online marketing and conceptual thinking - college 1
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Presentation made for ICC2015. Online Marketing and Conceptual Thinking - Introduction.TRANSCRIPT
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Online Marketing and Conceptual ThinkingFrom Marketing Student to Young Professional Lecture 1 – Introduction
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Introduction Private & Company
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What to do today? - What am I going to do?
- What is expected from you? Listening report Literature review
- Social Business Model
- PESO Model
- Possible trends (for your papers)
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What am I going to do?Cooperate!
Lecture 1: Introduction
Lecture 2: WebPR & Personal Branding
Lecture 3: Online Reputation Management, case studies and Messaging House
Lecture 4: Guest lecture SEO?
Lecture 5: Pay Per Click, Socal Media (Rich Content), ELM model (!)
Lecture 6: Measurement!
Lecture 7: Recap
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What do you want me to do? What do you want to learn this course?
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What is expected of you? You have to write both a listening report and a literature review
Listening report: 1500 words (40%)
Literature review: 2500 words(60%)
• Both on topics of your choice
• Mind your bachelor thesis!
• Make it a starting point for yourself --> next week: Personal Branding
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But first, some practice!Social Business Model
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Social Business Model 1. Starting point
Searching for theme(s) (Lecture 1 and 2)
2. (Online) listening
What are society, policymakers and professionals talking about? (Lecture 1 – 4)
3. Content creation and storyteling (Lecture 2, 3 and 5)
4. Engagement PR and Social Media (Lecture 5)
5. Measurement (Lecture 6)
(Output = activities, outcome = brandvalue)
6. Results (Lecture 7)
(Leadership)
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Social Business Model for Companies
Starting point
(Online) listening
Content creation
Engagement & SOME
Measurement
Results
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Using the PESO Model Paid media (advertising, sponsored tweets etc.)
Earned (shared) media
Owned media
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Case study based on PESO Creating earned media by selecting ambassadors
and using their personal owned platforms.
To be continued.
Owned
Website EstherEigen kanalen EstherVerkiezingsuitingen
PaidZoekadvertenties
Facebook advertenties
Facebook gesponsorde
verslagen
Earned
RetweetsLikes of gedeelde
berichtenReacties op blogs
Traditioneel mediabereik
Example CDA leadership campaign 2014
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A marketer’s main competence? Listening!But where… and how?!
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Advantages Listening Report What is hot and what is not as regards to your theme?
> Provides you with information for your content creation
Content creation for:- Event announcements- Social media content - Storytelling
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Case Study Listening Report
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How to make a Listening Report? After selecting your theme :
Step 1:
Use a multichannel approach and map relevant blogs, websites, offline magazines, papers and thought leaders as regards to your theme.
Step 2:
Read what they are writing about your theme.
Step 3:
Summarize what they are talking about and write your Listening Report.
Suggestion: limit yourself to three sources per theme .
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But… Why am I doing these things?Get inspired by The Golden Circle
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Enough information. Start doing it yourself! Make your own listening report!
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Possible trends for your essays - Social Business
- Storytelling
- Content marketing
- Mobile
- Practical Big Data
… et cetera
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Select your theme, map your ‘playing field’ Map relevant blogs, websites, offline magazines, papers and thought leaders about your theme
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Assignment for next week:Make your own ‘Golden Circle’• Why?, How?, What?• Read Ch. 12 (WebPR)• Work on your listening report