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Entries in social media (49)

Monday
Jun042012

Content Curation as Thought Leadership

Collecting and re-using content from third parties is emerging as a critical marketing strategy to inform and engage customers and stakeholders.As the amount of information available on the Web and other sources has exploded, marketers have turned to "content curation" as a strategy to demonstrate thought leadership and elevate brand visibility. 

Content curation involves collecting and repurposing for your target audience articles, charts, infographs and images posted online by third parties.

A study of 400 professional marketers conducted in March 2012 by Curata, an online content curation provider, shows 85 percent of marketers believe effective content curation establishes thought leadership and elevates brand visibility and buzz. That is up from 79 percent in 2011, the first year Curata conducted its research.

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Friday
May042012

Local Matters in Marketing

The new social media phenomenon of Cash Mobs proves that in the global economy, twitterverse and cyberspace, local still matters in marketing.

The Cash Mob movement encourages people to go to small, local business and spend money, en masse. 

According to the Cash Mobs website, a Buffalo blogger, Christopher Smith, originated the idea almost a year ago. A Cleveland attorney helped popularize the movement last fall. NBC's Today Show gave its seal of approval in a televised segment last week.

Using Twitter, organizers put out a call to followers to meet up at a local store on a particular day — and bring money to spend. A horde of smiling, eager shoppers can brighten the day of any merchant, perhaps even making a difference in whether the local business can keep its doors open.

Cash mobs are a stark contrast to the rash of flash mobs that have flouted surveillance cameras while looting stores. The goal of cash mobs is to "build community," not ransack them.

This application of social media is further evidence that reach can be global, but targeting can be local. Whole Foods Market has demonstrated the value of tweeting about events or special offers in individual or groups of stores. Local and regional brands such as Burgerville, Ninkasi and Dave's Killer Bread use Twitter and Facebook in the same way. Posts build brand familiarity, while marketing local activity.

The advent of cash mobs reinforces the point that marketing isn't just about money. It's also about creativity and energy.

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Wednesday
Apr182012

Joining the Online Olympic Village

Social media is all about community and conversation. Now Samsung has launched a Facebook app that fosters a new level of online engagement with U.S. Olympic and Paralympic athletes.

The launch coincided with a splash of promotions reminding us the 2012 Summer Olympic Games in London are only 100 days away. But the app itself has more far-reaching potential than just the Olympics. It embodies what social media platforms should do.

Called the U.S. Olympic Genome Project, users can participate by going to www.Samsung.com/HowOlympicAreYou and "like" it. Facebook fans answer questions about themselves to create robust profile that are used to find connection points with Olympic and Paralympic athletes, present and past.

Through the app, fans can take Olympic quizzes, find out about Olympic athletes and the Olympic movement and follow Team USA news. And they can share their new connections with other Facebook friends.

"The Olympic Games is one of the few global celebrations of human potential and achievement," says Ralph Santana, a Samsung senior vice president. "We wanted to give consumers the opportunity to be part of it in a personal way."

Fans gain status in the "community" by taking quizzes about the Olympics and finding more connections with Olympic athletes. You earn tokens as you rise in status that can be redeemed through contests for Samsung mobile products or even trips to London.

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Monday
Mar262012

So You Want to Start a Blog

Many excellent communications campaigns use blogs as story-telling tools, but too many blogs are floating around the internet that haven’t been updated for months. You imagine the blog creators were full of excitement, set up a basic blog format using a site such as WordPress.com, Blogger or tumblr, published a first post and thought, Voila! Smooth sailing from here, right?

A blog only is as good as the strategy and plan guiding it. Before hitting publish, you need to be clear about what you want to accomplish with your blog. What will success look like?

Reasons for a blog may include establishing thought leadership in your industry category, self-publishing news, providing added-value service to clients, raising awareness about important issues or engaging new audiences. All the content you publish should support your goals. 

To measure success, we recommend evaluating multiple touch-points, such as reader comments, content spreading on social media, numbers of readers and blog traffic.

You also should plan content development. Look to your key messages and values to help you indentify the stories you should tell. If your staff members are the key to customer service, consider profiling them. If your brand is committed to supporting the community, write about your involvement. If you have a major event coming up, think how you can advance it through teaser posts.

Get a calendar and mark it with your content ideas, including time-sensitive promotions such as new products and services, special events or campaigns. This content calendar becomes your map, ensuring you are prepared to keep your blog updated.

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Tuesday
Feb282012

PR Matches Strategy to Need and Budget

Advertising can build awareness, but its days of building a positive reputation are numbered.Public relations bests advertising as a way to build a corporate reputation, according to new data from the Harris Interactive Reputational Quotient study.

Advertising didn't succeed in improving positive perceptions of corporations, says Robert Fronk of Harris Interactive. "Media recall is playing a dominant role on the impact of reputations for both good and bad."

The findings are based on online responses in December from 17,000 people, between the ages of 18 and 65. Some 64 percent of respondents recalled seeing an advertisement, while 40 percent said they read about a company in print or heard about it via word-of-mouth. Only 6 percent recalled reading a blog.

Fronk cited Johnson & Johnson. Its reputation took a hit in 2011, he said, largely in response to negative media coverage and online comments about the company's product recalls and quality-control issues. The venerable company's advertising failed, he added, to prop up its reputation in the shadow of bad news.

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