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How does a brand make a great brand promise?

How does a brand make a great brand promise? | Digital Brand Marketing | Scoop.it

“No other brand will make you feel so …” That’s the basis for a great brand promise – and very, very few brands deliver on it because they confuse operational excellence with promissory distinction. They promise great service or great features because they want the world to know they’re very good.

 

The thing is – the world already knows, or rather it assumes. That’s not a promise. It’s just a reassurance (and one that consumers increasingly take for granted). We keep thinking promises are made in words. They’re not. They’re captured in words for organisations’ convenience – and in phrases that marketers and senior teams feel good about but that, in reality, consumers are oblivious to....


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Jeff Domansky's curator insight, February 16, 3:05 AM

I wonder if a a brand promise is simply an artificial construct that we should forget about and instead deliver the highest level of customer service?

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Fab Brand Mash-UP: A Poet Jams With An Orchestra

Fab Brand Mash-UP: A Poet Jams With An Orchestra | Digital Brand Marketing | Scoop.it
Poet James Massiah makes beautiful music with the Royal Philharmonic Concert Orchestra in a new content project from J20.

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Karen Dietz's curator insight, February 6, 2:09 PM

Article Link: http://www.fastcocreate.com/3041965/a-poet-jams-with-an-orchestra-in-a-new-campaign-celebrating-blends?partner=rss 


It's Friday and time for some fun! I've got 2 pieces to share with you to bring you into the weekend.


This is the first. I love mashups and here's a beauty -- urban spoken word poetry mixed with classical orchestra. Sounds boring? Hah! It's anything but.


Even better - it's a terrific example of using mashups integrated as part of a brand. Maybe it will give you ideas for your own work.


Watch the first video also which mixes rockin' celtic music with fast hip-hop dancing. For years I've been a big fan of art -- and storytelling -- that pushes boundaries. The short videos here are perfect examples.


Enjoy this and happy Friday!

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How Brand Storytelling Benefits from Archetypes

How Brand Storytelling Benefits from Archetypes | Digital Brand Marketing | Scoop.it
You've been hearing about brand storytelling for a while, but you wonder why people say it's so powerful. Well, it's all in the archetypes.

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It was a dark and stormy night... 3 Biz Storytelling Plots + 11 Examples in Marketing

It was a dark and stormy night... 3 Biz Storytelling Plots + 11 Examples in Marketing | Digital Brand Marketing | Scoop.it

“In the last of our Made To Stick series, this post lists 11 examples of storytelling in marketing, using the Challenge, Connection and Creative plots.”


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Karen Dietz's curator insight, January 19, 9:47 AM

I like the 3 storytelling plots businesses have successfully used in promoting their goods/services with wild success. They are easy to remember, and I bet your business falls in one of the 3 categories.


I also really like that the author, Samuel Hum, gave us plenty of examples of the company's actual marketing materials to explore. Go read this post -- it makes business storytelling a lot easier to do!


This review was written by Karen Dietz for her curated content on business storytelling at http://www.scoop.it/t/just-story-it 

Art Jones's curator insight, January 22, 12:29 PM

The author provides an orderly thought process for telling a brands stories.

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Social Media Marketing: Do You Have A Tin Ear? via @Curagami

Social Media Marketing: Do You Have A Tin Ear? via @Curagami | Digital Brand Marketing | Scoop.it

Social Media: It’s The conversation, stupid Are You Listening? Why is it so hard for institutions and companies to listen? Here is a sequence of social marketing I created to support the James Cancer Hospital that underscores how listening creates opportunity in a social / mobile / connected time. 


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Are We Too Excited By Excitement? via @Curagami

Are We Too Excited By Excitement?  via @Curagami | Digital Brand Marketing | Scoop.it

Maybe our web marketing needs to slow down, build online community and curate more? Thomas Hellum's slow TV provides valuable lessons in what's next online.

Here are a few of Slow TV's valuable lessons in the creation of sustainable online community:

Social media + mobile = powerful community building tools combination.Happening NOW creates an “event-like” atmosphere especially if you don’t edit the timeline.Pre-sell community with an ASK, “What do you want to see”.Use the web for support before, during and after event.
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malek's curator insight, December 24, 2014 8:06 PM

More stats confirm the trend

  • Mobile sharing is double PC sharing
  • Almost 75% share on mobile
  • 1B Facebook users on mobile
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What is TMI + Is This The Future Of Story Branding?

What is TMI + Is This The Future Of Story Branding? | Digital Brand Marketing | Scoop.it
"You cannot get away with bullshit anymore," says Landor chief strategy officer Thomas Ordahl. Enter TMI.

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Karen Dietz's curator insight, December 2, 2014 3:31 PM

This is a great post about issues encountered when creating authentic + transparent Core Stories and Back Stories for growing your business.


The premise of the article focuses on TMI -- as in "too much information" that is becoming the cornerstone of effective marketing today. 


Of course, as we know, producing vast amounts of content doesn't automatically generate sales. It has to be really valuable content that both educates and entertains. And well crafted stories are the foundation creating awesome content.


I like this article because it proposes a Venn diagram of transparency and romance to help us craft compelling stories. And the author, Mark Wilson, gives good examples to illustrate his point. He then poses the question, "But what about when authenticity and romance don't mix?" Think McDonalds sharing their back story of how it makes it McRibs (makes me shudder). 


Wilson makes good points, shares examples, suggests how the future of branding is going to keep changing, and the implications for us all. Enjoy the read.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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What is Story Theory? How to Use It to Create Awesome Brand Affinity

Presentation given to University of Chicago Alums re: Story Theory and its Application To Marketing

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Karen Dietz's curator insight, November 25, 2014 2:48 PM

Here's a great piece colleague Jim Signorelli put together about how story theory works better as an approach in branding than giving a list of essential story elements or simple story structures.


Right on Jim! It won't take readers long to go through this SlideShare piece and reap the benefits. Of course I love Doug Lipmans story dynamics chart on slide 18, the Identification Filter (oops Jim, there's a typo here!) on slide 20, and the motive chart on slide 27.


The definition of story beginning on slide 37 is OK and goes beyond what most people produce. I'm biased though. I like what Peggy Van Pelt from Disney and I came up with oh so many moons ago -- "a story is an act of communication providing packets of sensory material and an emotional narrative arc allowing listeners to quickly and easily internalize it, understand it, and create meaning from it."


I like this definition because it focuses not on what a story is, but on what it does. What's the lesson here? There is no 1 right definition. Be aware of the variety of existing story definitions and use the one that fits your objectives at that particular time.


OK -- enough said. Enjoy the insights in Jim's post and keep the light for storytelling well lit and tended!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Tina Stock's curator insight, November 25, 2014 5:56 PM

good reference material AND highlights a big issue - what is your archetype?

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Infographic -- The Science of Storytelling Visually Explained

Infographic -- The Science of Storytelling Visually Explained | Digital Brand Marketing | Scoop.it

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Art Jones's curator insight, November 16, 2014 10:13 AM

Finding this information in infographic format makes lots of good info available to us in one place.

Audrey's curator insight, November 19, 2014 3:03 PM

Storytelling is very helpful in education.  Students can make up their own stories in most subjects  to enhance learning.  Why? It involves emotions, critical thinking and evaluation.  

 

Have a look at www.hotmoodle.com 

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Is Your Content Worth Sharing? Storytelling Techniques in Social Media - Kruse Control Inc

Is Your Content Worth Sharing? Storytelling Techniques in Social Media - Kruse Control Inc | Digital Brand Marketing | Scoop.it

"Your brand is no longer what you tell customers it is. It’s what consumers tell each other it is." - Kathi Kruse


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Elizabeth Alfaro's curator insight, October 17, 2014 11:34 AM

You have to educate people step-by-step both in your product and the experience they’ll receive when they buy.

M. Philip Oliver's curator insight, October 17, 2014 2:15 PM

Thanks to Cendrine Marrouat

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"KPIs are only useful if you take action" - Socialbakers, Vodafone and We Are Social on brand love

"KPIs are only useful if you take action" - Socialbakers, Vodafone and We Are Social on brand love | Digital Brand Marketing | Scoop.it
Good social media content has to be "a combination of relevancy, reach and quality", but you can't get one without the...

Via Cendrine Marrouat - SocialMediaSlant.com
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Cendrine Marrouat - SocialMediaSlant.com's curator insight, September 30, 2014 2:05 AM


From the article:


"While the same metrics should be used by a company globally, Vodafone's Bowsher, We Are Social's Grant and Socialbakers CMO Neil Morgan all agreed that brands could not just use one metric to measure social success. They add that a whole number of metrics needed to be taken into consideration, including reach, fan growth and engagement, as well as return on paid social."

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Leadership: Authentic Storytelling + 3 Stories To Tell

Leadership: Authentic Storytelling + 3 Stories To Tell | Digital Brand Marketing | Scoop.it
Everyone loves a good story, which is an important lesson for brands. Consumers want to develop meaningful relationships and relate to brands they can trust, and storytelling is a powerful way to accomplish that. I’m often asked to tell the story behind Influence & Co. It’s simple: My co-founder and my [...]

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Karen Dietz's curator insight, September 8, 2014 11:37 AM

Here's a quick post about how to stay authentic with your stories plus 3 types of stories you can tell.


What I like about the article most are the 3 types of stories. All 3 fall into the bucket of "Founding Stories." Founding Stories are one of the 4 types of core stories every organization needs to tell. Stories about how the organization was founded and got started are critical to share both internally and externally. They provide needed context for why and how you do what you do, and what sets you a part from others.


But Founding Stories are not all the same. There are different types of Founding Stories and here are 3 that will definitely help you tell yours. Which one of the 3 best applies to you?


I know you'll get lots of ideas from this post. And thanks to author John Hall for helping us sort these stories out.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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The New Ecommerce: Current Best Practices - Curatti

The New Ecommerce: Current Best Practices - Curatti | Digital Brand Marketing | Scoop.it
There is a new ecommerce creating new "best practices" such as: easy free shipping, new him, her, kids merchandising, social shopping & UGC conversations.

 


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Martin (Marty) Smith's curator insight, August 19, 2014 1:17 AM

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malek's curator insight, August 20, 2014 7:02 AM

Malcolm Gladwell’s classic book, Tipping Point,  identifies three unique kinds of people who make social movements possible: connectors, mavens and salesmen.

Brand advocates blend the strengths of a connector and a maven, 

  • a source of reliable information.  
  • ready to create content that influences a purchase.
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Why Telling Your Story Matters

Why Telling Your Story Matters | Digital Brand Marketing | Scoop.it

My latest contribution to the LinkedIn platform is short. But I feel it's too important not to write on the topic.

 

What makes your brand unique is the story behind it.

 

What is yours? 


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Luigina Sgarro's curator insight, February 13, 4:37 AM

Quanto è importante raccontare una storia che gli altri abbiano voglia di ascoltare?

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Storytelling--Best Practices + Case Studies For Winning Big

Storytelling--Best Practices + Case Studies For Winning Big | Digital Brand Marketing | Scoop.it
If you want to separate your content from your competitors, storytelling is a great tactic to add to your content marketing strategy. Several interesting case studies have shown how the implementation of storytelling can triple sales within one year. The best part is that any business can use storytelling in their content marketing strategy by following these five best practices.

Via Gregg Morris, Karen Dietz
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Karen Dietz's curator insight, February 2, 11:38 AM

What a great article! Thanks to fellow curator Gregg Morris @Gregg Morris for finding and sharing it.


Here's what I like: the case studies and proof the author, Jasmine Henry, uses to back up her points. Gotta love that. No wild speculation here -- just solid material on how storytelling has produced results for real companies, and why.


The tips given are also right on. Go read the article, grab the examples, and follow Henry's advice. It's a great way to start off the week and the month of February!

Cathryn Wellner's curator insight, February 3, 9:35 PM

Good one, Gregg Morris. Thanks!

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Startup Storytelling - How AIRBNB Developed Their Stories To Powerhouse Success

The Airbnb story and how each chapter, from 2007 to 2015, led the founders to create a really compelling brand for their guests and hosts.


Via Karen Dietz
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Karen Dietz's curator insight, January 31, 2:02 PM

What's the Airbnb story (and who are they if you don't know)?

How did they find it and develop it?

How has it changed from the early days to today?

And what can we learn from this to apply to our own business?


This SlideShare is packed with information that answers all of these questions. It tells a great story about their story. Tips are included at the end for how you can craft stories for your business success.


Thanks Airbnb!

Cathryn Wellner's curator insight, February 1, 8:17 PM

Good find, Karen - they have really grasped the power of #storytelling.

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Contagious Communication Starts With Stories

Contagious Communication Starts With Stories | Digital Brand Marketing | Scoop.it
Too many marketers are so confused with new technology that they forget what really matters – emotions. Ami Hasan chairman of Hasan&partners and Perfect Fools,

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Karen Dietz's curator insight, January 16, 2:08 PM
Gotta love this article by Ami Hasam, chairman of Hasan & Partners and Perfect Fools, plus president of the Direct and Promo & Activation juries at Eurobest. His call to action for marketers? Tell better stories. I include bloggers, entrepreneurs, and anyone in business in this list.Hasam's point is that in business we can get caught up in the latest technology, thinking that will save the day. But in marketing, success is all about crafting great stories first. Yes! As I always say, if you really want to increase your impact, influence, and business growth, start with great storytelling. Technology then becomes the vehicle for telling the stories, Hasam says. I still have way too many conversations with folks where they promote a technology solution for telling a good story, instead of working on actual storytelling skills.This is a quick read, and enjoy the insights here. Let's make 2015 the year of crafting way better stories.This review was written by Karen Dietz for her curated content on business storytelling at http://www.scoop.it/t/just-story-it
Debra Walker's curator insight, January 17, 10:59 PM

Just like the beginning of an older, yet beloved TV show - 'here's the story...."  it sticks in our minds and helps us differentiate between all of the noise that we hear on a daily, hour and minute by minute basis.

 

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2015 PR Trends: The Focus Is On Visual Storytelling

On-Demand Webinar: http://prn.to/1xvWtZ9

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Karen Dietz's curator insight, January 5, 4:03 PM

The PR world is definitely changing and if you are an entrepreneur, business leader, or PR professional, this SlideShare discusses how adding visuals into your press releases and other PR activities will boost your response rate, visibility, etc.


I'm fascinated by the stats here and look forward to incorporating some of the tips shared. 


In the end, it should get us all thinking about how to leverage visuals more effectively in our marketing and PR efforts.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Ken Dickens's curator insight, January 7, 1:47 PM

Bottom line, add video and visuals to your PR messages and get a ton more exposure.  Nice survey and stats included here.  Self-serving for PR newswire of course, but, it tells the story.  Get it?  - Ken

 

www.2080nonprofits.org

 

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Unilever's Project Sunlight = Best Cause Marketing We've Seen! Many Lessons To Learn...

Unilever's Project Sunlight = Best Cause Marketing We've Seen! Many Lessons To Learn... | Digital Brand Marketing | Scoop.it

Great Cause Marketing
+Unilever's Project Sunlight (https://www.projectsunlight.us ) is some of the best #causemarketing I've ever seen and I spent a year creating CureCancerStarter.org. Lots to learn from here including:

* Arresting Visual Marketing.
* Collage of stories under a united theme clearly defined yet artistically balanced.
* Multimedia approach (pictures, video, text, & multiple sites).
* Consistency of tone & pitch.
* Curation of THEIR stories, passion and emotion.
* Splash of logic kissing hand of emotion.

Great work, good cause and lots to learn from. #toogood


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5 Social Brands That Rock at Defying Best Practices

5 Social Brands That Rock at Defying Best Practices | Digital Brand Marketing | Scoop.it

What this article proves is that best practices are nothing if you don't know who you are serving.

 

Brands mentioned:

 

- Denny's (Tumblr)

- TSA (Instagram)

- Zara (Facebook)

- Parks and Recreation (Twitter)

- Wisecrack (YouTube)

 

I would have loved to see case studies for Pinterest and Google+ too!

 

Read at http://www.brianhonigman.com/defiant-social-media/

 

----------------

 

Cendrine Marrouat


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Got Story? It's The Most Important Thing You'll Do For Your Biz

Got Story? It's The Most Important Thing You'll Do For Your Biz | Digital Brand Marketing | Scoop.it
Start selling stories, not products or solutions, and you'll connect to your consumer on a deeper level.

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Karen Dietz's curator insight, November 14, 2014 11:55 AM

Article Link: http://bit.ly/1EELXl2 


This post has some really great points about the importance of storytelling for business. And the author makes some other points about the neuroscience of storytelling that are not as well recognized -- like improved social skills and learning how to be in situations that haven't happened yet. Or that listeners to stories become more open to new ideas.


The author then links all of the information about storytelling to how this generates more business for any company.  Yeah!


A few simple rules are then shared to keep in mind when telling stories. The only one I caution against is the last one--make sure your stories have a happy ending. I'd substitute that with "make sure your stories have a resolution". If we think of endings in that way, we won't get stuck in always creating ' happy ever after' all the time and will actually have all kinds of different endings available to you along with more creativity. 


The video about how Coco Chanel got started --  a founding or origin story -- is good up to a certain point. After a while the transition phrase "once upon a time" becomes annoying. I almost stopped listening. The story is also conveyed as a series of events that sort of creates a story. The combination of the two makes for an okay story, but not one that's really awesome. What a shame.


So grab these insights, watch the video, and ask yourself how you would better tell the Coco Chanel story. There are lots of lessons here.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Storytelling Builds Empathy: Airbnb Tells Emotional Reunification Story

Storytelling Builds Empathy: Airbnb Tells Emotional Reunification Story | Digital Brand Marketing | Scoop.it
To celebrate the 25th anniversary of the fall of the Berlin Wall, Airbnb launched a beautifully animated commercial video that tells the true story of two former border guards who were reunited through the lodging website. The ad tells the story of Jorg and Kai who were reunited after Jorg’s daughter booked him a trip [...]

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Karen Dietz's curator insight, November 11, 2014 5:58 PM

I agree with everything colleague Omar Kattan says in this blog post, particularly his ending statement about empathy and business results.


And I applaud AirBnB (I am a loyal customer) for going after stories. I love the graphics of the video, too.


But I am going to point out a few areas for improvement for the story. Why? Because I want all companies to excel in crafting/sharing stories. Yet what I experience most often is just OK. That means $$ and opportunities are left on the table.


My comments are not about AirBnB -- but about most of the business stories I see around the web these days.


So let's take a teaching moment here. These are 4  ways this story could be waaaaayyyy better with some basic story crafting skills:

  1. Give names to characters. Research shows again and again that nameless faceless characters don't create empathy in the listener. Audiences have a harder time connecting to stories when names are absent. Give us names here of the guards -- Jorge and Kai -- and the daughter.
  2. Why does the former guard carry a piece of the wall with him??? Why is this a barrier for him in life? What trauma happened?? Is the main character's experience psychological or does he actually physically carry a piece of the wall around with him? I can guess, but it's hard to know. What we are given are concepts/platitudes, not a concrete motivation that moves the story along. This is a classic storytelling mistake. The story would have been much better if we had known something like, "Even after the wall came down, Jorg just couldn't let go of the depressing horrors he'd seen of people trying to escape the East or be reunited with loved ones after decades of isolation." That's too wordy, but you get the idea.
  3. There's a huge part of the story missing: how did the daughter actually find Kai?  How was the problem of finding Kai solved? Inquiring minds want to know. And how does AirBnB fit in? There's some real storytelling meat here that we never get.
  4. And finally, why was Jorg different after meeting Kai? Was it friendship and forgiveness that healed Jorg? Or something else? And what was life like afterwards? A big transformation happened that the audience missed out on because no details are provided.


Adding these pieces would only have taken another minute or so. Don't leave home without named characters, motivation, problem resolution steps, and more details about the transformation.


Thanks for listening and go craft awesome stories!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Why Brand Ambassadors Are CSFs (Critical Success Factors)

Why Brand Ambassadors Are CSFs (Critical Success Factors) | Digital Brand Marketing | Scoop.it

Why Ambassadors Are CSFs
If you don't have an Ambassador Program you need one. Ambassadors are brand advocates who want to JOIN your brand. Remember Faith Popcorn's quote?

People don't BUY brands they JOIN them.

At our marketing tools startup Curagami we are learning why the creation of an Ambassador Program right from the start of a website's life is so critical. This link shares success one of our clients, Moon-Audio.com is having with their Ambassador program.  


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How You Can Prepare for Twitter’s Potential Upcoming Changes

How You Can Prepare for Twitter’s Potential Upcoming Changes | Digital Brand Marketing | Scoop.it

Twitter strategy might be shifting and the implications for our personal and business experience could be profound.

Source: www.businessesgrow.com

If you're in social media marketing, you probably cringe at the mention of the word EdgeRank. I know I do, because it makes me think of how frustrating it is that even the best of my brand's Facebook content might not be seen by more than 200 or 300 of our 57,000 fans unless I spend money to promote it.

Brace yourselves, social marketers, because algorithms just like Facebook's EdgeRank might be coming to Twitter. In this post by our friend Mark Schaeffer, you can learn about some of the reasons why Twitter is thinking about implementing this, including the pressure from investors now that Twitter has gone public. 


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Cendrine Marrouat - SocialMediaSlant.com's curator insight, September 13, 2014 1:21 PM

Interesting article written by @Ally Greer. To me, the potential Twitter algorithm boils down to this: As a brand, you need to build relationships with your community of supporters.



In 2014, you have no choice. The popularity contest/honeymoon is over. You MUST focus on people. It's not a "me vs. them" approach, it's what should have happened a lot earlier.



It doesn't matter if you only have 50 followers. What matters is what you do with them. If you have taken the time to know them, they will help you make it to the top. Period.

Mark Gittos's curator insight, September 14, 2014 1:41 PM

If you use Twitter, this is a must read

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Brands Under ATTACK By 5 Ninja Trends - ScentTrail Marketing

Brands Under ATTACK By 5 Ninja Trends - ScentTrail Marketing | Digital Brand Marketing | Scoop.it

Brands are under attack by 5 Ninja:
* Death of Traditional Media.
* Mobile Me.
* Clean Slate Brands.
* Social Media is a Conversation.
* User Generated Content. and the rise of online communities.

What are the most powerful ninja attacking your marketing? How will you defeat attacking Ninja horde?

 

 


Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, August 25, 2014 3:05 AM

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malek's curator insight, August 25, 2014 8:39 AM

Coming from FMCG background, I can't help but notice the digitalization of Coupons.

  • Consumers are hunting high and low for coupons to load on a smartphone app, eliminating the need to carry slips of paper around.
  • Companies are actively catching up with social referral coupons
  • With geo-targeting, businesses are able  to learn when consumers are nearby, delivering coupons that entice them to stop by.