How to decide between outsoucing and internal, presented by Barbara LissSocialMedia.org
In her Brands-Only Summit presentation, Motorola Mobility's Barbara Liss teaches a class on how to determine which functions are essential for your in-house team and what you should outsource to external agencies.
She provides clear steps to take and questions to ask when your team is faced with making the decision to outsource or keep the responsibilities internal.
Young Lions Czech Republic 2021 | MEDIA
www.younglions.cz
The only platform where young professionals can find out how good they are compared to their peers.
Powerful learning through experience by working under time pressure.
Young Lions develop ambition and the ability to create excellent communications solutions.
We can call them the national championship for brand communication professionals aged 30 or under.
They provide a unique opportunity to develop creative and personal excellence.
How to integrate social media with customer service, presented by Keith McArthurSocialMedia.org
In his Brands-Only Summit presentation, Rogers Communications' Keith McArthur teaches a class on how to integrate social media with customer service.
He shares how to manage a scalable and reliable process to extend customer service to social channels.
Social Signals: How to Use the Most Important Convergence of Search and SocialJD Rucker
As Google and Bing continue to integrate social media into their search ranking algorithms, the need for dealers to get their Google +1s, Facebook Likes, and Retweets up is growing tremendously.
Finally, the ability to kill two birds with one stone is a reality as dealers can benefit their website rankings, traffic, and social relevance with the same actions and by posting the same content.
The merging of the two disciplines is expanding. In this webinar, JD Rucker goes well-beyond the basics and shows dealers some of the techniques and strategies they can use to make their websites more sharable. Now that “sharability” is so important for both search and social, this truly is a webinar that no dealer can afford to miss.
It’s almost Thanksgiving and that means people (read: your prospective donors!) are looking back on the year with gratitude and renewed feelings of generosity. If you haven’t had the time to put together a year-end giving campaign, guess what? It’s not too late to pull one off! Kate Rose went over a step-by-step look at the importance of year-end giving, advice for setting the right goal, tips on choosing a theme, and guidance to find ways (through social media) to have a successful fundraising campaign to close out 2015. Watch the webinar recording here: http://socialmedia4nonprofits.org/its-not-too-late-close-out-2015-strong-with-year-end-giving/
The fascinating and evolving landscape of social media presents businesses with a new world of challenges, opportunities and rewards. It is imperative to have formalized processes that can help achieve social media goals.
* Social Media Productivity – 3 Pieces to the Puzzle
* Applications for Task Management
* Employee Profile for Social Media Management
* Mobile Apps
Social Media Strategies for Special Event SuccessJosh Hirsch
Want to leverage the full potential of social media to build on the success of your special events? Learn key strategies to integrate, before during, and after events to maximize communication potential and build buzz. #sm4events
How to decide between outsoucing and internal, presented by Barbara LissSocialMedia.org
In her Brands-Only Summit presentation, Motorola Mobility's Barbara Liss teaches a class on how to determine which functions are essential for your in-house team and what you should outsource to external agencies.
She provides clear steps to take and questions to ask when your team is faced with making the decision to outsource or keep the responsibilities internal.
Young Lions Czech Republic 2021 | MEDIA
www.younglions.cz
The only platform where young professionals can find out how good they are compared to their peers.
Powerful learning through experience by working under time pressure.
Young Lions develop ambition and the ability to create excellent communications solutions.
We can call them the national championship for brand communication professionals aged 30 or under.
They provide a unique opportunity to develop creative and personal excellence.
How to integrate social media with customer service, presented by Keith McArthurSocialMedia.org
In his Brands-Only Summit presentation, Rogers Communications' Keith McArthur teaches a class on how to integrate social media with customer service.
He shares how to manage a scalable and reliable process to extend customer service to social channels.
Social Signals: How to Use the Most Important Convergence of Search and SocialJD Rucker
As Google and Bing continue to integrate social media into their search ranking algorithms, the need for dealers to get their Google +1s, Facebook Likes, and Retweets up is growing tremendously.
Finally, the ability to kill two birds with one stone is a reality as dealers can benefit their website rankings, traffic, and social relevance with the same actions and by posting the same content.
The merging of the two disciplines is expanding. In this webinar, JD Rucker goes well-beyond the basics and shows dealers some of the techniques and strategies they can use to make their websites more sharable. Now that “sharability” is so important for both search and social, this truly is a webinar that no dealer can afford to miss.
It’s almost Thanksgiving and that means people (read: your prospective donors!) are looking back on the year with gratitude and renewed feelings of generosity. If you haven’t had the time to put together a year-end giving campaign, guess what? It’s not too late to pull one off! Kate Rose went over a step-by-step look at the importance of year-end giving, advice for setting the right goal, tips on choosing a theme, and guidance to find ways (through social media) to have a successful fundraising campaign to close out 2015. Watch the webinar recording here: http://socialmedia4nonprofits.org/its-not-too-late-close-out-2015-strong-with-year-end-giving/
The fascinating and evolving landscape of social media presents businesses with a new world of challenges, opportunities and rewards. It is imperative to have formalized processes that can help achieve social media goals.
* Social Media Productivity – 3 Pieces to the Puzzle
* Applications for Task Management
* Employee Profile for Social Media Management
* Mobile Apps
Social Media Strategies for Special Event SuccessJosh Hirsch
Want to leverage the full potential of social media to build on the success of your special events? Learn key strategies to integrate, before during, and after events to maximize communication potential and build buzz. #sm4events
I share how I got started in UX, along with debunking myths to become a UXer, and tips and resources to get started in one's UX career. This talk was presented at Ladies that UX Taipei on October 26, 2016.
Social at JCPenney: Conversation-led marketing, presented by Sean RyanSocialMedia.org
In his Brands-Only Summit presentation, JCPenney's Sean Ryan explains how they've leveraged social conversation to tell their brand story in the wake of change.
He shares examples from their recent social media campaigns including the 2014 Olympics and the Super Bowl.
Design Better Products and Services with DataJenny Shen
The work of a UX Designer is to optimize the experience for users. But how can we determine if our designs are truly better? Unless we measure data, we can’t. In this talk, Jenny will share how she uses data to design products and services around the world.
She will discuss:
* Why designers should embrace data
* Qualitative v.s. quantitative data
* Why A/B tests alone is not enough
* How to use data in design
* Case study: building a UX community with data
This talk was presented at UXDA Chiang Mai, sponsored by Punspace
Training presented at #Toastmasters District 37 Fall Conference November 1, 2014.
This presentation covers the 5 major social media networks: Facebook, Twitter, LinkedIn, Pinterest, Google Plus. Includes selecting the right social media for your target market, common buzzwords, and best examples of posts.
Staying Connected: Using Social Media to Communicate, Sebastopol Senior Cente...Kerry Rego
Kerry Rego Consulting spoke at Sebastopol Senior Center May 11, 2012. She defined social media, gave current statistics, demonstrated traditional tools vs. new tools, and talked about the communication tools we have available to use to communicate with family, friends and the outside world.
Companies invest a lot of money in social selling. However, they are struggling to get #results. No #training or the wrong training is the root of all evil
How Worker Well-Being Increases Your Bottom Line: November 2013 VolunteerMatc...VolunteerMatch
“Big Data” is a phrase we hear often in business these days, and not just in the context of client and customer-related operations. Companies that are putting data to use in innovative ways are finding it can have surprising benefits to the business’s bottom line. – For example, tools like Quantified Self, FitBit or Jawbone can track things like your employees’ sleep patterns, mood and emotions. Soon you'll be able to tell in real-time how your employees are doing and where they're happiest in their jobs.
For the November 2013 Best Practice Network webinar, VolunteerMatch is joined by John C. Havens, Founder of the H(app)athon Project and author of “Hacking Happiness - Why Your Personal Data Counts and How Tracking it Can Change the World,” and Arthur Woods, co-founder of Imperative, the leading consulting agency helping companies measure and maximize employee purpose and well-being. John and Arthur will describe the bottom-line benefits of tracking your employee well-being, and how to bring these merry methodologies to your companies. You’ll walk away with ideas for how to use existing tools and technologies to bring greater well-being to your workforce, and greater value to your customers and stakeholders overall.
Speakers:
John Havens
Founder, The H(app)athon Project
Arthur Woods
Co-Founder, Imperative
Follow the conversation on Twitter @VM_Solutions, #VMbpn
Freedom is the new wealth @ HackConf 2017Jenny Shen
Do you work in an office and you find yourself counting down to Friday? Have you ever dreamed of travelling the world or working on your own schedule and not typical 9 to 5? Actually, there’s another option than the typical career.
In 2011, I started freelancing on the side. Now, I am a full-time freelancer, working on various exciting projects for clients all over the world.
Do you want to know how I got my very first freelance project, why I chose freelancing and how to land your first client? In this talk, you'll hear about my personal experiences and lessons learned from 6 years of freelancing.
This talk was given at HackConf, Sofia, Bulgaria on September 30, 2017.
Speaker:
Jenny is a Senior UX/Product Designer at Toptal, an exclusive global network of the top freelance designers, developers, and finance experts. With a passion for helping newcomers in UX to grow and succeed, she mentors designers under her mentorship program. She also founded and co-organizes the Ladies that UX Amsterdam community. In her spare time, she likes globetrotting and has explored over 45 countries.
Design Thinking—the secret sauce to growing our niche group to the largest wo...Jenny Shen
Design thinking is familiar to many designers as a framework in a product development process. Did you know that design thinking can help community managers solve their toughest challenges? From growing the membership base to standing out among hundreds or even thousands of other communities, to sustaining the community with sponsorships or monetization, design thinking is the secret sauce to growing our niche community. In this talk, you’ll learn how we overcame the biggest challenges for 'Ladies that UX Amsterdam' with design thinking, and how to put design thinking into practice.
These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com
I share how I got started in UX, along with debunking myths to become a UXer, and tips and resources to get started in one's UX career. This talk was presented at Ladies that UX Taipei on October 26, 2016.
Social at JCPenney: Conversation-led marketing, presented by Sean RyanSocialMedia.org
In his Brands-Only Summit presentation, JCPenney's Sean Ryan explains how they've leveraged social conversation to tell their brand story in the wake of change.
He shares examples from their recent social media campaigns including the 2014 Olympics and the Super Bowl.
Design Better Products and Services with DataJenny Shen
The work of a UX Designer is to optimize the experience for users. But how can we determine if our designs are truly better? Unless we measure data, we can’t. In this talk, Jenny will share how she uses data to design products and services around the world.
She will discuss:
* Why designers should embrace data
* Qualitative v.s. quantitative data
* Why A/B tests alone is not enough
* How to use data in design
* Case study: building a UX community with data
This talk was presented at UXDA Chiang Mai, sponsored by Punspace
Training presented at #Toastmasters District 37 Fall Conference November 1, 2014.
This presentation covers the 5 major social media networks: Facebook, Twitter, LinkedIn, Pinterest, Google Plus. Includes selecting the right social media for your target market, common buzzwords, and best examples of posts.
Staying Connected: Using Social Media to Communicate, Sebastopol Senior Cente...Kerry Rego
Kerry Rego Consulting spoke at Sebastopol Senior Center May 11, 2012. She defined social media, gave current statistics, demonstrated traditional tools vs. new tools, and talked about the communication tools we have available to use to communicate with family, friends and the outside world.
Companies invest a lot of money in social selling. However, they are struggling to get #results. No #training or the wrong training is the root of all evil
How Worker Well-Being Increases Your Bottom Line: November 2013 VolunteerMatc...VolunteerMatch
“Big Data” is a phrase we hear often in business these days, and not just in the context of client and customer-related operations. Companies that are putting data to use in innovative ways are finding it can have surprising benefits to the business’s bottom line. – For example, tools like Quantified Self, FitBit or Jawbone can track things like your employees’ sleep patterns, mood and emotions. Soon you'll be able to tell in real-time how your employees are doing and where they're happiest in their jobs.
For the November 2013 Best Practice Network webinar, VolunteerMatch is joined by John C. Havens, Founder of the H(app)athon Project and author of “Hacking Happiness - Why Your Personal Data Counts and How Tracking it Can Change the World,” and Arthur Woods, co-founder of Imperative, the leading consulting agency helping companies measure and maximize employee purpose and well-being. John and Arthur will describe the bottom-line benefits of tracking your employee well-being, and how to bring these merry methodologies to your companies. You’ll walk away with ideas for how to use existing tools and technologies to bring greater well-being to your workforce, and greater value to your customers and stakeholders overall.
Speakers:
John Havens
Founder, The H(app)athon Project
Arthur Woods
Co-Founder, Imperative
Follow the conversation on Twitter @VM_Solutions, #VMbpn
Freedom is the new wealth @ HackConf 2017Jenny Shen
Do you work in an office and you find yourself counting down to Friday? Have you ever dreamed of travelling the world or working on your own schedule and not typical 9 to 5? Actually, there’s another option than the typical career.
In 2011, I started freelancing on the side. Now, I am a full-time freelancer, working on various exciting projects for clients all over the world.
Do you want to know how I got my very first freelance project, why I chose freelancing and how to land your first client? In this talk, you'll hear about my personal experiences and lessons learned from 6 years of freelancing.
This talk was given at HackConf, Sofia, Bulgaria on September 30, 2017.
Speaker:
Jenny is a Senior UX/Product Designer at Toptal, an exclusive global network of the top freelance designers, developers, and finance experts. With a passion for helping newcomers in UX to grow and succeed, she mentors designers under her mentorship program. She also founded and co-organizes the Ladies that UX Amsterdam community. In her spare time, she likes globetrotting and has explored over 45 countries.
Design Thinking—the secret sauce to growing our niche group to the largest wo...Jenny Shen
Design thinking is familiar to many designers as a framework in a product development process. Did you know that design thinking can help community managers solve their toughest challenges? From growing the membership base to standing out among hundreds or even thousands of other communities, to sustaining the community with sponsorships or monetization, design thinking is the secret sauce to growing our niche community. In this talk, you’ll learn how we overcame the biggest challenges for 'Ladies that UX Amsterdam' with design thinking, and how to put design thinking into practice.
These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com
Presentation by Sean Larkin, Partner at ThinkShout, Inc., on how nonprofits should approach social media as a means to promote "behavioral changes" amongst their constituents.
Presentation to PRSA in Eugene, Oregon on April 9, 2012Dana Lewis
Hippos, hashtags, and integrating social media: What you need to know about strategic social media use in Public Relations. Examples from @Swedish, #hcsm, and tips on integrating social media into your organization.
Beyond Facebook: Building a Social Media Strategy for 2018Chris Snider
• How to create great content for any social network
• How to create content that is native to Instagram
• How to use Stories on Instagram, Snapchat, Messenger and/or Facebook
• How to plan and build a Messenger bot
• The top 10 alternatives to Facebook for reaching your customers
• How to extend your reach and get more interactions on Facebook
• What my students are doing on social media - VSCO and Finstagram accounts
This White Paper explores the role of planning in
today’s ever-changing world of advertising & marketing.
First, a job profile for the post-digital planner is defined on
the basis of 3 core duties. Then, two campaign cases are
discussed, explaining how post-digital planning added value
to the creative process.
Setting Social Strategy: Finding the right networks, posting the right messages at the right time. Kristen Ferrer presenting at the 2014 Virginia Women's Business Conference.
Similar to #PremDac18: Introduction to Digital Marketing with Bex Lewis (20)
Premier Digital: Online Church as Real Community Bex Lewis
Slides prepared for Premier Digital Webinar on 7th October 2020: https://drbexl.co.uk/event/webinar-digital-church-webinar-online-church-as-real-community/
Mini Pecha Kucha: Public Engagement Activity Bex Lewis
A mini-pecha kucha (10 slides that auto-move forward after 20 seconds) prepared for #ERA1819, second of three workshops, summarising what we've been up to since the last workshop.
'Left to their own devices' for #PremDac17Bex Lewis
40 minutes on "What is the impact of children having their own devices, and how do we manage this?" at #PremDac17
See more: https://www.premierdigital.info/conference
IPM placing the christian church in a digital ageBex Lewis
See abstract for this conference paper, to be given 8th September 2017: http://drbexl.co.uk/2017/08/18/edit-conference-abstract-inclusive-placemaking-placing-christian-church-digital-age/
A session with the diocesan youth workers to consider the digital and the questions that that raises for them in their work - giving young people the best choices, aiding their work, and protecting themselves and their charges.
Raising Children in a Digital Age - Cavendish SchoolBex Lewis
Evening event to be held 16th May, at Cavendish School, West Didsbury. http://drbexl.co.uk/event/manchester-raising-children-digital-age-cavendish-school/
Social Media, Peer Surveillance and Spiritual FormationBex Lewis
A session prepared for AHRC workshop on Religion and Surveillance. Taken a lot of prep, and still feel it needs more. Got me thinking about a lot of things in further layers than in the past ... let's see how it goes! I typically use more slides than minutes so...
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
#PremDac18: Introduction to Digital Marketing with Bex Lewis
1.
2. Introduction to Digital Marketing
Dr Bex Lewis :: @drbexl
Senior Lecturer in Digital Marketing, Manchester Metropolitan University ;
Director: Digital Fingerprint; Author: Raising Children in a Digital Age (2014)
3. "Achieving marketing
objectives through
applying digital
technologies and media.”
Digital Marketing: Strategy,
Implementation and Practice (2015)
What is digital marketing?
@drbexl
@davechaffey
7. Purchasers? Sign Ups? Design? Return On
Investment? Enjoyment? Awareness?
Remembered? Brand Known? Media
Coverage? Number of Views?
Engagements?
Best?
@drbexl
8. • Purpose of the campaign
• Understanding of
audience
• Key Performance
Indicators?
• Call to Action?
Fit. For. Purpose
@drbexl
9. “The first important decision you must make is to pinpoint
an audience: who are you writing for? Quite simply, the
audience is in the driver's seat. By and large, what the
audience wants is what you should be giving them. You
have to listen to your audiences to find and select the
right narratives, language, and visual and graphic
devices that will capture their attention.”
Who is your audience?
@drbexl
13. “When we met the women, we realised how this was
actually real. This wasn’t reading research on paper any
more, they had real stories so we wanted to give them
the space they deserved. It was never a box ticking
exercise, we just wanted women who embodied the
spirit of the campaign. And that’s who’s in it.”
http://www.dandad.org/en/thisgirlcan-interview
Humans Tell Stories
@drbexl
16. Many body types & sports are shown – easy to
identify
- Positive not negative message (do, not don’t)
- Catchy hashtag exploits modern social media
- Use of humour (pokes fun at so much
sexualised sport)
- Inclusive & empowering rather than
competitive, get moving, have some fun,
enjoy friends – NOT fitspiration
- Nielsen survey – social media used more by
women for connection, creativity &
entertainment
Positives and Negatives?
@drbexl
Men are excluded (though have seen
#thisboycan #thismancan)
- Refers to ‘girls’ rather than women -
thos some use #thiswomancan
- Some grumbles ‘about sex’ and
objectification
- Ignores the older generation – partic
50+ - who are not represented *later
campaigns illustrated this
17. • 25 million+ total campaign views ; 250,000+ interactions.
• 302,000 Facebook and 77,000 Twitter followers
• #ThisGirlCan trended #No3 TV advert launch night
• Bespoke algorithm tweets users
• ACTIVEMapX: Classes advertised increased 39%, whilst user
searches exceeded 5,000+ daily
• Digital library of shareable assets, utilised by over 4,000
partners and sporting organisations in the UK.
Success Factors
@drbexl
18. @drbexl
“Older women said they had strong
connections to the campaign beforehand,
but they spoke about the fear of being a
beginner. At 46, you’re maybe a little bit less
inclined to start something new, so that’s
what we’re directly tackling. We want to
normalise the beginner and highlight that
exercise is not just about the physical
benefits but also about personal
development.”
•30 Jan: ‘Out of Home’ and digital
•24 Feb: New TV Ad
#ThisGirlCan 2017
22. • Social Currency: We share things that make us look good
• Triggers: Things need to be in our consciousness to want to share them
“Different locations contain different triggers. Churches are filled with religious imagery,
which might remind people of church doctrine…. And once these thoughts are triggered,
they might change behaviour.”
• Emotion: We want to share the things we care about (exciting is more shared than
sad)
• Public: If something is public, and on show, it's visible to others and enters their
consciousness
• Practical Value: People like to share useful bits of information that we think will
help people
• Stories: Humans tell stories - and useful information can be embedded in what
seems like idle chatter!
What makes people share?
@drbexl
24. • Need to have a purpose Plan
• Need to understand your audience
• Digital mixes with other forms of media
• Get inspiration from other campaigns
• Seek ways to measure ROI
• There’s no magic bullet: it takes work!
So what have we learnt?
@drbexl
25. • What campaign might you
attempt?
• Purpose of campaign
• Planned audience/£
• Measures of success?
Discuss
@drbexl
27. Thank you for your participation
@drbexl
Connect further:
http://drbexl.co.uk/
Editor's Notes
“There are many opportunities to spread your message on digital platforms. Find out how to get started.” 45 minutes
I’m drawing on this guy a lot in this talk … he’s the key source we use for a lot of our students!
Digital marketing includes managing different forms of online presence, e.g.
company websites
mobile apps
social media company pages.
This is in conjunction with online communications techniques including the likes of
search engine marketing
social media marketing
online advertising
e-mail marketing
partnership arrangements with other websites.
Techniques are used to support the objectives of
acquiring new customers (or members of the congregation/supporters of the charity, etc)
providing services to existing customers/develop customer relationship
Successful digital marketing does not look at it alone, but looks at how it can be integrated with traditional media such as print, TV and direct mail as part of multichannel marketing communications.
I’ll show you the kind of thing he means with this 2 min video from 2018 Cannes awards … and I’d always advise looking at examples of things that inspire you/have done well – so provided link here so can see all the winners (this isn’t one, but identifies some of the digital aspects)… whatever sector they are from, they are all aimed at PEOPLE, and there are ways to do a lot of this on smaller/no budgets – need some creativity!
See also: https://www.campaignlive.co.uk/article/view-grands-prix-winners-cannes-lions-2018/1485862 or https://www.adweek.com/creativity/check-out-all-30-grand-prix-winners-from-cannes-lions-2018/ for winners
For my job interview back in 2014, I was asked to prepare a class for students on ‘the best digital marketing campaign’, I did a quick Twitter poll and these came up as successful/creating debates – some were bigger than others…
Blog post = further information on each campaign + links to digital agencies giving insights into why they think these campaigns worked.
Volkswagen – The Fun Theory – Piano Stairs (2009)
Movember – November moustaches for cancer (2003+)
Red Bull Stratos Space Jump – huge amount of press interest (2012)
Gold Postboxes – Olympic Gold Medal Winners (2012)
Water Aid – 100 days to provide toilets (2010)
Frozen – got the target market on board (2013)
Yes We Can – Obama campaign – first social media presidential election (2008)
ComparetheMeerkat – unique search name - cute (2009)
Oreo – real-time newsjacking of superbowl time out – no $ (2013)
The Ice Bucket Challenge – ALS/MND – bottom up, charity jumped on board (2014)
What does BEST mean?
Is it biggest number of purchases/signups?
Beautiful design?, Biggest return for ad spend?, Stands out from others?, People enjoy it and share it?, People remember it?, People remember it and the brand it stands for? (Guinesss horses famously lost out on this one!), Fit for purpose? Suitable for audience?, Innovative?, Featured in the Press? (Positively/Negatively?)
What about recognition – Felix Baumgartner – many could tell you he jumped from space, but not necessarily for Red Bull!
Can there only be one that’s the best? I think we’ve already seen no, and we probably couldn’t agree on one!
Key = fit for purpose (doesn’t matter if it’s small/large, how big your budget is, etc.)
Those creating the marketing need to be clear about the purpose of a campaign is, and WHO it is targeting…
What are it’s KPI (Key Performance Indicators) – sign-ups, awareness, shares, or whatever …
These books by Damian Ryan which highlight some of the best campaigns that he has crowdsourced from across commercial and charitable sector, give a sense of aims, costs and ROI (return on investment), last one was 2014, so looking online for ‘best digital marketing campaigns’ you’ll like find other products.
Whether it’s a commercial product or a charity - fundamentally, there needs to be a measurable ACTION that can be monitored…
As with any form of marketing, the first thing to think about is WHO are you speaking to, and use their language! *Do some market research…
This is thinking about your current/future audience – say if we’re talking church members, you are likely to want a mix of digital content that works with your current membership, but also seeking to reach out to potential other members (knowing where your potential ‘audience’ is) – so you then want to know what they use. There’s no point developing a lovely Snapchat campaign if no one in the your current/target audience uses it, but also, just because your current audience doesn’t use it, doesn’t mean there’s not a potential audience waiting to be reached – this information does not magically appear – ask around informally if it’s a local thing, may need to hire a marketing agency to help for more serious campaigns!
Remember that the digital is not a panacea – part of multi-media mix…
Source: http://www.unece.org/fileadmin/DAM/stats/documents/writing/MDM_Part2_English.pdf
You also want to understand the digital habits that people have, and there’s all kinds of data online about the best times to post things, the length of posts, the type of images you can use, etc.
At a big level – this kind of data from Ofcom can help understand UK habits – unsurprisingly – away from home 72% of digital time is spent on a Smartphone – that time reduces at home but doesn’t disappear (and of course there’s multi-screening possibly happening). A laptop/desktop is still the second most used device, followed by TV set, then tablet…
Ofcom produces regular reports on the uptake of digital within the UK, who’s using what, and for how long, and identifying particular trends of use (or lack of use), partly to inform government policy, but clearly also of use to digital marketers – after all, marketers have to work within contemporary legislation, but also THE BETTER YOU UNDERSTAND YOUR CONSUMERS/STAKEHOLDERS, THE BETTER YOU CAN CONNECT WITH THEM…
Source: https://www.ofcom.org.uk/__data/assets/pdf_file/0022/117256/CMR-2018-narrative-report.pdf
This is WAY more important than demographic information (age/gender, etc.) as if we view everyone as an individual … can
Can help you understand:
What your audience value in life – money, freedom, social change
Pain points your audience face throughout their lives – e.g. Church of England offers births/deaths/funerals
Misgivings and hesitations your audience have regarding the service you provide – what stops them (becoming christians/coming to your church/donating).
How you can help your audience in a way that they will find valuable – speak to THEIR needs
Understanding this means that you can target any campaigns to the needs of your audience, making it more likely they will engage with you as you are speaking to you needs…
https://www.fieldboom.com/psychographic-segmentation
I want to look at the Sport England campaign – aims summed up well on the front page of the website (which we can see is drawing on all kinds of social media) – was showcased From Oct14 on socmed, from Jan15 on TV
Agency FCB Inferno commissioned
Identified 2 million less women than men exercise… (whilst 7.5million would like to!)
“In a nutshell: our task was to get more women aged 14-40 exercising regularly (they define that as 1 session of 30 minutes exercise per week).”
5 years of research by SportEngland + focus groups. One unifying reason = fear of judgement (appearance, ability & selfishness)
Based on research, and drawing upon e.g. Dove experience, decided to showcase the stories of ‘ordinary’ women rather than models.
So many times in digital marketing, people focus on the means or the message, but what we need to remember that it’s about people – listen to what they want and find a solution.
https://youtu.be/46_DhjU_6Cg
Watch 30 second video (the full-length video = 8.5million+ views, this one only about 115,000)
Alongside TV/cinema ads, out of home such as posters, also:
Web Presence: http://www.thisgirlcan.co.uk/ (looks contemporary)
Twitter: @ThisGirlCanUK + local versions + hashtag #thisgirlcan - https://twitter.com/hashtag/thisgirlcan (faved on lots of lists)
Facebook: https://www.facebook.com/pages/This-Girl-Can/1486200494975441?fref=ts (video, photos, avg 2k likes per post – over 16k for a woman running with a prosthetic leg – still something that people interested in post paralympics)
YouTube: https://www.youtube.com/channel/UCeWu1xbK24JX1H3qrpDEW_g, Own videos, behind the scenes & curated videos
App: http://app.thisgirlcan.co.uk/#home (for mobile only – added June 2015 in response to feedback)
Key influencers (e.g. Clare Balding, Caitlin Moran) supported the campaign
Built partnerships with media outlets (rather than leaving to chance)
£10million invested
Link if want to read more about the campaign…
*and Karen Millen currently doing #WomenWhoCan (interviews with ‘strong women’).
By the end of the summer last year … when the campaign had expected to be pretty much over…
Key numbers indicate the importance of social media to this can and the engagement/interest
Algorithm – motivational or supportive tweet based upon monitored conversations e.g. ‘exercise hesitation’
See that associated apps saw upsweep in searching for ‘sports’ to engage with
Let go control of material.
So overall, what are you measuring?
QUANTS There’s the hard stuff – the numbers …
Followers/fans – just a number without any understanding of quality of ….
Engagement – the most meaningful – how is your audience responding to your content
Timing – are you active when they are (can use e.g. Hootsuite to pre-set tweets, etc.)
Click Through Rate – if you want people to head back to your website – can measure how successful.
QUALS The more difficult stuff to measure:
Which users are influential amongst the audience you want to reach – can use tools such as Social Mention, but many free tools not comprehensive - https://www.entrepreneur.com/article/313320
Sentiment analysis – do people love/hate, are indifferent – most is automated, so understand the methodology for collection
Conversation drivers – really important to understand – not only what are people saying about you, but about your area of niche interest, etc. … What are people sharing about you elsewhere – what do you need to fix? What goodwill can you piggy back on top of?
Also an ongoing, iterative campaign – positive messages on launch + ‘Tinkerbells’ fighting back against ‘trolls’, plus qualitative feedback (further stories) on Twitter/Facebook indicating that this was spurring people into action… & women sending their own videos in – which @thisgirlcanuk then shared highlighting the message that everyone can get involved (including personal blogs, etc.).
Can be difficult = cultural change – but possible, based on good research so knew which message to use.
“It’s a campaign based on changing attitudes, confronting fears and shifting stereotypes, these are difficult metrics to measure and it’s very much about the long-term journey.” (June 2015 – responded to demand with a t-shirt with M&S, charitable giving, encouraging photos, etc.)
Won Beyond ad agencies wildest dreams – inc won one of highest awards in advertising… (+ other awards such as Creative Circle awards) – remember we mentioned these are worth looking at for ideas of videos… The ‘Glass Lion: The Lion for Change’ award, new 2015, with Sheryl Sanberg ‘lean in’ (9 judges, from 160 entries)
Company feeling the pressure to keep up the standards from last time – when nobody had any expectations – this time people did have expectations, and they were aiming for a wider age group … so consistency with previous campaign, but developed further …and #ThisGirlCan is still a phase people will use…
Different measurements for different purposes – how are you defining success? Not every campaign will necessarily look for the same thing
Source: Chaffey, D. and Bosomworth, D, Digital Marketing Strategy Guide, 2015, p45
Can look at digital to seek new business opportunities, but we’re particularly interested in it as a communications channel for these lectures – and will be a difference depending if you are transitioning into digital or now embedding it – it’s complex – we’ll highlight some top notes. Now, for the next section we’re drawing particularly upon the work of Dave Chaffey et. Al, so I’d recommend that you read Chapter 4 ‘Digital Marketing Strategy’ in Chaffey, D. & Ellis-Chadwick, F., 2012, Digital Marketing: Strategy, Implementation and Practice (Pearson) – this p199 (although a new edition I think has just come out)
A couple of extracts from Chaffey’s books…
As you’ll see here, it’s not a one off plan … it’s a cycling of planning… I would typically start at the top:
Where are we now – be realistic
Where do we want to be – what are we aiming for? What is our vision? Which of these targets do we want to improve? “If you don’t know where you’re going, you’ll never get there.”
How do we get there – plan the strategy – audience, value-proposition, integration with offline, tools to use
How exactly do we get there – the finer details, a clear plan
Actions – who does what and when? Who is responsible for what?
How do we monitor performance? What is the ROI and KPIs? Digital = are plenty of things that can be measured – need to measure the right stuff!
With digital = that cycle gets faster and faster – Chaffey recommends having 90 day planning cycles as well as annual cycles – with checkpoints in between…
Don’t want to go into this diagram, but gives a sense of where different forms of media may be useful at different points – so you’ll see e.g. ‘SEO’ (search engine optimisation) which means that need to ensure that your content is ‘optimised’ to be found when people search..
All of this takes a lot of work, it doesn’t happen magically … so social/digital marketing is not ‘free’ as it involves resource (time, even if not £), and it’s not just about how many people see your content, but ‘the right people’ (be that your intended audience, or e.g. the press) are being reached – raising awareness, encouraging the ‘first click’ (act), ‘converted’ to purchase/visit/donate, and engage – where they become your advocates in some way…
https://www.smartinsights.com/digital-marketing-strategy/what-is-digital-marketing/
So, if they become advocates, they may share on behalf of the ‘brand’ … or some may have heard me speak in the past about ‘digital discipleship’ – engagement and living your life online…
Some things that make people share…
We need to be presence – people don’t respond well to being ‘sold to’, or being ‘manipulated’ – marketing essentially should be a win-win – matching needs and ‘products’ – and we believe that people have a crying need for Jesus, right – and we want to show what difference he makes to our lives… or if we’re a church/charity what difference we can make *Social media classic 80% sharing, 20% ‘selling’/message, etc..
If have purpose = fit for purpose, and a plan for how to get there
If understand the audience – can find a win-win for both parties and messages that are relevant
Digital and social media mixes in with other forms of media (and other influences) – want stories shared/featured on media/people driven to content via e.g. posters/sermons/emails, etc.
Loads of inspiring campaigns out there – more you understand what is working in the contemporary age – more relevant can make message – and don’t need lots of £ (though may need some time) to do it – cut cloth to fit
Measure ROI as appropriate – engagement, attendance, awareness, sign-ups, etc.