Social Media: The Essence of Influence

Engagement Vs Interruption

One-way marketing (interruption) is often more effective than two-way marketing (engagement) for large brands communicating with significant numbers of people. While two-way marketing aims to directly involve consumers, people generally do not care much about brands and are less likely to actively engage or participate. Examples show that memorable one-way ads like the Cadbury Gorilla commercial can be more effective at reaching large audiences with positive brand messaging than two-way social media campaigns, which typically see very low rates of actual consumer engagement. The most robust case studies continue to show traditional one-way marketing performing well compared to two-way approaches.

Social Marketing Delivers on the Promise of Direct Marketing

Resource/Ammirati

Modern PR professionals: the persuasive storytellers

Bob Pickard

Creating a winning communications campaign demands that PR professionals master an array of new skills, the most important of which is the art of digital storytelling. It’s not good enough to know how to create a Facebook fan site, drive followers on Twitter, or cobble together conversation communities on different social networks. The key to success isn’t just the technology. Success starts by learning how to master the new narrative approach that digital technology enables. Fundamental to making ‘stories that succeed’ is understanding how to apply ‘the psychology of persuasion’ to planning PR projects so that target audiences do and think what you want them to do or think. By combining the latest marketing theory with practical tips along with a video case study, the presentation will look at how tomorrow’s PR people can start thinking today about the transformative behaviors that will help them master the new media environment.

Influencer roi

Influencer marketing has become an important marketing strategy because consumers increasingly rely on opinions of social media influencers over companies when making purchasing decisions. Influencer marketing allows companies to directly engage with potential customers to understand their needs and design products accordingly. While influencer marketing can boost sales and brand image, companies must choose influencers carefully to ensure authentic and targeted messaging that resonates with the right audiences. The success of influencer marketing depends more on building quality relationships between influencers and brands than on numbers alone.

Componence ха во

Mark Tapley

The document discusses the future of social media being social business. It outlines the author Ha Vo's journey towards social business and their belief that social media's essence is to be social. The author then demonstrates social business concepts through interactions and emphasizes the importance of building real relationships through social media. They encourage businesses to think about providing relevant service to customers and their networks while being conscious of word-of-mouth interactions.

Social Medias Allure Why It Captivates Consumers Worldwide.pdf

Growfollows

Social media has become captivating to consumers worldwide due to psychological factors like FOMO, social validation from likes and comments, and the dopamine release from notifications and engagements. While platforms like Instagram, Twitter, and Facebook appeal to users in different ways through visual sharing, real-time conversations, and personal connections, influencers of all sizes can help brands engage audiences authentically. Effective social media marketing strategies include targeted advertising, user-generated content, and engaging campaigns. Emerging trends are shoppable posts within feeds and the integration of social aspects into online shopping. However, social media also has potential dark sides like cyberbullying, mental health issues from social comparison, and privacy concerns.

Dark social

Dark social refers to social media sharing that occurs on private messaging platforms and can't be tracked by analytics tools. It accounts for up to 70% of social sharing. Dark social is important for influencer marketing because influencers' intimate relationships with followers mimic how sharing occurs in dark social spaces privately between close connections. While tapping into dark social through influencers can result in positive word-of-mouth promotion if messages are respectful, it also risks customer perceptions of unwanted interference if not carefully managed.

Got socialmedia3

Chris Kooluris

The document discusses strategies for brands to effectively use social media. It recommends that brands focus on adding value to conversations rather than just broadcasting marketing messages. Some key steps include asking what role the brand can play in culture, telling interesting stories, and being consistently engaging without always selling. The goal is to earn people's attention through interesting content rather than trying to buy views or likes.

Making Experiential Marketing Entertaining

Neon

The document discusses how entertainment has become essential in our lives and how brands can utilize experiential marketing to connect with audiences. It argues that brands need to work harder to get noticed due to shrinking attention spans. To stand out, brands must make their communications entertaining and build compelling personalities by understanding audiences. The document advocates that brands create emotional experiences for audiences and integrate digital media before, during, and after live experiences to build lasting relationships.

Basics of Social Media for Business

Jessie Carter

2015 Social Media Strategies - Ignite Social Media

Jim Tobin

Influencer Marketing

JIN

Yahoo! news

LisaPietrandrea

Yahoo! News is developing a campaign to compete with other news sources like Google News and local news websites. They will target all demographics interested in local, national, and global news. The campaign concepts focus on building trust and relationships by portraying Yahoo! News as a friend consumers can rely on for up-to-date information. Key performance indicators include social media engagement and click through rates on ads. The budget is $35,000 to use professionals for planning and leveraging free social media platforms like Facebook, Twitter, and Instagram.

Youth in 2020

Harsha MV

This document provides an overview of issues facing youth today based on research from The People, a youth culture consultancy. It discusses how young people are no longer defined by demographics alone and expect brands to take meaningful action on social and environmental issues. Young consumers see themselves as new shareholders who influence brands and demand experiences on their own terms. The document also explores economic challenges faced by youth and their focus on experiences over possessions due to financial circumstances.

Social Media Bingo Emakina Nl Paul De Gooijer

Koepon Holding

Social media can be used effectively for business purposes if done strategically and with realistic expectations. KLM created online clubs and communities on platforms like LinkedIn to expand their brand experience beyond flights and connect business travelers from different countries. Unilever launched a women-focused community site called Yunomi to connect with consumers in a meaningful way aligned with their values by sharing real stories. Both cases showed measurable business results by building engaged audiences and generating exposure for their brands in an authentic way.

Emeritus Insights Live - AI & Business Strategy - 20th Apr 2023.pdf

What You Will Learn – Understand the current landscape of AI in business and why now is the opportune moment to integrate AI into your organization. Delve into the pros and cons of generative AI, exploring its potential benefits and drawbacks in various business applications. Gain insights into real-life examples and case studies of businesses that have successfully integrated AI into their strategies, and learn from their experiences and outcomes. Acquire the knowledge and tools necessary to analyze your company's readiness and potential for AI integration, taking into account your unique business context and objectives. Explore future trends and developments in AI technology.

ChatGPT and the Future of Work - Clark Boyd

Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

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Engagement vs Interruption - Amended

Engagement Vs Interruption

Social Marketing Delivers on the Promise of Direct Marketing

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Modern PR professionals: the persuasive storytellers

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Engagement vs Interruption - Amended

Engagement Vs Interruption

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Modern PR professionals: the persuasive storytellers

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Social Medias Allure Why It Captivates Consumers Worldwide.pdf

Dark social

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More from Clark Boyd

Emeritus Insights Live - AI & Business Strategy - 20th Apr 2023.pdf

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Clark Boyd - Neil Patel Traffic & Growth VIRTUAL SUMMIT - July 26-27, 2022

Check out Clark Boyd's presentation from the 2022 Neil Patel Traffic & Growth Summit. Technology is allowing people to express the full complexity of their decision-making process. Consumers chang devices and they change their minds. How can we use a framework to model this complexity, in a useful way? And what role does search marketing play? The presentation covers: The role of search marketing in the customer journey Frameworks for understanding the new customer journey How Search interacts with Social Media to deliver omnichannel marketing campaigns EI + AI: Combining superpowers for even better results How you can develop your skills to prepare for the future of search

Omnichannel Marketing: A Straight Talking Guide

Omnichannel marketing is an increasingly popular topic in digital marketing today. And it is easy to see why: Customers expect to reach brands across different channels, both online and offline, and receive a consistent experience. An omnichannel strategy makes a brand fit-for-purpose for today's world, ready to delight customers. The topic is still poorly understood, however. In this presentation, we will pin down the definition of omnichannel marketing before working through a blueprint that any brand can put into practice. Unichannel, multichannel, omnichannel: What are the key differences? Omnichannel and the customer journey The 5 key components of an omnichannel strategy Customer data Technology Partners User experience Measurement How to create an omnichannel blueprint for your company

Data Visualization: A Marketing Superpower - Clark Boyd

American Marketing Assocation 2021 Marketing Week - Clark Boyd Keynote

Discovery-Driven Digital Transformation - clark boyd 2021

Digital transformation is amorphous for most of us. Is it about technology? Culture? Business models? New skills? In reality, digital transformation will mean something different to every business. But that means a lot of important details slip through the cracks. This presentation aims to add some shape to the digital transformation process with the discovery-driven methodology proposed by Rita McGrath at Columbia University Business School.

Digitalise your SME business: Digital marketing for the Covid/post-Covid era

SMEs contribute a huge amount to overall GDP in the European Union. Although 2020 has brought challenges, it has also brought opportunities for these businesses to accelerate digital transformation for 2021. Consumers will continue to buy products and services from small and medium-sized enterprises, but their behaviours and demands have changed and SMEs must adapt. This workshop will discuss the impact of Covid on e-commerce, before providing digital marketing tips for small business in search and social media.

Visual Search - Digital Marketing Institute, June 2020 - Clark Boyd

Pinterest, Google, Facebook, and Amazon are all investing heavily in visual search technology. In future, we will have a virtual wardrobe and these huge companies can act as our personal, AI stylists. For now, consumers are getting used to shopping with visual search. In this presentation, we'll cover: - What is visual search? - Why does visual search matter? - How are people using visual search today? - How can marketers start to engage their audience through images? - Looking ahead: What Google, Facebook, and Amazon visual search will look like in future.

The Future of Social Media - 2020

The social media landscape is all-encompassing today. We view our lives through a lens and these social networks decide what we see. TikTok, Instagram, YouTube, and many others vie for our precious attention. What are we to make of this? This presentation covers: - Why we use social media. - The established Western platforms: Facebook, Instagram, YouTube, Pinterest, Twitter. - The rising challengers: TikTok, Byte. - Changing engagements: What does success look like? - 4 predictions for the future.

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The History of Future Cities

This document summarizes 15 visions for future cities from 1800 to 2015, including floating cities, underwater cities, domed cities, and a city on the moon. Some of the earlier concepts include a floating balloon city over France (1800), a planned utopia around Niagara Falls (1894), and visions of aerial or underwater cities from the 1900 Paris World Exhibition. More recent ideas encompass decentralized cities (1935), floating cities above Paris (1960s), a domed Manhattan (1960s), redeveloping Tokyo Bay (1960), and semi-submerged structures in East London (2014).

What Is Machine Learning? And, How Can I Use It For Digital Marketing?

Machine learning is a subset of artificial intelligence that can learn from vast data sets, make accurate predictions, and even take decisions. That makes it a hugely powerful tool for digital marketing, along with other area of technology. In particular, machine learning can deliver better performance through remarketing. This presentation covers: - What is machine learning? - How can machine learning deliver better marketing results? - What is remarketing? - How do machine learning and remarketing work together?

Columbia Business School Webinar - Marketing in the Age of Assistance

Google, Amazon, Apple, Facebook, Microsoft, and many others, are all vying to be our digital assistant of choice. This webinar (for Columbia Business School and Emeritus Institute of Management) presentation seeks to answer the following questions: - Why are digital assistants such a big business priority for the world's biggest technology companies? - Who uses this technology today, and what for? - What are the challenges for this industry? - How can companies use digital assistants to connect with their audience? - What's next for Google and Amazon?

Google I/O 2019: 5 Google Lens Announcements from Day One

Google Lens can now help users decide what to order at a restaurant by showing pictures and reviews of dishes from a menu. It can also automatically translate text into over 100 languages simply by pointing the camera. Recipes come to life through augmented reality by overlaying instructions on top of printed recipes. Google Lens is also available through Google Go to allow visually impaired users to access information simply by listening to text read aloud. Finally, Google is working to incorporate augmented reality into visual search results to allow users to interact with objects like shoes in 3D.

Digital Marketing Institute Webinar - Voice Search - April 25 2019

There has been a lot of hype about voice search, but this can distract brands from the real opportunities that this new technology provides. As people talk to their devices in increasing numbers, brands need to listen and they need to respond effectively. Simply producing another FAQ page will not be sufficient as consumer expectations continue to rise. This webinar will cover the following topics: - Current voice search trends. - Voice search myths. - Tactics to increase voice search traffic today. - How to prepare for the future of voice search..

InOrbit 2019 - The Global Role of Voice Search - Clark Boyd

Pint-sized Marketing Meetup (Learn Inbound), Dublin - Jan 24 2019 - The Death...