The document provides tips for improving digital expertise, including knowing yourself, focusing on life beyond social media, adopting a framework of People Objectives Strategies Tactics Results (POSTR), setting goals, cross-leveraging knowledge, and leveraging your network. Key quotes encourage pursuing more than just Facebook and recognizing there is more to life. Tips are given for personal development and professional strategies.
This mood board is for a dark film that takes a neo-noir approach inspired by movies like Drive and Memento. While neo-noir in style, the film is fundamentally a detective story, so the mood board also draws inspiration from the detective TV show True Detective and the classic detective film Chinatown.
British colonization of Australia beginning in 1788 had a significant impact on establishing the English language and spread of Christianity in Australia. England established a penal colony in New South Wales and transported over 170,000 convicts to Australia between 1788 and 1823, spreading the English language. Additional British settlers during gold rushes in the mid-1800s further increased the English-speaking population. While some other languages were introduced, English became and has remained the dominant and official language due to Britain's colonization. Christianity was also introduced by European colonists in the late 1700s and spread as various Christian denominations like Anglican, Methodist, and Catholic established churches in Australia throughout the 1800s. Today, most Australians identify as Christian although
This report evaluates the student's work on a website they created during Unit 11. The website's theme was superheroes and focused on Superman. The student describes their design process, including choosing relevant colors and images of Superman. They aimed the website at people aged 11 to 30 interested in Superman movies, comics, and merchandise. The student outlines how they planned the website, designed buttons and backgrounds, and linked pages together on Dreamweaver. They felt the final website met its goals of being easy to navigate and find information, despite changes from the initial plans. The student reflects on how their ideas and designs evolved throughout the process as they learned to use new software like Dreamweaver and the skills needed to create a professional website.
O documento descreve as etapas de desenvolvimento de uma classe em Python para representar itens de pedidos, com o objetivo de controlar o acesso aos atributos das instâncias de forma a garantir a integridade dos dados. Inicialmente é implementada uma classe simples, porém com acesso irrestrito aos atributos (➊). Posteriormente são acrescentadas propriedades para validar os valores atribuídos (➋) e descritores de classe para reutilizar a lógica de validação (➌). Por fim, são definidos nomes descritivos para
1. O documento fornece 300 ideias de programas para iniciantes em programação, organizadas por tópicos como saída, matemática e entrada de dados.
2. As ideias vão desde programas simples que exibem mensagens até desafios mais complexos envolvendo arquivos, registros e vetores.
3. O objetivo é fornecer exercícios práticos para que programadores iniciantes possam desenvolver suas habilidades programação e se tornar cada vez melhores.
This document discusses services that agencies can offer clients to build long-term relationships, including SMS/text services, website hosting and management, pay-per-click tracking, CRM and social data mining, brand publishing, and social media monitoring. These "tethered services" are fee-based rather than media-focused, long-term rather than one-off projects, and difficult for clients to transition away from once established. The document provides examples and suggestions for how agencies can implement and sell such services.
This mood board is for a dark film that takes a neo-noir approach inspired by movies like Drive and Memento. While neo-noir in style, the film is fundamentally a detective story, so the mood board also draws inspiration from the detective TV show True Detective and the classic detective film Chinatown.
British colonization of Australia beginning in 1788 had a significant impact on establishing the English language and spread of Christianity in Australia. England established a penal colony in New South Wales and transported over 170,000 convicts to Australia between 1788 and 1823, spreading the English language. Additional British settlers during gold rushes in the mid-1800s further increased the English-speaking population. While some other languages were introduced, English became and has remained the dominant and official language due to Britain's colonization. Christianity was also introduced by European colonists in the late 1700s and spread as various Christian denominations like Anglican, Methodist, and Catholic established churches in Australia throughout the 1800s. Today, most Australians identify as Christian although
This report evaluates the student's work on a website they created during Unit 11. The website's theme was superheroes and focused on Superman. The student describes their design process, including choosing relevant colors and images of Superman. They aimed the website at people aged 11 to 30 interested in Superman movies, comics, and merchandise. The student outlines how they planned the website, designed buttons and backgrounds, and linked pages together on Dreamweaver. They felt the final website met its goals of being easy to navigate and find information, despite changes from the initial plans. The student reflects on how their ideas and designs evolved throughout the process as they learned to use new software like Dreamweaver and the skills needed to create a professional website.
O documento descreve as etapas de desenvolvimento de uma classe em Python para representar itens de pedidos, com o objetivo de controlar o acesso aos atributos das instâncias de forma a garantir a integridade dos dados. Inicialmente é implementada uma classe simples, porém com acesso irrestrito aos atributos (➊). Posteriormente são acrescentadas propriedades para validar os valores atribuídos (➋) e descritores de classe para reutilizar a lógica de validação (➌). Por fim, são definidos nomes descritivos para
1. O documento fornece 300 ideias de programas para iniciantes em programação, organizadas por tópicos como saída, matemática e entrada de dados.
2. As ideias vão desde programas simples que exibem mensagens até desafios mais complexos envolvendo arquivos, registros e vetores.
3. O objetivo é fornecer exercícios práticos para que programadores iniciantes possam desenvolver suas habilidades programação e se tornar cada vez melhores.
This document discusses services that agencies can offer clients to build long-term relationships, including SMS/text services, website hosting and management, pay-per-click tracking, CRM and social data mining, brand publishing, and social media monitoring. These "tethered services" are fee-based rather than media-focused, long-term rather than one-off projects, and difficult for clients to transition away from once established. The document provides examples and suggestions for how agencies can implement and sell such services.
Integrating Tumblr into a Social Engagement Strategyagencyside
The document discusses how brands can integrate Tumblr into their social media strategies. It explains that Tumblr has a large audience and is easy to use. It provides best practices for brands on Tumblr, including establishing metrics, telling a story, being creative, socializing, having good timing for posts, holding contests, and advertising. The key is for brands to achieve goals, engage audiences, and reach new people on Tumblr.
A Guru or the Gang: Evaluating the 4 Methods of Social Media Agency Staffingagencyside
The document discusses four methods for staffing social media services at an agency: outsourcing to a specialty firm, hiring an internal social media guru, training existing agency personnel, or fully integrating social media capabilities. It analyzes the pros and cons of each approach and provides recommendations on which method may be best suited for agencies of different sizes. The key takeaways are that outsourcing is best for a first foray into social media, a guru is suitable for small agencies, and larger agencies can use specialized experts or a hybrid guru/trained personnel model.
The 23 Social and Digital Services Your Agency Should Be Selling, But Probabl...agencyside
Jay Baer of Convince & Convert presents on "The 23 Social and Digital Services Your Agency Should Be Selling, But Probably Isn't"
Find out what kinds of services your agency can turn into additional revenue streams by using the in-depth information provided in this webinar.
If you want to hear more from Jay, visit his blog at http://www.convinceandconvert.com/
To hear and interact with 3-days-worth of speakers like Jay, come to BOLO 2012, a digital marketing conference created specifically for agencies: http://www.bolo2012.com
BITB -- Social Commerce and Facebook Creditsagencyside
Social commerce on Facebook is taking many forms and has been successful, such as Pampers selling 1000 packs of diapers in under an hour through social sharing on Facebook a year ago. Many Facebook users, currently over 600 million total users, engage in social games on the platform, with over 50 million people playing Farmville last month alone. Going forward, further developing social commerce opportunities on Facebook through applications and games holds promise.
This document discusses the current advertising and marketing landscape and how it has become cluttered with many new technologies and platforms. It emphasizes that marketing professionals must stay up to date on new developments, technologies, best practices and changes across platforms in order to drive client objectives and succeed. The document suggests following experts on Twitter and subscribing to relevant websites and RSS feeds to gain helpful insights and information that can improve marketing work.
Social CRM involves using social media data and insights to personalize customer experiences. It allows companies to take a proactive rather than reactive approach by understanding customers across different online interactions and channels. Successful Social CRM requires integrating these digital insights into existing CRM systems to deliver a unified view of customers.
The document provides information about search marketing, including that 70-90% of searches are free searches through search engines like Google rather than paid searches. It discusses key metrics like click-through rate and conversion rate that measure the effectiveness of search marketing strategies. The document recommends optimizing websites and content for search engines through techniques like link building, image optimization, and content syndication in order to be found in search results and convert visitors.
BITB -- Pricing: More Fees to the Agency, Less Money to the Mediaagencyside
The document discusses how agencies can better position themselves and price their digital marketing services based on value rather than cost. It recommends that agencies educate clients on their digital strengths and pricing approaches like value pricing, which considers the value the agency provides rather than just costs. The document also provides questions agencies should ask themselves to determine the appropriate price for a client's project based on factors like the value provided, complexity, and risks involved.
The document discusses outsourcing digital services and how to evaluate potential partners. It recommends evaluating your own needs and capabilities before deciding to outsource. If outsourcing, thoroughly research potential partners by talking to their clients and employees, evaluating their expertise and portfolio. Start with a small project to test the partnership before fully committing. Maintain open communication and regularly evaluate the partnership for improvements. Well-managed outsourcing can effectively extend capabilities but requires diligence in selection and oversight of partners.
The document discusses several new advertising units and platforms including filmstrip, pushdown, and slider units for the IAB. It also discusses demand side platforms that allow advertising to function as a performance channel. Another section covers interest platforms that can link anonymous user behaviors and interests to advertiser keyword lists. The document also briefly mentions captcha, in-text ads within content, and "sponsored link" ads within additional reading sections on publisher sites. Mobile in-game advertising that rewards players for actions is also summarized.
The document discusses statistics and trends related to media consumption, spending, and interactive marketing. It references data from Forrester Research showing fragmentation in media consumption and a shift toward digital and interactive advertising. It questions whether digital media is underutilized as a marketing vehicle or simply more efficient than traditional media.
This document provides tips for effective Facebook marketing in 3 key areas:
1. Focus on engaging with fans by providing relevant content and being authentic rather than just broadcasting messages.
2. Leverage various Facebook advertising and promotion tools to create awareness and drive traffic but ensure ads are properly targeted and tested.
3. Closely monitor results and learn from both successes and failures to continually improve Facebook marketing strategy over time.
Digital media is increasingly dominated by user-generated content as people have more ways to share information online. Social networking sites like Facebook have hundreds of millions of active users and are shaping how brands market to consumers. As more activities move online through smartphones, companies must integrate their campaigns across different digital platforms to reach customers where they are engaged.
The document discusses the importance and value of content as an asset for businesses. It explains that content strategy helps businesses make smart decisions by planning useful, usable, compelling, and findable content. Content marketing and promotion are discussed as ways to attract and engage audiences using relevant information. The document argues that content has become a core part of business and that agencies should recognize the opportunity to help clients shape great content as both a new revenue source and a way to improve project management.
This document provides guidance on social media marketing using the acronym C.P.R. to focus on Content, People, and Relevance. It instructs the reader to learn C.P.R. by creating useful and engaging content, knowing their target audience or people, and establishing relevancy to foster advocacy.
This document discusses the convergence of screens and opportunities for advertising across different platforms. It notes that viewership of traditional TV is declining while time spent with digital platforms like mobile devices and computers is increasing. As screens converge, advertising can target audiences based on context across TV, online video, outdoor displays, and mobile. Key opportunities discussed include using second screen experiences to engage TV viewers, interactive ads on digital video platforms like YouTube, and location-based ads on mobile devices and digital out-of-home platforms. The document advocates adapting traditional ad buying to embrace digital targeting and analytics standards as multiple screens continue to converge.
Integrating Tumblr into a Social Engagement Strategyagencyside
The document discusses how brands can integrate Tumblr into their social media strategies. It explains that Tumblr has a large audience and is easy to use. It provides best practices for brands on Tumblr, including establishing metrics, telling a story, being creative, socializing, having good timing for posts, holding contests, and advertising. The key is for brands to achieve goals, engage audiences, and reach new people on Tumblr.
A Guru or the Gang: Evaluating the 4 Methods of Social Media Agency Staffingagencyside
The document discusses four methods for staffing social media services at an agency: outsourcing to a specialty firm, hiring an internal social media guru, training existing agency personnel, or fully integrating social media capabilities. It analyzes the pros and cons of each approach and provides recommendations on which method may be best suited for agencies of different sizes. The key takeaways are that outsourcing is best for a first foray into social media, a guru is suitable for small agencies, and larger agencies can use specialized experts or a hybrid guru/trained personnel model.
The 23 Social and Digital Services Your Agency Should Be Selling, But Probabl...agencyside
Jay Baer of Convince & Convert presents on "The 23 Social and Digital Services Your Agency Should Be Selling, But Probably Isn't"
Find out what kinds of services your agency can turn into additional revenue streams by using the in-depth information provided in this webinar.
If you want to hear more from Jay, visit his blog at http://www.convinceandconvert.com/
To hear and interact with 3-days-worth of speakers like Jay, come to BOLO 2012, a digital marketing conference created specifically for agencies: http://www.bolo2012.com
BITB -- Social Commerce and Facebook Creditsagencyside
Social commerce on Facebook is taking many forms and has been successful, such as Pampers selling 1000 packs of diapers in under an hour through social sharing on Facebook a year ago. Many Facebook users, currently over 600 million total users, engage in social games on the platform, with over 50 million people playing Farmville last month alone. Going forward, further developing social commerce opportunities on Facebook through applications and games holds promise.
This document discusses the current advertising and marketing landscape and how it has become cluttered with many new technologies and platforms. It emphasizes that marketing professionals must stay up to date on new developments, technologies, best practices and changes across platforms in order to drive client objectives and succeed. The document suggests following experts on Twitter and subscribing to relevant websites and RSS feeds to gain helpful insights and information that can improve marketing work.
Social CRM involves using social media data and insights to personalize customer experiences. It allows companies to take a proactive rather than reactive approach by understanding customers across different online interactions and channels. Successful Social CRM requires integrating these digital insights into existing CRM systems to deliver a unified view of customers.
The document provides information about search marketing, including that 70-90% of searches are free searches through search engines like Google rather than paid searches. It discusses key metrics like click-through rate and conversion rate that measure the effectiveness of search marketing strategies. The document recommends optimizing websites and content for search engines through techniques like link building, image optimization, and content syndication in order to be found in search results and convert visitors.
BITB -- Pricing: More Fees to the Agency, Less Money to the Mediaagencyside
The document discusses how agencies can better position themselves and price their digital marketing services based on value rather than cost. It recommends that agencies educate clients on their digital strengths and pricing approaches like value pricing, which considers the value the agency provides rather than just costs. The document also provides questions agencies should ask themselves to determine the appropriate price for a client's project based on factors like the value provided, complexity, and risks involved.
The document discusses outsourcing digital services and how to evaluate potential partners. It recommends evaluating your own needs and capabilities before deciding to outsource. If outsourcing, thoroughly research potential partners by talking to their clients and employees, evaluating their expertise and portfolio. Start with a small project to test the partnership before fully committing. Maintain open communication and regularly evaluate the partnership for improvements. Well-managed outsourcing can effectively extend capabilities but requires diligence in selection and oversight of partners.
The document discusses several new advertising units and platforms including filmstrip, pushdown, and slider units for the IAB. It also discusses demand side platforms that allow advertising to function as a performance channel. Another section covers interest platforms that can link anonymous user behaviors and interests to advertiser keyword lists. The document also briefly mentions captcha, in-text ads within content, and "sponsored link" ads within additional reading sections on publisher sites. Mobile in-game advertising that rewards players for actions is also summarized.
The document discusses statistics and trends related to media consumption, spending, and interactive marketing. It references data from Forrester Research showing fragmentation in media consumption and a shift toward digital and interactive advertising. It questions whether digital media is underutilized as a marketing vehicle or simply more efficient than traditional media.
This document provides tips for effective Facebook marketing in 3 key areas:
1. Focus on engaging with fans by providing relevant content and being authentic rather than just broadcasting messages.
2. Leverage various Facebook advertising and promotion tools to create awareness and drive traffic but ensure ads are properly targeted and tested.
3. Closely monitor results and learn from both successes and failures to continually improve Facebook marketing strategy over time.
Digital media is increasingly dominated by user-generated content as people have more ways to share information online. Social networking sites like Facebook have hundreds of millions of active users and are shaping how brands market to consumers. As more activities move online through smartphones, companies must integrate their campaigns across different digital platforms to reach customers where they are engaged.
The document discusses the importance and value of content as an asset for businesses. It explains that content strategy helps businesses make smart decisions by planning useful, usable, compelling, and findable content. Content marketing and promotion are discussed as ways to attract and engage audiences using relevant information. The document argues that content has become a core part of business and that agencies should recognize the opportunity to help clients shape great content as both a new revenue source and a way to improve project management.
This document provides guidance on social media marketing using the acronym C.P.R. to focus on Content, People, and Relevance. It instructs the reader to learn C.P.R. by creating useful and engaging content, knowing their target audience or people, and establishing relevancy to foster advocacy.
This document discusses the convergence of screens and opportunities for advertising across different platforms. It notes that viewership of traditional TV is declining while time spent with digital platforms like mobile devices and computers is increasing. As screens converge, advertising can target audiences based on context across TV, online video, outdoor displays, and mobile. Key opportunities discussed include using second screen experiences to engage TV viewers, interactive ads on digital video platforms like YouTube, and location-based ads on mobile devices and digital out-of-home platforms. The document advocates adapting traditional ad buying to embrace digital targeting and analytics standards as multiple screens continue to converge.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...ABHILASH DUTTA
This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant.
The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
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Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
DIGITAL: IT’S AN EXPERTISE, NOT A DEPARTMENT And as members of the client-facing account teams, you of all people need to understand this. The importance of your participation in this medium is not to be underestimated, as usage truly drives understanding in this instance.
To be an expert you need to be a good salesperson. You have to sell your ideas internally and externally to clients. To be a good salesperson you must be a good listener and you have got to know your stuff. But that starts at home -- with knowing yourself!
Here’s the deal. You really need to be the right kind of person to be a digital expert. You must embrace the dynamic nature of the web. You must be willing to change on the fly to zig & zag with the changes that this industry is based upon. You must love the ever evolving technologies that drive the opportunity and value of digital marketing. You must accept that life is a continual stream of new learning, new challenges and new rewards. It’s about growth, change & opportunity. If you’re the kind of person who clings to the past, doesn’t like change or is uncomfortable when the rug gets pulled out from under you – then you're probably not in the right place. May I suggest a career as a CPA?
I love this quote from Bjork, “there’s more to life than this”. I think that a lot when doing digital planning. Because there’s more to digital marketing than Facebook. Yes, everyone knows Facebook and even your grandmother is on it now. But just because there are nearly 600 million people on the damned site, it doesn’t mean that it’s the end-all-be-all of digital.
There’s an entire world wide web of opportunity out there to reach your target audience and create results for your client. But with so many options and means of marketing, how do you know where to put your efforts? My recommendation is to become a “POSTR Child”.
So what’s a POSTR child? POSTR is my spin on a very standard marketing methodology that my agency uses for just about anything & everything from developing a business plan for a client, to a website build, to an SEO program to a PPC campaign to a video for web, or even ad copy. It’ s a take on the POST process.
- Who here has read Groundswell by Charlene Li & Josh Bernoff? If you haven't yet read it – go buy it or download it today. In the book the authors discuss their “POST” process, which I find invaluable. It basically works like this: P.O.S.T. - The piece we added is “R” for Results, which is measuring your success. How do we know when we’ve reached our goal….or even surpassed it? The great thing about digital is that it’s so measurable and results are easy to track.
If you follow the POSTR process YOU will be the expert every time, because you will have addressed the Who, What, When, Where, Why & How to meet your clients needs.
- The thing is -- are you a specialist (like these urology specialists here), or are you a generalist? I like to think of myself as a generalist. I have a lot of experience with many different digital platforms that allows me to understand when & how to use them, and then there are specific areas of digital where I am a specialist. - In my estimation you need to be both in order to succeed with digital marketing. If you only know 1 thing (like Facebook), then you can be a really great Facebook marketer – but you wont be a POSTR Child for success. You need to know a little bit about many or all of the options out there to recommend the right channels for your clients.
But how to determine your areas of expertise? Well, are you personally passionate about? Are you a foodie & Yelp a lot? Are you a blogger? Are you super techy and like the dev side of the web? Are you an amateur photographer & participate in Flickr groups? Do you edit Wikipedia for fun? Do you post & review videos on YouTube? Identify your passions and understand how they translate into tangible business skills.
Whether explicit or implicit -- every website develops its own community AND every community has it’s own rules of engagement. How to post, when to post, who to friend, when to say what, when to say it publically and when to have a PM. Understanding these moirés is what makes you a good marketer. How many times have you been in a forum and clearly there’s SPAM, a bot post or a someone who didn’t know how to play the game, trying to game the system? We can all smell a fake a mile away, so there’s no point in faking it. In order to best leverage a medium or channel, you need to understand how it works. You need to be an active user.
- So I’m Siouxsie & The Banshees fan…anyone else here dig Siouxsie? If so, you might recall a song from their 1991 album called “Fear of the Unkown”. - Fear of the unknown. It’s a terribly strong emotion and drives all people to some bizarre, irrational and unnatural behaviors at times. As part of the human condition, we learn thru trial and error. As children we learn that when we touch the hot stove, we get burnt. Our engrained need for self-preservation often precludes us from taking risks, trying new things and fosters apathy and mediocrity. This is true of dining out at the same places over and over again, to fear of new technologies and media platforms.
If you were at last year’s BOLO conference you may remember that I discussed a client of mine who didn’t understand the value in a mobile app. We pitched him for months on one and he just would not budge because he thought that no one used mobile apps (despite all of the evidence to the contrary that we showed him). As it turned out – he himself did not have a Smartphone and had never used an app. He made a HUGE mistake..the fatal flaw of marketers, which I consider a “FRESHMAN MISTAKE”. He assumed that HE was like everyone else. Because he did not use the technology – he assumed it wasn’t valuable for his company. Freshman mistake!
To avoid making freshman mistakes like this, I recommend you sit down and create a list. Create a list of your digital strengths (where you’re already a specialist) and make a GOALS LIST of areas where you need/want to grow. - Set a goal for yourself to sign up for one new website a month, actively use the site and get to know and understand the ins & outs of the community. Actively participate. Learn how you could potentially take advantage of what the site offers. - By understanding the site from a user perspective you’ll be able to make better recommendations and stronger business cases for your clients’ marketing efforts.
Next, I want to talk about “Leveraging & Cross-Leveraging”. Based on the areas where you are today a specialist - -how can you cross leverage that knowledge? If you know & understand best practices for blogging, for example - -how can you leverage those learning for developing web content? Or using concise messaging from your Twitter efforts, for example, to write succinct ad copy for PPC campaigns? I want you to think about business best practices from the areas where you rule – and how they might apply to other channels, media or marketing.
On the topic of leveraging – lastly, I want you to think about “leveraging” your network to educate and inform yourself. Who did you graduate with who may have an expertise in a related field? Who do you know on LinkedIn? Who is a though leader in forums or groups you are a member of? Who within your network of friends, sports team mates or book club have knowledge they can share with you? - People LOVE to be asked questions about themselves or their areas of expertise. Sometimes all you need to do is “just ask”. So if you know someone who is a PPC expert, for example – hit them up and ask for help. Invite a school alum to your agency for a brown bag lunch & learn. Ask a team mate out for beers or a coktail in exchnage for picking their brain. - Ask people who know, what works and what doesn’t from their perspctive an their experinece. I’m sure they’ll be happy to share with you.
- If you tell me you don’t know anyone like this or there’s no one in your network who can help you, then I need you to hold a mirror up to your face and tell you that it’s tie to get out there and network. Join your local chapter of SEMPO, AMA or start regularly attending agencyside events. Make business connections that matter and use them to your advantage.
Know Thyself There’s more to life than Facebook Be a POSTR Child Learn the Rules of Engagement Make a Goals Checklist Cross-Leverage Your Knowledge Leverage Your Network