The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics. The course also includes a final project.
Todd's Interactive Marketing Course: Summer 2016Todd Van Hoosear
The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics.
BU Interactive Marketing 2015 Summer Class Slides - Part 1Todd Van Hoosear
This course explores interactive marketing communications and the integration of marketing and corporate communications roles. It covers topics like advertising, PR, social media, digital content and more. As part of the course, students will complete a final project developing an interactive marketing strategy and plan for a real company. The strategy will include recommendations for the company's website, email marketing, content marketing, social media and key performance indicators. The goal is to help students understand the marketing process and how to measure the effectiveness of different digital marketing channels and tactics.
My BU New Media Fall 2015 Class Slides - 1st HalfTodd Van Hoosear
The historical framework explores the evolution of communication and media over time. Key eras include oral tradition, written word, printed word, mass media, and social media. New technologies like radio, television, computers, and mobile devices helped drive changes. Early marketing included town criers, newspapers, and direct mail. Ivy Lee introduced the modern press release in 1906. Edward Bernays applied psychology to public relations and saw the potential for mass manipulation. The internet was developed in the 1970s and led to new forms of digital communication and social media.
This document provides an overview of a class on the psychology and spread of fake news. It discusses factors that contribute to the belief and dissemination of fake news, including low political knowledge, confirmation bias, echo chambers on social media, and incentives for politicians to reinforce beliefs. It also outlines assignments for the class, including analyzing case studies of fake news articles through essays and presentations examining the source, content, and intended effects of the stories. Groups will analyze specific fake news stories and the document lists potential topics for each group.
The document provides an overview of how to use social media in ministry. It discusses the benefits of social media such as communication, collaboration, community and collective intelligence. It then gives practical tips on using various social media platforms like Twitter, LinkedIn, Google Hangouts and listening posts. The document emphasizes that social media is about connecting with people and that pastoral skills are applicable. It also predicts trends like increased mobile and video usage and more interactive engagement.
Designed to introduce a group of ordinands to the potentials and the pitfalls of social media in ministry - huge topic - 1.5 hours ... let's get that debate going!
For Manchester Diocese ordinands
This document provides training on using social media to promote a visitor's center. It introduces Jim Anderson who will help with social media efforts and provides an email address to send media content. It lists the top 5 types of content requested: 1) Photos, 2) Special events, 3) Videos, 4) Status updates, and 5) Calls to action. Guidelines are given for each type of content to best represent the visitor's center online.
Experiencing God in a Digital Age (Children/Young People)Bex Lewis
The document discusses experiencing God in a digital age. It notes that the internet now touches all aspects of our lives and that faith is also present in public life. Social media platforms like Twitter, Facebook, and YouTube present opportunities for churches to connect with people and be welcoming digital spaces. If Christians lives are transformed by Christ, their online presence should reflect this and image God. The document advocates for expressing values like authenticity, transparency, and kindness online.
Todd's Interactive Marketing Course: Summer 2016Todd Van Hoosear
The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics.
BU Interactive Marketing 2015 Summer Class Slides - Part 1Todd Van Hoosear
This course explores interactive marketing communications and the integration of marketing and corporate communications roles. It covers topics like advertising, PR, social media, digital content and more. As part of the course, students will complete a final project developing an interactive marketing strategy and plan for a real company. The strategy will include recommendations for the company's website, email marketing, content marketing, social media and key performance indicators. The goal is to help students understand the marketing process and how to measure the effectiveness of different digital marketing channels and tactics.
My BU New Media Fall 2015 Class Slides - 1st HalfTodd Van Hoosear
The historical framework explores the evolution of communication and media over time. Key eras include oral tradition, written word, printed word, mass media, and social media. New technologies like radio, television, computers, and mobile devices helped drive changes. Early marketing included town criers, newspapers, and direct mail. Ivy Lee introduced the modern press release in 1906. Edward Bernays applied psychology to public relations and saw the potential for mass manipulation. The internet was developed in the 1970s and led to new forms of digital communication and social media.
This document provides an overview of a class on the psychology and spread of fake news. It discusses factors that contribute to the belief and dissemination of fake news, including low political knowledge, confirmation bias, echo chambers on social media, and incentives for politicians to reinforce beliefs. It also outlines assignments for the class, including analyzing case studies of fake news articles through essays and presentations examining the source, content, and intended effects of the stories. Groups will analyze specific fake news stories and the document lists potential topics for each group.
The document provides an overview of how to use social media in ministry. It discusses the benefits of social media such as communication, collaboration, community and collective intelligence. It then gives practical tips on using various social media platforms like Twitter, LinkedIn, Google Hangouts and listening posts. The document emphasizes that social media is about connecting with people and that pastoral skills are applicable. It also predicts trends like increased mobile and video usage and more interactive engagement.
Designed to introduce a group of ordinands to the potentials and the pitfalls of social media in ministry - huge topic - 1.5 hours ... let's get that debate going!
For Manchester Diocese ordinands
This document provides training on using social media to promote a visitor's center. It introduces Jim Anderson who will help with social media efforts and provides an email address to send media content. It lists the top 5 types of content requested: 1) Photos, 2) Special events, 3) Videos, 4) Status updates, and 5) Calls to action. Guidelines are given for each type of content to best represent the visitor's center online.
Experiencing God in a Digital Age (Children/Young People)Bex Lewis
The document discusses experiencing God in a digital age. It notes that the internet now touches all aspects of our lives and that faith is also present in public life. Social media platforms like Twitter, Facebook, and YouTube present opportunities for churches to connect with people and be welcoming digital spaces. If Christians lives are transformed by Christ, their online presence should reflect this and image God. The document advocates for expressing values like authenticity, transparency, and kindness online.
This document provides training and guidance for using social media to promote a visitor's center. It introduces Jim Anderson, who will help with social media efforts. It provides details on sharing photos, event announcements, videos, status updates, and calls to action on social media and directs sending this content to a new email address for publishing. Key recommendations include sharing photos, announcements for special events, and creating engaging video and content to invite engagement and discussion.
This document discusses the issue of fake news and examines it from several perspectives. It begins by describing how fake news became a major topic during the 2016 US presidential election and increased skepticism about the credibility of news. It then analyzes different types of fake news like propaganda, fabricated stories, and hoaxes. The document also explores the history of propaganda and the challenges of verifying facts in an era of complex issues, uncertainty, and political polarization. While President Trump's attacks on "fake news" are effective at rallying his base, they may undermine the independent role of the press and erode support for civil liberties like freedom of the press.
Find out more and get involved with Join In at http://www.joininuk.org/
== About The Guide ==
Social media and local sport clubs were made for each other. You can update people on club news, while your members can keep the ‘social’ side going when they’re not in the clubhouse.
And of course, social media gives you a perfect opportunity to promote your Join In event.
This guide offers some quick ideas for attracting people to your event using Facebook and Twitter – two of the most widely-used networks in the UK.
(And if you’re completely new to social media, we’ll point you in the right direction for getting started.)
You’ll even find some ready-to-go Facebook posts and tweets to add to your profiles.
== About Join In ==
On 18/19th August 2012, Join In will encourage the nation to head down to where it starts for every great champion: their local sports club. Find out more at http://www.joininuk.org/
This document discusses social media and provides examples of how churches and non-profits can utilize various social media platforms. It examines case studies of social media campaigns by religious organizations and charities. Tips are provided on creating personas, engaging audiences, and using hashtags. Links are included to resources on accessing biblical content online. The work is licensed under a Creative Commons Attribution 3.0 Unported License.
The emergence of memes in online discussions about Scandinavian economicsLaurie Prange
Prange-Martin, Laurie. (2016). The Emergence of Memes in Online Discussions about Scandinavian Economics. Presented at the Association for the Advancement of Scandinavian Studies in Canada (AASSC) conference; Congress of the Humanities & Social Sciences. 1 June 2016.
The document provides information about various social media platforms and websites that the author uses or finds interesting including their Facebook, LinkedIn, and Twitter profiles, WheresSpot which is a community the author started, discussions around privacy issues on sites like Facebook, and trends in social media use like the growth of Facebook users, mobile use, and tweeting in the classroom. It also mentions checking in on Foursquare, using Google Reader, and using Ning to manage online communities.
My BU New Media Fall 2015 Class Slides - 2nd HalfTodd Van Hoosear
The document discusses a course on new media and public relations. It explores how new technologies like social media, blogs, and podcasting are changing public relations. The course covers interactive tools that are redefining the practice of public relations. It combines lectures, discussions, guest speakers, case studies, and research to help students understand the power of interactive media.
This document provides an overview of the CM443 B1 New Media and Public Relations course at Boston University for Fall 2014. It includes information about the course topics which will explore how new media has affected public relations theories and practices. The course will use lectures, discussions, guest speakers and case studies to help students understand the power of interactive media. It outlines the grading breakdown and assignments, including a participation component using the #bunewmedia hashtag on social media and a final course project to create an online presence.
Government communications (george mason university)jerlasich
This document discusses strategies for government communications, including brand journalism, social media, and emergency communications. It emphasizes using owned media like websites and newsletters to share relevant and timely information for residents. During emergencies, a Joint Information Center coordinates public information through press briefings, websites, social media, and hotlines. Effective emergency communication provides accurate, credible information while acknowledging public concerns. Social media allows two-way engagement but messages must be relevant, timely and actionable. Mobile access is now dominant so communications must work across all platforms.
Journalists are using social media to find sources, break news, and attract attention. They watch for trends on sites like Twitter, establish sources on networks like Facebook, and crowdsource information and photos from the public. Journalists also share drafts of stories to get feedback and expand their reach, as well as build their personal brand and expertise in a particular subject through consistent posting on social media.
Be The Change Course 2015 Media Activism 101James Redmond
This document provides guidance on media activism and alternatives to mainstream media. It discusses common critiques of mainstream media, including that they represent powerful interests, lack diversity, prioritize business over truth, and are influenced by advertisers and government.
The document then gives examples of alternative media models, like independent magazines and videos created by unemployed people. It also discusses tactics for media activists, such as identifying framing of issues in different sources, working with groups on shared issues, and using hashtags to shape counter-narratives. The final sections provide tips for campaigns, like having a clear narrative, being media-ready, and evaluating existing activist groups.
Highlights from veteran journalist Charlie Meyerson’s Sept. 26, 2017, presentation at the Downers Grove Public Library, where he offered guidance for weeding through digital noise and social media to find and share news responsibly.
Debunking Social Media Myths - A Guide for Media ExecutivesNeil Foote
The document outlines guidelines for creating an effective social media strategy for news organizations. It discusses evaluating different social media platforms like Facebook, Twitter and YouTube and how journalists can use them to engage audiences, break news and source stories. The document also provides questions organizations should consider to define goals, measure success and ensure strategies align with editorial standards and practices.
The concept of 'social media' is vast and therefore this presentation looks at three key areas:
- The origins of social media
- Where social media is today + case studies of best practice
- Where we expect social media to go next
Social media has always been a personal and professional passion of mine so I wanted to tell story. Much of the research about the history of social media is taken from the work of Tom Standage, deputy editor of The Economist and author of 'Writing on the Wall', a historical look at social media over the last 2,000 years.
One of the key aspects of the presentation I would like people to take away is what I defined as the 'five key tenets of social media':
• Connection
• Engagement
• Shared interests
• Content
• Conversation
Designed for a series of presentations in the country of Armenia in May, 2013, this presentation looks at ways journalists, bloggers and citizen activists can use Facebook, Twitter, YouTube and other social media channels in their work. For more information, see www.epoltics.com.
From the 2010 Texas School Public Relations Association (TSPRA) Conference in Austin, TX
"The rapidly changing communication landscape presents numerous challenges for PR professionals. Organizations depending on traditional media outlets to be the main and preferred communication channel to reach and influence audiences are often finding it harder to have their stories expand their reach with shrinking newsrooms.
PR pros must be adept at effectively integrating and managing the communication channels at their disposal. These new challenges provide us with new and exciting ways to leverage traditional PR techniques along with social media skills to help our organizations and clients remain visible and connected with key audiences."
COM 101 | Chapter 2: Perspectives on Mass CommunicationVal Bello
This document provides an overview of two approaches to analyzing mass communication: the functional approach and the critical/cultural approach. The functional approach examines how audiences use media to fulfill needs and what benefits they receive. The critical/cultural approach examines underlying power relationships in media and how audiences interpret and make meanings from media content. Key concepts of the critical approach include ideology, culture, hegemony, and how media representations maintain dominant social values.
This document provides guidance on how community groups can get local media coverage to promote their projects. It outlines what makes a compelling story, how to write and distribute a press release, tips for interacting with journalists, using photos effectively, and leveraging social media. The key steps are to write a short, snappy press release focused on the five W's, distribute it to local press contacts one week before an event, and be prepared to discuss your project's key messages in any interviews.
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
This document provides training and guidance for using social media to promote a visitor's center. It introduces Jim Anderson, who will help with social media efforts. It provides details on sharing photos, event announcements, videos, status updates, and calls to action on social media and directs sending this content to a new email address for publishing. Key recommendations include sharing photos, announcements for special events, and creating engaging video and content to invite engagement and discussion.
This document discusses the issue of fake news and examines it from several perspectives. It begins by describing how fake news became a major topic during the 2016 US presidential election and increased skepticism about the credibility of news. It then analyzes different types of fake news like propaganda, fabricated stories, and hoaxes. The document also explores the history of propaganda and the challenges of verifying facts in an era of complex issues, uncertainty, and political polarization. While President Trump's attacks on "fake news" are effective at rallying his base, they may undermine the independent role of the press and erode support for civil liberties like freedom of the press.
Find out more and get involved with Join In at http://www.joininuk.org/
== About The Guide ==
Social media and local sport clubs were made for each other. You can update people on club news, while your members can keep the ‘social’ side going when they’re not in the clubhouse.
And of course, social media gives you a perfect opportunity to promote your Join In event.
This guide offers some quick ideas for attracting people to your event using Facebook and Twitter – two of the most widely-used networks in the UK.
(And if you’re completely new to social media, we’ll point you in the right direction for getting started.)
You’ll even find some ready-to-go Facebook posts and tweets to add to your profiles.
== About Join In ==
On 18/19th August 2012, Join In will encourage the nation to head down to where it starts for every great champion: their local sports club. Find out more at http://www.joininuk.org/
This document discusses social media and provides examples of how churches and non-profits can utilize various social media platforms. It examines case studies of social media campaigns by religious organizations and charities. Tips are provided on creating personas, engaging audiences, and using hashtags. Links are included to resources on accessing biblical content online. The work is licensed under a Creative Commons Attribution 3.0 Unported License.
The emergence of memes in online discussions about Scandinavian economicsLaurie Prange
Prange-Martin, Laurie. (2016). The Emergence of Memes in Online Discussions about Scandinavian Economics. Presented at the Association for the Advancement of Scandinavian Studies in Canada (AASSC) conference; Congress of the Humanities & Social Sciences. 1 June 2016.
The document provides information about various social media platforms and websites that the author uses or finds interesting including their Facebook, LinkedIn, and Twitter profiles, WheresSpot which is a community the author started, discussions around privacy issues on sites like Facebook, and trends in social media use like the growth of Facebook users, mobile use, and tweeting in the classroom. It also mentions checking in on Foursquare, using Google Reader, and using Ning to manage online communities.
My BU New Media Fall 2015 Class Slides - 2nd HalfTodd Van Hoosear
The document discusses a course on new media and public relations. It explores how new technologies like social media, blogs, and podcasting are changing public relations. The course covers interactive tools that are redefining the practice of public relations. It combines lectures, discussions, guest speakers, case studies, and research to help students understand the power of interactive media.
This document provides an overview of the CM443 B1 New Media and Public Relations course at Boston University for Fall 2014. It includes information about the course topics which will explore how new media has affected public relations theories and practices. The course will use lectures, discussions, guest speakers and case studies to help students understand the power of interactive media. It outlines the grading breakdown and assignments, including a participation component using the #bunewmedia hashtag on social media and a final course project to create an online presence.
Government communications (george mason university)jerlasich
This document discusses strategies for government communications, including brand journalism, social media, and emergency communications. It emphasizes using owned media like websites and newsletters to share relevant and timely information for residents. During emergencies, a Joint Information Center coordinates public information through press briefings, websites, social media, and hotlines. Effective emergency communication provides accurate, credible information while acknowledging public concerns. Social media allows two-way engagement but messages must be relevant, timely and actionable. Mobile access is now dominant so communications must work across all platforms.
Journalists are using social media to find sources, break news, and attract attention. They watch for trends on sites like Twitter, establish sources on networks like Facebook, and crowdsource information and photos from the public. Journalists also share drafts of stories to get feedback and expand their reach, as well as build their personal brand and expertise in a particular subject through consistent posting on social media.
Be The Change Course 2015 Media Activism 101James Redmond
This document provides guidance on media activism and alternatives to mainstream media. It discusses common critiques of mainstream media, including that they represent powerful interests, lack diversity, prioritize business over truth, and are influenced by advertisers and government.
The document then gives examples of alternative media models, like independent magazines and videos created by unemployed people. It also discusses tactics for media activists, such as identifying framing of issues in different sources, working with groups on shared issues, and using hashtags to shape counter-narratives. The final sections provide tips for campaigns, like having a clear narrative, being media-ready, and evaluating existing activist groups.
Highlights from veteran journalist Charlie Meyerson’s Sept. 26, 2017, presentation at the Downers Grove Public Library, where he offered guidance for weeding through digital noise and social media to find and share news responsibly.
Debunking Social Media Myths - A Guide for Media ExecutivesNeil Foote
The document outlines guidelines for creating an effective social media strategy for news organizations. It discusses evaluating different social media platforms like Facebook, Twitter and YouTube and how journalists can use them to engage audiences, break news and source stories. The document also provides questions organizations should consider to define goals, measure success and ensure strategies align with editorial standards and practices.
The concept of 'social media' is vast and therefore this presentation looks at three key areas:
- The origins of social media
- Where social media is today + case studies of best practice
- Where we expect social media to go next
Social media has always been a personal and professional passion of mine so I wanted to tell story. Much of the research about the history of social media is taken from the work of Tom Standage, deputy editor of The Economist and author of 'Writing on the Wall', a historical look at social media over the last 2,000 years.
One of the key aspects of the presentation I would like people to take away is what I defined as the 'five key tenets of social media':
• Connection
• Engagement
• Shared interests
• Content
• Conversation
Designed for a series of presentations in the country of Armenia in May, 2013, this presentation looks at ways journalists, bloggers and citizen activists can use Facebook, Twitter, YouTube and other social media channels in their work. For more information, see www.epoltics.com.
From the 2010 Texas School Public Relations Association (TSPRA) Conference in Austin, TX
"The rapidly changing communication landscape presents numerous challenges for PR professionals. Organizations depending on traditional media outlets to be the main and preferred communication channel to reach and influence audiences are often finding it harder to have their stories expand their reach with shrinking newsrooms.
PR pros must be adept at effectively integrating and managing the communication channels at their disposal. These new challenges provide us with new and exciting ways to leverage traditional PR techniques along with social media skills to help our organizations and clients remain visible and connected with key audiences."
COM 101 | Chapter 2: Perspectives on Mass CommunicationVal Bello
This document provides an overview of two approaches to analyzing mass communication: the functional approach and the critical/cultural approach. The functional approach examines how audiences use media to fulfill needs and what benefits they receive. The critical/cultural approach examines underlying power relationships in media and how audiences interpret and make meanings from media content. Key concepts of the critical approach include ideology, culture, hegemony, and how media representations maintain dominant social values.
This document provides guidance on how community groups can get local media coverage to promote their projects. It outlines what makes a compelling story, how to write and distribute a press release, tips for interacting with journalists, using photos effectively, and leveraging social media. The key steps are to write a short, snappy press release focused on the five W's, distribute it to local press contacts one week before an event, and be prepared to discuss your project's key messages in any interviews.
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
Compelling story-telling is essential to social success. Stories are memorable, compelling and, of course, sharable. This presentation will review why story telling is critical for brands today, what makes a great storyteller, as well as thoughts on emerging knowledge on behavioural economics. Story telling is helping organizations and brands gain social traction.
My 1/2 hr keynote presentation for the 2013 Ontario Cycle Tourism Forum
PR Demystified: How to Secure Positive Media Attention for Your Museum West Muse
Frustrated by the lack of media coverage for your event or exhibition? Wishing you knew how to make it into the Los Angeles Times or snag the lead story for the six o’clock news for the right reasons rather than the wrong ones? Whether you have $5 million or $5 to spend on marketing and communications, there’s no reason why your museum shouldn’t be covered by the media. Learn from top PR professionals the essential dos and don’ts of earned media and how to develop the right communications plan to fit any size organization with any size budget.
Moderator: Lisa Sasaki, Director, Audience & Civic Engagement, Oakland Museum of California
Presenters:
Kelly Koski, Director, Communications & Audience Development, Oakland Museum of California
Erin Garcia, Assistant Director of Communications, Fine Arts Museums of San Francisco
Julie Jaskol, Assistant Director, Media Relations, J. Paul Getty Trust
Reinventing Journalism: Trends, Innovations and Unanswered QuestionsDamian Radcliffe
A round-up of some key recent developments in the world of journalism related to evolving and emerging business models. These slides outline changes in consumption and advertising, as well as innovations in content creation, consumption and distribution. Finally, it also explores whether our concepts of journalism need to evolve and how the sector might move forward.
Social media has transformed journalism by allowing for new forms of interactivity, distributed reporting, and engagement between journalists and audiences. Journalism is now a networked process where news events are negotiated in cyber-newsrooms that bring together reporters, sources, and local/national audiences. Citizen contributors and pro-am journalists now play a role in influencing the narrative, content, and impact of news stories. However, accuracy must still be a priority, and journalists must work to corroborate information and verify facts from social media.
1) The document provides an introduction to key concepts in social media including hashtags, crowdsourcing, engagement, and sentiment analysis.
2) It discusses theories around computer-mediated communication and uses and gratifications theory as well as the importance of trust, influence, and engagement on social media platforms.
3) The diffusion of innovations model is introduced which categorizes users as innovators, early adopters, early majority, late majority, and laggards in adopting new technologies.
Hynes AAO Social Media Presentation finalPatrick Hynes
This document summarizes key statistics and trends about social media usage. It notes that over 2 billion people worldwide use social media, with 67% of US adults using sites like Facebook, Twitter, Pinterest, and Instagram. Social media has become indispensable for communication, marketing, and customer service. The fastest growing trends are visual platforms, native advertising, and mobile usage. The document discusses how businesses can use social media for engagement, monitoring conversations, research, and feedback. It provides case studies of how brands like Herschel Supply Co. and CrossFit have successfully used social media. The presentation emphasizes using social media for customer service, content creation, and advocacy while also noting its limitations for some goals like direct sales. It concludes with
Similar to Interactive Marketing 2017 Program (20)
In this presentation, given at the end of this semester's CM443/743 class (New Media and Public Relations), I predict the end of the world, and whether social media will be the cause of it. I also create the "Societal Collapse Index," a score inspired by the HANDY model that is based on a country's EPI (Environmental Performance Index) and its World Bank Gini score. Based on their most recent EPI and Gini scores, the top five societies I predict the collapse of are: The Central African Republic, South Africa, Angola, the Democratic Republic of Congo and Burundi.
New Media and Public Relations - Part 2 - Spring, 2016Todd Van Hoosear
This document discusses a course on new media and public relations. It explores how new technologies like social media, blogs, and podcasting are changing public relations. The course covers these interactive tools and how they are redefining the practice of public relations. Students will learn through lectures, discussions, guest speakers and case studies. They will gain an understanding of the power and potential of interactive media.
New Media and Public Relations - Part 1 - Spring, 2016Todd Van Hoosear
1. Mass media has evolved through 7 eras - illustration, spoken word, written word, printed word, mass media, social media, and potentially augmented reality.
2. Print media was a major breakthrough, followed by recordings, film, radio, television, and the internet as new forms of mass communication emerged.
3. Early marketing included town criers, wine advertisements in Rome, and newspapers emerging in the 13th century. Benjamin Franklin helped pioneer direct mail marketing in the 18th century.
4. The late 19th century saw the rise of catalog companies like Montgomery Ward and the concept
BU Interactive Marketing 2015 Summer Class Slides - Part 2Todd Van Hoosear
This document provides an overview of digital marketing and the 4 Cs framework: content, community, conversation, and commerce. It discusses topics such as content marketing, social media, search engine optimization, influencer marketing, and using a marketing hub to converge digital marketing strategies. Key aspects of each of the 4 Cs are defined, including content creation and curation, community building and management, conversation engagement and listening tools, and measuring conversions. The document also discusses how paid, owned, and earned media are converging in digital marketing and introduces the concept of using a marketing hub to orchestrate cross-channel campaigns and optimize the customer experience.
The presentation discussed the evolution of digital marketing and how it has become synonymous with marketing overall, highlighted the importance of using a centralized marketing hub to manage paid, owned, and earned media across multiple channels, and outlined the essential tools and techniques for digital marketing success with a focus on content creation, social media, lead generation, automation, and measurement.
Making Dollars and Cents of Social Media: Part 2Todd Van Hoosear
This two part webinar series is hosted by Progress Partner Marketing. Key topics:
1. Social media and the marketing world: What’s new, and why you should care?
2. The evolution of content marketing: The intersection of stories, search and social
3. Eyes vs wallets: The two major social marketing strategies
4. How to measure your awareness-building campaign
5. How to measure your lead generation campaign
6. What’s next: Where is this technology and marketing heading?
Making Dollars and Cents of Social Media: Part 1Todd Van Hoosear
This two part webinar series is hosted by Progress Partner Marketing. Key topics:
1. Social media and the marketing world: What’s new, and why you should care?
2. The evolution of content marketing: The intersection of stories, search and social
3. Eyes vs wallets: The two major social marketing strategies
4. How to measure your awareness-building campaign
5. How to measure your lead generation campaign
6. What’s next: Where is this technology and marketing heading?
Interactive Marketing Communications Summer 2014 Week 2 TVTodd Van Hoosear
This document provides an overview of content marketing and social media marketing concepts. It discusses the differences between paid, earned, and owned media. It also explains key terms like PESO and different social media platforms. The document outlines best practices for content marketing strategies, including developing sharable content and measuring results. It also covers search engine optimization techniques like on-page optimization and link building. Finally, it discusses paid search marketing concepts like pay-per-click advertising and factors that influence ad rank.
Interactive Marketing Communications Summer 2014 Week 1 TVTodd Van Hoosear
This course explores interactive marketing communications and the evolving integration of marketing and corporate communications roles. It will cover topics like advertising, PR, social media, SEO, digital content and more. The course includes a final project where students will analyze a company's marketing strategy and make recommendations across various channels, including social media, email marketing, content and website SEO. Students will form groups to conduct this analysis and present an interactive marketing plan with specific, measurable goals and key performance indicators.
A presentation by Dan Brennan (@TechAddict17) of SHIFT Communications and Todd Van Hoosear (@vanhoosear) of HB Agency for the Society of Professional Journalists' April 2014 Region 1 Conference.
The document is a slideshow presentation on content marketing trends in 2013. It discusses how content marketing has evolved from a single website presence to requiring a multi-channel approach across websites, blogs, social media and other online channels. It also summarizes trends around content personalization, visual content, content distribution and measurement.
This document contains summaries and links related to social media marketing and content marketing best practices. It discusses topics like developing influencer relationships, content marketing strategy, social media community management, crisis response, and integrating social media into business functions like marketing, sales, and customer service. Key themes include using social networks to drive engagement, developing high-quality content, and listening to customers.
Web Strategies to Boost Donor and Volunteer Engagement Using Google AnalyticsTodd Van Hoosear
The document discusses inbound marketing and how it focuses on using multimedia content to create awareness, drive traffic, and close sales. However, inbound marketing only works if a company can be found, as it is both a search game and a social game that are blurring together. The key is to inspire and engage audiences across various online platforms and channels in order to increase conversion rates and drive business objectives.
Todd's BU New Media Slides: Fall 2013 First HalfTodd Van Hoosear
The document contains information on various topics including:
1. A grading scale that assigns letter grades to certain score ranges for assignments and exams.
2. Bullet point lists of pet peeves and component points of a class.
3. Links to photos on Flickr about topics like Ivy Lee, the early 20th century PR pioneer, and how social media has changed communications.
4. Short sections about defining ROI for social media, moving past advertising value equivalencies, and frameworks for social media strategy and metrics.
This document discusses social media and culture change. It contains multiple links to images on topics like marketing models, customer profiling, content marketing trends, and the pitfalls of social media like "shiny object syndrome." The overall message is that social media is about cultural shifts, not just the tools and technology, and it explores how organizations can use social media to listen, share, ideate, and create change.
The Strategic Use of Social Media: My Funglode Social Media Seminar Slides:Todd Van Hoosear
This seminar explores the implications, challenges and opportunities offered by the world of social media. Participants will learn how varying sets of social media tools work together as an integrated system and actively apply these concepts to the their own present and prospective professional circumstances. Upon successfully completing this seminar, they will be able to integrate their understanding of social media and its respective dimensions to business marketing challenges and will have mastered the basic fundamentals of, and challenges of, social media its impact business marketing, learning how to understand the benefits of each social media platform and the various customer acquisition strategies.
The document discusses how content marketing, inbound marketing, search engine optimization (SEO), and social media have evolved and blended together. It explains that the goal of SEO used to be to get ranked at the top of search engine results pages (SERPs) through on-page and off-page optimization techniques. However, social media has now become a key factor in SEO success as content spreads and is discovered through social sharing. The document provides strategies for developing an effective content marketing approach, including defining goals, assessing resources, choosing tools, creating policies, and focusing on creating high-quality, shareable content.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Interactive Marketing 2017 Program
1. Boston University Summer Program
Università Cattolica del Sacro Cuore @ BU, Summer 2017
Interactive Marketing
Communications
The marketing world is changing rapidly, and many businesses are
rethinking how they organize and execute the marketing function.
This course explores the evolution of interactive marketing
communications – specifically about the increasingly integrated
marketing and corporate communications roles. We’ll touch on
advertising, PR, corporate communications, SEO, social media,
interactive and digital content and many other topics. The course
also includes a final project.
4. Grading
• There are four factors in your grade:
1. Personal IRL and online participation score (60%)
• In-person class participation (1 point per contribution, 15 points max, Todd & Jeff)
• Online hashtag participation (0-2 points per social post, 15 points max, Todd)
• Twitter growth rank (1-4=15; 5-8=14; 9-12=13; 13-15=12; 16-18=11; 19+=10, Todd)
• Engagement rank (1-4=15; 5-8=14; 9-12=13; 13-15=12; 16-18=11; 19+=10, Todd)
2. Judges’ team-wide presentation score (20%)
• 1st = 20; 2nd = 18; 3rd = 16; 4th = 14; 5th = 12 – averaged across Todd & Jeff
3. Inter-team individual and team evaluations (10%), based on these criteria:
• Individual presentation: 1-5 points based on what you learned in presentation skills
course, averaged across all students
• Team score: 1-5 points based on creativity, practicality and overall structure, averaged
across all students
4. Intra-team evaluations (10%), based on amount and/or value of contribution to
the team leading up to final presentation, averaged across all team members
(10 pts)
5. Two Important Checklists
Where the Digital Marketing $
is being spent
What your team needs to
address for your class project
1. Business Objectives
2. S.M.A.R.T.* Goals
3. Community Profiles
4. Content and Channels
5. Messaging
6. KPIs
7. Todd’s 6 Eras of Communication
1. Illustration*
2. Spoken Word
3. Written Word
4. Printed Word
5. Mass Media
6. Social Media
http://www.flickr.com/photos/37644376@N00/3402
1850/
http://www.flickr.com/photos/darwinbell/15518368
2/
http://www.flickr.com/photos/burwash_calligrapher
/6478042809/
http://www.flickr.com/photos/queen_of_subtle/446
2520710/
http://www.flickr.com/photos/videocrab/116136642
/
http://www.flickr.com/photos/aslanmedia_official/6
292167103/
Used under Creative Commons licensing.
* Added by Kylie Keegan
8. Tomi Ahonen’s Seven* Mass Media
1. Print
2. Recordings
3. Film
4. Radio
5. Television
6. Internet
7. Mobile*
http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media:
augmented reality.
http://www.flickr.com/photos/tncountryfan/6176358339/
9. History of Marketing
A History of Advertising by Henry Sampson
• Greece: Politics, with a little commerce:
Town crier, known to announce sales
• Rome:
• Wine, with a little commerce
• Already jaded: “Vino vendibili suspensa
hedera non opus est” – “Good wine
needs no bush”
• Acta Diurna (Rome, c151BC) – Daily
Roman Gazette (Stone / Metal)
• Libelli: Bills announcing estate sales,
baths, lost & found, etc.
• London: The rise of the “billsticker” and
the “bellman”
10. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
A History of Advertising by Henry Sampson
• The First Newspapers:
• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the
Court”
• Notizie Scritte (Venice, 1556) – Cost one gazetta, leading to the name
• Strasbourg Relation (Germany, 1605) – First modern newspaper
• The First Advertisement: The honor probably goes to France’s Journal Général
d’Affiches, or Petites Affiches, first published in 1612
14. Ivy Lee’s “Blindingly Obvious” Idea
• Public opinion can be a very dangerous thing,
but Lee realized early on that it can be
manipulated as well
• Started as a reporter, then a publicist before
opening his own shop and taking on a long-
boiling anthracite coal strike
• Lee hit upon an idea: Send news desks a (daily)
stream of statements and facts about the strike
• While well received at first, some members of
the press complained that they were just well-
disguised (and free) ads
• As a result, he issued his “Declaration of
Principles”
http://pr.wikia.com/wiki/Ivy_Lee
15. Ivy Lee’s “Declaration of Principles”
• This is not a secret press bureau. All our work is done in the open. We aim to supply news.
• This is not an advertising agency; if you think any of our matter ought properly to go to your
business office, do not use it.
• Our matter is accurate. Further details on any subject treated will be supplied promptly, and any
editor will be assisted most cheerfully in verifying directly any statement of fact.
• Upon inquiry, full information will be given to any editor concerning those on whose behalf an
article is sent out.
• In brief, our plan is, frankly and openly, on behalf of business concerns and public institutions, to
supply to the press and public of the United States prompt and accurate information concerning
subjects which it is of value and interest to the public to know about.
• Corporations and public institutions give out much information in which the news point is lost to
view. Nevertheless, it is quite as important to the public to have this news as it is to the
establishments themselves to give it currency.
• I send out only matter every detail of which I am willing to assist any editor in verifying for
himself.
• I am always at your service for the purpose of enabling you to obtain more complete information
concerning any of the subjects brought forward in my copy.
Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?
16. The First Press Release: 1906
• Just a month after issuing his
declaration, there was a terrible
rail accident that killed 53
people
• Lee was retained to get the
word out on behalf of his client,
the Pennsylvania Railroad
Company
• He issued a “press release”
• His words made it into The New
York Times verbatim!
• His next big client was John D.
Rockefeller!http://www.economist.com/node/17722733
17. From Principled to “Poison Ivy”
• Lee’s support of Rockefeller led him
to be criticized by many on the left,
including “Mother” Jones, the liberal
magazine’s namesake
• By 1915, despite attempts to remain
behind the curtains, Lee was outed
as a highly-paid consultant
($1,000/mo in 1914!)
• By 1919, Upton Sinclair, author of
The Jungle, had him in his sights and
had labeled him “Poison Ivy.”
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
http://www.motherjones.com/about/what-mother-jones/our-history http://lamar.colostate.edu/~pr/ivylee.pdf
18. Enter Eddie Bernays
• Nephew of Sigmund Freud,
who shaped his world view:
Humans are easily swayed by
irrational thought and “herd
mentality,” making mani-
pulation a necessary tool
• Served on WWI Committee on
Public Information
• Saw value of controlling info
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
• Wrote Propaganda, The Engineering of Consent and Crystallizing
Public Opinion (later used by Goebbels in Nazi Germany)
http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733
19. PR’s Flawed Roots
• Dig deep into the technology, culture and
mindset of this dangerous combination:
– Freudian psychology
– The influence of mass media and the one-to-many
broadcast model that prevailed for most of the 20th
Century.
• PR is deeply flawed because of this
http://www.flickr.com/photos/makasu/397792717/
20. Moving On: Radio, Phones, TV
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
21. The Rise of TV
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
22. Sputnik and Social Media
There was a sudden crisis of confidence in American technology,
values, politics, and the military. Science, technology, and
engineering were totally reworked and massively funded in the
shadow of Sputnik. The Russian satellite essentially forced the
United States to place a new national priority on research
science, which led to the development of microelectronics—the
technology used in today's laptop, personal, and handheld
computers. Many essential technologies of modern life, including
the Internet, owe their early development to the accelerated
pace of applied research triggered by Sputnik.
“
”http://www.pbs.org/wgbh/nova/space/sputnik-impact-on-america.html
23. History of the Internet
http://www.internetsociety.org/internet/what-internet/history-internet/brief-history-internet
http://blog.ibefound.com/wp-content/uploads/2014/08/timeline-history-of-the-internet.png
36. The Big Tech Trends
• AI and big data
– Related: IoT
• Sharing economy
– Related: Distributed trust and the block chain
• Hyper-globalization vs hyper-localization
– Related: Donald Trump, Angela Merkel, additive manufacturing
http://www.digitaltrends.com/features/the-history-of-social-networking/
http://sproutsocial.com/insights/social-media-trends/
37. Media Trends
• Smartphone penetration rates slow, but usage grows
• Mobile advertising drives digital growth
• Global internet advertising has officially surpassed global TV
advertising
• Measurability is critical, and ROI is still hard to measure
• Picture and video search
• UGC still hot
• Get more from Mary Meeker here:
http://www.kpcb.com/internet-trends
39. Defining Digital Marketing
• Digital marketing is the set of processes and tools that
centralize both the consumer’s experience AND the
brand’s experience
• The goal of digital marketing is to drive and create action
that is mutually beneficial to the consumer and the brand
• Is it digital marketing, or just marketing?
40. Digital Marketing: Then
History of Digital Marketing
• 1744: Ben Franklin launches first mail-
order guarantee
• 1903: First combination of telephone
directories and direct mail
• 1971: First email
• 1978: First email spam (from DEC)
• 1986: ACT! Contact management and
database marketing software launched
• 1994: First banner ad (in HotWired,
precursor to WIRED), first search
engine
• 1997: First social network:
SixDegrees.com
Digital Marketing Over the
Decades
1970s: Telesales
1980s: Contact Management
1990s: Sales Force Automation
2000s: Customer Relationship
Management
2010s: Marketing Automation
41. Digital Marketing: Then vs Now
THEN:
• Analog-centric
• Digital marketing was a
subset of marketing
• Print, outdoor &
broadcast accounted
for vast majority of
budget, strategic
emphasis
• Online was an add-on
NOW:
Digital-first
Digital marketing IS
marketing
Digital spend catching
up with analog
42. What is Digital Marketing Today?
• “In simplistic terms, digital marketing is the promotion of products or brands
via one or more forms of electronic media. Digital marketing differs from
traditional marketing in that it involves the use of channels and methods that
enable an organization to analyze marketing campaigns and understand
what is working and what isn’t – typically in real time.” – SAS Institute
• “In its short history, digital has evolved rapidly as a push-pull marketing
channel, with marketers and consumers alike embracing a wide range of
touch points such as social media to engage with one another. Within the
past few years, digital has shed its reputation as the nascent weak sister to
offline marketing.” – GigaOM
43. Channel Madness
“A marketing channel is a set
of practices or activities
necessary [but insufficient] to
transfer the ownership of
goods from the point of
production to the point of
consumption.”
- Wikipedia
http://www.smartinsights.com/online-
brand-strategy/multichannel-
strategies/selectmarketing-channels/
• Sales and marketing
channels transfer
information
• Payment systems transfer
money
• Distribution channels
transfer goods
49. 1. Business Objectives
2. S.M.A.R.T.* Goals
3. Community Profiles
4. Content and Channels
5. Messaging
6. KPIs
HELP FOR YOUR CLASS PROJECT
OVERVIEW OF
YOUR CLASS
PROJECT
Day 1: Part 3
50. Your Class Project
• Form a group of 4 people (groups of 5 are okay)
1. Name a team leader
2. Assign 1 or 2 items from the list on the next page to each member
• Pick a company to “help” by preparing a marketing proposal (see next
slide).
• The company must:
1. Be primarily English-language
2. Have a public website
3. Have an email marketing database visible on site
4. Have a social media presence (at least two social networks)
5. Have a blog or some form of content marketing program
51. Your Class Project
Prepare and present an interactive marketing strategy and plan addressing:
• The primary BUSINESS OBJECTIVE that your proposal attempts to achieve. This company is
facing at least one major business challenge that your proposal is trying to help overcome. What is
the challenge that your proposal focuses on?
• One or two primary S.M.A.R.T.* goals. While business objectives can often be nebulous, and
often difficult to measure, a business goal must be SMART. It can be high-level, but it still must be
specific and directly measurable. It should be attainable, results-oriented (in K.D. Paine’s words,
“Outcomes-focused”) and have a specific time-frame defined. For example, “increase the
percentage of online sales from social media sources from 0% to 15% within six months of
implementation.”
• Your Community. To whom will your efforts be focused on, primarily? Define your community
(a.k.a., “target audience”) in terms of 1-3 “buyer personas” (more on buyer personas here:
http://bit.ly/BuyerPersonas ). Be sure to include a description of their influences (and influencers),
which will impact your recommendations.
• The Content and Channel. What kind of content does your community consume and/or create,
and on which online/social channels (i.e., platforms, social networks or online technologies)?
Which of these channels will you focus on to deliver your message?
• The Message. What is the broader message that you will deliver to this community over the
channel, and what is the essential “call to action” (i.e., “ask”) that you will communicate?
• The KPIs. Finally, what are the key performance indicators that you will use to measure the
success of your campaign? These should be similar is design to the SMART goal identified in Part
1, and should all clearly support that goal, but these are 3-5 more specific metrics that will allow
you to track the success of your campaign. For a little more on KPIs, visit
http://www.refresher.com/alrpmkpi2011.html
52. 1. Business Objectives
2. S.M.A.R.T.* Goals
3. Community Profiles
4. Content and Channels
5. Messaging
6. KPIs
HELP FOR YOUR CLASS PROJECT
THE MARKETING
PROCESS
Day 1: Part 3
✔
✔
53. Marketing Alignment
• The big question: Does marketing drive business
strategy, or does business strategy drive marketing
• Understand the difference between
– Goals and objectives
– Business strategies (or business objectives)
– Marketing objectives (vs goals)
– Marketing tactics (or goals)
54. Alignment Exercise
1. Timeframe
How long you'll focus on the specific
components you will identify in your Focus
Canvas.
2. Our Meaning Beyond Money
The higher purpose your company is meant to
achieve.
3. Why We're Different
A short list that defines the valuable
characteristics unique to your company.
4. The Value We Provide
A clearly communicated statement that helps
your customers understand what you do and
gives them reason to choose you over your
competition.
5. What We're Trying to Accomplish
The goals your teams (and company) are
working to accomplish.
6. Who Our Customers Are
The very specific audience groups you're
working to earn and retain.
7. How We're Helping Our Customers
The things you're doing to remain relevant in
your customers' lives.
8. What's Important Now
The most important things (up to three) that
you need to focus on over the next 90 days in
order to accomplish goals and move the
company forward.
https://moz.com/blog/how-to-align-your-entire-
company-with-your-marketing-strategy
55. Smart Marketers Remember That
• The goal of digital marketing is to drive and create action
that is mutually beneficial to the consumer and the brand
• They will keep their job longer if their CEO and
management team not only trusts them, but depends on
them
• They create a chain of trust from the CEO to the
consumer
• They leverage technology to inform the company’s
management and consumers on the best choices
56. Smart Marketers use SMART Goals
pecific
easurable
ttainable
esults-Oriented
ime Bound
Slide courtesy of Kami Huyse of Zoetica (@kamichat)
57. Which of these are SMART Goals?
• Get on page one of SERPs for key industry term
• Grow RSS or email subscriptions by 100%
• Have an average of 3 comments per post
• Increase the number of Facebook users “talking about” our page by
75
• Grow inbound links by 50
• Have at least two blog and media mentions per week
• Grow our Alexa ranking by 500 places by n date
• Improve the sentiment so there are more positive mentions than
negative ones
• Grow web traffic by 200%
• Grow downloads or sales by 50% over next four months“Secrets of Social Media Marketing” Chapter 15
58. What is a Conversion?
• A conversion is a measurable event that indicates movement through the sales and
marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate
64. The 2/3 Step Process
Twitter
“Applause Rate”
(Favorites, Likes)
Low Engagement
High
Engagement Medium Activation
Lead Generation
High Activation
Share
“Amplification Rate”
(Retweets)
Download
Opt In
Engage Activate
Medium
Engagement
LinkedIn
Activation (Click)
“Engagement Rate”
(Original Tweets
or Replies)
Bounce
Lands on Slideshare/Blog Post/Website,
Reads, No Follow-through
Low Activation
Clicks to Read More on Site
65. 1. Business Objectives
2. S.M.A.R.T.* Goals
3. Community Profiles
4. Content and Channels
5. Messaging
6. KPIs
HELP FOR YOUR CLASS PROJECT
MEASUREMENT
AND ANALYTICS
Day 1: Part 4
✔
✔
✔
66. The Three Os of Measurement
1. Outputs – Results of
publicity efforts
2. Outtakes – How people
think as a result of these
outputs
3. Outcomes – How their
behavior changes as a
result of these outtakes
O
Katie Paine, via
“Secrets of Social Media Marketing” Chapter 15
67. What’s Missing?
• Katie Paine’s Three Os describe most, but not all, of the metrics
we should be tracking
• They represent the part of the marketing / PR process over which
you have the most control
68. The Two Is
• Missing are the two important factors that you have the least
control over
– Inputs are the “raw materials,” resources and tools that you have been
given to accomplish your task
– Impact is the positive economic or life change brought about as a result of
the outcomes
71. Ad Value Equivalency
• The calculation of space or time used for earned
media (publicity or news content) by comparing
it to the cost of that same space or time if
purchased as advertising
http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/
72. The Problems with AVE
1. AVEs do not measure outcomes
2. AVEs reduce public relations to media relations
3. AVEs treat advertising and PR as cost
alternatives, flying in the face of integrated
measurement
4. AVEs provide no diagnostic value – they don’t tell
you what’s working
5. AVEs do not take into consideration credibility,
and ignore social media
6. AVEs are commonly used in conjunction with
multipliers (i.e., “this article is worth 2x its AVE
because it has editorial credibility”), but no
research supports this
http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
http://www.instituteforpr.org/wp-content/uploads/Dispelling_Myth_of_PR_Multiplier.pdf
73. Alternatives to AVE
1. gAVE (Google AVE =
CPC x search
volume)
2. Reach/OTS/Frequen
cy
3. ROE: Return on
Engagement?
4. AMEC’s response: A
grid of alternatives
http://www.prweek.com/uk/news/903837/AVE-debate-Measuring-value-PR/
http://www.catherinelane.com/ave-is-a-dying-breed-but-what%E2%80%99s-the-alternative/
http://www.slideshare.net/garydpreston/g-ave-slide-share
http://www.chalkablog.com/2014/07/10-
top-tools-for-measuring-pr.html
74. Alternatives to AVE: AMEC
http://amecorg.com/downloads/resource/ValidMetricsFramework7June2011PrintVersion.pdf
75. The NEW Barcelona Principles
1. Goal setting and measurement are fundamental to communication and
public relations
2. Measuring communication outputs is great, but also measuring outcomes
is even more important
3. The effect of communication efforts on organizational performance can
and should be measured
4. Measurement and evaluation require both qualitative and quantitative
methods
5. AVEs are not the value of communications
6. Social media can and should be measured consistently with other media
channels
7. Measurement and evaluation should be transparent, consistent and valid
http://amecorg.com/how-the-barcelona-principles-have-been-updated/
77. “Get to Know Me”
• Two ways to learn about your customers:
– Observe
• Easier and easier to do
• Testable (e.g., via A/B
Testing)
– Ask
• Harder
• Intrusive (when to do it?)
• More subject to bias
• Potentially more rewarding
83. The Tangibles of ROI
(Gain from Investment – Cost of
Investment)
Cost of Investment
ROI
(%) =
Gain: Total revenue generated that can be attributed to the program /
campaign
(If the program or campaign is not aimed at revenue generation, you
can substitute “cost savings”)
Cost: Total cost of program / campaign, including:
Staff time, calculated by FTE %age of salary or hourly rates
Hard costs
84. The Measurement Challenge
• The graph you're looking at shows co-variance, or
correlation. Two upward-trending lines representing
the traffic to your blog and the number of leads
generated.
• Is the increase in web traffic causing the increase in
leads? Or is the increase in leads causing an
increase in web traffic? Or is something else (or
multiple things) causing both?
• There is no way to tell. That is to say, you cannot infer
causation from mere correlation.
• To infer causation, you must be able to attribute
results to your efforts. You can do this a few different
ways:
– Use Google Analytics Campaign Codes
– Use your own link shortener
– Use unique landing pages for each campaign
85. How Can You Ensure Attribution?
ESSENTIAL
• Web Analytics (e.g.,
Google Analytics)
(Behavior -> Site Content -
> All Pages)
BETTER
Campaign Codes +
Link Shortener (e.g.,
bitly.com) +
Web Analytics (e.g., Google
Analytics)
86. The Intangibles of ROI: Not Just $$
http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
87. The Best Social Media Metrics*
1. Conversation Index – Ratio of posts to comments or
replies
2. Amplification Rate – How many people share each
post/update/tweet/etc.
3. Applause Rate – How many people “like,” “+1” or
“favorite” each piece of content
4. Economic Value – Sum of short- and long-term revenue
and cost savings
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
88. Paul’s Favorite Metrics
• Page Views – Simple but easy, as long as you understand difference
between views (or visits) and visitors
• Returning Visitors – How sticky is your site? Over time this becomes
more important
• Pages Per Visit – Keep it trending upward; it’s another measurement
of stickiness
• RSS Subscriptions – How many people read your blog on a regular
basis (in theory)
• Referring Sites – Who’s sending you the most traffic, to where, and
why?
• SERP – Where do you rank?
• Search Terms – Use these to optimize your site content
89. The Best Tools for Measuring
Effectiveness
http://www.thehubcomms.com/who-is-winning-the-marketing-
cloud-wars/article/336854/
90. What Drives You? *
AWARENESS
• Ideal for
– Feeding the top of the
sales and marketing funnel
– Influencing the influencers
of big ticket or long lead
item purchases
– Driving sales of impulse,
small ticket or in-store retail
items
• Top campaign/program
priorities
– Exposure
– Eyeballs
– Quick purchases
• Pair with
– Strong analytics
LEAD GENERATION
Ideal for
Going deeper into the
sales and marketing
funnel
Reaching the buyer of big
ticket or long lead items
directly
Online sales
Top campaign/program
priorities
Actions
Wallets
Pair with
A solid email marketing
program
Marketing automation
* And your boss
92. What is Social Media?
• Social media is a set of channels, tools and philosophies for
creating content, building community, joining (and shaping) the
conversation, and ultimately “converting”
• Social media is not just a new way to communicate: it’s a new
way to do business
• Ultimately, social media, and more specifically social
marketing, is about turning your customers and influencers
into salespeople.
92
93. “Ultimately social media is not about the tools, technology and whiz-bang
things. It’s about culture and culture change.”
- @ScottMonty
101. 1. Business Objectives
2. S.M.A.R.T.* Goals
3. Community Profiles
4. Content and Channels
5. Messaging
6. KPIs
HELP FOR YOUR CLASS PROJECT
TARGETING
Day 2: Part 2
✔
✔
✔
✔
102. Creating a Customer Profile
• Give them a name, e.g., “Sally Spender”
• If necessary, include
– The User
– The Decision Maker
– The Influencer
– The Buyer
• There may be more than one
• Include both
– Demographics
– Psychographics
– Socialgraphics
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/
108. What is Content Marketing?
• Content marketing was a response to the evolution of
search engine technology
• Since content marketing’s rapid rise to popularity, search
engine technology has evolved
• Content marketing techniques must evolve with it
109. Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—
North America: Content Marketing
Institute/MarketingProfs
110. Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
111. Content Marketing is Big. BUT…
http://www.flickr.com/photos/22711505@N05/5766880112/
If you build it…
113. Content Marketing =
Search + Social + Media
… Only If You Can Be Found
It’s a search game. And a social game. And a media
game. All in one.
114. Content Marketing ≠ Inbound Marketing
A good content marketing program used to be able thrive on
one web presence (a website or blog with dynamic
content) surrounded by a good social media
Program. This “inbound” model does
Not work as effectively now
As it used to.
Why?
http://www.flickr.com/photos/jameskm03/5990507429/
115. A Day in the Life of a Content Marketer
• 6am: Check Twitter
• 6:15am: Check Twitter again. Anything new?
• 6:30am: Check Twitter. Did someone just tweet at me?
• 6:45am: Check Twitter yet again. Why hasn’t anybody tweeted
me?
• 7:00am: Drive to work. How am I supposed to check Twitter?
• 7:30am: This Twitter withdrawal is going to kill me!
• 8:00am: Finally, I can check Twitter again.
• … etc., ad infinitum
116. My Secret Sauce
1. I subscribe to my favorite blogs via
– Feedly (for reading on my mobile phone)
– Email subscriptions
2. I aggregate my favorite blog content into a single email using Yahoo! Pipes,
IFTTT and Feedburner so I get one or two emails a day with headlines and
links
3. If I find an article I want to curate and share, I use two browser plugins…
119. Curation, Not Just Creation
• Content curation, or the reuse/repackaging of other people’s content, is
becoming hugely popular
• You must be able to add value to that content: commentary, insight or more
news
121. • At the peak of the era of mass communication, an elite
few controlled the news and content agenda in print,
radio and television
– e.g., The Boston Globe’s editorial staff
• As digital media evolved the capacity to support
multiple channels, segmentation began
– At first, left- vs right-leaning media
– Then much more fragmentation
• Today, with so many channels across so many media,
content consumption choices are much more difficult
Evolution of Content Consumption
122. Information Overload
• Definition: When the volume of potentially useful and relevant information available exceeds processing
capacity and becomes a hindrance rather than a help
• 90% of all the data in the world has been generated over the last two years
• Information consumption in the US is in the order of 3.6 zettabytes (3.6 million million gigabytes)
• The average American consumes 34 gigabytes / 12 hours of information per day – outside of work
• “Between the dawn of civilization through 2003 about 5 exabytes of information was created. Now, that
much information created every 2 days” (Eric Schmidt – former Google CEO)
• In the US, people who text send or receive an average of 35 texts per day
• 28% of office workers time is spent dealing with emails
• The typical Internet user is exposed to 1,707 banner ads per month
• The human brain has a theoretical memory storage capacity of 2.5 petabytes
• The maximum number of pieces of information a human brain can handle concurrently is 7 (Miller’s Law)
• Information (over)load is linked to greater stress, and poorer health
• Overuse of social media can lead to short-term memory loss
http://digitalintelligencetoday.com/fast-facts-information-overload-2013/
123. The Rise of Filters
“It’s not information overload. It’s filter failure.”
- Professor Clay Shirky
124. Breaking Through the Filters
• One of your biggest challenges as a marketer is breaking
through the background noise levels of online media
125. Breaking Through the Filters
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank
http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm
126. The Risk of EdgeRank
Social media practitioners fall victim to three key ailments.
This is the third of them…
• If you or your company put
news gathering completely
in the hands of your social
graph and algorithms,
you’re likely suffering
from…
FISHBOWL
SYNDROME
127. The Risk of EdgeRank
Fishbowl Syndrome is dangerous for individuals and companies!
• Eli Pariser describes the
risks perfectly in his
TED talk, website and
book on “The Filter
Bubble.”
• Jonathan Stray found
five ways to break out of
your filter bubbles.
http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/
http://www.thefilterbubble.com/
128. 1. Business Objectives
2. S.M.A.R.T.* Goals
3. Community Profiles
4. Content and Channels
5. Messaging
6. KPIs
HELP FOR YOUR CLASS PROJECT
HONING YOUR
MESSAGE
Day 2: Part 2
✔
✔
✔
✔
✔
✔
129. Social Media Consultant’s Rule #4
Every channel is different – pick
the right message for the right
channel
131. Find Your Voice First
• Opinions are more interesting, and more valuable in a Twitter world,
than facts
• Becoming a trusted source is a very valuable position
• Remember that PR is storytelling, and…
• Social media is the ultimate cocktail party, and…
• The hit of the party is often the best storyteller, and…
• Stories require characters, but…
• Characters have flaws, so…
• Don’t be afraid to show your own, and others’, flaws – chances are
they’re going to be found anyway
http://www.entrepreneur.com/article/222779#
132. Then Find Your Influencers
• The Cocktail Party Model (D.M. Scott)
• Don’t pitch them right away
• Paul Gillin’s Advice: Court Them
– Make initial contact meaningful
– Ask for advice
– Take conversation offline
– Treat bloggers like media
• “Listeners make the best conversationalists”
- Solis
133. • Reach (how many people does this particular influencer
influence compared to other influencers)
• Relevance (how closely aligned are the topics that this
influencer writes/talks about compared to your
organization’s topics)
• Reputation (what is the common opinion that people
have about a particular influencer compared to other
influencers)
• Receptivity (how approachable is this particular
influencer, and how likely are they to be influenced by
you – shoot too high and they may not be receptive.
Too low and they won't have enough followers to make
it worth the effort)
133
Rank Them
R
134. The Influence Formula
Calculate an influence score between 0 and 1000 for each by assigning a
numeric value to each R in the following way, and multiplying these values
together:
• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow
reach
• Relevance: 0-10, with 10 representing a very close fit and 0 a stretch
• Reputation: 0-10, w/ 10 being a household name and 0 a relative
unknown
• Receptivity: A percentage likelihood of action, represented decimally,
from
.0 (0%) to 1 (100%)
I = r1 x r2 x r3 x r4
135. Aristotle’s 3 Modes of Persuasion
1. Ethos – Appeal to
ethic or moral
standards
2. Pathos – Appeal to
emotions
3. Logos – Appeal to
logic
136. Appeals to Ethics/Morals
I am…
• Trustworthy
• Knowledgeable
• Authoritative
• Overwhelming
Must be established first, before the other modes can be
effective
137. Appeals to Emotion
• The Higher Emotions
– Altruism
– Love
– Etc.
• The Base Emotions
– Greed
– Lust
– Etc.
138. Appeals to Logic
• Facts
• Case studies
• Statistics
• Experiments
• Logical reasoning
• Analogies
• Anecdotes
140. What It Tells Us
1. The human brain is lazy.
2. Thinking logically takes a lot of energy.
3. Therefore we take shortcuts.
4. These shortcuts leave gaps – sometimes BIG ones.
5. Good editors remember to check the gaps.
6. Good PR professional pitchers understand that we use
our gut first, then our brain.
142. Influence Tactics
1. Rational Persuasion (Appeal to Thoughts) l
2. Inspirational Appeal (Appeal to Feelings) p
3. Personal Appeal (Appeal to Relationships) e
4. Consultation (Question)
5. Ingratiation
6. Coalitions
7. Relentless Pressure
8. Reciprocity & Exchange
The Influencing Formula by Elizabeth Larson & Richard Larson
143. The Six Forms of Power
1. Coercive – The “Stick” l
2. Referent – The “Name Drop” e
3. Reward – The “Carrot” l
4. Authority – The “Title” e
5. Expertise – The “Smarts” e
6. Leadership – Inner Power + Charisma + Interpersonal
Skills lep
The Influencing Formula by Elizabeth Larson & Richard Larson
144. The Art of the Pitch
• “The biggest problem in PR is that people don’t read
enough.”
– Former Journalist Ed Zitron
1. Has the reporter/outlet already written about topic?
2. Will it be interesting to their readers? How?
3. What do they love writing about? What interests them
as a human being and a reporter/blogger/editor?
145. Top Pitch Mistakes
• Wrong person/beat/name/outlet (read before you pitch)
• Buried lead (start with the ask/news, then back it up)
• Sounds like a marketing script (write like you speak)
• No links or contact info (make it easy for them to get
more info)
146. Social Media’s Impact on Pitching
1. Makes it easier to reach some folks, but…
2. It’s created a lot more noise!
3. It’s made everything public
4. It’s shortened our attention span
http://thenextweb.com/media/2011/10/01/the-art-of-the-pitch-inspiring-media-relations/
http://gawker.com/5949099/pr-dummies-how-not-to-pitch
http://www.vocus.com/invocus/media-blog/pitching-journalists-via-social-media-yay-or-nay/
148. “What’s in YOUR Email
Database?”
• Name (first and last
– use separate
fields)
• Email (says a lot
about the contact)
– Location (based on
email domain)
– Company affiliation
(if work address)
– Social network
affiliation (via, e.g.,
MailChimp
SocialPro)
• Company Name
• Title
149. Opt-In vs. Opt-Out
• Opt-In = “Permission Marketing”
• Opt-Out = Minimum Requirement of CAN-SPAM
– Other Rules
1. Don’t use false or misleading header information.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
4. Tell recipients where you’re located.
5. Tell recipients how to opt out of receiving future email
from you.
6. Honor opt-out requests promptly.
7. Monitor what others are doing on your behalf.
http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
151. Opt-In vs. Opt-Out
• People who have actively opted in to receive
email open and click-through at much higher
rates than people that have been added to a
list without their knowledge
• Lately, opt-in is getting more people to open
the email, but it's not getting a significantly
higher percentage of that group to then click
on it
http://mashable.com/2011/11/28/mailing-list-performance/
154. ASPECTS OF DIGITAL MARKETING
SEARCH ENGINE
OPTIMIZATION
Day 2: Part 5
✔
✔
✔
✔
155. What is SEO?
The Goal of
SEO is to push
your content to
the top of
Search
Engine
Results
Pages
156. “Above the Fold” in the Old Days
http://www.flickr.com/photos/globochem/2321238318/
157. “Above the Fold” Today
Paid Placement
Unpaid (Organic) Placement
158. SEM vs PPC vs SEO
• Search engine marketing (SEM) is a combination of paid
search programs and “organic” search optimization
• Paid search includes:
1. Pay-per-click (PPC)
2. Cost-per-impression (CPI or CPM) (M=1,000)
• Organic search (i.e., SEO) focuses on “unpaid” ways to
improve search engine results page (SERP) placement
http://en.wikipedia.org/wiki/Search_engine_marketing
159. 9 Steps to SEO Success
1. Market research
2. Keyword research
3. On-page optimization
4. Site structure
5. Link building
6. Brand building
7. Viral marketing
8. Adjusting
9. Staying up-to-date
http://www.toprankblog.com/2007/01/google-cartoon/
160. On-Page vs. Off-Page
• On-Page SEO focuses on how you can improve the
content, structure and navigability of your own site
• Off-Page SEO focuses on, well, pretty much everything
else, including
– DNS (Domain name services)
– Social media
– Inbound links
– Press releases
– PPC
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
166. PPC 101
• PPC is not just about Google AdWords
– Bing (Microsoft) Ads
– Facebook PPC
– Yahoo! Network
– Chitika
• Not just text ads in SERPs
– YouTube
– Blogger
– Google Maps
– Google News
– Google Managed Placements (Ad Network)
167. How to Get Started in PPC
1. Create an AdWords account
2. Pick your audience
3. Choose your keywords that trigger the ad
4. Identify your call to action
5. Build your landing page
6. Build your ad
7. Test your ad
8. Deploy your ad
9. Measure your success
168. Ad Rank: Who’s #1
• Some factors influencing Quality Score are:
– The relevance of your landing page to the keyword
– The relevance of your ad to the keyword
– The performance of your landing page – a slow-loading website
will get a lower QS
– Your Click-Through-Rate (CTR)
– Historical performance of your campaigns
169. Google AdWords Accounts
• Keywords are bound to a group of ads
• This group of ads is part of a campaign
• The campaign will be part of your account
170.
171. ASPECTS OF DIGITAL MARKETING
ADVERTISING &
THE COMING
CONVERGENCE
Day 2: Part 7
✔
✔
✔
✔
✔
✔
✔
✔
172. PESO
• PAID = Money exchanged for space in magazine,
newspaper or online site; for time on radio, TV and
sometimes online channels
• EARNED = Coined by public relations
professionals to differentiate from paid media
• SHARED = Content shared on, and communities
built on, third-party social networks (e.g.,
Facebook, Twitter, LinkedIn, Pinterest, etc.)
• OWNED = Print collateral, websites, blogs, video,
podcasts, ebooks, etc.
173. Paid vs. Earned vs. Owned
• Advertising was traditionally the realm of paid media
• Public relations was traditionally the realm of earned
media
• Advertising claimed an early lead in “interactive” media
• PR claimed an early lead in “social” media
• Both PR and advertising are now competing for control of
owned media channels
175. Felix Salmon on The Native
Matrix
http://blogs.reuters.com/felix-salmon/2013/04/14/the-native-matrix/
176. There is a Convergence Happening in
Marketing
Image courtesy IDG
177. Defining Convergence
• The slow but steady integration of media channels, tools,
strategies, techniques and platforms
• Cannot exist without
1. A segmentation phase that will ultimately necessitate
convergence
2. A significant need to unify technology, processes or
measurement
3. A technological innovation that will enable the integration
178. The Segmentation Phase
As new technologies emerge and evolve, channel
segmentation is inevitable
– As printing became cheaper and easier, multiple newspapers
emerge in each market
– As cable improves TV signal transmission, and as digital cable
allows for more channels, new TV networks emerge
– As cell phone processing and display technology improves,
new mobile apps emerge
179. The Unification Drivers
The proliferation of channels and the emergence of new
technology can create potential disruptions that necessitate
convergence
– The emergence of Craigslist caused a precipitous drop in classified
ad revenue at newspapers, necessitating the deterioration of the wall
between paid and earned media
– The emergence of multiple social media platforms caused marketing
FOMA, concern about prioritization and optimization, budgeting, etc.
– The emergence of new marketing technologies allowed marketers to
begin to build a common profile of customers regardless of their
current or preferred interaction channel
180. The Integration Phase
• In order to realize convergence, users of a technology, tool or strategy
need to settle on one or a small few enabling integration technologies
that provide the backbone for integration
– The concept of an electric circuit allowed us to build a phone network as well as the
precursors to today’s computers and mobile phones
– The LAMP model (Linux Operating System + Apache Web Server + MySQL
Database + PHP Programming Language) brings all of these technologies together
to create much of today’s Web experience
– The API (Application Programming Interface) allows different desktop, web and
mobile apps to talk to one another – including all of our social media platforms and
tools
– XML (Extensible Markup Language) provides the basis for HTML (used to display
web pages), RSS (Really Simple Syndication, used to distribute content across
multiple platforms)
– TCP/IP powers the backbone of the Internet
181. What is Converging?
• The marketing technologies that companies use
• The marketing strategies that companies engage in
• The media categories that individuals and brands use to
interact with content and each other
• The specific channels where this interaction takes place
• The customer and brand experiences
• The specific social media platforms and the applications
used by brands and individuals
182. Summary of Trends
The Big Convergence
The Trend Manifestations
Technologies
Telesales ‣ Contact Management Software ‣ SFA ‣ CRM ‣ Marketing
Automation ‣ Digital Marketing Hub
Strategies
The Four Cs:
Content + Community + Conversation + Conversion
Media
PESO vs POE:
Paid + Earned + Shared + Owned
Experience
The Brand: Unified View of the Customer
The Consumer: Unified Brand Experience
Channels
Single Channel ‣ Multi-Channel ‣ Omnichannel
Web + Print + Out-Of-Home + Email + Phone + Brick & Mortar
Platforms / Apps
Twitter + Facebook + LinkedIn + Instagram + SnapChat + YouTube +
Pinterest + Flickr + Vine + Foursquare + Meerkat + Periscope + etc.
183. The Evolution of Marketing Technology:
1970-Tomorrow
• Take your customer database and digitize it: telesales
• Then port it to the personal computer: contact management software
• Then add collaboration, lead scoring and reporting: sales force automation
• Then port it to the web and add lifecycle management: customer
relationship management
• Then add SEO and some automation scripts: marketing automation
• Then add omnichannel support and mix in some consumer empowerment:
digital marketing hub
http://www.crmswitch.com/crm-industry/crm-
industry-history/
184. "The Hub of the Universe”
"[The] Boston State-
House is the hub of
the solar system.
You couldn't pry that
out of a Boston
man, if you had the
tire of all creation
straightened out for
a crowbar.”Oliver Wendell Holmes
The Autocrat of the Breakfast Table, vol. 1, no. 6
1858
186. What is a Marketing Hub?
“A digital marketing hub provides marketers and applications
with standardized access to audience profile data, content, workflow
elements, messaging and common analytic functions for
orchestrating and optimizing multichannel campaigns, conversations,
experiences, and data collection across online and offline channels, both
manually and programmatically.
“It typically includes a bundle of native marketing applications and
capabilities, but it is extensible through published services with
which certified partners can integrate.
188. Gartner’s Four Crucial Aspects of Digital
Marketing: The Four Es
1. Have a single view of the customer — Know who
you’re interacting with, no matter which channel or
identity they’re using.
2. Use the same content engine — Get everyone
involved – from content ideation, through to creation,
curation and engagement – using the same platform.
3. Address all channels — Most of your customers are
using multiple channels to interact with you. Have a
plan for each, even if you’re focusing on just a few.
4. Don’t stovepipe your measurement — Have a
consistent, overarching set of program objectives that
transcend the platform. Don’t get trapped into
platform-specific measurement.
Gartner, December, 2014
Engagement
Execution
Extensibility
Evaluation
189. Visualizing the Digital Marketing Hub
CMS
Email Marketing System
Facebook
Twitter
Other Social Channels
Web / Mobile / Tablet
F2F
Hootsuite
Tweetdeck
Google Analytics
Link Shorteners
190. Visualizing the Digital Marketing Hub
Knowledge
Interest
Intent
Action
Awareness
Your
Marketin
g Hub
Your Sales & Marketing Process
Your Channels