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Posts Tagged ‘Columbia Business School’

5 Different Ways to Approach Social Media Branding

Columbia University’s chief digital officer Sree Sreenivasan advocates the “ABC approach”: “Always be collecting”. He didn’t mean artwork or other nicknacks–he was referring to a collection of digital tools and content. Here’s an example: Speaking at the Brite ‘13 conference hosted by Columbia Business School’s Center for Global Brand Leadership in New York on Monday, he recalled that at last year’s event he highlighted Tout, a video tool that streams fifteen second videos. The recent buzz is about Vine, which streams six second videos. And so it goes.

Social media’s array of shiny objects may ebb and flow, but as a category it’s gained so much traction that more companies now actively monitor platforms’ metrics–and consultants have developed social media models. Speaker Ric Dragon, CEO of Dragon Search and author of Social Marketology, presented an interesting framework outlining five different social media strategies companies may use.

Dragon’s “big five” approaches represent a way for brands to think about their social media goals, and they’re not mutually exclusive. Below are his five options, along with selected brand examples.

1.Brand Maintenance: With this reactive approach, brands play a limited role in social media just for the sake of having a presence. They monitor the social space and reply to those who mention them. This passive method is more the domain of brands late to adopt social media, as well as companies in highly regulated industries like healthcare and financial services.

2.Community Building: In this case the brand is involved in creating communities of like-minded customers or groups who share a passion for the category. The forums foster interaction between these brand ambassadors. Harley Davidson exemplifies this activity, as it mobilizes its hardcore motorcycle enthusiast fanbase. Tribeca Film Festival is another brand that keeps film buffs informed all year long.

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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

Students Take A Targeted Approach for Luxury Goods Program

Students from Parsons The New School for Design and Columbia Business School gathered last week alongside their professors and reps from Bulgari, Haviland, Hermès, Loro Piana, and Maclaren to make their final presentations for the joint program “The Design and Marketing of Luxury Goods.”

This is the 15th year for the partnership, which has always focused on luxury items.  According to a spokesperson at Parsons, some of the students’ suggestions are even being considered by the high-end labels.

It was evident from these presentations (we had the opportunity to see them in person) that digital and social media are just as important to luxury goods as they are to any other category. Equally significant, the students set a laser-focus on a target market and used the brand’s most noted qualities to create their presentations. Read more