2013: The Year Everything Converged | darmano.typepad.com


 

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From a media perspective—marketers like to align strategies and tactics along the lines of how things are done at scale. The popular framework goes something like: Paid (advertising), Earned (Word of Mouth), Owned (Corporate) and everything else falls in a somewhat more grey area and from my perspective this is where the action will be for 2013 and beyond. As outlined above, Altimeter calls this area of overlap “converged media”because it’s a convergence of different media dynamics coming together. If you ask me—from a marketing perspective this is the future of what, to this point we’ve called “social”.

You see an image in your Facebook news-feed shared by a friend. The image was generated by a brand. You saw it because your friend shared it. They shared it because they liked it. They liked it because the content resonated (and they saw it). They saw it because the brand paid Facebook to promote it.

Paid?
Earned?
Owned?

All of the above. A social platform merely powers the engine and the above could have all been done in a mobile context. I’m doing a lot of thinking in this area as I build out my team because I don’t believe that anyone has the “converged” part completely figured out yet. From a talent perspective I’ve already begun importing folks from the ad agency side of the house who get both social, digital and content. Mentally, I’ve been thinking about the dynamics of how different teams function:

Traditional:

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A television centric marketing approach is still fueled primarily by the dynamic duo of a creative team composed of an art director and copywriter supported by an infrastructure of scale which fuels the teams with insights and has a small army of media service individuals who determine how the money gets spent so that the campaign oriented marketing message is seen and heard.

Digital  >>> Leer más “2013: The Year Everything Converged | darmano.typepad.com”

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So does your blog, book or ebook have contagious attributes?


English: Logo of Academic Project publishers.

Typical communication in the age of mass media start with two steps

  1. Mass Media to Network Hubs
  2. Network Hubs to the rest of the population

But “Buzz” refuses to follow neat patterns. Cold Mountain’s buzz didn’t start from the traditional marketers text book .

So what made the book spread? What were the contagious attributes? >>>>>  Leer más “So does your blog, book or ebook have contagious attributes?”

The Return of Word of Mouth

In the age of social media, consumers are the true brand owners; what they have to say about a brand will ultimately shape its reputation both on and offline. A positive review on Amazon or Yelp can be much more influential in determining a brand’s success than any PR or ad campaign. By leveraging their online communities, companies can use this grassroots marketing movement to their advantage.

One company that’s getting this right is Steam Whistle Brewery. I recently had the opportunity to speak with their community manager, Marina Arnaout, about the company’s consumer-centric approach to social media.

Much like their do-one-thing-really-well approach to beer making, using social channels to connect with consumers is a natural extension of the Steam Whistle brand. “For us, social media is about engaging in transparent, two-way conversations with Steam Whistle drinkers. It’s never been about finding a way to put a numerical value on a consumer,” said Marina. “At the core, social media is really about customer service. It’s real-time, it’s constantly on, and it’s definitely the future of our industry,” she added.

This fan-centric approach – focusing on fan engagement levels instead of ROI $ – has helped Steam Whistle cultivate a passionate community of brand ambassadors both on and offline. Want proof? Check out Trip Advisor, where fans of the brewery have ranked it as one of the top ten tourist attractions in Ontario.


By  | business2community.com
What if we were to stop thinking about social media in terms of likes, followers, pins, re-blogs and ROI $ and instead thought of it as a storytelling tool or a customer service platform?

Thinking of social platforms as a meeting place for like-minded individuals (‘fans’) to discuss their common interests (‘the brand’) enables companies to not only enhance their commitment to each individual customer, but also to inadvertently facilitate the storytelling process.

Giving people a place to share their stories not only generates rich brand-inspired conversations, but plays off one of the greatest marketing techniques of all time: word of mouth. Leer más “The Return of Word of Mouth”

How to Find New Customers


A few posts back, I mentioned a handful of ideas that you can use to ensure you are able to line up work for the future. I didn’t mention anything about the ways that you can find new business offline, in your local community.

Here are a few ways to find new customers:

  • Pick an area – Choose an area of your town that you want to work within.  It might be a suburb, a neighbourhood, or a district, but take a look at the businesses in that area and choose your next customer.  Start with the businesses that you frequent or have more knowledge about.  Not only can you benefit from word of mouth within this community, but you can visit all of your clients with minimal driving.  Become the big fish in the little pool for now; look at expanding later.
  • Provide value – Once you’ve selected a new business, find a way to demonstrate how your services will help them.  You are a business owner a well, so don’t be intimidated by someone else.  If you’re a writer, show how you can provide articles or blog posts that can increase their SEO results.  If you’re a web designer, review their webpage with them, and show them how you can make it better.  If you’re a biz consultant, show them how to save money, and how to spend wisely.  Communicate how what you do will increase their bottom line without increasing the time they need to spend working at it. Ideally, show them how you can save them time and money.
  • Be persistent – Note – this doesn’t mean “be irritating.”  I can guarantee you will not get the new business on your first visit, but if you do – fantastic!  This doesn’t mean the business owner doesn’t like what you are doing, or doesn’t think it’s important.  It usually means they are busy.  And you want to have business owners who are busy.  Show that you are interested in their business by watching for events that might be useful for them.  Do you have another client that might benefit from meeting this new prospect?  If your prospect sees that you are actively looking for new ways to promote your existing or previous clients, chances are they are going to think about your business in a positive light.  Keep in touch with this prospect until they become a client, or until they tell you to go away.  Be persistent, not pushy.

There are many ways for your to find new business wherever you are.  Pretty much any business is going to be on the lookout for good talent, and when you show them that their business is your priority, you’ll be that much further ahead of the folks that are only thinking of their own business.

To paraphrase Dennis Miller – Nothing is more interesting than MY business, and nothing is less interesting than YOUR business. Start talking about their business, and you’ll probably end up talking about your business.

  • Jason Finnerty

Still a bit new to the world of freelancing – but loving the freedom, flexibility, and earning potential that can be found here. Follow me on the twitter, @brandscaping – or check out my blog at http://brandscaping.ca. Love to chat – so if you have a question – fire away!

http://freelanceswitch.com/

10 Tips For Aspiring Community Managers

As the world of dominant brands becomes more fragmented, established companies and startups are hiring community managers to cultivate an engaged community in a digital world where customers’ experiences with the product is amplified through social media, whether good or bad. And it’s not just the experience that users value; the relationships and connections they are able to make with companies and fellow consumers are just as important.

As a result, engaging users online and off has become evermore important for both companies big and small. That’s because social media has revolutionized the idea of word-of-mouth marketing, providing not only an opportunity for companies to expand their brands but also creating the risk of a customer service nightmare.

Community managers, who come in all shapes and sizes depending on the company and its mission, are often the online face of their companies, and more increasingly, offline as well. They’re the social strategist, community builder, storyteller, marketer, product manager, designer and evangelist rolled all into one. But most importantly, they’re responsible in projects and initiatives that strengthen the community of consumers, users and customers of the company.

Though there’s no silver bullet to being a successful community manager, for those aspiring to become one, we’ve gathered some tips from community builders on what it takes to land a job and be effective at cultivating community.


community image

As the world of dominant brands becomes more fragmented, established companies and startups are hiring community managers to cultivate an engaged community in a digital world where customers’ experiences with the product is amplified through social media, whether good or bad. And it’s not just the experience that users value; the relationships and connections they are able to make with companies and fellow consumers are just as important.

As a result, engaging users online and off has become evermore important for both companies big and small. That’s because social media has revolutionized the idea of word-of-mouth marketing, providing not only an opportunity for companies to expand their brands but also creating the risk of a customer service nightmare.

Community managers, who come in all shapes and sizes depending on the company and its mission, are often the online face of their companies, and more increasingly, offline as well. They’re the social strategist, community builder, storyteller, marketer, product manager, designer and evangelist rolled all into one. But most importantly, they’re responsible in projects and initiatives that strengthen the community of consumers, users and customers of the company.

Though there’s no silver bullet to being a successful community manager, for those aspiring to become one, we’ve gathered some tips from community builders on what it takes to land a job and be effective at cultivating community. Leer más “10 Tips For Aspiring Community Managers”

Looking Online to Verify Word-of-Mouth Recommendations

Finding such information helps seal the deal: 77 percent agreed they’re more likely to buy things “when I can find additional recommendations about them online.” As the chart indicates, the tendency to seek online confirmation or refutation of a recommendation is not confined to big-ticket purchases but extends to something as minor as a meal out or a movie.


– Mark Dolliver, Adweek
Word of mouth is all well and good, but a new Cone Inc. report indicates that consumers don’t take it as gospel when deciding on purchases. With all due respect to Uncle So-and-so’s opinion about what they should buy, people are looking online for information to support or rebut such advice.

Eighty-one percent of respondents to Cone’s polling (fielded online last month) agreed with the statement, “After getting a recommendation about a product or service I may want to purchase, I go online to do additional research about that product or service before deciding whether to purchase it.” Leer más “Looking Online to Verify Word-of-Mouth Recommendations”

What Is Viral Marketing: Key Principles And Strategies | Very nice & interesting tips !!!

What is viral marketing? What are the characteristics of an effective viral marketing campaign? What does it take to produce content that flies on the wings of spontaneous word-of-mouth promotion? In this MasterNewMedia guide on viral marketing you can learn and understand the basic principles, foundations and strategies at the heart of effective online viral marketing.

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Photo credit: Delion and Alberto Perez Veiga, mashed up by Robin Good

Viral marketing is a form of promotion based on the free circulation of ideas via a word of mouth process. When you like something, it feels second nature to share your discovery with someone you like. Be it friends, relatives or colleagues, you get a kick out of sharing with someone else something cool that you have discovered. And in turn, those people you share something with, will do the same with their network of friends. That is what “going viral” is all about.

From a marketing standpoint, “going viral” is fascinating for a number of reasons:

* Distribution: Viral content spreads like virus, in an ever expanding loop which may never end. For an online marketer, spreading content endlessly from person to person represents a superior strategy to promote content at a fraction of the effort and costs required by traditional marketing techniques.
* Reach: A successful viral marketing campaign may exponentially increase the reach of your communications by placing you in touch with thousands of prospects which, with your traditional communication approach, you might not have ever intercepted.
* Awareness: The more people will see your content, the more people will know who you are, what you do, what can you offer customers. Not only: by sharing content on a specific topic you will make yourself an authority in that field and people will start naturally coming to you asking for advice and recommendations.
* Cost: Viral marketing is relatively inexpensive as you do not have to plan a huge budget to promote your products or start campaigns that meet the needs of all your potential customers. Once your content starts to go viral, your fans become your best marketing agents.

To help you make sense of what are the key traits and components that create the conditions for a successful viral marketing campaign, this MasterNewMedia guide shares a highly curated selection of the best analysis, reports and published research on the web on the topic of viral marketing.

This guide is organized in three sections:

* What is viral marketing
* The key principles of viral marketing
* Viral marketing best strategies and tactics.


What is viral marketing? What are the characteristics of an effective viral marketing campaign? What does it take to produce content that flies on the wings of spontaneous word-of-mouth promotion? In this MasterNewMedia guide on viral marketing you can learn and understand the basic principles, foundations and strategies at the heart of effective online viral marketing.


Viral marketing is a form of promotion based on the free circulation of ideas via a word of mouth process. When you like something, it feels second nature to share your discovery with someone you like. Be it friends, relatives or colleagues, you get a kick out of sharing with someone else something cool that you have discovered. And in turn, those people you share something with, will do the same with their network of friends. That is what “going viral” is all about.

From a marketing standpoint, “going viral” is fascinating for a number of reasons:

  • Distribution: Viral content spreads like virus, in an ever expanding loop which may never end. For an online marketer, spreading content endlessly from person to person represents a superior strategy to promote content at a fraction of the effort and costs required by traditional marketing techniques.
  • Reach: A successful viral marketing campaign may exponentially increase the reach of your communications by placing you in touch with thousands of prospects which, with your traditional communication approach, you might not have ever intercepted.
  • Awareness: The more people will see your content, the more people will know who you are, what you do, what can you offer customers. Not only: by sharing content on a specific topic you will make yourself an authority in that field and people will start naturally coming to you asking for advice and recommendations.
  • Cost: Viral marketing is relatively inexpensive as you do not have to plan a huge budget to promote your products or start campaigns that meet the needs of all your potential customers. Once your content starts to go viral, your fans become your best marketing agents.

To help you make sense of what are the key traits and components that create the conditions for a successful viral marketing campaign, this MasterNewMedia guide shares a highly curated selection of the best analysis, reports and published research on the web on the topic of viral marketing.

This guide is organized in three sections: