tag:blogger.com,1999:blog-78163090671958538132024-02-20T14:51:44.291+05:30eMedia 2.0Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.comBlogger16125tag:blogger.com,1999:blog-7816309067195853813.post-17168395105060883632018-03-29T23:23:00.001+05:302018-03-29T23:23:11.328+05:30Social Branding & Personalized Content – Bringing a paradigm shift to consumer’s buying decision<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjgu2IYXqTof1UbnOHH_vsOmAARn48dmOdg5urjgNaZhYbtYsCt6QBpe29hJd6D1Ig2rdXYQ8YP2dG3ilpaT8CZ7_IOj-ivaQ1jkJVZDgeUmfdhvClsrpM_AmOSEMWcKYBHvPupSf_qeo0/s1600/twitter-facebook-together-exchange-of-information-147413.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1067" data-original-width="1600" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjgu2IYXqTof1UbnOHH_vsOmAARn48dmOdg5urjgNaZhYbtYsCt6QBpe29hJd6D1Ig2rdXYQ8YP2dG3ilpaT8CZ7_IOj-ivaQ1jkJVZDgeUmfdhvClsrpM_AmOSEMWcKYBHvPupSf_qeo0/s400/twitter-facebook-together-exchange-of-information-147413.jpeg" width="400" /></a></div>
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<span style="font-size: 12pt;">We all know
that brand awareness plays a crucial role in consumer’s buying decision. Consumers
who search for a product or a service often take a decision based on their
prior knowledge of a brand. For example if you are searching for a latest
smartphone with all new features, you will probably go with the brand that you have
heard in the past while a new Smartphone manufacturer offers almost all the
attributes that you are looking for; may be at a much more cheaper price.
Sometimes the brand and the product becomes so synonymous that when you think
about the product, you actually think about the brand. ‘Coalgate’ and ‘Xerox’
are few good examples that have done this miracle over the years.</span></div>
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<span lang="EN-IN" style="font-size: 12.0pt;">But, today’s
generation is more informed and more knowledgeable. They are ready to
experiment and go for the new ones. And, social media plays the most significant
role here. Social media has grown rapidly in last one decade. Today, there are
3 billion active social media users worldwide, which is almost 40% of world’s total
population. This is a huge number that brands can’t ignore.<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgem1HOiTAgDFfuPZZZsxwqedQk67gjdhXom8cFHoe9KcM1hMuNw7YcTUZAdDgNN4qoCy3hDHzOv9G2Xe_eLgTkd8IleXSpRr4d0U-rbFp_qd5ok4ym9WrwbdhSKQ8xQtDoHhNPtYy7lOs/s1600/laptop-from-above_925x.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="617" data-original-width="925" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgem1HOiTAgDFfuPZZZsxwqedQk67gjdhXom8cFHoe9KcM1hMuNw7YcTUZAdDgNN4qoCy3hDHzOv9G2Xe_eLgTkd8IleXSpRr4d0U-rbFp_qd5ok4ym9WrwbdhSKQ8xQtDoHhNPtYy7lOs/s400/laptop-from-above_925x.jpg" width="400" /></a></div>
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<span style="font-size: 12pt;">Brands have to
be more social and approachable to reach out to their consumers and should establish
direct dialogues with them; of course, more frequently and ethically. Brand
owners have to put ethics at the top of their agenda in their social
communication strategy. For example, the CSR initiatives taken up by big brands
not only just showcase their social face; but also establish them as ethical
brands. Consumers often relate themselves to these messages easily. P&G’s
‘Shiksha’ is one of such examples where consumers take the pride of being part
of a social cause.</span></div>
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<span lang="EN-IN" style="font-size: 12.0pt;">A social post
can create more noise than an official communication like a press release or a
news release could do in the past. Traditional communication strategies have to
be modified according to today’s consumer behavior. And, for the success of
any of such communication strategy, you have to consider social media as more
of an engagement platform rather than a medium to push out your marketing
messages. From marketing perspective, the future of social media is all about
nurturing your relationship with the consumer and taking this to the level of
personal know-how. Personalized content better connect with a consumer taking
his/her specific wants and needs into consideration. In this context,
personalized content means creating specific content based on factors such as the
audience, their geography, their content consumption behavior and the devices
they use. When consumers feel that their voices are being heard<a href="https://www.blogger.com/null" name="_GoBack"></a>,
brands can build a valuable relationship with them. This change is just one
among the many changes that the future of social media branding will witness
and influence consumer’s buying decisions significantly.</span></div>
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Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com0Bengaluru, Karnataka, India12.9715987 77.59456269999998312.4764182 76.949115699999979 13.4667792 78.240009699999987tag:blogger.com,1999:blog-7816309067195853813.post-87524805646851251362017-06-14T15:24:00.000+05:302018-03-31T11:42:46.952+05:30“Big-Picture” of Multi-Channel Social Measurement<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYabYfuSQUZfftZzy3WZUsCfvsPt-CRj56C2T3_FTsl3Aq-YOj6muabaYIsEMyd6ttNYAFj3sg2RBlRaQwqoqiDQfIXpmUbswX62KLczTjR1sIGvj8tT7x6xpPIlpNZz2DLZBuXUe85PU/s1600/business-charts-data-95916.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1067" data-original-width="1600" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYabYfuSQUZfftZzy3WZUsCfvsPt-CRj56C2T3_FTsl3Aq-YOj6muabaYIsEMyd6ttNYAFj3sg2RBlRaQwqoqiDQfIXpmUbswX62KLczTjR1sIGvj8tT7x6xpPIlpNZz2DLZBuXUe85PU/s400/business-charts-data-95916.jpg" width="400" /></a></div>
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Facebook’s “Insights” tab or Twitter’s “Activity Dashboard,”
are few examples how the social networks are gradually accepting the importance
of measurement for the social marketers. However, majority of the marketers
struggle to get the “Big-Picture” of their social media data analysis. To get
the view of their social landscape, often they find it challenging to
standardize the metrics or analyzing the data in context. To conclude with the
deeper insight of any complex social media data, there are few fundamental
rules for multi-channel measurement.</div>
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The list of social networks that are relevant to marketers
is long and diverse. One of the biggest problems that marketers face with multi-channel
analysis is having access to all of their data across all platforms like Facebook,
Twitter, Instagram, Tumblr, LinkedIn, Pinterest, Google+, etc.</div>
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Most of the social media analyst measure and report on
Facebook and Twitter. However, to get the big-picture, you should analyze at
least six networks. This breadth of reporting equates to a lot of time and energy
in compiling the data and filtering out the noise. The data aggregation process
is about balance, gathering as much context as possible and put it in the most
simple and practical format possible.</div>
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Putting metrics from various channels in context is crucial
to understanding social performance and gaining useful, tactical insights. The
problem is that the growth in number of social channels makes it hard to
consolidate and standardize reporting. The key to putting this massive amount of data in context is
standardization. By standardizing terminologies around similar metrics, you
will be able to look at activity and engagement in a simple format and with
full context. For example, instead of Facebook Fans and Pinterest or Twitter
Followers, use a term like “Audience.”</div>
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Once you standardize your terminologies, focus on
benchmarking the methodology. The most effective and commonly used benchmarking
methods for social media marketers are: taking at-least three periods as an
average and apples-to-apples comparison of these periods like pre-campaign
performance measurement to the post-campaign monthly reports. Just average the
last three months to benchmark the most recent efforts and you will get a solid
rolling average. With this type of comparison, it makes the most sense to focus
on rates and ratios. You should focus on measuring things like growth rate and
engagement rate. This approach will allow you to normalize over time periods
without worrying about the scale differences.</div>
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Data
has become a central need for social media marketers. No longer are aggregate
totals enough. Marketers need complete, practical measurement that allows them
to review all of their activities. Multi-channel analysis is the key to this
holistic approach while each puzzle piece is crucial. It’s the complete picture
that helps social media marketers do their best work in terms of taking a
corrective measure during a mass-media campaign.</div>
</div>
</div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com0tag:blogger.com,1999:blog-7816309067195853813.post-74380781464569941222016-06-23T20:33:00.000+05:302018-03-29T23:12:04.169+05:30LinkedIn as the Content Marketing Hub<div dir="ltr" style="text-align: left;" trbidi="on">
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LinkedIn is gradually becoming a hub for professional
content. 1.5 million publishers are
actively using LinkedIn “Share” button on their sites to send content into the
LinkedIn platform. There were 184 million unique visitors worldwide to LinkedIn
in Q3 of 2013. According to a recent survey, “Content Managers spend 8 hours
each week consuming professionally relevant content. 61% of them consider that
professional content is necessary for success. 91% of them are using it weekly
for professionally relevant content vs. 64% for online news sites and only 29%
for Twitter and 27% for Facebook.”</div>
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<br /></div>
<div class="MsoNormal" style="text-align: left;">
Some quick facts about LinkedIn marketing:</div>
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<b><br /></b></div>
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<b>Unique content:</b> Create
content that sparks the discussion. Increase the frequency of updates and
publish unique content via LinkedIn. The opportunity to build programs around
LinkedIn leverages content to drive engagement life-cycles and stimulate organic
community building. Members are more likely to share professional content that
builds their professional brands, strengthens their professional networks, or
helps them sell to their networks.</div>
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<b><br /></b></div>
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<b>Popular content:</b>
Emphasize on sharing popular content types such as new research, breaking
industry news, case studies, content produced by business leaders, etc.</div>
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<b>Sponsored updates</b>:
LinkedIn sponsored updates can increase the visibility of the content by many
folds.</div>
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<b><br /></b></div>
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<b>Optimized employee
profile:</b> An optimized employee profile can boost the visibility of the
company and its content in the search results—both on and off the network.
That’s because search engines like Google scour pages and URLs for keywords,
and LinkedIn profiles offer many opportunities to embed keywords, such as
within the LinkedIn URL, other URLs listed on personal profiles, job titles and
descriptions, and content links the profile holder includes.</div>
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<b><br /></b></div>
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<b>LinkedIn influencers:</b>
Connect with the LinkedIn influencers. Take advantage of discovery modules
within LinkedIn to help you find more relevant content based on the people
you’re following and the posts you’re reading.</div>
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<b><br /></b></div>
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<b>Display ads:</b> Make
use of LinkedIn Premium Display Advertising and integrate display ads.</div>
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<b><br /></b></div>
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<b>Follow company ads:</b>
Use “Follow Company Ads” to deliver personalized messages on the homepages of your
target audience, establishing the relevance of your business to these members
and building your Follower audience.</div>
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<b><br /></b></div>
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<b>Make use of “Pulse”:</b>
Using LinkedIn Pulse, access full articles and rich graphics, from a wealth of
resources and more than 750 publishers. Start liking the most relevant and
share a few periodically.</div>
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<b><br /></b></div>
<div class="MsoNormal" style="text-align: left;">
<b>Showcase pages:</b> With
“Showcase Pages”, you can build a presence and present a unique voice for every
important part of your business. By creating dedicated pages for your more
prominent brands, businesses, and initiatives using “Showcase Pages,” you can
extend your LinkedIn presence.</div>
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<b><br /></b></div>
<div class="MsoNormal" style="text-align: left;">
<b>Attract more
followers:</b> Cultivate a larger following with a multi-channel approach.
Encourage employees to add a link to the company page in their email signatures
and add a Follow button to your website.</div>
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<b><br /></b></div>
<div class="MsoNormal" style="text-align: left;">
<b>Follow the 4-1-1
Rule:</b> The 4-1-1 Rule was coined by Tippingpoint Labs and Joe Pulizzi of the
Content Marketing Institute, originally created for Twitter. It can
successfully be applied to company’s content marketing strategy using LinkedIn.
The rule states: “For every one self-serving tweet, you should retweet one
relevant tweet and most importantly share four pieces of relevant content
written by others.” Instead of constantly bombarding your followers with demos,
webinars, and whitepaper downloads, create a cadence of helpful insights
relevant to your audience.</div>
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<b><br /></b></div>
<div class="MsoNormal" style="text-align: left;">
<b>LinkedIn groups:</b>
Create more focused groups for the services and products category, encourage
members to actively participate, and get aligned for community success.</div>
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<b><br /></b></div>
<div class="MsoNormal" style="text-align: left;">
<b>Track the
success/failure:</b> Keep a track of your “Content Marketing Score” and the
“Trending Content” to qualify your content marketing efforts on LinkedIn.</div>
</div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com0tag:blogger.com,1999:blog-7816309067195853813.post-6196756004829450592016-02-18T05:34:00.000+05:302018-03-29T23:12:31.965+05:30The real numbers behind your social media indices<div dir="ltr" style="text-align: left;" trbidi="on">
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According to a new survey by online business community Manta,
Social media use is trending upward and nearly 50% have increased time spent on
social media this year and nearly 55% say they’re using platforms like Twitter
and Facebook as the most important tool for either acquiring new customers of
generating sales leads. It is very praiseworthy that more and more companies
are getting involved in social media, but few are able to report its real
value. According to eMarketer, only 13% of marketers feel they are "very
effective" at measuring social media efforts. In terms of measurement and
accountability, social media should be treated the same as email, search,
display and other marketing channels. If you want to see social media's true
impact on your business, you need to have a system and framework for pulling
real meaning from the data and trends that emerge from your measurement and
monitoring.</div>
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<br /></div>
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You need to build a social media measurement strategy that
aligns with business objectives, exhibits the business value of your social
media program, and provides the insight that enables you to optimize for
maximum impact. Put meaning behind the data you gather from social media.</div>
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<br /></div>
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Why it is so that few businesses have a framework in place
to measure the real value behind social media? You need to align your business
objectives with social measurement.</div>
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<br /></div>
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1. Monitor and react to social media 24/7:</div>
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Every minute is vital when it comes to preventing a Social
Media crisis. 24/7 moderation protects a brand’s reputation and alerts them to
developing issues as they occur.</div>
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2. Moderate and remove unsuitable content such as racism and
pornography immediately:</div>
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Seventy-five percent of Facebook users believe pornographic
and racist comments on a brand page are completely inappropriate. Sixty-six
percent users would ‘unlike’ the brand and 39% would never buy the product
again.</div>
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3. Implement strong threat detection and escalation
processes:</div>
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You need to react immediately to your Twitter account being
hi-jacked on a holiday. As we saw with the recent hacking of a fast food
chain’s social media account, it is critical to be alerted to a hacked account
as quickly as possible. In this instance, it resulted in 53 hijacked tweets
that were retweeted more than 70,000 times.</div>
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4. Monitor your campaign sentiment:</div>
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A badly thought out Social Media campaign can spread like
wild fire. A quick reaction to negative sentiment will make all the difference.
A recent example involved the banking sector using charitable organizations in
their campaigns receiving a huge social media backlash. </div>
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5. Influencers need to be responded fast:</div>
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A celebrity tweet complaining about your product or service
will only go one way if it’s not dealt with fast. Conversely, a quick and
proactive response can do wonders for your brand’s reputation.</div>
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Through today's technology, your business likely has
increasing access to information about how customers and potential ones behave
especially online - consuming media, interacting with friends, indicating
interest in products, and of course making purchases. Needless to say, this
data is a source of competitive advantage that your group, large or small, can
and should leverage to predict future behavior and better position yourself in
the marketplace. The challenge, for many businesses, is in lacking the tools,
know-how, and resources. Once you've found the data you know matters, you can
analyze and make interpretations that means to all parts of your business
planning and practical execution, which will help you to take actionable
decisions on a day-to-day basis.</div>
</div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com4tag:blogger.com,1999:blog-7816309067195853813.post-6638904581500133402014-01-15T15:56:00.000+05:302014-11-06T10:40:57.731+05:30Virtual clinics - breaking the boundaries of onsite vs. online<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-weight: normal;">Web-enabled medical care has become very popular in recent times and many big healthcare brands are now associated with this business model. As per reports from BCC Research, the telemedicine market will hit $27.3 billion by 2016. The whole concept of a virtual clinic is very interesting. Basically this involves few specialist doctors or medical practitioners who are highly devoted to their profession, a virtual interactive platform and few technologies that support this collaborative atmosphere. These health portals give patients the ability to discuss the preliminary symptoms with the doctors or specialists online and take necessary advice to take further steps. However, few people suggest that online examinations should not be allowed unless a patient has made an in-person visit to a doctor first.</span><br />
<span style="font-weight: normal;"><br /></span>
Service providers in this segment, often emphasize on how experienced and skilled their doctors are and how quickly they respond to their patients' queries. Spreading the awareness via word-of-mouth is very crucial in running these clinics. Although there is a up-rise trend of telemedicine based portals and physicians' forums, patients and their relatives often feel hesitant in discussing the medical issues in public. Hence, these forums and portals should emphasize on educating doctors about the appropriate ways to use these types of digital networks to communicate sensitive information about patients.<br />
<br />
The concept of virtual clinic is evolving rapidly and social media will soon become an integral part of the conversation. Digital media is transforming the doctor-patient relationship empowering patients to seek out information and make more informed decisions. Digital platforms leverage the patients comparing care options and its outcomes. While doing so, patients become informed and educated advocates of their own care and put more control in their hands. Patients can get real-time information through these portals about medications being recalled or outbreaks detected. Physicians can push this information out to patients within seconds through a simple tweet or a comment. Young physicians, grown up surrounded by technologies such as computers, smart phones and social media, are more adept at utilizing these avenues and perhaps more open to it. There are increasingly more reasons to adopt tele-health as a solution for a variety of healthcare crises and issues.<br />
<br />
Irrespective of challenges like patient privacy or return on investment, digital media is transforming the concept of healthcare. In recent times, we have seen more and more health related apps are being designed, more health blogs are being authored, and more web-based technologies are being developed. Soon this trend will enhance the conventional healthcare system we will see more and more clinics on the cloud.<br />
<br />
Article Source: <a href="http://www.articlesbase.com/health-articles/virtual-clinics-breaking-the-boundaries-of-onsite-vs-online-6500771.html" title="Virtual clinics - breaking the boundaries of onsite vs. online">http://www.articlesbase.com/health-articles/virtual-clinics-breaking-the-boundaries-of-onsite-vs-online-6500771.html</a></div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com0tag:blogger.com,1999:blog-7816309067195853813.post-87920102583787667622013-08-12T14:51:00.000+05:302014-11-06T10:43:05.758+05:30Content Marketing - making of a newsletter<div dir="ltr" style="text-align: left;" trbidi="on">
<div dir="ltr" style="text-align: left;" trbidi="on">
In today’s competitive scenario, every big enterprise wants
to prove themselves as a thought leader in their respective segment.
Newsletters play an important role in brand-building strategy to target a
specific audience which might convert into your potential customer. It is an
effective way to build a relationship with a prospect, nurturing them along
until they become a customer. Great content can always be helpful in getting
their attention and keeping their attention. Newsletters often play the role of
a strong medium for external and internal communication. Making of a newsletter
involves specific skill sets and goes through the following process:<br />
<div class="MsoNormal">
<br /></div>
<ul style="margin-top: 0in;" type="disc">
<li class="MsoNormal">Decide
on the theme and periodicity of the newsletter.</li>
<li class="MsoNormal">Based on
the theme, co-ordinate with the writer, copy-editor and the designer to
decide on the requirements to accomplish the assignment.</li>
<li class="MsoNormal">Come
up with a project schedule and scope of the work document.</li>
<li class="MsoNormal">Based
on the theme, the writer will come-up with a table of content (TOC) and
will take approval from the competent authority.</li>
<li class="MsoNormal">The
writer starts working on creating the content.</li>
<li class="MsoNormal">The
content is sent to the copy-editor for proof-reading, grammatical and
linguistic changes.</li>
<li class="MsoNormal">The
copy-editor sends back the copy-edited versions to the writer for final
approval.</li>
<li class="MsoNormal">The
second copy-edited version is sent for final approval. This step may
repeat multiple times based on the complexity of the project.</li>
<li class="MsoNormal">During
the quality check process for the content, the design team comes up with a
design template for the newsletter.</li>
<li class="MsoNormal">The
design template gets approved and the final content is sent to the
designer for creation of the final print-ready pdf version.</li>
<li class="MsoNormal">The
print ready pdf version is again checked by the copy-editor to ensure the
quality of the content.</li>
<li class="MsoNormal">Create
the final draft of the print-ready pdf.</li>
<li class="MsoNormal">The
pdf version is made available online and downloadable from the required
website and html pages are made online for the website visitors.</li>
<li class="MsoNormal">Send
an E-mailer to the client database to inform the subscribers about
publishing the newsletter.</li>
<li class="MsoNormal">Share
it through your social media portals. Your readers will love to re-share
it as long as it carries great and knowledgeable content.</li>
<li class="MsoNormal">Request
for email responses to the newsletter content.</li>
<li class="MsoNormal">Think
about using a moderated blog with audience posting as a source of
newsletter content as it might be useful not only to get directly involved
with your target audience but also to generate curiosity and interest
about the content. </li>
</ul>
<div class="MsoNormal">
By following these simple steps, you can easily design your
newsletter. But, involvement of quality contributors in every step to
accomplish the task is more important and crucial. At any cost, you have to
provide quality content maintaining the periodicity of the newsletter.<br />
<br /></div>
</div>
</div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com1tag:blogger.com,1999:blog-7816309067195853813.post-49942998002524591752013-01-26T04:36:00.001+05:302013-01-29T14:21:51.571+05:30Impact of a case-study in building brand credibility<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-weight: normal;">A case-study may be defined as an analysis of a given scenario or a situation that often regarded as a challenge for an establishment. A case-study gives a solution to a problem which might be technical or non-technical. It is often seen that case-studies play an important role in establishing a strong opinion about finding the ways to solve a business challenge. Manufacturing giants and business service providers are mostly benefited by the facts they share about their products/services through these studies.</span><br />
<span style="font-weight: normal;"><br /></span>
In current business scenario, case studies are not just limited to any management curriculum. They are widely used for brand-building activities. These studies often help the business giants to establish themselves as the thought leaders in their respective segment. The main challenge in designing a case study could be inspiring the reader to make a favorable decision. Even tiny little things like the design and layout could impact readers' decision making process. The content has to provide potential customers, investors and/or partners the information they require to make buying or investment decisions. It should also showcase the first-hand experience with a company, product or service and hence build credibility. The case evaluates the effectiveness of a product or service. Hence, the writer should be careful in delivering message through this new form of journalism that complements traditional mediums of advertising.<br />
<br />
A case study can also help introducing a new product or service with impact extending the value of advertising message with in-depth and content-rich coverage. An effective message will surely generate the desired impact. Designing an influential case-study involves lots of research on how others have defined the situation. If the situation is common then the challenge is more as you will also have to deal with a competitive scenario and you have to establish the facts in favor of your product/service. Interviewing the key resources in developing the case helps you establish the facts. These skilled resources can be quoted directly to present it in more convincing way.<br />
<br />
Detailed analysis of all the information collected plays a significant role in ascertaining your overall statement that you are well-versed with the situation. Finally, conclude the study in such a way that it gives a fruitful solution to the situation described. The whole purpose of designing a case can not be successful without a clear and crisp message. A message that directly influences your potential customers, investors and/or partners to make a investment decision.<br />
<br />
Article Source: <span style="color: #0000ee;"><u>http://www.articlesbase.com/branding-articles/impact-of-a-case-study-in-building-brand-credibility-6426124.html</u></span></div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com1tag:blogger.com,1999:blog-7816309067195853813.post-13186644094807961542013-01-07T15:29:00.000+05:302013-02-18T13:30:56.353+05:30Evolution of media monitoring as an integral part of PR strategy<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: left;">
It has always been difficult for large enterprises to track the exact picture of the effectiveness of their public relation and marketing campaigns. This requires specific skill sets to monitor and gather relevant information of the media coverage related to these campaigns.</div>
<div style="text-align: left;">
<br /></div>
Evolution of online media in different forms has made it more difficult as online media is more viral than traditional print media. Broadcast media also plays an important role in successful implementation of PR and marketing strategies designed by these big enterprises, which involve a big chunk of their investments. So, monitoring media coverage is more important than ever before. Enterprises must be confident that their PR campaigns are creating significant impact in the media. They need comprehensive information how they are being talked about by different forms of media and media influencers.<br />
<br />
Media monitoring provides an easy to view and analyze dashboard that clearly shows the effectiveness of these PR campaigns. Media monitoring service providers research and aggregate the media coverage for a particular company, product, brand, event, industry, etc. and synthesize & analyze the relevant coverage. Then, they present the synopsis of the coverage to their clients in an easy, reader friendly format. Enterprises get educated about what's being said about their company, products, brands, etc, in the media. They learn about media perception of their competitors. They learn about the latest industry developments as portrayed by the media. They get an idea of the share of voice that they have in the media and this serves as a backdrop for them to fine tune their communications strategy.<br />
<br />
It is always advisable to take a consolidated approach in handling different forms of media. Emergence of social media has made it more obvious for the enterprises to get the information real-time. Consolidated media measurement approach involves media monitoring, media audit, user-generated media monitoring, user-generated media audit, key-influencer analysis, industry trend analysis, company analysis, competitive analysis, audience analysis, etc. Service providers handle the huge volume of information by utilizing several media monitoring tools, online sources and some alert services. Involvement of skilled professionals in mining the relevant information, analyzing, presenting and summarizing it in an easy-to-understand report is very crucial. "Dashboard" view of media performance helps marketing and PR professionals to sharpen competitive edge and demonstrate return on their corporate communication investment. So, media monitoring and measurement has evolved as an integral part of enterprises' public relations campaign management process.<br />
<br />
Article Source: <a href="http://www.articlesbase.com/public-relations-articles/evolution-of-media-monitoring-as-an-integral-part-of-pr-strategy-6391557.html" title="Evolution of media monitoring as an integral part of PR strategy">http://www.articlesbase.com/public-relations-articles/evolution-of-media-monitoring-as-an-integral-part-of-pr-strategy-6391557.html</a></div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com0tag:blogger.com,1999:blog-7816309067195853813.post-75760628416254505412012-10-19T22:39:00.001+05:302013-01-10T02:09:27.315+05:30KOLs - today's pharma thought leaders<div dir="ltr" style="text-align: left;" trbidi="on">
In today's volatile market scenario, listening and engaging Key Opinion Leaders or KOLs in your digital marketing
plan is very crucial. In order to identify KOLs, there has to be a firm understanding of the
issues and circumstances that make them key in the first place. Typically the
opinion leader is held in high esteem by those who accept his or her opinions.
KOLs are often regarded as the key to business success in Pharmaceutical/Healthcare
industry. They are the agents who actively participate in discussions or forums
in order to address drug-related issues or queries raised by people. Now, the
question is “How do they influence your brand perception?”<br />
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<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
KOLs may not necessarily be involved directly with your
brand; however, they have the ability to build or destroy your brand image by
influencing their followers. They are the people others are watching. Irrespective
of the therapeutic field, the use of KOLs is a global phenomenon
for business success. In pharmaceutical business research, KOL management and
mapping play important role. Your KOL databases have to have the names who can
easily tell what your research should focus and what are the target customers’
current needs. In terms of marketing & sales, KOLs act as a the leading indicator
of therapy acceptance. Pharma companies generally connect with the KOLs early
in the drug development process to provide advocacy activity and key marketing
feedback.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
To identify the KOLs, you need to know their key
characteristics. <i>Market Strategies International</i> conducted a research study
among a selected group of 100 national and regional KOLs and came out with the
following key characteristics of a KOL: </div>
<br />
<ul style="text-align: left;">
<li>Regularly
sought out by their colleagues for opinions or advice</li>
<li>Speak
often at regional or national conferences</li>
<li>Have
published articles in a major journal during the past two years</li>
<li>Consider
themselves early adopters of new treatments or procedures</li>
<li>Help
establish protocols for patient care </li>
</ul>
<br />
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Identifying KOLs
using social network analysis</b></div>
<div class="MsoNormal">
Mostly medical practitioners use their local network to
advice, opine and showcase their expertise. You can term it as a closed
community that has the ability to influence millions of people. It needs a sophisticated
algorithm that takes into account both the direct and indirect links in the
network to identify the best influencers who really can create an impact on your consumers to
build an opinion or a sentiment. If you have a strong community management
model around your brand, these influencers will bring in
more people to talk about your brand. Building an interacting model of
communication and closely monitoring the conversation help to build strong
brand perceptions which result in increase velocity of product adoption.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So, are you listening???</div>
</div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com2tag:blogger.com,1999:blog-7816309067195853813.post-24066569411128037012012-09-21T02:11:00.002+05:302012-09-29T22:43:21.978+05:30Salesforce gives the Cloud a new social direction<div dir="ltr" style="text-align: left;" trbidi="on">
Is this an aggressive marketing move? Or, is this a step to
stay ahead in this social revolution age? Salesforce launching today its new
social media analytics software suite “Marketing Cloud” is regarded as a timely
push to bring in consumer social media features into business and industrial
settings.<br />
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<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Salesforce is no longer a company that provides only online
software managing your sales process. It has evolved itself to explore new
markets like social media marketing in order to sustain growth. Marketing Cloud
is a product of Salesforce's closely watched, $689 million acquisition of Buddy
Media. However, the company is getting tough challenge from its rival Oracle, which
has captured headlines with its social media-related acquisitions recently. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Marc Benioff, CEO and founder of Salesforce, said at the
Dreamforce conference 2012, “Are you and your company going through a social
revolution? We see your customers and your employees and your partners are all
connected.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Yes, Mr. Benioff. You are right in saying so. Everyday or
rather every moment, big brands face challenges from social media either in the
form of opinions or reviews or customer sentiment. Listening, analyzing and
engaging – these are the three ways how one can counter the challenges and this
forms three closely-related market segments called Social Media Analytics, Social
Media Marketing and Social Media Consulting. All the big players like Adobe,
Oracle, Microsoft and Google have their own interest to dominate this market. This might be too early to predict who will win the race, but this
competition is slowly getting very interesting to watch out for.</div>
</div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com2tag:blogger.com,1999:blog-7816309067195853813.post-27772126778328787172012-09-14T00:23:00.001+05:302012-09-17T12:27:58.429+05:30IDC report - optimistic on social vendors<div dir="ltr" style="text-align: left;" trbidi="on">
IDC MarketScape has released its "Worldwide Pharmaceuticals Social Media Analytics 2012 Vendor Assessment" report. The report says that there is an increasing interest in social
media software applications and profiles the vendors such as Brandwatch,
Cognizant, Genpact Social and Digital Transformation Services, Indegene,
ListenLogic, Meltwater, Radian6, Semantelli and Visible Technologies. <br />
<br />
Congnizant has been recognized by IDC
MarketScape as a leading vendor for pharmaceuticals social media analytics for
the year 2012. As per the report, “Cognizant is highly focused on the
pharmaceutical industry and is considered by its customers to have very high
pharmaceutical industry expertise.”<br />
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<br />
<div class="MsoNormal">
<br />
Eric Newmark, Program Director of IDC Health Insights' Life
Science Business Systems service, was quoted in the release, saying, “Many
pharmaceutical companies are ramping up their investment in social media
analytics as a large majority of consumers now go online to research their medical
condition and treatment alternatives. The information they find, combined with
their physicians’ opinion, is often the largest influencing factor on the
prescription or treatment sought. Hence companies should understand what
consumers are finding online and closely monitor its effect on their brand.” </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This is very true. Social media has a measurable impact on
PR and analytics. It also gives huge boost to brand recognition. However, many companies
are still struggling to identify clear social attribution. Branding in this
social media age is very crucial and challenging, where the biggies always need
to keep an eye on the social media listening trend.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The findings of the IDC report will surely help the healthcare
and pharmaceutical companies to choose the right analytics application and
right vendors to analyze their social media brand perception.</div>
</div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com1tag:blogger.com,1999:blog-7816309067195853813.post-9766782442144281172012-09-10T14:22:00.001+05:302012-09-14T11:02:22.142+05:30“Adobe Social” - will it be a game changer?<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
Last week, Adobe entered the race of social media analytics by
launching its first end-to-end social media marketing and analytics software
suite “Adobe Social.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="http://allfacebook.com/adobe-social-debuts_b98909" target="_blank">AllFacebook</a>,
the “Unofficial Facebook Blog,” gives Adobe Social a strongly positive review.
The blog recommends the product for its extremely user-friendly interface. It states,
“Adobe Social’s ability to create and demonstrate business impact from social media
will enable the social marketer to secure a seat at the planning table.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Over the past decade, social media has become an unavoidable
and integral part of business strategy. With Adobe Social, the company promises
to move social media users “from social media intuition to marketing insight.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i style="mso-bidi-font-style: normal;">“The ability of Adobe Social
to reveal deeper connections across the social activities of our fans and
manage key business results and hundreds of Facebook pages and Twitter profiles
across a single platform is incredibly valuable,”</i> states Gretchen Fox, VP
Social Media, LiveNation, at Adobe Social’s official product overview.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The <a href="http://techcrunch.com/2012/09/05/adobe-social-launch/" target="_blank">Tech Crunch</a> blog
also gives it a positive review by saying, “The other big selling point is the
integration with other products in Adobe’s Digital Marketing Suite — as Adobe
puts it, it’s breaking social advertising out of its silo.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The social media analytics market is currently dominated by Radian
6, Cision, Vocus, etc. and will offer a fierce challenge to Adobe Social. It
will be watchable in near future how Adobe Social will penetrate into this market
segment and proves itself as a game changer.</div>
</div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com2tag:blogger.com,1999:blog-7816309067195853813.post-32861082099181827742012-08-31T22:26:00.001+05:302012-09-14T11:03:00.480+05:30Social CRM: why it is crucial?<div dir="ltr" style="text-align: left;" trbidi="on">
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<br />
<div class="MsoNormal">
Over the last one decade, social media has changed the
definition of traditional CRM. Before, it was just a one way communication process.
But emergence of social media and its maximum utility for CRM had made it a
two-way communication channel. This evolved the concept of sCRM or Social CRM.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
As per Paul Greenberg, <i style="mso-bidi-font-style: normal;">“Social
CRM is a philosophy and a business strategy, supported by a technology
platform, business rules, workflow, processes and social characteristics,
designed to engage the customer in a collaborative conversation in order to
provide mutually beneficial value in a trusted and transparent business
environment. It’s the company’s response to the customer’s ownership of the
conversation.”</i></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Why sCRM is crucial in terms of your brand perception? Because
it is spontaneous…………….. If you do not engage a monitoring system or do not
keep a close eye on the developments, you might loose your brand loyalty. At
the same time, if you keep your customers engaged with your product/brand and you have a real-time tracking system of your brand’s performance, sCRM
can create a win-win situation for you as well your customers.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
sCRM is more than just engaging your customers or prospects
to your product’s/brand’s microsites or Twitter/Facebook pages or building communities
or blog pages. It is not only about social listening or creating a media buzz
through your PR agencies. sCRM is a mix of all. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Say, you have engaged your customers through these channels.
Now, the challenge is how do you monitor the activities. Is it through some
enterprise listening software? Or, some third party service providers? Or self?
Well, it is again a mix of all.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Now, the next challenge you might face is your customer’s
identity in social media portals. Most often you face the issue of multiple
identities of your customers. So, you should have a technology or a practice to
integrate multiple identities (Identity Management).</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
sCRM is all about creating a collaborative environment, both
internally and externally. The key to sCRM success is to understand the issues/challenges
pertaining to your product or brand and solving them with customer engagement
and interaction in a process-driven way.</div>
</div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com2tag:blogger.com,1999:blog-7816309067195853813.post-33631153501212971702012-08-30T20:16:00.002+05:302012-09-17T12:33:56.510+05:30E-Mail Marketing - 15 ways to take it close to your sales prospect<script type="text/javascript">
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_gaq.push(['_trackPageview']);
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ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
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<br />
<h2 class="MsoNormal" style="text-align: left;">
</h2>
<ol start="1" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Spam
filters: to avoid mails landing up at spam folders of the recipients, you
should avoid using product or service promotional words such as discounts,
free etc.; special characters such as $, %, #, etc. both in the
subjectline as well as in the mail body. </li>
</ol>
<ol start="2" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Always
use a targeted and clean mailing database. Recheck and update your mailing
list periodically. </li>
</ol>
<ol start="3" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Autoresponders:
use periodical autoresponder feature to target your sales prospect with
high integrity.</li>
</ol>
<ol start="4" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Sender’s
signature: always use a signature to avoid confusion about sender’s
identity.</li>
</ol>
<ol start="5" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Link-clicks:
as per studies, internet users respond well to blue/bold/underlined texts
most often. You can use this logic to your link-clicks in the mail body.</li>
</ol>
<ol start="6" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Avoid
heavy graphics to minimize the size of the E-mailers. Use only meaningful
images relevant with the subject.</li>
</ol>
<ol start="7" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Use
consistent, professional and user-friendly color codes. </li>
</ol>
<ol start="8" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Put the
most interesting content at the top so that if your recipient is using any
mail preview feature, he/she catches the most relevant part in the
preview.</li>
</ol>
<ol start="9" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Subjectline:
if your subjectline does not able to catch your recipients’ attention,
he/she will immediately delete the mailer before even looking at the mail
body. To grab receiver’s attention, you should specify the benefits
reading the E-mailer at the subjectline.</li>
</ol>
<ol start="10" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">For repetitive
E-mail campaigns, you should send all the E-mailers at a predefined time
and schedule. Before fixing that time and day, understand the receivers’
working schedule. For example: if your database contains mostly personal
E-mail ids, you should send your mailers during the second half of the day;
may be just before you leave office. If your database contains mostly
official E-mail ids, you should avoid sending the E-mailers in the morning
hours. </li>
</ol>
<ol start="11" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">As per
some research studies, E-mails that are sent during the middle of the week
(Tuesdays & Wednesdays) get maximum readers’ attention. </li>
</ol>
<ol start="12" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Unsubscribe
option: your E-mailer should always give a freedom to unsubscribe your
mailers at any point of time. This should not be a hectic and tiring process;
just a one-click option. </li>
</ol>
<ol start="13" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Disclaimer
statement: any E-mailer without a disclaimer statement is regarded as unauthentic. </li>
</ol>
<ol start="14" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Ask
for readers’ feedback: you can do so by putting a direct link to your
social media pages or creating a short online form.<span style="mso-spacerun: yes;"> </span></li>
</ol>
<ol start="15" style="margin-top: 0in; text-align: left;" type="1">
<li class="MsoNormal">Your
E-mail service provider: last but not the least; a lot more depend on your
bulk E-mailing software/tool. Test and try different service providers
before selecting the best one; also, check different features such as
campaign report generation, user-interface, etc. before going for any paid
option.</li>
</ol>
</div>Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com3tag:blogger.com,1999:blog-7816309067195853813.post-30155954728665863702012-08-30T00:09:00.000+05:302012-09-14T11:05:32.688+05:30IBM Forward View Virtual Forum 2011<div dir="ltr" style="text-align: left;" trbidi="on">
<iframe allowfullscreen="" frameborder="0" height="344" src="http://www.youtube.com/embed/PCVgdP9CYSU?fs=1" width="459"></iframe></div>
Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com0tag:blogger.com,1999:blog-7816309067195853813.post-56857432437220089212012-08-29T00:09:00.002+05:302013-01-12T01:08:24.965+05:30Bangalore - the most lovable city in India<div dir="ltr" style="text-align: left;" trbidi="on">
Bangalore or Bengaluru - no doubt whatsoever you say, the taste remains same. Bangalore, the IT-BT hub of India, still remains the hot-spot for job hunters and students. Every year, many people from other parts of India, specially from North East, move to this city with a untold dream - a dream for a better livelihood, a dream for a better professional career. As per latest population-based surveys, Bangalore is the third most populous city in India.<br />
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<br />
The question that might be asked by some people are: "why national and international corporate houses still prefer Bangalore as an investment hub?" - "why Bangalore still remains a preferred destination for Indian and international students?"<br />
<br />
Answer is very simple. There are multiple reasons, such as: A. Good climate; B. Clean city (of-course, not like 10 years back; however, this still remains as one among the less polluted cities in India); C. Very gentle, helpful and friendly local people; D. Less crime or rather no crime compared to other tier-1 cities in India. E. Supportive measures taken up by the state government for creating special economic zones and IT-BT parks. F. A mix of serene South Indian Vedic environment and a cosmopolitan lifestyle. <br />
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<br /></div>
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But...................... <br />
<br />
The recent sms or mms havoc had created a mistrust among the people of North-East and surprisingly it spread like an epidemic. I do not want to comment on who had started this or who should be held responsible for creating such a situation. But, we must admire the the way how Karnataka Government had handled the whole situation. This is really commendable that the state Dy. CM/home minister went to the railway station to appeal people from North East not to leave the city. Even the Karnataka government had sent a special delegation to Assam to bring the people back to Bangalore who had left the city with a fear to loose their lives. No state government in the recent past had taken up such prompt steps as a part of confidence building measure between two communities. This will remain as an example for other state governments.<br />
<br />
Today, we people from North East can proudly say that we were part of building the Bangalore the way it is now and we will contribute the same way as we did before.<br />
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Love you Bengaluru.......... </div>
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Anonymoushttp://www.blogger.com/profile/13746835553692197442noreply@blogger.com1