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MarketingProfs Daily: Brand Management

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How Two Brands Found Their Social Voice

Brand Management
You've heard it said that who you are in social media is an extension of "who" your brand is. But how do you establish a voice on platforms where your brand has never been heard? Mashable interviewed the five social media voices behind some of the most successful brands in media ... more
Luxury Shoppers Use Social Media to Flaunt Purchases

Brand Management
After making a luxury purchase, most Americans (70.8%) "verbally tell someone" about their latest acquisition, while fully three in ten (30.3%) head to social media sites to share the news, according to a survey from Empathica. more
Five Tips for Building Brand Fidelity With Tumblr

Brand Management
Tumblr has become a go-to spot for building social presence. Fashion brands and others are realizing it's a great medium for quickly and easily spreading content—particularly images. Might Tumblr be the engine to boost your social growth in 2012? Depends on how you answer the burning question: Is Tumblr right for ... more
Social Graph Drives Brand Lift, Direct Response Ad Metrics

Brand Management
Ad campaigns that target consumers on the basis of their social media activities and interest-based connections—or Brand Graph—perform better than ads without such targeting capabilities, and they generate large gains in brand lift and key direct-response metrics, according to a study by 33Across. more
Inc. 500 Social Media Use: Facebook, Twitter Up; Blogging Down

Brand Management
Facebook and LinkedIn are now the most popular and most effective social media tools among the nation's fastest-growing private companies, according to a study by the University of Massachusetts at Dartmouth, Center for Marketing Research. Blogging among the Inc. 500 has fallen over the past year, as companies appear to ... more
Gen-Y Won't Buy Without User-Generated Input

Brand Management
Raised on a diet of interactive and social media, Millennials are a consumer powerhouse who, when considering purchases, tend to value user-generated content (UGC) more than other sources of information, such as the opinions of friends and family, according to a survey from Bazaarvoice. more
Blogs Top List of Social Media Investments for 2012

Brand Management
Fully seven in ten brands (70%) say they plan to increase their presence across social media platforms in 2012, while 59% plan to boost the frequency of social content publishing, according to survey from Awareness. Many brands plan to focus efforts beyond the big three platforms (Facebook, Twitter, and LinkedIn) ... more
Social Media Lessons From the GOP Race

Brand Management
Republican presidential candidates have made social media an integral part of their campaign efforts to win the White House in 2012—signing on to various social networks in hopes of reaching key constituents—and marketers can learn a lot by watching the political campaigns at work, according to a study by iContact. more
Three Ways to Enhance SEO With Twitter

Brand Management
"While Google has ended its Realtime Search deal with Twitter, search engines are still using social media sites for ranking purposes," says Jillian Stira at the Scholes Marketing blog. And Twitter remains a critical part of your search strategy, she notes: "Twitter has pulled ahead of many other social media platforms, ... more
Maximizing Your Brand Presence on Google+

Brand Management
Recently, Google+ granted companies the ability to launch brand pages. Its stated goal in doing so was to help users build relationships with any company they "care about." As Google's SVP-Engineering Vic Gundotra describes it, "behind every page (or storefront, or four-door sedan) is a passionate group of individuals, and ... more
Some Do's and Don'ts of Social Updating

Brand Management
It's hard to decide what's appropriate for posting on social networks without an etiquette road map—and harder still when you're doing it as a company, not just as yourself. Amalia Agathou of The Next Web understands. To help marketers get the art of social updating right, she has written an article on ... more
Social Media for Beautiful Things: Pinterest Soars

Brand Management
Visits to the invitation-only social networking site Pinterest skyrocketed in the second half of 2011, reaching 11.0 million as of December 17, up nearly 40 times the level recorded six months earlier, according to data from Experian Hitwise. more
Google+ Pages Gaining on Facebook Among Top Brands

Brand Management
More than three-quarters (77%) of the Top 100 global brands had a Google+ page as of December 19, 2011, up 16 percentage points from the 61% that did so a month earlier, according to research by BrightEdge Technologies. more
What Marketers Don't Get About Social Media Audiences

Brand Management
There appears to be a disconnect between what marketers think consumers want from social media and what consumers actually want: Most senior marketers say consumers "want to be heard," but consumers say they want exclusive offers in exchange for interaction, according to a report by the CMO Council. more
Social Marketing Going Mainstream, but Experimenting Is Still Key

Brand Management
Brand managers are split on the current state of social marketing in their organizations: 50.8% say marketing via social media is already mainstream or will become so by the end of 2012, but nearly an equal proportion (49.2%) say social marketing will likely still be characterized by continued experimentation by ... more
Corporate Marketers Shifting Spend to Branded Content

Brand Management
More than three-quarters of US corporate marketers say they are aggressively (16%) or moderately (62%) shifting spending from traditional marketing to branded-content marketing, according to a study by the Custom Content Council (CCC) in partnership with ContentWise. more
How to Nurture Brand Advocates and Keep Them Loyal

Brand Management
John McTigue believes the number of brand advocates you have is more useful than more-easily-accessible metrics like "How many hits?" or "How many likes?" for online marketing. Advocates are those folks who love your brand so much they evangelize it for you, provide detailed feedback, and are often the first ... more
Four Ways to Monetize Your Brand Without Charging Your Direct Customers [Slide Show]

by David Oates

Brand Management
Marketers often talk about brand equity and gaining loyal customers. But companies could actually monetize their brands directly and generate revenue from them at no cost to their customers. more
'Tis the Season for Holiday Branding

Brand Management
Bored with the usual "Seasons Greetings" client postcard? Use a bit of holiday spirit to warm up your social campaigns! Meghan Gargan has made a list of do's and don'ts for sending social holiday greetings with panache. "While you should capture the magic and merriment of this time of year, ... more
Branded Facebook Pages 'Liked' by Few Web Users

Brand Management
Though more than two-thirds (68%) of surveyed Internet users say they use Facebook, only 21% have "liked" a branded page on Facebook, whereas more than one-third have given a thumbs up to other content such as wall posts (36%), pictures (37%), and comments (37%), according to a survey from Crowd ... more
Challenge the Status Quo! Take on a Dominant Market Player [Slide Show]

by Louis Rix

Brand Management
We all learned on the playground in elementary school that it's never a good idea to take on the big kid. But maybe you should! Learn five ways to effectively beat the giant in your industry. more
Top US Brands Getting Strategic About Social Media

Brand Management
Over the past year, America's top brands have made improvements in how they use online branded communities to reach their customers, but some opportunities for engagement remain untapped, according to a new report by ComBlu. more
Radio Ads Boost Brand Affinity, Positive WOM

Brand Management
People who are exposed to radio ad campaigns demonstrate high levels of engagement with brands at all stages of the purchase funnel, and particularly across metrics such as brand affinity and advocacy, according to a study by Ipsos OTX MediaCT in partnership with Katz Marketing Solutions. more
Fortune 500 Adoption of Social Media Slowing

Brand Management
The use of blogging, Twitter, and Facebook among the nation's largest companies has leveled off in 2011, according to a new study by the University of Massachusetts at Dartmouth. more
Top Brands on Facebook: Coca-Cola, Hyundai, MTV

Brand Management
With a Facebook follower base of more than 34 million fans, and growing some 2.6% each month, Coca-Cola is ranked as the top brand on Facebook among the nation's top 100 advertisers, according to the Covario Facebook Presence Index, which evaluates the competitive performance of Facebook pages. more