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Destroying the 7 Myths of B2B Social Media, Brian Larson at Top Rank

The session was titled ‘Destroying the 7 Myths of B2B Social Media‘, and here are the 7 myths Jay Baer shared.

 

1. My Customers Don’t Use Social Media

2. Social Media Is Not Worth the Trouble

3. Social Media Doesn’t Apply to Our Business

4. If Nobody Tweets About Us, Then We Don’t Need Social Media

5. Having a Page=Having a Social Media Strategy

6. Social Is Just Marketing

7. Social Media is Not Measurable

 

- In 2010, consumers consumed 5.3 pieces of content before making a purchasing decision. In 2011, that number jumped to 10.4.

- 33% of B2B marketers have fully embraced social media marketing.

- B2B customers contact a sales rep after 60% of the purchasing decision has been made.

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Marketing, PR & Communications
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Chose channel depending on focus, Pardot

Chose channel depending on focus, Pardot | Marketing, PR & Communications | Scoop.it

Plan the appropriate channel for distribution as well as the optimal point in the sales cycle to use your content for maximum impact.

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The most important online CRM and social CRM apps, GetApp

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Content marketing warfare on Google Panda & Penguin, Social Media Today

Content marketing warfare on Google Panda & Penguin, Social Media Today | Marketing, PR & Communications | Scoop.it

What have been the results of the Google Panda and Penguin updates?

- 12% of search results were affected by Panda, as it focused on “spam factors”, “keyword stuffing”, and “over-optimization.”

- 3% of search results were affected by Penguin, as it focused on quality over quantity.

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Brand positioning strategy, Stephanie Wu

Brand positioning strategy, Stephanie Wu | Marketing, PR & Communications | Scoop.it
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Scarlett Yeounju Kim's curator insight, September 23, 2013 10:57 PM

Brand positioning may be tough work as a marketer and it may be harder if the product already exists. However, there is a good example of a brand which repositioned well in order to change their image and earn brand equity. Burberry is a well-known brand with history and tradition. It was established in 1856 by Thomas Burberry who sold men’s outerwear in England. He made good decisions which meant that this brand became an international luxury brand. He recognised the attributes of the material his company used, which aided him in engaging with the right distribution channels and eventuated in positive associations with the military “trench coat”.  Burberry evolved into a retail and wholesale business as well.  However, it confronted a crisis because of non-strategic location, inconsistency in price, design and quality control due to a wide range of retail environments that were a product of low-risk investment. Yet this situation dragged the brand into bankruptcy. Therefore, they were in urgent need of reform. A newly appointed chief executive tried to reorganise it to utilise the 4P’s; Price, Place, Promotion and Product.  First of all, they changed their name from ’Burberry’s’ to ‘Burberry’ and created a new brand logo as well as more contemporary packaging in order to attract customers and create a lasting impression. They used promotions to change perception of Burberry. In order to increase brand awareness they launched a new style of advertising with celebrity models such as Kate moss and renowned fashion photographers. In order to create the new brand image, it is important to be selling the product in the same place as similar quality brands. Thus, they also repositioned their locations with flagships near Gucci, Versace, Prada, Chanel, YSL, and Bulgari. They established a multi-level brand strategy with a target market which ranged from well-off customers to the middle class, children to the middle-aged, western culture to eastern. They made careful decisions about their distribution channels in order to create a unique image and personality for their brand. To put it simply, positioning is at the core of IMC. Every marketing element needs to be well-integrated in order to create and carve the brand image in customers’ mind. Positioning is a measure of perception. A seed of thinking is hard to plant in people’s minds but if it is planted successfully it is also hard to remove. Therefore, the fundamental role of a marketer is to apply the right brand strategy at the right time in the right place. Successful positioning not only increases brand awareness but it also provides competitive longevity in the market. Therefore a well-positioned brand radically affects the success of business.

Yuhang Wei's comment, September 26, 2013 5:54 AM
@Scarlett Yeounju Kim: The article is about "Burberry" which is a very famous fashion brand for clothes; shoes; bags and other fashion products. For fashion companies like Burberry, brand is the most important factor for the company because they need to build up a nice brand image to tell the consumers that they are stand for high-end product and styles. Therefore, brand management is becoming a significant object to find out the correct way to promote its brand. First of all, a special product design can be the most successful way to attract consumers and let them remember the brand. Advertising and other promotion methods can increase the exposure of the brand, such as TV commercials; Magazine advertisement; etc. Those can really help Burberry build the brand image and also reputation in the fashion field. How to sell the product is also very important due to this is another way to let consumer feel the brand and experience the different promotion of the brand. You mentioned 4P (Price; Place; Product and Promotion) which is very helpful and useful link to the article. You have some very interesting points. Good work.
Holly Adams's comment, September 26, 2013 8:34 PM
@scarlett brand image is extremely important for excample Carnavel Cruise lines we looked at in class. Their brand image was extremely good initial two major instances which caused an understandable black lash from the public. This caused the company to have to re market their interest brand which is a huge job that no company would want to have to undertake. With this example we have seen new television commercials trying to put the focus on 'fun' as well as advertising for a huge target audience. This excample provides excactly what can happen to a brand name and how fast it can happen. Great article above with very useful points :)
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Believable branding, Nielsen

Believable branding, Nielsen | Marketing, PR & Communications | Scoop.it

In the race to win over customers and win out over the competition, brands today are inundating consumers with a barrage of brand messages and ads.

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How can a programmer learn to design websites that don't suck, Vasco Pinho

How can a programmer learn to design websites that don't suck, Vasco Pinho | Marketing, PR & Communications | Scoop.it

Graphics are really important in every project.

1. Start with a basic set of styling rules

2. Use as few visible elements as you possibly can

3. Align everything on the page and make sure its pixel perfect

4. Write the copy as soon as you can

5. Black backgrounds are only cool on your terminal

6.Build on top of previous designs

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How to run team meetings that don't suck, Corey Eridon at HubSpot

How to run team meetings that don't suck, Corey Eridon at HubSpot | Marketing, PR & Communications | Scoop.it

Set an Agenda:

- What will be discussed in today's meeting
- Who will be leading each discussion
- How much time is allotted for each discussion

Review Important Metrics

- Leads waterfall

- Sales waterfall
- Volume of marketing qualified leads (MQLs)
- Paid vs. organic leads breakdown
- Website traffic

A Bit of Education

Big Wins - Recognition

Solicit Help - Feedback

 

Components to Add to Your Monthly Marketing Team Meeting:

- Review Last Month's Numbers

- The Nitty Gritty Retrospective

- How You'll Meet This Month's Goals

 

Tips for Making Everyone Love You

- Keep it on time. 

- Don't allow computers. 
- Give me a break. 
- End every meeting with action items.

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10 tips to write the perfect email pitch, Mickie Kennedy at Ragan

10 tips to write the perfect email pitch, Mickie Kennedy at Ragan | Marketing, PR & Communications | Scoop.it

1. Don't use capital letters in the subject line.

2. Nix exclamation points.

3. Put the best information in the subject line.

4. Use spell check.

5. Don't get fancy.

6. Make sure your attachment is actually attached.

7. Say no to emoticons.

8. Be polite.

9. Don't send multiple emails.

10. Reply quickly.

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21 reasons people don't trust your company, Corey Eridon HubSpot

21 reasons people don't trust your company, Corey Eridon HubSpot | Marketing, PR & Communications | Scoop.it

1) You're rocking an erratic website design.

2) There's no way to contact someone.

3) You have absolutely no pricing information available.

4) You're writing vague copy.

5) You're spelling and grammer isn't well.

6) You're writing for search engines, not people.

7) You haven't established a thought leadership position.

8) You're givin' the ol' bait and switch.

9) You have overly personal form fields.

10) You don't have a visible privacy policy.

11) No third-party organizations are vouching for you.

12) And customers aren't promoting you, either.

13) You've got bad online reviews.

14) You have no social presence.

15) You're not engaging in social media conversations.

16) You're getting all defensive.

17) You're emailing people that didn't opt in.

18) It's not easy to unsubscribe from your emails.

19) You're sending poorly targeted email content.

20) Your emails keep going into SPAM folders.

21) Be excellent to each other.

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Watch out for the Zombie writers, Helen Sword NewYorkTimes

Watch out for the Zombie writers, Helen Sword NewYorkTimes | Marketing, PR & Communications | Scoop.it

Nouns formed from other parts of speech are called nominalizations. Academics love them; so do lawyers, bureaucrats and business writers. I call them “zombie nouns” because they cannibalize active verbs, suck the lifeblood from adjectives and substitute abstract entities for human beings:

The proliferation of nominalizations in a discursiveformation may be an indication of a tendency towardpomposity and abstraction.

The sentence above contains no fewer than seven nominalizations, each formed from a verb or an adjective. Yet it fails to tell us who is doing what. When we eliminate or reanimate most of the zombie nouns (tendency becomes tend, abstraction becomes abstract) and add a human subject and some active verbs, the sentence springs back to life:

Writers who overload their sentences with nominalizations tend to sound pompous and abstract.

 

Only one zombie noun – the key word nominalizations – has been allowed to remain standing.

 

Check out your flabbyness at http://www.writersdiet.com/WT.php

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88 social media monitoring tools for marketers, Igor Beuker ViralBlog

88 social media monitoring tools for marketers, Igor Beuker ViralBlog | Marketing, PR & Communications | Scoop.it

Here is our guide to the Top Social Media Monitoring companies, selected from a CMO point of view. If you have used other great tools, please share them in the comments below.

 

Brandwatch. Our overall score 7.6
Sysomos. Our overall score 7.5
Amplify. Our Overall score 7.4
Nielsen Buzz Metrics. Our overall score 7.1
Visible Technologies. Our overall score 7.0
Seer. Our overall score 6.5
WaveMetrix. Our overall score 6.5
Radian6. Our overall score 6.4
Kantar Cymfony. Our overall score 6.25
Simplify360. Our overall score 6.25
Whitevector. Our overall score 6.1
Onalytica. Our overall score 6.1
Attentio. Our overall score 5.7

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Defining brand value for startups and emerging brands, Derrick Daye Branding Strategy Insider

Defining brand value for startups and emerging brands, Derrick Daye Branding Strategy Insider | Marketing, PR & Communications | Scoop.it

- Be more of who you already are rather than more of what you are not.

- Defining brand value is a collaborative process. Innovation and creativity come from diverse sources and usually not from where you‘d normally look.

- Defining brand value is not decoration but behavior.

- Execute flawlessly with the resources available.

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Executives have a vague idea of social media, Queen's School of Business

Executives are saying…
- 35% of respondents feel social media presents a great opportunity for their business and uses it heavily
- 39% believe the use of social media is no longer an option, but rather a necessity
- 72% are planning to invest the same or more in social media in 2012 than they did last year
- 36% of Canadian executives feel that social media experience is at least as important as speaking a second language and having international work experience (32%) when recruitingfor new employees.

Executives are using social media to…
- 82% are personally using social media, with LinkedIn as the clear front runner among the channels.
- 39% of Canadian executives feel that social media may be beneficial in enhancing brand awareness.
- 17% of executives reported that gaining a deeper understanding of their customers was the main benefit of using social media.
- 21% believes recruitment of top talent as one of the benefits of using social media for a company.
- 5% think the main benefit of social media is the opportunity to monitor how a company’s brand is being perceived.
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Top online project management software, GetApp

Top online project management software, GetApp | Marketing, PR & Communications | Scoop.it
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What's the challenges in content marketing, TechValidate

What's the challenges in content marketing, TechValidate | Marketing, PR & Communications | Scoop.it
1. It takes too much time 2. It’s too labor intensive 3. Can’t get customers to talk/go on the record

 

Other notable findings from the survey:

- The median time to produce a finished content asset was 5 weeks.

- 94% of respondents felt the voice of their customers was most effective in convincing prospects to buy.

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The importance of targeted content, TechValidate Blog

The importance of targeted content, TechValidate Blog | Marketing, PR & Communications | Scoop.it

Targeted content. Tailored content. Segmented content. No matter what label you use, B2B marketers agree that one of the best ways to make your content relevant to your prospects is to craft customized content for different segments of your audience. In the age of information overload, one-size-fits-all content often doesn’t cut it.

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How small businesses are competing with big brands, Cox BLUE

How small businesses are competing with big brands, Cox BLUE | Marketing, PR & Communications | Scoop.it

Small businesses are not letting big brands rule the school.

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Why are brand colors important, Branding Magazine

Why are brand colors important, Branding Magazine | Marketing, PR & Communications | Scoop.it

When it comes to branding, the main backbone of a strong and easily recognizable identity is expressing the right colors through a ingenious graphic design. Without it, the majority of popular brands would not exist in the form as we know them today.

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The social media ROI cookbook, Altimeter

Social data is different. This report identifies six primary approaches and includes case studies for how organizations measure the impact of social media on revenue.

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Twitter, Facebook and YouTube use among top 100 companies, Burson-Marsteller

The Burson-Marsteller Global Social Media Check-Up 2012 examined the Fortune Global 100’s use of popular social networking platforms including: Twitter, Facebook, YouTube and, for the first time, Google Plus and Pinterest.

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Why I fired my marketing agency, Brian Signorelli at HubSpot

Why I fired my marketing agency, Brian Signorelli at HubSpot | Marketing, PR & Communications | Scoop.it

Advice for Marketing Agency Owners:

Lesson #1: Don't Forget Why You Were Hired

Lesson #2: Challenge (the Hell Out of) Your Clients’ Assumptions

Lesson #3: Measure Your Impact on the Client's Business

 

Advice for Small Business Owners:

Lesson #1: Hire Marketing Agencies Only When You Can't Solve Your Problems Solo

Lesson #2: If You Decide to Hire, Hire Only Thought Partners

Lesson #3: Hold Your Marketing Agency Accountable for Producing Results

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7 shameless tactics marketers use to fool you, Rachel Sprung Hubspot

7 shameless tactics marketers use to fool you, Rachel Sprung Hubspot | Marketing, PR & Communications | Scoop.it

1) Cute Animals

2) Using Numbers to Shock People

3) Babies

4) Berating Your Audience

5) Hyperbolic Headlines

6) Sex Appeal

7) Newsjacking

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Gillian Ye's comment, April 7, 2013 4:50 PM
All very true! I can say that these marketing tactics definitely work on me especially the cute animals, shocking numbers and the babies!
Clare Chen's comment, April 8, 2013 5:43 AM
Something i find in common with most of these tactics are that they trigger emotions. This tells us that emotions are a great way to attract your consumers, something that is quite a new revelation in the last decade. They all play with your feelings and lure you in before they drop the bomb on you. An example is the ad of a young thai girl who learns to play the violin through a dying homeless man. We are lured into the ad through the emotional story and later find out it's an ad for Pantene, a hair product brand we know too well.
Cindy Cao's comment, April 8, 2013 10:59 PM
This article is definitely pointing out the truth, I have to say it, being human we are attracted to at least one of those tactics. but hey, like the article says, getting genuine attention f the consumer is crucial to engaging the consumer to awareness.
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Lying to journalists is not a genius PR stunt, Frank Strong at Ragan

Lying to journalists is not a genius PR stunt, Frank Strong at Ragan | Marketing, PR & Communications | Scoop.it

1. We persuade with truth. When we pitch, we should aim to convince people—reporters and bloggers—that our idea is so compelling that it deserves a headline on its own merit. We work through persuasion, not manipulation. Critics might argue semantics, but the contrast is stark.

 

2. We build trust. Not everything can be fact-checked, but PR pros still need to earn trust. It cannot be taken for granted. We deliver relevant pitches, promptly respond to inquiries and remain true to our word. Make no mistake: our word is our living. When in doubt, say you do not know the answer but will find out. That’s far more powerful than making something up.

 

3. Zero tolerance for manipulators. This individual is not a PR professional. And this incident doesn’t deserve a spot on the same bell curve. There should be little tolerance for disingenuous antics like this.

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20 marketing mistakes you must avoid, Neil Patel at KISSmetrics

20 marketing mistakes you must avoid, Neil Patel at KISSmetrics | Marketing, PR & Communications | Scoop.it

Marketing doesn’t have to be hard or expensive. It really only requires you to be creative.

 

#1: Avoiding Self-Promotion

#2: Hold Secrets Close To The Vest

#3: Closing In The Garden

#4: Ignoring SEO

#5: Don’t Think You Need A Blog

#6: Not Getting Local Search

#7: Snubbing Social Networks

#8: Avoiding Guest Author Opportunities

#9: Misusing Happy Customers

#10: Ignoring Beginners

#11: Afraid Of Speaking At Conferences

#12: Not Tapping Into Affiliates

#13: Failing To Network

#14: Refusing To Comment On Blogs

#15: Missing Out On Message Boards

#16: Refusing Referrals

#17: Forgetting About YouTube

#18: Never Slashing Prices

#19: Overlooking Exceptional Customer Service

#20: Lazy About Getting Press

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How to increase images effectiveness, Heidi Cohen

How to increase images effectiveness, Heidi Cohen | Marketing, PR & Communications | Scoop.it

1. Ensure you have the right to use the image.

2. Integrate your name and URL into your images. 
3. Incorporate branding into your images and photographs. 
4. Optimize images for search. 
5. Choose large images since size counts. 
6. Incorporate a call-to-action (where appropriate).
7. Make images sharable.

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