maintain measurement consistency across brands and markets
Social Media Marketing and Influencer Marketing
are a few buzzwords that have taken the marketing
world by storm in recent years. It has increasingly
become one of the most popular trends in marketing.
In fact, influencer marketing is already worth as
much as $8 billion, and is steadily on track to gain an
additional $7 billion by 2022, making it a $15 billion
industry according to a study by Business Insider.
As more companies begin to understand and see the
potential for success with influencer marketing, we
are seeing a shift away from traditional marketing
strategies such as radio, print, and T.V. ads. Eighty
percent of companies that have already implemented
an influencer marketing program say it performs
as good as - if not better than - other marketing channels (Media Kix).
Ready to dive more into the world of influencer
marketing? This guide teaches the basics of influencer
marketing and will help you establish a social media
influencer marketing program of your own.
Pick1 by Doochoo - Digital Marketing InnovationPaolo Privitera
The document discusses marketing innovation and how marketing is shifting from creating ads to managing communities. It emphasizes engaging consumers in real-time and understanding context over content. New technologies allow marketing to work cooperatively with consumers to innovate products based on feedback from those on the "lunatic fringe" of using products. The relationship between marketing and technology should be cooperative, innovative, and simple.
In this talk, we will discuss the declining role for the mega influencer in digital marketing campaigns, and the rise of the “every day” nano creator. This shift has highlighted the importance of authenticity to a generation of digital natives who don’t want to be “sold”, and how building a community of users who are authentic advocates for your brand online can best support your mission.
Key Takeaways:
1) A Brief History of Influence - How Social Channels Have Evolved & How They Shape Influence
2) The Content Evolution and Rise of Social Video
3) The Democratization of Influencer Marketing – The Rise of the Everyday Creator
4) Gen Z – the Bellwether for the Future of Social
5) Shifts in Influencer Marketing & Tips for Future-focused Creator Marketing.
How to measure the ROI of social media is a highly contested topic in the marketing world. In this paper we examine how you can start to apply metrics to your campaign, giving you a solid indication of your social media ROI.
In this talk, we will discuss the declining role for the mega influencer in digital marketing campaigns, and the rise of the “every day” nano creator. This shift has highlighted the importance of authenticity to a generation of digital natives who don’t want to be “sold”, and how building a community of users who are authentic advocates for your brand online can best support your mission.
Key Takeaways:
1) A Brief History of Influence - How Social Channels Have Evolved & How They Shape Influence
2) The Content Evolution and Rise of Social Video
3) The Democratization of Influencer Marketing – The Rise of the Everyday Creator
4) Gen Z – the Bellwether for the Future of Social
5) Shifts in Influencer Marketing & Tips for Future-focused Creator Marketing
The document outlines a marketing campaign called "Live ON" for State Farm insurance aimed at young adults between 18-25. The campaign focuses on positioning State Farm as a company that allows young people to continue living their lifestyle with less worry through reliable insurance coverage and agent support. A wide variety of traditional and non-traditional media placements are recommended to surround the target across magazines, television, websites and live events in order to constantly connect State Farm's "Live ON" message to their daily lives.
Social Marketing Delivers on the Promise of Direct MarketingResource/Ammirati
Social marketing is the next step beyond direct marketing, where push is no longer the order of the day. In a reversal of the power flow, pull experiences now shape brands and inspire consumers to influence one another.
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.
The document discusses social media influencer marketing. It explains that influencers are effective because people are influenced by the opinions of those they perceive as credible and similar to themselves. Specifically, influencers gain trust because their followers opt-in to their content voluntarily and see them as authentic experts in their field. The document provides tips for brands to select influencers that are a good fit and be transparent in collaborations to establish trust.
Vivaldi Partners Social Currency Study 2010VIVALDI
Social currency refers to the extent to which people share a brand or information about it as part of their everyday social lives. The document discusses how building social currency is now critical for brands due to the rise of social media and how people integrate technologies into their daily lives. It also explains that social currency increases brand engagement, access to information, identity, and permission to interact with customers. Companies must adopt new approaches centered around interaction, collaboration, and co-creation to build social currency effectively and create value in today's digital world.
Social currency is the extent to which people share a brand or information about it socially. The study found that social currency significantly drives brand loyalty and allows brands to command a price premium. While social currency involves six key levers, which levers are most important varies by category and competitive context. Successful brands strive to be an integral part of people's daily lives by enabling them to connect, interact, and benefit through the brand's community of users.
Analyzing the Rise of Influencers and Their Impact on Consumer BehaviorUKInsightss
Influencer marketing has emerged as a powerful strategy for brands to connect with their target audiences. Influencers, individuals who have amassed a significant following on social media platforms, have become instrumental in shaping consumer behavior.
XM uses experiential marketing to engage audiences through interactive brand experiences that elicit emotional responses. It aims to provide consumers with experiences of a brand or product in order to give them enough information to make an informed purchase decision, rather than just describing product features. Experiential marketing lets consumers experience benefits directly rather than just being told about them.
Notes Version: Paradigm Shift The Changing Face of LoyaltyVivastream
The document discusses how four trends - disintermediation, socialization, gamification, and monetization - are changing loyalty marketing. Disintermediation refers to the elimination of intermediaries between companies and customers, allowing for more direct relationships. Social media and mobile platforms are uniquely suited to play a major role in loyalty programs by allowing customization and engagement. Programs are increasingly rewarding customers based on actual spending levels rather than proxies, improving marketing efficiency and the customer experience. These trends are driving more industries to launch loyalty programs with direct customer relationships.
Notes Version: Paradigm Shift The Changing Face of LoyaltyVivastream
The document discusses how four trends - disintermediation, socialization, gamification, and monetization - are changing loyalty marketing. Disintermediation refers to the elimination of intermediaries between companies and customers, allowing for more direct relationships. Social media and mobile platforms are uniquely suited to play a major role in loyalty programs by allowing customization and engagement. Programs are increasingly rewarding customers based on actual spending levels rather than proxies, improving marketing efficiency and the customer experience. These trends are driving more industries to launch loyalty programs with direct customer relationships.
Landor Associates predicts trends in shopping behavior, packaging, and social media for 2011. For shopping behavior, consumers will seek authentic brand stories, real value over premium prices, and origins/traceability of products. Packaging will become more sustainable and incorporate new technologies. In social media, brands will need to provide curated, meaningful content to earn a place in users' streams, and location-based services will tailor offers to users' locations.
The document discusses trends in youth mobile culture and marketing in 2012. It identifies the two key drivers of youth behavior as wanting to belong and feel significant. It also discusses three key change agents ("Teenage Pirates, Cashless Innovators and Disruptive Divas") that influence youth mobile trends and three key pain points ("Isolation, Risk and Loss of Control") that drive customer churn. Additionally, it notes that focusing marketing efforts on the 10% of influential youth can impact the broader 90% of youth customers.
The document provides an overview of influencer marketing. It defines influencer marketing as partnering with people who have influence over potential customers through their online content and social media followings. These influencers help brands connect with audiences in a more authentic way. The document discusses why influencer marketing works by noting that traditional advertising is struggling while social media engagement is high. It also outlines the top social media channels for influencer marketing, including YouTube, Instagram, blogs, and emerging platforms like Twitch. Finally, it summarizes recent developments in two key platforms, noting Instagram's push into video through Stories and IGTV, while Snapchat has declined due to stagnating user growth.
Social media has transformed how people consume and share information. It allows many-to-many conversations rather than one-way broadcasts. Big brands use social media to target customers, create buzz, learn from customers, and align online strategy. Why brands should use social media is to multiply reach, align strategy with one online channel, generate more traffic, humanize the brand, and increase awareness. Effective social media strategies involve monitoring conversations, responding rapidly, designing campaigns to encourage sharing, and leading consumers toward long-term changes. Measuring social media impact requires coordinating data, tools, technology, and talent across functions.
Ähnlich wie (mobileYouth) Paid Media is Toast (20)
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What happens when your brand is broken?
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In this new presentation I look at how Starbucks generates massive "earned media" with its legendary Brand Experience.
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That means how your retail staff interact with customers or how your marketing team creates conversations at your events is more important than what's said in an advertising campaign.
This is the reality of the sharing economy in 2015. Experience is only real when shared and if customers aren't sharing your brand, you might as well be invisible.
Click here to find out more about Brand Experience and why the era of Branding is dead...
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1. Paid Media is...
The New Science of Influence
MOBILEYOUTH ®
youth marketing mobile culture since 2001
2. Advertising is like SEX
Only losers pay for it
MOBILEYOUTH ®
youth marketing mobile culture since 2001
3. Find out more about Influence in the 2012 mobileYouth Report
Influence
In the Age of Differentiation,
Influence was generated by
the Big Ideas of Creative
Agencies. In the Age of
Discovery, Influence happens
when young people tell their
stories to friends. The brand
becomes a Social Tool in
helping them telling that
s t o r y. I f t h e b r a n d i s
conducive to Storytelling, it
flickr: fomu has positive influence
generating Earned Media.
Discover the new rules of influence: MOBILEYOUTH ®
The mobileYouth Report 2012 youth marketing mobile culture since 2001
4. 65% of all youth
bought mobile
handsets based on
what their friends,
not what
advertising, said
MOBILEYOUTH ®
youth marketing mobile culture since 2001
5. Fans are the most profitable segment
Why focus on Fans?
Fans Vs Followers
Fans constitute 10% of the
Share of Customer Share of Profits entire market but
contribute 90% of a
brand’s profits
How Fans contribute to
an
c e brand profits?
ow nor
H ig Lower Retention Costs
ou his?
y t High product launch
hit rates
Increase in revenue
through up-selling
Increase in revenue
through cross-selling
Source: Weber Shandwick Fans Followers
Discover the new rules of influence:
The mobileYouth Report 2012
MOBILEYOUTH ®
youth marketing mobile culture since 2001
6. Fans
You spent your whole marketing career trying to get
customers to like you when all along you ignored the
inconvenient truth of the Fans who already loved
you. Fans aren’t just 2 or 3 times more influential
than your average customer, they can be up to 100
times more influential. Focus on your fans, build
them a Beachhead to house the dialogue. If you don’t
know who your fans are you only have customers.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
7. FANS aren’t 2 or 3
times more
influential than
customers but up
to 100x more
influential
MOBILEYOUTH ®
youth marketing mobile culture since 2001
8. Lines of Influence in Youth Culture
Influence Marketing
Role of Fans in the Product Life Cycle
Fans fill the chasm between Early Adopters and Followers. Traditional marketing
focused on using ad
campaigns to create a
social context that would
bridge the gap between
Early Adopters and
Followers.
ut
In the Age of Discovery,
bo
social context is created
g a rs,
by young Fans. They are
sin te
us op tion.
more effective in
f influencing purchase
OP ly Ad trac NS
decisions of Followers
ST ar dis e FA
because they define
Social Currency of the
E ea h product and provide
y’r on t
he us
validation for using it.
t c
Discover the new rules of influence: Fo
The mobileYouth Report 2012
MOBILEYOUTH®
youth marketing mobile culture since 2001
9. The New Dynamics of Marketing
cyreplacing Agencies
How Fans en are !
65%
In the Age of
Differentiation,
ag this
youth relied on
ive Ageoof Differentiation
t d f
mass media
created by ea un
cr o
youth purchase
ur Mobiles
new handsets
yo the
agencies to based on what
Agencies Youth
et ike Brands
discover products
I b ’t l
& make purchase Market
friends and family
recommend
decisions.
w on Agencies told the brand story through mass
media messages to influence the youth market.
Source: Nielsen
In the Age of
Discovery, young
people turn to
recommendation
Age of Discovery
72%
of trusted peers
Mobile
Brands
Fans Youth
Market
youth seek peer
recommendation
to discover new before they
products and switch operators
Young fans tell their stories to peer groups using
make purchase
decisions. brands as social tools to influence the youth market. Source: OFCOM UK
Discover the new rules of influence:
The mobileYouth Report 2012
MOBILEYOUTH
youth marketing mobile culture since 2001
®
10. Beachheads
Bui Build your fans a home: community, project or cause.
ld t House the Dialogue and allow them to create their own
hem Context. Connect them with each other and step back.
kno ... or
wh Per
ow ish.
to b If yo
uild ur a
the gen
m, fi cy d
re t oes
hem n’t
.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
11. FANS:
10% of the market
90% of the conversation
0% of the agency “Big Idea”
MOBILEYOUTH ®
youth marketing mobile culture since 2001
12. 90-10 Rule
Focus on the 10% (the fans) that influence the 90% (the mass ...
rt e
market). In the modern Attention Economy, youth are more
sho ativ
influenced by the Earned Media of these vocal influencers. , in Cre
So >
ns genc ies
Fa A
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
14. Influence: module 02/06
Loved brands are the most profitable
SMART Index
SMART (Simple Mobile
Earned Media correlates to Profit
...
Advocacy & Recommendation Handset brands that have successfully maintained positive SMART Index
cts
Tracker) Index measures scores have also seen an increase in their share of market profit as a percent
Earned Media for a brand by fa
share. In the US, Apple’s share of total market profit has increased by nearly
looking at the likelihood of a
hard
50% while its SMART index score among young people hovers at 50%.
he
brand being recommended by a
st
young person to his or her peer
e’
SMART&Index&
network.
r 60%$
He
BlackBerry$ Apple$
40%$
A positive SMART Index means Samsung$
the brand has active Fans who 20%$
Sony$Ericsson$ Change&in&share&of&
are recommending it to their Motorola$ market&profit&
friends. '60%$ '40%$ '20%$ 20%$ 40%$ 60%$
Nokia$ '20%$
A negative SMART Index
signifies that critics of the '40%$
brand are more active than its source: mobileYouth '60%$
Fans.
Discover the new rules of influence:
The mobileYouth Report 2012
MOBILEYOUTH ®
youth marketing mobile culture since 2001
15. You don’t need a
CREATIVE AGENCY
anymore
MOBILEYOUTH ®
youth marketing mobile culture since 2001
16. STOP managing the brand
and
START activating the FANS
MOBILEYOUTH ®
youth marketing mobile culture since 2001
17. Fan Mapping
m o b i l e Yo u t h ’ s F a n s p o t t i n g
methodology for clients. To navigate
the new landscape in the Age of
Discovery, you’ll need a reliable map.
mobileYouth’s MAP (MAP: Measure,
A r t i c u l a t e , Pr o f i l e ) u s e s a
combination of EMI, Brand Heatmaps
and Immersion to generate MAPs for
mobile brands.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
flickr: Andrew Stawarz
18. flickr: Andrew Stawarz
its
nt o
pe e t
Liked vs Loved s s pl
ha eo ong
cy t p l al
en ge
If youth like your brand be g o
a t al truth
ive ing
at ry en ent
h i ...
ou
afraid, be very afraid. If
re t w en
customers like you in the
c e
ur lif
ct nv
du co ve dy
pro e in dy lo
modern Attention Economy,
you might as well be Y o le
o our th
invisible. What counts is wh
y ed t al rea
being Loved, particularly by ke nor tha
li ig
ns
the Change Agents that
count - the Fans. Love u
yo he fa
generates Earned Media.
oft
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
19. flickr: justinLowerycom
Share of Customer vs Share of Market
Share of Market = your position now. Share of Customer = your future market
position. Traditional Market Research measures market share to determine
success and employs Big Idea marketing favored by Creative Agencies to
maximize market share. In the Age of Discovery, research and marketing
needs to focus on Share of Customer and adopt Earned Media Indexes to
predict future trends and measure existing Beachheads.
Discover the new rules of influence:
The mobileYouth Report 2012
MOBILEYOUTH ®
youth marketing mobile culture since 2001
20. Net Promoter System
Used as a standalone, Net Promoter Score
can become a vanity metric used to
replace customer satisfaction
questionnaires. In Social Business, NPS can
be turned into a system (as with
mobileYouth’s SMART index) to identify
Fans, Beachheads and lines of influence.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
21. Earned Media Index
Earned Media Indexes such as Net
Promoter Score or mobileYouth’s
SMART Index. Earned Media indexes
measure how much Earned Media a
brand generates - a key indicator of
success in the mobileYouth Economy.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
22. SMART Index
Simple Mobile Advocacy Recommendation Tracker:
mobileYouth’s own Earned Media Index used by
mobile brands to identify Beachhead opportunities,
profile Fans and develop a visual Brand Heatmap.
Discover the new rules of influence:
The mobileYouth Report 2012
MOBILEYOUTH ®
youth marketing mobile culture since 2001
flickr: leila HADD
23. flickr: chicagolau
Brand Management
9 99
is 1
Old school marketing popular in the
Age of Differentiation. Telling the
brand story in a big way using the Big
Idea. Using new media to expand the
. ..
brand’s reach and awareness rather
than empowering youth with Brand
Democracy.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
24. is a Creative Agencies
g g
in in
r is r
t o
ve n b .
Traditionally the font of Big Ideas.
Being geared towards the Age of
A d o
ts
Differentiation, Creative Agencies
x duc
struggle with the Age of Discovery.
ta ro
Typically, agencoes are hobbled by
Cultural Pushback. Many agencies
p
employ “social” tactics but remain
attached to the Loudspeaker
mindset, driving clients to waste
money on campaigns that win the
agency awards as opposed to the
client customers.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
25. flickr: ick harris
ast
s t o
Paid Media
Advertising, sponsorship and brand
.. .i
endorsement. Old school marketing built on the
Big Idea school of Creative Agencies. In the pre-
digital era when the Attention Economy was
less evident, Paid Media created Influence.
Today, however, with youth Paid Media’s role
has rapidly declined, giving way to Earned
Media as the key line of market influence.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
26. Build a SYSTEM
Build PERMISSION ASSETS
House the conversation
MOBILEYOUTH ®
youth marketing mobile culture since 2001
27. The Age of Discovery:
Start your journey here
MOBILEYOUTH ®
youth marketing mobile culture since 2001
28. THE MOBILEYOUTH 2013 REPORT
youth marketing insights for handset brands,
content providers and operators
features:
29 reports
400+ pages
data, charts, cases
mobileYouth:
tracking youth & mobile culture since 2001
MOBILEYOUTH
youth marketing mobile culture since 2001
29. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001