MBA Course Knowledge Center: Online marketing

Building Bank's Brand Equity through Social Media - Oracle white paper - 2009
http://www.oracle.com/us/ciocentral/045588-395839.pdf

Social Media and Brand Awareness - Bachelor's Thesis - 2010 - Lulea University of Technology
http://pure.ltu.se/portal/files/31175636/LTU-CUPP-10129-SE.pdf

Powering Brand Equity through Social Media - TCS White paper - 2010
http://www.tcs.com/SiteCollectionDocuments/White%20Papers/MandIS_WhitePaper_Powering_Brand_Equity_Through_Social_Media_08_2010.pdf

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Social Media Metrics

Best Social Media Metrics - Conversation, Amplication, Applause, Economic Value by Aninash Kaushik, Google

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Case Studies and Policy Manuals

Madison Area Technical College - Social Media Use Guidelines - 2012
http://matcmadison.edu/files/users/CLWalker4/socialmediamarketingguidelines.pdf

Capstone Project Report - Effectively Incorporating Social Media: A Case Study on Coca Cola - 2011
http://www.american.edu/soc/communication/upload/Laura-Mayes.pdf

How 300 Companies are Using Social Media - Gives the Social Media Presence of Each Company
http://www.ie.edu/microsites/comunicacion/Sem%2014%20diciembre%202009/16316521-300-Case-Studies-of-Social-Media-Marketing.pdf

Case Study for Classroom Discussion: Social Media and the Burger King Brand - 2007
http://www.tuck.dartmouth.edu/cds-uploads/case-studies/pdf/6-0025.pdf

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Research Papers and Conferences

Research Papers on Social Media Marketing - A Collection

Proceedings of Conference on Social Media in Hospitality and Tourism - 2011
Virginia Tech - Pamplin School of Business
http://www.cpe.vt.edu/mpd.htmsocialmedia/htmscialmdia2011procedngs.pdf

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2014

Articles on Social Media Marketing
http://marketingland.com/library/columns/social-media-marketing-column

You Need to Share Again and Again to Catch the Attention of Your Followers on Social Media
15 May 2014
http://marketingland.com/tweet-repeat-power-sharing-sharing-83050

2013

Original Knol - http://knol.google.com/k/narayana-rao/social-media-marketing-knol-book/2utb2lsm2k7a/ 3927

Updated on 2 June 2019, 2 June 2014

Friday, September 12, 2014

Influencer Marketing - Becoming More Important

The rise of social media in digital media increased the importance of influencer marketiing. Influencer marketing is a textbook topic. But its importance is growing now because marketer can see the role of influencers more clearly and can also locate influncers more easily in the social media and digital media. Market research agencies can prepare lists of influncers in various product categories and provide them to marketers. Contacting influencers also is possible through online contact. Thus the cost of influencer marketing has come down.

http://www.forbes.com/sites/kylewong/2014/09/10/the-explosive-growth-of-influencer-marketing-and-what-it-means-for-you/

Influencing the influencer
How do you make him use your product, like it, use it and write about it?
http://www.forbes.com/sites/johnrampton/2014/09/06/how-to-built-an-amazing-team-of-contributing-writers-on-a-budget-of-zero/

Friday, July 4, 2014

Viral Marketing - An Exploration

What is viral marketing?

Viral marketing is one of the four online marketing communication avenues

1. Email marketing
2. Search engine marketing
3. Social media marketing
4. Viral marketing

In viral marketing the focus is on creating a message in the form a text, video, image or infographic which people share quickly via mail and social networks and thus the communication reaches a large number of people. The original communicator has to create the message that creates the excitement and the urge to share.
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The Six Simple Principles of Viral Marketing
by Dr. Ralph F. Wilson, E-Commerce Consultant
Web Marketing Today, February 1, 2005. Originally published 2/1/2000

---------------------------------------------------------------------

I admit it. The term "viral marketing" is offensive. Call yourself a Viral Marketer and people will take two steps back. I would. "Do they have a vaccine for that yet?" you wonder. A sinister thing, the simple virus is fraught with doom, not quite dead yet not fully alive, it exists in that nether genre somewhere between disaster movies and horror flicks.

But you have to admire the virus. He has a way of living in secrecy until he is so numerous that he wins by sheer weight of numbers. He piggybacks on other hosts and uses their resources to increase his tribe. And in the right environment, he grows exponentially. A virus doesn't even have to mate -- he just replicates, again and again with geometrically increasing power, doubling with each iteration:

1
11
1111
11111111
1111111111111111
11111111111111111111111111111111
1111111111111111111111111111111111111111111111111111111111111111

In a few short generations, a virus population can explode.

Viral Marketing Defined
What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.

Off the Internet, viral marketing has been referred to as "word-of-mouth," "creating a buzz," "leveraging the media," "network marketing." But on the Internet, for better or worse, it's called "viral marketing." While others smarter than I have attempted to rename it, to somehow domesticate and tame it, I won't try. The term "viral marketing" has stuck.

The Classic Hotmail.com Example
The classic example of viral marketing is Hotmail.com, one of the first free Web-based e-mail services. The strategy is simple:

1.Give away free e-mail addresses and services,
2.Attach a simple tag at the bottom of every free message sent out: "Get your private, free email at http://www.hotmail.com" and,
3.Then stand back while people e-mail to their own network of friends and associates,
4.Who see the message,
5.Sign up for their own free e-mail service, and then
6.Propel the message still wider to their own ever-increasing circles of friends and associates.
Like tiny waves spreading ever farther from a single pebble dropped into a pond, a carefully designed viral marketing strategy ripples outward extremely rapidly.

Elements of a Viral Marketing Strategy
Accept this fact. Some viral marketing strategies work better than others, and few work as well as the simple Hotmail.com strategy. But below are the six basic elements you hope to include in your strategy. A viral marketing strategy need not contain ALL these elements, but the more elements it embraces, the more powerful the results are likely to be. An effective viral marketing strategy:

1.Gives away products or services
2.Provides for effortless transfer to others
3.Scales easily from small to very large
4.Exploits common motivations and behaviors
5.Utilizes existing communication networks
6.Takes advantage of others' resources
Let's examine at each of these elements briefly.

1. Gives away valuable products or services
"Free" is the most powerful word in a marketer's vocabulary. Most viral marketing programs give away valuable products or services to attract attention. Free e-mail services, free information, free "cool" buttons, free software programs that perform powerful functions but not as much as you get in the "pro" version. Wilson's Second Law of Web Marketing is "The Law of Giving and Selling" (http://www.wilsonweb.com/wmta/basic-principles.htm). "Cheap" or "inexpensive" may generate a wave of interest, but "free" will usually do it much faster. Viral marketers practice delayed gratification. They may not profit today, or tomorrow, but if they can generate a groundswell of interest from something free, they know they will profit "soon and for the rest of their lives" (with apologies to "Casablanca"). Patience, my friends. Free attracts eyeballs. Eyeballs then see other desirable things that you are selling, and, presto! you earn money. Eyeballs bring valuable e-mail addresses, advertising revenue, and e-commerce sales opportunities. Give away something, sell something.

2. Provides for effortless transfer to others
Public health nurses offer sage advice at flu season: stay away from people who cough, wash your hands often, and don't touch your eyes, nose, or mouth. Viruses only spread when they're easy to transmit. The medium that carries your marketing message must be easy to transfer and replicate: e-mail, website, graphic, software download. Viral marketing works famously on the Internet because instant communication has become so easy and inexpensive. Digital format make copying simple. From a marketing standpoint, you must simplify your marketing message so it can be transmitted easily and without degradation. Short is better. The classic is: "Get your private, free email at http://www.hotmail.com." The message is compelling, compressed, and copied at the bottom of every free e-mail message.

3. Scales easily from small to very large
To spread like wildfire the transmission method must be rapidly scalable from small to very large. The weakness of the Hotmail model is that a free e-mail service requires its own mailservers to transmit the message. If the strategy is wildly successful, mailservers must be added very quickly or the rapid growth will bog down and die. If the virus multiplies only to kill the host before spreading, nothing is accomplished. So long as you have planned ahead of time how you can add mailservers rapidly you're okay. You must build in scalability to your viral model.

4. Exploits common motivations and behaviors
Clever viral marketing plans take advantage of common human motivations. What proliferated "Netscape Now" buttons in the early days of the Web? The desire to be cool. Greed drives people. So does the hunger to be popular, loved, and understood. The resulting urge to communicate produces millions of websites and billions of e-mail messages. Design a marketing strategy that builds on common motivations and behaviors for its transmission, and you have a winner.

5. Utilizes existing communication networks
Most people are social. Nerdy, basement-dwelling computer science grad students are the exception. Social scientists tell us that each person has a network of 8 to 12 people in their close network of friends, family, and associates. A person's broader network may consist of scores, hundreds, or thousands of people, depending upon her position in society. A waitress, for example, may communicate regularly with hundreds of customers in a given week. Network marketers have long understood the power of these human networks, both the strong, close networks as well as the weaker networked relationships. People on the Internet develop networks of relationships, too. They collect e-mail addresses and favorite website URLs. Affiliate programs exploit such networks, as do permission e-mail lists. Learn to place your message into existing communications between people, and you rapidly multiply its dispersion.

6. Takes advantage of others' resources
The most creative viral marketing plans use others' resources to get the word out. Affiliate programs, for example, place text or graphic links on others' websites. Authors who give away free articles, seek to position their articles on others' webpages. A news release can be picked up by hundreds of periodicals and form the basis of articles seen by hundreds of thousands of readers. Now someone else's newsprint or webpage is relaying your marketing message. Someone else's resources are depleted rather than your own.

"Copyright © 2000, 2005, Ralph F. Wilson, E-Mail Marketing and Online Marketing editor, Web Marketing Today. All rights reserved. Permission granted to reprint this article on your website without alteration if you include this copyright statement and leave the hyperlinks live and in place."

Source: http://www.wilsonweb.com/wmt5/viral-principles-clean.htm

Webby Awards for Viral Marketing Campaigns 2013-14 in 2014
http://www.webbyawards.com/winners/2014/online-film-video/general-film-categories/viral/honorees

Advertisement for a transmission service company
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Uploaded 29 April 2013 - 4,174,502 views on 4 July 2014

Music of Zack Sobiech and his fight against Cancer

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Uploaded 3 May 2013 12,778,944 views

Jaguar attacks Crocodile
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Uploaded by National Geographic on 26 Sep 2013
42,193,370 views
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More Articles and Papers on Web

Spreading the Brand Message through Viral Marketing (2005 paper)
http://clients.marketingsavant.com/smbootcamp/docs/academics/Dobele_2005_Business-Horizons.pdf

The New Rules of Viral Marketing, Presentation, David Meerman Scott
http://www.davidmeermanscott.com/documents/Viral_Marketing.pdf

Viral Marketing for the Real World
http://media6degrees.com/wp-content/themes/md6/documents/watts2007-viral-marketing-for-the-real-world.pdf

Book Review of Connected Marketing, the Viral, Buzz, and Word of Mouth Revolution
http://mim.blogs.appui.esc-toulouse.fr/wp-content/uploads/2008/01/connected-marketing-the-viral-buzz-and-word.pdf

Originally posted at
http://knol.google.com/k/narayana-rao/viral-marketing-an-exploration/2utb2lsm2k7a/3540#
Migrated to here.

Updated 4 July 2014, 19 Dec 2011

Friday, June 6, 2014

Social Media Marketing - Bulletin Board

2014

June
Role of Social Media in Political Campaigns increasing
Nick Durant, 5 June
http://www.bizcommunity.com/Article/196/423/114394.html

http://narendramodi.in had a big role in victory of BJP in Indian Lok Sabha Poll 2014

April
Why You should pay more attention to Google+?
The average engagement time of a Google+ user is higher than Facebook user and Twitter user.
http://simplymeasured.com/blog/2014/04/11/why-you-should-pay-more-attention-to-google-and-linkedin/

30 June 2012

Social Media Day - Celebrated across the world in many countries.

Social Media Day Slogans and Quotes - 30 June
Social Media Marketing - Online Book
Marketing Activities Using Social Media

Key Challenges to a Successful Social Media Marketing Campaign

Picking The Right Social Media Strategy Makes All The Difference

How Can Social Media Increase Your Business Visibility?

Analysis of the Top 250 Online Retailers on Social Media?

September 2011
Social Media Report - 3 quarter 2011
http://blog.nielsen.com/nielsenwire/social/
Interesting fact: People spend less time on Google compared to Facebook and Yahoo. But Google makes more money. Power of its advertising channel. It is delivering results also firms.

A New Definition of Social Media - Gartner Blog Post
http://blogs.gartner.com/anthony_bradley/2010/01/07/a-new-definition-of-social-media/

Blog discussing social media and business - Social business by Brain Solis - An Adage top 150 blog
http://www.briansolis.com/

Top Marketing Blogs - Ad Age
http://adage.com/power150/

Online - Internet - Web Marketing - Web Resources

Facebook Community - Social Media for Business powered by Dell
http://www.facebook.com/home.php#!/dellsocialmedia

10 Laws of Social Media Marketing

http://www.reuters.com/article/2011/02/16/idUS163103698720110216

16 Feb 2011, Reuters

30 Ways to use Social Media for Business
http://www.seoptimise.com/blog/2011/01/30-ways-to-use-social-media-for-business-people.html

Tips on Using Social Media for Business, October 2010
http://blogs.computerworld.com/15820/tips_on_using_social_media_for_business

Original Knol - http://knol.google.com/k/narayana-rao/social-media-marketing-knol-bulletin/2utb2lsm2k7a/ 3941

Wednesday, February 20, 2013

Digital Marketing Skills and Competencies

Digital Advertising Tips - Koichiro Shima of Hakuhodo Kettle, Tokyo and Yasuharu Sasaki, Executive Creative Director, Dentsu Network, New York

1. Design the Unique Experience
2. Be a facilitator and allow the people to discover the message
3. Be flexible and tune the contents any time.
4. It is still not technology, but the creative idea that attracts audience - forget digital
5. Make new profits for clients

http://www.campaignindia.in/article/315810,spikes-asia-2012-japanese-rivals-join-hands-to-share-digital-advertising-tips.aspx

Microsoft defines digital marketing competencies and provides training and education.

https://mspartner.microsoft.com/en/us/Pages/Membership/digital-marketing-competency.aspx

Saturday, August 11, 2012

Content Marketing - 2012 Collection

Worth of Content
http://karlan.yale.edu/p/AdContentWorth_mar09Final.pdf

The decade in Online Advertising - 1994 to 2004
http://www.cs.princeton.edu/courses/archive/spr11/cos448/web/docs/week6_reading2.pdf

Saturday, June 23, 2012

E-Commerce, Internet, Online, Website Marketing News - SEO,SMM,PPC News

Online Marketing Knol Bulletin Board

Online (Internet) Marketing and E-Commerce - Knol Book
Social Media Marketing - Knol Book - Online Book (new link)

June 2012
Digital Ad spending will overtake in 2013.
Digital will have 15.5%, print will have 14.3% and TV will have 45.7%

November 2011

http://thenextweb.com/socialmedia/2011/11/21/this-is-why-social-media-marketers-should-not-be-ignoring-google/

19.11.2011
Google started implementing organic-less search engine results for specific products and goods that are more frequently purchased online.

http://www.seobesttips.com/seo/googles-organic-less-results/

21.4.2011
First position in Google search results gives your 36.4% click through rate, second position 12.5% and third position 9.5% in case of E-commerce related sites.
http://searchenginewatch.com/article/2049695/Top-Google-Result-Gets-36.4-of-Clicks-Study

Visit Management Videos Collection

http://mgmtvideo.blogspot.com/

Monday, April 30, 2012

Website Awards

Authors

Narayana Rao

Web Marketing Association announced website award in September 2011

21 agencies or companies were recognized as Outstanding Website Developer for winning six or more WebAwards announced in 2011 for various products and industries. They include:


        AGENCY                             AWARDS
        Biggs|Gilmore                      28
        Sabre Hospitality Solutions        21
        Risdall Marketing Group            20
        Extractable                        19
        TRAVELCLICK                        15
        VML                                15
        CareTech Solutions                 14
        TMP Worldwide                      11
        Critical Mass                      8
        AGENDA Ltd.                        7
        Aristotle                          7
        BGT Partners                       7
        Blenderbox Inc                     7
        Forum One Communications           7
        Hubbard One                        7
        WSI                                7
        IQ                                 6
        JHI Health                         6
        LBi                                6
        Methodologie                       6
        usdm.net(R)                        6
        Walt Disney Parks & Resorts Online 6

http://www.webaward.org

Source Prnewswire press release:
http://www.prnewswire.com/news-releases/best-websites-named-in-96-industries---the-2011-webaward-winners-129875438.html

Collected Knols

Sunday, April 29, 2012

Online Marketing: A Customer-Led Approach, Richard Gay Et.al.

Authors

Narayana Rao

Contents

1. Principles and Drivers of the New Marketing Environment

2. Strategy and Models for the Virtual World

3. Online Marketing Planning Issues

4. Online Marketing Research - Principles and Practice

5. Online Buyer Behaviour

6. Positioning for Traffic and Profit. Search Engine Optimisation

7. Permission and Personalisation Online

8. Website Development - Design and Content

9. The Online Product

10. Pricing Issues on the Web

11. Online Communication Tools

12. Online Distributuion and Procurement

13. Online Marketing Legal Issues

Authors, editors, and contributors

Richard Gay, Newcastle Business School, Northumbria University,
Alan Charlesworth, Senior Lecturer in marketing and e-marketing at the University of Sunderland, and
Rita Esen, Law Consultant and Visiting Lecturer at Durham University.

Contributors:Mike Grehan, CEO Smart Interactive

Published: Oxford University Press

Description

Structured by the authors' own 4P's online planning model of Positioning, Permission, Partnership and Performance, traditional marketing concepts such as the marketing mix and buyer behaviour are considered in an integrated fashion as online marketing evolves. By using familiar marketing theory, students' understanding is aided, as new concepts are grounded on existing knowledge.

Focuses in an engaging way on up-to-date and modern operational aspects such as blogging, covering them in detail from initial descriptions to their use as marketing tools.

Stresses that the customer should remain the central focus in online interactions and that beneficial, innovative experiences are vital for developing loyalty and sustainable competitive advantage.

Dedicates a whole chapter acknowledging the crucial role played by search engines in building site traffic and brand building by industry expert, Mike Grehen.

Includes a whole chapter on web site development. Taken from a marketing perspective, subjects addressed include the basic elements of effective web design, the place of usability in web site design and the importance of content and its management.

Legal issues, in the form of Legal Eagle boxes and self-regulation underpin the text, highlighting at every stage the legal constraints for online marketers. This ensures that students are fully equipped with the legal knowledge expected by firms operating 'across borders' in the online workplace.

Fully supported by an Online Resource Centre.

Online Marketing: A Customer Led Approach provides an excellent and stimulating balance between theory and practice by recognising the advantages and drawbacks of doing business online. The text is deeply embedded in traditional marketing concepts and examines their evolution as we understand more from online customer experiences. The authors believe that, despite the availability of new online tools, the customer should remain the central focus in all transactions and experiences.
Supported by contemporary mini-cases, case studies and expert opinion from leading practitioners, the text comprehensively covers:
· the changing online environment
· online planning and evolving business models
· application of ICT to achieve marketing objectives
· changing online elements of the marketing mix
· legal aspects impacting on online marketers

Online Marketing: A Customer-Led Approach thus provides a comprehensive account of the most up-to-date issues facing the developing world of internet marketing.

http://www.oup.com/uk/catalogue/?ci=9780199265855#contents

You cand download the first chapter of the book from

http://www.oup.com/uk/orc/bin/9780199265855/gay_ch01.pdf

Interesting points from the book

The telephone took four decades to reach 50 million people. The Internet has managed this

within four years as digital technologies provide such efficient channels for business and

consumer interactions transactions.

This is a good to be read by all knol authors to understand how to market their articles to the internet audience

Online (Internet) Marketing and E-Commerce - Knol Book

Some related sites

http://www.wordtracker.com/

Sunday, April 22, 2012

Chris Brogan Appreciates Bertucci's Video Content Marketing

_____________ _____________

Read the article by Chris Brogan on the ad on this video that comes on other videos.

http://www.chrisbrogan.com/content-marketing-done-right/

Saturday, April 14, 2012

Guerilla Social Media Marketing - Book and Websites - Information and Review

Authors

Jay Conrad Levinson

Shane Gibson

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About the Authors

Jay Conrad Levinson is the author of the best-selling marketing series in history, “Guerrilla Marketing.” His books have sold more than 20 million copies worldwide and have influenced marketing so much that they appear in 62 languages. Today, Guerrilla Marketing is most powerful brand in the history of marketing, listed among the 100 best business books ever written.

Shane Gibson is an international speaker, and author who has addressed over 100,000 people over the past sixteen years on stages in North America, Southern Africa and South America. He is in high demand as a keynote speaker on the topics of social media and sales performance. With his background in sales performance Shane brings a unique results focused approach to social media marketing.

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http://www.guerrillasocialmediahq.com/

http://www.guerrillasocialmediahq.com/guerrilla-social-media-marketing-book/

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Download Chapter 5 of the book - Guerilla Social Media Marketing

Chapter 5

Guerilla Social Media Marketing ROI

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Original knol - http://knol.google.com/k/narayana-rao/guerilla-social-media-marketing-book/2utb2lsm2k7a/ 3925

Business and Company Knol Pages - Possibility and Utility

Knol, an article publishing platform of Google is now closed. Not available for public access from 1 May 2012

Facebook Pages for Fans - Knol Pages for Knowledge Transfer

Win and Keep customers by sharing knowledge

Many business firms and companies have Facebook pages. Can they have Knol pages? Is there a special benefit?

Yes. Business firms and companies can have knol pages. There are some special benefits for posting knowledge articles on Knol article publishing platform.

___________________________________________________________________________________________
From Knol Content Policy
http://knol.google.com/k/content-policy

COMMERCIAL ACTIVITY: You may use Knol to create articles for your business or to promote your lawful products or services that are not otherwise prohibited by our Content Policy or Terms of Service, unless you are in Cuba, Iran, Burma (Myanmar), North Korea, Syria, or Sudan. There are some commercial uses we don’t allow. We don’t allow pages that have the primary purpose of redirecting visitors, acting as a bridge page, or driving traffic to another website. We also don’t allow Knol pages that have the primary purpose of profiting from displaying ads from any publisher network, such as pages created with little or no unique content that exist only to display ads.

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Knol as a platform focuses on knowledge articles. The articles inform and educate the readers on issues of interest to the readers. Companies can transfer product knowledge, operating instructions for their products and maintenance information of their products by posting them on Knol as knowledge articles. Such posts will be legitimate content as per the content policy of the Knol. Even companies can publish their balance sheet information on Knol. It is essential information for investors, investment analysts and students, It is useful information. Knol in due course can be come synonymous with knowledge and people may directly visit Knol for any knowledge query. Companies will benefit from their presence on Knol in that scenario. Also, there is and will be a community of authors on Knol who access Knol frequently. They will become aware of your company's products and they are likely to write articles on those products and thus provide extra publicity. It will also be easier for companies to interact with popular authors on the platform in the capacity of a fellow author on the platform. As many online authors are active social media participants, there is viral effect.

What are the extra benefits of publishing on Knol?

We have our website already.

On the online space also, one website may not be sufficient to attract all visitors. Article platforms have different formats of presentations. So, some visitors may like this presentation format and prefer to visit articles on this platform. All different presentation formats provide you with special ability to highlight certain content in a special way.

The special benefit of a wiki based platform which is knol is that a company can give authority to maintain various articles to various persons working for those products. So, the person working directly on the product can modify the content as quickly as possible as an empowered person to update the content. Also, the audience may not expect highly designed presentation quality on article publishing platforms whereas they expect it on company website. Hence company web sites have greater controls and less flexibility. Company Knol pages can have greater flexibility as operating personnel are authorized to add content and web page designers are not involved on it. Such an information can be conveyed to the readers and readers certainly understand the benefit of getting knowledge from the trenches and the trade off involved.

Are some organizations using Business Knol Pages?

Yes

Organizations

Google Products (Individuals are writing mainly)

Google Apps Discussion Group
Google Docs Help: Styles In Google Docs
Google Docs Help: Google Spreadsheets FAQ
Google Friend Connect
Google Rich Snippets Tips and Tricks
Google Rich Snippets: Ratings that don't use a 5-point scale
Google Webmaster Tools verification
Enhancing a Job Search Using Google Tools: Tips for PhD Students and Post-Docs

AAFM AAFM
American Academy of Financial Management

AREVA (English version)

Bankrate Personal Finance
Bankrate.com - Personal Finance

Slater Tools

Rotary Broaching Passes the Test

Rotary Broach Options

Zaber Technologies Inc

Business Pages on Knol - Companies, Consultants, Firms, and Professionals

Individual Executives of the Company Writing to Promote Their Company

Antonio Centeno

President at A Tailored Suit

Austin, Texas

Men's Suits

Jeffrey MacIntyre
Content Strategy

Qatcom: Qatar's Yellow Pages

Thomas DeMartine

SEVEN SEAS YACHT CHARTERS

VIRGIN ISLAND SAILING, LTD.

YACHT CHARTER WEDDINGS AND HONEYMOONS

Many Products
Shopping Guides - Knol Books Catalogue

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What is the Value of Social Media Pages?

Let's be friends. Relationship of Facebook Friends

Article on Brand Republic published in Brand Equity Paper

http://lite.epaper.timesofindia.com/getpage.aspx?edlabel=ETBG&pubLabel=ET&pageid=26&mydateHid=13-04-2011

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Content Marketing Blog Posts

(Bloggers: Joe Pulizzi)

Content Marketing is only thing left

30 Content Marketing Truths for 2010 (Joe Pulizzi)

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Original knol - http://knol.google.com/k/narayana-rao/business-and-company-knol-pages/2utb2lsm2k7a/ 3094

Friday, April 13, 2012

Social Media - An Exploration - July 2011

Knol New Year Greetings

About Social Media

Source for the picture: http://www.flickr.com/photos/briansolis/2735401175/

Part of the article: http://www.briansolis.com/2008/08/introducing-conversation-prism/

"What makes someone an amateur isn't the absence of money; it's the absence of traditional credentials."

(http://knowledge.wharton.upenn.edu/article.cfm?articleid=1921)

"Carefully checked sources and consistent editorial guidelines are key differences between most professional and amateur content." "Both bring value. The latter brings quickness and a personal viewpoint and the former provides analysis and consistent quality. "

The mergers between traditional media companies and user-generated sites are indications of where Internet content is headed, say experts at Wharton. The reality is that consumers will use and appreciate both.

(http://knowledge.wharton.upenn.edu/article.cfm?articleid=1921)

There are leaders in social media. Blogger, Wordpress, Windows Live, Facebook, Myspace, Wikipedia, and Hi5. Many more are trying to get into more focused and local social media space.

(The next wave of social media: http://www.internetevolution.com/author.asp?section_id=687&doc_id=172083)

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Contributors to Social Media Sites

At About.com our writers (aka Guides) include 20 MDs, 11 PhDs, 99 with Masters of other advanced degrees, 68 with professional certification, 336 with significant professional experience, and authors of more than 150 books or other significant published work, credentials are only part of the story. Michael Daecher, SVP Content, About.com on 20 March 2008 in a comment in the Wharton Article on Experts versus Amateurs, User generated media versus professional media.

On Knol around 150 professors of reputed institutions are contributing. Number of doctors have contributed.

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Essential Guide to Social Media

http://www.briansolis.com/2008/06/essential-guide-to-social-media-free/

A Report on Public Media

Public Media 2.0: Dynamic, Engaged Publics

by Jessica Clark Director, Future of Public Media Project
Pat Aufderheide Director, Center for Social Media

http://www.centerforsocialmedia.org/resources/publications/public_media_2_0_dynamic_engaged_publics/

Social Media versus Professional Media: who will win?

http://www.mediabadger.com/2008/06/social-media-vs-professional-media-who-will-win/

Social Networks

Boyd and Ellison define social network sites as web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. The nature and nomenclature of these connections may vary from site to site.

(http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html)

An essay on Crowed Sourced Translation of Facebook into Spanish

http://www.bc.edu/offices/odsd/intercultural/gp/meta-elements/pdf/PDF/2009_Reflection_Projects/Keegan,%20Nathan.pdf

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Use of Social Media by Reputed Organizations

Ford

Scott Monty, Head of Social Media, Ford

A pioneer in social media use by an enterprise, Scott Monty is literally the face of Ford Motor Co. on Twitter, Facebook, and his own social media marketing blog. After a year on the job at Ford, Monty shares some insights, lessons learned, and tips for enterprises looking to derive returns from social media.

(http://www.internetevolution.com/radio.asp?doc_id=180099)

Ford has amassed more than 5,000 posts based on its social media press releases, 1.2 million views on its YouTube videos, over 20,000 Followers on its various Twitter accounts, and 27,000 fans on its Ford Motor Company Facebook page (13/4/2009). (http://www.internetevolution.com/author.asp?section_id=466&doc_id=175216)

User Generated Content is being Displayed in Public Places

http://www.internetevolution.com/author.asp?section_id=709&doc_id=180134

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Social Media Lists

Categorized list of social media

http://traffikd.com/social-media-websites/

Top Social Media Sites (100 with alexa rank)

http://www.prelovac.com/vladimir/top-list-of-social-media-sites

233 Social Media Sites for Marketing Your Blog

http://vandelaydesign.com/blog/social-media/list-social-networks/

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Related Knols

Twitter and Tweet from the Trenches

Original knol - http://knol.google.com/k/narayana-rao/social-media/2utb2lsm2k7a/ 1887

Friday, January 6, 2012

ZMOT: Winning The Zero Moment of Truth by Jim Lecinski - Some Observations

By Scott Brinker

About Scott Brinker (By himself)

I'm Scott Brinker, a marketing technologist with [ n > 15 ] years experience at the intersection of marketing, IT, software product development, and online networks. I'm currently the president & CTO of ion interactive, a company that delivers post-click marketing software and services. (Note: the postings on this site are my own and don't necessarily represent ion's positions, strategies, or opinions.)

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Marketing technology as your ZMOT engine of war

I finally got around to reading ZMOT: Winning The Zero Moment of Truth by Jim Lecinski, published by Google. If you haven't read it yet, go grab a copy — it's free.
It's actually a brilliant example of content marketing by Google — a company not exactly renown for their own content marketing (despite enabling it for the rest of us!). As I mentioned in my Search Engine Land column earlier this month, 3 Dead Excuses for Badly Designed Landing Pages, Google has really been stepping up the creativity of its own marketing. But I digress...
Jim defines ZMOT as "that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you're thinking about trying or buying."
This is in contrast to the First Moment of Truth (FMOT) and Second Moment of Truth (SMOT), coined by Procter & Gamble's A.G. Lafley this way, "The best brands consistently win two moments of truth. The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another. The second occurs at home, when she uses the brand — and is delighted, or isn't."

The book delves into some terrific research and insight into this new moment of truth, which consists of activities such as:

Searching online, using search engines
Talking with friends/family about a product
Comparison shopping products online
Seeking information from a product brand/manufacturer's website
Reading product reviews or endorsements online
Reading comments following an article/opinion piece online
Becoming a friend/follower/"liking" a brand

According to Google's research, 84% of shoppers said that these ZMOT activities shape their decisions. Of course, all of this supports Google's underlying value proposition around search and display advertising, Google-inspired SEO, and the new social mechanisms of Google+. But that doesn't change that fact that it's manifestly true.
It also underscore the importance of marketing technology.
Almost all of these ZMOT activities are taking place in digital environments that are directly powered by — or at least indirectly influenced by — the growing collection of marketing technologies for search and social PPC ad management, SEO management, web experience management, social media monitoring and management, customer relationship management, marketing automation, and — my favorite — post-click marketing management.
If you accept the ZMOT as the new battleground for marketing, then marketing technologies are your weapons of war. And marketing technologists, rising in popularity, are your artillery units, your fighter pilots, your aircraft carrier navigators.
At the risk of taking this analogy way too far, ask yourself: are you only standing in this maelstrom with a pocket knife and a stern grimace?

Soure Url: http://www.chiefmartec.com/2011/07/marketing-technology-as-your-zmot-engine-of-war.html

Reshared under: http://creativecommons.org/licenses/by/3.0/us/

E-Commerce - Online Retailing - Growth

February 2011 Forrester Forecast
US online retail sales grew by 12.6% in 2010 to 176.2 billion. Assumption for next 5 years 10% growth. By 2015 it will reach $278.9 billion.
http://www.forrester.com/rb/Research/us_online_retail_forecast,_2010_to_2015/q/id/58596/t/2

Presently (2010) online sales account for 8% of total sales
http://mashable.com/2011/02/28/forrester-e-commerce/

But influence of web on sales can be as high as 50%. It means people buy because of influence of web.

The E-Commerce can go up to 20% of total sales
http://blogs.wsj.com/digits/2010/03/08/e-commerce-growth-slows-but-still-out-paces-retail/

US E Commerce Forecast for 2008 to 2012
$175 billion to 335 billion
http://www.sescommerce.com/ecommerce-growth.asp

Information Websites - Revenue Modelling

8 Online Revenue Model Options for Information Websites
http://www.smartinsights.com/blog/digital-marketing-strategy/online-revenue-model-options-internet-business/

1. Subscription income
2. Pay per view access income
3. CPM display of advertisements
4. CPC advertisements
5. Sponsorship of site content types or sections
6. Affiliate sales commissions
7. email list sharing revenue
8. Survey facilitation revenue

Internet content revenue models
http://arnoldit.com/articles/pricing.pdf

Online Revenue Models
2008 MBA University of Twente Report
http://essay.utwente.nl/59335/1/scriptie_T_Boerrigter.pdf

Internet and Mobile Advertising - Market Size and Growth

2011 Information

Forecast of total advertisements Global for 2011 and beyond. Magna Global Presentation
http://www.neoadvertising.com/ch/wp-content/uploads/2011/06/2011-MAGNAGLOBAL-Advertising-Forecast-Abbreviated.pdf

US forecast of MagnaGlobal
Total ad spend: $173.1 billion
Internet: $30.1 billion (15.6% growth over 2010)
http://www.magnaglobal.com/magnaglobal-news/magnaglobal-releases-the-june-2011-u-s-advertising-forecast-online-gains-momentum-in-market-showing-first-signs-of-weakness-in-2011/

Internet ad forecast for US
http://www.grabstats.com/statmain.asp?StatID=1454

Mobile Advertising

2010: $1.6 billion (worldwide)
2011: $3.3 billion (Worldwide forecast)

2015: $20.6 billion (WW forecast)
http://www.onlinemarketing-trends.com/2011/07/mobile-advertising-forcasts-2011-2015.html

2010
internet advertising revenue jumped 15% to $26 billion in 2010
http://www.ibtimes.com/articles/134028/20110414/internet-advertising-revenue-hits-record-high-in-2010.htm
Internet advertising is now more than newspaper advertising and just below TV advertising
http://www.webanalyticsindia.com/2011-04-15/15-increase-in-internet-advertising-revenue-in-2010-report/

2009 Information
http://techcrunch.com/2010/02/10/online-advertising-up-10-2-percent-fourth-quarter/

Pages

Saturday, June 1, 2019

Social Media Marketing - Introduction

Brand Building in Social Media

Friday, September 12, 2014

Friday, July 4, 2014

What is viral marketing?

Friday, June 6, 2014

Wednesday, February 20, 2013

Saturday, August 11, 2012

Saturday, June 23, 2012

Monday, April 30, 2012

Website Awards

Authors

Collected Knols

Sunday, April 29, 2012

Online Marketing: A Customer-Led Approach, Richard Gay Et.al.

Book Information and Review

Authors

Some related sites

Sunday, April 22, 2012

Saturday, April 14, 2012

Download Chapter 5 of the book - Guerilla Social Media Marketing

Knol, an article publishing platform of Google is now closed. Not available for public access from 1 May 2012

Facebook Pages for Fans - Knol Pages for Knowledge Transfer

What are the extra benefits of publishing on Knol?

Are some organizations using Business Knol Pages?

Organizations

Individual Executives of the Company Writing to Promote Their Company

Related Knols

Content Marketing Blog Posts

Friday, April 13, 2012

About Social Media

Contributors to Social Media Sites

Use of Social Media by Reputed Organizations

Ford

Social Media Lists

Related Knols

Friday, January 6, 2012

Blog Policies

Total Pageviews

Management Related Knols