Top Five Social Media Predictions for 2013 - Autumn Truong - Voices. With the New Year comes new predictions, and the same is true for social media in the business world. Many brands, both big and small, pour time and resources into the implementation of social media strategy to connect with audiences and manage communities. For example, at Cisco, we have more than 100 communities on social media channels. When looking to invest in social media, it is important to look ahead at upcoming trends as opposed to what networks are “hot” right now. For that reason, I have compiled a list of my top five social media predictions for 2013 based on what we’ve seen this past year. Brands will be forced to measure ROICEOs are growing tired of implementing social media tactics with no proven return on investment or tangible metrics. Autumn Truong leads the direction and development of Cisco’s social media programs and communities for the company’s global corporate communications department. What’s Next for Brand Journalism (and Content Marketing)?
Popular Today in Business: All Popular Articles At the end of each year there’s a surge of consideration for the future and how best to move forward. For me — and many other corporate writers types, I’m sure — that’s particularly true when it comes to content. For example, what kind of number has brand journalism done on the world of business? Has it met expectations? There was an interesting discussion at this year’s Global PR Summit in Miami in which John Earnhardt, head of the corporate and social media team over at Cisco, did a nice job of hitting the realistic middle ground: “The media has been in transition for a while. The Key to All is Authenticity As we head into 2013 I think John’s way of thinking about brand journalism and the content marketing umbrella in general is a healthy point of view.
The more pressing question then becomes: how do we communicate authentically? What about you? 7 règles pour réussir son 'journalisme' de marque. Aujourd’hui, 70 % des internautes visiteraient plus souvent un site proposant des informations de fond et pas seulement des contenus commerciaux et publicitaires. Conscients de ces attentes, les marketeurs ont pris en compte l’importance du brand content, qui a récemment connu une montée en puissance avec l’arrivée des réseaux sociaux. Mais au-delà du contenu, l’attente des consommateurs se focalise sur de l’information riche et qualitative : 81 % des internautes aimeraient que des experts indépendants, non associés aux marques, prennent la parole sur leurs sites. A travers le brand content, les marques tendent à devenir des médias. D’où l’émergence du "journalisme" de marque : une démarche de partage d’informations et de commentaires sur un sujet ayant rapport à l’univers de la marque.
Son but : établir une relation de confiance et fidéliser la clientèle au travers d’un contenu d’expertise. 1) Préparez-vous à un travail de longue haleine. 2) Investissez dans des auteurs. Brand journalisme | La Fabrique de Contenus. Le brand content bien plus crédible que la publicité en ligne! Publié le Mis à jour le On le dira jamais assez et les études récentes ne le démontreront non plus jamais assez: le brand content, le marketing éditorial, le brand journalisme bref…le contenu éditorial gagne ses lettres de noblesse face à des stratégies publicitaires inefficaces. Pourquoi? Sans aucun doute parce que nous voulons de la valeur ajoutée, nous voulons donner du sens à nos achats, à nos choix et qu’il n’y a rien de tel que de travailler l’ADN d’une marque en BtoC ou BtoB, que le contenu éditorial dans tous ses formats. source: medianaranja.fr Une étude Nielsen menée aux États-Unis fait état de l’influence du contenu des marques auprès des internautes et plus largement de la confiance accordée à la publicité.
Il en ressort que la création de contenu de marque est bien plus efficace que la publicité payante en ligne. Le journalisme de marque ou marketing de contenu en BtoB. Quand les entreprises deviennent des médias… Tout d’abord, qu’est-ce que le journalisme de marque ? Tout simplement du journalisme au service d'une marque. Concrètement, cela se traduit par la production de contenu régulièrement pour intéresser, fidéliser, fédérer, augmenter votre audience (journalistes, blogueurs, clients, prospects…). Ce qui implique deux choses : - Couvrir l’actualité de votre entreprise, mais surtout, relayer les analyses, tendances, retours d’expériences, points de vue, infographies, etc., relatifs au marché dans lequel elle intervient comme un journaliste ! - Transformer (une partie de) votre département marketing et communication en une équipe de rédaction. Ligne éditoriale et contenus "à valeur ajoutée" Pendant des décennies, les marques ont abreuvé leurs cibles de communication avec des messages centrés sur elles : leurs produits, leurs services, leur entreprise.
Des canaux de communication démultipliés, et qui interagissent - Transfert d’expertise : 50 %
Can public relations become 'brand journalism'? What is it? I'm in Miami this week taking part in the Holmes Report's Global PR Summit and the topic of "Brand Journalism. " I know nothing about the subject but no one else does either because it's a made up term that is in the early stages of being defined.
Nothing wrong in that, I do it all the time but I try to think of concepts that make sense and this one doesn't make any sense at all. Flacks that want to be hacks... "Brand Journalism" is hot in the PR community and I can see why. PR people are hoping that they can re-brand themselves as Brand Journalists and the world will be a better place for it, and they'll feel better too. "Hi, I'm a brand journalist, what do you do? " But it makes little sense. "Hi, I'm a journalist from the Wall Street Journal" "Hi, I'm a journalist from Hugo Boss. " It sounds ridiculous. Will the Hugo Boss journalist announce a new line with a fair and balanced perspective, with comments from Zegna, Ralph Lauren, etc?
When you see journalism you know it for what it is. Inside Forbes: The Birth of Brand Journalism and Why It's Good for the News Business. Check out the image to the right. It’s our Most Popular module from a day in September 2011. Now look at the fifth headline, the one about Salesforce.com CRM +0.04% and its CEO, Marc Benioff. Labeled AdVoice, it was written and published by SAP SAP, a global enterprise software company. It’s been viewed 31,000 times since it was first posted.
Welcome to the emerging world of brand journalism — marketers using the tools of digital publishing and social media to speak directly to consumers. Marketers have been connecting with their Facebook FB -2.26% fans and Twitter followers for some time. BrandVoice and similar content marketing initiatives can be discomforting for traditional journalists. BrandVoice is organic to our experience, not an add on. For brands, the rewards are huge, the experiences often humbling.
FORBES is moving aggressively to expand our BrandVoice program, learning from everything we’ve done to reinvent timeworn journalistic processes.