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Mapping the Brand’s Social Graph | Social Media Strategy | Online PR | Proactive Report | Sally Falkow

Mapping the Brand’s Social Graph | Social Media Strategy | Online PR | Proactive Report | Sally Falkow | Milestone 1 | Scoop.it
This is the first in a series that expands on the skills of a Digital PR Agency Public Relations practitioners are familiar with the concept of

Via IMCyclopedia.com, Ksenia
Ksenia's insight:

This article has been a relevant read for furthered research upon Integrated Marketing Communications (IMC) we had gone trough in week 1. The article entails information about ‘the value of a fan, friend and follower’ on social media. People are now more connected than ever through social media, discussing opinions, ideas and feedback online or even texting – Communication on a brand is communicated instantly, information moves fast along the social graph. There are wider audiences online, viewing offerings instantly, fan value online is needed to be considered by companies. Loyal customers may refer the brand to other potential customers creating hype or brand awareness. Companies who create a supportive community of fans and followers must nurture the social graph as it can be an asset to the brand.

 

IMC is a concept of marketing communications, planning and recognizing the value of a comprehensive plan, it is strategically managed through: general advertising, direct responses, sales promotion or P.R. This results in an overall brand communication to consumers.

 

In conclusion this article has been useful to read when thinking about IMC, as this plays such a large role in marketing a brand into the market place. The article explains the value of social media and its fans/ followers when companies are operating their brand with the social graph.  

 

more...
Logan Harris's comment, August 18, 2013 7:28 PM
I think that the ability of consumers to share their thoughts on a brand instantly, and with a large number of people, is both a great opportunity and a big potential threat for any brand. I have certainly become interested or even purchased a particular brand after a recommendation posted by a friend on Facebook; however I've also been taken advice to avoid particular restaurants based on the same. I agree with Ksenia when she states a company must nuture the social graph, as without this nurturing (responding to comments, publicly rectifying mistakes etc) things can go pear-shaped fast!
ZhiPeng Zhang (1132255)'s curator insight, August 21, 2013 10:57 PM

Recently, the internet is more and more important and uses it frequently. Public Relationship for the consumers not only the just the typical consumers, after the consumers still have the fans, friends and followers from the internet. Those are the significant value for the company. Those can push the market into new type and more communicated between firm and consumers. The firm  and  get more feedback of product from the internet such as the comment and description of production from the customer. Also the firm can have more channels to adverts the product such as advertising video in Youtube and share into twitter or facebook. More comment for the advertising or product of brand that means more exposure for the brand in front of the customers. That will be a good chance for a brand to develop more loyalists.

David Huang's comment, August 22, 2013 7:02 PM
i agree with Zhipeng's insight. Firms can get feedback from customers through comment option. they can know what to improve their products and what they have done well with their products.
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3 ways your B2B marketing should be about people | With Intent

3 ways your B2B marketing should be about people | With Intent | Milestone 1 | Scoop.it

Via With Intent, Ksenia
Ksenia's insight:

This article is a very informative and an interesting read, it covers the workshop week 1 work we have done in class regarding Consumer engagement.

It details how businesses are not thinking of Business to business (B2B) marketing outside the context, companies need to think about targeting the right people effectively and send the right message to audiences is essential.

 

There are many companies fail to segment the right target market – called the consumer segmentation process this entails finding & identifying which gate keeper target businesses to approach that could ultimately benefit the product & help identify people that will purchase. Influencers such as accounting, other business firms and operational finance departments can be the key to success for a decision process.

 

Brands live in the mind of consumers, businesses must create personalized positive engagement for the brand, in order for the business to ensure the customer relationship process meets the needs and motivations of target markets.

 

In conclusion this article has been informative on Consumer engagement, providing information to address B2B marketing to the right people to support sales and build a strong foundation for businesses. 

more...
Analay Malamala's comment, August 21, 2013 8:06 AM
good insight Ksenia - I think that you make some very valuable points about companies establishing their market segments as this enables business to attract buyers within their target market. It is true what you say that "brands live in the minds of consumers". I can name a brand that is living in my head at the moment and that is Samsung. To add to your insights as well I think that brands still need to learn how to engage with their consumers on a basis where consumers are well informed about the recent changes in technology etc,as this is always a game changer I believe - say a mobile phone, Iphones have the "find my iphone" app whereas Samsung has "track me?" I have been a recent Samsung galaxy s2 user, unfortunately lost my phone and was not aware of this feature, anyways, your points are very interesting, this article was interesting too. Great insight
samuel slaughter's comment, August 21, 2013 10:11 PM
i can relate to the idea that the increased use of online media has led to a loss of perspective as only 10% of communication, is made up of the words themselves. If advertisers fail to properly communicate a brands values and ideas it will lead to a lack of understanding and in turn the failure of a brand as it failed to connect with its target market
Michael's comment, August 21, 2013 11:41 PM
You had some great insight on this article and I think the 'Companies dont make decisions, the people within companies do' sums it up nicely. And I also think that companies need to realise that often decision making can come down to just one person so they need to be wary of this and understand the advantages/disadvantages of going through just one person on a potentially large decision.
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Jetstar should 'be honest' with customers

Jetstar should 'be honest' with customers | Milestone 1 | Scoop.it
Australian-owned Jetstar should tell the truth about customer service, a brand strategist says.
Ksenia's insight:

 

Jetstar is seen as a low fare, effective airline that offers quality service but no extras involved due to the price of the ticket (no frills service). This short media article explains how the consumers of the service have been highly disapointed with the service offered , feeling like they are being treated as ‘cargo’ ,lack of service quality leads to customer dissatisfaction and they are then more open to competitors offerings. The distrust in the brand effects the brand image of Jetstar, consumers will be reluctant to buy air fares wondering if the cheap flight is worth the lack or service and flights not being on time (effecting other flights).

In my opinion I believe the brand awareness and brand image Jetstar has created needs to be reconsidered for their brand strategy. Creating a strong brand allows the consumers to identify the brand under different conditions, and the perception of the brand image is held in the consumer’s memory. Creating a valued, recognised brand logo will lead the company into success and will retain its loyal customers – with the positive out come of brand awareness to consumers. What are your thoughts on this Jetstar’s brand strategy?

more...
Logan Harris's comment, August 19, 2013 12:46 AM
I found this article to be really interesting as I kind of found myself siding with JetStar in a number of ways. Firstly I think it's unfair of consumers to expect all the bells and whistles for a budget price - after all, we don't complain about not being served a degustation at McDonalds right? I think that JetStar's brand strategy of positioning themselves as a super low cost choice has had benefits both in increasing their business and saving customers (including myself) a bunch of money. However I feel the biggest problem is that even at such a low cost they should be able to provide good service, and it appears that many people do not feel they do. Smiles and pleasantries cost nothing and should be provided no matter the brand or the industry; and don't even get me started on their draconian policy of not allowing you on if you're even a minute late! With a little extra attention paid on the frontlines, perhaps JetStar could improve their image and become a brand that people see as "value" as opposed to merely "cheap"?
Analay Malamala's comment, August 20, 2013 9:19 AM
Ksenia, I think that Jetstar just needs to establish it's brand better, in saying that, they need a whole new approach to their marketing strategy, I think that they need to read the ASA booklet as a guide as to what they should and shouldn’t be promoting and showing on their ads and marketing compaigns because clearly, it isn’t what they “really” are. I also think that it isn’t the brand that needs just needs work, it is the whole company in general, reason being is, the service they provide need major upgrading, but that isn’t done by the marketing team or can be changed by IMC, infact it is management and those who are higher up. The decision makers of what the company provides to the general public. Marketing Jetstar should just be based on how low cost it is however I wouldn’t trust this airline. Jetstar needs to establish what kind of service want to sell to the world, and at what price and what are the underlining truths behind the low cost strategy - will there be delays, refunds, enough seats/flights - providing consumers with the benefits of flying with Jetstar with honesty and integrity,, I haven't personally been on any jetstar flights, but I can image what I would be like if these mishaps happened. Great article, very interesting read though!
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Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, | Market-interactive.com

Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, | Market-interactive.com | Milestone 1 | Scoop.it
Marketing, GLOBAL, ADVERTISING, Coca-Cola kicks off global teen campaign, Campaigns, Digital, Branding, TV,

Via Angelina Singh
more...
Scarlett Yeounju Kim's comment, September 26, 2013 6:44 AM
@Holly; In order for a marketing effort to be successful, it is critical to know who the target audience is. Coca-Cola created a new campaign to target teenagers. In fact, Coca-Cola has been beloved by everybody for a long time. It has not been concerned with any demographic: age, gender, sex, income and so on. However, there are many competitors present in the contemporary era. It may be their proactive marketing decision to retain current customers and those who are changing their minds In order to satisfy teenagers they produce 30 second video clips which consist of creative elements. I think, it is a wise decision, because a brand marketer should respond promptly, even to small changes. Coca-Cola detected the change of the market and therefore chose to do proactive campaign. In order to be successful in business, it does not only require recognising the target audience but also detecting the change of market.
Yuhang Wei's comment, September 26, 2013 11:06 AM
@Holly Adams: In this article it mainly highlights the importance of targeting the right market and this is what Coca Cola has done well. Targeting teens is a really smart move and again Coke symbolizes moment of happiness. Thats what marketing is all about is to build relationships with consumers and satisfy their needs and wants. Very interesting article to help understand IMC and how it works
Holly Adams's comment, September 27, 2013 12:25 AM
I thought this was a great article describing a VERY successful world company and how they have used their target market to built that success. By targeting an age group that is all about consuming it starts off with a great audience. Coke have made the drink an absolute everyday need in consumption for many of the target audience is most countries around the world. Coke has been a company since 1896 yet continues to grow and be the most innovative with their products. For example realising new bottle and can sizes as well as marketing a year and names on the bottles. Instantly people want to buy a coke with their own name on it or the year they were born, therefore creating that need to get the drink even if your are not thirsty. When we look at the rival company Pepsi, we can see less innovative ideas as they have stuck to the original bottle size and can. I believe that has lead to a increase in market share for coke rather than pepsi
Rescooped by Ksenia from Consumer Engagement Marketing
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3 ways your B2B marketing should be about people | With Intent

3 ways your B2B marketing should be about people | With Intent | Milestone 1 | Scoop.it

Via With Intent
more...
Analay Malamala's comment, August 21, 2013 8:06 AM
good insight Ksenia - I think that you make some very valuable points about companies establishing their market segments as this enables business to attract buyers within their target market. It is true what you say that "brands live in the minds of consumers". I can name a brand that is living in my head at the moment and that is Samsung. To add to your insights as well I think that brands still need to learn how to engage with their consumers on a basis where consumers are well informed about the recent changes in technology etc,as this is always a game changer I believe - say a mobile phone, Iphones have the "find my iphone" app whereas Samsung has "track me?" I have been a recent Samsung galaxy s2 user, unfortunately lost my phone and was not aware of this feature, anyways, your points are very interesting, this article was interesting too. Great insight
samuel slaughter's comment, August 21, 2013 10:11 PM
i can relate to the idea that the increased use of online media has led to a loss of perspective as only 10% of communication, is made up of the words themselves. If advertisers fail to properly communicate a brands values and ideas it will lead to a lack of understanding and in turn the failure of a brand as it failed to connect with its target market
Michael's comment, August 21, 2013 11:41 PM
You had some great insight on this article and I think the 'Companies dont make decisions, the people within companies do' sums it up nicely. And I also think that companies need to realise that often decision making can come down to just one person so they need to be wary of this and understand the advantages/disadvantages of going through just one person on a potentially large decision.
Rescooped by Ksenia from Milestone 1
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Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, | Market-interactive.com

Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, | Market-interactive.com | Milestone 1 | Scoop.it
Marketing, GLOBAL, ADVERTISING, Coca-Cola kicks off global teen campaign, Campaigns, Digital, Branding, TV,

Via Angelina Singh, Ksenia
Ksenia's insight:

This article is quite short but entails enough information on consumer engagement and brand management. It details on how Coca-cola has used music focused strategy to market the brand to consumers, the target market being teenagers within this article. By launching an interactive music video ‘can you feel it’ has the brand using consumer engagement through music to attract attention, feeling and awareness to the consumer.

It is stated that teenagers are the hardest target to engage as they demand for creativity, Coke has designed its marketing strategies to understand the teens, create a feeling of experience they can participate in with the brand.

 

Coke is using emotional relationship marketing – using experiences and ‘happiness in a bottle’ (campaign) tat really connects the teenage target market to the brand.

 

In conclusion this article has been informative, marketing for Coke is usually always experienced based & they try to create a feeling for the brand in order to engage their consumers. 

more...
Scarlett Yeounju Kim's comment, September 26, 2013 6:44 AM
@Holly; In order for a marketing effort to be successful, it is critical to know who the target audience is. Coca-Cola created a new campaign to target teenagers. In fact, Coca-Cola has been beloved by everybody for a long time. It has not been concerned with any demographic: age, gender, sex, income and so on. However, there are many competitors present in the contemporary era. It may be their proactive marketing decision to retain current customers and those who are changing their minds In order to satisfy teenagers they produce 30 second video clips which consist of creative elements. I think, it is a wise decision, because a brand marketer should respond promptly, even to small changes. Coca-Cola detected the change of the market and therefore chose to do proactive campaign. In order to be successful in business, it does not only require recognising the target audience but also detecting the change of market.
Yuhang Wei's comment, September 26, 2013 11:06 AM
@Holly Adams: In this article it mainly highlights the importance of targeting the right market and this is what Coca Cola has done well. Targeting teens is a really smart move and again Coke symbolizes moment of happiness. Thats what marketing is all about is to build relationships with consumers and satisfy their needs and wants. Very interesting article to help understand IMC and how it works
Holly Adams's comment, September 27, 2013 12:25 AM
I thought this was a great article describing a VERY successful world company and how they have used their target market to built that success. By targeting an age group that is all about consuming it starts off with a great audience. Coke have made the drink an absolute everyday need in consumption for many of the target audience is most countries around the world. Coke has been a company since 1896 yet continues to grow and be the most innovative with their products. For example realising new bottle and can sizes as well as marketing a year and names on the bottles. Instantly people want to buy a coke with their own name on it or the year they were born, therefore creating that need to get the drink even if your are not thirsty. When we look at the rival company Pepsi, we can see less innovative ideas as they have stuck to the original bottle size and can. I believe that has lead to a increase in market share for coke rather than pepsi
Rescooped by Ksenia from Milestone 1
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How Emotions Influence What We Buy

How Emotions Influence What We Buy | Milestone 1 | Scoop.it
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today http://t.co/E3hvi9puYA)

Via Francisco Teixeira, Ksenia
Ksenia's insight:

This is a very interesting read, this article discusses how consumers emotions control their buying behavior towards products or how they vision a brand through past experiences. The article includes understanding knowledge of human emotion and the paramount influence that emotions have on decision making.

Research conducted by the Advertising Research Foundation had asked  ‘why do we pay more for brand name products?’ its explained that a brand that is a nationally advertised brand has power in a market place ,this creates an emotional connection with the consumer. It is stated that a brand is nothing more than a mental image/perception inside the consumer’s mind of the product or service offering. The stronger the emotional engagement with the brand in the consumers mind the more likely the consumer will be loyal to the brand or purchase over others, this also refers to if the customer is satisfied with the service provided.

Creating emotion towards consumers can be shown through forms of encoding these include: verbal dialogue, graphics, musical and animation. These encodes send a channel message to the consumer creating engagement with the brand (sender) & consumer (receiver).

I think this article states some informative research for marketers, emotions when evaluating a brand from past experiences/ emotional response from consumers is extremely handy when creating a brand image and name for a new product.

In conclusion this article is discussing communication with consumers and the importance of emotional responses towards a brand.

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.
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Jetstar should 'be honest' with customers

Jetstar should 'be honest' with customers | Milestone 1 | Scoop.it
Australian-owned Jetstar should tell the truth about customer service, a brand strategist says.
more...
Ksenia's curator insight, August 16, 2013 7:31 PM

 

Jetstar is seen as a low fare, effective airline that offers quality service but no extras involved due to the price of the ticket (no frills service). This short media article explains how the consumers of the service have been highly disapointed with the service offered , feeling like they are being treated as ‘cargo’ ,lack of service quality leads to customer dissatisfaction and they are then more open to competitors offerings. The distrust in the brand effects the brand image of Jetstar, consumers will be reluctant to buy air fares wondering if the cheap flight is worth the lack or service and flights not being on time (effecting other flights).

In my opinion I believe the brand awareness and brand image Jetstar has created needs to be reconsidered for their brand strategy. Creating a strong brand allows the consumers to identify the brand under different conditions, and the perception of the brand image is held in the consumer’s memory. Creating a valued, recognised brand logo will lead the company into success and will retain its loyal customers – with the positive out come of brand awareness to consumers. What are your thoughts on this Jetstar’s brand strategy?

Logan Harris's comment, August 19, 2013 12:46 AM
I found this article to be really interesting as I kind of found myself siding with JetStar in a number of ways. Firstly I think it's unfair of consumers to expect all the bells and whistles for a budget price - after all, we don't complain about not being served a degustation at McDonalds right? I think that JetStar's brand strategy of positioning themselves as a super low cost choice has had benefits both in increasing their business and saving customers (including myself) a bunch of money. However I feel the biggest problem is that even at such a low cost they should be able to provide good service, and it appears that many people do not feel they do. Smiles and pleasantries cost nothing and should be provided no matter the brand or the industry; and don't even get me started on their draconian policy of not allowing you on if you're even a minute late! With a little extra attention paid on the frontlines, perhaps JetStar could improve their image and become a brand that people see as "value" as opposed to merely "cheap"?
Analay Malamala's comment, August 20, 2013 9:19 AM
Ksenia, I think that Jetstar just needs to establish it's brand better, in saying that, they need a whole new approach to their marketing strategy, I think that they need to read the ASA booklet as a guide as to what they should and shouldn’t be promoting and showing on their ads and marketing compaigns because clearly, it isn’t what they “really” are. I also think that it isn’t the brand that needs just needs work, it is the whole company in general, reason being is, the service they provide need major upgrading, but that isn’t done by the marketing team or can be changed by IMC, infact it is management and those who are higher up. The decision makers of what the company provides to the general public. Marketing Jetstar should just be based on how low cost it is however I wouldn’t trust this airline. Jetstar needs to establish what kind of service want to sell to the world, and at what price and what are the underlining truths behind the low cost strategy - will there be delays, refunds, enough seats/flights - providing consumers with the benefits of flying with Jetstar with honesty and integrity,, I haven't personally been on any jetstar flights, but I can image what I would be like if these mishaps happened. Great article, very interesting read though!
Rescooped by Ksenia from Consumer behavior
Scoop.it!

How Emotions Influence What We Buy

How Emotions Influence What We Buy | Milestone 1 | Scoop.it
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today http://t.co/E3hvi9puYA)

Via Francisco Teixeira
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 Ksenia from Integrated Marketing Communications | IMC
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Mapping the Brand’s Social Graph | Social Media Strategy | Online PR | Proactive Report | Sally Falkow

Mapping the Brand’s Social Graph | Social Media Strategy | Online PR | Proactive Report | Sally Falkow | Milestone 1 | Scoop.it
This is the first in a series that expands on the skills of a Digital PR Agency Public Relations practitioners are familiar with the concept of

Via IMCyclopedia.com
more...
Logan Harris's comment, August 18, 2013 7:28 PM
I think that the ability of consumers to share their thoughts on a brand instantly, and with a large number of people, is both a great opportunity and a big potential threat for any brand. I have certainly become interested or even purchased a particular brand after a recommendation posted by a friend on Facebook; however I've also been taken advice to avoid particular restaurants based on the same. I agree with Ksenia when she states a company must nuture the social graph, as without this nurturing (responding to comments, publicly rectifying mistakes etc) things can go pear-shaped fast!
ZhiPeng Zhang (1132255)'s curator insight, August 21, 2013 10:57 PM

Recently, the internet is more and more important and uses it frequently. Public Relationship for the consumers not only the just the typical consumers, after the consumers still have the fans, friends and followers from the internet. Those are the significant value for the company. Those can push the market into new type and more communicated between firm and consumers. The firm  and  get more feedback of product from the internet such as the comment and description of production from the customer. Also the firm can have more channels to adverts the product such as advertising video in Youtube and share into twitter or facebook. More comment for the advertising or product of brand that means more exposure for the brand in front of the customers. That will be a good chance for a brand to develop more loyalists.

David Huang's comment, August 22, 2013 7:02 PM
i agree with Zhipeng's insight. Firms can get feedback from customers through comment option. they can know what to improve their products and what they have done well with their products.