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Rescooped by DavidShin from Communications and IMC
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6 Steps in Developing a Social Media Strategy | ClickZ

6 Steps in Developing a Social Media Strategy | ClickZ | Scoops through out the semester. WEEKLY | Scoop.it

"1. Listen - Conversation Mining
Get online and listen to what is being said. What do people think about you and your brand? What are their points of views? Who are key people who influence others and which ones should you cooperate with? What are the various topics? Is the tone of the conversation heated? Do people favor one point of view over the other, or is it mixed?

2. Identify Goals and Objectives
You should now be in a better position to establish your goals now that you have had a chance to "listen" to your audience. Some goals might be to drive a certain amount of traffic to your website. Or you want to increase the number of followers by 15 percent in six months. Maybe you just want to extend you brand presence on the social web.

3. Develop Your Plan and Time Your Content
Map out your approach to delivering content to your audience. Will you reach out and leverage Influentials? Will you provide free material or samples? How will it be delivered? You may have products that are environmentally friendly. Will you moderate and lead a conversation about environmental issues? There are many creative ways to approach your audience. Be innovative.

4. Develop Your Content
Next, develop the content you have outlined from your timeline. This timeline will help you know what order to start building your content. This is where you really need to understand your audience and your brand. You must be highly creative and much of what you say within social media channels should sound like your brand.

5. Engage - Implement Your Plan
Armed with smart objectives, a solid timeline, great content, and the right social media sites you are now ready to post your content. Engage in the conversation and express your point of view. Remember to keep to your schedule and be constituent. Have the resources on hand to respond to comments and feedback so you can keep the conversation going. This is not an "if you build it they will come" type of scenario. You have to keep at it.

6. Measuring Success
As you know, the ability to measure the effectiveness of marketing activities is imperative to any company's marketing strategy. Social media marketing isn't as easy to measure as other online channels but it can be done. If you identified your success metrics in step No. 2, then you're already ahead of the game."


Via Baochi, Shavneel Singh
DavidShin's insight:

This Article "6 Steps in Developing a Social Media Strategy" teaches about 6 main steps to a successful and creative media/channel strategy to connect with consumers.

1.Listen - Conversation Mining : Seek for consumer responses of how they think towards your brand, What was the effective and non-effective strategies previously used, Any negative feedback or hate towards your brand? what can  you do better, how to approach situations in a better manner? etc. Also discover the Influential's who are the trend setters as well as the drivers of the conversations.

2.Identidy Goals and Objective : After analyzing you're your 1st step, Set goals to improve your company and set objectives for your company as well as yourself. The article gives you a 90 to 10 ratio to promote yourself as 10% and 90% providing valuable content to consumers.

3.Develop Your Plan and Time Your Content : Discover what you will provide to the consumers, Calculate the time frame of release, eg. Create abit of hype for 12months before release etc then choose which platforms you will use to distribute.

4.Develop Your Content : Develop your brand image, name and what you want to get across to the consumers.

5.engange - Implement Your Plan : Turn your Theory into practical however, you must stick to your timeline plan. Receive feedback and respond to comments etc.

6.Measuring Success : Popularity levels, Are the responses as expected?, Where is the feedback coming from? and are the consumers engaging to your promotions the consumers your targeting?

 

more...
Shavneel Singh's curator insight, May 8, 2013 10:37 PM

This article looks at social media and how you can utilise it correctly to engage your audience in new and differenent ways. You can develop new connections and maintain the ones you ahve already established. These six steps identify the process:


1. Listen - Conversation Mining

Get online and listen to what is being said. What do people think about you and your brand? What are their points of views?

2. Identify Goals and Objectives

Consider not only your company goals but your audience's goals. What are their needs and wants? You will get much further with social media marketing if you offer something of value.
3. Develop Your Plan and Time Your ContentMap out your approach to delivering content to your audience. Will you reach out and leverage Influentials? Will you provide free material or samples? How will it be delivered? You may have products that are environmentally friendly. 4. Develop Your ContentNext, develop the content you have outlined from your timeline. This timeline will help you know what order to start building your content. This is where you really need to understand your audience and your brand. You must be highly creative and much of what you say within social media channels should sound like your brand. 

5. Engage - Implement Your Plan

Armed with smart objectives, a solid timeline, great content, and the right social media sites you are now ready to post your content. Engage in the conversation and express your point of view.

 

6. Measuring Success

As you know, the ability to measure the effectiveness of marketing activities is imperative to any company's marketing strategy. Social media marketing isn't as easy to measure as other online channels but it can be done. If you identified your success metrics in step No. 2, then you're already ahead of the game.

Danielle Petersen's comment, September 24, 2013 1:34 AM
@DavidShin I like how you summariesed the article so much to get to the main points without having to read all the extras that were in the article. I found that the last two lines in the article "Having a solid social media strategy can really help make a difference in the success of your campaigns. You will come off more polished and organized and viewed as being a real player in the social media space" rounded off the article as a whole very well.
Lily Tran's comment, September 25, 2013 6:42 AM
@David Shin- I think this article is straight to the point and summarised well. The six steps in developing a social media strategy includes listening to customer responses, identifying goals and objectives, developing a plan and the content, to engage customers in their feedback, and to have a way to measure success such as ranking systems. The way you summarised the article and focussed in the important areas was well done and was able to explain in full clarity what the article was about.
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Rescooped by DavidShin from The Communication Mix, IMC programme planning Strategy, Direct Marketing
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Selectabase: Business & Consumer Data Lists, Data Cleaning Company and DIY Direct Marketing Sales

Selectabase: Business & Consumer Data Lists, Data Cleaning Company and DIY Direct Marketing Sales | Scoops through out the semester. WEEKLY | Scoop.it
Selectabase apply best practice in supplying Business & consumer data lists, lists & marketing packages, TPS checking tools & list cleaning services

Via Deveshnee Moodley, Duncan Robertson
DavidShin's insight:

This Article States advantages of using the direct marketing method. I found the first sentence very agreeable "Direct marketing exploits the growth in new technology, and can create a completely new distribution channel direct to the customer or end user." as I have recently started a clothing line and the method of sales/distirbution is direct marketing via - Facebook, SMS, Twitter, Email etc and the people that purchase the items seem very happy as the process is quick between Q&A's and its enables me to know exactly how the consumer reacts to whatever we state or provide (Instant Direct Feedback). Also one of the points are "Relationship Building", This is a huge advantage as most small businesses use direct marketing the need for building loyal relationships with new consumers are vital and works effectively through direct marketing.

more...
Bronson Lester's comment, September 26, 2013 5:14 PM
As both Duncan and Andre have touched on is the point of relationship building in any type of industry this is how you create strong bond with suppliers and distributors thus giving you an important advantage over your competition.
Danielle Petersen's comment, September 26, 2013 8:15 PM
@David Shin, I like how you pointed out that particular sentence from the article, I too agree that that is a key sentence throughout the article. I agree that direct marketing is useful and in your case it allows you to have real time feedback from your customers and able to build individual relationships with them as by getting a response from you, they will feel like they are being listened to.
Lily Tran's comment, September 27, 2013 12:00 AM
@David Shin, I like how youve summarized this article and have pointed out the important parts and shared your view and relating it to reality. You've made it short and simple, on the other hand the article is very interesting as each point provided including relationship building! are all very important and sometimes left out
Rescooped by DavidShin from Communications and IMC
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6 Steps in Developing a Social Media Strategy | ClickZ

6 Steps in Developing a Social Media Strategy | ClickZ | Scoops through out the semester. WEEKLY | Scoop.it

"1. Listen - Conversation Mining
Get online and listen to what is being said. What do people think about you and your brand? What are their points of views? Who are key people who influence others and which ones should you cooperate with? What are the various topics? Is the tone of the conversation heated? Do people favor one point of view over the other, or is it mixed?

2. Identify Goals and Objectives
You should now be in a better position to establish your goals now that you have had a chance to "listen" to your audience. Some goals might be to drive a certain amount of traffic to your website. Or you want to increase the number of followers by 15 percent in six months. Maybe you just want to extend you brand presence on the social web.

3. Develop Your Plan and Time Your Content
Map out your approach to delivering content to your audience. Will you reach out and leverage Influentials? Will you provide free material or samples? How will it be delivered? You may have products that are environmentally friendly. Will you moderate and lead a conversation about environmental issues? There are many creative ways to approach your audience. Be innovative.

4. Develop Your Content
Next, develop the content you have outlined from your timeline. This timeline will help you know what order to start building your content. This is where you really need to understand your audience and your brand. You must be highly creative and much of what you say within social media channels should sound like your brand.

5. Engage - Implement Your Plan
Armed with smart objectives, a solid timeline, great content, and the right social media sites you are now ready to post your content. Engage in the conversation and express your point of view. Remember to keep to your schedule and be constituent. Have the resources on hand to respond to comments and feedback so you can keep the conversation going. This is not an "if you build it they will come" type of scenario. You have to keep at it.

6. Measuring Success
As you know, the ability to measure the effectiveness of marketing activities is imperative to any company's marketing strategy. Social media marketing isn't as easy to measure as other online channels but it can be done. If you identified your success metrics in step No. 2, then you're already ahead of the game."


Via Baochi, Shavneel Singh
DavidShin's insight:

This Article "6 Steps in Developing a Social Media Strategy" teaches about 6 main steps to a successful and creative media/channel strategy to connect with consumers.

1.Listen - Conversation Mining : Seek for consumer responses of how they think towards your brand, What was the effective and non-effective strategies previously used, Any negative feedback or hate towards your brand? what can  you do better, how to approach situations in a better manner? etc. Also discover the Influential's who are the trend setters as well as the drivers of the conversations.

2.Identidy Goals and Objective : After analyzing you're your 1st step, Set goals to improve your company and set objectives for your company as well as yourself. The article gives you a 90 to 10 ratio to promote yourself as 10% and 90% providing valuable content to consumers.

3.Develop Your Plan and Time Your Content : Discover what you will provide to the consumers, Calculate the time frame of release, eg. Create abit of hype for 12months before release etc then choose which platforms you will use to distribute.

4.Develop Your Content : Develop your brand image, name and what you want to get across to the consumers.

5.engange - Implement Your Plan : Turn your Theory into practical however, you must stick to your timeline plan. Receive feedback and respond to comments etc.

6.Measuring Success : Popularity levels, Are the responses as expected?, Where is the feedback coming from? and are the consumers engaging to your promotions the consumers your targeting?

 

more...
Shavneel Singh's curator insight, May 8, 2013 10:37 PM

This article looks at social media and how you can utilise it correctly to engage your audience in new and differenent ways. You can develop new connections and maintain the ones you ahve already established. These six steps identify the process:


1. Listen - Conversation Mining

Get online and listen to what is being said. What do people think about you and your brand? What are their points of views?

2. Identify Goals and Objectives

Consider not only your company goals but your audience's goals. What are their needs and wants? You will get much further with social media marketing if you offer something of value.
3. Develop Your Plan and Time Your ContentMap out your approach to delivering content to your audience. Will you reach out and leverage Influentials? Will you provide free material or samples? How will it be delivered? You may have products that are environmentally friendly. 4. Develop Your ContentNext, develop the content you have outlined from your timeline. This timeline will help you know what order to start building your content. This is where you really need to understand your audience and your brand. You must be highly creative and much of what you say within social media channels should sound like your brand. 

5. Engage - Implement Your Plan

Armed with smart objectives, a solid timeline, great content, and the right social media sites you are now ready to post your content. Engage in the conversation and express your point of view.

 

6. Measuring Success

As you know, the ability to measure the effectiveness of marketing activities is imperative to any company's marketing strategy. Social media marketing isn't as easy to measure as other online channels but it can be done. If you identified your success metrics in step No. 2, then you're already ahead of the game.

Danielle Petersen's comment, September 24, 2013 1:34 AM
@DavidShin I like how you summariesed the article so much to get to the main points without having to read all the extras that were in the article. I found that the last two lines in the article "Having a solid social media strategy can really help make a difference in the success of your campaigns. You will come off more polished and organized and viewed as being a real player in the social media space" rounded off the article as a whole very well.
Lily Tran's comment, September 25, 2013 6:42 AM
@David Shin- I think this article is straight to the point and summarised well. The six steps in developing a social media strategy includes listening to customer responses, identifying goals and objectives, developing a plan and the content, to engage customers in their feedback, and to have a way to measure success such as ranking systems. The way you summarised the article and focussed in the important areas was well done and was able to explain in full clarity what the article was about.
Rescooped by DavidShin from Week 6; Creating an effective communication mix, Measuring results against objectives
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Scoops through out the semester. WEEKLY | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Jillian Hor Maelynn
DavidShin's insight:

This article was very interesting and was perfect for me because I have just launched a new clothing line. These 4simple steps
1. Figure out your desired target market for your offering and potential methods that will be used to attract them.
2. Figure out your communication channel that will be used to communicate with the target market.
3. Figure out the estimated cost to market the campaign, especially if the business is small.
4.Measure your outcome and observe if your investment was worth the cost. Use various methods such as, Response's or Feedback surveys.
have been explained so simply and  easily understandable. The article suggests that if you follow these four steps then the marketing communication mix will be successful.

more...
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.
Rescooped by DavidShin from Week 4 - The Consumer and the Communications Proccess
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How Emotions Influence What We Buy

How Emotions Influence What We Buy | Scoops through out the semester. WEEKLY | Scoop.it
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today http://t.co/E3hvi9puYA)

Via Francisco Teixeira, Alice Burke
DavidShin's insight:

 This article is about Emotion and the effects that emotion has on a consumer's purchasing behaviour and decision making process in a consumer's perspective. It has several interesting facts about emotion and which part of the body reacts they way it does to influence a consumers response to a brand or an advertisement. However the two facts that stood out most for me was that "Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes.", along with " as well as " A brand is nothing more than a mental representation of a product in the consumer’s mind". In my view these two factors interact with each other to produce a positive outcome towards a consumer and a brand. Exmample: I exercise atleast once every day of the week, Nikes advertisement for its trending Free Run running sneakers catch my attention instantly as the advertisement indicates its for gym, many of my friends have it and I have some pairs which indicate that it is sociably acceptable as well as knowing its convenient and the quality is very good. Through this emotional response I am a Loyal Nike Customer.

more...
Courtenay Poihega's curator insight, August 22, 2013 8:25 PM

This article outlines the importance of eliciting consumer emotional responses to influence their decision making. It briefly outlines the studies of Antonio Damasio and his views on 'thinking' vs 'emotional' - when consumers are faced with a making a decision, one will not be made if there are no previous relatable emotional experiences for them to draw from.

 

The influence of emotion on consumer behaviour is lightly touched on as well. Studies have shown that when evaluating brands, consumers primarily use emotional response rather than information gathering. Emotional responses to Ad's also influence buying intent moreso than the content of the ad itself. The most interesting part I found in the article was summing up that a brand is a mental representation of a product in the consumer mind. If there are no emotional links to that brand, there will be no influence on buying intent or preference. That ultimately reflects every decision making process any person goes through, I myself can recall countless times where I have chosen to not purchase a product simply based on emotional responses. 

 

Overall this is a recommended article to read to understand the importance of communicating with consumers and how their emotional responses will alter consumer behaviour. It also highlights the importance of appealing to consumer emotions when marketing or advertising a brand.

Labroye Tauevihi's comment, August 22, 2013 9:49 PM
A strong point is delivered in the very first part of this article stating "Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions." This statement alone is great at defining the emotional behaviours of consumers. Further into it it goes into more detail and discusses how one may buy the latest iPhone to make them feel good about themselves and get out of any insecurites that may come with not having a flash phone. I agree with @Courtenay's point of if consumers aren't emotionally connected to the brand, then they are less likely to purchase it.
Peter Simunovich's curator insight, September 22, 2013 11:25 PM
In the article “How Emotions Influence What We Buy” shows how emotions greatly control and influence what the consumer will purchase. The article stats how one professor studied how when a consumer is confronted with a decision emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision. Then the article goes on to explain how emotions affect the consumers behaviour. When a consumer is evaluating a brand they will primarily use their emotions like person feeling and past experiences rather than information. Most advertising research shows that emotional response to an ad has much more influence in the consumers buying behaviour than the content of the ad. The article stats a study that shows that positive emotion towards a brand have great influence on brand loyalty and trust. In conclusion the article talks about how much of the customer’s behaviour towards a brand and purchasing is effected by their emotions.
Rescooped by DavidShin from About Design
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How to Build a Strong Brand

How to Build a Strong Brand | Scoops through out the semester. WEEKLY | Scoop.it
The importance of branding in the modern corporate world is undisputed.

Via Spyros Thalassinos
DavidShin's insight:

This article "How to build a strong brand" shows the basics on how to build a strong brand and to maintain that brand with consistency till it reaches success. Brand identity is where it all starts and needs to be thought through carefully as this is what and how consumers will think(slogan)/remember(quality)/see(logo) the brand, so the more effective these attributes to a brand the more it will standout between competition.

Then comes the "Brand Strategy", which is the "... central unifying idea around which all behaviour, actions and communications are aligned..." Like the other steps, this has to maintain consistent as the brand expands, also the company as a group must agree with the strategy in order to be successful. Personally I think this part of the article was very vague as it positions consumers to bring competitive edge and "sets forth the creative, social and moral steps that the brand will take to create the customers that will drive the business forward."( http://tenayagroup.com/blog/2008/10/03/how-to-define-brand-strategy/ )

Last Step is "Branding" and I agree that this is the final step as the brand launches. During this step more potential Customers will encounter the brand and it will distinguish how they feel/see/remember the brand. There are several ways the promotion part of branding is stated in the article such as, Social Media, Promotions, Giveaways etc and these lead to customer loyalty which I personally agree with as I am a customer to many goods and services myself. However If branding is not held consistent for example, Advertisements of ADIDAS are shown through several sources while NIKE adverts are constantly shown on those sources then most potential consumers will purchase NIKE rather than Adidas as they are more Non loyal Consumers than Loyal consumers who are motivated to seek and go the extra mile.

more...
Sienna Jang's curator insight, September 24, 2013 12:10 AM

This article shows the importance of branding and how we can btuild a strong brand.This article tells us that building a strong brand is vital for any organization in order to survive in competitive market, and then there are 3 steps for it. First, brand identity creates the brand’s representative image to consumers in a most visual way, such as logo design, website and print collaterals. It would be the same effect as the image of apple when we think about Iphone. The second step is that for effective brand strategy, the brand needs a central unifying idea and communication. Lastly, branding is the process for customer loyalty and consistency is the key for it. I agree that consistency has huge impact on building a strong brand and consumer loyalty. These days, consumers no longer look for price; they also expect the quality and trust from the company. Therefore, keeping a consistency is the best way to show consumers that we are reliable. In my opinion,this article is trying to tell us that branding is not just for consumers and market competition, but it’s also for the company itself to understand what they are.

Michelle Kim's comment, September 24, 2013 12:17 AM
@Sienna Jang
I'm strongly agree with your opinion that branding is also for the company itself to understand what they really are, not only for market competition. In addition, market competition can make company stronger by improving themselves competing with other companies.
Kevin yau's comment, September 24, 2013 12:20 AM
@Sienna Jang
This article shows clearly that the importance of branding the company. I think the 3 steps process that in the article is very helpful and effectively for readers to understand and learn. Also i agree that you said nowadays customers are more focusing on the trust from the company. Therefore, having a positive image of the brand is really important.
Rescooped by DavidShin from Digital & Social Marketing
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8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making | Scoops through out the semester. WEEKLY | Scoop.it

Very interesting and helpfull..


Via Baochi
DavidShin's insight:

Direct Media is very important and this article provides results from real responses by consumers that have previously engaged with companies. I found all social media advice points very true and interesting as I can imply this to my own clothing line and seek for results myself. The results from the article also show that majority of the Reponses are negative feedback as consumers demand more  which the company should already be providing the demanded request. Also the article states that majority of small businesses use the Direct Mail, Emails and post cards etc to communicate with brands. However, at this point I see that developing your social media can result in a better result than Direct Mail, Emails or post cards as Social Media includes an experience as well as convenience with joy but most importantly, its constantly growing in users! Old and/or Young! and its free. This is a perfect Direct Media promotional channels for small businesses.

more...
Melika Trott's comment, September 27, 2013 12:06 AM
I agree with German, its the simple things such as not putting the company website on flyers and hard copies of peomotional documents. This is especially important in New Zealand as you say because most of our business are reasonable small and unheard of.
Patrick Wong's curator insight, March 11, 11:04 PM

what a great article explaining the little mistake the small businesses are making with direct mail and social media. often are about not having sufficient information on your social media/ your company is hard to find which make it hard for customers to have an efficient communication with the small business. Small business need to watch out this every little things because they are what make the business to have a good integrated marketing communication. 

Lili Wang's curator insight, May 15, 5:42 PM

This was an interesting article to read as it clearly stated why some small busnesses are not succeeding in their industry as it talked about the factors that is holding them back.  Small businesses need to watch out little things because they are the core knowledge to ways that the company can improve on in the IMC process

 

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Real Brands Need Real-Time Leaders - The Importance of Embracing Social Media in the C-Suite

Real Brands Need Real-Time Leaders - The Importance of Embracing Social Media in the C-Suite | Scoops through out the semester. WEEKLY | Scoop.it

The impact of social media in the digital bazaar is undeniable. Consumers now demand more transparency, authenticity and engagement from their brands, and the businesses smart enough to pay attention are happy to oblige. But, for many businesses both large and small, a communication disconnect exists between executive leadership in the C-Suite and their customers. Many companies typically turn to focus groups, surveys, and customer satisfaction analyses to understand their audience, but stop there. While all of these techniques remain part of the marketing mix, the communication gap remains.

 

In today’s social world, CEOs, CMOs, CIOs and senior management must become aware of the many reasons for joining social networks. According to a study by Brandfog, consumers and employees hold company leaders who engage through social media in high regard.

 

The survey found that executives who engage their customers through social media can increase the company’s brand profile, instill confidence in their leadership team and build greater trust, loyalty, and purchase intent for customers. In fact, 82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media.

 

Continue Reading... 

DavidShin's insight:

A communication gap remains between the executive leadership  in the C-Suite (refer to a corporation's most important senior executive)  and the consumers. Recent times, These executives must understand the reasoning for joining social networks because most people in the world today use social networks to search, connect and engage. The article stated "82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media." and a perfect example is Sean Diddy Combs also known as Puff Daddy(Diddy) who owns CIROC the alcohol brand and uses his personal Instagram page to engage with his target market also through other celebrities and enabling #HASHTAGS to make normal consumers feel as if they are in the spotlight. From this article I have realised that, Social Media is definitely one of the strongest tools to gain trust, loyalty and is also a tool that enables a company to engage with their consumers.

more...
Matthew Randrup's comment, September 26, 2013 6:46 PM
Terry , i liked your article social media engagement is important in todays marketing. Its all about making the consumer feel like they mean something to the company and i feel that this article explained this well.
Ahmed Salman's comment, September 26, 2013 9:30 PM
I agree with your insight terry. i really enjoyed this article. i like how you embrace social media and how it engages consumers.
Jarrod Gardiner's curator insight, September 26, 2013 10:25 PM

This aticle looks at why senior management should embrace social media. This is due to the fact that social media provides many ways for a brand to communicate to the consumer. It is important to engage senior mangaement as a lot of business find they have a gap between the conusmer and management which needs to be fulled. 

Rescooped by DavidShin from Program planning, objectives, budgets, measuring success
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Promotion Plan - SmallBusinessNotes.com

Promotion Plan - SmallBusinessNotes.com | Scoops through out the semester. WEEKLY | Scoop.it
How to get the word out on your business

Via Mike Kirkwood, Georgia Basagre
DavidShin's insight:

Even though the Promotional program is a very crucial part of determining the success of a business, it has to be in line with marketing objectives in order to budget how much is available to spend etc. As stated above, Accurately calculating the cost is every crucial as it will determine a profit, breakeven or loss and from personal experience I know a few friends, when they first started their clothing label they miscalculated the costs and ended up with a minor loss when a profit was expected. The important factors considering methods: Advertising, Marketing, Collateral, Promotional Activities, Public Speaking and Conferences, Publications and Media Relation campaign. Research has to be thoroughly done to achieve a efficient and balanced Promotional Program and the article also suggests that factors such knowing your Target market, How your Competition Communicates and acts with the market, Always considering your consumers perspective before making decisions as well as methods of advertising eg. Newspapers, Social Media, Internet and emails etc. These factors also lead to promotions, such as sales or bundle sales etc. Overall, A specific objective must be placed in order to guide the business towards a goal.

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Will Costello's curator insight, August 22, 2013 11:50 PM

This article discusses the development of a sufficient and effective promotion plan for a new product. Promotion is one of the major driving forces when it comes to the 4 P’s of marketing. Through the article there are various strategies and forms of product promotion, these include effective research, keeping creative and always keeping your customers in mind. When devising a promotion plan, it is always a good idea to keep in mind the companies image and work around what would complement the brand.  This helps not only create brand awareness, but can also create an emotional attachment to the brand. An example of this is the Tui’s advertisements, where humor is used to complement a product that is made for leisure and socializing.

Danielle Petersen's comment, September 24, 2013 12:32 AM
@DavidShin I agree that a budget is a very crucial point in any promotional program, you have to be very cautious to not exceed the budget that you have set out and ensure that yes, the objectives you have set out are able to be achieved with such a budget.
I think the article you chose was very insightful and covered a range of factors to consider when creating a promotion plan.
The article has highlighted the following as the most important aspects of the plan itself;
Advertising
Marketing Collateral
Promotional Activities
Public Speaking and Conferences
Publications
Media Relations Campaigns
It is important to not that all of the aspects individually create the plan as a whole, they are not complete without one another.
Lily Tran's comment, September 25, 2013 6:31 AM
@David Shin- I think you are right in that being precise with the financial side of things is crucial to ensure the success of the business. By underestimating the costs of production will see the company losing track of expenditure very fast and will run the company down. Between underestimating and overestimating costs, overestimating would be better than underestimating. To have a successful brand, a business plan must be carefully designed and planned. It is true that research must be thoroughly conducted in order to select appropriate and cohesive marketing campaign such as what to use as advertising will depend on the target audience. I think David has summarised the article well and goals should be placed in order to meet the various milestones.
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Yahoo, Samsung promote consumer engagement with interactivity platform

Yahoo, Samsung promote consumer engagement with interactivity platform | Scoops through out the semester. WEEKLY | Scoop.it
Yahoo and Samsung broaden their partnership to provide interactive, realtime television content.

Via Johnny Price
DavidShin's insight:

Samsung and Yahoo both extremely well established brands have teamed up to develop an even more successful offer. They have created a product with two very easily adaptable but yet new to the market. I think this was a very wise choice as it provides convenience as well as futuristic values that set a high class vibe.

Results from this offer: More diverse communication methods for both brands, cost less while they potentially reach more viewers/consumers and both brands specialise on their own fields resulting in a high quality offer that extracts them from competitors. However, many consumer may dislike this idea as the price may be out of their range, very stubborn and discomforted to change or even due to the fact that their loyalty lays to another brand.

This article represents a perfect method of Integrated Marketing Communication as these two major brands have joined to produce two different offers into one combining completely different abilities while when the consumer receives the product, they receive it in 1 perfect smart television.

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Samirah Bhamji's curator insight, March 12, 8:05 PM

This article sums up pretty well how companies keep progressing in technology and how they keep improving and developing their skill sets over the years of their business. As it states in the article Yahoo and Samsung have experimented with the technology and bringing some advertisers through the system. Showing an upside opportunity for them and bringing a message to people in real time while they're experiencing content and advertising. I think it's a tremendous new opportunity for advertisers and marketers because it enables a direct response to a television commercial. Also giving an insight to future advertising and any gaps shown in the media market giving an opportunity for new content. 

Morgan Fletcher's curator insight, March 25, 6:16 PM

this is a great opportunity for yahoo and samsung to broaden their partnership and offer something awesome to both the advertisers and marketers and also to the consumers that get to experience this

C hu ck's curator insight, May 14, 6:25 AM

Yahoo and Samsung have opened a new paradigm to communicate between consumer and marketers and advertisers. It can provide various opportunities for consumer engagement. It refers to that consumers can react immediately when they are exposed to the advertising. Thus it can also achieve functions of personal selling and also direct marketing from the marketers’ point of view. This new paradigm helps to apply pull marketing for marketers. Indeed the pull marketing is a better method than push marketing I think, if there is B2C market. Because the target market is consumers, it would be effective to inspire consumers directly. However, pull marketing requires high budget, so that the small business entities would probably try push marketing more. Yet, Samsung and Yahoo roll out new concepts of smart TV. Thus it helps to both consumer and marketers to satisfy their need. Consumer can acquire the information they want in real time streaming and marketers can collect consumers’ reaction. However, there can be a security risk as well. It is real time interaction, so marketers need to prepare enough stocks and there needs to be proper ethical policies such as refund and delivery date. It can enhance relationship between consumers and the business but marketers have to keep in mind that if there is not proper preparation, the business will be negatively impacted..

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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Scoops through out the semester. WEEKLY | Scoop.it

Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.

 

Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.

 

The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.

 

The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.

 

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DavidShin's insight:

This Article Explains in 4 simple steps on how to improve consumer engagement. It contains facts on consumer attitudes towards consumption to back up the tips given in throughout the article, for example: "Sixty-two percent of mobile users have used smartphones and other devices to compare online prices to in-store prices".  I agree that companies and businesses need to adapt to the evolving technology such as android or I-phone cell phones which also involves social media. The improvement tips include; Start early, Segment your audience, Consider timing, Leverage mobile. I felt I could relate to Leverage mobile at a personal level due to the high mobile usage in the market. For example: ASOS, TRADEME and ANZ bank apps have provided easy access as well as improving my decision making. Over all I believe Businesses/companies need to engage at the consumers level of convenience and attitude towards consumption while adapting and accepting the evolving technology.

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Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers