Future Implications



By Paula M Burke

Social media marketing continues to design great social channels to gain competitive brand equity in the social landscape. Trends indicate that companies will take a holistic approach to marketing by leveraging their relationships with consumers in real-time forums and live streaming videos. The methods to harness progressive social media will be centered around customer engagement (CE) through active listening and interaction. Branding will offer more integrative customer experiences. As many companies have acquired great profitability from highly engaged social media strategies, the consumer demands an active presence in the social ecosystem.

The key element to this success is found in the gravity of customer communication as a  play maker to the brand. Customers desire to be part of the company culture and adopt a brand pride for a specific product or service. The future advances await social networks as new technology through app development in mobile spaces become more seamless. The goals are to cultivate dynamic content for the greatest customer experience. Corporate branding that embraces technology and (CE) will gain high value proposition and competitive return on investment (ROI).

Brand-Building-In-A-Hi-Tech-World.jpgFuture implications project that real-time communication with brands on their social channels will continue to be a valuable commodity for brand equity. A recent brand study was conducted to measure performance from social media engagement and influence on Facebook brand pages. Data was compiled to evaluate the role of consumer gratification with over 400 people participating in a printed survey format (De Vries & Carlson, 2014). The findings show that consumers that have positive brand relationships engage in word of mouth (WOM) referrals staying enthusiastic to the brand. Brand pages that utilize quality content in a 2-way communication model with real-time dialogue retain customers for long-term product loyalty.

240_F_87303365_vNIOUTOmoewDe7Fzijj91pJi5QyoTuAF.jpgKeeping customers on a loyal track comes back to basics; customers wants, needs and preferences. The company branding programs must have synergy to the customer goals through progressive relevant content. The direction for branding in the future will continue to place its value on how consumers will embrace awareness of the product or service gaining brand power (Keller, 2013, p. 43).

Digital assets  will unify the brand by building an authentic content archetype in the form of live video streaming through storytelling expressing the voice of the customer (Daye, 2014). Customers are looking for ways to build trust and have control of the brand decision making. With the help of new innovations in technology products will enter the market in intelligent platforms through voice recognition and live video for customer personalization.

How can companies meet these goals today and in the future? The best way for companies to harness this effort is to create a social advocacy program among their employees inside the organization. Content shared by employees amplifies the brand encouraging customer participation. Messaging will continue to direct customers to the brand and this will have far reaching benefits to companies that embrace the conversations (Holmes, 2015).


Daye, D. (2014, June 26). Brand storytelling strategy workshop series. (Retrieved from http://www.brandingstrategyinsider.com/2014/06/brand-storytelling-strategy-workshop-series.html#.VtNhbIfrjjo

De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515. doi:http://dx.doi.org.ezproxy.snhu.edu/10.1057/bm.2014.18

Holmes, R. (2015, December 9). 5 trends that will change how companies use social media in 2016. Retrieved from http://www.fastcompany.com/3054347/the-future-of-work/5-trends-that-will-change-how-companies-use-social-media-in-2016

Keller, K.L. (2013). Strategic Brand Management. Upper Saddle River, NJ: Pearson Education, Inc.



 Evian  and Fiji  

Social Media & Real-Time Marketing Strategies

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According to the Beverage Marketing Corporation packaged water will continue to be a high demand product preference for consumers (BevNet.com, 2015). Evian and Fiji luxury water brands are in a push to raise up their social media marketing engagement. They each strive to package their waters with environmentally friendly bottles and give back to their respective foundations. What about brand engagement for both companies? What company is socially engaging with customers through real-time marketing with high accolades for brand advocates (Solis, 2010)? The answer is both companies. Each brand is reaching high to integrate real-time media marketing with social strategies. Continue reading

Social Media Refresh

social-media-auditA social media audience audit is a great exercise and opportunity to review a company’s digital assets for enhancement and refresh. Here is an example to browse for the iconic for profit brand, L. L. Bean. I would like to share this article for insight and education.

Target Audience: L.L. Bean’s audience is vibrant with a love for the environment. Customers are typically looking for out-door adventures in scenic locations. The primary demographics for L.L. Bean’s target audience are college educated men and women in the age category of 35-54.  A thrust to grow geographically presents new pop up store locations for more customer access (McCormick, 2014). The marketing objectives leverage their social ecosystem in the following digital channels: Facebook, Twitter, Google+ and the L.L. Bean e-commerce store and other channels.

Digital Conversation: In a robust effort to grow L.L. Bean’s brand, a multichannel strategy as been in force since 2008 to engage more customers online. To build brand awareness sites such as Facebook, Twitter and other networks such as Pinterest, a quest for creative content with text, images and video are harnessed for customer engagement (McCormick, 2014). They recently deployed a Google+ platform as well. A diligent social media policy recommends a periodic audit of social media channels to evaluate digital effectiveness.

#1 L.L. Bean, Website: URL: http://www.llbean.com
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Burberry Case Study




The British company, Burberry, is rich in heritage with a strong brand trust for luxury apparel, cosmetics and accessories. The iconic company is on a mission to reinvent their marketing strategies fully engaging in vibrant digital media campaigns. The goal and objective of their marketing teams is to embrace a younger demographic group called the millennials. Consumers in this age demographic respond to personalized messages that make them feel special (Smith, 2011). The marketing team endorses a holistic approach designing digital campaigns with a progressive appeal for brand awareness. Burberry’s Chairman, Sir John Peace, understands the way to leverage business is by integrating physical and digital platforms through emotive storytelling (Burberry, 2014). This clever strategy is implemented through an emotional marketing campaign called “Kisses”. The digital campaign utilizes three foundations: computer technology, storytelling and personalization. Continue reading

Blog & Tweet for Global Non-Profits


world social networkNon-profit organizations require a strong collaboration among their followers and volunteers. Communication is the cornerstone of how successful the organizational networks will reach their members all over the world. When traveling with your global teams what social media networking tools would provide a far-reaching platform to express your organizational content? Many of the newer strategies utilize mobile technology that is convenient as you can tweet from your smartphone or tablet devices. What are the best practices for developing an  informative online community forum? I want to explore three main areas that offer great success : Blogging, Tweeting and RSS feeds.
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Mobile Technology


Business network concept abstract vector illustrationNonprofit organizations are looking to grow their business revenue just like traditional for profit companies. The daily operations of the nonprofit business requires a system of sharing information and files to offer synergy among virtual teams effectively managing the operations of the business. Nonprofit organizations thrive when a strong collaborative network supporting their causes can expand out to many parts of the world. A global business platform for high performance will be highly effective in meeting company objectives. Continue reading

Social Media Networks for Business




Forming a nonprofit social media campaign may seem daunting at first but by leveraging a synergistic social media plan your organization will produce a winning outcome. I know from my day to day experience that managing a nonprofit organization is very diligent work but rewarding. My blog series will begin with aligning a social media campaign that fits your organizational goals and objectives. The strength of any great organization is the talent and hard work of  people dedicated and driven to work the daily programs for awareness and their gravity. Continue reading

Brand Practices

Business people build company brand The American Marketing Association defines branding as an experience or emotion that a person feels when looking at an idea or image such as a logo, design scheme or name of a product or service (AMA, 2014). There are successful elements to branding that offer a high recognition from people viewing a particular nonprofit cause or mission statement building a sense of pride for the organization. A brand is a powerful component of what makes the non-profit organization equitable to a particular location with aspirations to expand raising more brand awareness. Continue reading

Social Media Trends

Social Media


As a Director of a Private Foundation, I understand how quickly time moves forward each week to meet goals for planning events and social media campaigns. As our organization is impacted by the graduation calendar, our year begins its busiest season starting in June. We are a private organization that assists students participating in summer internships and discovery educational programs on Nantucket Island in Massachusetts. We have a procedure twice a year that evaluates all our social media trends for our organization. We first review our applications i.e. Blog, Web presence, Mobile Applications and SEO analytics. What can our organization do better and how do we transition these platforms for more visibility? My recommendation is to always evaluate the target audience, organizational priorities and budget. We thought it necessary to deploy some outside research to help boost our philanthropy. Continue reading