Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Driving ROI Through Online Brand Communities - Relevance

Driving ROI Through Online Brand Communities - Relevance | Public Relations & Social Marketing Insight | Scoop.it
From relevance.com - May 12, 2015 10:53 AM

Forrester Research predicted that 2015 will be the year that online brand communities make a comeback, and there are many reasons to celebrate the occasion.


Brands have increasingly found that investments in social media communities aren’t paying off. After spending significant time and resources building out Facebook pages, the platform has continually tweaked its Newsfeed algorithm to the detriment of brands, dropping the organic reach of their content to a mere two percent of their fans.


Rather than submit to these closed ecosystems, and the whims of ever-changing platform features, brands can regain control of their online communities by hosting them on-site. Below we’ve highlighted some of the ways these communities can drive real ROI for brands....

Jeff Domansky's insight:

Brand communities create a destination for consumers within your owned web properties that give you the most control over their experience. Learn why this marketing strategy can work for you.

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Brand archetypes in content strategy | The Big Story

Brand archetypes in content strategy | The Big Story | Public Relations & Social Marketing Insight | Scoop.it
From thebigstory.nl - February 3, 2014 11:54 AM

Brand archetypes are great to use in content strategy and better than personas. Why? A product doesn’t choose it’s customers. It’s the other way around.


Picture this: a room full of marketing managers are discussing the launch of a new product. The have studied their demographics, they have the results of test panels and market research in their hands. They have formulated personas and thought up a bunch of preconceptions about who is going to buy this. And still they have no idea if their strategy will work. Why? Because a product doesn’t choose it’s customers. It’s the other way around....

Jeff Domansky's insight:

Brand archetypes are a valuable marketing tool. Find out more.

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John M. Lee's curator insight, February 5, 2014 9:36 AM

Will be interesting to see where this series goes.
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Where Marketing Ends, Branding Begins

Where Marketing Ends, Branding Begins | Public Relations & Social Marketing Insight | Scoop.it
From blog.kissmetrics.com - February 19, 2014 1:27 AM

So you’ve got a business and you’re ready to push your branding efforts online. The first question you encounter is “How do I go about with branding?”


What I’ve noticed from my years of experience in online marketing is that you probably think branding involves the following:

● Logos, color schemes, and website design – What should my logo be? What colors represent my business best? How do I go about with my web design?

● Brand mentions, links, and social popularity – I have to be as visible online as possible, because this promotes brand recall

● SERPs visibility, ad campaigns, and other promotional efforts.


If you answered any of the above, then you’re looking at branding the wrong way. The items I mentioned are all marketing tools and strategies, and they only scratch the surface of branding....

Jeff Domansky's insight:

Clayton Wood clears up some important misconceptions about branding and marketing. Recommended reading.

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Mathew Weir's curator insight, October 1, 2014 7:46 PM

This artical talks about the difference between marketing and branding.  People often think that branding involves logos, colour, links and promotional efforts and this is considered to be looking at branding the wrong way.  Branding is the culture itself, the message that permeates and rules all the process of your business.
Jeshneil Prasad's curator insight, October 2, 2014 8:36 PM

The article outlines the differences in branding and marketing and outlines the misconceptions people make about branding. As suggested branding is about the promotional activities that ensure when launching your products or services it is rather about the  message, voice, culture, and vision of your company and products.
Millie Watson's curator insight, October 7, 2014 8:32 PM

The article explores the differences and the common misconceptions between marketing and branding. 

Marketing advertising and other promotional activities main purpose is to communicate the brand personality and message. Where as branding is comprised of your personality, your voice and your message. Branding is essentially portraying traits of a person. This article gives an in-depth insight into the right way branding should be communicated. When put into the same category as marketing, this can often lead to unsuccessful branding. 
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Issues with Managing a Brand in the Age of New Media

Issues with Managing a Brand in the Age of New Media | Public Relations & Social Marketing Insight | Scoop.it
From www.steamfeed.com - May 24, 2013 9:27 AM

It is no longer all fun and games. A few years back it used to be a lot easier to build and manage a social following or maintain a brand’s online presence. A good old portfolio website and a Facebook brand page with a few hundred fans was all you needed. Now, you need a strategy, a plan, a manager and of course an ‘oh, crap what just happened’ plan.

 

While on the surface it might seem easier than ever to manage a brand, I want you to consider the contrarian take that it is in fact more difficult to manage a brand in the age of new media. Why? Ponder and please comment on these 4 points...

Jeff Domansky's insight:

Do you agree brand management is tougher in the digital era?

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