Tag Archives: brand building

Strengthening Your Brand with a Strong Community

Liz Harvey, Senior Director of Online Products at CareerBuilder, kept us awake after lunch with a good briefing on strengthening brand and engagement with community. CareerBuilder launched their social community, Brightfuse, in 2008 to create a space for professionals to connect with others in similar industries and job functions.

Success stories:

- Product Managers creating groups: Most successful group on Brightfuse allowed members to ask for profile critiques. The group took off when the group moderator asked the group to chime in with their own critiques.

- Targeted select CareerBuilder users that were not already on Brightfuse. suggesting groups that they might be interested on Brightfuse, and certain people to connect with (36% increase in time on site, 9% decrease in bounce rate)

- Tests and more tests. During the registration phase, they added photos to user testimonials (decreased bounce rate and increased registration, did not do well with people coming in from Google)

Next steps for the future:

- Brightfuse is hoping to keep users engaged past the job hunting phase, so that when users need to look for a job in the future, they will still be a part of the CareerBuilder community.

Jen Girdish
Editor, PM Boulevard

Sponsor Spotlight: Maritz Research Inc.

Today, we’ll continue looking at the companies who are participating in The Market Research Event. Maritz Research Inc. is today’s featured sponsor.

Maritz Research Inc. provides actionable intelligence to achieve business success by identifying and understanding gaps between brand promise and brand performance. As today’s customers compare value propositions at lightning speed, companies must live up to their brand promises again and again. Maritz Research helps you understand and explain customer behavior in this supercharged environment by examining three critical, integrated dynamics: Choice: Why customers select your products or services, Experience: What happens at key “moments of truth” with your customers, & Loyalty: Why customers return, defect, or buy more. The company specializes in the automotive, financial services, hospitality, telecommunications, retail and technology sectors and also offers a custom research group. Maritz is a world leader in customer satisfaction research, helping businesses define, measure, and track satisfaction for more than 30 years. Utilizing research, customer focused training, reward systems, and communications programs, Maritz supports and drives actionable improvement strategies.

Hear more from Maritz Research, Inc and other leaders in market research at The Market Research Event this October 18-21 in Las Vegas!

Official Call for Presenters: Community 2.0 2010

Official Call for Presenters: Community 2.0 2010
From: Kelly Potanka
Re: Community 2.0 2010
Deadline: Friday, August 14th, 2009
Event Date: May 2010

Production has begun for Community 2.0 2010 – THE destination for harnessing the power of communities to propel business growth.

For 2010 the event will focus on real-time examples from corporations that illustrate action-focused deliverables that produced business results. We are looking for case studies from corporate practitioners as to how they used community to drive results for:
‘ Innovation, NPD, R&D
‘ Market Research, Customer Insights
‘ Conversational Marketing, Brand Building & Loyalty, PR, Engagement, Community
‘ Business & Competitive Intelligence
‘ Customer Support

If you are a corporate practitioner, we invite you to submit a speaking proposal directly to Kelly Potanka, Conference Producer, on or before Friday, August 14th, 2009. Send to kpotanka@iirusa.com or call 646-895-7330. Please note: abstracts are reviewed and selected on a rolling basis, so please submit early. For consideration, please include:
‘ Proposed speaker name(s), job title(s), and company name(s)
‘ Contact information including address, telephone and fax numbers and e-mail
‘ Talk title
‘ Summary of the presentation (3-5 sentences)
‘ What the audience will gain from your presentation (please list 3-5 key ‘take-aways’)

Added Bonus: Each speaker will receive free admission to the conference (a $2000+ value) including admission to all conference sessions, workshops, networking breaks, lunches, exhibit halls, etc.

Who will attend this premier cross-industry conference on online communities and social media?
C-level executives, VPs, Directors, Analysts, Community Managers, Research Directors, Product Managers, Creative Directors, Interactive Designers, Market Researchers, Trends Experts, Customer Service Executives, Innovation Directors, and Consultants.

Potential Topics for 2010 Include:

‘ Community metrics/ROI
‘ Who owns community?
‘ Lessons learned from non-profit communities
‘ Making your community sustainable
‘ Preventing community burn-out/fatigue
‘ Best practices and trends in external and internal enterprise micro blogging
‘ Measuring success for internal communities
‘ Insights into vendor consolidation
‘ Attracting users, engaging existing users, user incentives
‘ Legal/policy issues
‘ Tying your community into corporate strategy
‘ Processes for finding, thanking, and engaging lead users
‘ Community management-roles and responsibilities
‘ Considerations for global communities
‘ Moving from online to in-person communities
**Please feel free to submit additional topics of your choice

Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Thank you for your interest in Community 2.0. Check for updates and discussion related to the event at http://bit.ly/182Tvn.

TMRE March LinkedIn Update

If you haven’t had a chance to join our TMRE group at LinkedIn, please do! With over 1,500 members, it’s a great place to gain insight from others with Market Research backgrounds. This month we focused on how to build brands using insight. Hop on over to the forums and tell us what you think!

Here are a few articles looking at using insights to build brands:
How-To: Build & Manage Your Brand Identity with Social Media

Storytelling: Using narrative to build your brand

We invite you to jump in and share your insights in the discussion section:
What great brands were born from consumer insights?

How can consumer insights be leveraged to save brands that are declining in today’s recession?