Strum To a New MarketHow we get our brand to market is integral to our corporate strategy. How we identify, traverse, and use those markets is about to change!

Our current strategies route brandingdecisions through the Board ofDirectors. Our effectiveness of

corporate branding through socialmedia is only 37% (Vernuccio, 2014).

Global analysis of social media wastestime. We are not communicating our

brand in the right way to the rightpeople.

37%

The Disruption

It's Explosive!

It's calledhttp://www.inc.com/nushmia-khan/the-story-of-a-social-media-disruptor-damien-patton.html

Right now, anywhere in theworld, Banjo is capturingevery social media feed onplanned and unplanned globalevents in one location!

Our Leaders

Our Company

Using BanjoBanjo instantly detects content fromevery global social media platformand catalogues it by location(Patton, 2015).

Used by 113 different countries(Patton, 2015).

Has the power to collect data fromboth planned and unplanned eventsfrom any location without the needfor hashtags, keywords, or text.

We can use the advancedinformation from Banjo to expandour influence before competitors.

The potential to over-expose orbe perceived as exploiting events.

Time to train necessary individualsto fully utilize the technology.

Personnel cuts to marketingdepartment in place of contractingwith Banjo services.

Senior leaders will stop beingcontrol freaks when it comes tomarketing and innovative branding(Vernuccio, 2014).

Money will be invested inpracticum-based training for themarketing department to maximizethis tool (Atwong, 2015). Allleaders will receive this training.

We need to rethink how we reachour customers, no idea will beconsidered too risky.

Our social media will nowinclude a dialogue betweenemployees and customers(Katona & Sarvary, 2014) .

We will create our own "events" for customers to follow,we will capitalize on major planned events, and be

involved in our customers' conversations of globalunplanned events.

How We Will Play the BanjoWe will no longer monitor endless social media.

References

Aichner, T., & Jacob, F. (2015). Measuring the degree of corporate social media use. International Journal of Market Research, 57(2), 257-275.

Atwong, C. T. (2015). A social media practicum: An action-learning approach to social media marketing and analytics. Marketing Education Review, 25(1), 27-31.

Banjo. (2015). Homepage: The pulse of the planet. Retrieved from Banjo: http://ban.jo/

Bourne, W. (2015, April). The most important social media company you'e never heard of. Retrieved from Inc.: https://student.rockies.edu/secure/student/StuPortal.aspx

Christensen, C. (2015). Disruptive innovation is a strategy, not just the technology. Business Today, 23(26), 150-158.

Clancy, H. (2015, April 2). Why social media startup banjo will strike a chord with marketers. Retrieved from Fortune: http://fortune.com/2015/04/02/social-media-startup-banjo-marketers/

Katona, Z., & Savary, M. (2014). Maersk line: B2B social media--"it's communication, not marketing". California Management Review, 56(3), 142-156.

Patton, B. (2015, April 6). The story of a social media disrupter: 2 hackathons, a sxsw conference, and the boston marathon bombing. Retrieved from Inc.:

http://www.inc.com/nushmia-khan/the-story-of-a-social-media-disruptor-damien-patton.htmlVernuccio, M. (2014). Communicating corporate brands through social media: An exploratory study. Journal of Business Communication, 51(3), 211-233.

Walpole, J. (2014, April 14). Banjo: Find out what's happening before it's hashtagged. Retrieved from The American Genius: http://agbeat.com/social-media/banjo-find-whats-happening- hashtagged/

Kelly RM Ihme, University of the Rockies