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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!

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 |

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?

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.
Scooped by Russ Merz, Ph.D.!

From Broadcast to Unicast: Quick, Easy Steps to Engage Your Customers via Social

From Broadcast to Unicast: Quick, Easy Steps to Engage Your Customers via Social | Integrated Brand Communications |

Customer Relationships - Moving from one-size-fits-all broadcasting to highly targeted communications that are personalized and timely, and in the consumers' preferred channel... that's the proven path to marketing success in today's world.


Social marketing is no longer solely about having a Facebook page or a  Twitter account. It's about creating rich opportunities (contests, communities,  polls, games, and other approaches) for fans to engage with the brand—and, by  doing so, attracting the fans' circle of friends to the brand as well.


By taking engagement to the next level, marketers can advance their social  media strategy and grow their marketing database, making the transition from  broadcast to unicast, and making that one-to-one connection with the  customer.


Of the 1 billion-plus Facebook users, 584 million are daily users. Of the 517  million twitter users, over 140 million are active at least monthly. In the  course of 60 seconds, there are 695,000 Facebook status updates and over 98,000  tweets.


With such numbers, marketers who fail to take advantage of social engagement  opportunities will see customers shift to more socially aware competitors.


By engaging social customers and prospects with interactive  activities, companies can create considerable brand loyalty, increase their fan  base, grow their direct marketing database dramatically, and generate greater  revenue.


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