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Alex Vaidya

Digital Life - Understanding the opportunity for growth online - 0 views

www.slideshare.net/...-opportunity-for-growth-online

Social_Media Content Stats

shared by Alex Vaidya on 18 Jan 12 - No Cached
  • Alex Vaidya on 18 Jan 12
     
    TNS Digital Life Survey Slide Share This has some very good analysis of brand interaction online with a lot of discussion on content
Jason Ryan

The Definition of Advertising Has Never Been More Unclear | Adweek - 1 views

www.adweek.com/...never-been-more-unclear-152434

advertising strategy earned media marketing business

shared by Jason Ryan on 22 Oct 13 - No Cached
  • Jason Ryan on 22 Oct 13
     
    useful discussion in comments
bethgranter

Conversational Leadership - 0 views

www.theworldcafe.com/leadership.html

conversational leadership trendsbriefing worldcafe meeting discuss group conference structure social business strategy business

shared by bethgranter on 28 Nov 12 - No Cached
  • Conversational leadership takes root when leaders see their organiza- tions as dynamic webs of conversation and consider conversation as a core process for effecting positive systemic change. Taking a strategic approach to this core process can not only grow intellectual and social capital, but also provide a collaborative advantage in our increasingly networked world.
Maddy Wood

The Year Ahead For...Social media - Brand Republic News - 1 views

www.brandrepublic.com/...the-year-ahead-forsocial-media

antifragility Taleb social media investment digital investment trends

shared by Maddy Wood on 10 Jan 13 - No Cached
  • The Year Ahead For...Social media
  • Social media is antifragile. It is thriving in a world of increasing technological development, complexity and uncertainty.
  • In 2013, social media will
  • ...15 more annotations...
  • move rapidly towards the plateau of productivity. This makes it an exciting place to invest budgets, gain traction with consumers and achieve both business and marketing objectives.
  • THE RISE OF SOCIAL BUSINESS More companies will move beyond an experimental approach to social media.
  • PAID, OWNED AND EARNED
  • SOCIAL SOFTWARE
  • The challenge facing brands will be to successfully utilise the software to deliver real business benefit. In such a nascent industry, we can expect some trailblazers to drive competitive business advantage for their clients, while others will fail just as fast as they appeared. It will take canny observers to predict the winners and losers.
  • In such a nascent industry, we can expect some trailblazers to drive competitive business advantage for their clients, while others will fail just as fast as they appeared. It will take canny observers to predict the winners and losers.
  • The discussion about who "owns" social media will move to be focused on "how can we better colla-borate and become more open?". Human resources, customer service, insight and operations, as well as marketing, should all benefit.
  • The shift towards closer integration between paid, owned and earned media will accelerate in 2013. As social networks look for ways to monetise their audiences and brands search for more effective ways to engage consumers, there will be increased growth of paid-for social advertising. Facebook may see the lion’s share of advertising revenue but will need to tread a delicate balance between consumers’ and advertisers’ needs. Expect to see plenty of changes around the News Feed, ticker and notifications. Expect changes to the EdgeRank algorithm and key application programming interfaces. After all, if you are only "1 per cent done", there is plenty of change ahead.
  • SOCIAL MEDIA MEASUREMENT
  • THE RISE OF SOCIAL CRM
  • With the emergence of better-tracking and more useful social CRM platforms, brands can focus on finding and engaging valuable brand advocates. Turning these "superfans" into evangelists and rewarding them will move from being ad hoc to becoming part of a structured programme. In turn, consumers will become wiser about their importance to brands and look to demand a better deal in the value exchange. Expect some high-profile fallouts.  
  • BIG DATA
  • The promise of finding the needle in the haystack – the insight from the data puke – is an exciting one. The reality of looking at large volumes of social data in real time, understanding and responding to it is far more challenging. So, although 2013 won’t quite be "the year of big data", we’ll certainly see significant leaps forward.
  • Talent, expertise and creativity will be key components that will influence success.
  • the social media industry, and those brands willing to invest in it, will become stronger. Because data is accessible, points of view are shared and there is a cultural willingness to fail fast, learning from the randomness will be accelerated. In these fragile times, it’s comforting to know we may be able to rely on the antifragility of social media this year.
  • Maddy Wood on 10 Jan 13
     
    In 2013, social media will go beyond the peak of inflated expectations (pre-Facebook and Groupon initial public offerings) and the trough of disillusionment (cf. Facebook at $17 a share) and move rapidly towards the plateau of productivity. This makes it an exciting place to invest budgets, gain traction with consumers and achieve both business and marketing objectives.
Antony Mayfield

P&G CEO To Lay Off 1,600 After Discovering It's Free To Advertise On Facebook - 0 views

www.businessinsider.com/-on-facebook-and-google-2012-1

facebook advertising P&G marketing investment

shared by Antony Mayfield on 01 Feb 12 - No Cached
  • he would have to "moderate" his ad budget because Facebook and Google can be "more efficient" than the traditional media that usually eats the lion's share of P&G's ad budget.This is coming from the man who increased P&G's adspend by a staggering 24 percent over the two years through October 2011, even though sales rose only 6 percent in the same period.
  • Note that P&G's revenues were up 4 percent to $22 billion in the quarter but the company's costs for sales, general and administrative work were flat.
  • n the call, McDonald and his crew were asked about ad costs three different times. McDonald eventually said: As we've said historically, the 9% to 11% range [for advertising as a percentage of sales] has been what we have spent. Actually, I believe that over time, we will see the increase in the cost of advertising moderate. There are just so many different media available today and we're quickly moving more and more of our businesses into digital. And in that space, there are lots of different avenues available. In the digital space, with things like Facebook and Google and others, we find that the return on investment of the advertising, when properly designed, when the big idea is there, can be much more efficient. One example is our Old Spice campaign, where we had 1.8 billion free impressions and there are many other examples I can cite from all over the world. So while there may be pressure on advertising, particularly in the United States, for example, during the year of a presidential election, there are mitigating factors like the plethora of media available.
  • ...1 more annotation...
  • P&G's Old Spice campaign is a textbook example of what the entire company should be doing. The problem is that the entire company isn't doing it. Check out Mr. Clean's Twitter stream, for instance. Oh, right—he doesn't have one.
Maddy Wood

6 Senior-Level Steps To Digital Marketing Success - 1 views

www.cmo.com/..._6_senior_level_steps.html

CMO_responsibility digital_leadership

shared by Maddy Wood on 21 Aug 13 - No Cached
  • Commit personally: Senior executives need to understand what they want from digital and social. Fortunately, the highest-level goals are generally quite clear. Companies have unprecedented opportunities to build steadily strengthening connections to customers, prospects, and partners. As a result, they can achieve higher margins, lower acquisition costs, and lower customer churn, thereby raising customer lifetime value. Clearly laying out these expectations is a great way to start.
  • 6 Senior-Level Steps To Digital Marketing Success
  • Understand customers.
  • ...9 more annotations...
  • Map the pieces: This is perhaps the most challenging step. The overarching goal is to create an “ecosystem,” or community, of some sort–in short, a company’s own network that includes customers, prospects, and partners. This enables increased engagement with existing members, while promoting growth by adding new members. A place to start is understanding where the company stands across three distinct digital approaches–search engine marketing based on static Web sites and perhaps email marketing systems; permission-based inbound marketing based on attracting opt-in members and then building engagement through customer relationship management systems and content nurture streams; and social marketing and social sales based on understanding and leveraging social networks. One key question to ask is, “What should be at the center?”
  • the CRM system may take the central position rather than the Web site.
  • the real benefits come from achieving local leverage by encouraging a wide range of employees and partners to develop their own social presence, as well.
  • executives need to understand and articulate how the structure reflects the approach to growing customer lifetime value.
  • Assemble the components: Once the pieces are mapped based on the shape of the customer opportunities, the next challenge is to assemble a specific set of components with an eye toward flexibility and cost effectiveness. Given the remarkably rapid rate of innovation, leaders need to avoid being locked into expensive commitments that won’t be easy to continue to change. A series of principles can really help here.
  • build, test, and monitor prototypes until they work perfectly. Investing extra time and effort at this stage can make the step of expanding the system much quicker and less expensive, as well as making broad implementation much smoother.
  • Engage the organization around content, and marshal the resources to make it successful. Once a system is developed, it has to be used to full effect to capture the available benefits. And in today’s world, that requires a large, steady stream of content. Types of content include articles, blogs, white papers, contests, games, webinars, videos, posts to discussion groups, tweets, and infographics (to name a few). Increasingly, content generation is evolving into a companywide responsibility, rather than simply a marketing responsibility. Senior executives need to embrace and then encourage this. Although this is a relatively undeveloped area, management processes that reward the generation and dissemination of great content will undoubtedly lead to great value. And social management platforms that enable rapid and easy sharing of existing content, along with monitoring for compliance purposes, are already enjoying rapid growth.
  • Constantly measure and monitor in order to learn and improve:
  • margins should improve, acquisition costs should drop, and churn rates should decline
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