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The Road to Social Media Marketing Certification

Well going back a few years, I really didn’t know very much about Social Media Marketing. Of course, I had a LinkedIn, Facebook and Twitter account starting around November 2007, but there was so much to learn… Avatar, Community, Hashtag, Permalink, Retweet, RSS, SEO, URL,Wiki etc. Like the many other challenges I have faced in life, I decided to address this lack of knowledge in Social...
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WIKIBRANDS Chapter 17 Executive Summary

Successful business strategies will rely less on managing perceptions and controlling the message, and more on inventing new ways to get people to interact genuinely with their brands. A trans-formative change needs to happen across all key customer-facing functions to enable a more open, authentic, dialogue focused and customer value/advocacy driven organization.  To obtain value from adopting...
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WIKIBRANDS Chapter 16 Executive Summary

It is expected that by 2020 the term social media will have a very different meaning than it has today.  Marketing is transitioning from broadcasting to conversation.  Emerging technologies will enable companies to listen with greater acuity and respond more precisely and quickly to customer demand.  Marketers need to simultaneously embrace old and new media and develop a combined strategy. ...
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WIKIBRANDS Chapter 15 Executive Summary

As technology continues to make it easier for people to build their personal brand, the bar for a quality profile rises.  However, once a personal brand gains momentum, it can quickly accelerate, provided the substance behind it is compelling to its audience.  Building a personal brand has become vital in today’s economy. The goal should not be to build as large a network as possible, but rather...
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WIKIBRANDS Chapter 14 Executive Summary

Traditionally, marketers have measured effectiveness based on how much activity was generated, and fluctuations in awareness and brand equity.  These metrics only provide a measure of passive interest in a brand.  The more we learn about the measurement of brand power in the digital age, the more we recognize the degree to which engaged customers hold the key to brand success.  The investment in...
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WIKIBRANDS Chapter 13 Executive Summary

A report published by Deloitte Consulting and the Society for New Communication Research, in an investigation of 140 companies, identified the following challenges to building an effective community: Getting people engaged in the community (51%) Finding enough time to manage the community (45%) Attracting people to the community (34%) Getting people to come back (26%) Getting people to join the...
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WIKIBRANDS Chapter 12 Executive Summary

In order to provide a great brand community, it is important for organizations to internalize the spirit of this opportunity. The voices of the employees must also be authentic.  If communication isn’t authentic, or companies try to use ghost writers, customers will realize right away. Once an internal community has been created, a firm can recruit external participants.  If governed correctly,...
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WIKIBRANDS Chapter 11 Executive Summary

Customers are no longer faceless targets who have homogeneous tastes according to their age, gender, ethnicity, income or postal code.  They are vibrant pools of individuals who aggregate around interests, aspirations and hobbies. A brand community is more than a Facebook application, a corporate blog, or a Twitter initiative. It revolves around a shared interest in a company, product or brand...
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WIKIBRANDS Chapter 10 Executive Summary

With the accelerated pace of digital time, Wikibrand tools may change quickly, but the business goal will always remain the same: how do you engage your customers, prospects and Influencers across multiple platforms and get people to take action and feel a deeper sense of communication for your brand? In fact there are over a hundred different tools that play a balanced role in the development...
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WIKIBRANDS Chapter 9 Executive Summary

Companies are struggling with the balance between the personal, transparent nature of social media technology and the traditional, close guarded secrets of corporate strategy.  How much flexibility and encouragement can a company provide to this new opportunity while maintaining a prudent amount of corporate oversight and governance?  A vast majority of companies impose an outright ban on the...
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WIKIBRANDS Chapter 8 Executive Summary

As social media entered the mainstream, businesses assumed their online projects would attract a massive audience.  Perhaps many of these social brand projects used transitional incentives such as coupons, contests and giveaways to sustain follower interest. Phrases like “free”, “your chance to win” “giveaway” and “limited-time offer” still resonate with customer who want in on the deal.  They...
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WIKIBRANDS Chapter 7 Executive Summary

Well known internet commentator Clay Shirky believes we’re living in a period of transformation rivaling those surrounding the invention of the printing press, the inception of conversational media (telegraph and telephone), and the invention and use of recorded media (photos, sound, film, TV and the Internet).  Shirky argues we are experiencing the largest increase in expressive capability in...
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WIKIBRANDS Chapter 6 Executive Summary

Designing effective, engaged businesses for today’s marketplace is an essential skill that CEOs, CMOs and their organizations must master.  It takes strategically sound guidance, an aligned company effort and smart relevant tools.  Employee adoption of corporate internal media tools lags far behind the widespread consumer adoption and skyrocketing growth rates on external networking sites like...
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WIKIBRANDS Chapter 5 Executive Summary

Social media acts as an accelerant for good news about a brand as well as bad.  Consumers want interaction, to be inspired and get involved.  Engagement, interaction, user generated content, and citizen marketing are the new building blocks of the Wikibrand economy.  People value the time they spend engaging with family, friends and yes even brands. A marketer’s job is now becoming less about...
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WIKIBRANDS Chapter 4 Executive Summary

I believe that Brian Fetherstonhaugh, Chairman and CEO at OgilvyOne Worldwide summed it up very well.  Traditional marketing is like speaking to four or five-year old children; they may be rambunctious and misbehave, but they will eventually do what you tell them.  Modern marketing is more like speaking to an eighteen year old; your best bet is to guide them and make suggestions, but eventually...
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WIKIBRANDS Chapter 3 Executive Summary

This chapter provides insight of the grassroots of WIKIBRANDS.  Sean Moffitt’s journey really started back in 1997 as brand manager on Tide detergent, which was the flagship product under the Proctor and Gamble portfolio. At that time P&G’s employees couldn’t believe the time, effort, enthusiasm and length’s some people went to in providing new product ideas, uses,...
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WIKIBRANDS Chapter 2 Executive Summary

Previously,  a senior marketing executive from Research in Motion declared that compartmentalizing social media is nonsense. Wikibranding is an attempt to get true brand engagement, customer experience and social collaboration into the very nucleus of an organization.  This significant change is difficult, and perhaps for some it might be easier to tread water for the next couple of years and...
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WIKIBRANDS Chapter 1 Executive Summary

Wikibrands, is a brilliant book by marketing experts Sean Moffitt and Mike Dover that has been introduced to us in 2011. wikibrands(s) noun A progressive set of organizations, products, services, ideas and causes that tap the powers of customer participation, social influence, and collaboration to drive business value. Ask yourself, does your brand deliver genuine participation?  Did you know...
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10 Strategies for Social Media Marketing Success

In the evolving world of social media marketing, it can be hard for a time-starved small business or organization to keep pace and know what to do when it comes to connecting with customers and members on sites like Facebook, Twitter, LinkedIn, Foursquare, and Yelp. While there’s no “one-size fits all” approach, we’ve assembled 10 best practices for social media marketing success that will help...
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