digital marketing workshop
TRANSCRIPT
Enterprise and Innovation Academy Workshop
Digital Marketing Workshop
Andy Lima
learning objectives...
Understand the opportunities and challenges presented through the disruptive digital environment;
Learn more about the impact and influence of the dynamic digital environment in our everyday workplace;
Know how key digital techniques and tools support and enhance the marketing, promotion and communication strategy of your organisation;
Understand the relevance of digital platforms and channels in context of your
company;
Learn ways to monitor and measure the effectiveness of
your digital marketing activities.
Introduction
Question –
“Why should I bother with changes in my workplace and
in the wider business
environment?”
What will be affecting your workplace environment within the next 2-5 years?
Quest –
"How can I (we/team) deliver more value to more people in less time?"
UX
Visual Communication
Search, Socialand SystemTechnologies
Social Engagement
Bran
d Boo
st
Design and Develop
Conversations Leading to Conversion
Design Imagery, Pictures, Frames, Logos, Colour, Call-to-action buttons, Sensory Marketing Usability, Navigations...
Inbound Marketing, Blogging, Thought Leadership, Social Media Marketing, Buzz Monitoring, Reviews, Forums...
SEM, SEO, PPC, Link Building, Landing Pages, New Social Technologies, Internet of Things, Wearables...
CE
What does digital marketing cover?
digital landscape…
PPC SEO
mobile social media
AR and VR
websites
Content
MarketingCRO
microsites
Email marketing
landing pages
lead generation
traffic
CTR
CGMbanners
automation
pop-upscloudAgile marketing remarketing
viral
responsive design
optimisation
affiliates story-telling
personas
big data
A/B testing
sentiment
ecommerce
Big data
Social CRM
analytics
NFC
3D printing
social video
omni-channel
inbound links
Real-time
UX /CX
blogs
Part I - Digital Disruption
Why should we bother with your product and services?
It doesn’t start with technology but….
What is the future of business?
What is Social Selling?
Is there any other way?
Value comes from seeing what customers need and delivering it.
Digital disruptors will do all of this at lower cost, with faster development times, and with greater impact on the customer experience than any- thing that came before.
McQuivey, 2013
…it is important to note that we’re not focused on physical disruption here
digital disruption...
Sorry…It’s too Late!
The Evolution of Web Technologies
changing landscape...…the advent of Web 2.0 brought about a step-change in how suppliers and consumers behave.
…it was effectively a process of ‘creative destruction’ where company’s traditional marketing abilities and consumer insights were challenged by the new dawn of user generated content
Richardson, 2008
…It changed the whole of society…
what is Consumer Generated Media?
Word of Mouse (blurghh)
User Generated Media
User Created Content Participatory Media
‘Earned’ Media
eWOM
There are many different ‘names’ and acronyms attributed to this element of digital media and communication such as…
…but we’ll stick with Consumer Generated Media
A new business paradigm…
Trust is the most valuable commodity;
Listen first talk later;
Treat users are co-developers;
Harness the power of collective
intelligence;
Leverage the long tail economy;
Welcome open source and open networks;
Empower people and encourage
interaction;
Give and share first then sell.
The sharing economy
Part II - Digital Customers
media consumption...
Over 25’s are search first - under 24’s are social first
…the average UK household owns 11.4 different media devices
…the Smartphone is still primarily a phone, only half of owners use it to access the web
…the death of the “PC” is predicted
…but the most common activity on a smartphone is..?
The tablet is the currently biggest growing media device… a 175% growth YoY
online behaviour…
what is it? …the 3 S’s
…search behaviour
How many pages of results browsed…
Number of ads clicked on…
What is searched for…
When do they search…
…90% visit the second page
online behaviour…
…site behaviour
…bounce rate
…device used
…journey and flow
…dwell time
…page views
…originating source
…using analytics
…using analytics
online behaviour…
…social behaviour
…interests
…sentiment
…frequency of interaction
…which media are used?
…level of influence
…number of groups/communities
customer personas...
…can be formed through research
…or focus groups
…gather relevant qualitative data
better to engage in depth interviews…
To start with – we can link them to buyer behaviour
What Should mapping process help you with?
Understand the current customer journey, how it aligns with the goals of the business and brand promise;
Build a customer-first grid indicate points of influence and key touch-points;
Identify in and out micro-experiences in the journey;
It will aid you with the experience architecture blueprint;
Reveal gaps in services and processes comparing expectations and desires;
Surface content and technology gap, context, intentions and aspirations;
Help prioritise investments that optimise experiences and finish the one that don’t.
The Connected Customer Journey
• Listen• Be authentic• Be up-to-date• Create a culture• Optimise for your audience• Measure, measure, measure• Have fun with it• Empower your audience
Building Extraordinary Experiences
Part III - Digital Content
Content Marketing
“The management of text, rich media, audio and video content aimed at engaging customers and prospects…” (Chaffey D.)
1. Content Engagement value – types of content and the value they bring to your audience.
2. Content Media format – plain text, rich media, mobile apps, images, videos or a combination of them.
3. Content Syndication – through different sites, feeds, APIs, microformats, social bookmarkings, emails or embedded in sites through widgets displaying information delivered by a feed.
4. Content Participation – enable people to engage via comments, ratings and reviews. It needs to be monitored and managed wherever it appears.
5. Content Access Platform - all the different screens used to access the content including desktops, laptops, mobile, tablet, paper, wearables, VR glasses, etc…
Key Types of Digital Media Channels
Search Engine Marketing
Online PR
Online Partnerships
Display Advertising
Opt-in email marketing
Social Media Marketing
Augmented Reality and VR
Inbound Marketing
“the consumer is proactive in actively seeking out a solution and interactions with brands and are attracted through content, search and social media marketing…” (Chaffey D.)
Advertising wastage is reduced by better targeting – pull media
Generates natural demand
Marketers have less control than in traditional communication
Encourage dialogues
Reduce noise and improve filters
Earned, owned and paid content
Deliver the right message to the right people at the right time,
Start by creating a well defined content strategy…
…focused on solving the needs and wants of your persona (target audience);
Relevance and value over quantity, size and format
Content marketing is a long-term activity and should not be thought of only as a ‘campaign’ solution.
Content Marketing…
…enable a direct communication channel between the organisation and/or brand…
They can immediate offer negative and positive thoughts, opinions and reflections.
some may be tagged, shared and their contents ‘popularised’ within minutes.
Blogs…
…which may be linked to organisations, brands, products, experiences, offers and more.
83% want businesses to work hard for their custom, 20% moan on social media.
Facebook and native adds
Shoppable ads.
Snap-Content
People flock around great content
Twitter adds
Share more than ‘sell’ – 85/10/5 rule
Thought Leadership
what do they do...
enable fans, passionate users, loyal users, tribes, etc. to come together and express their emotions in relation to organisations and brands.
how they impact marketing activities...
affect opinions and perceptions
the ‘brand’ is what the customers say and perceive it to be.
social network groups
optimise content…
offer compelling and useful content…
think of all those inbound or backlinks!
offer content that no one else does… be unique! Coke Case
Make sure it’s easy to ready, organised, on topic, up to date…
…and for your users not for the search engine
“Content marketing that hits a customer at the right point with the right message is everything. ” - Matt Heinz, President of Heinz Marketing Inc.
“The content marketing it’s about what the company can do for its customers. "It’s all about the buyer. Their needs, their priorities, their objectives and obstacles to success.”- Matt Heinz
Premeditated – from consumer insights, reactive – from current events, and participatory - other people’s content
Successful Content Creation
…plan your content: message, format, time and platforms
Based on target audience and consumer journey
Link content strategy to your corporate objectives, company’s culture, mission, marketing objectives and branding positioning…
Think about the approach, tone of voice, focus and presentation
Follow sequence: Goal, Message, format, Channels
Measure, Measure and finally measure
Respond, react, adapt, modify, repost and build upon it
You are what you publish…
• Curation – gather and organise for your readers, add your sizzle;• Top lists – prefer odd numbers, search better and it sticks out in
people's mind;• Statistics – hard to find people appreciate when they get it all there
in one place;• Infographics and short interesting video – start with existing then
build yours;• Case studies – people like to hear successful stories in the following
format: Situation(10%) > Action(25%) > Result(30%) > Learning (35%);
• Vanity bait – write about companies and people;• Hot topics – you may use Alltop.com, Stumble Upon, Twitter Trends,
Google Trends, and Yahoo! Buzz Index, 22Words and others.• Video and Photos
Part IV – Social Media Marketing
Monitoring, publishing and facilitating customer interaction through social networks, blogs, forums, video and image platforms etc. increasing visibility, encouraging positive branding attitudes as well as advocacy aiming to improve business performances and profitability.
Social Media Marketing Radar
Social Networks;
Social Publishing
and News;
Social Niche
Communities;
Social Customer
Services;
Social Knowledge;
Social Bookmarking;
Social Streaming;
Social Search;
Social Commerce
Social Media 7 C’s
Connectivity; Communities; Co-creativity; Collaboration; Collective intelligence; Communication (two-ways); Conversation.(Macnamara, 2010)
General points about social media:
It is not about getting as many followers/fans etc. as possible or compete with traditional mass media for numbers. It is more about the quality of followers/fans. (thus not a competitor of traditional media)
More followers or fans does not mean that the use of social media is more successful, hence not an evaluation benchmark.
Getting more and more less involved publics onto Facebook etc. just devaluates their quality, it is about high-involvement publics.
Too much traffic is not useful because it brings in too much stray.
Social Media Communication Strategy (POST)
People – how they behave on social media, platforms your audience are now, where are they likely to be going in the next foreseeable future, etc…
Objectives – what are your goals for customer engagement having in mind the different customer life-cycle, from acquisition to retention. “Decide on your objectives before you decide on a technology. Then figure out how you will measure it. (Josh Bernoff, Forrester)
Strategy – Where does it sit with the overall strategy, how can it help you to leverage other channels? How social media can be used to improve your competitive advantage, increase visibility etc.
Technology – what are the best social media platforms based on your audience and goals?
Approaches to facilitate WOM
Buzz marketing – use latest entertainment news to get people talking about you;
Viral Marketing – creative content or informative messages designed to be passed along;
Community marketing – form or support communities that are likely to share
your brand values and other interests in line with your identity and goals.
Enable them with tools, contents, and information;
Influencer Marketing - identify opinion leaders who are likely to talk about
you;
Conversation creation
Technology – what are the best social media platforms based on your audience
and goals?
Positive WOM is believed to increase Purchase intent so you should:
… make use of causal marketing – get people on your side by associating your brand with a good a good cause.
…create advocacy by harnessing the power of empowered involvement.
…implement and optimise referral programmes.
…set-up brand ambassador schemes and an influencer outreach programme.
…measure your Net Promoter Score (NPS) based on promoters, friends and adversaries at all brand touch points to find out what you are doing right and what needs to change or be improved.
…focus on innovation, do something worth talking about.
(Masden et al., 2005)
Understand consumer’s motivations for using social networks
Express yourself as a brand
Empower participants
Identify online brand advocates
Create and maintain good conversation
Power-up your Social Networks
Behave like a social networker: being creative, honest and courteous, use 1-2-1 approach, self-aware and conscious of others, get updated regularly. (Microsoft, 2007)
Creative material, seeding and tracking (Kirby, 2003)
The Dark Side….
Internet trolling is one of the fastest spreading pieces of computer jargon of the 21st century. The world have been adopted the term to better communicate ideas and concepts around forms of internet abuse and misuse (Bishop 2014:7-8).
Reputation damage – ‘False or misleading information and unintentionally revealed private information can be far more damaging when it appears on the Internet than if the same information were gossiped about verbally or in writing, because the magnitude of the potential scalability of the information placed online. (Palfrey and Grasser, 2008: 63). The right to be forgotten
How Social Media is affecting our brains
Cyber Bullying
24/7 working hours – Social media is forcing business to work around the clock, 24/7 is the new business opening hours.
Part V - Digital Planning
How will you start?
…the 4C’s
consumer wants or needs
cost(s)
convenience
communication(s)
Planning for Growth
Social media data can be understood to what is said and shared on social media, who is saying and sharing it, where they are located, to whom they are linked, how influential and active they are and what their previous activity patterns look like.
Social media data mining includes a broad range of activities undertaken to analyse, organise, classify and make sense of a social media data, from counting likes and content shares, measuring reach of content, sentiment about it, key influencers, using techniques like social network analysis, issue network analysis and Natural Language Processing, amongst many others.(Kennedy, Elgesem & Miguel, 2015).
Learn to listen (Social media data analysis)
Measuring social media marketing
It can be measured by a combinations of website PR measures showing volume, quality, sentiment and value or interactions:
Business-level KPIs to measure contribution from social media;
Reach and Influence KPIs to review reach, share-of-voice and sentiment;
Engagement KPIs to manage social media.
It’s just the beginning of the journey…
Crane, F. (2009) Marketing for Entrepreneurs. Sage. Schindehutte, M. et al (2008) Rethinking Marketing, Pearson. Nwankwo, S. & Gbadamosi, A. (2011) Entrepreneurship Marketing, Routledge.Shane, S., Venkataraman, S. (2000), "The promise of entrepreneurship as a field of research", Academy of Management Review, Vol. 25 No.1, pp.217-26. Katz & Green, 2009, Entrepreneurial Small Business; p. 87Berton, P. et al, When customers get clever: Managerial approaches to dealing with creative consumers, Business HorizonsVolume 50, Issue 1, January-February 2007, pp. 39-47
References
Tapscott, D Ticoll, D Lowy, A (2000). Digital Capital Harnessing the Power of Business Webs. London: Nicholas Brealey. Fleischner, M H (2013). SEO Made Simple: Strategies for Dominating the World's Largest Search Engine. 3rd ed. USA: Michael Fleischner. Fox, V (2012). Marketing in the Age of Google. 2nd ed. New Jersey: John Wiley & Sons. Gay, R Charlesworth, A Esen, R (2007). Online Marketing a customer-led approach. New York: Oxford University Press. Pete. (2009). How to appeal to web users with a shorter attention span than a goldfish Available: http://www.sitemost.com.au/blog/2009/04/01/how-to-appeal-to-web-users-with-a-shorter-attention-span-than-a-goldfish/. Last accessed 08th Dec 2013.Thong, H. (2012). 100 SEO Tips - Turn Your Blog Into The Top of Google. Available: https://exploreb2b.com/articles/100-seo-tips-turn-your-blog-into-the-top-of-google. Last accessed 08th Dec 2013.Bosomworth, D. (2010). Creating an online value proposition (OVP) for your site. Available: http://www.smartinsights.com/digital-marketing-strategy/online-value-proposition/online-value-proposition/. Last accessed 8th Dec 2013.Hird, J . (2009). 20 Free Buzz Monitoring Tools. Available: http://econsultancy.com/uk/blog/3890-20-free-buzz-monitoring-tools. Last accessed 08th Dec 2013.Chaffey, D. (2012). Digital marketing best practice. Available: http://www.smartinsights.com/digital-marketing-best-practice/. Last accessed 08th Dec 2013.
References
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