Online Communication Lesson 6 A

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The sixth lesson of Online Communication. Content, content management, content marketing, community, online community management, digital agencies, choosing an agency, guide your digital agency. Flash materials, videos and some critical pages are not included. Educational use only!

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Online Communication Lesson 6 A

  1. 1. ONLINE COMMUNICATION VI CONTENT, CONTENT MANAGEMENT, CONTENT MARKETING, COMMUNITY, ONLINE COMMUNITY MANAGEMENT, DIGITAL AGENCIES, CHOOSING AN AGENCY, GUIDE YOUR DIGITAL AGENCY Dr. CEM ÇINLAR 17.12.2012 1Online Communication 6 Cem Cinlar
  2. 2. ContentContentContent ManagementCommunityOnline Community ManagementOnline Communication 6 Cem Cinlar 2
  3. 3. ContentOnline Communication 6 Cem Cinlar 3
  4. 4. Content Contentus (Latin) : a : something contained b : the topics or matter treated in a written work c : the principal substance (as written matter, illustrations, or music) offered by a World Wide Web site First Use : 15th centuryOnline Communication 6 http://bit.ly/V07UHO 4
  5. 5. Content Marketing In the buying cycle - Engage buyers with compelling content - to educate, - inform, - entertain, - guide , etc. - Help in decision process - pragmatic, - practical - informative, - persuasive.Online Communication 6 Cem Cinlar 5
  6. 6. Buyer behavior has been changing dramaticallyOnline Communication 6 Cem Cinlar 6
  7. 7. Content Marketing Goals - Lead new generation - Thought leadership - Market education - Brand awareness - Lead information - Customer acquisitionOnline Communication 6 Cem Cinlar 7
  8. 8. Content Marketing Goals - Sales - Traffic - Loyalty - Retention - EngagementOnline Communication 6 Cem Cinlar 8
  9. 9. First page : % 89.7 Second : % 4.4Online Communication 6 Cem Cinlar 9
  10. 10. Content Marketing Tactics - Press release - Newsletter - Blogging - Case study - White paper - E-book - PodcastOnline Communication 6 Cem Cinlar 10
  11. 11. Content Marketing Tactics - Webinar / webcast - Video / video graphic - Event - Article / advertorial - Interview - Folder - Slide & presentationOnline Communication 6 Cem Cinlar 11
  12. 12. Content Marketing Tactics - Poll - Survey - Research - Image / Infographic - Social content - Web sites / apps. / widget / +wareOnline Communication 6 Cem Cinlar 12
  13. 13. SERP Order = Content + Link + TrafficOnline Communication 6 Cem Cinlar 13
  14. 14. Content Success - Storytelling - Originality - Custom content - Professional writing - Editing - Context - SEO - Low cost - Volume production / sustainabilityOnline Communication 6 Cem Cinlar 14
  15. 15. Content & Social Channels (leading) - Linkedin - Facebook - YouTube - Slideshare - Twitter - Custom communities - Google+ - Pinterest - FlickrOnline Communication 6 Cem Cinlar 15
  16. 16. Online Communication 6 http://bit.ly/TVuk9V 16
  17. 17. Content & Measurement - Web traffic - View - Download - Quantity - Quality - Inquire - Opportunity & offer - Feedback & interactionOnline Communication 6 Cem Cinlar 17
  18. 18. Content & Measurement - Sales - Revenue - Customer feedback - Search rankings - Social media engagement - Inbound links - Share of conversationOnline Communication 6 Cem Cinlar 18
  19. 19. Online Communication 6 http://bit.ly/TVuw92 19
  20. 20. Online Communication 6 http://bit.ly/U3qwWF20
  21. 21. Content Context Life time projectOnline Communication 6 Cem Cinlar 21
  22. 22. Lead Content & Management - CEO - Corporate Communications - Public Relations - Marketing - Sales - External agency - FreelancerOnline Communication 6 Cem Cinlar 22
  23. 23. Content Creation - Outsource - Video - White paper / e-book - Case study - Press release - Infographic / image - Online article - Webinar - BloggingOnline Communication 6 Cem Cinlar 23
  24. 24. Content Creation - Outsource - Poll / Research - E-newsletter - Social content - Advertorial - Online / offline / integrated event - Slide / presentation - Community management / crisis - Product demoOnline Communication 6 Cem Cinlar 24
  25. 25. Content TacticsOnline Communication 6 Cem Cinlar http://bit.ly/R0Lupx 25
  26. 26. Content / Payment - Tradeshow / fair - Event - Company website - E-mail - Print media - Social media - PPC/Paid search - Live broadcastOnline Communication 6 Cem Cinlar 26
  27. 27. Content / Payment - PR - Webinar - Blog - Organic search - Display Ad - Online directoryOnline Communication 6 Cem Cinlar 27
  28. 28. Context is The KingOnline Communication 6 Cem Cinlar 28
  29. 29. Content Challenges - No content strategy - Talent to produce content - Producing engaging / enough content - Content quality - Creating segment-specific content - Time/bandwidth to create content - Delivering to the right audience - Measuring resultsOnline Communication 6 Cem Cinlar 29
  30. 30. Content Challenges - Localizing content - Lack of budget - CRM (personas and decision stages) - Finding targeted audience - Lack of process - Lack of publicity - Lack of interest to register - Short attention spanOnline Communication 6 Cem Cinlar 30
  31. 31. Content Challenges - International market - Finding - innovators - early adopters - influencers - executives - experts - Barrier / bridge (user – opinion leader adoptation)Online Communication 6 Cem Cinlar 31
  32. 32. Online Content Management Life Cycle ‘9 Steps’ by Cem Cinlar 2012Online Communication 6 Cem Cinlar 32
  33. 33. STEP 1: Definition Ideas, areas, topics, SERPs, etc.Online Communication 6 Cem Cinlar 33
  34. 34. STEP 2: Analyse Learn who, where, when, how!Online Communication 6 Cem Cinlar 34
  35. 35. STEP 3: Strategy What, where, how!Online Communication 6 Cem Cinlar 35
  36. 36. STEP 4: Content Creation Subject, sources, type, etc.Online Communication 6 Cem Cinlar 36
  37. 37. STEP 5: Optimise Search engines, channels, etc.Online Communication 6 Cem Cinlar 37
  38. 38. STEP 6: Promote & Distribution Where, how!Online Communication 6 Cem Cinlar 38
  39. 39. STEP 7: Link Building Expand awareness, use potential and related areas, etc.Online Communication 6 Cem Cinlar 39
  40. 40. STEP 8: Monitoring Measure subjects, writers, bloggers, news sites, etc.Online Communication 6 Cem Cinlar 40
  41. 41. STEP 9: Replanning Re-evaluate: What, where, when, why, how!Online Communication 6 Cem Cinlar 41
  42. 42. Content with the content?Online Communication 6 Cem Cinlar 42
  43. 43. Create Find Encourage Feed with Possitive Distribution Them to New Monitor Content Channel Share ContentOnline Communication 6 Cem Cinlar 43
  44. 44. CommunityOnline Communication 6 Cem Cinlar 44
  45. 45. Community Maturity Model - Strategy - Culture - Leadership - Community management - Content & Programming - Policies & governence - Metrics & measurement - ToolsOnline Communication 6 Cem Cinlar 45
  46. 46. Stage 2 Stage 1 Stage 3 Stage 4 Emergent Hierarchy Community Network Community Strategy Familiarise & Listen Participate Build Integrate Leadership Command & Control Consensus Collaborative Distributed Culture Reactive Contributive Emergent Activist Community Defined Roles & Integrated roles & None Informal management Processes processes Content & Some user Community created Integrated formal & Formal & Structured Programming generated content content user generated Governance No Guidelines Restrictive Flexible Inclusive Social functionality Consumer tools Consumer & self- Mix of consumer & Tools used by individuals service tools enterprise tools is integrated throughout Metrics & Behaviours & Anecdotal Activity tracking Activities & Content Measurement OutcomesOnline Communication 6 46
  47. 47. Community Life Cycle ‘9 Steps’ by Cem Cinlar 2012Online Communication 6 Cem Cinlar 47
  48. 48. STEP 1: Target Group, dynamics, needs, expectations, etc.Online Communication 6 Cem Cinlar 48
  49. 49. STEP 2: Objectives Goals, vision, etc.Online Communication 6 Cem Cinlar 49
  50. 50. STEP 3: Strategy Steps, tactics, etc.Online Communication 6 Cem Cinlar 50
  51. 51. STEP 4: Outcomes Results, productions, etc.Online Communication 6 Cem Cinlar 51
  52. 52. STEP 5: Preparation Subject, sources, knowledge transfer, etc.Online Communication 6 Cem Cinlar 52
  53. 53. STEP 6: Organise Structuring, team, risk, development, optimise, improve, etc.Online Communication 6 Cem Cinlar 53
  54. 54. STEP 7: Perspective Roles, technology, management, directions, etc.Online Communication 6 Cem Cinlar 54
  55. 55. STEP 8: Value Total results, expectations, group generated results, etc.Online Communication 6 Cem Cinlar 55
  56. 56. STEP 9: Replanning Re-evaluate: Challenges, what, where, when, why, how!Online Communication 6 Cem Cinlar 56
  57. 57. Community Managers - Human behaviour - Needs & motivation - Group dynamics - Management requirements - Business - OrganisationOnline Communication 6 Cem Cinlar 57
  58. 58. Community Management Life Cycle ‘9 Steps’ by Cem Cinlar 2012Online Communication 6 Cem Cinlar 58
  59. 59. STEP 1: Definition Needs, ideas, topics, etc.Online Communication 6 Cem Cinlar 59
  60. 60. STEP 2: Analyse Who, what, when, how!Online Communication 6 Cem Cinlar 60
  61. 61. STEP 3: Strategy Steps, tactics, etc.Online Communication 6 Cem Cinlar 61
  62. 62. STEP 4: Preparation Subject, sources, knowledge transfer, etc.Online Communication 6 Cem Cinlar 62
  63. 63. STEP 5: Organise Development, optimise, improve, etc.Online Communication 6 Cem Cinlar 63
  64. 64. STEP 6: Value Where, how!Online Communication 6 Cem Cinlar 64
  65. 65. STEP 7: Publicity / engagement Expand awareness, use potential / related areas and groups, etc.Online Communication 6 Cem Cinlar 65
  66. 66. STEP 8: Monitoring Measurement, reporting, etc.Online Communication 6 Cem Cinlar 66
  67. 67. STEP 9: Replanning Re-evaluate: What, where, when, why, how!Online Communication 6 Cem Cinlar 67
  68. 68. Online Community 5Cs Content Context Connectivity Continuity CollaborationOnline Communication 6 Cem Cinlar 68
  69. 69. Online Community Needs - Crowdsourcing - Free networking - Culturel shift & culturel mix - Accessibility & sharebility - Gaming / play with engagement - Status - Privacy - Transparency - RespectOnline Communication 6 Cem Cinlar 69
  70. 70. Thank youPlease kindly find the presentation @www.slideshare.net/cemcinlarFacebook.com/cemcinlarTwitter.com/cemcinlarFoursquare.com/cemcinlarLinkedin.com/in/cemcinlarOnline Communication 6 Cem Cinlar 70

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