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1、毕业设计(论文)外文文献翻译2013届译文一：建立一个品牌必须做对的一件事译文二：如何建立一个有效的社会化媒体品牌THEONETHINGYOUMUSTGETRIGHTWHENBUILDINGABRANDPatrickBarwiseandSeanMeehanYes,newmediagiveuspowerfultoolsandspeed—butthat’snotenough.Asusual,marketersareturninghypeintohyperventilation.Thistime,it’saboutthesupposedendofmarketingasw
2、eknowit,thankstotheriseofsocialmediaandtheshiftofpowertoconsumers.Butit’swrongtothinkwe’reenteringaworldinwhichtraditionalmarketingactivities,andbrandsthemselves,willbecomeirrelevant.Infact,theoppositeistrue.Socialmediamakeitmoreurgentthaneverthatcompaniesgetthebasicsright,developinga
3、ndreliablydeliveringonacompellingbrandpromise.Ithasalwaysbeenriskyforcompaniestodisappointcustomers,atleastoverthelongterm.Buttodaythescaleandspeedofsocialmediacanmakefallingshortinstantlypainful.Considertheinternet-fueledbacklashagainstKryptonite’sexpensivebuteasilypickedlockandDell’
4、sflammablelaptops.Bythesametoken,companiesthatconsistentlydeliverwhattheypromisebenefitmightilywhensocialmediaamplifytheirreputation.Theobviousdangerisfailingtokeeppacewithsocialmediadevelopments.Butanequal,lessobviousdangerisgettingdistractedbythemandlosingsightofthefundamentals.We’v
5、elongworkedonmarketingstrategywithcompaniesacrossindustries;overthepast15yearswe’vefocusedonnewmedia,andrecentlyonsocialmediamarketing.Andwe’vebeendirectlyinvolvedinsuccessfulnew-mediastart-ups,includingonespecializingincustomeradvisorypanelsandonlinebrandcommunities.Ourconclusion?The
6、companiesthatwillsucceedinthisenvironmentareexploitingthemanyopportunitiespresentedbysocialmediawhilekeepinganunwaveringeyeontheirbrandpromise,andtheyarejudiciouslyrevisingthemarketingplaybookratherthantryingtorewriteit.LeveragesocialmediaMostcompanieshavecottonedontosocialmediaastool
7、sforengagementandcollaboration.MarketersatleadingcompanieshavecreatedlivelyexchangeswithandamongcustomersonsitessuchasOPENForum(AmericanExpress),Beinggirl.com(Procter&Gamble),myPlanNet(Cisco),andFiestaMovement(Ford),tappingintoparticipants’expertise11andcreativelyforproductdevelopment
8、.Ofco
