sm pres3 final
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Latest Tools and Strategies for Big Companies
Bryan Simkins: FedEx Advertising
October 22nd 2009
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Big Companies and Social Media: The Perception
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Big Companies and Social Media: The Perception
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Big Companies and Social Media: The Perception
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Big Companies and Social Media: The Perception
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Big Companies and Social Media: The Perception
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Big Companies and Social Media: The Perception
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Big Companies and Social Media: The Perception
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The Old Cliché
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Big Business: Where Did It Come From?
Characteristics:•Mass producers of homogeneous goods •Capital-intensive with high fixed costs; •Exploited efficiencies of volume production
Benefits:•Technological changes •Reductions in transportation costs •Feasible to produce in one location and then ship the product to market, instead of producing where the market was located
•Criticisms:•Influence of Government•Influence over labor•Influence over markets
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We’re All Connected!
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Brands Emerge
•Brands in the field of mass-marketing originated in the 19th century•Industrialization moved production from local communities to centralized factories•When shipping their items, the factories would literally brand their logo or insignia on the barrels used, extending the meaning of "brand" to that of trademark. •The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.
Trust: reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence.
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World’s First Brand
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Trust In People Was Replaced By Trust In Brands
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Definition of Markets Change
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Changed How We Communicated With Our Customers
The Ad The Press Release
Customer Service
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Marketers and Public Relations Professionals Are Like The Great Oz
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This Was Awesome For About 100 Years!
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Tennessee Messes Everything Up!
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Now We’re All REALLY Connected!
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And We’re Obsessed About Being Connected…
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Create Places On The Web Where We Can Connect
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Let’s Connect To Our Favorite Brands
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How Do You Connect To a Brand?
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Look Familiar?
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What Now? How Do We Get In This Game?
•Make content distributable
•Leverage digital connectivity to embed brands into your life
•Listen in and observe what’s being said
•Figure out how the technology that created this mess can help us solve it
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Making Content Distributable
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Make Content Distributable
•Api’s let users and customers share content on your behalf
•Self-selection of targeted message
•Peer influence brand can’t achieve
•Opening up the corporate enterprise by separating content and automation
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Make Content Distributable
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Make Content Distributable
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Embedding Brands In Digital Life
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Embedding Brands Into Digital Life
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Embedding Brands Into Digital Life
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Embedding Brands Into Digital Life
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Embedding Brands Into Digital Life
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Embedding Brands In Digital Life
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Monitoring and Listening
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Monitoring and Listening: Inside
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Embedding Brands Into Digital Life: Yahoo! Buzz - Outside
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Listening and Observing: Google Trends – Outside
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Listening and Observing: Google AdWords - Outside
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Listening and Observing: Google Alerts - Outside
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Listening and Observing: Google Reader - Outside
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Listening and Observing: Yahoo! Pipes - Outside
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Listening and Observing: Paid Monitoring - Outside
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Listening and Observing: Paid Monitoring Analysis - Outside
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Listening and Observing: Free Monitoring - Outside
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Listening and Observing: Sentiment Analysis - Outside
http://text0.mib.man.ac.uk:8080/opminpackage/opinion_analysis
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Ready To Start Talking!
Put Me In Coach!
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Ready To Start Talking!
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Ready To Start Talking!
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Ready To Start Talking!
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Ready To Start Talking!
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Ready To Start Talking!
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Ready To Start Talking!
•Monitor and influence entire web from a single location
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Tools And Strategies For Big Companies