BUSINESS ENGLISH ADDITIONAL TEXTS

(COMMON EUROPEAN FRAMEWORK LEVEL B2)

Mme M. Palm

Bachelier en criture
multimdia
3me anne

Anne acadmique 2017-2018

1
 Business English EMU BAC 3 Additional texts

1. Unit 2 Job description p. 3

Webmaster, Webdesigner, Web projects manager, Applications developer

2. Unit 3 Getting the right job p. 13

Job search tips

3. Unit 5 Breaking into the market p. 22

The rise of the networked organization
How to drive innovation into your brand
Mobile Engagement Study Reveals Moments-based Advertising Increases Purchase Intent
Targeting Consumers With Different Social Personas

4. Mobile and Web Marketing p. 32

2
Unit 2 Job description
Webmaster Job Description Consists Of Four Key Roles
MAY 30, 2014 BY RYAN HTTPS://BLOG.UDEMY.COM/WEBMASTER-JOB-DESCRIPTION/

Webmasters today play a key role for all sorts of businesses that advertise and work via the
internet. If you think the webmaster job description only consists of designing web pages, then you
will want to keep reading this article. That might have been their only main task maybe ten years
ago, but their role has evolved greatly thanks to the development of technology. They could be
involved with anything from search engine optimization, security protocols, or even troubleshooting.

..

Its not entirely necessary that you graduate from a university to become a webmaster. Around 43%
of webmasters hold a bachelors degree, 27% have some college education but no degree, and 20%
have an associates degree. They need an education in computer technology and website design to
be competitive in the job market. Some of the courses you can expect to take are basic web design,
content management, animation, video editing, and fundamentals of design imaging. However,
some web developers can acquire these skills through self-studying and online courses.

Skills and Qualities

A webmaster should possess skills and personal qualities in the following:

Be able to work on their own or in a team

Be able to work under pressure to meet strict deadlines
Have knowledge in software programming and graphics
Be creative and imaginative
Be able to adapt and pick up new techniques
Have good interpersonal and communication skills
Be thorough and precise with their work
Be able to multi-task
Understand international web standards and protocols

Job Description

As a webmaster, you are expected to handle multiple roles throughout your career. This may
depend on whether you are hired by a small company or a large corporation. In a smaller
environment, you may be the only web developer in-house so you will asked to perform a variety of
tasks. In a larger business, you will most likely be with a team of web developers and be asked to
specialize in a certain area. Lets explore the four different roles they may be asked to fill in.

1. ..

Its the webmasters role to maintain an inventory of advertisements and manage the ad server
software. Since many online companies are running advertisements over the internet, its the
webmasters job to maintain these ads and set parameters for them within the sites
3
architecture. This means monitoring performance based on KPIs, making sure the code is compatible
with various browsers, fixing broken links and images, adding new content, and product updates, just
to name a few.

They are also responsible for purchasing the websites domain name and choosing a server for the
company. Its important they provide clients with the safest, most secure server possible. This
includes creating emergency back-up procedures so the site can still function properly if theres any
server problems.

2. ..

Most webmasters will find themselves in the role of programming at one point or another in their
career. The tasks involved are coding the site, adding new features and content, editing navigation
by using Javascript, CSS or HTML, logo and artwork, video and sound, and backing up the site. Its not
required that the webmaster knows every type of programming language out there, but general he
or she should be familiar with HTML, CSS, PHP, and Javascript.

With programming also comes debugging. This is the tedious process of correcting any errors in the
code, and testing it to make sure everything runs smoothly. If the bugs arent address quickly, it can
cost a company revenue and conversions.

3. .

Web design is another task that webmasters may be asked to perform. They are responsible for
designing an attractive, appealing website that suits the customer. It is also their job to make sure
the website is fully functional. This means webmasters must have a high level of creative and artistic
skill also. Compared to web designers who focus mainly on the appearance of a website,
webmasters are much more competent since they actually see the same site from a technical aspect.

Webmasters provide a wide range of website services on a personal and long-term basis. They can
assist you with additional sites for expansion if needed. They familiarize themselves with your
website and products so they can create webpages that are in tune with what your goal is. They can
also be seen as a liaison between the IT department and management, letting both groups
understand what is needed to be done without any confusion or misinterpretation.

4..

One of the main purposes of hiring a webmaster is to drive traffic to your website and make sure it
ranks highly in search engines. They will be sure that you have the right resources to promote your
company as best as possible. Trackers will be setup within the code of a website, which indicate
which pages on the site get viewed the most and where the site visitors come from before visiting
your site. They can determine which pages perform the best in terms of search engine optimization
and are able to prioritize external links and ad space. Furthermore, they are able to track the
number of visits your web site gets and the percentage of visits that generate sales.

4
Skimming & summarizing - What are the 4 key roles of a Webmaster?
Explain in your own words on the basis of keywords:

Vocabulary search

- Problem solving:
- To fit:
- To learn:
- Respecter lchance:
- Total, in-depth:
- Supervising:
- To buy :
- Necessary:
- Fastidieux:
- To bring:
- Figurer en tte, tre bien positionn:
- Faire de la publicit:
- SEO:
- To give:
- An objective:
- Bien se drouler:

5
Web designer: Job description
Web designers plan, create and code web pages, using both non-technical and technical skills to
produce websites that fit the customer's requirements.

They are involved in the technical and graphical aspects of pages, producing not just the look of the
website but determining how it works as well. Web designers might also be responsible for the
maintenance of an existing site.

The term web developer is sometimes used interchangeably with web designer, but this can be
confusing. Web developing is a more specialist role, focusing on the back-end development of a
website and will incorporate, among other things, the creation of highly complex search functions.

The recent growth in touchscreen phones and tablet devices has dictated a new way of designing
websites, with the web designer needing to ensure that web pages are responsive no matter the
type of device a viewer is using. Therefore the need to test websites at different stages of design on a
variety of different devices has become an important aspect of the job.

Typical work activities

Web designer duties can vary depending upon the type of organisation worked for and the technical
level of the website, but can include:
meeting clients to identify their needs and liaising regularly with them;
drawing up detailed website specifications;
designing sample page layouts including text size and colours;
designing graphics, animations and manipulating digital photographs;
registering web domain names and organising the hosting of the website;
presenting initial design ideas to client;
coding using a variety of software;
working with different content management systems;
search engine optimisation;
meeting relevant legal requirements such as accessibility standards, freedom of information and
privacy;
designing the website's visual imagery and ensuring it is in line with company branding policy or
the requirements of the client;
proofreading content and grammar and making changes where necessary;
editing content, debugging code and re-designing web pages;
working with other web specialists including web developers and graphic designers;
liaising with outside agencies;
testing the website to ensure it is working;
handing the completed website over to the client;
post-sales technical support;
training client's staff;
researching current design trends;
continual professional development to keep up to date with new software developments.

6
Web Project Manager Job Description

Web Project Manager Job Responsibilities:

Accomplishes Web project objectives by establishing project scope; designing and delivering
solutions; leading team members.

Web Project Manager Job Duties:

Establishes Web project scope by studying strategic business drivers; discovering and
validating business and technical requirements and parameters; obtaining input from
subject-matter experts; examining and recommending changes to current business
practices; developing and writing proposals.
Develops Web solution by formulating objectives; planning project life-cycle deliverables
and resource availability and application; preparing installation and modification
specifications; leading the exploration, evaluation, and design of technical solutions.
Implements Web solution by monitoring project progress; tracking action items;
conducting design and implementation reviews; examining, researching, and resolving
issues; escalating issues to appropriate authority; responding to team members'
concerns; coordinating requirements with interested departments.
Assures quality Web solution by developing and completing test plans; maintaining
project and technical documentation.
Accomplishes work requirements by orienting, training, assigning, scheduling, coaching
employees; following production, productivity, quality, and customer-service standards;
identifying work process improvements.
Meets cost standards by monitoring expenses; implementing cost-saving actions.
Provides project status reports by collecting, analyzing, and summarizing data and trends.
Updates job knowledge by tracking technology and project management advances;
participating in educational opportunities; reading professional publications; maintaining
personal networks; participating in professional organizations.
Accomplishes organization goals by accepting ownership for accomplishing new and
different requests; exploring opportunities to add value to job accomplishments.

Web Project Manager Skills and Qualifications:

Web Savvy, Project Management, Planning, Verbal Communication, Written Communication, Process
Improvement, Analyzing Information , Reporting Skills, Problem Solving, Perspective, Problem Solving

7
Applications developer: Job description

Applications developers translate software requirements into workable programming code

and maintain and develop programs for use in business. Most will specialise in a specific
development field - such as mobile phone applications, accounting software, office suites or
graphics software - and will have in-depth knowledge of at least one computer language.

The work of an applications developer differs with a systems developer in that systems
software allows a computer to actually run. Users interface with the applications software,
which is served by the systems software.

Applications, or 'apps', can be written for a particular system, such as Windows or Android,
or across numerous platforms, including computers and mobile devices.

Job titles and specific duties may vary between organisations but the role usually involves
writing specifications and designing, building, testing, implementing and sometimes
supporting applications using programming languages and development tools.

Applications developers work in a wide range of business sectors, including finance and the
public sector. They often work as part of a team with other IT professionals, such as software
engineers and systems analysts, and write programs according to their specifications. They
may also work on generic products or for individual clients providing bespoke solutions.

Typical work activities

The principal function of an applications developer is to make computers perform specific

tasks, based on the client's specifications.

Activities typically include:

establishing a detailed program specification through discussion with clients;

clarifying what actions the program is intended to perform;
breaking down program specification into its simplest elements and translating this
logic into a programming language;
devising possible solutions to anticipated problems;
working as part of a team, which may be established purely for a particular project,
to write a specific section of the program;
combining all elements of the program design and testing it;
testing sample data-sets to check that output from the program works as intended;
conducting testing and installing the program into production;
reacting to problems and correcting the program as necessary;
evaluating and increasing the program's effectiveness;
adapting the program to new requirements, as necessary;

8
 conducting user acceptance testing to ensure the program can be used easily,
quickly and accurately;
writing detailed documentation for the operation of the program by users and
computer operators;
consulting manuals, periodicals and technical reports to learn new ways to
develop programs and maintain existing skills and knowledge;
updating, repairing, modifying and developing existing software and generic
applications.

9
Unit 3 Getting the right job

Job search Tips 1 - 4 Job Search Performance Enhancement Tips

http://mashable.com/2013/02/23/job-search-tips/

If youre like millions of Americans looking for a job right now, it might be time to take a step back
and evaluate your job-search tactics. There are some common mistakes that can make you your own
worst enemy when trying to get your foot in the door of a new employer. To give your employment
search some performance enhancement, make sure to follow these tips.

1. Early Bird Gets the Worm

The sooner you get your job application in, the better luck you will have at getting your resume seen.
If you are slow to reply to a job listing, you likely will lose your shot at be considered, so make sure to
stay up-to-date on new listings as they arise.

2. Get a Jump-Start

Even better than being one of the first to apply for an open position is seeking one out before it is
posted. Research the companies you are interested in working for and reach out to see if any
openings are on the horizon. Interact with the company on LinkedIn, join the same local trade
organizations the company attends and find out where their staff members might be speaking
publicly. Consider volunteering at events the company may be involved with to start to get to know
the staff and familiarize yourself with the company culture.

3. Tailor Your Information

Applying for jobs can often be a numbers game, so once you have narrowed down the best fits for
you, make sure you customize your resume and cover letter for each position you apply for. Though
you will want to be one of the first to apply, dont be in such a rush that you automatically eliminate
yourself by not indicating how your skills are a match for a specific position and how you meet that
particulars company's requirements. Not showing you are a fit for that specific job will surely end
your chances of being considered.

4. Follow Up

Though it may feel like you are sending your information into a large black abyss at times, there are
people on the other end. Its perfectly acceptable even preferred to send a follow-up email if
you don't get a response within a couple of days. This is when you confirm that the interviewer
received your information, giving you a chance to reiterate your interest in the job. But, if a listing
specifically states "no phone calls or emails," abide by that request or you may end your chances.
Once you have landed the interview, absolutely follow up with your interviewers through a thank-
you note, again expressing your interest in the company and the job.

If you feel like your job search is at a standstill, be sure to reevaluate how you are going about it.
After all, we all could use a little performance enhancement from time to time.

10
Discuss it:
What do you think?
Key ideas to remember and to share:

11
Job search tips 2 - 10 Reasons Why I Ignored Your Resume
http://mashable.com/2014/07/16/ignored-resume/

This article is part of DBA, a new series on Mashable about running a business that features insights
from leaders in entrepreneurship, venture capital and management.

() after a decade of screening, interviewing and onboarding marketers, there are still some
mistakes that I constantly see. Here are examples of some mistakes you should avoid.

1. You use a Hotmail or AOL email address

Marketers should see into the future, not live in the past, so unless you're applying for a job as a
historian for 1999, I would suggest updating your email address, perhaps to a Gmail address. Bonus
points if you use an email address associated with your own custom domain because it shows you
know something about using the web and technology.

2. I can't find you on Google

You don't have to be popular like Michael Jordan or Michael Jackson, but you should be present
enough on the web that I can easily find your LinkedIn profile, content you have created, your
Twitter account, or your personal web page just by typing your name into Google.

3. Your last tweet is from 2011

Sending a tweet.

Don't tell me you're a digital guru if you haven't tweeted in the last three years. You don't have to
have a million followers (though I'll pay closer attention if you do), but you do need to be
participating in the conversation on a regular basis by sharing other peoples content and staying
current. A few tweets a week is enough; a month long lapse is unacceptable. Id rather see you using
one network well and not have accounts on the others, than have accounts everywhere and use
none of them effectively.

12
4. Your public Facebook photos resemble "Frank the Tank"

Doing keg stands when you're young is cool (believe it or not, I did a few back in the day) but there is
literally no excuse for any of them to be in your public Facebook profile. Shirtless or bikini photos
have no place in your public-facing profile on any network, so plan accordingly unless youre applying
to be Will Farrells stunt double; in which case, best of luck to you.

5. Your LinkedIn photo is a selfie

LinkedIn is, by definition, a professional network. To that end, I think its fair to expect your photo
there to be professional-looking. Do you need a glamour shot or Annie Leibovitz-quality image to get
hired? Absolutely not. But you should be looking straight to the camera, show your entire face (emo,
shadowy portraits are cool for Instagram but not for LinkedIn), and be appropriately sized for the
channel.

6. The only number on your resume is your phone number

Image: iStockphoto, patilankur

Marketing is no longer arts and crafts you need to be measurable and efficient to succeed. As a
result, if your resume doesnt include a single quantifiable metric to show your accomplishments,
youre likely not going to be a good fit on a marketing team today.

7. You speak exclusively in business babble

Tell me what you're doing and what you have done in a clear, concise manner limit the business
babble. No one wants to read about how you "leverage responsibilities to meaningfully impact the
organizations directional strategy." Tell me what you marketed, sold or championed within your
company and how it moved the needle no gobbledygook required.

8. You haven't written anything since college

Your writing sample should not be a college term paper. Now there are countless channels to publish
your work, so whether you self-publish through LinkedIn, (), or just keep your own blog current,

13
you should be able to provide a current work sample that doesnt have your college professors edits
all over it. Every single person on our marketing team does some form of content creation, so we
need people who are exceptional and committed to publishing or producing content early and often.

9. You applied for 15 positions on our team

Being eager to join a company is a good thing; being desperate is not. Invest the time to craft a cover
letter and resume tailored to the job you truly want rather than trying to boil the ocean by applying
to dozens of jobs in the same category. Not sure which position is a fit based on your skil l set? Shoot
a quick clarifying email to the hiring manager or recruiter before applying: Doing so may help you
choose the right fit based on your experience and interests.

10. You forget to use Ctrl + F

Everyone knows spelling errors are unacceptable, but its amazing to me how many cover letters we
get addressed to the wrong people or referencing another local company instead of HubSpot. Finding
the time to create 100 different cover letters is nearly impossible, but you should have tailored cover
letters and resumes for the types of positions you are applying for and invest the time and energy to
ensure the company name, hiring manager and position are correctly spelled and positioned
throughout your application materials.

Job hunting is hard, so don't make it harder that it has to be. Do yourself a favor and dont give a
company a reason not to hire you before you even get to the interview. Marketing has changed,
adapt your job search strategy accordingly!

Discuss it:
What do you think? Which tips do you find the most interesting?
Which ones are you already good at?
Key ideas to remember and to share:

14
Job search Social Media 1 - 4 Secrets For Using LinkedIn to Land a
Job
http://mashable.com/2013/02/24/linkedin-job-secrets/

By Chelsea Gladden (Director of Marketing & PR for FlexJobs, an award-winning service that helps job
seekers find professional opportunities that also offer work flexibility, such as telecommuting,
freelance, part-time or alternative schedules. To learn more about Chelsea, visit FlexJobs.com or
tweet her @FlexJobsChelsea.)

Your job search on the Internet is most likely fragmented. There's a multitude of job boards, portals
for sending applications and places to network in your specific industry. Yet, one service remains the
de facto destination across the social web for describing your experience and showcasing your
professional skills.

Its the largest and most popular social networking platform on the web for professionals, but can
LinkedIn really land you a job? The short answer is yes. It can definitely help your chances, especially
when used correctly. In fact, take a look at the following tips that can give job seekers an edge when
using the site.

1. Create a keyword-heavy profile title: Use keywords that support the type of work you do or want
to be doing and stay on target. Trying to be creative or incredibly unique will prevent your name
from coming up in search results. For example, "writer" is better than "wordsmith".

2. Join your college alumni groups: Use the fact that you have something in common to network
within those groups. Some groups will be more active than others, but even so, starting a
conversation can introduce your name to relevant contacts.

3. Never send LinkedIn invites unedited: Always customize the invite, unless it's someone you know
really well who will let it slide. Include basic info, such as where you met them, what you have in
common you might like to discuss or a specific question you're hoping to get in touch about.

4. Do "small goods" for your LinkedIn contacts: Consider congratulating them on accomplishments
or commenting on articles they post. It's a great way to stay current and supportive, and will help
encourage others to do the same for you.

After following the above tips, check out who you might know from your college alumni group and
reach out. Also, when you find a job you want to apply for, do a quick search of your LinkedIn
contacts to see if you have any connections who might be able to help you land the interview with a
personal introduction, or at the very least, fill you in on the company culture. Speaking of which, be
sure to check out the companys LinkedIn page to which you are applying, so you can have the edge
when interviewing by demonstrating how you fit into that company's corporate culture.

Discuss it:
What do you think?
Are you on LinkedIn? Do you plan to try the above tips?
Key ideas to remember and to share:

15
Job search Social Media 2 - Twitter
http://mashable.com/2010/10/16/twitter-hashtags-job-search/

About 300 to 500 jobs are posted on Twitter per minute, according to Carmen Hudson, CEO and co-
founder of Tweetajob. With that many shared opportunities, the task of filtering information
becomes daunting that's why we have hashtags. They can help you focus on the tweets you want
to see along with the ones you didn't even know existed.

Hudson, whose company sends job tweets that match a job seekers location and career interests,
says the numbers are true but come with a caveat. Many of these jobs are duplicates, or from
aggregators. Its likely the number of real opportunities could be much lower. There is quite a bit of
job pollution on Twitter, because the job boards and many employers dont target their job tweets.

Nonetheless, the jobs are still there. The key is finding them. As a way to filter through the noise,
Hudson recommends job seekers use hashtags to take full advantage of Twitters search
functionality.

Here are six hashtag categories that might be useful in a job search, along with some examples of
what you could look for. For those who are new to Twitter or just need a refresher, check out this
overview of hashtags.

General Job Search

Hashtags such as #jobs, #jobadvice, #jobhunt and #jobsearch offer both job openings and general
job search advice. If youre looking for high-level information about how to conduct a job search, this
could be a great place to start.

Job Postings

You can take your search one level further by using hashtags for specific jobs like #greenjobs,
#jobposting, #telecom or #salesjobs just to name a few. For a list of additional hashtags, check out
this Career Rocketeer post, entitled "Top 100+ Job Search Hashtags on Twitter."

Chats

Since social media is all about conversation, why not engage in chats about job search? There are a
few hashtags for chats, including #jobhuntchat, #careerchat, #internchat, and #hirefriday.

Rich DeMatteo, recruiting consultant and author of the blog Corn on the Job, is the founder of the
#jobhuntchat group. This first of its kind Twitter chat takes place every Monday night from 10-11
p.m. ET. The audience consists of recruiters, resume writers, HR pros, working professionals, job
seekers, interns and college students talking about job search. DeMatteo shared that theyve had up
to 300 participants in a single session and the format is working.

Resumes

Once you find the job, then you have to send over the resume. Searching hashtags like #resume,
#resumewriting and #CV can give you valuable tips to keep your resume current as well as view
other job seekers' digital resumes for inspiration.

16
Career Advice

The learning doesnt (or shouldnt) stop once we land a job. Managing our careers is a constant
process. Hashtags such as #career, #careers and #employment can help us with the questions and
challenges we deal with every day.

Theres no denying that the job search takes time. When using hashtags as part of your job search,
there is a process to reviewing what exists, identifying the right ones for your own situation and
sifting through the information. But it certainly beats doing it the hard way.

Discuss it:
What do you think?
What hashtags have you found/do you find valuable in your job search?
Key ideas to remember and to share:

17
Job search Social Media 3 Social Media Recuitment: how to put
the writing on the wall?
Listening: https://tv.unsw.edu.au/mp3/social-media-recruitment-how-to-put-the-writing-
on-the-wall

18
19
20
Discuss it:

Why have Deloitte adopted social media for recruitment? (4 reasons)

Which issues can you meet when using this method?

What are the possible drivers of such a method?

What are the 5 steps to be succesful with social media?

Key ideas to remember:

Vocabulary search

- to adopt, to take up:

- to go beyond:
- recommendantion:
- to jump at (an opportunity):
- the model / the example:
- the motivation, the driving force:
- the trap:
- to give power to:

21
Unit 5 Breaking into the market
The Rise of the Networked Organization
http://davidrogers.biz/blog/the-rise-of-the-networked-organization/
Pos ted on DECEMBER 13, 2011

The rapid adoption of social media and mobile computing is transforming how businesses in every
industry relate to their customers. From marketing, to brand management, to customer loyalty
programs, business is adapting to the digital behaviors of customers and learning a new paradigm:
the customer network.

But customer networks are not only found outside the organization in the social behavior of
shoppers, voters, fans and volunteers. Customer networks can also be found inside every business,
shaping how employees share, communicate and collaborate at the workplace.

The rise of the networked employee poses great opportunities for business, while demanding
leadership to break through organizational silos and develop a new corporate culture, ethos and
leadership skills.

A Cross-Generational Shift

At many businesses, younger employees are in the vanguard, dri ving workplace practices based on a
culture of social media and mobile work style. A recent Cisco study found that one in three college
students and young professionals consider Internet access to be as vital as air, food and shelter.
Seventy percent of them have already friended their managers or coworkers on a social network
like Facebook or Twitter.

22
Yet younger employees are not the only ones whose behaviors have shifted. A recent Nielsen study
found that the growth of mobile social networking is now being driven by Baby Boomers, and that
even Americans 65 years and older are just 9 percent less likely to be on social media than the
average.

Three Features of Network-Oriented Organizations

By examining todays most forward-thinking organizations, we can already identify three features of
network-oriented businesses. They are increasingly:

Borderless: Networked organizations tend to have relatively porous boundaries separating their own
departments from their outside partners, customers, press and other key constituencies.

Collaborative: Rather than settling for simple market research reconnaissance, these organizations
actively seek out ideas from customers and partners, exchange information with them, and involve
them in innovation and value creation.

Pervasively-networked: All divisions and functions of the organization are engaging with customer
networks, and digital technologies are used to connect across disciplines and departments within the
organization as well.

Everyones Job, Everyones Department

In speaking of the staffing of social media jobs within companies, Edelmans Steve Rubel has
remarked that social media should not be 100 percent of anyones job; rather, it should be 1 percent
of everyones job. The same rule can be applied to collaboration and networking within the
organization.

In order to maximize the opportunities of social and mobile tools, businesses need to avoid
sequestering their digital strategy within a single department (typically marketing or corporate
communications). These same tools can be used not just to market a brand on Facebook, but to
conduct real-time consumer research, to expand the inputs for innovation within the company, to
better enable the sales force in the field, to improve customer service, to optimize customer
relationship management, and to improve how Human Resources attracts and retains tale nt.

23
Social Media Comes to the Intranet

As IT departments look to enable customer network strategies across all divisions of a company, and
between them, they are increasingly adopting enterprise social software (ESS). These tools bring
together social media like blogs, status updates and discussion forums, along with mobile apps and
traditional intranet features like videoconferencing and document sharing. They allow employees to
post, comment, chat and ask questions of colleagues around the world. And they rely on features
familiar from Facebook or Twitter: creating profiles, following specific people, and joining sub -groups
or discussion forums.

Companies adopting ESS range from Dell, Nikon and GE, to 7-Eleven and the Caesars casino. Their
employees are applying ESS for a variety of uses: soliciting feedback on work, collaborating on a
project across geographic regions, sharing best practices (e.g. sales tips) for colleagues in similar
positions, polling a group of coworkers, leveraging collective knowledge, finding the right expert
within an organization, and sharing reusable content (e.g. marketing assets).

Culture is King

Companies expect the use of these social tools within their intranets to grow rapidly over the next
few years. As they grow, they will require more than a shift in communications protocols (e.g., should
I email this with a CC list? Or post it to a forum?). The success of the networked organization will
depend on a shift in organizational culture as well.

In order to fully leverage the capabilities of their own employee networks, businesses will need to
evolve towards less centralized planning, more distributed management styles, and less rigid
divisions into functional silos (marketing vs. innovation vs. public relations, etc.). Leaders hip will
need to encourage and to model more agile and collaborative approaches to business. Managers will
need to learn the skills of community building and forum moderation. And employees will need to
learn to translate their social media skills from the personal realm to the work realm.

More than any choice of software, or redrawing of an org chart, it is this kind of cultural change that
will mark the networked organizations of tomorrow.

24
How to Drive Innovation Into Your Brand
Curated By MTI Staff on February 27, 2013@mktgtalentinc

Everything that can be invented has been invented.

Charles H. Duell, Commissioner, US Patent Office, 1899

While that quote from 114 years ago may have missed out on the airplane, radio, TV, microwave,
car, computer, internet, nearly every cpg product and of course my beloved iPhone. Maybe the
sentiment of the quote was just about 100 years too early. In the last decade, most of the great
innovation has been relegated to social media and electronics. I hope this century brings us much
more than just Facebook, BBM and Twitter. In the consumer goods area, we must be on the 197th
version of new cherry flavoured bubble gum since 1955, weve now seen hundreds of new
peach yoghurt and I hope I never see another new laundry soap telling us that their little blue
beads get their clothes really clean.

Generating Love for the Brand

Under the Brand Idea are 5 sources of connectivity that help connect the brand with consumers and
drive Brand Love, including the brand promise, the strategic choices you make, the brands ability to
tell their story, the freshness of the product or service and the overall experience and impressions it
leaves with you. Everyone wants to debate what makes a great brandwhether its the product, the
advertising, the experience or through consumers. It is not just one or the otherits the collective
connection of all these things that make a brand beloved.

1. The brands promise sets up the positioning, as you focus on a key target with one main
benefit you offer. Brands need to be either better, different or cheaper. Or else not around
for very long. Me-too brands have a short window before being squeezed out. How

25
 relevant, simple and compelling the brand positioning is impacts the potential love for the
brand.
2. The most beloved brands create an experience that over-delivers the promise. How your
culture and organization are set up can make or break that experience. Hiring the best
people, creating service values that employees can deliver against and having processes that
eliminate service leakage. The culture attacks the brands weaknesses and fixes them before
the competition can attack. With a Beloved Brand, the culture and brand become one.
3. Brands also make focused strategic choices that start with identifying where the brand is on
the Brand Love Curve going from Indifferent to Like It to Love It and all the way to Beloved
status. Marketing is not just activity, but rather focused activitybased on strategy with an
ROI mindset. Where you are on the curve might help you make strategic and tactical choi ces
such as media, innovation and service levels.
4. The most beloved brands have a freshness of innovation, staying one-step ahead of the
consumers. The idea of the brand helps acting as an internal beacon to help frame the
R&D. Every new product has to back that idea. At Apple, every new product must deliver
simplicity and at Volvo, it must focus on safety. .
5. Beloved brands can tell the brand story through great advertising in paid media, through
earned media either in the mainstream press or through social media. Beloved Brands use
each of these media choices to connect with consumers and have a bit of magic to their
work.

New Products can help separate a brand as well as keep it fresh. For a Beloved Brand, freshness is
essential in attacking your own brand before someone can attack you. New products that truly
solve a consumer problem in a unique way are rare. This is the generation
of marketing incrementalism. On most brand plans I see launch innovative new products sits
comfortably in the #3, 4 or 5 slot on the plan, while #1 is fix the advertising and #2 is get more
distribution.

Stages of Innovation

There are four key stages to innovation: 1) Invention 2) Differentiation 3) Experience and 4)
Perception. And the marketing is different at each phase.

Stage 1: Invention of the Core Product: The challenge of a truly new product is to finding something
that is truly different: a new technology, delivery, format or process. Rarely, do we get to work on
a game changing invention.
Stage 1 of a new product usually focuses all of their efforts on launching and explaining why it is
needed. The product at this stage is usually just the core product, not yet perfected, higher costs and

26
limited sales with no profits. The advertising is about awareness and the message is simple: you
have this problem, we solve that problem. Theres an effort to the distribution, because many
customers are risk averse and afraid of new products. Consumers are willing to pay a little more to
solve the problem, they overlook all the flaws and limitations, and they think why didnt I think of
this. While some consumers love the new product already, most consumers still sit at
the skeptical and indifferent stage.

Stage 2: Product Proliferation means Differentiation: With a little bit of success in the market
comes copy cats. With more consumers buying, there becomes room for some differentiation, but
mostly limited to product still: new features and added services on top of the core product. They
might have found a way to make things cheaper, easier to use or better tasting. Prices come down
and brands offer more variety. Distribution becomes a battle ground and getting full distribution
becomes the goal. Customers try to line up behind certain brandslooking for preferential
treatment. The advertising is about consideration and purchase, trying to stake out certain spaces,
shifting from product to brand and separating your brand from others. Brands now sell the solution,
not just the product. And consumers start to choose, one brand over another. While some
consumers prefer one brand over another, most consumers are at the like it stage.

Stage 3: Its all about the Experience: In order to establish leadership or challenge for leadership,
brands begin to talk about the experience consumers will have with their product. It becomes no
longer about the brand or product but about the consumer and how your brand fits into their
life. Brands look to use positioning strategies to separate themse lves, focusing on key targets, with
unique benefitsa balance of emotional and rational benefits. Advertising brings the consumer front
and centre, trying to establish a routine with your brand in it. Brands try to move to the love it

27
stage, some do, but most will be stuck still at the like it stage. Those that get stuck are forced into
value and focusing on price, promotions or value. The brands that reach the love it stage can
command a premium, drive share and establish leadership in the category.

Stage 4: Managing the Perception: As the market matures, any share point movements become
difficult to gain any traction on real quality so the shift moves to perceived quality. Strategy shifts
to brand personality where tone and manner in the execution are paramount so that Consumers
connect with the brand and begin to see themselves in the brand. Brands push to become a
Beloved Brand, where demand becomes desire, needs become cravings, thinking is replaced
with feelings and Consumers become outspoken fans. The brand becomes powerful, with power
over distribution because consumers would switch stores before they switch brands and power over
competitors who are stuck trying to establish their own point of difference. Profits are at their
highestrevenue, margins are both strong and spending is focused and efficient on maintaining the
relationship. While at the top of the mountain, with firm leadership in the category, the brand is
always at risk of losing that leadership. Challenge yourself to continuously stay at the top. Avoid
becoming complacent.

Ask Gap Clothing, Cadillac, IBM computers, Levis, Sony or Kodak who have each reached the
Beloved Stage only to be replaced by new products and brands and moved back down the love curve
towards Indifferent. Most recently, Blackberry. Only 18 months ago, people jokingly used the
term crackberry to describe their addictions. No longer.

The four stages can easily be matched up to the Brand Love Curve and help establish strategic focus
for the brand. At the Invention stage, consumers remain indifferent until you build awareness and
explain how your product solves a problem in my life. At the Differentiation stage, some like it, but
you are now facing proliferation and attack forcing your brand to stake out a claim. At
the experience stage, you need to become part of your consumers life and balance the emotional
and rational benefits that can move you to the love it stage. And finally, you have to tightly manage
the Perceptions to become that Beloved Brand for Life stage, its about connecting with consumers
so they see themselves through your brand. You need to establish your personality and begin to
wield the power of being a Beloved Brand.

But be careful: Without Innovation, very few brands remain at the top for very long.

28
Rethinking the Marketing Funnel in a World of Social Media
http://davidrogers.biz/blog/rethinking-the-marketing-funnel-in-a-world-of-social-media/
Pos ted on OCTOBER 9, 2011
As the adoption of social media, mobile computing and new digital behaviors continues to
deepen, businesses today are faced with the challenge of rethinking many of their basic
strategic paradigms. In thinking about customers, businesses are facing a shift from a
paradigm of individual customers to one of customer networks. At the same time, many
models for marketing need to be updated as well.

One of the oldest and most widely adopted marketing models is the marketing funnel. This
model, based on psychological hierarchy of effects theory dating to the early 20th Century,
plots marketing as a sequence of psychological states in the mind of a the customer: from
Awareness (of the product category) to Consideration (thinking about a purchase), to
Preference (for a specific model or brand), to Action (making the actual purchase). More
recently, as the importance of customer retention to a companys value became better
understood, a fifth stage has been added: Loyalty. The funnels shape arises as each of the

29
five stages is depicted as narrower than the last, indicating a smaller subset of customers
(e.g., more people are aware of a product than consider purchasing it).

For years, marketers have harnessed a traditional set of tools to marshal their target
customers through each psychological stage. These tools were traditionally all broadcast
media: TV ads might drive awareness, a direct mail piece stressing product features might
drive consideration all the way to a rewards points card whose regular reminders were
sent to instill customer loyalty.

Today, social media and the incredible diversity of digital content have transformed the
process of the funnel. While the original five psychological stages still hold true, there are a
host of new sources of information influencing the customer at each stage. Instead of
broadcast messages dominating the decision-making process, network communications
(often from other customers) hold increasing sway. We can see how by looking again at the
five stages:

1. Awareness. The 2011 Edelman Trust Barometer study revealed for the first time that
search engines have become the first source of trusted information for todays
customers, ahead of any traditional media brands. Search results, then, including
content on non-traditional media like blogs, are now critical in the first stage of the
funnel where awareness is created.
2. Consideration. As customers actively consider a purchase, they increasingly take an
active role in researching it online. As they do so, they are often influenced by
product reviews posted by other customers on sites like Amazon.com. Studies by
Nielsen and others have shown that product reviews by strangers are among the
most trusted sources of product information.
3. Preference. Before making a choice of a specific brand, customers often turn to their
friends online as well. Brand attachments are increasingly formed, and shared, in
social media platforms like YouTube, Facebook and Twitter. Local search (whether via
Google, or Yelp or Urbanspoon) is influential too, as customers seek not just what is
desirable, but what is nearest by.
4. Action. When purchase does happen, it may not just be in a store, but done online via
PC, smartphone or tablet (as e-tailers rush to create ever more enticing catalog apps
for the iPad and others). Purchase may also be driven by social action, thanks to social
discount services like Groupon.
5. Loyalty. Once a customer is won, social media allows far more options than just
loyalty cards for keeping in touch with them and driving repeat purchase. Todays
customer relationship management (CRM) spans database-driven emails, Facebook

30
 fans, Twitter followers, and private online communities for premium customers.
Digital media also allow for much more customized interactions, communications,
and offers to drive add-on selling and loyalty.

The biggest change to the marketing funnel, however, is in the addition of a new, sixth
stage: Advocacy. Today, the most ardent and engaged of your customers not only make
repeat purchases (loyalty), they take on the role of brand advocates and spread their own
positive messages and testimony about your business online. This advocacy, in turn, feeds
back into the customer network effects from the very top down through each stage of the
funnelshowing up in search results, product reviews, Facebook likes, links, retweets, and
social buzz.

The challenge for todays marketers, then, is not to throw out the old funnel paradigm. (The
validity of its psychological model has not changed amidst todays technology.) Rather,
marketers must continue to employ broadcast marketing tools where they are still effective,
while learning to deploy, inspire, measure, and nurture the kind of communications and
advocacy in customer networks that drive marketing through all six stages of the funnel.
That may sound like a daunting challenge, but its the only path to strong, valuable customer
relationships in our digital age.

Questions:

1. Explain advocacy.

2. What is the main challenge of todays marketers?

Ex: Choose one product How will you build its purchase funnel? Select relevant actions.

31
Mobile Engagement Study Reveals Moments-based Advertising
Increases Purchase Intent

June 16, 2014 - http://ipgmedialab.tekgroupweb.com/article_display.cfm?article_id=1591

Facial Coding, Biometrics and Survey-based Study by Kiip and IPG Media Lab Finds Rewards Create
More Effective Engagement than Banner Ads in Mobile Applications

Cannes, France / San Francisco (June 16, 2014) Kiip, in conjunction with the IPG Media Lab, a division of
IPG Mediabrands, today announced the results of the industrys first comprehensive moments-based
advertising effectiveness study. Chad Stoller, managing partner IPG Media Lab, and Brian Wong, Kiip CEO
and co-founder, first unveiled at the Cannes Lions International Festival of Creativity the key findings of
the study that show
using rewards as an engagement mechanism during key moments within mobile applications drives
superior purchase intent and brand favorability over traditional banner ads.

Our data indicates that rewards allow brands to congratulate consumers at moments when happiness,
attention and engagement levels are highest. By leveraging our insights to the marketing challenge of
effective mobile media, brands can elevate points of activation in innovative and proven manners, said
Stoller.

The data speaks for itself rewards are a superior mobile marketing solution over banner ads. This
proves Kiip creates measurable brand love by catering rewards to the context of user behavior and
reaching consumers during peak moments when theyre most engaged and receptive. This is the biggest
validation of our moments marketing model to date and should make any marketer relying on banner ads
strongly re-consider their mobile strategy, said Wong.

The closed study, which surveyed 1,344 consumers using the latest facial coding and biometrics
technology, assessed reactions and impact for different mobile advertising on these brand metrics during
moments of achievement special times in app use when consumers accomplish a goal. This study set out
to measure:

? Emotions and Emotional Intensity at Achievement Moments

? Consumer Acceptance of Rewards vs. Ads
? Brand Awareness
? Brand Favorability & Perception
? Purchase Intent

Examples of moments of achievement include checking off an item from a to-do list, logging a workout,
making a music playlist, bookmarking a new recipe and leveling up in a game. Brands from the
entertainment, CPG and automotive industries provided rewards for the study.

Purchase Intent Increases with Rewards

The study showed that mobile consumers are much more likely to buy a product from a brand that offers
rewards during the right moments, as compared to consumer impact through banner ads.

1. Intent to Purchase Rewards drove an 82 percent lift in purchase intent, while banner
ads garnered only a 6 percent lift. Moment-based rewards are 14X more effective at
increasing purchase intent.

32
 2. Widespread Appeal Purchase intent with rewards consistently outperformed banner
ads regardless of the app vertical (e.g., productivity, gaming) or industry the brand
belonged to (e.g., CPG, automotive, entertainment).

Rewards Show a Positive Effect on Brand Favorability

The study found that rewards were more effective than banner ads across brand metrics.

1. Brand Perception Rewards consistently outpaced banner ads in boosting brand

attributes (e.g., quality of the brand, respect toward the brand) in all scenarios tested.
For example, rewards increased respect for a brand by 14 percent, whereas banner ads
decreased respect by 7 percent.
2. Brand Recall and Favorability Though ads generated higher brand recall than rewards,
the study found they actually hurt the brand by decreasing its favorability by 6 percent;
however, rewards from the same brand boosted favorability by 10 percent.

For the full report, visit:http://labt.ag/1mSnwHt

33
Targeting Consumers With Different Social Personas
May 30, 2014 - http://ipgmedialab.tekgroupweb.com/article_display.cfm?article_id=1545

Targeting Consumers With Different Social Personas:

Research Reveals How the Use of Multiple Social Platforms Reflects Facets of Personalities
Marketers to shift strategies to better leverage social interest data for target customers

San Francisco, CA May 30, 2014 140 Proof, the company that uses social data to connect
individuals with relevant messages, today revealed the findings of a new study in partnership with
IPG Media Lab, a division of IPG Mediabrands. The research, which centered on the ways users share
their different interests across multiple social networks, reveals evidence of social hygiene
active management of who people connect with and what they share and engage with on different
social platforms indicating that users are taking a conscious approach to each platform and their
relationships with brands.

Multi-platform use is dominant among todays social network users, as over half the US online adult
population uses two or more social platforms to best serve their various interests (comScore, March
2014), with 23% of those using seven or more platforms. The study surveyed 500 people over the age
of 18, looking for individuals who were active within two or more social networks, inclusive of
Facebook, Twitter, LinkedIn and Pinterest, amongst others. In addition to the quantitative research,
social media diaries were collected. The intention was to understand why people maintain multiple
social profiles, and to provide insight into how companies can best market to these multi -platform
users.

This research highlights our need as marketers to evolve our approach to understanding consumer
interests, said Kara Manatt, VP, Consumer Research Strategy at IPG Media Lab. If we truly want to
understand consumers as individuals, we cant simply rely on a single social network to paint the full
picture. Each social network may only offer a piece to that puzzle.

More than ever before, the results of this study point to the need for marketers to embrace social
data as the best way to understand the individual at the other end of the ad server, said Jon
Elvekrog, CEO and Co-founder at 140 Proof. As an increasing number of consumers create profiles
on multiple networks and use social IDs to sign into mobile apps, the social ID will replace the cookie
and lead to fine-grained targeting and ad management, which has historically been difficult in
mobile. By examining an individuals interests holistically across networks, marketers will be able to
connect with the right audience at the right time.

Key findings from the study include:

Likes and follows arent forever - 61% of multi-platform users have un-liked or
un-followed a brand when there is decreased relevance for them
Social is mobile and mobile is social - 67% of respondents indicated that they use
their social accounts to sign in to mobile applications like news, music, and gaming
apps, with 91% of those respondents finding it valuable to connect to other apps via
their social accounts. This allows a large number of apps to benefit from advanced
audience targeting.
People convey different interests on different platforms - Multi-platform users tap
into each network for various reasons. Of those surveyed, 56% use four or more
social platforms, while 23% use seven or more. Furthermore, 60% of respondents

34
 agreed that they connect with different types of people, media, and brands on
different social platforms, which implies that users are making intentional decisions
to expose different aspects of their identity on specific networks.
Social connections are fully visible across platforms - The proliferation of social
networks has led people to connect to different types of people on different
platforms. Multi-channel users select networks based on the nature of relationship
they are pursuing. The full scope of an individual's interests cannot be deduced from
a single network, as 43% of respondents said that the more social platforms you
connect with them on, the better you know them. An almost equal number said that
people who follow them on social networks know them better than their friends who
do not.

For summary with key takeaways and text to the full report, please visit: http://labt.ag/1lUH5i0.

35