Brand Strategy

The New Group President, Steve Marshall, and Digital Strategist, Tom Bennett, will be speaking at a Linfield College Alumni Luncheon at The Westin in Portland this coming Wednesday the 11th. Steve, a Linfield College Graduate, is a 20+ year international marketing veteran. Tom is a 20+ year marketing veteran and TNG's own social media guru. 

Not every interaction or engagement with your brand by consumers has equal value. Especially if your goals are to influence consideration of your brand or ignite word of mouth sharing about your products.

So do you have a schema for measuring engagement with your brand across online social channels? If so, how have you determined which actions and points of interaction are the most valuable? Which get higher weighting than others?

A common question I am asked by clients who are nervous about engaging in Social Media is “What about negative comments or flame wars?” It’s a valid concern. We all know instances where a negative meme picks up steam and spins out of control, leaving the brand scrambling to recover. And that’s where the failure was: if you’re not going to be actively engaged in your social media efforts, then don’t bother. Playing catch up is generally a losing game.

Recent consumer research regarding online video consumption behavior combined with production trends expanding beyond the 30-second spot are ushering in a new era on the web for online video. Where once it was thought that the Internet was not the venue for such content, apparently many of us are now choosing to watch longer-form online brand videos and short films. In this 12-minute piece the Schweppes brand only appears twice. The content is an engaging story. It would be great to hear from Schweppes how they measure the impact of this investment on their business.