Digital consumers have stronger relationships with brands than non-digital consumers. This was the finding from Millward Brown, who analysed WPP's BrandZ database recently. The report compared the brand relationships of digital consumers with those of non-digital consumers across all categories and countries. The findings: that digital consumers have 15% stronger relationship with a typical brand. For some categories such as airlines they have a 93% stronger brand relationship while others … [Read more...]
Online Community Management Roundtable
Yesterday I joined a swag of Australian online community managers at a roundtable organised by Editor and Com Mgr Essential Baby, Ms Alison Michalk. The group of over 15 of us from all around Australia met at Fairfax the home of Essential Baby to discuss online community management. The group involved a great mix of online community startups such as Nick Gonio's SportsPassion, through to the effervescent Ms Venessa Paech from the highly established and well regarded Lonely Planet, large media … [Read more...]
Social Media: From IdeaStorm to DellSwarm
As marketing students we all probably remember the four Ps: Product, Pricing, Placement and Promotion - the traditional model of marketing. Today marketing has been reinvented and the Ps are being replaced with Cs - Collaboration, Creativity, Connection and Communication. Brands now need to tap into those online community connections and hence the term Swarm Marketing was born. Recently Dell revealed Dell Swarm a new marketing scheme in Singapore. As discussed by the Ebiquity Blog it goes … [Read more...]
Social Media: The week of Online Influence
It has been a week of 'Influence' locally with Ross Dawson launching the Influence Landscape Framework and Gavin Heaton summarising and commenting on some of the recent findings and blogposts. Internationally 'influence' was also being discussed in a paper by the Harvard School of Business and in the latest issue of Business Week where the cover page stated "What's a friend worth". The Harvard Paper The Harvard School of Business paper entitled Do Friends Influence Purchases in a Social … [Read more...]
Online Review Sites Gain Importance in Tight Economy
The World of Online Reviews Yelp I recently read a fascinating interview from econsultancy with Laura Nestler, Community Manager of Yelp. Yelp is an online review site that started in the US in 2004 and recently launched in the UK with new features. It is interesting to see how the site has been continually developing and adding new elements over the years. The most interesting aspect of the new version of Yelp is the additional functionality that gives business owners the opportunity to … [Read more...]
Social Media – Why it’s not all about you.
We offer social media management services and we often hear: - "Social Media is so hard to get over the line' and -'Its hard to demonstrate the ROI of Social Media' or -'The CEO is just not on board with the Social Media idea' These comments typically come from individuals that do not have the full business picture in mind when they are talking with their client. As marketers we often think of Social Media as part of our own personal toolkit - albiet a growing and quickly developing … [Read more...]
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