How the Social Web Enables Heardable Brands

Feb 19, 2010 - Copyright 2010 - Heardable, Inc. - www.heardable.com

Online, our instincts guide us in an informed way.

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u We exhibit behavior like bees

u We consult with others online who we trust for guidance

u We alert others of something meaningful or useful

u A quorum can cause a swarm of action

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Branding is like beekeeping.

understand the significance of working with the Social Web will be ahead of those brands who are slow to respond, or worse, are seen as anti-Social.

Brands that

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The opportunity for shared experiences, and consumer influence, through the social

web is inexhaustible.

In fact, it's embryonic.

participants in social communication can have a

substantial cultural impact on people’s lives

Thesemake your

brand

peoplecultureideascontributionsproductsserviceinnovationsmotivationscauses

7Source: Arlington Mill Group

brand influencers are shape shifting ‐brand perceptions all over the web

brand management has become a highly unmanageable process.

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To be fair, brand management has always considered business objectives as a part of its solution set, but the difference now is how actionable those solutions really are, and how adaptable brands can be in facilitating these needs, and in real-time.

Part of this challenge resides in establishing key metrics and KPIs that are not only efficient, but scalable; the other part resides in being able to garner truly evocative insights (the outputs) that stem from these input values.

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In other words, the data, even in its raw form, must tell a story about the market, the consumer and/or the product.

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Most brand managers and marketing executives have very narrow windows of time with which to evaluate their brand performance, increase sales and create historical benchmarks for growth.

In many respects, what they are asked to do tapdances very closely to the realm of impossibility. 12

Often times, the most successful brand initiatives are the result of

marketplace flukes or

phenomena that arise out of

marketing or advertising assets

that catch fire in unusual or

unexpected ways. 13

Human behavior is unpredictable. Sure, we can make calculated assumptions about our audience and their consumptive behaviors, but the real gold lies in how we course-correct our objectives to match shifts in the marketplace.

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How do we do that?

h

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By taking all the primary areas of measurement and aggregating them into one, holistic solution.

http://www.heardable.com

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This, in essence, is why Heardable

was conceived.

Think of Heardable as the ultimate reporting mechanism for understanding the correlation between brand visibility and company profitability.

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it's time for your brand to capitalize on this dynamic shift in

consciousness

trust networks

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or risk becoming…

The Invisible Brand

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Copyright 2010 Heardable, Inc. www.heardable.com