1. The document discusses brand communities, which involve a good or service, social relationships between customers, and a shared identity and loyalty to the brand.
2. It provides examples of how Saab successfully built a strong brand community through small, exclusive events and embracing internal conflicts rather than trying to control the community.
3. In contrast, Microsoft and Porsche are presented as bad examples, with Microsoft focusing too much on one opinion leader and Porsche losing some control over their community.
4. The key tips for building a strong brand community emphasized considering the community as a company strategy, serving community members' needs over control, and using engagement, stories, co-creation and unique features to connect customers.
Custom Brand Builders is a full-service advertising, design and digital agency. They offer strategic development, branding, advertising, design, and digital services. Their seven-step branding process focuses on brand evaluation, competitive analysis, market research, strategy development, creative execution, campaign validation, and metrics. Their portfolio includes work for clients in various industries like healthcare, finance, and government.
Slides from 28 September 2021, event hosted by Museo Nazionale Etrusco - Villa Giulia, Italy. Titled: Italy and the United States: Culture, Business, Economy. Investment Models for Economic Recovery. This presentation looks at the importance of brand + digital strategy in the success of museums and cultural heritage organizations, and includes a specific case study from the Minneapolis Institute of Art.
This document outlines Sean Moffitt's presentation on building brand communities. It discusses what brand communities are, the benefits of creating one, different types of brand communities, and how to plan, build, and maintain a community. The presentation provides examples of successful brand communities and argues that brands should play the role of "host" rather than "master" by empowering customers to participate and collaborate. Building brand communities can strengthen customer relationships, drive marketing efficiencies, and improve business operations.
Business start up, drawing on lean startup and agile build your proposition through learning and change. Mananging innovation using the startup planner
Confessions of a Brand Dubai StorytellerDanish Farhan
Brand Dubai has always been intangible, and continues to be, as the city evolves at a pace unprecedented in recent history. Danish shares insights, challenges and learnings from ten years of telling the Dubai story of dichotomy from many vantage points;-touristic (Dubai Tourism & Definitely Dubai, Vida Hotels), cultural (Dubai Culture & Arts Authority), commercial (DIFC, Dubai Economic Department) and entertainment (the film City of Life).
Yahoo! Digital Tourism Campus Dubai
http://thinkdigital.travel/events/digital-tourism-campus-dubai-2013/
City Branding: The case of Stockholm (Sweden).SmartCitiesTeam
Stockholm's City Branding.
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
It Takes a Community to Raise a Brand, Not a CampaignSean Moffitt
In today's marketplace, it truly does take a community not a campaign to raise a brand. Inside, you will find the definition of, reasons for, types of, 18 steps to build and 51 examples of brand communities as pulled together by Sean Moffitt from Agent Wildfire. I hope you enjoy and benefit from our successes, mistakes and learning.
1. The document discusses brand communities, which involve a good or service, social relationships between customers, and a shared identity and loyalty to the brand.
2. It provides examples of how Saab successfully built a strong brand community through small, exclusive events and embracing internal conflicts rather than trying to control the community.
3. In contrast, Microsoft and Porsche are presented as bad examples, with Microsoft focusing too much on one opinion leader and Porsche losing some control over their community.
4. The key tips for building a strong brand community emphasized considering the community as a company strategy, serving community members' needs over control, and using engagement, stories, co-creation and unique features to connect customers.
Custom Brand Builders is a full-service advertising, design and digital agency. They offer strategic development, branding, advertising, design, and digital services. Their seven-step branding process focuses on brand evaluation, competitive analysis, market research, strategy development, creative execution, campaign validation, and metrics. Their portfolio includes work for clients in various industries like healthcare, finance, and government.
Slides from 28 September 2021, event hosted by Museo Nazionale Etrusco - Villa Giulia, Italy. Titled: Italy and the United States: Culture, Business, Economy. Investment Models for Economic Recovery. This presentation looks at the importance of brand + digital strategy in the success of museums and cultural heritage organizations, and includes a specific case study from the Minneapolis Institute of Art.
This document outlines Sean Moffitt's presentation on building brand communities. It discusses what brand communities are, the benefits of creating one, different types of brand communities, and how to plan, build, and maintain a community. The presentation provides examples of successful brand communities and argues that brands should play the role of "host" rather than "master" by empowering customers to participate and collaborate. Building brand communities can strengthen customer relationships, drive marketing efficiencies, and improve business operations.
Business start up, drawing on lean startup and agile build your proposition through learning and change. Mananging innovation using the startup planner
Confessions of a Brand Dubai StorytellerDanish Farhan
Brand Dubai has always been intangible, and continues to be, as the city evolves at a pace unprecedented in recent history. Danish shares insights, challenges and learnings from ten years of telling the Dubai story of dichotomy from many vantage points;-touristic (Dubai Tourism & Definitely Dubai, Vida Hotels), cultural (Dubai Culture & Arts Authority), commercial (DIFC, Dubai Economic Department) and entertainment (the film City of Life).
Yahoo! Digital Tourism Campus Dubai
http://thinkdigital.travel/events/digital-tourism-campus-dubai-2013/
City Branding: The case of Stockholm (Sweden).SmartCitiesTeam
Stockholm's City Branding.
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
It Takes a Community to Raise a Brand, Not a CampaignSean Moffitt
In today's marketplace, it truly does take a community not a campaign to raise a brand. Inside, you will find the definition of, reasons for, types of, 18 steps to build and 51 examples of brand communities as pulled together by Sean Moffitt from Agent Wildfire. I hope you enjoy and benefit from our successes, mistakes and learning.
It Takes a Community to Raise a Brand - by Sean MoffittSean Moffitt
In today's marketplace, it really does take a community, not a cleverly made campaign to raise a brand. Whether its a wiki, fan club, online network or fully fledged brand community, the brands geared for the new business and customer environment are embracing their stakeholders in neat and inventive ways. Inside you\'ll find out the who, how, why and whats of building brand communities, the steps involved and 51 examples of interesting brand community platforms.
An overview of the shift in how smart health care marketers are using digital techniques to engage consumers and growth their business. Health care marketing research shows that consumers do not select physicians or care facilities from advertising -- yet this is the primary tactic used by many health care marketers. For health care marketers who missed the paradigm shift to digital word-of-mouth (social media, online reviews, online testimonials, digital search) there is still time to catch up. This presentation provides a list of action items to energize your efforts.
The document discusses word of mouth marketing and buzz generation. It provides 30 facts and insights on topics like the importance of word of mouth, types of word of mouth like viral, social, influencer marketing, and how to measure word of mouth. It also discusses who spreads word of mouth like influencers, considerations for choosing a word of mouth strategy, and the future of word of mouth marketing.
Chapter 6 Designing and Managing Tourism and Hospitality Products(Tourism and...Md Shaifullar Rabbi
The document discusses various concepts related to branding including new product development, the branding process, types of brands, and benefits of branding. It provides information on the new product development process, the four core functions of branding as differentiation, authenticity, value setting, and unification. It also outlines different types of brands such as product brands, service brands, personal brands, and geographical brands. Finally, it lists benefits of branding such as customer awareness, loyalty, competitive advantage, and attracting investors.
The document summarizes a presentation by Sean Moffitt on building brands in today's social media landscape. Some key points from the presentation include:
- Brands must engage customers through social media and online communities to build advocacy and remain relevant. Successful brand communities provide value and incentives for members.
- Metrics like member engagement, traffic, new registrations, and referrals are important for measuring community success, but the objectives of the community should guide the metrics.
- Building a brand in social media requires changes to company culture and a focus on listening to customers and empowering them as advocates and collaborators.
Engagement: the key to social media success in 2010Sally Falkow
The document discusses how customer engagement affects business success and provides strategies for effective engagement. It finds that companies with high customer engagement have better financial results. While many companies are present on social media, few are actively engaging customers. The document provides examples of companies like Starbucks, SAP and Dell that improved engagement and financial performance through strategic social media use and customer-centered approaches. It emphasizes that engagement must be meaningful, two-way interaction rather than just broadcasting messages.
Reinventing Your Company in a Customer-Driven MarketplaceDrake International
The document discusses how companies need to reinvent themselves in a customer-driven marketplace by embracing social media and community engagement. It emphasizes that customers now help shape a company's brand through online reviews and discussions. To succeed, companies must participate authentically in conversations with customers and harness the ideas and content generated by communities. Metrics should focus on the customer experience rather than just marketing activities. Leadership requires community building skills to engage customers as partners in a two-way dialogue.
Social Media monthly book club hosted authors of Wikibrands, Sean Moffitt and Mike Dover for a webinar on Thursday, March 31st to discuss insights from their newly published title and participated in Q&A from the audience.
Just when you think you’ve mastered social media… along comes UGC, the “visual web” and SnapChat. We explore practical tips on how to adapt 6 key social media trends.
Simon Rogers, Head of Sales at Market Sentinel presents "How to manage your reputation and measure the ROI."
Simon presented at KMP Digitata's Reputation Management seminar on the 7th May at the MDDA in Manchester.
The document discusses how social media is transforming how home care companies connect with customers and prospects online. It notes that top websites visited by seniors now include social media sites like Facebook. It provides statistics on social media adoption from a study and recommends establishing a social media strategy and choosing appropriate tools like Facebook, blogs, YouTube and email marketing. The document also discusses measuring return on investment from social media and predicts trends for 2011 like companies becoming publishers of content and social integration on websites.
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
Leveraging Social Media as a Way To Grow Business Society3
While social media is considered one of the most powerful business tools today, helping some companies to even grow during the economic down turn, many barely have a presence and don't know where to start. Let's explore how social media is forming today’s "educated purchase decisions" and what you can do to be part of the new process, growing your business and win back influence in the decision making process. Leading businesses leveraged social media to make a difference on the bottom line - without even having fancy fan page. Smart vendors leverage their channel as secret weapons in the social media world. Smart VARs and system integrators leverage social media to grow their vendor relationships. Get inspired how to unleash this power and make a difference for your own business.
Leading Edge Technologies and Partner Programs Empowering the Channel of Today and Tomorrow:
Axel Schultze, http://xeems.com/axels @ XChange Tech Innovators event Nov. 2010 Las Vegas
The document discusses the importance of developing a strong brand story. It states that in today's competitive environment, it is not enough to just provide facts about a company - you need to be compelling and memorable. A good brand story answers the question of what makes your brand so special. The document then provides guidance on key elements that make up a powerful brand such as defining a big idea that matters to people, reflecting customers, engaging customers, and enabling customers to do more. It emphasizes that powerful brands are about people, not products, and reflect customers' aspirations.
Kohler: Client Case Talk - James SandoraBrandwatch
In one of our three client keynotes, industry leader James Sandora from Kohler will share insights, challenges and the roadmap from his work inside the much-admired brand.
Social networking provides opportunities for businesses to engage customers, gain feedback, and strengthen relationships. It allows observing customer behaviors and collaborating on product development. Companies should participate in online conversations, address both positive and negative comments, and integrate social media with other marketing. The goal is conversational marketing to build communities and long-term customer relationships rather than one-time sales. Success can be measured by engagement metrics like referrals, site traffic, audience participation and content sharing.
Crowdsourcing User Generated Advertising ZooppaArik Abel
1. The webinar discussed the benefits of crowdsourcing user-generated advertising content, including lower costs, brand engagement, and consumer insights.
2. Zooppa was presented as a turn-key platform for running crowdsourced advertising campaigns, with over 75 campaigns completed for clients like Google, Nike, and Hershey's.
3. Best practices for campaigns included defining objectives, offering incentives, promoting participation, and using the submitted content across digital channels.
The document discusses how social media has changed how customers discover and purchase products. It notes that customers now rely on user generated content and recommendations from other users rather than traditional advertising or experts. The author recommends that companies empower their channel partners by providing social media training and programs. This will allow partners to build social media presences and recommend the company's products, acting as the biggest recommendation base. Companies should also monitor social media for discussions about their brands and actively engage with customers.
It Takes a Community to Raise a Brand - by Sean MoffittSean Moffitt
In today's marketplace, it really does take a community, not a cleverly made campaign to raise a brand. Whether its a wiki, fan club, online network or fully fledged brand community, the brands geared for the new business and customer environment are embracing their stakeholders in neat and inventive ways. Inside you\'ll find out the who, how, why and whats of building brand communities, the steps involved and 51 examples of interesting brand community platforms.
An overview of the shift in how smart health care marketers are using digital techniques to engage consumers and growth their business. Health care marketing research shows that consumers do not select physicians or care facilities from advertising -- yet this is the primary tactic used by many health care marketers. For health care marketers who missed the paradigm shift to digital word-of-mouth (social media, online reviews, online testimonials, digital search) there is still time to catch up. This presentation provides a list of action items to energize your efforts.
The document discusses word of mouth marketing and buzz generation. It provides 30 facts and insights on topics like the importance of word of mouth, types of word of mouth like viral, social, influencer marketing, and how to measure word of mouth. It also discusses who spreads word of mouth like influencers, considerations for choosing a word of mouth strategy, and the future of word of mouth marketing.
Chapter 6 Designing and Managing Tourism and Hospitality Products(Tourism and...Md Shaifullar Rabbi
The document discusses various concepts related to branding including new product development, the branding process, types of brands, and benefits of branding. It provides information on the new product development process, the four core functions of branding as differentiation, authenticity, value setting, and unification. It also outlines different types of brands such as product brands, service brands, personal brands, and geographical brands. Finally, it lists benefits of branding such as customer awareness, loyalty, competitive advantage, and attracting investors.
The document summarizes a presentation by Sean Moffitt on building brands in today's social media landscape. Some key points from the presentation include:
- Brands must engage customers through social media and online communities to build advocacy and remain relevant. Successful brand communities provide value and incentives for members.
- Metrics like member engagement, traffic, new registrations, and referrals are important for measuring community success, but the objectives of the community should guide the metrics.
- Building a brand in social media requires changes to company culture and a focus on listening to customers and empowering them as advocates and collaborators.
Engagement: the key to social media success in 2010Sally Falkow
The document discusses how customer engagement affects business success and provides strategies for effective engagement. It finds that companies with high customer engagement have better financial results. While many companies are present on social media, few are actively engaging customers. The document provides examples of companies like Starbucks, SAP and Dell that improved engagement and financial performance through strategic social media use and customer-centered approaches. It emphasizes that engagement must be meaningful, two-way interaction rather than just broadcasting messages.
Reinventing Your Company in a Customer-Driven MarketplaceDrake International
The document discusses how companies need to reinvent themselves in a customer-driven marketplace by embracing social media and community engagement. It emphasizes that customers now help shape a company's brand through online reviews and discussions. To succeed, companies must participate authentically in conversations with customers and harness the ideas and content generated by communities. Metrics should focus on the customer experience rather than just marketing activities. Leadership requires community building skills to engage customers as partners in a two-way dialogue.
Social Media monthly book club hosted authors of Wikibrands, Sean Moffitt and Mike Dover for a webinar on Thursday, March 31st to discuss insights from their newly published title and participated in Q&A from the audience.
Just when you think you’ve mastered social media… along comes UGC, the “visual web” and SnapChat. We explore practical tips on how to adapt 6 key social media trends.
Simon Rogers, Head of Sales at Market Sentinel presents "How to manage your reputation and measure the ROI."
Simon presented at KMP Digitata's Reputation Management seminar on the 7th May at the MDDA in Manchester.
The document discusses how social media is transforming how home care companies connect with customers and prospects online. It notes that top websites visited by seniors now include social media sites like Facebook. It provides statistics on social media adoption from a study and recommends establishing a social media strategy and choosing appropriate tools like Facebook, blogs, YouTube and email marketing. The document also discusses measuring return on investment from social media and predicts trends for 2011 like companies becoming publishers of content and social integration on websites.
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
Leveraging Social Media as a Way To Grow Business Society3
While social media is considered one of the most powerful business tools today, helping some companies to even grow during the economic down turn, many barely have a presence and don't know where to start. Let's explore how social media is forming today’s "educated purchase decisions" and what you can do to be part of the new process, growing your business and win back influence in the decision making process. Leading businesses leveraged social media to make a difference on the bottom line - without even having fancy fan page. Smart vendors leverage their channel as secret weapons in the social media world. Smart VARs and system integrators leverage social media to grow their vendor relationships. Get inspired how to unleash this power and make a difference for your own business.
Leading Edge Technologies and Partner Programs Empowering the Channel of Today and Tomorrow:
Axel Schultze, http://xeems.com/axels @ XChange Tech Innovators event Nov. 2010 Las Vegas
The document discusses the importance of developing a strong brand story. It states that in today's competitive environment, it is not enough to just provide facts about a company - you need to be compelling and memorable. A good brand story answers the question of what makes your brand so special. The document then provides guidance on key elements that make up a powerful brand such as defining a big idea that matters to people, reflecting customers, engaging customers, and enabling customers to do more. It emphasizes that powerful brands are about people, not products, and reflect customers' aspirations.
Kohler: Client Case Talk - James SandoraBrandwatch
In one of our three client keynotes, industry leader James Sandora from Kohler will share insights, challenges and the roadmap from his work inside the much-admired brand.
Social networking provides opportunities for businesses to engage customers, gain feedback, and strengthen relationships. It allows observing customer behaviors and collaborating on product development. Companies should participate in online conversations, address both positive and negative comments, and integrate social media with other marketing. The goal is conversational marketing to build communities and long-term customer relationships rather than one-time sales. Success can be measured by engagement metrics like referrals, site traffic, audience participation and content sharing.
Crowdsourcing User Generated Advertising ZooppaArik Abel
1. The webinar discussed the benefits of crowdsourcing user-generated advertising content, including lower costs, brand engagement, and consumer insights.
2. Zooppa was presented as a turn-key platform for running crowdsourced advertising campaigns, with over 75 campaigns completed for clients like Google, Nike, and Hershey's.
3. Best practices for campaigns included defining objectives, offering incentives, promoting participation, and using the submitted content across digital channels.
The document discusses how social media has changed how customers discover and purchase products. It notes that customers now rely on user generated content and recommendations from other users rather than traditional advertising or experts. The author recommends that companies empower their channel partners by providing social media training and programs. This will allow partners to build social media presences and recommend the company's products, acting as the biggest recommendation base. Companies should also monitor social media for discussions about their brands and actively engage with customers.
6. Wikibrands - Definition: noun A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value Derived from Hawaiian word “wiki” meaning “quick: subsequently meaning “tribal knowledge and a collaborative website” and Middle English word “torch” meaning “a distinctive name identifying a product or a manufacturer”.
7. There’s a new currency on how to build business “Something you Want” “Something you Trust” “Something you Buy” “Something you Participate In” “Something you Prefer” “Something you Love” 5
16. It has to work …what’s left Operational efficiencies are maxed Downsizing/rightsizing reaching limits Outsourcing labour is tapped Globalization of markets is done Media clutter is here Technology is ubiquitous The Customer Experience is What’s Left
17. Big Caveat - There is a big difference between “Being Social”