Digital Publishing: Kiera Doherty – Weber Shandwick

As the course leader of Advances in Digital Marketing at Heriot-Watt University, I have arranged a series of guest speaker sessions with leading digital marketing practitioners in Dubai. Last week the students enrolled in this course and myself enjoyed a one-hour session with Kiera Doherty, Head of Digital at Weber Shandwick in the Middle East.

Interview at Business Breakfast: Generating positive engagement on Facebook fan pages

I was invited on the 26th of June to the show Business Breakfast in Dubai to discuss a bit about our paper "The influence of brand immediacy in consumer engagement behaviours: A revised social impact model".  I spoke about how social immediacy (who you're friends...

A guide to social influence marketing in online environments

Social influence marketing employs social psychology principles to achieve marketing and business goals. It draws on the fact that as potential customers make a purchasing decision, they are being influenced by various forces. Within the field of social psychology, the concept of ‘social influence’ and its effect on individual behaviour, attitudes and beliefs is widely studied. Social influence has also of interest to marketers as consumer-to-consumer interactions are believed to affect consumer behaviour, attitudes, and feelings towards a product or brand. Trends towards brands being present in online environments, plus the innate human need to anthropomorphise objects to facilitate interactions with non-material objects make brand-consumer interactions within social media subject to similar effects.

Social influence marketing: why do we let others influence our purchase decisions and how to leverage this in your business

In the current hyper-connected environment where companies and consumers interact, learning how to leverage social influence marketing techniques can be a source of competitive advantage for your business.

What does a sales intelligence analyst do?

Interview with Gianluca Di Chiara - Sales Intelligence Analyst @ Vodafone Italy. Transcript Rodrigo PEREZ VEGA  Thank you, Gianluca for agreeing to take part in the series of interviews where I'm interviewing marketers and digital marketers around the globe that I met...

The journey to successful content marketing in a highly cultural diverse setting: insights from Dubbizle in the UAE

A couple of weeks ago we had the pleasure to host Nadia Zehni, head of marketing at Dubbizle, the leading classified website in the UAE as part of the guest speakers invited to talk to our IMM students. Our Advances in Digital Marketing class had the opportunity to see how real organisations develop and implement their content marketing strategy, and to see that in fact the models that are taught in the lectures are implemented in marketing practice (you know all this set clear objectives, choose content types, measure results, etc.).

Analysing the effects on reputation, credibility and trust of three PR strategies to manage a crisis on Facebook

Social media platforms are now a common tool for PR practitioners to manage a crisis. When used correctly, social media allow organisations to monitor the sentiment of people towards a specific situation and to correct rumours rapidly before they become facts. However, what is the tone and best strategy that PR departments should adopt when a crisis happens?

#HenleyDigital is now over – reflections and future directions for my digital marketing modules

For the second year, I had the opportunity to teach the Digital Marketing modules at Henley Business School at both undergraduate and postgraduate levels. I called the module #HenleyDigital, and some students have engaged with the hashtag on Twitter and...

Two papers from our 4th year Management students accepted into ICOM 2015 in Abu Dhabi

During the summer period, two of my dissertation supervisees decided to turn part of their dissertations into conference papers. I was very pleased to learn that the two papers were accepted to be presented in the upcoming International Conference on Organization and Management (ICOM 2015) in Abu Dhabi.

Call for participants – Digital nomads

Call for Participants Do you self-identify as a digital nomad? Are you active on Instagram? We are looking for participants for an academic study that investigates the following research questions: (1) How do digital nomads manage the representation of their identity...

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A guide to social influence marketing in online environments

A guide to social influence marketing in online environments

Social influence marketing employs social psychology principles to achieve marketing and business goals. It draws on the fact that as potential customers make a purchasing decision, they are being influenced by various forces. Within the field of social psychology, the concept of ‘social influence’ and its effect on individual behaviour, attitudes and beliefs is widely studied. Social influence has also of interest to marketers as consumer-to-consumer interactions are believed to affect consumer behaviour, attitudes, and feelings towards a product or brand. Trends towards brands being present in online environments, plus the innate human need to anthropomorphise objects to facilitate interactions with non-material objects make brand-consumer interactions within social media subject to similar effects.

read more
Engagement behaviours on Facebook Fan pages

Engagement behaviours on Facebook Fan pages

Facebook offers companies several options to contact and communicate with their customers. Four behaviours are possible for a Facebook brand page user. Users can decide to look into a page of a brand and “Like” the page, which will lead to being able to see further messages from the brand later in his Facebook newsfeed. Furthermore, once that content is displayed, the platform allows users to “react” to the content, leave a comment on the content, and share the content with others. This post examines more in detail all these engagement behaviours.

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Building customer relationships one tweet at a time

Building customer relationships one tweet at a time

The landscape of Customer Relationship Management (CRM) has shifted markedly in recent years, fuelled, by amongst other things, developments in technology and the rapid expansion of social media platforms. Social media use among Internet users and businesses is now widespread. From an SME perspective, companies have looked at social media channels as a cost-effective marketing tool, and consequently many organisations, big and small, have jumped onto the social media bandwagon over the last decade. True, early social media platforms allowed businesses to market directly to their potential and current customers at almost zero financial cost, however with a push towards monetisation and changes in the algorithms in many of the mainstream platforms is making this channel a more pay-to-play one. We propose that looking at social media not only as a marketing tool but also as a space where companies and customers can build meaningful relationship is the way forward.

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#STEP2016 Reached over 22M users on Twitter

#STEP2016 Reached over 22M users on Twitter

One of the most important conferences for start-ups in the MENA region took place this week: STEP 2016. The second edition of what it is very likely to become the hippest start-up gathering in the region had a combination of big players in the region (“the unicorns”) and very enthusiastic entrepreneurs that are looking to become the next big thing. The conference had also a very interesting line up of speakers from the region and beyond.

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The journey to successful content marketing in a highly cultural diverse setting: insights from Dubbizle in the UAE

The journey to successful content marketing in a highly cultural diverse setting: insights from Dubbizle in the UAE

A couple of weeks ago we had the pleasure to host Nadia Zehni, head of marketing at Dubbizle, the leading classified website in the UAE as part of the guest speakers invited to talk to our IMM students. Our Advances in Digital Marketing class had the opportunity to see how real organisations develop and implement their content marketing strategy, and to see that in fact the models that are taught in the lectures are implemented in marketing practice (you know all this set clear objectives, choose content types, measure results, etc.).

read more
Consumer engagement as a key performance metric in social media

Consumer engagement as a key performance metric in social media

The concept of consumer engagement is used in advertising and among marketing practitioners, ranking consumer engagement as one of the top priorities of online marketing activities. Among the reasons behind this interest are that consumer engagement is associated with consumer trust, satisfaction and loyalty and commitment, all of them strong indicators of long-term sales, word-of-mouth and brand advocacy.

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