Expert Reports

  • The real art of content marketing

    14 April 2016

    What can a ground-breaking artist teach an everyday brand… and what can that everyday brand teach the artist?

    *Meaningful brands can increase their Share of Wallet by seven times and on average gain 46% more than less Meaningful Brands.

    Most brand professionals are adept at raising high hopes and expectations in consumer minds. But consumers are increasingly cynical, sceptical and frustrated; brands hold up desired psychological destination signs in their marketing materials (freedom, happiness, calm, good relationships) without offering practical support on how to get there. In other words, consumers are increasingly looking for brands to be more ‘meaningful’ – genuinely to help them to lead more fulfilled lives.

    This Brand Republic case study, in partnership with The School Of Life, looks at work from the artist Xu Zhen, who shows a deep interest in brands and culture – and just how lovely they can be. As well as looking at how brands could exploit a large but often underdeveloped dimension to their offerings and learn the art of storytelling.

    *Havas Media, 2015

    Whitepaper
    Sponsored by: The School Of Life
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  • Curation + Creation

    09 March 2016

    With consumers getting their daily fix of news online, the importance of social media in news discovery and consumption is growing. 

    Some news providers regard social media as a threat – but others are attracting and retaining customers through new social media curation technologies.

    In this whitepaper, Brand Republic and Crowdynews explore how forward-thinking publishers are using new and emerging technologies to curate social content on their own sites – adding new opportunities for original content, enhancing their authority and growing profits.

    Whitepaper
    Sponsored by: Crowdynews
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  • How to get social media influencers talking about you

    02 March 2016

    A social media influencer is someone who talks positively about your brand and products on Twitter, Facebook, Google+, Pinterest or any other social media platform. He or she can be anyone from a mom on Facebook who likes to mention her favorite products to a big- name blogger in your industry.


    Getting the right people excited and talking about your brand is one of the best ways to improve brand recognition, expand your customer base, and ultimately drive more sales. Word of mouth has always been the most trusted way for a potential customer to hear about your product. Social media makes word of mouth digital.


    Maintaining a database of your influencers that includes the size of their networks and other demographic information is a great

    way to create instant outreach lists for new product launches, news and deals. It takes some legwork, but will have an immediate payoff whenever you want to get your message out quickly. New tools make it easier than ever to find these influencers—but how do you bring them into your circle and get them talking positively about you? Read our 6 tips for doing just that.

    Whitepaper
    Sponsored by: Sysomos
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  • How to track your social media buzz

    02 March 2016

    Social media has turned the world into a focus group and today, social media monitoring and research tools give marketers the lens to see exactly what people are saying about companies and brands.

    For most marketers, however, with great power comes great confusion, and despite unprecedented access to millions of people and billions of conversations, they have no idea what to do with the information they uncover.
    Smart marketers have discovered the power of buzz. They know that by tapping into the conversations, opinions and recommendations across the social web it’s actually possible to make buzz a tactical part of their campaigns.

    The steps outlined in this tip sheet can help you properly leverage the social data at your disposal. You’ll learn why it’s important to establish a ‘buzz baseline’ even before you start a campaign, and understand why tracking and benchmarking social media buzz is a major contributor to your success.

     

    Whitepaper
    Sponsored by: Sysomos
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  • 6 Best practices for Influencer Marketing

    02 March 2016

    Influencer marketing isn’t a new concept. Getting the right people excited, engaged, and talking about your brand has always been one of the best ways to improve brand recognition, expand your customer base, and ultimately drive more sales. After all, word of mouth is the most trusted way for a potential customer to hear about your product.

    What has changed is that social media has made word of mouth global and immediate. 

    Odds are influencer marketing is already part of your game plan. The ability it gives you to tap into a network trusted by consumers, turn fans into advocates, and generate both insights and leads makes it a necessary part of any marketing plan. The question is: how can you maximize your return on investment? Here are 6 best practices used by marketers to influence the influencers and produce real results.

     

    Whitepaper
    Sponsored by: Sysomos
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  • Tip Sheet: Smart Crisis Prevention

    02 March 2016

    Crisis management has completely changed in less than a decade. In 2003, a crisis happened when the press got wind of something that hurt your company. It lived in headlines, sound bites and the odd blog or two. It took hours to build and days to control.


    Today, a crisis moves at the speed of social media. It lives in Facebook, Twitter and YouTube. And it lives in real-time.

    However, social media gives marketing and PR opportunities you didn’t have a decade ago: the ability to change the conversation, before you have to deal with a crisis. In 2013, the combination of the right approach and the right social listening and engagement tools can help you diffuse a potential crisis before it hits mainstream media.


    You can even turn a crisis into an opportunity and end up with more fans and loyal customers than before, along with a stronger, more positive brand reputation. How do you do this? The following tips will show you how to plan ahead, and leverage social media tools to stave off any negative chatter before it grows into a crisis.

     

    Whitepaper
    Sponsored by: Sysomos
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  • Building a customer experience strategy

    29 February 2016

    By the year 2020, the customer will manage 85% of their relationships without ever interacting with a human, according to a study conducted by Gartner.

    People want information now. And they want it faster than humans can provide it to them. Companies need to keep up with the increasing demand for instant, online answers in customer service by anticipating the needs and questions users have today and the ones that will arise tomorrow.

    This expert report will look at how to provide faster, more accurate and seamless customer experiences that could result in business referrals, recommendations and return business.

    Whitepaper
    Sponsored by: NanoRep
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  • Using social analytics for media planning: a guide for effective planning and targeting

    24 February 2016

    There are so many opportunities for media and social engagement. But it’s easy to become lost among the data noise.

    This nifty guide, in partnership with Crimson Hexagon, will explain how to leverage the insights from social data to inform every stage of media planning and buying, from understanding your target audience and where to find them, right up to adaptive placement and measuring your success to feed your strategy all over again. We cover:  

    • Detailed audience insights and benchmarking of dominant conversation
    • Placing and optimizing your media to correlate with current conversation as it unfolds
    • Learning from placements to nurture new opportunities and audiences
    • Measuring success against competitors and over the duration of your campaign

    Whitepaper
    Sponsored by: Crimson Hexagon
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  • Brands and retailers: What’s your current relationship status?

    24 February 2016

    As a branded manufacturer, do you sometimes feel like you’re adrift in the rising tide of e-commerce — unsure of which direction to turn? Retailers have adapted to e-commerce at this point, and most sell their products online.

    But for brands, it’s different. Each brand has unique needs and circumstances that dictate whether they should sell directly to consumers. Long story short: The transition to e-commerce for brands has been complicated.

    This white paper, in partnership with ChannelAdvisor, will help you understand:

    • The right questions to ask yourself about your brand
    • Why brands go direct to consumers
    • The risk of selling direct to consumers
    • Ways to create a blended strategy between a traditional and a direct-to-consumer distribution model
    • How creating a joint proposition between brands and retailers can help mitigate channel conflict

    Whitepaper
    Sponsored by: ChannelAdvisor
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  • A better way to drive brand trust, engagement and purpose in 2016

    29 January 2016

    With more scrutiny than ever before in the marketplace, trust in traditional advertising is in decline. For a brand to survive and grow it must have trust, engagement and purpose. Brands that have positive social impact build the strongest consumer relationships and ultimately drive long-term growth. 

    More brands are turning to education programmes to achieve improved and authentic brand equity and trust with the crucial family audience.

    This report, in association with National Schools Partnership, looks at some of the key challenges facing brands, and demonstrates why supporting children’s education not only helps schools and familes, but can deliver a real impact for brands. 

    It will include:

    • A summary of the main challenges facing brands.
    • Brand success stories. How education programmes have helped brands build trust with parents and families.
    • The case for why education programmes help brands have a positive social influence and purpose.

    Whitepaper
    Sponsored by: National Schools Partnership
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