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Rescooped by Victoria Clark from Public Relations & Social Media Insight
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Nine examples of small businesses using social media for branding

Nine examples of small businesses using social media for branding | Milestone 1 | Scoop.it

Investing time and money on social media is necessary for all types of businesses nowadays. Here are nine examples of small businesses using social media for branding. Social media is the new way for the word to spread: from product recommendations to advice on what to do, where to go, and what to do. From little conversations that mean nothing to meaningful revelations that could change lives, from stupid pictures to inspiring profiles – social media has it all. Customers have the final word now. News gets out faster. Other users and buyers are now the trusted sources. Social conversations are now the holy grail of business reputation management. Social media is social proof that materializes quickly. Small businesses are indeed tapping into the power of social media....


Via Jeff Domansky
Victoria Clark's insight:

This article provides information that proves that all the various types of brands and companies use social media and networking, such as Facebook and Twitter, to promote their cause or business. It also shows that the successful businesses and brands, particularly the smaller ones, use imagery that is both effective and enticing to the consumer as well as ensuring that they are consistently updating their social media sites to ensure they both obtain and retain their consumers attention. Updating regularly and using enticing and effective imagery has proven to be effective as the small businesses mentioned in this article are quite popular on social media sites like Facebook and Twitter; thus they have marketed their brand well within their consumers.

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Jeff Domansky's comment, April 23, 2013 2:46 PM
Nine superb lessons from small businesses who get "social."
Rescooped by Victoria Clark from Program Planning, Objectives, Budgets, Measuring success
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Milestone 1 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Paula Hudson
Victoria Clark's insight:

SMART is a set of objectives that if followed through can aid businesses and brands in getting where they want to go. Throughout this article these objectives are discussed so businesses and brands can work to creating objectives that are effective for a successful program to be able to begin. In businesses and brands, having SMART objectives are critical as they can cause either the up or the downfall of said business or brand. The use of SMART objectives leads to an evaluation and measurement of the success of a business or brands success. This article is very helpful and informative as it sets out what is needed, in the basic format, to achieve a great program and success.

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Kimberley Rogers's comment, August 21, 2013 11:14 PM
In response to Nona Pedersen's insight - I agree with your comments and think your use of the SMART model for objectives was also very useful in this case. I also totally agree with you when you said "Marketers cannot increase sales, but they can increase awareness." Fantastic job
Max Downing-Webb's comment, August 22, 2013 3:54 AM
It's nice to see the SMART goals theory applied outside of the academic world. Good article Nona, this article is a great reminder to rethink and refine the objectives that make up a marketing program. Measuring success is a bit of a tricky one for marketers as there are so many variables which affect sales. Creating objectives with success standards and measures established at the same time is the best way to go about it, hence why the SMART framework is a very useful reminder here.
Danielle Petersen's comment, September 26, 2013 8:06 AM
@Lily, I like how you gave the little examples of the SMART goals, putting it into perspective a little more. I agree that there is great value in adding the SMART goals into all aspects of a business, no matter what it may be as they are so easily adaptable to every and any business.
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When to use Vine and When to use Instagram - VentureBeat

When to use Vine and When to use Instagram - VentureBeat | Milestone 1 | Scoop.it
When to use Vine and When to use Instagram
VentureBeat
The GIF-style has easy integration with Twitter, making the videos shareable in real-time. Vine is a great tool for: New Product Features: ...
Victoria Clark's insight:

This article was very insightful as applications like Vine and Instagram are opening up all new possibilities when it comes to promoting your business or brand. Not only are businesses and brands using the usual social media networks, Facebook and Twitter, but they have expanded their communication with their consumers by using Instagram and/or Vine. Vine is good for new product feature videos, invitations to events, video teasers and how-to videos; whereas Instagram is better for promotional campaigns, video series and commerial style videos as you get an extra nine seconds. Both applications offer businesses and brands new features to think about when planning a market strategy and they are using it to their advantage. 

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Jacinda Alexander's comment, August 14, 2013 4:33 AM
I really enjoyed reading this article it was very helpful in explaining what the difference was between Instagram and Vine. Both these social media sites are widening there range for businesses allowing them to advertising and promoting their business or brand. I agree with Victoria that businesses and brands are now not only using facebook and twitter but are using Instagram and Vine as they now know that so many people round the world use these social networking sites. Instagram is a great way to promote campaigns as you can take a picture and it can mean a 1000 words and also now the new video app helps with that. Vine is a great way to show video teasers, invitations and events or just an everyday laugh
Kimberley Paisey's comment, August 22, 2013 5:22 AM
I agree with Jacinda's point above and now I understand the difference between both social media sites. I thought that the use of a video sequence as mentioned in the article would be a great way to add consumer engagement as well as it can keep consumers interest and continue following the story. This article definitely explains and explores further possibilities of utilising both video options to promote a brand further. I agree with Victorias views on Vine that it is great to show tasters to the product to lure people in and is even better that it can be linked to twitter in real time as twitter is such a large social media website and utilising exposure to a product from both would be very beneficial. Instagram is better for longer videos to showcase more of the product and entice consumers to purchase. Both applications offer substantial growth for potential and should be widely utilised.
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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Milestone 1 | Scoop.it

Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.

 

Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.

 

The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.

 

The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.

 

Continue Reading .... 

Victoria Clark's insight:

This particular article was an insightful read as it explains various ways to improve consumer engagement, and aspects of how consumers are targerted in an effective way. It shows that consumer engagement is largely obtained through the use of online promotions and how todays society has become so reliant on technology and more and more people are choosing to do their shopping online. This preference to shopping online is bringing a downfall to today's economy. Starting early, segmenting your audience, considering timing and leveraging mobile channels are the four steps to start with when it comes to improving consumer engagement as understanding your consumers is vital for a business or brand to be successful. 

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Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers

Rescooped by Victoria Clark from Understanding integration - IMC AUT
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H&M Masters the Art of Integrated Marketing Communications | "Buy ...

18 Responses to H&M Masters the Art of Integrated Marketing Communications. aflores says: March 12, 2013 at 6:00 am. Hi LeiLani,. Very interesting post. It seems like an good example of IMC, but I was impressed by their ...

Via Rory Kelly
Victoria Clark's insight:

The brand H&M have mastered the art of integrated marketing when it comes to incorporating the use of social media and advertising to capture the interest of consumers and allow them the opportunity to participate in the marketing process. A good example of this is posting photos onto social media networks such as Facebook and Twitter for consumers as it is an effective way to become interested in a businesses or brands marketing campaign and get consumers involved. Using David Beckham as the face of H&M's 2013 campaign is an excellent marketing strategy as he is a world renowned football player and will attract more consumers of all ages for the brand. H&M is a successful business and obviously has a good integrated marketing communications system as they were able to advertise their brand during the Superbowl which, on American TV, is the most expensive time to advertise. 

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kendall irvine's comment, August 21, 2013 4:18 AM
H&M is a well known European clothing brand which I personally love. All throughout Europe and now America too, they have a strong IMC campaign which in each country is able to communicate when new seasonal clothing is available instore, about their online shopping and new collections which become available for purchase. There are many advertising and promotional features throughout cities on billboards and in magazines of the brands. They also exclusively will send you the seasonal catalogue if you sign up to their database and also send through notification emails with discount offers. Social media such as instagram was a IMC aspect used for the David Beckham H&M underwear range available in stores in which customers were encouraged to win $1000 by snapping a pic of a David Beckham statue and hash tagging it. Overall H&M has strong IMC initiatives used throughout the world where their stores are located to interact with their consumers as much as possible.
CHEN SUN's comment, August 21, 2013 8:49 PM
This is a good sample of IMC because H&M did a lot marketing campaign on many kinds of media like mentioned in the article website, blog, commercials and so on. In addition, they also invited David Beckham to be their new campaign in 2013 which they are using celebrity marketing to increase the brand awareness and public exposure. Besides, consumers also have a chance to win some prize by take part in H&M's Twitter activities. This really help us to understand what integration is or what IMC is about. Integration can make the massage almost every where in your daily life to reinforce you to get the massage the company wants to say.
Josh Leuenberger's comment, August 22, 2013 7:09 AM
My personal experience with H&M was in Switzerland and Germany the brand itself reminded me of New Zealand’s Haldenstein’s. I agree with @Curtis Milner with how simple the idea about getting customers involved in a campaign not only interacts with customers involved in the promotion but it also branches out to the followers of these people on Instagram and Twitter. I personally use Instagram and feel that I am open to many different brands and knowledge of brands through the branching out of different people on Instagram. In a way it is almost a free or cheaper way of advertising for H&M to branch out to a greater target market.