Dr Jonathon Deacon is the Reader in Marketing and Entrepeneurship at University of South Wales, Rebecca Moore is the Senior Lecturer in Digital Marketing. Read their presentation from Oi15!

1. Oi 2015
Conference
Cardiff City Hall
07:05:15
© University of South Wales

2. Dr Jonathan Deacon
Reader in Marketing and Entrepreneurship
Ms Jacqueline Harris
Senior Lecturer in Digital Marketing
University of South Wales Business School
© University of South Wales

3. © University of South Wales

4. ‘Crossing the
boundaries…what do
digital customers
really want?’
© University of South Wales

5. This
masterclass
builds
upon
research
in
digital
marke5ng
at
the
University
of
South
Wales,
So
at
the
end
of
the
session
we
want
you
to
have
a
greater
understanding
of:
• the
authen5city
of
the
marke5ng
message
in
the
digital
environment
,
• how
to
develop
a
trusted
and
authen5c
message
in
online
communica5on,
• appreciate
how
this
feature
is
key
to
compe55ve
advantage
and
developing
an
on
going
rela5onship
with
the
market,
To
do
this
we
will:
• introduce
a
framework
to
use
in
your
business
or
workspace
to
be>er
understand
the
nature
of
authen5c
marke5ng
communica5ons.
..
• which
can
evolve
with
the
organisa5on
and
the
market
needs
as
they
unfold,
change
and
mature.
© University of South Wales

6. Is it time to
‘Re-Think’
Marketing?
© University of South Wales

7. Marketing online is
different…?
© University of South Wales

8. Let’s talk about
communication!
© University of South Wales

9. The ONE
Basic Marcomms goal:
© University of South Wales

10. CONTENT
MARKETING.
Last year, 91% of B2B marketers said they used
Source:
(h>p://contentmarke5ngins5tute.com/2013/10/2014-­‐b2b-­‐content-­‐marke5ng-­‐research/)
So it’s EASY to justify
WRITING IT.
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk

11. Only 42% of B2B marketers say they are effective at
Source:
(h8p://contentmarke=ngins=tute.com/2013/10/2014-­‐b2b-­‐content-­‐marke=ng-­‐research/)
But that doesn’t mean people aren’t reading YOUR
CONTENT.
CONTENT
MARKETING.
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk

12. THE PROBLEM
doesn’t lie with your
CONTENT
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk

13. THE PROBLEM
doesn’t lies with your
STRATEGY
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk

14. ServiceCategory Brand Evergreen Blog
Sub Sub
Home Page
Category 1 postpostPosts
Category 2
Category 3
postpostPosts
postpostPosts
Sub Sub Sub Sub
Content or Products Content or Products
Naturally easier to build general authority here
You need a strategy to build authority here
YOU NEED A STRATEGY
TO BUILD AUTHORITY.
Source:
(h8p://searchengineland.com/dealing-­‐key-­‐exec-­‐thinks-­‐seo-­‐spam-­‐213255)
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk

15. Establish Clear
Goals.
“If You Don’t Set Goals You Have Nothing To
Measure Success Against”
Increase Traffic
Increase Sales/Revenue
Increase Enquiries
Become a Resource/Authority
Increase Visibility
Increase Social Reach
Increase Newsletter Subscriptions
Download a Resource
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk

16. you need to understand THEIR:
GOALS
LIKES
BEHAVIOURS
CHALLENGES
AND MORE
UNDERSTAND YOUR
AUDIENCE.
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk

17. © University of South Wales

18. By CoP/CoI/Tribe.
Once you know your AUDIENCE group them
Use this to tailor content to
THEIR NEEDS.
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk

19. The emergence of ‘slash’ (/)
identities…
Communities of Practice
Communities of Interest
Tribes…
Copyright: J H Deacon
SouthWalesBusinessSchool 2013

20. …the (social) science bit!
© University of South Wales

21. Your sense of 'self’ is… the
knowledge that you construct…
© University of South Wales

22. INDIVIDUALLY through making sense of
interactions
or
the focus on artefacts and ‘knowing’
created through shared production from
the SOCIAL CONTEXT itself (at the centre
of meaning making)
Copyright: J H Deacon
SouthWalesBusinessSchool 2013

23. Increasingly our self/selves are
defined as a project:
…identity is framed carefully
depending on who we are trying to
be, or become and belong…(as
perceived by ourselves and others)
Copyright: J H Deacon
SouthWalesBusinessSchool 2013

24. So… just because you’re an
accountant doesn’t mean
you can’t also be a rock
star/blogger/DJ/baker…!

25. Sociology
© University of South Wales

26. It’s all about the
experience… the concept of
‘flow’ and optimal
experiences
© University of South Wales

27. ‘doing and being’
‘becoming’
‘belonging and kinship’
The power of ‘others’…
© University of South Wales

28. © University of South Wales

29. The Workshop
© University of South Wales

30. How can you help them with their
‘self-project’ –pains; gains
© University of South Wales

31. What do they want?
When do they want it?
How do they want it?
Gain creators; pain relievers
© University of South Wales

32. © University of South Wales

33. CO1: Look around corners
© University of South Wales

34. © University of South Wales

35. CO2:Be brave about the past
© University of South Wales

36. Sociology
© University of South Wales

37. CO3:Be brave about the
past…and the future
© University of South Wales

38. • Who is the one person you want to talk to?
• What is the one thing you want to say to
them?
• What is the one thing you want them to do/
feel?
• What's the one way in which you will know?
© University of South Wales

39. © University of South Wales

40. © University of South Wales

41. We can
probably
help…
give us a
call! © University of South Wales

42. © University of South Wales

43. Dr Jonathan Deacon
Reader in Marketing and Entrepreneurship
Ms Jacqueline Harris
Senior Lecturer in Digital Marketing
University of South Wales Business School
© University of South Wales