Branding is made of interactions and (gut) feelings from consumers. Interactions between brands and consumers generate the brand reputation and then feelings are spread by consumers through word of mouth. Which means the key vector of branding are people. Consumer influence is then the base from where brands build their image. Knowing that, Internet is now the essential channel of communication companies have to use to get in touch with consumers, since that is where they have the most important information spreading power. Read More
First part of the Microsoft brand image revamp had not been well understood, as I was mentioning here. The second episode aired tonight would be sure to leverage the social media marketing since the second ad was awaited to be better. If good, it would definitly change the deal, turning Microsoft into a fine brand, joking about itself and engaging with people, like Microsoft Digital Advertising Solutions (the MS advertising network) did with the so famous video “The break-up” with the compelling baseline “Bring the love back”. Microsoft and Crispin Porter + Bogusky should have taken into account that baseline and learned about their own ad network moto … here is the episode 2 of the Microsoft brand image campaign. Read More
Recruitment is core to a business. But as we can see in the telcom business where the field is closed by major companies, the issue isn’t anymore in recruitment. It’s now on loyalty. Most of the business don’t need anymore to prove the value added of their offer, they need to prove to consumers they’re doing better than the other competitors. That’s in that process the social media marketing would be the best lever of business. Read More
What’s the first law of mass media according to Seth Godin, the first Twitter Communications planning ageny, leveraging business using Social media, reinventing agency, and a geek and cheap way to generate a “Office 2.0″ style extranet. Here are the links. Read More
Any connection between Social Media and Google? Obviously we can answer Orkut, the current Google social network, and if a bit more “geek” we can say Social Graph API or OpenSocial. But there’s another interesting thing that connects Google to social media. It’s the Google User Experience, sort of “Mantra”. Read More
Twitter is like the hype itself since its launch. Everybody’s using it and this webservice smells like there’s some great opportunity integrating it into communications planning and marketing strategies. But how can 140-words text improve brand reputation? What is the return on investment of such an application for brands and above all how can it become a competitive advantage using it? Not so easy to answer but after some use you’ll discover Twitter is more useful and engaging that you may think, but only if associated with a blog and social media activity (see this post regarding social media activity). Read More
Reviews, suggestions, and conversation between consumers and brands are core business of social media. It’s an easy doing right now posting one’s opinion on a product, service or idea, using blogs, wikis, conversation platform, and obviously product review tools included in e-commerce platform. Which means there are negative and positive opinion posted on what companies are selling. And which also implies companies may be scepticals about social media since they don’t get the hand over the message but only become part of the discussion. Yet, as Joshua Porter explained why brands shouldn’t fear product reviews, companies shouldn’t fear social media because it’s in fact a huge opportunity to develop product/ service range, increase customer care quality and quicken innovation. Here are some thoughts and ideas about how to challenge consumers and turn their requests, suggestions, arguments, and negative opinions into interesting points to enhance your brand equity and customer loyalty. Read More
Stats show Facebook is still in the loop for being the place to be in consumer advertising. After being the hippest place, the still growing community (see the official stats here) is moving forward adding tools to make advertising efficient and targeted. Read More
