session 6 create 1
DESCRIPTION
Session 6 Create 1. Digital and Social Media Marketing Prof. Surya Mishra, SOM, KIIT University. This Media is different. You want Engagement Create conversations – don’t give statements You want users to talk amongst themselves You want to use the language of the media . - PowerPoint PPT PresentationTRANSCRIPT
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Session 6 Create 1Digital and Social Media Marketing
Prof. Surya Mishra, SOM, KIIT University
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This Media is different• You want Engagement• Create conversations – don’t give statements• You want users to talk amongst themselves• You want to use the language of the media
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This Media is same• Human emotions and appeals remain same• Maintain Brand parameters• Say the same things – maybe differently• Be relevant to the consumer• Your offering doesn’t change with the media
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Create• Know / Chose your audience• Know / Chose your media• Develop a high-impact headline – the big idea!
• Use relevant images • Write body copy to create desire
• Include a clear call-to-action
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Create where?• Web Development• Blogging• Adwords• Banner ads• YouTube / Vimeo etc.• Picasa / Flickr / Facebook etc.• Mobile Development– App– Web– SMS
• Facebook / Twitter etc
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Communication• Appeal– Engagement– Persuasion
• Brand Character• Body Copy – Persuasion, desire• Call-to-action– Call Now, Buy, “Do something”, “Go to your nearest dealer”, Log into the website, like the facebook page, write to the brand etc.
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Advertising Appeals• Sex – It sells!• Affiliation – most often used ad appeal
• Nurture – cute animals / children
• Aggression – desire to get even
• Achievement – Celebs as projectors
• Power – desire to dominate• Fear – what could happen
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Advertising Appeals• Attention – separate from Fame• Autonomy – Independence • Escape – Adventure• Safety – One of the basic human needs
• Beauty – Attractive• Curiosity – Human tendency• Prominence – Fame
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Mascots Add to theBrand Character
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Web DevelopmentSome core considerations• Accessibility
– barriers which might prevent users from accessing your website
• Usability– how usable your website is to your users
• Searchability– how your website can be found via search
• Discoverability– how your website capitalises on social media to make it more shareable and discoverable
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Accessibility• Technical barriers– such as browser compatibility– Mobile view enabled– URL ease etc
• Users ability barriers– language – sight problems.
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Usability• Standard conventions• Information architecture• Sitemap• Content
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Do’s and Don’ts• Highlighting key phrases and words
• Using bulleted lists
• Using paragraphs• Using descriptive/distinct headings
• Never resize windows or launch the site in a pop-up.
• Don’t use splash pages
• Never build a site entirely in Flash
• Don’t distract users with “Christmas trees”
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Searchability
• Labeling things correctly:–URLs
• www.clueless.com/index.html?action=prod&cat=4&prodid=28• www.smartpets.com/products/collars/jewelled-collar
–Alt Tags–Title Tags–Meta Data
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Design Considerations• Visual identity– how users know it’s you
• Navigation– where they are and where they can go
• Layout• Headers– consistent top part of a web page
• Footers– consistent bottom part of the page
• Credibility
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Managing Content• CMS– WordPress (www.wordpress.com)– Joomla (www.joomla.org)– Drupal (www.drupal.com)– Expression Engine (www.expressionengine.com)
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CMS considerations• Meta and title tag customisation• HTML tag customisation• URLs
– static– rewritable– keyword rich
• Customisable navigation• 301 redirect functionality• Customisable image naming and alt tags• Robots.txt management
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Interactive Content • Flash• Silverlight• Air• HTML 5 with CSS and Java
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Terms
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Terms
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Terms
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Terms
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India Against Corruption
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Political corruption
• 94 out of 176 Countries• >50% Indians pay bribes • 2005 RTI Act Scams –Commonwealth Games,–Indian Premier League, –Spectrum
• Lokpal bill
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Anna Hazare
• Anna Hazare• Arvind Kejriwal• Meeting with Sibal• Fast and Protests• India Against Corruption
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IAC on Social Media• In the first 4 days IAC had 116,000 fans
• People created Facebook pages, • total online support was around 1.5 million people
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