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Digital Strategy for The English Professional

Strategic Marketing 2.0 project - UC Berkeley Extention
by

Lisandra Maioli

on 1 June 2014

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Transcript of Digital Strategy for The English Professional

Thank you!
•List metrics that will matter:


•Identify most fitting FREE tools:





•Monitor & manage existing platforms

•Generate weekly/monthly reports to facilitate strategy-tweaking
•To improve brand presence across most appropriate, effective social media channels

•To increase positive brand sentiments

•To increase traffic to website

•To develop relationships with like-minded individuals/groups/companies
(WHAT) The services:
TEP
Analysis
Strategy
Plan
Next steps
What is The English Professional (TEP)?
Who would make the
ideal clients for TEP?
What does TEP’s current social media
situation look like?
SWOT Analysis
How should TEP define its social media mission?
What should TEP’s social objectives be?
What is TEP’s vision?
Primary Goal and Tagline

To help aspiring English-speaking professionals realize their fullest potential in their career paths


Professional, personable guidance to increase clients’ competence, confidence & comfort in careers that require English verbal & writing skills


•“Hire-Me” package
•Writing/editing corporate documents & presentations
•Improving conversational skills within business environment •Customized training to corporate groups
(WHY) The cause:
facebook.com/TheEnglishProfessional
twitter.com/englishbuzz
theenglishprofessional.com/
And about the competitors?
Visual
Content
Video
(HOW) Value proposition:
Young professionals
Older professionals
Corporate teams
Tools
Cover photo
About
Content
Likes
Posting pattern
username
header/
background
frequency
content
interaction
•No trace of negative comments expressed about TEP via existing social media channels

•Annette’s supportive ways & personal approach to teaching
•Lack of training & experience leveraging social media

•Time constraints due to Annette’s current full-time job

•No support staff to assist with social media-related duties
•Access to inexpensive social media tools

•Vast experience in language training & related information that can be translated into valuable, compelling content

•Previous clients’ willingness to share testimonials

•Untapped foreign markets (South East Asia, Europe)
•Competitors with greater time availability & ongoing social media practices thus stronger social media brand presence
Strengths
Opportunities
Threats
TEP's Strategic Marketing 2.0
Christianne Poppi | Donna Chan | Fernanda Leao | Lisandra Maioli | Nicole Gyan
UC Berkeley Extension, professor Michael Brito (May, 2013)
Frequency of posts & updates (calendar, editorial plan)
List sources and gather material for curated content
Content Strategy
How will TEP measure its social media initiatives?
How should TEP set its social
media strategy in motion?
What further steps can TEP take towards achieving
SOCIAL MEDIA DOMINATION… or some semblance of it?
“To maximize the optimum social media channels to reach, engage and motivate aspiring English-speaking professionals through the creation and distribution of informative and meaningful English content.”
“Hub and spoke" model for TEP
Content
pillars:
Business English
Career development
US corporate & cultural insights/trivia
Comments on current events, when warranted
Inspirational quotes
Funny words/images (jokes, memes, videos)
Fun, educational features
TEP client personas:
Su Hyu Kim, 23
Korean marketing graduate
Interviewing for internship at US-based company
Good English conversational skills
Seeking help with resume/cover letter/interview prep
Business professional
Employed at multi-national company for 15 years
Seeking new managerial post that requires advanced English
Open to taking classes at night, preferably online
Adriana Cortes, 38
Community manager for French IT startup
Uses LinkedIn group discussions to practice English skills
Leading French team in San Francisco
Seeking English-language instructor to help boost team’s skills
Nathalie Ferreira, 29
40% curated
30% produced
20% corporate
10% real-time
(language/vocabulary quizzes & "Tongue Twister of the Day" contests)
Corporate tier:
Non-corporate tier:
Website
+ Blog
Facebook
Twitter
YouTube
LinkedIn
Weaknesses
Cultural & time differences across target countries/regions
traffic/likes/re-tweets/click-through rates/followers/mentions/shares/sentiments
brand presence
positive brand sentiments
traffic to website
relationships
Facebook Ads
Twitter Ads
LinkedIn Ads
Google Ads
Create & launch online ad campaign
Forge connections with writers (potential blog contributors)

Maintain relationships with foreign clients to extend international client base

“Social media best practices” training session for Annette

Offer internship to social media/marketing students
gràcies
hvala
merci
danke
grazie
obrigado
¡gracias
tack
teekkür ederim
How should we strategize?
Other Recommendations
Meet the first TEP intern!
Full transcript