The document provides information about a digital marketing masterclass. It includes an agenda for the masterclass which covers topics like the digital landscape, personal branding, exercises for using digital tools to promote a research project, and a question and answer session. The masterclass aims to review the latest digital marketing tools, techniques, and platforms and give attendees hands-on practice using them.
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Digital Marketing Masterclass - Alastair Banks
1. Using digital tools to help you source experts, promote and
market yourself and your products!
!
The whole ‘business to business’ social media space is in a huge state
of flux with new means of getting information on markets and industries
and targeting and reaching customers. In this masterclass, we review
the latest tools, techniques and platforms, and give you the chance to
practice them.
2. 12:30pm – 1:00pm: Registration
1:00pm – 1:20pm: Intro’s and Digital Challenges -
!
1:20pm – 2:20pm: A look at the digital landscape
2:20pm – 3:00pm: Personal Branding
What is personal branding?
How can you setup the main platforms for your advantage (Twitter, YouTube,
LinkedIn, Other Networks)
3:00 – 3:30pm: Coffee Break
3:30 – 4:30pm: Exercises – Create in groups a plan for how you could use digital
marketing methods and your own personal brand to help promote a research
project
!
4:30pm – 5:00pm: Question and Answer session
50. 35% marriages - 2005 & 2012 started online!
!
50% through dating sites !
!
20% social networks!
!
15% chat rooms / messaging
51. • World’s largest taxi company owns no taxis (Uber)!
!
• Largest accommodation provider owns no property (AirBnB)!
!
• Largest phone companies owns no telco infrastructure (skype,wechat)!
!
• Most valuable retailer owns no inventory (Alibaba) !
!
• Most popular media owner creates no content (Facebook)!
!
• Largest movie house owns no cinemas (Netflix) !
!
• Largest software vendors don’t write the software (Apple and Google)
Source: @ibmge
Digital Disruption
52.
53. “Strategy without tactics is the slowest
route to victory. Tactics without strategy
is the noise before defeat.”!
!
Sun Tzu
54. A quick look back at 2015 !
!
bit.ly/optixdigital
75. The Rise of the Millennial
millennial!
mɪˈlɛnɪəl/noun
plural noun: millennials!
a person reaching young adulthood around the year 2000.
76.
77.
78. !
!
How long do you spend online each day?!
!
I'm online for my job and my downtime. I'm constantly connected, even
down to my entertainment, it's all streamed through Netflix, Now TV or
Catch up channels. When I'm awake: I'm connected.
!
!
Can you imagine a world without the internet?!
!
I can imagine it, but it would be a struggle!
!!!!
87. Define ‘Reach’: In the application of statistics to advertising !
and media analysis, reach refers to the total number of different people or households
exposed, at least once, to a medium during a given period.
98. Buyer personas are fictional, generalised
representations of your ideal customers. !
!
They help you understand your customers (and
prospective customers) better, and make it easier
for you to tailor content to the specific needs,
behaviours, and concerns of different groups.
103. Data / Data / Data!
!
Key themes of academics - answer the public
!
Speak to your academics/teams/past projects
!
Google Analytics - Affinity categories
!
Google Display Network
!
!
134. Your brand is your reputation – the perception of you held
by the external world. It is the combination of personal
attributes, values, drivers, strengths, and passions you draw
from that differentiates your unique promise of value from
your peers, and helps those assessing you to determine if
they should hire you or do business with you.
http://www.careercast.com/career-news/10-step-personal-branding-worksheet
135. 1. What are your vision and purpose?
!
2. What are your values?
!
3. What are your passions?
!
4. What are your top goals for the next year, 2 years, and 5 years?
!
5. What words do you use to define your personality?
!
6. What are your core strengths or motivated skills?
!
7. Do a SWOT analysis (Strengths – Weaknesses – Opportunities – Threats).
!
8. Who is your target audience?
!
9. Who is your competition in the marketplace and what differentiates you from them?
144. Leadership presence is based on uniting people & creation of
community!
People unite around three things: common person, common cause,
common enemy.!
Common traits are:
Passionate, Outspoken
147. Typically more niche than Leadership.!
This presence is an authority in an area of expertise. Is
active in its engagement.!
Common traits are
Expert in a niche area, Less experiential and emotive, more
product or service, drives people to action
150. Supporters deliver the practical help that the Authority points to in
their content marketing.!
The key feature is the one-to-one delivery of support.!
Responding to individuals based on keyword monitoring/direct
questions.!
Common traits:
Applies niche-expertise, Very personal
153. Publishing regular updates to those who want them!
Often Automated or Ghost Written!
Common traits:
Broadcast style (non-active engagement)
To succeed they need to be either: niche, viral or have
existing popularity
158. What Social Media Is Not
It’s NOT what you’ve just eaten for breakfast
It’s NOT going to take you all day...although there is a cost
It’s NOT SELLING
It’s NOT SELLING
It’s NOT about celebrities - although maybe it could be for you...
It’s NOT an event...it’s a process
It’s NOT a quick fix
It’s NOT just for kids
It’s NOT going to hide/solve a poor business plan or customer service
...or lunch ...or dinner
159. What Social Media Is...
Social Media is about engagement and conversation
Social Media is about engagement and conversation
Broadcast media Social media
Broadcast Discussion
One way Two way
Repeating the message Adapting the message
Entertaining Influencing / Involving
Company creating Co-creating
Public Relations Personal Relationship
Governed Guided
Static Dynamic
Social Media is great for networking – as an enabler
Social Media is about participation
Social Media is not just about the tools – Needs business fundamentals and strategy
164. WHY?!
!
Position yourself/your product as thought leaders/experts!
!
Writing leads to clarity !
!
Search engine results - attract people to you!
!
Build an audience
169. WHY?!
!
Position yourself/your product as thought leaders/experts!
!
Build an audience !
!
Realtime - Trending - Up-to-date!
!
Listening - This is key (clients, staff, competitors, keyphrases)!
170. Tips!
!
Download and Use Hootsuite!
!
Retweet People of Value !
!
Promote Content Elsewhere!
!
Build Relationships - Engage
174. WHY?!
!
Position yourself/your product as thought leaders/experts!
!
Build an audience !
!
How you bring value - not your CV !
!
More opportunity for Rich Content !
!
Getting introductions !
!
Keeping relationships going
197. WHY?!
!
Position yourself/your product as thought leaders/experts!
!
Build an audience !
!
Second biggest search engine in the world!
!
Results show up in Google!
!
Video is a compelling medium!
!
Reach a different audience
206. Project 1 !
!
Creating superdense data storage – University of Southampton !
!
At the University of Southampton, researchers are working to create a way to store data in a superdense form for centuries, using
nanostructured glass. Researchers at the university are moulding silica glass into a very stable and safe form of portable memory, which
could be utilised by organisations with large archives. Coined as the ‘Superman memory crystal’, the data is recorded via self-assembled
nanostructures created in fused quartz. The storage method allows for up to 360 terabytes of data capacity per disk (enough to hold 72
million photos) and a practically unlimited lifetime, in addition to thermal stability up to 1000°C. !
!
!
Project 2!
!
Carbon Capture Pilot Plant – Imperial College London !
!
The Carbon Capture Pilot Plant at Imperial College London is the most advanced facility of its kind in the world. Stretching over four stories,
the plant demonstrates best practice in capturing and storing harmful carbon dioxide before it is released into the atmosphere. The plant
brings together academics, students and industrial partners, to test and develop new ways of capturing and harnessing carbon dioxide
emissions. The £2 million plant was unveiled in 2012, and features a wide variety of advanced control and instrumentation technology,
meaning students are trained to work with a range of different industrial plant systems. !
!
!
http://www.telegraph.co.uk/education/educationpicturegalleries/11750796/Ten-groundbreaking-university-research-projects.html?
frame=3381461