品牌民主：非营利机构向商业机构学习什么 (1)
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Oliver Ding (37)
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大学小容>善用网络，助益成长！ (24)
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上次《品牌民主：社会化网络对品牌管理思维的影响》日志发表之后，有位朋友写邮件来交流。他正在组织一个公益性质的聚会活动。 前两天读了你新写的《品牌民主：社会化网络对品牌管理思维的影响》使我和这次的聚会有了联想： 这个聚会，如果有品牌意识的参与会更好，所以希望在品牌建设上听听你的建议，希望你能给些指导。 比如logo 制作的原则、怎么使用，如何在宣传中贯彻品牌建设的理念，用什么方式可以获得更好的参与者体验等等。 小容简单回复了他的邮件，谈了几点建议。实际上，在小容所构思的“品牌民主”概念中，除了消费者的“品牌抵制”和“品牌爱戴”的概念，还包括“长尾品牌”、“内容即媒体”、“用户贡献广告”的概念。 长尾品牌：网络让许多个人和非营利机构可以非常低的成本乃至零预算来开展品牌传播； 内容即媒体：传统的广告和媒体的内容是分离的，而在网络上，广告的形式和内容的形式将混合，换句话说，今后广告代理的主要职责将朝创意回归，使命是创作吸引消费者并且能够将品牌和消费者联系在一起的内容，而不是创作广告； 用户贡献广告：把消费者纳入广告创作中，直接把真实的消费者作为广告的主体，而不是广告模特。 这些概念将在今后陆续分享出来。回到刚才这位朋友所提到的问题。小容当时做了回复，现在对个回复进行补充，贴在这里分享各位。 对于非营利的社会活动项目来说，其实它们的品牌建设比起商业公司来说已经有天然的优势。 首先，非营利社会活动不要担心商业公司遮丑的情况，可以避免让专业公关公司勉为其难的情况发生。不论项目成功与否，满意与否。最起码所有人对善意总是不会拒绝，即使有批评的话，那也是希望它能够发展得更好。即使好事做得不够好，其码它不会变成一件坏事。 其次，网络提供了一个几乎是免费的传播平台，尤其是社会化网络的发展，让口碑传播的速度比以往更快。而有意义的事件和信息，人们总是乐于传播。当按下鼠标传播善意的那一刻，人们心目中的幸福感会增加一分。 再次，创作共用CC协议的普及，已经在网络上建立了一个庞大的免费的公共资源媒体系统，通过创作共用CC协议机构建立的搜索引擎(http://search.creativecommons.org)，你可以找到许多高质量的图片、音频和视频，用来创建自己的品牌道具。商业公司需要花费巨资去购买图片、聘请摄影师、购买音乐素材，而在创作共用世界里，这些对于非营利机构来说都是免费的。 那么，与商业公司相比，非营利社会活动的天然弱势就在于品牌识别设计、广告道具的设计和制作。一方面自己缺乏专业人才——如果团队/社群的构成不够多元化的话，另一方面欠缺经费外包给专业的设计服务公司。 小容在早些年的广告传播职业生涯中学习到一些粗浅的品牌建设的方面的知识，分享给这位朋友，鼓励他尝试着自力更生，自己DIY设计品牌识别，踏上品牌民主之路：） 那么，从商业公司的品牌建设中，非营利机构可以学习几件事情呢： 1、运用美学原则来给活动建立一个视觉形象； 需要找一个本地的设计师来参与。请尽可能将你的团队/社区多元化，吸引各方面的专业人士参与，日后可以自给自足。 2、将视觉形象转化为具体的可见物 不论是线上的Banner，图片或者是线下的海报和T恤，都是将视觉形象转达给每个人的手段。让品牌看得见摸得到，这是品牌建设的开始。现在有方面的线上VI物品定制网站，你可以像企业一样瞬间拥有自己品牌物品，让你的标志印在麦克杯、卡片、T恤等等物品上。 3、将信息超浓缩为关键字 虽然会有很多故事和Memes，但是，为了保证品牌传播事半功倍，我们只能选择一个口号，让超简洁的关键字来浓缩故事。 然后，把它——这个口号——作为视觉形象设计的一部分。 4、保持一致性 各种地方，不同时间段，保持一致的视觉形象。时间一久你的活动就通过这个视觉形象渗透到人们的脑海中。 生动的视觉形象总是更容易在人们的脑海中持久的保留，将故事超浓缩地寄存在记忆中。 以上心得实际上适用于所有的长尾品牌：个人blog、个人、工作室、临时性聚会、网络小团体、短期的非营利活动、长期的非营利机构等等…… 不要因为没有商业公司的资源而对品牌建设望而怯步，需要的仅仅是美学原则的把握而已。即使是普通人，通过对色彩、造型、字体、空间构成的了解，加上简单的设计软件技能，人人都可以开始发起自己的品牌传播活动。美本身都存在我们的周遭世界中，只是我们需要去发现，并且好好的运用而已。 相关文章： 《品牌民主：社会化网络对品牌管理思维的影响》
Green Marketing: riflessioni sulle teorie di John Grant (2)
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Joku Budoka (3)
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Ninja Marketing (7)
1 week, 3 days
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È uscita a Giugno, in Inghilterra, la ristampa del libro di John Grant, “The Green Marketing Manifesto”(qui anche il suo blog). Il punto di vista proposto è interessante e cerca di coniugare quanto di teoricamente più conflittuale: il marketing (che nasce e si sviluppa per far consumare di più, anche oltre i veri bisogni) con la coscienza ecologica (che, invece, promuove un approccio orientato alla riduzione dei consumi, anche quelli più strettamente necessari). La teoria ...
Wii (1)
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Rachel (52)
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Behind the Buzz - digital and interactive advertising and marketing (2)
1 week, 4 days
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I expected this video to be on my ‘Most Watched’ list yesterday given all the commentary about it last week, but it wasn’t. Why not? Because it’s not a normal video. I tried to embed it, but that doesn’t work. You have to go to the video page to see the promotion in action - the Experience Wii page. They’ve created a special page that looks like a normal video page but instead it just ...
Diesel lancia l’hard-cartoon per i ragazzi degli anni 70 (1)
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Kistifellea (4)
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Ninja Marketing (7)
1 week, 5 days
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Quando il virale è fatto bene, non c’è nulla che tenga. La nuova campagna Diesel, per abbordare il pubblico dai 30 in su, è da manuale della viralità. Come hanno detto per primi i maestri ninja Mirko e Alex, ad essere necessario in una campagna virale è un DNA di fondo che serva a connotare tutte le diverse declinazioni possibili che la campagna virale può intraprendere. Il valore della trasgressione legata ad una cultura pop ...
Why Facebook? Social Networking for Fun and Profits! by Mari Smith & Blog Archive & How To Create and Promote Your Facebook Fan Page (3)
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Mari Smith (12)
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Why Facebook? Social Networking for Fun and Profits! by Mari Smith (10)
2 weeks, 2 days
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Facebook’s Terms of Use stipulate you can only have ONE account and it must be in your own REAL name. Not your business name, a fake name, pen name, etc. Nor can you have duplicate accounts. However, good news! Facebook does provide a place for you to represent your business, and that is Facebook Pages. Here’s the #1 reason to have your own Facebook Page (as well as your own Profile): More people can find ...
Social Branded Applications – build it once and leverage on several social networks (1)
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noreply@blogger.com (Paul Dunay) (15)
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Buzz Marketing for Technology (17)
2 weeks, 5 days
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This is a recap of a presentation by Michael Lazerow of Buddy Media from the Web 2.0 ExpoSocial Networks are clearly here to stay with almost 50% of the population is using these sites (70% of teens).Social Network have all opened up their platforms which means that brands have cost effective access to more than 500M engaged users (250M of them on just Facebook and MySpace alone!)This is a massive distribution channel for any brand ...
Why "hashtag" should be part of your vocabulary if you plan events or conferences… (1)
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7 Questions with Andy Sernovitz, CEO of GasPedal, Author of Word of Mouth Marketing and Former Head of WOMMA (1)
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Buzz Canuck (3)
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Buzz Canuck (3)
3 weeks, 6 days
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If word of mouth marketing was a religion (and to some of us, it almost is) than Andy Sernovitz would be our Mohammed. For years Andy has been able to ringlead this rag tag industry of mavericks, big thinkers, opportunists and evangelists into a tightly bound segment of marketing/media practitioners who share some insight, values and practices about word of mouth and how things should gety done in the modern marketplace and media aisle..He was ...
Why Facebook? Social Networking for Fun and Profits! by Mari Smith » Blog Archive » Twitter Lingo Demystified! (5)
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Mari Smith (12)
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Why Facebook? Social Networking for Fun and Profits! by Mari Smith (10)
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Many of my tweeps (Twitter peeps) have asked me lately about various acronyms, odd lingo and twords (Twitter words). I’ve compiled below a shortlist of the most popular terms many active Twitterers, including myself, use in everyday tweets. First, what is a tweet? If you’re new to Twitter, I appreciate even the word “tweet” may sound odd! It’s your 140-character “instant message” or “mini/micro-blog post” that you send out into the world… particularly to your ...
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barry said:
New to Twitter. Twords (twitter words), do you use this stuff?
Le sfide future nel settore dei Social Media (2)
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Kistifellea (4)
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1 month, 1 week
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Come ogni settore, quello dei Social Media sta affrontando una serie di problemi che, per adesso, non sono ancora stati risolti, se non in minima parte. È importante riconoscere sfide e punti deboli, in modo da poterli superare. Dai dati in nostro possesso non c’e nessun motivo per credere che i Social Media scompariranno, tutt’altro. Questo andamento è reso più che evidente dal tasso di adozione della generazione Y. Ma vediamo più da vicino gli ...
The blog is the new resume - Be the Voice podcast (1)
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David Spark (4)
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Spark Minute (4)
1 month, 2 weeks
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For episode number seven of “Be the Voice” I talk with Paul Dunay, Global Director of Integrated Marketing at BearingPoint and prominent blogger at Buzz Marketing for Technology. What is the “Be the Voice” podcast? Interviews with individuals developing thought leadership for themselves and their organization to drive business growth. Subscribe to the podcast via iTunes Subscribe to the Be the Voice blog Here are some of the highlights from my interview with Paul Dunay: ...
Who’s the King of Beijing? Phelps or Bolt? (1)
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Bolaji Oyejide (0)
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Customer Flypaper (0)
1 month, 2 weeks
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The King of Beijing: Who will people talk about more? Michael Phelps. Usain Bolt. Is this even worth comparing? Michael Phelps won 8 gold medals. Let me pause after that. Allow it to sink it. One man. One Olympic meet. 8 gold medals. That’s more than every single country in the world. Except for 9 countries. One man single-handedly got more gold than most of the rest of the world. Why are we even discussing ...
Video: Tiger Woods Walks on Water (1)
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Customer Flypaper (0)
1 month, 2 weeks
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So get this. A fan of the EA Sports video game, Tiger Woods PGA Tour 2008, found a glitch in the game. One that actually allowed Tiger to walk, and play a golf shot, on water! Now here’s the kicker. EA Sports saw this video on YouTube, and decided to create a TV ad playing off of the glitch video (video below). Their premise? It wasn’t a glitch. He’s just that good. Other than being ...
Who’s the King of Beijing? Phelps or Bolt? (1)
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Bolaji Oyejide (0)
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Customer Flypaper (0)
1 month, 2 weeks
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The King of Beijing: Who will people talk about more? Michael Phelps. Usain Bolt. Is this even worth comparing? Michael Phelps won 8 gold medals. Let me pause after that. Allow it to sink it. One man. One Olympic meet. 8 gold medals. That’s more than every single country in the world. Except for 9 countries. One man single-handedly got more gold than most of the rest of the world. Why are we even discussing ...
eMarketing Garden - sqli agency - Marketing Web et Communication - Electronic Arts sur YouTube, ou comment gérer efficacement un bad buzz... - (2)
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Yannick Myrtil (0)
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eMarketing Garden (0)
1 month, 2 weeks
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Je vous parlais il y a un mois du bad buzz auquel peuvent s'exposer certaines marques lors d'opérations de buzz marketing au goût plus que douteux... Mais le bad buzz peut venir d'ailleurs, sans aucune action précurseur coté annonceur. Comment ? Tout simplement si le produit est défaillant...
Branding in Social Media vs. Traditional Media (1)
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Susan Gunelius (4)
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Corporate Eye (4)
1 month, 2 weeks
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Integrating a social media plan into your branding strategy has moved from being an option to becoming a necessity for survival in today’s fast moving marketplace. Not too long ago, the thought of adding a viral component to a marketing campaign was a nice add on but hardly a requirement for success. Today, the companies that are going to survive and thrive are the companies that understand the importance of social media and experiment with ...
Video: Tiger Woods Walks on Water (1)
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Bolaji Oyejide (0)
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Customer Flypaper (0)
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So get this. A fan of the EA Sports video game, Tiger Woods PGA Tour 2008, found a glitch in the game. One that actually allowed Tiger to walk, and play a golf shot, on water! Now here’s the kicker. EA Sports saw this video on YouTube, and decided to create a TV ad playing off of the glitch video (video below). Their premise? It wasn’t a glitch. He’s just that good. Other than being ...
Public Sector Marketing 2.0 - Mike Kujawski's Blog - Fresh Insights on Government, Association and Non-Profit Marketing in a Web 2.0 World (15) permalink
I am utterly stunned at the level of backchannel conference discussions occurring on Twitter nowadays (for conferences on nearly any topic…not just web). I am even more stunned as to how many organizations have no idea about it. Here’s how you can get started: Step 1 is to create something called a hashtag for your event - usually preceded with a number sign (e.g. #marcom2008). If you don’t officially suggest a hashtag, someone else will ...Shared by Mike Kujawski (20)Contribute commentSix Pixels of Separation - Marketing and Communications Insights Blog and Podcast - By Mitch Joel at Twist Image (161) permalink
The problem with Digital Marketing is that it can't be taught at the university level. Between trying to find educators who are well-informed in this space and getting a proper text book vetted and approved, we're probably a long ways away from seeing real accreditation in this industry. The major universities know this is a new media channel that they are not integrating into their marketing, communications and advertising programs, and would probably love to ...Shared by Bill Gaffney (20) Cam Buchan (14) Kneale Mann | RedFish Group (37) Kristel Bastian (4) Margaret (11) Mitch Joel (19)Le Journal des RH - l'actualite du recrutement, des ressources humaines, et des formations (6) permalink
Le site emploi du groupe ParuVendu vient de lancer une campagne de buzz marketing, baptisée CarrieredeStar Le principe? piéger un ami en lui faisant croire que l’on a vu son CV dans la rue, le métro ou sur un bus. COMMENT JOUER ? • Se connecter sur www.carrieredesta... avec une photo d’un de ses amis, • Remplir le formulaire, télécharger la photo de son ami et choisir le lieu du piège ( rue, bus ou ...Shared by Genaro Bardy (27)Contribute comment
