Marketing Resources: Community

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Results for Community

Why 70% of Facebook 'Fans' Don't Want Marketing, and What You Can Do About It by Morgan Stewart
Most consumers who use Facebook and are a "fan" of a company or brand don't believe they have given those companies permission to market to them; many don't believe marketers are welcome in social networks at all. But here's how ...
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Transforming Customers Into a Community by Adam Boyden
When your customers feel that they are part of a community, they visit your website more often, provide feedback, and recommend your products and services to people they know. They do so because they now have a significant relationship with ...
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Trust Agents: The New Digital Natives by Chris Brogan, Julien Smith
What are so-called Trust Agents? Trust Agents have established themselves as non-sales-oriented, non-high-pressure marketers. They are digital natives using the Web to be genuine and to humanize their business. They're interested in people (like prospective customers, employees, and colleagues), and ...
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A Corporate Field Guide to Social-Media Policy Development by Kimberly Smith
Your employees are already on Facebook, Twitter, LinkedIn, and the like... so isn't it high time for companies to acknowledge that activity and implement a protective framework that will assist them in mitigating the risks related to employee productivity, confidentiality, ...
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Green Marketing Claims: Whom Do You Trust? by Jacquelyn A. Ottman
Deservedly or not, industry these days is accused incessantly of greenwashing. It's not surprising, for several reasons, that industry isn't trusted to make truthful green marketing claims and provide information that is credible, straightforward, and useful. So how do we restore trust ...
More articles on Word of Mouth
Take off Your Twitter Goggles: Why Marketers Still Need a Blogging Strategy by Clay McDaniel
Twitter may be the all the rage, but it's not yet time to pull the plug on your corporate blog and stop monitoring all the blogs where people talk about your brand. The emergence of Twitter as a hyper-popular social-media ...
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The Tao of Green Marketing by Irv Weinberg, Carolyn Parrs
Consumers have begun to suffer from "green fatigue." It's not hard to understand why when you can buy organic gummy bears and free-range beef jerky nestled between the six-packs and the rolling paper in a convenience store. For your green message ...
More articles on Marketing Tips
A Newbie's Field Guide to Twitter for Business: 29 Questions (and Answers) About Starting Out by Beth Harte, Ann Handley
So you've heard that Twitter is a great tool for connecting with customers in ways that haven't been previously possible. But you still don't get it, right? Not only doesn't Twitter make obvious and immediate sense, but it's also marked by ...
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How to Develop a Successful Facebook Page by Mark Ivey
Facebook Pages are good for building your brand and creating conversations, allowing users to get more deeply connected with your business. Recent changes have improved their functionality. Check out the following strategies for leveraging some of the key features.
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Three Essential Market-Research Methods in an Online Community by John Kembel
How much do you know about your customers right now, at this moment? A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, obligations, and goals. No doubt about it: It's important to ...
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Why Gen Y Is Passing You By by Kimberly Smith
What works in enticing a new generation of buyers? Here's why some of your efforts to reach this demographic might be going amiss.
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How Do I Love Thee...? Ten Tips for Using Web 2.0 to Give Back to Your Professional Network by William Arruda
Effective networking is all about giving. One of the best ways to give to your network members is to help them build their personal brands. And if you help them build their brands on the Web, you demonstrate how savvy ...
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Deliver a One-Two Punch: Tap the Synergy Between Email and Social Media by Ross Kramer
There are many similarities between social-media marketing and email; but they are two distinct marketing channels, and they should be used separately to enhance or magnify, not just promote, each other. Think of it this way: Social media is for awareness; ...
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Why All the Talk About Dog Food? by Aaron Strout
Have you ever heard the expression "eat your own dog food"? It's a concept that essentially means that one is "walking the talk," or leading by example. Many companies have talked about being "customer-focused," but how many really are? Unfortunately, ...
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Why You Are Unpopular Online: Six Ways to Doom Your Community-Building Efforts by Mack Collier
Companies are increasingly looking to create vibrant and healthy online communities for their businesses. But many companies are seeing their efforts fail or produce flat results. Here are six reasons why many online communities never materialize, and what you can ...
More articles on Word of Mouth
Think and Act Like a Nonprofit to Deepen Connections and Build Relationships by Roger Sametz
For decades, the prevailing wisdom was that nonprofits should learn from for-profit enterprises how to become "more businesslike." Many nonprofits thus embraced best practices in branding, marketing, service delivery, money management, and leadership. They have also learned how to keep ...
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How to Become 'Their Brand': Engaging Today's Fickle Customers by Manila Austin
Marketers today understand that consumers think, feel, and react in ways different from June Cleaver some 50 years ago. We use descriptors like fickle, indecisive, and disloyal to describe the modern consumer. Just what do these terms mean? Mainly, they mean ...
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Whether and How to Build a Branded Customer Community by Kimberly Smith
First, there were blogs. Next came mass-market social-networking sites. Now some companies are bringing it all under one roof and hosting their own interactive online customer communities. Should yours be doing the same? Well, to quote an oft-quoted answer, "it depends."
More articles on Word of Mouth
Social Media's 'Gee-Whiz Factor' Must Die: Time to Get Down to Business by Chris Brogan
Social media is cool! Blogging and podcasts are cool! We're so cutting edge! Yeah, whatever. The people looking at social media long and hard fall into a few camps, and this article is for those who are scrunching their noses up ...
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Three Steps to Making Valuable Customer Connections on Facebook by Kimberly Smith
Facebook provides marketers the ability to directly connect with customers, and potential customers, on a deep and personal level. If you're not leveraging that opportunity to cement relationships and differentiate yourself in the mind of the consumer, you're opening the door ...
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Brother, Can't You Spare the Time?
Though the recession may be drawing to a close, we are still dealing with the stark reality of very high unemployment rates. Many people have been without work for far ...
More articles on Recession
Polish Your Brand With Co-Creation
"A revolution in both marketing thought and practice is at hand," say three researchers in an interesting new report on brand marketing. In their research, these authors examined "consumer co-creation in ...
More articles on Customer Behavior
Problem Solved: What's the Right Social-Media Fit?by Claire Coyne
You know your company needs to jump in to social media to compete in today's Internet-based marketing world. But which channel is right for you? How can you find the ...
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They Like Us! They Really Like Us!
Research coming out of Penn State reports that 20% of tweets—those wee messages published on Twitter—are brand-oriented. And not the way you'd naturally expect. While researchers originally thought they'd find ...
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STAMP Out the Ad Noise
Across all demographics—and yes, we mean all demographics—social networks are where the traffic's at. Because barriers to entry are low and engagement is high, this is perfect turf for marketers who ...
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It's a Secret (Wink, Wink)
According to The Wrap, ABC has chosen an unorthodox way to promote a new comedy on its fall schedule—by keeping it hush-hush. "The network is offering the sneak peak of ...
More articles on Word of Mouth
Daft Punk Plays Here
It's not just the recession; the digital revolution has wreaked havoc on traditional music retailers, who can rarely match online juggernauts like iTunes or eMusic on price or convenience. "As ...
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Searchers to Subscribers to Fans
"If you're interested in building a flourishing online brand and website that generates links and traffic organically as part of your Internet marketing efforts, it's important to develop an active ...
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Problem Solved: You've Built a Social Media Fan Base, Now What Do You Do to Keep Them Engaged?
There's nothing we love more than solutions—top-notch insights from top-of-the-line experts that help solve common marketing problems. Once a week, this column will pose a problem, and invite a MarketingProfs ...
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Firm Sells Facebook Friends to Advertisers
Need a friend? Brisbane-based uSocial will find thousands of them on Facebook for you—at a price.
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Turn That Follower Into a Retweeter
"When you first start playing in the social media sandbox, you feel compelled to collect," says Mark Goren in a post at the Daily Fix blog. "Subscribers. Followers. Friends. The ...
More articles on Twitter
Facebook Hits 300 Million User Mark
Facebook users now number 300 million—nearly the size of the US population—CEO Mark Zuckerberg recently announced. His even bigger news: Facebook is now in the black, much earlier than anticipated.
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Yum! That Smells Good!
Here's a juicy tidbit to chew on: One of the reasons Facebook is such a force in the social scene is that it makes it easy to catch up with ...
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Should I Stay or Should I Go?
As your company joins the discussion in online communities, you might wonder whether your presence is welcomed or resented. In a post at the Daily Fix blog, Mike O'Toole reports ...
More articles on Surveys
That Is So Last Week
"How much do you know about your customers right now, at this moment?" asks John Kembel in an article at MarketingProfs. You can't depend solely on the static nature of ...
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Are You Socially Acceptable?
One reason social media sites have caught on like wildfire among users is that, by and large, they operate on basic principles of social decency. Now, be honest: Do your ...
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Maximize Your Social-Networking Investment
You don't get to be a social-networking superstar without paying your dues. "The way I look at it," says Jay Baer in a video at his blog, "you ought to ...
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Three Tips for Improving Your Business Blog
Business blogging can do wonders for your bottom line. It can bring in more Web traffic, give you more exposure, allow you to tailor your company's message, and give you ...
More articles on Social Media
Twitter Lessons from the Lunch Cart
"Twitter is still a scary, untamed frontier for many businesses," Fortune wrote recently. We hear a similar refrain from the marketers who are part of the MarketingProfs community: They know ...
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Twitter and Trolls and Squatters... Oh My!
Recently, St. Louis Cardinals manager Tony La Russa sued Twitter for the misappropriation of his name by an anonymous account holder (the now vacant @TonyLaRussa) who had a whopping four ...
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See all 28 marketing Daily Posts related to Community

Community case studies, deconstructing real life examples and illustrating lessons learned

How AAA Went to Where Its Members Needed Help: Social Media Sitesby American Automobile Association (AAA)
CASE STUDY: With an increasing number of its members talking about the American Automobile Association via social media, the company decided it needed to monitor and respond.
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How IBM Offset the Impact of a Down Economy on Event Attendanceby IBM
CASE STUDY: How can you confront today's economic headwinds? See how IBM avoided a looming disaster and reached safe harbor with the help of customers and partners.
More case studies on YouTube
How Low-Cost Conversation Starters Built Community, Generated Leadsby Open Kernel Labs
CASE STUDY: How do you build a thousand-strong online community when your entire global audience is just 20,000 people? Easy! (Not really, but it's possible.)
More case studies on YouTube
Twitter + Coffee = A Delicious Elixir for Customer Acquisition and Salesby Coffee Groundz
CASE STUDY: The Houston-area coffee shop was just one among many, until it found Twitter. Today, the Coffee Groundz is ground zero among local social-media fans—and sales have soared.
More case studies on Twitter
How Branded Social Communities Help Sony Increase Consumer Engagement, Loyalty... and Sales!by Sony Electronics
CASE STUDY: Sony Electronics rolled out a series of online, community-focused features aimed at providing value for (and connecting with) personal electronics users. The effort is paying off with high usage, increased customer insight, loyalty... and sales growth.
More case studies on Social Networking
How New Media Helped a Rural UK Mail Order Company Go Nationwide, Globalby Wiggly Wigglers
CASE STUDY: Wiggly Wigglers is a natural-gardening retail company set in the countryside between England and Wales. Its products are not high-tech, but its marketing certainly is. Here's how the company abandoned traditional marketing and instead took up a podcast, a blog, a wiki, and more... and then reaped the results.
More case studies on YouTube
How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product Lineby Eastman Kodak Company
When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share.
More case studies on Social Media