Topic: How To Keep Your Reputation Spotless – Even During The Most Hard-Hitting Campaigns
* Changing perception for better brand reputation while campaigning on controversial issues
* How to create brilliant content for accelerated SEO rankings
* The importance of social media for monitoring sensitive issues
* What happens when campaigns go wrong?
* How to turn a crisis into an opportunity
Growing Your Networks To Build Personal Brand & Advance Your Career
Michelle Stinson-Ross, Community Manager, offers.com
Rob Karwath, President & CEO, North Coast Communications
From Facebook and Twitter to LinkedIn, Pinterest and forums, there’s no disputing that social networking can completely MAKE a personal and professional brand.
There is a tried and true formula for expressing your authentic self in social networks, which nearly always work to establish and scale personal brands.
Managing a global social media strategy across brands, presented by Dave SpinatoSocialMedia.org
In his Brands-Only Summit presentation, Harman International Industries' Dave Spinato shares how they are managing a global social media strategy across all their brands.
He talks about their nine key principles and the tools they're using to globally manage their social media strategy.
KnowCrunch - Digital & Social Media Strategy - Team 2Knowcrunch
KnowCrunch graduates of the Professional Diploma in Digital & Social Media in Athens (May ‘19), worked for a few hours and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/31yEXth
Social media is one of the most cost-effective communication tools at your disposal. Mel Grau and Dan Rose, WEA Trust’s Marketing Communications Coordinators, recently held a webinar to discuss how to use Facebook to build relationships with your employees and mobilize your communities to action.
Case Study #27 - Online Event Coverage - Mumbai Press Club - Red Ink Awards 2...AGENCY09
Red Ink Awards 2017 organised by Mumbai Press Club is an annual awards that celebrates the undying spirit of journalism.
AGENCY09 was appointed to amplify the event in the online space to ensure they get more entries than last year and also cover the essence of the event to make it a strong talking point in the national media.
This case study showcases, a unique attempt with the help of creatives and classic planning.
Write to us - info@agency09.in
Your Mark on the World Sponsorship OpportunityDevin Thorpe
The Your Mark on the World Center is looking for a sponsor. We rarely have this opportunity open up because we only have three exclusive sponsor slots. If you are interested, email devin@devinthorpe.com.
Please understand that your sponsorship will get you exposure across social media platforms as well as on YourMarkOnTheWorld.com, MySocialGoodNews.com and GoodCrowd.info. All of this branding will come with the benefit of being associated with doing good because by supporting the Your Mark on the World Center you are doing good.
Growing Your Networks To Build Personal Brand & Advance Your Career
Michelle Stinson-Ross, Community Manager, offers.com
Rob Karwath, President & CEO, North Coast Communications
From Facebook and Twitter to LinkedIn, Pinterest and forums, there’s no disputing that social networking can completely MAKE a personal and professional brand.
There is a tried and true formula for expressing your authentic self in social networks, which nearly always work to establish and scale personal brands.
Managing a global social media strategy across brands, presented by Dave SpinatoSocialMedia.org
In his Brands-Only Summit presentation, Harman International Industries' Dave Spinato shares how they are managing a global social media strategy across all their brands.
He talks about their nine key principles and the tools they're using to globally manage their social media strategy.
KnowCrunch - Digital & Social Media Strategy - Team 2Knowcrunch
KnowCrunch graduates of the Professional Diploma in Digital & Social Media in Athens (May ‘19), worked for a few hours and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/31yEXth
Social media is one of the most cost-effective communication tools at your disposal. Mel Grau and Dan Rose, WEA Trust’s Marketing Communications Coordinators, recently held a webinar to discuss how to use Facebook to build relationships with your employees and mobilize your communities to action.
Case Study #27 - Online Event Coverage - Mumbai Press Club - Red Ink Awards 2...AGENCY09
Red Ink Awards 2017 organised by Mumbai Press Club is an annual awards that celebrates the undying spirit of journalism.
AGENCY09 was appointed to amplify the event in the online space to ensure they get more entries than last year and also cover the essence of the event to make it a strong talking point in the national media.
This case study showcases, a unique attempt with the help of creatives and classic planning.
Write to us - info@agency09.in
Your Mark on the World Sponsorship OpportunityDevin Thorpe
The Your Mark on the World Center is looking for a sponsor. We rarely have this opportunity open up because we only have three exclusive sponsor slots. If you are interested, email devin@devinthorpe.com.
Please understand that your sponsorship will get you exposure across social media platforms as well as on YourMarkOnTheWorld.com, MySocialGoodNews.com and GoodCrowd.info. All of this branding will come with the benefit of being associated with doing good because by supporting the Your Mark on the World Center you are doing good.
It’s almost Thanksgiving and that means people (read: your prospective donors!) are looking back on the year with gratitude and renewed feelings of generosity. If you haven’t had the time to put together a year-end giving campaign, guess what? It’s not too late to pull one off! Kate Rose went over a step-by-step look at the importance of year-end giving, advice for setting the right goal, tips on choosing a theme, and guidance to find ways (through social media) to have a successful fundraising campaign to close out 2015. Watch the webinar recording here: http://socialmedia4nonprofits.org/its-not-too-late-close-out-2015-strong-with-year-end-giving/
Presented to human resource professionals and business owners in Delaware. The event was hosted by Delaware Department of Labor, Delaware Employer's Council, and Goodwill of Delaware.
Stories have the power to spark movements, raise armies of volunteers, and even change the world. But stories with impact don’t just happen—they require intention and heart. So once you have the right story, how can you make the most of it across social media?
In this 60 minute webinar with Jereme Bivins of The Rockefeller Foundation and Kimaya Dixit of Hattaway Communications, we explored how to use your organization’s best stories across channels for better outreach, fundraising, and impact reporting.
Ask, measure, learn, presented by Lutz FingerSocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, LinkedIn's Lutz Finger shows how to extract significant business value from social media data with the Ask-Measure-Learn system.
He guides you through the steps of asking the right questions, measuring the right data, and learning from the results.
How Social Media Can Help Nonprofits Make a Big ImpactBrandon Cox
You know the stats. We live in a social, mobile, viral world. But has knowing this moved you to use social media in ways that draw the attention of donors, volunteers, and clients?
Community Training Institute Presentation - Social Media Level 2Cooper Koch
Presentation about social media to made to staff members from various nonprofit groups in Dallas-Fort Worth who attended the annual Community Training Institute conference. This was the second of two presentation made at the conference on the topic of social media - the first being a very basic intro/overview, and this one, with some more advanced advice and examples.
Recording: http://youtu.be/9S0krbjnCZ0
So you’ve dipped your toes into social media: you’ve got a Facebook page, Twitter feed, YouTube channel and CEO blog set up. So now what?
Back up.
Take a hold of your communications plan and start afresh. This webinar is for organizations that have dipped (and maybe dived) into social media, but are now wondering what the next steps are and how they can make their social media investment more focused and worthwhile.
Presentation by: Kirstin Beardsley, CanadaHelps
Registration for MyCharityConnects webinars is open to employees, volunteers, and board members of Canadian charities and nonprofits.
The 2011 MyCharityConnects Webinar Series is generously supported by Direct Energy.
#JustATampon, Plan UK. Social media campaigns I wish I'd done seminar, 25 Jun...CharityComms
James Barker, NSPCC
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Recording: http://www.youtube.com/watch?v=CD5w6irusoI
Description:
How do you know if the efforts your charity is putting into social media are worth it? Are you even measuring the right things? Join this webinar to learn about the ROI you should expect from investing resources into this means of outreach, marketing and fundraising, and how you can present your successes to senior staff and your Board with more confidence.
It’s almost Thanksgiving and that means people (read: your prospective donors!) are looking back on the year with gratitude and renewed feelings of generosity. If you haven’t had the time to put together a year-end giving campaign, guess what? It’s not too late to pull one off! Kate Rose went over a step-by-step look at the importance of year-end giving, advice for setting the right goal, tips on choosing a theme, and guidance to find ways (through social media) to have a successful fundraising campaign to close out 2015. Watch the webinar recording here: http://socialmedia4nonprofits.org/its-not-too-late-close-out-2015-strong-with-year-end-giving/
Presented to human resource professionals and business owners in Delaware. The event was hosted by Delaware Department of Labor, Delaware Employer's Council, and Goodwill of Delaware.
Stories have the power to spark movements, raise armies of volunteers, and even change the world. But stories with impact don’t just happen—they require intention and heart. So once you have the right story, how can you make the most of it across social media?
In this 60 minute webinar with Jereme Bivins of The Rockefeller Foundation and Kimaya Dixit of Hattaway Communications, we explored how to use your organization’s best stories across channels for better outreach, fundraising, and impact reporting.
Ask, measure, learn, presented by Lutz FingerSocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, LinkedIn's Lutz Finger shows how to extract significant business value from social media data with the Ask-Measure-Learn system.
He guides you through the steps of asking the right questions, measuring the right data, and learning from the results.
How Social Media Can Help Nonprofits Make a Big ImpactBrandon Cox
You know the stats. We live in a social, mobile, viral world. But has knowing this moved you to use social media in ways that draw the attention of donors, volunteers, and clients?
Community Training Institute Presentation - Social Media Level 2Cooper Koch
Presentation about social media to made to staff members from various nonprofit groups in Dallas-Fort Worth who attended the annual Community Training Institute conference. This was the second of two presentation made at the conference on the topic of social media - the first being a very basic intro/overview, and this one, with some more advanced advice and examples.
Recording: http://youtu.be/9S0krbjnCZ0
So you’ve dipped your toes into social media: you’ve got a Facebook page, Twitter feed, YouTube channel and CEO blog set up. So now what?
Back up.
Take a hold of your communications plan and start afresh. This webinar is for organizations that have dipped (and maybe dived) into social media, but are now wondering what the next steps are and how they can make their social media investment more focused and worthwhile.
Presentation by: Kirstin Beardsley, CanadaHelps
Registration for MyCharityConnects webinars is open to employees, volunteers, and board members of Canadian charities and nonprofits.
The 2011 MyCharityConnects Webinar Series is generously supported by Direct Energy.
#JustATampon, Plan UK. Social media campaigns I wish I'd done seminar, 25 Jun...CharityComms
James Barker, NSPCC
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Recording: http://www.youtube.com/watch?v=CD5w6irusoI
Description:
How do you know if the efforts your charity is putting into social media are worth it? Are you even measuring the right things? Join this webinar to learn about the ROI you should expect from investing resources into this means of outreach, marketing and fundraising, and how you can present your successes to senior staff and your Board with more confidence.
Community Development Network recently released the 2014 industry snapshot. To help support groups to make the case for community development, a variety of communication strategies will be outlined related to crafting, controlling, and connecting messages. This offers tips for collaboration and connecting the dots within an organization's own communication strategy. #StrongerCommunitiesMD
Poster session from the National Council for Behavioral Health on April 2015. In an environment where it’s increasingly difficult to communicate your message through all the noise, telling and selling good stories about your organization can make the difference between being heard or invisible. Commit to crafting great narratives, even around data, when you’re reporting results. This strategy will more easily tout your organization’s successes, build relationships and inspire people to action.
Network building and having a community following is essential to the sustainability of most not-for-profit and community organisations. For those organisations relying on their community followers for funding it is also necessary to have streamlined processes for collecting donations in what is a competitive space for funds. This workshop was dedicated to the tools and tips that will help community organisations and not-for-profits to engage with their community and make it easy for those followers that want to donate to their cause or group.
This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au
This workshop was presented by Rachel Wright of Threesides Marketing and Chris Barry, Director, Communications and Fundraising from Communities at Work Canberra.
On The Edge - Legal Marketing Conference - Sarah-Jane Howitt - Internal Engag...Edge Global Media Group
Topic: Internal engagement & adding value
- Internal engagement and adding value
- Where’s the value?
- Building strong internal relationships
- Sometimes you have to say no
- Processes and reporting
On The Edge - Legal Marketing Conference - Keith Hardie - Maximising the Valu...Edge Global Media Group
Topic: Maximising the value of your digital presence
- How to extend your reach through website and social channels
- The importance of collecting & analysing data to learn more about your audience
- Integrating the digital experience to deliver a seamless experience across every client touch point
On The Edge - Legal Marketing Conference - Lee Grunnell - Being Distinctive i...Edge Global Media Group
Topic: Being distinctive in the modern legal marketplace
- How most law firms are failing in their quest to stand out
- Exploring the disconnection between saying what you do and doing what you say
- How all legal marketing falls into one of eight groups.
- The ingredients of a distinctive market proposition
Charity Marketing Conference - Meredith Niles - Behavioural Economics to Turb...Edge Global Media Group
Topic: How Behavioural economics can turbocharge your fundraising results
* What fundraisers and marketers can learn from leading behavioural economists (e.g. Daniel Kahneman, Robert Cialdini)
* How insight from behavioural economics can be applied to fundraising to increase conversion and average donation levels
* Examples of how charities have used principles such as social proof, reciprocity, and framing successfully in their appeals
* Practical tips for applying behavioural economics in your work - achieve quick wins today!
Charity Marketing Conference - Mathew Neville - Value vs Volume - Donor Acqui...Edge Global Media Group
Topic: Volume vs Value - a Framework for Donor Acquisition in a Tough Market
* Optimising the channel mix: Volume vs Value
* Volume vs Value
* It's not just about the financial value - the four areas for measuring value
* The strategy map and how it applies to fundraising - a world vision case study
Charity Marketing Conference - Lindsay Herbert - A British Heart Foundation C...Edge Global Media Group
Topic: Using technology to power your online activity: A British Heart Foundation Case Study
* Discover how BHF used their content management and digital marketing platforms in creative ways to boost fundraising
* How to integrate your internal and external systems to improve data capture
* Three key steps to keep your visitors and donors engaged and interacting with your digital channels
* Why delivering a seamless, connected experience is the route to get the results your organisation deserves
Topic: How to inspire a meaningful connection with your community – an innocent drinks story
Joe tells the inspiring story of the innocent brand from West London start up fourteen years ago to its position as number one smoothie brand in Europe today, demonstrating that a willingness to communicate openly and naturally with consumers at every touch point is key to building an engaged community of consumers.
* The secrets behind innocent’s success at engaging consumers
* How to implement and sustain an outstanding customer-engagement strategy
* How to combine the online vs offline interaction for optimal results
* Top 5 community development lessons that can be transferred across any industry
On The Edge Reading - Silverstone Pancentric - Hannah Bodley & Sibbs SinghEdge Global Media Group
Topic: How Silverstone’s New Digital Approach Gained Them Pole Position
* Unlocking the data to understand customer behaviour patterns
* How to recognise, and better serve, your customer
* Why a "mobile first” strategy was crucial fro Silverstone
* Their focus on integration, responsivity and commitment to a data driven approach
* What’s next for Silverstone’s customer-centric approach
Topic: The reinvention of Marketing
* How to understand, measure and optimise Big Data
* Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
* Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!
Topic: Stories aren’t just for kids
* How you can use the power of storytelling to Connect, Energise and Re-Invent your brand.
* How story telling drove purchase consideration better than traditional demand gen activity.
* Case studies of how story telling has been used effectively, including; Ben Saunders the Polar Explorer; Girl Rising – a movement to support educating girls in developing countries; and Francois Gabart – a professional sailor who used data to make better decisions.
Topic: How you can get the most from your agencies
* The most damaging client behaviours - and how to avoid them
* Achieve superior work through a true agency partnership
* Improve your partnerships with key guiding principles
* Simple steps to effectively run a Briefing & Pitch process
Topic: Unlocking the Potential of Search
* How is your future being inhibited by a lack of imagination? How can you overcome this?
* Understand why your expectations of Search are not advancing in step with the pace of technology
* Discover the future: A world of Search with searching
* How Search stitches together the fabric of your digital life and how to re-imagine this intelligent thread
* The way we market ourselves today won’t work on the younger generation
* How can we change that and tap into the right social networks, content types and youth culture
* A look at new channels such as SnapChat, Jelly, WhatsApp and more.
Topic: Mobile Now and in the Future
* Mobile Landscape - what are the key current trends?
* Delivering core mobile hygiene - some simple steps for some quick wins
* Developing a service-focussed approach to mobile
* Deepening the engagement - how can brands create a longevity in their mobile offering
* The Future - looking ahead at how future developments might change the engagement
Topic: Email marketing best practice and why you should be investing in marketing automation
* Dealing with the F’in Email
* Why your email only has 2 seconds to live
* Making the move to marketing automation
Topic: Implementing SEO as part of a complex Marketing Strategy
* How to assess and implement changes to improve your SEO visibility.
* How to integrate SEO as part of a complex Marketing Strategy including PPC, Email, Social and Affiliate Marketing
* How content is the key to expanding search visibility
Topic: How can your digital content cater for all your customers?
* What assumptions are you making about your who your site visitors are? What data/evidence do you have to show to support it?
* Find out what your visitor/followers are after (stop guessing!)
* Recognise the cumulative benefit of the long-tail of interactions with different customers
* Take steps to get on top of your Digital Comms to-do list
* You'll never get everything, to everyone in every channel. It is OK to admit it. Break your activities down into blocks in your main channels- run them for a period, reassess, improve, branch out where necessary.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
6. RSPCA digital
• Facebook - 510,000 Likes
• Twitter - 172,000 followers
• Pinterest, Google +, YouTube
• 1.2 million visits pm to website
7. Reasons why people like us
• Active – we are the “Government” body
helping animals (but we’re not)
• Trustworthy – what wwee ssaayy iiss ccoorrrreecctt
• “Go to” organisation for animal welfare
• Professional – 190 years of saving animals
8. Reasons why people dislike us
• Authoritarian – we prosecute
• “Political” campaigning – hunting, badgers
• Disagree with our policies
• Frustration – lock ’emup!
• Customer service issues – we don’t do enough
9. NB: Insert
more positive
CLICK TO EDIT MASTER TEXT STYLES
Digital Review & Strategy
February 2012
RSPCA
person and
animal pic
from
photolibrary
So how do we manage our reputation?
10. People
ONLY AS GOOD AS THE PEOPLE YOU’VE GOT
• Press/Digital/Call centre/Frontline staff
• Strength in external ppaarrttnneerrsshhiippss
• Statements prepared and approved (1 or 2)
• “On the ground” liaison officer, if needed
• Take things off line where possible
12. Using SEO
• Language being used – linguistic profiling, keyword research
• Content on our site reflects both the issues and the language
being used – content gap analysis, copy optimisation
• Content is in the line of sight of those wwhhoo aarree ddiissccuussssiinngg
the issues – blogger outreach, article syndication, social links
• Outcome = search engines see us as being relevant and
authoritative; we rank highly; people find our content when
searching
13. …we appear above DEFRA
Our badger campaigns page is,
on average, two positions higher
than the DDEEFFRRAA ppaaggee oonn tthhee
same subject for the search
phrase badger cull on
google.co.uk
14. Processes
• On call rota and comms
• Social mmeeddiiaa aammbbaassssaaddoorrss
• Major Incident Group (MIG)
• Crisis fundraising appeals
15. Social media monitoring
• Create queries that monitor topics that are relevant
to our work
• Use the results to ascertain the opinion of both the
public (Facebook, Twitter etc), press (news sites) and
special interest groups (forums) aanndd uussee tthhiiss
intelligence to inform marketing, PR and press activity
• Monitor the perception of the RSPCA brand,
specific topics as well as measure the level of coverage
per campaign
16. Processes
ONGOING CONTENT AUDIT, SECTION BY SECTION
• Major Incident Group
• Social ccoovveerr eemmaaiill ggrroouupp
So what happens in practice?
17. Sometimes it works…
SEALS STORM SURGE
• 108 pups in one month – usually 120 in a
year – quick reaction, sell in to TV, put out
request for help, rreeggiioonnaall rreelleeaasseess
• 80% released
• Celebrity endorsement
22. Sometimes it doesn’t work so well…
ONE FATEFUL WEEKEND IN DECEMBER…
• Article saying we are ‘sinister and nasty’ –
sensitive as we are seen as Goliath
• Inundated with queries about a disabled dog
• Horses in flood plain/seal stuck in a pool
23. Negative press
RSPCA has become 'sinister and nasty', warns
head of the Countryside Alliance…to stop
donating to the “once great institution” and
says charity is more interested in animal rights
than promoting welfare
24. How we responded…
• Statement to press and social; rally the troops
• MIG established; information chain set up
• Regular updates; repetition of message
• Used photo and facts to counter accusations
25. When we have all the pieces in place…
• End non-stun slaughter
–– 5566,,000000 ssiiggnnaattuurreess
• Badger cull
– 304,112 signatures
– biggest e-petition
-
Constantly building our reputation
28. Reinforcing key messages
HOW WOULD YOU FEEL IF YOUR FAMILY
ABANDONED YOU?
HTTP://WWW.YOUTUBE.COM/WWAATTCCHH??VV==88DDKKRRXXXXCCKKAAOOKK
29. In summary
• Right people; right processes; right tools
• Power of content – images, video
• Embrace the shareability ooff ssoocciiaall
• Speed and agility but readiness to
disengage
• You can’t win every time