Notes de cours distribuées le 6 octobre dans le cadre de la Formation Digitale de la BMMA. 4e session donnée par JOHANNES SCHNACK : "Congratulations, you're on FB! What now?"
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A presentation on how etailers can use social media more
A presentation on how etailers can use social media, next to their response orientated efforts like Search Engine- and Affiliate marketing.
I keep updating it constantly, don't hesitate to contact me for the latest edition.
This is a presentation that a few of my colleagues and I put together for the CIO's association of Canada - BC Chapter.
Let me know if you have any questions.
Conveying a sense of humor is crucial to a campaign’s success. To truly connect with the Millennial audience, a modern brand must incorporate humor into their marketing strategy using a format of humor they understand—memes. Join expert memeologist Ben Huh as he explains the humor behind memes, and why brands with personality drive deeper audience engagement.
Fundraising and Social Media - Davethecfre at CLPGH Foundation CenterDave Tinker, CFRE
This document provides an overview of social media. It begins with definitions of social media and discusses popular platforms like Facebook, Twitter, YouTube, and Pinterest. It then covers key statistics on social media usage and how nonprofits can benefit from social media, such as fundraising, engagement, and communication. The document concludes with best practices for nonprofits using social media, including the importance of listening, engaging, being active, and measuring social media efforts.
How Collaboration Can Change the World: Getting Networked in the Networking Age Ayelet Baron
The document discusses how collaboration and social media can change the world by connecting people online. It provides examples of how social media has grown exponentially in recent years and how people now trust recommendations from strangers online. The presentation argues that social media allows for more equitable participation and can help create opportunities for remote communities. It calls on the audience to consider how they can leverage social media to achieve their goals and define success.
This document provides an overview of social media and strategies for using social media. It defines key terms like Web 2.0, social media, and social networks. It provides statistics on popular social media sites like Facebook, LinkedIn, and Twitter. It then discusses developing a social media strategy to build brand awareness in communities and connect with people in order to generate leads and prospects. The document emphasizes going where potential customers are online and participating in conversations.
Real Branding Social Media 20080513 FinalMark Silva
The document summarizes key points from a presentation on social media for marketers. It discusses how social media is messy with new technologies and user behaviors emerging constantly. It is also described as hot, with fast growth and low penetration rates in popular social media platforms. Finally, social media is portrayed as game-changing, with new platforms and applications disrupting traditional models of media and business. Examples are given like Wikipedia overtaking traditional sources and the rapid growth of YouTube, Facebook, and applications.
0 views, 0 favs, 0 embeds more stats
A presentation on how etailers can use social media more
A presentation on how etailers can use social media, next to their response orientated efforts like Search Engine- and Affiliate marketing.
I keep updating it constantly, don't hesitate to contact me for the latest edition.
This is a presentation that a few of my colleagues and I put together for the CIO's association of Canada - BC Chapter.
Let me know if you have any questions.
Conveying a sense of humor is crucial to a campaign’s success. To truly connect with the Millennial audience, a modern brand must incorporate humor into their marketing strategy using a format of humor they understand—memes. Join expert memeologist Ben Huh as he explains the humor behind memes, and why brands with personality drive deeper audience engagement.
Fundraising and Social Media - Davethecfre at CLPGH Foundation CenterDave Tinker, CFRE
This document provides an overview of social media. It begins with definitions of social media and discusses popular platforms like Facebook, Twitter, YouTube, and Pinterest. It then covers key statistics on social media usage and how nonprofits can benefit from social media, such as fundraising, engagement, and communication. The document concludes with best practices for nonprofits using social media, including the importance of listening, engaging, being active, and measuring social media efforts.
How Collaboration Can Change the World: Getting Networked in the Networking Age Ayelet Baron
The document discusses how collaboration and social media can change the world by connecting people online. It provides examples of how social media has grown exponentially in recent years and how people now trust recommendations from strangers online. The presentation argues that social media allows for more equitable participation and can help create opportunities for remote communities. It calls on the audience to consider how they can leverage social media to achieve their goals and define success.
This document provides an overview of social media and strategies for using social media. It defines key terms like Web 2.0, social media, and social networks. It provides statistics on popular social media sites like Facebook, LinkedIn, and Twitter. It then discusses developing a social media strategy to build brand awareness in communities and connect with people in order to generate leads and prospects. The document emphasizes going where potential customers are online and participating in conversations.
Real Branding Social Media 20080513 FinalMark Silva
The document summarizes key points from a presentation on social media for marketers. It discusses how social media is messy with new technologies and user behaviors emerging constantly. It is also described as hot, with fast growth and low penetration rates in popular social media platforms. Finally, social media is portrayed as game-changing, with new platforms and applications disrupting traditional models of media and business. Examples are given like Wikipedia overtaking traditional sources and the rapid growth of YouTube, Facebook, and applications.
The document discusses the rise of social media and its impact. Some key points include:
- Social media usage has grown significantly, with billions of thoughts shared online daily through photos, videos, reviews and more.
- Younger generations especially trust peer recommendations from social networks more than traditional media.
- For organizations, embracing social media is important to engage communities and remain relevant, as these tools will continue growing in importance.
The document discusses some of the negative impacts of social media, including cyberbullying and catfishing. It provides statistics showing that cyberbullying is common, with 43% of children reporting being bullied online and 1 in 4 saying it happened more than once. Catfishing, where people pretend to be someone else online, is also discussed. The document suggests that both cyberbullying and catfishing stem from issues like loneliness, low self-esteem, and a desire to harm others. While social media allows people to connect, it can also encourage people to create fake personas and identities online.
1. Respond quickly and professionally to negative comments, showing you care about customer feedback.
2. Don't get defensive - acknowledge valid criticisms and show a willingness to improve.
3. Turn negative conversations positive by offering solutions or explaining your perspective in a polite, solution-oriented manner. The goal is to resolve issues and regain trust, not attack critics.
Web 2.0 and Social Media are revolutionizing the way companies interact with consumer and customers. Banks and financial institutions cannot avoid to innovate in those areas and this presentation shows some examples and ideas to start a discussion.
This document provides information about various social networking sites and their effects on people. It discusses popular social networking sites in India like Facebook, Orkut, Twitter, LinkedIn and their growth. Some advantages of social networking sites mentioned are collaborative work, engagement and sense of community. However, disadvantages include privacy issues, loss of productivity and potential for cyber crimes. The document also outlines how social networking is changing enterprises by enabling collaboration, communication, learning and knowledge sharing.
Wave 3 - When Did We Start Trusting Strangers | UM | Social Media TrackerUM Wave
Wave 3 - When did we Start Trusting Strangers charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
The document discusses social media and its importance. It provides statistics on social media usage in Portugal, including that Facebook has over 2.6 million users. It also shares insights from the book Socialnomics on the impact of social media and how it is changing how people communicate and do business. Tools for analyzing social media are presented, along with recommendations for additional resources on the topic.
The document discusses social media and its use among different demographics. It provides statistics that show over half of social media users are women, and they use social media more actively than men at a 55% to 45% ratio. While both men and women see benefits from social media use, the findings suggest women experience more positive changes related to health, social connectedness, and empowerment. The document also discusses challenges in assessing social media use among women in developing countries due to lack of reliable data and defines the evolution of the web from Web 1.0 to Web 2.0 to the emerging Web 3.0 or Semantic Web.
Social media refers to online platforms that allow users to connect, communicate, and share content and information. Popular social media sites include Facebook, Twitter, LinkedIn, YouTube, and Instagram. These platforms enable people to share updates, photos, videos, and other content quickly with large networks. While social media has connected people on a global scale, it also has some drawbacks like psychological addiction, reduced attention spans, and lack of privacy controls. Overall, social media has changed how people interact and access news/information worldwide.
The document discusses the evolution of media from 30 years ago to today. It notes the rise of internet and mobile usage, with people now spending much more time online. It also discusses how consumers now trust peer recommendations more than brands and marketing. The document advocates for brands to engage consumers in open and transparent conversations online rather than one-way advertising messages. It provides some examples of both brands getting social media wrong and right.
A list of ten stats illustrating why you need to move from being digital first to mobile first. An accompanying blog post can be found at - http://rab.bt/statsmobile
Kaplan & Haenlein - Users of the world, unite - the challenges and opportunit...ESCP Exchange
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ‘‘Social Media’’ exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
Marketing to the Millennials: Connect & Engage the Younger GenerationLynn Morton
Learn how social media conversations are happening around brands across the globe & how these brands highlight, showcase, respond & inspire their customers. Learn how to listen and navigate through any rough waters.
Enabling Business with Social Media Tools at CiscoAyelet Baron
There is a lot of hype about social media right now, which has created some confusion around when to strategically use it. The key is to realize that for any organization, social media is another channel to drive trusted relationships and community interactions. It’s important for any organization to have a plan that maps out their overall journey through a vision, strategy and an executable roadmap.
This document is a 2010 trend report that identifies and analyzes 20 emerging trends for that year. It discusses trends related to web intelligence, agile development, crowdsourcing, influencer culture, sustainability, and the growing divide between Wall Street and Main Street. The report analyzes these trends through examples from companies like Google, Amazon, Kiva, and others to provide insights into what could be expected in 2010.
Slides from my lecture today to the City University International Journalism MA students... it's meant to be the introduction of thoughts, rather than to provide any certain and specific plans.
FRACTURED AUDIENCE - Power to the Pixel presentation 2008Alex Johnson
15 minute presentation I gave on how to find & appeal to fractured audience, at Power to the Pixel 2008, a digital distribution & film innovation forum
http://powertothepixel.com/ For the video please go to http://workbookproject.com/category/motive/
Social Media Introduction for Communications and PR Professionals - by Jos Sc...Jos Schuurmans
An introduction to social media, prepared for a seminar for communications and public relations professionals in Helsinki, Finland, January 2009, by Jos Schuurmans, http://www.josschuurmans.com/contact
Web2.0 and Social Media leading to Inbound Marketing 2014Lukas Ritzel
How has the initial Internet developed from a push only static source of information to the interactive and engaging internet which we call Web2.0 or social media in 2013
The document summarizes the social media landscape in Belgium in 2013. It finds that (1) Facebook has near universal awareness but engagement is dropping as users explore newer platforms, (2) Instagram and Pinterest are growing in popularity among the youth as mobile apps become more prominent, and (3) no single platform can be addressed alone as users are spread across many different social networks.
The document provides an overview of social media and its benefits for nonprofits. It discusses popular social media platforms like Facebook, Twitter, YouTube, and Pinterest and how nonprofits can use them for fundraising, communications, and engagement. It emphasizes the importance of having a social media policy and references online resources for creating one. The document concludes by noting that social media requires a strategic, ongoing approach rather than being treated as a one-time effort.
The document discusses the rise of social media and its impact. Some key points include:
- Social media usage has grown significantly, with billions of thoughts shared online daily through photos, videos, reviews and more.
- Younger generations especially trust peer recommendations from social networks more than traditional media.
- For organizations, embracing social media is important to engage communities and remain relevant, as these tools will continue growing in importance.
The document discusses some of the negative impacts of social media, including cyberbullying and catfishing. It provides statistics showing that cyberbullying is common, with 43% of children reporting being bullied online and 1 in 4 saying it happened more than once. Catfishing, where people pretend to be someone else online, is also discussed. The document suggests that both cyberbullying and catfishing stem from issues like loneliness, low self-esteem, and a desire to harm others. While social media allows people to connect, it can also encourage people to create fake personas and identities online.
1. Respond quickly and professionally to negative comments, showing you care about customer feedback.
2. Don't get defensive - acknowledge valid criticisms and show a willingness to improve.
3. Turn negative conversations positive by offering solutions or explaining your perspective in a polite, solution-oriented manner. The goal is to resolve issues and regain trust, not attack critics.
Web 2.0 and Social Media are revolutionizing the way companies interact with consumer and customers. Banks and financial institutions cannot avoid to innovate in those areas and this presentation shows some examples and ideas to start a discussion.
This document provides information about various social networking sites and their effects on people. It discusses popular social networking sites in India like Facebook, Orkut, Twitter, LinkedIn and their growth. Some advantages of social networking sites mentioned are collaborative work, engagement and sense of community. However, disadvantages include privacy issues, loss of productivity and potential for cyber crimes. The document also outlines how social networking is changing enterprises by enabling collaboration, communication, learning and knowledge sharing.
Wave 3 - When Did We Start Trusting Strangers | UM | Social Media TrackerUM Wave
Wave 3 - When did we Start Trusting Strangers charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
The document discusses social media and its importance. It provides statistics on social media usage in Portugal, including that Facebook has over 2.6 million users. It also shares insights from the book Socialnomics on the impact of social media and how it is changing how people communicate and do business. Tools for analyzing social media are presented, along with recommendations for additional resources on the topic.
The document discusses social media and its use among different demographics. It provides statistics that show over half of social media users are women, and they use social media more actively than men at a 55% to 45% ratio. While both men and women see benefits from social media use, the findings suggest women experience more positive changes related to health, social connectedness, and empowerment. The document also discusses challenges in assessing social media use among women in developing countries due to lack of reliable data and defines the evolution of the web from Web 1.0 to Web 2.0 to the emerging Web 3.0 or Semantic Web.
Social media refers to online platforms that allow users to connect, communicate, and share content and information. Popular social media sites include Facebook, Twitter, LinkedIn, YouTube, and Instagram. These platforms enable people to share updates, photos, videos, and other content quickly with large networks. While social media has connected people on a global scale, it also has some drawbacks like psychological addiction, reduced attention spans, and lack of privacy controls. Overall, social media has changed how people interact and access news/information worldwide.
The document discusses the evolution of media from 30 years ago to today. It notes the rise of internet and mobile usage, with people now spending much more time online. It also discusses how consumers now trust peer recommendations more than brands and marketing. The document advocates for brands to engage consumers in open and transparent conversations online rather than one-way advertising messages. It provides some examples of both brands getting social media wrong and right.
A list of ten stats illustrating why you need to move from being digital first to mobile first. An accompanying blog post can be found at - http://rab.bt/statsmobile
Kaplan & Haenlein - Users of the world, unite - the challenges and opportunit...ESCP Exchange
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ‘‘Social Media’’ exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
Marketing to the Millennials: Connect & Engage the Younger GenerationLynn Morton
Learn how social media conversations are happening around brands across the globe & how these brands highlight, showcase, respond & inspire their customers. Learn how to listen and navigate through any rough waters.
Enabling Business with Social Media Tools at CiscoAyelet Baron
There is a lot of hype about social media right now, which has created some confusion around when to strategically use it. The key is to realize that for any organization, social media is another channel to drive trusted relationships and community interactions. It’s important for any organization to have a plan that maps out their overall journey through a vision, strategy and an executable roadmap.
This document is a 2010 trend report that identifies and analyzes 20 emerging trends for that year. It discusses trends related to web intelligence, agile development, crowdsourcing, influencer culture, sustainability, and the growing divide between Wall Street and Main Street. The report analyzes these trends through examples from companies like Google, Amazon, Kiva, and others to provide insights into what could be expected in 2010.
Slides from my lecture today to the City University International Journalism MA students... it's meant to be the introduction of thoughts, rather than to provide any certain and specific plans.
FRACTURED AUDIENCE - Power to the Pixel presentation 2008Alex Johnson
15 minute presentation I gave on how to find & appeal to fractured audience, at Power to the Pixel 2008, a digital distribution & film innovation forum
http://powertothepixel.com/ For the video please go to http://workbookproject.com/category/motive/
Social Media Introduction for Communications and PR Professionals - by Jos Sc...Jos Schuurmans
An introduction to social media, prepared for a seminar for communications and public relations professionals in Helsinki, Finland, January 2009, by Jos Schuurmans, http://www.josschuurmans.com/contact
Web2.0 and Social Media leading to Inbound Marketing 2014Lukas Ritzel
How has the initial Internet developed from a push only static source of information to the interactive and engaging internet which we call Web2.0 or social media in 2013
The document summarizes the social media landscape in Belgium in 2013. It finds that (1) Facebook has near universal awareness but engagement is dropping as users explore newer platforms, (2) Instagram and Pinterest are growing in popularity among the youth as mobile apps become more prominent, and (3) no single platform can be addressed alone as users are spread across many different social networks.
The document provides an overview of social media and its benefits for nonprofits. It discusses popular social media platforms like Facebook, Twitter, YouTube, and Pinterest and how nonprofits can use them for fundraising, communications, and engagement. It emphasizes the importance of having a social media policy and references online resources for creating one. The document concludes by noting that social media requires a strategic, ongoing approach rather than being treated as a one-time effort.
National Geographic - Omniture Cafe 6/11/09Ted McDonald
The document discusses analyzing social media traffic and visitor behavior on the National Geographic website using their web analytics tool, Omniture SiteCatalyst. It describes how they categorized social media referrers into meaningful groups like social news sites, social networking, social media sharing, and social bookmarking. Analysis of the data showed that while social media drives a lot of traffic, visitors from these sites tend to be less engaged than average visitors and account for a small portion of total page views and conversions. However, content that gets shared on social media can have a multiplier effect by reaching new audiences.
Marketing and Communication in the Social Media EraAntonio Ragusa
This presentation by Antonio Ragusa addresses the following questions:
What are social media?
How do they affect marketing and communication?
Why are they important and what benefits can they bring to organizations and individuals?
How should they be used for marketing and communication purposes?
Social media refers to online platforms that allow users to connect, communicate, and share content and information. Popular social media sites include Facebook, Twitter, LinkedIn, YouTube, and Instagram. These platforms enable people to share updates, photos, videos, and other content quickly with large networks. While social media has connected people on a global scale, it also has some drawbacks like psychological addiction, reduced attention spans, and lack of privacy controls. Overall, social media has changed how people interact and access news/information worldwide.
The document discusses how businesses are using digital and social media for marketing and branding. It outlines the changing landscape from before Google and social media to the current age of social media. It discusses inbound versus outbound marketing and how social media allows for word-of-mouth marketing on a large scale. Specific social media platforms and stats are provided about their usage. The key aspects of social media marketing discussed are content marketing, viral marketing, and social reviews/couponing. It emphasizes the importance of creating valuable content for consumers and outlines steps to measure results.
This document discusses the power of social media. It begins with an overview of social media, including its evolution from 1979 to the present, different types, and popular platforms. It then discusses how social media is used in business, marketing, education, and politics. Business uses include increasing brand awareness and finding new customers. Education uses include sharing resources and finding extra learning materials. Political uses include campaigning and direct interaction with voters. The document concludes by discussing expectations for social media's future, including trends like speed, video, and data, as well as both pros and cons such as the spread of information but also privacy and relationship issues.
The document discusses new media and digital media. It defines new media as computer-mediated forms of production, distribution and communication including the internet, websites and digital multimedia. Digital media comprises internet and mobile mass communication systems. The document then discusses various social media platforms like Facebook, Twitter, YouTube, Instagram and their uses. It also outlines the state of digital media use in Nigeria and top online activities. The document emphasizes that social media is a process for connecting with people and building dialogue. It highlights key considerations for using social media effectively.
The document discusses social media and its importance for connecting with various audiences. It provides statistics on key demographics using major social media platforms like Facebook, LinkedIn, and Twitter. It also gives an overview of common social media tools and how businesses can get started with social media and use it to engage employees, screen potential hires, and connect with customers, media, and the public.
Sarah Best, Principal of Sarah Best Strategy, leads a discussion on social media and how the landscape is evolving. Snapchat... Periscope... Instragram... How do these new tools fit into your equation? Is it time to start looking at them as an addition to your social media strategy in 2016? Listen while we will pull back the curtain on some of the hottest new social media platforms--how they work, and how marketers are using them--while also reinforcing the principles of a successful social media strategy. More at: http://www.sarahbeststrategy.com
Social Media, Periklis Vanikiotis, Boussias Comm.Christos Latos
The document discusses the rise of social media and how people are increasingly active producers and consumers of online content and communities. It notes that virtual communities help brands by increasing customer spending. Social networking sites have grown rapidly in users and are being courted by marketers, though brands must understand the communities to effectively engage in social media.
The document discusses the business value of social networking and how companies can leverage social media. It provides an overview of current social media tools and how companies are using social media for marketing, metrics, research, troubleshooting, and internal communication. Specific examples from Dell and Salesforce.com are given that demonstrate how social media can be measured for return on investment.
This document provides an overview of using social media for organizations. It begins with acknowledging that some see social media as just technology while others see it as a way to tell stories and have conversations. The document then discusses defining social media, current usage statistics, how social media can benefit organizations in areas like marketing, fundraising, campaigning and productivity. It also addresses concerns about using social media and provides a framework for developing a social media plan.
Success in Social Media - Bath Event Nov09Julie Hawker
The document discusses using social media for success in nonprofit organizations. It provides an overview of various social media platforms like blogs, forums, social networks, Twitter, photo and video sharing, and podcasting. It emphasizes that social media allows organizations to engage stakeholders, promote causes, and raise awareness more widely. The document also offers advice on developing strategies, getting help with social media, and which tools may be best for different organizations.
An overview presentation about using social media and social networking for social causes that I gave for the Dallas Social Venture Partners on Feb. 5, 2010.
Gives an overview of social media and related web applications, along with case studies of how social technologies has impacted on the way that both business and individuals communicate and share information.
The document discusses the role and impact of social media on communication and society. It provides examples of how social media has enabled new forms of organizing and conversation. The document also outlines different types of social media tools and applications and how they have evolved the ways conversations take place.
This document provides information about an Executive Master in Digital Marketing and Communication program offered in collaboration between several organizations. The 17-day program, held over 7 months, provides 7 modules on digital marketing and communication topics like data, marketing basics, social media, pricing, and developing solutions rather than just products. It is aimed at managers interested in digital marketing and will provide a qualification in digital marketing and communication upon completion.
Présentation 9 : Guy Huyberechts : Big Data and Big Analytics – new reality and/or new tools for marketers?
Notes de cours distribuées le 24 novembre dans le cadre de la Formation Digitale de la BMMA
Presentation 7 : Erik Portier ; Automated media trading & Real-time-bidding ; new sales model for multiple screen digital video advertising du 3 novembre 2014
The document provides an overview of search engine advertising on Google:
- Google controls 97% of search engine traffic in Belgium and advertisers can purchase keywords to display ads on Google Search and other Google properties.
- Advertisers bid in an auction for keyword placements, with the highest bidder receiving top placement; advertisers only pay if a user clicks their ad.
- There are various ad formats beyond basic text ads, including extensions that can include callouts, phone numbers, app links, locations, and reviews.
- Campaigns should be structured with ad groups to tightly target keywords to stages of the customer journey or products. Advanced settings allow for location, device, and automation targeting.
- Special ad types include Remark
This document discusses performance marketing and data marketing in the digital advertising ecosystem. It provides definitions and explanations of key concepts like real-time bidding, retargeting, ad exchanges, and how data is collected and used for targeting advertisements. The document also describes how the digital display advertising system has evolved from Google transforming the market into an automated exchange to the complex real-time auction processes that occur between demand-side platforms, supply-side platforms, ad exchanges, and other players.
This document discusses the changing consumer landscape in the digital age. It notes that consumers now have access to too many choices and information sources, leading to feelings of overstimulation. Marketers can no longer rely solely on traditional advertising approaches and must develop more collaborative, dialogue-based relationships with consumers. The digital world has created a situation where consumers are actively seeking information from a variety of sources and brands must adapt to this new dynamic where consumers have more control over their media consumption and information sources.
This document outlines a 10-week course on digital marketing. It discusses key digital marketing concepts and challenges including big data, social media, mobile and cross-channel shopping. Metrics for measuring digital campaigns like clicks, leads, and cost per thousand impressions are presented. Retargeting and real-time bidding for digital ads are covered. The importance of owned, earned, and paid media is explained.
The document discusses how social media and new technologies are changing business and marketing. It notes that who companies target is shifting to focus more on individuals. It also warns that companies who do not adapt to these changes by embracing social media and new technologies risk falling behind or even failing. The future involves experimenting with new approaches and building ecosystems across multiple touchpoints while still focusing on social aspects.
The document discusses improving the relevance of email marketing campaigns. It recommends segmenting lists based on customer preferences, interests and behaviors to personalize messages. Tracking what customers click and purchase can provide insights to enrich customer profiles. Lifecycle marketing sends tailored messages at different stages like welcome, renewal and reactivation. Triggered automated emails should be used carefully and follow customer actions. Testing different email elements helps maximize relevance and return on investment. The overall goal is to consider the customer perspective and send only what they want to receive.
More from BMMA - Belgian Management and Marketing Association (20)
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
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6. “The only way to understand new culture and behavior is to
go native. Going native refers to the process of observing,
learning, and deepening the involvement of an
anthropologist with their hosts and their hosts’ cultures
through long-term fieldwork and participation.”
Brian Solis
7. IF YOU WANT TO KNOW WHERE WE GO
WE SHOULD FIRST HAVE A LOOK
ON WHERE WE ARE!
18. A BUNCH OF RADIO
FREQUENCY
IDENTIFICATION (RFID) or
EVEN NFC (iPhone 6)
TAGS FROM AROUND THE
WORLD
EVERYTHING AROUND ME BECOMES SMART
Photo by Ti.mo on Flickr.com
30. WITH A FIRST
QUOTE:
Social Media is not a Media nor a channel nor …
It’s way to interact with people.
In the Social World, either digital, People interact with
people, not machine.
32. Social Media Landscape 2014
2003 2004 2005 2006 2009 20102007 2008 2011 2012
• Social media is an ever-changing complex ecosystem . New services are created, others
disappear, most evolve.
• Picture-based sharing services like Instagram and Pinterest and mobile sharing/chatting
applications like SnapChat and WhatsApp have been strongly growing worldwide last year.
• Mobile is the name of the game.
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia
32
33. A complex Social Media landscape
In its latest social media landscape, Fred Cavazza
identifies four categories:
• Publishing with blogging platforms (WordPress,
Blogger, TypePad, …) and wikis (Wikipedia, …)
• Sharing services for pictures, links, videos,
music, products… (Tumblr, Instagram, Pinterest,
YouTube, Vine, Spotify, Deezer, Slideshare…)
• Discussing with knowledge platforms (Quora,
Reddit, StackExchange…) and mobile chat
applications (Skype, WhatsApp, SnapChat…)
• Networking for BtoC audiences (Badoo,
Tagged…) and professionals (LinkedIn, Viadeo,
Xing…)
Sources: FredCavazza.net
35. The Social Media Landscape in Belgium
• In Belgium, awareness of social network sites is very high. Facebook is close to 100%, Twitter
reaches 76% awareness and Google+ is known by more than 60%. Awareness of new social
networks like Instagram and Pinterest is picking up
• Almost 7 out of 10 Belgian internet users are member of at least 1 social network. It means
more than 5,2 millions users. Most often this is Facebook in combination with Twitter or LinkedIn.
• Mobile is the perfect accelerator for social media usage. 28% of Belgian internet users have a
smartphone. On average, they install 24 apps on their smartphone, 8 of which are used at least
weekly. Social network apps are the most popular ones.
• 1 out of 4 Belgian internet users post information about products, brands and/or companies on
social networks. More than half of their comments about brands are positive. Only a minority (less
than 10%) is negative.
• 44% of Belgian social network users are connected to brands. 7 is the average number of
brands followed actively.
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia
35
37. Facebook
5.200.000 profiles (socialbakers)
5.025.000 total unique visitors (comScore)
80% of Belgian internet users are on Facebook
52% Women – 48% Men
Over 66% return daily, over 85% return at least once a week
3.000.000 unique visitors everyday in Belgium!
Sources: socialbakers, comScore
37
Facebook on desktop
40. YouTube
4.195.000 total unique visitors
YouTube’s reach keeps on growing in Belgium:
• 2,3 M impressions / day
• 1 M users / day
• compared to a year ago +-480% increase in videos
Sources: comScore, Google, B.V.L.G.
40
41.
42. LinkedIn
1.571.564 profiles (LinkedIn)
1.219.000 total unique visitors (comScore May’13)
35-54 are the most represented category (45,6%), followed by
25-34 (35,3%) (Digimedia)
Sources: LinkedIn, comScore, Digimedia
LinkedIn is
currently the
fastest growing
social network
in Belgium
42
43.
44. Twitter
From 500.000 to 1.000.000 profiles
1.000.000 total unique visitors.
Twitter is working hard to be considered as a media with all the
second screen initiatives, new cards system, the Vine mobile
app and the Music service which begins to surface (Spotify).
Twitter cards make it
possible to attach media
experiences to Tweets
that link to content
Sources: comScore, Digimedia
45.
46. Pinterest
154.000 total unique visitors
18.4
21.6
17.4
18
24.5
Age group distribution in %
15-24
25-34
35-44
45-54
39.5
60.5
Gender Distribution
Men
Women
47. Vine
53.000 total unique visitors
• Vine has already surpassed Instagram on Twitter and on the
Google Play chart as Top Social App.
• Branded vines are four times more likely to be shared than
branded online videos.
• Instagram answered Vine by releasing a 15 sec video format
which may affect Vine’s use & figures evolution
48.3
23.5
13.1
14.3 0
Age group distribution in %
15-24
25-34
35-44
58.9
41.1
Gender Distribution in %
Men
Women
48. Slideshare
A content marketing platform:
• Acquired by LinkedIn in May 2012
• 400,000 new presentations uploaded per month
• 500% more business traffic than any other
website on the internet
• A majority of the audience are educated, affluent
and consulting Slideshare from work or school
• Mostly considered as a network for professional,
work related use
49. Instagram
536.000 total unique visitors
In 2013, Instagram attracted lots of top brands in the world.
The Top 5 Interbrand Companies on Instagram
36.7
21
14.1
14
14.3
Age group distribution in %
15-24
25-34
35-44
48.151.9
Gender Distribution in %
Men
Women
50. Social media are traffic generators for brand
Source: Shareaholic, in http://socialmediatoday.com/dannywong1190/1830681/report-facebook-pinterest-and-twitter-traffic-referrals-54-past-year
1) Facebook, Pinterest and Twitter are dominating.
2) StumbleUpon and Reddit referrals are declining.
3) YouTube and LinkedIn are gaining share.
4) Google+ isn’t yet competitive.
52. Strengths vs weaknesses
STRENGHTS
• Growing media
• Interactive media
• Targeted media
• Viral media
• Cost-efficient media
• Measurable media
WEAKNESSES
• Transparent media
• Evolving media
• Exponential media
• Permanent media
52
53. Challenges and opportunities
• E-reputation monitoring
• Community
• Company 2.0 (privacy, social policy)
• Communication becomes conversation
• Co-creation
53
55. “The greatest shortcoming of the human race
is our inability to understand the exponential
function.” — Albert A. Bartlett”
In Erik Brynjolfsson, The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies, 2014
56. ADSADS
ADS
ADS
ADS
ADS
Marc Liked
Philippe’s
Post
Jean commented
Philippe’s Post
Julien liked
Philippe’s Post
Julien liked
Philippe’s
Post
Stories can be created by users
• Liking your page
• Posting to your Page’s Wall
• Commenting on one of your Page posts
• Sharing one of Page Posts
• Answering a question you posted
• RSVP'ing to one of your events
• Mentioning (@ tagging) your page
• Checking in or recommending your place
Facebook Stories
56
57. The power of fans
106.340
Friends of
Fans
818
Fans
Fans influence their friends
X 130 friends
(average # of friends per FB users)
60. Creating Brand Awareness
Generate engagement on your Facebook Page
Build your audience by Recruiting new Fans
Generate Traffic on your Facebook Page
Generate Traffic on your site
Generate leads (such as subscription to your e-newsletter)
Generate virality & awareness around your content (e.g. Buzz)
Develop proximity
Facebook advertising: Why?
60
62. Facebook insights: statistics
What are they?
• Insights provide measurements on your Page's performance.
• Find anonymized demographic data about your audience, and see how people are
discovering and responding to your posts.
• Experiment with different types of posts to see what your audience responds to best.
• Your Page needs to have at least 30 likes to start seeing insights.
62
63. Facebook insights: statistics
How can you use them?
• Use your insights to plan future posts and decide on the best ways to connect with
people.
63
64. Facebook insights: statistics
How can you use them?
• Use your insights to plan future posts and decide on the best ways to connect with
people.
64
65. Facebook insights: statistics
How can you use them?
• Use your insights to plan future posts and decide on the best ways to connect with
people.
65
73. Source : InSites Consulting
50%
of social network users
are connected to brands
44%
is asking to take part in co-creation
of products & advertising
Consumer 2.0: Consumer relations & social media
73
79. Source : InSites Consulting
50%
of social network users
are connected to brands
44%
is asking to take part in co-creation
of products & advertising
42%
had a conversation with a brand
via social media
36%
posted content about a brand
on social networks
Consumer 2.0: Consumer relations & social media
79
80. Consumer 2.0: who is this?
80
" Consumer 2.0
" Buying decision 2.0
" People Perception: Opinions of our friends are
our opinions
" We are all social, we are all media
82. If the UGC/Digital earned media
is a fact but…
…editorial professional contents remain crucial in
the people perception
Source : Digiscan
Print (dailies & Magazines) is considered up to now as
the most trustable source of information :
People perception
editorial content remains the most trustable
84. E.g. Legitimate Earned in the Automotive industry
84
Source: Auxipress, Earned in Belgian Press, October 2014
85. To what extent, do you trust the following forms of advertising ?
If the UGC/Digital
earned media is a fact,
‘friends & family
circles’ and ‘editorial
professional contents’
remains crucial in the
people perception
Ambassadors and influencers are concentrated in the Top3!
People perception
87. In others words, Social Media must be intgrated
in a complete campaign !
Social Media = just one tool in the communication toolbox
Social Media = hub of all other communication actions
87
WHAT YOU
MUST KEEP
IN MIND ! MEANS
OBJECTIVES
MEASURES
105. 200 million users
20 billion photos
shared
50% Active User in BE
Using Mobile
75% Monthly active users
coming from mobile
¾
Of all usage comes
from mobile
110. Briefing: Being active and interact with Social TV
users
Recommendation:
• Every day of the TV show, place #TopChef in first position in the Twitter
trend.
• Each highlight of the show, a sponsored Tweet highlighted for relaying
products cooked by candidates.
Results:
• 45 million views for the trend #Topchef,
• 780,000 Tweets Auchan
• With a 6.7% engagement rate
The TOP CHEF case
113. 21
TRAVEL
Domestic and
international
terminals
HOME
Frequent hotel visits
COMMUTE
Roads/trains connecting
hotels to business areas
WORK
Day hours in
business areas
NIGHTLIFE
Multiplexes
and pubs
SHOPPING
Multiple countries
Duty free shops
RESTAURANTS
Touristy restaurants
Profiling through location: The Traveler
118. "All advertisers need a lot more content so
that they can keep the engagement with
consumers fresh and relevant”
Jonathan Mildenhall (VP Global advertising Strategy, Coca-Cola)
Content
is KING
122. Why will people want to follow and talk to you?
Because you give & curate information
• Information on your ideas, ideology
• General information
Because you listen & help
• Customer service approach
• Help & answer questions your fans might have
Because you engage
• Trigger curiosity from non-fans
• Help & answer questions from your fans
123. Set your strategy!
# Know your story
What is your unique voice? How can you bring your story to life in a
compelling, authentic, and personal way?
# Know your audience
Who are your customers? How will they want to connect with you? What
content will be important to them?
# Know your goals
What kind of relationship do you want to have with the people who connect
to your Page? How much time are you willing to spend updating your Page?
Will you mostly be updating your page on the road via mobile? Defining and
prioritizing your goals will help you create your Page posting strategy
12
3
128. Purposeful
questions
1) What does your brand stands for?
2) What are your objectives?
3) Is this different than any other competitor?
4) Why are you publishing?
5) What’s different than what you do in any other media?
129. enabling you to
find your inner
athlete
help all women realize their
personal beauty potential
creating moments of
childlike delight
How a brand tells a story?
138. Be Your “Why”
• Who are you?
• What is your point of view on the world?
• Your relationship with voters?
• 5 or 6 adjectives that describe your party
• What is your voice?
• 1 or 2 celebs that best embody those adjectives
139. Example…
Jean - 30 y.o
Young brilliant manager • in a relationship • no kids yet
Activities : several outdoor sports (VTT, running, skiing), afterwork lover, foodie but in a balanced &
healthy way, interested in oenology, art, politics, cooking, traveling
Personality : active, curious, up-to-date, quick thinker, smart, sincere, educated (≠ intellectual),
successful, positive, open minded, spontaneous, hard worker. He has a sense of humor (2nd degree,
wordplays). He is a good friend, but can be malicious (= smart) to obtain something, slightly bad
boy. He is not perfect, but tends to be someone very active in the society with strong convictions for
smart initiatives.
Digital & mobile : always connected to the world • daily use of smartphone & tablet • loves to
discover new app’s.
Habits : healthy, he sports several times a week • lives in the city, in a nice neighborhood • wants to
try every latest “place-to-be” in his city • convinced about smart local initiatives (such as collective
taxis, carpooling, vintage markets…)
141. Social Media Strategy: Roadmap
1. Audiences
2. Objectives and Metrics
3. Team and resources
4. Key Influencers
5. Social Media sites, networks, groups
6. Content and Editorial line
7. Marketing/Communication Plan Consistency
145. “No rational argument will have a rational
effect on a man who does not want to
adopt a rational attitude.”
Karl Popper
146. Thanks for your attention.
I’d like to thank these inspiring persons Sophie Graillot, Michel Demoor, Laurent Goffin, Hugues Rey,
Frederic Watelet, Thibaut De Norre, Brice Le Blévennec, Theirry Tinlot. They are über thinkers.
Brussels, October 2014