Media Influencer

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Daily links 04/30/2012

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Posted from Diigo. The rest of my favorite links are here.

  • Author: Adriana
  • Published: Apr 20th, 2012
  • Category: Stuff
  • Comments: 1

Daily links 04/20/2012

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  • social media negates the consumer paradigm. Clear enough? You can’t understand social media without understanding that it turns ‘consumers’ into producers, creators and distributors. 

    tags: social social media mckinsey marketing consumer

    • Yet the vast majority of executives have no idea how to harness social media’s power. Companies diligently establish Twitter feeds and branded Facebook pages, but few have a deep understanding of exactly how social media interacts with consumers to expand product and brand recognition, drive sales and profitability, and engender loyalty.
    • Second, there’s no single measure of social media’s financial impact, and many companies find that it’s difficult to justify devoting significant resources—financial or human—to an activity whose precise effect remains unclear.
    • Social media is a unique component of the consumer decision journey: it’s the only form of marketing that can touch consumers at each and every stage, from when they’re pondering brands and products right through the period after a purchase, as their experience influences the brands they prefer and their potential advocacy influences others.
    • Responding in order to counter negative comments and reinforce positive ones will only increase in importance. The responsibility for taking action may fall on functions outside marketing, and the message will differ depending on the situation. No response can be quick enough, and the ability to act rapidly requires the constant, proactive monitoring of social media—on weekends too. By responding rapidly, transparently, and honestly, companies can positively influence consumer sentiment and behavior.
    • Without a clear sense of the value social media creates, it’s perhaps not surprising that so many CEOs and other senior executives don’t feel comfortable when their companies go beyond mere “experiments” with social-media strategy. Yet we can measure the impact of social media well beyond straight volume and consumer-sentiment metrics; in fact, we can precisely determine the buzz surrounding a product or brand and then calculate how social media drives purchasing behavior.
    • If you recognize a fast-moving service concern, how will you respond rapidly and openly—and when should you do so outside the traditional service organization? Senior executives across the company must recognize and begin to answer such questions.

Posted from Diigo. The rest of my favorite links are here.

Daily links 04/19/2012

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Daily links 04/17/2012

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Posted from Diigo. The rest of my favorite links are here.

Daily links 04/12/2012

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Posted from Diigo. The rest of my favorite links are here.

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