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Digital Marketing 101 for British Council L&D Training
Transcript of Digital Marketing 101 for British Council L&D Training
Digital has everything to do with whatever happens in the virtual space.
Using your cellphone,sending a text, chatting with friends on the internet, going on websites,uploading,downloading.
Experiencing anything which is not physical in nature and which involves the use of technology to communicate.
What is Digital
Digital IS THE FUTURE
the consumer has a voice now (Choice)
Brands want more awareness.
The world is shrinking by the day
"Friends" are expanding by the day
Brands can go global more easily
Television is soo last century now.
There are no limits,no boundaries
People,products want to tell/share their stories
People want to be heard.
COMPONENTS OF DIGITAL
AR (Augmented Reality)
Visual Sharing (Youtube,podcasts,vblogs)
Meaning of Content, How to create content, Research,Adopt,Adapt,Engage(create conversation),Liquid(Virality)
Content is King
Simple as A.B.C: Start with;
Analytics & Insight
Content Marketing As a Cycle
The Arc reactor of Digital
A conversation supported by online tools
IS THE REAL PEOPLE WHO USE IT AND THEIR SOCIAL INTERACTIONS
WHAT IS SOCIAL MEDIA
The Power Of Social Media
Online Community Management
The 4Ds of Social Media
when IT hits the fan!
So HOW do you make a social media Strategy?
A simpler Method: Finding out Social Media ROI
Lets get cracking!!
What are Blogs and how do they relate to Digital and Social Media?
Blogging,the new "in" Thing
Social Media Optimization: Using Your blog for promotion
Enhancing your Internet
presence through Social Media
embraced Digital and Social Media
Why is it Working?
Why is it not working?
Measuring Social Media Effectiveness
You can calculate your ROI from Online Advertising, how do you find out your effectiveness on Social Media?
Digital and Social Media Tools Available
External Social Media/content sharing tools
ROI measurement tools
Internal Digital /content sharing tools
What are the Benefits?
So WHAT did we learn today?
What it means to be digital
content is king
what is social media
Digital Marketing Strategy
how to make a social media strategy ROI
Brandbook/ policy overview
How can Digital Help you
In simple words what does all the above mentioned things have in common as a medium?
...a constant flow of information from one end to the other.
A link between
YOU TELL ME?
What Constitutes Digital..
Every communication you make for absolutely anything is called CONTENT
Every Email you compose,EVERY text you send,EVERY Conversation is Content.
CONVERSATION IS CONTENT
What do you think when you hear SOCIAL MEDIA?
More importantly Social Media
it all revolves around the Cs:
People are no longer demographics, to connect with them it has to be understood RELATIONSHIPS are more powerful than MARKETING.
The Rules of SoME:
5)Listen to your Market place
Old Communication models were
..Social Media converted them in to
Why set up a Social Media Strategy ?
What are new Web usages ?
What are Social Media ?
How to measure success?
You might lose control !
An example :
People talk about you in a bad way
You do not know how to answer so you reply anonymous
An influent blogger realizes this and buzz about it
The buzz increases
You lose control and decide to respond honestly…too late
You set up a bad image and now you have to deal with crisis management
Results : You lost the opportunity to express yourself easily from the first time and you lost lot of time and credibility in one shot.
Risks of not having a defined strategy
Brand community !
Build a non-marketing community outreach to deliver a voice for your organization
Use the buzz power
Reach people where they regroup
The ultimate effect
…and reply !
Read all conversations that are done about your brand
Participate to these conversations by replying and commenting
Respond quickly for a stronger effect
Share quality content
The effect will be there !
You will only see small changes at the beginning
The strategy is powerful when users will see your engagement
One page on facebook is not going to create miracles but the combination of multiple tools might
Never release your presence because communities need to be animated
Does not cost a $ !
No money investment is required
No external company needs to be engaged
…it will just cost the time you will be ready to invest !
A cost free strategy
Reach the right people !
Long tail effect
Reach the small communities on the web
Connect with people
Reach the people where they are
Keep brand positioning
Keep brand awareness to relay offline marketing campaigns
Generate more traffic
Enlarge the targeted segment
The other effects
Follow again !
41% of users read blogs
47% of the time people spend on the internet is spent looking at content and 33% spent communicating
91% of users are likely to buy on recommendation
330 million online video viewers
Twitter is 1 million users and 3 million messages/day
LinkedIn is 19 million users
MySpace is 110 million users
Forums and Online Communities
Use multiple tools and spread your presence !
Leverage the effect by using multiple tools
One media or one profile is not enough to see the effects
It is the combination of multiple tools that will make you successfull
Combine the tools
…to embrace !
Do not post with fake names.
Do not delete critical comments
Do not be afraid and respond to them.
By showing you are truly listening.
…to start with
Go and meet users on the Internet
Answer comments left by users on multiple blogs. Read what they say about your brand.
Set up collaborative tools
Make sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys).
Connect with your customers
Be present on online social networks and create a profile for your brand.
Replay offline campaigns on the Internet
Post your last TV campaigns on YouTube, announce your coming event on Twitter, post feeds on Facebook, Blog about your brand...
Some actions to undertake…
Much more than before !
Leverage current marketing results
Get better brand awareness
Get better brand management
Get better user stickiness
Get better quality products
Get more sales
What are the expected results ?
…the conversations will happen !
For a better control of your brand, you must participate in the conversations
Once you trigger a conversation, you should not leave it
With or without you…
…and conversations !
« Markets are conversations »
« Markets are getting smarter, more informed, more organized. »
« People in networked markets have figured out that they get far better information and support from one another than from vendors. »
« The networked market knows more than companies do about their own products. »
« Companies that assume online markets are the same markets used to watch their ads on TV are kidding themselves. »
« Companies that don’t realize their markets are now networked person-to-person, getting smarter as a results and deeply joined in conversation are missing their best opportunity. »
« Companies can now communicate with their markets directly.If they blow it, it could be their last chance. »
« Companies that do not belong to a community of discourse will die. »
Follow them !
They meet in different places
Social networks, blogs, forums
They share content and spread the voice
Viral videos, blogs, Twitter
They advertise themselves
Consumers behave differently
…to start with
Engage users in product testing
Create restricted communities who will be able to test the product and help in its development. Create user communities.
Engage users to buzz
Share and present your products to bloggers in order to engage a viral wave.
Trigger the conversation
Engage the conversation on your blog and over chat rooms. Post on other blogs.
Develop an honest and viral state of mind
Be open, do not be afraid, be honest and share as much as you can.
Some actions to undertake…
Go where they are !
People regroup on communities
Word-of-mouth is stronger
People read blogs and consume more user generated content
People tend to take part in online conversations and are happy to communicate with brands
Consumers communicate more
Social Media Strategy
How it (Digital)
THANK YOU FOR BEARING!
1. Align your content with specific sub-goals.
2. Target specific elements of your audience.
3. Optimize for one or two keyword search phrases.
4. Link to additional content, both on and off of your site.
5. Ensure your headline is as magnetic as possible.
6. Integrate corporate branding.
7. Communicate in a voice that’s consistent with your other content.
8. Include an image (preferably a photograph).
9. Format content to facilitate readability.
10. Skip the foul language.
11. Review your copy for grammatical and spelling mistakes.
12. Incorporate a call to action.
13. Engage readers.
Tim Berner Lee invents the World Wide Web, internet is born!
1st Gen Web 1.0 the internet really kicksoff, 4 years, 50 MILLION users!!
Microsoft comes out with the first IE, SEO
Nokia launches N9000 their first phone with internet connectivity
GOOGLE is born!
First mobile phone email system launched for Blackberry
2nd Gen Web. WEB 2.0 kicks off!
USER GENERATED CONTENT TAKES OFF
User Content sparks the birth of Youtube
Facebook and Google Analytics launched!!
> 1 BILLION internet users!!!
Google buys Youtube
TWITTER IS BORN
2007 & 2008
Microsoft eyes share in Facebook, Mobile Access surpasses desktop internet access
2009 - Onwards
Internet Turns 20! Facebook becomes an empire, the world prepares for Web 3.0
Country Overview Pakistan
Young users 15-35 years
69% Males 31% Females
Age Groups : 15-24 years majority
> 20 Million Users as of 2013
11.3% internet Penetration as of 2013
Smartphone users > 8 Million
Interest areas of online users:
SOCIAL NETWORK NUMBERS
: >10,million users, part of op 15 Countries
: > 3 million users approx
: 700300 registered users ranked in top 20 globally
DIGITAL SPHERE FOR BRITISH COUNCIL PAKISTAN
Blogs/Online Community Networks
Online Exams Services/CS Management
New Digital Mediums ( AR etc)
The digital sphere for British Council Pakistan revolves are around the following components currently
Digital Policies and Brandbook
Security/Compliance and testing
HOW CAN DIGITAL HELP YOU
Digital is completely trackable - don’t miss out anything!
Traditional advertising mediums are not trackable!
With sales/subscriptions through websites, these days are now gone!
I cant calculate Marketing Return on Investment!
The consumer faces an informational overload!
Target the right audience with the right content at the right time!
Achieve Strategic objective
Build Brand Values
Establish Credibility & Reputation
Create Thought Leadership
Build Online Presence
Achieve Tactical objectives
Increase Fan Engagement
What makes a good content strategy
Difference between FB and Twitter
Developing a Content Strategy