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Rescooped by JiaLe Wang (1132222) from Management!

How To Connect Your Business Objectives To An Effective Social Media Marketing Strategy - Business 2 Community

How To Connect Your Business Objectives To An Effective Social Media Marketing Strategy - Business 2 Community | Milestone 1 |

RT @SVPartnerCo: Keep your business objectives in mind to create an effective social media marketing strategy.

Via Abdulrahman Arif (Saudi)
JiaLe Wang (1132222)'s insight:

Marketing objectives are essential before anything else. First they provide benchmarks and secondly they are measureable. If these are achieved then obviously sales objectives will naturally be achieved also. There are four steps tell us how to pursue a social media strategy that makes sense for a brand.


First, Define business objectives, as the article said before markters make sure the objective should ask themself what's the company want and what is they want to first achieve.  For example, one new brand in the market, they may want to achieve more customer engagement and more awareness,then they need improve overall customer satisfaction. Finally hope to increase more profit. Business objectives are unique and require an in-depth, meaningful analysis of your business.


second, choose relevant social media goals. As this article saidv 'You’ve got to pursue social media goals that relate to your unique objectives'. So it means markters should make sure the company social media goals ,then choose the suitable social media channel. 


Third, pursue an Appropriate Social Media Marketing Strategy. The different between social media goals and strategy is goals need to correspond to your business objectives, strategy needs to directly relate to your designated goals. i'm very like this example author gave to us. The social media strategy is marketers distribution their advertise product. 

Finally,Monitor Your Audience/Track Results. After all the marketing objectives porcess marketers should keep in touch with customer. understand their feedback in time. 

Rui Dong (1248713)'s comment, August 21, 2013 4:49 AM
Thanks this is a good article and the article gives clear understanding on how to effectively use social media tools to grow your business or your brand. 4 steps are: Define your business objectives; choose relevant social media goals and pursue an appropriate social media marketing strategy and Monitor your audience/track results. Those steps provided to help businesses strategize their social media pursuits. I personally agree that being strategic about using social media is vital to the growth of a brand. For example, most of famous brand using lots of ways to contributing their brand such as pizza- hut. Pizza-hut Company use advertising on TV, magazine, face book, mobile technology and a commercial break. So all of those are use social media to growth brand. And I believe this is the good way to contribute product because most of people enjoying visiting in the social technology world.
Chenghao Shen's comment, August 21, 2013 6:42 AM
To achieve specific business objectives, you have to connect your business objectives to an effective social media marketing strategy.
A social media strategy is of great importance. Four steps are provided and it is likely that you have a better shot at achieving your business objectives as long as you follow them. First, define your business objectives. To make your business objectives perfectly clear must come the first. You may ask question like "what do you hope to achieve in the short- and long-term?". Anyway, your objectives should be unique and require an in-depth, meaningful analysis of your business. Second, you should choose relevant social media goals. You’ve got to pursue social media goals that relate to your unique objectives. Third, pursue an appropriate social media marketing strategy. The best social media tactics are those correlate directly to the social media goals you have in place. At last, don't forget to monitor your audience or track results. Always make sure that you keep tabs on what customers say and measure the effectiveness of your social media strategy through analytics.
Rescooped by JiaLe Wang (1132222) from Just Story It!

6 Emotions That Make Customers Buy

6 Emotions That Make Customers Buy | Milestone 1 |
Customers make decisions at the gut level. Here's how to use the customer's emotions to your advantage.


All storytelling is about emotion.  And so is business storytelling.


But what emotions do you want to activate in your business stories? This article lists 6 that drive sales.


Now, in reading the 6 emotions and their definitions, I would rewrite them to this:



Go read the ones in the article and tell me what you think.


I do like the author's other points -- success is all about undersanding your customer's beliefs and the emotional effect new or reframed information will have on them. 


It's an interesting read.

Via Dr. Karen Dietz
JiaLe Wang (1132222)'s insight:

I would like to use an example which is my own sales experience to explain what i learned from this article. Two years ago I was a clothes sale. The clothes supply suit for young girls. At the beginning most of customer just looks around didn't buy anything because the price is quite high. Although i was very hard to make great efforts in selling those clothes. After a period of time, one famous singer who celebrity endorsement this brand and then most of people came to buy the T-shirt which is the singer wear in the vocal concert. As we know most people are very crazy on the spokesperson. However on the other hand those customer are ' Envy' --"If I don't make a decision now, my competition will win." so this is the customer emotion. Most of sales utilize customer emotion to sell more products. As the article said, every successful sales approach either creates or augments one or more of this emotional state. I agree with those points of view that those 6 emotions do interrelate when making an emotion driven purchasing decision. But i think the most important in this article understands of consumer’s beliefs. Those emotions are a powerful motivational factor in a purchase decisions but a consumer’s beliefs system will push customers buying or not buying.

Rui Dong (1248713)'s comment, August 14, 2013 3:18 AM
This is a very vivid example which explans how these six emotions affect buying decisions. This topic talks about changing customer’s buying decisions through changing their emotional state. Personally, it needs us to switch our position to customer position, which means the way we think should be the same as the way the customer thinks. Therefore, we need to try to figure out cusytomer’s buying psycology. Like what she said above, customer’s beliefs system will push them to make a buying desion, so that we need to understand customer’s beliefs in order to increase sales performance. And the most important thing is not what you sale to customers but how do you sale productions to customers. Sometimes when we sale something to customers, maybe customers don't really care about the quality of your productions, wheares the y do care about the consequence after making a buying or not buying decision.
Chenghao Shen's comment, August 21, 2013 6:41 AM
It is pointed out that all buying decisions come from the interplay of the following six emotions: greed, fear, altruism, envy, pride, and shame. Buying decisions are often the result of a change of the customer's inner emotional state. In this passage, the author mainly discusses how you use the customer's emotions to your advantage. First of all, you should understand your customer's beliefs. To attract customer to buy your products or services, knowing their current emotional state is not enough. You need also understand the beliefs that they're using to evaluate the emotional weight of anything that you present to them. A thorough research can help you getting to know your target customers. The second point is, what you must realize is that it is the emotional effect the information has on your audience that matters rather than the information itself. The expression of new information and the reframing of old information can result in the emotional change you seek from your customer.
Rescooped by JiaLe Wang (1132222) from Public Relations & Social Marketing Insight!

The power of storytelling, the key to consumer engagement

The power of storytelling, the key to consumer engagement | Milestone 1 |
Brands that succeed draw the consumer with a compelling narrative: Gatorade's replay series was a first-class example...


The winning formula for consumer engagement is storytelling. It sounds simple, but we only need to look back through history to see the impact that stories have had on shaping our lives: how we live them, why we live them and what it means to be human.


Narratives as powerful as the Bible, to ancient myths and Shakespeare's prose, speak to the heart, teaching us how to relate to one another and guiding us into action. Let's not forget that stories are easier on the ear than detached advertising taglines. Studies of human psychology have found that if we are told something through narrative, we are more likely to relate to the message, absorbing it further and remaining engaged from start to finish.


For a brand to appeal to consumers and replicate this empowering engagement, its content must tell a story, one that draws us in, broadens our horizons and delivers added value to our lives....


[Nice ROI on content marketing ~ Jeff]

Via Jeff Domansky
JiaLe Wang (1132222)'s insight:

This article is talk about the brand story is very important for advertise product. There has good example in the article which is about the Gatorade’s replay campaign advertising. Firstly, Gatorade is a kind of sports drink and by the laboratory test it can improve the athlete’s energy. Therefore, the marketers based on this proposition "Once an athlete, always an athlete", is an extremely effective example of storytelling at its very best. Through one short film advertising make consumers' participation in the creation of the story demonstrates the power of inviting your audience to interact with your brand, giving them a story so powerful they will choose to share it themselves.
Secondly, how to attract customer pay more attention on the product? Storytelling is about product history. We are using all storytelling to advertising the product with the number of social media platforms growing at a huge rate. To achieve true engagement, should help consumers to accept the product. The key to attract costumer which is knows how to communicate with customer. Finally relevant to integrated marketing communication, the brand’s story has a compelling beginning. Therefor it is very important to choose the story could be attract.

Rui Dong (1248713)'s comment, August 5, 2013 12:06 AM
Storytelling is an interesting topic related to customer engagement. I always believe that the key point the business success is the story behind the production and the history behind the brand can resonate customers and make customers reflect themselves through the story. Once customer agree with the concept that the brand delivered, the consequence of storytelling will penetrate into customer’s heart and it will shape their lives, such as Bible.
Joly Yuan's comment, August 21, 2013 10:44 PM
Hi jiale I’m very agree with what you have said about this article. Social media is a great way for people to express how they feel about particular products. Most of brand they have an unforgettable brand background of company. Marketers always use those background makes a storytelling to attract customer attentions product. Therefore this is a good way to advertising product. For example Prada which is a very famous internationally brand. When the company want to promote new product then they will come with a truly storytelling. Once customers agree with their concept it means they are successful attract customer heart.
Rescooped by JiaLe Wang (1132222) from Social Media, SEO, Mobile, Digital Marketing!

2013: The Year of Marketing Integration

2013: The Year of Marketing Integration | Milestone 1 |
It’s not too late to get your marketing ducks in a row and leverage new and old channels to generate demand for your company. Here are five trend predictions in the world of B2B marketing for 2013 and where to focus your attention.

Via Kamal Bennani
JiaLe Wang (1132222)'s insight:

Firstly , The concept of integration is to combine various marketing communications like social/paper/online media, personal selling, direct marketing, and public relations in order to present consumers with the single and unified message of a brand. based on this article there are three levels of integrations need to do its inclduing channels,campaigns,and tools. It is true that integrated marketing is such a powerful tool in brand promotion and management, that in order to use it a business must first understand it.


Secondly,as the article said social media has been the darling of the media. According to the progress of the times most of people keen on the social media activities.For example, newspaper is part of people daily schedule though. TV it’s indispensable and facebook ,magzine all the more so. As the result, we’ve seen tremendous improvements about most of companies   strengthen publicity into social media.


Thirdly, sales is also a part of marketing integration. sales have played a large role in the B2C market, when the customer need more explain ahout the product then sales will be like a kind of advertising. 


Finally, marketers should  search more market data and provide insight and intelligence that will help companies make smarter decisions.

Rui Dong (1248713)'s comment, August 21, 2013 2:40 AM
Good article. Very enjoyed reading about the changes in marketing in this years. I’m very like you gave those example and those example helped me more understand this article. As the article said Social media is defiently a must for any business wanting to promote. According to the article said I think Social media in this year is more important of a marketing strategy than in previous years. As you said in the insight more and more people can’t leave media in their life. So this is a gap for marketers advertising product and play with customer. Also sales are very important of marketing integration because there are not every customer know what they are wanted and what’s a product use for or how to use. So sales will play speaker roles. They are give customer more and more information lets people fully know the product then buy it.
Chenghao Shen's comment, August 21, 2013 6:41 AM
In this article, the author summarized five trends in B2B marketing in 2013. The fist one is nothing is new under the sun. It means that the marketing concepts remain unchanged and that new channels, new tools, new platforms etc are all developed to reach the same old target – generate demand for your products and services. Second, integrations. Three levels of integrations are pointed out: channels, campaigns, and tools. The third trend is that social media becomes measurable, predictable, and accountable. With increasing responsibility in 2013, more and more companies will change their attitude about social media to require more accountability. Sales moves into marketing is listed as the fourth trend. In 2013, companies will give much more responsibilities to marketers and a greater shift in marketing responsibilities to cover sales task. The last trend mentioned is big data: measuring the immeasurable, analytics, and intelligence. Big data is a topic area among the biggest technology companies aound the world. In 2013 there will be more applications made out of the exabytes (1 million terabytes) of data and providing insight and intelligence.
Rescooped by JiaLe Wang (1132222) from Marketing Strategy News!

Brand Architecture Strategy: Branding Strategy Insider

Brand Architecture Strategy: Branding Strategy Insider | Milestone 1 |

Today on Branding Strategy Insider, we're taking another question from the BSI Emailbag. Manuel, a student of marketing in Frankfurt, Germany asks... “why companies like Procter & Gamble and Unilever are moving from managing and marketing their brands separately to leading with their company brand.”

Via Lawrence Porter
JiaLe Wang (1132222)'s insight:

Firstly, brand is the integration of the intrinsic and extrinsic, it’s including the brand name, logo, and symbol and product service. A brand is based on the core product and company. Good company would contribute to the success of product and good product also could help one company. 

Secondly, Brand architecture is not brand strategy. It is a higher-level plan of brand eco-system, it can determine how to best build and scale brand over time. Specifically, it sets out a plan to build one brand or multiple brands. As the article said “House of brands and branded house’ which is a house of brands can be contrasted with the Branded House, in which the company itself is the dominant brand, with individual products or services taking a secondary role. I’m very like the example of article, the classic product company Unilever, and P&G historically are houses of brands in which each brand was managed and marketed separately and the corporate brand is not featured on the products themselves. Therefore, the ‘house of brands ‘ just as studied in the lecture class which is corporate branding means Corporate name used for all products and services. ‘Branded house just like endorsement branding which is Sub-brands linked to corporate brand or umbrella brand. 

Finally, I would like to give some example of corporate brands which is PHILPS, HONDA and ARMANI and so on. Endorsement brand including Nestle-good start and Vanish-Naoisan. Moreover the Corporate brands with major brand properties encompassing a range of products. 

To sum up, I choose this article the main reason is because it is accurate explained what the different is between ‘house of brand & branded of house’ and this is very help me to understand this week topic.

Yujue Wang 1250401's comment, August 14, 2013 1:30 AM
Brand Architecture Strategy
From my point of view, I prefer “branded house” rather than “house of brands”. As this article pointed out three benefits of using the “branded house”: 1. Gain credit from the each product category, 2. It is easier for the parent brand can convey quality and other assurances to sub-brands, 3. For parent brand, it will save money in brand building campaigns in long-run. Despite these three benefits, I think creating a branded house can make consumers easier to remember a brand and the parent brand may gain more market advantage by using a unified brand. For example, although I purchase lots of P&G products such as OLAY, Tide, sometimes I still think they are from different companies because for me, OLAY is more like a cosmetics company while Tide just refers to laundry. Also, for the parent brand, using a house of brands may hard to create a brand culture as all sub-brands are managed and marketed separately.
However, changing from a “House of brands” to “Branded house” cannot be easy. Firstly, for the organisation, it requires lots of money to start the brand architecture strategy in the first time and organisation may suffer in short term. Also, for consumers, it can be confusing when a familiar brand changes to another name, especially a well-known brand, so it will cost the organisation not only the money to create branded house but also time for customers to adapt.
Rui Dong (1248713)'s comment, August 21, 2013 4:50 AM
This is a very vivid article, and this article gave to me some ideas about how to write my first assessment. In my opinion I think ‘branded house’ and ‘house of brand ‘they both has advantages and disadvantages. As yujue said she likes branded house because Gain credit from the each product category; it’s easier for the parent brand and for parent brand, it will save money in brand building campaigns in long-run. However house of brand also has benefits. For example Anchor most people quite know Anchor mike and same people know this brand is come from Fonterra Company. On the other hand , for my assessment I would like to aim at P&G company and force on the product for example , Tide , OLAY and others. This article helped me understand what’s they are difference. Anyway thanks JiaLe and you choose a good article.