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Pedro Gonçalves

5 Ways To Foster Fanatical Brand Advocates | Fast Company - 0 views

www.fastcompany.com/...s-to-make-more-brand-advocates

Branding Brand Champions

shared by Pedro Gonçalves on 02 Aug 12 - No Cached
  • Zappos, Trader Joe's, Amazon.com, Method, Red Bull, The Body Shop, Google, and SodaStream all built their brands without advertising. Their brand advocates are their marketing department. "We've built this entire business, and an entire category in fact, on the power of our brand advocates," says Kristin Harp, U.S. marketing manager at SodaStream, which turns tap water into sparkling water and soda.
  • the three most powerful social media companies--Facebook, Twitter, and LinkedIn--never spent a dime on advertising or paid people to recommend them. They didn't need to. Advocates used social media to recommend them to their friends.
  • You may spend millions of dollars on elaborate marketing campaigns. But there is nothing more powerful than a trusted recommendation from a brand advocate.
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  • In today's world, it's advocates--not advertising's "Mad Men"--who have the power.
  • The biggest reason brand advocates are so powerful is a single, five-letter word: Trust. Nine of 10 online consumers say recommendations from friends and family members are the most trusted form of advertising worldwide. Only about 2 of 10 trust online ads.
  • Advocates' recommendations are the number-one influencer of purchase decisions and brand perceptions in nearly every product category from smartphones to software, hotels to housewares, cars to computers, financial services to fitness memberships.
  • In the old days (pre–social media), advocates' reach was limited to their immediate circle of family and friends. Recommendations were made over the water cooler at work or over dinner with friends. Now, empowered by social media (Facebook, Twitter, LinkedIn, YouTube, blogs, Foursquare, online reviews, and more), advocates collectively reach millions of buyers with trusted recommendations.
  • When you create and engage an advocate, you've identified a renewable marketing asset you
Pedro Gonçalves

BBC NEWS | Technology | Twitter hype punctured by study - 0 views

news.bbc.co.uk/...8089508.stm

Twitter Social Media Nielsen Online Harvard

shared by Pedro Gonçalves on 09 Jun 09 - Cached
  • Just 10% of Twitter users generate more than 90% of the content, a Harvard study of 300,000 users found.
  • Estimates suggest it now has more than 10 million users and is growing faster than any other social network.
  • However, the Harvard team found that more than half of all people using Twitter update their page less than once every 74 days.
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  • On a typical online social network, he said, the top 10% of users account for 30% of all production. "This implies that Twitter's resembles more of a one-way, one-to-many publishing service more than a two-way, peer-to-peer communication network," the team wrote in a blog post.
  • Recent figures from research firm Nielsen Online show that visitors to the site increased by 1,382%, from 475,000 to seven million, between February 2008 and February 2009. It is thought to have grown beyond 10 million in the last 4 months.
  • Research by Nielsen also suggests that many people give the service a try, but rarely or never return. Earlier this year, the firm found that more than 60% of US Twitter users fail to return the following month. "The Harvard data says very, very few people tweet and the Nielsen data says very, very few people listen consistently," Mr Heil told BBC News.
  • The Harvard study took a snapshot of 300,542 users in May 2009. As well as usage patterns it looked in detail at gender differences.
  • It also showed that an average man is almost twice more likely to follow another man than a woman, despite the reverse being true on other social networks. "The sort of content that drives men to look at women on other social networks does not exist on Twitter," said Mr Heil. "By that I mean pictures, extended articles and biographical information."
  • However, said Mr Heil, the most striking result was that so few people used the service to publish information, preferring instead to be passive consumers. For example, the median number of lifetime tweets per user is one. "Twitter is a broadcast medium rather than an intimate conversation with friends," he said. "It looks like a few people are creating content for a few people to read and share." Some "super users" can have thousands or even hundreds of thousands of followers.
  • However, the service bills itself as a way to "communicate and stay connected" with "friends, family and co-workers". "The Twitter management need to decide if this is a problem," said Mr Heil.
Pedro Gonçalves

Branding Israel - Israel Opinion, Ynetnews - 0 views

www.ynetnews.com/...0,7340,L-3392321,00.html

Brand Israel Israel

shared by Pedro Gonçalves on 24 Jul 09 - Cached
  • Research has shown that a very limited, in many ways distorted, image of Israel and its people has been allowed to shape the standard perceptions in the United States and other Western countries.   This is in part because of the relentless circulation of a false view by Israel’s antagonists. It is also in part because of media outlets that find pictures of armed Israelis in uniform and of a concrete wall between Jerusalem and Bethlehem - and, let it be said, of black-clad bearded men in prayer next to the Western Wall - to represent the “typical” Israel. And it is in part because the friends of Israel and those making Israel’s case have not been fully conscious of the problem or of ways to address it.
  • Consider, for example, the passage in Carlyle’s epoch-defining essay “Characteristics” (1831,) which proclaims: “The healthy Understanding, we should say, is not the Logical, argumentative, but the Intuitive; for the end of Understanding is not to prove and find reasons but to know and believe.”
  • In his preceding sentence, Carlyle says: “As in the higher case of the Poet, so…in that of the Speaker and Inquirer, the true force is an unconscious one.” Applying these concepts, it can be suggested that, while charges regarding Israeli “apartheid” can be rebutted by logical arguments disproving the accuracy of such terminology, the impression of Israel that branding is meant to reverse is of a harsh, brutal land whose residents are unwelcoming and utterly without feeling.
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  • Other countries engage in nation branding to advance trade, tourism, and the like
  • material ends like those are secondary for the Brand Israel effort.
  • At its core, it has the higher goal of enabling its audience to really “know” Israel and to connect with its ultimate reality. That is a goal worth aspiring to both for the general populations of those countries to which Israel is reaching out, whose sympathetic connection is so important, and also for the Jewish community, and especially its younger generations, whose connections with Israel are of such centrality for the future of the Jewish people and cannot be taken for granted.
danny cameron

3rdeye Designer Brand - 1 views

''art and fashion'' art ''men clothing'' entertainment

started by danny cameron on 22 Jul 09 no follow-up yet
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