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Brand health check: the 4 golden rules

Brand health check: the 4 golden rules | Marketing, PR & Communications | Scoop.it

From retail to technology, great brands make great businesses. But what makes a great brand, and how can you build one that stays front of mind?


1. Great brands represent values

 

2. Great brands offer connection

 

3. Great brands are memorable

 

4. Great brands evolve

 

The best brands are a combination of design, differentiation and connection. Building one requires a solid foundation of smart design, followed by determination and persistence.

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Clarifying Innovation: Four Zones of Innovation, James Kalbach

Clarifying Innovation: Four Zones of Innovation, James Kalbach | Marketing, PR & Communications | Scoop.it

This gives rise to four distinct zones of innovation:

1. Incremental innovations involve modest changes to existing products and services.
2. Breakthrough innovation refers to large technological advances that propel an existing product or service ahead of competitors.
3. Disruptive innovation “result is worse product performance, at least in the near-term. [They] bring to a market a very different value proposition than had been available previously”.
4. Game-changing innovation transform markets and even society.

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Top 4 lessons for online retailers, Stephen Millard at eccomplished

Top 4 lessons for online retailers, Stephen Millard at eccomplished | Marketing, PR & Communications | Scoop.it

Number 1: Online recommendation is now more important than traditional word of mouth.

Number 2: Normal hygiene factors prevail online.

Number 3: Social media is still failing to meet its potential.

Number 4: The high street has some catching up to do.

 

Conclusion

- Recreate the buzz, chat and open and honest feedback of the marketplace.

- Focus on the basics: price, availability and delivery.

- Educate in-store staff on the benefits of education and connect the dots to the online world.

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How to maximize social media campaigns, Wildfire

The most entered campaigns are not the campaigns that generate the most earned media, or sharing activity. Certain campaign application types generate higher entry and participation rates (contests and sweepstakes for example), while other types are more likely to be shared via a news feed post or an invite to the app (pick-your-favorites, quizzes and trivia).
• Coupons, giveaways, and sweepstakes get the highest amount of entries on average.
• “Pick-your-favorites,” quizzes and trivia that get the most shares by users, thus creating more earned media for the brand.
• The campaign types that generate the most earned media are those that allow users to reveal personal preferences, tastes or opinions to their Facebook friends. These include pick-yourfavorites, quiz and trivia applications.
• People are equally as likely to enter contests and sweepstakes whether they heard about them directly from a brand or from a friend’s post. In other words, where a user learns about a contest or sweepstakes within Facebook does not impact the likelihood they will enter it.
• The earned media generated by users sharing to their networks about interactions with these apps resulted in a significant conversion of new users— in other words, the earned media is working. For example, 82% of the users that clicked on a friend’s news feed post about a quiz they’d taken went on to take the quiz themselves.

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Three Myths about What Customers Want, Karen Freeman, Patrick Spenner and Anna Bird HBR

Three Myths about What Customers Want, Karen Freeman, Patrick Spenner and Anna Bird HBR | Marketing, PR & Communications | Scoop.it

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. It turns out that that's rarely true.

Myth #1: Most consumers want to have relationships with your brand.
Actually, they don't. Only 23% of the consumers in our study said they have a relationship with a brand.

Myth #2: Interactions build relationships.
No, they don't. Shared values build relationships.

Myth #3: The more interaction the better.
Wrong. There's no correlation between interactions with a customer and the likelihood that he or she will be "sticky".

How should you market differently?
Instead of relentlessly demanding more consumer attention, treat the attention you do win as precious.

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How Well Do You Know Your B2B Buyer Behavior? Business 2 Community

How Well Do You Know Your B2B Buyer Behavior? Business 2 Community | Marketing, PR & Communications | Scoop.it

Buyer behavior has evolved dramatically in recent years, yet sales and marketing organizations are still inclined to use the same old tactics and hope for the best.

 

1. Buyers Have Knowledge Expectations

2. Buyers Seeking Advisement, Not Ready-Made-Solutions

3. Buyers Including More People in Their Ecosystems and Networks

4. Buying Cycles are Getting Longer

5. Buyers are Relating Differently

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5 of the Most Important Content & Social Media Tips For A Successful Business Blog, Lee Odden

5 of the Most Important Content & Social Media Tips For A Successful Business Blog, Lee Odden | Marketing, PR & Communications | Scoop.it

Companies that execute their social media marketing tactics poorly often conclude the channel doesn’t work.

 

1. Customer. Problem. Solution.

2. Define the Topics.

3. What’s the Story? Plan the Narrative.

4. Attract & Grow Your Audience.

5. Set Goals, Monitor Progress, Measure Results, Refine. Repeat.

As a communications tool, it has the ability to contribute to thought leadership, lead generation, customer service, recruiting and many other business goals.

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6 Habits of True Strategic Thinkers, Paul JH Schoemaker Inc

6 Habits of True Strategic Thinkers,  Paul JH Schoemaker Inc | Marketing, PR & Communications | Scoop.it

You're the boss, but you still spend too much time on the day-to-day. Here's how to become the strategic leader your company needs.

Adaptive strategic leaders — the kind who thrive in today’s uncertain environment – do six things well:


1. Anticipate
-    Look for game-changing information at the periphery of your industry
-    Search beyond the current boundaries of your business
-    Build wide external networks to help you scan the horizon better

2. Think Critically
-    Reframe problems to get to the bottom of things, in terms of root causes
-    Challenge current beliefs and mindsets, including your own
-    Uncover hypocrisy, manipulation, and bias in organizational decisions

3. Interpret
-    Seek patterns in multiple sources of data
-    Encourage others to do the same
-    Question prevailing assumptions and test multiple hypotheses simultaneously

4. Decide
-    Carefully frame the decision to get to the crux of the matter
-    Balance speed, rigor, quality and agility. Leave perfection to higher powers
-    Take a stand even with incomplete information and amid diverse views

5. Align
-    Understand what drives other people's agendas, including what remains hidden
-    Bring tough issues to the surface, even when it's uncomfortable
-    Assess risk tolerance and follow through to build the necessary support

6. Learn
-    Encourage and exemplify honest, rigorous debriefs to extract lessons
-    Shift course quickly if you realize you're off track
-    Celebrate both success and (well-intentioned) failures that provide insight

Do you have what it takes?

Obviously, this is a daunting list of tasks, and frankly, no one is born a black belt in all these different skills. But they can be taught and whatever gaps exist in your skill set can be filled in. http://www.decisionstrat.com/

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How to beef up your content with statistics, Conor Powers-Smith at Ragan

How to beef up your content with statistics, Conor Powers-Smith at Ragan | Marketing, PR & Communications | Scoop.it

The second statement tells you there's a behavioral trend that has real implications for business, communications, and a number of other fields.

 

1. Speed up your research. Use Google Alerts and Factbrowser.

2. Make sure your data is credible. Check sample size, Source of the report, Date, Gut check.

3. Cite the source properly.

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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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9 reasons brands should NOT use Google+, Arik Hanson

Google+ has 170 million users. But, how many of those are actively engaged on the platform each day?

 

1: It’s not addictive for users

2: Limited audiences using the tool

3: Don’t trust the Google user stats

4: Virtually no engagement between useres

5: No return engagement among users

6: People aren’t hanging out there consistently

7: It’s still not addictive enough

8: Google’s stuffing the stat sheet

9: Embarrasingly low engagement

 

Other sources:

http://www.fastcompany.com/1837332/exclusive-google-google-plus-ghost-town-weak-engagement-data-rj-metrics-study?partner=gnews

http://info.rjmetrics.com/blog/bid/56123/New-Google-Plus-Data-Shows-Weak-User-Engagement

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When a B2B Blog Posts and Nobody Comments, Does It Make a Sound? Aaron Schoenherr & John Corey

When a B2B Blog Posts and Nobody Comments, Does It Make a Sound? Aaron Schoenherr & John Corey | Marketing, PR & Communications | Scoop.it

For B2B, the return on investment (ROI) from those networks is less clear. Buyers of professional services, in particular, pose an interesting challenge for marketers. Such customers are aware of these social networks and are most likely engaging consumer brands on them—just like many others. But to what extent are B2B customers willing to engage with business service providers via social media? What is their level of engagement, and which social media tools are most effective?

For the B2B marketer looking to limit her time and resource investment in search of an efficient approach to social media, the research we conducted is likely to disappoint.

   1. Blogs present a clear opportunity to reach sophisticated audiences such as in-house counsel, but the cost of entry involves a precious commodity—time.
   2. LinkedIn presents a strong communications opportunity because of its high level of credibility and its standing as a preferred information source among this audience.
   3. "Listening" via social media networks may not be adequate for measuring new media ROI among sophisticated buyers of business services.

 

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5 Must-Watch Movies Scenes To Motivate Sales, Jon Birdsong

5 Must-Watch Movies Scenes To Motivate Sales, Jon Birdsong | Marketing, PR & Communications | Scoop.it

A motivated sales rep is the strongest asset of a company. They sell fast, hard, and use every second to their advantage. We’ve found 5 videos every sales rep must watch. Selling styles differ in each video below, but one thing is certain, after watching them, you’ll want to push your limits in sales like never before.

 

1. Will Smith in the Pursuit of Happyness

2. Matt Damon in Good Will Hunting

3. Al Pacino in Scent of Woman

4. Vin Diesel in Boiler Room

5. Alec Baldwin in Glengarry Glen Ross

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Four Things Customers Want When Making a Purchase Decision, Gini Dietrich

Four Things Customers Want When Making a Purchase Decision, Gini Dietrich | Marketing, PR & Communications | Scoop.it

Most of us know the marketing mantra KISS – Keep It Simple, Stupid.

 

1. Make Decisions Simple. How easy it is for consumers to gather and understand (or navigate) information about a brand, how much they can trust the information they find, and how readily they can weigh their options.”

 

2. Aid in Navigating a Site. This really is about creating a clear path to purchase.

 

3. Trust the Information They’re Gathering. If you want to tell your company story, ask customers to do that for you.

 

4. Easier to Weigh Options. Use the word “versus” when you write content. Not only does it answer a customer’s question. This answers the question your customer would ask, in a way that makes it easier for them to weigh the option.

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The right-brain approach of brand naming, Branding Strategy Insider

The right-brain approach of brand naming, Branding Strategy Insider | Marketing, PR & Communications | Scoop.it

When you engage in a naming initiative from the right side of the grey matter, the concern is less on structure and convention, and more on creating a clear mental image that serves the desired positioning of your company, product or service. A great name is just too important a business asset to come just from one side of the brain. The right brain approach is the one that connects verbal cues with clear mental pictures.

 

- Blue Ribbon Sports vs Nike

- Pequod vs Starbucks

- IBM vs Apple

- AT&T vs Orange

 

In a cluttered brandscape, owning a name that sparks a clear mental image that communicates the promise you make to your customers can be the white hot center of your competitive advantage.

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Lack of mobile marketing strategy among 55% of all companies, Strongmail

The survey revealed lack of strategy and resources remain the top challenges to implementing effective programs. Currently, only 45% of businesses are conducting some form of mobile marketing, with mobile websites (70%), mobile applications (55%) and QR codes (49%) being the most common techniques.

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6 Powerful Reasons Why you Should include Images in your Marketing, Jeff Bullas

6 Powerful Reasons Why you Should include Images in your Marketing, Jeff Bullas | Marketing, PR & Communications | Scoop.it

6 Reasons Why Images are Important

- Articles with images get 94% more total views

- Including a Photo and a video in a press release increases views by over 45%

- 60% of consumers are more likely to consider or contact a business when an image shows up in local search results

- In an ecommerce site, 67% of consumers say the quality of a product image is “very important” in selecting and purchasing a product

- In an online store, customers think that the quality of a products image is more important than product-specific information (63%), a long description (54%) and ratings and reviews (53%)

- Engagement rate on Facebook for photos averages 0.37% where text only is 0.27% (this translates to a 37% higher level of engagement for photos over text)

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14 Social Media ROI Metrics You Can Use Right Now! ClickZ

14 Social Media ROI Metrics You Can Use Right Now! ClickZ | Marketing, PR & Communications | Scoop.it

Companies are still grappling with how to measure social media and its resulting return on investment (ROI). The reality is that while there are new and unique metrics and key performance indicators (KPIs) related to social, so much of what you do can be tracked just like anything else you do online.

Social connections
Social page views
Video/SlideShare views
Engagement rate
Talking about this
Facebook reach
Retweet rates
Twitter impression reach
Social clicks
Chatter levels
Socially-referred site traffic
Socially-referred leads
Socially-referred revenue
Media equivalent value

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B2B Marketers Optimistic About Social Media for Lead Generation

B2B Marketers Optimistic About Social Media for Lead Generation | Marketing, PR & Communications | Scoop.it

Data suggests that, in the social space, B2B enterprises should look first to LinkedIn and blogs. An October 2011 study of B2B marketers worldwide conducted by marketing automation software provider Pardot found that LinkedIn was the social media tool most successful at lead generation, followed closely by blogging.

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Adopting B2C brand marketing methods in B2B sectors, Mark Low

Adopting B2C brand marketing methods in B2B sectors, Mark Low | Marketing, PR & Communications | Scoop.it

A longstanding misconception about branding is that it is only for consumer products. Branding efforts in business to business marketing therefore are a waste of time – or so the old-school rationale goes.

 

What do B2B and B2C brands have in common? They are all brands and they all need to appeal to people. A brand is a short-cut to the attributes, benefits, beliefs and values that differentiate products. Brands reduce complexity and simplify the decision-making process – including decisions by a business to buy another business’ product.

 

The key marketing device that businesses are applying in B2B marketing is the use of emotional language at all touchpoints of the brand – from the logo through to other brand elements and experiences. A brand is emotional. It has a unique personality. A strong brand captures the hearts and minds of clients and other stakeholders.

 

Emotions that B2B brands commonly invoke are confidence, trust, desire and comfort. FedEx, Airbus and Caterpillar are all businesses that primarily generate revenues from other businesses. FedEx’s clients can be confident that their deliveries will arrive at their destination on time. Caterpillar is a trusted machinery brand – it will get the job done. Airbus successfully positioned its A380 flying experience as a desirable product that will give travelers all of the comfort that the newest technology can provide.

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How to get people to believe what you write, Peep Laja at Conversion XL

We live in the age of distrust. Our bullsh*t detectors work at full speed and anything fishy gets caught.

Principle #1: Don’t use superlatives, be specific
Principle #2: Back up any claim with proof
Principle #3: Use simple language
Principle #4: Make it about them

Use this 3-step sequence to get people to believe what you write.
1. Engage first
2. Get them to agree with the problem
3. Avoid hard sell, help them find the right solution
Be honest about your weaknesses

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Five Step Process for Using the Social Web, Gini Dietrich Spinsucks

Five Step Process for Using the Social Web, Gini Dietrich Spinsucks | Marketing, PR & Communications | Scoop.it

Play Where Your Customers Play. One of the things we do, when we begin work with clients, is put them through a five-step process. It’s also the process I use when teaching business leaders how to get started on the social web.

 

Listen

Assess

Engage

Measure

Improve

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Getting The Most Visibility For Your Valuable Content, Janet Driscoll Miller at MediaPost

Getting The Most Visibility For Your Valuable Content, Janet Driscoll Miller at MediaPost | Marketing, PR & Communications | Scoop.it

To maximize online marketers get the most from their SEO-focused content marketing:

1. The Challenge of Content Behind a Registration Wall
2. The Value of Video with meta data
3. The Importance of Infographics with meta data
4. The Power of PDFs

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Good Marketing = The Perfect Crime, Jessica Hagy Forbes

Good Marketing = The Perfect Crime, Jessica Hagy Forbes | Marketing, PR & Communications | Scoop.it

Communication, sales, and murder all work on the same basic levels.

1. A crime requires three things: means, motive, and opportunity.

2. An author writes for one (or more) of three purposes: to inform, to entertain, or to persuade.

3. Marketing requires three factors: product, promotion and pricing*.

Messaging, marketing, and personal actions (criminal or not) are simple human behaviors. We all want need to be in the right place with the right message at the right time.

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The Top 10 Things The Game Industry Can Learn from Film Production, Tess Jones

The Top 10 Things The Game Industry Can Learn from Film Production, Tess Jones | Marketing, PR & Communications | Scoop.it

What can game developers learn from the film industry, if anything? No, it's not about storytelling -- it's about the very style of production, argues Tess Jones, who has worked as both a film producer and a game producer.

 

Lesson #1: Never Shoot a Movie without an Assistant Director

Lesson #2: Films have a Lengthy Script Development Process

Lesson #3: Story Equals Concept

Lesson #4: Goldentime (film) versus Crunch (games)

Lesson #5: Post-Production is Half the Film

Lesson #6: Everyone Gets a Script and Script Page Changes Every Single Day

Lesson #7: Great and Plentiful Food Motivates

Lesson #8: Have One Clear Creative Director

Lesson #9: Delegate, Delegate, Delegate

Lesson #10: You Can't Fix the Story in the Cutting Room

 

How do we utilize these ideas to make higher quality games faster, cheaper? Let's review!

Pre-Production:
- Develop solid game concepts before production crews are brought in
- Vet concepts in a similar way to the film script development process

 

Production:
- Hire a skilled time management specialist
- Keep crews productive by planning and paying for overtime and providing meals
- Ensure team members are consistently in the loop for game changes and vision
- Define team roles and have one clear creative director
- Delegate tasks off leadership to allow them to focus on moving the rest of the team forward
- Balance improvements and high quality with sticking to the original product vision

 

Post-Production
- Make sure post-production time is planned in your budget
- Use post-production to its fullest capacity, acknowledging that it is half the game

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