Archive for the ‘Social Marketing’ Category

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Social Media, Marketing and PR: Who's Responsible for What?

By Stephanie Walden2014-03-26 16:05:42 UTC

Rattling off the job titles "head of public relations," "director of marketing" and "social media manager" all in a row sounds like the start of a bad "walks-into-a-bar" joke.

In all seriousness, though, if you're wondering whether your business really needs all three teams and thus team leaders and how they should operate you're not alone.

It's no secret that the face of public relations has changed in a major way since the advent of social media, which typically falls under the larger umbrella of general marketing. So who is responsible for what? When does the PR team handle social? Does your business need a separate social media division? What's a growing business to do?

To sort through the confusion, we've talked to a few experts to get their opinions and advice on the matter.

For many larger corporations, it certainly makes sense to have a full-scale marketing team, complete with a division that exclusively handles social media and at least a few positions dedicated solely to public relations. For a smaller or growing business, however, the lines are often blurred.

"It totally depends on the size and nature of the business," says Dane Atkinson, CEO of SumAll, a social analytics tool. "In the startup world, you're strapped for resources, and [employees] may have to wear many hats; thus small companies might not have the capacity for a full-time social media team." Atkinson adds that each business' target market affects the need for dedicated team members to handle social. "If you're selling to enterprises, [expending resources on social] may not make any sense; but if you're selling directly to consumers, you want to be part of their direct environment." This is the major advantage of social for B2C companies, he explains the opportunity for direct interaction with consumers, a real-time help desk.

Peter Friedman, chairman and CEO of LiveWorld, a social content marketing company, equates the "marketing mix" to a party, explaining that each element of the planning and execution is crucial to its overall success.

"Think of advertising as the invitations, PR as the promotion and digital as the arcade game at the entrance. But the party itself the ambiance, the DJ, the bouncer, the guests themselves; talking to one another, dancing, forming relationships, having a great experience together that's social," he says.

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Social Media, Marketing and PR: Who's Responsible for What?

Marketers Aren't Paying Enough Attention To The Benefits Of Joining Social Networks Early

BII

But a new report from BI Intelligencefinds thatwhat really determines which brands win and lose is who gets there first and keeps the lights on.Often, brands sit on the sidelines waiting to see if the latest social network craze will really become the next Instagram. Our analysis finds that this is the wrong approach. Brands should jump into emerging social networks early.

The report includes a downloadable Excel file with a list of the top 83 consumer-facing global brands and the size of their follower bases on Facebook and Twitter, along with our extensive data sets analyzing how brands perform comparatively based on when they joined the network.

We also look at who the early-adopter effect matters to the most, and which brands managed to buck the trend and catch up anyway, despite a late start.

Access The Full Report And Data By Signing Up For A Free Trial Today >>

Here's a look at some of the study's key findings:

The report is full of charts and data that can be easily downloaded and put to use.

Incidentally, BI Intelligence also recently published an analysis of data showing that college students are receptive to Snapchat-based marketing.

In full, the report:

For full access to the report on The Early Adopter Effect and all BI Intelligence's social media charts and analysis, sign up for a free trial subscription today.

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Marketers Aren't Paying Enough Attention To The Benefits Of Joining Social Networks Early