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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Rescooped by Russ Merz, Ph.D. from Social Media e Innovación Tecnológica
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Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message

Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message | Integrated Brand Communications | Scoop.it

With all the social media frenzy these days, it’s hard to focus at times on what really matters: relationships, not likes, social mentions, or tweets.

 

Businesses still speak the language of positive customer outcomes: we measure revenues, customer lifetime value, loyalty, customer retention, referrals, advocacy and acquisition. All these “business” results come from growing and deepening customer connections.

 

That means growing a human element in order to scale relationships. That’s why every executive and business owner today is a Chief Relationship Officer.


Via janlgordon, Gladys Pintado
Russ Merz, Ph.D.'s insight:

Presents a very interesting discussion about the need to "scale" relationships between the #brand and its employees , advocates and customers. The concept of "return on relationships" is provocative and insightful. However, is it doable or desirable for every brand?

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Russ Merz, Ph.D.'s comment, September 7, 2013 8:38 PM
Scalability only works with very standardized and repeatable product/services. If you are a customized job shop the scalability of direct SME interaction is limited and ultimately a money losing proposition, unless you bill for it. Think about legal or medical practices where every interaction is likely to be unique.
Hans Heesterbeek's curator insight, September 9, 2013 12:31 AM

we need marketing, we need the people customers, employees, freinds. We need relationships. Relationships are build on authenticithy are build on feelings, truth. Not build on hollow frases you have to put in energy in relationships and honesty. Meeting people one way or the other 

janlgordon's comment, September 9, 2013 2:10 PM
Hans Heesterbeek I absolutely agree with you, thank you for your comment.
Rescooped by Russ Merz, Ph.D. from Curation, Social Business and Beyond
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The Rise and Impact of Infographics: Marketing in the Social-Media Age

The Rise and Impact of Infographics: Marketing in the Social-Media Age | Integrated Brand Communications | Scoop.it
Infographics have become more popular with the rise of social media, fuelling the need for instant results by providing content in bite-size chunks.

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Mercor's curator insight, January 28, 2013 7:38 AM

Scooped by janlgordon onto Curation, Social Business and Beyond

janlgordon's comment, January 28, 2013 3:27 PM
Deb Nystrom, thanks for your comment
Scooped by Russ Merz, Ph.D.
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Effective Social Media Marketing Strategies Need a Powerful Content Plan | Business 2 Community

Effective Social Media Marketing Strategies Need a Powerful Content Plan | Business 2 Community | Integrated Brand Communications | Scoop.it

How do you decide what to write about? Does your blog have a content plan? Do  your social  media posts have some structure and relationship to your blog posts or your  other marketing programs? If  your answer to any of these questions is “no,” you are likely missing  opportunities to extend the reach of your marketing, to reinforce other  promotions and activities, and to encourage your audience to make connections to  your website, your blog, and other content you are producing. Effective social  media marketing strategies need a powerful content plan.

 

Whether you have an established audience or you are trying to build and  attract an audience, the people who read your posts will be more likely to  respond your calls to action if there is a clear connection between compelling  and helpful content and the action you want them to take. In addition, your  loyal audience is more likely to share your content with other people if you  demonstrate cohesion in your content across multiple platforms and formats.

 

Many small to mid-sized business owners find it easy to agree to these  statements in principle. Following a plan day after day becomes difficult for  many. Yet whether they find it easy or difficult to follow a content plan, a  great many people (marketers, business owners, social media managers) find it  difficult to conceive of a content plan that extends beyond the blog or the blog  and major content pieces, such as white papers, reports, case studies, e-books,  etc.

 

Read more at http://www.business2community.com/social-media/effective-social-media-marketing-strategies-need-a-powerful-content-plan-0468474#AMC5IxRO4qFYIrfp.99

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