1.Meet the new consumer
The migration to mobile and social media will challenge — and change — everything we know about consumer marketing.
2. Who owns your brand?
Brand equity can no longer be bought. Online reviews now generate total market transparency for location-based businesses. Reviews tilt the balance of branding power away from companies and into the hands of customers.
3. The battle for brick-and-mortar customers is won or lost on the social web. To win, marketers must actively enlist customers as online advocates. Those who scale online review volume and quality will be rewarded with higher search visibility and more business at street level.
4. “Dark data” provides priceless operational insights
Vast amounts of unstructured, unmined sentiment data on social media provides feedback about the customer experience that you can filter using thematic analysis and use to improve operations at the national or location level.
5. Business implications
Online reputation stands betwee
1. Meet the new healthcare consumer
The consumerization of healthcare, major demographic shifts, and the migration
to mobile and social media are tilting the balance of power away from traditional
healthcare marketers and into the hands of potential patients.
2. Online reputation is the new competitive frontier for marketers
Healthcare brands are no longer controlled by marketers. Patient feedback about
doctors and facilities online is leading to total market transparency for healthcare
consumers. CG-CAHPS surveys only go so far in providing social proof.
3. Healthcare branding is becoming hyper-local
In the search for providers, all branding is local – at the level of individual
practitioners and facilities. Proliferating points of presence on the web make this
a challenge that requires technology. But healthcare marketers who scale online
review volume and quality will be rewarded with higher search visibility.
4. Business implications
Online ratings and reviews stand between everyth
Published By: Janrain
Published Date: Feb 28, 2011
Proven social media strategies to make your business website more relevant, amplify the quantity and quality of word-of-mouth marketing, build trust and loyalty, enhance stickiness and multiply conversions.
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