Comments for Sequentia Environics http://sequentiaenvironics.com Connecting you with your customer community Fri, 16 Sep 2011 17:04:00 +0000 hourly 1 http://wordpress.org/?v=3.1.3 Comment on Emotional (brand) rescue: why more companies should put some heart on their sleeves by leigh http://sequentiaenvironics.com/2011/09/emotional-brand-rescue-why-more-companies-should-put-some-heart-on-their-sleeves/comment-page-1/#comment-110 leigh Fri, 16 Sep 2011 17:04:00 +0000 http://sequentiaenvironics.com/?p=991#comment-110 My reference regarding how companies are now taking CSR budgets and then advertising them. In other words - I wonder which budgets Kia's entire program came out of. They did a few commercial executions (say conservatively 250K each) and then probably a 2 to 5 Million dollar media buy and then of course was the Kia program itself. I think using social good for marketing and corporate gain is getting tired. I'll be interested to see for how much longer it drives positive sentiment vs. my own very cynical approach. My reference regarding how companies are now taking CSR budgets and then advertising them. In other words – I wonder which budgets Kia’s entire program came out of. They did a few commercial executions (say conservatively 250K each) and then probably a 2 to 5 Million dollar media buy and then of course was the Kia program itself. I think using social good for marketing and corporate gain is getting tired. I’ll be interested to see for how much longer it drives positive sentiment vs. my own very cynical approach.

]]> Comment on Emotional (brand) rescue: why more companies should put some heart on their sleeves by Heather Morrison http://sequentiaenvironics.com/2011/09/emotional-brand-rescue-why-more-companies-should-put-some-heart-on-their-sleeves/comment-page-1/#comment-109 Heather Morrison Fri, 16 Sep 2011 15:27:00 +0000 http://sequentiaenvironics.com/?p=991#comment-109 You're right to say that not all of Kia's efforts or campaigns are directed towards environmentalism, however, after researching all of the content within their social properties as well the themes behind their contests, there was definitely a strong environmental and social responsibility theme that emerged. It was within this context that their audience responded most favorably. I think most car companies need to appeal to the cool factor of their audience on some level and within some campaigns, but from an overall picture, Kia's content and dominant themes do strongly target the environment. You’re right to say that not all of Kia’s efforts or campaigns are directed towards environmentalism, however, after researching all of the content within their social properties as well the themes behind their contests, there was definitely a strong environmental and social responsibility theme that emerged. It was within this context that their audience responded most favorably. I think most car companies need to appeal to the cool factor of their audience on some level and within some campaigns, but from an overall picture, Kia’s content and dominant themes do strongly target the environment.

]]> Comment on Emotional (brand) rescue: why more companies should put some heart on their sleeves by Heather Morrison http://sequentiaenvironics.com/2011/09/emotional-brand-rescue-why-more-companies-should-put-some-heart-on-their-sleeves/comment-page-1/#comment-108 Heather Morrison Fri, 16 Sep 2011 15:23:00 +0000 http://sequentiaenvironics.com/?p=991#comment-108 Good question Leigh. To be honest, during the research, there really wasn't any evidence to imply that Kia was distributing this kind of content to advertise their own CSR efforts. I didn't come across any content linking to their CSR programs or platforms. Of course, tying their brand messaging to the environment certainly doesn't hurt their reputation as a 'green' company. But I wouldn't say this was the driving force behind their strategy. Good question Leigh. To be honest, during the research, there really wasn’t any evidence to imply that Kia was distributing this kind of content to advertise their own CSR efforts. I didn’t come across any content linking to their CSR programs or platforms. Of course, tying their brand messaging to the environment certainly doesn’t hurt their reputation as a ‘green’ company. But I wouldn’t say this was the driving force behind their strategy.

]]> Comment on Emotional (brand) rescue: why more companies should put some heart on their sleeves by Anonymous http://sequentiaenvironics.com/2011/09/emotional-brand-rescue-why-more-companies-should-put-some-heart-on-their-sleeves/comment-page-1/#comment-107 Anonymous Fri, 16 Sep 2011 14:58:00 +0000 http://sequentiaenvironics.com/?p=991#comment-107 I'm not so sure I agree with the assertion Kia’s brand attributes hinge on environmentalism and social responsibility. If you look at several of their recent Ad campaigns, most notably the Kia Soul Hamster spots: http://bit.ly/nyOfkO (3,322,692 views and counting), the emotional drivers appear to be more inline with the Scion brand and the XBox/Halo gaming crowd. Clearly they're selling the cool factor, youth and style. If you want to talk about environmentalism and social responsibility the Nissan Leaf would be a more appropriate example. I’m not so sure I agree with the assertion Kia’s brand attributes hinge on environmentalism and social responsibility. If you look at several of their recent Ad campaigns, most notably the Kia Soul Hamster spots: http://bit.ly/nyOfkO (3,322,692 views and counting), the emotional drivers appear to be more inline with the Scion brand and the XBox/Halo gaming crowd. Clearly they’re selling the cool factor, youth and style.
If you want to talk about environmentalism and social responsibility the Nissan Leaf would be a more appropriate example.

]]> Comment on Emotional (brand) rescue: why more companies should put some heart on their sleeves by leigh http://sequentiaenvironics.com/2011/09/emotional-brand-rescue-why-more-companies-should-put-some-heart-on-their-sleeves/comment-page-1/#comment-106 leigh Thu, 15 Sep 2011 19:07:00 +0000 http://sequentiaenvironics.com/?p=991#comment-106 I guess the question becomes if in fact, those are emotional attributes of Kia's customers or if they are attempting to leverage social with word of mouth and doing that through advertising their Corporate Social Responsibility platform. Pepsi Refresh is likely getting Pepsi's sentiment up while their sales plummet. I think we have to be some what careful when we look at the data and remember to put the social numbers into a business context. I guess the question becomes if in fact, those are emotional attributes of Kia’s customers or if they are attempting to leverage social with word of mouth and doing that through advertising their Corporate Social Responsibility platform.

Pepsi Refresh is likely getting Pepsi’s sentiment up while their sales plummet. I think we have to be some what careful when we look at the data and remember to put the social numbers into a business context.

]]> Comment on Our Software by Sequentia Environics Announces Interpreter, a New Software Platform for Measuring Social Marketing Program Performance | Sequentia Environics http://sequentiaenvironics.com/our-software/comment-page-1/#comment-103 Sequentia Environics Announces Interpreter, a New Software Platform for Measuring Social Marketing Program Performance | Sequentia Environics Mon, 18 Jul 2011 13:56:35 +0000 http://sequentia.local/?page_id=12#comment-103 [...] 18, 2011, TORONTO and SAN FRANCISCO – Sequentia Environics today announced the launch of Interpreter, new software that allows a company to measure, analyze, and compare the effectiveness of social [...] [...] 18, 2011, TORONTO and SAN FRANCISCO – Sequentia Environics today announced the launch of Interpreter, new software that allows a company to measure, analyze, and compare the effectiveness of social [...]

]]> Comment on Sequentia Environics announces new digital ethnography offering at Mesh ’11 by 3 tips for integrating change management into your community practice | Sequentia Environics http://sequentiaenvironics.com/2011/05/sequentia-environics-announces-new-digital-ethnography-offering-at-mesh-11/comment-page-1/#comment-102 3 tips for integrating change management into your community practice | Sequentia Environics Thu, 30 Jun 2011 18:22:31 +0000 http://sequentiaenvironics.com/blog/?p=512#comment-102 [...] [...] [...] [...]

]]> Comment on 4 must-have characteristics of strong executive communities by Peter Winters http://sequentiaenvironics.com/2011/06/4-must-have-characteristics-of-strong-executive-communities/comment-page-1/#comment-101 Peter Winters Tue, 28 Jun 2011 14:38:00 +0000 http://sequentiaenvironics.com/blog/?p=548#comment-101 Thanks Heather. Your comments are spot on, particularly about how to build relationships properly. Also, great new look to your site. Thanks Heather. Your comments are spot on, particularly about how to build relationships properly. Also, great new look to your site.

]]> Comment on Sequentia’s Jennifer Evans appointed as ITAC’s new Vice-Chair by Laura Mergelas http://sequentiaenvironics.com/2011/06/sequentia%e2%80%99s-jennifer-evans-appointed-as-itac%e2%80%99s-new-vice-chair/comment-page-1/#comment-100 Laura Mergelas Mon, 27 Jun 2011 19:06:00 +0000 http://sequentiaenvironics.com/blog/?p=570#comment-100 Congrats Jennifer! Congrats Jennifer!

]]> Comment on Team Profiles by Sequentia Environics Redesign : PeapodStudios http://sequentiaenvironics.com/about-us/our-team/team-members/comment-page-1/#comment-99 Sequentia Environics Redesign : PeapodStudios Sat, 25 Jun 2011 16:44:51 +0000 http://sequentia.peapoddev.com/?page_id=626#comment-99 [...] asked Amrita Chandra – Sequentia’s Vice President of Marketing about working with Peapod “This is my 3rd time [...] [...] asked Amrita Chandra – Sequentia’s Vice President of Marketing about working with Peapod “This is my 3rd time [...]

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