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Digital marketing workshop

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Workshop delivered for the Enterprise and Innovation Academy on digital marketing for SMEs and workplace teams. The workshop is divided in five parts. Introduction, Digital Disruption, Content Marketing, Social Media and Planning.
This workshop was delivered along with practical tasks in another PowerPoint presentation. Participants were also encourage to use the internet to look for answers to the some of the tasks presented.

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Digital marketing workshop

  1. 1. Enterprise and Innovation Academy Workshop Digital Marketing Workshop Andy Lima
  2. 2. 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.
  3. 3. Introduction
  4. 4. Question – “Why should I bother with changes in my workplace and in the wider business environment?”
  5. 5. What will be affecting your workplace environment within the next 2-5 years?
  6. 6. Quest – "How can I (we/team) deliver more value to more people in less time?"
  7. 7. UX Visual Communication Search, Social and System Technologies Social Engagement 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?
  8. 8. websites Content Marketing story-telling omni-channel
  9. 9. Part I - Digital Disruption
  10. 10. 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?
  11. 11. 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...
  12. 12. Sorry…It’s too Late!
  13. 13. The Evolution of Web Technologies
  14. 14. 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…
  15. 15. 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
  16. 16. 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.
  17. 17. The sharing economy
  18. 18. Part II - Digital Customers
  19. 19. media consumption... Over 25’s are search first - under 24’s are social first …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
  20. 20. …where are your customers today?
  21. 21. online behaviour… How many pages of results browsed… What is searched for… When do they search… …90% visit the second page
  22. 22. online behaviour… …device used …dwell time …page views
  23. 23. …using analytics
  24. 24. …using analytics
  25. 25. online behaviour… …sentiment …which media are used?
  26. 26. customer personas... …can be formed through research …or focus groups better to engage in depth interviews… To start with – we can link them to buyer behaviour
  27. 27. 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.
  28. 28. The Connected Customer Journey
  29. 29. • 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
  30. 30. Part III - Digital Content
  31. 31. 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…
  32. 32. 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
  33. 33. 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
  34. 34. Earned, owned and paid content
  35. 35. 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…
  36. 36. Blogs… …which may be linked to organisations, brands, products, experiences, offers and more.
  37. 37. People flock around great content Twitter adds
  38. 38. how they impact marketing activities... social network groups
  39. 39. 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
  40. 40. “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
  41. 41. 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
  42. 42. 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
  43. 43. Part IV – Social Media Marketing
  44. 44. 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.
  45. 45. 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
  46. 46. Social Media 7 C’s  Connectivity;  Communities;  Co-creativity;  Collaboration;  Collective intelligence;  Communication (two-ways);  Conversation. (Macnamara, 2010)
  47. 47. 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.
  48. 48. 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?
  49. 49. 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?
  50. 50. 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)
  51. 51. 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)
  52. 52. 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.
  53. 53. Part V - Digital Planning
  54. 54. How will you start? consumer wants or needs communication(s)
  55. 55. Planning for Growth
  56. 56. 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)
  57. 57. 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.
  58. 58. It’s just the beginning of the journey…
  59. 59. 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. 87 Berton, P. et al, When customers get clever: Managerial approaches to dealing with creative consumers, Business Horizons Volume 50, Issue 1, January-February 2007, pp. 39-47 References
  60. 60. 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
  61. 61. Thank you! Thank you for taking part in todays workshop, we hope you have found it useful. Please don’t forget to book onto other Enterprise & Innovation Academy training that you may find beneficial. Please give honest feedback to support our commitment to Customer Service Excellence. Please recommend any colleagues that you think may be interested to find out more. www.leedsbeckett.ac.uk/eiastaff eiastaff@leedsbeckett.ac.uk Tel: 0113 8121904
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Workshop delivered for the Enterprise and Innovation Academy on digital marketing for SMEs and workplace teams. The workshop is divided in five parts. Introduction, Digital Disruption, Content Marketing, Social Media and Planning. This workshop was delivered along with practical tasks in another PowerPoint presentation. Participants were also encourage to use the internet to look for answers to the some of the tasks presented.

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